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Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC December 3rd, 2010 @Dave1102
Social Recrui,ng in an
Unsocial Environment
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Purpose of this presenta,on
Get you to think about the answer to these ques,ons…
• What do people think about the company?
• Do your acCons improve that percepCon?
• Are you a recruiter or a career counselor?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Agenda
• Is social media new?
• How has recruiCng changed? • Why did the Army go social? • Do you have a social media strategy?
• What is MarkeCng? • What is a brand and why is it important to recruiCng? • How is social media like daCng?
• How can we make the experience beKer for prospecCve employees?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
Is social media new?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
NOPE…just the tools!
There were four main purposes of the Declara,on: GeTng reluctant colonists on board Explaining the colonists' posiCon on the purpose of government LisCng the colonists' grievances against King George III to show the legiCmacy of their acCons to others To encourage foreign naCons to help them
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Defini,on of Social –adjec,ve 1. pertaining to, devoted to, or characterized by friendly companionship or rela,ons: a social club. 2. seeking or enjoying the companionship of others; friendly; sociable; gregarious. 3. of, pertaining to, connected with, or suited to polite or fashionable society: a social event. 4. living or disposed to live in companionship with others or in a community, rather than in isolaCon:
People are social beings. 5. of or pertaining to human society, esp. as a body divided into classes according to status: social rank. 6. involved in many social acCviCes: We're so busy working, we have to be a liKle less social now. 7. of or pertaining to the life, welfare, and relaCons of human beings in a community: social problems. 8. noCng or pertaining to ac,vi,es designed to remedy or alleviate certain unfavorable condi,ons of
life in a community, esp. among the poor. 9. pertaining to or advocaCng socialism. 10. Zoology . living habitually together in communiCes, as bees or ants. 11. Botany . growing in patches or clumps. 12. Rare . occurring or taking place between allies or confederates.
–noun 13. a social gathering or party, esp. of or as given by an organized group: a church social.
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Viral Marketing The process of creating the potential for exponential growth in a message's exposure and influence, usually refers to the pass-along of some element or content that is usually online
Buzz Generally considered an outcome resulting from large numbers of individuals talking about a product, service or brand
Word-of-Mouth Marketing Activities that companies undertake to generate personal, often
in-person, recommendations as well as referrals for brand names, products and services
Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service.
Working Defini,on
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
• 78% of consumers trust recommendations from other consumers they know (1) Now this is closer to 90%
• 71% of 13-24 year olds consume user-generated content (2)
• 35% of executives have read a blog in the last month (3)
• 40% of today’s consumers are creating their own entertainment (4)
• 51% of consumers are watching and reading content created by other consumers (5) Sources: 1. Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007 2. Harrison Group/Deloitte Touche Survey, March 2007 3. Business Elite: USA 2007 Survey, Ipsos Media, October 2007 4. State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007 5. State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007
Why Social Networking is Important
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Encourage Target Audience Par,cipa,on
Ensuring that ac-vity is driven exclusively by our target audiences will help build a high level of trust in programs
• Modern web users’ trust is earned, not given, so it’s imperaCve that we leave as liKle a “footprint” as possible – As liKle reacCve moderaCon as possible (e.g., don’t let community see you remove
content aPer the fact) – Let others respond to negaCve comments.
– Establish ground rules on what will get a comment deleted. (e.g., obscene language, inappropriate comments, spam, etc)
• Customers prefer interacCons with each other to receiving “markeCng speak” about why they should consider or buy new products / services – December 2008 Web 2.0 Research confirms this
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
How has recruiting changed? �
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Yes…I’m old!!
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Before the internet…
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
How have things changed?
A March 2009 study by Knowledge Networks found that between 10% and 24% of US social media users turned to social networks when making purchase decisions about various categories of products and services. (eMarketer, October 2009)
• 86% of job seekers search online
• Social media sCll isn’t on the radar for over a third of job seekers (36%)
• 83% of job seekers would rather have a job they love than a job that pays well
Do you think a job is more important than a purchase??
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What is the percep,on?
Search words
1st to apply get the job
No human contact
Apply & wait & wait & wait Hard to prioritize
Did I mention no human contact? #CareerCollec,ve
Employers don’t care
Recruiters just fill jobs
Not user friendly
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Super Bowl 2011 Ticket Giveaway
• I have 2 Cckets for the Super Bowl
• Tweet why you should get one of the Cckets
• And the winner is…
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Is this your applicants experience?
• Self Select • Excited about Cckets (job) • No clear Cmeline
• No noCficaCon • Would you do this again?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
How does your process make people feel?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
Why did the Army go social?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Before Social Media “Recrui,ng Slogans”
It didn’t maKer what Soldiers thought…no one asked them.
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What do you think when you see…
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Do these come to mind?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What it means to the Army…
Physical, Emotional, & Mental Strength
No longer just for recrui,ng!
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Army Strong Stories
600+ Bloggers
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Army Strong Stories
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Social Media – Straight from Iraq
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
US Army Astronauts
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
The Army Experience Center
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
What is Marketing?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Marke,ng
• What consumer problem must the adverCsing solve?
• What is the objecCve of the adverCsing?
• What is the most important benefit, promise, and/or offer?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Social Recrui,ng IS Marke,ng
• This should be more than a job posCng. • It’s a story of employee experiences.
• It’s about relaConships and communiCes.
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
What is a brand and �
why is it important to recruiting?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Brand • A brand is a name, sign, symbol, slogan or anything that is used to idenCfy and disCnguish a specific product, service, or business.
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Is it Quality or something else??
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Your Brand • PercepCons = Reality • What is being said in the news about your brand impacts percepCons of the company.
• HR departments DO have an impact on the brand…a good markeCng department will realize that!
• Employees must believe in the brand if you plan to include them in social recruiCng.
Positive Negative
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
Do you have a�
social media strategy?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
The Army’s Posi,oning For Recrui,ng Soldier’s Purpose: A Soldier serves in the US Army and is commiKed to protecCng the U.S. ConsCtuCon and all that it stands for.
Soldiers Defini,on: A Soldier is strong (Mentally, physically and emoConally), adapCve, confident, and values driven.
Value Statement: Becoming a Soldier prepares you to succeed at whatever you select as your goals.
Posi,oning Statement: Being a Soldier strengthens you today and for the future because the Army develops your potenCal through relevant and challenging training, shared values and personal experience. Soldiers consistently take pride in making a difference for themselves, their families and the NaCon.
Support Enlisted: Army skills; leadership and teamwork training; educaConal opportuniCes Officer: Leadership and management development of each cadet/officer EmoConal assurance for both: pride in making a difference
STEP 1: Develop a posi,on statement
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Strategy Short term -‐
Launch and establish Army Brand Increase Leads and traffic to staCons to meet recruiCng mission PosiCon Brand for Long Term success -‐ one look and one voice
Midterm -‐ Build Army Brand and improve awareness and propensity Employ market segmentaCon research to target messages more effecCvely Employ Public RelaCons to extend message to both the internal and external
audiences Develop ethnic specific messages to increase enlistments in under-‐represented
ethnic markets Long term -‐
Reinforce Army Brand with compelling and relevant ads and messages Integrate learning from Ad Tracking and research to improve campaign
effecCveness Synchronize Army-‐wide outreach programs and assets to support recruiCng
STEP 2: Develop a strategy
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Know your audience
• Each generaCon has different career goals
• They can be found in different social circles
• For 40% of new graduates, the most important thing to them in their first job is opportuniCes to learn and develop their career. Salary and benefits is most important for 25% of new grads, and work/life balance is tops for 17 percent.
• If you’re targeCng older workers, one place to adverCse your jobs might be on Facebook. The number of workers 55 and older on Facebook has increased 922% since 2009.
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Development of a Strategy
• Define your content • Determine locaCons to post content
• Explore social media management tools
• Measure success (ROI vs ROO)
Publish a communica,on plan
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Communica,on Plan
• Think like a magazine (annual plan)
• What is the story you want to tell? • Is there a cycle to your recruiCng? • IdenCfy who controls account • Establish rules • Ensure informaCon is authenCc and verifiable
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
How is social media like dating?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Social Media is about Rela,onships
What is it like on the first date?
And ager the marriage?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
How do you create conversa,ons?
Are there any ques,ons?
Do you agree?
YES
What do you think about this?
Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service.
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Part of your strategy should include listening
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
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December 3rd, 2010 @Dave1102
Social Recrui,ng in an Unsocial Environment
How can we make the experience�
better for prospective employees?�
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Worst Prac,ces • HR Team mistakes • Misspellings in job posCngs
• CommunicaCon errors with applicant
• Job posCngs not closed when filled • Comments about applicants on social media
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
Best Prac,ces
Thanks from Our Brand
�
10 % Discount �
• Hand wriKen rejecCon noCce • Discount coupons for company products
• Feedback from interview
• Offered advice for next interview • “like a marriage”
• Offer interview hints • Response from SM
• Video posCngs from hiring manager
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What can we do to get beher?
Develop a strategy and a communicaCon plan
Know your audience and understand generaConal differences
Post closing dates for posiCons ApplicaCon response includes decision dates
Send a “press release” profiling the selected candidate
Employee blogs to communicate company culture
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What can we do to get beher?
Get employees into recruiCng communiCes
Understand the “rules” of social media…let others defend your organizaCon
Provide a reason for prospects to stay engaged with your community
Watch those outside your industry…be a leader not a follower
Can your community help those leaving the company?
How about a NewsleKer?
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
A new recruiters tool on Facebook
Free 6 Week Trial
Sign up at: hKp://www.work4labs.com/
Email team@work4labs.com for extension to 6 weeks
TWITTER: @Work4Labs
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
A new recruiters tool on Facebook
Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC
What are your thoughts?