Employee Recruiting 3.0

Social Media Best Practices for Employee Recruitment

Summer / Fall 2011St. Lawrence CollegeLindsey Fair, Faculty AdvisorMatt Landers, Research LeadChris Green, Researcher (Advertising)Olga Dolia, Researcher (Marketing)Casie Jones, Researcher (HR)

Partners

Defining Social Media

• It’s interactive• Personal

connections• Open discussions• Purpose is the

same, regardless of technology

• It all started with word-of-mouth

It's not a FAD. It's here and it's BIG

Social media (including blogs) captures 80% of American Internet users’ time online, according to the Social Media Report. That’s double the amount of time spent on online games (Nielson, 2011).

They want to connect not just surf anymore. They expect to find you there, and that’s where they’re

looking.

Social Media is an integral part of hiring

Social media is “no longer just the shiny new object in the toolbox,

social media recruiting has become an integral part of hiring” (Zappa, 2011)

Job Seekers versus Candidates

• Only 2.9% of Americans spend time on online classifieds

• Classifieds are great for job seekers, but not so great for industries with low unemployment rates

Companies need to appeal to the

53% of the workforce that are open to a new job but are not actively looking, according to Jobvite (Murguia, 2011). Often, these candidates are also the top tier candidates.

Not Looking = Top Tier

Employers are Onboard

• 56% of organizations are using social networking sites to find candidates in one way or another. (SHRM, 2011)

• two-thirds (64%) of businesses use two or more social networks in the recruitment strategy. (McIlvaine, 2011)

• Nearly 90% of employers have plans to use social media as a recruiting tool in the near future (Adams, 2011)

• 53% success rate in recruiting through social networks. (Atenta, 2011)

Industry Comparisons

Health care and social assistance agencies are utilizing social media for

recruiting the most (21%). Surprisingly, only 13% of technical industries are

using social media to recruit and only 3% of

construction, mining, oil and gas companies are using

it for this purpose.

Larger corporations are adopting 3.0 strategies faster than smaller companies (SHRM, 2011)

Building a Culture FIRST

• Recruiting via social media is about culture, and culture building takes time. “Social Media is a process not an event” (Menden, 2010).

• 1/3 of all company digital followings, friends and fans are due to an interest in their corporate culture (Atenta,

2011). • A great example of promoting a

culture and not a job is the Pink Glove Dance video produced by Providence St. Vincent Medical Centre in Portland, Oregon (Providence St. Vincent, 2009).

Channel Choice• 83% had used Kijiji to look for a job,

Facebook and LinkedIn where only used by 33%, Twitter only 17% and YouTube 0%

• SNS usage, Facebook was the winner with 66% of the respondents using Facebook more than 2 times per day, whereas Kijiji was only 1 per month.

• LinkedIn generates about 73% of hires according to Jobvite's data. Just 20% came from Facebook and 7% from Twitter. (McIlvaine, 2011)

• The SNS that accounts for the most referrals that lead to hiring was not LinkedIn, but

rather Facebook.

Trends Talk (mobile, digital job fairs, #hashtags)

Conclusions

• Social media is about finding candidates not seekers

• Social media leads to higher quality candidates and hirers

• Recruiting 3.0 is no longer the responsibility of the HR department, it’s time to break down those silos