Thinking Social?

Penna Social Media 2013

We wanted to discover:

1. The level of HR’s use of, and expertise in, social media –

and its effectiveness

2. Which social media are most effective, and future plans to

use them compared with other media

3. How those social media can be used to the greatest effect

4. How social media are monitored and managed, the time to

do this and assignment of responsibility

5. How social media use can be extended beyond attraction,

into recruiting, on-boarding and engaging

Does your organisation allow Facebook access at work?

But only 21% of those companies allowing access did this on an unrestricted basis.

But as few as 6% of companies actively have a total ban on Facebook at work.

Restricting Social at work

Recruiters are also starting to think socially.

Attitudes

51%

14%

27%

7%5%

24%

37%

33%

It's seen as dangerous, we are

uncomfortable in using it

We talk about it and use it a bit, but we

view it more as a risk than a benefit

We do use social media and try not to

be too bureaucratic towards it

We actively encourage it and try

to be early adopters wherever we can

2010 2012

• As attitudes change so does use

Social media use will grow

Social media tools

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Tw

itte

r

Lin

kedIn

Facebook

Vid

eo (

Youtu

be,

Vim

eo

etc

.)

Blo

gs

Foru

ms

Google

+

Pin

tere

st

Photo

Sharing S

ites

(Flickr, I

nsta

gra

m e

tc.)

Socia

l Bookm

ark

ing

Increase Stay The Same Decrease No Plans to Utilise

Social media is best used socially; but sometimes as an advertising medium

Direct Hires

8%

13%

54%

24%

13%

38%

31%

17%

11%

55%

34%

0%

Not at all successful Not very successful Quite successful Very successful

LinkedIn Facebook Twitter

Engage and qualify

Engaging in online conversations

• Good content

• Interaction with quality hires

• The most important metric is quality followers

Indicator Rank

The quality of followers: qualified, the kind of people you may want to

recruit etc

1

Mentions, comments & posts etc 2

The volume of subscribers, likes & followers etc 3

Sentiment figures & metrics 4

Shares, re-links, pass-alongs, Diggs, G+1's etc 5

Organisations who manage “well”

“We try to respond to every comment made, particularly if it's negative.”

“We would always comment and not to do so would feel unprofessional”

“Any criticism of the organisation needs addressing and Social Media is a useful tool to address this.”

Recruiters are also starting to think socially.

Monitoring and Managing

• Not just starting conversations but facilitating and seeking

existing ones.

Monitoring+

Managing=

Engaging

Effort

26%

11%

6%

3%

8%

11%

21%

15%

It's a normal part of our working day

We engage actively with Social Media

channels at least once a week

It's something that gets done on

occasion

We don't do anything to actively

manage our reputation through

Social Media

Well Not Well

Organisations who manage well - time

0%

2%

4%

6%

8%

10%

12%0 Hours

1 to 2

3 to 5

6 to 1011 to 30

31 to 40

More than 40

When do you think it is appropriate that an external agency could be used to help social media implementation?

What now?

“How much of a concern is it for you that candidate information available online could get in the way of a fair recruitment process if used injudiciously?”

“If a candidate is willing to share this information in a public way, they have to accept that it may come up as part of the search process. Don’t post information you’re not happy sharing with the world.”

Social media for diverse recruitment?

33%

27%

30%

6%4%5% 4%

24% 23%

44%

0%

10%

20%

30%

40%

50%

60%

1 - Poor for recruiting

2 3 4 5 - Good for recruiting

People with Disabilities

People from Ethnic Minority Backgrounds

LGBT People

People over 60

Women

Men

Graduates