Social Recruiting for HR Execs Made Simple

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Presented by

Steven Duque Recruiting Innovation & Optimization Evangelist

#socialreach@StevenDuque@BullhornReach

Questions? Just ask, or email me at sduque@bullhorn.com.

Agenda

1. Background Information- Social Media Adoption- Employment Branding

2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance

social media adoption

Social Media Users by Age

62% of people on social networks are of the “professional” age

Social Media Users by Age

64%61%78%

Source: Google Ad Planner 2011, US Demographics Data

NETWORK % of 35+ USERS

512m122m78m

# of 35+ USERS

Social Media Users by Age

383944

NETWORK AVG. AGE

Source: Google Ad Planner 2011, US Demographics Data

Social Media Usage by Time

Time Spent Online

8.4 hrs.Amount of time

“professional”-aged Americans spend per

month on social channels.

Facebook’s Ascent

A Changing Workplace: Social Inboxes Checked Regularly

All Responses

Source: People—On the Go 2010 Report, Pierre Khawand

A Changing Workplace: Social Inboxes Checked Regularly

Source: People—On the Go 2010 Report, Pierre Khawand

Top Management

EMPLOYMENT BRANDING

ROI of strong employment brand

how much lower the cost per hire is for a company with a strong employment brand

Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011

2x

Employment Branding Checklist

Define your strategy• Research

• Conduct internal research• Conduct market research

• Planning• Retaining talent• Recruiting talent

Build internal support• CEO engagement• Senior management engagement• Cross-departmental collaboration

Plan communications• Employer value proposition• Produce communications

Source: Employer Brand Institute Study, 2010

Honest Reflection: Look Inside

Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011

Among 2,250 corporate recruiters, almost none claimed their company would score less than a 7 on a scale of 1 to 10 for employment brand.

Build Bridges: Collaborate with Other Departments

Engage key internal stakeholders to achieve consensus and unified support for objectives

Create Content: Start with a Blog

Creating employment brand content can support both internal morale and attract new candidates

Agenda

1. Background- Social Media Adoption- Employment Branding

2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance

SOCIAL RECRUITING, SOCIAL REFERRALS, & THEIR ROI

The Difference: Recruitment Advertising VS Social Media

Controlled

Uncontrolled

Monologue Dialogue

Recruitment Advertising

Social Media for

Recruiting

Set the Tone

Start the conversation with the content that you publish

Foster Trust

put a face to the copy

Leverage Real Relationships

tap peer-to-peer networks

Employee Referrals are the BEST source of hire, say

77% of CEOs surveyed

Source: Who by Geoff Smart and Randy Street, ghSMART

Increase in employee retention

Higher quality candidates

Referred employees are more productive, quicker

Comparatively lower cost per hire

Social Media Referrals

empower employees to share culture

Referrals Dramatically Outperform Other Sources in Hiring Efficiency

Source: Dr. John Sullivan on ERE.net

% of Job Applicants That Meet Job Requirements

Offer Acceptance Rate0%

20%

40%

60%

80%

100%

2%

61%

40%

87%

Hiring Efficiency

All Other Sources

Referrals Average

First-Year Turnover for Referrals is 63% Less than for Other Sources

Source: Dr. John Sullivan on ERE.net

All Other Sources Referrals Average0%

2%

4%

6%

8%

10%

12%

7%

3%

4%

1%

First Year Turnover

Involuntary Turnover within First Year

Voluntary Turnover within First Year

11%

4%

Average Cost of a Bad Hire is1x to 5x that Employee’s Salary

Source: Right Management Survey of 444 companies

1x employee's salary

2x employee's salary

3x employee's salary

5x employee's salary

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

15%

42%

26%

11%

Cost of Replacing a Bad Hire

SOCIAL RECRUITING FOR EMPLOYMENT BRANDING: TACTICS

MARKET OPEN JOBS

Don’t be this guy

Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!

Job! Job! Job!

It all depends on your variables

32krecruiters

Expectations vary across channels

“Social” isn’t a single category

BUILDCOMMUNITY

Discussion

Groups Hashtags (#) Page

Education & Self-Improvement

Relevance Checklist

Helpful Educational Informational Conversational …

Being “relevant” is being:

Add value to connections’ professional lives online.

Multimedia

MONITORING

Monitoring

follow the leader

Monitoring

uncover best practices through metrics

Monitoring

infotriage

COMPLIANCE

Compliance

top of the sourcing funnel

Compliance

just like a job fair

Compliance

nothing you wouldn’t discover anyway

TEAM• Identify social recruiting stars and spread best practices

across your entire team • Measure results, monitor and improve recruiter effectiveness • Strengthen employment brand to boost quality of hires

REFERRALS• Save time and energy managing your referral program(s) with

built-in updates, reporting and measurement • Improve employee participation with a tool that is easy to

learn and trustworthy to use • Improve candidate engagement with employee social

endorsements

sduque@bullhorn.com Steven Duque Recruiting Innovation & Optimization Evangelist