Diversity Recruiting and the Social Graph

Ananda Chakravarty

March 2012

HR/Benefits Sector Meeting

Dallas, TX

DIVERSITY RECRUITING AND THE SOCIAL

GRAPH

• Social Networking (Soh-shuhl Net-wur-king) n.

Engagement with a community of shared

interest

• This really isn’t new…

NO OFFENSE TO AUSSIES…

VIDEO – Foster Miller Beer Commercial –Social Networking

Social Recruiting (Soh-shuhl ri-kroot-ing) n. To engage in finding and attracting employees, new members, students, athletes, etc. specifically through social media or social networking sites online.

Also not new…

SOCIAL RECRUITING – FRIENDS?

VIDEO – 2008 IBM 826 Friends Commercial –Social Recruiting

∇ Offline to Online

∇ Recruitment and Sourcing Information

∇ Job Seekers and Diversity Experiences

So what IS new? What’s changed?

∇Medium

∇Adoption

∇Distribution

Offline to Online?

∇Accessible

∇Searchable

∇Messy - Incomplete, inconsistent, and multisourced

Recruitment and Sourcing Information

∇Previously unknown connections are known

∇Establishing connectivity is instant

∇Connections are typically weaker

Job Seekers & Diversity Experiences

THE ONLINE EXPERIENCE…IS DIFFERENT

VIDEO – Daily Beast, Parody of Online-Offline experience on social media networks

SOCIAL NETWORKING∇ The Strength of Weak Ties - Mark Granovetter (Stanford Sociology Prof., 1974)

∇ Weak ties are more effective than strong ones in finding a job

∇ Strong ties already saturate and overlap individual’s other strong ties

∇ Weak ties expand the network to new networks through key nodes

∇ Groups usually tie together based on a small set of interests (even a single interest)

∇ Social capital is key, and the driver is Trust

∇ Minorities have their own groups and ‘shared interest’ is their culture

You’re only as strong as your weakest link!

THE SOCIAL GRAPH

COMPLEXITY – VISUALIZATION…

SOCIAL RECRUITING 2008

• http://www.youtube.com/watch_popup?v=obCHKPYHuhA&vq=medium

• http://www.youtube.com/watch_popup?v=ruKn0lpDlGs&vq=medium

• http://www.youtube.com/watch_popup?v=O8g3AFnT_Hk&vq=medium

THE DIVERSITY DEMOGRAPHICONLINE STATISTICS ON THE DIVERSE WORKFORCE AND COMMUNITY

1. 2012 Bureau of Labor Statistics, US Department of Labor, CPS and Pew Hispanic Internet Data 2011

CHALLENGES FOR DIVERSITY ONLINE• Identification

∇ Self defined (non-obvious)

∇ Candidates don’t associate with their classification

∇ Multi-racial, Multi-ethnic, challenging for accurate segmentation

∇ Limited data collection

∇ Photos common and automatically discriminates, style over substance

Yes, that’s a PhD, do you people just not

get it?!

CHALLENGES FOR DIVERSITY ONLINE • Qualification

∇ Self-identified (as in a resume)

∇ Social media groups are easy to join/unjoin, small number of members participate regularly

∇ ALL online recommendations at a personal level are positive (different for corporate), does not qualify candidates (except maybe for Biz Dev/Sales)

∇ Education and work experience details collected may be across long periods of time or not collected (e.g. FB, Google+, etc.)

∇ Inherent discrimination through data collection of:

∇ Older people

∇ Less active users of social media, again style over substance

∇ Privacy constraints are recent, impacts qualification

∇ Metrics are not easily available across the key hiring factors:

∇ Quality of Hire

∇ Time to Fill

∇ Cost of Hire

THE DYNAMIC SOCIAL GRAPH & TIMELINE

A long time ago…, well…less than 20 years...an internet eternity

The World Wide Web is launched, W3C Consortium formed for the internet

2.3B Users

1. March 2012 compilation: Sources: Wikipedia, Facebook.com, YouTube.com, Twitter.com, Quantcast, Alexa

Trend of Print to Digital becomes pronounced

First Professional Networking Site

18.5MM UV2.2MM Users

0.01MM UV0.5MM Users

121MM UV150MM Users

13MM UV

27% of users earn six figure salaries

Valued at $12B, sold for $35MM

Reached user base of 115MM users globally

0.1MM UV8.2MM Users

Largest socnet site reaching African Americans

6.3MM sites link to FB

Rejected Google buyout for $900MM

139MM UV850MM Users

16MM UV100MM Users

17.5MM UV

White Black Asian Latino Other Age >44 Male Female

4B Videos streamed daily

Accessed regularly in 12 languages

160MM UV

22MM UV

90.1MM UV300MM Users

Largest Q&A Site today - crowdsourcing

Breaks out FB’s social into professional and social

Fastest site to break 10MM Uvs < 5 months

High Growth rate, 100MM in 6 months

59MM UV in US100MM UV Total

4.9MM UV100MM Users185MM UV onGoogle

3.2MM UV12MM Users

30MM tweets daily

White Black Asian Latino Other Age >44 Male Female

THE SOCIAL GRAPH – DIVERSITY NICHENOTE: THIS IS NOT ALL INCLUSIVE, BUT CONTAINS KEY RECRUITING FOCUSED SOCIAL NETWORKING PLAYERS

1MM+ Hispanic/Latino Professional Users

105 Historically Black Colleges & Universities Linked

Over 22MM Registered Users (primarily African American)

Deep connections to the US Wounded Warrior Programs and Hire a Hero programs

16MM+ Uvs, largest US Based exclusively Hispanic/Latino Ad Network

Recently launched African American professionals site

SOCIAL MEDIA EXPERTS

< 6 years Social Media expertise really starts around 2006< 4 years Solid business models for Social media have been around since 2008< 2 years Effective social recruiting has been around since 2010

1. Dilbert.com Cartoon - courtesy use only.

RECRUITING EXPERTISE IN SOCIAL MEDIA• Some concerns to keep in mind:

∇ Almost 70% of members in a social media group are Inactive

∇ FB Usage is typically strongest across personal networks –friends and relatives – not professional

∇ Recruiting, Social presence, Branding online has enormous costs in Time & $$

∇ Certain jobs are not suitable for social media

∇ High volatility of sites - fast up, fast down – e.g. Myspace

∇ Mobile technology is coming and may overwhelm online social networking – esp. in diversity

∇ Certain sites are more in tune with specific groups, targetingis critical

∇ Exclusivity on sites (or positions) can be characterized as discriminatory and non-compliant

∇ Over 23,000 currently open job positions with “Social Media” in the title – low-balling this at $50k , these jobs are valued at $1.1B annually1.

1. March 2012 statistical snapshot Indeed.com, Monster.com

EMPLOYMENT BRANDING IS THE BUSINESSSOCIAL MEDIA FOR DIVERSITY

∇ Employment branding is the key asset opportunity for Social Media

∇ Diverse communities have just begun the process on the social networks

∇ Focus on where the diverse community works and plays, don’t drive them to you (but let them if they want)

∇ Broadcasting will be hit or miss

∇ Agencies rely on Comscore/Quantcast ratings, which have poor correlation with high diverse traffic sites – Non-diversity sites are relative, and diversity site data are wrong.

∇ Diversity Branding must be FACT to successfully build brand presence

∇ Functional, Authentic, Collaborative, Targeted

THANK YOU!

@achakravarty

http://www.linkedin.com/in/anandachakravarty

Views presented are those of the author only and do not reflect the position or

views of any organization. This document’s sole purpose is educational.