The Future of YourRecruiting Strategy: Social NetworkingSocial Networking

Susan BurnsFounder & Chief Talent Strategist

Talent Synchronicity

Overview

• Social Media & Social Networking• Why Now?• Framework• Community• Tools• Building Your Case

Living in a world of transparencyand social interactions

“Right now, your customers are writing aboutyour products on blogs and

recutting your commercials on YouTube.They’re defining you on Wikipedia and ganging up on

you in social networking sites like Facebook.

These are all elements of a social phenomenon— the groundswell —

that has created a permanent, long-lasting shiftin the way the world works.

Most companies see it as a threat.”Forrester

SocialMedia

Social Networking

Social Media

Set of tools andapplications used todeliver, share andrespond to content

Sites that host profilesand enable connections

Social NetworkingBuilding community throughexchange of content andIdeas.

Creating value for individualsand community as a whole.

Bi-directional.

Built on foundation ofauthenticity.

Why Now for Recruitment?• Evolution of corporate recruitment site

– Move from static to dynamic– Redefining interactive

• Recruitment function evolution– Complexity– Take a leadership position

• Attraction factor– 9.4% or 5.1% or 4.2%

• Good business sense– Brand engagement = differentiation– Smoothes the curves– Reduce recruitment costs– Cost to entry is low but takes time to develop and nuture

Why? Attracting Talent is still acritical business need!

But the Risks!• We’ll lose control of our brand!• Not sure it’s a cultural fit for my company.• What about Legal!• People expect to hear an authentic voice?• People will expect to communicate with us.

How do we manage to responsiveness?• Isn’t the phone, job boards and our career

site good enough?

Greater risk in not moving forwardConversation is moving on

with or without you

• Broadens reach of your career site• Extends and differentiates brand• Nurtures relationships• Facilitates viral communication• Channels a pipeline for talent planning• Redefines workforce structure• Fosters collaboration externally &

internally

Social Networks - the rewards

Framework

Corporate Career&

Community Site

Video

SNS

Microblog(s)Blog(s)

Microsite(s)Photos

Wikis

RSS

RSS

CRM

CRM

JobBoards

Audio

MobileMobile

Shar

eShare

Community:Blog

Ning

Google FriendConnect

Brand: What’s your story?• What’s unique about your company?

• What’s your industry positioning?

• How is the story being told?

• How is your brand perceived?

• Are you open to listening to learn?

Talent attraction begins with perception and effectiveengagement. Brand experience needs to be consistentacross all candidate touch points.

Blogging & Your Corporate HR Brand

“Personally the companies that I've beenmost interested in have been the one's thatare blogging and therefore appear to beknowledgeable industry leaders. Also, somecompanies have begun posting jobs on blogs,which I think is better than on a recruitmentwebsite or in a newspaper, because thecandidates applying have read the blog andare interested in the company.”Matthew Watson, blogger, recent graduate

“Congrats Matthew! I'm aCorporate Communicationsstudent in Singapore andgot an internship via my blog.So I can totally identify withsocial media hiring!” Daryl Tay,blogger, student

Attract

Engage

Listen

Communicate

Connect

Blogging & Your Corporate HR Brand“Think of blogging as an ongoing investmentin persistently attracting and engaging thepeople you know you’re going to need.”

Definitive Guide to HR Blogging

• Voice of many– Demonstrate diversity of workforce through multiple voices

• Teach– Demonstrate depth of knowledge for industry, product or service

• Expand Reach– Engage broad spectrum of talent to learn, share, innovate

• Influence– Be a part of the conversation

Communication Transformation

Transactional Relationship Community

•Intentional•Common interest•Gaining wisdom and knowledge•Giving back•Collaborating•Creating and furthering relationships•Respect•Web of inclusiveness•Trust

What if…

16

Community:Collaboration and Innovation

Framework:Community Manager - Building Social Capital• Structure

– Dedicated resource– Reports to head of recruitment– Blend of marketer,

technologist, sourcer, recruiterwith an analytical mind -pattern mapper

• Skills– Great communicator– Business acumen– Technically adept– Persistently curious

CommunityCommunity•How would you create a talent-centric

Community for your organization?

> Content elements > Content contributors> Targets > Attraction> Engagement > Frequency> Conversation > Segmentation

Tools: LinkedIn Company Profile Your LinkedIn Company Profile

displays basic information about Industry, Company Size, etc.

Claim ownership to make edits to these pages

For a more unique experience,try Custom Company Profiles™ Your content dynamically adaptsto the viewers, based on theirindustry, job function, location, etc.

Move beyond job listings to convey corporate culture andvalues

Slide courtesy of LinkedIn

Using Groups to Identify &Connect with Candidates•Join the discussion inGroups, look for “Experts”who frequently answerquestions

•Post Jobs in the Jobs Tab

•Find prospectivecandidates and referrals

•Tip: Join the “09 GradsGroup to engage withrecent college graduates

Slide courtesy of LinkedIn

Tools:Brand Engagement & Attraction

Entice Labs

Tools

Capture

Qualify

Communicate

Align

Tools: CRM Integration

Avature iFrame

Building a case• Partnerships and champions

– Is social media already in use in your organization? Marketing?Business Units?

– Build credibility and partnership with Legal• Value to organization

– Identify extended value to organization– Brand visibility, reputation management, innovative ideas

• Resources– What will you need to succeed?– Where can you reallocate?

• ROI– Reduced time-to-fill– Reduced third-party fees– Increased insight into pipeline and talent planning = value to

business partners

Pathways to Success• Determine cultural fit for authenticity and sustainable strategy

– What’s right for your company• Listen…. then act: know the environment

– Find 20 hours per week– Design a Community Manager role

• Brand connection - experiential interactions– Continuity across platforms– Leverage consumer brand presence

• Value conversations and invest time in follow-up– Or, risk brand reputation….and investment

• Target your audience & prioritize needs– Where are people with the critical skills you need?– What’s happening in their “social community” that would influence

your attraction strategy?• Measure

– What will success look like? How will you know you’ve achieved it?

www.TalentSynchronicity.comSusan Burns

Linkedin.com/in/susanburnsTalentSynchronicity@mac.com

503.381.9292

Integrated Recruitment Strategies Social Media & Networking Strategies Talent/Workforce Planning University Recruitment & Relations Employment Branding