Social Media Recruiting What s Your Strategy?

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1 Social Media Recruiting What s Your Strategy? Alison Johnson Strategic Resources Melissa Gold Outspoken Media What is Social Media, and What Are All of These? LinkedIn Twitter Facebook Tumblr YouTube Tweetdeck Instagram Pinterest Foursquare RSS feeds Google + Hootsuite 1

2 Social Media is often a partnership between Human Resources and Marketing The Basics How do I get started? Twitter Facebook LinkedIn 2

3 Some of the Big Questions How do we decide what social media applications to utilize? How do we know our content is effective? Is there a way to make all of these efforts timeeffective? How? How do we track who is seeing what we communicate? (job postings, updates, company information) How can we manage this data without being overloaded? (We have a lot of other HR responsibilities to take care of!) Social Media in Recruitment -The Down and Dirty Facts Since 2000, newspaper classified spending has decreased almost 70% 74% of candidates start on a search engine (careerbuilder.com) 69% start on a job board (careerbuilder.com) 54% of all job seekers use some form of social media to find a job (BTA Research) 18 million Americans say Facebook got them their current job (BTA Research) 92% of U.S. companies used social media networks in 2012 to find talent and potential employees to hire. (BTA Research) 73% of recruiters have successfully hired via social media (jobvite 2012 social recruiting survey) 43% of recruiters report increased candidate quality (jobvite 2012 social recruiting survey) 31% of recruiters report an increase in employee referrals (jobvite 2012 social recruiting survey) Different demographics utilize different platforms 3

4 Social Media in Recruitment - Healthcare profession Of industries that most use Facebook for job postings, healthcare ranked #4 in 2012 Of industries that most use Twitter for job postings, healthcare ranked #9 in 2012 Over 1.5 million healthcare professionals were on LinkedIn during in 3 healthcare professionals have used social media during their job search (BTA Research) 37% of job seekers in healthcare are using their mobile devices to look for jobs (careerbuilder.com) Generally, healthcare professionals tend to be more passive in nature when searches for new opportunities. Social Media in Healthcare Recruitment -where to start Do you have senior management buy-in? Set your goals Hiring projections Retention, performance, satisfaction of new hires Budgets Branding Compliance and policy Lean practices may be similar to your healthcare organization practices Build a strategy Measure your results Cost per hire Quality of hire Response rates Time to fill Brand recognition ROI Refine the strategy 4

5 Social Media in (Healthcare) Recruitment -what to consider in a strategy Consider these strategies based on size of your organization, hiring volume, types of positions to fill, and goals for recruitment Location based sourcing. Geography. Data driven recruiting. What do you want to capture and analyze? Communities. Who do you want to engage, how, and who will monitor/manage/maintain? Social learning. What do you want to share with your communities, individuals, target markets, and employees? This all wraps into branding. ATS integration. Is this an option now? Social Media in (Healthcare) Recruitment -what to consider in a strategy Busy healthcare professionals at all levels find Twitter to be an efficient, fast way to obtain information When used effectively, it can communicate critical information to job seekers, and free up your time for other projects Manage your reputation. Ensure that you can respond in a timely, well written and professional manner to the positive and the negative, the inquiries and the suggestions Listen Share content Respond Encourage your employees to share posts/tweets/blogs Consider an intern to help you get started, or to help you manage activity 5

6 The Big Three Twitter Determine a percentage of tweets that will be an actual job posting, and what other categories the other tweets will fall into. Facebook Social Jobs App Promote your brand Identify and target passive job seekers. 1 billion users! Use real pictures of your organization personalize! Can be valuable when hiring nursing students, part timers or recent grads LinkedIn Network Post Join groups. Start groups. Navigate Engage 6

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8 Compliance, Policy, and Checking Out Your Contacts EEOC compliance some states now prohibit against requiring an applicant to be currently employed The Facebook Snooper Be careful of bias and assumptions Can open the door to discrimination Participating in job seeker conversations and forums What do you see them discussing? Preferences? Trends? Learn from them Engaging senior level talent and some clinicians Typically a longer recruitment lifecycle Build your brand here too Resources for Healthcare Recruitment hhnmag.com (Hospital and Health Networks magazine) Healtheccareers.com Healthcaresource.com Modernhealthcare.com Symplur.com/healthcare-social-media/ Healthcarestaffingreport.com Healthworkscollective.com CONFERENCE/EVENT 8

9 Alison Johnson Partner, Strategic Resources Owner, Hudson River Career Resources Alison has been in human resources and recruitment for 18 years. She is a partner in the recruiting firm of Strategic Resources, Inc. which places professionals at all levels within numerous industries on a direct hire, temporary or temp-hire basis. She also owns Hudson River Career Resources, devoted to resume writing, career consulting and creating search strategies for job seekers, along with outplacement services. She is a Past President of the Capital Region Human Resource Association (CRHRA), and is a co-founder and Past President of the Capital Region Recruiters Network (CRRN). Her MBA was completed at the University at Albany, where she remains active as a regular speaker and guest lecturer in the School of Business. ajohnson@strategic-resourcesinc.com alison@hudsonrivercareers.com Computer Drive West Albany, NY Melissa Gold Content Manager at Outspoken Media Melissa joined Outspoken Media s team after nearly a decade in journalism as the Research Director at The Business Review in Albany. In that role, she created, researched and designed The List, a weekly feature that ranks and highlights local businesses. As well, she was responsible for proofreading and checking editorial content, while managing The Business Review s social media platforms for a local and national audience. Her education includes an English degree and a juris doctor, both of which have been instrumental in fine-tuning her writing, editing and critical thinking talents. In shifting gears from journalism to SEO content writing, she s thrilled to have more opportunity to write creatively. Writing is her first professional passion, with social media outreach a close second. Melissa was born and raised in the Capital Region and has settled her own family here. She believes that her best and worst quality is the same: being an unabashed grammar snob. 9