Using Social Media As A Recruiting Tool Maximizing Its Effectiveness While Minimizing Its Risks

Transcription

1 Using Social Media As A Recruiting Tool Maximizing Its Effectiveness While Minimizing Its Risks 2010 TASPA/TAEE Annual Winter Conference Austin, TX Facilitated by Pam Laughlin, Director of SHSU Career Services

2 Social Media is a social trend in which people use technologies to get the things they need from each other, rather from traditional institutions. - from Groundswell, by Charlene Li and Josh Bernoff

3 Agenda 1. Difference between social media and social networking? 2. Who s using social media? ( Who, what, when, and how? Some statistics ) 3. Social media and recruitment of talent: - Most popular tools - Employers and new graduates The big disconnect.

4 Agenda Continued 4. School Districts - Using social media sites as part of your overall recruiting strategy for hiring talent - Establishing or enhancing a presence for the passive job seeker - Leveraging social media to actively recruit 5. Know your market audience(s) - What do they want to see on your social media site?

5 Agenda Continued 6. Fears/risks of using social media in education - Addressing the fears - Strategies for reducing risk 7. Best practices?

6 Differences Between Social Media and Social Networking? Social Media A way to transmit or share information with a broad audience a format that s a communication channel Social Networking An act of engagement Groups of people associate with each other through social media to build relationships

7 Who s Using Social Media? According to emarketer s recent research (April 2010): More than 57 % of U.S. Internet users use social networks at least once a month Across generational lines: 87% of users age % of users age % of users age % of users age % of users age % of users age 65+

8 More Statistics Corporate HR Professionals: Of 2,500 employers surveyed 35% use social media to promote their company - CareerBuilder Students: More than 92% of college seniors have a social networking profile NACE Spotlight Online Education HR Professionals: Communicating in a New Education Paradigm TASB CommLINK

9 Primary Uses of Social Media Students: Social interaction with peers, family, form study groups, network Businesses: Build brand awareness, online reputation management, learn new technologies and about competitors, recruiting School Districts: Communication tool to connect to community, parents, share data and best practices, classroom learning activities

10 Although leveraging social media does require a significant investment, most organizations will find that these new tools are not just a fad but they represent the primary platform for a new generation of users. - Amber MacArthur, Web Consultant, Strategist and Consultant

11 Most Popular Social Media Tools Used By Employers LinkedIn % Facebook 73.6% Twitter % - NACE Job Outlook 2010

12 The Big Disconnect Businesses are in the forefront regarding use of social media for recruiting School Districts are primarily using social media for their own internal use and to communicate to stake-holders 92% of graduating seniors have a social networking profile, but 70% haven t incorporated it into their job searches NACE March 2010 Spotlight Online

13 Using Social Media to Extend Your Organizational Brand Establishing (or enhancing) social media also reaches the passive job seeker Here s how: Facebook Fan Page Effectively and creatively promotes living and working in the district Gives a face to an organization Provides a platform for fans to browse news, district updates, and photos Accolades and events can be featured on blogs, and YouTube videos linked to page

14 Using Social Media to Extend Your Organizational Brand Cont. LinkedIn Professional networking: Universities Career Centers, Colleges of Education, Alumni Groups Professional Organizations Education colleagues Twitter Provides immediacy and reach with district information in a variety of ways Can be use to create buzz around events Quickly share best practices

15 Use of Social Media Examples: Fan Pages

16 Use of Social Media Examples: Fan Pages

17 Use of Social Media Examples : Tweets

18 Additional Approaches: Blogs and YouTube

19 Leveraging Social Media to Actively Recruit New Talent No need to re-invent the wheel The same social media used by school districts as a communication tool to connect to community, parents, share data and best practices, and to promote classroom learning activities can be used to actively recruit new education professionals.

20 Using LinkedIn Resources For A Fee: Post jobs and search for candidates- $195/30 days Buy job credits (less per posting for more credits) Subscribe to LinkedIn Talent Advantage No Cost Resources: Build connections to people you already know Join groups Use your status box Looking for a math teacher. If you know someone, contact me.

21 Using Facebook Utilize Facebook Directory to search for users, pages, groups, and applications Post a job for free in the Facebook Marketplace (Drawback is you can t target a specific group of people.) Use your organization s Fan Page to post job openings for your fans to see Target your audience with a Facebook Ad

22 Using Twitter Easiest way is to tweet an announcement of a job Expand your (or your district s) Twitter account by building relationships. Search.twitter.com for specific keywords to find contacts. Make job postings stand out by using hash tags - Examples: #teachingjob, #hiring, #staffing Market events you ll be attending - Stop by our booth at the SHSU Teacher Job Fair

23 Example of Twitter Posting:

24 Know Your Market Audience(s) What Workers DO Want to See: Jobs Fast facts (Q & A) about the organization Information about career paths Evidence that working for organization is fun Employee testimonials Pictures of organization s events Video of new services/products Company awards The Hiring Site Careerbuilder.com

25 Know Your Audience(s) What workers DON T Want to See: Company s information reading like an ad Failure to reply to questions Failure to regularly post information Removing or filtering public comments The Hiring Site Careerbuilder.com

26 Fears/risks of Using Social Media in Education Unfamiliarity with Social Media? - It s an emerging, fast-paced technology so everyone is learning - Abundance of people willing to help and tutorials Management of Organization s Reputation or Brand? - Have response strategies in place - Authenticity is key

27 Fears/risks of Using Social Media in Education Cont. External/Internal Misuse of Social Media - Fan Page Rules (See Mansfield ISD s) - State, District, Local Campus Policies (SBEC Ethics Code updated in November) - EEOC: All the same rules apply - Each Social Media Site s Policies

28 Expert Advice: Don t just jump on the bandwagon do the backend work first. Start with your audiences, stakeholders what information do they want? Organizations can seem faceless. Your social media needs to be about real people, real issues, real accolades. Be authentic. It s ok to be human! Get outside your silo! What are others in your organization doing? Collaborate.

29 Acknowledgements Texas Association of School Boards (TASB) : HR Exchange, Supporting Texas Public Schools, and Legal Services Sites State Board for Educator Certification Code of Ethics (I) Standard 3.9 Texas Education Agency News Releases Online National Association for Colleges and Employers Businessweek.com Careerbuilder.com Inc.com Mashable.com Employeeevolution.com The Balcom Agency Chip Hanna LinkedIn Learning Center Facebook Help Center Twitter Help Center Twitter Basics

30 Special Thanks To: Mark Thomas Communications Officer Birdville ISD Communications Department Richie Escovedo Media and Communications Director Mansfield ISD Communications Department Jurden Bruce Web Administrator Sam Houston State University