Wednesday, Oct. 17 10:00 am Ironwood 3 Concurrent Session: Sales & Recruiting Track Implementing Social Media Into: Recruiting, Branding and Customer Service Moderator: Hinda Chalew, SVP, Marketing & Interactive Services, Staffing Industry Analysts Panelists: Andrew Karpie, Research Analyst, Staffing Industry Analysts Nate Luman, Social Manager, Zappos Development Brad M. Smith, Director, SEO & Social Media Marketing, Haley Marketing 2012 Crain Communications Inc
Give Us Immediate Feedback Concurrent Session: Sales & Recruiting Track Implementing Social Media Into: Recruiting, Branding and Customer Service Please grade your satisfaction with this session on a scale from A (highest) to F (lowest) by texting your grade to #22333. A B C D F 294303 294304 294524 294525 294526 2012 Crain Communications Inc
Agenda Social Branding Social Recruiting Social Customer Service Resources 2012 Crain Communications Inc
We offer: Best customer service. Better talent. Bigger load of BS!
Your message should be about them!
Add value. Make sure their time is well spent.
Get fresh. Fresh content gets search rankings and traffic.
What should I write about? money. healthcare reform. problems. local trends.
Track results! Review traffic sources. Look at keywords driving traffic.
Search & Social Traffic 900 800 700 Physician & Healthcare Recruiting Firm 600 500 400 300 367% increase in search & social traffic! 200 100 0 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12
Total Search & Social Traffic 5000 4500 4000 3500 3000 2500 National Healthcare Staffing Company - Locum Tenens - Travel Nursing - Allied Health 2000 1500 1000 500 230% increase in search & social traffic! 0 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12
Session: Implementing Social Media Into Recruiting, Branding and Customer Service Social Recruiting: What to Make of the Brave New World Andrew Karpie, Research Analyst, Staffing Industry Analysts October 18, 2012 2012 Crain Communications Inc
Social Media: It s Time Has Come Social Media in the 21 st Century - What the combined telephone network and postal service was in the 20 th Century - How increasingly we will connect, engage, and communicate (distance/time tolerant) - Sourcing /Recruiting will rarely happen without some use of Social Media Adoption of social media is rising, even among healthcare professions: Source: AMN Healthcare s 2011 Social Media Survey 2012 Crain Communications Inc
Social Recruiting: What s the Data Telling Us? Staffing Firms Healthcare Pros Top 3 Developments To Positively Impact TA Statistics On Healthcare Professionals Using Organization Performance Over Next 1-2 years? Social Media in Their Job Search 2011 n = 126 Allied (36%), RNs (33%), Pharmacists (29%) Physicians (23%). Source: SIA 2012 Recruiting/Talent Acquisition (TA) Survey: Insights Into Organization, Personnel, Technology & Metrics Source: AMN Healthcare s 2011 Social Media Survey 2012 Crain Communications Inc
Social Recruiting: Are Recruiters Catching On? 2012 Crain Communications Inc
Social Recruiting: Continuous Engagement Distant candidates Proximate candidates Talent Communities Candidate Pools 2012 Crain Communications Inc
Social Recruiting: Platforms/Tools in the Cloud From Systems of Record (supply chain) to Systems of Engagement (ecosystems) Internal Enterprise Platforms (e.g., Avature, Bullhorn, Professional Advantage, Target Recruit) and website External Population Platforms - Talent Exchange (CareerBuilder, Dice, Monster, Indeed, Simply Hired) - Social Network (LinkedIn, Facebook, Twitter, Google+) - Vertical Communities (Nurse.com, etc.) Connection Tools (Beknown- Monster, Reach-Bullhorn, etc.) Connection Tools Connection Tools Internal Enterprise Platform/ Website Connection Tools Connection Tools Vertical Community Platforms 2012 Crain Communications Inc
Examples of Connection Tools (Online Services) BeKnown (from Monster) is a Professional Networking App on Facebook, where you can connect professionally within Facebook without mixing business and friends. BullhornReach helps hiring managers, employees and recruiters leverage their social network connections and search engines to find great candidates. Jibe provides job-seekers with insight into how many connections they have at a given company, contact those connections, ask for referrals and attach those referrals to their job applications. JobMagic is a social media recruiting application which expands recruiter s reach by leveraging the power of social media such as Facebook, LinkedIn and 300 other social networks and the Web. MeshHire is a Social Recruiting Software & referral recruitment software, that turns your employees, candidates, and social media contacts into virtual recruiters. Pealk is the #1 Hunting App for LinkedIn and makes it extremely easy to search, sort & engage 160M professionals on LinkedIn. Source: Crexia, 20 Social Recruiting Platforms to Watch in 2012! 2012 Crain Communications Inc
Social Recruiting: Process + Systems Redesign Distant candidates Connection Tools Proximate candidates Connection Tools Internal Enterprise Platform/ Website Connection Tools Talent Communities Candidate Pools Connection Tools Vertical Community Platforms 2012 Crain Communications Inc
Social Recruiting: Meet Talent On Their Own Turf Facebook was the top choice for healthcare professionals On average, it was the top choice 74% of the time, compared to 64% in 2010. Nurses favored Facebook more than other clinicians (83%), followed by allied professionals (73%), physicians (64%) and pharmacists (62%). The second most favored general social media site was LinkedIn, with 18% of those surveyed selecting the professional social media site. In fact, 34% of pharmacists rated it as their top site. Source: AMN Healthcare s 2011 Social Media Survey For RNs, Nurse.com (36%) was the top site, then allnurses.com (19%), MedScape (18%) and NurseConnect (14%) For allied professionals, MedScape (56%) was tops, followed by MedicalMingle (28%), Nurse.com (6%) and allnurses.com (3%). For physicians, MedScape (75%), followed by Sermo (18%), Doximity (3%) and Medical Mingle (2%). Pharmacists chose MedScape (82%), followed by MedicalMingle (14%) and allnurses.com (2%). 2012 Crain Communications Inc
Fundamentals and Suggestions Be prepared for widespread change, for process/system evolution - Be talent centric, meet them on their own turf. Where are your populations congregating? What are their behavior patterns? Think hard about mobile! - Look closely at your own internal enterprise platform(s): Are they up for the job? Are their architectures adequate? Are they actively integrating with Connection Tools & External Population Platforms? - Now comes the hard part. imagining and discovering effective social recruitment processes. Build your own talent ecosystem. - Experiment with different use-cases and solutions/services; move gradually, bring your organization and people along on the journey. It s not a marathon, but it s CERTAINLY NOT a sprint. Everyone faces the same learning curve. Try to be right, not first. 2012 Crain Communications Inc
Delivering WOW through Social Media 22
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Evolving vision and brand 1999 Selection 2003 Customer Service 2005 Culture and core values as our platform 2007 Personal Emotional Connection 2009 Delivering Happiness 24
Clothing, Customer Service, Culture Culture Customer Service Clothing 25
CULTURE the #1 priority Hiring for culture 4 weeks of training $4000 offer Core Values 26
Support the 4 C s. Clothing. Customer Service. Culture. Community. Deliver WOW through service. Maintain and magnify the Zappos Family level of service by serving as a communication node. AWARENESS PERCEPTION ACTION Enable customers to share customer service experiences. Help our customers even when they aren t shopping through helpful content a reminder that we are always here to help. Encourage shopping for the customer service experience just as much, if not more, than for the product.
Support the 4 C s. Clothing. Customer Service. Culture. Community. Deliver WOW through service. Maintain and magnify the Zappos Family level of service by serving as a communication node.
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Customer Experience What do customers expect? What do customers actually experience? What emotions do customers feel? What stories do they tell their friends? How can culture create more stories and memories?
social@zappos.com 33
Resources www.haleymarketing.com/idealab (We are finalizing this section now and it will be wrapped up shortly. It will include how-tos, whitepapers, webinars, and a ton of free advice) http://www.jeffbullas.com/ http://www.socialmediaexaminer.com/ http://mashable.com/social-media/ www.chrisbrogan.com www.tweetmyjob.com Recruiting.jobvite.com Social media survey: http://mashable.com/2012/08/18/socialmedia-recruitment-survival-guide/ 2012 Crain Communications Inc
Give Us Immediate Feedback Concurrent Session: Sales & Recruiting Track Implementing Social Media Into: Recruiting, Branding and Customer Service Please grade your satisfaction with this session on a scale from A (highest) to F (lowest) by texting your grade to #22333. A B C D F 294303 294304 294524 294525 294526 2012 Crain Communications Inc