Emerging Social Media Technologies and Tools

IMG_5843These are live blog notes from the Social Media in Recruitment Conference 2013#SMIR – so please excuse any typos.

Speaker: Bill Boorman, founder of the #Tru unconferences.

Bill starts his talk by referencing data from the UK Candidate Experience Awards that monitors live candidate data from 55 companies.

This data shows that on average . . .

  • There are 75 applicants per job
  • 30 jobs handled by a consultant at one tine
  • 5% of organisations track the recruitment process
  • 70% of applicants that apply for jobs are unqualified for them
  • Hiring managers actually get to see 5 out of 1,000 applicants
  • 20% of applicants see a job spec

Bill used these stats to challenge preconceived ideas in the recruitment industry that what’s needed is more candidates. He said the challenge is filtering candidates and matching them to jobs.

I liked this quote:

Finding people has never been easier, recruiting them has never been harder.

Understanding the difference between a lead, a candid=tae and an applicant

Bill says we need to understand the differences in the technology needed to manage a lead, a candidate and an applicant.

A lead – we have a connection but need more data on them. Most of the technology in recruitment is based on what the candidate provides the recruiter. But this data already exists online. Need to find those data points.

Bill says we need to be thinking about losing the traditional application process. We should be using technology to find the right people and matching them against roles. These become candidates – someone who chooses to be connected with you for a certain appoint of time. Applicants are defined by winning or losing a role.

As long as someone is interested in our company they are a candidate. They become an applicant once they apply for a role.

Bill urges the room to think about how technology works for leads, candidates and applicants.

He then went to look at 10 trends in 10 words

1 Data
Big data is a big buzz but what does it mean? It is all this stuff we put out about ourselves. Since 1996 we have been posting stuff about ourselves (Six degree was the first social network launched in 1996).  The first question to ask of data is; what picture is this showing me? All recruiters should be data centres, says Bill. It is time to use all the data you hold.  For example, a CV can give more than 400 data points says Bill, based on CVs he has been analysing for a client.

We have used data to arrange interviews. Nice metaphor – we have stored data not retrieved anything. he says that when he was a recruiter dealing with paper CVs he filled up filing cabinets and got more and more to take the CVs until he had to reinforce the floors. He says we are doing the same thing with technology.

Think of yourself as a data centre not a transactional centre. Sears in US links performance data to recruitment data to establish where the best candidates have come from.

2 Application
If a candidate applies for a job, what happens, asks Bill. Can a candidate  apply in the channel they are in – e.g. Twitter, Facebook, Linkedin.

  • Twitter – most volume, lowest quality
  • Linkedin – most relevant
  • Facebook – have the longest relationship wit the organisation.

In an ATS, on average it takes 72 clicks and 45 mins to apply. Bill says boring, slow and painful. And 70% of them are unqualified.

This is where technology can help filter ouut people. For example, match candidates against jobs. Think about how technology is helping the application process.

3 Network

Your network is your net worth says Bill. Networks are critical to recruitment success. Networks used to be closed – black books – now they are open. They provide 70% employability so how easy do we make it for us to connect trough our networks.

Connect through stories not job adverts.

4 Referral
Old fashioned was based on recommendation = social referrals are who are you connected with. Challenge is to reward this. (pictures are impotrtsnt – desk and out of window most popular content)
Make sure you get referred to the right people. Conte tis key to referrals.

5 Analytics
Your tech needs to be able to join up different data points so you have a picture of what is happening in real time

6 Assessments
Quick assessment on the front end of the process. e.g. video gaming. We should be able to tell if people fit upfront in the process.

7 Content
What are we using to capture what’s going on in our organisation. esy to create and share.

8 Mobility
Echoing Alex’s pint – make sure your technology works on mobile.

9 Visual
Make things visual – video and images. People respond to visuals more than words, especially on mobile.

10 Collaboration
No one has perfect tech but you want all your tech to work with your other technologies. Open APIs is what you need, he says.

The Mobile World – Past, Current and Future Trends

IMG_5835These are live blog notes from the Social Media in Recruitment Conference 2013#SMIR – so please excuse any typos.

Alex Kozloff  is head of mobile at the Internet Advertising Bureau (IAB). She says she is no expert on recruitment . . . she starts by talking about wider mobile trends.

Consumer trends
We are at two-thirds smartphone penetration in the UK. It was 57% a year ago. Alex shows a slide listing what we no longer do to make the pint that technology is making fundamental changes in the way we lerad our lives.

Comscore says a third of page views do not come from computers. The Guardian says 55% of its football coverage is viewed on mobile. So, mobile content consumption will keep growing.

In May 2013, 2.5 m  unique visitors visited careers sites via mobile (Alex says a truer figure is more like 10m).

Tablet penetration in UK – 22% in March 2013, 10% in 2012. Again growing fast, says Alex.

So, mobile is huge and getting bigger.

There are big differences in usage of devices. Mobile in morning, PC during day, and tablets in evening. three emerging trends are:

  1. Used in evening so good for being used with TV – ‘dual screening’
  2. Used more for entertainment
  3. Used more for retail – on average 4.26 hours a week spent shopping on tablets – nearly twice the time spent shopping on a PC.

For digital advertising, the impact has been significant and brands have been slow to keep up.

Total UK digital spend – £5.416bn. of this:

  • Search 58%
  • Display 24%
  • Classified 16%

In 2012, £300m spent on digital recruitment advertising  Mobile accounts for £526m in 2012. That nearly double the 2011 figure.

Alex then showed some mobile recruitment examples

1 Walkforce in Japan
This app is aimed at graduates who spend time walking around offices dropping off CVs and g=having meetings. The app measures your progress. You get awards The mopre you walk.

2 Berrge Tattoo
Tattooo parlour recruiting for a tattoo artist. They used a QR code – invited artists to fill in the code in order to scan it – needed attention to detail to be able to scan the code successfully.

3 Sweco
Alex showed a video on their careers fair that had a virtual twist.

4 Saatchi mobile creative director app
An app for recruiting creative directors. Alex shared this video. There was no mention of the app being a recruitment initiative.

5 Alex ended with a video on how mobile can be used for good. A live interactive campaign for Microloan Foundation that supported 21 women in Africa in one weekend. Here is a video about the project:


The future

  • 75% smartphone penetration before end of the year – it is a mass medium. Start thinking about mobilenow.
  • In 2’013, major;ty of paid search clicks will come through mobile
  • Facebook – going mobile has had 10 times more impact than going public.

Go mobile-enabled website first, not app, she added.

Social Media Success at UCAS

IMG_5830These are live blog notes from the Social Media in Recruitment Conference 2013#SMIR – so please excuse any typos.

Following on from the opening session, the second case study is from UCAS. They attended the 2010 Social Media in Recruitment Conference and have come back to share what they have put into practice.

Speaker: Dan Logan, Interim recruitment manager, UCAS

UCAS manages applications to higher education courses. It has been around since 1961. The organisation handles 2.5 million applications a year. Now gearing up for 15 August and it will be ‘hell’ (A-level results day).

Challenges

  • Fast changing environment and need to find new talent. There are two recruitment professionals in the organisation.
  • £2.5m spent on recruitment fees/contractor costs last year (for a 430 employee company)
  • Hiring managers had a poor record in recruiting – using agencies and having little success.

Dan joined three months ago. He came in to reduce spend and upskill colleagues in direct recruiting.

The difficult part was createing an employer brand. It was a new concept but it led to better hiring briefs from managers. Now working on a three month plan to:

  • Build an employer brand
  • Build a talent pool
  • Reduce recruitment costs – UCAS is a charity and traditional. As a charity we could not keep using agencies.
  • Develop an effective online presence – it is what Gen Y  candidates expect
  • Create an employee value proposition

UCAS set out to better use social channels.

LinkedIn was the first network UCAS used to build its employer brand by creating a LinkedIn company page. It created a careers tab and bought some advertising and job postings. Spent up to £25,000 to get a good presence.

Already seen some new gains. In three months UCAS has grown to 2,500 members in its LinkedIn groups for careers and employees. UCAS includes profiles of hiring managers and candidate testimonials. Dan says that UCAS has ‘taken control’ of the UCAS story on LinkedIn.

On Facebook UCAS has 55,000 likes. The company uses it as a hub and is supported by a social media team of four. That team gets involved with the page and starts discussions, posts jobs, and shares information on routes into education.

Twitter has 15-20 accounts. The @UCAScareers profile shares jobs, company updates and industry updates. Enables UCAS to give quick responses to questions and drives a lot of traffic to the website.

Just posting recruitment content would be boring, Dan says. UCAS engages with users, wishes people well for interviews, shares interview tips etc.

In terms of Youtube, the UCAS social media team runs social media bootcamps for staff to ensure profiles are well presented and colleagues engage with the wider world in relevant and useful ways. This includes advice on the types of con ten t worth sharing.

In terms of metrics — the cost per hire was £8,700 per person. That has now reduced £763. Agencies are no longer used,

Dan says candidates enjoy the fact UCAS is willing to engage in social channels. As well as developing Slideshare and Pinterest, Dan says big data will be a big opportunity as UCAS holds a huge graduate database that will provide deep insights.

 

Social Media and Mobile Success at Macildowie

IMG_5829

These are live blog notes from the Social Media in Recruitment Conference 2013#SMIR – so please excuse any typos.

Each year the Social Media in Recruitment conference features a case study from someone who has previously attended the conference and put what they learned into action.

This year’s conference kicks off with two case studies and the first is James Taylor, director at recruitment agency Macildowie.

Title of talk: I came, I saw, I conquered (?) our social journey. James will share his journey from 2010, when he first attended this conference. He presented his talk in three chunks – describing his and his company’s journey.

1 Pre 2010
We made fees from Facebook. James says he is a ‘resource investigator’ in psychometric terms so used Facebook to make money from sourcing candidates. We made £150K from doing this. Then FB closed it down.

In 2008, recession really bit. Macildowie specialised in accountancy and HR. The accountancy market stopped dead in its tracks and HR was very flat. This meant the company was awash with candidates. But just talking to candidates was commercial suicide.

We told our consultants to get on the phone to get new customers. But customers did not like all the calls that were coming as a result of the recession. We listened to clients and shifted our ethos to our ‘customers have all the answers”.

Macildowie then launched a procurement service in 2010. There was no cash investment – the resource was time. Only spend was on a LinkedIn training session to understand how to build a business in LI.

LinkedIn was only database for the recruitment procurement business. Every single placement was sourced through LinkedIn.

To recap, pre-10 was Facebook and a little bit of LinkedIn.

We also developed a LinkedIn Strategy for candidates, says James. They liked this because they felt they had been ‘dropped like a hot potato’. Macildowie helped candidates raise their profiles to boost their online brand through a dedicated workshop.

This was the start of our social innovation, says James. We then joined up the Macildowie profiles so that procurement professionals could find them more easily.

2 I came i saw – takeaways from 2010
On 22 April 2010 I came to SMIR. Great day and particularly enjoyed the case studies.

James says that the first mistake he made as an agency owner was to attend on his own. Too many ideas and felt like my head was gong to explode, he says. Lots of ideas but how would I communicate this stuff internally, especially as jobs market was really tough?

These were the takeaways from the conference:

  • We had to have a social strategy
  • We had to have a decent website at the heart of everything
  • Linkedin both an opportunity and a threat
  • Recruiting into Macildowie – Youtube was required to appeal to Gen Y employees
  • Shift from ‘always be closing’ to ‘always be helping’
  • We had to crack the code on Twitter and Linkedin – this was the scary point when presented to the Macildowir board

The social strategy was about attracting new consultants, new clients and the best candidates (in the marketplace, not on the market) – James makes the point social can help attract passive candidates.

3 We conquered
So, what have we done? Launched a new site workformacildowie.com – went big bang and wanted to show what it was like to work for us.
Launched a new site on macildowie.com – partnered with Volcanic – with greater functionality including Linkedin login, responsive design (versus an app), landing pages for individual consultants, alerts, social integration including homepage social stream, CMS so we could create landing pages for social campaigns.

Also set up a Youtube channel – Macidowie TV. Use it to bring the company to life and this is their most popular video . . . ‘that’s real social’, says James.

Used early Linkedin success to develop two worships: how to use Linkedin to recruit for free. Delivered this to our 25 best legacy clients. This has led to more business from these clients.

Second workshop is on how to use Linkedin to sell more.  This is a loss leader but gets the company close to sales directors. The workshop helps us to be viewed as true business partners, says James.

With Facebook and Twitter we have nor cracked the code but got some FB developments coming soon. FB is driving traffic to the site.

The ROI to date

  • Created two new divisions from our Linkedin expertise. Doubled size of our offering during a recession. These make 22% of net fee income.
  • Two new grads started
  • 11 senior execs have found jobs off the back of our Linkedin workshops = advocacy for us
  • Increased sales with companies who have attended our recruit for free sessions
  • Now viewed by clients as being ahead of the curve.

What next for Macildowie?

  • Keep developing the website
  • Use social to ensure compelling reasons for customers to keep coming back
  • We want to be seen as thought leaders
  • We want to crack the code with Facebook – the company has something going live in two weeks’ time, says James.
  • Best candidates IN, rather than ON the market
  • We are doing well but we had emore to do.

Another Social Media in Recruitment Success Story

social-media-in-recruitment-conference-2012One of things that people really enjoy about our conferences are the success stories from previous delegates.

This year we have James Taylor, a Director from specialist recruitment agency Macildowie, who will be sharing the success that Macildowie have enjoyed since attending two of our Social Media in Recruitment conferences 2010 and 2011.

In the video below I spoke with James and asked him about his journey so far with Social Media what he planned to talk about at the conference.

On the day James will share his thoughts on:

  • Macildowie’s new website – their digital marketing platform to attract ‘best’ candidates
  • Passive jobseekers – do they really exist?
  • LinkedIn – the social site that evens out the recruitment playing field
  • Macildowie’s counter-intuitive LinkedIn successes
  • www.workformacildowie.com – attracting the right talent to work for Macildowie
  • The power of YouTube
  • Return on Investment

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