I’m pulling together all the content from the Social Media in Recruitment Conference 2011 (#SMIR). There were lots of very interesting speakers who shared an enormous amount of tips and tricks. I will keep this updated as new content is produced.
Plus these posts . . .
Measuring the ROI of social media in recruitment #SMIR
From Katherine Robinson – Three Stages of Internet Talent Sourcing (which includes Katherine’s presentation)
Felix Wetzel‘s very interesting post on 21st century technology vs. 20th century attitudes – or the misuse of Facebook
And also on Mike Taylor’s Flickr account
Peter Dawes took a mere 200 photos – a fantastic gallery
Colin Cook talks Army recruiting using Facebook
Steve Evans on how to use Facebook for recruiting
Huw Davies and Julia Levy on social recruiting at the European Personnel Selection Office
Colin Minto talks through the candidate experience at G4S
Katherine Robinson on the three approaches to social media resourcing
Laurent Brouat’s case study on How a company used social media and Linkedin to recruit
Andy Hyatt, head of digital at Bernard Hodes Group, delivered an interesting talk on social media return on investment (ROI). He started by talking about the following social media myths:
- Social media is free
- Is easy
- Is valued by CEOs
- It doesn’t matter
And then he proceeded to dispel the myths . . .
- It is not free – Ernst and Young Facebook page (more than 61,000 fan pages) cost in the region of 1m US dollars (9 full time staff), according to Andy.
- Not easy – you will have to rework your processes
- Not valued – Andy used some stats from an Economist Intelligence Unit survey of C-level managers that showed more than 30% are not interested in social media
- And it does matter – Andy recounted Dominos Pizza story (see video) – the result: the video was viewed more than half million times and the share price started to fall. CEO dealt with it on social channels and share price went up as a result, but that wasn’t reported much.
The example made the point that social media can be hugely damaging.
Andy then looked at the actual ROI equation, which is:
ROI = gain from investment – cost of investment / cost of investment.
From this Andy got quite passionate about what you need to measure and why. He told delegates to start with a baseline of what you want to achieve and then design some key metrics to measure against the baseline.
He said that there was no silver bullet here. It is more that this whole issue just needs to addressed. A show of hands in the hall revealed half the corporate recruiters present did not know ROI on their recruitment.
Andy then went on to talk about Staples, a client of his with whom he worked to create content in blogs, Youtube, Twitter to attract their core X-Files loving candidates.
- Typically spends £10,000 on recruitment, now spending £1,000
- Store opening in Tonbridge 600 applicants for 21 jobs.
- Used Twitter Youtube and blog around X-files because it was an obsessive type brand. Content did not mention Staples at all
- After two months, fans were told people that it was Staples content – this did not cause any problems
- There is anecdotal evidence that candidates from the socail media pipeline are better candidates. They certainly engage much better with content.
Resources to help with measuring social media ROI
Conclusion: measuring social media return on investment is incredibly difficult BUT that does not mean it should not be measured. After all, investment is measured in pounds sterling and so should the return on that investment. Set a baseline and then start measuring elements that will show how you are performing against that baseline. Start small – 30mins a day – but start.