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Social Recruiting from 30,000 Feet,[object Object],© Master Burnett, Managing Director, Dr. John Sullivan & Associates,[object Object],Web: drjohnsullivan.com Twitter: @masterburnett E-mail: mburnett@drjohnsullivan.com,[object Object]
Who am I?,[object Object],Digital native (BBS’s, CompuServe, DSL 1998),[object Object],Self professed geek, early adopter of nearly all things digital,[object Object],Currently serving as the Managing Director of Dr. John Sullivan & Associates,[object Object],14 Years experience in high technology recruiting for early stage ventures,[object Object],A facebook junkie!,[object Object],2,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
My plans for this session…,[object Object],Share observations on social recruiting from a different vantage point,[object Object],Discuss most common questions/concerns voiced from senior HR/Business leaders,[object Object],Introduce a framework for strategic/feasible use of social media in recruiting,[object Object],Share some examples and answer LOTS of questions,[object Object],3,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Some key observations…,[object Object],Virtually no strategy is guiding the majority of experiments by organizations today (no targeting, no goals, no clarity around expectations, no valuable measures),[object Object],Very little understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 executives is literate beyond Web 1.0; 87% wrong e-mail),[object Object],A power struggle over what functions can/cannot do brings progress to a standstill (An Economist poll found that HR ranks 11th among internal functions most likely to make effective use of social media usage! (Only procurement, legal, and risk scored lower.),[object Object],4,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Some key observations…,[object Object],Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash-ups make powerful solutions cheap/easy to produce),[object Object],Most leaders lack understanding of what’s possible and how to move forward feasibly (transactional background, requisition focused),[object Object],Most organizations are tackling the easy stuff (extension of recruitment marketing and direct sourcing to social media),[object Object],5,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Executive concerns…,[object Object],6,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],Source: Risky Business Reputations Online, Weber Shandwick, 2009,[object Object]
Concern probability,[object Object],From Communication Overtones, KamiHuyse, http://twurl.nl/8qiov4,[object Object],7,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Executive questions…,[object Object],Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management),[object Object],How does social media give us access to talent we don’t already have? (The Netflix Challenge, Crowdsource, 2006, $1M,  $3.4M),[object Object],How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsoft/Sun’s Blogs),[object Object],How do we cut through the clutter? (45% of content seen as inaccurate),[object Object],8,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
A plethora of opportunity,[object Object],Virtual team meetings,[object Object],Employment branding (Unit),[object Object],Interactive offer,[object Object],Social media enabled ERP,[object Object],Network notification,[object Object],Peer Validated Profiling,[object Object],Labor market profiling,[object Object],Market compensation,[object Object],Network affiliation,[object Object],Engagement monitoring,[object Object],Online contest/challenge,[object Object],Competitor landscape/approach,[object Object],Gaming/simulation,[object Object],1:1 employment marketing,[object Object],Offer FAQ’s,[object Object],Direct sourcing,[object Object],Network reference,[object Object],Workstation design,[object Object],360° Rate,[object Object],Offer landscape,[object Object],Micro-opportunity,[object Object],Performance planning,[object Object],Multi-channel marketing,[object Object],24/7 offer support,[object Object],9,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Four activity buckets…,[object Object],Recruitment Marketing,[object Object],Outbound, inbound, branding, market research,[object Object],Competitive intelligence,[object Object],Direct sourcing, competitor landscape,[object Object],Targeted talent servicing,[object Object],Q&A, education, relationship support,[object Object],Recruitment operations,[object Object],Transaction automation, analytics,[object Object],10,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Social media tenets…,[object Object],The experience you provide is the message. ,[object Object],Anything you claim can and will be validated.,[object Object],The majority of info,[object Object],sources are out of ,[object Object],your control.,[object Object],Failure to engage                                               cedes control of your                                               brand to others.,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],11,[object Object]
Necessary strategy characteristics…,[object Object],Drives transparency,[object Object],Show the human side (candid, faulty, etc.),[object Object],Enables a conversation,[object Object],Solicit feedback, interaction, incremental conversion,[object Object],Leverages the crowd,[object Object],Understanding, influence, user-generated content,[object Object],Highly targeted,[object Object],Fish where the fish are,[object Object],Experiment quickly!,[object Object],It won’t all work, what does will evolve/change,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],12,[object Object]
Effort targeting,[object Object],13,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Seven types of social media,[object Object],From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz,[object Object]
If you can imagine it…,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],15,[object Object]
Exponential marketing (feasible),[object Object],Modular content,[object Object],Extensible,[object Object],Easy to excerpt,[object Object],Reach,[object Object],Impression,[object Object],Engagement,[object Object],Propagation,[object Object],Cycle,[object Object],Multimedia,[object Object],Multi-channel,[object Object],Multi-stakeholder,[object Object],Repository,[object Object],Manually post,[object Object],Auto-syndicate,[object Object],16,[object Object],©2009 Dr. John Sullivan & Associates,[object Object]
Know your targets,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],17,[object Object],Where are they online?,[object Object],Routine habits,[object Object],What do they do online?,[object Object],How are they leveraging various services,[object Object],When are they online?,[object Object],Days of the week, time of day,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],18,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],19,[object Object]
Most popular social networks,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],20,[object Object]
Find where to experiment,[object Object],Free tools every company can use:,[object Object],Google Alerts (RSS Feeds),[object Object],Technorati.com (Blogs),[object Object],Backtype.com (Blog Comments),[object Object],Boardtracker.com (Blog Comments),[object Object],Twitter Search,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],21,[object Object]
Social Outsourcing,[object Object],Migration to project based “knowledge work”,[object Object],In line with social trends,[object Object],Easy to manage,[object Object],Great way to assess to talent,[object Object],Excellent way to drive workforce agility,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],22,[object Object]
Job tweets,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],23,[object Object]
URL shortening services,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],24,[object Object],Go to URL, but append “+” at end:,[object Object]
Discuss or kill,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],25,[object Object]
Micro targeting on facebook,[object Object],Advertising works both ways:,[object Object],None of these ads resulted in job offer, but each triggered a set of conversations.,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],26,[object Object]
Multi-channel engagement,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],27,[object Object]
No more walls…,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],28,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],29,[object Object]
Ideagoras exploding,[object Object],Time Permitting,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],30,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],31,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],32,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],33,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],34,[object Object]
©2009 Dr. John Sullivan & Associates,[object Object],35,[object Object]
Share this presentation,[object Object],http://slideshare.com/mburnett,[object Object],http://drjohnsullivan.com (Publications/Presentations),[object Object],mburnett@drjohnsullivan.com,[object Object],http://facebook.com/masterburnett,[object Object],http://twitter.com/masterburnett,[object Object],©2009 Dr. John Sullivan & Associates,[object Object],36,[object Object]

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Editor's Notes

  1. Negative Comments. LIKELY 100Loss of Control Over the Message. LIKELY 80Neglect. LIKELY 50Misunderstanding the Culture of the blogosphere. LIKELY 35Unprepared or Loose-Cannon Employees. POSSIBLE 15Fueling a Firememe of Criticism. POSSIBLE 15Legal Liabilities. UNLIKELY 2Losing the Farm. UNLIKELY 2Negative Impact on Stock Price. UNLIKELY 1 Tort Lawsuits. UNLIKELY 1
  2. Google indexes sites linked to by Tweets, including those using shortening services.
  3. 21 Such Ideagoras Exist Today
  4. “P&G figures that for every top-notch scientist inside its labs, there’s another 200 outside who are just as good. That’s a total of 1.8 million people whose talents it could potentially tap into”. One of the means to accomplish this is making use of Innocentive, an ideamarketplace that connects the knowledge of over 120.000 scientists to companies in need of innovation.