For the third track of the day, there were choices. The session started with Bill (FaceBook), Martin Warren (LinkedIn) and Paul Jacobs (Google+) each doing an Elevator pitch of 3 minutes (yes it was a big building for the elevator ride) as to why you should use their product. Those following the Twitter feed would have noticed a slightly competitive theme around Google+ about now. I feel that LinkedIn won, but please forgive the feed from the Google+ people.. they really don’t like to lose.
We then broke off into the tracks to discuss each one. I had to learn about Recruiting on Facebook, so I essentially sat at the feet of Bill (whose knowledge and passion for this is amazing) and tried to soak up as much knowledge as I could.
I’ll note down some points I made along the journey….. (FB = Facebook, incase you haven’t figured it out)
- FB… don’t make page a recruitment page, make it a community page. A place where people will visit
- community page is to get people to come back.. Then look at who’s talking about it
- Traditional job ads don’t normally work on FB… but ads for community where jobs could be are effective.
- Advertise on FB exact opposite to traditional.. You can be (and have to be ) more targetted.. “Interest based targetting” adverts… ie company, trade, name, where live, interests etc… Even for a person specifically…. all for around $0.05
- The “talking about this” stat is a better tool to measure engagement than “likes”
- In FB… pictures are more important than words
- You want your content to be shared, and the most shared content on FB is ads, photos or video
- If you are having a jobs part of FB, you only ever want to be one click away from an application. Look at Work4Labs for a cool tool.
- Pagemodo $75 a year for design of a FB page… (Yeah I’m sure there are others)
- Check branchout… basic information…
- You can search your own network, and look at a “friends” Friends… then can search from employer, academics interested of people’s “Friends” ie if known work for set company etc…
- FYI… you can message anyone from FB… use like LI for connections…. If targeted properly FB messages have a 96% open rate from messages… video messages more efective
- Other platforms to explore Branchout, Benown, Brave New Talent too…
- Livestream… from your wall to interact… live chats.. tinychat… all from wall twitter etc…
- How to sell? Bill just showed results… Numbers on FB, Showed numbers from an interest based search, showed how intricate a search could be. Success, shown that FB number one source of hire for Oracle in APAC
- Check Socialbaker re stats…
- Why FB over others? Facebook is the “Life Channel” everyone visits.. LinkedIn people rarely visit and overly populated by Recruiters
- Bill Boorman stat.. 76% of Australians on line are o Facebook!
- 65% profiles have professional info.. 30% have mobile phone number findable
- All Marketing for the FB channel was done internally.. Get your team on board and contributing, sharing etc. Outside people want to know what it’s like to work there by people who already do!
- The key with Recruitment on FB is using imagination and thinking about your target audience and how they think and what they like..
- You need to think about what people would Share. Ensure you tag things properly etc.. can get viral more…
- Skype is a great place to source, lots of open profiles… AND you can call them straight away! Love it
- You can search Youtube for comments for people… re areas of expertise (wordpress too… ) so target comments around topics you (OK your ideal candidate) are interested in (can’t wait to have the time to try these!)
- Prefers to discount on fact not opinion. He didn’t think Recruiting on FB would work, but hadn’t tried it. Once he tried it, his mind opened up, and has seriously achieved some wonderful things.
A great forum to talk about this in the #TRU space, a true sharing of information and exchange of ideas, can’t wait until next years
OK, so apologies for those attached to my twitter stream, but I think there are some great point being made here.
My last track I attended was all about Referrals.
It started with us learning about the Accenture model and basically it took off from there. In the Accenture model it seems that referrals are more like recommendations, you need to know of, how they work, their skill level etc tobe able to comfortably be ensured that you’d get the referral fee as an employee
An interesting point from there (which is logical when you think about it) was that new hires tend to refer more than people with long tenure. Is it a case of getting them while they are keen and fresh, or that people have after a while already referred everyone they know?
It was great that they have SLA’s around the Referral programme in regards to speed of process etc, you need that to garner the confidence of your current employees, nothing worse than referring someone and they never hear anything. AND it is easily trackable, to ensure compliance.
Bill then chimed in with his 2 varieties of referrals, the first one, recommendations which Accenture follows, but also noted that it has a downfall of potentially building cliques and is more memory driven, however quality of referral and of hire is normally higher.
The second style is what Bill called Social Referring. This involved getting buy in from your employees to give you access to their social networks. Using Social Media tools to access and put content, job notices etc to them. (Correct people identified by Recruiters, however the stream of content is managed by the individual employee, who opts in and out each time) I loved this idea and cannot wait to investigate some of the tools mentioned. One differentiator to this style of Referrals is that it is stated that the Employee is not “judged” on the quality of the referral, making it a “blame free exercise”
We then spoke about the rewards of referrals. How much money is relevant, is money relevant? It was a robust discussion and thought provoking at the same time. It needs to be about rewarding the behaviour of referring (if it is really important to your business) as opposed to just successful endings, this will be a change or paradigm, but something that will be seen more in the future.
Paul Jacobs entered the idea of Gamification of referral programmes, something that will take up a fair it of my brain space going forward. (I love a good gimmick, or the odd bad one) Ways to make referral programmes interesting, topical and timely. Is it something that needs to be turned on and off for most effect or just an ongoing thing?
Obviously for this to be seen as successful or not, there needs to be some measurable analytics. Most people will remember how they applied (ie via a job board or whatever, not mentioning that they were only interested in looking at your add due to the YouTube video they just saw from your company) I am now excited about researching these technologies to see relevance etc, so I can talk with something that resembles knowledge.
The last word needs to go to Kevin Wheeler, just because he is Kevin Wheeler and that is, for those of you contemplating building a referral programme, an essential ingredient is a “clear and strong culture”.
Alrighty.. I had planned to live blog from here… The challenge is, when you’re involved, engaged in the conversation, it’s hard to type.
This has been a real awakening so far, mind stretching, listening to @KevinWheeler be the futurist and casting a doom and gloom idea about the future of work etc…
This conversation evolved to ATS’s and CRMs, candidate engagement, screening tools etc.. just naturally. It is really interesting, lots of pros lots of cons, and mixed ideas… Keep an eye on the Twitter feed and it’ll grow from there…
The other room was all about Referrals, which also evolved.. I hear… be warned more will come…. if not here… get here next year…
Bill just blew the whistle, we’re going back in. Referrals here. then mobiles next room.
OK logging off.. 🙂 see you on Twitter…
PS the muffins rocked!