Recruitment and Social Media: What We Have Learned

Recruitment and Social Media: What We Have Learned

Iowa DOT Strategic Plan Smarter, Simpler, & Customer Driven E-government Driven Vision: Delivery of service and products by new meansefficient, convenient, cost reduction. New Internet site to reflect customers and improved work flow No forms/paper, all online, bring what the DOT does in line with what s important to customers

Iowa DOT s Move to Social Media and Mobile Technology Highly valued talent who (value) themselves or their time won t tolerate an inefficient application process,. Hope Gurion Chief Development Officer of CareerBuilder Nearly a third of Google job searches last fall were on mobile devices, up from 17% in November 2011 Employers Old Tech Hurts Hiring as Job Hunts Go Mobile Paul Davidson, USA Today

Agenda What is social media? Explain to it to me! Where is social media going? Statistics behind the madness How is the IADOT using social media? How effective is it? What are the additional benefits from using social media? Driving traffic and interconnecting sites Challenges in using social media How can I use it? Why should I use it?

What is Social Media Blogging (TypePad) Microblogging (Twitter) Video Sharing (Vimeo) Photo Sharing (Flickr, Pinterest) Video Sharing (YouTube) RSS Feeds Social Networking (Facebook) Professional Networking (LinkedIn) Definition: forms of electronic communication through which users create online communities to share information, ideas, and other content

Social Media Explained Twitter-What I m going to do or what I m doing now Facebook-What I did Foursquare-Where I did it Quora-Why am I doing it Youtube- Look at me doing it LinkedIn- I m good at doing it Google+- Let s all do it together Pinterest- Here s how I did it

Where is it going? Mobile applications Integrated Each site can feed into one another. Monetized- Most sites are increasing the abundance of ads. Growing- at an eye popping rate Engaging-allows followers to comment live Younger- New social media becomes available as parents start to discover current options. Streamlining applications- Allows users to upload current information into application systems Availability- Over 80% of companies use social media and that number is growing. Over 95% of recruiters use LinkedIn.

Statistics Quantity: 625,000 people join Google+ every day. 152 million unique visitors to Facebook last year Twitter has had 163 billion tweets since conception, and now averages 55 million a day. 5 million photos are uploaded to Instagram every day. One out of every seven minutes is spent on Facebook. Users: Facebook 1 Billion, and 680 million mobile users Twitter 500 million Google + 400 million LinkedIn 275 million

Statistics-Diversity Facebook- Almost identical to general public of the US Twitter- Urban focused LinkedIn- Professionals and slightly more men Pinterest- 5 times more women than men Google+- 67% of users under 35 years old Reddit- 77% white and 56% college educated. 84% make over 50k a year Instagram- Blacks and Hispanics more predominant

How is the IADOT using SM today 1 TypePad account (blogging) 4 Twitter accounts (Micro Blogging) 12 Facebook accounts (social networking) 1 LinkedIn account (Professional networking) 2 mobile apps (more are on the way) 1 Vimeo account 8 different email alerts Iowa DOT YouTube Channel Embedding share links 4 RSS feeds

http://www.youtube.com/iowadot

How effective is it? Over 200K visits to our jobs website this year, a 200% jump. Over 3K email subscribers to our job postings, which is second among the entire department, and an increase of 30% year to date. It reduces the time jobs have to post. Currently averaging 10 days per position and 20 qualified applicants per post. Lowest amount of applicants Mechanic 2 Highest amount of applicants DL Clerk 369

Jobs Website

How effective is it? continued In 6 months of having Facebook, Twitter, and LinkedIn accounts, we have accumulated a combined following of over 15,000. Our positions are being advertised to more people than ever before. We have successfully filled 150 full-time positions. Of those 150 positions, less than 10 needed additional advertising to ensure a large applicant pool.

LinkedIn, Facebook, Twitter Success 590 followers on LinkedIn We have averaged 10 new followers a week. Over 100 posts created in 6 months. 14,000 + followers on Twitter or.4% of population 1,200 tweets in past 8 months In comparison, the California DOT has over 15 twitter feeds and has a combined total of over 37K followers or.09% of population. Over 1,100 followers on Facebook Directly communicate with schools and professors

Internship Success! Filled 70 engineering internship positions Received 200+ applications Filled 20 administrative intern positions Received over 100 applications Filled 40+ temporary traffic counting positions Received over 160 applications Over 100 students have subscribed to our email subscriptions regarding internship opportunities. Primarily all advertisement was through social media.

What are we doing to improve on it? Building a mobile jobs application Push notifications will indicate new positions. Increasing subscribers, through job fairs, and employee connections Integrating our social media sites into every job posting Using Facebook s new job board Increasing Social network exposure to Google+, and Pinterest

Lessons Learned Competition for space Every site, app, video, posting, or picture is fighting for face time Condense sites and reduce cannibalization Quantity only works in moderation Be relevant not annoying Encourage employees to follow Employees have valuable connections that can be harnessed through social media. Incorporate social media into everything. Over all of our social media platforms, Wednesday garners the most views.

Challenges Building a following Editing Security Monitoring Time Engaging

Driving Traffic and Interconnecting different social media Currently our Typepad feeds into Twitter and our website. This reduces duplication Continually posting Recommending at least 1 post but no more than 3 posts a day on each platform Network The more your employees connect with others the more people will see your postings. Place your social media marks on everything.

How can I use it? Short term approach Open and create a Facebook, LinkedIn, and Twitter page. Allow Feedblitz or Feedburner to set up a email subscription service. Post, Post, Post, the more you post the more traffic you get. (Within reason) Long term approach Integrate your LinkedIn account with your application process. Enhance your current sites to include other parts of business needs such as informing the public on events. Integrate your sites on paper products such as brochures, flyers, and even mass distribution emails.

Why should I use Social Media? Advantages Opportunity to connect with the passive market Enhance branding and public engagement Reach into markets with little or no cost. Once someone follows your page rarely will they stop following. Making you always present Increase job visibility and easy sharing. Enhance candidates experience Disadvantages No structural approach Maintaining visibility is tough. Lots of competition Acquiring followers is difficult. Backlash from employers using social media in lieu of interviews If your recruiting through social media you re also recruiting their demographic.

What are State DOT s currently using? At least 25 States are currently using LinkedIn. Virginia leads with over 2600 followers and has chosen the paid job subscription approach. Several states have made a group page and not a company page. At least 30 States are currently using Facebook. Missouri leads with over 13,000 followers on its main page. Several states have segmented Facebook pages. Almost every state has Twitter. Most states have regionalized twitter. Texas has over 30 twitter pages.

Questions