Social Media in Recruitment is fast becoming a very topical subject within Employer Marketing, as companies look to how to engage with a more social media savvy talent. In Europe, we have seen a continued interest in Social Recruiting, and find more and more organisations investing in Social Media as a channel in sourcing candidates and promoting their employer brand.
This post will explore the ROI of Social Media Recruiting, by bringing to life a brilliant presentation by Intel Europe at our last Social Recruiting Conference in London.
Intel Europe embarked on a Social Recruiting journey, bringing their HR team and marketing department together. Their adoption of Social Media in Recruitment forms a wider part of their Internet sourcing strategy, which also combine Informative niche audience jobs websites, Virtual Job Fairs, LinkedIn searches, Online Jobs Forum, Online broad/targeted campaigns and Jobs website SEO.
As part of this strategy, Intel Europe were looking for/to:
- A targeted (niche) approach
- Put a “face” to Intel Customer orientation (candidate as customer)
- Share and listen (learning) – building relationships (they work!)
- Close perception gaps
- Giving our audiences the information that they know they need OR don’t know that they need
For Intel Europe, Social Media presented the opportunity to do just these. It offers Intel Europe a chance to influence employer branding & close perception gaps about Intel culture, raise awareness around career opportunities available, source and hire candidates by building a two-way relationship, humanizing Intel as a great place to a work.
Intel’s Social Journey was a blend between social networks that are popular worldwide & country-focused, local social networks. They launched a Facebook Staffing Page, which was not particularly named a jobs/career page since it is not everyone that is job hunting, but the page provides their community an opportunity to engage with potential candidates. The page was also aimed at humanising their brand, and provided personal interaction with the audience.
On the Facebook page, they listened and responded to queries within 24 hours, whilst also addressing perception gaps and posting relevant jobs, news and events. The integrated the page with a Facebook Jobs app, called Work4 Us, which is a neat tool for attracting applications from interested candidates on Facebook.
Intel Europe extended their Facebook recruiting strategy by creating company pages in the UK, Russia, Poland, Germany, Israel and more. They also bought targeted sponsored ads on Facebook to direct specific Facebook users to like their page or indicate an interest in jobs.
Their social media investment also included Career groups on LinkedIn, job postings via Twitter as well as Recruitment / Employer Branding Videos on YouTube. The also wrote blogs that highlighted what it is like to work at Intel, and shared these across their Social media channels.
Besides the major Social Media platforms, Intel also invested in local and country focused Social Networks. For example, in Russia, they used Vkontakte and in Poland – Goldenline.
The ROI of Social Media – Approaching ROI Measurement
Intel Europe asked themselves what is their Social Recruiting ROI? Can they define investment? It is not only the money. Can they define returns? It’s not only new hires! They spent some time analysing Social Media measurement and made decisions based on data. Conveying the importance of tracking the source was in their best interest. They also needed to prove effectiveness of Social Recruiting, while also gaining credibility with hiring managers.
In measuring their ROI, they considered both Quantitative and Qualitative factors. They looked at parameters like: Likes, Clicks, Fans, Followers, Comments, CVs, Hired candidates, Closed perception gaps, Influence on Employer brand etc. By addressing these two factors, and with the help of a vast range of tools, they could try to understand if social media is really worth their time & efforts. From Intel Europe’s experience, it is.
They found that quantitative measurement social media comes in many shapes, forms and sizes, among them: group’s/page’s/accounts fan base, Facebook insights (tab entries, interactions etc…); Campaign success measures (CTR); Analytic URLs for AutoTracking and other Social Media tracking tools.
An example of quantitative measurement is listed:
- Intel Students’ Spot Staffing Facebook Page: ~13000 fans
- Twitter followers: ~1200 on Jobs@intel Israel on Twitter
- LinkedIn: ~3000 members on Intel EMEA Career Group
- Vkonatake: thousands of members
- Goldenline: ~ 2000 new visitors a month
- Thousands of entries to videos Hundreds of participants in each webcast
Some key quantitative statistics presented at SRCONF 2011 London by Intel EMEA, includes:
- Romania: 40% of experienced new hires hired through personal LinkedIn approach!
- Kenya & Morocco: In tight timelines close to 100% of applicants were sourced through LinkedIn
- Poland: 30% of Intel Poland’s new hires sourced through Goldenline!
- 50% of candidates (of sample), after asking a Q and receiving an answer, entered their applicant profile and update their details with information (often leading to relevancy!)
Qualitative Significant information brought to their attention lead them to action. Some of these information includes: Application process (technical & user- experience feedback); Personal details that are usually not captured in CVs and unknown branding perceptions of what Intel is like as an employer.
In the past year, Intel Europe’s social media presence has expanded, with more focus on engaging with potential candidates where they are ensuring their employer brand is further enhanced, as they continue to attract and hire the best talent.
In 2012, our Social Recruiting Conference will showcase related case studies from Global companies like Autodesk, Deloitte and Unilever. Join us in London at SRCONF 2012.
Reference: Social Media RIO via Digital Recruitment by Maayan Zusman (Intel Europe)