Sirona Says

How GRB - a graduate recruitment site engages with graduates with social media?

There is loads of talk about graduates and how they use social media. Is Facebook, Twitter or even Google Plus their weapon of choice in social media land? If your business was dependant on it, then it becomes a pretty essential thing to find out.

Today's post is a guest post from the guys down at the Graduate Recruitment Bureau (GRB) in Brighton (I have also added some feedback through the post on their social sites - with their permission of course!). They are a recruitment consultancy specifically for graduates, students and interns looking for a new job. They knew that social media was going to become a big part of their attraction and engagement strategy, so they did something about it.

This is some of their philosophy and insight with regards to graduates, students and interns when it comes to the different social media channels.

"Forget radio jingles and outdated print methods, young professionals are swarming the internet looking for graduate jobs and what we need to do is to wave the flag in the right places. High-calibre candidates are not at all difficult to spot if you know where to look and how to grab their attention. Candidates tend to be more tech-savvy and trend-focussed than the employers searching for them."

Niklas Vaittinen, Marketing Executive at the Graduate Recruitment Bureau

Social media is a whole different ball-game. Employers, just like candidates, come from very different backgrounds and very different motives hence our approach has to be tailored to their needs exactly. A ball-park approach will not cut it.

GRB have focused on the primary social networks while also keeping an eye out for other social platforms that may add value to the graduates.

1. Facebook.

Facebook of course allows the most casual approach. A leisurely pass-time, procrastination device and connection builder, candidates can be easily engaged with funny posts, interesting links and various competitions using the all important ‘like’ button. It can be used predominantly to build up a friendly rapport with candidates, reflecting your company’s values and priorities. This is a method especially important for younger candidates likely to be less familiar with the employment game. Gaining a balance between relating on their level without being try-hard or patronising is essential. 

I like the way they are using Facebook - it is all about engagement and interaction.It is focused content and there is a lot of humour in there. No jobs and no selling. They have got a good following and the there are consistent engagement levels on the page.

2. Twitter

Twitter meanwhile has better recruitment functions by disguising content that could be perceived as ‘spammy’ through other mediums. This is especially the case when emails and notifications are increasingly directed into day-to-day life, with almost too much immediacy. In this way, lower priority content like job opportunities are more likely to be overlooked or ignored as unwanted junk. 

However, people expect reels of useless celebrity jargon and items of no interest to them on their Twitter newsfeeds. The ingenious 140 character snippet allows them to scan down during the wait at the bus stop or a 10minute coffee break, on the off chance something appealing might pop up. Many people like to keep up to date on job prospects even if they’re not necessarily looking for them, so gaining followers can be relatively easy. Companies can then throw up a number of job roles without seeming overly pushy, minimise time wasted on jobs board searches and meanwhile give the impression the business is active and useful. 

It is also good to offset these with careers advice, useful links and relevant items of interest to keep the feed dynamic and interesting rather than solely commercial. For many recruitment companies, our distinguishing trait is not to advertise vacancies like a jobs board but to consult, confer and guide. “Social media has opened up another medium for us to communicate with our candidates, and more importantly, them to communicate and get in touch with us.”

Firstly they have taken the personal approach with Twitter - no brand account, just the account of the founder - Dan Hawes. They have decided to post jobs and content through the same account, which is not something I would advocate, but it seems to have got them Followers. However, there is little or no @ engagement in the feed. It seems to be a broadcast channel for them, which if that is their strategy, is their choice. 
With such good engagement on their Facebook page, I would have also expected good engagement on their Twitter channel as well. Maybe this is a work in progress?

3. LinkedIn

LinkedIn has its place in business and doesn’t need much description; great for headhunting, references and building professional networks, here you will find candidates actively seeking to push forward their career. It can be used for both formal and informal recruitment opportunities whether this is to a colleague, candidate or client and creates faster, longer-standing and more accessible connections which may come in useful in the future. 

LinkedIn doesn't really appear to be on their agenda - even though they have established a good follower count. I personally would look to develop this further, as more graduates are arriving on LinkedIn now. Also with the new tools on LinkedIn Company pages, you can segment your followers and do targeted messaging which might be useful for them. Definitely one for future work.

4. What are the new outlets to keep an eye on?

It’s also worth considering the markets that might be less inclined to read blog posts and therefore approach the internet from a completely different perspective. Video advice on YouTube for example provides an alternative interactive experience on another huge branch of the internet. However small that presence might be, less conventional social areas are still worth addressing for recruitment as they keep your company diverse and on top of trends which might take off in the future. Meanwhile, GRB are also ready and waiting in the wings of Google+ and undoubtedly, Pinterest.

To stay on top of the game, it is pivotal to monitor, evaluate and sometimes test new forms of recruitment services and social media opportunities. For example, Pinterest is highly likely to be used to our advantage in the near future, however we will only roll it out when we are completely satisfied with the presence and strategy we will use. Often, even then, there is a period of trial and error involved and it is worth taking this time to consider it.

Is there still a place for more traditional approaches?

Before we conclude, take a moment to think back and dust off a few of the older recruitment strategies that were around before the social media explosion. Print, radio and a scattering of temping agencies back in the ‘60s may have had their place once upon a time, but the recruitment industry in general is a relatively new development. 

Nik states “contemporary strategies work as long as there are contemporary employers, so social media is certainly going to be around for many years to come.” However, he goes on to state that “rather than abandoning traditional approaches, we have included more online communication and social media to our communication mix”. Face to face contact at careers fairs is extremely important to GRB’s graduate values, so depending on your company, traditional strategies should not always be disregarded as outdated because a new fad seems more sparkly. Fads have their place, but they can also have a disillusioning habit of passing. 

Social media is undoubtedly an essential medium for the graduate market whatever your specialism, but hone in on what works for you as a business and keep it fresh and dynamic. “Our success is based on the people who work here, however by being on top of new trends and embracing new rather than holding on to old has certainly contributed to the current success at The GRB.”

I like the look and feel of GRB and the way they are approaching social media. It is obviously still in the early stages, but they are using a variety of social tools - they didn't even mention their blog in this article - to reach out to and engage with their target audience, generating successful engagement.

What I don't know though, is the actual level success they are having generating placements for their clients, with people that have originated via social media. Maybe they would be able to enlighten us in the comments.

 

If you want to share your social recruiting story/experiences then I would love to hear about them and share them with my readers.

 

 

We work with recruitment agencies and corporates to help them with recruitment strategy, recruitment process and social recruiting. If you require guidance, advice or social recruiting training, get in touch today.

 

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How Milkround used social media to engage with generation Y graduates [guest post]

 

Graduate recruitment has seen considerable change over the last few years, and was one of the big casualties of the recent recession, as companies cut budgets and hired less. To survive in this space companies have had to embrace change and be prepared to do things differently.

Today's guest post is by Anne-Lise H. Johnsen, from the No.1 graduate recruiting site Milkround. They have had to really look at the way they engaged with companies and graduates, and chose social media as a way to do this.

Anne-Lise explains what they have done at Milkround to use social media to aid their graduate recruiting strategies:

"Our mission at Milkround has always been to assist students and graduates looking for internships, placements & graduate jobs. Throughout the last year we have realised social media has a place in recruiting, and even as a job board we can provide a valuable service through this channel. Over the last year we have introduced successful social media initiatives, however we are also realising our candidates need to be informed about how to make the most of social media when job hunting.

In April we created a survey to investigate our candidates’ social media knowledge and how they use the constantly-evolving tool. Less than a third said they use social media tools to promote themselves to new employers, while four out of five said they would be more pro-active if they had more guidance in how to use social media tools when searching for jobs.

As a result we introduced a new tool to our own communications mix: presentations direct to students. Throughout the spring and summer term, I presented on the topic of ‘How to use Social Media in a job hunt’ at several universities and fairs in the UK. Students and graduates were intrigued when they realised Facebook and Twitter were actually tools they could use when searching for a job, but they seemed confused. They did not know how to start using these tools for something else then updating their statuses, befriending old classmates or tagging themselves in pictures. This confusion reached a new level when I mentioned LinkedIn. Every session I asked, ‘Who has heard of LinkedIn?’. Usually 1/10 raised their hands. This was a scary finding. In a tough jobs market, many young job seekers don’t understand how to use social media tools to their advantage, and are not making the most of one designed specifically for job hunting.

In a bid to help teach students and graduates how to find work through social networking and move away from just how many likes, followers and connections we’ve made, Milkround places an emphasis on engaging with our social community. We now have a better understanding of what our community needs and seeks from us. We want to give students and graduates career confidence, and one way of achieving that is through focusing on engagement to prevent them from feeling more confused and lost in a competitive market.

We have seen more companies use social media as a way of promoting their opportunities. New career-focused Facebook Pages pop up, Twitter jobs feeds are created and some look for graduates on LinkedIn. However, at the pace this is evolving, candidates are struggling to keep track. Because the current students and graduates are of the ‘Generation Y’ they are assumed to know and understand every aspect of social media. The reality is that the ‘Generation Y’ can also feel lost in the circus of technology: many of the ‘Generation Y’, and also possibly future ‘Generation Z’, have not been taught the elements of social recruiting. It means many of the efforts from companies, job board and agencies are going unnoticed. We’re doing what we can to ensure they are rising in prominence and graduates don’t miss out on their dream job."

Thanks to Anne-Lise for sharing what they they are doing at Milkround, to help graduates make sense of the world of work and social media. It is clear that there are several key factors they have focused on at Milkround -  those being engagement, building a better sense of community and communication. These are all intrinsic to being successful when looking to use social media effectively in recruitment (aka social recruiting).

If your organisation has embraced social media as a way of differentiating your market position, then (as long as it is recruitment focused of course) email me with your story and I can feature it here on the blog. Don't be shy - others won't even have started using social media yet, and these stories help people on many different levels.

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Some interesting lessons learned from recruiting generation Z'ers

Yesterday I had the pleasure of attending the Social Recruiting Conference in London (#SRCONF if you follow hashtags). It was all about big brands and their attempts at using social media for recruitment. That is apart from one presentation from Doug Fraley the Talent & Marketing Director of The Challenge Network. This was very different in a number of ways:

• it was as far away from a big brand as possible
• little or no budget for recruitment
• large numbers of people to recruit
• seasonal spike (e.g. the summer)
• both full-time and part-time roles
• specific age group targets - specifically the 15-16 year olds - generation Z

So, firstly what is The Challenge Network?

(In their own words) "it brings young people together from diverse backgrounds and throws them in at the deep end. They take on physical, social and civic challenges that prepare them to design and deliver a project that will make a difference in their community. Along the way they learn key skills such as teamwork, leadership and communication, and are encouraged to develop trust in others, responsibility for themselves, understanding and empathy."

What I really like is the way this organisation are trying to make a difference to the generation that need the help. They have all grown up with technology taking up a large part of their lives, from mobile phones, computers, computer games, ipods etc etc. In some respects generation Z have lost the ability to communicate and interact with people effectively outside of the tech and TV bubble. They have not had the opportunity to develop interpersonal and life skills that are going to be so key in the workplace or in further education.

Ultimately for Doug and his team, the success of The Challenge, is down to their recruitment of thousands of people - the 15-16 year olds and the whole army of part-time and full-time mentoring staff and team leaders. They have learnt some very interesting lessons when it comes to recruiting generation Z'ers to their programme:

• Mass engagement (vs awareness) only works after there is personal and one to one intervention - in other words - after a relationship and trust has first been established 
• The 'sheep effect' limits referrals - peer pressure of not wanting to be different is the point here. There is a seemingly inbuilt aversion with this generation, in wanting to be different
• They don't check their emails! <<< Take note every employer!!
• They have a commitment problem. They say they will commit to start with, but drop out, or withdraw themselves at the last minute, without too much consideration
• Girls are able to take on board a much higher level of forward thinking and planning than boys
• the communication channels most commonly used by these 15-16 year olds were surprising >>25% text; 24% email; 18% phone; 14% letter; 11% Facebook and 9% face-to-face

So if you think you have got problems with your recruitment think again! Imagine reaching out and trying to recruit the many thousands of people like these for this annual project every year, for a recruitment budget the size of a peanut!

It is really is a great project, albeit a very challenging one!

 

 

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Are you ready for these 10 Gen Y interview responses coming your way soon?

 

I have been having a good few gen y conversations with clients recently, and when we got around to discussing their interview processes they had some strange stories. Well, it appears that the gen Y'ers are returning to character (pre-recession) and living up to the type of gen Y traits I have written about before.

This issue got me thinking about interviews, and whether the interview itself will need to change based on responses from the genY and gen Z candidates. Below are some interview responses that may annoy you with their approach, but as the gen Y 'arrogance' appears in the work place (and it will I am sure), these could represent the milder interview responses. So here are ten gen Y interview responses to expect some time soon:

1. I have a short attention span, if I don’t like this job then I will move on to something I do like.
2. I have 2 other offers on the table so can I have a response now please?
3. As long I get the job done, I don’t think it matters if a few rules are broken along the way.
4. Is it possible to get the job without providing a reference, I don't have any?
5. Be nice to me, bear in mind when I get the job, I will be your boss.
6. If a customer has a problem with how I work then they’ll just have to deal with it, I am not their best friend you know.
7. After I have done my 3 month probation, what will I be promoted to?
8. The only reason I want this job is that it is near my home, and I can stay in bed longer.
9. I don’t need to take my headphones off - the volume on my ipod is low so I can hear both the song and you.
10. I really like the job and the company, but I don't like you. Can someone else be my boss when I get the job?

[These are real now - No. 9 happened to someone I know last week interviewing for staff in London!!]

I know that some of these types of answers are already appearing in the interviews that a couple of my clients are carrying out - most of their candidates fit the gen Y and gen Z demographic.

So as an interviewer - whether you are an agency or a direct employer - would you adjust your interview style, give them a quick rebuff during the interview or simply walk them straight back out of the door?

>>And of course, remember that they are just as likely to jump straight onto Facebook or Twitter and tell everyone about the interview they had with you and your company!

Now will that change your approach?

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If you thought Gen Y was bad enough, you haven't seen anything yet!

 

I thought you might be interested in reading a guest blog I have written for Brenda Burch Dumont's blog for the Canadian retail and hospitality recruitment industry.

The blog is titled, " Is retail recruitment ready for the socially advanced generation Z'ers?" and is about the stark realisation of what lies ahead from a recruitment perspective in the forthcoming years, with already fable generation Z'ers. My favourite line in it is, "..... if you thought Gen Y was bad enough, you haven’t seen anything yet!

So,  pop over to Brenda's blog and have a read - it is though provoking stuff - especially of you are an employer!!

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Learn the secrets of Gen Y in the workplace with this FREE webinar

 

If you are interested in the subject of GenY in the workplace, then you should put some time aside tomorrow afternoon, for a FREE webinar I am doing for Retail Choice at 3PM . I will be explaining the  key personality traits of Generation Y worker, the nuances of their generation and why they need to be treated differently – their ability to multi-task, need for instant rewards and 24-hour connectedness.
 
Crucially for your business, I will be explaining:
 
•      Why you need to make a special case for a Gen Y workforce
•      How to attract Gen Y candidates
•      The number-one priority for Gen Ys seeking work
•      Ways to keep Gen Y employees motivated
 
It is a session of real, practical advice you can implement immediately is a vital benefit of this fact-packed session. There will be live Q&A from the audience if you have any specific questions through the webinar.

Yes, there is a lot of great content here, but I will also be having some fun at the same time!

To register for this FREE webinar at 3PM tomorrow (the 24th) click here.

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Generation Y - Who, What, How

Today, I delivered a presentation to a room full of HR and Recruitment Directors from the Hotel industry, for the hosts, Caterer.com . The subject was generation Y in the workplace - their characteristics and how to engage them as employees. The hotel and leisure industry has a very high level of gen Y employees, and they are experiencing their fair share of recruitment and retention issues. There now seems to be a desire to address some of the issues - hence the presentation!

The presentation was well received, and as promised (to all the delegates) here are a copy of the slides this morning.

Generation Y Who, What, How

View more presentations from Andy Headworth.

And for all of you today that didn't know what a blog was......... you do now - you have just been reading one:)

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Is this the future for CV's?

This week I had the pleasure of judging  a section of the entries for the upcoming NORAS awards. I actually looked at a number of websites encouraging candidates to create different types of CV's/resumes/profiles etc. While they are (obviously) the way recruitment will evolve as the gen Y'ers and the gen Z'ers get more involved, they are still not quite 'right here, right now' - for me anyway!

Employers are currently still too traditional and the request for a document style CV is all too prevalent. So when I saw the two examples below of a 'new style' of CV, it was refreshing. what do you think of these?

Here Jonathan Kaczynski uses a tube map style.

Again on this one Kevin Wang uses a tube style map.

I know these may not suit everyone, but for me they are a refreshing glimpse of how CV's could evolve.

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The recruitment reality check: Your employees are leaving sometime soon!

Are you one of those companies who like sticking your fingers in your ears, while singing 'la la la' out loud. hoping that it won't happen to you? Come on, you know you are!
After all, all your staff are happy, you have a great employer brand and everything is 'nice and dandy' with your employees, right?

WRONG!

You need to order in some of the reality check cookies and start munching away quickly. Whatever you think you are as an employer and however loyal you think your employees are........... think again - we have entered a very interesting recruitment phase at the moment, that doesn't appear too often.

Some economists would probably call it, 'post recessionary recruitmentism' or some other 'over-clever' mumbo jumbo .................. for me it much simpler. I just call it recruitment reality.

We are coming out of recession (well most places are, anyway) , M&A (Mergers and Acquisitions) activity is buoyant again and there is (finally) talk of large hiring strategies again. Things are already changing fast with regards to candidate availability, as recruitment markets are quickly picking up again - most recruitment agencies have been seeing a surge in demand for candidates now for the last few months. For many it is the busiest they have been for the last 2-3 years.

So what is going to happen?Here are my five 

1. It's hemorrhage time (go on sing it to MC Hammers famous song - you know you want to!). Candidate attrition has been still running at just over 18% on average  during the recession. This would mean that you would lose one in five of your workforce this year. BUT, realistically this could double if not treble over the next 12 months, as candidates start sticking their heads above the parapet again.  - Yes! Many companies will have staff turnover rates of well over 50% in the next 12 months!!!  What are you going to do about it then?  Are you ready to replace half your workforce? Where are you going to find them from? When was the last time you looked at your career site? You need to have a recruitment strategy in place (NOW!) just to maintain your existing workforce levels.
2. Past employers will return like Great White sharks. Remember they couldn't get rid of their employees quick enough two years ago could they?  You snapped up some great catches then, didn't you? Well, now they are leaner and meaner and ready to come hunting for your staff. And don't think your employees won't consider going back, they will for the right package - the recession has taught them to forget about loyalty (unfortunately) and focus on themselves and their own needs (perceived or real). You won't know anything about it until they are gone!
3. Recruitment agencies are also sniffing for blood. A fact of employment life is that your good staff WILL be getting calls from recruiters, looking to prise them from your company. Ignore this fact at your peril - a good recruiter is like a pitbull - once they have the teeth into your employees, they just simply won't let go, until they get what they want - your staff!
4. Thanks to social media it has made it even easier to find your employees!! To be fair, it has never been easier to find candidates, what with LinkedIn, Twitter, Blogs and of course Google. Obviously 'finding' candidates isn't recruiting them, and that is a whole different ballgame! But, they are there waiting to be found, and there is nothing you as an employer you can do to stop that happening.
5. Finally, what about all the 'regular ordinary workers' - your company's lifeblood -  out there, that are unhappy in their work? There are many! During the recession, they just keep their heads down, grateful for continued employment. Now the grass is looking greener again. They have started to realise that there are more jobs out in the marketplace again. They are starting to actually look for jobs again! >>> Now this is a BIG problem. These are the workers who you BELIEVE to be your loyal subjects, and happy in their work. When was the last time you said (about them) "they won't leave, they are like part of the furniture here" to a colleague? Don't say I didn't warn you - they WILL be walking out the door sometime soon!!

Now you may feel I am being a little over dramatic here - I just wish I was. I am having these conversations with companies every day - they are seeing their staff leave EVERY day, and yes they can counter offer, but that is only temporary. I read a survey last month that said 84% of all employees expect (or want) to change jobs in the next 12 months - now that is scary stuff!
Employee engagement, employer brand and (dare I say it) salary package reviews are all areas of focus at the moment, but is it too late for your company?

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What many in the recruitment sector fail to realise - job seekers are their lifeblood!

People will pay for the value THEY perceive NOT what you tell them it is

Sounds like a bit of an obvious statement doesn't it? But just think about it for a moment. As a consumer (customer) do you buy the product you are interested in because you believe 100% in what the salesperson said to you? Are you mesmerized by the sales patter, and just have to have the product at any cost?
Unless you are either a shopaholic, an impulse buyer or you have an urgent need for it then the answer is probably no.

Why? One good reason is that the product isn't of enough value TO YOU, to make you part with your money. This is key - THE VALUE TO YOU, not the value that the sales person has assigned to it.

Right, I now want you to put yourself in the mind of a job seeker just for a moment.

You are looking for a new job and as part of the process, you will be applying for jobs - direct with companies, via job boards, social media channels and recruitment agencies.
All these channels are 'selling' their products - jobs - to you.

Question time: Which ones are of most value to you, in your goal of helping you find a job?

Answer: the ones that have invested in understanding what you actually want.

Let me explain....

Many companies with career sites have little consideration of the candidate experience.The reason is that they have opted for 'listening' to the software vendors (of the online recruitment systems /ATS aka applicant tracking systems) candidate workflow and 'many years of experience' when implementing a new system.
The majority of these processes are way too long, complicated, have no candidate empathy, high drop-off rates and are, quite frankly, a horrible experience, which reflects badly on the employer brand.
Is it any wonder then, that some new players such as HarbourATS have successfully entered the marketplace, with a real focus on the candidate experience, not the unnecessary software add-ons they can sell to the unsuspecting client.

Message to companies with career sites: Think what the candidates actually want NOT what you think they need. When was the last time you actually sought any opinion at all on your online recruitment process?

Job Boards, have been around for a while now, and they provide an essential service to candidates (and clients alike) looking for a job. They will continue to do so even with the advent of social media job channels, but they also need to be thinking of the candidates and not their bottom line.
For a job board it is a fine line - they stay in business because they sell their service to clients wanting to advertise jobs. But they need candidates to keep arriving at the site to apply to the jobs - without this traffic, clients would stop advertising, and they would cease to exist.
So, with this in mind, do many actually give a sh*t about candidates? Some, like Jobsite, have invested heavily in understanding what the candidates want and expect from them - resulting in real social media functionality be added to their site earlier this year. Many other job boards just worry about the numbers, they don't care about the candidate experience, they just want to be able to brag their latest traffic stats to the clients they are selling to!

Message to job boards: consider the job seeker a little more with your processes, and focus on making it a simple, useful and enjoyable experience for them. While you need traffic (I do understand that), better to have a referral network of happy job seekers to compliment all your Google Adwords spending isnt' it?

Recruitment agencies are to be honest an enigma. For every good one that has a great candidate experience, and one that candidates come back to and happily refer their friends, there are three others that (unbelievably) don't give a crap about the candidates that make them their money!
The good ones take the time to build relationships, the bad ones have no time for any relationship - candidates are just like tins of beans on a shelf to them - use them when they want and discard them when they have finished with them.

Message to recruitment agencies: Just think for a second about the experience you give your candidates. is there any wonder why many of the candidates registered with you, have turned to social media websites to find a new job? Maybe it's because they don't value what you do?

Social Media channels are so new to the recruiting space, that they are really just finding their recruitment feet. One thing is already clear, though. Candidates are using them by the bucket load, and will continually choose to do so. And all the time other options are not giving them the value they want, they will stay in the social media land.

So, if you are a company that works in the world of recruitment - and there are literally thousands out there - take a minute to consider your currency  - the job seekers - and just ask yourself;  what is the value that job seekers ACTUALLY see in your product or service? If you don't know the answer, maybe now is the time to ask..... before it is too late!!

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