Archive for October, 2012

October 29, 2012

Comparaison de l’utilisation des réseaux sociaux pour le recrutement en France, UK, US, Pays-Bas…et la Belgique?


L’étude 2012 HR Beat, récemment publiée par l’entreprise SuccessFactors, et réalisée auprès de 1 500 recruteurs et professionnels des ressources humaines,  relève de fortes différences de taux d’adoption des médias sociaux dans le processus de recrutement entre les pays anglo-saxons, nos pays voisins, et la France, où seulement 28% des professionnels français interrogés communiquent avec des candidats via les réseaux sociaux, les SMS ou Skype, contre 38% en moyenne en UK et plus de 40% ailleurs.

Et en Belgique, qu’en est-il?

October 26, 2012

Reach out to recruiters over LinkedIn! And learn the etiquette :-)


Thanks to Stacy Donovan Zapar for a great post on Undercover Recruiter: professional advice and hands-on tips that all of you can start applying as of now! Because as with all things, there is the good and better way of doing things!

October 23, 2012

Infographic: the benefits of video interviewing


This infographic from Recruiter.com shows some of the benefits of video interviewing and it’s recent rise.

Takeaways/conclusions:

  • Traditional hiring methods take 45 days on average to hire a new position and cost $1,500 – $5,000 per hire on average.
  • The cost to replace employees can be up to 4 times their annual salary, with bad recruiting costing companies over $50,000 on average.
  • 80% of employee turnover can be linked to faults in the hiring process, according to a Harvard study.
  • There are two types of video interviews – one-way and two-way interviews
  • One-way video interviews are productive (more interview screens can be done), convenient (answers can be recorded and reviewed at anytime) and economical.
  • Two-way video interviews are convenient (no need for scheduling or travel), revealing (employers can see non-verbal cues from candidates), recordable and shareable.
  • Two-way video interviews can save as much as 67% on necessary travel costs compared to more conventional recruitment techniques.

Video Interviews For Recruitment

 
 
 

Laurence Hebberd

Laurence Hebberd is Community Manager for Link Humans in London. He also runs the Link Humans Twitter feed – @LinkHumans.

 

October 15, 2012

Zoomit: BNP Paribas Fortis case.


See Case BNP Paribas Fortis E-playsplip  to read this morning’s presentation, incl. key project timelines and communication plan.

 

October 1, 2012

Case study -and results- from L’Oréal on Social media recruitment. And yes, it works for them, when used in combination with traditional channels, and to reach specific audiences.


Thank you Laurence Hebberd from LinkHumans for this great great post on how L’Oréal is using social media for its recruitment campaign. Extremely well-integrated, and with results and take-aways!

The L’Oreal Group is the world’s largest cosmetics and beauty company, with an annual turnover of €17.5 billion, offices in 60 countries and brands such as Garnier, Maybelline New York and the Body Shop. They widely use social recruitment in various countries worldwide (such as India and the Philippines), however it is especially prominent in the United Kingdom and the United States.

 

LOreal Jobs Careers

L’Oreal have a uniform branding on all the websites for the countries in which they operate. The jobs section of each website lists available positions in that country and only a few link to the relevant social networks. The UK LOreal.Jobs website links to the L’Oreal Talent Recruitment Facebook page, the L’Oreal LinkedIn page, the L’Oreal Luxe TalenTube Facebook page and the@LOrealCareers Twitter feed.

The L’Oreal US jobs website has an interesting and innovative way of linking to the relevant social media platforms. The Facebook page can be found via facebook.lorealusa.jobs, the Twitter @LOrealUSACorp feed via twitter.lorealusa.jobs, the LinkedIn page via linkedin.lorealusa.jobs and the YouTube channel is found at youtube.lorealusa.jobs (all these will be explored in more detail later, apart from the Twitter feed). The uniform branding of the various careers websites give an overall professional look to the careers side of L’Oreal, and the linking to the social platforms helps possible applicants find what they need with ease.

 

LOreal Facebook Talent Recruitment page

The L’Oreal Talent Recruitment Facebook page (facebook.com/LOrealTalentRecruitment)  is the worldwide Facebook page for all L’Oreal careers and jobs (with other pages existing for certain countries – such as India), and uses the Work4Labs application for their ‘Work for L’Oreal’ tab. TheTwitter tab is linked to the @LorealCareers Twitter feed, however the other tabs are not used often, and the page does not regularly post content. It does, however, have over 30,000 likes, so the jobs tab must be working well in attracting talent.

There are two other ‘specialist’ Facebook pages for the UK and USA – the UK graduate jobs and internships page (facebook.com/LorealGradJobsUKI), and the USA careers page (facebook.com/LOrealUSACareers).

LOreal graduates job Facebook page

The L’Oreal Grad Jobs UKI page, with a cover photo of some of its past employees, has no additional tabs (apart from the standard photos, map and likes), however it posts regularly with photos, job postings and links. With over 900 likes, the page is quite active, and does get comments, likes and shares on its content – but the lack of likes and activity can be explained by how specialist it is.

LOreal Careers USA Facebook page

The L’Oreal Careers in the US page, however, is much more popular (with almost 7,000 likes), but does not post any content. It does, however, have a working ‘Jobs’ tab which lists current openings, as well as tabs explaining the ideas and missions of working for L’Oreal in the US. The cover photo is interesting, and the additional tabs are all branded in a similar fashion – a great way to run a page, apart from the lack of content!

 

L’Oreal have careers based Twitter accounts for the UK (@LOrealGradJobs) with over 1,100 followers, and a general account (@LOrealCareers) with almost 3,500 followers.

LOreal Careers Twitter feed

The L’Oreal Careers Twitter feed (@LOrealCareers) holds around 3,500 followers, and regularly posts jobs (all using the hashtag #jobs) as well as some news articles about the company (which receive some ‘retweets’ and ‘favourites’).

LOreal Grad UK Jobs Careers Twitter

The L’Oreal (graduate jobs) UK Twitter feed (@LOrealGradJobs) has over 1,100 followers, and posts daily about campus visits and other such news. They also reply to other users’ tweets and run a very ‘human’ account. The normal tweets rarely get retweeted, but the contest tweets can have over one fifth of the followers retweeting them – a very popular way to attract talent, and increase the base that read job openings.

There are other accounts, but these are the two main feeds for the UK and USA careers side of L’Oreal.

 

Loreal careers Linkedin page

L’Oreal have one LinkedIn company page – with a branded ‘Careers’ tab to match. The tab holds an introduction to working for L’Oreal, a YouTube (which can be seen below), plus testimonials from past employees and links to the L’Oreal Talent Recruitment Facebook page and@LOrealCareers Twitter feed, and relevant websites.

 

The tab is regularly updated with job openings, and the branding looks very professional – a good job from L’Oreal. You can see a few statistics about L’Oreal’s use of LinkedIn for recruitment below.

 

 

LOreal UK YouTube channel

L’Oreal UK Careers has a branded YouTube channel (/LorealUKCareers) with only 5 videos and 5 subscribers but over 2000 video views. It does have a good quality graphic background, and links to corresponding websites, but it is the ‘Trainee’ set of videos which have the most views. YouTube is a great tool for social recruitment, and with the last video uploaded in May (and not very high quality – mainly filmed on a mobile phone), L’Oreal UK could spend a bit of time creating some simple videos to really promote working for the company.

LOreal USA Careers Youtube

L’Oreal USA have a Careers channel (lorealusacareers) – named L’Oreal USA Corporate, with only 30+ subscribers, but almost 10,000 video views. There is no branding and only 10 videos (uploaded over a 2 year period). The videos are high quality, but hold no description or tags – so will never be found by future employees unless they find the channel.

L’Oreal has a great resource here, but have not used it to its full potential (and they should, because it’s worth it!) – even short 30 second high quality clips can really boost a recruitment process.

 

There are two case studies surrounding L’Oreal’s use of social recruiting – one from Facebook (courtesy of Work4Labs), and one from LinkedIn.

L’Oreal use the Work4Labs tab on their L’Oreal Talent Recruitment Facebook page (shown above). The case study surrounds an internship posted on their L’Oreal Talent Recruitment Facebook page using the Work for Us app, which allowed fans and employees to share the posting via their networks. Using the app, and the Work4Labs’ AdvertHiring platform (to create advertisements linking to the job posting), the following results were reached:

  • The internship’s ad campaign had an “optimised” performance and return on investment – generating 5.88 million impressions with 4,167 clicks (a 0.071% click through rate (CTR). The click through rate was much higher than the average CTR of Facebook ads (which is roughly 0.02%).
  • This led to L’Oreal receiving 153 applicants (a 3.67% conversion) – with almost all of them being pre-qualified due to the specific targeting options (education, experience) that L’Oreal chose for the ads.
  • The campaign had an “immediate and high quality turnaround” with applicants viewing the job and submitting resumes minutes after it went live.
  • L’Oreal received 17 qualified resumes within the first 12 hours of the campaign – a huge difference to the limited success from traditional methods.
The graphic below shows the numbers mentioned:

As these results (courtesy of Work4Labs) show, Facebook has been a success for social recruitment for L’Oreal.

L’Oreal used LinkedIn to solve 3 new challenges in their social recruiting process. The company recruit 6,000 new managers a year (including internships), using all the regular techniques, but wanted to solve these challenges (and used LinkedIn to do so):

  • sourcing difficult-to-hire candidates
  • reaching passive candidates
  • online reputation

The company set up a ‘Careers’ tab on their company page (as discussed above) and “polished” individual recruiter profiles. Using their current network – with 15,000 L’Oreal mangers and employees on the site – to find passive talent, the company had really fit the LinkedIn referral slogan of “the best employees refer the best candidates”.

Some results from this included:

  • Oskar Isenberg Lima, Luxe, HQ Paris said he has “sourced around 90 top profile candidates in less than five months”, simply using LinkedIn.
  • By using LinkedIn, a Body Shop UK (a sub-section of L’Oreal) recruiter saved £20,000 with a single license.
  • L’Oreal Australia saved around 20,000 Australian dollars in recruitment fees on a single hire.

As these results (from LinkedIn) show – LinkedIn was also successful in helping L’Oreal socially recruit (and in cutting costs).

 

L’Oreal actively use social media for their recruitment, and have results to match. Their Facebook pages are well branded, however could do with more content, whereas their Twitter feeds are actively updated with jobs and news. Their YouTube accounts could be used more, whereas their LinkedIn page (and Careers tab) is just right – and may fit better with the rest of their pages once they receive the new design. The two case studies show that L’Oreal is actively using social networks for recruiting and it is successful – however it should never replace the more traditional methods, as you never know where the perfect candidate could apply from.

 

 

October 1, 2012

Recruiters: share these tips for best corporate storytelling!


Happy to read your excellent post on Blogging4Jobs Autumn, and to share these practical tips with recruiters over here and get their views!

RECRUITING MEETS DIGITAL STORYTELLING

When it comes to recruiting and hiring, we know one thing to be true: interviewing can make or break a candidate. Maybe there really is a lack of experience, skill-related issue not easily determined by scanning a resume or simply heavy competition, but typically, if they’re good enough to be brought in, the job is theirs to win – or lose. Enter the valuable skill ofstorytelling especially storytelling that’s digital.  You know, online.

Of course, storytelling is not just for job seekers, but for individual recruiters and entire companies, too. Just as a candidate must be able to tell his/her story to prove value and worth to an organization, companies must do the same to attract job seekers and recruiters to connect with target talent during the initial screening process. So how can you tell your company stories without droning on through heavy blocks of text or drawn out interviews? Technology makes it easy.

4 OUTLETS FOR TELLING YOUR COMPANY STORIES AND SHOWCASING EMPLOYER BRAND

1. Eye-Catching Images. If a picture is worth a thousand words, consider the value of a full album on Facebook or a platform dedicated entirely to photos, like Instagram. Using visuals to tell your company stories is not only a great way to attract candidates up front, it’s also a perfect opportunity to engage them on a regular basis without taking up too much of their time with chunks of text. Additionally, the popularity of image-based tools and platforms makes it possible to incorporate user-generated content into your own campaigns – whether from current employees or hopeful job seekers.

2. Recruitment Video. What better way to tell a story than face-to-face with your potential candidates? Unfortunately, that’s not really an option in the attraction stage, but almost just as good (if not better) is an insightful recruitment video that makes it possible to reach job seekers before they’ve even considered applying. Instead of listening to stories about your employer brand and company culture from a single hiring manager, video makes it easy to showcase a variety of things, from your unique office environment to the community service project your team participated in last quarter. And if your careers site is optimized for mobile, job seekers can browse and enjoy on the go with recruitment video.

3. Socially Shared Content. Obviously all of the above-mentioned ideas can (and should) be shared via social recruiting channels, but this includes all other content. Whether it’s a news article featuring insights from one of your top execs or short blurbs from your team members expressing what they love about their jobs, crafting the perfect story that engages readers is key. Don’t spend too much time telling job seekers what you’re about; show them with vivid imagery and concise language that makes them feel like they already work there.

4. Job Advertisements and Branding. Many recruitment ads are moving away from direct-response and toward employer branding and company story telling. Whether it’s a posting on a job board or purchasing a display advertisement on a site relevant to your target candidates, use the space to get creative. This outlet is listed last because it’s a perfect space to make use of all three options above. It’s now easier than ever to host your recruitment video in a variety of places, use images to create banner ads and include interesting copy about your culture and people.

THE ART OF CORPORATE STORYTELLING

While the four options outlined are fantastic for grabbing the attention of active and passive job seekers alike, there are still other aspects you must consider – like which stories you want to highlight, what your employee value proposition is, the tone you’re going to use to convey these messages and so on. Your corporate storytelling and employer branding strategy is not something that can be perfected overnight, but it is a critical piece of your recruitment marketing strategy and worth your time to improve upon.

How do you tell your company’s story, and which outlets have proven most effective? Get the conversation started below.

 

Article by Autumn McReynolds

Autumn McReynolds is the Content Strategist and Lead Blogger for TalentMinded, an online publication focused on talent attraction and engagement in the digital age. After landing in the recruitment space in 2009, she has spent the past three years in the job board industry as both a recruiter and project manager, consulting with clients about job advertisements, employment brand and SEO strategies for attracting new candidates via job postings. You can connect with her on LinkedIn or follow her on Twitter.