We’re all trying to step up our game with social media, whether it’s recruiting, knowledge transfer/management or otherwise. Here’s my struggle though: to get buy in for social recruiting, some of you probably need some metrics to build a business case and show the ROI, right? Because maybe some of your old-school recruiting or HR cohorts see you on Facebook and Twitter during work hours and can’t help but to think you’re just having fun (or wasting time?), yes? Understandable. So, how do we measure social recruiting to make the case for it?
Why Social Media to Recruit?
First, let’s simplify things and get on the same page with 3 reasons to use social media for recruiting:
- Find and source candidates
- Gather intelligence and build relationships with potential/actual candidates or communities
- Build/support your employment brand
There are lots of resources out there to get you started on the “how” and “what.” I liked the two lists of five social media tools for recruiting and HR pros to use in 2009 (giving you ten!) by Jennifer McClure as a starting point if you’re new to this realm. Our friend, the Social Media Headhunter, Jim Durbin, also has a good case study on how to use social media in recruiting over on ERE.net.
Measurements + Metrics.
Next, let’s think about possible metrics and measurement tools. Across different industries, methods to measure social media are growing with some interactive marketing agencies even filing patents for methods they’ve developed… and that’s promising with some parallels to social recruiting. But even now, I think that there are some basic measurements we can use:
- Influence. Well hot damn! You have 800 friends on Twitter. So what? Your influence, and not popularity, is what’s important and should be captured. The greater your influence in social media as a recruiter, the bigger your reach and audience and the better your company’s employment brand – but you have to be able to explain why influence is important to your chain – and once you’ve done that… Twitter influence is starting to be measured using tools like this one or Twinfluence or Twitter Grader. Facebook business pages can also be measured with some beta tools like Facebook Grader.
- Traffic. Influence will impact traffic, no doubt. But the goal with traffic is to specifically get eyeballs to your careers website and possibly, specific job postings (which translates into them applying for jobs, hopefully). Measure both and consider tools to track referrals in the sense of website referrals… If sharing links to job postings, a blog or your careers portal via Twitter, you may be using a URL shortener. Measure click-through stats via BudURL and Traceurl. If you have a blog separate from your corporate website, use any variety of tools from SiteMeter (basic) to Google Analytics (moderate) comScore (steroids) to track where the traffic is going after your blog. (Hat tip and thanks to Ben Gotkin of RSM McGladrey for sharing some ideas with me on his metrics for their careers blog…)
- Chatter. Related to both influence and traffic, you may want to measure the chatter taking place about your organization but specifically about your career opportunities, the interview/selection process and what it’s like to work there. What are people saying about you? How often are you getting link love, re-tweeted? To measure and assess the chatter, you’ll use some of the influence tools above, but you’ll also need to monitor social media and periodically audit the chatter. Monitor sites like Vault and Glassdoor. And try setting up Google Alerts or use other search tools using those boolean search strings you’re so good at putting together!
- Intelligence + candidate experience. This is maybe the toughest one and will be a qualitative measurement for the most part – because level of intelligence gained/quality of a candidate’s experience has much to do with intangibles and relationships – hard to measure. Whether it’s with candidates generally, candidates who become employees, or hiring managers, use focus groups or online surveys and consider asking questions related to/in support of measuring these areas (and then track it over time):
- Recruiters – has their level of knowledge about a candidate community or industry deepened? Is being part of social media improving their ability to source/find/make good matches (because they “get” the community better)?
- Company’s presence in social media – is it trusted? Are you part of the conversation and community or is what you do in social media just transactional? How “personal” and engaging are you online?
Of course, all these measurements aside, the proof will be in the pudding with percentage of hires you make using social media which will have to go up over time if you’re to continue social recruiting. And, when the numbers don’t support the latest and greatest network or site, then change your technique or move on… but don’t be hasty and keep in mind that when you source using social networks, you have the bonus of also establishing a presence/enhancing your employment brand and the fruits of deepening or establishing relationships through conversations.
This isn’t the social recruiting metrics bible; it’s just the starting point. A lot of the thoughts behind these measurements are courtesy of some of my in-house social media gurus who use social media for communications/public relations campaigns. Check out a social media measurement pro my gurus referred me to – Katie Paine – who has great ideas on measuring social media including this top 10 must-do items for your social media measurement to-do list.
And yes, there’s still the issue of social media’s perceived time-suck. Try using a tool like Wakoopa to initially measure the actual time/usage of Facebook, Twitter and other tools/programs. You may be able to figure out social recruiting costs based on hours spent using social media…although I’d caution about getting hung up in the hours and minutes because recall the reasons we’re using social media to recruit: to build relationships, to impact your employment brand – and the time you put into those? Priceless, wouldn’t you say?
Jump in the conversation though – how else are you measuring social media for recruiting? What have we missed?
As you’ve pointed out, selling the ROI of social media in organizations that “just don’t get it” (yet) is tough. Thanks for putting some structure around the conversation! With the clients I consult with who don’t already have some sort of presence or activity in the Web 2.0 world, the first conversation is almost always about selling them on the idea that it’s not wasting time. Your point on building Influence is the absolute key – and that means being interesting, providing helpful information (not just about the company or job openings) and helping others. The second conversation with clients is typically around how long it will take to see results. That’s difficult to measure or predict, and my concern is that some won’t give it enough time when they haven’t seen a directly attributed hire or result within a couple of months. Building relationships that can be leveraged (virtual or in-person) takes time and commitment. Hopefully, by sharing some of the resources and tips you’ve mentioned, we can convince our clients – internal or external- to take a long term approach to begin to see results.
I think a lot of organizations spend a lot of time and money focusing on SEO to drive traffic, without thinking about the importance of social media to develop cred, brand recognition, and relationships. The organization that excels on both fronts, like the fabulous example on ERE that you linked to, will thrive.
Great list, Jessica.
I’d add one thing. For recruiters who individually use social media to recruit, just track the number of hires.
I know that sounds simplistic, but you’ll know if you’re successful if your efforts lead you to candidates, or convince candidates to work with you.
There is another metric – an intangible benefit – social media is exciting. Excited employees work better. The trick is making sure the excitement is integrated with good recruiting practices.
Jessica- Great post.
A few thoughts:
1. Think long-term in terms of value. Social media (anything) be it recruitment, marketing, etc. doesn’t turn results instantly. It does take time.
It might be even harder for companies to appreciate long-term value vs. immediate needs, except now is the perfect time for that, because let’s face it, most companies immediate needs for hiring are significantly reduced.
2. Recognize the fundamental shift towards marketing. Social media for companies is about marketing. Let’s not fool ourselves. Now, marketing can be authentic, open, communicative and 2-way, but it’s still marketing. It’s not about getting in a circle, holding hands and singing Kumbaya. And the point of that is to recognize the shift in HR from being about mindless process to being outwardly focused on marketing. Once that mental shift is made, a lot of things can fall into place.
3. Think about baby steps. A lot of this stuff is overwhelming to newcomers. Facebook. Twitter. MySpace. SEO. It goes on and on, and we’re all bludgeoned to death with it. Especially with the latest “trend” or “fad” whatever that might be.
I’m a big believer in baby steps. Start something small. Experiment. Test. Get some help from others (which isn’t hard once you jump online and search around a bit), and don’t invest half-heartedly (b/c you will probably fail), but don’t think you need a FULL-blown Social Media recruiting strategy on Day 1. For most people that’s just not doable.
i love this discussion… great ideas and thoughts. thanks for being part of the conversation.
@jennifer & @ben – definitely getting them beyond the first hurdle – and the mind shifrt – is a (if not, the?) challenge. pilots are good, then use metrics. but start small… baby steps!
@jim – agreed. i would if we could we just measure… are we having fun while we do it? sound so cheesy, but the excitement piece is important. maybe that goes with the qualitative stuff – are recruiters enjoying their job more while recruiting via social media? is it more fulfilling?
more thoughts from @kufarms on twitter who said to consider measuring these three things:
1-time (SN vs. job boards vs. cold calls vs. etc.)
2-quality (candidates vetted vs. int vs. hire)
3-projects started or attended (SN networking night, conf., pink slip party, host user group, etc.)
good stuff, all…
This is a useful post to highlight the key point that by raising social media as a separate channel, you get into too many debates about if it is or is not of value.
Social media channels are a further extension of your online channel and should be measured like anything else; be it print media, banners, job boards etc. But let’s be honest, the issue is not IF they work but do recruiters really measure any of their channels accurately in the first place.
I have implemented many measures for clients and saved them a lot of money but they are just the tip of the iceberg; most organisations have no idea about measurement.
Recruitment is about conversation to ensure great fit. Social media tools can it easier for the conversation to take place so that hires are made. It’s not as simple as just making hires but ultimately that is the measure.
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