{"id":39120,"date":"2011-11-22T09:02:16","date_gmt":"2011-11-22T09:02:16","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=39120"},"modified":"2011-11-21T11:40:09","modified_gmt":"2011-11-21T11:40:09","slug":"social-media-recruitment","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/social-media-recruitment\/","title":{"rendered":"Social Media: Extending and Connecting the Recruitment Conversation"},"content":{"rendered":"<p>This is the third in a series of three interviews focused on careers, employer brand and social media: Paul (Corporate Eye CEO) interviews Matthew Berry, Resourcing Director at <a href=\"http:\/\/www.centrica.com\">Centrica<\/a>.  <\/p>\n<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/connections.jpg\" alt=\"\" title=\"connections\" width=\"280\" height=\"419\" class=\"alignright size-full wp-image-39128 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/connections.jpg 280w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/connections-133x200.jpg 133w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/connections-200x300.jpg 200w\" data-sizes=\"(max-width: 280px) 100vw, 280px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 280px; --smush-placeholder-aspect-ratio: 280\/419;\" \/><\/span>Often there&#8217;s a gap &#8211; particularly for graduates &#8211; between the time of recruitment, and the first day of work. How do you keep that relationship fresh?<\/p>\n<p>And then again, at the end of employment: how can you keep communication channels open? <\/p>\n<p>In this interview, Matt Berry explains how social media can be used to extend the conversation at both ends&mdash;and, indeed, to connect\/reconnect employees with the company:<\/p>\n<blockquote><p>&#8220;alumni and onboarding&#8230; there&#8217;s a lot of potential, and the reason is that these networks are about relationships and communicating, and that&#8217;s what these tools are for. They&#8217;re designed to build a network and to communicate with people.<\/p>\n<p>&#8220;the key in all of this: it&#8217;s about initiating a conversation. It&#8217;s still got to be a quality conversation<\/p>\n<p>&#8220;with social media&mdash;and this is something that a lot of people underestimate&mdash;you must constantly turn the handle to engage&#8221;<\/p><\/blockquote>\n<p>Paul and Matthew talk about Centrica&#8217;s experience of extending relationships with candidates, employees and alumni through social recruiting techniques&#8230; do listen, this interview is crammed full of insight and information about how one of the largest companies in the UK manage social media recruitment.<\/p>\n<p>I&#8217;ve broken the interview down into smaller pieces, so that you can quickly find particular points you&#8217;d like to hear about. I&#8217;ve also included the whole interview and a transcript.<\/p>\n<h3>Part 1: Social media and recruitment<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>Facebook, interns and graduates<\/li>\n<li>LinkedIn, professional hires and the advantages of being a direct recruiter<\/li>\n<li>targeting on LinkedIn<\/li>\n<li>importance of investing in skilled social media people<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;We have up to 500,000 applicants per annum&#8230; so trying to find a simple way of getting messages out to that fairly large audience is not easy, but social media lends itself very nicely to that&#8221;<\/p>\n<p>&#8220;&#8216;RateMyPlacement&#8217;, for example, is very important around the summer placement in the intern programmes because via that feedback and word of mouth via our participants we are building a reputation in delivering a great work experience. We encourage all our summer placement to leave their views on those ratings sites&#8230;&#8221;<\/p>\n<p>&#8220;one of the big benefits we see in LinkedIn is that certainly half to three quarters of anyone [professional hires] that we would hire is already on it&#8221;<\/p>\n<p>&#8220;when we do our executive recruitment [LinkedIn] would be the place we start no matter what&#8221;<\/p>\n<p>&#8220;social media doesn&#8217;t just happen. It is an interactive thing by its nature and it needs some skilled people to really get full advantage from it&#8221;<\/p>\n<p>&#8220;We have our applicant tracking system &#8230; linked in to Facebook, so you can physically tap into any job in our organisation in the UK from our Facebook page&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-1.mp3]\nLength: 19:18<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-1.mp3\">Matthew Berry interview: part 1<\/a><\/p>\n<h3>Part 2: Social media and onboarding<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>social media and decision-making<\/li>\n<li>using social media for support<\/li>\n<li>control, pragmatism and the front line<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;it&#8217;s about trying to put information where people are already&#8230; our graduates, four or five years ago, were creating a Centrica 2007 intake Facebook page. We didn&#8217;t. And we couldn&#8217;t stop it if we wanted&#8221;<\/p>\n<p>&#8220;so we just started tapping into that, giving them a framework&#8230; we&#8217;ll have induction days which we completely schedule via these groups, and they communicate, talk and support each other&#8221;<\/p>\n<p>&#8220;one of the things we&#8217;ve recently built is an onboarding site, specifically for anyone that joins our business the moment they say &#8216;Yes, I&#8217;d love the job&#8217;. And one of the key things there is linking people into our social network&#8221;<\/p>\n<p>&#8220;we can&#8217;t stop people saying what they say anyway but at least we know what&#8217;s being said, which is of huge benefit&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-2.mp3]\nLength: 5:49<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-2.mp3\">Matthew Berry interview: part 2<\/a><\/p>\n<h3>Part 3: Social media and alumni<\/h3>\n<p>Key topics<\/p>\n<ul>\n<li>risks and niche knowledge<\/li>\n<li>maintaining relationships with talent<\/li>\n<li>sharing internal information with alumni<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;We&#8217;ve got some demographic challenges where we have to think a bit more flexibly about how do we capture some of that talent&#8221;<\/p>\n<p>&#8220;not to have some mechanism to keep in touch is a bit of a risk, particularly where some of these individuals have such niche knowledge that&#8217;s very hard to replace&#8221;<\/p>\n<p>&#8220;we&#8217;ll always be doing projects or elements of work that will still be of interest to that professional community&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-3.mp3]\nLength: 6:39<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-3.mp3\">Matthew Berry interview: part 3<\/a><\/p>\n<h3>Part 4: Social media and referral recruiting<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>social-media-enabling the referral process<\/li>\n<li>tracking and transparency<\/li>\n<li>engaging internally to get people to embrace it<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;social media is an underestimated tool for referral programmes&#8221;<\/p>\n<p>&#8220;It&#8217;s not how do we engage the external marketplace, it&#8217;s how do we engage the internal marketplace&#8221;<\/p>\n<p>&#8220;we make sure that any role we have running an internal person can look at it and within [&#8230;] two clicks they can share that job with their friends. So you could send me a link [&#8230;] and I could apply straight away, and that would also help the business track the fact that you were the person that had introduced me&#8221;<\/p>\n<p>&#8220;the external team now handles all internal recruitment as well&#8230; that team is now directly talking to all of these candidates. We would have 5-10,000 applications internally per annum, so we&#8217;re making sure that we&#8217;re the hub of all that communication&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-4.mp3]\nLength: 5:28<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-4.mp3\">Matthew Berry interview: part 4<\/a><\/p>\n<h3>Part 5: Social recruitment governance<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>social media policies, freedom and message control<\/li>\n<li>presenting a coherent front to the external candidate world<\/li>\n<li>avoiding the cold-call scenario<\/li>\n<li>merging of the social media and recruitment platforms<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;we have a social media policy of course which is a fairly straightforward thing [&#8230;] social media is part of everyone&#8217;s lives. Use it but use your common sense&#8221;.<\/p>\n<p>&#8220;The big challenge with social media &#8211; or one of them &#8211; is that if you don&#8217;t keep your content relevant and fresh and up-to-date then there&#8217;s no reason for anyone to look at anything that you&#8217;re doing&#8221;<\/p>\n<p>&#8220;it&#8217;s about the engagement activity that would get you interested to come in rather than pushing hard to push opportunities at people&#8221;<\/p>\n<p>&#8220;Businesses will have to get more mature in the social media space, which is going to take a little bit of time. I think it&#8217;s an opportunity to make the process a bit more engaging. But I don&#8217;t think it&#8217;s going to make life easier.&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-5.mp3]\nLength: 8:24<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-pt-5.mp3\">Matthew Berry interview: part 5<\/a><\/p>\n<p>Here&#8217;s the whole interview, in case you&#8217;d rather listen to it end-to-end; and the transcript, for those who prefer to read.<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-full.mp3]\nLength: 45:39<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-full.mp3\">Matthew Berry interview (whole interview)<\/a><br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/matt-berry-interview-transcript.pdf\">Transcript<\/a><\/p>\n<p>Many thanks to Matthew for taking the time to talk to Paul.<\/p>\n<h3><strong>Who were we speaking to?<\/strong><\/h3>\n<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/matthew-berry.jpg\" alt=\"\" title=\"matthew-berry\" width=\"250\" height=\"251\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/251;\" \/><\/span>Matthew Berry started his career as a chemical engineer in the steel industry covering a number of operational, technical and management positions. <\/p>\n<p>With a desire for travel, Matthew moved from Australia to the UK and worked as a Search and Selection consultant for European energy and process industries. <\/p>\n<p>For the past 8 years, Matthew has worked with Centrica in a number of HR roles and is currently Resourcing Director for the Centrica Group.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the third in a series of three interviews focused on careers, employer brand and social media: Paul (Corporate Eye CEO) interviews Matthew Berry, Resourcing Director at Centrica. Often there&#8217;s a gap &#8211; particularly for graduates &#8211; between the time of recruitment, and the first day of work. How do you keep that relationship [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39128,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25,1145,6147,7098],"tags":[],"class_list":{"0":"post-39120","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"category-featured","10":"category-featured-careers","11":"category-interviews","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media: Extending and Connecting the 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