Enjoyed a great night this week at the TVNZ New Zealand Marketing Awards. Richard Long from Deloitte and I were stoked to be finalists against some very big budget TV campaigns. Social media is yet to be mainstream in the local marketing community.

This is a very belated post. Last month I dragged my exhausted jet-lagged ass to the Social Recruiting Summit in Minneapolis, USA. It took me 5 flights to get to Minneapolis and over 20 hours of flying time - it was partly my fault as I decided to travel the less direct route from New Zealand via Australia to the USA. I just want to confirm that NZ is nowhere near France or England or somewhere in the USA - I had to point this out to a few summit attendees. This is the third Social Recruiting Summit. I attended the first summit at the Googleplex in the Silicon Valley last year, which I thoroughly enjoyed.

The tweet-up prior to the conference took place at a bar / restaurant inside the crazily super-sized Mall of America - take a right past the indoor theme park, then a left past the wedding chapel, go up to the third floor, and then walk for a thousand miles to the meeting point. The night ended with beers, margaritas, and an array of Mexican fare at a Karaoke joint inside the Mall. I’m slowly recovering my hearing.

The next morning I shared a cab with the other foreign alien, UK’s Matt Alder to Best Buy’s corporate HQ.  For those of you outside of the US, Best Buy is a leading retailer of consumer electronics in North America, with a strong online presence. On entering the modern building I wondered if I had come to the wrong place. Was I on a university campus or at an airport? How many reception areas have a mobile popcorn stand?

We all congregated in the auditorium and the first session kicked off, not with a presentation, but with a 4-member, social media savvy panel from Best Buy. 

I picked up that Best Buy has a genuine interest in being “social” - they weren’t so bothered with the tools or the media, but with how to leverage the social web to engage with consumers and jobseekers. Best Buy has already done some interesting things in the social recruiting space (eg crowdsourcing job description design; webinars on their finance recruitment blog) and it was interesting to hear of some of their success stories and where they plan to take things. They are currently scoping up a job description for a store-level role titled Social Media Concierge. I’m picturing a future world of store-specific Twitter accounts, localized Facebook fan pages, and Foursquare customer loyalty campaigns.

Throughout the rest of the day I attended a variety of presentations, and had some great one-on-one chats between sessions, like with Richard Cho, lead recruiter at Facebook (who later gave a very insightful presentation). I also had an opportunity to mix with and learn from recruitment leaders from companies like AT&T, Microsoft, Google, Starbucks etc. I took heaps of notes during the day and hijacked my followers’ personal twitter streams with many sweet morsels. Below are some of the many quotes I scribbled down:

• “Don’t vomit your jobs all over the place” (referring mainly to Twitter)
• “Find a lawyer with a Twitter account to remove social media roadblocks”
• “Return on Emotion” (not used in a Daniel Pink or employer branding context, but certainly could be)
• “Why am I going to spend 55 minutes on a site, Facebook page etc?” (referring to increasing site / platform user stickiness)
• “We don’t buy friends with discounts, we buy friends with value”
• “Tell message to people who have the strongest influence”
• “Referrals to website increased by  910% in 2 months”
• “Facebook’s fastest growing demographic is female, 35 years and over” (must be all the addicted FarmVille players contributing to this me thinks).

Though the Americans are grappling with many of the same issues as we are in the Asia Pacific region, I get a sense that social recruiting is fast becoming mainstream in the US.  Some employers were reporting mind-blowing results. Listening to the discussions challenged my thinking around who should manage things like Facebook fan pages. I can sense there will be some very innovative and quite different approaches to social recruiting and employment branding, and how it is managed, in the not too distant future. Many of the small to medium businesses were definitely keen to follow the large corporates, but were hungry for guidance on how to best lobby internally. 

Though I gained lots from the summit, I felt the event could have been more cohesive overall. This may just be a personal preference, but some of the sessions seemed a bit out of place to me and were more about personal branding than social recruiting per se. I would have liked to have heard about topics such as social gaming and mobile recruiting, and some of the social media innovations outside of the recruitment industry and how these could be applied to recruitment. There still seems to be differing views on what social recruiting actually is, and I feel this needs to be sorted somewhat. We often hear the same messages coming from the same presenters, and I don’t know if that is necessarily a good thing for the recruitment industry. I feel some of the excitement and enthusiasm that I sensed at the initial summit at Google has faded. Many attendees have since been to numerous social recruiting related conferences and unconferences in their own city, state, or industry sector in which they recruit. Then there is the group of attendees who attend pretty much everything that’s on. With pretty much every conference and unconference touching on social recruiting, the Social Recruiting Summit could potentially lose its significance. I would have liked the summit to have painted more of a picture of the overall current state or landscape of social recruiting.

After the summit I played tourist and met up with some great people like Gerry Crispin in Hoboken, New Jersey. Gerry is passionate about HR and recruitment outside of the US and we came up with an idea around shared learning between NZ and the US - stay tuned for details. Now, see that cannon above? Gerry in his student days, with some of his uni mates, took this historically significant cannon at the Stevens Institute of Technology, on a sojourn to outside City Hall in Manhattan, across the Hudson River and all. Luckily Gerry escaped getting into trouble. What a legend though. The cannon is now cemented down. Love this man’s renegade roots.

I’m now back in a wintery NZ. Thankfully, I piled on an extra layer of insulating fat in the US, eating enormous portions. NB: a “short stack” of pancakes can feed a family. I enjoyed my trip to the US and have come back with some great ideas, some of which I’ve been putting into practice with clients.

Filmed using my flip cam. 

Filmed using my flip cam. 

My client, Deloitte New Zealand has received another accolade for their social media strategy. This time, Your Future at Deloitte (New Zealand) was recognised as one of the Top 40 Fan Pages on Facebook.

Awesome news: My client, Deloitte New Zealand has received an international award for their social recruiting initiatives. The 2010 SOCRA award honors excellence in social media and recruiting. Deloitte NZ received over 500 votes from industry professionals, edging out North American heavyweights UPS / TMP with 275 votes and Sodexo with 201 votes. Richard Long, manager of talent acquisition at Deloitte NZ will accept the award at Recruitcamp in North Carolina USA on April 22. 

Deloitte NZ won the award for their Facebook page, which is geared towards graduate and intern recruitment. The company broke new ground by mashing live-streaming video with social networking, directly on their Facebook page. This ‘social videoing’ technique has been successfully used by celebrities like Shakira and Miley Cyrus to engage with their fan bases.

Since launching in late 2009, the page has hosted 10 live and interactive shows. Prospective recruits were able to watch and listen on Facebook as graduates from a range of teams and locations gave impromptu talks on their experiences and impressions. The shows involved both groups of graduates and individuals, and fans were able to type questions into the Facebook page and get answers during the course of each show. 

The shows are part of a wider strategy to humanize the Deloitte NZ brand, offer authentic experiences for prospective graduates, and differentiate the company from other firms. Other initiatives include graduates blogging about life at Deloitte NZ.

Deloitte NZ’s social recruiting initiatives have created greater awareness of the firm among propsective graduates. Richard Long reports that students attending careers and networking events appear to be better informed and more familiar with the company, and the opportunities available. Deloitte NZ are very happy with the quality and number of applications received this year.

To keep up to date with the evolution of this page, you can follow Deloitte NZ on Twitter (@deloittegradsnz).

Laurie Ruettimann’s (aka Punk Rock HR) cat Mister Scrubby is authentic and more connected than most HR / recruitment professionals.

This is the face captured by photographer Phil Toldano and explained in the excellent Ted talk (embedded below) by game designer Jane McGonigal. It captures the emotion of gaming. Toldano set up a camera in front of gamers while they were playing. McGonigal in the video alerts us to the subtle nuances in this photo:

the sense of urgency, a little bit of fear, but intense concentration, deep deep focus on tackling a really difficult problem.

The crinkle of the eyes up, and around the mouth is a sign of optimism. And the eyebrows up is surprise. This is a gamer who is on the verge of something called an epic win.

McGonigal explains an epic win as an outcome that is so extraordinarily positive you have no idea it was even possible until you achieved it. McGonigal stresses this is the face that we need to see on millions of problem solvers if we want to survive the next century on this planet.

In the video McGonigal explains the rationale behind her thinking. Listen to her gob-smacking stats on gaming and why she believes we must increase gaming hours to at least 21 billion hours a week, by the end of the next decade.

This post builds on the thinking outlined in my last two posts Recruitment and addictive gaming and Turning jobseekers into crazed fans. I’m forming the opinion that the HR and recruitment industries need to get to grips with communities and industries happening outside their immediate realm. There needs to be transformation. At the very least there needs to be deeper understanding or greater collaboration with these groups. We are starting to see big brands infiltrating social gaming (eg), but we need to take the principles and emotions of gaming and build these into recruitment and HR processes.

Anyway, here are some questions to think about as you watch the video:

• What would happen to your workplace, recruitment approach, and employment brand if McGonigal took over the HR or recruitment function?
• Are you trying to create an environment that fosters epic wins online and offline?
• Do your existing processes, technologies, careers sites, ATSs etc encourage or stifle epic wins?
• Are you, your employees, clients and jobseekers experiencing epic wins?

Possibly this is all a bit too radical, but it makes you think.

Enjoy the video:

Video link