Building The Business case to Use social Media For Recruitment

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Some information on how to use metrics to build out your business case to participate on social media. …

Some information on how to use metrics to build out your business case to participate on social media.

This document will provide some insight into what specific things your company can do to build and maintain an online presence.

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  • 1. Using Metrics To Support the Business Case for Social Media By Ann Barrett Director, eRecruitment & Social Media Strategy
  • 2. Social Media Member Distribution 2
  • 3. Social Media Channel Penetration by Age Baby Boomers are the fastest growing demographic to adopt social media. 3
  • 4. What The Data Told Us We started doing some analysis and found employees were already on social media platforms. We thought we could leverage their presence as brand ambassadors through their network connections to build brand awareness and attract candidates. Number of Sun Life Followers on LinkedIn 2012 30,000 25,000 20,000 15,000 10,000 5,000 0 Q1 Q2 Q3 Q4
  • 5. Recruitment Metrics Our recruitment data also told us that candidates were increasingly hearing about us and being hired from social media sites. This provided another catalyst to build out our presence from an attraction perspective. 5
  • 6. Holistic Approach Brand Content Channels • News • Events • Community • Lifestyle • Jobs • Products 6
  • 7. Internal Stakeholders Consider working together as a community of internal stakeholders to develop and promote content your social media platforms. Define the process so it encompasses a well defined governance process. If you are working across geographies, work with local representatives to get input and participation. Marketing & Communications Social Media Rep’s Digital Media Brand 7
  • 8. Employee Participation To encourage employees to participate be creative in your thinking. A few suggestions may include:  Contests/giveaways for liking your pages  Workshops to help people build professional profiles (LinkedIn)  Professional pictures taken  Post relevant jobs  Feeds for various content  Championed by our CEO & Senior Leaders  Anchor it as part of your business strategy 8
  • 9. Lessons Learned Lessons Learned: • Engagement is two way • Content should be robust • Develop social media guidelines for employee participation • Diversify your channel representation • Regional representation and participation is more meaningful then translating content. 9
  • 10. Thank You! @annzaliebarrett 10