Employer Branding with Social Media


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  • Thanks for joining. We’ll get started in just a few minutes as we wait for a couple more people to join.Reminder to record!!!!Hi everyone and thanks for joining us today for another installment of our social recruiting webinars. Our topic today is Employer Branding with Social Media.All other webinars in this series are recorded and posted on our website at employers.identified.com/events.
  • I’m Jennifer Picard, the Product Marketing Director here at Identified. I’m joined by Lizzie Bluestein, our Sales and Marketing Coordinator, who will be shouting out your questions throughout the presentation so we can answer them. So, please feel free to ask away in the chat box to your right. Today’s webinar should last approximately 30 minutes.Also, a quick intro to Identified: Identified Employer Solutions helps organizations recruit on Facebook through our Facebook job posting app and Facebook sourcing tool. We have a special intro package for webinar attendees, so please indicate in the chat box if you’re interested in learning more about our Facebook recruiting solutions.But, for now, let’s get in to some quick housekeeping and the takeaways.
  • Today, we’ll review employer branding with social media. We’ll cover using Facebook, Google +, LinkedIn, Pinterest, and Twitter.
  • Some companies build a Facebook Career Page, dedicated to employment branding and building a talent community, although some prefer to utilize their corporate page for recruitment.Either way, there’s a lot you can do visually between your cover image, profile photo, photo albums and videos. You should use your visual space to show candidates what it’s like to work at your company. Photos may include visualizations of perks, company outings, or funny office photos. You should also utilize video for employee testimonials about why they love their jobs or to take an office tour.Through status updates, you may also choose to share important news with your candidates, perhaps to share winning “Top Employers in Your City” or press articles. Then, you can pin or star posts to make them stand out.Once you’ve set up your employment brand on Facebook, you should invite your coworkers to like your page and interact with your posts. Anything they do shows up as an activity in their Timeline, effectively sharing your message with their networks. For example, if you had a fun holiday party, post it on your Timeline, and ask employees to comment about their favorite moments from the events. Your company’s employees are your most credible source in terms of building your employment brand and you should encourage them to contribute to spreading the word.The final step to building your Employment Brand on Facebook is to monitor what others are saying about it. Set email notifications and watch your Timeline, and reply as appropriate. Facebook has also recently added the ability to message a page, so watch for those. The last thing you want to happen is have a candidate try to get a hold of you, and not be able to. This can hurt your employment brand.
  • A Google Plus company pageis very similar to Facebook - you can add pictures, videos, blog posts and more to showcase your employer brand and get a conversation started with potential employees. You can use your same cover photo, photo albums and videos from Facebook, and post them here, as well, to get additional exposure. An added benefit to Google plus, is that all public posts are indexed by search engines and included in personal search results, which can increase your reach even further. On the downside, however, is that Google Plus is still pretty much a ghost town compared to other social networks.A really cool way to use Google Plus is to host a "Hangout,” or video chat with potential candidates. You can choose regular office hours where candidates can login and chat with you about company culture, which qualities your company looks for in candidates, and what your interview process looks like.Also similar to Facebook, you need to engage with your community and monitor your brand. Google Plus will let you know anytime you are tagged in a post, but you should also run a regular search of your company name to see if anyone is talking about you, your interview process, or what it’s like to work at your company.
  • Many of you, I’m sure, are familiar with LinkedIn. When you post a job on LinkedIn, a basic Careers tab appears on your Company Page for free. Your main tab also has your location, website, products, list of employees.Upgrading to a premium career page gives you employer branding options, such as a clickable banner and space for a video. These visual elements can be the same as those mentioned on Facebook. The video should be used to show off your most important assets, such a a virtual tour of your office. There is also room for a company summary and 3 customizable modules where you can add images and text, including benefits and details of your ERP. If you have employee testimonials, add them to the employee spotlight module to give a voice to your company’s biggest advocates. Then, add links to other platforms, such as Facebook, Twitter and Pinterest, where candidates can interact.This is $10-30,000/year, depending upon which package you choose, which many of our clients find unreasonable given the lower cost and higher number of users on Facebook.On LinkedIn, there really isn’t much to do in terms of engagement or brand monitoring unless candidates message your recruiters. If they’re listed on your page, make sure they’re receptive to those messages and that they answer them so they don’t hurt your employment brand.
  • Pinterest allows you to engage and interact with potential candidates through a more visual approach. We use our corporate page for employment branding because our followers can choose to follow our account, or just a specific board. So our candidates may choose to follow “Inside Identified” and “Behind the Scenes” to get an inside glimpse of our company.When creating a business page, sign up with your company Twitter account, rather than Facebook. Facebook only connects with personal profiles, which would create an account for you, rather than for your employment brand.Then,create boards to display pictures from company outings, the office environment and can even upload job descriptions and videos of hiring managers for a job openings board. Interact with potential candidates who seem to be a good fit for your company. For instance, if your business sells bicycles, you can target users who pin pictures of bicycles, trails or anything that would show they have an interest in your product. You can then interact with these people through following their boards and, when job openings come up, they will be able to view them.
  • A Twitter brand page can help start conversations around your company, giving you another medium to interact with potential employees. While there aren’tquite as many ways to showcase your employment brand as Facebook, there is still a lot of room to get creative. In terms of visuals, you can create a custom background and use custom colors throughout your profile to match your brand. You can also upload a small profile image, which should be either your logo or icon.The bio is another opportunity to showcase your employment brand. With space for just 160 characters, let the viewer know that you're hiring, include a link to your job postings and give them a taste of your employment brand.For example, UPS includes their logistics jingle in several places, including the bio.Similar to Facebook, photos and videos can be very powerful on Twitter, as well. Still using UPS as an example, they have several videos, including a department manager explaining the goals and vision of their department and how each person contributes to the team. Another shows a Sales Executive explaining why he loves his job. Both of these videos gives the brand a personality, helps the candidate feel that they’d be a valued team member, and gives them insight into the company culture.You can monitor your brand on Twitter by setting up notifications and running searches for your name. If you come across someone that had a great experience, RT it out to your followers to encourage others to apply. Also thank people who share your jobs, and answer questions anyone has about your company. Strong engagement is the best way to build your employment brand. With a strong employment brand, you can build a talent community on Twitter that may not be interested in an open position now, but that you can nurture for future opportunities.
  • Identified has created Facebook recruiting solutions for the social employer to compliment your existing recruiting strategies. Our solutions include a job posting app for your Facebook Company or Career page and a sourcing tool that helps you professionalize personal Facebook connections and search through existing networks. Let’s take a look.
  • TalentLink is a Facebook job posting app for your Business Page.TalentLink helps you increase your job views and drive candidates to your jobs because jobs can be shared through social media, pulled by aggregators, and indexed by search engines. Candidates can apply with a cover letter and resume without ever leaving Facebook, or the app can integrate with your ATS to pull jobs and redirect interested candidates.
  • ProSearch is our sourcing tool which allows you to search Facebook profiles with filtering, ranking and relevance.You can also download resumes, message candidates, and see how you are connected to the candidates through your company’s employees. Start with a free user profile at identified.com or let us know if you’re interested in a ProSearch subscription. We’re currently running a 4 month promotional trial for ProSearch and TalentLink, so let us know if you’d be interested in trying it out.
  • Thanks for joining us today, our next webinar will be What you need to know to effectively post jobs on Facebook on Tuesday, June 26, at 11am pacific time.Let’s get to some of the questions while you’re all doing the poll. Please type your questions into the Q&A box to your right, and I’ll try to get to all of them.
  • Employer Branding with Social Media

    1. 1. Employer Branding with Social Media
    2. 2. Presenters Today
    3. 3. TakeawaysUsing Facebook, Google+, LinkedIn, Pinterestand Twitter for Employer Branding:• Company profile best practices• Using pictures and video• Engaging your Community• Monitoring your Brand
    4. 4. Facebook
    5. 5. Google+
    6. 6. LinkedIn
    7. 7. Pinterest
    8. 8. Twitter
    9. 9. Post Jobs on your Facebook page Candidates apply directly on Facebook or through your ATS.Jobs reposted through partners:
    10. 10. Thank You!• Questions?• Connect with us on Social Media to learn more about social recruitment http://www.facebook.com/IDforEmployers http://www.twitter.com/#!/IDforEmployers http://www.linkedin.com/company/identified https://plus.google.com/113207732250645259561/post s