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Social Recruitment 101
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- 3. Agenda • Why useSocial Media for Recruitment • How to Incorporate Social Media into your Recruitment Strategy • Which Tools are Available to use – Facebook, LinkedIn, Twitter, Google+, and more • How to Build your Talent Community
- 4. Social recruiting ison the rise. 89% of US companies will use social networks for recruiting 64% of companies will use 2 or more social networks for recruiting 40% will use 3 or more Source: Jobvite Social Recruiting Survey 2011
- 5. Where do youFind Talent?
- 6. Incorporate Social Mediainto your Recruitment Strategy
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- 14. Build Your Community 1.Take your offline, online 2. Tap into your existing online network 3. Find Power Connectors 4. Link to your social media on all correspondence 5. Follow them, they will follow you Marathon, not a sprint.
- 15. Content, Content, Content 1.Be relevant 2. “Re-tweet” interesting information 3. Provide New Content – Webinars, Blogs, Tweets, Status Updates 4. Engage others Most important…. Be consistent.
- 16. Social Media Measurements 1.Followers 2. Network Size – 1st and 2nd degree 3. Social Media Metrics - Mentions, RT, @, Link Shares, Check-Ins, Video Views, Profile Views 4. Hires – where are they coming from? 5. Time to Hire 6. Cost Don’t just measure one tool, measure the community.
- 17. Summary 1. It’s notjust one tool – Sign Up. 2. Content, Content, Content. 3. Be Consistent. 4. Engage with your Community. 5. Measure.
- 19. Post Jobs onyour Facebook page Candidates apply directly on Facebook or through your ATS. Jobs reposted through partners:
- 21. Draw an audienceto your jobs through targeted Facebook advertising Engage your audience with Facebook Sponsored Stories Build your Talent Community with a Facebook Cost/Like campaign
- 22. 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
Editor's Notes
- #2 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. Today’s topic is Social Recruitment 101.All other webinars in this series are recorded and posted on our website at employers.identified.com/events.
- #3 I’m Jennifer Picard, the Product Marketing Director here at Identified.Identified Employer Solutions are Facebook Recruiting Solutions for the social employer. Our tools allow employers to transform their organization’s Facebook page into an active Talent Community and Social Job Board, search through Facebook profiles with ranking and relevance to target passivecandidates, and find active candidates for hard to fill positions through targeted advertising.Today, we’ll be covering Social Recruitment 101.
- #4 This webinar should last approximately 30 minutes, with 15 minutes at the end for a Q&A session. Please feel free to ask questions throughout the webinar by typing them into the Q&A box to your right.Today, we’re going to discuss why social media is important to start using now, how to incorporate it into your existing recruitment strategy, what tools are available for you to use and how to use them to build a talent community. There’s quite a bit to cover here, so we’ll only hit the tip of the iceburg, but please join us for future events for more in-depth information.Let’s start off by discussing the “why” of social recruitment.
- #5 Social Recruiting is on the rise, with 89% of US Companies using social networks for recruiting in 2011. 64% of those companies will use two or more networks and 40% will use 3 or more. That’s because social media sites are where talent lives. I’d like to do our own poll right now, to see if this study is in line with the people on this webinar. Then, once we go over the materials, we’ll do another poll so we can all see what employers are planning for 2012.Which Social Recruitment Mediums did you use last year, in 2011? Please choose all that apply.LinkedInFacebookTwitterGoogle PlusFourSquareKloutBlogYouTubeOther ______Many of you are probably using one or more of the Big 4 sites:, which includes LinkedIn, Facebook, Twitter and Google Plus. Others may have branched out to the less common sites, like FourSquare and Klout. Let’s close the poll now and share the results, so we can all see which social recruitment mediums everyone used in 2011.It looks like many of you have let go of the "post and pray" mentality in favor of using social media to find and hire qualified, educated and, often, passive talent. With social media, employers can also build out their employment brand and increase their talent pool exponentially. Take Facebook, for example: the average person has 130 Facebook friends, which makes each person’s second degree network around 17,000 people. If you utilize that on a personal or company level, you can decrease vacancy days, increase ROI and reduce costs. However, you should probably utilize more than one social recruitment tool at a time because different people can be found on different mediums.
- #6 In a July 2011 study, Forrester found that of U.S. adults who use social networking sites, 96% of them are on Facebook. So, if you’re going to reach someone via social media, chances are you can find them within Facebook’s 800 million members. While LinkedIn has been the social recruitment network of choice thus far, this study makes it clear that it’s not an adequate social recruitment strategy on it’s own – only 28% of US adults are on LinkedIn. 24% are on Twitter. Google+ wasn’t included in the survey because it launched shortly before it took place. Each of your candidates have their own preferences, and you will do best if you utilize multiple tools to find them.
- #7 There is no silver bullet in social recruitment. To achieve the best recruitment results, employers usually have to have more than one trick up their sleeves. You will probably want to try a variety of tools if you’re just getting started, so you can learn what works for your company and the demographic you’re looking for. LinkedIn will probably be the best place to find C-level talent, but you may find that mid-level candidates are more easily found on Facebook or Google+.Obviousy, the first step toward incorporating social media into your recruitment strategy is to sign up! We’d recommend starting with the big 4: Facebook, LinkedIn, Twitter and Google+, and adding in additional tools later. Having an active presence on as many social networksas possible will maximize your ability to find candidates, as well as their ability to find you. Each of these mediums can then be used to grab your candidates attention and keep your employer brand in front of them. By using social media to source, you will have a talent pool of active and passive clients ready for you when need to make a new hire.We’ll show you how these all work in just a minute. After signing up, you should start to build your talent community, which we’ll also discuss in just a bit. The critical; step is to then engage with your talent community through job postings, videos, pictures and articles. Give your candidates an idea of what it’s like to work at your company. The more you stand out, the more candidates will flock to you. Just make sure your communication is two-way, rather than broadcasting. You should reach out to your candidates and start a conversation, answer questions they may have, and ask their opinions on what matters to them.Now, let’s get into the meat of the presentation and talk about some of the tools available to you and how each of them can fit into your recruitment strategy. Let’s start with the biggest, and work our way down.
- #8 Facebook is the largest social network, at 800million users worldwide. It’s also the only network that knows no generational limits - from grandparents to teenagers, Facebookattracts users of all ages. To go back to the study, 96% of all US adults that use a social networking site use Facebook. No age group dipped below the 95% mark. The average user spends 55 minutes on the site each day, whichis, by far, the highest of any website. So what does this mean? That means everyone, including the people you want to hire, spend a lot of time looking at Facebook. It is a product they trust and like enough to spend an hour of their day perusing. When you’re recruiting candidates, it just makes sense for you to do soon Facebook, where everyone’s eyes are. If you’d like an in-depth view of everything you can do with Facebook, please join our webinar titled, How to Recruit on Facebook webinar on February 21. For now, we’ll just discuss the basics: a Company Career Page, Advertising and passive search.So, first off, let’s discuss a company career page. You’re seeing our page here, which we use to post jobs and helpful information to our Talent Community. We use our own app, called TalentLink, to act as our Facebook job board. To increase our reach, TalentLink jobs can be shared on the Identified Partner Network, which includes LinkedIn, Twitter, Simply Hired and Indeed. By the way, we are offering a free 30 day TalentLink trial, so please write us a quick note in the chat box if you’d be interested in trying it out.Some of our non-job related posts include pictures of employee events, helpful tips for job seekers and funny stories or pictures to help our fans have a little laugh. We’ve also asked our employees to join and write a quick recommendation for Identified, so candidates can hear firsthand why it’s an awesome place to work. If you have an employer YouTube channel or Twitter account, you can also link them here to further showcase your employer brand.To gain further exposure to your job postings, you can use Facebook advertising. Facebook ads can be a great way to drive page likes to grow your talent community, and/or to target specific job candidates for hard-to-fill positions. Because Facebook allows you to target by location, demographics, interests and connections, you can find the perfect candidate for your hard-to-fill jobs. Facebook also allows you to create sponsored stories to increase your visibility of news feed stories. For example, you can get more likes on your Career page by sponsoring a page like story, which means that anytime someone likes your page, their friends will see the sponsored story on the right hand side of their page. Since advertising on Facebook can be a little difficult to manage, Identified Employer Solutions has developed JobReach, our own Facebook advertising solution, to manage the entire process for our clients.Another great tool on Facebook to make sure you get the most out of your Career Page is Insights. You can see the tab for Insights on the left side of your page, which is a free tool from Facebook that allows you to monitor your comments and likes, your reach, and so much more,so you can track your success and adjust your strategy based on your audience response. Using these metrics and learning how visible your posts and advertisements are, as well as the extent of viral activity aroundthem, will give you a better understanding of the value of your Facebook communications and help enhance your presence on Facebook. One final tool I wanted to discuss while we’re on the topic of Facebook recruitment, is passive search. If you’re tired of scrolling though hundreds of job applications for each job posting, try sourcing candidates on Identified. We have indexed over 50 million Facebook profiles, made them professionally relevant, and given them a score so you can see who the top candidates are. Start with a free user profile at identified.com or contact our sales team to learn more about our enterprise solution, ProSearch. ProSearch offers location filtering and resume downloads, and shows you how candidates are connected to your company.Now that we’ve covered Facebook Career pages, advertising and passive search, let’s move on the second largest network – LinkedIn.
- #9 LinkedIn has been around for a while, and is the most commonly used social recruiting tool because it has a professional focus. More than Facebook and Twitter, it's still the place you go to build your virtual Rolodex. You post your resume there and you can see others' resumes. If you belong to any groups, they are likely related to your job focus. They also offer a Company page in which you can post status updates and interact with your followers. In terms of what to post, I’d say the same basic rules apply from Facebook: post jobs, relevant articles and anything else you can think of to boost engagement. The only downside to their company page is that your company can only have one, so you’ll likely have to share it with your marketing department. They do, however, have paid recruitment tools similar to those found on Facebook, including a Career tab in which you can post jobs, targeted advertising and a passive search tool – which are all quite similar to the comparable tools found on Facebook. LinkedIn also has groups, where you can network with people in your industry to find candidates, or ask for referrals – which can be a great way to use LinkedIn for free. In addition, they have some page analytics, so you can see how your page views, unique visitors, product page clicks and followers has changed over time.Now, let’s move on to something a little different.
- #10 Twitter. It’s easy to get started, and I’d recommend setting up two accounts: one for your business and another for you as an individual. That’s because you'll find you interact with people quite differently depending on which account you're using. Different people will follow you as an individual or as your business, too.When you post to Twitter, mix it up like you would on Facebook and LinkedIn, by sharing a combination of job postings and employer branding materials. Send out ongoing updates about the perks of working for your business even when you're not actively seeking recruits. This can create a talent pool for for future positions well before you need it so, when it’s time to hire, you can fill your positions quickly. When posting jobs, actively ask for job applications from people on Twitter. Simply tweet that your business is looking for an "XYZ" person who can do "XYZ" and provide a URL to the job specs. Ask for it to be retweeted,to increase your reach. Make the tweet interesting and leave all the details to the webpage the URL directs people too. Remember that Twitter is about short, sweet and catchy – you only have 140 characters to get your point across!Also make sure to use hashtagsto help people search for your job advertisements. Use such tags as #job #employ #recruit #jobhunting #hiring, #startupjobs.Hashtags are also used in Twitter chats,which are open forums where people meet up at a designated time and discuss job related issues through a live feed. They usuallylast about an hour. Participants use and follow a specific hashtag, such as #HFChat or #JobHuntChat, which allows anyone following that hashtag to view the tweet. Others can then respond, thus creating an online conversation.Twitter can also be used to find passive candidates. Just use Twitter search with hashtags and terms relevant to your industry and compile a list of potential candidates based on their Twitter activity.For example, we’re looking for a PR and Social Media Manager, so we’ve searched Twitter for #PR, PR, and Public Relations. You can search through Tweets or People that use those words in their profile.Because of the amount of information on Twitter, it can be overwhelming at first. We recommend using tools to manage Twitter, like Tweetdeck or Hootsuite, to make sure you maximize your time and don’t miss out on the information that matters to you. Finding information on Twitter is easy, as they have a very effective search engine at search.twitter.com. You can then plug this search into your RSS feeder. Now let’s move on to talk about Google+.
- #11 The last of the big four is Google+, with around 90 million members now. They’ve recently released company pages to everyone, and I’d suggest signing up ASAP to take advantage of early adoption. You see, LinkedIn, Twitter and Facebook are all going to be relatively saturated, and people are more likely to unlike your page than they are to like it because of the amount of messaging that gets sent their way each day. On Google+, however, company pages are brand new, so people are excited to follow their favorite brands.Perhaps the best thing Google+ did in developing their network was trying to merge social and professional networking with the use of “circles,” which allow you to separate your contacts into groups and deliver targeted messages to each. Facebook stole this idea with “lists,” so this feature is no longer a differentiator for this network, but it is a great selling point none-the-less. The idea behind this is that you share and communicate with different people in different ways. G+ allows recruiters to maintain pools of talent that they can create abuffer between their personal life and theirprofessional one.A really cool feature of Google+ is hangouts, which lets you have real-time group conversations. This can be particularly useful if you find it difficult to schedule multiple hiring managers for an interview – everyone can “attend” the interview from different places.Despite these great features, there has been a lot of speculation about whether Google+ will prevail or flop, but we’d recommend getting on there anyway. Worst case scenario is that it flops, but you still extended your reach and got your employer brand message out there more so than you would have without it. Best case scenario, Google+ takes off and you were an early adopter. That means that you will have already built out your network and can continue to grow it exponentially when everyone else is still just getting started. Google is the most visited site on the web and Google+ is now being integrated into search results. Google Search results now highlight content that it thinks you will like, giving you personalized search results based on your own online behavior and your social connections (including content that's been shared with you through Google+). They call it "Search Plus your World". If you haven’t noticed this change yet, go and search for something you know your friends have been talking about – their names will show up right next to the search result. This can bring recruiters phenomenal reach if they post relevant content on Google+ that other enjoy sharing. Essentially, all of Google becomes like the Facebook newsfeed, where people that have put you in circles can help spread your message across the globe. So, as your Google+ network increases, your reach will increase across Google search results.Now that we’ve covered the Big 4 networks, let’s move on to a few other networks that you may want to add to your social recruitment toolbelt.
- #12 An employer blog can be a fantastic tool to showcase your employer brand. It should contain a combination of articles, pictures and videos which show potential candidates why they should want to work for your company. This may include a unique culture, work-life balance, or a great benefits package. Whatever it is that makes you stand out - make sure you tell people about it! You can post pictures of your team building events or company parties, write an article about what hiring managers look for in potential candidates. You can even embed videos from your YouTube channel.If you don’t have a YouTube channel set up, here are some ideas to get you started: take a video tour of your office, interview candidates about their experience with your company, and introduce your company and it’s employees. You can also take a video of the hiring manger, explaining what he/she is looking for in a candidate, or get a video of someone in the hiring department, explaining why they like their job.
- #13 Klout is a great tool to use for finding candidates because it measures social influence and tells you which topics people are influential about. For example, Klout shows that I'm influential about Recruitment and Staffing, Branding, Social Media, Blogging, Facebook, Salesforce, and Job Search. That's because I tend to write about those topics online and people will respond to those types of posts, either via a Facebook like, a Retweet, etc. So, as a recruiter, you can choose which topics your ideal candidate would be interested in. If you were looking for a marketing person, you could see who is influential about branding, blogging, social media. You can search for a CFO by checking out the people listed as being influential on Finance. If you're at a startup, you may find it helpful to check out those that are influential about startups. Get creative! Klout can also help you decide between two otherwise identical candidates. Say, for example, that you're looking for a Finance person - the candidate that is more influential about finance may be a better choice because they are likely more passionate about their field and have taken the time to differentiate themself from other candidates. However, just like FICO scores aren't the only factor that goes into a bank loan decision, Klout scores shouldn't be the only factor in hiring decisions.
- #14 Foursquare is another unconventional tool to source candidates – it’s a location mapping and social networking service that allows users to let their friends know what they are up to by checking in to different venues. From a recruiting perspective, it can be used to identify and source targeted candidates from your competitors. This works because the people that check into a company are often either employees of that company, interview attendees or industry contacts attending meetings there. From Foursquare, you can type the name of the company you’d like to search in the search bar. This will show you all different offices/locations (and different names) of the company, that people have ‘checked in’ at on Foursquare. When you find people, you can also find their twitter handle and Facebook profile which, in turn, may help you find their name, website, contact details, and more. If you’re interested, you can message them directly through social media, or the contact information they may have provided on their social profiles. Now that we’ve reviewed all of the tools, let’s do another quick poll to see which of these tools you all plan to use in 2012.Facebook, LinkedIn, Twitter, Google+, a blog, YouTube, Klout, FourSquare, Other_____Let’s answer some questions while everyone answers the poll.Ok, let’s close the poll and share the results with everyone.Now that we’ve covered how you can use each social network to recruit, let’s discuss how to build your Talent Community through them.
- #15 Your Talent Community will take time to build, so be patient and spend time every day to build your network. The first thing you should do is transition your offline, online. Most of the social networks will allow you to import contacts from outlook and other mail clients. You should also go through your business cards and phone and search for those people on your online networks. The social media platforms will also suggest people for you to connect with, based on where to went to school, where you’ve worked, and who you know. You should also find power connectors, such as recruiters and sales people, who have huge networks. The more power players you have in your network, the stronger your souring power becomes. If you put your social networks on all outgoing correspondence, including emails, your website, and your business card, people can choose which tool they’d like to use to connect with you. Finally, the more people you reach out to, the more that will reach out to you in return. Both Twitter and Facebook allow unreciprocated follows, which means that a connection can be one way. However, more often than not, the people you follow will follow you back. Likewise, the people you connect with on other social platforms tent to accept your invitations if they see the value in doing so.The value you provide comes through in your content.
- #16 Content is king in the social media world, and the biggest tip here is to be relevant. Share blogs, whitepapers, links, articles and videos that you think your audience will enjoy. Providing quality content helps you gain and keep a quality and engaged following. Also be sure to share relevant information from your community – I call it retweeting here, but you can really share content on all of the big social networks. Remember, social media is not about broadcasting, it’s about building relationships, having conversations and connecting with job seekers. The content you provide should range from job postings, webinars, blog posts, and pictures – anything that shows potential candidates why they should want to work for your company. And make sure you’re being consistent - people will get used to seeing and hearing what you have to say and are more likely to follow and engage with you further.To make sure you’re not wasting your time with social recruitment, also make sure to measure everything you do.
- #17 Track the source of each candidate against metrics that matter most to you – time-to-fill, cost per hire, retention rates, etc. You may also want to take into consideration some more unconventional metrics – such as sentiment of candidates sourced through different mediums – did they have positive or negative experiences?Social media can replace or compliment traditional means, and only you can decide which networks and methods work best for your company.
- #18 In summary, there are many tools available for you to use, and you never know what will work for you until you try it out. To sign up for a few networks and see what happens. Share content, be consistent and engage with your community. If you do all of those things, you should be able to see some measureable results.Before we get on to the Q&A, I just wanted to run through a quick overview of Identified Employer Solutions.
- #19 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, a passive search tool that helps you professionalize personal Facebook connections and search through existing networks, and Facebook advertising to drive targeted talent to your job postings and build your talent community. Let’s take a look.
- #20 Talent Link is a Facebook app that allows you to post jobs on your Facebook page.It will integrate with your ATS, or you can manage your jobs and candidates straight from the app. All jobs posted are pulled by Indeed, JuJu,Simply Hired and Joobleto increase views and drive candidates to your Facebook page. As a special offer to webinar attendees, we are offering free 30 day trial, so you can see for yourself how easy it is to get started with Facebook recruiting. If you’re interested in this offer, please just type a message in the chat box or email sales@identified.com and we’ll get you up and running within the week.
- #21 ProSearch is our passive search tool which allows you to search Facebook profiles filtering, ranking and relevance.If you’re tired of scrolling though hundreds of job applications for each job posting, try sourcing candidates with ProSearch. Identified has indexed over 50 million Facebook profiles, made them professionally relevant, and given them a score so you can see who the top candidates are. Start with a free user profile at identified.com or contact our sales team for a ProSearch subscription. ProSearch allows you to search by location, graduation year, company, industry, and much more.You can also download resumes, message candidates directly with IDMail, and see how you are connected to the candidates through your company’s employees.
- #22 JobReach helps you build your talent community and drive applicants to your job postings with targeted advertising. You can promote a specific job, career event, Facebook page, or your own website with a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.There are countless ways Facebook can improve your overall recruitment strategy, so please contact us if you’d like help navigating your options. We offer free, 15-minute Facebook Recruiting Consultations. Also be sure to like us on Facebook for a Facebook recruitment tip of the day. Our page is facebook.com/idforemployers
- #23 Thanks for joining us today, our next webinar will be Understanding Facebook Demographics for Recruitment on February 7, at 11am PST.Please type your answers into the Q&A box to your right, and I’ll try to get to all of them.