How Recruiters Engage on Twitter | Social Insights Report

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Imagine if you could listen to the daily conversations of recruiters… How would you use what you heard to better reach, engage, and influence these HR professionals to take the actions you care most about?

For example, would it provide you insights into where to advertise, what content to create, who to build relationships with, and how best to develop and implement your social media strategy? Sure it would.

We created this Recruiters on Twitter report to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing these Human Resources professionals.

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How Recruiters Engage on Twitter | Social Insights Report

  1. 1. Your Online Marketing and B2B Social Marketing Experts @Leadtail and @BestB2BSocial Recruiters on Twitter B2B Social Insights Report Updated June 2013
  2. 2. Introduction Despite all the technology available, your ability to reach, engage, and influence decision makers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a “must-have” for understanding key business professionals in a way that becomes truly actionable. With this in mind, we developed this report, Recruiters on Twitter. Using Leadtail’s B2B Social Marketing technology to analyze data from Twitter, this report reveals insights about recruiters to help you answer questions such as: }  Which social networks are recruiters active on? }  What topics are they talking about? }  How are they using mobile to engage via social media? }  What sources of content are these HR professionals sharing? }  What are the most influential people, brands, and publications with recruiters? Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing recruiters, and getting them to take the actions you care about most. 2! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  3. 3. Methodology and Data Set The methodology the Leadtail team used to create this report: 1.  Identify recruiters active on social media based on criteria such as job title, seniority, type of company, etc., to create the target audience data set. 2.  Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc. 3.  Review, analyze, and package these insights into periodic reports. The specific data set analyzed for this report was composed of: }  310 U.S. based recruiters active on Twitter during the report period }  Includes both in-house corporate recruiters, as well as agency and contract recruiters }  Total of 55,576 tweets, and 33,623 shared links. }  Total follower reach: 835,336; median # of followers per recruiter: 579 }  Tweets published between March 21, 2013 – June 20, 2013. 3! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  4. 4. Key Takeaways }  While recruiters participate on multiple social networks, LinkedIn is far and away the most popular with over 64% of our recruiters cross posting content between LinkedIn and Twitter }  Half of the content recruiting professionals share via Twitter comes from HR industry specific media sites, such as: Bullhorn Reach, ERE.net, and Recruiter.com }  Nearly 2/3 of recruiters actively are using mobile apps to consume and share content on the social web }  Photo and video sharing apps drive mobile sharing – while the Tweet button and social media tools like Hootsuite and TweetDeck drive sharing via the desktop 4! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  5. 5. Where Are They Located? Our recruiters come from cities big and small across the United States. 5! Leadtail Your Online Marketing and B2B Social Marketing Experts! Based on Location provided in Twitter Profile.
  6. 6. How Do They Describe Themselves? The way sourcing professionals describe themselves on Twitter reveals topical keywords that can help you reach and engage them across the Social Web. 6! Leadtail Your Online Marketing and B2B Social Marketing Experts! Based on keywords used in Twitter Profile.
  7. 7. What Do They Talk About? Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these recruiters during the report period. 7! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  8. 8. Which Social Networks Are They Active On? 100% Twitter 64% LinkedIn Instagram 14% foursquare 13% Vine 5% Paper.li 4% Pinterest 3% Tumblr 2% Spotify 1% Untappd 1% Quora 1% GetGlue 1% In addition to Twitter, recruiting pros are active on a number of other social networks, many of which cross post content to Twitter. Not surprisingly, the most popular network is LinkedIn – 64% of our sample shared at least 1 tweet directly from LinkedIn during the report period. % of Recruiters that shared between this network + Twitter during the report period 8! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  9. 9. How Much Are They Using Mobile? While many HR professionals struggle in their professional lives to figure out where mobile fits into their strategy – they appear to have no problem figuring out where mobile fits in their own daily lives. About two-thirds of the HR professionals we analyzed shared at least 1 tweet from a mobile device during the report period. Understanding how to engage recruiters on mobile is clearly an imperative for those who wish to engage and influence these professionals. Web Only 35% Mobile & Web 65% 9! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  10. 10. Which Apps + Platforms Drive Mobile Sharing? With built-in features that promote sharing content to social networks, it’s not surprising that iPhone apps dominate mobile sharing by recruiting professionals 42% Twitter for iPhone 16% Twitter for iPad Twitter for Android 14% Instagram 13% foursquare 13% Twitter Mobile Web 10% iOS 8% Camera on iOS 8% 7% Photos on iOS Safari on iOS 6% Vine - Make a Scene 5% Flipboard 5% % of Recruiters that published at least 1 tweet from this platform during the report period 10! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  11. 11. What Drives Sharing on the Web? Recruiters share content in multiple ways – with a large majority using Twitter.com’s web interface, the distributed Tweet button, and LinkedIn at least once during the period. 69% Twitter.com 66% Tweet Button LinkedIn 64% HootSuite 24% 20% Bullhorn Reach 14% TweetDeck Facebook 5% Buffer 4% twitterfeed 4% Paper.li 4% Jobvite 3% % of Recruiters that published at least 1 tweet from this platform during the report period 11! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  12. 12. What Types of Content Do They Share? As the most shared type of content, industry media plays an important role in defining the conversations HR professionals have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from HR thought leaders and experts, and have robust email and social media distribution that keeps their content in front of recruiting professionals daily. Mainstream media sites are the second most commonly shared type of content. The vast majority of mainstream media content shared is leadership, business, and strategy focused – typically covering broad industry issues and trends. The social/user generated media category for HR professionals includes everything from insightful videos about emerging startup communities to thoughts on the latest episode of Scandal (hey, we’re human after all!) 12! eCommerce (e.g. Amazon) 1% Social Media 15% Industry Media 50% Mainstream Media 34% % of 100 Most Popular Shared Content Sources Leadtail Your Online Marketing and B2B Social Marketing Experts!
  13. 13. What Are the Most Shared Mainstream Sources? Following are the Top 25 Mainstream Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source. 1.  Forbes 2.  Inc. Magazine 3.  Wall Street Journal 11.  4.  New York Times 5.  HBR Blogs 6.  Huffington Post 7.  Fast Company 8.  Wall Street Journal Blogs 9.  Yahoo! Finance 10.  CNN Money 13! Leadtail Your Online Marketing and B2B Social Marketing Experts! 12.  13.  14.  15.  16.  17.  18.  19.  20.  21.  22.  23.  24.  25.  BuzzFeed Businessweek Bloomberg Washington Post Wired Entrepreneur CNET News USA Today Lifehacker US News Money Guardian UK CBS News ABC News NPR CNN
  14. 14. What Are the Most Shared Industry Sources? Following are the Top 25 Industry Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source. 1.  Bullhorn Reach 2.  ERE.net 3.  Business Insider 12.  13.  4.  The Undercover Recruiter 5.  TLNT 14.  15.  16.  17.  18.  6.  Mashable 7.  Recruiter.com 8.  Biz Journals 9.  TechCrunch 19.  10.  Careerealism 14! 11.  Leadtail Your Online Marketing and B2B Social Marketing Experts! 20.  21.  22.  23.  24.  25.  SourceCon LinkedIn Talent Recruiting Blogs Smart Recruiters Blogging4Jobs VentureBeat Fistful of Talent YouTern Boolean Blackbelt Social Media Today Social Hire All Things D LinkedIn Blogs HR Examiner The Recruiters Lounge
  15. 15. What Are the Most Shared Social Sources? Following are the Top 15 Social Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source. 1.  LinkedIn 2.  YouTube 3.  Instagram 4.  Pinterest 9.  15.  Vine 8.  14.  Paper.li 7.  13.  foursquare 6.  12.  Facebook 5.  11.  Slideshare 10.  Twitter (Photos) 15! Leadtail Your Online Marketing and B2B Social Marketing Experts! Twitpic Glassdoor Blog Talk Radio Vimeo Google+
  16. 16. Who Do Recruiters Retweet the Most? There is persistent social media myth that content is retweeted because the reader likes it. While that is surely true some of the time, there is one less obvious (but profound) reason why people retweet. They think: “My followers will like this.” Whether it’s because it’s funny, timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own audience will find relevant. This word cloud shows people that were retweeted most by recruiters during the report period. 16! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  17. 17. Who Do Recruiters Mention the Most? Another measure of influence is how often a person is mentioned. Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging someone directly in conversation, or giving a shoutout to a person you’ve recently met. In any context, being mentioned is a sign that that person is an active part of the social conversation between HR professionals. This word cloud shows people who were mentioned most by recruiters during the report period. 17! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  18. 18. Which Brands Do Recruiters Retweet Most? As social media continues to reshape how we communicate, the line between “publishers” and “brands” continues to blur. Traditional organizations, vendors, and service providers need to think (and act!) like publishers - or said another way, “brands” need to create and share content that is highly relevant to engage their target audience. So which brands are doing the best job creating the kind of content that engages recruiting professionals and inspires them to pass that content on to their networks? This word cloud shows brands that were retweeted most by recruiters during the report period. 18! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  19. 19. Which Brands Do Recruiters Mention Most? Looking at what brands HR executives mention on Twitter can give us another perspective on the forces that shape their views on products, services, and industry trends. When the brands being mentioned align closely to popular sources of shared content (as they do here) it is a good indicator of where the content HR decision makers are consuming is coming from. This word cloud shows the brands that were mentioned most by recruiters during the report period. 19! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  20. 20. Conclusions Imagine if you could listen to the daily conversations of recruiters… How would you use what you heard to better reach, engage, and influence these HR professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, who to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created Recruiters on Twitter to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing these Human Resources professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. With this in mind, keep an eye out for our upcoming reports! 20! Leadtail Your Online Marketing and B2B Social Marketing Experts!
  21. 21. About Leadtail Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning and Peoplefluent. Connect with us! 888.705.4777 @Leadtail, @BestB2BSocial www.Leadtail.com/blog/ www.linkedin.com/companies/Leadtail 21! Leadtail Your Online Marketing and B2B Social Marketing Experts!

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