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Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
Employment Brand Strategy For Social Media
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Employment Brand Strategy For Social Media

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Social media is a component of an integrated recruitment marketing strategy that helps build brand, engage an audience and build preference. This presentation reviews the key steps for building a …

Social media is a component of an integrated recruitment marketing strategy that helps build brand, engage an audience and build preference. This presentation reviews the key steps for building a strategic plan and highlights ways to integrate social media sites for branding and recruitment.

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  • Social Media Policies: http://socialmediagovernance.com/policies.php
  • http://chalkboarder.wordpress.com/2009/11/06/sodexo-uses-social-media-in-recruiting-hospitality-professionals/
  • Thanks for your time.
  • Transcript

    • 1. Employment Brand Strategy for Social Media<br />Michelle Spellerberg, Marketing Director, Personified<br />December 8, 2009<br />
    • 2. Agenda<br />Social Media & Employment Brand Management <br />6-Step Strategy Building<br />Key Social Media Sites<br />Presence Maximization<br />
    • 3. Company Alumni<br />Job Seekers<br />Employees<br />Competitors<br />Employment Brand Influencers<br />Consumers/Clients<br />Employment Brand<br />Media<br />IndustryLeaders<br />Partners<br />
    • 4. Social Media Brand Management<br />Find conversations<br />Listen and learn<br />Respond<br />Create official presence(s)<br />Promote<br />Create a community<br />
    • 5. Strategic Planning in 6 Steps<br />Goals/Positioning<br />Persona<br />Talent<br />Tools<br />Tactics<br />Metrics<br />
    • 6. Transparency is a rule: Honda’s Accord Crosstour<br />Source: Five Blogs Before Lunch<br />
    • 7. Goals/Positioning: Sodexo<br />Social media as a component of a complete strategy<br />Tools that support goals, foster a community<br />
    • 8.
    • 9. Persona: Southwest Airlines<br />Brand persona that embodies company values and current and potential employees want to read what is next<br />Tone is fun, passionate, and caring<br />
    • 10. Talent: CENTURY 21 Canada<br />Distinct Audience<br />CENTURY 21 identified licensed real estate agents and students as who they wanted to speak to on Facebook<br />Each post is written so it speaks to their audience<br />
    • 11. Tools: Henkel NA<br />Website:<br />Henkel attracts customers to their page in a variety of paid and organic ways<br />Internal communication (emails, newsletters) and external promotion<br />PaidFacebook Advertising:<br />Branding on CareerBuilder.com:<br />
    • 12. Tactics: Liberty Tax<br />Liberty Tax uses a variety of media and valuable content to keep fans engaged, coming back<br />Links to WSJ articles, links to a Tax Tips blog, and press releases about tax news creates a hub of valuable info for fans<br />
    • 13. Why are Businesses GettingOn Social Media?<br />Brand is key to recruitment—social media is key to brand<br />YOUR brand is on social media whether you want it or not<br />43% of online persons trust information from social networking profiles of people they know<br />#1 exposure to the right market of people you want<br />#1 place candidates search for answers<br />Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: <br />comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009<br />
    • 14. Facebook<br />2nd most trafficked website in the world, #1 ranked social media site<br />350 million users worldwide; 75 million users in the US<br />50% of users return daily, spend an average of 1 hour active on site<br />Users targeted by information they provide in their profile<br />Over 2 million career-related groups<br />50%return daily<br />2ndmost traffic<br />350 Mregistered users<br />1 hr. average/day<br />Source: CNNMoney, Nielsen, Facebook<br />1 comScore MediaMetrix Key Measures, April-June 2009 monthly average<br />2 Facebook internal data<br />
    • 15. Twitter<br />In 2009, there will be 18 million US adults who access Twitter on any platform at least monthly. That represents a 200% increase over 2008 levels. <br />Usage will reach 26 million US adults in 2010, a further 44.4% climb. <br />Top three user countries: US, UK, and Canada <br />10.34% of Twitter traffic referred from Facebook1<br />9.97% from Google<br />5% from Yahoo<br />2% from MySpace<br />25th most visited U.S. site, June ‘093<br />Infrequent users comprise nearly ¼ traffic3<br />90% activity from 10% users6<br />1 Compete.com, 2 Mashable.com, 3Quantcast.com, 4 http://www.emarketer.com/Article.aspx?R=1007271, 5 twitterscore.net, 6 Forrester<br />
    • 16. LinkedIn<br />Business-oriented social networking site used mainly for professional networking<br />Network of 50 million professionals in 170 industries and 200 countries<br />9M unique visitors in the U.S. in September 2009<br />Opportunities for companies: profile, groups and questions<br />1 in 20 U.S. users is a recruiter, headhunter, or HR professional<br />Pre-defined reputation for recruitment <br />http://www.techcrunch.com/2009/10/14/linkedin-flying-high-with-50-million-business-users/<br />
    • 17. MySpace<br />Social networking site with user-submitted network of personal profiles, groups, photos and music<br /> Over 70 million U.S. users<br />27% age 12-17; 46% age 18-34<br />Users tend to be less affluent and have no college degree<br />10% traffic referred from Facebook, more than Yahoo and Google<br />Ideal for certain brands and individuals in entertainment and music<br />MySpace lags behind Facebook in site upgrades and social tools<br />https://advertise.myspace.com/login.html/<br />Source: Facebook internal data, June 2008<br />
    • 18. Metrics<br />Community participation<br />Clicks<br />Traffic to careers site<br />Number of fans, followers,readers, or members<br />Applications or expressionsof interest<br />Cost per hire<br />Employment brand perception/brand awareness<br />
    • 19. Presence Maximization<br />Integrate social media into all forms of recruitment marketing<br />If you build it, it doesn’t mean they will come<br />Get your employees involved<br />But start by creating guidelines<br />Link social media sites together<br />Carefully select content to repost<br />Keep talking and keep listening<br />
    • 20. Learn More<br />Contact your sales rep or find out more via Twitter, Facebook, our blog, or old fashioned email<br />Michelle Spellerberg<br />info@personified.comor www.twitter.com/Personi orhttp://www.linkedin.com/in/mspellerberg<br />CareerBuilder<br />http://twitter.com/CBforEmployers<br />http://thehiringsite.careerbuilder.com/<br />Personified<br />www.twitter.com/PersonifiedLLC<br />www.facebook.com/PersonifiedLLC<br />http://www.linkedin.com/groupRegistration?gid=2180597<br />

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