HRMA Morning RoundTable


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  • Social Media is a fun activity that can tie into many parts of businesses and life. Don’t believe the negativity – its “not that painful”
  • Welcome – My name is Ray and I live on the internet.
  • Some of our recentclients
  • Crystal wanted me to help – but the real reason is I see a gap. The industry is changing so quickly that organizations are having a difficult time keeping up. By empowering you, I’m helping you make finding jobs and talent easier for me and future generations.
  • I’m going to show you a little bit about what’s going on in the social media world, and how its affecting communications. Why are we looking at Social Media?
  • I believe that a lot of the same principles of recruiting follow back to marketing psychology. Connection, and relationship building are key. I’m going to explain how Smartt helps clients develop there brands as social media stars.
  • Now that we understand the principles I’ll show you more specifically how to connect with your audiences using some of the tools.
  • Lastly, I’ll do some Q&A to wrap up any remaining thoughts.
  • So lets get started.
  • Amazing statistics – This shows that Canada is connected. In comparison to the rest of the world, we have one of the highest adoption rates of social media. Vancouver is even more connected that this.
  • This is from 2010, but you can see the adoption levels starting to grow – and they will continue as these platforms connect other areas of the world.
  • Social media is changing the way we think and communicate with each other. My grandma told me a few years ago, “Ray, no one comes over and has tea any more, they just phone me up to talk”. Now, people are beginning to resort to text instead of phone calls because its much more convenient. What’s next?
  • It has changed our behaviour. For instance, look at my new use for Yellowpages! We have new methods of getting the information we need.
  • If you look at the changes in landscape you can start to understand that there is more consumer control than ever before. Because of changes in social media any brand can and will be talked about online. This provides brands with a HUGE opportunity, but also a huge risk. This means that products, customer services, and communication are paramount in maintaining positivity around your brand online. In this example time, attention, and trust start high because there isn’t a lot of advertising cluttering the world. Humans aren’t used to seeing thousands of ads on a daily basis. As time goes on these decrease because media clutter, product choice, and eventually the internet come into play. Now we’re at a point where brand awareness, and perception is attributed to our friends, and social filters.
  • Traditional Recruiting methods aren’t as effective. Job ads, cost a ton and are the really reaching the right audience? There isn’t as many stats to help us understand the ROI. New tools are more effective, allow you to understand more about the individuals looking at ads, and provide a plethora of data to sift through. This helps justify the effectiveness of your job ads, and job efforts.
  • A bob dylan quote that has been permanently engrained in my head. Things just aren’t what they used to be. I’ve been on the internet since I was 9 using dial up internet. The new generation understands tech, we live on it, and we look for new ways to incorporate tech into our daily lives. Its not a be seen be heard – its about be seen, be discovered.
  • Mark Zuckerberg is one of the youngest billionairs to ever live – and the reason he got there was an understanding of technology, and people. It’s what will define our future – and its extremely important. The reason I bring this up is its really important to understand who you’re talking to in social media before promoting.
  • These stats speak for themselves. The younger generations are more attached to these new forms of communication than ever before. Its become a routine, and is a dependency. Use some of these stats to help define your brand, and your communications going further.
  • But before you get going on social media, or even recruiting you need to understand who you’re talking about. IT ALL STARTS WITH RESEARCH.
  • Some of the research that would be important in the online recruitment field would be the following. Once you outline these areas, then you’ll be able to better target prospective hires.
  • If you have a hard time identifying or deriving your brand, or audience then start to ask your employees. They will with out a doubt be able to tell you what they’re doing, where they’re hanging out, what websites they visit, and how they look for jobs.
  • 55% of brandtouchpoints are user generated. As you can see, this social media landscape diagram is only a few of the hangouts the exist online. Depending on who you’re talking to, the areas you select will change.
  • Find the appropriate toolsSet up the appropriate accounts.Make sure you choose to use the ones that matter most to who you want to connect with. Base it off research, and actively be looking for new tools.
  • The age old question of how do we qualify beauty. What do you find attractive in social media? Actually – give me some qualities.
  • Some of your answers were probably pretty different, why? Because everyone here is different. They key to positioning your brand appropriately is to customize for each use group.
  • At Smartt we develop a few strategy pieces – one of which is a content strategy.
  • Content is about quality. What are you talking about? Why is it relevant? Does it ad value? Is it Spam?Context is about tone of voice, in what setting are you talking? How does this relate to the key audience?Consistency is about timing, and how often you want to message your audience.
  • Remember Office Space? A red stapler?Milton is the office shy guy, weirdo, and odd ball. Don’t be Milton when it comes to social media. Speak up, and clearly express your ideas. You need to do this to lead conversations, and adjust the perceptions of your brand. IF you’re not posting often, then guess what? No one will see you.
  • Listening to audience you’ve selected is the first step. You don’t want to spam, so in order to be relevant we need to know what is important to these groups. What really makes them tick, and what sorts of content can we talk about so that we can relate. Engaging with others of like interests, fields, target audience, about important and relevant topics is essential for growth.Influence by leading. Start talking about your subject matter expertise – in INDUSTRY. This makes it more attractive for job seekers –plus u have hire potential to spread content. Activate by incentivizing your shares. Make it worth peoples time.
  • When you leverage your networks, the spread of information has more potential.
  • Helped me derive a campaign to get myself hired. Build a campaign that rewards those that help you find a job. If you end up getting hired for a job – promise them an incentive. It could be tickets to a game, or opera, or even a gift basket. Leverage your network connections to get what you want done.
  • Really get involved, or be willing to pay for it. Community management is a full time job, it takes hours and hours for those doing it right. If you’re not willing to get your hands dirty, and do the research, and outreach – you’re going to have to pay for it. It takes time or money. BUT, be weary of using interns or those who don’t fully understand your brand, if they don’t understand the business value of their effort, or the metircs involved then there is a higher chance to failure.
  • Facebook.
  • Facebook forrecuitment is about exposure not necessarily anything else. With this said, as a little trick – we use the PPC model beause we know that most of the people who see the ad wont necessarily click it. This means that we can get thousands of impressions for only the cost of a few clicks. Make sure to set the appropriate targeting settings based of your initial research.
  • Live the recruitment phase – in this example, Digital ad agency DARE uses their notes section of Facebook Fanpage to promote their job ad. This is a great spot for it as it doesn’t spam the wall with information that may be irrelevant to your audience. But, it still has enough exposure that those that should see it will.
  • I’m sure you already use Facebook and Social Networking Sites to do a little detective work. Use Facebook to uncover a bunch of inconsistencies.
  • Find job boards and partner with them – leverage similar pages to help promote your message. There is a number of these boards and bloggers that have recruitment areas on their websites. To find them use a keyword search – or ask your network. Once you have a new job posting make sure to share it with these sources.
  • If you want to increase your social media following, then tell more people. Use marketing collateral like….
  • Be proactive and search. Look for your audience across the web, and on social networks like facebook and twitter. You can use bing and google, but also try using and – With these tools you will be able to find people talking about specific topics. You will also be able to find your brand, and your competitors brands.
  • As your following grows the most important tip I can give you is to organize. Clutter is a killer when it comes to customer relationship management and with this said, organizing them will make keeping up more manageable. Use the list feature in twitter as a start, and organize based on location, topic, or activity. Once this is done, you’ll be able to listen and share content more appropriately.
  • Highly recommend starting a company page – it’s a great place for individuals looking for work to find out more about your company. They can see who works with you, and how big you are. In addition, this allows users to keep up on your company by following.
  • Don’t be afraid to reach out to individuals on twitter. If the recruitment effort is relevant to their field. As you can see in the diagram, more than 90% don’t mind your efforts, so get out there!
  • If you’re going to be proactive on linked in – start using groups. Here individuals are going to chat, and share information about their fields. Converse and share, make a name for your company, and once you’re apart of that community, start asking.
  • Skills is a new feature on linkedin that allows you to search for talent based on a specific field. Say you need someone with a CHRP with HTML5 programming experience. Here you can search and it will show you the most relevant results.
  • This is what the search results look like. As you can see related skills and the skill growth will appear.
  • For additional research and tips use – they provide a bunch of statistics, and white papers on recruiting in specific industries.
  • Finally – keep up on trends. There are new changes in technology everyday- this makes it almost impossible to predict the technological advancements more to a year into the future. Keeping up on a daily basis will keep you on the ball, and you’ll know which emerging platforms and technologies can affect your recruiting activities. Above are a few of the resources I use on a daily basis.
  • Thanks everyone.
  • HRMA Morning RoundTable

    3. 3. Ray Silva@TheRaySilva• • 6+ yearswho the hell am I? But web dev experience•• – Insert Baby 3* years of Social MediaPicture Business Marketing Degree• Digital /Brand Strategy at @Smarttnet
    4. 4. “Smartt is a consulting-agency. We create and executeroadmaps for ambitious organizations in North America byturning strategic intent into measurable results in an era ofconstant change.”Our Core Purpose: To make companies grow and evolveOur Values: Transparency. Leadership. Collaboration.
    5. 5. I really want to help you guys out.AGENDA
    6. 6. What it looks like out there.
    9. 9. Q&A
    11. 11. 81.3% of Canadians13.7%of Canadians
    12. 12. Daily tweets on Twitter equal110,000 novels
    13. 13. 66%of smartphone users sleep with their phone
    14. 14. 40%of iPhone users would give up their toothbrush before their iPhone.
    15. 15. It has changed the way weCOMMUNICATE
    16. 16. It has changed consumerBEHAVIOUR
    17. 17. Original: Ants EyeView
    18. 18. But you already know this. SO WHAT?
    19. 19. • FAIL WAIL. Traditional Recruiting
    20. 20. The times they are a changin’
    22. 22. The new base line.
    23. 23. The new base line.
    24. 24. The new base line.
    25. 25. The new base line.
    28. 28. Find the appropriate tools
    29. 29. What’s attractive?
    33. 33. Don’t be Milton
    35. 35. Chat, respond, interact.Lead by exampleDevelop compelling contentLeverage your networkIncentivize activity
    37. 37. EAN JACKSON – Internet Superstar.
    39. 39. Ray how am I going to do all of this stuff?!
    40. 40. Lets look at the tools.
    41. 41. Use notes on FanpagesIts about exposure.
    42. 42. Use Fanpages notes!
    44. 44. Business cardsLetter headsEmail signaturesWebsiteOther
    45. 45. Business cards Letter headsEmail signatures Website Other
    46. 46. Twitter• Searching for the right people and connect.• <Use the search bar> BE PROACTIVE
    47. 47. Twitter Lists• Build a relationship > Organize your relationships• Make sure to keep up to date.
    48. 48. Twitter Lists STAY ORGANIZED!• Build a relationship > Organize your relationships• Make sure to keep up to date.
    49. 49. • Run a career page. USE COMPANY PAGES
    51. 51. USE GROUPS
    52. 52. • Looking for something extremely specific. – Use the skills search tool.
    53. 53. BE A GEEK – LEARN!
    54. 54. • Use the resources section at to read white papers on your industry.
    55. 55. ••••
    56. 56. Tweet me questions @TheRaySilva @Smarttnet