Social Networking Overview / Branding

Social Networking Management
Talent Acquisition
Date: September 14, 2009
Presenter: Stephanie Weiss

A Missed Opportunity
Recruiters tend to not utilize social sourcing/media sites as much as traditional sites
Great opportunity for diversity recruiting
Great opportunity to brand self as SME in recruiting world

3 main sites of focus
LinkedIn
Facebook
Twitter

What is LinkedIn?
Professional networking site with built in group and company pages
Company Pages:
Overview of the company/organization
Allows people to follow changes to org structure
Should be in addition to current website and work concurrently
Active Website like Wikipedia where all members can edit the page – would need weekly activity
Groups
Allows members to join (closed or open) and see each others’ profiles
Allows for conversations, event postings, Presentation Shares, Job Postings, etc

Linkedin Branding
Keywords – more is more!
Referrals – Request from clients, coworkers and candidates to build network
Answer questions and answers to build the your brand as a SME
Open Networker – best for recruiters. Put your email in a visible portion of your profile.
Keep status updated as to what you’re recruiting
Connect LinkedIn page with FB and Twitter pages
File Sharing – create slideshows to show your knowledge as a recruiter
How to build a resume
How to network
Monitor company / competitor pages to see who is leaving and coming as well as popular profiles demographics

LM Aero LinkedIN Page

LM Aero LinkedIn Page

Linked In Demographics by Age(quantcast, 9/9/09)

Linkedin demographics – Education (quantcast, 9/9/09)

What is Facebook?
Social Networking Site originally designed for college students, but has the largest base and the highest stickability (45 minutes) of any other social networking site
Fastest growing amongst all demographics, but largest base 18-40

Facebook Demographics

Facebook demographics

Lockheed FB Fanpage

Facebook branding
Keep status updated
Do not post more than 1 job per day
Lines are more blurred – also keep personal information – key is to be a person, not just some entity representing LM
Follow LM rules when posting private information
Make sure to delete or ban those who post odd items on your page

What is Twitter?
140 character microblog
Similar to mass texting
Great way to get out short messages to your base

Lockheed Martin Twitter Page

Lockheed Hot Jobs Twitter Page

Twitter Branding
Ratio of followers to follows
4 to 1 is the magic ratio – builds confidence that you are the SME you claim to be
Do not post more than 1 to 2 times per day – you will lose followers because it eats up their space
Utilize meta engines to ensure the same message is posted at FB and Twitter with the same language
Always point back to the corporate website in your profile and ensure your contact information is easily obtained

Twitter Demographics
Has higher than average African American users
High index of college graduates
High percentage of female to male population
Fastest growing demographic minorities over the age of 40 (quantcast.com)

Twitter Demographics (quantcast 9/9/09)

Twitter demographics (quantcast 9/9/09)

How does this affect us?
More effective INTERACTIVE communication to your potential candidates
Ability to quickly get the word out for high potential, hard to fill positions
Morphing the megaphone into a conversation
Ability to advertise events
Cost reduction for advertising

Building your network
Build your own brand on each website
Utilize meta tools to post to all and sync them across. Ensure each site is interconnected.
Join groups that focus on the candidates you want to recruit
Communicate that you use these sites to all candidates – if they indicate that they are also on these sites – ADD them.
Odds are they have similar friends who can give you more leads
Mix the old school with internet networking

Other sites to watch
Yammer
Ning