Social Media; A Way Of Life At CareerBuilder
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  • Using social media to initiate conversations and rally people is an undeniable culture shift. One, so powerful, that leading brands cannot ignore the un-yielded opportunity to capitalize on it. Social media is an essential component to any branding strategy. Forrester Research indicates that 43% of online users polled trust information from social networking profiles of people they know. This is considerably higher than that of company-driven email (28%) and social networking profiles (18%) and blogs (16%), the power of recommendations from friends and acquaintances is highly-valuable. To win in this environment, a brand must participate in the conversations online involving its brand to provide the right information. In addition, the brand should pull together evangelists who feel passionately about that message and can endorse it within their networks.
  • Companies are adopting Social Media at amazing rates. The primary ways they are interacting are the following. Example of Starbucks, Coca-Cola, Skittles. And, if you think of it what business is doing isn’t all that different than what people are doing – branding, job search, research and leads.
  • We will shift gears for a minute to do a quick ETR on CareerBuilder. Here is why you should listen to us about social media – we practice what we preach. We have participated in Social Media since 2005 and have developed a perspective and strategy about how to interact with social media. Our strategy is relatively loose, similar to Microsoft – whose internal policy is “Don’t be Stupid” – which is a commander’s intent designed to sum up their corporate communication policy.
  • Here is a short depiction of our efforts on social media – our goal is to be the leading resource for job seekers looking for employment or career advice and a partner to employers looking to attract, hire and retain their employees.  Our strategy is to continue to engage these audiences with relevant content. We have many platforms to share our message to our different audiences – in an environment that we can quickly get feedback. Social media supplements our traditional efforts of raising brand awareness and affinity with candidates and employers; all while positioning our company as a thought leader in recruitment innovation.
  • Here is a short depiction of our efforts on social media – our goal is to be the leading resource for job seekers looking for employment or career advice and a partner to employers looking to attract, hire and retain their employees.  Our strategy is to continue to engage these audiences with relevant content. We have many platforms to share our message to our different audiences – in an environment that we can quickly get feedback. Social media supplements our traditional efforts of raising brand awareness and affinity with candidates and employers; all while positioning our company as a thought leader in recruitment innovation.
  • Here is a short depiction of our efforts on social media – our goal is to be the leading resource for job seekers looking for employment or career advice and a partner to employers looking to attract, hire and retain their employees.  Our strategy is to continue to engage these audiences with relevant content. We have many platforms to share our message to our different audiences – in an environment that we can quickly get feedback. Social media supplements our traditional efforts of raising brand awareness and affinity with candidates and employers; all while positioning our company as a thought leader in recruitment innovation.
  • We will shift gears for a minute to do a quick ETR on CareerBuilder. Here is why you should listen to us about social media – we practice what we preach. We have participated in Social Media since 2005 and have developed a perspective and strategy about how to interact with social media. Our strategy is relatively loose, similar to Microsoft – whose internal policy is “Don’t be Stupid” – which is a commander’s intent designed to sum up their corporate communication policy.
  • CareerBuilder as a company is represented on LinkedIn, Facebook with a page dedicated to our brand and working at CB, Twitter with a main CB and PR feed, and on our CareerBuilder YouTube channel. Our consulting division, Personified, also has a presence on Twitter, LinkedIn, and Facebook to share company announcements, intelligence, and engage customers.
  • We engage job seekers in a variety of ways, including The Work Buzz blog, which provides regular content for our Twitter and Facebook feeds. Our team of dedicated writers create job advice for MSN articles, the blog, and Twitter. Our vertical-specific pages on Facebook help our job seekers find the most relevant information and employers easily. Most recently, we launched 56 Twitter feeds that tweet CB’s newest jobs in 7 key verticals. The tweets are posted hourly across 8 major DMAs.
  • For employers, The Hiring Site serves as the anchor for hiring content. Here we share webinars, product information, hiring trends, and anything we believe our employers will find useful. We link back to The Hiring Site from our staffing-specific Facebook pages (CB for Employers and CB for Staffing and Recruiting Firms) and the CB for employers account on Twitter. 
  • CareerBuilder sends hourly client job tweets in 9 markets and 8 industries as a free, value-added service Customers can receive distribution on tweetmyjobs.com, cbjobsearch.com, etc. CBJobAlerts sends notifications when jobs posted meet search criteria

Transcript

  • 1. Social Media: A Way of Life at CareerBuilder Presented by: Adam Parker @aparker1981
  • 2. Outline
    • Social Media and Branding
    • CareerBuilder’s Social Media Approach
  • 3. By Show Of Hands…
    • Who has a facebook or myspace account?
    • Who has a twitter account?
    • Who has a blog?
    • Facebook Friends
    • Twitter Followers
    • @aparker1981
  • 4. Social Media and Branding
  • 5. Why Participate in Social Media?
    • Brands are defined by the experiences/
    • opinions of consumers
      • 43% of online trust information from profiles of people they know 1
    • Gain access to brand evangelists
    • Valuable consumer insight
    • People demand authenticity and responsiveness
    1 Forrester Research, 2008, image source: http://www.biojobblog.com/
  • 6. Why Participate in Social Media?
    • Consumer use and perceptions
    • 52% of social networkers have friended/become a fan of at least one brand 2
    • 36% online users think more positively about companies that blog 1
    • 17% feel more positively about companies on soc net, 20% want more communication from brands 2
    • 69% of online users read blogs and write product reviews 1
    • 19% read RSS feeds and tag internet content 1
    1 Forrester Research, 2008 2 Anderson Analytics, 7/09
  • 7. How Are Marketers Using Social Media?
    • Communicate with customers and prospects
    • Research and reach a new audience
    • Deepen relationship with existing customers
    • Build affinity and preference over competitors
    • Ideal targeting
    • Advanced targeting by user generated information
    • Opportunity to target multiple ways
    • Branding
    • Build and promote your brand to your target audience
    • Drive traffic to website, offers, etc.
    • Viral Benefits
  • 8. CareerBuilder’s Social Media Approach
  • 9. CareerBuilder’s Social Media Perspective
    • CareerBuilder’s social media strategy is
    • Focused on building the CareerBuilder brand and driving traffic
    • Segment population into job seekers and employers
    • Offering tips and trends
    • Rapid Execution and Early Adoption
  • 10. CareerBuilder Social Tools
      • Facebook: Only authorized reseller and premiere partner in the recruiting space
      • YouTube: Using to attract candidates since 2006, launched career brand channel in 2008
      • Twitter: Developed job alerts tool and testing branded job alerts pages with clients, several corporate run Twitter accounts share jobs/info
      • Blogs: The Work Buzz & The Hiring Site
      • BrightFuse: CareerBuilder’s Professional Talent Community and place for brands since Feb. 2008
      • Applicant Explorer: New tool to help employers get the information they need on candidates
  • 11. CareerBuilder Facts/Figures
      • Facebook :
      • Initiative launched April 2008
      • 59,200 fans on our main Page
      • 62,000 fans on our industry-specific verticals
      • 121,200 total fans
      • YouTube :
      • Partnership page launched February 2009
      • 2.8 Million video views
      • 121,000 Channel Views
      • 568 Subscribers
      • Twitter :
      • 2,648 followers of @CareerBuilder
      • 5,570+ followers of other CareerBuilder accounts
  • 12. CareerBuilder Facts/Figures
      • iPhone :
      • Launched July 2008
      • 200,000+ downloads
      • 2.4 M+ Job Searches Run
      • 3 M+ Job Details Seen
      • Social Actions on CareerBuilder.com:
      • 92% email
      • 4% facebook
      • 1% SMS
  • 13. How CareerBuilder Enables this
    • RSS
    • A simple standardized way to create content once and deliver it many places with minimal effort. Fresh content is the name of the game
    • API
    • Build a robust way to share services outside of your core infrastructure. Controlled expandability.
    • Analyze with Analytics
    • Make sure your content and inititives can be tracked.
  • 14. Company Presence in Social Media
  • 15. Engaging Job Seekers with Targeted Content
  • 16. Engaging Employers with Targeted Content
  • 17. CB Job Tweets
    • Free CareerBuilder service that allows Twitter users to receive jobs that match their keyword/location criteria
    • Similar to mobile and email alerts on CareerBuilder.com
  • 18. Questions?