Transcript of "Twitter presentation for University of IL presentation 4 12 12 with toby"
How to Source, Recruit & Brand Using Twitter UNIVERSITY OF ILLINOIS ALUMNI ASSOCIATION APRIL 18, 2012 PRESENTERS INCLUDE: TOBY NATHAN & MICHELE REMPEL
Toby Nathan Co-founder and Principal of RecruitaStar, Assisted thousands of people with their LLC (www.recruitastar.com), a Chicago career search, developed/enhanced resumes based business partner and a recruitment and helped define their personal brand, support provider that takes on a company’s taught interviewing best practices, and upfront part of the hiring process. helped develop a customized job search strategy. Fourteen (14) years retained executive search experience. Worked with individuals from a variety of industries and functional areas, including, Fourteen (14) years experience in the but not limited to human resources, health care industry where I served as a accounting & finance, operations, sales and senior human resources manager with a marketing, and management consulting. special emphasis on recruitment, compensation and benefits. I have BS in Psychology and Business extensive experience partnering with Administration from the University of organizations and hiring executives to Illinois at Champaign-Urbana; MS in assist them with their recruitment needs, Industrial Relations from Loyola University. and identify what they look for in a candidate for a position.
Michele RempelManaging Partner of Mediavine Marketing, LLC We cover a variety of topics that our clientswww.mediavinemarketing.com. Full-time geek have asked for, including:and enthusiastic user of social media.Mediavine Marketing simplifies social media for Social Media Overviewsuccessful businesses through training, Building a Social Media Plan for Your Businessconsulting and account management. Facebook training Twitter trainingYour story, products, services and value create YouTube trainingthe content that we help you release out into the LinkedIn trainingworld using Twitter, Facebook, LinkedIn, WordPress trainingYouTube, blogging, and more. My team and Ihave spent many hours testing to get results,both from the technology side as well as themarketing angle. We are here to train you,consult with you and even manage your digitalpresence for you.Our social media training classes are designedspecifically to assist the small business ownerand leader.
What you will learn...• Twitter Introduction, including how to get started• Branding for you and your company• How recruiters can benefit and use Twitter –what are the advantages• Best Practices for Recruiters on Twitter andTwitter Don’ts• Twitter Applications
Getting Started with Twitter What is it?: Twitter allows its users to send and read other users updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length. Twitter provides opportunities for keeping current in your field and for getting real time information on what is happening in various fields and companies. How does it work?: Updates are displayed on the users profile page and delivered to other users who have signed up to receive them. The sender can restrict delivery to those in his or her circle of friends. Users can receive updates via the Twitter website, email or through an application such as Tweetie, TwitterFon, Twitterrific, Feealizr, or Facebook. Third largest search engine in the world. There are 200 million users. Getting Started on Twitter: http://support.twitter.com/
Elements of a TwitterYour @name. No duplicates, so you may have to use a variation to get what you wantYour name. Can be whatever you wantBio- 160 characters or less Should include what you do and your websitePhoto or logo- you must have oneBackground Should include your logo and a “look” that coordinates with your company brand (if you’re tweeting for your company)
Keep in MindThe only people who will see your tweets in their timelines are those who follow you. 6 followers = 6 people who see youIn order to get followers, you either need to be famous or you need to follow people firstYou have to use @name to get someone’s attentionYou have to check your @Connect page to see who is trying to get your attentionDirect Messages (DMs) are not read by everyone
Finding People to FollowTwitter’s search feature- search on a keyword or #www.twellow.comwww.locafollow.comwww.listorious.com – you can search for lists of peoplewww.wefollow.comwww.twinitor.comFollow people that someone else followsGet sneaky- follow a competitor’s followers , or follow who they are following
Talking in Twitter LandTo talk to someone, use their @name.To make your tweets easier to search for, use a hashtag # #job #humanresources #hiring
Twitter EssentialsThe only people who will see your tweets in their timelines are those who follow you. 6 followers = 6 people who see youIn order to get followers, you either need to be famous or you need to follow people firstYou have to use @name to get someone’s attentionYou have to check your @Connect page to see who is trying to get your attentionDirect Messages (DMs) are not read by everyone
Twitter EtiquetteIf someone follows you, you should follow back (unless you don’t want to) So go through your followers on a regular basis to see who you need to follow backThank people who retweet your tweetsThank people who mention you in a positive wayRetweet others and include their @names as the original source in the tweet
Using Twitter ListsLists can be a very effective way to zero in on what a certain group of Twitter accounts is saying. Lists can be of other recruiters, identified job seekers, companies, people who post valuable content, etc.
Twitter ToolsMany people find that using a third-party application makes using Twitter much easier Tweetdeck www.tweetdeck.com Hootsuite www.hootsuite.com Tweetcaster (mobile) Seesmic (mobile) Other great tools www.tweepi.com www.gremln.com www.bufferapp.com
Why Twitter? Twitter enables and facilitates real-time and interactive conversations. Facebook does this as well, but the vast majority of people (non-recruiters) use Facebook for communicating with their friends and family – not so much for professional networking. And while LinkedIn is certainly a social network, LinkedIn’s social functionality isn’t nearly as real-time. What Twitter has over in-person and over the phone interaction is that it is less intrusive. Most people would not call or meet with the same potential candidate every day, every other day, or even every week (you would come across as a stalker), but you could have an exchange on Twitter that often with a particular person and no one would think twice about it.
Jobvite Social Jobseeker Survey 2011 indicates:Which of the following online social networks did you use thatdirectly led to finding your current/most recent job? (Multipleresponses; asked only of those who said social networks led to their mostrecent job.)Proactive Job SeekerEmployed, open to anew job(FB 78%, LI 56%,Twitter 46%)
Jobvite Social Jobseeker Survey 2011 indicates:Which of the following online social networks did you use thatdirectly led to finding your current/most recent job? (Multipleresponses; asked only of those who said social networks led to their mostrecent job.)Active Job SeekerEmployed orunemployed, activelyseeking(FB 87%, LI 33%,Twitter 27%)
Jobvite Social Jobseeker Survey 2011 indicates:Which of the following online social networks did you use thatdirectly led to finding your current/most recent job? (Multipleresponses; asked only of those who said social networks led to their mostrecent job.)StationaryEmployeesEmployed, not opento a new job(FB 60%, LI 33%,Twitter 56%)
Branding for You and Your CompanyMake sure your branding is consistent across all social platforms- logo/photo, tagline or bio and messageTwitter gives you an opportunity to appear very current and relevant, especially if you post real-time information
Branding for You and Your Company List of 140 Employers Posting Jobs on Twitter: http://www.theundercoverrecruiter.com/conten (Includes Advertising, Consulting, Consumer Products, Education, Engineering, Financial Services, Health Care, Information, IT, Media, Pharma, Public Sector, Retail & Hospitality, Public Sector, Transportation & Logistics). Twitter is about engaging in conversation and adding value. Recruiters who only post job links typically have very few Followers and the visibility for all of those links they’re sharing is practically nil. These Recruiters are often the first to say “Twitter doesn’t work for recruiting”. At least not the way they’re doing it.
Branding for You and Your CompanyBank of America: @BofA_Careers. 16, 628 followers as of April 8, 2012:Perhaps one of the reasons this account is so successful is Bank of America’sinclusion of a social media pageon their site, helping people to find a Bank of America account that offers thespecific content they’re looking for. On Twitter, they take the time to respond toindividual job seekers and encourage them in their career search.Jobs at Intel: @JobsAtIntel – 13,082 followers as of April 8, 2012:Intel isn’t afraid to get personal with followers. Tweeting not only good jobopportunities, but working-life content from saving for retirement to their greatbenefits.
UPS Attributes 955 Hires to Social Media Efforts 45 from Twitter (out of 681 people who arrived via Twitter and created applications) 226 from Facebook (out of 3,926 people who created applications); 84 from text-messaging (out of 1,004 who created applications) 600 from people (out of 7,919 creating applications) going to UPS’s mobile-friendly careers page from a mobile device. The mobile-friendly site had about 510,000 page views in the last 4-5 months of 2010, with people averaging about a minute and a half each on the site.UPS Recruiting Metrics (UPS Says It’s Now Delivering Hires, Not Just Fans and Followers, SocialMediarecruitment.com, ERE article, November 2011)
Key Terms @Name: Any name preceded by @ shows that the message is intended for a specific person rather than a general message for all. RT: This means “re-tweet”. A re-tweet is a message you have you seen and wish to re-tweet to your own followers. For example you see a news item from a follower that has been released by a Recruiter. You can then re-tweet it. #: A hashtag is a tag or keyword to denote a category. They are quoted in a message/or discussion. If you post a vacancy you should include #job in the post as well as your industry i.e. #technology- it aids search. Some hashtags already exist and some people just create if they want a topic to start to trend. DM/Direct Message: These are tweets sent privately between a sender and recipient. Mention: Mentioning another user in your Tweet by including the @sign followed directly by their username is called a "mention". A mention also refers to Tweets in which your username was included. Reply: A Tweet posted in reply to another users message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username.
For Recruiting As a recruiter, you can use your own Twitter account or use your companys, but it should be clear that the purpose of your account is to share available jobs and information about the companies that are hiring. If your company has a Twitter account but not a lot of followers, there are tricks for expanding your network and building relationships with clients and job candidates. Run a quick search on Twitter (search.twitter.com) for anybody discussing a specific keyword and you can get hundreds of contacts. You can search for people you know, by location, by industry or interest, by hash tag, by popularity, by time and more. Twitter can help gain exposure and redirect job applicants to your website. You can follow associates and other recruiters that might be sources for candidates. Market events you will be attending, such as a tweet saying, "Stop by our career booth at the Business Tech Expo April 22, 2012 at United Center.“
Video Watch this YouTube Video: Is Social Recruiting Real? – http://goo.gl/dmypN via @tweetmyjobs
Ways to Leverage Twitter for Recruiting•Social Media Job Board. Using sites like Tweet My Jobs,leading job distribution network for employers and jobseekers, anda gateway for employers to post jobs to social networks. Jobs arealso distributed across more than 10,000 job channels on Twitterso that job seekers can instantly be notified or search or for newopportunities that match what they are looking You pay $9.99 forthe board to post jobs to their extensive network.•Taking Advantage of Job Search. In addition to using Twitterjob boards, you can also post jobs from individual or corporateaccounts at no cost. Even if your network is very small, you canleverage keywords and hash tags to increase your reach and reachthose on the twitter job search Common hash tags for job seekersinclude #jobadvice, #jobhuntchat, and #hirefriday.
Ways to Leverage Twitter for RecruitingSourcing with Search Engine Optimization (SEO). In the same manner, you cansearch and source directly for job seekers, using keyword search. Free sites likeSearch.Twitter.com allow you to search by hash tag, keyword, and with their advancedsearch, even by zip code radius. Create a RSS feed of your favorite keyword combinationand add it to your Google Reader. A paid tool which allows for exporting via CSV file is calledTweet Adder (affiliate link) and allows you the option to save your spread sheet lists forlater use or allow them to be added to your network slowly over periods of time. You haveyour choice to search the Twitter stream or Twitter profiles by keyword creating a targetedconnection strategy for recruiting on twitter.Engaging Savvy Job Seekers. Twitter allows you to engage super influencers using socialmedia. By keyword searching their profiles as well as tweets, you can learn about events,other keywords, niche social networks, and blogs your target candidate audience frequent.Many of these niche sites and blogs allow for free entrance and provide you a wealth ofinformation about candidate pools and areas of expertise.The secret to using Twitter for recruiting is using create ways to engage an audience,patience, and a strategy focused on quality yet targeted engagements. It’s a process just likebuilding any other network, community, or relationship, but with hard word and a solideffort you can use Twitter to maximize your recruitment efforts by engaging your intendedcandidate audience.
Ways to Leverage Twitter for Recruiting Develop your personal brand. Create a professional but approachable image. Building a Twitter network is no different to building relationships with candidates directly in that your approach is business orientated but rapport building. So ensure your communications also include some personal information, personal views and indicators of who you really are. Itʼs okay to provide an opinion! Save your search. You can save searches. You can search for keywords, industry news, mentions about you or your company. Simply run a search and click on save search. You will now see this “saved search” and each time you click a refreshed set of results will appear.
Number 1 Method for Cultivating a Relevant Following on Twitter Whenever you speak with a potential candidate, either over the phone or in person, simply ask them if they are on Twitter. If yes, suggest reciprocal following (you follow them, they follow you). If they are not on Twitter, suggest that they look into it – and if/when they do, suggest reciprocal following. People are more likely to follow you back on Twitter after they’ve interacted with you over the phone and/or in person and have a sense of who you are – you will get a higher conversion rate this way over simply searching for people and following them. If you talk to 5 potential candidates per day, that would mean 25 opportunities every week to add the right people to your network on Twitter. Imagine tweeting about a job opportunity for an engineer and you have 300+ engineers in your metro area following you.
Best Practices There are some basic tips to enable you to search more effectively. You may be used to using “search operators” within your CV databases. Examples: ********************************************************************************************• “Banking jobs” − search contains the exact phrase “Banking jobs.”• (Building Services OR Mechanical) -electrical − Search contains building services OR mechanical but not electrical.• #jobs − Search contains hashtag “jobs.”• From: Deloitte − Sent from “@deloitte”, To:recruitastar − Sent to “@recruitastar”• @TobyNathan − User referencing @TobyNathan.• “hiring” near: ”Naperville” − Containing the word “hiring” near Naperville.• near:Chicago within:15mi − Sent within 15 miles of Chicago.• Operations Manager since:2008 − Containing the words “operations manager” sent since 2008.
Searching Twitter with the Power Twitter Extension for Firefox If you use Mozilla’s Firefox Internet browser, you can harness the power of Twitter’s search functionality right from your browser with the Power Twitter add-on. Once you download and add Power Twitter to Firefox, you can conveniently type your searches into the Power Twitter search bar located at the top of your browser window: Hit “Enter” to be taken to your results: Twitter’s advanced search interface and functionality is quite robust, supporting standard Boolean search with AND (any space is an “implied AND”), OR, NOT (via the – sign), and phrase searching, as well as special search operators such as the hashtag (#). Also –jobs to get rid of job postings posted.
Searching Twitter with the Power Twitter Extension for Firefox SAMPLE RESULT
Searching Twitter Using TweetDeck TweetDeck is a good application to manage Twitter . Not only does it allow you to easily track Tweets, replies, and direct messages – you can also use it to run searches and keep tabs on the results in real-time. TweetDeck supports AND, OR, NOT (- sign), phrase, (quotation marks) and hashtag (#) searching. The one major limitation of using TweetDeck for searching for candidates is that it unfortunately does not support the ability to search by location. You cannot use Twitter’s near/within operator combo to target local results, and TweetDeck does not search the bio or location fields of Twitter profiles where location data can also be found. You can of course try and search for mentions of cities and locations in actual Tweets – but this is an unreliable and ineffective way of yielding relevant and local results.
Searching Twitter Using TweetDeck - GuidelinesAND/OR/NOT + phrase searchHashtag (#) searching to track relevant topics/conversations/threadsNo ability to search by locationSearches only Tweets – no bio info/data
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Searching Twitter Using TweetDeck Results Search Results
How Do You Find People on Twitter (Outside of Twitter)Tweepz.com - Lets you limit searches to specific parts of Twitter’s user information (like name, bio, and location), filter results by follower/following numbers, location, and other extracted terms, and greatly improves on the layout of the search results.
How Do You Find People on Twitter Using X-RayX-Ray Search (e.g., site:twitter.com “bio * * mechancial engineer” “location * chicago”)You can use an Internet search engine to X-Ray Twitter for the information you need. Twitter is very “X-Rayable.”Use Google – example of a boolean search string to use: site:twitter.com atlanta php ~develop –jobs
How Do You Find People on Twitter Using X-RayX-Ray Search Guidelines:Ability to leverage search engine specific operators/functionality (Google’s synonym search, Exalead’s proximity search, etc.)Can search information in Tweets, bio, and location fields
Twitter ListsTwitter Lists are useful, but please note, when you create or follow a list, the people on the list are not necessarily following you back, thus they may not actually “hear” anything you tweet about. Twitter lists can, however, be useful for finding people in your target talent pool and of course, listening to what is tweeted.Top 2 picks for searching for Lists:• Listorious• X-Ray Searching
Best PracticesWhat to Tweet, When to Tweet. If youre not careful you can spend too much time just tweeting. You will find that some people are constantly tweeting and its tempting to respond to everything. Keep it simple. Allocate a maximum of 30 minutes a day - this should include an automatic RSS feed that sends a brief explanation of your vacancy and a link, once set up this takes no effort on your part. So with vacancies aside that leaves you 15 minutes a day to tweet your message out and 15 minutes a day for managing responses. They can be comments on articles you have read, comments on new items, asking your follower their opinions on relevant subjects, funny anecdotes from your working day etc.Be respectful✓ When people follow you - thank them✓ When people re-tweet your comments - thank them✓ Be positive and helpful✓ Respond to requests and mentions
Twitter ApplicationsFor more help use the glossary and help center within Twitter:• https://support.twitter.com/entries/166337-the- twitter-glossary• https://support.twitter.com/Twitter Application Directory (275 applications): http://www.squidoo.com/twitterapps25 Most Influential Recruiters on Twitter:http://www.talenthq.com/2010/01/25-most- influential-recruiters-on-twitter/
Closing and QuestionsFinal Questions, Closing Thoughts Thank You Please don’t forget to link with Toby to Please don’t forget to link with Michele to Please don’t forget to link with Toby to Please don’t forget to link with Michele to grow your network on LinkedIn or grow your network on LinkedIn or grow your network on LinkedIn or grow your network on LinkedIn or Twitter! Twitter! Twitter! Twitter! www.linkedin.com/in/tobyrnathan www.linkedin.com/in/michelrempel www.linkedin.com/in/tobyrnathan www.linkedin.com/in/michelrempel http://twitter.com/tobyrnathan http://twitter.com/MicheleRempel http://twitter.com/tobyrnathan http://twitter.com/MicheleRempel firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com
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