Building a Social Recruiting Strategy

Social Media StrategiesMore Than Post & Pray
BSHRM & BRN
September 27, 2011
@alexputman#bhamshrm #brn_birmingham

Agenda
What is Social Recruiting?
Strategy
Talent Identification
Community Engagement
Integration of other Platforms
Engagement / Building Communities
Candidate Experience
Digital Body Language
Source passive candidates
Keys platforms in your strategy

Volunteer
Choose a volunteer and have a 3 minute conversation:
I introduced myself in a social setting
Discussed their likes/dislikes
Identified what they do (more than job)
Presented an opportunity
Engagement: spoke with this person (not “to” or “at”)
Trust: gained trust through reputation
Candidate: not “seeking” a candidate, just engaging a community!
I now have one candidate in 3 minutes of engagement!

Hiring Routine
Receive Requisition | Post | Resumes Roll In
How many people have a documented Recruiting Strategy/Plan (for getting hires)?

Statistics Don’t Lie
According to data from the Bureau of Labor and Statistics, here is the breakdown of job seeker status:
32% passively looking
34% not looking
20% casually looking
14% actively looking
How are you engaging the missing 86%?

Do you have a documented Social Media Recruiting Strategy/Plan?

Social Technology
There are great technologies to help you develop and run successful social programs for your end users (candidates in our case).
But, the right technology won’t do much for you unless based on:
sound strategy aligned to your business goals
effectively enabled across your organization
by have engaging and relevant stories to tell

3 Keys to Social Media
Key Question: What does the business want or need?
Strategy: plan that marries your business objectives and your business insights to your user (candidates)
Enablement: active commitment to becoming a social business, make the social component a part of the company DNA
Content: Storytelling! What your saying must pass the “Who gives a crap” test!

How Are You Currently Using Social Media?
Blast jobs out via Twitter
70% of information goes unread
Only appears in the stream of your followers
Post jobs to LinkedIn profile status
Short viewable shelf life
Who sees it?
Post to all your friends on Facebook
Post in your G+ Stream

Social Media Strategy
Mission Statement
Goals
Business Statement
Identify target audience
Benchmarks
Tracking

“Big 3” Basics
Professional networking site, primary focus is building a network of business contacts. Most people mix personal relationships with personal.
Users are more “power users” of social media and tool provides quick response to evangelist.
Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform

Mission Statement
“Begin with the end in mind” - Stephen Covey
How does our ____ platform tie into the overall social media goals?
What do I want this to look like in the end?
“Keep it real”, will I really engage people
Is it just a sourcing tool?
Doing it because all the cool kids are?

Share Your Mission Statement

“Big 3” Mission Statements
Drive professional human resources conversation, engage business minded users and answer questions by human resources professionals.
Engage and share information via links from other corporate platforms.
Engage members of our communities on a personal level.

Goals
What do you want to achieve?
Attack Plan
What do I know about social media?
Rank each platform
What information is accessible?
What skills do I need to master?
What other resources should I use?
Is this the best way to do it, or is there some other way?

Goals
Dip toes in the shallow end: What is the little goal?
Timetable: Create a set of workable goals focused on end result.

Share Your Goals

Goals
Drive traffic to the corporate website
Cross pollinate content to other social media communities for other corporate platforms.
Provide a calendar of events for members and non-members of corporate communities.
Promote revenue generating events.
Conversation on HR related topics and business questions.
Promote membership opportunities and reasons to be member of overall organization (4,400 members on LI only 2,500 paid memberships)

Goals
Drive corporate sponsored events
live tweet events
provide #hashtags for engagement
Drive content from blog and discussions in other platforms
Cross tweet other corporate related content and relevant industry/related content
ERE
SHRM National / Regional SHRM Groups

Goals
Promote all events other calendar events
Encourage personal interaction/connections with corporation visually.
Provide pictures and video of meetings, charity, community work and other events.
Provide a calendar of key events to drive attendance to functions.
Highlight blog content, key questions and conversations from other platforms.

Plan: Business Statement
You should be able to summarize your complete plan (not mission) in one statement.
What does everything you do on this platform feed back to?
Mission and goals should be condensed into this statement.
Your social media content should reflect this statement.

Share Your Plan’s “Business Statement”

“Big 3” Business Statement
The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers.
Drive engagement to other corporate platforms
Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions

Types of Social Media Users

Target Audience
Who are you trying to reach?
Jobseekers
People with certain skills
People who know people with certain skills
Communities of people with B&C
Influencers/mouthpiece for your organization

Share Your Target Audience

“Big 3” Target Audience
HR professionals with a business mindset vs. a more “social” platform.
Users may not be as apt to utilize personal networks such as Facebook or Twitter.
HR Professionals / potential corporation members
Highly active users of social media (power users)
Evangelist
Engaged users of company
HR Professionals seeking a personal connection with company

Benchmark
How do you currently measure platform adoption?
Are people engaged? Not just about the “likes”
# users
# of shares
Mentions of your platforms
Brand spokespeople

“Big 3” Benchmarks
As of 9/6/2011 the LinkedIn page has 4,277 members.
Currently adding 5-10 new user per week.
16 active subgroups, largest has 59 members.
2-3 active tweets per day from corporate account
3-4 retweetsfrom power user members.
As of 9/6/2011 we have 1,482 followers.
Convert users into spokespeople and members.
9/6/2011 we have 467 “likes”
Average approximately 2-3 post per week.
Receive 2-4 “likes” per post.

Tracking
What works and what does not work.
Measure against current stats
Increasing engagement
New members/followers
Are you reaching your target audience?
How are they engaging (video, blog, RT’s)
Creators, Critics, Collectors, Joiners, Spectators and Inactives.
Are you achieving goals?
Are the goals still relevant?

Take Action on Your Strategy
Identify your social media team.
Who is your company evangelists?
Start with the platform that makes sense for your organization.
Assign a coordinator to each platform.
Everyone your company has been in contact with is a potential evangelist (if you are aware of your candidate experience)

Marketing A Recruiting Firm

Strategy
How Do I Use Social Media as a
Social Marketing Tool?

G+ Recruiting Strategy
Advertising
PPC
Talent Community
Sourcing Tool
Users: 25 million + and growing
Reach: Everyone
http://www.findpeopleonplus.com
http://www.gpeep.com
http://www.googleplussearchengine.com

Findpeopleonplus.com

Search: java alabama | 40 results | 13 of interest

Build a Circle of Community

Control Your Circles

Facebook Recruiting Strategy
Advertising
PPC
Talent Communities
Referrals!!
Questions
Leverage Past & Present Employees
Integrate into other sites
Mobile
Static
Facebook Apps
Facebook.com/directory
Facebook.com/workforus

Strategy: Advertising

Facebook PPC

Engage Your Community

Integrate Into All Platforms

Create Badges Everywhere!

Social Plugins

Recruiter View of LinkedIn

LinkedIn Recruiting Strategy
Not going to discuss “talent identification” in this presentation:
Advertising
PPC
http://www.linkedin.com/advertising
Talent Community

Advertising Reach

LinkedIn PPC

Strategy: Community

Quick Survey
How many Twitter users in the room?

Twitter Stats
42.3% of the entire American population was using Facebook in Feb 2011
Twitter‘s penetration rate was much lower, sitting at around 7% of the total population and 9% of the Internet-using population
Twitter, on the other hand, is driven largely by so-called power users, and only 21% of registered users are actually active on the site.
Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets.
Twitter’s penetration rate was around 7%, and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks

Twitter Recruiting Strategy
Compliment to other platforms
Tweetajob.com
Data gathering
Bio
URL
Tweets
Links shared

Sourcing Tool? Yes it Can Be!
Within Twitter: www.Twitter.com/search use Advanced Search or Twitter Search Operators

More Twitter Sourcing
Boolean Search (Google or Bing)
Try: site:twitter.comphp AND (saas OR cloud) –job -jobs
Twitter Search Engines or Directories
IceRocket: search on key words in stream & profile
Tweepsearch: Profile and bio search
Twellow: Yellow pages for twitter, good search tool!
Using Twitter Lists
Try listorious.com

Engage Your Community
Answer questions
Provide clarification
Find and follow talent
Keywords
Events
Associations
Companies

Integrate With Other Media
Career site
Blogs
Facebook Fan Page
LinkedIn profiles
Job Alerts/email campaigns
Email signatures
Print literature

YouTube Stats
More video content is uploaded to YouTube in a 60 day period than the three major U.S. television ever!
As of February 2011, YouTube has 490 million unique users worldwide per month.
Who rack up an estimated 92 billion page views each month.
We spend around 2.9 billion hours on YouTube in a month — over 325,000 years.
And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years.

YouTube as a Recruiting Tool?
Before anyone joins a company they want know what the culture is like….show them!
Create visual content around your company
Don’t tell someone “you want to work for us” show them the realness.
Incorporate video with other platforms
NOT A TALENT IDENTIFICATION TOOL

Strategy: Community Engagement
Advertise: drive ads via other platforms or cool tools (QR codes are great hear)
Vlog: video interview tips from the recruiting team (“How to” video #1 viewed)
Engage: testimonials from your employees & customers
When I see “message from our CEO”, I already know what she/he has to say!

Blog Recruiting Strategy
Engage readers via writing and vlogging
Guest post from experts
Provide a catalogue of specific information
Format is not “formal”, let your hair down
Provides insight into organization vs. stats
NOT A TALENT IDENTIFICATION TOOL….or IS IT?

Community Engagement
Allow comments & respond to all!
Vlog – video “how to” | “what to do”
Content should pass the “who gives a crap” test!
Be a storyteller
Great source to find interactive / web / developers
site:wordpress.com (java AND developer) alabama --job -jobs

Blog Search String
KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog)
KEYWORD1 KEYWORD2 site:blogspot.com
Try replacing blogspot.com with any of these popular blog hosts:
blogs.msdn.com, livejournal.com, myspace.com, spaces.live.com, 360.yahoo.com, typepad.com, wordpress.com, technorati.com, xanga.com, weblogs.com and weblogger.com.
Note that you can only do one site: at a time!

Contact
.
Alex.putman@synergishr.com || alex@alexputman.com
Twitter.com/synergisIT || Twitter.com/alexputman
LinkedIn Groups: Synergis || Linkedin.com/in/alexputman
www.socialTrex.com
www.synergishr.com

Sources
http://mashable.com/2011/02/24/facebook-twitter-number
http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-one-are-you
http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies
http://mashable.com/2011/02/19/youtube-facts

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Building a Social Recruiting Strategy

by Alex Putman on Sep 27, 2011

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Building a Social Recruiting Strategy — Presentation Transcript