How can you use Social Media to Engage Students and    Employers in On-Campus Recruiting (OCR)?As a TEAM build a framework...
*Communicate Brand Awareness:        Elevate awareness of your office and services*Serve Your Clients:   More effectively ...
Social Networks                        Content Sharing        Facebook, LinkedIn, Google+, MySpace   YouTube, Vimeo, Flick...
* Social Networks: Relationship Building | Event Promotion | Community  Building | Credibility/Brand Management* Blogs: So...
*Define your goals*Decide which tools to use*Set objectives*Define roles within your team*Set time table              *
*Activity (volume, type and quality of activity)*Reach (breadth of your communities)*Engagement (volume, type and quality ...
*Communicate Our Brand:    Elevate the awareness of CCS recruiting events with employers and students*Serve Our Clients: M...
*
• Share Information   • New Opportunities                                                *   • Deadlines   • Events   • Em...
Communicate Our Brand:*   “CCS Deadline”, reminders about schedules*   “Meet the Recruiter” events*   Cover PhotoServe Our...
*
*
Pin it to the top! (Lasts one week)Highlight and expand! (Lasts forever)*
Event page interaction*
Facebook Contest:* Raise awareness for the upcoming Career Fair* Encourage discussion and interaction among students* Crea...
*
*
Note: This is how Facebook calculates what                                              posts show up in users’ newsfeed. ...
• Share Information                                          *   • New Opportunities   • Deadlines   • Events   • Employer...
Communicate Our Brand:*   Hashtags: #meettherecruiter, #utcommfair, #ccsdeadlines, #newjob,    #newinternshipServe Our Cli...
*
*
*
*•   Promote Recruiting Opportunities     •   On-campus events     •   Application Deadlines     •   Use of Keywords (Tact...
*
*Connect Alumni andcurrent students   • Informal Job     Postings   • Networking   • Mentoring   • Advice sharing
*
*• Manage Communication  • Schedule messages  • Post across social media from one place• Monitor traffic across social med...
Great Scheduling tool!   *
*
June 7             June 18*                      Source: Facebook Insights (Reach Tab)
* Likes come from:            *Who is visiting:• CCS Website• HireStandards Like widget• Email Signature Line• Facebook (P...
Most    Engaged*             Source: Facebook Insights (Overview Tab, Talking About This Tab)
*•   Reach went from 4,507 to 12, 859 on    Facebook (188.67% increase)                                                   ...
•   Brand yourself: use hashtags, use consistent    wording across social media, create a visually    appealing Facebook p...
*    Megan Fullen    LinkedIn:    http://www.linkedin.com/in/meganfullen    Email: ccsrecruit@austin.utexas.edu
If you build it, will they come? Leveraging Social Media to Engage Students and Employers in On-Campus Recruiting
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If you build it, will they come? Leveraging Social Media to Engage Students and Employers in On-Campus Recruiting

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“If you build it they will come”. We all wish this were true with social media. You can have a Facebook, Twitter, and Blog, but if you do not use these tools deliberately and strategically to engage your audience, they won’t respond. This session presents a framework and tactics for using social media strategically to promote student and employer participation in on-campus recruiting. Also, learn how to assess your efforts and plan for the future.

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If you build it, will they come? Leveraging Social Media to Engage Students and Employers in On-Campus Recruiting

  1. 1. How can you use Social Media to Engage Students and Employers in On-Campus Recruiting (OCR)?As a TEAM build a framework • Create objectives • Understand tools/options • Implement tactics • Measure your success
  2. 2. *Communicate Brand Awareness: Elevate awareness of your office and services*Serve Your Clients: More effectively deliver the services you offer*Generate New Business: Get more employers and students using your services*Build Community: Generate conversation with, across and among students, employers and other clients. Source: Spredfast |www.spredfast.com *
  3. 3. Social Networks Content Sharing Facebook, LinkedIn, Google+, MySpace YouTube, Vimeo, Flickr, SlideShare Blogs Social Bookmarking WordPress, Typepad, Blogger, Facebook Like, Digg, Reddit, Pinterest Microblogs Location/Geo-location Services Twitter, Tumblr Foursquare, Facebook Places, Yelp *Source: Spredfast |www.spredfast.com
  4. 4. * Social Networks: Relationship Building | Event Promotion | Community Building | Credibility/Brand Management* Blogs: Source of News & Information | Share Multiple Forms of Content (Text, Video, Phone, Embedded Media* Microblogs: Real-time Help |Short updates | Public Collaboration* Content Sharing: Video/Visual Storytelling | Personal Testimonials | Emotional Appeals | Demonstrations |* Social Bookmarking: Referrals and Information-sharing within and across online communities | “Going Viral”* Location/Geo-location Services: Presenting special offers for customers | Offer incentives for repeat business *
  5. 5. *Define your goals*Decide which tools to use*Set objectives*Define roles within your team*Set time table *
  6. 6. *Activity (volume, type and quality of activity)*Reach (breadth of your communities)*Engagement (volume, type and quality of interactions) *
  7. 7. *Communicate Our Brand: Elevate the awareness of CCS recruiting events with employers and students*Serve Our Clients: Make our services and programs more accessible*Generate New Business: Get more students to attend CCS events. Connect with more employers*Build Community: Generate conversations with and between employers and students about upcoming CCS recruiting events *
  8. 8. *
  9. 9. • Share Information • New Opportunities * • Deadlines • Events • Employer Spotlights • Industry News • Advice• Conversations • Answer student questions regarding events • Employers engage with students regarding events• Recruit Attendees/Volunteers • RSVPs to events • Volunteers for the career fair http://www.facebook.com/utccs
  10. 10. Communicate Our Brand:* “CCS Deadline”, reminders about schedules* “Meet the Recruiter” events* Cover PhotoServe Our Clients:* Event RSVPs* Sharing Interview and Resume Drop Schedules* Employer Spotlights* Industry News* Use NEW Facebook Scheduling feature to schedule after hours postsGenerate New Business:* Career Fair Contest* Recruit VolunteersBuild Community:* @tagging Student Organizations and Employers *
  11. 11. *
  12. 12. *
  13. 13. Pin it to the top! (Lasts one week)Highlight and expand! (Lasts forever)*
  14. 14. Event page interaction*
  15. 15. Facebook Contest:* Raise awareness for the upcoming Career Fair* Encourage discussion and interaction among students* Create a resource of first-hand advice from peers* Bring new students in the door
  16. 16. *
  17. 17. *
  18. 18. Note: This is how Facebook calculates what posts show up in users’ newsfeed. * Ask for comments and give reasons to stay engaged (share valuable information, fun facts, useful updates) * Ask people to share pictures on stories on Outgoing Ranking your wallInteraction Ranking 1. “Question” option (often referred to * Pick a posting schedule and stick to it. Make1. Comments as polls) sure you have new content posted fairly2. Shares 2. Videos frequently & on the best days/times3. Likes 3. Photos * Share links 4. Links 5. Status updates * Post pictures & videos * Consider surveys, quizzes* Source: Jeni Putalavage-Ross, Social Media Professional
  19. 19. • Share Information * • New Opportunities • Deadlines • Events • Employer Spotlights • Industry News • Advice• Conversations @UTCCS • Answer student questions regarding events • Employers engage with students regarding events• Recruit Attendees/Volunteers • Volunteers for the career fair • Send to Facebook to RSVP for events
  20. 20. Communicate Our Brand:* Hashtags: #meettherecruiter, #utcommfair, #ccsdeadlines, #newjob, #newinternshipServe Our Clients:* Tweeting all new jobs, internships, events, deadline reminders* Re-tweeting industry news* Following Employers and Student Orgs* Targeted Twitter Lists* Promoting employers on-campusGenerate New Business:* Drive traffic to website, Facebook, and CareerSourceBuild Community: ** @mentioning Student Organizations and Employers* Hashtags: #meettherecruiter, #utcommfair
  21. 21. *
  22. 22. *
  23. 23. *
  24. 24. *• Promote Recruiting Opportunities • On-campus events • Application Deadlines • Use of Keywords (Tactic: speak directly to students’ interests)• Inform Employers About Promotion • Visual Aid (Tactic: the use of keywords shows employers I know how to target their message to students based on specific interests)• “Home Base” for CCS Communication • Platform for email and social networking blasts (Tactic: connect students to our services and to more information/advice, our CCS website, and CSM system)• Create a Space for Dialogue/Community (Tactic: Connect with followers on a more personal level) • Employer, alumni, student interviews (personal stories of how that got where they are or how they plan to get there!) • Employer series of advice (resume, cover letter, interview, Career Fair, etc.) http://hirestandards.wordpress.com
  25. 25. *
  26. 26. *Connect Alumni andcurrent students • Informal Job Postings • Networking • Mentoring • Advice sharing
  27. 27. *
  28. 28. *• Manage Communication • Schedule messages • Post across social media from one place• Monitor traffic across social media • Watch what is being said about us• Monitor and respond to user commentary • Coordinate responses and conversations across social media
  29. 29. Great Scheduling tool! *
  30. 30. *
  31. 31. June 7 June 18* Source: Facebook Insights (Reach Tab)
  32. 32. * Likes come from: *Who is visiting:• CCS Website• HireStandards Like widget• Email Signature Line• Facebook (Page, Search, Connections, etc.)* Source: Facebook Insights (Likes Tab, Reach Tab)
  33. 33. Most Engaged* Source: Facebook Insights (Overview Tab, Talking About This Tab)
  34. 34. *• Reach went from 4,507 to 12, 859 on Facebook (188.67% increase) Career Fair• Average of 23-26 people ‘Talking about This’• Huge increase in wall views (176-235 over 3 Compared to last semester’s Career Fair: weeks prior to the fair) • Weekly Total Reach grew from 2,549• Career Fair Follow Up blog link had highest to 12,859 reach among Facebook Fans • Twitter responses grew from 49 to 54• Twitter: biggest progression over the • Blog views grew from 1,864 to 2,123 semester • Interaction among employers • 54 mentions and retweets during fair significantly increased week • Adoption of the hashtag #commcareerfair • 36 new Twitter followers
  35. 35. • Brand yourself: use hashtags, use consistent wording across social media, create a visually appealing Facebook page• Create conversations: reply, re-tweet, share, link, use @tagging, use @mentioning• Make your page a valuable resource: create unique information to post frequently, keep Facebook’s Edgerank in mind when posting• Make it easy to connect: add widgets to drive traffic, buttons on websites and signature lines• Monitor activity: measure your success & make habits of what works *
  36. 36. * Megan Fullen LinkedIn: http://www.linkedin.com/in/meganfullen Email: ccsrecruit@austin.utexas.edu

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