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Social Media in Recruiting Step by Step ...

Social Media in Recruiting Step by Step

Presented by:
Dr Nina Brody, Take Care Health Systems
Fred Pratt, TMP Worldwide
Jenny Steinberg, TMP Worldwide

More in: Business
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  • Builds awareness of Take Care Health’s employment brand; showcases culture

    Opportunity to identify and build relationships with passive candidates

    Adds value to employment marketing strategy

    If done right, you can become a credible source of information

    Encourages employee participation and camaraderie
  • Builds awareness of Take Care Health’s employment brand; showcases culture

    Opportunity to identify and build relationships with passive candidates

    Adds value to employment marketing strategy

    If done right, you can become a credible source of information

    Encourages employee participation and camaraderie
  • Builds awareness of Take Care Health’s employment brand; showcases culture

    Opportunity to identify and build relationships with passive candidates

    Adds value to employment marketing strategy

    If done right, you can become a credible source of information

    Encourages employee participation and camaraderie

  • Break through the clutter (target audience is OVER communicated to by Take Care and competitors)
    Personalized Experiences for Candidates through interaction (allow candidates to connect with recruiters and not just apply online; free CE/CME’s)
    Showcase Culture through genuine experiences (use employee comments, videos, free CE/CME courses, etc.)
    Develop and Launch an Internal & External Marketing Plan (push out messaging to candidates & employees to start interaction)
  • Bottom line - you need help.


  • With thousands of social networking sites, it was important to focus on a few areas of opportunity. Our strategy is mainly comprised of Facebook, Twitter, and Linkedin. For the sake of time, I’ll only focus on Facebook for this presentation.
  • Our “overall strategy” for Facebook.












  • It is always good to incorporate some fun and interactivity in everything we do. Our partner developed this match game so candidates and employees could challenge themselves and each other at the classic game of memory. Their scores could be email or tweeted to challenge others to beat them.
  • As an added incentive we linked our Colleague Referral Program with Facebook so that our employees could cross promote our jobs and potentially gain a referral bonus.
  • We actively market to a highly targeted group of potential candidates through facebook using social ads. We promote specific jobs, free CE/CME courses, landing pages, etc.
  • We cross promote our Social Media presence in almost everything we do. We want candidates to engage with Take Care as an employer in a way that makes sense for them. We also x promote with our email signatures and other marketing materials.

  • We look at incremental growth of Fans or people “liking” our page but most important is that they are interacting with the page. Post quality score is something we and our partner looks at to gage effectiveness.
  • More important than the numbers on the other slide - Are we breaking through the clutter and having conversations with candidates?


Transcript

  • 1. Social Recruiting Step By Step
  • 2. Today’s Speaker Nina Brody, Ph.D. Head of Talent Take Care Health http://www.linkedin.com/in/drninabrody/ http://twitter.com/takecarejobs http://www.facebook.com/takecarecareers
  • 3. Partners Fred Pratt VP, Client Strategy TMP Worldwide Phone: 856.532.2303 Email: fred.pratt@tmp.com http://www.linkedin.com/in/fredpratt/ http://twitter.com/ffpratt http://www.facebook.com/fred.pratt
  • 4. Partners Jenny Steinberg Account Director TMP Worldwide Phone: 781.895.4037 Email: jenny.steinberg@tmp.com http://www.linkedin.com/in/jennysteinberg/ http://twitter.com/jennybell http://www.facebook.com/jenny.steinberg
  • 5. Why Social? it’s people
  • 6. Why Social? connecting Best Friend Mother Coworker Girlfriend Brother Sister Father Roommate
  • 7. Why Social? connecting and people it’s having conversations... Best Friend Mother Coworker Girlfriend Brother Sister Father Roommate
  • 8. Why Social? connecting and people it’s having conversations... Best Friend Mother Coworker even about work Girlfriend Brother Sister Father Roommate
  • 9. Developing a Social Presence Getting started – How to get started? • Outline Goals, Objectives, and Measures of Success 1.Outline Goals,right partnerand Measures of • Choose the Objectives, • Develop a strategy (Phased approach work best) Success • Work out the kinks internally (Leadership buy-in is key) 2.Choose the right partner • Communicate and educate 3.Develop a strategy (Phased approach work best) • Measure 4.Work out the kinks internally (Leadership buy- in is key) 5.Communicate and educate 6.Measure
  • 10. #1 our objectives 1.Break through the clutter 2.Personalized Experiences for Candidates through interaction 3.Showcase Culture through genuine experiences 4.Develop and Launch an Internal & External Marketing Plan
  • 11. #2 choose the right partner • Who has expertise? • Does your team have bandwidth? • Think about the entire lifecycle of the project • Resource both internal and external partners
  • 12. #3
  • 13. our Social strategy Phase I: Build a presence on social networking sites to share information about Take Care as an employer and integrate/cross promote it in everything we do for recruitment marketing. Build it. Phase II: Involve Take Care employees in the social networking sites to provide genuine experiences and information about Take Care as an employer. Get Employees Involved. Phase III: Leverage the Take Care employee network on the social networking sites to generate buzz among their friends and networks. Enlist Employees in Spreading the Word to their Networks.
  • 14. Step #1 Building a Presence: Choose Areas of Focus More Than 1,448% 500 Million Year-Over-Year Active Users Growth in Users More Than 68 Million Active Users More Than 24 Hours and A New User of Video Uploaded Every Second Every Minute
  • 15. Facebook Overall Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 16. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 17. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 18. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 19. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 20. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 21. Facebook Build It Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 22. Facebook “Get Employees Involved” Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 23. Facebook “Get Employees Involved” Strategy •Post Events (including photos) •Post Press Releases •Post Videos •Highlight our FREE CE/CME Program •Post Recruiter Landing Pages •Partner coordinating questions and managing content •Employees posting about their experiences •Recruiters & Managers responding to questions
  • 24. #4 work out the kinks internally • Set a social policy - but keep it simple • Inform key groups - IT, Marketing, Executives • Get Leaders Involved • Set up procedures for responding to candidates and internal employees
  • 25. #5 communicate & educate • Develop a communication plan - both internal & external • Train your team members on Social • Train employees on Social - basic how to, guidelines, and what you want them to do
  • 26. Facebook - Talent Partner Training Set up live training sessions for Talent Partners Engaged Talent Partners by using a contest Educated team on how to keep your profile private and still recruit Reviewed policies, procedures, and roles/responsibilities of our external partner Recorded training and posted on a resource website
  • 27. Facebook - Employee Training Set up live training sessions for Employees Educated employees on how to set up a profile, how to communicate, and Fan/Like our page Reviewed social policies and guidelines Linked our Colleague Referral Program with Facebook Recorded training and posted on a resource website
  • 28. Facebook - Match Game Added “Fun” to the Facebook page by developing the match game Scores can be tweeted or emailed to challenge others
  • 29. Facebook - Colleague Referral Program
  • 30. Facebook - Paid External Marketing Highly Targeted
  • 31. Facebook - Cross Promotion Integrate the Facebook page in all other tactics. emails SEO Optimized Job site Landing pages
  • 32. #6 measure • Set measures that are aligned with your objectives whenever possible • Look for incremental growth month on month • Run your own race - (forget about what others are doing and stick to the plan)
  • 33. Measuring Impact Facebook 1,070 Fans
  • 34. Measuring Impact
  • 35. Tips & Tricks • Social is not the magic bullet • Social is one part of a larger strategy • Social is always evolving so stay on top of it • Your employer brand experience is the “differentiator”
  • 36. Thank You