The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Tactical Tips for
‘Committing’ to a
Social Media Program
Adriana Kevill & Michelle Sargent
@AdrianaK @KRTweet #TalentConnect

Michelle
?

JOBS JOBS JOBS JOBS
JOBS JOBS JOBS JOBS
JOBS JOBS JOBS JOBS
JOBS JOBS JOBS JOBS
JOBS JOBS JOBS JOBS
JOBS JOBS JOBS JOBS

Based on his research on
financial advisors and their
clients, Grant Hicks decided it
was 5 touches in his 2006
published work.
More recently, a Nielsen
study claims 10 social
media touches are needed
to effect a behavior change.
Nielsen media guru
Erwin Ephron’s work
led him to conclude
it was 3 to 5
touches.
Candidates need
touches before applying
?

Based on his research on
financial advisors and their
clients, Grant Hicks decided it
was 5 touches in his 2006
published work.
More recently, a Nielsen
study claims 10 social
media touches are needed
to effect a behavior change.
Nielsen media guru
Erwin Ephron’s work
led him to conclude
it was 3 to 5
touches.
Candidates need
3 – 10
touches before applying

Talent Network (Ongoing)
Interactions With Talent Are Changing
ENGAGEMENT
PLATFORM JOB
RESUME
POOL
Traditional Acquisition (One Time)
JOB
RESUME
ENDHIRE

What we see is
610Interactions per update
(average of KRT clients)

TIPS
PRIZES
DOWNLOADS
@KRTweet #TalentConnect

Who Can
Guess My
Accent?
PRIZE

Brazil

Adriana & Michelle
Who?

MichelleAdriana
Rio
Vegas

Dr. PhilChocoholic
MichelleAdriana

Married Not
MichelleAdriana

We both LOVE helping great
companies ‘marry’ great
candidates.
MichelleAdriana

Full Service Recruitment Advertising Agency

W W W .
Product
Store
Social
Media
$$$$$
Requirements
Quality

W W W .
Employer
Social
Media
$$$$$
Requirements
Qualifications

Do I need to be a marketer?

Recruiting = Marketing
Links on the
Landing Page

Ask The Right
Questions

❤  Awareness?
❤  Employer Brand?
❤  Employee engagement?
❤  Competition?
Goals
WHY a Social Media Program?

ü Department
ü Location
Readiness?
Staggered
Approach
OK
Japan? Texas?

Your team may include:
•  TA Leadership
•  TA Managers
•  Recruiters
•  Marcomm
•  Legal/Compliance
•  Social Managers
•  Talent Community Managers
Who Can Help?
Look for help in unusual places:
•  Marcomm who wants to get into social
•  Social savvy HR professional
•  Social savvy business partners
•  Any employee passionate about social media
TIP

Chart the To-Dos

Perception & Competition?
SocialRecruitmentMonitor.com

Audit
Audit Doc
Template

Which Stage Are You In?

1 Inherited
Employment Brand Reputation
Social Program Stages

ü RSS feed
MONITOR
ü Flag inappropriate reviews
ü Respond to positive + negative
reviews
INTERACT
ü Number of profile visits
ü Competitors
ü Other companies
CONVINCE
How to Manage?

2 Starter
Job Distribution on Social
Social Ads, Social Sourcing
1 Inherited

3 Essential
Social Engagement by a
Structured Social Team
Following Guidelines2 Starter
1 Inherited

Content As a Differentiator

PRIZE
Why Do People Unfollow Brands
on Social Media?
Crowded newsfeed
Posts too often
Boring & repetitive content
Activity is offensive
Content is irrelevant to the brand
Source: Adweek @AdrianaK @KRTweet #TalentConnect
1
2
3
4
5
Crowded newsfeed
Posts too often
Boring & repetitive content
Activity is offensive
Content is irrelevant to the brand
3
2
1
4
5

Always Ask:
❤ So what?
❤ What’s in it for them?
60%
3rd Party

❤ Google Alerts
❤ Industry Blogs
❤ Employment Reviews
❤ Apps
External
➵  Flipboard
➵  Feedly

❤ Intranet
❤ Yammer
❤ Email Alias
Internal
➵  Content@YourCompany.com
Any Employee Can
Send Content Ideas
Release Form

Categories
❤  Career Opportunities
❤  Events (Hiring & Community)
❤  Employees
❤  Benefits

Categories
❤  Career Tips

Categories
❤  Career Tips
❤  Workplace Inspiration

Categories
293 201
❤  Career Tips
❤  Interaction

Categories
❤  Career Tips
❤  Interaction
❤  Humor

0
100
200
300
400
500
600
700
InteractionPerPost
Engagement Per Category

Editorial Calendar
❤  Guarantees Continuous Flow
❤  Review/Proofing
❤  External Vendors Can Help
Compliance
❥❥❥❥❥❥❥❥❥❥❥❥❥❥

Editorial Calendar
❤  Word File
❤  Google Docs
❤  Others:
Content Calendar
Template
➵  SmartSheet
➵  HootSuite
➵  CoSchedule
➵  Marketing.Ai

Don’t Post and Run

Nifty Tools
If you don’t have a graphic designer on staff…
VIDEO INFOGRAPHICS GRAPHICS
List on the
Landing Page

3 Essential
Social Engagement by a
Structured Social Team
Following Guidelines2 Starter
1 Inherited
4 Best-in-Class
Employee Advocacy and
Social Referrals
LinkedIn Elevate

Employee Advocacy
Employees can reach an
audience
10 X
larger than what your brand
is reaching.
Source: LinkedIn network research, 2016
Socially engaged companies
are
58%
more likely to attract top
talent and
20%
more likely to retain them.
Source: LinkedIn & Altimeter research, 2016
Content shared by
employees receives
2 X
the engagement of content
on branded channels.
Source: LinkedIn network research, 2016

Employee Advocacy
❤  Create Social Media guidelines
❤  Make it easy to find and share content
❤  Tell what’s in it for the employees
❤  Contest and Prizes

Employee Advocacy
❤  Create Social Media guidelines
❤  Use an Advocacy tool
❤  Get Leadership onboard
✽  Vendors can help
❤  Start with inner circle è Expand later
✽  Advocates in hard to fill positions
❤  Partner with Marcomm
✽  Divide costs

Successful Launch

Is It Working?

Social Media
Dashboard
Current ATS
Social
Networks
Employment
Reviews
Internal
Metrics
What to Track

Basic
ü  All links should be tracked
ü  Minimum:
o  Network Growth
o  Impressions & Reach
o  Clicks
o  Interactions
o  Traffic to career site
o  Conversions

Now that you have your candidates engaged,
how do you get your boss to marry the idea of
social media?

Careers Site
Visits
3,553,200
Social Content
Views
Careers
PRIZES
?

Careers Site
Visits
3,553,200
Social Content
Views
Careers
PRIZES
12,678,543

How About ROI

Cost
Per Hire

Let’s Think
Return on Engagement (ROE)
11,673,183
$0.0010*
per exposure
Jan 2016 – June2016
Impressions
*Based on the cost to
develop & distribute
social content
104,179
$0.15*
per social handshake
Jan 2016 – June 2016
Interactions
*Based on the cost to
develop & distribute
social content

Commit

“You don’t want to marry
someone you can live with
– you want to marry the
person you cannot live
without.” -AuthorUnknown
hire
hire

That’s All Folks!
@AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16

The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

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