Social Media for Culture, Branding, and Recruitment

Social Media for Branding, Culture and Recruitment
Melissa Murray, Fall 2009

Discussion Topics
Social media landscape and users
Recruiting uses for social media
Detail and analysis for top social recruiting sites
CareerBuilder’s approach to social media strategy
Social media and recruitment solutions

The World of Social Media

How Are People Using Social Media?
Connecting personally/ professionally
Sharing information
Conducting business
Posting videos/photos
Sourcing business leads
Using as a CRM tool
Publishing blogs
Writing reviews
Answering polls/surveys
Researching information

Who Is Using Social Media?
Use by Age Group
76% of 15-24 year olds
60% of 55 and over
Social media is a global phenomenon:
73% of all Internet users have at least one social media account
71% of social media users are in N.A.
Source: Forrester Research, 2008

Which Networks Matter and Who’s Using Them?
Percentage of Worldwide Internet Users
Age
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScoredata,
July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009

Trends in Social Media
Consumer use and perceptions
Social networks are more popularthan email2
36% of online users think more positively about companies that blog1
17% feel more positively about companies on soc net
20% want more communication from brands6
69% of online users read blogsand write product reviews1
19% read RSS feeds and tag internet content1
Corporate response
48% of marketing/PR professionals increased social media spend in 20093
85% of businesses participating in social media are blogging1
77% of Fortune 500 use some sort of social media tool5
44% report social media as “very important” to business/marketing strategy5
1 Forrester Research, 2008
2 Nielsen Online, 2009
3 CareerBuilder Internal statistics, June 2009
4 Society for New Communications Research, July 2008
5 University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008
6 Anderson Analytics, 7/09

Why Participate in Social Media?
It Promotes Credibility:
Brands are defined by the experiences and opinions of consumers, not necessarily what the brand seeks to convey
43% of online persons trust information posted by people they know over other sources
Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential
It Generates Valuable Consumer Feedback
Social networks provide the opportunity to interact with consumers, asking and answer questions
It’s Expected
People demand authenticity and responsiveness from brands
1 Forrester Research, 2008, image source: http://www.biojobblog.com/

Why Use Social Media for Recruiting?
Develop new, passive talent streams as you prepare for recovery
Strengthen employment branding
Engage talent in open, personal dialogue
Improve employee advocacy and engagement
Create more meaningful relationships with talent
Proactively recruit talent who is passionate about your brand
Target your ideal candidate based on user generated information
Promote your company and industry
Drive traffic to your company brand page and/or career site

Social Recruiting Sites and Strategy

Linked In
Business-oriented social networking site used mainly for professional networking
Network of 43 million professionals in 170 industries and 200 countries
11.7M unique visitors in May 2009, over double UV traffic of May 2008
Opportunities for companies: profile, groups and questions
1 in 20 U.S. users is a recruiter, headhunter, or HR professional
Pre-defined reputation for recruitment

Linked In: Recruitment Dimension Analysis
Fair
Fair
Good
Good
1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
2 LinkedIn site search conducted July 29, 2009

MySpace: Good for Music, Lags in Other Areas
Social networking site with user-
submitted network of personal profiles,
groups, photos and music
Averages 65 million U.S.users
27% age 12-17; 46% age 18-34
Users tend to be less affluent and have no college degree
10% traffic referred from Facebook, more than Yahoo and Google
Not a fit for all clients, but existing Facebook branding can be used
Ideal for certain brands and individuals in entertainment and music
MySpace lags behind Facebook in site upgrades and social tools

MySpace: Recruitment Dimension Analysis
Good
Poor
Poor
Fair
2 MySpace article: link to URL

Twitter: Site Visitors and Activity
19 million UV in May ‘09, 1.8 million UV in June ‘081
18 million UV in April ‘092, just 1.47% growth over May
17 million registered users5
Top three user countries: US, UK, and Canada
10.34% of Twitter traffic referred from Facebook1
9.97% from Google
5% from Yahoo
2% from MySpace
25th most visited U.S. site, June ‘093
Infrequent users comprise nearly ¼ traffic3
90% activity from 10% users6
1 Compete.com, 2 Mashable.com, 3Quantcast.com,
4Nielsen Online, 5twitterscore.net, 6 Forrester

Twitter Demographics vs. Internet Universe
High index of younger, female users
Higher concentration of African American internet users than average
High index of users with children under 2 years old
Site attracts a less affluent audience
High index of college graduates
Typical user is a hyper-consumer of information
60% new registrants do not return within one month4
40% retention rate, Facebook 70%4

Twitter: Recruitment Dimension Analysis
Good
Poor
Poor
Fair
3Quantcast.com,

CareerBuilder Twitter Integration
CB sends hourly job tweets on behalf of clients in 9 key demographic markets and 8 industries as a free, value-added service
All cross posting customers receive distribution on Twitter search sites like tweetmyjobs.com, twitterjobsearch.com, etc.
CareerBuilder launched CBJobAlerts for job seekers to receive notifications on Twitter when jobs are posted that meet search criteria
CB has partnered with several clients (Sodexo, Spherion) to test automatic job feeds to their Twitter account to gain additional exposure for openings

CareerBuilder & Facebook Partnership
Launched in May 2007, CareerBuilder is a premiere partner with Facebook and authorized reseller focusing on branded recruitment advertising and marketing
Benefits of partnership
CareerBuilder guarantees advanced targeting, placement and impressions on Facebook ad campaigns
CareerBuilder tests products on Facebook before they are launched to the public
Facebook representatives train CareerBuilder’s sales staff on how to use site features to target more effectively and deliver better returns for our clients

Facebook Site Visitors and Activity
2nd most trafficked website in the world!
300 million users worldwide; 75 million users in the US
50% of users return daily, spend an average of 1 hour active on site
Users targeted by information they provide in their profile
17 million users are ages 18-24,16 million users are ages 25-34
21 million users (and growing) age 35+
1 million new users each day
Over 2 million career-related groups
Spherion and Aquent staffing each have over 2,000 fans who want employment content
Source: Facebook statistics

Combined Reach – 100 M Unique Visitors
51% of all Internet users in the US
Source: comScore Media Metrix, Audience Duplication, July 2009.

Most Engaging Page on the Web
Facebook Homepage
5.9 Billion Minutes a Month
Available Unit Types

Facebook: Recruitment Dimension Analysis
Good
Good
Good
Good
2 Facebook internal data

Our Approach: Building Connected Communities
Groups, Networking, & Discussions
Photo and video hosting, niche audience

Personified Social Media Offerings
We help companies leverage Social Media and use it as part of their branding and recruitment strategy
Facebook advertising with advanced bi-weekly reporting: one customer gains 80% of fans from ads
Twitter integration and cross-posting for jobs
Proactively manage and protect your brand on major social media sites

Social Media Brand Management Benefits
Help with lack of time or resources to build and maintain presence
Develop new, passive talent streams
Want to prepare for recovery
Need to target a specific type of candidate
Promote your company and industry
Strengthen your employment branding
Engage talent in an open dialogue with the company
Eliminate unwanted communications, protect brand
Improve employee advocacy and engagement
Create more meaningful relationships with talent
Proactively track employer status

Measuring Social ROI
Starbucks Free Pastry Day exceeded expectations and Via sampling helped prevent negative perception of instant coffee (source: Brandweek http://bit.ly/SCXS5)
Dell posts Twitter-exclusive deals on @DellOutlet, earning 2 million over two years, 1 million from the last 6 months alone (source: Reuters http://bit.ly/luT9y)
United and JetBlue offer Twitter-exclusive ticket deals (source: USA Today http://bit.ly/HKcDG)
Viral wedding video to Chris Brown’s “Forever” increased purchases by 2.5x, #4 on iTunes and #3 on Amazon (source: Google blog http://bit.ly/3FCRBG)
Online Blendtec sales increased five-fold over company's old revenue record prior to YouTube “Will it Blend” videos (source: Information Week http://bit.ly/ipHzJ)

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Social Media for Culture, Branding, and Recruitment

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