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Social Media for Culture, Branding, and Recruitment

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    As you can see, the online social media space is dynamic and complex.  Some of these sites no longer exist, whileeven more have emerged – too many, in fact, to fit in this space.  The point of this image is that it isimpossible to be highly involved in all these places.  And attempting to have a presence on all these sites can betime consuming and counterproductive (a new site can pop up in moments, so don’t be intimidated when a clientasks you about a site you’ve never heard of). It is critical that you define your strategy, determine where your audience is and decide whereyou want to participate.  Next we look at which sites matter most to your audience in order to focus our efforts (Facebook, Twitter, mainsites we focus on). What I love about this slide is that it gives some scale to social media. By the time I present this, some of these sitesmay not be around and 100 more may have been added. Social media is dynamic. Not all of these sites matter equally – or at all – to your ideal audience. But it is anexcellent illustration of why people think that social media is larger than life – certainly the print world doesn’t looklike this anymore. The other important thing about this slide is the center – called “the conversation.” Theconversation is critically important to social media – that, in many ways, is what gives social media its power.

    Connecting on a personal or professional level – Tweetups / Virtual reunionsSharing information – Intuit blog/community is great exampleConducting business – Dell – their Twitter page has brought in millions through coupon codesPosting videos or photos – YouTube – Burger King, CareerBuilder, Employer videosSource business leads - Using as a CRM tool – SalesForce, while not necessarily social media acts as one in companies which use itWriting and publishing blogs – HuffingtonPost, Mashable, TMZ, Seth’s Blog, CNN, O’Reily, FreakonomicsWriting reviews - cNetRunning polls and surveys - FacebookResearchAnd much more…

    Internet users have an active social media account —grew 4% between November 2007 and June 2008. Current estimates show more than 100 million persons in the United States alone are active in at least one social media network.The growth of social media in other markets around the world is showing significant gains as well. TheMiddle East & Africa is the fastest growing social media market, with 27% growth since November 2008,followed closely by both Europe and Latin America with 20% growth, respectively, and Asia Pacific at16%.

    Study by Anderson Analytics: 75% said Facebook was their most valuable network. 30% said LinkedIn was their most valuable network. 12% said Twitter was their most valuable network.“Our research shows that Facebook clearly understands the value of their network,” Tom Anderson, Anderson ConsultingThe second slide showed the enormous number of social networking sites. Here I wanted to highlight the ones with the strongest presence in the United States.Facebook is clearly the largest and most influential social network. They have 250 million users worldwide and about 50% of them return to the site each month and most of that 50% returns to the site multiple times a day.MySpace has about 125 million users, this site is very focused on music and entertainment and the demographic tends to be much younger than on Facebook.LinkedIn is a professional network with over 43 million users worldwide and the average income of a user is $109k, this is a strong site with this niche audience (hard to believe that 43 million is niche, but in this world it is).Twitter has been the growth story of 2009. We’ll talk more about this in a few minutes. There are plusses and minuses to all of these sites, but Twitter seems to elicit the most controversial discussion – people love it or hate it.Ok, who is using the sites … in short, everyone. This is a mass medium…even the Queen of England has a YouTube channel!

    Using social media to initiate conversations and rally people is an undeniable culture shift. One, so powerful, that leading brands cannot ignore the un-yielded opportunity to capitalize on it. Social media is an essential component to any branding strategy. Forrester Research indicates that 43% of online users polled trust information from social networking profiles of people they know. This is considerably higher than that of company-driven email (28%) and social networking profiles (18%) and blogs (16%), the power of recommendations from friends and acquaintances is highly-valuable. To win in this environment, a brand must participate in the conversations online involving its brand to provide the right information. In addition, the brand should pull together evangelists who feel passionately about that message and can endorse it within their networks.

    Branding – Allows people to get to know your brand and understand what your company is about. IS NOT ABOUT DRIVING EOIOpen dialogue – the perfect venue for finding out what talent really wants and thinks about you as an employer. Use their insights to improve your brand and even recruitmentUnwanted communication – Respond to or delete unwanted communication so you can drive the conversations and be in the know about what people are saying about your company.Employees- show employees that you care about what people think about you as an employer and that you care about your employees – then let your employees tell their stories about you as an employerRelationships – talking and engaging with candidates helps to create a community and then when you need to recruit, followers and fans will be more willing to speak with you or refer other individualsStatus – because of the communication, you can always find out where your brand stands and you can track the sites to learn what people are resonating with in order to tweak your communicationsWhat if they already have a page?As page grows, so will fan interactionsNeed to stay on top of responsesSocial media is constantly changing We are constantly looking for new tools, features, sites, and techniques to improve We test on our pages and then only give clients what really worksLearn tips and tricksWe walk clients through how to engage fans, what content to use, and best practicesProvide stealth ways to use free areas of social media to gain more fansNeed to integrate with other recruitment or marketing activitiesNot truly effective until it is integratedShould integrate with email, web site, campaigns, other social media, etc.Do they know what people are saying outside of that page?

    People use the site to write recommendations and stay in contact with peers and professional contactsAccording to site, executives from every Fortune 500 are on LinkedInTraffic and members have grown, but largely in conjunction with the job market contractingCompanies should monitor and maintain their profile here, as anyone with a company email address can edit it339,000 professional groups exist today – from college alumni, to professional networking, to company employee groupsJob results are ranked by relevance, so if it posted by someone who is connected to one of your contacts, it comes up higher in resultsJobs that allow you to apply within LinkedIn display an “exclusive” icon, vs. those also posted on other corporate sites or job boardsRecently added applications like TripIt, Reading List, RSS import, and several others to compete with social networks

    Facebook and Twitter are both growing extremely fast, while MySpace’s relevance is limited to entertainment, music and some video, photos are emphasized less on MySpace, with only recent upgrades to mimic FB being made – emphasis is really on musicFeatures like privacy settings, chat, and the ad interface on the site are just some of the ways MySpace has lagged behind or yet to evolve the platform to compete with Facebook; user interface is busy and distracting with little limit on how disturbing an ad can be (flash, pop-ups)Ad targeting for musicians: by 1,100 interest categories (Music), genre in each category (Bands/Artists), and specifics in the category (Maroon 5, LinkedIn Park); for businesses: by location, age, gender, education level (9.4 Million College Students), relationship status, parental status (90 Thousand Expecting Moms) and lifestyle (2.9 Million Sports Fans, 4.2 Million Fitness Buffs, 13.5 Million Movie Lovers, 3.5 Million Book Readers)Demographic profiling: typical user shops at Hot TopicMySpace has classifieds, which draws similarities to Craig’s ListMySpace cut 30% of U.S. staff in June, closed 4 international offices and eliminated 300 of 450 international jobs to focus domestically

    Twitter traffic has increased by just over 10 times in one year, in last few months that traffic has slowedMedia coverage fueled influx in new registrants and pushed it to 25th most visited site, platform is not for everyone, 6 out of every 10 new users do not return within the first month (not mainstream yet)Twitter was developed for quick exchanges of information in a crowdsourcing environment, unlike traditional social networks like Facebook/MySpace, it requires users to communicate in a short message format – one that is preferred by people who consume large amounts of information and band with other users in groups (this is why 10% users create most of the activity and 1% of the user group comprise 35% of visitor traffic)Over 10% of Twitter traffic comes from FB – more so a reason to use FB as an anchor for social media strategy and use Twitter as another outlet for info shared on FB to give online users more choice on how to interact with your brandAs defined by quantcast.com, addicts (30+ visits/mo.), passers-by (1 visit/mo.), regulars (1-30 visits/mo.)

    Bulleted assumptions are based on the internet average index across top 50 most-visited sites, source quantcast.comTo reiterate what was on previous slide: retention is low, Twitter was not created to be a social network and is not mainstream like FB

    View job feeds for industries and locations: http://tr.im/sNX8No product exists today, however, Twitter is available for social media management offering from PersonifiedIndustry sources like Cheezhead and ERE.net recognize CB Twitter efforts

    Facebook Partnership: Launched in May 2007 CareerBuilder is a premiere partner with Facebook and authorized reseller focusing on branded recruitment advertising and marketing services for businesses of all sizes and across all industries to attract the best talent. CareerBuilder guarantees advanced targeting, placement and impressions. CareerBuilder is a pioneer and the expert on recruitment marketing solutions within the social media space. For more than 3 years, CareerBuilder invested significant time and resources to achieve this leadership role. CareerBuilder tests products on Facebook before they are launched to the public. Facebook representatives train CareerBuilder’s sales staff on how to use the site’s feature so that we can sell more effectively and deliver for our clients betterCareerBuilder and Facebook Reach:Combined reach is 87M unique visitors!41% of all internet users in US79.7M unduplicated audience270 Facebook clients, 240 pages built50K fans across all pages245 Facebook ad campaigns launched

    Let’s talk more specifically about how employers are using Facebook today.We have over 270 clients advertising on Facebook with us and the list is growing Our partnership gives us exclusives no one else can match including Facebook development to support clients more thoroughly.We test new Facebook products, for example the polling ad was underway and ready for release but Facebook stopped delivery to entire audience and asked us if we would test it would our user base first.CareerBuilder is a premiere partner and authorized reseller of branded recruitment advertising and marketing servicesGuaranteed advanced targeting, placement and impressions.Targeting includes: Geography, Age Range, Gender, Industry Categories created specifically for CareerBuilder clients, Keyword(s), College/University, College Major and/or Year of School. CareerBuilder tests products on Facebook before launchFacebook representatives train CareerBuilder’s sales staff

    Advanced Targeting: Opportunity to target users on Facebook by the following criteria: Geography, Age Range, Gender, Industry Categories created specifically for CareerBuilder clients, Keyword(s), College/University, College Major and/or Year of School. Advertising Options: Home Page Fanning ad, Home Page Standard ad, Home Page Polling ad and Ad space ad (on profile page)

    Monthly content specifically created for each mediumSelect content is populated on more than one siteDrive fans, followers, and members to other social media sites as well as Web siteMonitor and track all sitesRespond to participants

    Simply adding an employment page to Facebook does absolutely no good unless the company is actively seeking out fans and engages them. Once companies create an online presence, it must be managed by the company or it will be managed by the talent (current, former, and prospects).A company must selectively post content that is relevant to the user. If your content is not important, it may be seen as spam. In addition, the content must maintain a consistent voice that represents your employment brand. One of the most important things is that you listen and respond. Social media is about creating a dialogue and encouraging fans to communicate with you. If all you do is talk at your fans without listening and responding to them, you will loose them.To have social media success, companies need to do things in this order. 1) generate content: It does no good to direct people to an empty placeholder – would you become a fan or follower of an empty page?2) Employee participation – the best way to generate organic/cheap growth is to get your employees on board3) Open dialogue – let people talk, listen, and then respond. Social media is about two-way communication. Learn all you can and then apply your learnings.4)Ask for input – Ask questions to start conversations. Tell people you want to hear from them and welcome comments.5) Seek out fans – once you have a robust page that is rolling, that is the time to seek out fans and followers and show them what you have to offer

    Branding – Allows people to get to know your brand and understand what your company is about. IS NOT ABOUT DRIVING EOIOpen dialogue – the perfect venue for finding out what talent really wants and thinks about you as an employer. Use their insights to improve your brand and even recruitmentUnwanted communication – Respond to or delete unwanted communication so you can drive the conversations and be in the know about what people are saying about your company. Employees- show employees that you care about what people think about you as an employer and that you care about your employees – then let your employees tell their stories about you as an employerRelationships – talking and engaging with candidates helps to create a community and then when you need to recruit, followers and fans will be more willing to speak with you or refer other individualsStatus – because of the communication, you can always find out where your brand stands and you can track the sites to learn what people are resonating with in order to tweak your communicationsWhat if they already have a page?As page grows, so will fan interactionsNeed to stay on top of responsesSocial media is constantly changing We are constantly looking for new tools, features, sites, and techniques to improve We test on our pages and then only give clients what really worksLearn tips and tricksWe walk clients through how to engage fans, what content to use, and best practicesProvide stealth ways to use free areas of social media to gain more fansNeed to integrate with other recruitment or marketing activitiesNot truly effective until it is integratedShould integrate with email, web site, campaigns, other social media, etc.Do they know what people are saying outside of that page?

    Must set realistic expectations, much easier to see impact with offers and incentivesSodexo recruitment Twitter example: 42 EOI in 3 mos from Twitter integration, 13,500 EOI/mo from CB – social media can only supplement what you are doing on a grand scale as part of a wide-sweeping initiative

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    Social Media for Culture, Branding, and Recruitment - Presentation Transcript

    1. Social Media for Branding, Culture and Recruitment
      Melissa Murray, Fall 2009
    2. 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
    3. The World of Social Media
    4. 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
    5. Who Is Using Social Media?
      Use by Age Group
      76% of 15-24 year olds
      68% of 25-34 year olds
      65% of 35-44 year olds
      64% of 45-55 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
    6. 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
    7. 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
    8. 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/
    9. 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
    10. Social Recruiting Sites and Strategy
    11. 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
    12. 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
    13. 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
    14. MySpace: Recruitment Dimension Analysis
      Good
      Poor
      Poor
      Fair
      1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
      2 MySpace article: link to URL
    15. 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
    16. 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
    17. Twitter: Recruitment Dimension Analysis
      Good
      Poor
      Poor
      Fair
      3Quantcast.com,
    18. 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
    19. 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
    20. 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
    21. Combined Reach – 100 M Unique Visitors
      51% of all Internet users in the US
      Source: comScore Media Metrix, Audience Duplication, July 2009.
    22. Most Engaging Page on the Web
      Facebook Homepage
      5.9 Billion Minutes a Month
      Available Unit Types
    23. Facebook: Recruitment Dimension Analysis
      Good
      Good
      Good
      Good
      1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
      2 Facebook internal data
    24. Our Approach: Building Connected Communities
      Groups, Networking, & Discussions
      Photo and video hosting, niche audience
    25. 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
    26. 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
    27. 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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