6 9 10 social recruiting step by step

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Human Capital Institute Presentation on Social Recruiting Strategy

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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
  • Why Social for Take Care? - all these reasons plus: 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?
  • 6 9 10 social recruiting step by step

    1. 1. Need assistance? Call Member Services (866) 538-1909 or email [email_address] Social Recruiting Step By Step To Listen Over The Web: To listen, un-mute your computer speakers and turn up the volume, go to “Voice” on the menu bar at the top of your screen and click on “Join Audio”. If you do not have this option please use the Q&A interface for technical support.
    2. 2. TMP Worldwide. The Digital Brand Authority. TMP Worldwide. The Digital Brand Authority. Employer Brand Research Employee Value Proposition Campaign Development Creative Execution Diversity & Inclusion Campus Campaign Management Track to Application & Hire Social Metrics Web Site Analytics A/B Creative Testing Pathways Platform: - Metrics Gateway - What’s my Buzz/Ranking - email Center - Job Distribution Optimization & Recommendations Comprehensive Media Planning Traditional Sourcing Plans: - Print - Job Boards - ERP - Events Web 2.0 - New Media Sourcing Plans: - Search Engine Marketing, Job Optimization, Landing Page Strategies - Social Tools - Mobile Reputation Management Careers Web Site Relationship Marketing Talent Center Lead Capture Alumni Solutions Internal Communications Onboarding Retention
    3. 3. Need assistance? Call Member Services (866) 538-1909 or email [email_address] Today’s Agenda <ul><li>Introduction - 5 minutes </li></ul><ul><li>Feature Presentation and Q&A - 50 minutes </li></ul><ul><li>Wrap Up and Tour of Track Page - 5 minutes </li></ul>
    4. 4. Need assistance? Call Member Services (866) 538-1909 or email [email_address] Today’s Moderator Amy Lewis, Director Talent Acquisition Community Human Capital Institute Send email to amy.lewis@hci.org to connect on LinkedIn Follow me on Twitter @amylewis Blog www.hci.org
    5. 5. Need assistance? Call Member Services (866) 538-1909 or email [email_address] Today’s Guest Nina Brody, Ph.D. Head of Talent Take Care Health http://www.linkedin.com/pub/dr-nina-brody/a/5aa/605 http://twitter.com/takecarejobs http://www.facebook.com/takecarecareers
    6. 6. <ul><li>Social Recruiting Step By Step </li></ul><ul><li>HCI Presentation </li></ul>
    7. 7. Why Social? it’s people
    8. 8. Why Social? connecting Mother Father Coworker Best Friend Roommate Sister Brother Girlfriend Me
    9. 9. Why Social? and having conversations... even about work
    10. 10. Poll Question 1 <ul><li>Ideally, how would you like to use social networking? </li></ul><ul><li>A) For branding </li></ul><ul><li>B) To directly source job candidates </li></ul><ul><li>C) To build a talent community </li></ul><ul><li>D) All of the above </li></ul><ul><li>E) Other </li></ul>
    11. 11. Developing a Social Presence <ul><ul><li>How to get started? </li></ul></ul><ul><ul><ul><li>Outline Goals, Objectives, and Measures of Success </li></ul></ul></ul><ul><ul><ul><li>Choose the right partner </li></ul></ul></ul><ul><ul><ul><li>Develop a strategy (Phased approach work best) </li></ul></ul></ul><ul><ul><ul><li>Work out the kinks internally (Leadership buy-in is key) </li></ul></ul></ul><ul><ul><ul><li>Communicate and educate </li></ul></ul></ul><ul><ul><ul><li>Measure </li></ul></ul></ul>Getting started <ul><ul><ul><li>Outline Goals, Objectives, and Measures of Success </li></ul></ul></ul><ul><ul><ul><li>Choose the right partner </li></ul></ul></ul><ul><ul><ul><li>Develop a strategy (Phased approach work best) </li></ul></ul></ul><ul><ul><ul><li>Work out the kinks internally (Leadership buy-in is key) </li></ul></ul></ul><ul><ul><ul><li>Communicate and educate </li></ul></ul></ul><ul><ul><ul><li>Measure </li></ul></ul></ul>
    12. 12. <ul><ul><li>Break through the clutter </li></ul></ul><ul><ul><li>Personalized Experiences for Candidates through interaction </li></ul></ul><ul><ul><li>Showcase Culture through genuine experiences </li></ul></ul><ul><ul><li>Develop and Launch an Internal & External Marketing Plan </li></ul></ul>#1 our objectives
    13. 13. <ul><ul><li>Who has expertise? </li></ul></ul><ul><ul><li>Does your team have bandwidth? </li></ul></ul><ul><ul><li>Think about the entire lifecycle of the project </li></ul></ul><ul><ul><li>Resource both internal and external partners </li></ul></ul>#2 choose the right partner
    14. 14. #3
    15. 15. 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. our Social strategy
    16. 16. Poll Question 2 <ul><li>Who has a role in your social strategy? </li></ul><ul><li>A) Marketing/Corporate Communicaions </li></ul><ul><li>B) Recruiting </li></ul><ul><li>C) Employees </li></ul><ul><li>D) Hiring Managers </li></ul><ul><li>E) All of the Above </li></ul><ul><li>F) Other </li></ul>
    17. 17. Step #1 Building a Presence: Choose Areas of Focus 1,448% Year-Over-Year Growth in Users More Than 500 Million Active Users More Than 68 Million Active Users and A New User Every Second More Than 24 Hours of Video Uploaded Every Minute
    18. 18. Facebook <ul><li>Overall Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    19. 19. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    20. 20. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    21. 21. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    22. 22. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    23. 23. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    24. 24. Facebook <ul><li>Build It Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    25. 25. Facebook <ul><li>“ Get Employees Involved” Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    26. 26. Facebook <ul><li>“ Get Employees Involved” Strategy </li></ul><ul><li>Post Events (including photos) </li></ul><ul><li>Post Press Releases </li></ul><ul><li>Post Videos </li></ul><ul><li>Highlight our FREE CE/CME Program </li></ul><ul><li>Post Recruiter Landing Pages </li></ul><ul><li>Partner coordinating questions and managing content </li></ul><ul><li>Employees posting about their experiences </li></ul><ul><li>Recruiters & Managers responding to questions </li></ul>
    27. 27. <ul><li>Set a social policy - but keep it simple </li></ul><ul><li>Inform key groups - IT, Marketing, Executives </li></ul><ul><li>Get Leaders Involved </li></ul><ul><li>Set up procedures for responding to candidates and internal employees </li></ul>#4 work out the kinks internally
    28. 28. <ul><li>Develop a communication plan - both internal & external </li></ul><ul><li>Train your team members on Social </li></ul><ul><li>Train employees on Social - basic how to, guidelines, and what you want them to do </li></ul>#5 communicate & educate
    29. 29. 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
    30. 30. 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
    31. 31. Facebook - Match Game Added “Fun” to the Facebook page by developing the match game Scores can be tweeted or emailed to challenge others
    32. 32. Facebook - Colleague Referral Program
    33. 33. Facebook - Paid External Marketing Highly Targeted
    34. 34. Facebook - Cross Promotion Integrate the Facebook page in all other tactics. emails SEO Optimized Job site Landing pages
    35. 35. <ul><li>Set measures that are aligned with your objectives whenever possible </li></ul><ul><li>Look for incremental growth month on month </li></ul><ul><li>Run your own race - (forget about what others are doing and stick to the plan) </li></ul>#6 measure
    36. 36. <ul><li>Facebook </li></ul><ul><li>914 Fans </li></ul>Measuring Impact
    37. 37. Measuring Impact
    38. 38. Poll Question 3 <ul><li>What has prevented you from becoming more social? </li></ul><ul><li>A) Lack of systems/technology support (i.e. blocked access to sites) </li></ul><ul><li>B) Senior management doesn’t understand the value </li></ul><ul><li>C) We don’t have anyone on the team that knows how to do it </li></ul><ul><li>D) We don’t have the time/resources to do it well and so don’t do it at all </li></ul>
    39. 39. <ul><li>Social is not the magic bullet </li></ul><ul><li>Social is one part of a larger strategy </li></ul><ul><li>Social is always evolving so stay on top of it </li></ul><ul><li>Your employer brand experience is the “differentiator” </li></ul>Tips & Tricks
    40. 40. Thank You
    41. 41. Need assistance? Call Member Services (866) 538-1909 or email [email_address] Reactions or Comments? What is your key take away from this session? It’s your turn! Ask our expert… Need assistance? Call Member Services (866) 538-1909 or email [email_address] Nina Brody, Ph.D. Head of Talent Take Care Health http://www.linkedin.com/pub/dr-nina-brody/a/5aa/605 http://twitter.com/takecarejobs http://www.facebook.com/takecarecareers
    42. 42. Thank you! Please join us for the next webcast in this series on September 16, 2010 Stay Tuned…Another Webcast is starting in just a few minutes! Want More? Blogs, Networking, Groups & more at www.hci.org For Speaking, Sponsorship and Educational Opportunities, please call (866) 538-1909 or support@hci.org

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