WORKSHOP STRATEGIES
• Discuss what is social media
• Why do you need social media in recruiting
• Choose the sites that wo...
3
WHAT IS SOCIAL MEDIA?
4
Viral word of mouth marketing
Social media gives the business owner the chance to
harness the power of word of mouth t...
5
BACKGROUND AND HISTORY
6
www.mywbs.com www.friendster.com www.myspace.com www.facebook.com
1999 2002 2003 2004
SOCIAL MEDIA TIMELINE
7
HOW DOES IT WORK?
8
Facebook
Twitter
YouTube
Blogs
LinkedIn
MOST POPULAR SITES
9
WHO MAINTAINS
COST SECURITY
VALUE
REPORTING
NEGATIVE FEEDBACK
WHY…WHY….WHY
RECRUITMENT CONCERNS
10
•Stability
•Integrity
•Benefits
•Workplace Environment
What do Candidates Look for in a Company?
11
ADVANTAGES
12
GROWING MEDIUM WHERE CANDIDATES
ARE LOCATED
13
1.Share your company environment.
2.More details than ads or postings allow.
3. Candidates can self-screen.
SAVE RECRUI...
14
Value of Influencers
Trust: 83% of people look to an opinion of a
friend or acquaintance as a trust factor
BUILD RELATI...
15
ANOTHER TOOL TO USE WITH YOUR
CURRENT STRATEGY
16
SOCIAL MEDIA FACTS
17
FACEBOOK
More than 500 million active users
50% of our active users log on to Facebook in any given day
Average user ha...
18
Couresty iof facebook.com
You Might Be Surprised Who’s On Facebook!
19
HOW RECRUITERS ARE USING IT
20
21
22
23
24
105,779,710 registered users
* 600 million searches per day
* 300,000 new users per day
* 180 million unique visitors p...
25
LOOK WHO IS USING TWITTER
26
HOW RECRUITERS ARE USING IT
27
28
29
Latest LinkedIn Facts
LinkedIn has over 80 million members in over 200 countries.
A new member joins LinkedIn approxima...
30
Courtesy hubspot
LOOK WHO IS ON LINKED IN
31
HOW RECRUITERS ARE USING IT
32
33
Traffic and Stats
People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of
videos d...
34
LOOK WHO IS ON YOUTUBE
35
HOW RECRUITERS ARE USING IT
36
37
BLOGGING
Courtesy mashable
38
HOW RECRUITERS ARE USING IT
39
40
PLAN YOUR STRATEGY
41
•Does your company have anything in place?
EVALUATE YOUR ORGANIZATION
42
•Why Marketing NEEDS HR at the Table
•How to Start Conversation With Your CEO?
WHERE DOES HR FIT IN THE PUZZLE
43
WHO WILL CONTROL IT?
HR Marketing Both
44
•Responding to Posts in a Timely Manner
•Censorship?
•What are Appropriate Comments?
MAINTENANCE
45
Maintaining
KEEP UP OR TAKE DOWN?
46
47
48
Its Better to Have Nothing Rather Than Have it Done Poorly
PROTECTING YOUR BRAND
49
CHANGE HOW YOU VIEW RETURN ON
INVESTMENT
50
The duration of time spent either in conversation or interacting
with social objects, and in turn, what transpired that...
51
The metric tied to measuring and valuing the time spent
participating in social media through conversations or the
crea...
52
Similar to participation, marketers explored touch points
for documenting states of interaction and tied metrics and
po...
53
In the attention economy, we assess the means to seize attention,
hold it and measure the response.
RETURN ON ATTENTION
54
A variant on measuring customer loyalty and the likelihood for
referrals, a trust barometer establishes the state of tr...
55
HOW DOES IT FIT AND BE USED
TRANSLATION:
HOW IS EVERYONE ELSE USING IT?
56
CASE STUDIES
57
Ernst and Young
Goal: lower barrier to entry for candidates.
Campaign: Branded Facebook page where candida...
• Created Blue Shirt Nation.
• 25,000 of company’s 160,000 employees were members of Blue Shirt Nation.
• Turnover among t...
REPORTING
IMMEDIATE FEEDBACK
Other forms of advertising can’t offer as many ways to track.
Ex. Billboards offer traffic counts but n...
WHIMPORTANTU
Reporting can be limited on some sites. Need to determine what you consider
successful and then structure you...
EXAMPLES
Are you looking for the most member or followers?
Are you looking for specific candidates?
Has this reduced turno...
BE PATIENT
Certain goals will take longer for you to get results
and also to tabulate results.
64
USE YOUR WEBSITE
All websites have analytics.
Make friends with your webmaster
Review reports to see traffic coming to
...
65
REPORTING WHEN THERE ARE NO REPORTS
BLOGS
Track visitors and how they respond to the content of the blog.
TWITTER/FACEB...
SECURITY
68
EMPLOYEE ACCESS TO ONLINE TOOLS
EMPLOYEE ACCESS TO ONLINE TOOLS
Issue: Many companies block their employees from using sites like
YouTube, Facebook, and W...
EMPLOYEE ACCESS TO ONLINE TOOLS
1.Security: IT security specialists raise concerns that these high traffic sites pose
a gr...
EMPLOYEE ACCESS TO ONLINE TOOLS
2. Employees will waste time: this is the same argument that has been used to
say employee...
EMPLOYEE ACCESS TO ONLINE TOOLS
3. Bandwidth: this is a legitimate concern for sites such as YouTube that
consume consider...
73
NEXT STEPS
Review Goals, Objectives & Budget
Educate yourself on the sites you feel would work
best.
Develop Tactics...
74
FUTURE OF SOCIAL OPTIONS
Mobile Messaging
Retargeting
Social Media Monitoring
Alex Smith
Account Representative Philly.com
215-622-6670
asmith@philly.com
Sandy Miller
Director of New Business Developm...
Philly.com5
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Transcript of "Philly.com5"

  1. 1. WORKSHOP STRATEGIES • Discuss what is social media • Why do you need social media in recruiting • Choose the sites that work best for your organization. • Create a program that is customized to your organizational goals and brand. • Design a program to reach and educate your candidates • Implement the programs and gain a greater understanding of what is involved in site maintenance. 2
  2. 2. 3 WHAT IS SOCIAL MEDIA?
  3. 3. 4 Viral word of mouth marketing Social media gives the business owner the chance to harness the power of word of mouth to build their business, grow their brand and extend their reach WHAT IS SOCIAL MEDIA?
  4. 4. 5 BACKGROUND AND HISTORY
  5. 5. 6 www.mywbs.com www.friendster.com www.myspace.com www.facebook.com 1999 2002 2003 2004 SOCIAL MEDIA TIMELINE
  6. 6. 7 HOW DOES IT WORK?
  7. 7. 8 Facebook Twitter YouTube Blogs LinkedIn MOST POPULAR SITES
  8. 8. 9 WHO MAINTAINS COST SECURITY VALUE REPORTING NEGATIVE FEEDBACK WHY…WHY….WHY RECRUITMENT CONCERNS
  9. 9. 10 •Stability •Integrity •Benefits •Workplace Environment What do Candidates Look for in a Company?
  10. 10. 11 ADVANTAGES
  11. 11. 12 GROWING MEDIUM WHERE CANDIDATES ARE LOCATED
  12. 12. 13 1.Share your company environment. 2.More details than ads or postings allow. 3. Candidates can self-screen. SAVE RECRUITERS TIME :
  13. 13. 14 Value of Influencers Trust: 83% of people look to an opinion of a friend or acquaintance as a trust factor BUILD RELATIONSHIPS
  14. 14. 15 ANOTHER TOOL TO USE WITH YOUR CURRENT STRATEGY
  15. 15. 16 SOCIAL MEDIA FACTS
  16. 16. 17 FACEBOOK More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Courtesy of Facebook
  17. 17. 18 Couresty iof facebook.com You Might Be Surprised Who’s On Facebook!
  18. 18. 19 HOW RECRUITERS ARE USING IT
  19. 19. 20
  20. 20. 21
  21. 21. 22
  22. 22. 23
  23. 23. 24 105,779,710 registered users * 600 million searches per day * 300,000 new users per day * 180 million unique visitors per month * 37 percent of active users use Twitter on their phones * 75 percent of traffic comes from outside Twitter.com TWITTER Courtesy of twitter
  24. 24. 25 LOOK WHO IS USING TWITTER
  25. 25. 26 HOW RECRUITERS ARE USING IT
  26. 26. 27
  27. 27. 28
  28. 28. 29 Latest LinkedIn Facts LinkedIn has over 80 million members in over 200 countries. A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members. LINKEDIN Courtesy of LinkedIn
  29. 29. 30 Courtesy hubspot LOOK WHO IS ON LINKED IN
  30. 30. 31 HOW RECRUITERS ARE USING IT
  31. 31. 32
  32. 32. 33 Traffic and Stats People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube. Demographics Our user base is broad in age range, 18-55, evenly divided between males and females, and spanning all geographies. Fifty-one percent of our users go to YouTube weekly or more often, and 52 percent of 18-34 year-olds share videos often with friends and colleagues. With such a large and diverse user base, YouTube offers something for everyone. YOUTUBE Courtesy of YouTube
  33. 33. 34 LOOK WHO IS ON YOUTUBE
  34. 34. 35 HOW RECRUITERS ARE USING IT
  35. 35. 36
  36. 36. 37 BLOGGING Courtesy mashable
  37. 37. 38 HOW RECRUITERS ARE USING IT
  38. 38. 39
  39. 39. 40 PLAN YOUR STRATEGY
  40. 40. 41 •Does your company have anything in place? EVALUATE YOUR ORGANIZATION
  41. 41. 42 •Why Marketing NEEDS HR at the Table •How to Start Conversation With Your CEO? WHERE DOES HR FIT IN THE PUZZLE
  42. 42. 43 WHO WILL CONTROL IT? HR Marketing Both
  43. 43. 44 •Responding to Posts in a Timely Manner •Censorship? •What are Appropriate Comments? MAINTENANCE
  44. 44. 45 Maintaining KEEP UP OR TAKE DOWN?
  45. 45. 46
  46. 46. 47
  47. 47. 48 Its Better to Have Nothing Rather Than Have it Done Poorly PROTECTING YOUR BRAND
  48. 48. 49 CHANGE HOW YOU VIEW RETURN ON INVESTMENT
  49. 49. 50 The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement. RETURN ON ENGAGEMENT
  50. 50. 51 The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects. RETURN ON PARTICIPATION
  51. 51. 52 Similar to participation, marketers explored touch points for documenting states of interaction and tied metrics and potential return of each. RETURN ON INVOLVEMENT
  52. 52. 53 In the attention economy, we assess the means to seize attention, hold it and measure the response. RETURN ON ATTENTION
  53. 53. 54 A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business RETURN ON TRUST
  54. 54. 55 HOW DOES IT FIT AND BE USED
  55. 55. TRANSLATION: HOW IS EVERYONE ELSE USING IT? 56
  56. 56. CASE STUDIES 57 Ernst and Young Goal: lower barrier to entry for candidates. Campaign: Branded Facebook page where candidates can publicly ask questions. The mulit-media aspect Makes it appealing for younger candidates. They also recognize the over 55 demographic is fasting rising on Facebook.
  57. 57. • Created Blue Shirt Nation. • 25,000 of company’s 160,000 employees were members of Blue Shirt Nation. • Turnover among those members was 8-12%, much lower than the 50% turnover among Best Buy’s ‘most youthful’ employees. • No dollar figure has been quoted, but it’s obvious that the site’s members are more likely to stay with the company, and this again, saves on recruiting costs. 58 CASE STUDIES Best Buy
  58. 58. REPORTING
  59. 59. IMMEDIATE FEEDBACK Other forms of advertising can’t offer as many ways to track. Ex. Billboards offer traffic counts but no way to see if someone found you from this site. Print, radio and television can give demographics and readers/listeners/viewers but no immediate way to tell you if traffic was driven to you through these mediums.
  60. 60. WHIMPORTANTU Reporting can be limited on some sites. Need to determine what you consider successful and then structure your social sites to give you your results.
  61. 61. EXAMPLES Are you looking for the most member or followers? Are you looking for specific candidates? Has this reduced turnover? Has it helped with cost per hire? Each organization will have different criteria based on what they are trying to accomplish. Consider carefully what works for you.
  62. 62. BE PATIENT Certain goals will take longer for you to get results and also to tabulate results.
  63. 63. 64 USE YOUR WEBSITE All websites have analytics. Make friends with your webmaster Review reports to see traffic coming to your site from your social sites.
  64. 64. 65 REPORTING WHEN THERE ARE NO REPORTS BLOGS Track visitors and how they respond to the content of the blog. TWITTER/FACEBOOK Keep a tally of questions answered and positive exchanges on the sites. Do the percentages change over time? When you code jobs so you can see how many people responded. You can also use landing pages to track traffic and where it came from for more information on behaviors and conversions. Talk to your webmaster for reports on how much traffic your websites are receiving from social media.
  65. 65. SECURITY
  66. 66. 68 EMPLOYEE ACCESS TO ONLINE TOOLS
  67. 67. EMPLOYEE ACCESS TO ONLINE TOOLS Issue: Many companies block their employees from using sites like YouTube, Facebook, and Wikipedia.
  68. 68. EMPLOYEE ACCESS TO ONLINE TOOLS 1.Security: IT security specialists raise concerns that these high traffic sites pose a greater risk for malware and spyware. However, businesses can implement security measures to mitigate these risks, just as they do for other high traffic sites such as Google and Yahoo.
  69. 69. EMPLOYEE ACCESS TO ONLINE TOOLS 2. Employees will waste time: this is the same argument that has been used to say employees shouldn’t have access to phones, email, etc. It’s not unique to Web 2.0. It should be addressed by managers as a management issue, not a technology problem.
  70. 70. EMPLOYEE ACCESS TO ONLINE TOOLS 3. Bandwidth: this is a legitimate concern for sites such as YouTube that consume considerable bandwidth. However, you budget for this, as they do for other infrastructure needs. If opening all computers to all sites is an issue, than at least provide access to staff that need to understand and use these tools to communicate with the public.
  71. 71. 73 NEXT STEPS Review Goals, Objectives & Budget Educate yourself on the sites you feel would work best. Develop Tactics Initiate plan Review, evaluate modify Present plan to management
  72. 72. 74 FUTURE OF SOCIAL OPTIONS Mobile Messaging Retargeting Social Media Monitoring
  73. 73. Alex Smith Account Representative Philly.com 215-622-6670 asmith@philly.com Sandy Miller Director of New Business Development 215-794-3285 smiller@successcomgroup.com Mike Gatta Vice President Success Communications 1-856-795-7391 mgatta@successcomgroup.com 75 FOR MORE INFORMATION CONTACT
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