WORKSHOP STRATEGIES• 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
MOST POPULAR SITES Facebook Twitter YouTube Blogs LinkedIn 3
ANOTHER TOOL TO USE WITH YOUR CURRENT STRATEGY 5
SAVE RECRUITERS TIME :1. Share your company environment.2. More details than ads or postings allow.3. Candidates can self-screen. 6
BUILD RELATIONSHIPS Value of InfluencersTrust: 83% of people look to an opinion of a friend or acquaintance as a trust factor 7
POSSIBLE GOALShire great people••hire great people very quickly•hire great people quickly while spending less•have strong employment brand awareness•provide great customer service to applicants 8
What do Candidates Look for in a Company?•Stability•Integrity•Benefits•Workplace Environment 9
MORE FACTS57% of job seekers expect a company to interact withfans & followers•Both active & passive job seekers say they use acompany’s social media page to apply to jobs posted,ask and get answers questions and get information –notthe company’s websiteSOURCE http://www.scribd.com/doc/34282554/Social-Media-Infographic-Job-Seeker-Perceptions-and-ExpectationsCareer builder survey 2010 10
More Facebook OptionsCreate ads on Facebook to drive traffic to your companyFacebook pageAds are geo targeted and you can put in behavioralinformation 17
TWITTER105,779,710 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 Courtesy of twitter 18
LINKEDINLatest LinkedIn FactsLinkedIn has over 80 million members in over 200 countries.A new member joins LinkedIn approximately every second, and about half of ourmembers are outside the U.S.Executives from all Fortune 500 companies are LinkedIn members. Courtesy of LinkedIn 21
LinkedIn OptionsLinkedIn has free and paid optionsFree:Free to joinFree to connect to those you meetUse this to build your networkFree to network among contactsUse your network to promote jobs and to get feedback. 22
LinkedIn Paid OptionsCustom Company Pages:Develop your employer brand and deliver your relevantmessageYour profile lets you display contentCustomizable modules include recruiter profiles,employee spotlight, polls, videos and more 26
More Paid FeatureResume search license abilityJob posting packagesLinkedIn ads similar to Facebook that are geo-targeted andbehavioralInMail campaigns 28
YOUTUBETraffic and StatsPeople are watching 2 billion videos a day on YouTube and uploading hundreds of thousands ofvideos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.DemographicsOur user base is broad in age range, 18-55, evenly divided between males and females, andspanning 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 alarge and diverse user base, YouTube offers something for everyone. Courtesy of YouTube 29
PROTECTING YOUR BRANDIts Better to Have Nothing Rather Than Have it Done Poorly 40
CHANGE HOW YOU VIEW RETURN ON INVESTMENTReturn on AttentionReturn on EngagementReturn on InvolvementReturn on Trust 41
CASE STUDIESErnst and YoungGoal: lower barrier to entry for candidates.Campaign: Branded Facebook page where candidates can publicly askquestions. The mulit-media aspectMakes it appealing for younger candidates.They also recognize the over 55 demographic is fasting rising on Facebook. 42
CASE STUDIESBest Buy• 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. 43
IMMEDIATE FEEDBACKOther forms of advertising can’t offer as many ways to track.Ex. Billboards offer traffic counts but no way to see if someone foundyou from this site.Print, radio and television can give demographics andreaders/listeners/viewers but no immediate way to tell you if traffic wasdriven to you through these mediums.
WHIMPORTANTUReporting can be limited on some sites. Need to determine what you considersuccessful and then structure your social sites to give you your results.
EXAMPLESEach organization will have different criteria based on what they aretrying to accomplish. Consider carefully what works for you. 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?
BE PATIENTCertain goals will take longer for you to get results and also to tabulate results.
USE YOUR WEBSITE Make friends with your webmaster All websites have analytics.Review reports to see traffic coming to your site from your social sites. 49
Measurement Tools to TryGoogle analyticsbit.lyor budurlfacebookpage insightstwittercounter.comtwitalyzer.comklout.comretweetist.comsocialmention.comzoomerang.com (qual) 50
REPORTING WHEN THERE ARE NO REPORTSBLOGSTrack visitors and how they respond to the content of the blog.TWITTER/FACEBOOKKeep a tally of questions answered and positive exchanges on the sites. Do the percentageschange over time?When you code jobs so you can see how many people responded. You can also use landingpages 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 socialmedia. 51
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 53
FUTURE OF SOCIAL OPTIONS Mobile Messaging Retargeting Social Media Monitoring 54
Resources to Learn More • “Here Comes Everybody” – Clay Shirky • “Open Leadership” – Charlen Li • “Tactical Transparency”: How Leaders Can Leverage Social Media and Build Their Brand - John C Haven • “Engage!” Brian Solis and Ashton Kutcher • “Grown up Digital” – Don Tapscott • “33 Million People in a Room”– Juliette Powell 55
FOR MORE INFORMATION CONTACT Sandy Miller Director of New Business Development 215-794-3285 email@example.com 56