This document summarizes a webinar on using social media to boost your brand. The webinar featured speakers Audra Knight and James Ellis and covered best practices for using platforms like Facebook, LinkedIn, Twitter, and Instagram to attract talent. It provided tips on creating video content, using hashtags and images, scheduling posts, and measuring results. The goal is to engage with candidates across all stages of the hiring funnel from awareness to advocacy.

1. Using Social Media to Boost
your Brand
Audra Knight James Ellis
With: Moderated by:
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Download Free here:
https://hubs.ly/H08SRkS0
The Employer Brand
Audit

3. About the Series
6 Education-packed sessions

4. About Audra Knight
Recruitment Operations Manager, Tenable
Audra Knight is a brand boundary breaker and serves as the Manager of Recruitment Operations at cybersecurity
leader Tenable. She creates and supports their global talent acquisition strategy to include process improvement and
employment brand management. Her innovation and successes in marketing practices, while leveraging tech tools to
attract rare talent, has given her sought-after subject matter expertise. She has spoken at Social Recruiting Strategies
Conference, recruitDC, and Universum Employer Branding conference, among others. Additionally, she co-hosts The
#SocialRecruiting Show, prolifically tweets and blogs actionable industry-specific content, supports #HROS - and plays
bass in a rock band.
About James Ellis
Senior Manager, Employer Branding at Groupon, Host of The Talent Cast (thetalentcast.com), @TheWarforTalent.
James Ellis runs The Talent Cast podcast (found on iTunes, Google Play and wherever you get your podcasts) where
he can be found doing deep dives into all things employer brand and recruitment marketing. He has years of
experience helping companies of every size get smarter about their inbound recruiting to find and attract the best
talent. He is currently a Senior Manager at Groupon responsible for the global employer brand and its activation
across all digital channels.

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Social Media Recruitment

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
My Story

7. 6
Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
My Story

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Facebook Pages
• Personal Pages (Recruiters, Hiring Managers)
• Corporate Business Page
• Careers Business Page
• Facebook Groups (Create & Join)

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
NEW Facebook Video Header

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Boosting Posts

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Facebook Ad Targeting

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Inbound Recruitment Funnel
Awareness
Preference
Apply
Loyalty
Employee
Advocates

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Candidate Journeys

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
50% of your content
should be video in 2017
-Brian Halligan, Hubspot

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Video Stats
• 1200% more shares than text/images combined
• 95% retention over 10% for text
• Facebook will be ALL video in 5 years

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Tenable Results - Video vs. Image Posts

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Facebook Videos
TIP: Upload natively
to Facebook
(and YouTube)

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Videos on a Budget

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Facebook Live Video

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
NEW Facebook Job Postings

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Facebook: Lessons from James

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
LinkedIn: Hiring Managers!

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
LinkedIn: Content

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
LinkedIn: Lessons from @TheWarForTalent

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Instagram

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Twitter Pages
Page Type Example Goal
Personal Page @media2knight Engage & Personal Branding
Corporate Page @TenableSecurity
Attract & Engage- customers & job
seekers
Careers Page @TenableCareers Attract & Engage- job seekers
Jobs Page @CVShealthjobs Search engine optimization

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Company Twitter Pages

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Personal Twitter Pages
TIP:
Pin a Tweet!

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Optimize your Tweets
Tag up to 10 relevant
handles (recruiters,
event pages)
1-3 hashtags to reach
non-followers
Contains a photo or video
(no stock imagery!)

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Which hashtags?

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Twitter: Events
TIP: Raffle an item!

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Twitter Widget

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Twitter Lessons from @TheWarForTalent

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Repurpose your Content!

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Recruitment Content Library

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Curating Content

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Using Social Media to Boost Your Brand
With Audra Knight @Media2Knight
Post Scheduling

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Q&A
Recruitment Operations Manager, Tenable
Linkedin page: /AudraKnight
Twitter ID: @Media2Knight
Website: www.AudraKnight.com
Senior Manager, Employer Branding at
Groupon, Host of The Talent Cast
The TalentCast Podcast:
TheTalentCast.com
Twitter ID: @TheWarForTalent
Website: JamesEllis.us
Audra Knight
With:
James Ellis
Moderated by:

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Don't Miss the Next Session!
https://www.recruitingbrief.com/webinar-series/employer-branding/
https://www.humanresourcestoday.com/webinar-series/employer-branding/