Building an Employer BrandSource: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries
Social Media on the Rise o 92% of Employers Are Using (or plan to use) social media to recruit.* o 73% successfully hired a candidate introduced through social media. o LinkedIn dominates platform use, but Facebook and Twitter is increasing.*According to 2012 Jobvite Social Recruiting Survey.
Reach vs. Engagement Reach: Those who are familiar with you as an employer. • Viewing employee profiles • Connecting with your employees Engagement: Those who are interested in a position with your company. • Researching company and career pages • Following your company • Viewing jobs and applying
Tips for Building Employer Brand Establish clear employer Employees are the best values advocates for your brand Proactively communicate this to Your people are networking with drive engagement with talent like minded people; engage them Build a strong talent Create a careers presence community in Social Media Build strong, ongoing relationships Highlight career opportunities and with interested talent socialize with followers
Choosing Networkso Do an audit. Look for online conversation about your company as an employer. Search on sites like Glassdoor where employees post anonymous reviews.o Build a presence on the platforms that make the most sense for you as an employer.o Who is your target audience? Who are you looking to hire?o Who do you compete with for talent?o Research networks so your posts are relevant to users.
Questions to Ask Before Beginning 1) What do I want to accomplish through social media? 2) How much am I able to spend? 3) Who will execute the social media strategy? 4) Which platforms are best for my business? 5) How do I know if my efforts are working?
Organize Contento Content Calendarso Schedule Postso Tools like Facebook, Tweetdeck, Buffer allow you to schedule posts.o Drive traffic to and from each platform to grow engagement.
Vocus Marketing Suite Vocus has created a new tool that helps you manage your social media with an integrated approach to cloud marketing software. If you would like more information, check out www.vocus.com.
Blogo Published at least twice a week.o The Vocus Careers Blog will be an informational resource of posts related to the employee experience at Vocus for current and prospective employees of the company to help them through the job search process and to make the most of their experience as a hire.o The blog will reinforce the Vocus employee brand image as unique, accessible and credible and will also establish the Vocus recruiting departments expertise in the areas of corporate recruitment.
Word of Mouth•Drive traffic back to our site and our social platforms through Word-Of-Mouth Messaging.•Post comments on relevant blog posts about job searching or career advice onHuffington Post, Recruiter.com, Blogging 4 Jobs, Inc., Harvard Business Review, Monster,CareerBuilder. Google search Blogs for relevant posts. Other ways to promote our Blog: •Email Signature •Facebook posts •Tweets or RTs •LinkedIn Profile
Recruitment Team Ideaso Monthly Brainstorm Sessions • Discuss Recruiting Trends • Relevant Ideas • Guest posts • Referrals for Featured Employees
Socialize Your Career Websiteo Blog! Don’t just blog about your product. Every once in a while, blog about what it’s like to work at your company.o Adding Social plug-ins to your website makes it easier for talent to engage with your brand.
Facebook o Cover Photo o Profile Picture o Applications: • Job Application • Blog • Videos • Social Media
Twitter Tweet: The result of posting to Twitter RT/MT: The result of reposting someone else’s tweet; helps build and exchange social capital (MT is for “modified tweet”) @ Message: A response or a message to a specific handle; helps build credibility and following. You can also use this to credit someone with information you’re sharing DM: Direct Message, can send only to those following you Hashtag: The # sign is used to denote a major topic (like tagging / categorizing on a blog); helpful in promoting and searching Schedule posts, share often and interact to increase followers. VMS can help with follower/following.
Tweet Chats@VocusCareers attempts to participate in close to 25 career-related tweet chats a month.• Tweet chats can help increase followers, reach and engagement.• Followers: Tweet chats can help you get your handle seen by people who normally aren’t looking for you.• Reach: Your chances of being retweeted are increased when you offer great insight to the topic. People retweet and share you original message with their own followers.• Engagement: We use “engagement” in social media to refer to activity and interaction with followers. When you put out a question and get responses, you are engaging your audience.
Complete Twitter Profiles•https://twitter.com/settings/account•Include an avatar•Mention @VocusCareers•Include links in your bio information •www.facebook.com/vocuscareers •www.whyworkatvocus.com/opportunities
Pinteresto Online pin board where users organize and share things they enjoy.o Tell the story of your employer brand visually, build your community, direct users to your jobs or other content. Search through the platform for trending content in recruiting or specific industry.o Integrations are available for view on Facebook page.o Can be linked to other social platforms.
Instagram• Boasts 100+ million users.• Tells your story with an image.•Photos uploaded via mobile phone.• Integrations are available for view on Facebook page.• Can be linked to other social platforms.• Useful to share promote across platforms.
Video Sharingo “Job postings with a video icon are 12% more likely to be viewed and 35% more likely to get applied to.” –HireRabbit Infographico Showcase culture: show candidates what it’s like to work at your company.o Share employee testimonials about their experiences. Employees are your best brand advocates. (YouTube, Vocus Careers) (YouTube, Millennial Chat)
Video SharingOrganize video content into playlists. The videos can add value to a job seeker who isinterested in learning more about your company. (YouTube, Accenture US Careers)
Resultso You can track results using insights from individual platforms or using a dashboard such as VMS.o Monitor competitors for analysis. Doing so can give you ideas for where you might need to have a presence.o Monitor discussion about your employer brand. (NBC 4) (Glassdoor) (ABC 7)