Tips & Tricks for Creating A Long-Term Talent Network
1 in every 4.5 minutes online is spent on
22%
1 in every 4.5 minutes online is spent on
social media1
Internet traffic has...
30% use social media at least once a day30% use social media at least once a day
30%
40%
Active
10%
20%
Passive
0%
I do no...
Responses to real issues the company is facing Active
The company having fun with its fans
Contests and give‐aways
Respons...
• The candidate experience• The candidate experience
impacts the brand – beyond just
that personthat person
• Ask yourself...
Humanism
T tTrust
TransparencyTransparency
Authenticityy
Engagement
• 58% of users will stop following a Willingness to Engagep g
company if it acts irresponsibly
toward its members:
58% ill...
Listen &
Explore
Learn &
Participate
Create &
EngageExplore Participate Engage
US Companies Using Blogs for Marketing
39%
43%
25%
29%
34%
39%
16%
2007 2008 2009 2010 2011 2012
Source: eMarketer, Aug 20...
• Strengthen corporate brand influence• Strengthen corporate brand influence
• Improve brand awareness
• Deepen relationsh...
Jason’s
friends see
he liked the
page
Automatic
Post to
Friends’
Walls
Jason “likes” A
Company Page
Fact: average
Facebook...
17
• User/Profile/Account Name
• Logos and Photos
• Information
• Keywords & Phrases
• Humanism• Humanism
• Multimedia
• Communication: Create that
one-on-one bond
• Community: Bring people of
h d d t th d tshared needs together and get
them...
Participation is KeyParticipation is Key
• Listen first
• Get members to recognize other members
• Create contagions – all it takes is one person and one copycat
•...
Michelle Spellerberg
Sr. Director, Brand Management & Emerging Media
Email: michelle.spellerberg@personified.com
Twitter: ...
Building a Talent Community
Building a Talent Community
Building a Talent Community
Building a Talent Community
Building a Talent Community
Building a Talent Community
Building a Talent Community
Building a Talent Community
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Building a Talent Community

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Michelle Spellerberg, Senior Director of Emerging Media Solutions at CB, presented tips & tricks for creating a long-term talent network.

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Building a Talent Community

  1. 1. Tips & Tricks for Creating A Long-Term Talent Network
  2. 2. 1 in every 4.5 minutes online is spent on 22% 1 in every 4.5 minutes online is spent on social media1 Internet traffic has increased by 2/3 inInternet traffic has increased by 2/3 in one year266% 52 hrs U.S. Internet users spend an average of 13 hours online per week3 Social media users access networks via their mobile4, 51.8B *Sources: 1) NielsenWire, June 2010; 2) Cisco Cisco, Visual networking index: 2009-2014; 3) 2010 Personified Social Media Survey 4) Morgan Stanley Research 2009 5) ComScore Global 2010
  3. 3. 30% use social media at least once a day30% use social media at least once a day 30% 40% Active 10% 20% Passive 0% I do not use social media Very Rarely, Less than Rarely, Not often, but at Seldom, About once a week Frequently, Not every day, Very Frequently, At at all once a month least once a month or once every two weeks but more than once a week least every day, but sometimes more than d Source: 2010 Personified Social Media Survey of active and passive Job Seekers once a day
  4. 4. Responses to real issues the company is facing Active The company having fun with its fans Contests and give‐aways Responses to real issues the company is facing Active Passive Questions and answers Career advice 73% want to Photos of company events Company recognition or awards want to see jobs 0 0% 50 0% 100 0% 150 0% 200 0% New job opportunities Current employee experiences or testimonials 0.0% 50.0% 100.0% 150.0% 200.0% Source: 2010 Personified Social Media Survey
  5. 5. • The candidate experience• The candidate experience impacts the brand – beyond just that personthat person • Ask yourself: How can I help my candidates find the information VERSUS candidates find the information they seek about my company?
  6. 6. Humanism T tTrust TransparencyTransparency Authenticityy Engagement
  7. 7. • 58% of users will stop following a Willingness to Engagep g company if it acts irresponsibly toward its members: 58% ill t if th 86% g g g via New Media • 58% will stop if the company over-communicates with them • 53% if it provides irrelevant 78% 53% t p o des e e a t content • 36% for under-communicating 2009 2010 • 28% for censoring user- generated content 2009 Source: 2010 Cone Consumer New Media Study
  8. 8. Listen & Explore Learn & Participate Create & EngageExplore Participate Engage
  9. 9. US Companies Using Blogs for Marketing 39% 43% 25% 29% 34% 39% 16% 2007 2008 2009 2010 2011 2012 Source: eMarketer, Aug 2010
  10. 10. • Strengthen corporate brand influence• Strengthen corporate brand influence • Improve brand awareness • Deepen relationships with talent – active and passivep p p job seekers • Strengthen credibility • Drive candidates to apply • Improve positive brand sentiment Create brand advocates• Create brand advocates Build a talent communityBuild a talent community
  11. 11. Jason’s friends see he liked the page Automatic Post to Friends’ Walls Jason “likes” A Company Page Fact: average Facebook user has 150 f i d hfriends on the site Source: Facebook Jason’s 150 Friends see the post and could like the Company page, too Thousands of friends see the post and could become fans
  12. 12. 17
  13. 13. • User/Profile/Account Name • Logos and Photos • Information • Keywords & Phrases • Humanism• Humanism • Multimedia
  14. 14. • Communication: Create that one-on-one bond • Community: Bring people of h d d t th d tshared needs together and get them talking • Recognition: Demonstrateecog t o e o st ate commitment to the relationship R d S f d b l• Reward: Soft and subtle ways Key: Build long-term relationshipsKey: Build long term relationships
  15. 15. Participation is KeyParticipation is Key
  16. 16. • Listen first • Get members to recognize other members • Create contagions – all it takes is one person and one copycat • Give virtual goods• Give virtual goods • Commit to being useful • Don’t discount the lurkers C• Create earned media • Think about word of mouth from the functional instead of emotional • Set up responses guidelines and answers to critical issues up front • Be innovative, be fun • Integrate with all recruitment marketing materials • Go mobile - and go fastGo mobile and go fast
  17. 17. Michelle Spellerberg Sr. Director, Brand Management & Emerging Media Email: michelle.spellerberg@personified.com Twitter: @mspellerberg or @cb socialTwitter: @mspellerberg or @cb_social LinkedIn: www.linkedin.com/in/michellespellerberg

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