Whitepaper: I Want You to Want Me


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Our whitepaper, published November 2010, is based on a recent job seeker survey. Along with the findings, we present how job seekers perceive companies participating (and not participating) in social media.

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Whitepaper: I Want You to Want Me

  1. 1. I WANT YOU TO WANT MEAttracting Better Candidates Through Social Media
  2. 2. As the use of social media continues to grow at breakneck speed, there is an immediate need for companies to utilize the tools to build brand awareness and recruit the talent of today and tomorrow. Though platforms like Facebook andTwitter may have seemed like fads for teens and college students at the start, these resources are now utilized across all demographics ­— and it appears they’re here to stay. In fact, recent statistics from marketing research company comScore show that Facebook, after surpassing Google in August 2010, has become the Internet’s most-visited site. Through these open communication platforms, individuals are quickly sharing information that’s been integrated into real-time search engine results with their networks, extending the content’s reach to a larger online audience. And while only a small percentage of online users are referred to as “hyper-contributors” (those who post content frequently), the overwhelming majority of people are consuming this user-generated content, thereby increasing its impact. Using social media to initiate conversations and foster deeper relationships is a culture shift so powerful that leading brands cannot ignore its immense recruitment opportunities. CareerBuilder recently surveyed 2,586 active and passive job seekers ranging from ages 18 to 65 to understand how individuals are influenced by information on social media sites and what organizations can do to leverage social media for employment purposes. The survey, Job Seekers’ Perceptions of Social Media 2010, found that more than 60 percent of job seekers research a company before applying to a position. As many as 50 percent of those job seekers use 64% research a company before applying to a job social media more than once a week, companies have a huge opportunity to attract a new pool of interested and qualified applicants. In addition, the survey revealed that 54 percent of active and passive job seekers are more likely to apply for a job at a company after following it through social media. It’s clear that companies using online platforms to execute their branding and recruitment marketing initiatives have a greater chance to connect with candidates and enhance their recruitment strategies. Companies new to social media must listen to what’s being said about them and use those findings to get involved in the conversations, continue to build a community around their brand, and, finally, strategically amplify their recruitment efforts through social media. Listen Companies can uncover their employment reputation as employers by following the user-generated content and conversations, or “online buzz,” surrounding their company 2 CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media CareerBuilder’s Job Seekers’ Perceptions of Social Media 2010 survey data 48% of users use social media more than once a week CareerBuilder’s Job Seekers’ Perceptions of Social Media 2010 survey data
  3. 3. Why is this content worth listening to? In today’s age, people generally place more value in the opinions and experiences of others, deeming them more authentic and trustworthy. In fact, the Job Seekers’ Perceptions of Social Media 2010 study revealed that 59 percent of job seekers agree that, in forming their opinions about a company, what is said by others is more important than what the company says about itself. Fifty-three percent of job seekers also agree they are more likely to believe posts and comments made about a company (e.g., blogs, wall posts, and customer reviews) rather than what is said on the company’s corporate website. A company, then, that restricts its online employment brand solely to user-generated content may put itself at risk for further brand degradation. A company must proactively protect its brand, since as messages reach more people and the body of content grows, a company’s ability to respond to and on social media platforms. Though it may seem scary to think about, the reality is that these conversations are taking place regardless of whether a company chooses to engage in them. For instance, even though Cardinal Health, a Fortune 500 company, may not have an official presence on any social media site 1 , the company is still being discussed online.When a general keyword search of “Cardinal Health” is conducted on Social Mention 2 , a stream of positive, negative, and neutral sentiment posts is revealed. By not having an online presence, a company misses out on the opportunity to engage and respond. 512 mentions about “cardinal health” 10% strength 2 minutes avg. per mention last mention 3 hours ago 211 unique authors 4 retweets 34% passion 17% reach 3:1 sentiment Inordertotrulyuncoverusers’perceptions of a company, it is necessary to identify where these conversations are happening, listen to them, and analyze the findings. A company may strive to promote specific initiatives and values, and by analyzing its online buzz, the company can find out if those initiatives and values are reflected in the perceptions of past, current, and prospective employees. Companies may be surprised to find there are mixed views about them. For example, executives might believe their initiatives are effective, but employees may feel very differently. In recognizing such a disconnect, a company can enhance its initiatives and bring forth a more effective way of promoting those tactics and values. 1 Cardinal Health has a Facebook Community page (http://www.facebook. com/#!/pages/Cardinal-Hea lth/109556449069756?ref= search) with more than 300 fans. Community pages are Facebook-generated and include a stream of mentions that occur within the site. Such an existence further proves that conversations are taking place without a company’s active participation. 2 Social Mention (http:// socialmention.com/) is a tool used to search and analyze user-generated content from more than 100 social media outlets. 3CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media CareerBuilder’s Job Seekers’ Perceptions of Social Media 2010 survey data 54% of active and passive job seekers are more likely to apply for a job at a company after becoming a fan or following the company on social media
  4. 4. influence the message diminishes. Take, for example, the above post, which puts Cardinal Health in a negative light. Without having its own social media presence, Cardinal Health is unable to ask Kristi why she blames the company for her headache — or even defend itself in the first place. Furthermore, the viral effect of social media comes into play here, as Kristi’s entire online network receives the update; one friend even “Liked” the post. Keeping the viral effect in mind, such perceptions created through social media have the power to ultimately persuade or dissuade candidates from even considering the company as an employer of choice. In order to shift perception, broaden awareness and drive applications, a company must engage in those conversations using the same channels that its audience uses. By doing this, a company can foster a relationship over a longer period of time than that of just a single Web visit. Build While launching a basic social media presence is relatively easy, it takes time and dedication to properly and effectively manage the accounts — especially for companies that want to expand virally. First and foremost, companies must be willing to promote their presence internally to employees at all levels — particularly at the leadership level — as well as externally to the general population. Getting current employees excited and involved with this initial process is vital, as their enthusiasm can help drive friends, family, job seekers, and other brand enthusiasts to the page. For instance, when current employees begin to follow their company’s presence, features of the social websites announce it to their online network. Given the viral nature of social media sites as well as their real-time search engine results, such an occurrence is likely to drive more people to that company’s page. When visiting a company’s social media site, job seekers expect more than just a repurposed website. For starters, nearly 60 percent expect the company to interact with its followers. In developing a social media presence, that interaction is key; it gives individuals a closer look at the organization as a whole and may help them determine whether they would like to work for the company. When interacting with a company on social media sites, 74 percent of active and passive job seekers are interested in seeing new job opportunities, 58 percent would like to see responses to company 63% say that they have a better impression of a company that responds to users’ negative posts or comments than those who do not address negativity. CareerBuilder’s Job Seekers’ Perceptions of Social Media 2010 survey data 4 CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media Facebook user comment. Kristi Davidson Kelly I have a headache and it has Cardinal health written all over it! Yesterday at 11:20am via Facebook for BlackBerry Comment Like Marilyn Parker likes this
  5. 5. issues, and 47 percent want their questions to be answered. The ability to answer questions directly and publicly is one of the biggest advantages of social media, as it is a feature not often found on company websites. Instead of being forced to call or e-mail the company, social media gives online users the opportunity to ask questions directly on the company’s page. On social media sites, users expect a quick, yet detailed response to questions, like the one the T.G.I. Friday’s: Get Your Stripes On Facebook page provided Keith in the example below. In answering Keith’s question,T.G.I. Friday’s was able to keep the conversation going, learn more about Keith, and create a deeper, more meaningful relationship with him. But creating a successful and viral presence on social media involves more than just answering users’ questions. When users engage online, they do it for a reason — whether it’s to share something new, exchange ideas, or elicit opinions. The most effective way to increase employment brand awareness and build credibility is to interact with users by publicly recognizing, responding to and sharing with them — the way Bozzuto Careers does. In addition to interacting with already existing, user-generated content, companies must initiate conversations by posting compelling and relevant information with which users can relate and identify. Again, these updates should be more than just information that comes directly from a corporate website, as social media gives companies the chance to become more conversational and approachable and display their unique personality. Strategize As mentioned in the introduction, 64 percent of job seekers research a company before applying to a job, and most of that research occurs online. Therefore, it is critical for a company to utilize an online employment brand presence to attract the right talent. By hosting conversations on mainstream Keith Bolyard Can anyone tell me how to get a hold of a manager in firewheel mall in garland, tx firday’s...I would like to dee jay there. T.G.I. Friday’s: Get Your Stripes On! Hey, Keith, what’s up? Give the Friday’s at Firewheel a call at 972-414- 1299 and ask for Jim Pickett. He’s the manager who can help you out with the dj gig. Good Luck! Kieth Boylard Thanks a milion i will do that thanks for the info...what friday’s are you from? Kieth Boylard oh wow!!! i went in there today at about 2pm but it is always busy in there so i wasnt sure when to go in. But they told me to come back tuesday be- tween 2-4 pm do all of the friday’s have dj’s? Kieth Boylard oh for sure...I do know how to the party going I put on a amazing how. I do live mixing music video shows. if i get the change to dj at this facility. I’ll be posting pictures. T.G.I. Friday’s: Get Your Stripes On! We’re here to help with all the locations-- made a few calls to get you the scoop. T.G.I. Friday’s: Get Your Stripes On! Awesome. Can’t wait to see the pics. We’ll keep our fingers crossed for you. T.G.I. Friday’s: Get Your Stripes On! Nice work! And to answer you question, live entertainment is part of the Friday’s culture. It’s just on of the ways we keep the party going, ya know? Sat at 1:24am Comment Like Delete Sat at 1:24am Delete Sun at 1:53am Delete Report Sun at 8:17pm Delete Report Yesterday at 2:11am Delete Report Yesterday at 8:51am Delete Report Sun at 10:40am Delete Sun at 11:02pm Delete 5CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media Bozzuto Careers Welcome to all of our new fans! We’re glad you’re here. If you have any questions, just let us know! Tara Ryan likes this. Isabelle Mattioli knowing my current employer may not like this but I want to be a Bazzut career fan :( Bozzuto Careers That’s fine by us, Isabelle! Welcome! Yesterday at 2:41pm Comment Like Hide Feedback (3) 10 hours ago Delete Report 32 minutes ago Delete Facebook conversation Facebook conversation
  6. 6. sites like Facebook,Twitter andYouTube, employers can ensure online job seekers will notice them. Through the strategic use of relevant content, candidates are able to familiarize themselves with the company and learn about its culture, values and opportunities. If a company is trying to attract engineers, for example, it may want to talk about its latest green project, headed up by an engineer who has moved her way up the ladder since starting out as an intern. Conversations and stories like this are a great way for a company to be more relatable, especially during the often-stressful application process. CareerBuilder’s survey also showed that job seekers would rather see the company having fun with its community than participating in contests or giveaways, as Liberty Tax is initiating in the example interaction to the right. Above all, engagement must be a daily activity; a dedicated resource should be set aside to manage and engage in the online conversation. Whether this role is outsourced, managed internally, or a combination of the two, the voice must be authentic and aligned with the overall employment brand. Though it’s true that social media makes building or improving an employment brandeasierandfasterthaneverbefore, engaging in social media without an overarching strategy severely impacts the success of the initiative in the long run. And most critical to a successful strategy is engagement. While this is also the most involved and complex component, it is the most influential in terms of the return on employment brand efforts on employment brand efforts like website, advertising, events Facebook conversation 8 people likes this. Liberty Tax Service Move over tanning tax, orange fruits and veggies could be the new fake tanners. A recent study says eating 5 daily servings of carotenoid- rich foods, like carrots, canteloupes, apricots, and sweet potatoes, may make you appear tanner - no sun required! Wonder if that works with carrot cake, too... Patricia Demoranville Make u more orange than tan! Tamaki Okamoto Wow, That’s interesting... Amy Brockbank My brother, as a science experiment, put himself on an only-carotenoid diet for the month of October. Needless to say, he was ORANGE by the end of the month. These foods will definiltely give the appearance of tanner skin! Liberty Tax Service Ha! We noticed the study carefully suggested they make you “appear” tanner. Think it could have an Oompa-Loompa effect? Liberty Tax Service Amy - that’s crazy! I bet he was sick of that diet by the end of the month. How long did it take for his coloring to return to normal? Sylvie Venegas lol... Joy Gonzales A lot safer than radiation and tanning beds. Kandi Knight Lins Does candy corn count as carotenoids??? If so, count me in on this experiment!!! August 22 at 11:25am Comment Like Share August 22 at 11:47am Like August 22 at 1:03pm Like August 22 at 1:14pm Like August 23 at 2:44pm Like August 23 at 2:44pm Like August 24 at 10:25pm Like August 22 at 1:56pm Like August 22 at 11:31am Like 6 CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media Q&A JOBS 47% want their questions to be answered via social media interaction. 74% are interested in seeing new job opportunities posted on social media profiles. CareerBuilder’s Job Seekers’ Perceptions of Social Media 2010 survey data
  7. 7. and PR as depicted in the chart to the right. If done well, the strategic management of social media to drive employment brand awareness is likely to result in the successful creation of a talent community and a higher level of influence over company perceptions. It is also important to note that social media employment branding efforts are not meant to operate independently, but to act as an amplifier of existing tactics and activities. By successfully utilizing social media in employment branding efforts, a company gains the ability to foster deeper relationships with its entire active and passive candidate pools, leading to higher quality and quantity of applicants, lower time-to-fill and cost-per-hire ratios, and lowered rates of offer rejection. ADP, for instance, made 23 hires from Facebook alone in the 2009 fiscal year, and Sodexo, a proven leader in social recruiting, reported a $300,000 annual reduction in recruitment advertising costs. Sodexo used a talent community approach to create a targeted talent pool of more than 200,000 people, and saw a 300 percent increase in the traffic to its careers website in the first 15 months. Research has proven that user- generated content from social media sites has become extremely impactful in forming perceptions of companies and brands. With social media growing at such a rapid rate, the impact and reach of social media sites and user- generated content will only continue to grow, and many companies are taking an active role in developing and influencing their online employment brand. These companies are following the existing conversations, then building an official presence on the appropriate channels from which their employment brand can be launched, all while crafting an overarching strategy. Sound compelling? CareerBuilder was the first to recognize this initiative on a larger scale, implementing an entire division focused on helping clients recruit new employees via social media. Take action and contact CareerBuilder today for more information about adding social media to your recruitment mix. Call 800-610-8790 to speak with a consultant, or visit http://j.mp/socmediamgmt for more information. CareerBuilder’s unique IMC approach. website advertising email marketing internal communications direct marketingevents PR social media search marketing & SEO integrated marketing communications 7CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media Applying Marketing Principles to Talent Attraction
  8. 8. About the Authors Christina Bottis is a strategic thinker who has accumulated specialized expertise in integrated marketing, branding, social media, advertising and Web development. In her roles with CareerBuilder, Christina has consulted with major brands like Red Lobster, Olive Garden and T.G.I. Friday’s on building and expanding their employment brands and implementing social media strategies. Prior to joining CareerBuilder, she managed the integrated marketing programs of campus bookstores in U.S. and Canadian markets and worked at a boutique ad agency where she was responsible for marketing, advertising, design, and SEO programs for B2B clients. Bridget Maiellaro manages, analyzes, and develops the social media presences of companies around the world. Since joining the CareerBuilder team in 2009, Bridget has represented dozens of clients across the U.S., United Kingdom and Canada, including renowned names like AB InBev, Liberty Tax and David’s Bridal. In addition to her role at CareerBuilder, Bridget, a Chicago native, contributes to a range of print and online publications — most recently Chicago and Michigan Avenue magazines. About CareerBuilder CareerBuilder is the global leader in human capital solutions, helping companies target and attract their most important asset – their people. Its online career site, CareerBuilder.com, is the largest in the U.S. with morethan22millionuniquevisitors,1millionjobsand38 million resumes. CareerBuilder works with the world’s top employers, providing resources for everything from employment branding and data analysis to talent acquisition. More then 9,000 websites, including 140 newspapers and broadband portals such as MSN and AOL, feature CareerBuilder’s proprietary job search technology on their career sites. Owned by Gannett Co., Inc. (NYSE:GCI), Tribune Company, The McClatchy Company (NYSE:MNI) and Microsoft Corp. (Nasdaq: MSFT), CareerBuilder and its subsidiaries operate in the U.S., Europe, Canada and Asia. Employer Blog: www.thehiringsite.com CareerBuilder for Employers: www.facebook.com/CBforEmployers CareerBuilder for Employers: www.twitter.com/CB_Social 8 CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media