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Dice how to brand yourself on social to attract talent webinar

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Be the recruiter tech candidates want to hear from. Learn how to tailor your social image to target the candidates you desire with tips from Kforce’s social recruiting maven Allison Kruse.

In this webinar, you’ll learn:
• Tips for optimizing your social profiles to attract your target candidates
• The content to share, conversations to start and when to post jobs
• How to write messages that get responses from the right candidates

Take an Open Web tour: http://www.dice.com/OpenWeb

Published in: Recruiting & HR
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Dice how to brand yourself on social to attract talent webinar

  1. 1. HOWTOBRAND YOURSELFON SOCIALTO ATTRACTTALENT With Allison Kruse, Sr. Manager, Social Media & Talent Acquisition, Kforce
  2. 2. THE CANDIDATE POWERED ECONOMY * Tech Candidate Sentiment Survey, Dice, 2015 ** Job Seeker Nation Study, Jobvite, 2016 1 IN 2 USED SOCIAL WHEN SEARCHING FOR THEIR MOST RECENT JOB** 3 IN 4 TECH PROS ARE OPEN TO NEW JOB OPPORTUNITIES* #SOCIALRECRUITING2016
  3. 3. WHAT DOES STEVE (THE IN-DEMAND TECH CANDIDATE) WANT? WHY SHOULD HE TALK TO YOU? He’s busy in his full-time job When he’s “in flow” at work, he doesn’t want to be interrupted He wants to have an impact — point to something that he did — and be recognized for his work There are gaps between what he’s doing now and what he wants to do He’s bombarded by recruiters who don’t know him but are saying he is perfect for the job He wants to work on specific platforms/programs He’s not looking for a new job, but is open to hearing from a recruiter #SOCIALRECRUITING2016
  4. 4. IN ORDER TO BE THE RECRUITER STEVE WANTS TO WORK WITH, YOU NEED TO LOOK THE PART,ACT THE PART AND TREAT HIM THE WAY YOU’D WANT TO BE TREATED #SOCIALRECRUITING2016
  5. 5. 1. AUDIT YOUR DIGITAL FOOTPRINT 2. DESIGN YOUR DIGITAL PRESENCE 3. ESTABLISH YOUR CONTENT STRATEGY AND SCHEDULE 4. WRITE MESSAGES THAT EARN RESPONSES 4 STEPS TO HELP YOU LOOK AND ACT THE PART #SOCIALRECRUITING2016
  6. 6. STEP ONE AUDIT YOUR DIGITAL FOOTPRINT THROUGH THE EYES OF YOUR TARGET CANDIDATES #SOCIALRECRUITING2016
  7. 7. TECH PROS WILL LOOK YOU UP ONLINE BEFORE DECIDING TO RESPOND TO YOU When you contact a tech pro, he/she will likely research you first online Ensure your digital presence clearly answers why the candidate should work with you versus your competitors Your message may not have made an emotional connection, but your social profiles can #SOCIALRECRUITING2016
  8. 8. YOUR INDIVIDUAL BRAND HAS A DIRECT IMPACT ON YOUR RESPONSE RATES #SOCIALRECRUITING2016
  9. 9. BORING PROFILES DO NOT GET NOTICED #SOCIALRECRUITING2016
  10. 10. WHICH ACCOUNT WOULD YOU WANT TO FOLLOW? #SOCIALRECRUITING2016
  11. 11. STEP TWO DESIGN YOUR DIGITAL PRESENCE TO ATTRACT YOUR TARGET CANDIDATES #SOCIALRECRUITING2016
  12. 12. ALWAYS KEEP YOUR TARGET CANDIDATE IN MIND Include links to your profiles, and company’s website Make it easy for people to check you out Include your contact info It should be simple for candidates to find your email and phone – we don’t want to play hard-to-get Ensure your writing is 100% error-free Pay attention to spelling, grammar, punctuation, formatting, etc. Use dynamic high-res images Humanize your profile by including a picture of yourself Establish credibility Add social proof by including peer testimonials and recommendations Aa #SOCIALRECRUITING2016
  13. 13. BE PROFERSONAL THERE’S NO NEED FOR TWO SEPARATE TWITTER ACCOUNTS #SOCIALRECRUITING2016 TM
  14. 14. Headshot of just you Not posed or fake Friendly and approachable High-res PROFILE PICTURE Include areas of focus and specialties Add a few personal details Include hashtags if appropriate Add links to other relevant sites ABOUT ME Tell your story here by first asking “What’s appealing to them?” Avoid recruiter speak and internal jargon Describe the skills, job types and geos you recruit for – if you’re third party, mention your clients/industries Share personal details to make it easy for others to find commonalities with you Include your contact information Think about SEO – include terms candidates may search for SUMMARY Think what’s in it for them HEADLINE/TAGLINE FULL LEGAL NAME #SOCIALRECRUITING2016
  15. 15. STEP THREE ESTABLISH YOUR CONTENT STRATEGY AND SCHEDULE #SOCIALRECRUITING2016
  16. 16. Tie goals for using social to your metrics Set goals and objectives to #s and activities you can measure (i.e. # of new leads from social and # of posts per week) DEVELOP YOUR CONTENT STRATEGY ESTABLISH GOALS & OBJECTIVES SET RULES OF ENGAGEMENT CONDUCT RESEARCH GET ORGANIZED DEVELOP YOUR OUTREACH SCHEDULE #SOCIALRECRUITING2016
  17. 17. Decide how you will track and measure your progress Avoid using the # of new followers or connections as your measure of success – track engagement instead Choose your tools and determine how you will use them DEVELOP YOUR CONTENT STRATEGY ESTABLISH GOALS & OBJECTIVES SET RULES OF ENGAGEMENT CONDUCT RESEARCH GET ORGANIZED DEVELOP YOUR OUTREACH SCHEDULE #SOCIALRECRUITING2016
  18. 18. Research where your target audience is most active Build a list of your influencers Identify your keywords DEVELOP YOUR CONTENT STRATEGY ESTABLISH GOALS & OBJECTIVES SET RULES OF ENGAGEMENT CONDUCT RESEARCH GET ORGANIZED DEVELOP YOUR OUTREACH SCHEDULE #SOCIALRECRUITING2016
  19. 19. Update your social profiles regularly As your targets shift, ensure your profiles include the right content to attract your prospects Inventory your content sources: Know the content you have available, understand when it’s appropriate to use it, and have a way to swiftly deliver it DEVELOP YOUR CONTENT STRATEGY ESTABLISH GOALS & OBJECTIVES SET RULES OF ENGAGEMENT CONDUCT RESEARCH GET ORGANIZED DEVELOP YOUR OUTREACH SCHEDULE #SOCIALRECRUITING2016
  20. 20. Create a schedule of posts that will start conversations Include short statements or questions, like interesting facts, company news or polls Create a formula that you can stick to each week (i.e. a 3/2/3/1 strategy) Tap into free tools like Hootsuite to help manage your social efforts DEVELOP YOUR CONTENT STRATEGY ESTABLISH GOALS & OBJECTIVES SET RULES OF ENGAGEMENT CONDUCT RESEARCH GET ORGANIZED DEVELOP YOUR OUTREACH SCHEDULE #SOCIALRECRUITING2016
  21. 21. CREATE YOUR OUTREACH SCHEDULE Post three pieces of fresh content that are informative or educational Start a conversation with two new influencers Share three links that others have posted on each social channel you’re on Comment on at least one group thread, article or blog 3 2 3 1 30 MINUTES PER WEEK 10 MINUTES PER WEEK 15 MINUTES PER WEEK 10 MINUTES PER WEEK #SOCIALRECRUITING2016
  22. 22. BLOCK YOUR CALENDAR Be thoughtful about defining your blocks of time Place social activities on your calendar to ensure you spend time on it every day Instead of putting “Get on social media from 8-9” on your calendar, schedule small timeslots that include specific details on what you want to accomplish #SOCIALRECRUITING2016
  23. 23. STEP FOUR CREATE MESSAGES THAT EARN RESPONSES #SOCIALRECRUITING2016
  24. 24. VS I’m an Account Manager with Bland People Technologies and I wanted to connect with you and discuss an opportunity that I’ve been working on that I thought could be a good match with your skill sets. I was checking you out on YouTube and caught your talk about DevOps:Year One.The solutions that you talked about are exactly what my client needs. #SOCIALRECRUITING2016
  25. 25. WHY TECH PROS MAY BE IGNORING YOU You look like just another generic recruiter You sent the wrong job to the wrong person The candidate doesn’t see a good reason to talk to you You offended the candidate You seem untrustworthy You send too many messages Your emails are sloppy and full of errors You seem unprofessional #SOCIALRECRUITING2016
  26. 26. Think about it like dating:When you first meet someone, you are not proposing marriage — you just want to get to know them first REMEMBER YOUR GOAL IS TO EARN A RESPONSE “The best messages are never about you or the job you’re trying to fill.The best approaches start with the work that they are passionate about and how you can connect them to 1) new, really challenging problems in their space and 2) help them grow in their career.” ANDREW CARGES VP TALENT ACQUISITION, GODADDY #SOCIALRECRUITING2016
  27. 27. BEFORE REACHING OUT MAKE TIME TO UNDERSTAND THEIR PAIN POINTS Source:The Keys to Understanding Today’s Tech Pros, Dice, 2015 Limited Housing: Only 12% of tech pros in major tech cities think there’s enough housing and 46% say housing is too expensive Traffic: 48% say they deal with too much congestion Consider what may be stressing your candidates and determine what that means for effective messaging, for example: #SOCIALRECRUITING2016
  28. 28. MAKE TIME TO RESEARCH YOUR CANDIDATES Set aside 2-3 blocks in your day – each 30 minutes – for research.Treat this like any other appointment. Use tools such as Dice Open Web to save you from the more time-consuming site-by-site research. Invest more time up front with the hiring manager to understand what he/she is looking for. Leverage sample profiles available on Dice, your ATS or from previous openings before you start sourcing. #SOCIALRECRUITING2016
  29. 29. MAKE TIME TO WRITE EFFECTIVE MESSAGES From your subject line to the last sentence, demonstrate that you’ve thoroughly reviewed their online profiles, resume, etc. In just a few seconds, you need to earn the candidate’s trust #SOCIALRECRUITING2016
  30. 30. BE PROFESSIONAL Your message must be free of errors – spelling, grammar, punctuation, etc. You can be friendly without being juvenile – do not include emoticons, .gifs, or excessive slang in your email Ensure your tone conveys courtesy and respect Aa #SOCIALRECRUITING2016
  31. 31. MAKE IT ABOUT THEM, NOT YOU The candidate likely isn’t looking for a new gig, so your initial message needs to address why talking with you is a valuable use of time Before contacting the candidate, think through possible gaps in what he/she is doing now, and what the job opportunity offers What specific problems could he/she help solve in this new role? What will he get to work on? What would be her business impact? #SOCIALRECRUITING2016
  32. 32. AVOID THE 5 BIGGEST MISTAKES RECRUITERS MAKE WHEN CRAFTING MESSAGES TO PASSIVE TECH TALENT YOU’RE SENDING OUT ANYTHING THAT RESEMBLES A MASS EMAIL (OR BCC’ING THEM, SO IT APPEARS THEY ARE ONE OF MANY CANDIDATES RECEIVING THE MESSAGE) YOU’RE SENDING A TRADITIONAL JOB DESCRIPTION OR ANY KIND OF WORD DOC ATTACHMENT YOU’RE ASKING THEM IF THEY’RE A ROCK STAR, NINJA, OR SUPERSTAR YOU’RE WRITING MORE THAN 2-3 SHORT PARAGRAPHS IN AN EMAIL YOU’RE ASKING THEM TO CHECK OUT YOUR CAREER SITE OR TO APPLY ONLINE 1 4 5 3 2 TO: FROM: #SOCIALRECRUITING2016 Source: The Definitive Guide to Engaging Top Tech Candidates by Dice and John Vlastelica of Recruiting Toolbox
  33. 33. HUMAN SPEAK >HR SPEAK “I read out loud before hitting send. If it doesn't sound like something I'd say in person I change it.” AMY MILLER “Great people will ask you what pulled you to them. Answering "um, you have Python" won't get much of a response...” STEVE LEVY #SOCIALRECRUITING2016
  34. 34. JOIN THE OPEN WEB COMMUNITY Learn more at dice.com/openweb #SOCIALRECRUITING2016

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