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Crafting Compelling Content for Social Recruiting

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Learn how to engage brand ambassadors to amplify your recruiting efforts and make your employer brand shine.

Published in: Recruiting & HR
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Crafting Compelling Content for Social Recruiting

  1. 1. Glassdoor, Inc. 2008-2016#GDCHAT Crafting Compelling Content for Social Recruiting "
  2. 2. Glassdoor, Inc. 2008-2016#GDCHAT #GDCHAT
  3. 3. Glassdoor, Inc. 2008-2016#GDCHAT Featured Speakers Colleen Robertson Digital Marketing Manager at Slalom Consulting Linkedin.com/in/colleenr @ColleenWasTaken Lisa Holden Employer Communications Manager at Glassdoor Linkedin.com/in/holdenlisa @LisaAHolden
  4. 4. Glassdoor, Inc. 2008-2016#GDCHAT Agenda •  The Modern Recruiting Landscape •  Why Social Recruiting Matters •  3 Key Tips •  Conversation Spotlight – Slalom Consulting •  Q&A
  5. 5. Glassdoor, Inc. 2008-2016#GDCHAT The Modern Recruiting Landscape
  6. 6. Glassdoor, Inc. 2008-2016#GDCHAT Our Decision-Making Process Has Changed Job seekers use on average before applying for a job (Inavero, 2015) Consumers visit at least before making a purchase (Retailing Today, 2013) and look at (Inavero, 2015)
  7. 7. Glassdoor, Inc. 2008-2016#GDCHAT Today’s Transparent Culture retail travel employment We Lean on Peers for Advice When Making Decisions
  8. 8. Glassdoor, Inc. 2008-2016#GDCHAT Why Social Recruiting Matters
  9. 9. Glassdoor, Inc. 2008-2016#GDCHAT Why Social Recruiting Matters •  Cost-effective •  Amplifies brand awareness •  Drives candidate quality
  10. 10. Glassdoor, Inc. 2008-2016#GDCHAT Why Social Recruiting Matters: Candidate Quality 73% of recruiters have made successful hires through social media and 59% of recruiters think candidates found through social networks are the “highest quality.” 1 (Source: 1Jobvite Social Recruiting Survey, 2014)
  11. 11. Glassdoor, Inc. 2008-2016#GDCHAT Source: 1Edelman Global Trust Barometer Survey, 2015 Although friends and family are still the most trusted source (72%), " content provided by employees is the" #2 most trusted source
 of information on a company.1 Job Seekers Want to Hear Everyone’s Perspective
  12. 12. Glassdoor, Inc. 2008-2016#GDCHAT 80% Your Reputation Transcends Employees and Candidates Source: Edelman 2015 Trust Barometer, January 2015 63% & of consumers refuse to buy products and services from a company they do not trust of consumers choose to buy products from a companies they trust while 58% will criticize that organization to a friend or colleague. and 68% will recommend those companies to a friend.
  13. 13. Glassdoor, Inc. 2008-2016#GDCHAT Beat the Competition Source: 1 Glassdoor US Site Survey, Jan 2016 of employers encourage employees to use social media to share news and information about their work or employer.1 33%
  14. 14. Glassdoor, Inc. 2008-2016#GDCHAT 3 Key Tips
  15. 15. Glassdoor, Inc. 2008-2016#GDCHAT Be Authentic
  16. 16. Glassdoor, Inc. 2008-2016#GDCHAT Be Authentic •  Candidates want the real scoop •  Communicate culture and values •  Share content from other providers
  17. 17. Glassdoor, Inc. 2008-2016#GDCHAT Share •  Real photos and stories •  Company news, mission, and vision •  Awards •  Thought leadership •  Employee spotlights •  Job postings
  18. 18. Glassdoor, Inc. 2008-2016#GDCHAT Get Leadership Involved
  19. 19. Glassdoor, Inc. 2008-2016#GDCHAT
  20. 20. Glassdoor, Inc. 2008-2016#GDCHAT Get Leadership Involved
  21. 21. Glassdoor, Inc. 2008-2016#GDCHAT Engage Brand Ambassadors
  22. 22. Glassdoor, Inc. 2008-2016#GDCHAT Engage Brand Ambassadors •  Launch a photo contest •  Create a unique hashtag •  Make it easy
  23. 23. Glassdoor, Inc. 2008-2016#GDCHAT Conversation Spotlight" Slalom Consulting"
  24. 24. Glassdoor, Inc. 2008-2016#GDCHAT •  A business consulting firm headquartered in Seattle, WA, founded in 2001 •  21 markets •  3,700 + employees •  Client list comprised of Fortune 1,000 companies •  Local model backed by delivery centers •  @Slalom / @Slalom Consulting Slalom is
  25. 25. Glassdoor, Inc. 2008-2016#GDCHAT •  Digital Media Manager, with Slalom for 2 years •  Supporting 21 markets with management of their own social channels: training, content and tools •  Voicing Slalom on major social channels •  Managing paid ads •  Growing new employee brand advocacy program •  @ColleenWasTaken Colleen is
  26. 26. Glassdoor, Inc. 2008-2016#GDCHAT
  27. 27. Glassdoor, Inc. 2008-2016#GDCHAT
  28. 28. Glassdoor, Inc. 2008-2016#GDCHAT
  29. 29. Glassdoor, Inc. 2008-2016#GDCHAT
  30. 30. Glassdoor, Inc. 2008-2016#GDCHAT
  31. 31. Glassdoor, Inc. 2008-2016#GDCHAT
  32. 32. Glassdoor, Inc. 2008-2016#GDCHAT “Companies that use social advocacy programs are 12% more profitable than companies who do not.” Lorie Sole Senior Interactive Marketing Manager, Kelly Services Inc. “Companies that use social advocacy programs are 12% more profitable than companies who do not.” Lorie Sole Senior Interactive Marketing Manager, Kelly Services Inc.
  33. 33. Glassdoor, Inc. 2008-2016#GDCHAT
  34. 34. Glassdoor, Inc. 2008-2016#GDCHAT “When employees share content, it receieves 5-10x the amplification rate than brand- shared content.”
  35. 35. Glassdoor, Inc. 2008-2016#GDCHAT
  36. 36. Glassdoor, Inc. 2008-2016#GDCHAT •  Clarify your brand •  Define goals •  Articulate how they stand to benefit Getting Started
  37. 37. Glassdoor, Inc. 2008-2016#GDCHAT •  Passionate about your brand •  Passionate about social (and/or continued learning) •  Willing to engage on behalf of your brand Who
  38. 38. Glassdoor, Inc. 2008-2016#GDCHAT •  Impact company success •  Develop online persona/ build SME status •  Connect with coworkers, continue learning Why
  39. 39. Glassdoor, Inc. 2008-2016#GDCHAT •  In-person and remote trainings •  User guides •  Brand advocacy tool: easy scheduling and suggested content How
  40. 40. Glassdoor, Inc. 2008-2016#GDCHAT •  Branded content •  Other content •  Does it inspire/engage you? Then your network(s) will find it interesting. What
  41. 41. Glassdoor, Inc. 2008-2016#GDCHAT It's been great being a part of Social Slalom! It gives me great content to push out and I really think it's helped me build out my professional brand. I've been able to have conversations with potential consultants on the latest trends and news articles out there. A lot of my connections on Twitter and LinkedIn have reached out to chat about specific posts I have shared. Not to mention the amount of people that want to know more about us! Again, my biggest take away is being seen as someone that is engrained in the technology and consulting fields instead of as a "recruiter" for these skills!   - Lindsay   I have gained exposure with followers who express common interests on social media. There have been several opportunities where I have shared the Slalom story with those who started following me after reading this content. …VERY IMPACTFUL!  - Missy   … an incredible learning tool for me as I continue to learn about the company. A past co-worker and I connected over Slalom Social a few weeks ago. He had worked with Slalom in 2012 and didn’t realize we were opening up an office in St. Louis until seeing my daily posts. He starts with our team in two weeks! … has helped me have deeper conversations with candidates quicker.  - Alana
  42. 42. Glassdoor, Inc. 2008-2016#GDCHAT •  Test and refine •  Report impact back to users •  Ongoing motivation Measure & Report
  43. 43. Glassdoor, Inc. 2008-2016#GDCHAT •  Are your branded handles gaining followers? •  Are your SMEs developing their brands? •  Is traffic to site impacted? Traffic to Site + Engagement on Channels
  44. 44. Glassdoor, Inc. 2008-2016#GDCHAT Featured Speakers Colleen Robertson Digital Marketing Manager at Slalom Consulting Linkedin.com/in/colleenr @ColleenWasTaken Lisa Holden Employer Communications Manager at Glassdoor Linkedin.com/in/holdenlisa @LisaAHolden
  45. 45. Glassdoor, Inc. 2008-2016#GDCHAT

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