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Employment Brand Strategy For Social Media


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Social media is a component of an integrated recruitment marketing strategy that helps build brand, engage an audience and build preference. This presentation reviews the key steps for building a strategic plan and highlights ways to integrate social media sites for branding and recruitment.

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Employment Brand Strategy For Social Media

  1. 1. Employment Brand Strategy for Social Media<br />Michelle Spellerberg, Marketing Director, Personified<br />December 8, 2009<br />
  2. 2. Agenda<br />Social Media & Employment Brand Management <br />6-Step Strategy Building<br />Key Social Media Sites<br />Presence Maximization<br />
  3. 3. Company Alumni<br />Job Seekers<br />Employees<br />Competitors<br />Employment Brand Influencers<br />Consumers/Clients<br />Employment Brand<br />Media<br />IndustryLeaders<br />Partners<br />
  4. 4. Social Media Brand Management<br />Find conversations<br />Listen and learn<br />Respond<br />Create official presence(s)<br />Promote<br />Create a community<br />
  5. 5. Strategic Planning in 6 Steps<br />Goals/Positioning<br />Persona<br />Talent<br />Tools<br />Tactics<br />Metrics<br />
  6. 6. Transparency is a rule: Honda’s Accord Crosstour<br />Source: Five Blogs Before Lunch<br />
  7. 7. Goals/Positioning: Sodexo<br />Social media as a component of a complete strategy<br />Tools that support goals, foster a community<br />
  8. 8.
  9. 9. Persona: Southwest Airlines<br />Brand persona that embodies company values and current and potential employees want to read what is next<br />Tone is fun, passionate, and caring<br />
  10. 10. Talent: CENTURY 21 Canada<br />Distinct Audience<br />CENTURY 21 identified licensed real estate agents and students as who they wanted to speak to on Facebook<br />Each post is written so it speaks to their audience<br />
  11. 11. Tools: Henkel NA<br />Website:<br />Henkel attracts customers to their page in a variety of paid and organic ways<br />Internal communication (emails, newsletters) and external promotion<br />PaidFacebook Advertising:<br />Branding on<br />
  12. 12. Tactics: Liberty Tax<br />Liberty Tax uses a variety of media and valuable content to keep fans engaged, coming back<br />Links to WSJ articles, links to a Tax Tips blog, and press releases about tax news creates a hub of valuable info for fans<br />
  13. 13. Why are Businesses GettingOn Social Media?<br />Brand is key to recruitment—social media is key to brand<br />YOUR brand is on social media whether you want it or not<br />43% of online persons trust information from social networking profiles of people they know<br />#1 exposure to the right market of people you want<br />#1 place candidates search for answers<br />Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: <br />comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009<br />
  14. 14. Facebook<br />2nd most trafficked website in the world, #1 ranked social media site<br />350 million users worldwide; 75 million users in the US<br />50% of users return daily, spend an average of 1 hour active on site<br />Users targeted by information they provide in their profile<br />Over 2 million career-related groups<br />50%return daily<br />2ndmost traffic<br />350 Mregistered users<br />1 hr. average/day<br />Source: CNNMoney, Nielsen, Facebook<br />1 comScore MediaMetrix Key Measures, April-June 2009 monthly average<br />2 Facebook internal data<br />
  15. 15. Twitter<br />In 2009, there will be 18 million US adults who access Twitter on any platform at least monthly. That represents a 200% increase over 2008 levels. <br />Usage will reach 26 million US adults in 2010, a further 44.4% climb. <br />Top three user countries: US, UK, and Canada <br />10.34% of Twitter traffic referred from Facebook1<br />9.97% from Google<br />5% from Yahoo<br />2% from MySpace<br />25th most visited U.S. site, June ‘093<br />Infrequent users comprise nearly ¼ traffic3<br />90% activity from 10% users6<br />1, 2,, 4, 5, 6 Forrester<br />
  16. 16. LinkedIn<br />Business-oriented social networking site used mainly for professional networking<br />Network of 50 million professionals in 170 industries and 200 countries<br />9M unique visitors in the U.S. in September 2009<br />Opportunities for companies: profile, groups and questions<br />1 in 20 U.S. users is a recruiter, headhunter, or HR professional<br />Pre-defined reputation for recruitment <br /><br />
  17. 17. MySpace<br />Social networking site with user-submitted network of personal profiles, groups, photos and music<br /> Over 70 million U.S. users<br />27% age 12-17; 46% age 18-34<br />Users tend to be less affluent and have no college degree<br />10% traffic referred from Facebook, more than Yahoo and Google<br />Ideal for certain brands and individuals in entertainment and music<br />MySpace lags behind Facebook in site upgrades and social tools<br /><br />Source: Facebook internal data, June 2008<br />
  18. 18. Metrics<br />Community participation<br />Clicks<br />Traffic to careers site<br />Number of fans, followers,readers, or members<br />Applications or expressionsof interest<br />Cost per hire<br />Employment brand perception/brand awareness<br />
  19. 19. Presence Maximization<br />Integrate social media into all forms of recruitment marketing<br />If you build it, it doesn’t mean they will come<br />Get your employees involved<br />But start by creating guidelines<br />Link social media sites together<br />Carefully select content to repost<br />Keep talking and keep listening<br />
  20. 20. Learn More<br />Contact your sales rep or find out more via Twitter, Facebook, our blog, or old fashioned email<br />Michelle Spellerberg<br />info@personified.comor or<br />CareerBuilder<br /><br /><br />Personified<br /><br /><br /><br />