SOCIAL RECRUITMENT            How to Use the Internet to Find Great Employees                           Jennifer Elaine Sa...
TABLE OF CONTENTSINTRODUCTION               .................................................................................
INTRODUCTION      In March 2012, LinkedIn, the world’s largest professionalnetwork, reached a membership of 161 million. O...
TRADITIONAL VS. SOCIAL RECRUITMENT                                          t:                         So                 ...
Traditionalrecruitment mayappear to be social       JOB SITE            PRICE PER POST             LISTING PERIODbecause i...
SOCIAL RECRUITMENT IN ACTIONProfile: The Master of Dental Hygiene          Profile: The Hard Rock Cafe is anProgram is an ...
BUILDING THE PLATFORM       According to Towers Watson, a professional services company, employees look for specificqualit...
CONVERSATION        TOOL                                                   FEATURES      Glass Door           Reviews from...
ESTABLISH GOALS AND CLAIM YOUR SPACE        After you have analyzed the competition and conversation, you should keep a re...
JOIN THE CHATTER       Your open positions are listed on job sites and you’ve claimed your socialmedia space. Now, it’s ti...
INVITE PARTICIPATION        In 1973 Mark Granovetter noted a pattern in how people found jobs, discoveringthat it was thro...
TRACK RESULTS        Keeping track of what works and what doesn’t could save you time and money for the nextrecruitment yo...
ANALYTICS        Analytics are necessary to measure in marketing and HR, but each area requires a different focus. Marketi...
RECRUITING TOOLS!      Ranstad, the world’s 2nd largest recruitment agency, developed a guidebook for Internet recruiting ...
ACTION PLAN                                Social Recruitment Plan          Goal #1                                       ...
TEMPLATE Use this template as a step-by-step guide for your social recruitment strategy and check off each step as you hav...
Establish Goals and StrategiesGoal #1: __________________________________________________________Strategy:________________...
Join The Conversation  • Use link shorteners and keywords to post positions on social sites. Open dialogue about jobs, hig...
Track Results         Use the charts below to track your progress and review what has worked best in  your recruitment cam...
ADDITIONAL RESOURCES       The links provided here are for additional research about social recruiting andmarketing using ...
ACKNOWLEDGEMENTS       Without the guidance, encouragement, and lessons from those on my committee, I would not have the k...
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Social recruitment guidebook

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Social Recruitment is an emerging trend because of new technology available. This well-researched guidebook can be used to assist small and large businesses...

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Social recruitment guidebook

  1. 1. SOCIAL RECRUITMENT How to Use the Internet to Find Great Employees Jennifer Elaine Sadler Graduate Student: The University of Memphis Email: jesadler@memphis.edu Twitter: @Fourteenhearts August 2012Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 1
  2. 2. TABLE OF CONTENTSINTRODUCTION ................................................................................... 3TRADITIONAL VS. SOCIAL RECRUITMENT .......................................... 4-5CASE STUDIESSocial Recruitment in Action ................................................................... 6BUILDING THE PLATFORMConversation & Competition Analysis .................................................... 7-8Establish Goals & Claim Your Space ........................................................ 9Join The Chatter ....................................................................................... 10Invite Participation ................................................................................... 11Track Results ............................................................................................. 12Analytics .............................................................................................. 13-14ACTION PLANSocial Recruitment Process ....................................................................... 15Step-by-Step Guide ............................................................................... 16-19RESOURCES ............................................................................................ 20ACKNOWLEDGEMENTS .......................................................................... 21 Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 2
  3. 3. INTRODUCTION In March 2012, LinkedIn, the world’s largest professionalnetwork, reached a membership of 161 million. Of those members,there are college students, recent graduates, small-to-large businessemployees, Fortune 500 executives, educators, CEOs, healthcareprofessionals, and people from a wide array of other occupations in200 countries around the world. With an abundance of potentialemployees at your social media disposal, some companies are stillunderutilizing the advantages of Social Recruitment. Thisguidebook will explain the social methods of recruiting and provide aplan of action so that businesses who are willing to take theiremployee search social will have the steps to do so. Professional Committee Carrie Brown-Smith Chair, Journalism Professor Eric Brey Hospitality and Marketing Professor Addie McGowan Social Media and Project Manager (Bigfish Creative) “Managers accustomed to using tools that only well-funded corporate communications organizations can afford may hesitate to engage with media that any middle-school student can access. But to disdain new media is to hobble yourself. If you fail to adapt to and make use of your adversaries’ best tactics, you cede the field of battle.” Gaines-Ross, L. (2010. Reputation Welfare. Harvard Business Review, p.78) Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 3
  4. 4. TRADITIONAL VS. SOCIAL RECRUITMENT t: So itmen Integra cial Recru Recru such as tional itm ting Tradi media outlets ne career , social m traditional re ent: c g li Utilizin ob boards, on bsites, to from ap edia by inviti ruitment with pli ng part pers, j newspa ets and compa ract new ny we an inte cants and emp icipatio n ractive loyees tran r att experie to creasites, in en positions o cruitment is not onl yp nce. Po sitions e t post op his type of re are website osted on tradi are spects. T ns that s tio networ but filtered th nal media pro ap plicatio acting zed by of attr ks, targ rough s ch aracteri h e intent interact attract e specific ted with keyw ocial poste d with t th no push to pros ords to wi edia. analyze pects, and tra tes, but social m cked to candida brand through perform ance. e with th Businesses have an opportunity to change the way they recruit with the technology available today. The search for jobs and recruiting possibilities are no longer found only in the classifieds section of the daily newspaper. Employment sites such as Indeed, Monster, and Careerbuilder all provide listings for new opportunities, but utilizing social media in addition to these traditional sites can help to advance the hiring process and find the right people at a lower cost. Understanding the recruitment process and the role of social media is key. While all businesses have the ability to benefit from social recruitment, knowing the type of people you are interested in hiring and their social habits online can help to narrow your strategy. Exact Target, an international software and interactive service company, developed The Social Profile Interactive Tool as part of their Social Profile Report. This tool allows you to see the personality traits of individuals online and how to best market to them. For example, a “Business First” personality will likely use email more during the day because it is associated with their daily routine, as opposed to a “News Junkie”, who would use Twitter more because of its ability to provide constant information. These characteristics can define which medium would work best for the personality trait you are searching for and help target that specific group. FORMAL VS. INFORMAL: Formal methods of recruiting include newspapers, agencies and the Internet, while an informal strategy will use current contacts, such as referrals, as a means to recruit, according to a research study by the Department for Work and Pensions. PASSIVE VS. ACTIVE: A passive job seeker will not be as involved in the search process as an active person, most likely because that individual is already in their ca- reer field. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 4
  5. 5. Traditionalrecruitment mayappear to be social JOB SITE PRICE PER POST LISTING PERIODbecause it involves $210 (30 days);using the Internet as Monster 30-60 Days $395 (60 days)well as other mediaoutlets to post open $69 (15 days);positions. Simply Hired 15-30 Days $99-199 (30 days)However, job boardsites like Monster, CPC (Cost Per Click)CareerBuilder, and Payment: Pay when Indeed someone clicks on post, set No Set PeriodIndeed were not your own budget.built to beinteractive. Career Builder $419 and up 30 DaysWhat makesrecruitment social iswhen companies take advantage of social plug-ins, online influencers, and keywords. The debatenow is in choosing which medium will be more effective and less costly. According to the 2012 State of the Media Report, recruitment ads now represent a smaller proportion of classified ad spending in the newspaper industry. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 5
  6. 6. SOCIAL RECRUITMENT IN ACTIONProfile: The Master of Dental Hygiene Profile: The Hard Rock Cafe is anProgram is an advanced degree program international restaurant chain with a rockfor local and national students. and roll theme spanning 150 locations in 53 countries.Challenge: Create a Facebook page forthe program that invited current studentsand alumni to interact with prospective Challenge: Recruit 120 employees tostudents while highlighting the staff a new opening in Florence, Italy in aprogram for better recruitment. four week time frame. Candidates needed to fit their brand identity.Tactics: Instead of a page, a Facebookgroup was developed. The group wasopened for all to have access once the Tactics: The company launched auniversity approved the content. Facebook campaign and created a pageApplicants were invited to join the page to that allowed fans to apply for positions andinteract with students and staff. Photos ask questions if needed. The companywere added and administrators offered answered questions and invitedfeedback for prospective and current participation from fans; they also gave fansstudents. the opportunity to share open positions within their own social circles.Results: According to Rachel Ennis in herarticle “Use of Social Networking for Results: The Facebook page grew byDental Hygiene Program Recruitment.” 1,000 fans in 24 hours and over 10,000 invisibility of the program has improved and the four week period. 4,000 applicationsstudents are able to use the group for were received and 95% accepted offers forconcerns instead of meeting with the employment. The company typicallyprogram director individually. Aside from spends $25,000 recruiting and marketingemployee search, social recruitment can for a new store; this campaign cost $2,000be used to gain more students and using Work4Labs, a social recruitmenthighlight academic programs. company.Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 6
  7. 7. BUILDING THE PLATFORM According to Towers Watson, a professional services company, employees look for specificqualities in a company, and depending on location and generation, these attributes can change. Towers Watson Complimentary 2010 Complete Global Report Before jumping head first into social media and “Over the last five years, expanding beyond traditional methods of recruiting, you would the Internet has started need to know two things: (1) what people are saying about to be rebuilt around your company and (2) what the competition is doing. These are people...We get our news called a conversation and competition analysis. from friends and family. In his book Cognitive Surplus: Creativity and We find jobs from people Generosity in a Connected Age, Clay Shirky described a new around us. We trust our form of ‘free time’ by noting that we now spend our individual friends more than we minutes in a communal space. The time we spend to ourselves trust the critics.” Steve is, more often than not, spent by using some form of social Fuller, Senior Vice media. What are we saying and doing amongst Internet peers President and CMO of L.L. that affect your business and its social capital? Social capital Bean. (Social Commerce refers to brand image that generates profit online. Trends Report,2011) Review sites can aid in an applicant’s decision to join an organization. Candidates are now able to go to a site such as Glassdoor and see employee and company reviews. In social recruiting, the first step is to visit sites like this to see what employees and the public are saying about your company. Write down the positive and negative comments you discover. You could counteract potentially damaging comments by addressing them internally or utilize social media to highlight better attributes. Doing an anonymous company survey can help to gain perspective on how your employees feel about their work environment. While you are reviewing your own company, take time to see what your competition is doing; this is the next step in the process. When it comes to recruiting, (1) how does your competition gain their best employees and (2) How does their social brand stack up against yours? As one very influential professor once told a group of students in his marketing class: “You have to C.A.S.E. the competition: Copy And Steal Everything.” You cannot win the battle if you don’t know the opposition’s tactics. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 7
  8. 8. CONVERSATION TOOL FEATURES Glass Door Reviews from previous/current employees; CEO ratings; social media integration Social search engine for *keywords (i.e. company name) in social media; provides Social Mention sentiment rating based on results Twitter Search Filters conversations based on keywords, dates, locations, ect. Monitter Enables search of key terms on Twitter in real time Searches Internet for keywords in blogs, news, videos and images; allows for Addictomatic customization and bookmarking for later use. How Sociable Measures the social magnitude of your brand COMPETITION TOOL FEATURES Shows unique visitors, rank, major competitors, similar websites, keywords that Compete drive traffic, and words that customers use on the site’s home page search engine Shows the sites your visitors also went to and keywords they used when searching Google Ad Planner and analyzes demographics of specific industries. Weakness: lack of data for small businesses. Shows the rank, visitors, estimated price for traffic with and without ads, and breaks SEMrush down competition by keywords, *organic searches and advertisements. Company pages give insights into direct competitors by showing which companies LinkedIn your visitors also looked into. *Keywords: words that drive traffic to the content on your site. Search engines display the most relevant sites based on your search terms, so choosing the right keywords on a website can bring more traffic. *Organic Search: unlike paid advertisements, these are the websites that populate on search engines. The first few items in a search are likely sponsored, or paid, ads. Websites displayed that are organic are not paid ads and have enough of the right keywords to place high in search engines Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 8
  9. 9. ESTABLISH GOALS AND CLAIM YOUR SPACE After you have analyzed the competition and conversation, you should keep a record of thepositives, negatives, facts and figures you discovered in your research. This will tell you where yourcompany started so you can know how far you’ve come. The next step would be to set up 3 primarygoals with a strategy for each goal. You can do more than three, but keep in mind the resources and timeyou have to commit to recruiting. What qualities are you looking for in your candidates? What is yourtime frame? Which social media networks will you use and what tools will you use to track the results?Goals without strategy are a dead end. Social Recruitment Plan Goal #1 Goal #3 Goal #2 Desired Candidates Apply Increase Brand Awareness Meets Budget (Profile of Desired Candidate) (Optional Goal) Strategy: Strategy: Strategy: Post Application on Use Keywords to Target, Claim Your Space Social Media Advertise on Social Media or Highlight Company Features Join the Conversation Job Sites Analyze Performance and Employe Referrals Change Style When Needed Goal #3 is optional as it is more of a marketing objective. Depending on the size of yourcompany, you may have one person who does multiple jobs (i.e. HR and marketing in one office). In thissituation, the third goal may be more useful. If your company does not already have an online presence,you’ll need to claim your social media space. Set up accounts on the social networks that you will usewhile recruiting. You don’t have to use every social media channel out there, but you want to make sure noone else in cyberspace has created a profile for your company before you do. If you know who you want, now you have to know where to find them. If you wantsomeone already in their field, i.e. a passive candidate, they may communicate through email morethan social media or be a member of networks geared towards people in their field. Using LinkedIn,Twitter, and Facebook may appear to be the primary networks to utilize in social recruiting, but they arenot necessarily the places you should start. Small businesses may not want to budget for a LinkedIn careerpage, but they could use industry-specific sites as a good way to search for talent within a certain niche. AllNurses.com - MedicalMingle.com: online communities for individuals in the health care industry. Dice.com - eFinancialCareers.com: career websites for technology, engineering, accounting and investment professionals. Flavors.me - Cuttings.me - Pressfolios.com: portfolio sites for journalists, graphic designers, and an array of other visual arts professionals. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 9
  10. 10. JOIN THE CHATTER Your open positions are listed on job sites and you’ve claimed your socialmedia space. Now, it’s time to be social. Once you have posted the job, place a link to the application on your social media sites. Alwaysuse a link shortener to track results (this will be explained in the next section). Building rapport onthese sites will not only give yourcompany added credibility for futureprospects, but it will also give you theopportunity to pre-screen interestedcandidates by viewing their profiles andcurrent job titles. On LinkedIn, you can create acompany page for free and post generalinformation about your business, productsand services, and invite employees toconnect. However, to post a position on thesite, it costs upwards of $195 for a 30 dayposting. A less expensive method would beto purchase InMail, which is about $50 permonth (depending on the plan) and acts asLinkedIn’s version of email. With InMail,you are able to send emails to peopleoutside of your connections and you areguaranteed a response. The leastexpensive option would be to searchwithin your individual network for candidates and “connect” with them; it is free to send an email toyour LinkedIn connections. You can use the site to search for your best candidates and send them apersonalized email about your position. Facebook Pages are company profiles that enable a business to connect with their fans andshare content across the platform. While sites like this are typically used for marketing, a recruitmentplatform will require you to optimize your social sites to attract employees. You can highlight employeebenefits, perks at the workplace, and add candid videos or photos of employees on the job or duringspecial events. Adding this form of transparency also adds credibility and reliability, as noted by JamieCarracher in his post “4 Ways to Protect Your Small Business’ Reputation Online.” You also have theability to connect with other organizations and millions of users who visit Facebook daily. From arecruitment standpoint, creating a page that highlights positive points about your business can give yourfans more insight and drive their interests to work for you. Twitter is a micro-blogging site that allowsusers to create profiles and post status updates up to 160 characters in length. To engage in thisplatform, you can use tools like link shorteners and hashtags to track conversations and keep yourposts short. Hashtags and link shorteners will be explained in a later section. Twitter is good forrecruitment in that there is opportunity to quickly respond to inquires about positions and viewprofiles of candidates. If a candidate has a public Twitter account, their posts (or Tweets) are notprivate; this feature allows you to view their communication style and how they manage theirpersonal and public online persona. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 10
  11. 11. INVITE PARTICIPATION In 1973 Mark Granovetter noted a pattern in how people found jobs, discoveringthat it was through casual acquaintances and not friends and family. He called this theoryStrength of Weak Ties. The weak ties of acquaintances, or those that a person may notknow personally but still be connected to, can be advantageous when searching foremployment. Often times, the quality of your social network is better than the quantity.Using this information, you can invite your current employees to participate in therecruitment process by sharing posts or referring their contacts on various socialnetworks. Some connections will be strong, while others will fall into the category ofweak ties. Many professional career sites, such as LinkedIn, allow for users to share openpositions to their colleagues on social media sites. Speaking for a brand online is less formal “Empowering your loyal customersthan traditional media campaigns. In social media, it and fans to share the experiencesis personal and conversational. Gail Martin defines they’ve had with your brand(s) anda True Voice in her book 30 Days to Social Media products with their social networks isSuccess as: “...the collection of words and phrases the foundation of word-of-mouth marketing. It also builds trust aroundthat most naturally describe your services and benefit your brand and bolsters your companythey provide. True Voice words are honest and reputation.” (Radian 6: Defining andcompelling, and they feel right when you use them to Measuring Influence)talk about your company.” You can also use the influencers in your social circles to gain more applicants.Influence is less about the amount of followers you have and more about the ways youare able to inspire others to take action, according to Defining and Monitoring Influenceby Radian 6. Klout, a social tool that measures influence, will give insight as to whoinfluences your brand. In some cases, hiring these influencers as part of your companywill inspire more brand recognition and over time that could motivate ROI, or return oninvestment. Sharlyn Lauby’s 6 Tips for Effective Recruiting on Social Media Sites 1. Create an Online Presence That Reflects Who You Are 2. Make the Most of Your Time 3. Individualize Your Approach 4. Be Authentic 5. Share Interesting Stuff  6. Focus on Substance   Via Mashable.com Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 11
  12. 12. TRACK RESULTS Keeping track of what works and what doesn’t could save you time and money for the nextrecruitment you plan. For example, if a post about a company highlight receives more attention thanone about a general job announcement, that style should be used more often. There are some simplemethods to track performance of web efforts.Use Link Shorteners and Hashtags •Link shorteners will make those longer URLs into short links that are tracked when a person clicks on them. They can be used to track if someone came to apply from Facebook, Twitter, or by email. Sites that provide these for free and track their performance are Bit.ly and Goo.gl. •In addition, using unique hashtags on Twitter will give you the ability to track conversations. Hashtags are symbols (#) that are placed before keywords; examples would be #recruitment, #job, or #career. Conversations that contain these tags are grouped together so that everyone is able to share in the dialogue. Because there can be a lot of conversations around some hashtags, or tags for short, creating something unique for recruitment may serve better for your company. A unique hashtag could be as simple as #AmericanRVjobs or #FedexRecruit. Tracking hashtags can help identify influencers and see who is driving conversations. Hashtracking.com is a site that analyzes these tags to show influencers, measure reach, and track the flow of conversations.Try an email blast • It may seem like email blasts are old fashioned, but there are many consumers who still subscribe to companies for new information and specials. 93% of online consumers have given their email address to at least one brand, and 88% are checking their emails daily, according to a research study by Exact Target. If you aren’t already including your open positions in your email blasts, you are not targeting a group of people who may have a ginuine interest in your company.Analyze Insights and Traffic • Depending on where you decide to post open positions, some sites will track the amount of times it has been viewed. On sites such as LinkedIn and Facebook, insights are given as far as new fans to the page and statistics on engagement with the brand. From a marketing standpoint, social networks show which content generates the most buzz. You can use this data to see what days of the week customers are coming to your sites most and target different messages on those days. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 12
  13. 13. ANALYTICS Analytics are necessary to measure in marketing and HR, but each area requires a different focus. Marketing departments will use sites like Google Analytics to track visits, bounce rates, and traffic generated from social media. HR would need to know how many people applied and the amount hired based on the costs of recruiting. This section will break down analytics for marketing and recruitment. MARKETING TOOLS Google Analytics is a free site that tracks visits and activity on your website. A web tutorial explains, in detail, the measurements offered. There are many different sets of data that are analyzed and available, but there are a few that your company should monitor on a consistent basis.1. Page Visits: how many people have come to yourwebsite.2. Percent of New Visitors (or Unique Visits): thenumber of people who saw your website for the firsttime.3. Average time on Site: how much time they spent onyour website.4. Bounce Rate: the percentage of people who came toyour website and immediately left. It is best to have alow bounce rate. For your social recruitment plan, there is an additional set of data that you should track. 1. Under Traffic Sources, click Social, then Overview: this shows the number of visitors who came to your website from social media sites and lists which site they came from (i.e. Facebook, Twitter, LinkedIn, ect.) 2. Under Social, click Pages: this shows what page on your website visitors went to after they were directed from social media content, such as a post on Facebook that links to the company’s homepage. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 13
  14. 14. RECRUITING TOOLS! Ranstad, the world’s 2nd largest recruitment agency, developed a guidebook for Internet recruiting and useda chart to explain how recruiters can measure their efforts. Below are 2 modified versions of the chart. The firstchart is meant to list the traditional recruiting tools you would use to create a conversion rate that helpsdetermine which ones worked best during the process. In the first chart below, Monster.com is used as an example. It includes the cost, the “proposed” number ofcandidates who filled out an application, the number of people hired from those applications, and the overall costper hire. The ending totals show how much it would cost to hire one position in 30 days, and which site proved todraw the most qualified candidates. The second chart is a measure of how effective social media is in your recruitment process. Facebook andTwitter are used as examples and show the amount of increase in fans and followers over a weekly period. Thischart will show the total fans gained per week. with the last week of each social tool being the total number offans. You can use this to see which week attracted more people and know the messages that work from those thatdo not. TRADITIONAL TOOL DATAPOSITION:____Accountant___________ Time to Fill Position:__30 days_____ # of Cost/ Tool Cost of Tool # of Hires Cost/Hire Applicants Applicant ($210)/(100) ($210)/(10) example Monster.com $210 100 10 = $2.10 = $21.00 Totals (leave blank) $210 100 $2.10 10 $21.00 SOCIAL MEDIA TOOL DATA POSITION:____Accountant___________ Time to Fill Position:__4 weeks_____ Social Start Count Week Week Week Week Shortlink Media Tool (Fans or followers) 1 2 3 4 Referrals (numbers vary if you’ve already example Facebook 5 20 30 50 10 “claimed your space”. If not, start at 0) example Twitter 0 20 35 50 65 15 Totals (leave blank) 0 25 55 80 115 25Shortlink referrals can be found in the analytics section of your shortlink website (Bit.ly; Goo.le). Place the numberof links referred, or clicked on, from Facebook, Twiiter, LinkedIn or any of your other social networks. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 14
  15. 15. ACTION PLAN Social Recruitment Plan Goal #1 Goal #2 Hire general manager and Goal #3 Increase brand awareness sales staff with experience Hire within 30 days on a for customers and (1+ years staff and 5+ years maximum Budget of $500 credibility for candidates management) Strategy: Strategy: *Facebook Ads*Involve Current Employees Strategy: *LinkedIn Job Post for (Referrals) *Claim Social Space General Manager *Tag Keywords in *Join the Conversation: *Twitter and Facebook post Application and Social brand info; don’t sell, engage for Sales Staff Conversations *Email blast about positions *Reach out to Fans and and ask subscribers to for- Subscribers ward to friendsChannels: (Social)Facebook, Twitter and LinkedIn (Traditional) LinkedIn Job Post,Monster.comTools to Analyze Performance: Bit.ly (Link Shortener); Facebook Insights, LinkedInFollower Statistics, Unique hashtags to track conversations, Google Analytics forapplication page on Website, Hootsuite to filter across different media platforms, ConstantContact for Email Blasts, Twitalyzer to see traits of candidates who use Twitter “Today’s small businesses and solo professionals live in an exciting time for marketers. Never before has it been possible for small and mid-sized companieswithout lavish budgets to utilize the same marketing tools as major corporations.Social Media is equally accessible to ‘mom and pop’ companies, one person firms, and huge organizations.” 30 days to Social Media Success by Gail Martin. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 15
  16. 16. TEMPLATE Use this template as a step-by-step guide for your social recruitment strategy and check off each step as you have completed it. Use the material in this guidebook to help through each phase. Conversation Analysis What are consumers and employees saying about my company and would it be considered good, fair or bad? • This is where you can use Glassdoor.com, SocialMention, Addictomatic, and other tools you have found to discover the overall sentiment of your organization. It is not necessary to write each negative or positive remark, but place yourself in the position of the candidate and determine if these comments would deter you from applying. For example: By reading comments, you discover that many people are dissatisfied with the ability to advance in your company; that key takeaway would be “opportunities for advancement”. If this would not deter you from applying, it would be a fair takeaway; if it would, that would receive a grade of bad. On the other hand, if you discover that many people are pleased with the “opportunities for advancement”, that is a positive takeaway and can be graded as good. Do not only list good or bad takeaways, but rather dig to find a variation. This is where you can do a company survey and make it simple by allowing employees to grade you on the scale of good (positive), fair (needs improvement), or bad (negative). Gaining a variety of responses will give you areas of focus for social media. If many people like your pay range, that is a quality you should highlight through Facebook, Twitter, or other social networks. *Note: Whenever possible, be sure to respond to negative feedback. Write a comment on the post and include an email to take the conversation offline, but never leave a negative impression online if you are able to mend it. Key Takeaways Grade (Good, Fair, Bad) 1.________________________________________ ____________________ 2.________________________________________ ____________________ 3.________________________________________ ____________________ 4.________________________________________ ____________________ Competition Analysis What are some key actions that my competition is doing that makes them successful? • This section can include the social networks your competition has a presence on, the com- pany features they choose to highlight, or how many fans they have. From a recruitment standpoint, you can see who their employees are by looking at employee biographies on the company’s website or LinkedIn profiles (if they have a LinkedIn company page, employees will be listed in this area). Key Takeaways 1._________________________________________________________________ 2._________________________________________________________________ 3._________________________________________________________________ Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 16
  17. 17. Establish Goals and StrategiesGoal #1: __________________________________________________________Strategy:__________________________________________________________Goal #2: __________________________________________________________Strategy:__________________________________________________________Goal #3:__________________________________________________________Strategy:__________________________________________________________Claim Your Space• In this section, list the sites you will use to post your application, i.e.traditional recruitment websites. Also list the social media sites you will utilize during theprocess. Be sure to go to the last portion of this template and fill in these sites on your charts.If you already have a social media presence, simply fill in the amount of fans you currentlyhave as a starting point.Set up accounts on these social media sites (i.e. Facebook, LinkedIn, Twitter):__________________________________________________________Put application on these traditional sites (i.e. company website, Monster, Indeed):__________________________________________________________TIPS FOR POSTING YOUR APPLICATION In Ranstad’s “Guide for Effective Internet Recruiting”, the company gives tips for yourjob posts. They keep in mind the five major criteria candidates are focused on when searchingfor a position: salary, benefits, location, hours, and the nature of the position (seasonal orpermanent) 1. UTILIZE KEYWORDS: Think about the keywords that you will use in your job summary toattract more of the right candidates, and be as descriptive as possible. Focus on the attributesthat you would be looking for as a candidate.2. USE FAMILIAR JOB TITLES: You don’t have to break down positions too much or youmay not attract the right people. For example, saying that you need a “client communicationsspecialist” when you actually need a “call center representative” could attract a very differentpool of candidates who may not fully understand the position.3. PROVIDE A SALARY: If you are unable to provide a specific salary then you could give asalary range.4. HIGHLIGHT YOUR BRAND: A job post that highlights key features of your company andlinks to the website could not only gain more traffic and a broad interest group, but it is an op-portunity for you to brand yourself to a new audience of job seekers.Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 17
  18. 18. Join The Conversation • Use link shorteners and keywords to post positions on social sites. Open dialogue about jobs, highlight company events and employees, and join in discussions about employmentbenefits. Always keep in mind the goals and strategies you have set up previously.3 things to highlight about the company:1.__________________________________________________________2.__________________________________________________________3.__________________________________________________________Sample Posts and Tweets:Tweet: “We’re looking for a Gen. Manager for our San Francisco store! Deadline toapply is next week. RT to friends, here’s the link: (application shortlink)”• RT: Retweet, meaning to copy the post someone has written onto your timeline for yourfollowers to see.Facebook Post: Each quarter our company helps the community by volunteering fordifferent projects. This month we are going to help the Humane Society with theiradoption marathon and take applications for our new location opening up! Come out andlearn about us, meet the team and even take home a new family friend!• Highlighting these qualities about your company makes you have a real voice, as opposed to asales pitch. Invite Participation • Ask employees to join in the recruitment process by participating in the dialogue and refer- ring colleagues to open positions. Also, find influencers through tools to see who is talking about your company the most and invite them into conversations. Influencers (Optional): 1.__________________________________________________________ 2.__________________________________________________________ 3.__________________________________________________________ Suggested Activities: • Once you have set up a career page, you can make your cover photo a snapshot of your employees and invite those employees to comment on that photo. They can also submit photos to be voted on by the public and the one with the most votes can become the next cover photo. • Post links to news articles that feature your business and highlight the paper or organization that wrote the story. Building these relationships online with other organizations can strengthen your net- work. • Invite fans to ask questions about the positions you have open. This form of transparency, as dis- cussed earlier, gives more credibility and trust of your brands to the consumers. It also gives your brand a True Voice, or natural voice (as described by Gail Martin in an earlier section).Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 18
  19. 19. Track Results Use the charts below to track your progress and review what has worked best in your recruitment campaign. This will help you to know which methods to use for your next recruitment process. These charts were Adapted from Ranstad’s 2009 Guide to Effective Internet Recruiting. TRADITIONAL TOOL DATA POSITION:_________________ Time to Fill Position:___________ # of Cost/ Tool Cost of Tool # of Hires Cost/Hire Applicants Applicant Totals (leave blank) SOCIAL MEDIA TOOL DATA POSITION:_________________ Time to Fill Position:___________ Social Media Start Week Week Week Week Week Week Shortlink Tool Count 1 2 3 4 5 6 ReferralsTotals (leave blank) (Adapted from Ranstad’s 2009 Guide to Effective Internet Recruiting) Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 19
  20. 20. ADDITIONAL RESOURCES The links provided here are for additional research about social recruiting andmarketing using digital or social media.•HOW TO USE SOCIAL MEDIA AS A RECRUITING TOOL BY TIFFANY BLACK•HOW SMALL BUSINESSES ARE USING SOCIAL MEDIA (INFOGRAPHIC) BY DAVE LARSON•GUIDE TO MONITORING SOCIAL MEDIA CONVERSATIONS BY JD LASICA•20 FREE, AWESOME SOCIAL MEDIA MONITORING TOOLS BY JD LASICA•11 BEST WEB ANALYTICS TOOLS BY LOU DUBOIS•6 TIPS FOR EFFECTIVE RECRUITING ON SOCIAL MEDIA SITES BY SHARLYN LAUBY•RADIAN 6: DEFINING AND MEASURING INFLUENCE (WHITEPAPER)•THE SOCIAL PROFILE BY EXACT TARGET (WHITEPAPER)•SOCIAL COMMERCE TRENDS REPORT 2011•RADIAN 6: 30 IDEAS FOR YOUR 2012 SOCIAL MEDIA PLAN (WHITEPAPER)•SOCIETY FOR HUMAN RESOURCE MANAGEMENT•SMARTRECRUITERS.COM•AMERICAN MANAGEMENT ASSOCIATION•ADVANCED WEB METRICS WITH GOOGLE ANALYTICS (2ND EDITION) BY BRIAN CLIFTON•WEB ANALYTICS 2.0 BY AVINASH KAUSHIK•RECRUITING WITH SOCIAL MEDIA BY RAJ ANAND•HERE COMES EVERYBODY BY CLAY SHIRKY•COGNITIVE SURPLUS: CREATIVITY AND GENEROSITY IN A CONNECTED AGE BY CLAYSHIRKY•GETTING STARTED WITH GOOGLE ANALYTICS• Google AdWords is also a useful source for discovering keywords and running paid searchadvertisements for Google search engines. Their web tutorial explains more advantages of this tool. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 20
  21. 21. ACKNOWLEDGEMENTS Without the guidance, encouragement, and lessons from those on my committee, I would not have the knowledge and education that I do today. They continue to push the boundaries of my ability to learn more and make me strive to have academics as a part of my everyday life. I am truly thankful for their unwavering support. Carrie Brown-Smith, otherwise known by her Twitter handle @Brizzyc, is an assistant professor of journalism at the University of Memphis. Often hailed as the department’s “social media guru”, Carrie has a special interest in research on the changing dynamic of news in the digital age and how that affects journalism and democracy. She teaches undergraduate and graduate courses at the university and serves as director of the city wide Memphis high school paper, The Teen Appeal. She received her PhD from the University of Missouri and currently runs the website The Changing Newsroom to share her research with the public. Eric Brey teaches digital marketing and hospitality management atthe University of Memphis. Using edutainment, a mix of education andentertainment, he has presented hundreds of consumer and technology-specific topics. He also regularly publishes reports and papers, which arewell received by the business community. He goes by his Twitter handle@ProfessorBrey and has built a brand around that name. Collaboratingwith Carrie Brown-Smith and Kris Markman, a professor in the College ofCommunication at the University of Memphis, the three have developedthe university’s first Social Commerce minor spanning all threedepartments (Communication, Journalism and Marketing). His personalwebsite is ProfessorBrey.com. Addie McGowan is the Social Media and Project Manager for Bigfish Creative, an advertising, marketing and multimedia firm in Memphis, TN. She graduated from Trinity University with her Bachelors in Sociology and Communication and now specializes in meeting the social and digital needs of clients in the Mid-South Area. Addie regularly gives presentations on the Bigfish strategy and integrating social media effectively for businesses. She has worked as a marketing consultant, research analyst, and account executive, as well as currently working with Social Butterflies as an event coordinator. Her Twitter handle is @addiemcgowan. Jennifer Sadler• jesadler@memphis.edu • @Fourteenhearts • University of Memphis 21 Through God All Things Are Possible.

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