Social Recruiting Made Simple | by Bullhorn Reach Evangelist Steven Duque


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Maybe you’re looking for practical ways to make your recruiting efforts via social media both more efficient and effective. Or, perhaps you’re just trying to figure out where to begin. Join Steven Duque, Recruiting Innovation & Optimization Evangelist at Bullhorn Reach, for a quick, free 30-minute webinar on insights, findings and best practices, surfaced through working with users like you.

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  • Interestingly,PierreKhawand, CEO of People—OnTheGo, found that, among more than 1000 business professionals, people check their social media inboxes almost as much as their personal and professional email inboxes. Among the general working population, 58% check their Facebook inboxes regularly, 47.9% check LinkedIn and roughly 22.6% check Twitter. Altogether, Khawand found, people spend 4 hours a day (half a workday) managing multiple “inboxes.” More than an hour is spent on social media a day, with Gen Y spending the most time (1.8hours).
  • LinkedIn tackles segmentation in the form of folders, allowing you to organize your connections into categories of your choice. I’d basically think of it as a an online Rolodex, organized by dividers with labels of your choice.
  • For example, on Facebook, tacitly referred updates about content consumed now drives users to their friends music choices, articles read and soon what will certainly be a vast array of other types of content.
  • And, last but not least, nearly all content is shareable. You may recognize the standard trinity of “Retweet, Share and Like”. But as the images below illustrate, there are many more choices than just these.
  • All that said, if you’re new to social recruiting, don’t worry. Getting started really isn’t so bad. From research into our users at Bullhorn Reach, many of whom are just getting started with social media, we discovered that a large following or set of connections on social media isn’t necessary to be effective at social recruiting. What this graphic tells us is that those with the smallest size following (between 1-50 followers) actually are more likely to produce applications per follower than bigger networks. Though this graphic depicts users on Twitter, the pattern holds across LinkedIn and Facebook too. Why? The first 50 followers that people accrue on Twitter tend to be people they know or have a relatively close relationship with. As people expand their networks, their reasons for connecting with people also expand and diversify, diluting the level engagement with their followers as a whole. The point here is that it’s not “how big your network is” but “who is in your network” that matters most.
  • One of the interesting things about social media are that they’re personal. Or, in other words, they’re designed to help us communicate our identities. Our profiles are means for us, as users, to author our own online identities. As as a recruiter, one of the worst things you can do is have a sparse or non-existent profile info – for example, your profile photo. It’s the first step in communicating who are to candidates, a first step in earning their trust. As you post messages and updates, which I’ll discuss in greater detail later on, candidates will want to know who is talking to them. Upload a picture, fill out your professional and educational history in great detail, explain who you are. All these actions contribute to your putting a face to the corporate copy that accompanies the listings you’re sharing, and conveys the message that candidates are communicating with a real human being, which is big differentiator from job boards, where many candidates complain that they feel as though they’re putting themselves out into the ether of the application process, where no one may be listening.
  • Instead of ABC, the mantra of the social web is ABA: Always Be Authentic. It’s hard to build trust without keeping it real. [animation]Even big companies can do it. Take, for example, the Twitter handle @ComcastCares, initially run by Frank Eliason. The strategy was simple: use Twitter as a customer service channel to address complaints and disenchantment with Comcast’s services head-on. More broadly, engage people with helpful information, and don’t hide from the public conversations that may, at the outset, be negative.
  • But, doing a good job at marketing your open jobs isn’t as simple as just posting them to your social media profiles. That’s certainly a part of it, but only a fraction of the story. One hypothetical I like to suggest in conversations with our clients is to ask them to imagine that they go to a party, and all that they do is talk business. Chances are, at the end of the night, they won’t win the popularity contest. The same is true of social media and social recruiting. [ANIMATION]No one wants to be this guy: the person whose only updates are about open jobs. You’re going to burn out your networks, and no one’s going to like you, not to mention want to listen to what you’re saying, even if you’re talking about an incredible opportunity at an amazing company.
  • Keeping your connections engaged is paramount to your being a successful recruiter through social media. And, as mentioned earlier, engagement requires garnering interest. And, the right kind of interest, from your perspective, as someone who’s trying to recruit, is in you as source of information relevant to connections’ professional lives. But what is “relevance”?
  • And, to make things even more interesting, one of the great aspects of social media versus other forms of communication is the multimedia messaging that’s at your fingertips. Share links to articles, videos, pictures and audio content that your connections would consider as relevant. Using myriad media in your communications will stimulate different parts of their brains and help you pique their interest.
  • The first thing I’ll recommend that you do is follow the leader. Who’s doing a good job at social recruiting in your industry? Who are the thought leaders that pique your interest as a professional? Who is driving innovation and getting attention from the candidates in the industry for which you’re recruiting? Find out who these people are, and connect with, friend and follow them immediately. Watching and learning from their online behaviors, engaging them in conversation and re-sharing the content they’ve already created will not only help you decrease your learning curve in what makes for engaging content, but will also save you time and energy in finding good content to share with your connections. If you’re at a loss for what to say, retweet and re-share what the leaders are broadcasting. And, you may even add value to your own online experience as a professional along the way.
  • Social Recruiting Made Simple | by Bullhorn Reach Evangelist Steven Duque

    1. 1. Social Recruiting Made Simple Presented by Steven Duque Recruiting Innovation & Optimization Evangelist powered by your friends at
    2. 2. #socialreach @StevenDuque @BullhornReachQuestions? Just ask, or email me at
    3. 3. Agenda1. Foundation: Background Info - Social Media Adoption - Social Media Trends2. On the Hill: Strategy & Rationale - Relationship Building - Community3. In the Trenches: Tactics & Best Practices - Broadcasting - Engaging - Monitoring
    4. 4. foundation: background
    5. 5. social media adoption
    6. 6. Social Media Users by Age 62% of people on social networks are of the “professional” age
    7. 7. Social Media Users by Age % of 35+ # of 35+ NETWORK USERS USERS 64% 512m 61% 122m 78% 78m Source: Google Ad Planner 2011, US Demographics Data
    8. 8. Social Media Users by Age NETWORK AVG. AGE 38 39 44 Source: Google Ad Planner 2011, US Demographics Data
    9. 9. Social Media Usage by Time
    10. 10. Time Spent Online 8.4 hrs. Amount of time “professional”-aged Americans spend per month on social channels.
    11. 11. Facebook’s Ascent
    12. 12. A Changing Workplace: SocialInboxes Checked Regularly All Responses Source: People—On the Go 2010 Report, Pierre Khawand
    13. 13. A Changing Workplace: SocialInboxes Checked Regularly Top Management Source: People—On the Go 2010 Report, Pierre Khawand
    14. 14. TRENDS
    15. 15. segmentation
    16. 16. visualization
    17. 17. social-ization
    18. 18. Getting started isn’t so bad
    19. 19. Agenda1. Foundation: Background Info - Social Media Adoption - Social Media Trends2. On the Hill: Strategy & Rationale - Relationship Building - Community3. In the Trenches: Tactics & Best Practices - Broadcasting - Engaging - Monitoring
    20. 20. on the hill:strategy & rationale
    22. 22. Building Trust put a face to the copy
    23. 23. Relationship Building Old School – Always Be Closing
    24. 24. Building Trust New School – Always Be Authentic
    25. 25. Branding Corporate Personal
    26. 26. Branding Convergence
    27. 27. COMMUNITY
    28. 28. Discussion Groups Hashtags (#) Page
    29. 29. Education & Self-Improvement Answers Hashtags (#) Page Wall but….
    30. 30. Education & Self-Improvement
    31. 31. in the trenches:tactics &best practices
    32. 32. Don’t be this guy Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!
    33. 33. It all depends on your variables 32k recruiters
    34. 34. Expectations vary across channels
    35. 35. ―Social‖ isn’t a single category
    36. 36. ENGAGING
    37. 37. Relevance Checklist Being “relevant” is being:  Helpful  Educational  Informational  Conversational  … Add value to connections’ professional lives online.
    38. 38. Multimedia
    39. 39. MONITORING
    40. 40. Monitoring follow the leader
    41. 41. Monitoring uncover best practices through metrics
    42. 42. Monitoring info triage
    43. 43. How We Can Help – Create Your Free Account Efficiency • Broadcast your open jobs and content to your core social channels at once • Automate jobs re-posting • Prioritize connections to engage with Radar Effectiveness • Get a birds-eye view of social recruiting performance • Monitor proportionate amount of traffic driven by channels • Measure efficacy of update messages
    44. 44. Steven DuqueRecruiting Innovation & Optimization