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Social Recruiting Strategy


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Social Recruiting Strategy

  1. 1. Social Media Strategies: More Than Post & Pray
  2. 2. Agenda <ul><li>What is Social Recruiting? </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Talent Identification </li></ul></ul><ul><ul><li>Community Engagement </li></ul></ul><ul><ul><li>Integration of other Platforms </li></ul></ul><ul><li>Engagement / Building Communities </li></ul><ul><li>Candidate Experience </li></ul><ul><li>Digital Body Language </li></ul><ul><li>Source passive candidates </li></ul><ul><li>Keys platforms in your strategy </li></ul>
  3. 3. Hiring Routine <ul><li>Receive Requisition | Post | Resumes Roll In </li></ul><ul><li>How many people have a documented Recruiting Strategy/Plan )? </li></ul>
  4. 4. Statistics Don’t Lie <ul><li>According to data from the Bureau of Labor and Statistics , here is the breakdown of job seeker status: </li></ul><ul><ul><li>32% passively looking </li></ul></ul><ul><ul><li>34% not looking </li></ul></ul><ul><ul><li>20% casually looking </li></ul></ul><ul><ul><li>14% actively looking </li></ul></ul><ul><li>How are you engaging the missing 86%? </li></ul>
  5. 7. Social Technology <ul><li>There are great technologies to help you develop and run successful social programs for your end users (candidates in our case). </li></ul><ul><li>But, the right technology won’t do much for you unless based on: </li></ul><ul><li>sound strategy aligned to your business goals </li></ul><ul><li>effectively enabled across your organization </li></ul><ul><li>by have engaging and relevant stories to tell </li></ul>
  6. 8. 3 Keys to Social Media <ul><li>Key Question: What does the business want or need? </li></ul><ul><li>Strategy: plan that marries your business objectives and your business insights to your user (candidates) </li></ul><ul><li>Enablement: active commitment to becoming a social business, make the social component a part of the company DNA </li></ul><ul><li>Content : Storytelling! What your saying must pass the “Who gives a crap” test! </li></ul>
  7. 9. How Are You Currently Using Social Media? <ul><li>Blast jobs out via Twitter </li></ul><ul><ul><li>70% of information goes unread </li></ul></ul><ul><ul><li>Only appears in the stream of your followers </li></ul></ul><ul><li>Post jobs to LinkedIn profile status </li></ul><ul><ul><li>Short viewable shelf life </li></ul></ul><ul><ul><li>Who sees it? </li></ul></ul><ul><li>Post to all your friends on Facebook </li></ul><ul><li>Post in your G+ Stream </li></ul>
  8. 10. Social Media Strategy <ul><li>Mission Statement </li></ul><ul><li>Goals </li></ul><ul><li>Business Statement </li></ul><ul><li>Identify target audience </li></ul><ul><li>Benchmarks </li></ul><ul><li>Tracking </li></ul>
  9. 11. “ Big 3” Basics <ul><li>Professional networking site, primary focus is building a network of business contacts. Most people mix personal relationships with personal. </li></ul><ul><li>Users are more “ power users ” of social media and tool provides quick response to evangelist. </li></ul><ul><li>Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform </li></ul>
  10. 12. Mission Statement <ul><li>“ Begin with the end in mind” - Stephen Covey </li></ul><ul><li>How does our ____ platform tie into the overall social media goals? </li></ul><ul><li>What do I want this to look like in the end? </li></ul><ul><ul><li>“ Keep it real”, will I really engage people </li></ul></ul><ul><ul><li>Is it just a sourcing tool? </li></ul></ul><ul><ul><li>Doing it because all the cool kids are? </li></ul></ul>
  11. 13. “ Big 3” Mission Statements <ul><li>Drive professional human resources conversation, engage business minded users and answer questions by human resources professionals. </li></ul><ul><li>Engage and share information via links from other corporate platforms. </li></ul><ul><li>Engage members of our communities on a personal level. </li></ul>
  12. 14. Goals <ul><li>What do you want to achieve? </li></ul><ul><li>Attack Plan </li></ul><ul><ul><li>What do I know about social media? </li></ul></ul><ul><ul><ul><li>Rank each platform </li></ul></ul></ul><ul><ul><li>What information is accessible? </li></ul></ul><ul><ul><li>What skills do I need to master? </li></ul></ul><ul><ul><li>What other resources should I use? </li></ul></ul><ul><ul><li>Is this the best way to do it, or is there some other way? </li></ul></ul>
  13. 15. Goals <ul><li>Dip toes in the shallow end: What is the little goal? </li></ul><ul><li>Timetable: Create a set of workable goals focused on end result. </li></ul>
  14. 16. Goals <ul><li>Drive traffic to the corporate website </li></ul><ul><li>Cross pollinate content to other social media communities for other corporate platforms. </li></ul><ul><li>Provide a calendar of events for members and non-members of corporate communities. </li></ul><ul><li>Promote revenue generating events. </li></ul><ul><li>Conversation on HR related topics and business questions. </li></ul><ul><li>Promote membership opportunities and reasons to be member of overall organization (4,400 members on LI only 2,500 paid memberships) </li></ul>
  15. 17. Goals <ul><li>Drive corporate sponsored events </li></ul><ul><ul><li>live tweet events </li></ul></ul><ul><ul><li>provide #hashtags for engagement </li></ul></ul><ul><li>Drive content from blog and discussions in other platforms </li></ul><ul><li>Cross tweet other corporate related content and relevant industry/related content </li></ul><ul><ul><li>ERE </li></ul></ul><ul><ul><li>SHRM National / Regional SHRM Groups </li></ul></ul>
  16. 18. Goals <ul><li>Promote all events other calendar events </li></ul><ul><li>Encourage personal interaction/connections with corporation visually. </li></ul><ul><li>Provide pictures and video of meetings, charity, community work and other events. </li></ul><ul><li>Provide a calendar of key events to drive attendance to functions. </li></ul><ul><li>Highlight blog content, key questions and conversations from other platforms. </li></ul>
  17. 19. “ Big 3” Business Statement <ul><li>The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers. </li></ul><ul><li>Drive engagement to other corporate platforms </li></ul><ul><li>Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions </li></ul>
  18. 20. Types of Social Media Users
  19. 21. Target Audience <ul><li>Who are you trying to reach? </li></ul><ul><ul><li>Jobseekers </li></ul></ul><ul><ul><li>People with certain skills </li></ul></ul><ul><ul><li>People who know people with certain skills </li></ul></ul><ul><ul><li>Communities of people with B&C </li></ul></ul><ul><ul><li>Influencers/mouthpiece for your organization </li></ul></ul>
  20. 22. “ Big 3” Target Audience <ul><li>HR professionals with a business mindset vs. a more “social” platform. </li></ul><ul><li>Users may not be as apt to utilize personal networks such as Facebook or Twitter. </li></ul><ul><li>HR Professionals / potential corporation members </li></ul><ul><li>Highly active users of social media (power users) </li></ul><ul><li>Evangelist </li></ul><ul><li>Engaged users of company </li></ul><ul><li>HR Professionals seeking a personal connection with company </li></ul>
  21. 23. Benchmark <ul><li>How do you currently measure platform adoption? </li></ul><ul><ul><li>Are people engaged? Not just about the “likes” </li></ul></ul><ul><ul><li># users </li></ul></ul><ul><ul><li># of shares </li></ul></ul><ul><ul><li>Mentions of your platforms </li></ul></ul><ul><ul><li>Brand spokespeople </li></ul></ul>
  22. 24. “ Big 3” Benchmarks <ul><li>As of 9/6/2011 the LinkedIn page has 4,277 members. </li></ul><ul><li>Currently adding 5-10 new user per week. </li></ul><ul><li>16 active subgroups, largest has 59 members. </li></ul><ul><li>2-3 active tweets per day from corporate account </li></ul><ul><li>3-4 retweets from power user members. </li></ul><ul><li>As of 9/6/2011 we have 1,482 followers. </li></ul><ul><li>Convert users into spokespeople and members. </li></ul><ul><li>9/6/2011 we have 467 “likes” </li></ul><ul><li>Average approximately 2-3 post per week. </li></ul><ul><li>Receive 2-4 “likes” per post. </li></ul>
  23. 25. Tracking <ul><li>What works and what does not work. </li></ul><ul><ul><li>Measure against current stats </li></ul></ul><ul><ul><ul><li>Increasing engagement </li></ul></ul></ul><ul><ul><ul><li>New members/followers </li></ul></ul></ul><ul><ul><li>Are you reaching your target audience? </li></ul></ul><ul><ul><ul><li>How are they engaging (video, blog, RT’s) </li></ul></ul></ul><ul><ul><ul><li>Creators, Critics, Collectors, Joiners, Spectators and Inactives. </li></ul></ul></ul><ul><ul><li>Are you achieving goals? </li></ul></ul><ul><ul><ul><li>Are the goals still relevant? </li></ul></ul></ul>
  24. 26. Take Action on Your Strategy <ul><li>Identify your social media team. </li></ul><ul><li>Who is your company evangelists? </li></ul><ul><li>Start with the platform that makes sense for your organization. </li></ul><ul><li>Assign a coordinator to each platform. </li></ul><ul><li>Everyone your company has been in contact with is a potential evangelist (if you are aware of your candidate experience) </li></ul>
  25. 27. Marketing A Recruiting Firm
  26. 28. Strategy How Do I Use Social Media as a Social Marketing Tool?
  27. 29. G+ Recruiting Strategy <ul><li>Advertising </li></ul><ul><ul><li>PPC </li></ul></ul><ul><li>Talent Community </li></ul><ul><li>Sourcing Tool </li></ul><ul><ul><li>Users: 25 million + and growing </li></ul></ul><ul><ul><li>Reach: Everyone </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  28. 30.
  29. 31. Search: java alabama | 40 results | 13 of interest
  30. 32. Build a Circle of Community
  31. 33. Control Your Circles
  32. 34. Facebook Recruiting Strategy <ul><li>Advertising </li></ul><ul><ul><li>PPC </li></ul></ul><ul><li>Talent Communities </li></ul><ul><ul><li>Referrals!! </li></ul></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Leverage Past & Present Employees </li></ul></ul><ul><li>Integrate into other sites </li></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Static </li></ul></ul><ul><ul><li>Facebook Apps </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul>
  33. 35. Strategy: Advertising
  34. 36. Facebook PPC
  35. 41. Engage Your Community
  36. 42. Integrate Into All Platforms
  37. 43. Create Badges Everywhere!
  38. 44. Social Plugins
  39. 46. Recruiter View of LinkedIn
  40. 47. LinkedIn Recruiting Strategy <ul><li>Not going to discuss “talent identification” in this presentation: </li></ul><ul><li>Advertising </li></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Talent Community </li></ul>
  41. 48. Advertising Reach
  42. 49. LinkedIn PPC
  43. 53. Strategy: Community
  44. 54. Twitter Stats <ul><li>42.3% of the entire American population was using Facebook in Feb 2011 </li></ul><ul><li>Twitter‘s penetration rate was much lower, sitting at around 7% of the total population and 9% of the Internet-using population </li></ul><ul><li>Twitter, on the other hand, is driven largely by so-called power users , and only 21% of registered users are actually active on the site. </li></ul><ul><li>Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets. </li></ul><ul><li>Twitter’s penetration rate was around 7% , and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks </li></ul>
  45. 55. Twitter Recruiting Strategy <ul><li>Compliment to other platforms </li></ul><ul><li> </li></ul><ul><li>Data gathering </li></ul><ul><ul><li>Bio </li></ul></ul><ul><ul><li>URL </li></ul></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Links shared </li></ul></ul>
  46. 56. Sourcing Tool? Yes it Can Be! <ul><li>Within Twitter: use Advanced Search or Twitter Search Operators </li></ul>
  47. 57. More Twitter Sourcing <ul><li>Boolean Search (Google or Bing) </li></ul><ul><ul><li>Try: php AND (saas OR cloud) –job -jobs </li></ul></ul><ul><li>Twitter Search Engines or Directories </li></ul><ul><ul><li>IceRocket : search on key words in stream & profile </li></ul></ul><ul><ul><li>Tweepsearch : Profile and bio search </li></ul></ul><ul><ul><li>Twellow : Yellow pages for twitter, good search tool! </li></ul></ul><ul><li>Using Twitter Lists </li></ul><ul><ul><li>Try </li></ul></ul>
  48. 58. Engage Your Community <ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Provide clarification </li></ul></ul><ul><ul><li>Find and follow talent </li></ul></ul><ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Events </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Associations </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Companies </li></ul></ul></ul></ul></ul>
  49. 59. Integrate With Other Media <ul><ul><ul><li>Career site </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Facebook Fan Page </li></ul></ul></ul><ul><ul><ul><li>LinkedIn profiles </li></ul></ul></ul><ul><ul><ul><li>Job Alerts/email campaigns </li></ul></ul></ul><ul><ul><ul><li>Email signatures </li></ul></ul></ul><ul><ul><ul><li>Print literature </li></ul></ul></ul>
  50. 60. YouTube Stats <ul><li>More video content is uploaded to YouTube in a 60 day period than the three major U.S. television ever! </li></ul><ul><li>As of February 2011, YouTube has 490 million unique users worldwide per month. </li></ul><ul><li>Who rack up an estimated 92 billion page views each month. </li></ul><ul><li>We spend around 2.9 billion hours on YouTube in a month — over 325,000 years. </li></ul><ul><li>And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years. </li></ul>
  51. 61. YouTube as a Recruiting Tool? <ul><li>Before anyone joins a company they want know what the culture is like….show them! </li></ul><ul><li>Create visual content around your company </li></ul><ul><li>Don’t tell someone “you want to work for us” show them the realness. </li></ul><ul><li>Incorporate video with other platforms </li></ul><ul><li>NOT A TALENT IDENTIFICATION TOOL </li></ul>
  52. 62. Strategy: Community Engagement <ul><li>Advertise: drive ads via other platforms or cool tools (QR codes are great hear) </li></ul><ul><li>Vlog: video interview tips from the recruiting team (“How to” video #1 viewed) </li></ul><ul><li>Engage: testimonials from your employees & customers </li></ul><ul><ul><li>When I see “message from our CEO”, I already know what she/he has to say! </li></ul></ul>
  53. 63. Blog Recruiting Strategy <ul><li>Engage readers via writing and vlogging </li></ul><ul><li>Guest post from experts </li></ul><ul><li>Provide a catalogue of specific information </li></ul><ul><li>Format is not “formal”, let your hair down </li></ul><ul><li>Provides insight into organization vs. stats </li></ul><ul><li>NOT A TALENT IDENTIFICATION TOOL….or IS IT? </li></ul>
  54. 64. Community Engagement <ul><li>Allow comments & respond to all! </li></ul><ul><li>Vlog – video “how to” | “what to do” </li></ul><ul><li>Content should pass the “who gives a crap” test! </li></ul><ul><li>Be a storyteller </li></ul><ul><li>Great source to find interactive / web / developers </li></ul><ul><ul><li> (java AND developer) alabama --job -jobs </li></ul></ul>
  55. 65. Blog Search String <ul><li>KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog) </li></ul><ul><li>KEYWORD1 KEYWORD2 </li></ul><ul><li>Try replacing with any of these popular blog hosts: </li></ul><ul><ul><li>,,,,,,,,, and </li></ul></ul><ul><li>Note that you can only do one site: at a time! </li></ul>
  56. 66. Contact Alex Putman, Vice President of Workforce Solutions 770-346-7216 [email_address] And follow Synergis at
  57. 67. Sources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>