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. Strategy How Do I Use Social Media as a Social Marketing Tool?
  26. 28. 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>
  27. 29.
  28. 30. Search: java alabama | 40 results | 13 of interest
  29. 31. Build a Circle of Community
  30. 32. Control Your Circles
  31. 33. 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>
  32. 34. Strategy: Advertising
  33. 35. Facebook PPC
  34. 40. Engage Your Community
  35. 41. Integrate Into All Platforms
  36. 42. Create Badges Everywhere!
  37. 43. Social Plugins
  38. 45. 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>
  39. 46. Advertising Reach
  40. 47. LinkedIn PPC
  41. 51. Strategy: Community
  42. 52. 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>
  43. 53. 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>
  44. 54. Sourcing Tool? Yes it Can Be! <ul><li>Within Twitter: use Advanced Search or Twitter Search Operators </li></ul>
  45. 55. 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>
  46. 56. 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>
  47. 57. 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>
  48. 58. 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>
  49. 59. 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>
  50. 60. 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>
  51. 61. 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>
  52. 62. 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>
  53. 63. 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>
  54. 64. Contact Alex Putman, Vice President of Workforce Solutions 770-346-7216 [email_address] And follow Synergis at
  55. 65. Sources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>