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Applying Social Media to Workforce Development

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This is a presentation given to members of the Chesapeake Regional Tech Council who had interest in using Social Media applications for Workforce Development.

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Applying Social Media to Workforce Development

  1. 1. Welcome CRTC! Social Media and Workforce Development Forum
  2. 2. Strategies in Social Recruiting Build your Workforce through Social Media
  3. 3. Today’s Presenter Veronica Segovia Employer Brand Marketer, Vocus @VASegovia www.linkedin.com/in/vsegovia
  4. 4. Who We Are Vocus offers a unique solution for marketers. Our software integrates powerful features of digital marketing including social, search, email and publicity. In addition, our software sends real-time marketing opportunities directly to marketers in the form of leads, prospects, social media conversations, curated content and inbound media inquiries. With our marketing consulting and services team ready to help, our software solution delivers marketing success. Vocus (VOCS) based in Beltsville, MD, has over 1,000 employees with offices in North America, Europe and Asia.
  5. 5. Employer Branding Source: LINKEDIN Talent Solutions: The State of Employer Branding, WhitepaperOctober 2012.
  6. 6. Employer Branding Employer brand is top of mind for recruiting professionals. Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision makers across 15 countries. LinkedIn Confidential ©2012 All Rights Reserved
  7. 7. Employer Branding
  8. 8. Employer Branding
  9. 9. Employer Branding
  10. 10. What is Social Job Sharing? Source: Social Job Sharing Infographic, Work4Labs Blog, June 2013
  11. 11. Social Job Sharing Source: Social Job Sharing Infographic, Work4Labs Blog, June 2013
  12. 12. Social Job Sharing Source: Social Job Sharing Infographic, Work4Labs Blog, June 2013
  13. 13. Social Job Sharing Source: Social Job Sharing Infographic, Work4Labs Blog, June 2013
  14. 14. Questions to Answer
  15. 15. First Steps… • Audit • Presence • Targets • Competition • Relevant Networks
  16. 16. Tips to Build Your Employer Brand
  17. 17. Tips to Build Your Employer Brand
  18. 18. Tips to Build Your Employer Brand
  19. 19. Tips to Build Your Employer Brand
  20. 20. Socialize Your Careers Site
  21. 21. Facebook: Statistics • 52% of job seekers used Facebook to help find work in 2012. (source: jobvite) • 1 in 5 job seeker had a contact share a job on Facebook. (source: jobvite) • 80% of social media users prefer to connect with brands through Facebook. (source: Business2Community)
  22. 22. Facebook • Cover Photo • Profile Picture • Applications - Job Application - Blog - Videos - Social Media
  23. 23. Twitter @VocusCareers participates in up to 25 career-related tweetchats/month. • • • • Increase Expose Reach Engage
  24. 24. Complete Profiles
  25. 25. Instagram • • • • • • +100 million users Story with images Mobile upload FB Integration Platform Links Sharing
  26. 26. LinkedIn • • • • • Recruiter tool Job Posts Employee Profile Ads Amplify story with images/video Cross Promotion
  27. 27. Instagram • • • • • • +100 million users Story with images Mobile upload FB Integration Platform Links Sharing
  28. 28. Video Source: Why Use YouTube for Recruitment? – HireRabbit Blog
  29. 29. Video: Showcase Culture
  30. 30. Video: Employee Testimonials
  31. 31. Blog: Put a Face to the Workforce
  32. 32. Blog: Employee Activities Shana is running her first marathon in September! The Bellingham Bay Marathon takes place September 29 and Shana has chosen to dedicate her participation to the Boys & Girls Club of Whatcom County. Vocus employees have a great sense of community and come together in support of each other’s efforts. Read more to find out why Shana chose the Boys & Girls Club and how you can help..
  33. 33. Blog: Basic Content Marketing
  34. 34. Blog: Content Curation
  35. 35. Schedule Content • Content Calendars • Schedule Posts - Tools like Facebook, Tweetdeck, Buffer • Drive traffic to and from each platform to grow engagement
  36. 36. Office Space • Destination for Top Tech Talent • Termed “Googleplex” of Prince George’s Cty • Main Street Town culture builds community
  37. 37. Monitor Track results using insights from individual platforms or using a Dashboard such as the Vocus Marketing Suite.
  38. 38. Monitor Keep tabs on your competitors for analysis. Doing so can give you ideas for there you might need to have presence.
  39. 39. Monitor Know the discussion around your employer brand.
  40. 40. What’s Working for Us • LinkedIn- $$$ • Social Job Sharing Program - $$ • Facebook- $ • Website - $ • Twitter- $
  41. 41. Create a Source in Applicant Tracking
  42. 42. Track Results
  43. 43. Connect with us! Veronica Segovia Employer Brand Marketer, Vocus @VASegovia @VocusCareers www.linkedin.com/in/vsegovia www.whyworkatvocus.com
  44. 44. Questions?
  45. 45. Thank You! Chesapeake Regional Technology Council: Social Media and Workforce Development Forum

Editor's Notes

  • Our recruiters fill between 40-80 positions per month in the first half of the year- majority of them SALES, and for people with less than five years of experience. Our spec is very specific.
  • Our VP of HR set up a separate website in anticipation for growth. As more positions began opening up and we began expanding, the recruiting team needed to attract talent and manage communication with that talent. Here’s a look at our Employer Brand. Our candidates/employees recognize these colors, this phrase.
  • http://www.work4labs.com/blog/get-excited-for-social-job-sharing/
  • http://www.work4labs.com/blog/get-excited-for-social-job-sharing/
  • http://www.work4labs.com/blog/get-excited-for-social-job-sharing/
  • http://www.work4labs.com/blog/get-excited-for-social-job-sharing/
  • Do an audit. Look for online conversation about your company as an employer. Search on sites like Glassdoor where employees post anonymous reviews.Build a presence on the platforms that make the most sense for you as a player.Who is your target audience? Who are you looking to hire?Who do you compete with for talent?Research networks for your posts are relevant to users.
  • Establish a brand. Who are you as an employer?
  • Blog! Don’t just blog about your product. Every once in a while, blog about what it’s like to work at your company.Adding Social plug-ins to your website makes it easier for talent to engage with your brand.
  • Cover Photo:Profile Picture:Applications: - Job Application - Blog - Videos - Social Media
  • Cover Photo:Profile Picture:Applications: - Job Application - Blog - Videos - Social Media
  • @VocusCareers attempts to participate in close to 25 career-related tweetchats a month.Tweet chats can help increase followers, reach and engagement.Followers: Tweet chats can help you get your handle seen by people who normally aren’t looking for you.Reach: Your chances of being retweeted are increased when you offer great insight to the topic.Engagement” We use “engagement” in social media to refer to activity and interaction with followers. When you put out a question and get responses, you are engaging your audience. The power of a hashtag. Let’s look at our Twitter handle. And one of our recruiters.
  • Be relevant. Make sure your posts add value.
  • Be relevant. Make sure your posts add value.Boasts 100+ million users.Tells your story with an image.Photos AND video uploaded via mobile phone.Integrations are available for view on Facebook.Can be linked to other social platforms.Useful to share promote across platforms.
  • We do use both free and paid resources on LinkedIn. Premium profiles, Job Slots, LinkedIn Recruiter Tool, Branded Career Page, Employee Profile Advertising. Let’s take a look.
  • Be relevant. Make sure your posts add value.Boasts 100+ million users.Tells your story with an image.Photos AND video uploaded via mobile phone.Integrations are available for view on Facebook.Can be linked to other social platforms.Useful to share promote across platforms.
  • Be relevant. Make sure your posts add value.“Job postings with a video icon are 12% more likeliikey to be viewed and 35% more likely to get applied to.” –HireRabbitInfographicShowcase Culture: show candidates what’s it like to work at your companyShare employee testimonials about their experiences. Employees are your best brand advocates.
  • Be relevant. Make sure your posts add value.“Job postings with a video icon are 12% more likeliikey to be viewed and 35% more likely to get applied to.” –HireRabbitInfographicShowcase Culture: show candidates what’s it like to work at your companyShare employee testimonials about their experiences. Employees are your best brand advocates.
  • Be relevant. Make sure your posts add value.“Job postings with a video icon are 12% more likeliikey to be viewed and 35% more likely to get applied to.” –HireRabbitInfographicShowcase Culture: show candidates what’s it like to work at your companyShare employee testimonials about their experiences. Employees are your best brand advocates.
  • Blogs are meatier content pieces than tweets or Facebook updates. They give jobseekers a better view of their potential colleagues and your company culture.Be relevant. Make sure your posts add value.“Job postings with a video icon are 12% more likeliikey to be viewed and 35% more likely to get applied to.” –HireRabbitInfographicShowcase Culture: show candidates what’s it like to work at your companyShare employee testimonials about their experiences. Employees are your best brand advocates.
  • Blogs are meatier content pieces than tweets or Facebook updates. They give jobseekers a better view of their potential colleagues and your company culture.Be relevant. Make sure your posts add value.“Job postings with a video icon are 12% more likeliikey to be viewed and 35% more likely to get applied to.” –HireRabbitInfographicShowcase Culture: show candidates what’s it like to work at your companyShare employee testimonials about their experiences. Employees are your best brand advocates.
  • Blog about new updates and breaking trends that affect your hiring process or talent acquisition. This keeps your blog fresh and up-to-date on new tools and features that may help jobseekers..and have them keep coming to your site.Be relevant. Make sure your posts add value.
  • Tracking discussion about your brand, employee activities and experience will help you in the long run. This will help you know what trends to run with and if you need to curb discussion by launching something new.
  • Content? Highlight Culture: This is an important piece. Highlight your culture to generate a demand for your open positions.
  • The New Urbanism design of headquarters is based on the town of Seaside of Florida. Destination for Top Tech TalentLess than half of all of our employees work at other Vocus office locations (Mid-Atlantic Region, Europe, Asia).
  • You can track results using insights from individual platforms or using a Dashboard such as the Vocus Marketing Suite.Monitor competitors for analysis. Doing so can give you ideas for there you might need to have presenceMonitor discussion about your employer brand.
  • You can track results using insights from individual platforms or using a Dashboard such as the Vocus Marketing Suite.Monitor competitors for analysis. Doing so can give you ideas for there you might need to have presenceMonitor discussion about your employer brand.
  • You can track results using insights from individual platforms or using a Dashboard such as the Vocus Marketing Suite.Monitor competitors for analysis. Doing so can give you ideas for there you might need to have presenceMonitor discussion about your employer brand.
  • You can track results using insights from individual platforms or using a Dashboard such as the Vocus Marketing Suite.Monitor competitors for analysis. Doing so can give you ideas for there you might need to have presenceMonitor discussion about your employer brand.
  • Our VP of HR set up a separate website in anticipation for growth. As more positions began opening up and we began expanding, the recruiting team needed to attract talent and manage communication with that talent. Here’s a look at our Employer Brand. Our candidates/employees recognize these colors, this phrase.
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