Recent Forrester research says B2C marketing leaders admit the primary reason they maintain branded accounts on social networks like Facebook and Twitter is to build stronger relationships with their customers. Forrester calls these tactics social relationship marketing. With competition for talent rising to a competitive level not previously seen, job seekers regularly utilizing social platforms to find jobs, it’s never been more important to develop and nurture job seekers with your presence on social sites, using similar tactics B2C brands use with customers.

1. 7 TALENT MARKETING STRATEGIES HR PROS AND RECRUITERS
CAN LEARN FROM TOP BRANDS.
JEAN L. SERIO, CPC, CMC
WWW.LINKEDIN.COM/IN/JEANLSERIOSOCIALMKTGSTRATEGIST

2. THE TRUTH ABOUT SOCIAL MEDIA MARKETING
AND SOCIAL NETWORKING
Social media marketing is more about building relationships
than about marketing.
The world of social networking and social media marketing is an ever-changing world
requiring very specific info to navigate. It can be an alien one which can have those
unfamiliar with this often uncharted territory worried and retreating. Though that may be
the case, it’s become a necessary marketing tool for every business.
Recent Forrester research says B2C marketing leaders admit the primary reason they
maintain branded accounts on social networks like Facebook and Twitter is to build
stronger relationships with their customers. Forrester calls these tactics social relationship
marketing.
With competition for talent rising to a competitive level not previously seen, job seekers
regularly utilizing social platforms to find jobs, it’s never been more important to develop
and nurture job seekers with your presence on social sites, using similar tactics B2C brands
use with customers.

3. SOCIAL TIP #1
DON’T UNDERESTIMATE THE VALUE OF FACEBOOK
comScore, a leader in measuring the digital world, released the report “It’s a Social
World: Top 10 Need-to-Knows about Social Networking and Where It’s Headed” in late
December 2011. That report was a serious forecast of what not only was indicative of
that time, but what has – in fact - come to be in 2016.
That report provided key insights into how social networking was influencing the world.
As well as key insights into how social networking was influencing the digital landscape.
Along with its future implications.
Here’s 4 of comScore’s 10 points:
* “Social Networking is the most popular online activity worldwide.” The report
suggests getting used to it and using it regularly.
* “The importance of Facebook cannot be overstated.” (While FB regularly makes
changes which anger and confuse us all, they’re still a force to be reckoned with.)
* “It’s not just young people using Facebook and social networking anymore – it’s all age
groups.”
* Love it or hate it, “Facebook and social networking is second only to cell phones for
connecting.”
TWITTER
320 million
monthly
users
PINTEREST
100 million
active users
Facebook
Users
1.55 billion

4. SOCIAL TIP #2
TOP BRANDS DETERMINE WHAT THE POINT OF THEIR SOCIAL PRESENCE IS.
brand rep plays a very big role in their decision to apply for a job within an organization.” Another 45% said it plays
somewhat of a part. Also - LinkedIn stats show a strong talent brand reduces cost per hire by up to 50% and lowers
turnover rates by 28%.
Are you trying and experimenting with a new social network/s?
Not every social network will work for every brand. While Facebook may be your go-to social platform, Snapchat may
not; but Instagram may be. Do some research before jumping on board and investing time and money.
Is it your intention of driving talent to your website or talent marketing pages to engage them?
Doing this effectively means offering good, rich, valuable content which resonates with your audience. This should be
new, interesting and helpful information not regurgitated info.
1.
Do you intend to expand your talent brand awareness?
Does your company have a rep as being a great place to work? Does it have a
culture Millennials will love being a part of? A recent CareerBuilder survey found
nearly half of workers in the study said “A company’s employment

5. SOCIAL TIP #3 – MOBILE IS BECOMING AN EXCELLENT WAY TO
REACH JOB SEEKERS AND TOP CANDIDATES – USE IT.
Recent LinkedIn stats show:
• 44,000 job applications are made using the LinkedIn mobile platform
daily.
• 41% of LinkedIn members access the site via mobile daily.
A Benefits Pro summary of research from Human Capital Institute found
while 70% of job seekers search for positions using their smartphones
or tablets, only 33% of employers admit to using mobile to market and
connect with them. Yet brands are making it their top marketing
strategy.
"Companies are losing out on good applicants by not having mobile,"
says Sarah White, principal at recruitment consulting firm Accelir.
"People are changing how they job search, everyone from entry level
candidates through senior executives. Companies are looking and
learning -- but sometimes hesitating to take action."

6. SOCIAL TIP #4 - DEVELOP YOUR OWN SOCIAL VOICE:
Connecting and engaging on social networks and platforms is much
different from chatting face to face with someone.
At a physical meeting, you hear the sound of someone’s voice, pick up intonations,
inflections which can signal how a meeting’s progressing, whether the individual’s
attitude has changed, how well you’re getting your point across, for example. A face-
to-face allows you to view body language, tell whether the person you’re speaking to
is truthful, as well as a half dozen other things. In short, personal meetings provide
invaluable insight into the individual you’re speaking with. Most of which you don’t have
the opportunity to determine with social comments and postings. You must engage and
endeavor to build trust with every comment and post you make.
Says Courtney Seiter of Buffer.com -" Creating a strong, consistent voice is the key to building a real relationship with
your audience. Whether you’re B2C or B2B, people ultimately buy from people — more specifically - people we like and
relate to. And social media gives brands a chance to develop personality, style and characteristics of their own. All the
good stuff that attracts you to people can also endear you to a brand or company .... A social media voice can be hip,
communal, playful, educational, sophisticated, fun, irreverent, inspirational, helpful or a million other adjectives. So
how do you find your brand’s voice? Explore the three Cs: culture, community and conversation."
What’s your social voice?

7. SOCIAL TIP #5 – MONITORING ALL SOCIAL COMMENTS IS A MUST
Says top blogger Jeff Bullas of jeffbullas.com:
“ It is imperative to monitor all social comments and respond in a timely manner. Good or bad,
all feedback needs to be addressed."
A 2011 Harvard Biz Review report found positive reviews for restaurants boosted business as
much as 5%. What does this report, or any other report regarding the importance of Yelp
reviews have to do with your talent brand and posting on social sites? As it turns out - a lot.
Bottom line - Reviews, posts and comments tell you how people are perceiving you and your
brand. The fact is - good or bad - what you post, how it's written, the voice you use, all help
provide a picture of you and/or your brand, how it functions, what it cares about; even how it
can be expected to treat employees and job candidates.
"Social media is all about impressions" says entrepreneur Neal Shaeffer. "When a Facebook “friend”, for instance, "says
something positive about a product, service or a brand, you are more likely to check it out. Conversely, if they say
something negative, you will probably take their comments into serious consideration."
What good is social if you don't know how it's affecting you and/or your business, marketing efforts or candidate
search? None. That said, you should know what people, posters, fans and followers are saying. "It's important to
investigate the validity of the negative comment and address it immediately", says Bullas.
Monitoring your social sites, on a regular basis helps determine what your audience responds to and on the other hand
what they ignore. Monitoring can provide insightful info to help you plan future comments, posts and content.
Furthermore, says Bullas, "This can really provide insight into your customers (clients and candidates) behavior".

8. SOCIAL TIP #6 – UTILIZE GOOD KEYWORDS TO CAPTURE A
TOP CANDIDATE’S ATTENTION
Keywordsisn't about overwhelming your content with words to catch Google’s attention or rattle their cage. It's about
adding specific words into posts, sites and content. Words which best represent a job you’re hiring for or your talent brand. These
must be those Keywords which easily resonate with the candidate (audience) you intend to reach.
For example – looking to hire someone in the marketing/advertising department.
There’s no doubt a variety of unique Keywords which reflect that particular job.
Not sure what they are? Do some research on Google.
Use LinkedIn to discover Keywords other companies are using. Or use a good keyword
search tool. There are a number of good ones available; many are free; some with free
trials.
Adding these Keywords into the natural flow of all types of content - ads, blogs, sites,
social posts, content - for example, will act like beacons.
These keyword beacons will grab the attention of and engage individuals you specifically
intend to reach.
Bottom line - the use of good Keywords cannot be over-stated or underrated when marketing to any audience – even,
and especially, job seekers.

9. SOCIAL TIP #6 – DO SOME RESEARCH TO DETERMINE WHAT
SOCIAL MEDIA PLATFORM IS BEST FOR YOUR TALENT BRAND
According to Matt Bailey, President of SiteLogic, deciding on a social platform
depends on what your plan for intended outcome is.
In a recent Marketing Sherpa webinar for Eloqua Bailey says "How you use a
medium will greatly determine the interaction that you can develop through
that medium".
Ask yourself these 4 questions before choosing a platform. Is my plan to:
* Raise brand visibility?
* Educate potential candidates?
* Reach out to job seekers with job info; get response?
* Keep job seekers engaged with content, company culture info?
Regarding blogs (also considered social platforms) says Bailey, "It’s ideal (a blog)
for communicating high-trust content. … I love that ability of communicating
clear information and providing a great network of resources,” he says.

10. SOCIAL TIP #7 – GET CREATIVE - USE A VARIETY OF MULTI-MEDIA METHODS TO
ENGAGE YOUR AUDIENCE AS TOP BRANDS DO.
Podcasts can provide solid, actionable info. They can include interviews with a variety of people,
experts in their field or skilled in a specific area of value to your job seeker audience; even
employees can fit the bill. Podcasts can provide insights into a company, it's culture, it's mission.
Use photos, graphics and infographics in each post. Photos are one of the top two items most
frequently viewed. They receive the most engagement and shares.
Host Google Hangouts. This free method allows you to spread your brand fever, cover topics
like culture, interview tips, your company’s mission and causes, for example. All topics job
seekers are eager to discover more about.
Create dynamic, engaging videos. Videos are the most viewed marketing tool you have at your
fingertips. They can be educational, entertaining, inspirational, for example.
Develop surveys, games and quizzes. These 3 marketing tools will serve not only to engage, but can
provide you and your brand with a variety of valuable information, not to mention help develop your
job seeker email list.

11. RESOURCES
http://goo.gl/4ozadF
http://goo.gl/2exnXl
http://goo.gl/vfy5TQ

12. JEAN L. SERIO, CPC, CMC
INTERNATIONALLY RECOGNIZED LINKEDIN, SOCIAL AND BRANDING STRATEGIST
KEYNOTE SPEAKER | TRAINER | WORKSHOP PRESENTER
See Jean at:
RecruitCon – May 12, 2016 - Las Vegas
People Before Profits – May 12-15, 2016 – Las Vegas
CareerConference – May 24-25, 2016 – Portland, OR