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Social media for recruitng 1


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Insights and recommendations for the City of Boulder on best practices in social media recruiting through LinkedIn, the city's home website and other social media channels.

Published in: Government & Nonprofit
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Social media for recruitng 1

  2. 2. THE VISION Bobby Lane had a vision – use Social to reach candidates and motivate them with the city’s story
  3. 3. MY CONTRIBUTION • Created HR Brand Platform • Created HR social media plan and SOP • Increased followers from 3900 to 4116 • Increased reach by from 13,500 to 42979 views per month • Increased clicks from 132 per month to 346 per month • Produced highest reach FB video in Q4 with over 4,500 views (now at 4,841 views) • Established HR LinkedIn organic reach benchmarks • Conducted Diversity Recruitment research • Created Diversity Recruitment recommendations January 2017 November 2016
  4. 4. TOTALS & TARGETS 0 50 100 September October November December January Posts to new followers posts new followers 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 September October November December January Posts to Reach Posts reach Per month: 25-30 posts Target 30-40 thousand impressions 50-60 new followers
  5. 5. 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 July August September October November December January Total followers to impressions to posts total followers impressions posts
  6. 6. WHAT ARE YOUR FOLLOWERS DOING? These are your benchmarks for paid reach over 6 months Post 25-30 times Target 30-40 thousand impressions 11 clicks per day (330 per month, 4015 per year) $0.25 per click 4.5 likes per day (135 per month, 1643 per year) Average cost per click 2015 $1.58 0 50 100 150 200 250 300 350 400 September October November December January Column1 0 20 40 60 80 100 120 140 160 180 September October November December January Likes Per Month
  7. 7. CATEGORIES OF POSTS Topics or categories of posts City Jobs Industry Jobs Get to Know Boulder Boulder Culture Entrepreneurship City of Boulder website leads Video Boils down to Four categories Job skills interviewing resume writing networking Job posts City of Boulder jobs Get to Know Boulder Posts mostly leading to city website and city departments About Boulder Boulder events Boulder current news
  8. 8. CATEGORIES OF POSTS December category totals Job post December actions 9 jobs posted to LinkedIn 157 actions on jobs Get to know Boulder About boulder Job skills
  9. 9. CATEGORIES OF POSTS December category totals Job post 9 jobs posted to LinkedIn 157 actions on jobs Get to know Boulder About boulder Job skills December reach per post 20+ clicks per “job skills” post 17 clicks per job post
  10. 10. ADD IMAGE OF PERCENT OF FOLLOWERS FROM LI • First time job seekers vs senior • Build a dynamic blog ”Hiring tips and tricks” page on city website – promote city hiring professionals over posting external content, drawing more people to the city. • Objective: Utilize paid reach and LinkedIn advertising to draw the Manager and Director pool to the City of Boulder LinkedIn feed
  11. 11. HOW TO WRITE POSTS (ANATOMY) SEE MORE IN THE SOP 1. Start with a key knowledge, skill or ability a potential employee will likely self-identify with “Bring your passion for multimodal transportation and walkable cities to Boulder, Colorado. 2. Tell the prospect what “we” or “the City of Boulder” are/is looking for “We seek a Senior Transportation Planner with experience in Urban Planning, Transportation planning, Public Administration or Public Policy to drive initiatives…” 3. Add a phrase or description that links the job to the city’s vision and/or values. The City of Boulder relies on its transportation team to cross collaborate, building local and regional partnerships, to work with 4. invite the candidate to click through to the full description. In Marketing and advertising this is called a “call to action.” To view our full posting and to apply, visit 5. List the closing date Closing Date: continuous until filled
  12. 12. WHERE TO FIND HASHTAGS Twitonomy RiteTag
  13. 13. THE POWER OF VIDEO • City FB post date Dec 27 - by Thurs Dec 29 3005 views 36 likes, 38 shares • Vimeo post date Dec 13 832 reach, 311 views 9 LinkedIn interactions, 3 Vimeo likes • Beth Hentkowski of Boulder County Environmental Services will promote the video first week of January to promote the upcoming U fix It Jan 11 3316+ views, 86 interactions (likes, clicks, shares) In the first three days. January, 2017 over 4,700 views
  14. 14. HOW TO RESPOND TO SOCIAL MEDIA COMMENTS • Respond quickly • Acknowledge mistakes • Take conversations offline • Personalize response • Don’t take it personally • Escalation plan • Go the Extra Mile • Follow up • Don’t delete negative comments • Monitor Conversations about your brand – Mention – Agora Pulse
  15. 15. WHO SHOULD RESPOND TO SOCIAL MEDIA COMMENTS • It is best practice to have a single point of contact for all responses. One person can be assigned to be the “owner” of the feed. • The feed owner should outreach to a specialist when appropriate. – Example: “Will the city train a programmer who has experience in Java in the particular program languages used in app development?” – Best practice: Outreach to the hiring manager and check the budget for professional development. – With no hiring manager response: “The city does support growth and professional development. Managers may give hiring preference to programmers with experience in the programming languages currently in use. That said, we are seeking the best talent pool possible. Review the full job description and feel free to submit an application so we can review your knowledge, skills and abilities as part of our applicant pool.”
  16. 16. AN ONGOING PLAN FOR SOCIAL • Each recruiter writes 5 posts per month – 2 job leads 1 Get to Know Boulder 2 about boulder posts. Target demographic groups through paid reach to increase followers. Job lead Get to Know Boulder About Boulder • Partner with communications to outreach through FB and Twitter • Create Facebook Jobs tab • Create @BoulderRecruiting twitter account