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Vocus Social Media Presentation for SHRM


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Vocus Social Media Presentation for SHRM

  1. 1. Power Up Your HR with Social Media Presented by: Jeff Zelaya & Veronica Segovia
  2. 2. Pre-Internet
  3. 3. The Internet
  4. 4. Internet 2.0+
  5. 5. Social Media is Great For…o Human Resourceso Recruitingo Public Relationso Marketingo Researcho Intelligenceo Business Development
  6. 6. Social Media on the Rise o 92% of Employers Are Using (or plan to) social media to Recruit.* o 73% successfully hired a candidate introduced through social media. o LinkedIn dominates platform use, but Facebook and Twitter is increasing.*According to 2012 Jobvite Social Recruiting Survey.
  7. 7. What’s Your Goal?o What would like to accomplish?o What’s your role?o What are your available resources?
  8. 8. In Today’s Sessiono Your HR Brando Creating an HR Branding Strategyo Using Social Media for HR
  9. 9. Your HR Brand
  10. 10. A Brand Creates Perceptions
  11. 11. The 5 Drivers Behind a Brand1) Emotional Connection2) Value3) Accessibility4) Awareness5) Relevant Differentiation
  12. 12. If you’re not branding your HR…
  13. 13. From the Other Side
  14. 14. The Vocus HR Brand
  15. 15. The Vocus HR Brand
  16. 16. The Vocus HR Brand
  17. 17. The Vocus HR Brand
  18. 18. The Vocus HR Brand
  19. 19. Building an Employer BrandSource: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries
  20. 20. Reach vs. Engagement Reach: Those who are familiar with you as an employer. • Viewing employee profiles • Connecting with your employees Engagement: Those who interested in a position with your company. • Researching company and career pages • Following your company • Viewing jobs and applying
  21. 21. Choosing Networkso Do an audit. Look for online conversation about your company as an employer. Search on sites like Glassdoor where employees post anonymous reviews.o Build a presence on the platforms that make the most sense for you as an employer.o Who is your target audience? Who are you looking to hire?o Who do you compete with for talent?o Research networks so your posts are relevant to users.
  22. 22. Tips for Building Employer Brand Establish clear employer Employees are the best values advocates for your brand Proactively communicate this to Your people are networking with drive engagement with talent like minded people; engage them Build a strong talent Create a careers presence community in Social Media Build strong, ongoing relationships Highlight career opportunities and with interested talent socialize with followers 22
  23. 23. Social Media for HR
  24. 24. Questions to Ask Before Beginning 1) What do I want to accomplish through social media? 2) How much I want to spend? 3) Who will execute my social media strategy? 4) What platforms are best for my business? 5) How do I know If my efforts are working?
  25. 25. Organize Contento Content Calendarso Schedule Postso Tools like Facebook, Tweetdeck, Buffer allow you to schedule posts.o Drive traffic to and from each platform to grow engagement.
  26. 26. Vocus Marketing Suite Vocus has created a new tool that helps you manage your HR social media strategy. If you would like a free demo – email
  27. 27. Vocus Careers Blog
  28. 28. Objectiveo Published at least twice a week.o The Vocus Careers Blog will be an informational resource of posts related to the employee experience at Vocus for current and prospective employees of the company to help them through the job search process and to make the most of their experience as a hire.o The blog will reinforce the Vocus employee brand image as unique, accessible and credible and will also establish the Vocus recruiting departments expertise in the areas of corporate recruitment.
  29. 29. Word of Mouth•Drive traffic back to our site and our social platforms through Word-Of-Mouth Messaging.•Post comments on relevant blog posts about job searching or career advice onHuffington Post,, Blogging 4 Jobs, Inc., Harvard Business Review, Monster,CareerBuilder. Google search Blogs for relevant posts. Other ways to promote our Blog: •Email Signature •Facebook posts •Tweets or RTs •LinkedIn Profile
  30. 30. Recruitment Team Ideaso Monthly Brainstorm Sessions • Discuss Recruiting Trends • Relevant Ideas • Guest posts • Referrals for Featured Employees
  31. 31. Socialize Your Career Websiteo Blog! Don’t just blog about your product. Every once in a while, blog about what it’s like to work at your company.o Adding Social Plug- Ins to your website makes it easier for talent to engage with your brand.
  32. 32. Highlight Employeeso Feature Employee Appreciation Activities
  33. 33. Video Sharing Opportunities
  34. 34. Video SharingOrganize video content into playlists. The videos can add value to a job seeker who isinterested in learning more about your company.
  35. 35. Facebook
  36. 36. Vocus on Facebook
  37. 37. Facebook PostsThink before you post.Be positive.Make sure you check who can see what youare posting before you post.Do NOT publicly post anything negative aboutcandidates.
  38. 38. Facebook PostsSharing Updates with Lists • You can select which lists can (or can’t) view your posts.
  39. 39. Facebook PostsFacebook Lists • Organizing your friends into lists allows you to control who sees certain posts and what types of posts you see from people in each category or list.
  40. 40. Facebook PostsOrganizing Your Smart Lists • You can select which friends correspond to which group so that you can organize your future posts.
  41. 41. Facebook Search
  42. 42. Facebook Search
  43. 43. What You See on Candidate Profileso LIKE FB pages, follow Twitter handles of companies you are interested in working for. This way you can follow updates about the company and possibly hear about job openings.o Almost half of recruiters surveyed say they “Always Use” review candidates’ social profiles.o Clean up your profile or master your privacy settings so that your personal brand is represented well.
  44. 44. Facebook ListsOrganizing your friends into lists allows you to control who sees certain posts and whattypes of posts you see from people in each category or list.
  45. 45. Organizing Your Smart ListsYou can select which friends correspond to which group so that you can organize your futureposts.
  46. 46. Sharing Updates With Lists You can select which lists can (or can’t) view your posts.
  47. 47. Displaying Lists On Your Home PageManaging the lists allows you to customize what updates show in the list’s feed.
  48. 48. Privacy For Groups
  49. 49. Twitter
  50. 50. Complete Twitter Profiles••Include an avatar•Mention @VocusCareers•Include links in your bio information • •
  51. 51. Twitter OverviewTweet: The result of posting to TwitterRT/MT: The result of reposting someone else’s tweet;helps build and exchange social capital (MT is for“modified tweet”@ Message: A response or a message to a specifichandle; helps build credibility and following. You canalso use this to credit someone with information you’resharingDM: Direct Message, can send only to those followingyouHashtag: The # sign is used to denote a major topic (liketagging / categorizing on a blog); helpful in promotingand searchingTwitterverse: Akin to the Blogosphere, but for TwitterTwitter Lists: Helpful for organizing and categorizingrelated groups of Twitter users.
  52. 52. 8 Common Uses for @
  53. 53. #Hashtagso Why do we use these?o Do you use #hashtags when posting tweets directed at potential candidates?o If so, which ones?
  54. 54. Tweet Chats@VocusCareers attempts to participate in close to 25career-related tweet chats a month.Tweet chats can help increase followers, reach andengagement.Followers: Tweet chats can help you get your handle seenby people who normally aren’t looking for you.Reach: Your chances of being retweeted are increasedwhen you offer great insight to the topic. People retweetand share you original message with their own followers.Engagement: We use “engagement” in social media torefer to activity and interaction with followers. When youput out a question and get responses, you are engagingyour audience.Hashtags to remember: #Hiring, #HireMonday,#HireFriday, #HFChat, #millennialchat
  55. 55. Type of TweetsInformational: Informing your community onrelevant company, industry or personal topics.Conversational: Asking questions, seeking feedback, Conversationalasking for help.Editorial: Offering an opinion on business-relatedissues.Promotional: Syndicating your content, including blogposts; important website pages and press releases;announcing and updating sales promotions;announcing, updating and managing contests and Editorial/Promotionalpolls.Inspirational: Putting out famous quotes or originalmotivational tweets to fire up your community.Event updates: Publishing real-time tweets whenattending seminars, presentations, conventions, etc.Off topic tweets: Tweeting about something with low Event Updatesor no relevance to your business.
  56. 56. Pinterest
  57. 57. Pinteresto Follow Follow Tips From Recruitment Boards
  58. 58. LinkedIn
  59. 59. Linkedino Customize URLo Set-up Outlook reminder to spend 15 minutes in LinkedIn • Update status, join groups, invite new Vocus employees
  60. 60. Thank you!
  61. 61. Q& vsegovia@vocus.com301-479-1480 (301)479-1310Twitter: @jeffzelaya Twitter: @VASegovia @VocusCareers