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The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

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Adriana Kevill, KRT Marketing
Michelle Sargent, KRT Marketing

Whether your company is a local business or an international powerhouse, social media can help your recruitment efforts. We’re making it easier to get started (or take your program to the next level!) with one session, one playbook. We’ve got actionable tactics, templates, and resources for you to take back to the office. Ready for the journey? Content strategy can be one of the toughest endeavors to start and maintain, but it’s so crucial to your social recruiting efforts. From curation to execution to analytics, we cover it all and everything in between, including employee advocacy. See how an advocacy tool can take your company’s network, brand awareness, and visibility to the next level on a global scale. If you’re starting from scratch or looking for tips, we’ll show you that when it comes to a content strategy and the social media challenges you may face, it really is a small world after all.

Check out the best of Talent Connect: http://bit.ly/2e5ojNe

Published in: Recruiting & HR
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The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

  1. 1. Tactical Tips for ‘Committing’ to a Social Media Program Adriana Kevill & Michelle Sargent @AdrianaK @KRTweet #TalentConnect
  2. 2. @AdrianaK @KRTweet #TalentConnect Michelle ?
  3. 3. JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS @AdrianaK @KRTweet #TalentConnect
  4. 4. @AdrianaK @KRTweet #TalentConnect Based on his research on financial advisors and their clients, Grant Hicks decided it was 5 touches in his 2006 published work. More recently, a Nielsen study claims 10 social media touches are needed to effect a behavior change. Nielsen media guru Erwin Ephron’s work led him to conclude it was 3 to 5 touches. Candidates need touches before applying ?
  5. 5. @AdrianaK @KRTweet #TalentConnect Based on his research on financial advisors and their clients, Grant Hicks decided it was 5 touches in his 2006 published work. More recently, a Nielsen study claims 10 social media touches are needed to effect a behavior change. Nielsen media guru Erwin Ephron’s work led him to conclude it was 3 to 5 touches. Candidates need 3 – 10 touches before applying
  6. 6. Talent Network (Ongoing) Interactions With Talent Are Changing ENGAGEMENT PLATFORM JOB RESUME POOL Traditional Acquisition (One Time) JOB RESUME ENDHIRE @AdrianaK @KRTweet #TalentConnect
  7. 7. What we see is 610Interactions per update (average of KRT clients) @AdrianaK @KRTweet #TalentConnect
  8. 8. TIPS PRIZES DOWNLOADS @AdrianaK @KRTweet #TalentConnect @KRTweet #TalentConnect
  9. 9. Who Can Guess My Accent? PRIZE @AdrianaK @KRTweet #TalentConnect
  10. 10. Brazil @AdrianaK @KRTweet #TalentConnect
  11. 11. Adriana & Michelle Who? @AdrianaK @KRTweet #TalentConnect
  12. 12. MichelleAdriana Rio @AdrianaK @KRTweet #TalentConnect Vegas
  13. 13. @AdrianaK @KRTweet #TalentConnect Dr. PhilChocoholic MichelleAdriana
  14. 14. @AdrianaK @KRTweet #TalentConnect Married Not MichelleAdriana
  15. 15. We both LOVE helping great companies ‘marry’ great candidates. @AdrianaK @KRTweet #TalentConnect MichelleAdriana
  16. 16. Full Service Recruitment Advertising Agency @AdrianaK @KRTweet #TalentConnect
  17. 17. @AdrianaK @KRTweet #TalentConnect W W W . Product Store Social Media $$$$$ Requirements Quality @AdrianaK @KRTweet #TalentConnect
  18. 18. @AdrianaK @KRTweet #TalentConnect W W W . Employer Social Media $$$$$ Requirements Qualifications @AdrianaK @KRTweet #TalentConnect
  19. 19. @AdrianaK @KRTweet #TalentConnect Do I need to be a marketer?
  20. 20. Recruiting = Marketing @AdrianaK @KRTweet #TalentConnect Links on the Landing Page
  21. 21. Ask The Right Questions @AdrianaK @KRTweet #TalentConnect
  22. 22. ❤  Awareness? ❤  Employer Brand? ❤  Employee engagement? ❤  Competition? Goals WHY a Social Media Program? @AdrianaK @KRTweet #TalentConnect
  23. 23. ü Department ü Location Readiness? @AdrianaK @KRTweet #TalentConnect Staggered Approach OK Japan? Texas?
  24. 24. @AdrianaK @KRTweet #TalentConnect Your team may include: •  TA Leadership •  TA Managers •  Recruiters •  Marcomm •  Legal/Compliance •  Social Managers •  Talent Community Managers Who Can Help? Look for help in unusual places: •  Marcomm who wants to get into social •  Social savvy HR professional •  Social savvy business partners •  Any employee passionate about social media TIP
  25. 25. @AdrianaK @KRTweet #TalentConnect Chart the To-Dos
  26. 26. Perception & Competition? @AdrianaK @KRTweet #TalentConnect SocialRecruitmentMonitor.com
  27. 27. Audit Audit Doc Template @AdrianaK @KRTweet #TalentConnect
  28. 28. Which Stage Are You In? @AdrianaK @KRTweet #TalentConnect
  29. 29. 1 Inherited Employment Brand Reputation Social Program Stages @AdrianaK @KRTweet #TalentConnect
  30. 30. ü RSS feed MONITOR ü Flag inappropriate reviews ü Respond to positive + negative reviews INTERACT ü Number of profile visits ü Competitors ü Other companies CONVINCE @AdrianaK @KRTweet #TalentConnect How to Manage?
  31. 31. 2 Starter Job Distribution on Social Social Ads, Social Sourcing 1 Inherited Employment Brand Reputation Social Program Stages
  32. 32. @AdrianaK @KRTweet #TalentConnect
  33. 33. 3 Essential Social Engagement by a Structured Social Team Following Guidelines2 Starter Job Distribution on Social Social Ads, Social Sourcing 1 Inherited Employment Brand Reputation Social Program Stages @AdrianaK @KRTweet #TalentConnect
  34. 34. @AdrianaK @KRTweet #TalentConnect
  35. 35. Content As a Differentiator @AdrianaK @KRTweet #TalentConnect
  36. 36. PRIZE Why Do People Unfollow Brands on Social Media? Crowded newsfeed Posts too often Boring & repetitive content Activity is offensive Content is irrelevant to the brand Source: Adweek @AdrianaK @KRTweet #TalentConnect 1 2 3 4 5 Crowded newsfeed Posts too often Boring & repetitive content Activity is offensive Content is irrelevant to the brand 3 2 1 4 5
  37. 37. @AdrianaK @KRTweet #TalentConnect Always Ask: ❤ So what? ❤ What’s in it for them? 60% 3rd Party
  38. 38. @AdrianaK @KRTweet #TalentConnect ❤ Google Alerts ❤ Industry Blogs ❤ Employment Reviews ❤ Apps External ➵  Flipboard ➵  Feedly
  39. 39. @AdrianaK @KRTweet #TalentConnect ❤ Intranet ❤ Yammer ❤ Email Alias Internal ➵  Content@YourCompany.com Any Employee Can Send Content Ideas Release Form
  40. 40. @AdrianaK @KRTweet #TalentConnect Categories ❤  Career Opportunities ❤  Events (Hiring & Community) ❤  Employees ❤  Benefits
  41. 41. @AdrianaK @KRTweet #TalentConnect Categories ❤  Career Tips
  42. 42. @AdrianaK @KRTweet #TalentConnect Categories ❤  Career Tips ❤  Workplace Inspiration
  43. 43. @AdrianaK @KRTweet #TalentConnect Categories 293 201 ❤  Career Tips ❤  Workplace Inspiration ❤  Interaction
  44. 44. @AdrianaK @KRTweet #TalentConnect Categories ❤  Career Tips ❤  Workplace Inspiration ❤  Interaction ❤  Humor
  45. 45. 0 100 200 300 400 500 600 700 InteractionPerPost Engagement Per Category @AdrianaK @KRTweet #TalentConnect
  46. 46. @AdrianaK @KRTweet #TalentConnect Editorial Calendar ❤  Guarantees Continuous Flow ❤  Review/Proofing ❤  External Vendors Can Help Compliance ❥❥❥❥❥❥❥❥❥❥❥❥❥❥
  47. 47. @AdrianaK @KRTweet #TalentConnect Editorial Calendar ❤  Word File ❤  Google Docs ❤  Others: Content Calendar Template ➵  SmartSheet ➵  HootSuite ➵  CoSchedule ➵  Marketing.Ai
  48. 48. @AdrianaK @KRTweet #TalentConnect Don’t Post and Run
  49. 49. @AdrianaK @KRTweet #TalentConnect Nifty Tools If you don’t have a graphic designer on staff… VIDEO INFOGRAPHICS GRAPHICS List on the Landing Page
  50. 50. 3 Essential Social Engagement by a Structured Social Team Following Guidelines2 Starter Job Distribution on Social Social Ads, Social Sourcing 1 Inherited Employment Brand Reputation 4 Best-in-Class Employee Advocacy and Social Referrals LinkedIn Elevate Social Program Stages @AdrianaK @KRTweet #TalentConnect
  51. 51. Employee Advocacy @AdrianaK @KRTweet #TalentConnect Employees can reach an audience 10 X larger than what your brand is reaching. Source: LinkedIn network research, 2016 Socially engaged companies are 58% more likely to attract top talent and 20% more likely to retain them. Source: LinkedIn & Altimeter research, 2016 Content shared by employees receives 2 X the engagement of content on branded channels. Source: LinkedIn network research, 2016
  52. 52. Employee Advocacy @AdrianaK @KRTweet #TalentConnect ❤  Create Social Media guidelines ❤  Make it easy to find and share content ❤  Tell what’s in it for the employees ❤  Contest and Prizes
  53. 53. Employee Advocacy ❤  Create Social Media guidelines ❤  Use an Advocacy tool ❤  Get Leadership onboard ✽  Vendors can help ❤  Start with inner circle è Expand later ✽  Advocates in hard to fill positions ❤  Partner with Marcomm ✽  Divide costs
  54. 54. Successful Launch @AdrianaK @KRTweet #TalentConnect
  55. 55. Is It Working? @AdrianaK @KRTweet #TalentConnect
  56. 56. Social Media Dashboard Current ATS Social Networks Employment Reviews Internal Metrics What to Track @AdrianaK @KRTweet #TalentConnect
  57. 57. Basic ü  All links should be tracked ü  Minimum: o  Network Growth o  Impressions & Reach o  Clicks o  Interactions o  Traffic to career site o  Conversions @AdrianaK @KRTweet #TalentConnect
  58. 58. Now that you have your candidates engaged, how do you get your boss to marry the idea of social media? @AdrianaK @KRTweet #TalentConnect
  59. 59. Careers Site Visits 3,553,200 Social Content Views Careers PRIZES @AdrianaK @KRTweet #TalentConnect ?
  60. 60. Careers Site Visits 3,553,200 Social Content Views Careers PRIZES 12,678,543 @AdrianaK @KRTweet #TalentConnect
  61. 61. How About ROI @AdrianaK @KRTweet #TalentConnect
  62. 62. Cost Per Hire @AdrianaK @KRTweet #TalentConnect
  63. 63. Let’s Think Return on Engagement (ROE) 11,673,183 $0.0010* per exposure Jan 2016 – June2016 Impressions *Based on the cost to develop & distribute social content 104,179 $0.15* per social handshake Jan 2016 – June 2016 Interactions *Based on the cost to develop & distribute social content @AdrianaK @KRTweet #TalentConnect
  64. 64. Commit @AdrianaK @KRTweet #TalentConnect
  65. 65. “You don’t want to marry someone you can live with – you want to marry the person you cannot live without.” -AuthorUnknown hire hire @AdrianaK @KRTweet #TalentConnect
  66. 66. That’s All Folks! @AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16

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