The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016
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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
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Similar to The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016
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The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016
- 2. Tactical Tips for ‘Committing’ to a Social Media Program Adriana Kevill & Michelle Sargent @AdrianaK @KRTweet #TalentConnect
- 4. 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
- 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 touches before applying ?
- 6. @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
- 7. Talent Network (Ongoing) Interactions With Talent Are Changing ENGAGEMENT PLATFORM JOB RESUME POOL Traditional Acquisition (One Time) JOB RESUME ENDHIRE @AdrianaK @KRTweet #TalentConnect
- 8. What we see is 610Interactions per update (average of KRT clients) @AdrianaK @KRTweet #TalentConnect
- 9. TIPS PRIZES DOWNLOADS @AdrianaK @KRTweet #TalentConnect @KRTweet #TalentConnect
- 10. Who Can Guess My Accent? PRIZE @AdrianaK @KRTweet #TalentConnect
- 12. Adriana & Michelle Who? @AdrianaK @KRTweet #TalentConnect
- 14. @AdrianaK @KRTweet #TalentConnect Dr. PhilChocoholic MichelleAdriana
- 15. @AdrianaK @KRTweet #TalentConnect Married Not MichelleAdriana
- 16. We both LOVE helping great companies ‘marry’ great candidates. @AdrianaK @KRTweet #TalentConnect MichelleAdriana
- 17. Full Service Recruitment Advertising Agency @AdrianaK @KRTweet #TalentConnect
- 18. @AdrianaK @KRTweet #TalentConnect W W W . Product Store Social Media $$$$$ Requirements Quality @AdrianaK @KRTweet #TalentConnect
- 19. @AdrianaK @KRTweet #TalentConnect W W W . Employer Social Media $$$$$ Requirements Qualifications @AdrianaK @KRTweet #TalentConnect
- 20. @AdrianaK @KRTweet #TalentConnect Do I need to be a marketer?
- 21. Recruiting = Marketing @AdrianaK @KRTweet #TalentConnect Links on the Landing Page
- 22. Ask The Right Questions @AdrianaK @KRTweet #TalentConnect
- 23. ❤ Awareness? ❤ Employer Brand? ❤ Employee engagement? ❤ Competition? Goals WHY a Social Media Program? @AdrianaK @KRTweet #TalentConnect
- 24. ü Department ü Location Readiness? @AdrianaK @KRTweet #TalentConnect Staggered Approach OK Japan? Texas?
- 25. @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
- 26. @AdrianaK @KRTweet #TalentConnect Chart the To-Dos
- 27. Perception & Competition? @AdrianaK @KRTweet #TalentConnect SocialRecruitmentMonitor.com
- 28. Audit Audit Doc Template @AdrianaK @KRTweet #TalentConnect
- 29. Which Stage Are You In? @AdrianaK @KRTweet #TalentConnect
- 30. 1 Inherited Employment Brand Reputation Social Program Stages @AdrianaK @KRTweet #TalentConnect
- 31. 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?
- 32. 2 Starter Job Distribution on Social Social Ads, Social Sourcing 1 Inherited Employment Brand Reputation Social Program Stages
- 34. 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
- 36. Content As a Differentiator @AdrianaK @KRTweet #TalentConnect
- 37. 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
- 38. @AdrianaK @KRTweet #TalentConnect Always Ask: ❤ So what? ❤ What’s in it for them? 60% 3rd Party
- 39. @AdrianaK @KRTweet #TalentConnect ❤ Google Alerts ❤ Industry Blogs ❤ Employment Reviews ❤ Apps External ➵ Flipboard ➵ Feedly
- 40. @AdrianaK @KRTweet #TalentConnect ❤ Intranet ❤ Yammer ❤ Email Alias Internal ➵ Content@YourCompany.com Any Employee Can Send Content Ideas Release Form
- 41. @AdrianaK @KRTweet #TalentConnect Categories ❤ Career Opportunities ❤ Events (Hiring & Community) ❤ Employees ❤ Benefits
- 42. @AdrianaK @KRTweet #TalentConnect Categories ❤ Career Tips
- 43. @AdrianaK @KRTweet #TalentConnect Categories ❤ Career Tips ❤ Workplace Inspiration
- 44. @AdrianaK @KRTweet #TalentConnect Categories 293 201 ❤ Career Tips ❤ Workplace Inspiration ❤ Interaction
- 45. @AdrianaK @KRTweet #TalentConnect Categories ❤ Career Tips ❤ Workplace Inspiration ❤ Interaction ❤ Humor
- 46. 0 100 200 300 400 500 600 700 InteractionPerPost Engagement Per Category @AdrianaK @KRTweet #TalentConnect
- 47. @AdrianaK @KRTweet #TalentConnect Editorial Calendar ❤ Guarantees Continuous Flow ❤ Review/Proofing ❤ External Vendors Can Help Compliance ❥❥❥❥❥❥❥❥❥❥❥❥❥❥
- 48. @AdrianaK @KRTweet #TalentConnect Editorial Calendar ❤ Word File ❤ Google Docs ❤ Others: Content Calendar Template ➵ SmartSheet ➵ HootSuite ➵ CoSchedule ➵ Marketing.Ai
- 49. @AdrianaK @KRTweet #TalentConnect Don’t Post and Run
- 50. @AdrianaK @KRTweet #TalentConnect Nifty Tools If you don’t have a graphic designer on staff… VIDEO INFOGRAPHICS GRAPHICS List on the Landing Page
- 51. 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
- 52. 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
- 53. 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
- 54. 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
- 55. Successful Launch @AdrianaK @KRTweet #TalentConnect
- 56. Is It Working? @AdrianaK @KRTweet #TalentConnect
- 57. Social Media Dashboard Current ATS Social Networks Employment Reviews Internal Metrics What to Track @AdrianaK @KRTweet #TalentConnect
- 58. 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
- 59. Now that you have your candidates engaged, how do you get your boss to marry the idea of social media? @AdrianaK @KRTweet #TalentConnect
- 60. Careers Site Visits 3,553,200 Social Content Views Careers PRIZES @AdrianaK @KRTweet #TalentConnect ?
- 61. Careers Site Visits 3,553,200 Social Content Views Careers PRIZES 12,678,543 @AdrianaK @KRTweet #TalentConnect
- 62. How About ROI @AdrianaK @KRTweet #TalentConnect
- 63. Cost Per Hire @AdrianaK @KRTweet #TalentConnect
- 64. 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
- 66. “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
- 67. That’s All Folks! @AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16