So, when the Depression hit, no one knew what would happen to consumer demand. Post did the predictable thing: it reined in expenses and cut back on advertising. But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies. (Snap, Crackle, and Pop first appeared in the thirties.) By 1933, even as the economy cratered, Kellogg’s profits had risen almost thirty per cent and it had become what it remains today: the industry’s dominant player.
The best recruiters in today’s market act like marketers. Why is this? Because individuals have never had so much choice in the history of employment. 20, 40, 50 years ago the idea of flexi-time, working from home, work-life balance were alien. A job was for life.
Today with the amount of choice we have in every walk of life we can be more selective about the business we interact with - that goes from a candidate and hiring manager perspective.
We can’t just expect to go for the hard sell and still place the right people in the right jobs. We have to spread ourselves thinner. Cover more ground. I see sales as being more of a one to one interaction. Marketing is a one to many.
We’ve always had “passive candidates” – but we probably called them something else. I guess we called them our wider network or referrals.
Social media as a communication and marketing tool feels like it was built purely to educate and engage people about products, services and opportunities before they know that they need them.
80% of the market are not actively seeking new opportunities. Social recruiting should be about marketing your brand and engaging with people – making them aware of your services, and opportunities before they want to move.
With the overwhelming majority of people not looking to move jobs social recruiting is not a quick win. It is the long game.
Not all recruitment firms are set up for social recruiting and it isn’t something I’d recommend to all businesses – purely because some companies live too hand-to-mouth or they don’t have the infrastructure in place. For those that have the appetite to think about social recruiting hopefully this presentation will give you the foundations.
Why do you exist?
How are you different?
What is your unique selling proposition?
How do you communicate what your consultants
What are your values?
A brand is simply an organization, or
product or service with personality
Build the foundations.
Position your brand across employees and your
Rich media gets 100% more engagement.
Make it uniform
What percentage increase in
conversions does targeted
content give you?
99% of advertising doesn’t sell much of
What is your message?
Who needs to see your message?
How will they see it?
What is your objective?
What are your consultants going to do?
IT professionals in
banking working at
Over 2 billion updates are seen weekly across LinkedIn.
88% of members would follow a company.
Followers are 2.5x more likely to recommend your
78% of company followers are more likely to respond to an
Your followers, fans, members,
connections will see your content.
They may spread this further
through social amplification if the
content is relevant and engaging.
To reach a wider audience, or to
push your message out at scale
quickly consider advertising.
Click-through rates on
desktop LinkedIn are 10x
as high as traditional
Content generates 6x more
engagement than jobs.
Own the home page
– InMails, Ads, Sponsored
Increase clicks on
ads/content by 25%
Increase opens of InMails
Are you demonstrably helping the
organisation achieve its strategic
How are you picking up leads?
How are you attracting candidates?
How are you making placements?
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
with Your Brand
with Your Brand
3 Recruit InMail Success Rates by Brand Engagement
Dynamic Career Page
Jun 2013 to Jul 2013
Static Career Page
May 2013 to Jun 2013