Jorgen Sundberg
@jorgensundberg
SOCIAL MEDIA
FOR RECRUITMENT
JORGEN	

• International tech recruiter in London
• The Undercover Recruiter
• Link Humans - social media agency
• Official...
CLIENTS
LANDSCAPE
SOCIAL JOB SEEKERS
SOCIAL RECRUITING
SOCIAL RECRUITING
SOCIAL RECRUITING
• Largest pool of active & passive job seekers
• Employee referrals into personal networks
• Authentic a...
DELOITTE NEDERLAND
• 1,000 new hires 2010/2011
• Develop strong employer brand
• Drive traffic to career site
USING ALL NETWORKS
ACCESSIBLE
KEEPING IT SOCIAL
CAREER BLOG
RESULTS
RESULTS
TWITTER
1. Overview
2. Engagement
3. Management
4. Promotion
5. Sourcing
USAGE
• 500m accounts
• 200m active users
• 340m tweets daily
• 50% mobile
DEMOGRAPHICS
DEMOGRAPHICS
PERU MOST FOLLOWED
PERU MOST FOLLOWED
ENGAGEMENT
1. Posting tweets
2. Hashtags
3. Mention users
4. Retweets
5. Favourite tweets
6. Direct Message (DM)
HOW
TO
TWEET
TACTICS
• Tweet chats
• Tweet via LinkedIn
• Auto-DM
• Auto-follow
• Follow Friday
• Etiquette
• Frequency
• Moderation/co...
CHOOSEYOUR WORDS
CHOOSEYOURTIME
GAIN FOLLOWERS
• Follow others
• Email campaigns
• Email signatures
• Follow widgets
• Target & RT influencers
FIND PEOPLE
• Twitter Advanced Search
• Google & Bing Search
• Follower Wonk
APPLICATIONS
• Scheduling
• Automation
• Cleaning
• Analytics
• Influence
FACEBOOK
1. Overview
2. Pages
3. Engagement
4. Promotion
5. Find people
USAGE
• 51% of internet users
• 55 mins per day
• 130 friends
LATIN
AMERICA
PERU
PAGES
PROFILES, GROUPS, PAGES
• Profiles for ‘normal’ people
• Groups for interests
• Pages for brands
PROFILE
PAGES
FEED RANKINGS
HOWTO DO UPDATES
• Text
• Links
• Photos
• Videos
• Polls
• Highlight
• Mention people/pages
BOOST ENGAGEMENT
• Check-ins
• Contests
• Expert Q&A
• Schedule
• Timing
• Frequency
• Response times
MODERATION
• When?
• Keyword blocklist
• Profanity blocklist
• Reply in private if possible
• Never ignore!
GET MORE FANS
• Email campaigns
• Email signatures
• Like boxes
• Tagging
• Featured Page likes
• Twitter integration
JOBS
FIND PEOPLE
GOOGLE PLUS
• Fastest growing site ever
• 2nd largest social network
• 650m users
• Non-reciprocal circling
• No ads yet
•...
PERU MOST FOLLOWED
PROFILES & PAGES
• Images
• LinkedIn info
• Hyperlinks
• Keywords
FEATURES
• Hangouts
• Communities
• Events
• Circles
• Hot right now
• Instant uploads
COMMUNITIES
FIND PEOPLE
• Your circles first
• Rich data on profiles
• Add to circles
• Several ways of contacting
LINKEDIN
1. Profiles
2. Networking
3. Engagement
4. Groups
5. Companies
6. Find people
LINKEDIN STATS
• 3 million companies
• 1.7 million groups
• 5.3 billion searches in 2012
• Average age 41
• Average salary...
Europe, Middle East
and Africa:
75M+
North America:
90M+
Asia Pacific:
40M+Latin America and
Caribbean:
30M+
225 M+
Members...
AMERICAS
EUROPE
• Picture
• Headline
• Activity
• Summary
PROFILE
EYEBALLS
1. Headline
2. Picture
3. Employer
4. Summary
• 7 times more likely to be found
• Reflecting your professional brand
• Crop it right
HEADSHOT
HEADLINE EXAMPLES
HEADLINE EXAMPLES
SUMMARY
EXPERIENCE
• Better search results
EXPERIENCE
• Better search results
• Connect direct
EXPERIENCE
• Better search results
• Connect direct
• 2 Recommendations
EXPERIENCE
ENDORSEMENTS
PROFILE SEO
SEARCH RESULTS
• All-star profile
• Headline
• Keywords
• Endorsements
SEARCH RANKINGS
•Activity broadcast / activity feed
•Browse connections
•Who’s visited your profile?
•Email and group settings
PRIVACY SETT...
SHOULDYOU UPGRADE?
• 1st, 2nd, 3rd
• Visibility
YOUR NETWORK
• Mirror offline network
• Friends & family
• Clients
• Competitors
• LIONs and cats – pros and cons
CONNECTCONNECTING
RECONNECTING
PEOPLEYOU MAY KNOW
OTHER’S CONNECTIONS
• Personalise
• Common connection
• Demonstrate value
• Never sell
• Avoid IDK
ETIQUETTE
LINKEDIN CONTACTS
UPDATES
UPDATES
• Status updates
UPDATES
• Status updates
• Articles
UPDATES
• Status updates
• Articles
• Links
UPDATES
• Status updates
• Articles
• Links
• Profile updates
UPDATES
• Status updates
• Articles
• Links
• Profile updates
• Procure/produce
NEWS
GROUPS
GROUPS
FINDING PEOPLE
• Advanced search = all results
• NOT full visibility of results
• 100 results, filter from there
BOOLEAN ON LINKEDIN
5 operators supported:
• AND - must include
• OR - include either
• NOT - must not include
• “ “ - exa...
RECRUITIN.NET
SKILLS
APPLICATIONS
• SlideShare
• Job Change Notifier
• Bullhorn Radar
• LinkedIn Resume Builder
LINKEDIN PREMIUM
QUESTIONS
LET’S CONNECT
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Social Media for Recruitment in Peru, Presentation by Link Humans at University of the Pacific in Lima

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Presentation given in June 2013 by Jorgen Sundberg of Link Humans at Universidad del Pacifico in Lima Peru to HR and recruitment professionals from Scotiabank, BCP, Telefonica, Amrop, PwC, GyM, Komatsu-Mitsui Maquinarias Perú S.A., San Martín Contratistas, Grupo Trianon, Laborum, Resocentro, Centria, Banbif, Supermercados Peruanos, AFP Integra, Cía de Minas Buenaventura, Eficiencia Profesional and more.

Con las nuevas tecnologías de social media y con profesionales cada vez más conectados a Internet, la búsqueda de un nuevo trabajo es hoy también una tarea que requiere nuestra completa atención. A veces, detalles tan sencillos como no colocar una buena foto en el CV o usar frases trilladas como "proactivo" o "trabajo en equipo", pueden llevarnos a ser “invisibles” en una postulación.

Así lo explicó Jorgen Sundberg, Experto en LinkedIn y Director - fundador de Link Humans, consultora en Social Media fundada en Londres y París, quien visitó Lima para una conferencia organizada por la Oficina de Red Alumni de la Escuela de Postgrado.

Según estudios analizados por Sundberg, el 79% de las personas que buscan empleo utilizan redes sociales en su pesquisa laboral. Asimismo, 42% sostiene que es importante para los empleadores utilizar las plataformas de social media.

Este último dato puede corroborarse con cifras del 2012, año en que se realizaron alrededor de 5.3 billones de búsquedas en Linkedin y donde se encuentran registradas más de 2 millones de compañías en todo el mundo. En Sudamérica, Brasil lleva una amplia ventaja a otros países con 14 millones de usuarios en la red de profesionales, seguido por Argentina (3,1 millones) y Colombia (2,7 millones). El Perú cuenta con alrededor de 1,6 millones de profesionales en Linkedin.

Tips para tu cuenta de Linkedin

Sundberg también resaltó la importancia de la presentación o "Headline" que los usuarios de Linkedin deben editar adecuadamente en sus perfiles. Si bien la práctica más extendida es colocar el nombre del puesto de trabajo actual, el experto apunta a que este texto debe resumir bien nuestra especialidad, exponer nuestros logros más saltantes y atraer a reclutadores de talentos.

Unirse a grupos de oportunidades laborales en el país de origen -si se prefiere, también del extranjero- es también una buena opción para los que buscan empleo. De igual manera, definir a quién contactar en la empresa que más nos atrae es una tarea delicada. Lo recomendable, en este caso, es realizar búsquedas avanzadas hasta encontrar conexiones entre los propios contactos y otros usuarios que se encuentran en nuestra esfera laboral. Coincidir en un grupo de interés con la persona que se quiere añadir a Linkedin, puede ser un buen motivo para iniciar el contacto.

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Social Media for Recruitment in Peru, Presentation by Link Humans at University of the Pacific in Lima

  1. 1. Jorgen Sundberg @jorgensundberg SOCIAL MEDIA FOR RECRUITMENT
  2. 2. JORGEN • International tech recruiter in London • The Undercover Recruiter • Link Humans - social media agency • Official LinkedInTalent Solutions Partner
  3. 3. CLIENTS
  4. 4. LANDSCAPE
  5. 5. SOCIAL JOB SEEKERS
  6. 6. SOCIAL RECRUITING
  7. 7. SOCIAL RECRUITING
  8. 8. SOCIAL RECRUITING • Largest pool of active & passive job seekers • Employee referrals into personal networks • Authentic and multimedia voice and message • Lower the cost of sourcing
  9. 9. DELOITTE NEDERLAND • 1,000 new hires 2010/2011 • Develop strong employer brand • Drive traffic to career site
  10. 10. USING ALL NETWORKS
  11. 11. ACCESSIBLE
  12. 12. KEEPING IT SOCIAL
  13. 13. CAREER BLOG
  14. 14. RESULTS
  15. 15. RESULTS
  16. 16. TWITTER 1. Overview 2. Engagement 3. Management 4. Promotion 5. Sourcing
  17. 17. USAGE • 500m accounts • 200m active users • 340m tweets daily • 50% mobile
  18. 18. DEMOGRAPHICS
  19. 19. DEMOGRAPHICS
  20. 20. PERU MOST FOLLOWED
  21. 21. PERU MOST FOLLOWED
  22. 22. ENGAGEMENT 1. Posting tweets 2. Hashtags 3. Mention users 4. Retweets 5. Favourite tweets 6. Direct Message (DM)
  23. 23. HOW TO TWEET
  24. 24. TACTICS • Tweet chats • Tweet via LinkedIn • Auto-DM • Auto-follow • Follow Friday • Etiquette • Frequency • Moderation/complaints
  25. 25. CHOOSEYOUR WORDS
  26. 26. CHOOSEYOURTIME
  27. 27. GAIN FOLLOWERS • Follow others • Email campaigns • Email signatures • Follow widgets • Target & RT influencers
  28. 28. FIND PEOPLE • Twitter Advanced Search • Google & Bing Search • Follower Wonk
  29. 29. APPLICATIONS • Scheduling • Automation • Cleaning • Analytics • Influence
  30. 30. FACEBOOK 1. Overview 2. Pages 3. Engagement 4. Promotion 5. Find people
  31. 31. USAGE • 51% of internet users • 55 mins per day • 130 friends
  32. 32. LATIN AMERICA
  33. 33. PERU PAGES
  34. 34. PROFILES, GROUPS, PAGES • Profiles for ‘normal’ people • Groups for interests • Pages for brands
  35. 35. PROFILE
  36. 36. PAGES
  37. 37. FEED RANKINGS
  38. 38. HOWTO DO UPDATES • Text • Links • Photos • Videos • Polls • Highlight • Mention people/pages
  39. 39. BOOST ENGAGEMENT • Check-ins • Contests • Expert Q&A • Schedule • Timing • Frequency • Response times
  40. 40. MODERATION • When? • Keyword blocklist • Profanity blocklist • Reply in private if possible • Never ignore!
  41. 41. GET MORE FANS • Email campaigns • Email signatures • Like boxes • Tagging • Featured Page likes • Twitter integration
  42. 42. JOBS
  43. 43. FIND PEOPLE
  44. 44. GOOGLE PLUS • Fastest growing site ever • 2nd largest social network • 650m users • Non-reciprocal circling • No ads yet • Innovative features
  45. 45. PERU MOST FOLLOWED
  46. 46. PROFILES & PAGES • Images • LinkedIn info • Hyperlinks • Keywords
  47. 47. FEATURES • Hangouts • Communities • Events • Circles • Hot right now • Instant uploads
  48. 48. COMMUNITIES
  49. 49. FIND PEOPLE • Your circles first • Rich data on profiles • Add to circles • Several ways of contacting
  50. 50. LINKEDIN 1. Profiles 2. Networking 3. Engagement 4. Groups 5. Companies 6. Find people
  51. 51. LINKEDIN STATS • 3 million companies • 1.7 million groups • 5.3 billion searches in 2012 • Average age 41 • Average salary $106,000 • Average 60 connections
  52. 52. Europe, Middle East and Africa: 75M+ North America: 90M+ Asia Pacific: 40M+Latin America and Caribbean: 30M+ 225 M+ Members worldwide 100 M+ Monthly unique visitors +2 new Members per second LINKEDIN
  53. 53. AMERICAS
  54. 54. EUROPE
  55. 55. • Picture • Headline • Activity • Summary PROFILE
  56. 56. EYEBALLS 1. Headline 2. Picture 3. Employer 4. Summary
  57. 57. • 7 times more likely to be found • Reflecting your professional brand • Crop it right HEADSHOT
  58. 58. HEADLINE EXAMPLES
  59. 59. HEADLINE EXAMPLES
  60. 60. SUMMARY
  61. 61. EXPERIENCE
  62. 62. • Better search results EXPERIENCE
  63. 63. • Better search results • Connect direct EXPERIENCE
  64. 64. • Better search results • Connect direct • 2 Recommendations EXPERIENCE
  65. 65. ENDORSEMENTS
  66. 66. PROFILE SEO
  67. 67. SEARCH RESULTS
  68. 68. • All-star profile • Headline • Keywords • Endorsements SEARCH RANKINGS
  69. 69. •Activity broadcast / activity feed •Browse connections •Who’s visited your profile? •Email and group settings PRIVACY SETTINGS
  70. 70. SHOULDYOU UPGRADE?
  71. 71. • 1st, 2nd, 3rd • Visibility YOUR NETWORK
  72. 72. • Mirror offline network • Friends & family • Clients • Competitors • LIONs and cats – pros and cons CONNECTCONNECTING
  73. 73. RECONNECTING
  74. 74. PEOPLEYOU MAY KNOW
  75. 75. OTHER’S CONNECTIONS
  76. 76. • Personalise • Common connection • Demonstrate value • Never sell • Avoid IDK ETIQUETTE
  77. 77. LINKEDIN CONTACTS
  78. 78. UPDATES
  79. 79. UPDATES • Status updates
  80. 80. UPDATES • Status updates • Articles
  81. 81. UPDATES • Status updates • Articles • Links
  82. 82. UPDATES • Status updates • Articles • Links • Profile updates
  83. 83. UPDATES • Status updates • Articles • Links • Profile updates • Procure/produce
  84. 84. NEWS
  85. 85. GROUPS
  86. 86. GROUPS
  87. 87. FINDING PEOPLE • Advanced search = all results • NOT full visibility of results • 100 results, filter from there
  88. 88. BOOLEAN ON LINKEDIN 5 operators supported: • AND - must include • OR - include either • NOT - must not include • “ “ - exact phrase • ( ) - for groupings
  89. 89. RECRUITIN.NET
  90. 90. SKILLS
  91. 91. APPLICATIONS • SlideShare • Job Change Notifier • Bullhorn Radar • LinkedIn Resume Builder
  92. 92. LINKEDIN PREMIUM
  93. 93. QUESTIONS
  94. 94. LET’S CONNECT

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