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Social Media for Culture, Branding, and Recruitment

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An overview on social media uses for branding, culture and recruitment; as well as an analysis of three social media sites for the purposes of recruitment.

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Social Media for Culture, Branding, and Recruitment

  1. 1. Social Media for Branding, Culture and Recruitment<br />Melissa Murray, Fall 2009<br />
  2. 2. Discussion Topics<br />Social media landscape and users <br />Recruiting uses for social media<br />Detail and analysis for top social recruiting sites<br />CareerBuilder’s approach to social media strategy<br />Social media and recruitment solutions<br />
  3. 3. The World of Social Media<br />
  4. 4. How Are People Using Social Media?<br /><ul><li>Connecting personally/ professionally
  5. 5. Sharing information
  6. 6. Conducting business
  7. 7. Posting videos/photos
  8. 8. Sourcing business leads
  9. 9. Using as a CRM tool
  10. 10. Publishing blogs
  11. 11. Writing reviews
  12. 12. Answering polls/surveys
  13. 13. Researching information</li></li></ul><li>Who Is Using Social Media?<br />Use by Age Group<br />76% of 15-24 year olds<br />68% of 25-34 year olds<br />65% of 35-44 year olds<br />64% of 45-55 year olds<br />60% of 55 and over<br /><ul><li>Social media is a global phenomenon:
  14. 14. 73% of all Internet users have at least one social media account
  15. 15. 71% of social media users are in N.A.</li></ul>Source: Forrester Research, 2008<br />
  16. 16. Which Networks Matter and Who’s Using Them?<br />Percentage of Worldwide Internet Users<br />Age<br />Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScoredata, <br />July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009<br />
  17. 17. Trends in Social Media<br />Consumer use and perceptions<br /><ul><li>Social networks are more popularthan email2
  18. 18. 36% of online users think more positively about companies that blog1
  19. 19. 17% feel more positively about companies on soc net
  20. 20. 20% want more communication from brands6
  21. 21. 69% of online users read blogsand write product reviews1
  22. 22. 19% read RSS feeds and tag internet content1</li></ul>Corporate response<br /><ul><li> 48% of marketing/PR professionals increased social media spend in 20093
  23. 23. 85% of businesses participating in social media are blogging1
  24. 24. 77% of Fortune 500 use some sort of social media tool5
  25. 25. 44% report social media as “very important” to business/marketing strategy5</li></ul>1 Forrester Research, 2008 <br />2 Nielsen Online, 2009 <br />3 CareerBuilder Internal statistics, June 2009<br />4 Society for New Communications Research, July 2008<br />5 University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008<br />6 Anderson Analytics, 7/09<br />
  26. 26. Why Participate in Social Media?<br />It Promotes Credibility: <br />Brands are defined by the experiences and opinions of consumers, not necessarily what the brand seeks to convey<br />43% of online persons trust information posted by people they know over other sources <br />Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential<br />It Generates Valuable Consumer Feedback<br />Social networks provide the opportunity to interact with consumers, asking and answer questions<br />It’s Expected<br />People demand authenticity and responsiveness from brands<br />1 Forrester Research, 2008, image source: http://www.biojobblog.com/<br />
  27. 27. Why Use Social Media for Recruiting?<br />Develop new, passive talent streams as you prepare for recovery <br />Strengthen employment branding<br />Engage talent in open, personal dialogue<br />Improve employee advocacy and engagement<br />Create more meaningful relationships with talent<br />Proactively recruit talent who is passionate about your brand<br />Target your ideal candidate based on user generated information<br />Promote your company and industry<br />Drive traffic to your company brand page and/or career site<br />
  28. 28. Social Recruiting Sites and Strategy<br />
  29. 29. Linked In<br /> Business-oriented social networking site used mainly for professional networking<br /> Network of 43 million professionals in 170 industries and 200 countries<br /> 11.7M unique visitors in May 2009, over double UV traffic of May 2008<br /> Opportunities for companies: profile, groups and questions<br /> 1 in 20 U.S. users is a recruiter, headhunter, or HR professional<br /> Pre-defined reputation for recruitment <br />
  30. 30. Linked In: Recruitment Dimension Analysis<br />Fair<br />Fair<br />Good<br />Good<br />1 comScore MediaMetrix Key Measures, April-June 2009 monthly average<br />2 LinkedIn site search conducted July 29, 2009<br />
  31. 31. MySpace: Good for Music, Lags in Other Areas<br /> Social networking site with user-<br /> submitted network of personal profiles, <br /> groups, photos and music<br /> Averages 65 million U.S.users<br /> 27% age 12-17; 46% age 18-34<br />Users tend to be less affluent and have no college degree<br /> 10% traffic referred from Facebook, more than Yahoo and Google<br /> Not a fit for all clients, but existing Facebook branding can be used<br /><ul><li> Ideal for certain brands and individuals in entertainment and music</li></ul> MySpace lags behind Facebook in site upgrades and social tools<br />
  32. 32. MySpace: Recruitment Dimension Analysis<br />Good<br />Poor<br />Poor<br />Fair<br />1 comScore MediaMetrix Key Measures, April-June 2009 monthly average<br />2 MySpace article: link to URL<br />
  33. 33. Twitter: Site Visitors and Activity<br /> 19 million UV in May ‘09, 1.8 million UV in June ‘081<br /><ul><li> 18 million UV in April ‘092, just 1.47% growth over May</li></ul> 17 million registered users5<br /><ul><li>Top three user countries: US, UK, and Canada </li></ul> 10.34% of Twitter traffic referred from Facebook1<br /><ul><li> 9.97% from Google
  34. 34. 5% from Yahoo
  35. 35. 2% from MySpace</li></ul> 25th most visited U.S. site, June ‘093<br /> Infrequent users comprise nearly ¼ traffic3<br /><ul><li> 90% activity from 10% users6</li></ul>1 Compete.com, 2 Mashable.com, 3Quantcast.com, <br />4Nielsen Online, 5twitterscore.net, 6 Forrester<br />
  36. 36. Twitter Demographics vs. Internet Universe <br /> High index of younger, female users<br /> Higher concentration of African American internet users than average<br /> High index of users with children under 2 years old<br /> Site attracts a less affluent audience<br /> High index of college graduates<br /> Typical user is a hyper-consumer of information<br /> 60% new registrants do not return within one month4<br />40% retention rate, Facebook 70%4<br />
  37. 37. Twitter: Recruitment Dimension Analysis<br />Good<br />Poor<br />Poor<br />Fair<br />3Quantcast.com,<br />
  38. 38. CareerBuilder Twitter Integration <br />CB sends hourly job tweets on behalf of clients in 9 key demographic markets and 8 industries as a free, value-added service<br /> All cross posting customers receive distribution on Twitter search sites like tweetmyjobs.com, twitterjobsearch.com, etc.<br /> CareerBuilder launched CBJobAlerts for job seekers to receive notifications on Twitter when jobs are posted that meet search criteria<br /> CB has partnered with several clients (Sodexo, Spherion) to test automatic job feeds to their Twitter account to gain additional exposure for openings<br />
  39. 39. CareerBuilder & Facebook Partnership<br /> Launched in May 2007, CareerBuilder is a premiere partner with Facebook and authorized reseller focusing on branded recruitment advertising and marketing <br /> Benefits of partnership<br /> CareerBuilder guarantees advanced targeting, placement and impressions on Facebook ad campaigns<br /> CareerBuilder tests products on Facebook before they are launched to the public<br /> Facebook representatives train CareerBuilder’s sales staff on how to use site features to target more effectively and deliver better returns for our clients<br />
  40. 40. Facebook Site Visitors and Activity<br /> 2nd most trafficked website in the world!<br /> 300 million users worldwide; 75 million users in the US<br /> 50% of users return daily, spend an average of 1 hour active on site<br /> Users targeted by information they provide in their profile<br /><ul><li> 17 million users are ages 18-24,16 million users are ages 25-34
  41. 41. 21 million users (and growing) age 35+</li></ul> 1 million new users each day<br /> Over 2 million career-related groups<br /> Spherion and Aquent staffing each have over 2,000 fans who want employment content<br />Source: Facebook statistics<br />
  42. 42. Combined Reach – 100 M Unique Visitors<br />51% of all Internet users in the US<br />Source: comScore Media Metrix, Audience Duplication, July 2009. <br />
  43. 43. Most Engaging Page on the Web<br />Facebook Homepage<br />5.9 Billion Minutes a Month<br />Available Unit Types<br />
  44. 44. Facebook: Recruitment Dimension Analysis<br />Good<br />Good<br />Good<br />Good<br />1 comScore MediaMetrix Key Measures, April-June 2009 monthly average<br />2 Facebook internal data<br />
  45. 45. Our Approach: Building Connected Communities<br />Groups, Networking, & Discussions<br />Photo and video hosting, niche audience<br />
  46. 46. Personified Social Media Offerings<br />We help companies leverage Social Media and use it as part of their branding and recruitment strategy<br />Facebook advertising with advanced bi-weekly reporting: one customer gains 80% of fans from ads<br />Twitter integration and cross-posting for jobs<br />Proactively manage and protect your brand on major social media sites<br />
  47. 47. Social Media Brand Management Benefits<br />Help with lack of time or resources to build and maintain presence<br />Develop new, passive talent streams<br /><ul><li>Want to prepare for recovery
  48. 48. Need to target a specific type of candidate</li></ul>Promote your company and industry<br />Strengthen your employment branding<br />Engage talent in an open dialogue with the company<br />Eliminate unwanted communications, protect brand<br />Improve employee advocacy and engagement<br />Create more meaningful relationships with talent<br />Proactively track employer status<br />
  49. 49. Measuring Social ROI<br /><ul><li>Starbucks Free Pastry Day exceeded expectations and Via sampling helped prevent negative perception of instant coffee (source: Brandweek http://bit.ly/SCXS5)
  50. 50. Dell posts Twitter-exclusive deals on @DellOutlet, earning 2 million over two years, 1 million from the last 6 months alone (source: Reuters http://bit.ly/luT9y)
  51. 51. United and JetBlue offer Twitter-exclusive ticket deals (source: USA Today http://bit.ly/HKcDG)
  52. 52. Viral wedding video to Chris Brown’s “Forever” increased purchases by 2.5x, #4 on iTunes and #3 on Amazon (source: Google blog http://bit.ly/3FCRBG)
  53. 53. Online Blendtec sales increased five-fold over company's old revenue record prior to YouTube “Will it Blend” videos (source: Information Week http://bit.ly/ipHzJ)</li>

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