This document discusses how companies can use social media to attract and recruit talent. It argues that social media allows both companies and candidates to quickly check each other out through digital due diligence before formally meeting. Specifically, it recommends that companies use social media to establish themselves as a strong brand that stands out, post fresh job opportunities on platforms like LinkedIn and Twitter using relevant hashtags, and evaluate candidates' social media to assess cultural fit. The document also provides tips for optimizing profiles, posts, and online presence across various social media platforms to improve recruiting outcomes.

1. October 27, 2015 @JoeSerwach
Social Media:The Secret to
Attracting and RecruitingTalent
Joseph Serwach serwach.me

3. TalentWars:The Great Mismatch

4. Hiring software has its limits

5. Relationships rule:We are 3 times more likely to find a
job through a personal contact, mostly a “weak tie’’

6. Social Media is all about “weak ties’’

7. Social Media is a tool -What matters most is what you
say, how you say it and when you say it. Do your words
match something a prospect might be searching for?

8. Start with the basics:What do you do?
What do you do well?Win searches

9. Why Social
Media matters
1. Social Media: the "new telephone.” We search
before we dial. Are you answering in time?
2. Digital due diligence: You can check each
other out quickly.
3. MSU researchers call social media: a "social
lubricant," moving you from 1st to 2nd or 3rd
date before even meeting.

10. Strong brands have
strong social media
✤ Is your organization a strong
brand that stands out or a
commodity (like many others)?
✤ What’s the difference between a
strong brand and a commodity?
✤ Commodities compete on price,
features and convenience.
✤ Strong brands command a
premium - because they stand
out from the crowd.

11. Apple laptop (powerful brand) vs PC laptops
(commodities): $200 profit margin vs. $9

12. The Six Second
Rule
Recruiters spend an average of six
seconds reviewing a resume before
deciding to take a deeper dive. They first
look at:
1. Candidate's most recent job.
2. Candidate's previous job.
3. Education.

13. Six Second rule
for Prospects
When applicants learn about a potential
job, they first look at:
1. Job Title. Good fit? Move up or down?
2. Employer. Familiar or unfamiliar?
Impressive or unknown? If unfamiliar, do
they sound interesting?
3. Job description. Interesting? Good fit?

14. Once you get each other's attention
✤ Prospects will: 1. Google the name of your company (one
third click on 1st result, is that you?).
✤ 2. Review your website.
✤ 3. Review your LinkedIn presence (your page, profiles of
HR , leadership and anyone they might know).
✤ You should similarly: Google them, review their website (if
they have one) or otherwise review their LinkedIn (their
business face) and their Facebook.

15. Surveys: Referrals and Social
According to a 2014 survey from Monster, 65 percent of respondents would
consider an opportunity for a new job if they learned about it from a
personal connection.
93 percent of 1,855 recruiting pros surveyed in Jobvite's 2014 Social
Recruiting Survey use or plan to use social media in their recruiting efforts.
Leveraging social media improves candidate quality by 44 percent over
those using only "traditional" recruiting techniques like phone screenings
and filtering resumes based solely on skills and experience

16. Keeping it
simple
The Boston Globe found the simpler a
candidate’s message, the higher their support.
What’s your takeaway? You’re looking at
dozens or hundreds of candidates but they’re
applying for as many jobs. So you each need
to stand out from the pack. The simplest,
shortest messages are best remembered.

17. Rules for all social media
✤ It’s a telephone - not a billboard. Make each conversation
matter, show you’re human and care about the other person.
✤ It’s not all about you: Don’t just post self promotional
content - give your listener something they want.
✤ Job posts are like bread: most appealing when they’re fresh
out of the oven.
✤ Posting about others (clients, industry trends) demonstrates
thought leadership, shows you’re on the cutting edge.

18. Leveraging LinkedIn

21. Why Facebook matters
✤ Numbers: 1.49 billion monthly active users, 65 percent use
their Facebook daily. Average user spends 20 minutes per visit.
✤ After looking at your website, prospects will review your
Facebook to get a feel for your culture.
✤ 27 percent of U.S. drivers admit checking Facebook while
driving.
✤ The best way to measure “fit’’ - someone’s Facebook wall is
often like looking at their diary.

22. The best thing about Facebook
✤ 80 percent of recruiters are using social media to
evaluate a candidate's potential culture match. The
emphasis on cultural fit is a major reason recruiters are
doubling down on social media as a tool.

23. Twitter advantages:
✤ The cocktail party: It’s designed to be more self-promotional. Job
posts more likely to be re-tweeted.
✤ Job posts aimed at job seekers - tweets go to a broader audience.
✤ Hash tags (skill or function specific hash tags refine your search)
and search make it easier to search and find the kinds of people
you’re looking for.
✤ More than 200 role models: https://twitter.com/ThisIsLars/
lists/brand-recruiting-handles

24. What aboutYouTube, Instagram,
Google+, Pinterest?
✤ YouTube is the No. 2 search engineer (after Google). A good
primer video is like a virtual tour of your company and its
culture.
✤ Instagram and Pinterest are all about images: do you make
things? If you’re products are beautiful or cool, think about
Instagram. Pinterest is more female but it’s also a place to
show “wish list’’ items. Even clamp makers are there.
✤ Google+ is fading but it’s owned by Google and posts here
still help SEO on Google itself

25. It’s always about matchmaking:The
right fit, timing

26. Online Resources
✤ Readability-Score.com
✤ https://website.grader.com
✤ https://marketing.grader.com
✤ http://www.alexa.com

27. Questions?