This document discusses using social media to find, connect with, and engage top talent. It provides recommendations for establishing a presence and engaging candidates on Facebook and LinkedIn, including creating pages, engaging with users, using search and ads to build awareness and pipelines. It also covers trends in mobile use and how mobile can help recruiting through optimized sites, apps, job boards, and tools like texting and QR codes.

1. How To Find, Connect And
Engage Top Talent With
Social Media
Summer 2011
To us, business is personal.
Abby Euler Sheila Doherty
Twitter: @KenexaEmpBrand Twitter: @ SDohertyKenexa

2. Know Your Goal
Potential Goals Social Strategy
– Hire for a specific job – Social Policy
– Creating awareness about – Social Media Fit
our company – Editorial Calendar
– Attract college students – Marketing
– Create a talent pipeline – Training
– Hire for a job family – Support Logistics
– Showcase employees – Reporting

3. Know Your Audience
Communication Communication
Preferences Obstacles
• Telephone/cell phone (talking) • Social networking sites
• Face to face • Blogging
Baby Boomers
• Fax • Texting
1946-1964 • E-mail • Instant messaging
• Group/team meetings
• E-mail • Face to face communication
• Cell phone • Formal letter writing
Gen X • Text • Team discussions
1965-1978 • Blogging • Difficulty with communicating up or down a
• Instant message generation
• Online forums
• Text
• Face to face conversations
Gen Y • Social networks
• Telephone conversations
1979-1997 • E-mail
• Professional or even casual letter writing
• Instant message
Source: WriteSpeakSell.com

4. Know the Medium
Facebook
LinkedIn
18-24 18-24
25-34 25-34
35-54 34-54
Source: Facebook/LinkedIn.com

5. Know the Medium
100
90
80
70
60
50
40 Facebook
30 LinkedIn
20
10
0
Source: Facebook/LinkedIn.com

6. Facebook vs. LinkedIn
750 million users on Facebook
100 million users on LinkedIn
:25 minutes
:09 minutes
Percentage of active users
Source: Facebook/LinkedIn.com

7. Company vs. Talent
100
90
80
70
60
50 Companies
40 Talent
30
20
10
0
LinkedIn Facebook Twitter
Source: Jobvite.com

8. Recruiting with
Facebook

9. Facebook Presence
Recommendations
• Create a Page or add a Careers Tab to an existing page
Key Feature Facebook Page Facebook Group
Hosting a discussion  
Discussion wall and forum  
Add applications  X
Messaging to all members  
Visitor statistics  X
Public video/photo exchange  
“Related” event creation and invitation  X
Promotion with social ads  X
Source: Facebook.com

12. Facebook Presence
Recommendations
• Create a Page or add a Careers Tab to an existing page
• Engage with users on Career Site

15. Facebook Presence
Recommendations
• Create a Page or add a Careers Tab to an existing page
• Engage with users on Career Site
• Build talent pipeline with Facebook search

16. Searching Facebook

17. Facebook Presence
Recommendations
• Create a Page or add a Careers Tab to an existing page
• Engage with users on Career Site
• Build talent pipeline with Facebook search
• Increase awareness with Facebook Ads

18. Facebook PPC Ads

19. Facebook Ads
Headline: 25 characters
Body Copy: 135 characters
Clean, clear & concise

20. Facebook Presence
Recommendations
• Create a Page or add a Careers Tab to an existing page
• Engage with users on Career Site
• Build talent pipeline with Facebook search
• Increase awareness with Facebook Ads
• Vigilant management of Facebook Page & Ads

21. Recruiting with
LinkedIn

22. LinkedIn Presence
Recommendations
• Consider a Careers Page instead of a Group or just a Company Profile
Source: LinkedIn.com

23. LinkedIn Presence
Recommendations
Key Feature Silver Gold
Ability to lock down content editing  
Detailed Analytics  
Jobs targeted to audience  
Target page content to audience X  (up to 5)
Content refresh  
Ads to drive traffic to site X 
Ads appear on your company’s pages X 
Source: LinkedIn.com

24. LinkedIn Presence
Recommendations
• Consider a Careers Page instead of a Group or just a Company Profile
• Increase awareness by using PPC Ads by LinkedIn
Headline: 25 characters
Body Copy: 75 characters
Clean, clear & concise

25. LinkedIn Ads

26. LinkedIn Targeting Options

27. LinkedIn Targeting Options

28. LinkedIn Presence
Recommendations
• Consider a Careers Page instead of a Group or just a Company Profile
• Increase awareness by using PPC Ads by LinkedIn
• Vigilant management of Career Page & Ads
• Consider LinkedIn licenses for recruiters

29. Don’t Forget
• About:
– Craigslist
– Local community sites and blogs
– Flikr
– Employee blogs

30. Out of the Box: Get Social with Ads

31. Mobile As Social
Strategy

32. Tech Trends Mobile Phones
5B Mobile Phones & 6.9B People
# of % of
Rank Country Mobile Phones Population Population
- World Over 5 billion 6,909,500,000
1 China 896,200,000 1,341,000,000 67.10
2 India 826,930,916 1,210,193,422 69.19
3 U.S. 302,947,098 310,866,000 96.00
4 Russia 220,550,000 142,905,200 151.90
5 Brazil 215,000,000 190,732,694 110.51
6 Indonesia 168,264,000 237,556,363 73.10
7 Japan 107,490,000 127,370,000 84.10
8 Germany 107,000,000 81,882,342 130.10
9 Pakistan 105,151,871 171,901,000 63.20
10 Nigeria 90,583,306 140,000,000 64.70
Source: bbc.co.uk

33. Mobile is Social
• People spend over 700 billion minutes per month
on Facebook Mobile
• More than 200 million active users accessing
Facebook through mobile devices –twice as active
as non-mobile users.
• Visits to social sites is now the 4th most popular
online activity – ahead of personal email
• Time spent on social networks is growing at 2x the
overall internet rate

34. How Mobile Can Help Recruiting
• Shifting demographics in workforce – Baby boomers leaving workforce,
Gen X and Gen Y (Millennials)
– Technology reliance among demographics
• Globalization – how to reach talent in emerging markets
• Ongoing war for skilled talent
• HR and talent acquisition staff reductions

35. Candidates Use Mobile Devices for
Job Searches
• In many emerging markets (e.g. India and Africa) mobile
internet access has far outstripped fixed line access
• In the UK, mobile internet will soon account for half or more
of all internet access
• New recruiting mobile sites
• Used at work for job searches to avoid corporate firewalls
• While on the go: commuting to work, at home while
watching TV, etc.

36. Mobile Recruiting Tools
Mobile-optimized websites – Easy access from familiar
interface, simple and inexpensive to deploy. Allows users to
search for jobs, apply to jobs, upload resume and link to the
co’s social media websites.
Apps – good for organization’s with strong brand recognition.
App download required.
Mobile job boards - Recruitment websites like CareerBuilder
for access to job postings, etc. (3% of their page views)

37. Mobile Optimized Career Sites

38. Apps Your Candidates are Using

39. Mobile Job Board Apps

40. Company Specific Career Apps
Kenexa Confidential 40

41. Mobile Recruiting Tools
of the Trade
• Text Messaging/SMS
– Send text message to candidate’s mobile phone
– (jobs, job fairs, interviews, etc)
– Reaches a global talent pool
– Real-time
– Opt-in, voluntarily
• QR Codes – Quick Response Codes – barcode-like squares that can be scanned
with the camera on mobile device
• Drive candidates to careers website
• Apply to jobs
• View corporate videos
• Include QR codes anywhere careers website appears
– brochures, business cards, presentation, handouts, job postings

42. Emerging Mobile
Technologies

43. Emerging Mobile Technologies
Group Texting Service

44. Emerging Mobile Technologies
Color: Capture Photos Video And
Text From Nearby Phones

45. Emerging Mobile Technologies
Yobongo: Chat With People Nearby In Their Geo Area

46. Facebook Adds More Apps
Beluga: Group messaging
Beluga helps groups of friends
stay in touch on the go. Use it
to plan events, share updates
and photos.
Snaptu - allows users to
volunteer their location to
friends

47. Wrapping Up
Fire, Aim, Ready