This document provides tips and strategies for sourcing, recruiting, and attracting talent using social media and employer branding. It discusses leveraging various social media platforms like LinkedIn, Facebook, Twitter, Reddit, and others to find and engage candidates. It also covers auditing an employer brand through analyzing hiring data and sources, reviewing career websites and employer profiles, and gathering feedback from employees.

1. How to Source, Recruit & Attract
Humans
with Social Media and Employer
Branding
@alexputman @hellosplice

3. sourcing plan
• What are you searching for right now?
• Walk me through your
o challenges
o sourcing plan
o misperceptions about sourcing/recruiting

5. key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%
77%

7. hiretual
• Google Chrome extension
• Create boolean strings
• Search multiple sites
https://hiretual.com
@ninhtran09 thanks for the awesome @hiretual
plugin @alexputman is talking about

8. quora
• 100 million monthly users
• Search topic
• Left side see “profile”
https://www.quora.com
http://www.socialtalent.co/blog/how-to-use-quora-for-recruitment

9. amazon
• “deliver the pizza”
• Books
• Reviews
https://www.amazon.com

10. meetup
• Localized
• 8 million members in 100 countries
https://www.meetup.com
https://www.eremedia.com/sourcecon/how-to-source-on-meetup/

11. reddit
• 230 million + unique visitors per month
• Free job postings https://www.reddit.com/r/forhire/
• Visiting a subreddit is like visiting a new city/state
• Interact with community
https://www.reddit.com
https://www.linkedin.com/pulse/20140601144855-23640917-here-are-5-tips-to-
get-you-started-with-recruiting-talent-on-reddit

12. pinterest
• 80% of users are women
• Find personalized info
• Conversation starter
• Pin board on culture (link to career site)
• Incorporate digital media
https://www.pinterest.com
https://www.eremedia.com/sourcecon/5-pinterest-recruiting-tips-to-pin-down-talent/

14. slack
• 3 million active, daily users
• https://twitter.com/thebrianfink
https://slack.com
@thebrianfink we hear you are the slack expert, can we
connect? @alexputman says hello from San Diego
https://resources.workable.com/tutorial/source-on-slack

15. what about
Amazon Angelist
Behance Match.com
Conferences Twitter
Reddit SlideShare.net
About.me MeetUp.com
Blogs Nextdoor.com
Craigslist OKcupid.com

16. facebook graph search
Search candidates based on specific
• (current or past) employers
• work experience
• education, location
• languages they speak
“nurse at _____”

17. facebook hacks
Someone with the Facebook app give me your
mobile number
Create Friends List
Share recruiting content with “candidates” on
Facebook and only those who you added to this
friends list will see these posts.

18. facebook groups
• 22% of LI users are daily versus 70% of Facebook users
(43% use several times per day)
Public Groups
• no need to join go to the “Members” tab and you can
start searching
Recruiter Groups
• https://www.facebook.com/groups/recruitersonline/
• https://www.facebook.com/groups/144101226611941
7/

19. facebook string
https://www.facebook.com/search/str/COMPANY/pages-
named/employees/present
https://www.facebook.com/search/str/JOB-TITLE/pages-
named/employees/intersect
https://www.facebook.com/search/str/CITY,STATE/pages-
named/employees/intersect
Finish by appending /intersect at the end
https://www.facebook.com/search/str/ucsandiego/pages-
named/employees/intersect

20. facebook tips
• Create a Facebook group and enlist
friends/connections to help you boost it at first.
• Video and FB Live will give you a boost in your
reach.
• FB group posts will appear in the newsfeeds of
members more frequently (like pages used to be).
• “Dark Post”
https://www.ducttapemarketing.com/facebook-
dark-posts/

21. twitter
https://twitter.com/search-advanced
Google
1. To search within Google type: “Site:Twitter.com”
2. To Search for “nurse” within a user’s Bio: “Bio:
*nurse”
site:twitter.com bio: *nurse AND Atlanta

22. Auditing Your Employer Brand

23. keys for audit
employer
brand
data
evp
recruiting
process
content

24. where do we get it
data
• pulse surveys
• new hire surveys
• crm / ats
• campaign data
• web analytics
• platforms
• net promotor scores
http://www.npscalculator.com/en

25. data challenge
• answer the following questions and write your
answers down
1. My top source of hire is ______
2. Our employee referral hire % is ______
3. Based on my experience how likely are you to
recommend a friend or colleague to apply for a
job XYZ?”

26. promotors: net promotor score
measures the willingness of customers to recommend a
company's products or services to others. Gauges the
customer's overall satisfaction with a company's product or
service and the customer's loyalty to the brand.
Based on your {experience, time, projects}, how likely are you
to recommend a friend or colleague to apply for a job {at, in
for} ____?”
• Candidate Experience: “Based on your candidate
experience, how likely are you to recommend a friend or
colleague to apply for a job at ____?”
• Job Family Satisfaction: Based on your past 6 months,
how likely are you to recommend a friend or colleague to
apply for a job at/in ____?”

27. measures
http://www.npscalculator.com/en

28. internal audit
employee
candidate
recruiting
data
focus
groups
recruiters

29. external audit
career site
social
seojob boards
review
sites

31. career site
• Create a list of top competitors
• Pull up your career site
• First thing you see
o Make you want to apply
o Represent your culture (fun, inviting, professional)
• Now pull it up on your phone
• Identify a mimic company, someone you admire
https://www.facebook.com/careers
https://www.airbnb.ca/careers
http://www.careers.jnj.com
• Give me a site to pull up and let’s audit

32. social media
• Shout out the platforms you use
o Why?
o Who are they targeting?
o Measure ROI?
• Facebook Panasonic Avionics
• Twitter UPS
• YouTube Marriott
• Instagram Oracle
• SnapChat @horizonation @freepeople

33. 2017 roaring
20’s
target audience
2020 gen X+Y
65%
2030 75%
genY
10k boomers
leave everyday

38. search engine optimization
• Open Google and search“ working at ____” “jobs at ____”
• Audit each site on the first 3-5 pages of search
• KEY: rank importance + focus based on 1st page
• Do this for each competitor to understand where they rank
• High yield sites include: Glassdoor, Indeed, Facebook,
Monster, Careerbuilder (anyone with high volume of traffic)
• Rank vs. competitors “software jobs Lake Forest CA”
• Analytics on career page (daily/weekly report)
Panasonic Automotive

39. analytics: career site stats
visitors
daily vs weekly
behavior
new vs return
mobile vs desktop
time on page
Time yourself
(differs by page,
industry,
company)
bounce rate
20%-35%
35%+ concern
50%+ worry
acquisition
analyze data per
source (social,
organic)
candidates
received + hired

40. job postings
Pull up a job posting
o Job board
o Career site
o Aggregators
o Search
First 2-3 lines
o Sizzle
o Must have’s
Full JD include
o Branded info
o Detailed goals
o Success definition
Job Description: https://www.grovo.com/careers

43. employer review sites
• Content (company updates, video, social sites)
• Job search and research drive traffic
• Data (rating trends, pros/cons, filter by job
family)
Give me a company to look up on Glassdoor

45. indeed branded page
Apple
https://www.indeed.com/cmp/Apple
Oracle
https://www.indeed.com/cmp/Oracle
Thermo
https://www.indeed.com/cmp/Thermo-Fisher-Scientific
Tenable
https://www.indeed.com/cmp/Tenable-Network-Security-Inc.
American Airlines
https://www.indeed.com/cmp/American-Airlines

46. internal audit
strategy +
evp
analytics
data
people
experience
recruiters

47. company evp development
Employer Value Proposition clearly defined? By job family?
• Intrinsic needs identified
• Career development opportunities
• Base on identification of key performer retention metrics
• Authentic performance assessment (rewarded for work vs
“part of the process”)
• Why follow this leadership team?
• Job satisfaction (why exactly)
• REAL Core Values
Admired EVP: Facebook

48. job family evp development
• Unique attributes of each job family
• What do high performers view as important?
• Why should I leave x to do the same thing at y?
• Candidate definition of “advancement” vs employers
• Work / Life mix
• Rewards for success
• How will this improve the talent pool
• Work space + environment
• What is measurable success for each role?
Facebook EVP by Role

50. analytics: key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%
77%

51. analytics: projections by job family
• Total hires (quarterly, annually - specific to org)
• Turnover rate + why
• Sources of hire
• Attraction metrics
o time to fill, interview to hire, applicants to hire,
offer acceptance/decline reasons
o referrals, internal hires, competitors steals
• Campus recruiting
• Scorecard: rate difficulty level every category

52. process: people experience
• Engagement with potential candidates: career fairs, talent
communities, college sessions, employee referrals, networking, hack a
thon’s
• Pre-Application Job Content: benefits, career paths, employee blogs,
day in the life content, testimonials
• Application process: clicks to apply, duration, information
redundancies, resume/profile upload
• Communication: post apply, pre/post interview, dispositioning of
qualified/unqualified candidates, recruiting team feedback,
management of finalist
• On-line/Interactive engagement: blogs, career site, social pages,
mobile, webinars, texting, polls or surveys
• Pre-Hire: background check, references, pre-employment
assessments, on-boarding, assimilation and post hire follow up
• Internal: moves, promotions, applications, durations of process
• Exits: alumni groups, process, referrals, capture their experience
Apply for the CandE’s

53. recruiters: the team
• Activity outside of “butts in the seat”
• Relationship development within key functions
• Industry participation (ERE, FB Groups, Twitter)
• Company promotion (ambassadorship)
• Social media interactions
• It’s all about hires +
Great example: Brian

54. recruiters: what are they doing
• Building a network (every email should
include an invitation to connect – even
rejections)
• Rejecting people correctly (you reject more
than you hire)
• Marketing the culture on LinkedIn (LI is a
“most engaged” source to career sites)
• Not doing the “Microsoft bae interns”

56. Alex Putman
678-557-0469
alex@hellosplice.com
alexputman1 hellosplice.com@alexputman