Check out our whitepaper on recruitment and social media!

1. I WANT YOU
TO WANT ME
Attracting Better Candidates
Through Social Media

2. As the use of social media continues to
grow at breakneck speed, there is an
immediate need for companies to utilize
the tools to build brand awareness
and recruit the talent of today and
64%
research a
tomorrow. Though platforms like
company
Facebook and Twitter may have seemed
before
like fads for teens and college students
applying
at the start, these resources are now
to a job
utilized across all demographics —
and it appears they’re here to stay. In CareerBuilder’s Job Seekers’ Perceptions
of Social Media 2010 survey data
fact, recent statistics from marketing
research company comScore show that social media more than once a week,
Facebook, after surpassing Google in companies have a huge opportunity to
August 2010, has become the Internet’s attract a new pool of interested and
most-visited site. qualified applicants.
Through these open communication
platforms, individuals are quickly sharing 48% of users use social media
information that’s been integrated into more than once a week
real-time search engine results with their
CareerBuilder’s Job Seekers’ Perceptions
networks, extending the content’s reach of Social Media 2010 survey data
to a larger online audience. And while
only a small percentage of online users In addition, the survey revealed that
are referred to as “hyper-contributors” 54 percent of active and passive job
(those who post content frequently), the seekers are more likely to apply for a job
overwhelming majority of people are at a company after following it through
consuming this user-generated content, social media. It’s clear that companies
thereby increasing its impact. Using using online platforms to execute their
social media to initiate conversations branding and recruitment marketing
and foster deeper relationships is a initiatives have a greater chance to
culture shift so powerful that leading connect with candidates and enhance
brands cannot ignore its immense their recruitment strategies.
recruitment opportunities.
Companies new to social media must
CareerBuilder recently surveyed 2,586 listen to what’s being said about them
active and passive job seekers ranging and use those findings to get involved
from ages 18 to 65 to understand in the conversations, continue to build
how individuals are influenced by a community around their brand,
information on social media sites and, finally, strategically amplify their
and what organizations can do to recruitment efforts through social media.
leverage social media for employment
purposes. The survey, Job Seekers’ Listen
Perceptions of Social Media 2010, Companies can uncover their
found that more than 60 percent of job employment reputation by following
seekers research a company before the user-generated content and
applying to a position. As many as conversations, or “online buzz, ”
50 percent of those job seekers use surrounding their company on social
2 CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media

3. media platforms. Though it may seem
scary to think about, the reality is that 512 mentions
these conversations are taking place about “cardinal health”
regardless of whether a company
chooses to engage in them. For
instance, even though Cardinal Health,
10% 3:1 34% 17%
strength sentiment passion reach
a Fortune 500 company, may not have
an official presence on any social
1
media site , the company is still being
discussed online. When a general 2 minutes avg. per mention
keyword search of “Cardinal Health”
last mention 3 hours ago
2
is conducted on Social Mention ,
a stream of positive, negative, and
neutral sentiment posts is revealed.
By not having an online presence, a
company misses out on the opportunity
211 unique authors
to engage and respond.
4 retweets
54% of active and passive job
seekers are more likely to apply
for a job at a company after Why is this content worth listening
to? In today’s age, people generally
becoming a fan or following the
place more value in the opinions and
company on social media experiences of others, deeming them
CareerBuilder’s Job Seekers’ Perceptions
of Social Media 2010 survey data
more authentic and trustworthy. In
fact, the Job Seekers’ Perceptions
of Social Media 2010 study revealed
In order to truly uncover users’ perceptions that 59 percent of job seekers agree
of a company, it is necessary to that, in forming their opinions about a
identify where these conversations company, what is said by others is more
are happening, listen to them, and important than what the company says
analyze the findings. A company may about itself. Fifty-three percent of job
strive to promote specific initiatives seekers also agree they are more likely
1
Cardinal Health has a
and values, and by analyzing its online to believe posts and comments made
Facebook Community page
(http://www.facebook.
buzz, the company can find out if those about a company (e.g., blogs, wall com/#!/pages/Cardinal-Hea
lth/109556449069756?ref=
initiatives and values are reflected in posts, and customer reviews) rather search) with more than 300
fans. Community pages
the perceptions of past, current, and than what is said on the company’s are Facebook-generated
prospective employees. Companies corporate website.
and include a stream of
mentions that occur within
may be surprised to find there are the site. Such an existence
further proves that
mixed views about them. For example, A company, then, that restricts its conversations are taking
place without a company’s
executives might believe their online employment brand solely to active participation.
initiatives are effective, but employees user-generated content may put itself 2
Social Mention (http://
may feel very differently. In recognizing at risk for further brand degradation. A
socialmention.com/) is a
tool used to search and
such a disconnect, a company can company must proactively protect its analyze user-generated
content from more than
enhance its initiatives and bring forth a brand, since as messages reach more 100 social media outlets.
more effective way of promoting those people and the body of content grows,
tactics and values. a company’s ability to respond to and
CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media 3

4. population. Getting current employees
Kristi Davidson Kelly I have a headache and it has
Cardinal health written all over it! excited and involved with this initial
Yesterday at 11:20am via Facebook for BlackBerry Comment Like process is vital, as their enthusiasm
Marilyn Parker likes this can help drive friends, family, job
seekers, and other brand enthusiasts
Facebook user comment.
to the page. For instance, when
influence the message diminishes. current employees begin to follow
Take, for example, the above post, which their company’s presence, features of
puts Cardinal Health in a negative light. the social websites announce it to their
Without having its own social media online network. Given the viral nature
presence, Cardinal Health is unable to of social media sites as well as their
ask Kristi why she blames the company real-time search engine results, such
for her headache — or even defend itself an occurrence is likely to drive more
in the first place. Furthermore, the viral people to that company’s page.
effect of social media comes into play
here, as Kristi’s entire online network When visiting a company’s social
receives the update; one friend even media site, job seekers expect more
“Liked” the post. Keeping the viral than just a repurposed website. For
effect in mind, such perceptions created starters, nearly 60 percent expect
through social media have the power the company to interact with its
to ultimately persuade or dissuade followers. In developing a social media
candidates from even considering the presence, that interaction is key; it
company as an employer of choice. gives individuals a closer look at the
organization as a whole and may help
In order to shift perception, broaden them determine whether they would
awareness and drive applications, like to work for the company.
a company must engage in those
conversations using the same channels When interacting with a company on
that its audience uses. By doing this, a social media sites, 74 percent of active
company can foster a relationship over and passive job seekers are interested in
a longer period of time than that of just seeing new job opportunities, 58 percent
a single Web visit. would like to see responses to company
Build
While launching a basic social media 63% say
presence is relatively easy, it takes that they have a
time and dedication to properly and better impression
effectively manage the accounts — of a company
especially for companies that want to that responds to
expand virally. users’ negative
posts or comments
First and foremost, companies must than those who
be willing to promote their presence do not address
internally to employees at all levels — negativity.
particularly at the leadership level —
as well as externally to the general
CareerBuilder’s Job Seekers’ Perceptions
of Social Media 2010 survey data
4 CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media

5. issues, and 47 percent want their But creating a successful and viral
questions to be answered. The ability to presence on social media involves more
answer questions directly and publicly is than just answering users’ questions.
one of the biggest advantages of social When users engage online, they do it
media, as it is a feature not often found for a reason — whether it’s to share
on company websites. Instead of being something new, exchange ideas, or elicit
forced to call or e-mail the company, opinions. The most effective way to
social media gives online users the increase employment brand awareness
opportunity to ask questions directly on and build credibility is to interact with
the company’s page. On social media users by publicly recognizing, responding
sites, users expect a quick, yet detailed to and sharing with them — the way
response to questions, like the one Bozzuto Careers does.
the T.G.I. Friday’s: Get Your Stripes On
Facebook page provided Keith in the
example below. In answering Keith’s Bozzuto Careers Welcome to all of our new fans!
We’re glad you’re here. If you have any questions, just let
question, T.G.I. Friday’s was able to keep us know!
the conversation going, learn more Yesterday at 2:41pm Comment Like Hide Feedback (3)
about Keith, and create a deeper, more Tara Ryan likes this.
meaningful relationship with him. Isabelle Mattioli knowing my current employer may
not like this but I want to be a Bazzut career fan :(
10 hours ago Delete Report
Bozzuto Careers That’s fine by us, Isabelle!
Keith Bolyard Can anyone tell me how to get a hold Welcome!
32 minutes ago Delete
of a manager in firewheel mall in garland, tx firday’s...I
would like to dee jay there. Facebook conversation
Sat at 1:24am Comment Like Delete
T.G.I. Friday’s: Get Your Stripes On! Hey, Keith, what’s
up? Give the Friday’s at Firewheel a call at 972-414- In addition to interacting with already
1299 and ask for Jim Pickett. He’s the manager who
can help you out with the dj gig. Good Luck! existing, user-generated content,
Sat at 1:24am Delete companies must initiate conversations
Kieth Boylard Thanks a milion i will do that thanks for by posting compelling and relevant
the info...what friday’s are you from?
Sun at 1:53am Delete Report
information with which users can relate
T.G.I. Friday’s: Get Your Stripes On! We’re here to help
and identify. Again, these updates
with all the locations-- made a few calls to get you the should be more than just information
scoop.
Sun at 10:40am Delete that comes directly from a corporate
Kieth Boylard oh wow!!! i went in there today at about website, as social media gives
2pm but it is always busy in there so i wasnt sure when
to go in. But they told me to come back tuesday be- companies the chance to become
tween 2-4 pm do all of the friday’s have dj’s?
more conversational and approachable
Sun at 8:17pm Delete Report
and display their unique personality.
T.G.I. Friday’s: Get Your Stripes On! Nice work! And to
answer you question, live entertainment is part of the
Friday’s culture. It’s just on of the ways we keep the
party going, ya know?
Strategize
Sun at 11:02pm Delete As mentioned in the introduction,
Kieth Boylard oh for sure...I do know how to the party 64 percent of job seekers research a
going I put on a amazing how. I do live mixing music
video shows. if i get the change to dj at this facility. I’ll company before applying to a job, and
be posting pictures.
most of that research occurs online.
Yesterday at 2:11am Delete Report
Therefore, it is critical for a company
T.G.I. Friday’s: Get Your Stripes On! Awesome. Can’t
wait to see the pics. We’ll keep our fingers crossed for to utilize an online employment brand
you.
Yesterday at 8:51am Delete Report
presence to attract the right talent. By
hosting conversations on mainstream
Facebook conversation
CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media 5

6. Though it’s true that social media makes
47% want their building or improving an employment
questions to be brand easier and faster than ever before,
answered via social engaging in social media without an
media interaction. overarching strategy severely impacts
Q&A
JOBS
74% are the success of the initiative in the long
run. And most critical to a successful
interested in seeing strategy is engagement. While this is
new job opportunities also the most involved and complex
posted on social
component, it is the most influential
media profiles.
in terms of the return on employment
brand efforts on employment brand
CareerBuilder’s Job Seekers’ Perceptions
of Social Media 2010 survey data efforts like website, advertising, events
sites like Facebook, Twitter and YouTube,
employers can ensure online job seekers
Liberty Tax Service Move over tanning tax, orange
will notice them. Through the strategic fruits and veggies could be the new fake tanners. A
recent study says eating 5 daily servings of carotenoid-
use of relevant content, candidates are rich foods, like carrots, canteloupes, apricots, and
able to familiarize themselves with the sweet potatoes, may make you appear tanner - no sun
required! Wonder if that works with carrot cake, too...
company and learn about its culture,
values and opportunities.
If a company is trying to attract
August 22 at 11:25am Comment Like Share
engineers, for example, it may want
to talk about its latest green project, 8 people likes this.
headed up by an engineer who has Patricia Demoranville Make u more orange than tan!
moved her way up the ladder since August 22 at 11:31am Like
starting out as an intern. Conversations Liberty Tax Service Ha! We noticed the study carefully
and stories like this are a great way suggested they make you “appear” tanner. Think it
could have an Oompa-Loompa effect?
for a company to be more relatable, August 22 at 11:47am Like
especially during the often-stressful Tamaki Okamoto Wow, That’s interesting...
August 22 at 1:03pm Like
application process.
Sylvie Venegas lol...
August 22 at 1:14pm Like
CareerBuilder’s survey also showed
that job seekers would rather see the Amy Brockbank My brother, as a science experiment,
put himself on an only-carotenoid diet for the month
company having fun with its community of October. Needless to say, he was ORANGE by the
end of the month. These foods will definiltely give the
than participating in contests or appearance of tanner skin!
giveaways, as Liberty Tax is initiating August 22 at 1:56pm Like
in the example interaction to the right. Joy Gonzales A lot safer than radiation and tanning
beds.
Above all, engagement must be a daily August 23 at 2:44pm Like
activity; a dedicated resource should be Liberty Tax Service Amy - that’s crazy! I bet he was
sick of that diet by the end of the month. How long did
set aside to manage and engage in the it take for his coloring to return to normal?
August 24 at 10:25pm Like
online conversation. Whether this role
Kandi Knight Lins Does candy corn count as
is outsourced, managed internally, or a carotenoids??? If so, count me in on this
combination of the two, the voice must experiment!!!
August 23 at 2:44pm Like
be authentic and aligned with the overall
Facebook conversation
employment brand.
6 CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media

7. and PR as depicted in the chart to
the right. If done well, the strategic Applying Marketing Principles to Talent Attraction
management of social media to drive
employment brand awareness is likely website
to result in the successful creation of a search
talent community and a higher level of marketing & advertising
SEO
influence over company perceptions.
It is also important to note that social
media employment branding efforts are social email
media integrated marketing
not meant to operate independently, marketing
communications
but to act as an amplifier of existing
tactics and activities.
internal
PR communications
By successfully utilizing social media
in employment branding efforts, a direct
events
company gains the ability to foster marketing
deeper relationships with its entire active
and passive candidate pools, leading to
CareerBuilder’s unique IMC approach.
higher quality and quantity of applicants,
lower time-to-fill and cost-per-hire ratios, and brands. With social media growing
and lowered rates of offer rejection. at such a rapid rate, the impact and
reach of social media sites and user-
generated content will only continue
to grow, and many companies are
taking an active role in developing and
influencing their online employment
brand. These companies are following
the existing conversations, then building
an official presence on the appropriate
channels from which their employment
brand can be launched, all while crafting
an overarching strategy.
ADP for instance, made 23 hires from
,
Facebook alone in the 2009 fiscal year, Sound compelling? CareerBuilder was
and Sodexo, a proven leader in social the first to recognize this initiative on
recruiting, reported a $300,000 annual a larger scale, implementing an entire
reduction in recruitment advertising division focused on helping clients recruit
costs. Sodexo used a talent community new employees via social media. Take
approach to create a targeted talent pool action and contact CareerBuilder today
of more than 200,000 people, and saw a for more information about adding social
300 percent increase in the traffic to its media to your recruitment mix.
careers website in the first 15 months.
Call 800-610-8790 to speak
Research has proven that user-
generated content from social media
with a consultant, or visit
sites has become extremely impactful http://j.mp/socmediamgmt
in forming perceptions of companies for more information.
CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media 7

8. About the Authors About CareerBuilder
Christina Bottis is a strategic thinker who has CareerBuilder is the global leader in human capital
accumulated specialized expertise in integrated solutions, helping companies target and attract their
marketing, branding, social media, advertising and most important asset – their people. Its online career
Web development. In her roles with CareerBuilder, site, CareerBuilder.com, is the largest in the U.S. with
Christina has consulted with major brands like Red more than 22 million unique visitors, 1 million jobs and 38
Lobster, Olive Garden and T.G.I. Friday’s on building million resumes. CareerBuilder works with the world’s
and expanding their employment brands and top employers, providing resources for everything
implementing social media strategies. Prior to joining from employment branding and data analysis to talent
CareerBuilder, she managed the integrated marketing acquisition. More then 9,000 websites, including 140
programs of campus bookstores in U.S. and Canadian newspapers and broadband portals such as MSN and
markets and worked at a boutique ad agency where AOL, feature CareerBuilder’s proprietary job search
she was responsible for marketing, advertising, technology on their career sites. Owned by Gannett
design, and SEO programs for B2B clients. Co., Inc. (NYSE:GCI), Tribune Company, The McClatchy
Company (NYSE:MNI) and Microsoft Corp. (Nasdaq:
Bridget Maiellaro manages, analyzes, and develops MSFT), CareerBuilder and its subsidiaries operate in the
the social media presences of companies around the U.S., Europe, Canada and Asia.
world. Since joining the CareerBuilder team in 2009,
Bridget has represented dozens of clients across CareerBuilder for Employers:
www.facebook.com/CBforEmployers
the U.S., United Kingdom and Canada, including
renowned names like AB InBev, Liberty Tax and
CareerBuilder Social Solutions:
David’s Bridal. In addition to her role at CareerBuilder, www.twitter.com/CB_Social
Bridget, a Chicago native, contributes to a range
of print and online publications — most recently Employer Blog:
Chicago and Michigan Avenue magazines. www.thehiringsite.com
8 CareerBuilder | I Want You to Want Me: Attracting Better Candidates Through Social Media