This document discusses how companies can use social media to attract talent and build their employer brand. It recommends that companies mobilize their existing workforce to act as brand ambassadors on social media by sharing their experiences and stories. When employees engage in this way, it can help candidates learn about the company culture and make better decisions about whether it is a good fit. The document also provides examples of companies that have had success with social recruiting, such as a hospital system that saw improved search engine results and a law firm that now gets 67% of hires through referrals from engaged employees on social media.

1. People Are The Social Media SHANNON SEERY GUDEvp, digital & social strategy March 3, 2010

2. Agenda Mobilize your workforce through social media to build your employer brand Help candidates make better decisions on whether or not they are a match for your culture See how companies can gain quality referrals and attract talent through sharing stories and experiences

4. 277% Percentage increase for time spent social networking in 2009

6. 80% of internet sessions start at search - ‘Buying’ decisions made through online research: read reviews, get opinions. 120 mil Job-related Google searches/mo Content posted on social media is indexed and discoverable by candidates  highly influential

7. 80% of users have tweeted less than 10 times 50% of active users log on daily for 55 mins 55 million ppl ~50% outside U.S.

8. Mobile More people have a mobile phone than an Internet-connected PC

9. SOCIAL MEDIA Won’t Make Your Company Remarkable

10. What Will: Prop up your employees as your brand ambassadors, make them their POV the center of attention, let them tell the story through their lens.

11. The Promise of One-to-One:Labor intensive and hardly scalable

12. How employees can help:Help them support your social recruiting efforts. Give people access to their stories and expertise, provide information, answer questions.

13. Who’s Doing it?

14. Getting Beyond Fear and To ROI:Get from Blue-sky to approval. Social recruiting Strategy needs a plan. Period.

16. Listening & Assessment Strategy: Elements,Ambassadors, Content & Assets Goals & ROI Participation & Integration Monitoring & Optimization Guidelines & Training

17. Provide the Tools:EncouragementBrand attributes & valuesInternal social and collaboration tools Social Media Guidelines Engagement ProtocolsBuild engagement skills

18. "One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content."-Brian Solis

19. Provide Sharable Content:Tool trainingSharable company updates, news, info Process to contribute content & ideasContent calendarReferral Widgets and Social Apps Communicate, Communicate, Communicate

20. Engage New Partners:HR, Marketing, Internal Comms, IT, L&D, Web Teams, external vendors & tool providers all working in concert.

21. ROE: Return on Engagement:What you measure depends on your goals.

22. HCA West Florida

23. 16 Hospital DivisionNeeded to integrate and increase awareness of brand & opportunities. Looking to tell their story and improve SEO Resources & Assets: Jobs RSS Feed, Video Content, RLM Database. 3 bloggers; 4 Talent Engagement Admins. Supportive Leadership; Social Recruiting Guidelines; Ambassador Training

24. Search Reputation Google Reputation – Sept 08

25. Strategy Relevant Content Updates ContentSharing & Usage Candidate & Employee Networking

26. Social Integration: Careers Web Site Passive Candidate Engagement: Relationship Marketing Opt-In Enhanced Job Search Module RSS Feed of Career Opps Link to Company Careers Page on Facebook Link to Recruiting Blog

27. Embedded Employee Videos Dynamic Recruiting Events Calendar Recruiting Blog Links to Jobs, Events & RSS Built on Wordpress & authored by career ambassadors Email Subscription

28. Custom Apps: Job Search & Share; Locations Facebook Careers Page Hospital Division Careers facebook Page Tabs linking to extended Jobs, Locations, Video, Events, Photo Content Recruiting Blog Posts Cross publish to page automatically Candidate Engagement

29. Return on Engagement – Search Reputation

30. Total Attorneys

31. quote “Encouraging the entire staff to recruit turns everyone into brand ambassadors. As employees spread the word in social networks about our job opportunities, they create positive buzz about the company. When you give people tools to be transparent about the company, they can contribute to the conversation about your brand. It’s great when your employees think highly enough of the company that they want to talk about it and want to invite people to work here.” Ed ScanlanCEO, Total Attorneys

32. Career site that’s plugged into social media

33. Career site with multiple videos about the company

34. CEO’s Twitter Profile – he’s tweeting jobs

35. Employees – and their friends – share in social networks

36. Results The results:Dramatic growth in qualified resumes. 67% of hires now made by referral.

37. How Total Attorneys Does It Find evangelists within your company. Demonstrate what you want people to do. Keep everyone informed about hiring priorities. Encourage contests – and reward referring even if the candidate isn’t hired. Engage hiring managers – they’re motivated to fill their jobs. Support employees to engage referrals in their own networks – LinkedIn, Facebook, Twitter, blogs. Executives are committed to and contribute to the referral culture.

38. Contact me anytime with questions Thank You! ShannonSeery Gude Vice President, Digital & Social Strategy sseerygude@hodes.com Twitter: seerysm