The document discusses strategies for using various social media platforms for recruiting purposes. It outlines goals around driving traffic, engagement, and membership across LinkedIn, Facebook, Twitter, Google+, and YouTube. Benchmark metrics and tracking are suggested to measure success. An integrated approach across multiple platforms is advocated to identify passive candidates and source talent through communities.

1. Social Media Strategies: More Than Post & Pray

2. Agenda What is Social Recruiting? Strategy Talent Identification Community Engagement Integration of other Platforms Engagement / Building Communities Candidate Experience Digital Body Language Source passive candidates Keys platforms in your strategy

3. Hiring Routine Receive Requisition | Post | Resumes Roll In How many people have a documented Recruiting Strategy/Plan )?

4. Statistics Don’t Lie According to data from the Bureau of Labor and Statistics , here is the breakdown of job seeker status: 32% passively looking 34% not looking 20% casually looking 14% actively looking How are you engaging the missing 86%?

7. Social Technology There are great technologies to help you develop and run successful social programs for your end users (candidates in our case). But, the right technology won’t do much for you unless based on: sound strategy aligned to your business goals effectively enabled across your organization by have engaging and relevant stories to tell

8. 3 Keys to Social Media Key Question: What does the business want or need? Strategy: plan that marries your business objectives and your business insights to your user (candidates) Enablement: active commitment to becoming a social business, make the social component a part of the company DNA Content : Storytelling! What your saying must pass the “Who gives a crap” test!

9. How Are You Currently Using Social Media? Blast jobs out via Twitter 70% of information goes unread Only appears in the stream of your followers Post jobs to LinkedIn profile status Short viewable shelf life Who sees it? Post to all your friends on Facebook Post in your G+ Stream

10. Social Media Strategy Mission Statement Goals Business Statement Identify target audience Benchmarks Tracking

11. “ Big 3” Basics Professional networking site, primary focus is building a network of business contacts. Most people mix personal relationships with personal. Users are more “ power users ” of social media and tool provides quick response to evangelist. Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform

12. Mission Statement “ Begin with the end in mind” - Stephen Covey How does our ____ platform tie into the overall social media goals? What do I want this to look like in the end? “ Keep it real”, will I really engage people Is it just a sourcing tool? Doing it because all the cool kids are?

13. “ Big 3” Mission Statements Drive professional human resources conversation, engage business minded users and answer questions by human resources professionals. Engage and share information via links from other corporate platforms. Engage members of our communities on a personal level.

14. Goals What do you want to achieve? Attack Plan What do I know about social media? Rank each platform What information is accessible? What skills do I need to master? What other resources should I use? Is this the best way to do it, or is there some other way?

15. Goals Dip toes in the shallow end: What is the little goal? Timetable: Create a set of workable goals focused on end result.

16. Goals Drive traffic to the corporate website Cross pollinate content to other social media communities for other corporate platforms. Provide a calendar of events for members and non-members of corporate communities. Promote revenue generating events. Conversation on HR related topics and business questions. Promote membership opportunities and reasons to be member of overall organization (4,400 members on LI only 2,500 paid memberships)

17. Goals Drive corporate sponsored events live tweet events provide #hashtags for engagement Drive content from blog and discussions in other platforms Cross tweet other corporate related content and relevant industry/related content ERE SHRM National / Regional SHRM Groups

18. Goals Promote all events other calendar events Encourage personal interaction/connections with corporation visually. Provide pictures and video of meetings, charity, community work and other events. Provide a calendar of key events to drive attendance to functions. Highlight blog content, key questions and conversations from other platforms.

19. “ Big 3” Business Statement The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers. Drive engagement to other corporate platforms Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions

20. Types of Social Media Users

21. Target Audience Who are you trying to reach? Jobseekers People with certain skills People who know people with certain skills Communities of people with B&C Influencers/mouthpiece for your organization

22. “ Big 3” Target Audience HR professionals with a business mindset vs. a more “social” platform. Users may not be as apt to utilize personal networks such as Facebook or Twitter. HR Professionals / potential corporation members Highly active users of social media (power users) Evangelist Engaged users of company HR Professionals seeking a personal connection with company

23. Benchmark How do you currently measure platform adoption? Are people engaged? Not just about the “likes” # users # of shares Mentions of your platforms Brand spokespeople

24. “ Big 3” Benchmarks As of 9/6/2011 the LinkedIn page has 4,277 members. Currently adding 5-10 new user per week. 16 active subgroups, largest has 59 members. 2-3 active tweets per day from corporate account 3-4 retweets from power user members. As of 9/6/2011 we have 1,482 followers. Convert users into spokespeople and members. 9/6/2011 we have 467 “likes” Average approximately 2-3 post per week. Receive 2-4 “likes” per post.

25. Tracking What works and what does not work. Measure against current stats Increasing engagement New members/followers Are you reaching your target audience? How are they engaging (video, blog, RT’s) Creators, Critics, Collectors, Joiners, Spectators and Inactives. Are you achieving goals? Are the goals still relevant?

26. Take Action on Your Strategy Identify your social media team. Who is your company evangelists? Start with the platform that makes sense for your organization. Assign a coordinator to each platform. Everyone your company has been in contact with is a potential evangelist (if you are aware of your candidate experience)

27. Marketing A Recruiting Firm

28. Strategy How Do I Use Social Media as a Social Marketing Tool?

29. G+ Recruiting Strategy Advertising PPC Talent Community Sourcing Tool Users: 25 million + and growing Reach: Everyone http://www.findpeopleonplus.com http://www.gpeep.com http://www.googleplussearchengine.com

30. Findpeopleonplus.com

31. Search: java alabama | 40 results | 13 of interest

32. Build a Circle of Community

33. Control Your Circles

34. Facebook Recruiting Strategy Advertising PPC Talent Communities Referrals!! Questions Leverage Past & Present Employees Integrate into other sites Mobile Static Facebook Apps Facebook.com/directory Facebook.com/workforus

35. Strategy: Advertising

36. Facebook PPC

41. Engage Your Community

42. Integrate Into All Platforms

43. Create Badges Everywhere!

44. Social Plugins

46. Recruiter View of LinkedIn

47. LinkedIn Recruiting Strategy Not going to discuss “talent identification” in this presentation: Advertising PPC http://www.linkedin.com/advertising Talent Community

48. Advertising Reach

49. LinkedIn PPC

53. Strategy: Community

54. Twitter Stats 42.3% of the entire American population was using Facebook in Feb 2011 Twitter‘s penetration rate was much lower, sitting at around 7% of the total population and 9% of the Internet-using population Twitter, on the other hand, is driven largely by so-called power users , and only 21% of registered users are actually active on the site. Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets. Twitter’s penetration rate was around 7% , and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks

55. Twitter Recruiting Strategy Compliment to other platforms Tweetajob.com Data gathering Bio URL Tweets Links shared

56. Sourcing Tool? Yes it Can Be! Within Twitter: www.Twitter.com/search use Advanced Search or Twitter Search Operators

57. More Twitter Sourcing Boolean Search (Google or Bing) Try: site:twitter.com php AND (saas OR cloud) –job -jobs Twitter Search Engines or Directories IceRocket : search on key words in stream & profile Tweepsearch : Profile and bio search Twellow : Yellow pages for twitter, good search tool! Using Twitter Lists Try listorious.com

58. Engage Your Community Answer questions Provide clarification Find and follow talent Keywords Events Associations Companies

59. Integrate With Other Media Career site Blogs Facebook Fan Page LinkedIn profiles Job Alerts/email campaigns Email signatures Print literature

60. YouTube Stats More video content is uploaded to YouTube in a 60 day period than the three major U.S. television ever! As of February 2011, YouTube has 490 million unique users worldwide per month. Who rack up an estimated 92 billion page views each month. We spend around 2.9 billion hours on YouTube in a month — over 325,000 years. And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years.

61. YouTube as a Recruiting Tool? Before anyone joins a company they want know what the culture is like….show them! Create visual content around your company Don’t tell someone “you want to work for us” show them the realness. Incorporate video with other platforms NOT A TALENT IDENTIFICATION TOOL

62. Strategy: Community Engagement Advertise: drive ads via other platforms or cool tools (QR codes are great hear) Vlog: video interview tips from the recruiting team (“How to” video #1 viewed) Engage: testimonials from your employees & customers When I see “message from our CEO”, I already know what she/he has to say!

63. Blog Recruiting Strategy Engage readers via writing and vlogging Guest post from experts Provide a catalogue of specific information Format is not “formal”, let your hair down Provides insight into organization vs. stats NOT A TALENT IDENTIFICATION TOOL….or IS IT?

64. Community Engagement Allow comments & respond to all! Vlog – video “how to” | “what to do” Content should pass the “who gives a crap” test! Be a storyteller Great source to find interactive / web / developers site:wordpress.com (java AND developer) alabama --job -jobs

65. Blog Search String KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog) KEYWORD1 KEYWORD2 site:blogspot.com Try replacing blogspot.com with any of these popular blog hosts: blogs.msdn.com, livejournal.com, myspace.com, spaces.live.com, 360.yahoo.com, typepad.com, wordpress.com, technorati.com, xanga.com, weblogs.com and weblogger.com. Note that you can only do one site: at a time!

66. Contact Alex Putman, Vice President of Workforce Solutions 770-346-7216 [email_address] And follow Synergis at

67. Sources http://mashable.com/2011/02/24/facebook-twitter-number http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-one-are-you http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies http://mashable.com/2011/02/19/youtube-facts