The document provides an overview of using social media, specifically Facebook, Twitter, and LinkedIn, for recruitment purposes. It discusses how these platforms can be used to find and engage with candidates, providing resources for employers. Facebook allows sharing photos and updates about the company culture. Twitter is best for sharing job postings and interacting with candidates. LinkedIn facilitates researching candidates' experience and building a professional network. The document recommends establishing a presence on these major social media sites to access candidates and enhance employer branding.
Our whitepaper, published November 2010, is based on a recent job seeker survey. Along with the findings, we present how job seekers perceive companies participating (and not participating) in social media.
Facebook Recruiting Basics: A Guide to 21st Century Employer BrandingRiseSmart
Download this whitepaper from recruiting expert John Sumser to learn the key techniques for building your employer brand on Facebook and making recruitment social.
Inside, you'll find:
- Tips for building a Facebook audience
- Best practices for measuring social media ROI
- Creative ways to post and advertise job listings
- Tools for building and maintaining relevant traffic
Our whitepaper, published November 2010, is based on a recent job seeker survey. Along with the findings, we present how job seekers perceive companies participating (and not participating) in social media.
Facebook Recruiting Basics: A Guide to 21st Century Employer BrandingRiseSmart
Download this whitepaper from recruiting expert John Sumser to learn the key techniques for building your employer brand on Facebook and making recruitment social.
Inside, you'll find:
- Tips for building a Facebook audience
- Best practices for measuring social media ROI
- Creative ways to post and advertise job listings
- Tools for building and maintaining relevant traffic
Social Media in Future.pdf
This presentation contributes brief scopes of social media in the Immediate, Near, and Far Future through filters of Consumers, Industries, and Public policies.
marketingThe Effectiveness of social media in event Mr Nyak
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Social Media - Finding and Maximizing the Right Channel(s) For Your BusinessHeidi Richards Mooney
In today’s society where technology is changing at the speed of light, social media has become an essential part of business success. With so many different social media platforms, its become increasingly difficult to know which one will be successful for your business. To help you to decide which social media platform will be suitable for your business, Heidi will discuss the top 5+ social media channels, how they are best used, why they should matter to your business, including:
How to decide which channel(s) to participate in, and what to share on your best platform
How to Promote Your Social Media Channel to Find and Increase Your Audience/Prospects
How to Use Social Media to Become the Go-to Expert in Your Industry, Where Everybody Knows Your Name
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
Social Media in Future.pdf
This presentation contributes brief scopes of social media in the Immediate, Near, and Far Future through filters of Consumers, Industries, and Public policies.
marketingThe Effectiveness of social media in event Mr Nyak
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Social Media - Finding and Maximizing the Right Channel(s) For Your BusinessHeidi Richards Mooney
In today’s society where technology is changing at the speed of light, social media has become an essential part of business success. With so many different social media platforms, its become increasingly difficult to know which one will be successful for your business. To help you to decide which social media platform will be suitable for your business, Heidi will discuss the top 5+ social media channels, how they are best used, why they should matter to your business, including:
How to decide which channel(s) to participate in, and what to share on your best platform
How to Promote Your Social Media Channel to Find and Increase Your Audience/Prospects
How to Use Social Media to Become the Go-to Expert in Your Industry, Where Everybody Knows Your Name
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
An introduction into docker, going from the basics of running it locally, how to create (test) environments with multiple containers, on to discussing the challenges of running a mature cluster orchestration setup on production.
Taking Social Media From Talk To ActionAppLeap Inc.
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.
A brief description of what social media marketing is all about and how companies can take advantage of social media marketing to engage their customers.
Thank you to Avila Country Club for inviting SMITH Advertising and Marni Blythe to address the Avila Professionals Alliance. This presentation includes both theory and practical knowledge on how to incorporate social media into your overall marketing plans.
This is the slideshow from a presentation I gave to members of BizPro Networking (www.bizpronetworking.com) on using Social Media to power their small business sales and marketing efforts.
Filled with some great advice and case studies of companies who are doing the right (and some doing the wrong) things!
Enjoy!
Tim McMahon, Jr
MCM Social Media
Facebook Recruitment and Employer Branding: Best Practices and Ideas From the...RiseSmart
Check out this joint guide from Work4™ and CKR Interactive to learn:
- Specific tactics for optimizing your social recruiting efforts on Facebook
- Best practices for effective employer branding
- The eight building blocks of social recruitment success
Role of Social Media Marketing On Organisational Performance in Kenyaiosrjce
The purpose of this research is to identify and analyze the role and impact of social media marketing
and to analyze to what extent it has an impact on business performance. Social media have become a major
factor in influencing different aspects of consumer behavior including awareness, information acquisition,
opinions, attitudes, purchase behavior, and post-purchase communication and evaluation
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Updated slides show 2012 research on social media network usage as a marketing tool among North American small to medium-sized business and industrial companies.
2. TABLE OF
CONTENTS
2-3 Logging On: What is Social Media?
4 No, This is Not a Trend
5 Social Media’s Reach
6-7 From Business Tool to Recruitment
Tool: Using Social Media to Update
Your Employer Status
8-11 Facebook, Twitter and Linkedin:
What to Know Before You Go Viral
12 Niche Sites: Thinking Outside
the Facebooks
13 And Don’t Forget Blogging:
A Quick and Dirty Guide
14 Top 10 Best Practices for Using
Social Media to Recruit
15 12 Benefits of Effective Social
Media Recruiting
16 Setting Up a Social Media Policy
17 Social Recruiting Success Stories
18 FAQs
19 About CareerBuilder®
1
3. LOGGING ON:
WHAT IS SOCIAL MEDIA?
2
Facebook. Twitter. LinkedIn. MySpace. YouTube. Flickr.
Wikipedia. These are all social networking sites – and
they’re all part of what is now known as social media.
What differentiates a social networking site from the typical Web site?
Where the typical Web site might be controlled by one person or
organization, with the purpose of simply pushing out information;
social networking sites, on the other hand, invite users to actually
respond. In fact, the vast majority of content on social networking
sites (or social media) comes from the public itself. Web users have
the most control over what content goes on the site, with free reign to
log on and post comments, links, photos, videos or responses to other
users’ posts.
By encouraging interaction among users, these sites create an interactive
experience that users do not get from a typical Web site. Charlene Li and
Josh Bernoff, in their book Groundswell: Winning in a World Transformed
by Social Technologies, describe social networking as a “social trend in
which people use technologies to get the things they need from each
other, rather than from traditional institutions like corporations.”
4. LOGGING ON:
WHAT IS SOCIAL MEDIA?
(continued from page 2)
Over the past few years, however, social
networking has evolved from a personal
interest to a professional one. Increasingly, businesses
are finding ways to promote products and services, connect with
customers, generate new ones and drive revenue – all through
social media. Even more recently, organizations are using social
media not only to generate new customers, but to recruit new
employees as well. After all, social media offers the opportunity
to engage in two-way conversations with job candidates. What
better way to know how to attract top talent than to hear directly
from them?
There’s one problem with Charlene Li and Josh
Bernoff’s definition of social media: To refer to
social media as a “trend” is to insinuate that it
will go away, but social media is in fact, here to
stay. And if you let it, it can be one of the greatest
assets to your recruitment process.
3
Two years ago, Yoh, one of the largest
talent and outsourcing providers in the
U.S., was searching for a new, innovative
way to provide resources to job seekers,
so the agency embarked on a joint venture
with CareerBuilder to build its brand on
Facebook. Yoh’s goals were to provide
job seekers a variety of resources to
enhance the online job search, and
increase its brand awareness. In its first
year working with CareerBuilder to
create an integrated Facebook marketing
and recruiting campaign, Yoh received
nearly 3.5 million impressions and nearly
4,500 clicks on its fan page through two
ad campaigns. For Yoh‘s second ad
campaign with CareerBuilder, Yoh has
received nearly 1,500 clicks. Of those,
nearly 700 people became fans of Yoh
after visiting, making the conversion rate
of clicks to fans more than 44 percent.
SOCIAL RECRUITING SUCCESS:
YOH
5. NO, THIS IS NOT A TREND
85% of social media users believe that a company
should go further than just having a presence on social
sites and should also interact with its customers.4
4
1 2010 Arbitron/Edison research study
2 The Nielsen Company, 2010
3 Burson-Marsteller, The Global Social Media Check-up 2010
4 Cone, Business in Social Media Study, September 2008
79% of the top 100 Fortune 500 use Twitter,
Facebook, YouTube or corporate blogs3
93% of social media users
believe a company should have
a presence in social media.4
Bunac, a non-for-profit organization
that specializes in sending young
people on working holidays and
volunteer projects, wanted to
cast a wider net to target a new
audience as well as push their
employment branding to generate
referrals. Since partnering with
CareerBuilder to create a targeted
advertising campaign through
Facebook, Bunac’s referrals have
doubled, and the client continues to
see the value in using Facebook to
attract candidates.
SOCIAL RECRUITING SUCCESS:
BUNAC
48% of all Americans have social networking
profiles – double the level from 20081
Visiting social sites is now the
most popular online activity
– ahead of personal e-mail2
Americans spend nearly 1/4 of their
online time on social networks2
2 billion YouTube videos are viewed per day
6. Source: Graph 1: comScore data, July 2010. Graph 2: Nielsen Online, 2009
5
Facebook
M
ySpace
LinkedIn
Tw
itter
140
120
100
80
60
40
20
0
80%
70%
60%
50%
40%
30%
20%
10%
0%
15-24
25-34
35-44
45-55
55+
Monthly UV in U.S. in Millions Social Media Users
SOCIAL MEDIA’S REACH
7. PUBLIC RELATIONS AND MARKETING:
Companies can push out information about new products,
company news, special promotions and press releases to
engage existing customers and generate new ones.
CUSTOMER SERVICE:
Social media enables companies to “listen” to what users
are saying about the brand and respond in real-time to
customer complaints on their blogs or company social
media pages.
INTERNAL COMMUNICATION:
The use of internal blogs and social communities enable
colleagues to easily connect, share information and discuss
projects. Companies also use these platforms to keep
employees up-to-date on important news, information
and events – as well as address employee concerns
and share valuable information.
TALENT RECRUITMENT:
Not only can companies push out job openings via social
media and discuss the various benefits to working at their
organization, but they can also directly respond to job
seekers’ questions via wall-posts, direct messages, tweets
or other forms of open messaging. Turn the page for more
on how businesses are using social media to recruit.
FROM BUSINESS TOOL
TO RECRUITMENT TOOL:
USING SOCIAL MEDIA TO UPDATE
YOUR EMPLOYER STATUS
These days, it’s no longer unusual to receive
an email or visit a Web site and be directed to
“connect with us!” through Facebook, Twitter,
LinkedIn or any number of social networking
sites. From your favorite grocery store to your
college’s alumni chapter to the place where
you get your hair cut, nearly every type of
organization today is finding a way to market
its business, products and services using social
media. Here are just a few ways companies are
using social media to promote their business:
6
8. 7
FROM BUSINESS TOOL TO RECRUITMENT TOOL:
USING SOCIAL MEDIA TO UPDATE
YOUR EMPLOYER STATUS
(continued from page 6)
Just as they have with public relations and marketing, customer service and internal communication, businesses
are now using social media as a recruitment tool. After all, what is recruiting if not another form of marketing?
Both entail creating a message (What opportunities does my company provide?), targeting an audience (job
seekers), and getting that audience to take an action (apply for positions at my company).
This eBook is about how to use social media for talent recruitment. From how to start and where to begin to best
practices and troubleshooting, let this eBook introduce you to a whole new way to attract and retain top talent.
If you take only one thing away from this eBook, it should be this: People
are central to social media and its success. They are the creators and the
drivers of this platform, and the businesses and organizations that recruit
successfully through social media do so because they use this space to
interact with users on a personal level.
While social networks aren’t a replacement for more traditional recruitment methods, with the high level of
engagement they command, social networks have become more and more fundamental to the overall
recruitment strategy.
Not only does having a social networking page afford companies yet another avenue
by which to advertise job openings, but it also enables them to have a two-way
conversation with job seekers. The interactive element of social networking sites makes
it easy to get feedback from or reply to job seekers questions via wall-posts, direct messages,
tweets or other forms of open messaging.
9. FACEBOOK, TWITTER AND LINKEDIN:
WHAT TO KNOW
BEFORE YOU GO VIRAL
It’s nearly impossible to talk about social media
without talking about Facebook, Twitter and LinkedIn.
These three sites are among the
fastest growing social networking
sites – and among the most popular
sites recruiters and hiring managers
are utilizing to build their talent
pipelines.
The next few pages provide an overview of these
sites, and how they provide resources that enable
employers to find and recruit their next employees.
8
10. Facebook is a social networking
service that lets you connect with
friends, co-workers, and others who
share similar interests or who
have common backgrounds. As the
most trafficked web site in the U.S.,
Facebook has over 540 million unique
visitors per month, reaching 35.2
percent of the entire Internet
population1
– giving the companies
that advertise on Facebook access to
millions of job seekers on any given day.
1 Source: Google, May 2010
1 TELL A STORY WITH PHOTOS –
Give visitors a virtual tour of your facilities,
or a snapshot into your organizational culture,
by posting photos from company events or
contributed by employees.
2 HIGHLIGHT EMPLOYEE ACHIEVEMENTS,
philanthropic involvement or fundraising efforts with
status updates on your Facebook wall or writing “notes”
that users can read.
3 POST LINKS TO STORIES AND PRESS RELEASES
about exciting company news.
4 LISTEN TO AND RECOGNIZE FANS by responding
to wall posts and participating in discussion boards.
5 PROMOTE UPCOMING CAREER FAIRS with the
“events” feature.
6 PROMOTE SPECIFIC JOB OPENINGS by sending a
message to fans or via status updates.
SO YOU’VE SET UP A FACEBOOK PAGE.
NOW WHAT?
FACEBOOK
9
11. 1 INTRODUCE YOURSELF TO THE COMMUNITY.
2 PROMOTE SPECIFIC JOB OPENINGS by sending out a link to
your careers page or the job posting.
3 SEARCH FOR YOUR COMPANY to see if others are mentioning
your company’s brand.
4 POST LINKS TO STORIES AND PRESS RELEASES about
exciting company news.
5 LISTEN TO AND RECOGNIZE FANS by replying to them (either
publicly on your own wall or with a Direct Message)
6 MAKE YOUR EMPLOYEES BRAND ADVOCATES by retweeting
any time they mention how great it is to work at your company.
7 PROMOTE UPCOMING CAREER FAIRS by linking to a place
where job seekers can register or get more information.
Twitter’s benefits lie in its simplicity: the 140 character limit helps keep messages
concise while its real-time feature makes it easy to push out job openings. The
challenge with Twitter, however, is that it offers little to no ability to target
candidates, has no ad platform, and offers minimal reach, as it has yet to adopt
a mainstream audience.
How frequently you choose to update your Twitter page is up to you; however, with
Twitter, quality matters over quantity. Don’t simply link to job postings all day:
Send updates on exciting company news with a link to a press release or news story.
Invite job seekers to visit your careers site or ask questions about employment and
company life in general.
10
TWITTER
Twitter is a free micro-blogging
site that enables users to send and
receive messages – or “tweets” – of
up to 140 characters. With 21 million
unique U.S. visitors per month1
,
Twitter’s popularity has grown
exponentially since it launched in
2008. And with 51% of active Twitter
users following companies, brands
or products on social networks2
,
Twitter provides a unique marketing
opportunity for companies that
utilize it effectively.
1 Google Analytics, July 2010
2 2010 Arbitron/Edison study
SO YOU’VE SET UP A TWITTER PAGE.
NOW WHAT?
12. Unlike with Facebook and Twitter, users can’t ‘fan’ or follow
your company’s page, but you – and your employees – can utilize
your connections to make new ones and source candidates.
1 POST LINKS to job openings to your profile or to
exciting company news.
2 JOIN INDUSTRY GROUPS within the site and start or
participate in discussions within these groups.
3 SOURCE POTENTIAL CANDIDATES by responding
to or messaging professional contact through InMail.
4 REQUEST AN INTRODUCTION to a potential
candidate through a mutual connection.
LINKED IN
With over 75 million members
in over 200 countries and
territories around the world1
,
LinkedIn is a free professional
networking site that enables
members to post their resumes,
recommendations from friends
and connect with other industry
professionals. One in 20 U.S.
users is a recruiter, headhunter,
or HR professional.2
1 LinkedIn.com
2 LinkedIn site search conducted July 29, 2009
SO YOU’VE SET UP LINKEDIN PROFILE PAGE.
NOW WHAT?
11
13. NICHE SITES:THINKING OUTSIDE THE FACEBOOKS
SOCIAL NETWORKS
MySpace, Bebo, Hi5
NICHE NETWORKS
Plaxo, Ning,
PICTURE SHARING
Flickr, Zoom, Phanfare
Don’t feel that you have to be on Facebook, Twitter or
LinkedIn in order to recruit successfully. Many other social
networking sites exist that offer their own unique value to recruiters and hiring
managers because they cater to smaller, more focused groups. These sites can be
especially useful to employers trying to source candidates with unique or highly
specialized skill sets that may be harder to navigate in larger communities. Here
are just a few of the examples of various social networking sites out there:
12
ClubLink, which offers premiere golf
club memberships to play world-
class golf courses around the country,
wanted to target a new audience with
their job opportunities in several
locations, as well as promote the
ClubLink brand. With a need to quickly
replace the many staff members who
would be returning to school in the
fall, ClubLink turned to CareerBuilder
for help sourcing new candidates.
CareerBuilder provided a customized
Facebook campaign for ClubLink,
which included integrating ClubLink’s
job postings on CareerBuilder.com.
Immediately after beginning its
Facebook campaign, ClubLink started
to receive more resumes, and saw a
significant increase in traffic to its Web
site as well – from both consumers and
job seekers. According to a company
spokesman, “The [CareerBuilder]
Facebook product is the only tool
we have used that amalgamated our
recruiting and advertising budgets.”
SOCIAL RECRUITING SUCCESS:
CLUBLINK
VIDEO SHARING
YouTube, blip.tv,
metacafe, viddler
VIDEO/AUDIO CASTING
Kyte, BlogTalkRadio
EVENT POSTING
Socializr, Acteva, Zvents
DOCUMENT SHARING
docstoc, scribd, slideshare
14. A blog, or Web log, is a Web site containing user-
generated commentary, graphics, and/or video.
What sets blogs apart from traditional media is their emphasis on user
interaction. Their success rate is gauged by their ability to generate
meaningful reader comments, a high quantity of unique and returning
visitors, and links from other blogs and Web sites. Blogs have at least
one “owner,” but many have several commentators contributing to site
content.
Blogs also create a branding opportunity for companies: According to
2008 Forrester Research, 36 percent of online users think more positively
about companies that blog. In addition to attracting customers, blogs
can be effective in attracting candidates, as potential employees can
find out what your company culture is like on a real and personal level
and garner information that they can’t necessarily obtain from a face-
to-face interview or a Google search. Your company blog can also give
candidates an avenue by which to communicate and build relationships
with each other and, more importantly, with you.
Finally, if you have a presence on other social networking sites, you can
leverage that presence to link to and drive traffic from these sites to your
company’s blog. This type of activity pulls your overall social media
strategy together, broadening your reach and strengthening your overall
presence in the social media space.
For guidance – or to see the various ways in which companies use
blogs to communicate – try visiting one of these corporate blogs:
http://www.libertytax.com/taxlounge/blogs/
http://www.century21.ca/Blog
http://www.henkel-smile-blog.com/
http://www.sodexocareersblog.com/
SETTING UP YOUR OWN BLOG IS SIMPLE. The following blog
hosting sites are easy-to-navigate and user-friendly (and free!):
Typepad.com, Blogger.com, Wordpress.com13
AND DON’T
FORGET
BLOGGING:
A QUICK AND
DIRTY GUIDE
15. TOP
10BEST PRACTICES FOR
USING SOCIAL MEDIA
TO RECRUIT
10PROMOTE YOUR BRAND: Promote your presence once you are up and running on the social
media platforms of your choice. Place links on your Web site, put them in your email signature, highlight
them in marketing campaigns, and even send links to become fans, friends, or followers in application
confirmation emails.
1SET A GOAL: Like
any business initiative,
setting a strategy before
delving into social
media is critical to
success. Defining your
goal for using social
media is step one.
2 MASTER ONE
MEDIUM: Social media
can be overwhelming,
so aim to master one
medium – a Facebook
page, a Twitter account, a
blog – before expanding
to other platforms.
3MANAGE YOUR ONLINE
REPUTATION: Social media is
about word-of-mouth marketing.
Use your online profile to discuss
the unique benefits of working at
your company, promote recognition
the company has received and
publish employee success stories.
4 CREATE A USER
EXPERIENCE: Social media is
about creating an open dialogue
and building relationships
with others. Create a space
where current and potential
employees can interact – sharing
success stories about working
with your organization – and
responding to job seekers’
questions.
5LISTEN, LEARN AND
ENGAGE: The most important
thing you can do on any site
is to listen to your audience
– both what they are saying
to you and what they are
saying about you. Don’t be
afraid to respond: There is no
better way to build trust with
your community.
6HIGHLIGHT SPECIFIC
JOBS: Go beyond posting all
your job openings: Provide
talent unique information
about the company itself.
Help candidates understand
why your company is the
right place for them.
7VISUALLY STIMULATE:
Incorporate photos and videos
on your site to get your
audience’s attention. The
visual stimulation will make
your company stand out.
8BOOST YOUR
RANKINGS: Having
a presence on social media
sites will organically boost
your online profile in
search rankings.
9PREPARE TO CHANGE:
Be flexible to change. Social
media is constantly evolving.
Be on the lookout for new
sites cropping up, and don’t
be afraid to test the waters.
14
16. 12 BENEFITS OF EFFECTIVE
SOCIAL MEDIA RECRUITING
1 BETTER CANDIDATE QUALITY. Candidates who frequently use
social networks are not only tech-savvy, but they can keep up with the
trend toward social media.
2 BETTER ROI. The dollar value of the program’s benefits may far
exceed its cost, and the resulting ROI may be significantly higher than
other recruiting programs.
3 SHORTER TIME-TO-HIRE. Social media allows for immediate
response across multiple channels, so you can fill positions faster,
lowering time-to-hire.
4 A WIDER, MORE DIVERSE POOL OF TALENT. Social
networking could help you get in front of candidates whom you
may never find – or who may never find you – using other methods.
5 STRONGER EMPLOYER BRAND. Using social networks increases
your visibility among job seekers and enables you multiple platforms
on which to communicate information about your company culture
and the benefits of working for your organization.
6STRONGER COLLEGE IMPACT. Because of the high social
network usage rates among college students, it may directly impact
the number and the quality of college hire and entry-level candidates.
7 HIGHER RESPONSE RATES. Because there is less spam and
in most cases you must be invited before you can send a message,
using social networks to communicate can result in better response
rates when you send messages to prospects and candidates.
8 MORE IMPACTFUL MESSAGING. Messages sent over social
media channels are often perceived as more authentic or credible
than traditional corporate mechanisms. The low cost of sending
messages over social networks also enables you to increase the
number of messages you send.
9 LOWER DROPOUT RATES. The relationships you’ve established
with your “friends” in order to maintain them as part of your
social network may lower the candidate dropout rate.
10 COMPETITIVE ADVANTAGE. Using social networks gives
your organization a competitive advantage over other talent
competitors who aren’t using the space.
11 BETTER CANDIDATE SCREENING. A 2009 CareerBuilder
survey showed that 45 percent of hiring managers have used
social networking sites to research job candidates’ backgrounds.
1 2 INCREASED EMPLOYEE PRODUCTIVITY. Research has shown
that social technologies can build closer links among employees,
and potential customers, boosting productivity, innovation and
creating a more democratic working environment.
15
17. SETTING UP A
SOCIAL MEDIA POLICY
Afraid of saying – or tweeting – the wrong thing?
Drafting written guidelines or creating a social media
policy – and communicating that policy throughout
the organization – will direct responsible employee
engagement across social networking platforms.
When creating your social media policy, remember
two very important things:
Make sure your employees know that you have the right to monitor
employee use of social media regardless of location (i.e. at work on a
company computer or on personal time with a home computer).
Remind employees that company policies on anti-harassment, ethics
and company loyalty extend to all forms of communication (including
social media) – both inside and outside the workplace – and that
bad mouthing the organization or colleagues online can lead to
consequences at work.
BELOW ARE SOME SUGGESTED GUIDELINES.
FEEL FREE TO USE IT AS A TEMPLATE FOR YOUR OWN.
• CONSIDER YOUR PERSONA: If you are blogging about
CB or the work you do at CB, make that clear and identify
yourself. If you identify yourself as a CB employee on a
personal blog or social media page, whatever you say will
be associated to you as an employee. What you write about
can be read by anyone and will be perceived as a reflection
on the company, its employees, its leadership, its owners
and its clients. This includes blind/anonymous posts using
name such as “CB person,” “CBconsultant,” “CBemp,” etc.
• PLAY IN YOUR SANDBOX: Write what you know; be current
and be relevant. This is the best way to be interesting and
garner followers. Don’t speak about an area outside of your
expertise; you risk being challenged, posting redundant
content and negating the other CB messaging out there.
• RESPECT OTHERS: Do not use personal insults, obscenities
or engage in conduct that would not be acceptable in the
workplace or anywhere else. Be considerate of other people’s
sensitivities to certain topics like politics or religion.
• DON’T PICK FIGHTS: If you see CB represented in an
unfavorable light, disagree with someone’s opinion or think
a member of the media, analyst or blogger has misrepresented
CB, do not make unnecessary or unproductive comments.
Check with Leadership or Corporate Communications
teams to see what their response is, if any. If they choose not
to respond, but give you the ok to do so, be factual and
respectful in your response.
• DON’T TALK ABOUT THE COMPETITION: Period.
Again, leave that to the Leadership or Corporate
Communications teams.
• INTERNET VS. INTRANET: Remember that public blogs
are just that: public. Don’t use a public forum as an intranet.
16
18. With the help of CareerBuilder, Yellowbook,
the #1 independent publisher of yellow
pages directories in the country, has
begun a targeted media campaign on
Facebook to increase awareness to
the more than 12.5 million sales and
marketing professionals on the site.
Consistently ranked by Selling Power
magazine as one of the 50 Best Companies
to Sell For in the service sector, Yellowbook
has been able to bring in top new media
consultants to grow its business through
its partnership with CareerBuilder.
Employing this new media strategy has
helped Yellowbook rise to one of the
most recognized brands in the United
States and an employer of choice.
SOCIAL RECRUITING SUCCESS:
YELLOWBOOK
17
Looking to increase its brand recognition with
hiring managers across the different
industries the company serves, Dan Temps,
a full-service staffing agency, enlisted
CareerBuilder to help them integrate social
media into its existing efforts to work
towards their goals of increased branding
and efficient communication. After working
with CareerBuilder to build a page on
Facebook, Dan Temps was able to integrate
their CareerBuilder Job Postings, and drive
traffic to this platform by targeting keywords
in their top markets with Facebook
engagement ads. After three months, Dan
Temps gained over 600 fans. Dan Temps
engaged fans using media campaigns to
drive traffic to its page, sharing relevant
content and interacting on this platform
daily to create a more open and casual
environment. Additionally, Dan Temps saw a
500 percent increase in direct applications to
their CareerBuilder Job Postings.
SOCIAL RECRUITING SUCCESS:
DAN TEMPS
19. NAVIGATION AND
TROUBLESHOOTING: FAQs
18
1 HOW DO I PREVENT MY EMPLOYEES FROM WASTING VALUABLE WORK HOURS ON
SOCIAL NETWORKS? If used right, social networking’s benefits can far outweigh its downfalls:
Studies have shown that piloting looser controls on social network activity found between 40%-65%
of activity posted during work hours was professional in nature; the majority either requesting or
sharing information from/with peers.
2 WHAT IF SOMEONE LEAVES A NEGATIVE COMMENT ON ONE OF OUR SOCIAL MEDIA
SITES? Remember that people are already talking about your brand regardless of whether you’re in the
social media space or not. Being in the social media space enables you to respond to that criticism and
steer the conversation in the right direction. Such feedback can be helpful insight into applicant
experience and job seekers’ perceptions of you.
3 HOW CAN I POSSIBLY DEVOTE TIME TO THIS? Because social media management involves a time
commitment, it’s not uncommon for companies these days to either outsource or hire someone to manage
their social media marketing and recruitment efforts.
4 WHERE DO I EVEN BEGIN? Start small. Create a blog or choose one site and teach yourself – or have
someone else teach you – how to use the various applications and features. (For inspiration and guidance,
check out other companies’ social networking pages or blogs.) Once you get comfortable in one space, try
moving on to another.
5 WHAT IF ONE OF MY EMPLOYEES SAYS THE WRONG THING OR RELEASES PRIVATE
COMPANY INFORMATION? By developing a formal process for identifying and countering
undesirable information on the Internet, you can prevent many of these issues. (See “From Business
Tool to Recruitment Tool: Using Social Media to Update Your Employer Status” on page 16.)
6 WHAT IS THE EXACT ROI FROM SOCIAL MEDIA? You can’t measure the ROI of your social media
efforts until you’ve defined your goal: What do you hope to gain from using social media? If, for example,
your goal is to increase applications using Facebook, you might be able to use a tracking program to
measure how many candidates click through to job postings from your Facebook company page.
20. 19
ABOUT CAREERBUILDER®
CareerBuilder is the global leader in human capital solutions, helping
companies target and attract their most important asset – their
people. Its online career site, CareerBuilder.com®
, is the largest in
the United States with more than 23 million unique visitors, 1 million
jobs and 32 million resumes. CareerBuilder works with the world’s
top employers, providing resources for everything from employment
branding and data analysis to HR consulting. More than 9,000 Web
sites, including 140 newspapers and broadband portals such as MSN
and AOL, feature CareerBuilder’s proprietary job search technology
on their career sites. Owned by Gannett Co., Inc. (NYSE:GCI), Tribune
Company, The McClatchy Company (NYSE:MNI) and Microsoft Corp.
(Nasdaq: MSFT), CareerBuilder and its subsidiaries operate in the
United States, Europe, Canada and Asia.
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www.facebook.com/CBforEmployers
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www.twitter.com/CBforEmployers
Employer Blog:
www.thehiringsite.com