The document discusses the importance of leveraging social media for recruitment and brand awareness, highlighting that over 60% of job seekers research companies online before applying. It emphasizes that engaging with users on these platforms can significantly enhance a company's employment brand and candidate attraction, with a majority of seekers favoring companies that interact and respond to questions. By strategically managing their social media presence, companies can build a community, improve perceptions, and ultimately drive higher application rates.

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

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

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

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

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

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

8. About the Authors
Christina Bottis is a strategic thinker who has
accumulated specialized expertise in integrated
marketing, branding, social media, advertising and
Web development. In her roles with CareerBuilder,
Christina has consulted with major brands like Red
Lobster, Olive Garden and T.G.I. Friday’s on building
and expanding their employment brands and
implementing social media strategies. Prior to joining
CareerBuilder, she managed the integrated marketing
programs of campus bookstores in U.S. and Canadian
markets and worked at a boutique ad agency where
she was responsible for marketing, advertising,
design, and SEO programs for B2B clients.
Bridget Maiellaro manages, analyzes, and develops
the social media presences of companies around the
world. Since joining the CareerBuilder team in 2009,
Bridget has represented dozens of clients across
the U.S., United Kingdom and Canada, including
renowned names like AB InBev, Liberty Tax and
David’s Bridal. In addition to her role at CareerBuilder,
Bridget, a Chicago native, contributes to a range
of print and online publications — most recently
Chicago and Michigan Avenue magazines.
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 U.S. with
morethan22millionuniquevisitors,1millionjobsand38
million resumes. CareerBuilder works with the world’s
top employers, providing resources for everything
from employment branding and data analysis to talent
acquisition. More then 9,000 websites, 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
U.S., Europe, Canada and Asia.
Employer Blog:
www.thehiringsite.com
CareerBuilder for Employers:
www.facebook.com/CBforEmployers
CareerBuilder for Employers:
www.twitter.com/CB_Social
8 CareerBuilder | IWantYou toWant Me: Attracting Better CandidatesThrough Social Media