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Winning the War for Talent: 
Is your social media working for you?
Copyright Universum 
2014 
In case you missed our last session: 
Highlights: 
• Social /Professional Networks = Top 3 preferred Communication Channels! 
• Facebook is the most popular Social Network for both social & career purposes 
• Data shows that Facebook is not “the young people’s network” nor “the old 
people’s network”. It’s everyone’s network. 
• LinkedIn is great for professionals, but not as effective for students
How not to win the Talent War… 
Especially not on Social Media!
Why does this not work? 
• We’re big, we’re global! 
• Yeah… I know! So is every other company I’m considering…. 
 Lack of differentiation 
• What does Talent want to know about? 
• What is the company culture like - really? What goes on inside the 
company? Who works there? Will I like working there? What does the 
office look like? What projects/clients will I get to work on? Etc. 
 Bottom line: You’re not selling a job! Your selling an experience! 
• Social Media, especially Facebook, is perfect for answering these 
questions! 
Copyright Universum 2014
Ok, so you know you need to be there but how? 
Success Factors: 
- Understanding the medium (!) 
- Strategy, including Content Strategy 
- Community Management 
- Talent Campaigns 
- Online & offline integration 
- Measuring Success 
= Not free! Not Easy! 
= Serious channel, with serious potential! 
= Not the intern, not HR with 30 mins a day to 
spare 
Copyright Universum 2014
Establishing a sound Social Media Strategy 
3. 
What channels should you use, 
how, for which target group? 
1. 
What are your goals? 
5. 
How do you want to 
communicate it? 
6. 
How effective are your 
activities? 
8. 
Adjust your strategy 
4. 
What do you want to 
communicate? 
2. 
Who is your target 
audience? 
7. 
Identify what you can 
do better to achieve 
your goals. 
Copyright Universum 2014
Copyright Universum 2014 
Sharing best practices: 
The Cover Photo = First impression of your brand! 
- Must be attractive, engaging, capture their attention; 
- Should communicate your Employer Brand and give a sense of your organization; 
- A great place to showcase your environment and your champions – your employees;
Sharing best practices: 
About Section 
- Give Talent a brief overview of who you are as an employer 
and your EVP; 
- Rules of Conduct; 
- Connect to your other social media; 
- Direct Talent directly to your Careers Page; 
Copyright Universum 2014
Sharing best practices: 
Career Apps 
- Give Talent a chance to really get to 
know you by showcasing your 
employees, your work, your office, 
videos etc.; 
Copyright Universum 2014
Sharing best practices: 
Career Apps 
- Give Talent a chance to really get to 
know you by showcasing your 
employees, your work, your office, 
videos etc.; 
- Showcase your career 
opportunities; 
- Events Calendar; 
- Job application interface; 
Copyright Universum 2014
Sharing best practices: 
Career Apps 
- Give Talent a chance to really get to 
know you by showcasing your 
employees, your work, your office, 
videos etc.; 
- Showcase your career opportunities; 
- Events Calendar; 
- Job application interface; 
- Games/quizzes/Business case 
Competitions; 
Benefits? 
- Mobile optimized! 
- Easy to update, localize 
- Direct pat to application (all through 1 
interface) 
Copyright Universum 2014
Sharing best practices: 
Content! 
- Content is King! Without good content 
it’s not going to work - ever! Just 
sharing photos from your campus 
event and “Happy Friday”, is not going 
to cut it. It needs to be engaging. You 
need to have a strategy to see ROI. 
- Of course this is the same across all 
social channels! 
Copyright Universum 2014
Sharing best practices: 
Facebook/LinkedIn Campaigns 
- Amazing outreach 
- Super targeted, due to unparalleled 
targeting options 
- Cost effective 
- 100% measurable 
- Ripple effect/Virality 
Copyright Universum 2014
Challenge Solution: Job Activation Campaign 
Results 
• Banking losing attractiveness 
• Typical banking job not 
attractive to new grads 
• Build significant Talent 
Pipeline to fill all positions 
• Very short timeline 
• Outreach: 26,000+ 
• Engagement: 75% of all people that clicked on the 
adverts, engaged with them. 
• Over 1,500 website visits. 
• Talent Pipeline to fill open positions
Challenge 
• Attracting international 
students back home; 
• Lack of awareness of 
opportunities: 
• Campus events not attended 
by the right profile; 
• After campus, communication 
stops; no post-engagement; 
• Very small target group; 
Solution: EVP Activation Campaign to drive event 
registrations 
Results so far 
• Expected number of pre-registrations complete (6% of target group engaged) 
• 1,000+ engagements (likes, shares, website visits etc.) = over 30% of target group
Copyright Universum 2014 
What about other Social Media Channels? 
Image: http://bloomgroup.com/content/consulting-firms-retrench-social-media-2013-research-report
Copyright Universum 2014 
Measurement 
Is your Social Media working for your 
Employer Brand? 
• It’s not about Likes/Followers/Fans, it’s about engagement! 
Sure having reach is good, however it means nothing without 
engagement! 
• Some key metrics: 
 Post Engagement Rate 
 Daily Page Engagement Rate 
 Clicks-through Rate 
 # of People Talking About This 
 Virality 
 Etc….
universumglobal.com 18

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Winning the war for talent is your social media working for you

  • 1. Winning the War for Talent: Is your social media working for you?
  • 2. Copyright Universum 2014 In case you missed our last session: Highlights: • Social /Professional Networks = Top 3 preferred Communication Channels! • Facebook is the most popular Social Network for both social & career purposes • Data shows that Facebook is not “the young people’s network” nor “the old people’s network”. It’s everyone’s network. • LinkedIn is great for professionals, but not as effective for students
  • 3. How not to win the Talent War… Especially not on Social Media!
  • 4. Why does this not work? • We’re big, we’re global! • Yeah… I know! So is every other company I’m considering….  Lack of differentiation • What does Talent want to know about? • What is the company culture like - really? What goes on inside the company? Who works there? Will I like working there? What does the office look like? What projects/clients will I get to work on? Etc.  Bottom line: You’re not selling a job! Your selling an experience! • Social Media, especially Facebook, is perfect for answering these questions! Copyright Universum 2014
  • 5. Ok, so you know you need to be there but how? Success Factors: - Understanding the medium (!) - Strategy, including Content Strategy - Community Management - Talent Campaigns - Online & offline integration - Measuring Success = Not free! Not Easy! = Serious channel, with serious potential! = Not the intern, not HR with 30 mins a day to spare Copyright Universum 2014
  • 6. Establishing a sound Social Media Strategy 3. What channels should you use, how, for which target group? 1. What are your goals? 5. How do you want to communicate it? 6. How effective are your activities? 8. Adjust your strategy 4. What do you want to communicate? 2. Who is your target audience? 7. Identify what you can do better to achieve your goals. Copyright Universum 2014
  • 7. Copyright Universum 2014 Sharing best practices: The Cover Photo = First impression of your brand! - Must be attractive, engaging, capture their attention; - Should communicate your Employer Brand and give a sense of your organization; - A great place to showcase your environment and your champions – your employees;
  • 8. Sharing best practices: About Section - Give Talent a brief overview of who you are as an employer and your EVP; - Rules of Conduct; - Connect to your other social media; - Direct Talent directly to your Careers Page; Copyright Universum 2014
  • 9. Sharing best practices: Career Apps - Give Talent a chance to really get to know you by showcasing your employees, your work, your office, videos etc.; Copyright Universum 2014
  • 10. Sharing best practices: Career Apps - Give Talent a chance to really get to know you by showcasing your employees, your work, your office, videos etc.; - Showcase your career opportunities; - Events Calendar; - Job application interface; Copyright Universum 2014
  • 11. Sharing best practices: Career Apps - Give Talent a chance to really get to know you by showcasing your employees, your work, your office, videos etc.; - Showcase your career opportunities; - Events Calendar; - Job application interface; - Games/quizzes/Business case Competitions; Benefits? - Mobile optimized! - Easy to update, localize - Direct pat to application (all through 1 interface) Copyright Universum 2014
  • 12. Sharing best practices: Content! - Content is King! Without good content it’s not going to work - ever! Just sharing photos from your campus event and “Happy Friday”, is not going to cut it. It needs to be engaging. You need to have a strategy to see ROI. - Of course this is the same across all social channels! Copyright Universum 2014
  • 13. Sharing best practices: Facebook/LinkedIn Campaigns - Amazing outreach - Super targeted, due to unparalleled targeting options - Cost effective - 100% measurable - Ripple effect/Virality Copyright Universum 2014
  • 14. Challenge Solution: Job Activation Campaign Results • Banking losing attractiveness • Typical banking job not attractive to new grads • Build significant Talent Pipeline to fill all positions • Very short timeline • Outreach: 26,000+ • Engagement: 75% of all people that clicked on the adverts, engaged with them. • Over 1,500 website visits. • Talent Pipeline to fill open positions
  • 15. Challenge • Attracting international students back home; • Lack of awareness of opportunities: • Campus events not attended by the right profile; • After campus, communication stops; no post-engagement; • Very small target group; Solution: EVP Activation Campaign to drive event registrations Results so far • Expected number of pre-registrations complete (6% of target group engaged) • 1,000+ engagements (likes, shares, website visits etc.) = over 30% of target group
  • 16. Copyright Universum 2014 What about other Social Media Channels? Image: http://bloomgroup.com/content/consulting-firms-retrench-social-media-2013-research-report
  • 17. Copyright Universum 2014 Measurement Is your Social Media working for your Employer Brand? • It’s not about Likes/Followers/Fans, it’s about engagement! Sure having reach is good, however it means nothing without engagement! • Some key metrics:  Post Engagement Rate  Daily Page Engagement Rate  Clicks-through Rate  # of People Talking About This  Virality  Etc….

Editor's Notes

  1. 80% of you already using social media, however most of you say you struggle with the expertise and with measurement, ROI
  2. Most of you said someone in HR Page set-up is free, but someone has to actively manage it