Applying psychology to your social strategy


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A presentation for Breakfast News in June 2013

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  • These are six of the main areas of activity that we’re seeing at the moment in graduate recruitment on social media
  • And ultimately what’s sitting behind all of this activity. You are trying to create this opinion in the minds of students The ones you want to hire and those around them
  • Maslow’s hierarchy of needs Categorises and ranks the needs that motivate human behaviour The bottom tiers are basic things like food, water, shelter etc. These aren’t things really to appeal to in your strategy As you move up the triangle you get to things like belonging – being part of a community – Esteem – the respect of your peers Self-actualisation – being all you can be -
  • when you pull this together you get the way in which Gemma makes her decisions It’s a combination of emotional and rational. The emotional part will be overwhelming – the kudos of working for a company that is respected by her peers, the inspirational opportunity of fulfilling her potential. Qualified by all of the rational stuff that you’ll be feeding her – what the job is like on a daily basis, the salary, the office and so on.
  • In the world of consumer advertising some of the best work that has been done focuses on these areas Inspire Think about a lot of what Nike has been doing in it’s recent campaigns Educate – All the infographics that get shared around, and the videos created by TED talks Entertain – Innocent smoothies , Betfair poker
  • Applying psychology to your social strategy

    1. 1. APPLYING PSYCHOLOGY TO YOUR SOCIAL STRATEGY Tristan Moakes, Head of Digital and Creative, Work Group
    2. 2. What are you doing now? 1. Response handling 2. Job/event bulletin board 3. Talent sourcing 4. Content marketing 5. Relationship building 6. Reputation monitoring
    3. 3. You want them to think that you are a great employer
    4. 4. What do you want them to do? • ‘Like’ your page / follow your Twitter feed • Comment on your updates • Share or ‘like’ your updates • Post questions on your wall • Connect with you on LinkedIn • Enter a competition
    5. 5. Why should they care?
    6. 6. People respond to incentives
    7. 7. A tale of two students
    8. 8.  About the application process  Updates from your current grads  Dates you’re on campus  Training opportunities  Company updates  Answering her questions Gemma
    9. 9. But what about Dan?
    10. 10. Educate Entertain Inspire
    11. 11. Educate
    12. 12. Inspiring
    13. 13. Final thoughts • Know your audience • Be interesting, inspiring, useful or entertaining • Use your current employees • Balance the rational with the emotional • Ask the question “Why should they care?”
    14. 14. Get in touch Tristan Moakes @tmoakes