The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent...

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Transcript of The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent...

Page 1: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016
Page 2: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Tactical Tips for ‘Committing’ to a

Social Media Program Adriana Kevill & Michelle Sargent

@AdrianaK @KRTweet #TalentConnect

Page 3: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Michelle ?

Page 4: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS

@AdrianaK @KRTweet #TalentConnect

Page 5: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Based on his research on financial advisors and their

clients, Grant Hicks decided it was 5 touches in his 2006

published work.

More recently, a Nielsen study claims 10 social

media touches are needed to effect a behavior change.

Nielsen media guru Erwin Ephron’s work led him to conclude

it was 3 to 5 touches.

Candidates need touches before applying ?

Page 6: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Based on his research on financial advisors and their

clients, Grant Hicks decided it was 5 touches in his 2006

published work.

More recently, a Nielsen study claims 10 social

media touches are needed to effect a behavior change.

Nielsen media guru Erwin Ephron’s work led him to conclude

it was 3 to 5 touches.

Candidates need 3 – 10 touches before applying

Page 7: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Talent Network (Ongoing) Interactions With Talent Are Changing

ENGAGEMENT PLATFORM JOB

RESUME

POOL

Traditional Acquisition (One Time)

JOB

RESUME

END HIRE

@AdrianaK @KRTweet #TalentConnect

Page 8: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

What we see is

610 Interactions per update

(average of KRT clients)

@AdrianaK @KRTweet #TalentConnect

Page 9: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

TIPS

PRIZES

DOWNLOADS

@AdrianaK @KRTweet #TalentConnect

@KRTweet #TalentConnect

Page 10: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Who Can Guess My Accent?

PRIZE

@AdrianaK @KRTweet #TalentConnect

Page 11: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Brazil

@AdrianaK @KRTweet #TalentConnect

Page 12: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Adriana & Michelle Who?

@AdrianaK @KRTweet #TalentConnect

Page 13: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Michelle Adriana

Rio

@AdrianaK @KRTweet #TalentConnect

Vegas

Page 14: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Dr. Phil Chocoholic

Michelle Adriana

Page 15: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Married Not

Michelle Adriana

Page 16: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

We both LOVE helping great companies ‘marry’ great

candidates. @AdrianaK @KRTweet #TalentConnect

Michelle Adriana

Page 17: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Full Service Recruitment Advertising Agency

@AdrianaK @KRTweet #TalentConnect

Page 18: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

W W W .

Product Store

Social Media

$$$$$ Requirements

Quality

@AdrianaK @KRTweet #TalentConnect

Page 19: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

W W W .

Employer

Social Media

$$$$$ Requirements Qualifications

@AdrianaK @KRTweet #TalentConnect

Page 20: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Do I need to be a marketer?

Page 21: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Recruiting = Marketing

@AdrianaK @KRTweet #TalentConnect

Links on the Landing Page

Page 22: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Ask The Right Questions

@AdrianaK @KRTweet #TalentConnect

Page 23: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

❤  Awareness?

❤  Employer Brand?

❤  Employee engagement?

❤  Competition?

Goals

WHY a Social Media Program?

@AdrianaK @KRTweet #TalentConnect

Page 24: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

ü Department

ü Location

Readiness?

@AdrianaK @KRTweet #TalentConnect

Staggered Approach

OK Japan? Texas?

Page 25: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Your team may include: •  TA Leadership •  TA Managers •  Recruiters •  Marcomm •  Legal/Compliance •  Social Managers •  Talent Community Managers

Who Can Help? Look for help in unusual places: •  Marcomm who wants to get into social •  Social savvy HR professional •  Social savvy business partners •  Any employee passionate about social media

TIP

Page 26: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Chart the To-Dos

Page 27: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Perception & Competition?

@AdrianaK @KRTweet #TalentConnect

SocialRecruitmentMonitor.com

Page 28: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Audit

Audit Doc Template

@AdrianaK @KRTweet #TalentConnect

Page 29: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Which Stage Are You In?

@AdrianaK @KRTweet #TalentConnect

Page 30: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

1 Inherited Employment Brand Reputation

Social Program Stages

@AdrianaK @KRTweet #TalentConnect

Page 31: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

ü RSS feed

MONITOR

ü Flag inappropriate reviews

ü Respond to positive + negative reviews

INTERACT ü Number of profile visits ü Competitors

ü Other companies

CONVINCE

@AdrianaK @KRTweet #TalentConnect

How to Manage?

Page 32: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

2 Starter Job Distribution on Social Social Ads, Social Sourcing

1 Inherited Employment Brand Reputation

Social Program Stages

Page 33: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Page 34: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

3 Essential Social Engagement by a Structured Social Team Following Guidelines 2 Starter

Job Distribution on Social Social Ads, Social Sourcing

1 Inherited Employment Brand Reputation

Social Program Stages

@AdrianaK @KRTweet #TalentConnect

Page 35: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Page 36: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Content As a Differentiator

@AdrianaK @KRTweet #TalentConnect

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PRIZE

Why Do People Unfollow Brands on Social Media?

Crowded newsfeed

Posts too often

Boring & repetitive content

Activity is offensive

Content is irrelevant to the brand

Source: Adweek @AdrianaK @KRTweet #TalentConnect

1 2 3 4 5

Crowded newsfeed

Posts too often

Boring & repetitive content Activity is offensive

Content is irrelevant to the brand

3 2 1 4 5

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@AdrianaK @KRTweet #TalentConnect

Always Ask:

❤ So what? ❤ What’s in it for them? 60%

3rd Party

Page 39: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

❤ Google Alerts ❤  Industry Blogs ❤ Employment Reviews ❤ Apps

External

➵  Flipboard ➵  Feedly

Page 40: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

❤  Intranet ❤ Yammer ❤ Email Alias

Internal

➵  [email protected]

Any Employee Can Send Content Ideas

Release Form

Page 41: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Categories ❤  Career Opportunities ❤  Events (Hiring & Community) ❤  Employees ❤  Benefits

Page 42: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Categories ❤  Career Tips

Page 43: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Categories ❤  Career Tips ❤  Workplace Inspiration

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@AdrianaK @KRTweet #TalentConnect

Categories

293 201

❤  Career Tips ❤  Workplace Inspiration ❤  Interaction

Page 45: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Categories ❤  Career Tips ❤  Workplace Inspiration ❤  Interaction ❤  Humor

Page 46: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

0

100

200

300

400

500

600

700

Inte

ract

ion

Per P

ost

Engagement Per Category

@AdrianaK @KRTweet #TalentConnect

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@AdrianaK @KRTweet #TalentConnect

Editorial Calendar ❤ Guarantees Continuous Flow ❤ Review/Proofing ❤  External Vendors Can Help

Compliance

❥❥❥❥❥❥❥❥❥❥❥❥❥❥

Page 48: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Editorial Calendar

❤  Word File ❤  Google Docs ❤  Others:

Content Calendar Template

➵  SmartSheet ➵  HootSuite ➵  CoSchedule ➵  Marketing.Ai

Page 49: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Don’t Post and Run

Page 50: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

@AdrianaK @KRTweet #TalentConnect

Nifty Tools If you don’t have a graphic designer on staff…

VIDEO INFOGRAPHICS GRAPHICS

List on the Landing Page

Page 51: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

3 Essential Social Engagement by a Structured Social Team Following Guidelines 2 Starter

Job Distribution on Social Social Ads, Social Sourcing

1 Inherited Employment Brand Reputation

4 Best-in-Class Employee Advocacy and Social Referrals

LinkedIn Elevate

Social Program Stages

@AdrianaK @KRTweet #TalentConnect

Page 52: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Employee Advocacy

@AdrianaK @KRTweet #TalentConnect

Employees can reach an audience

10 X larger than what your brand

is reaching.

Source: LinkedIn network research, 2016

Socially engaged companies are

58% more likely to attract top

talent and

20% more likely to retain them.

Source: LinkedIn & Altimeter research, 2016

Content shared by employees receives

2 X the engagement of content

on branded channels.

Source: LinkedIn network research, 2016

Page 53: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Employee Advocacy

@AdrianaK @KRTweet #TalentConnect

❤ Create Social Media guidelines ❤ Make it easy to find and share content ❤  Tell what’s in it for the employees ❤ Contest and Prizes

Page 54: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Employee Advocacy

❤ Create Social Media guidelines ❤ Use an Advocacy tool ❤ Get Leadership onboard

✽  Vendors can help ❤  Start with inner circle è Expand later

✽  Advocates in hard to fill positions

❤  Partner with Marcomm ✽  Divide costs

Page 55: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Successful Launch @AdrianaK @KRTweet #TalentConnect

Page 56: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Is It Working?

@AdrianaK @KRTweet #TalentConnect

Page 57: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Social Media Dashboard

Current ATS

Social Networks

Employment Reviews

Internal Metrics

What to Track

@AdrianaK @KRTweet #TalentConnect

Page 58: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Basic ü  All links should be tracked ü  Minimum:

o  Network Growth o  Impressions & Reach o  Clicks o  Interactions o  Traffic to career site o  Conversions

@AdrianaK @KRTweet #TalentConnect

Page 59: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Now that you have your candidates engaged, how do you get your boss to marry the idea of

social media?

@AdrianaK @KRTweet #TalentConnect

Page 60: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Careers Site Visits

3,553,200

Social Content Views

Careers

PRIZES

@AdrianaK @KRTweet #TalentConnect

?

Page 61: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Careers Site Visits

3,553,200

Social Content Views

Careers

PRIZES

12,678,543

@AdrianaK @KRTweet #TalentConnect

Page 62: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

How About ROI

@AdrianaK @KRTweet #TalentConnect

Page 63: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Cost Per Hire

@AdrianaK @KRTweet #TalentConnect

Page 64: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Let’s Think Return on Engagement (ROE)

11,673,183

$0.0010* per exposure

Jan 2016 – June2016

Impressions

*Based on the cost to develop & distribute

social content

104,179

$0.15* per social handshake

Jan 2016 – June 2016

Interactions

*Based on the cost to develop & distribute

social content

@AdrianaK @KRTweet #TalentConnect

Page 65: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

Commit

@AdrianaK @KRTweet #TalentConnect

Page 66: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

“You don’t want to marry someone you can live with – you want to marry the person you cannot live without.”

- Author Unknown

hire

hire

@AdrianaK @KRTweet #TalentConnect

Page 67: The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent Connect 2016

That’s All Folks!

@AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16