Social Media Strategies: Social Media Strategies: More Than Post & PrayMore Than Post & Pray
AgendaAgendaWhat is Social Recruiting?What is Social Recruiting? StrategyStrategy
Talent IdentificationTalent IdentificationCommunity EngagementCommunity Engagement Integration of other PlatformsIntegration of other Platforms
Engagement / Building CommunitiesEngagement / Building CommunitiesCandidate ExperienceCandidate ExperienceDigital Body LanguageDigital Body Language Source passive candidatesSource passive candidatesKeys platforms in your strategyKeys platforms in your strategy
Hiring RoutineHiring Routine
Receive Requisition | Post | Resumes Roll In
How many people have a documented Recruiting Strategy/Plan )?
Statistics Don’t LieStatistics Don’t LieAccording to data from the Bureau of Labor and Statistics, here is the breakdown of job seeker status:
32% passively looking 34% not looking 20% casually looking 14% actively looking
How are you engaging the missing 86%?How are you engaging the missing 86%?
Social TechnologySocial Technology
There are great technologies to help you develop and run successful social programs for your end users (candidates in our case).
But, the right technology won’t do much for you But, the right technology won’t do much for you unless based on: unless based on:
•sound strategy aligned to your business goals •effectively enabled across your organization•by have engaging and relevant stories to tell
3 Keys to Social Media3 Keys to Social Media
Key Question: Key Question: What does the business want or need?
Strategy: Strategy: plan that marries your business objectives and your business insights to your user (candidates)Enablement: Enablement: active commitment to becoming a social business, make the social component a part of the company DNAContentContent: : Storytelling! What your saying must pass the “Who gives a crap” test!
How Are You How Are You CurrentlyCurrently Using Social Using Social Media?Media?
Blast jobs out via Twitter 70% of information goes unread Only appears in the stream of your followers
Post jobs to LinkedIn profile status Short viewable shelf life Who sees it?
Post to all your friends on FacebookPost in your G+ Stream
Social Media StrategySocial Media Strategy
Mission StatementGoalsBusiness StatementIdentify target audience BenchmarksTracking
““Big 3” BasicsBig 3” BasicsProfessional networking site, primary focus is building a network of business contacts. Most
people mix personal relationships with personal.
Users are more “power users” of social media and tool provides quick response to evangelist.
Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform
Mission StatementMission Statement
“Begin with the end in mind” - Stephen Covey
How does our ____ platform tie into the overall social media goals?What do I want this to look like in the end?
“Keep it real”, will I really engage people Is it just a sourcing tool? Doing it because all the cool kids are?
““Big 3” Mission StatementsBig 3” Mission StatementsDrive professional human resources
conversation, engage business minded users and answer questions by human resources professionals.
Engage and share information via links from other corporate platforms.
Engage members of our communities on a personal level.
GoalsGoalsWhat do you want to achieve?Attack Plan
What do I know about social media?• Rank each platform
What information is accessible? What skills do I need to master? What other resources should I use? Is this the best way to do it, or is there some other
way?
GoalsGoals
Dip toes in the shallow end: What is the little goal?
Timetable: Create a set of workable goals focused on end result.
GoalsGoals Drive traffic to the corporate website Cross pollinate content to other social media
communities for other corporate platforms. Provide a calendar of events for members and non-
members of corporate communities. Promote revenue generating events. Conversation on HR related topics and business
questions. Promote membership opportunities and reasons to be
member of overall organization (4,400 members on LI only 2,500 paid memberships)
GoalsGoalsDrive corporate sponsored events
live tweet events provide #hashtags for engagement
Drive content from blog and discussions in other platforms
Cross tweet other corporate related content and relevant industry/related content ERE SHRM National / Regional SHRM Groups
GoalsGoalsPromote all events other calendar eventsEncourage personal interaction/connections with
corporation visually.Provide pictures and video of meetings, charity,
community work and other events.Provide a calendar of key events to drive
attendance to functions.Highlight blog content, key questions and
conversations from other platforms.
““Big 3” Business StatementBig 3” Business Statement
The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers.
Drive engagement to other corporate platforms
Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions
Types of Social Media UsersTypes of Social Media Users
Target AudienceTarget Audience
Who are you trying to reach?Who are you trying to reach?a)a) JobseekersJobseekersb)b) People with certain skillsPeople with certain skillsc)c) People who know people with certain People who know people with certain
skillsskillsd)d) Communities of people with B&CCommunities of people with B&Ce)e) Influencers/mouthpiece for your Influencers/mouthpiece for your
organizationorganization
““Big 3” Target AudienceBig 3” Target AudienceHR professionals with a business mindset vs. a more
“social” platform. Users may not be as apt to utilize personal networks such
as Facebook or Twitter.HR Professionals / potential corporation members
Highly active users of social media (power users)Evangelist
Engaged users of companyHR Professionals seeking a personal connection with
company
Benchmark Benchmark
How do you currently measure platform adoption? Are people engaged? Not just about the “likes” # users # of shares Mentions of your platforms Brand spokespeople
““Big 3” BenchmarksBig 3” BenchmarksAs of 9/6/2011 the LinkedIn page has 4,277 members.
Currently adding 5-10 new user per week. 16 active subgroups, largest has 59 members.
2-3 active tweets per day from corporate account3-4 retweets from power user members.As of 9/6/2011 we have 1,482 followers.Convert users into spokespeople and members.
9/6/2011 we have 467 “likes”Average approximately 2-3 post per week.Receive 2-4 “likes” per post.
TrackingTracking
What works and what does not work.Measure against current stats
Increasing engagement New members/followers
Are you reaching your target audience? How are they engaging (video, blog, RT’s) Creators, Critics, Collectors, Joiners, Spectators and
Inactives. Are you achieving goals?
Are the goals still relevant?
Take Action on Your StrategyTake Action on Your Strategy
Identify your social media team.Who is your company evangelists?Start with the platform that makes sense for
your organization.Assign a coordinator to each platform.Everyone your company has been in contact
with is a potential evangelist (if you are aware of your candidate experience)
Marketing A Recruiting FirmMarketing A Recruiting Firm
StrategyStrategy
How Do I Use Social Media as a How Do I Use Social Media as a Social Marketing Tool?Social Marketing Tool?
G+ Recruiting StrategyG+ Recruiting StrategyAdvertising
PPCTalent CommunitySourcing Tool
Users: 25 million + and growing Reach: Everyone http://www.findpeopleonplus.com http://www.gpeep.com http://www.googleplussearchengine.com
Findpeopleonplus.comFindpeopleonplus.com
Search: java alabama | 40 results | 13 of interest Search: java alabama | 40 results | 13 of interest
Build a Circle of CommunityBuild a Circle of Community
Control Your CirclesControl Your Circles
Facebook Recruiting StrategyFacebook Recruiting Strategy Advertising
PPC Talent Communities
Referrals!! Questions Leverage Past & Present Employees
Integrate into other sites Mobile Static Facebook Apps
Facebook.com/directory Facebook.com/workforus
Strategy: AdvertisingStrategy: Advertising
Facebook PPC Facebook PPC
Engage Your CommunityEngage Your Community
Integrate Into All PlatformsIntegrate Into All Platforms
Create Badges Everywhere!Create Badges Everywhere!
Social PluginsSocial Plugins
Recruiter View of LinkedInRecruiter View of LinkedIn
LinkedIn Recruiting StrategyLinkedIn Recruiting Strategy
Not going to discuss “talent identification” in this presentation:
Advertising PPC http://www.linkedin.com/advertising
Talent Community
Advertising ReachAdvertising Reach
LinkedIn PPCLinkedIn PPC
Strategy: CommunityStrategy: Community
Twitter StatsTwitter Stats 42.3% of the entire American population was using Facebook in
Feb 2011 Twitter‘s penetration rate was much lower, sitting at around
7% of the total population and 9% of the Internet-using population
Twitter, on the other hand, is driven largely by so-called power users, and only 21% of registered users are actually active on the site.
Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets.
Twitter’s penetration rate was around 7%, and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks
Twitter Recruiting StrategyTwitter Recruiting Strategy
Compliment to other platformsTweetajob.comData gathering
Bio URL Tweets Links shared
Sourcing Tool? Yes it Can Be!Sourcing Tool? Yes it Can Be!
Within Twitter: www.Twitter.com/search use Advanced Search or Twitter Search Operators
More Twitter SourcingMore Twitter Sourcing Boolean Search (Google or Bing)
Try: site:twitter.com php AND (saas OR cloud) –job -jobs
Twitter Search Engines or Directories IceRocket: search on key words in stream & profile Tweepsearch: Profile and bio search Twellow: Yellow pages for twitter, good search tool!
Using Twitter Lists Try listorious.com
Engage Your CommunityEngage Your CommunityAnswer questionsProvide clarificationFind and follow talent
Keywords Events Associations Companies
Integrate With Other MediaIntegrate With Other Media
Career siteCareer siteBlogsBlogsFacebook Fan PageFacebook Fan PageLinkedIn profilesLinkedIn profilesJob Alerts/email campaignsJob Alerts/email campaignsEmail signaturesEmail signaturesPrint literaturePrint literature
YouTube StatsYouTube Stats More video content is uploaded to YouTube in a 60
day period than the three major U.S. television ever! As of February 2011, YouTube has 490 million unique
users worldwide per month. Who rack up an estimated 92 billion page views each
month. We spend around 2.9 billion hours on YouTube in a
month — over 325,000 years. And those stats are just for the main YouTube website
— they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years.
YouTube as a Recruiting Tool? YouTube as a Recruiting Tool?
Before anyone joins a company they want know what the culture is like….show them!
Create visual content around your companyDon’t tell someone “you want to work for us” show them the realness.Incorporate video with other platforms
NOT A TALENT IDENTIFICATION TOOLNOT A TALENT IDENTIFICATION TOOL
Strategy: Community Strategy: Community EngagementEngagement
Advertise: drive ads via other platforms or cool tools (QR codes are great hear)
Vlog: video interview tips from the recruiting team (“How to” video #1 viewed)
Engage: testimonials from your employees & customers When I see “message from our CEO”, I already
know what she/he has to say!
Blog Recruiting StrategyBlog Recruiting StrategyEngage readers via writing and vloggingGuest post from expertsProvide a catalogue of specific informationFormat is not “formal”, let your hair downProvides insight into organization vs. stats
NOT A TALENT IDENTIFICATION TOOL….or IS NOT A TALENT IDENTIFICATION TOOL….or IS IT?IT?
Community EngagementCommunity EngagementAllow comments & respond to all!Vlog – video “how to” | “what to do”Content should pass the “who gives a crap”
test!Be a storytellerGreat source to find interactive / web /
developers site:wordpress.com (java AND developer)
alabama --job -jobs
Blog Search StringBlog Search String
KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog) KEYWORD1 KEYWORD2 site:blogspot.com
Try replacing blogspot.com with any of these popular blog hosts: blogs.msdn.com, livejournal.com, myspace.com, spaces.live.com, 360.yahoo.com, typepad.com, wordpress.com, technorati.com, xanga.com, weblogs.com and weblogger.com.
Note that you can only do one site: at a time!
ContactContact
Alex Putman, Vice President of Workforce Solutions770-346-7216
And follow Synergis at
SourcesSources• http://mashable.com/2011/02/24/facebook-twitter-number• http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-one-
are-you• http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies• http://mashable.com/2011/02/19/youtube-facts
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