building a talent community
DESCRIPTION
Michelle Spellerberg, Senior Director of Emerging Media Solutions at CB, presented tips & tricks for creating a long-term talent network.TRANSCRIPT
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Tips & Tricks for Creating A Long-Term Talent Network
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1 in every 4.5 minutes online is spent on 22%
1 in every 4.5 minutes online is spent on social media1
Internet traffic has increased by 2/3 in Internet traffic has increased by 2/3 in one year266%
52 hrs U.S. Internet users spend an average of 13 hours online per week3
Social media users access networks via their mobile4, 51.8B
*Sources: 1) NielsenWire, June 2010; 2) Cisco Cisco, Visual networking index: 2009-2014; 3) 2010 Personified Social Media Survey 4) Morgan Stanley Research 2009 5) ComScore Global 2010
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30% use social media at least once a day30% use social media at least once a day
30%
40%
Active
10%
20%Passive
0%I do not use social media
Very Rarely, Less than
Rarely, Not often, but at
Seldom, About once a week
Frequently, Not every day,
Very Frequently, At
at all once a month least once a month
or once every two weeks
but more than once a week
least every day, but
sometimes more than
d
Source: 2010 Personified Social Media Survey of active and passive Job Seekers
once a day
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Responses to real issues the company is facing Active
The company having fun with its fans
Contests and give‐aways
Responses to real issues the company is facing Active
Passive
Questions and answers
Career advice 73% want to
Photos of company events
Company recognition or awardswant to see jobs
0 0% 50 0% 100 0% 150 0% 200 0%
New job opportunities
Current employee experiences or testimonials
0.0% 50.0% 100.0% 150.0% 200.0%
Source: 2010 Personified Social Media Survey
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• The candidate experience • The candidate experience impacts the brand – beyond just that personthat person
• Ask yourself: How can I help my candidates find the information
VERSUS
candidates find the information they seek about my company?
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HumanismT tTrust
TransparencyTransparencyAuthenticityyEngagement
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• 58% of users will stop following a Willingness to Engage p gcompany if it acts irresponsibly toward its members:
58% ill t if th 86%
g g gvia New Media
• 58% will stop if the company over-communicates with them
• 53% if it provides irrelevant
78%
53% t p o des e e a tcontent
• 36% for under-communicating2009
2010
• 28% for censoring user-generated content
2009
Source: 2010 Cone Consumer New Media Study
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Listen & Explore
Learn & Participate
Create & EngageExplore Participate Engage
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US Companies Using Blogs for Marketing
39%43%
25%29%
34%39%
16%
2007 2008 2009 2010 2011 2012
Source: eMarketer, Aug 2010
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• Strengthen corporate brand influence • Strengthen corporate brand influence • Improve brand awareness• Deepen relationships with talent – active and passive p p p
job seekers• Strengthen credibility • Drive candidates to apply• Improve positive brand sentiment
Create brand advocates• Create brand advocates
Build a talent communityBuild a talent community
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Jason’s friends see he liked the
page
Automatic Post to Friends’
Walls
Jason “likes” A Company Page
Fact: average Facebook user
has 150 f i d h friends on the
siteSource: Facebook
Jason’s 150 Friends see the post and could like the
Company page, tooThousands of friends see
the post and could become fans
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• User/Profile/Account Name• Logos and Photos• Information• Keywords & Phrases• Humanism• Humanism• Multimedia
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• Communication: Create that one-on-one bond
• Community: Bring people of h d d t th d t shared needs together and get
them talking• Recognition: Demonstrate ecog t o e o st ate
commitment to the relationshipR d S f d b l • Reward: Soft and subtle ways
Key: Build long-term relationshipsKey: Build long term relationships
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Participation is KeyParticipation is Key
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• Listen first• Get members to recognize other members• Create contagions – all it takes is one person and one copycat• Give virtual goods• Give virtual goods• Commit to being useful• Don’t discount the lurkers
C• Create earned media • Think about word of mouth from the functional instead of emotional• Set up responses guidelines and answers to critical issues up front• Be innovative, be fun• Integrate with all recruitment marketing materials• Go mobile - and go fastGo mobile and go fast
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Michelle SpellerbergSr. Director, Brand Management & Emerging MediaEmail: [email protected]: @mspellerberg or @cb socialTwitter: @mspellerberg or @cb_socialLinkedIn: www.linkedin.com/in/michellespellerberg