crafting compelling content for social recruiting

Glassdoor, Inc. 2008-2016 #GDCHAT

Crafting Compelling Content for Social Recruiting "


#GDCHAT


Featured Speakers

Colleen Robertson Digital Marketing Manager

at Slalom Consulting Linkedin.com/in/colleenr

@ColleenWasTaken

Lisa Holden Employer Communications Manager

at Glassdoor Linkedin.com/in/holdenlisa

@LisaAHolden


Agenda •  The Modern Recruiting Landscape •  Why Social Recruiting Matters •  3 Key Tips •  Conversation Spotlight – Slalom Consulting •  Q&A


The Modern Recruiting Landscape


Our Decision-Making Process Has Changed

Job seekers use on average

before applying for a job (Inavero, 2015)

Consumers visit at least

before making a purchase (Retailing Today, 2013)

and look at

(Inavero, 2015)


Today’s Transparent Culture

retail travel employment

We Lean on Peers for Advice When Making Decisions


Why Social Recruiting Matters


Why Social Recruiting Matters

•  Cost-effective •  Amplifies brand awareness •  Drives candidate quality


Why Social Recruiting Matters: Candidate Quality

73% of recruiters have made successful hires through social media and 59% of recruiters think candidates found through social networks are the “highest quality.” 1

(Source: 1Jobvite Social Recruiting Survey, 2014)


Source: 1Edelman Global Trust Barometer Survey, 2015

Although friends and family are still the most trusted source (72%), "content provided by employees is the"

#2 most trusted sourceof information on a company.1

Job Seekers Want to Hear Everyone’s Perspective


80%

Your Reputation Transcends Employees and Candidates

Source: Edelman 2015 Trust Barometer, January 2015

63% & of consumers refuse to buy products and

services from a company they do not trust of consumers choose to buy products

from a companies they trust

while 58% will criticize that organization to a friend or colleague.

and 68% will recommend those companies to a friend.


Beat the Competition

Source: 1 Glassdoor US Site Survey, Jan 2016

of employers encourage employees to use social media to share news and information about their work or employer.1

33%


3 Key Tips


Be Authentic


Be Authentic

•  Candidates want the real scoop

•  Communicate culture and values

•  Share content from other providers


Share •  Real photos and stories •  Company news, mission,

and vision •  Awards •  Thought leadership •  Employee spotlights •  Job postings


Get Leadership Involved


Engage Brand Ambassadors


Engage Brand Ambassadors

•  Launch a photo contest •  Create a unique hashtag •  Make it easy


Conversation Spotlight"Slalom Consulting "


•  A business consulting firm headquartered in Seattle, WA, founded in 2001

•  21 markets •  3,700 + employees •  Client list comprised of Fortune 1,000 companies •  Local model backed by delivery centers •  @Slalom / @Slalom Consulting

Slalom is


•  Digital Media Manager, with Slalom for 2 years •  Supporting 21 markets with management of their own

social channels: training, content and tools •  Voicing Slalom on major social channels •  Managing paid ads •  Growing new employee brand advocacy program •  @ColleenWasTaken

Colleen is


“Companies that use social advocacy programs are 12% more profitable than companies who do not.”

Lorie Sole Senior Interactive Marketing Manager, Kelly Services Inc.

“Companies that use social advocacy programs

are 12% more profitable than companies who do not.”

Lorie Sole Senior Interactive Marketing Manager, Kelly Services Inc.


“When employees share content, it receieves 5-10x the amplification rate than brand-shared content.”


•  Clarify your brand •  Define goals •  Articulate how they stand to

benefit

Getting Started


•  Passionate about your brand

•  Passionate about social (and/or continued learning)

•  Willing to engage on behalf of your brand

Who


•  Impact company success

•  Develop online persona/ build SME status

•  Connect with coworkers, continue learning

Why


•  In-person and remote trainings

•  User guides •  Brand advocacy tool:

easy scheduling and suggested content

How


•  Branded content •  Other content •  Does it inspire/engage

you? Then your network(s) will find it interesting.

What


It's been great being a part of Social Slalom! It gives me great content to push out and I really think it's helped me build out my professional brand. I've been able to have conversations with potential consultants on the latest trends and news articles out there. A lot of my connections on Twitter and LinkedIn have reached out to chat about specific posts I have shared. Not to mention the amount of people that want to know more about us! Again, my biggest take away is being seen as someone that is engrained in the technology and consulting fields instead of as a "recruiter" for these skills! - Lindsay I have gained exposure with followers who express common interests on social media. There have been several opportunities where I have shared the Slalom story with those who started following me after reading this content. …VERY IMPACTFUL! - Missy … an incredible learning tool for me as I continue to learn about the company. A past co-worker and I connected over Slalom Social a few weeks ago. He had worked with Slalom in 2012 and didn’t realize we were opening up an office in St. Louis until seeing my daily posts. He starts with our team in two weeks! … has helped me have deeper conversations with candidates quicker. - Alana


•  Test and refine •  Report impact

back to users •  Ongoing motivation

Measure & Report


•  Are your branded handles gaining followers?

•  Are your SMEs developing their brands?

•  Is traffic to site impacted?

Traffic to Site + Engagement on Channels


Featured Speakers

Colleen Robertson Digital Marketing Manager

at Slalom Consulting Linkedin.com/in/colleenr

@ColleenWasTaken

Lisa Holden Employer Communications Manager

at Glassdoor Linkedin.com/in/holdenlisa

@LisaAHolden

crafting compelling content for social recruiting

Recruiting & HR