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SOCIAL MEDIA SUCCESSMARKETING, RECRUITMENT & RETENTION

PRESENTED BY:

Angela Dark, Marketing Manager | adark@martinbros.com

Introduction

University of Northern Iowa BA in Graphic Design Minor: Graphic Communications

Marketing Career: Marketing and Creative DirectionCopy Writing, Graphic Design, Digital StrategyWeb Development

The secret ingredient to marketing success: Out-of-the-box thinking.

Marketing Manager

Objectives

Understand the value of using current staff members and the culture of your company as leverage in recruitment efforts.

Learn how to execute a successful targeted recruitment campaign using popular social media giants such as Facebook and LinkedIn.

Participants will learn how to launch ongoing marketing campaigns that will keep their brand top of mind while planting a seed with potential candidates.

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By The Numbers:The Staffing Need is Great & Growing

The senior living industry…

Will create 347,000 new jobs by 2025 that will push total industry employment over 1.1 million.

Additionally, current projections predict that senior living operators will need to fill 900,000 positions over the next 10 years as current employees leave their occupations.

In total, the senior living industry will need to attract more than 1.2 million additional employees by 2025.

Top Positions Needed

CNA

RN

Cook

Dietary Manager

And it’s not getting easier to find qualified candidates…

So…Where Do You Begin?

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The Evolution of Recruitment

1970’s 1980’s 1989Flyers

Newspaper AdsJob Fairs

Applicant TrackingSystems

Developed

Internet is born!

The Evolution of Recruitment

1990’s 1994 1990-2000

Online job boards

22%Of applications

are being submitted online

90%are submitted by email or online

By 2014,

Monster is born

The Evolution of Recruitment

1998 2003 2004 2006 2007 2010

The introduction of

Meet

New to the scene:

Joining the social universe

Behold. The iPhone.

Social recruiting is common & Apple

introduces the iPad

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Today: Job Seeking is a 24/7 Activity

79%

70%

of candidates are likely to use social media in their job search

of candidates are using their mobile device to find jobs

THE RECRUITMENT PROCESS HAS CHANGED!

Glassdoor, 2016

Would Consider An Opportunity From

Friend or relative

Call from a job recruiter

Job ad on job site

Company-sponsored social event

Industry publication

Trade show or industry conference

Job ad on LinkedIn

Email offering a job description

Job ad on Facebook

Job ad on Twitter

Monster loyalty survey, 2016

65%

65%

54%

50%

49%

46%

44%

41%

29%

24%

TRUST IS GROWING

The Social Landscape

89%of companies plan to recruit on social media

ACTIVE USERS

2.3B

540M

590M

326M

1.8B

1B(from 78 million

six years ago)

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Social Assistance

Employers who used social media to hire found a 49% improvement

in candidate quality

Jobvite

over candidates sourced only through traditional recruiting channels.

Social Media to the Rescue

80% 75%of employers say social recruiting helps them find passive candidates

Of potential hires aren’t actively searching, which is why social can be such a great recruitment tool

RecruitingToday Is

Marketing

If candidates are using Social Media to find what they are looking for…you need to get into the mind of the candidates and how they search.

But First: Have a Recruitment Strategy

1. Define Current Strategy: Do you have one, or many?

2. Objectives: Know what you are trying to accomplish at the end

3. Existing Strategy: How will social recruitment align with your current

business strategy?

4. Capability: Who will be responsible for execution?

5. Budget

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The Recruiting Funnel

42 Days Average Time to Hire

Branding, Recruitment Marketing, Nurturing

Applications, Qualify, Evaluate

Select, Hire, Onboard

Attracting Talent

CareerArc, 2017

What Motivates Millennials: Emotion!

“Loving what I do” is among the top options for job desirability,outranking salaries and big bonuses.

65% said the opportunity for personal development was the mostinfluential factor in accepting their current job.

Almost 2/3 of Millennials said they would rather make $40K a year at a job they love than 100K a year at a job they think is boring.

Brookings.edu, 2017

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The Power of a Strong Brand on Social

“I hear it’s a great place to work!”

96% Of job seekers say they are influenced by employee reviews

76% Of Americans would not take a job with a company that had a bad reputation, even if they were unemployed.

93% Would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation.

CR Magazine, 2016

What Do Your Existing Employees Say About You?

Facebook: Define Your Reputation

• Every organization has an employer brand.

• Brand image is an abstract concept, but very real

• Brand happens with or without your input as an organization

• Your perception of your brand and your desired brand may differ

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Set the Tone With A Positive Brand

Attract new candidates

Increase employee engagement

Help you be seen as an employer of choice

Reduce recruitment costs

Increase staff retention

Why Facebook As a Recruitment Tool

Establishes your image/brand

Gives employees a way to share when hiring

Complements the company’s career site

Reaches a wide passive audience

Getting Started• Make sure your page is up to date• Photos/Description, etc. • Identify best times to post• Determine the look of your campaign• Publish campaigns for recruitment as well as retention• You don’t have to reinvent the wheel. Sometimes your greatest

content is simply sharing what you are currently doing.• Set up a schedule• Watch analytics and identify patterns• Don’t be afraid to try new things (as long as you follow up on the success rate)

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Enhancing The Brand

• Control the narrative – post favorable content

• Be truthful

• Be consistent in look and feel, but target to more than one

demographic

• Video and images quickly demonstrate values & culture

A Good Facebook Recruitment Campaign

• Is more of an ad, not just a description

• Is only effective if it is correctly targeted

• What is the opportunity? Is there progression?

• Call to Action: Where do they apply? To whom?

• REMEMBER: The brain processes visuals 60,000+ faster than text

Which catches your eye?

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Develop Your Post & ScheduleKEY:

HolidayCampaign

EbookWebinar

Blog PostSlideShare

Product LaunchExperiment

Other

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYNew Product Launching Holiday SlideShare

Holiday Blog Post

Recruitment - CNAAd Holiday Campaign Recruitment - CNAAd Holiday Campaign

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYSocial Media Ebook

Social Media Blog Post

Holiday Campaign Holiday Campaign Recruitment - CNAAd Holiday Campaign Holiday Campaign

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYHoliday

Recruitment - CNAAd Holiday Campaign Holiday Campaign Recruitment - CNAAd

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Facebook Experiment Facebook Experiment Facebook Experiment

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYSocial Media Webinar

[November, 2016]NOVEMBER 2018

Time Posts for Maximum Engagement

Learn how to use basic analytic functions.

They are a great guide.

Insights– Look for the Spikes

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Track Results

Boost Your Success With Low Investment

Monitor Performance

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Your Employees Can Be Your Greatest Recruiting Tool

• Sharing posts for open positions• Encourage staff to participate - it extends your reach• Make work an environment they want to bring others into• Broadcast your best social sharers• Celebrate when referrals become new hires!

HAVE A POLICY:• Acceptable behavior, data protection & monitoring, objectives,

disciplinary procedures, intellectual property

Instagram

Presently has the highest user engagement of any top social media right now, with about 10x more than Facebook and 100x more than Twitter

Great place to build employer brand, especially with the future in mind

55% of Instagram’s users are under 29.

Inspiration

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Inspiration

Inspiration

LinkedIn

• Better for corporate business• Targeted via employees• Effective for active job seekers• Excellent tracking data

BEFORE YOU BEGIN1. Complete your profile2. Join groups – they are the best way to grow your network3. Add connections regularly

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LinkedIn as a Recruitment Tool

• LinkedIn is seen by users as a credible extension of their resume and a way to research relevant industry information

• Follow discussions on various recruitment topics

• Join groups to get in on discussions and have access to industry information

• Network with other industry professionals

• Engage in conversation and headhunt talent

Posting a Job on Linked In

List yourrequirements

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Review YourPositions

Be Proactive: Monitor Interest & Applicants

12 5

TRACK VISITS, ETC. VIA WEBSITE APPLICATIONS USING CRM TOOLS AS WELL.

Prepare for Mistakes to Avoid Disasters!

• Let’s face facts: accidents happen

• Preparing help you avoid being reactive

• Outline the how, when, where and what of any misfortune

Use this 3 Step Fix to Most Social Media Fails1. Assess the Damage

2. Own the Mistake

3. Create Your Company Policy

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You’ve Hired Them…Now What

69%Of employees are more likely to stay with a company if they experience good onboarding

Organizations with a standard onboarding process experience

greater new hire retention50%Only 37% of companies extend onboarding beyond 30 days.

Aberdeen, 2017

excited | pumped-up | inspired | ready to jump in | preparedhappy | enthusiastic about working for your company!??

• Roll Out the Red-Carpet

• Focus on Your Mission and Values

• Tell Stories Worth Sharing

• Teach Them How to Make Mistakes & Learn From Them

• Remember Learning Styles

• Move People Around

• Set High Expectations and Prepare Them Well. Communicate expectations

• Socialize

How do you want your new hires to FEEL after they have been through your employee orientation?

RECAP: Best Practices

Adopt the social recruitment mentality, share your company with others & win!

Utilize platforms such as Instagram and Facebook to plant a seed with those who aren’t currently seeking employment but may be in the near future

Engage demographical and targeted audiences differently

Bring attention to employees who are using social well

Have a plan, execute the plan, measure the results

Have a successful onboarding process in place (& follow it)

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THANK YOU!