social media recruiting for cpa firms

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9/12/12 1 Social Media Recruiting for CPA Firms Becky Livingston President & CEO Royal Apple Marketing September 2012 © 2012 Royal Apple Marketing Becky Livingston 25 years of marketing and technology experience 13 years in the financial services industry, 9 with KPMG Social media advocate, author, trainer, speaker, and practitioner Daily user of LinkedIn, Facebook, Twitter, G+, Pinterest, & Hootsuite

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Presented to Moore Stephens, this presentation focuses on the use of social media recruiting to capture leads, conduct research, and establish relationships with potential financial services candidates. The deck covers: - Current state of social media in recruiting - Best practice tips and techniques - LinkedIn - Facebook - Twitter - Case studies & examples - Job Aids - Q&A Additionally, a whitepaper was also written to support this deck. You may find that at http://royalapplemarketing.com/whitepapers/.

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Page 1: Social Media Recruiting for CPA Firms

9/12/12  

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Social Media Recruiting for CPA Firms

Becky Livingston President & CEO

Royal Apple Marketing September 2012

© 2012 Royal Apple Marketing

Becky Livingston ü  25 years of marketing and

technology experience

ü  13 years in the financial services industry, 9 with KPMG

ü  Social media advocate, author, trainer, speaker, and practitioner

ü  Daily user of LinkedIn, Facebook, Twitter, G+, Pinterest, & Hootsuite

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Agenda � Current state of social media in recruiting � Best practice tips and techniques

�  LinkedIn �  Facebook �  Twitter

� Case studies & examples � Job Aids

� Q&A

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POLL Q. Which of the following social networks or social media do you or your company use, or plan to use, for recruiting? 1.  LinkedIn 2.  Facebook

3.  Twitter

Current State

0 20 40 60 80 100

Twitter

Facebook

LinkedIn

2012

2011

2010

Source: Jobvite Social Recruiting Survey Results 2012

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Poll Q. Have you or your company successfully hired a candidate who was identified or introduced through social media? � Yes � No

Current State

0

10

20

30

40

50

60

70

80

2010 2011 2012

Source: Jobvite Social Recruiting Survey Results 2012

Per

cent

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Current State Made a Hire

LinkedIn

Facebook

Twitter 89%

Source: Jobvite Social Recruiting Survey Results 2012

Current State – Review candidate’s social media profiles

0 20 40 60

Never

If Provided

Occassionally

Always Use

2012

2011

2010

Source: Jobvite Social Recruiting Survey Results 2012

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Global Trends � Finding better ways to source passive

candidates � Utilizing social and professional networks

� Upgrading employment branding � Hiring is expected to increase, but budgets

are not keeping up

Source: LinkedIn’s Global Recruiting Trends Survey 2011

Tips and Techniques

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Tips – General � Do more than just post jobs; establish

yourself as a resource � Engage current employees; referrals

� Savvy Search with Search Engines

Google Search >> Site:linkedin.com CPA Phoenix, AZ

Tips – LinkedIn � Post a job for 30 days or buy job credits � Sign up for the Talent Advantage

(talent.LinkedIn.com) � Post open positions in your status update Example: “Looking for a CPA with 10 years of experience. If you know someone, contact me.”

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Tips – LinkedIn, cont. � Employees should have the

firm name on their profile � Share firm news, awards,

articles � Cross-promote pages

� Optimize for target audience

http://bit.ly/LinkedInFAQs

Tips – Facebook � Directory � Marketplace

� Pages � Ads

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Tips – Twitter

� Run a keyword search (search.Twitter.com)

� Use hashtags #

� Review candidates activities

� Post 2-3 times per day about firm events, job posting, and news

@ForresterJobs posts 2-3 times per day, and gained 3 direct hires using Twitter.

Samples

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Pinterest

Case Studies � Sikich: 201-500 employees; 986 LinkedIn

followers � McGladrey: 5001-10,000 employees;

13,135 LinkedIn followers � WithumSmith + Brown: 201 – 500

employees; 800 LinkedIn followers

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Sikich

Firm Overview

Job Listings

Employee Testimonial

{

{

{ Video goes here

Sikich, cont. 1

2

3

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McGladrey

Firm Overview

Job Listings

Recent Award

{

{

{

Bold graphic {

Video goes here

McGladrey, cont. 1

2

3

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WithumSmith+Brown

{ Job Listings {

WS+B, cont. 1

2

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Job Aids

http://bit.ly/25WaysChecklist http://bit.ly/RecruitingCklstGrfk

Questions …

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Connect with Me � Twitter: @BM_Livingston or @RoyalAppleMktg � Facebook: Facebook.com/RoyalAppleMarketing

� LinkedIn: www.LinkedIn.com/BeckyLivingston � Google+: http://gplus.to/RoyalAppleMarketing

� Pinterest: www.Pinterest.com/RoyalAppleMktg

Resources �  LinkedIn Company Pages FAQ: https://help.linkedin.com/app/answers/detail/a_id/1561 �  How to Optimize Your LinkedIn Company Profile for Recruiting: http://mashable.com/

2011/04/10/linkedin-recruiting/ �  How to use Social Media as a Recruiting Tool http://www.inc.com/guides/2010/04/social-

media-recruiting.html �  LinkedIn Recruiting Solutions http://talent.linkedin.com/contact-us �  2011 Global Recruiting Survey talent.linkedin.com/ �  Facebook Directory www.Facebook.com/Directory �  Facebook Marketplace www.Facebook.com/Marketplace �  Recruiting Reinvented: How Companies Are Using Social Media in the Hiring Process http://

www.forbes.com/sites/lisaquast/2012/05/21/recruiting-reinvented-how-companies-are-using-social-media-in-the-hiring-process/

�  8 Simple and Effective Tools for Recruiting with Social Media – The Hiring Toolkit http://www.volt.com/Recruiting_with_Social_Media.aspx

�  How Accounting Firms Can Use Social Media to Attract New Hires http://www.AccountingToday.com/news/Accounting-Firms-Social-Media-Attract-New-Hires-58180-1.html

�  Jobvite 2012 Social Recruiting Survey Results http://www.jobvite.com �  Case Study: Recruiting through Social Networks Volt.com �  Social Recruiting Results form Forrester [Case Study] http://talentminded.com/forrester-sees-

real-social-recruiting-results-on-twitter-case-study/ �  Case Studies http://www.accountingtoday.com/ato_issues/26_2/case-studies-social-

media-61611-1.html �  How Intuit Does Social Media Recruitment and Employer Branding [Case Study] http://

linkhumans.com/blog/how-intuit-does-social-media-recruitment-and-employer-branding-case-study

�  Dilbert August 23, 2012 �  LinkedIn Company Page Guide www.LinkedIn.com/Companies �  Social Media Checklist http://www.thewholebraingroup.com/sensible-social-media-checklist-

v20-infographic/ �  25 Ways to Boost Your Social Recruitment Campaign – A Hiring Manager’s Guide http://

www.webrecruit.co.uk/blog/featured/25-socialmedia-recruitment/?goback=.gde_1988204_member_138352034