The Social Recruiter:Going Beyond #OldSkool Recruiting

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WorkBrandBrandedStrategies.com

www.TheOneCrystal.com

Recruitment is...

•Marketing

•Sales

•HR

Social Media: Little Black DressA Must in Today's Recruiter's Wardrobe

“Nearly 92% of companies are used/planned to use Social Media to Find candidates & LinkedIn usage up by 15% by recruiters to 93%.

1.Connects You With The Right People2.Increases Credibility So People Are More Likely to Respond To You3.Helps Give You Info You Need to Tailor Message For Positive Response

Jobvite Survey 2012 & Jason Seiden, Ajax Social Media

Social Media Fast Facts92% of Companies used Social Networks in Recruiting in 2012

4.6+ Million Job Seekers used Social to find their last job & 86% plan to use it to find a new job in 2013

Social Recruiting is the leader in budgeted increased spending (55% reported increase)

Keeping a candidate on the same platform throughout process increases their level of engagement – by approx 4x

From Jobvite, Forbes & Master Burnett

Engage Your Workforce: They’re On Social Media, Anyway

Current Employees

•67%American Workers use social technology

•Social Networking is the 4th most popular online activity

•66% of the Internet population visits social networks

Potential Employees

•7 hrs/week = average time Job seekers use social media

Let Them Help You Share:1.Your Open & Upcoming Roles

2.Good News 3.What’s Ahead for Your

Company

1. Pew Research Center’s Internet & American-Life Survey

12/2012

“Brand-Building” Across All Channels

•FOR YOUR PROFILE:

•Optimize Every Field w/ Links back to CAREER SITES, CONTACT INFO, & MICROSITES

•Use Good Keywords in Your Job Titles to Increase SEO

•LinkedIn Applications are Gone – Now Use Media Linking: Learn More at http://bit.ly/shrmtalent

: Keys to Maximizing •Use LinkedIn Updates Regularly

– Share More Than Just Positions – News, Articles, Happenings, Events

– LinkBacks to Company Page Discussions/Updates– Wordpress/Blogs – Pictures, Infographics, Polls

•Links back to your Corporate Newsite & Careers Page

•Groups – recruiting benefits, engagement, community

•Ensure your Company Profile is compelling & complete

Company Pages• The Basics: Banner Photo 646x220

(same as FB) – Make It Interesting. POP!! Product Page can host white papers, assessments,

• Point of Impact: 150 followers=tipping point for engagement.

• Start w/ current employees. Post Regular Status Updates – NOT just jobs.

• The Intermediate: Status Updates, Career Tabs –

• Multi-Media, Polls

Company Pages• The Advanced: Building Campaigns,

Cross-Promotion =Engagement & SOCIAL PROOF

• Product Recommendations: Work with Sales/Marketing to gain customer recommendations. This has “called-out” visibility on right side of page.

• Employee Recommendations: Allow managers/Ees ability to recognize each other’s service & good work via Status Updates

• Build Campaigns around compelling question that will interest your audience, or company initiative

LinkedIn Marketing

By integrating Twitter, you can increase status

updates & visibility across your network.

Klout+

Key to Marketing to Groups is to see

them for what they are: Community.

Participate Regularly.

Do you “Like This??” Gaining Comfort with FB Marketing

Facebook = higher Influence on Decisions

•The Average FB User: 67% of onlineAmericans (57% of all adults)

•Accesses both mobile (75% under 40, 40% across all adults, 28% daily) & PC

•67% of members make more than $60k (up 9% from 2011)

•43% College or Grad School educated

•Actively connected to 80+ pages, events, groups; 130 friends

•SPENDS 25 MINUTES PER VISIT ON SITE; 41% uses multiple times a day.

Pew Internet Research, Forbes

: Keys to Maximizing

Fan Pages:•Engage with Fans, create Community

•Send “updates” to Fans - database of interested users

•Link back to your Corporate Website/Careers Page

•Fan Pages index well in search engines

•Fan interaction is shared in their News Feed

•Promote Events, Recognize Teams, Birthdays, Service Anniversaries, Promotions, New Hires, Life@, Important Business Milestones/History

•100 Million Active Users – Usage has doubled since 2010

•1.6 Billion Tweets PER DAY

•Can market by location, keyword, & existing community, & networks.

•42% College or Grad School educated (down from 55% in 2011)

•Have Contact Info in Your Profile Description

•The Hashtag # - Is a MUST – Dewey Decimal System of Twitter – you can create your own, as well!

: Keys to Maximizing•Balance promotional, personal and conversational tweets

•Be a “real person” reflecting a real voice and authenticity – 4x’s higher engagement.

•You Can Find Candidates to Follow on Facebook, Google, LinkedIn & then engage w/ them online

•Regularly promote/highlight others (they’ll likely reciprocate when relevant)

•Cross-Promote w/ other channels, esp LI, Instagram, 4Square, and Pinterest

•Share links of interest to candidates & potential candidates BEYOND SELF-PROMOTION

•Link to videos & photos on Career Website, YouTube, or Facebook Fan page – higher share rate when link is in the middle of tweet

•Hashtags to note: #jobs #career #hiring #employment #YouTern #HFChat #JobHuntChat #CareerAngels #[City]

•Job Sharing: Follow 1:5 Content Rule

: Keys to Maximizing

Blogging & Vlogging

•77% of active Internet Users read blogs

•Average age 41 (up from 37 in 2011)

•69% of members make less than $60k

•63% College or Grad School educated

•45% Male / 55% Female (same since 2011)

•This is a Credibility tool – Must be Tailored to Your Audience AND Your Area of Expertise – have guest posters (candidates, influencers, &/or current employees) talk about theirs

Technorati, 2012 survey

: Keys to Maximizing•Boost Search Engine rankings with focus on SEO-Friendly Keywords (google AdWords can help with this, use in key content areas & pic. naming)

•Establish expertise & post regularly – but that doesn’t mean HAS to be daily! You’re a recruiter/talent marketeer, not an author.

•Foster relationships with Employees, Candidates and Customers

•Recruit – post about cool job opportunities – just don’t spam them!

•Share industry news & Link to media coverage

•Address Common Questions/Process

•Cross-Link to other social media efforts & career sites

Most Important: Be Human

In Social Media, people want to interact with Humans

Not Buildings or a Logos – Only 9% report they WANT to engage w/ a brand & only 7% feel “invested” in brands they

follow.

I Love These Brands – but no 2-way conversations! #norelationshipwithlogos

Socialmediatoday 11/12

The Interest in Pinterest

Use Pinterest to Share Your Blog Posts, Jobs,Create a Picture of Life at Your

Company/Client’s Site& Have Another Area of Engagement w/

Candidates

Instant Engagement on Instagram??

:Keys to Maximizing

•Easy way to share visual content – Don’t get too “busy”• Engage Followers by being consistent with posting• Engage Interaction by replying to their comments & regularly checking out their feed. • Create a Theme - want more? Make another account!

:Fast Facts

• 37% of online adults report having used the G+ hangout feature and willing to use it again

• 48% of Fortune 100 companies are now on G+• Only 8% of Americans have a G+ page & only 12% report wanting to learn more about making

one. • 40% of marketers use Google+, 70 percent want to learn more about it and 67 percent plan

on increasing Google+ activities.• 47% of Hispanic consumers use Google+, compared to the U.S. average of 18 percent.

USAMP, Hubspot, HuffPost

Keys to Maximizing

• Not a recommended source for official interviews, but hangouts can be a great way for “ask the team” “open-house” style learning w/

college or for volume recruiting initiatives• Higher B2B engagement /consider this for B2B

oriented roles or Fortune 100 sales/marketing roles

• Small audience likely warrants smaller time/budgetary focus - really research prior to

investing • Potentially a good channel for international &

diversity B2C recruiting effortsUSAMP, Forbes, Hubspot, HuffPost

Engagment tips• On average, marketers assign 20%

MORE weight to connection w/ the brand any given social interaction than the user/audience does EXCEPT FOR proactive effort to learn more about the brand.

What does this tell us? Interaction doesn’t necessarily equal engagement.

SO WHAT = ENGAGEMENT??? PROACTIVITY.

What Resonates To Build To Proactivity?

We look to consumer behavior for recruitment marketing adaptation:

•Humor (94%)

•Online Images: Video & Photos (53% - similar share #s)

•Loyalty Clubs (83%)

•Discount Codes (85% search for “brand codes”)

•Timing (44% more likely to engage when already considering brand)

Forbes Insights 2012, HBR, Inc 2013

Are You Ready?

Here are some tips to “increase your speed” in the Social Recruiting Race:

Time Management Tips

• Have a Strategy: Know what your goal/objective is for each platform going in.

• PLAN in advance what you want to post/share on each platform before you log on.

• Curate a minimum of 3-5 days worth of content in advance (ideal is 14) & schedule shares on appropriate platforms to maximize on time efficiency.

Time Management Tips

• Set Time Limits – just like with anything else, schedule time blocks for Social Media Recruitment work. Don’t stray – when time’s up? Put it away & come back to it after hours.

• Remember to set small blocks during the day (5-15 min) to engage in responding to things posted to you by your network.

• Go through what your network has posted & post responses to them before & after work or during lunch/break times.

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WorkBrand/

PRSCamp

BrandedStrategies.com

www.TheOneCrystal.com