RecruitingBlogs Exclusive #Work4Webinar:

How to Build A Successful Social Recruiting Strategy for 2014 (And Beyond)

Lars Schmidt

Founder, AmplifyTalent @AmplifyTalent

CJ Reuter

Director of Enterprise Accounts & Client Success, Work4 @work4labs

Your Speakers Today

Let’s Tweet!

#Work4Webinar @work4labs

Photo: Getty Images

Which Recruiting & Talent Trends You Should Watch (Or Ignore)

Trend #1: Social Recruiting - More Powerful Than Ever

73% hired successfully with social media

42% say that candidate quality improved

20% say it takes less

time to hire

31% saw an increase in employee referrals

Source: Staff.com

#work4webinar

Why Will Social Continue to Thrive?

1.19bn

monthly active users

500mn users

259mn users

Americans spend an average of

37 minutes daily on social media, a higher time-spend than any other major

Internet activity, including email

Source: Business Insider

#work4webinar

Trend #2: Go Mobile or Miss Out

Source: The Search Agents

#work4webinar

“I browse jobs at work and save a few jobs for later. I get alerted on my mobile device, research companies on my tablet during my commute,

and submit applications from my desktop at home.”

Job Searching Today is a Multi-Screen Reality

#work4webinar

Trend #3: Facebook is Professional

Professional Skills Section Profile Prompt

#work4webinar

Here's Proof

#work4webinar

Source: Winning Impression

Trend #4: Facebook Video Ads for Recruitment?

#work4webinar

How to Build a Recruiting Strategy for Success on Social Media

#work4webinar

83% of time spent on social

networks is on Facebook

1.19bn users who have an extended

network of 31,000+ people Source: Facebook, PewInternet, Comscore

Facebook: The Personal Network

#work4webinar

Understand Facebook Users

Leverage Facebook to find candidates

with strong bonds to your employees,

your company, and your culture

#work4webinar

Strengthen Your Employer Brand

Build a Facebook Career Site Synced with your ATS

ATS

#work4webinar

Attract Only the Right Candidates

Newsfeed Ads Grow your fan base & attract

quality applicants

Job Ads Target the right talent

#work4webinar

Source Anyone, Anywhere

Graph Search Facebook’s Entire Database Receive automated results for your jobs

#work4webinar

Increase Quality Through Referrals

Automate Job Sharing To recruiters’ & employees’ personal networks

#work4webinar

259mn users

3mn business pages

Source: ExpandedRamblings

LinkedIn: The Professional Network

#work4webinar

Leverage LinkedIn to find candidates with specific

professional backgrounds

Understand LinkedIn Users

#work4webinar

Strengthen Your Employer Brand

Company Pages & LinkedIn Groups Share news, jobs, blog posts, videos

#work4webinar

Source Anyone, Anywhere

LinkedIn Recruiter Filtered search for

passive professionals

#work4webinar

Twitter: The Information Network

500mn users

500mn tweets daily

8mn Americans credit Twitter as a

source that led to their current job

Source: Techcrunch, Cnet, TheUndercoverRecruiter

#work4webinar

Understand Twitter Users

Leverage Twitter to find candidates from a certain industry or area of interest

#work4webinar

Strengthen Your Employer Brand

Build a Twitter Career Account Tweet followers & engage your talent community

#work4webinar

Source Anyone, Anywhere

Tweeting is a new form of “cold call” sourcing

Use hashtags & images to search & connect with

specific audiences

#work4webinar

Additional Platforms to Consider

Google+ Pinterest Instagram

#work4webinar

Who Has Been Around the Block? Life at NPR: Getting Recruiting Right

NPR's Social Recruiting Approach

Leverage NPR’s history, consumer brand, and

social media to build out employment brand & drive talent attraction

Build brand ambassadors: engage our employees; encourage their

involvement in employment branding, sharing jobs with their network, etc.

1

2

#work4webinar

NPR & Social Media

@nprnews: 2,043,058 followers

@NPR: 222,361 followers

@NPRjobs: 20,832 followers

NPR Facebook Page: 2.8MM likes

Stats as of 10/15/2013

#work4webinar

This Is NPR Facebook Page: 72,281 likes

LinkedIn: 76,162 followers

Instagram: 259,560 followers

Tumblr: 225,428 followers

Stats as of 10/15/2013

Why Social?

Excerpt from Washington Post article: For Non-Profit NPR, Social Media is a Great Equalizer When it Comes to Hiring.

#work4webinar

Twitter

@NPRjobs launched July 2011

20,000+ followers

Primary social recruiting engagement platform

#7 applicant source

#4 hire source

Helps NPR reach new audiences (63% of followers are under 35)

#work4webinar

#NPRlife – Employer Branding

#PubJobs – Collaborative Recruiting

#AskNPRIntern – Campaigns

#JournoJob –Recruitment Marketing

#Hashtags

#work4webinar

LinkedIn

75,000+ followers

1,442 monthly visitors

#3 applicant source

#5 hire source

Talent Brand Index: 15 (higher than New York Times, CNN, Washington Post, ABC)

Enhanced branding features

#work4webinar

Facebook

NPR jobs reach 3.2 million+ fans & beyond

Collaboration with NPR Communications

#7 applicant source

#9 hire source

37 jobs automatically imported from ATS

8,074+ job descriptions read

June – December 2013

#work4webinar

Leveraging Existing Networks to Drive Referrals

Expanding job & brand exposure with Work4 job sharing to LinkedIn, Facebook, Twitter

70% job views coming from Social Job Sharing

20 users lead to 5,400+ job descriptions read

Customer Data: June – December 2013

#work4webinar

Driving Candidates to NPR Social Careers

Automatic Job Alerts

Social Job Sharing

Customer Data: June – December 2013

#work4webinar

Career Site

Reinforce culture Optimized for mobile (responsive)

Media rich (photos, videos, social media) Candidate experience

#work4webinar

Blogs

Employee generated content Engaging, shareable Easy to start (Tumblr)

#work4webinar

Job Descriptions

Extension of your employer brand Convey why someone should want the job; culture, expectations, goals, target, results, growth Get creative (infographics, video, links)

#work4webinar

Brand Ambassadors

Drive Engagement Amplify Jobs

#work4webinar

3-Phase Social Recruiting Roadmap

Design Months 0-3

Refinement Months 12+

Develop strategy

Determine internal stakeholders and gain support

Align with marketing/branding

Select channels, determine content strategy

Launch channels

Execution Months 3-12

Refine content strategy

Build community and engagement

Select and implement tools (measurement/automation/listening)

Channel expansion, develop and manage campaigns

Promote wins internally

Advanced ROI metrics (source of hire)

Channel expansion

Team delegation

Multimedia content

Measure, refine, adjust

Building & Launching a Corporate Social Recruiting Strategy

#work4webinar

Social Recruiting Funnel

A Breakdown of Social Recruiting Activity by Stage

You’re using social media to get the attention of candidates you might not otherwise reach. This is generally early-stage social recruiting.

You use your emerging social recruiting platforms to provide compelling content, interact with fans, share

your culture. Employee involvement is key.

You’re successfully building brand advocates internally & externally. Your content spreads and your reach is

broadened. You’re consistently reaching passive candidates you wouldn’t through traditional methods.

Here’s your payoff. The time you’ve invested in the prior 3 steps is paying dividends. Your social recruiting

application & hire volume is measurably higher and your social channels are growing steadily.

Application

Engagement

Discovery

Branding

#work4webinar

Key Takeaways

Have a strategy and goal before you start. What challenges are you trying to solve? What is your target outcome?

Select appropriate channels.

Build relationships with internal stakeholders & influencers.

Activate your employees.

Pilot, start small, scale - important to build internal credibility.

Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc.

Listen to your fans, interact with them.

Remember, this is a long-term investment.

#work4webinar

Lars Schmidt

@AmplifyTalent @ThisisLars

Lars@AmplifyTalent.com

Amplifytalent.com

Facebook.com/AmplifyTalent CJ Reuter

@work4labs @HRKnowledge

info@work4labs.com cjreuter@work4labs.com

Work4labs.com Facebook.com/work4labs

Get In Touch!