Post on 14-Sep-2014
description
www.talentrise.com
Passive Candidate Engagement Strategy Tips Using Social Media
Creating an Online Talent Magnet
January 7th, 2014 @ 2PM EST / 1PM CST / 11AM PST
• Introductions• Economic & Social Media Trends• Your Social Media Toolbox • Social Media Tips and Best Practices• Talent Communities• Examples • Tracking ROI• Recap and Q&A
Presentation Overview 1
Introductions
• Talent Acquisition Management Consultant with over 20 years experience
• Leads the firm’s Recruitment Optimization Management Consulting and On-Demand Recruiting Practices
• Works with companies to assess, optimize and re-align their recruiting capabilities to best support future talent needs
• Services: Mgmt Consulting, Contract Recruiting & Retained Search
Carl KutsmodeManaging Partner
• Talent Acquisition Sourcing & Recruiting Consultant with over 21 years experience
• Oversees all client recruiting project staff, sourcing strategy development, social and recruiting technology tools support
• Designs and implements social campaigns designed to build quality talent communities that engage passive talent online
Vince MilneRecruiting Operations Director, talentRISE
2
Good News!! Hiring & Layoff Trends 2008 - 2013
• Hiring is steadily increasing upward within spikes
• Layoffs and voluntary separations have stabilized
• Competition for TOP talent is increasing
• …How will you differentiate your organization through candidate engagement?
Source Link: Labor Trends Summary
In June 2013, there were 3.9 million job openings, 81% higher than the low in July 2009. The level was still below the 4.7 million openings at the peak in March 2007.
The data says the recession is officially over!
3
Evolution of Social Media Adoption for Recruiting
JobVite 2013 Social Recruiting Survey https://app.box.com/s/kt7ufe8rjx7ng1f86z2k
4
Do you plan to increase investment in any of the
following recruiting sources in 2013 compared to 2012?
Evolution of Social Media Adoption By the Workforce
Jobvite 2012 Social Job Seeker Survey https://app.box.com/s/cptzzlqig85ajc9jw4xs
Focus your social engagement strategy and $$ on the 48% Semi-Passive “EMPLOYED but OPEN” and the 25% completely PASSIVE, “EMPLOYED and
NOT OPEN” to considering a new job.
5
Who Are the Active Job Seekers on Social Media?52% use Facebook to help find work, up from 48% in 2011
38% use LinkedIn to help find work,up from 30% in 2011
34% use Twitter to help find work,up from 26% in 2011
Source: Jobvite 2012 Social Job Seeker Survey
Networking is the foundational strategy used to find new jobs when social users are actively (or casually) looking to make a job change.
If you have established a relationship with someone within their network via social media, then you are likely to benefit with a referral
6
Invest in Building RELATIONSHIPS That Yield Referrals
A social engagement strategy focused on building strong relationships with influencers and targeted talent you hope to recruit someday will yield
increased quality referrals to people you want to hire today!
7
Bottom Line: Social Recruiting is...
Marketing!
When marketing their product or service, companies rely on more than one medium to engage targets.
Similarly, recruiters operate in a world where they must communicate with candidates via multiple channels to effectively engage them on topics beyond just a hot job
opportunity.
8
To understand the TRUE POWER of social media as a recruitment marketing tool, Check out this Video on the Social
Media Marketing Revolution!
Typical Use of Popular Social Media Tools
Employers & Recruiters Active & Passive Job Candidates
Talent sourcing, professional network building, relationship management, referral
networking, problem solving and knowledge sharing
Professional development and network building, career management, networking to
solve problems; knowledge sharing
FacebookCollege recruiting; Employee and job candidate relationship building; share
culture, product, service or employment related content; Job postings
Mainly social relationship building and management; share personal experiences,
opinions and content
TwitterEmployment brand building, event and content
promotion, hot job promotion, engage specific groups of talent to build
relationships
Follow influencers and interest relevant people or entities; create a direct personal connection with those they follow to learn more about them and
build a relationship.
Blogs, Discussion Groups / Forums
Recruiter blogs about career and interview process; Monitor blog and forum posts to identify
referral sources or top performers to recruit / engage
Stay current on information related to hobbies, technology use, career and personal or
professional interests; research information to solve problems or learn something new
Video
Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; product and
service promotion / advertisement
Entertainment - movies, funny or informational videos appealing to personal or professional
interests; problem solving - “how to” educational / informational tutorials; research info about employers culture, interview process or jobs
Mobile / text Text job and event notifications & registration, meeting request scheduling
Text job and event notifications & registration, meeting request scheduling
9
Social Media Use in the Recruitment Process
Recruiters use social networks DIFFERENTLY at each stage of the recruiting funnel process to manage or drive candidate engagement
10
LinkedIn dominates all stages of the funnel. Facebook and Twitter show strength mainly
in employment brand building and in candidate vetting - pre and post interview.
Social Network Engagement Communications Tips
Individual / Recruiters & Hiring Managers- Use branded emails like the one shown above - Drive traffic to your talent community portal or specific job landing page- Be sure landing page has rich content, video and social sharing capabilities- Share updates on your jobs on your social profile status updates weekly- Network your emails through friends and family social networks- Post engaging messages that sell, tell and compel the person to action- Respond in a timely manner to ALL inquiries and replies- Research where your top talent spend their time online and be visible there- Always remember that Candidate Experience is King !
11
Recruiting Team / Business Unit Team
- Follow and connect with each other on all major social networking sites
- Share candidates with each other - Design and agree upon a
communications standard for all messages or posts
Strategic Considerations Before You Start
● Offer something to the community...Not just a job! Don't just solicit information - share it, give away info of value
● Availability of candidates...Need opt in / opt out function - engage via job related offers events, white papers, webinars, training, certifications, contests and rewards, insider information & tips
● Know your audience...Active, passive, information interests, personal interests, collaboration interests, referral sources
● Invest in Technology...Consider a social recruitment marketing platform solution capable of hosting large amount of interactive content, video, chat, IM, downloads, uploads and general use; mobile optimized and able to track detailed metrics
● Structure your CRM database... Minimize duplication and enable speed to work in real-time situation
● Portal / landing page design consideration...Front end intuitive navigation and clean presence / brand appropriate
● Integrate with Marketing/PR/Corporate branding guidelines...Leverage current initiatives and budgets
● Security of personal data
12
Build & Leverage TARGETED Talent Communities
Competitor Key Execs
Critical Talent Hires
Talent With Ongoing
Needs
Critical Success Factor: Build and manage talent communities and cultivate relationships in advance using recruiting technology with CRM capabilities
Best Practice Example
13
Finding and Participating in Talent Communities
1. LinkedIn, Facebook & Twitter Discussion Groups2. Topic or Industry focused informational Blogs3. Micro-sites linked to your Corporate Careers pages for
college recruiting, sales recruiting, engineer recruiting etc.
4. Professional associations and regional user group sites
How Do You Select The Ones to Join? • Identify the groups current employees belong to. Join them or ask
employees to invite people to join your own community
• Survey current employees within a specific group to learn about their interests and which networks they belong to
• Ask job candidates
14
Examples of Talent Communities: LinkedIn, Facebook & G+ 15
Example: An Employer Branded Talent Community Page
Build career microsites,
optimized for search terms by functional area
and/or geography
Add keyword-rich content,
social network plugins, etc. to optimize the
candidate experience
Make it easy to share via email
and social networks
Add rich media to provide
insight into company culture &
unique value proposition
Grow your talent
community
Jobs that map to career
microsites are automatically
added here
Some ATS and CRM technology vendors provide social and SEO optimized careers portals. This is an example of a CRM Talent Community portal powered by talentREEF which integrates with ANY ATS backend vendor
16
Example: Talent Community Portal Linked to a CRM
Talent Community Portal Page Talent Community Backend CRM
Basic information is captured so recruiters can begin to develop relationships with candidates in advance of future need. When position opens, recruiter has a ready pool of Passive, Employed candidates to contact for potential interest and / or referrals
17
Setup Interactive, Corporate Careers Pages on Facebook, LinkedIn and Twitter
38,600 Fans
Using Content as a Talent Magnet: Corporate Pages
86,206 Followers
18
Engaging Active and Passive Talent Using Twitter
● Recruiters Tweet jobs and company event info to their followers
● Employees Tweet unpublished jobs to their friends and social networks to get referral fees
● Sourcing Recruiters search and follow member profiles and event pages for “Passive Talent”, companies and influencers with large # of followers they seek to engage
● Companies Tweet jobs, service employee and customer needs and share event, product and branding announcement information
● Easily Search Twitter using www.Twellow.com - Twitter yellow pages!
19
Engagement & Pre-Screening Through Gamification
http://www.forbes.com/sites/jeannemeister/2012/05/21/gamification-three-ways-to-use-gaming-for-recruiting-training-and-health-amp-wellness/
http://news.marriott.com/2011/06/my-marriott-hotel-opens-its-doors-on-facebook.html
Demo of Marriott Hotel Game https://www.youtube.com/watch?v=EIeeg-XndeU#t=10
20
Using Blogs to Engage & Grow Targeted Talent Networks
1. Provide value, add / share insider tips / info
2. Regular, relevant and informative content
3. Author experience4. Online presence5. Interactive capability
Goal = Be Memorable & Go VIRAL! - Good content is shared by members to like minded talent / peers
http://microsoftjobsblog.com/category/our-stories/
Popular Blog hosting Sites
www.recruitingblogs.com www.Blogger.com www.tumblr.com www.blog.com www.RecruitingBlogs.com
21
Tip: Promoting your Blog
Submit your blog to blog directories to increase targeted SEO traffic to your content and grow your talent community of like minded followers
● Top 23 Blog Directories
www.bloggeries.com
22
Case Study: Using Targeted PPC Ads to Drive Engagement
1. Start with a Plan and Set Goals
2. Set a Budget
3. Know Your Audience
4. Use Facebook Connections and Social Reach campaign tools
5. Monitor and Review Ad Performance Regularly
Each “Like” shows your ad in the newsfeed of that person's entire peer network Facebook newsfeed!
23
Oil & Gas Online Registration / Event @ 5 Physical Locations
Location Lead Time
Number of Sign Ups
# attended Total Offers
Location 1
28 Days 107 125 41
Location 2
11 Days 59 90 47
Location 3
7 Days 21 24 7
Location 4
21 Days 69 120 71
Location 5
7 Days 55 436 32
Total 311 759 198
Location Total Views
Total Views from State
% ‘Local Views’
Location 1
1308 517 39.5%
Location 2
788 110 13.9%
Location 3
413 26 6.2%
Location 4
446 100 22.4%
Location 5
1287 266 20.66%
Goals 250 - 300 Attendees 100-140 Offers
Over 9000 emails sent for EACH event!
RESULTS SOCIAL METRICS
Campaign Results 24
Engaging Targeted Talent Groups through Video
Google+ Hangout: Engaging PR Students / New Gradshttp://www.youtube.com/watch?v=QBYbCkiB9n8
Video: Meet our Hiring Manager - Engaging Experienced PR Professionals
http://www.youtube.com/watch?v=i1r483OhOVo
Video increases the probability of appearing on the 1st page of Google by 53X over text alone!
25
Video Used to Attract Talent That Fits the Culture 26
Mobile Used As An Engagement Tool
Why use Mobile?
•77% of the worlds population have a cell phone; BUT ONLY 20% of corporations have mobile-optimized websites!
• Email is answered within 72 hours; Mobile texts are answered within 3 minutes!
Use mobile to build “text msg opt in” talent communities via:
- Event registration- Q&A Polling / surveys- Info requests / downloads
Source: http://visual.ly/why-mobile-recruiting
27
Reconnect with, and engage Alumni (and Retirees)
• Former employees become ambassadors for your organization
• Maintain a mutually beneficial relationship that may someday provide significant value again
• Private, secure network vs. open consumer networks
• Ability to brand the network to your corporate specifications
• Can connect via corporate alumni groups on LinkedIn and Facebook
• Strengthens your employment brand and talent community referral network
Brand Building & Referral Network Building Tip 28
Measuring Success / ROI
Invest in a social recruitment marketing platform / tools to track results and refine your campaign strategies ongoing
29
Technology for Managing Social Content & Metrics
Promotional Platforms● Social Networks (Linkedin, Facebook, Twitter and niche
networks)● Online events & campaigns● Discussion forums / user groups ● Real-time & recorded meetings via Google Hangouts
and Skype● Video posts on YouTube & Vimeo● SEO optimized Blog posts
Content Mgmt, Distribution & Tracking Tools● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms● BufferApp - Social content sharing tool● Tweetdeck - Twitter Content Mgmt Dashboard● Sproutsocial & HootSuite - Social Media Tracking Tools● Klout - Online Social Media Influence Tracking / Ranking● Bottlenose - Tracks social content discussion & sharing trends ● Backtweets & Twellow to search twitter
30
Examples of Social Media ROI Tracking Tools
www.Klout.com - Monitor your online social influence, share content, track and reward engagement
www.HootSuite.com - Manage all social content communications, conversations, brand mentions, engagement and metrics in one dashboard
31
Examples of Social Metrics Tracking 32
The Future State Goal
Create “Targeted Talent Communities” and candidate pipelines in Critical Need Skills, Difficult to Recruit Roles and in Ongoing Need / Roles to Support Current and Future Hiring Needs Proactively
Use CRM Tool to Build Relationships and talent Pipelines In Advance Of Need
Build Talent Communities
Quality Candidates In ATS
33
Recap: Keys To Effective Passive Candidate Engagement
● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term
● Don’t stalk community members; let them come to you.
● Make sure you have fresh content posted regularly so you don’t lose the interest of community members
● Information should have a unique perspective, be new and exciting - not just content for the sake of content
● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and makes it easy for people to initiate a dialogue
● Know what’s important to your target audience and current employees in specific roles and highlight info beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging
34
Words of Caution - Lessons Learned
● Invest for the long term; NOT in a short term
pilot to see if it works or not● Remember, it is about building a relationship
NOT filling today’s hottest job ● Check / proofread your messages carefully
before posting● Don’t try to be everywhere - target your
approach strategically ● Network with, and engage, online influencers ● Use Google Alerts or 3rd party applications to
monitor who is talking about your community, culture, jobs or brand and engage them proactively
● Change passwords to your social media account when the person managing those accounts changes
● Measure, Refine, Listen, Learn and Improve
35
If You Want Different Results, Do Something Different!
What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth
78% of organizations are currently
investing or planning to invest in
strategies that focus on strengthening
proactive and targeted sourcing
capabilities & planning
36
Contact
Carl KutsmodeManaging Partner
Ph 773.916.6801Email carlkutsmode@talentrise.comLinkedIn www.linkedin.com/in/carlkutsmodeTwitter twitter.com/talentrise1Facebook http://tinyurl.com/facebook-talentRISE1Blog http://www.carlkutsmode.com/
Vince MilneDirector of Recruiting Operations
Ph 414.292.9194Email vincemilne@talentrise.com
LinkedIn www.linkedin.com/in/vincemilneTwitter twitter.com/VinceMilne1
Q&A / Contact
www.talentRISE.com
37
Appendix
38
Resources Referenced
Studies and online content referenced in this presentation are available via the links below: • Social Media Revolution 2013 - Video on the marketing power of social media• Aberdeen Recruitment Talent Acquisition Best Practices Study 2013• Social Media Usage Stats 2013• Jobvite Jobseeker Survey - 2012• Jobvite –Social Recruiting Survey - 2013• Blogging Tips for people who don’t have time to blog• Top 20 tips to recruiting Passive Candidates• Top 10 tips on Social Recruitment Messaging • Top 10 Blog hosting sites • 23 Blog Directories to submit your blog - Increase SEO• Fast Facts about Using Online Video to drive SEO Traffic to your content• Gamification Solutions - Creative Design Agency• Gamification for Recruiting Blog Post • Gamification & Crowdsourcing - ERE Blog Post• How to Recruit on Twitter - Blog post
39
Technology for Managing Social Content & Metrics
Promotional Platforms● Social Networks (Linkedin, Facebook, Twitter and niche
networks)● Online events & campaigns● Discussion forums / user groups ● Real-time & recorded meetings via Google Hangouts
and Skype● Video posts on YouTube & Vimeo● SEO optimized Blog posts
Content Mgmt, Distribution & Tracking Tools● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms● BufferApp - Social content sharing tool● Tweetdeck - Twitter Content Mgmt Dashboard● Sproutsocial & HootSuite - Social Media Tracking Tools● Klout - Online Social Media Influence Tracking / Ranking● Bottlenose - Tracks social content discussion & sharing trends ● Backtweets & Twellow to search twitter
40
Typical Use of Popular Social Media Tools
Employers & Recruiters Active & Passive Job Candidates
Talent sourcing, professional network building, relationship management, referral
networking, problem solving and knowledge sharing
Professional development and network building, career management, networking to
solve problems; knowledge sharing
FacebookCollege recruiting; Employee and job candidate relationship building; Share
culture, product, service or employment related content; Job posting
Mainly social relationship building and management; share personal experiences,
opinions and content
TwitterEmployment brand building, event and content
promotion, hot job promotion, engage specific groups of talent to build
relationships
Follow influencers and interest relevant people or entities; Create a direct personal connection with those they follow to earn more about them and build a relationship.
Blogs, Discussion Groups / Forums
Recruiter blogs about career and interview process; Monitor blog and forum posts to identify
referral sources or top performers to recruit / engage
Stay current on information related to hobbies, technology use, career and personal or
professional interests; Research information to solve problems or learn something new
Video
Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; Product and
service promotion / advertisement
Entertainment - movies, funny or informational videos appealing to personal or professional
interests; Problem solving - “how to” educational / informational tutorials; Research info about employers culture, interview process or jobs
Mobile Text Job notifications, event notification & registration, meeting request scheduling
Text job notifications, job search & apply, event notification & registration, meeting scheduling
41
Jobseeker Social Job Search Insights 42
Recap: Keys To Effective Passive Candidate Engagement
● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term
● Don’t stalk community members, let them come to you.
● Make sure you have fresh content coming in regularly so you don’t lose the interest of community members
● Information should have a unique perspective, be new and exciting - not just content for the sake of content
● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and be sure they are easy for people to initiate a dialogue
● Know what’s important to your target audience and current employees in specific roles and highlight things beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging
43
Social Media Recruiting
• Establish realistic goals & timelines• Identify critical talent needs & target them
ongoing• Have a baseline measure for sourcing
improvement • Secure long term financial & resource
commitment from leadership• Strong partnership with marketing, PR and
Finance• Clearly establish and communicate roles,
responsibilities and accountabilities• Integrate tools & technologies with strategies • Invest in tools to track metrics & performance• Review and revise often • Establish communications compliance
guidelines
Critical Success Factors 44
Words of Caution - Lessons Learned
● Invest for the long term NOT in a short term
pilot to see if it works or not● Remember, it is about building a relationship
NOT filling today’s hottest job ● Check / proofread your messages carefully
before posting● Don’t try to be everywhere - be targeted and
strategic in your approach ● Network with, and engage online influencers ● Use Google Alerts or a 3rd party applications to
monitor who is talking about your community, culture, jobs or brand and engage them proactively
● Change passwords to your social media account when you have a change in the person managing those accounts
● Measure, Refine, Listen, Learn and Improve
45
● Meaningful and current content● Engaging and informative video;
consider adding humor ● Giveaways, discount codes &
contests or rewards● White paper downloads &
certification credits● Two-way communication● Easy access to community members● Professional Profile Page● Assign a Talent Community Manager
Growing Your Talent Community Referrals - Go VIRAL
Free e-Book Giveaway example used to attract social marketing
professionals
http://offers.hubspot.com/how-to-avoid-marketing-technology-paralysis
46
Talent Community ROI
• Engaging candidates through an integrated social recruiting strategy creates a stronger employer brand and delivers results that distinguishes Best-in-Class recruiting organizations from industry average and laggards
47
Best in Class Recruiting Drives Customer Satisfaction
• Organizations that invest in recruiting and execute on activities designed to reduce time to fill and recruiting costs achieve improved business results such as customer retention and customer satisfaction.
Best-in-Class organizations
improved these metrics at twice the
rate of Industry Average and Laggard
organizations
48
If You Want Different Results, Do Something Different!
What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth
78% of organizations are currently
investing or planning to invest in
strategies that focus on strengthening
proactive and targeted sourcing
capabilities & planning
49