Post on 01-Nov-2014
description
#jobvite13
140 Characters or Less: Writing to Engage in the Social Realm
Kimberley KasperJobvite, Chief Marketing Officer@kimberleykasper
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Facebook Accounts for 5 Out of Every 6 Minutes Spent on Social Networking Sites
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While Twitter and LinkedIn Battle For Number Two
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Who Is Using Social Media?
Feb-
05
Aug-
06
May
-08
Apr-
09
May
-10
Aug-
11
Feb-
12
Aug-
12
Dec-
12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8%16%
29%
46%
61%64% 66%
69% 67%
9%
49%
67%
76%
86% 87% 86%92% 83%
7%8%
25%
48%
61%
68%72% 73% 77%
6%4%
11%
24%
47% 49% 50%57%
52%
1%
7%13%
26%29%
34%38%
32%
Social Networking Site Use by Age Group, 2005-2012
% of internet users in each age group who use social networking sites
All internet users
18-29
30-49
50-64
65+
%
Source: Pew Research
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60% of Gen-Y members find themselves compulsively checking their smartphones for emails, texts, or social media updates
Source: 2012 Cisco Connected World Technology Report
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“Twitter is becoming the new job board. It is also becoming the new
resume”.
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A Billion Tweets Are Sent Every Four Days
How do you stand out?
UNDERSTAND YOUR EMPLOYMENT BRAND
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You Have An Employment Brand Even If You Don’t Cultivate It
83% of recruiters think branding impacts their ability to land top prospects.
Strong talent brand can reduce the cost per hire by 50% and reduce turnover by 28%
Steps to Cultivate Your Brand1. Understand your company’s
culture from all angles2. Know your business needs3. Understand your target
market4. Optimize your employer
value proposition5. Set objectives6. Define your
communications mix7. Execute, measure, refine
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Make Sure Your Employment Brand Is Pervasive
Leverage it with all candidate touch points• Career Site Copy• Job Descriptions• Emails• Campaigns• Recruiting Videos• Brochures• Giveaways
CREATE SOCIAL MEDIA ACCOUNTS
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Careers Have A Place on Your Facebook Page
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Create Your Own Twitter Account
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Manage Posts, Interact Directly With Followers
WRITE COMPELLING COPY
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Tweets and Posts Are Newspaper Headlines
Be brilliant by being relevantBring a bit of humor to itPose a questionKeep it short Highlight your company cultureSpeak in your own voiceAsk for the Share or Retweet
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Rule of Thumb: For every job you Tweet or place on Facebook, you should have at least two
other pieces of content
Industry NewsCompany PhotosCompany Events
Shout Outs to CustomersRetweets
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Seattle News
Job Posting
Twitter Chat
Job
USE HASHTAGS
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Hashtags: Key To Productive Twitter Engagement
Receive 2x more engagement than those without
Tweets with more than two hashtags show a 17% drop in engagement
Top 10 HR Hashtags#HR#Tchat#leadership#FF#HFchat#dthr#Diversity#SHRM#socialmedia#jobs
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Hashtag Best Practices
Don’t Overuse • No more than 2 per tweet• Only tag the most important thing in the
tweet
Be Obvious• Don’t try to be cute• Use hashtags that your target audience
would use
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Join A Conversation
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Make Sure You Know What’s Trending
What The Trend http://wthashtag.com/• Top hashtags trending• Description• How Long The Phrase Started
Trending
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Know Your AudienceTop15 Hashtags for Job Seekers
#job#hiring#recruiting#jobsearch#hireme#needajob#jobtips#jobhunt#employment
#joblisting#jobsearch#nowhiring#HR#jobposting#career
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Sending A Jobvite To TwitterEnable Publisher to post to Twitter automatically ads #job to posts
KNOW WHEN TO POST
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Not All Posts Are Created Equal
Source: TweetSmarter Blog
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Tools To Help Maximize Timing
Free Analyzers Paid Analyzers
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Use A Social Media Campaign to Manage Posts and Track Results
SHARE OPEN JOBS
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Leverage Your EmployeesUse The Admin>Publisher Tool To Remind Employees
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Understand Which Employees Have Publisher Enabled
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See Who At Your Company Has Already Enabled Publisher
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Use Company Jobvite To Remind Employees
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Customize Your Messages Per Your Network
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Customize Which Jobs Are Shared
AMPLIFY YOUR MESSAGE
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Host a Live Twitter ChatCreate a Real-Time Forum To Drive Brand Relevant Conversation
NO COMMENT LEFT BEHIND
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Conversations Not Monologues
It’s all about engaging with existing and new followers
Respond!Make sure every post, question, tweet is
answered
“We want candidates to feel like they have a friend here and they are getting the inside
scoop”-Intel Recruiting
TRACK & MEASURE SUCCESS
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You Need Closed Loop Reporting
Track the path of a user who:Clicks on a link in a tweetVisits a page on your websiteConverts into a candidate
Ultimately, you want to track candidates generated through Twitter and Twitter Reach and Database Growth
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Measuring the Candidate Flow
Visits: From Twitter, reflect the amount of referral traffic your website has attracted from Twitter
Contacts: Number of people who show interest in your open roles by either applying or being added to your talent pool
Visits to Contacts Conversion Rate: The percentage of people you are converting to a candidate out of total visits
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Measuring Database Growth
Follower Month-to-Month Growth: Gives you a sense of your reach
March Twitter Followers – February Twitter Followers
February Twitter Followers
Daily Follower Growth: TwitterCounter (http://twittercounter.com/) Free tool that allows you to examine follower growth over time
Link Clinks: Use bit.ly (www.bit.ly) to understand link activity
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Leverage Your Social Recruiting Dashboard
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Run The Jobvite Report by Job
SUMMARY
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In Summary
Understand Your Employment BrandCreate Social Media AccountsWrite Compelling CopyUse HashtagsKnow When To PostShare Open JobsAmplify Your MessageNo Comment Left BehindMeasure, Measure, Measure
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Thank You!Kimberley KasperJobvite, Chief Marketing Officer