The Social Recruiter
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Transcript of The Social Recruiter
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
•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.
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
: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
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.