Vocus Social Media Presentation for SHRM
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Power Up Your HR with Social Media Presented by: Jeff Zelaya & Veronica Segovia
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Transcript of Vocus Social Media Presentation for SHRM
Power Up Your HR with Social Media
Presented by: Jeff Zelaya & Veronica Segovia
Pre-Internet
The Internet
Internet 2.0+
o Human Resourceso Recruitingo Public Relationso Marketingo Research o Intelligenceo Business Development
Social Media is Great For…
o 92% of Employers Are Using (or plan to) social media to Recruit.*o 73% successfully hired a candidate introduced through social media.o LinkedIn dominates platform use, but Facebook and Twitter is increasing.
Social Media on the Rise
*According to 2012 Jobvite Social Recruiting Survey.
o What would like to accomplish?o What’s your role?o What are your available resources?
What’s Your Goal?
o Your HR Brando Creating an HR Branding Strategyo Using Social Media for HR
In Today’s Session
Your HR Brand
A Brand Creates Perceptions
1) Emotional Connection2) Value3) Accessibility 4) Awareness5) Relevant Differentiation
The 5 Drivers Behind a Brand
If you’re not branding your HR…
From the Other Side
The Vocus HR Brand
The Vocus HR Brand
The Vocus HR Brand
The Vocus HR Brand
The Vocus HR Brand
Building an Employer Brand
Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries
Reach vs. Engagement
Reach: Those who are familiar with you as an employer.
Engagement: Those who interested in a position with your company.
• Researching company and career pages• Following your company• Viewing jobs and applying
• Viewing employee profiles• Connecting with your employees
o Do an audit. Look for online conversation about your company as an employer. Search on sites like Glassdoor where employees post anonymous reviews.
o Build a presence on the platforms that make the most sense for you as an employer.
o Who is your target audience? Who are you looking to hire?
o Who do you compete with for talent?o Research networks so your posts are relevant to
users.
Choosing Networks
Tips for Building Employer Brand
22
Create a careers presence in Social Media
Highlight career opportunities and socialize with followers
Build a strong talent community
Build strong, ongoing relationships with interested talent
Establish clear employer values
Proactively communicate this to drive engagement with talent
Employees are the best advocates for your brand
Your people are networking with like minded people; engage them
Social Media for HR
Questions to Ask Before Beginning
1) What do I want to accomplish through social media?
2) How much I want to spend?
3) Who will execute my social media strategy?
4) What platforms are best for my business?
5) How do I know If my efforts are working?
o Content Calendarso Schedule Postso Tools like Facebook,
Tweetdeck, Buffer allow you to schedule posts.
o Drive traffic to and from each platform to grow engagement.
Organize Content
Vocus Marketing Suite
Vocus has created a new tool that helps you manage your HR social media strategy.
If you would like a free demo – email [email protected]
Vocus Careers Blog
o Published at least twice a week.o The Vocus Careers Blog will be an
informational resource of posts related to the employee experience at Vocus for current and prospective employees of the company to help them through the job search process and to make the most of their experience as a hire.
o The blog will reinforce the Vocus employee brand image as unique, accessible and credible and will also establish the Vocus recruiting department's expertise in the areas of corporate recruitment.
Objective
Word of Mouth
•Drive traffic back to our site and our social platforms through Word-Of-Mouth Messaging.•Post comments on relevant blog posts about job searching or career advice on Huffington Post, Recruiter.com, Blogging 4 Jobs, Inc., Harvard Business Review, Monster, CareerBuilder. Google search Blogs for relevant posts.
Other ways to promote our Blog:•Email Signature•Facebook posts•Tweets or RTs•LinkedIn Profile
o Monthly Brainstorm Sessions• Discuss Recruiting Trends• Relevant Ideas• Guest posts• Referrals for Featured Employees
Recruitment Team Ideas
o Blog! Don’t just blog about your product. Every once in a while, blog about what it’s like to work at your company.
o Adding Social Plug-Ins to your website makes it easier for talent to engage with your brand.
Socialize Your Career Website
o Feature Employee Appreciation Activities
Highlight Employees
Video Sharing Opportunities
Video Sharing
Organize video content into playlists. The videos can add value to a job seeker who is interested in learning more about your company.
Vocus on Facebook
Facebook Posts
Think before you post.
Be positive.
Make sure you check who can see what you are posting before you post.
Do NOT publicly post anything negative about candidates.
Facebook Posts
Sharing Updates with Lists• You can select which lists can (or can’t) view your posts.
Facebook Posts
Facebook Lists• Organizing your friends into lists allows you to control who sees certain posts and
what types of posts you see from people in each category or list.
Facebook Posts
Organizing Your Smart Lists• You can select which friends correspond to which group so that you can organize your
future posts.
Facebook Search
Facebook Search
What You See on Candidate Profileso LIKE FB pages, follow Twitter handles of companies you are interested in working for. This way
you can follow updates about the company and possibly hear about job openings.o Almost half of recruiters surveyed say they “Always Use” review candidates’ social profiles.o Clean up your profile or master your privacy settings so that your personal brand is
represented well.
Organizing your friends into lists allows you to control who sees certain posts and what types of posts you see from people in each category or list.
Facebook Lists
You can select which friends correspond to which group so that you can organize your future posts.
Organizing Your Smart Lists
You can select which lists can (or can’t) view your posts.
Sharing Updates With Lists
Managing the lists allows you to customize what updates show in the list’s feed.
Displaying Lists On Your Home Page
Privacy For Groups
Complete Twitter Profiles
•https://twitter.com/settings/account•Include an avatar•Mention @VocusCareers•Include links in your bio information
• www.facebook.com/vocuscareers• www.whyworkatvocus.com/opportunities
Tweet: The result of posting to Twitter
RT/MT: The result of reposting someone else’s tweet; helps build and exchange social capital (MT is for “modified tweet”
@ Message: A response or a message to a specific handle; helps build credibility and following. You can also use this to credit someone with information you’re sharing
DM: Direct Message, can send only to those following you
Hashtag: The # sign is used to denote a major topic (like tagging / categorizing on a blog); helpful in promoting and searching
Twitterverse: Akin to the Blogosphere, but for Twitter
Twitter Lists: Helpful for organizing and categorizing related groups of Twitter users.
Twitter Overview
8 Common Uses for @
o Why do we use these?o Do you use #hashtags when posting tweets directed at potential candidates?o If so, which ones?
#Hashtags
@VocusCareers attempts to participate in close to 25 career-related tweet chats a month.
Tweet chats can help increase followers, reach and engagement.
Followers: Tweet chats can help you get your handle seen by people who normally aren’t looking for you.
Reach: Your chances of being retweeted are increased when you offer great insight to the topic. People retweet and share you original message with their own followers.
Engagement: We use “engagement” in social media to refer to activity and interaction with followers. When you put out a question and get responses, you are engaging your audience.
Hashtags to remember: #Hiring, #HireMonday, #HireFriday, #HFChat, #millennialchat
Tweet Chats
Informational: Informing your community on relevant company, industry or personal topics.
Conversational: Asking questions, seeking feedback, asking for help.
Editorial: Offering an opinion on business-related issues.
Promotional: Syndicating your content, including blog posts; important website pages and press releases; announcing and updating sales promotions; announcing, updating and managing contests and polls.
Inspirational: Putting out famous quotes or original motivational tweets to fire up your community.
Event updates: Publishing real-time tweets when attending seminars, presentations, conventions, etc.
Off topic tweets: Tweeting about something with low or no relevance to your business.
Conversational
Editorial/Promotional
Event Updates
Type of Tweets
o Follow www.pinterest.com/Vocuso Follow Tips From Recruitment Boards
o Customize URLo Set-up Outlook reminder to spend 15
minutes in LinkedIn• Update status, join groups, invite new
Vocus employees
Thank you!
