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Social Media Strategies: More Than Post & Pray. Agenda. What is Social Recruiting? Strategy Talent Identification Community Engagement Integration of other Platforms Engagement / Building Communities Candidate Experience Digital Body Language Source passive candidates
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Agenda • What is Social Recruiting? • Strategy • Talent Identification • Community Engagement • Integration of other Platforms • Engagement / Building Communities • Candidate Experience • Digital Body Language • Source passive candidates • Keys platforms in your strategy
Volunteer Choose a volunteer and have a 3 minute conversation: • I introduced myself in a social setting • Discussed their likes/dislikes • Identified what they do (more than job) • Presented an opportunity • Engagement: spoke with this person (not “to” or “at”) • Trust: gained trust through reputation • Candidate: not “seeking” a candidate, just engaging a community! I now have one candidate in 3 minutes of engagement!
Hiring Routine Receive Requisition | Post | Resumes Roll In How many people have a documented Recruiting Strategy/Plan (for getting hires)?
Statistics Don’t Lie According to data from the Bureau of Labor and Statistics, here is the breakdown of job seeker status: • 32% passively looking • 34% not looking • 20% casually looking • 14% actively looking How are you engaging the missing 86%?
Social Technology There are great technologies to help you develop and run successful social programs for your end users (candidates in our case). But, the right technology won’t do much for you unless based on: • sound strategy aligned to your business goals • effectively enabled across your organization • by have engaging and relevant stories to tell
3 Keys to Social Media Key Question: What does the business want or need? Strategy: plan that marries your business objectives and your business insights to your user (candidates) Enablement: active commitment to becoming a social business, make the social component a part of the company DNA Content: Storytelling! What your saying must pass the “Who gives a crap” test!
How Are You Currently Using Social Media? • Blast jobs out via Twitter • 70% of information goes unread • Only appears in the stream of your followers • Post jobs to LinkedIn profile status • Short viewable shelf life • Who sees it? • Post to all your friends on Facebook • Post in your G+ Stream
Social Media Strategy • Mission Statement • Goals • Business Statement • Identify target audience • Benchmarks • Tracking
“Big 3” Basics Professional networking site, primary focus is building a network of business contacts. Most people mix personal relationships with personal. Users are more “power users” of social media and tool provides quick response to evangelist. Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform
Mission Statement “Begin with the end in mind” - Stephen Covey • How does our ____ platform tie into the overall social media goals? • What do I want this to look like in the end? • “Keep it real”, will I really engage people • Is it just a sourcing tool? • Doing it because all the cool kids are?
“Big 3” Mission Statements Drive professional human resources conversation, engage business minded users and answer questions by human resources professionals. Engage and share information via links from other corporate platforms. Engage members of our communities on a personal level.
Goals • What do you want to achieve? • Attack Plan • What do I know about social media? • Rank each platform • What information is accessible? • What skills do I need to master? • What other resources should I use? • Is this the best way to do it, or is there some other way?
Goals • Dip toes in the shallow end: What is the little goal? • Timetable: Create a set of workable goals focused on end result.
Goals • Drive traffic to the corporate website • Cross pollinate content to other social media communities for other corporate platforms. • Provide a calendar of events for members and non-members of corporate communities. • Promote revenue generating events. • Conversation on HR related topics and business questions. • Promote membership opportunities and reasons to be member of overall organization (4,400 members on LI only 2,500 paid memberships)
Goals • Drive corporate sponsored events • live tweet events • provide #hashtags for engagement • Drive content from blog and discussions in other platforms • Cross tweet other corporate related content and relevant industry/related content • ERE • SHRM National / Regional SHRM Groups
Goals • Promote all events other calendar events • Encourage personal interaction/connections with corporation visually. • Provide pictures and video of meetings, charity, community work and other events. • Provide a calendar of key events to drive attendance to functions. • Highlight blog content, key questions and conversations from other platforms.
“Big 3” Business Statement The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers. Drive engagement to other corporate platforms Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions
Target Audience Who are you trying to reach? • Jobseekers • People with certain skills • People who know people with certain skills • Communities of people with B&C • Influencers/mouthpiece for your organization
“Big 3” Target Audience HR professionals with a business mindset vs. a more “social” platform. Users may not be as apt to utilize personal networks such as Facebook or Twitter. HR Professionals / potential corporation members Highly active users of social media (power users) Evangelist Engaged users of company HR Professionals seeking a personal connection with company
Benchmark • How do you currently measure platform adoption? • Are people engaged? Not just about the “likes” • # users • # of shares • Mentions of your platforms • Brand spokespeople
“Big 3” Benchmarks As of 9/6/2011 the LinkedIn page has 4,277 members. Currently adding 5-10 new user per week. 16 active subgroups, largest has 59 members. 2-3 active tweets per day from corporate account 3-4 retweets from power user members. As of 9/6/2011 we have 1,482 followers. Convert users into spokespeople and members. 9/6/2011 we have 467 “likes” Average approximately 2-3 post per week. Receive 2-4 “likes” per post.
Tracking What works and what does not work. • Measure against current stats • Increasing engagement • New members/followers • Are you reaching your target audience? • How are they engaging (video, blog, RT’s) • Creators, Critics, Collectors, Joiners, Spectators and Inactives. • Are you achieving goals? • Are the goals still relevant?
Take Action on Your Strategy • Identify your social media team. • Who is your company evangelists? • Start with the platform that makes sense for your organization. • Assign a coordinator to each platform. • Everyone your company has been in contact with is a potential evangelist (if you are aware of your candidate experience)
Strategy How Do I Use Social Media as a Social Marketing Tool?
G+ Recruiting Strategy • Advertising • PPC • Talent Community • Sourcing Tool • Users: 25 million + and growing • Reach: Everyone • http://www.findpeopleonplus.com • http://www.gpeep.com • http://www.googleplussearchengine.com
Facebook Recruiting Strategy • Advertising • PPC • Talent Communities • Referrals!! • Questions • Leverage Past & Present Employees • Integrate into other sites • Mobile • Static • Facebook Apps • Facebook.com/directory • Facebook.com/workforus
LinkedIn Recruiting Strategy Not going to discuss “talent identification” in this presentation: • Advertising • PPC • http://www.linkedin.com/advertising • Talent Community
