Transforming Your Employer Brand Through

Compelling Content

Sure, your website's employment page outlines every employee perk, from a stocked soda fridge to the foosball table. But what does your social media presence say to potential employees? Todd will take the group through examples of how social media reflects on corporate culture (both positively and negatively) and how compelling content can help attract the right candidates.

Todd Van HoosearFresh Ground, Inc.

@vanhoosear

#socialrecruitingOtherwise known as…

My Jobs

Mr. Steve ReadsFlickr image uploaded by ManchesterLibraryShared under Creative CommonsAttribution-Share Alike 2.0 Generic License

QuestionsFlickr image uploaded by OberazziShared under Creative CommonsAttribution-NonCommercial-Share Alike 2.0 Generic License

tell stories ask questions

Your First Questions

Who is this guy?

Why should I care what he says?

FIRST, SOME DEFINITIONSTodd Van Hoosear - @vanhoosear

What is Social Media?

• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”

• Social media is not just a new way to communicate: it’s a new way to do business

• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.

6

“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty

The Four Cs

Community Content Conversation Conversion

Old NewspaperFlickr image uploaded by ShironenoEuro[busy]Shared under Creative CommonsAttribution 2.0 GenericLicense

The Crowd KissFlickr image uploaded by hipposrunsuperfast.comShared under Creative CommonsAttribution 2.0 GenericLicense

Conversation, NYC, 1970Flickr image uploaded by eye2eyeShared under Creative CommonsAttribution-NoDerivs 2.0 GenericLicense

Pele SorgFlickr image uploaded by CJ SorgShared under Creative CommonsAttribution-ShareAlike 2.0 GenericLicense

Successful social recruiting programs involve all four of these

WOULD YOU WORK HERE?Todd Van Hoosear - @vanhoosear

Partner Account on Facebook

https://www.facebook.com/starbuckspartners

Jobs Account on Twitter

https://twitter.com/#!/upsjobs

YouTube Recruitment Video

www.youtube.com/watch?v=vccZkELgEsU

Pinterest?

http://pinterest.com/andyheadworth/funny-recruitment-and-interview-cartoons/

Google+ Page

http://socialmediatoday.com/clifffigallo/398465/5-ways-colleges-and-universities-are-turning-google-ultimate-recruiting-network

USE AND USEFULNESSTodd Van Hoosear - @vanhoosear

Key Social Recruiting Applications

• Networking

• Recruiting• Screening• On-

Boarding• Retaining

http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/

Using BeKnown on Facebook

CONTENT RULESTodd Van Hoosear - @vanhoosear

(Some) Content Rules

• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn

http://www.contentrulesbook.com/

I do some pretty egregious

paraphrasing here – the book

is better

The Millennial

• Wants to make a difference

• Is hyper-connected• Works hard, plays

hard• Has a voice and

uses it• Does tech• Multi-tasks

http://www.flickr.com/photos/yourdon/4049950966/

Some Advice from My Millennials

Thank You!

Todd Van HoosearFresh Ground, Inc.

@vanhoosearvanhoosear@gmail.com

http://itsfreshground.com/