Employer Branding with Social Media

Building an Employer Brand

Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries

o 92% of Employers Are Using (or plan to use) 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.

Reach vs. Engagement

Reach: Those who are familiar with you as an employer.

Engagement: Those who are 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

Tips for Building Employer Brand

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

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

Questions to Ask Before Beginning

1) What do I want to accomplish through social media?

2) How much am I able to spend?

3) Who will execute the social media strategy?

4) Which 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 social media with an integrated approach to cloud marketing software.

If you would like more information, check out www.vocus.com.

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.

Blog

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 Cover Photoo Profile Pictureo Applications:

• Job Application• Blog• Videos• Social Media

Facebook

Twitter

Tweet: The result of posting to TwitterRT/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 sharingDM: Direct Message, can send only to those following youHashtag: The # sign is used to denote a major topic (like tagging / categorizing on a blog); helpful in promoting and searching

Schedule posts, share often and interact to increase followers. VMS can help with follower/following.

Tweet Chats@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.

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

o Online pin board where users organize and share things they enjoy.o Tell the story of your employer brand visually, build your community, direct

users to your jobs or other content. Search through the platform for trending content in recruiting or specific industry.

o Integrations are available for view on Facebook page.o Can be linked to other social platforms.

Pinterest

Instagram

• Boasts 100+ million users.• Tells your story with an image.•Photos uploaded via mobile phone.• Integrations are available for view on Facebook page.• Can be linked to other social platforms.• Useful to share promote across platforms.

o Leverage Employeeso Feature Employee Appreciation Activities

Content Ideas

(Pinterest)

(Twitter)

(Facebook)

Video Sharing

o “Job postings with a video icon are 12% more likely to be viewed and 35% more likely to get applied to.” –HireRabbit Infographic

o Showcase culture: show candidates what it’s like to work at your company.o Share employee testimonials about their experiences. Employees are your best brand advocates.

(YouTube, Vocus Careers) (YouTube, Millennial Chat)

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.

(YouTube, Accenture US Careers)

o You can track results using insights from individual platforms or using a dashboard such as VMS.o Monitor competitors for analysis. Doing so can give you ideas for where you might need to have a

presence.o Monitor discussion about your employer brand.

Results

(NBC 4)

(ABC 7)

(Glassdoor)

Jen PicardMarketing Director, Bright.com

@JenAtBrighthttp://www.linkedin.com/in/jenpicard

Presenters

Veronica SegoviaEmployer Brand Marketer, Vocus

@VASegoviawww.linkedin.com/in/vsegovia