Social Media Basics for Employment Brand
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Social Media Basics for your Employment Brand Melissa Murray, November 12, 2009 http://www.linkedin.com/in/murraymelissa
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Presentation from November 12, 2009 webinar hosted by CareerBuilder and Personified featuring Melissa Murray, Emerging Media Consultant on Social Media Basics for Employment Branding
Transcript of Social Media Basics for Employment Brand
Social Media Basics for your Employment Brand
Melissa Murray, November 12, 2009http://www.linkedin.com/in/murraymelissa
Agenda
• What is social media? How are people using it? • Why I need to consider it for my company? • How do I use it into my recruitment process?• Where do I start? 10 steps• What do I need to know about the basic etiquettes?
What Is Social Media?
Image courtesy of Brian Solis, PR 2.0, http://www.briansolis.com/
Use of Social Media
• Connecting personally/ professionally• Sharing information• Conducting business• Posting videos/photos• Sourcing business leads• Using as a CRM tool• Publishing blogs• Writing reviews• Answering polls/surveys• Researching information• Recruiting
Image courtesy of Wiredset, http://wiredset.com/
Social Media Growth
16% growthAsia Pacific
20% growthEurope
20% growthLatin America
27% growth Middle East & Africa
71% penetrationNorth America
67% of Internet users worldwide are using social media
Statistics courtesy of Forrester Research, 2009
Which Networks Matter and Who’s Using Them?
0%
10%
20%
30%
40%
50%
60%
70%
80%
15-24 25-34 35-44 45-55 55+
Social Media Users
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
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CareerBuilder
Do you have an exact percentage of facebook users who return on a daily basis?
Why Companies Are In The Game
• 36% of online users think more positively about companies that blog1
• 69% of online users read blogs and write reviews1
• 19% read RSS feeds and tag internet content1
• Social networks more popular than email2
• 85% of businesses participating in social media by way of blogging1
• 39% of Fortune 500 are now blogging, 20% increase in one year4
• 77% of Fortune 500 use a social media tool5
• 44% report social media as “very important” to business/ marketing strategy5
1 Forrester Research, 2008; 2 Nielsen Online, 2009; 4 Society for New Communications Research, July 2008; 5 University of Massachusetts Dartmouth and Financial Institution, Inc., December 2008
Why Consider It?
• It Promotes Credibility: – Brands are defined by the experiences and opinions of
employees and consumers, not necessarily what the brand seeks to convey
– 43% of online persons trust information posted by people they know over other sources
– Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential
• It Generates Valuable Feedback– Social networks provide the opportunity to interact with talent,
asking and answer questions• It’s Expected
– People demand authenticity and responsiveness from brands
1 Forrester Research, 2008, image source: http://www.biojobblog.com/
How To Use it in the Recruitment Process?
• Develop new, passive talent streams as you prepare for recovery
• Strengthen employment branding– Engage talent in open, personal dialogue– Improve employee advocacy and
engagement– Create more meaningful relationships with talent– Proactively recruit talent who is passionate
about your brand• Target your ideal candidate based on user
generated information• Promote your company and industry
– Drive traffic to your company brand page and/or career site
CareerBuilder
Regarding the note below "What if they already have a page?" You may want to add that a page doesn’t necessarily mean engagement. Having a page isn’t enough to drive fans to your company - you need to be 'active' on it, updating it and responding to fans.
Where to Start? 10 Steps
1. Set a goal 2. Master one medium
3. Manage your online
reputation
4. Create a user experience
5. Listen, learn and engage
6. Highlight specific jobs
7. Visually stimulate
8. Boost your rankings
9. Promote 10. Dedicate time and effort
Social Media Policies & Etiquette
• Written Rules– Help employees and recruiters align with overall goals– Defining when personal communication becomes
professional– Don’t just focus on what not to do; tell employees what to
do and promote employee advocates
• Unwritten Rules– Be transparent and authentic– Remember you are in public– Use common sense!
Summary
• Social media is…• Companies us it for…• It is easy to start• Tie it to the recruitment process• Follow the basic rules
Learn More
• Connect with us!– Employer blog: http://thehiringsite.careerbuilder.com/– Facebook: http://www.facebook.com/CBforEmployers– Twitter: http://twitter.com/careerbuilder
• Register for our next webinar on on Tuesday, December 8th
Employment Brand Strategy for Social Media:
http://bit.ly/cbsocialmedia
• For more questions, contact your sales rep or email [email protected]
Special Offer for Webinar Attendees
• Learn more about CareerBuilder / Personified social media management: http://www.careerbuilder.com/socialmediamgmt
• Learn more about Personified and connect with us at:• http://twitter.com/personifiedllc • http://www.facebook.com/PersonifiedLLC• http://www.personified.com/
• Learn more about BrightFuse: http://www.brightfuse.com/
Offer valid through 12/15/09. Terms and conditions apply, new contracts only.
Contact [email protected] for more information.
Sign up for CareerBuilder’s Facebook Brand Management, and we will set up and manage your BrightFuse group for free for 6 months!
