Embracing Social Media in Recruiting (HRCI approved)August 23, 2013Amy Neumann, NEOMG

AGENDA:How You Can Use Social Media For More Effective Recruiting

• Introduction• The current local recruiting environment• Why does social media matter for HR and recruiting?• What’s working now?• Who, what, when, where, why and how:

– LinkedIn– Facebook– Twitter– Other Platforms

• Founded in 1922 and currently #52 on Forbes list of America’s Largest Private Companies, Advance Publications is a $6.78 Billion communications company

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• In addition to reaching more than 18.9 million consumers every month, Advanced Digital is an authorized reseller and representative of Google, Yahoo! and Bing, and was recently recognized as the 2013 Microsoft Digital Marketing Partner of the Year

• The Northeast Ohio Media Group is a digitally-focused media subsidiary that launched in August of 2013 

• NEOMG operates cleveland.com and the Sun News and is responsible for all multimedia advertising sales and marketing for The Plain Dealer, Sun News and cleveland.com

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About Advance Publications and Advance Digital

Social Media Increases “Serendipity”

“If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)

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The Northeast Ohio Recruitment Market

According to Scarborough Research, 13% of all adults in Northeast Ohio plan to look for a new job in the next 12 months – that’s 382,927 people!

What professions are these prospective job hunters in?

Source: 2013 release 1 Cleveland Scarborough Report. Copyright 2013 Scarborough Research. All rights reserved.

How do local job hunters access and use digital media?

Digital Device Ownership•58% own a laptop or notebook computer•51% own a desktop computer•45% own a smartphone•16% own a tablet device

Online Usage in the Past 30 Days•59% have searched online (Google, Yahoo!, Bing, etc.)•58% have engaged in social networking •49% have looked for a new job/employment•47% have viewed weather reports•45% have looked for a business address or phone number•30% have read local news

6Source: 2013 release1 Cleveland Scarborough report. Copyright 2013 Scarborough Research. All rights reserved.

What marketing channels lead your target audience to action?

Where have they seen/heard an ad that led them to respond or take action?

What media has led them to start an online search?

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- Better Job Seekers* -

Source: 2013 Ad-ology Ad-Ology Audience Scan Study.

What marketing channels lead your target audience to action?

Where have they seen/heard an ad that led them to respond or take action?

What media has led them to start an online search?

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- Executive Managers* -

Source: 2013 Ad-ology Ad-Ology Audience Scan Study.

Social Media Landscape Right Now

• Social media is the new “Word of Mouth” – at the speed of light

• Things are discovered, reviewed, shared and recommended in real time

• Credibility is developed by being visible as an expert

• Familiarity and trust are created through ongoing interaction, in many places, many ways

• Recruiting is greatly enhanced by the ability to immediately interact and connect

Social Media =People.

New Hires Generated From SM

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http://socialtimes.com/infographic-how-to-use-facebook-open-graph-recruiting_b120394

Where Are the Passive Candiates?

Proactively find people anywhere in the world who are talking about your jobs, your company, or wanting to make a change

Highlights -2013 Social Media Users

• Facebook: 1.1 BILLION + users (680 mm mobile)

• YouTube: 800 million +

• Twitter: 550 million +

• Google Plus: 340 million +

• LinkedIn: 200 million +

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

SM: Conversational and Other-Focused

• Remember the “social” piece – the more interactive, the more results

• Try to keep conversation > 70% about THEM and <30% about your company – including job postings

• Share content that is helpful and useful to people who might also be good candidates– Industry trends, business tips,

general interest, company culture

SM: It’s Art + Science

LinkedIn: Network of Professionals

LinkedIn Demographics

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What Candidates Use LinkedIn?

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LinkedIn: Brilliant for Networking

• Complete FREE Company Profile Page

• Find candidates at specific companies

• Use InMail for warms intros• Keep your profile updated:

– Professional photo– Current title and company– Succinct Summary including

keywords– Complete history allows for

faster networking– Add causes and volunteer work– Join relevant Groups and

interact

Facebook: It’s Personal, and It’s Business

• Entertainment focus• Photos increase

engagement by 84%• Appeal broadly to

human interests • Contests and

promotions do well• Updates do not need

to be about your company

• Show your personality

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http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

Twitter:Two-Way Conversations, Find & Learn About Candidates

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Use Advance Search on Twitter to find potential candidates:

https://twitter.com/search-advanced

http://www.blogging4jobs.com/social-media/twitter-recruiting-hiring-infographic/

YouTube (Owned by Google): Dive deeper into company culture

http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

Google Plus

• Jump in now!– 500 million people have joined– Marketing is focusing on G+ for 2013 and

beyond– Google also owns Google Plus, just like

YouTube, so large growth is expected– G+ already affects SEO – especially locally –

in a major way• Claim your Google Plus and Google Local

Page to be Verified• Post about your type of jobs, tips• #recruiting #jobs #examplejobtype

#hiring

Quora.com

• Take a deeper look at candidates• Find people by subject matter expertise• Find competitive intelligence• Be found in searches by candidates by your

answers

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Go Where the Candidates Are -- Social Media!

26http://www.marketingprofs.com/chirp/2013/10902/who-is-winning-the-talent-war-in-social-media-infographic

Thank You!

Amy Neumann Director SEO/SEM/SMOaneumann@cleveland.com216.999.5746

• Passionate fan of all things tech and media for 19+ years with companies like Yahoo! and AT&T. Delighted to be at Northeast Ohio Media Group doing everything Search & Social

• Often seen writing about topics involving social media, search, social good, mobile, developing technology for Forbes, the Huffington Post, Good Plus Tech, Charity Ideas Blog and numerous other websites and printed publications