Social Media Strategies: Social Media Strategies: More Than Post & PrayMore Than Post & Pray

AgendaAgendaWhat is Social Recruiting?What is Social Recruiting? StrategyStrategy

Talent IdentificationTalent IdentificationCommunity EngagementCommunity Engagement Integration of other PlatformsIntegration of other Platforms

Engagement / Building CommunitiesEngagement / Building CommunitiesCandidate ExperienceCandidate ExperienceDigital Body LanguageDigital Body Language Source passive candidatesSource passive candidatesKeys platforms in your strategyKeys platforms in your strategy

Hiring RoutineHiring Routine

Receive Requisition | Post | Resumes Roll In

How many people have a documented Recruiting Strategy/Plan )?

Statistics Don’t LieStatistics Don’t LieAccording 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%?How are you engaging the missing 86%?

Social TechnologySocial 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 But, the right technology won’t do much for you unless based on: 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 Media3 Keys to Social Media

Key Question: Key Question: What does the business want or need?

Strategy: Strategy: plan that marries your business objectives and your business insights to your user (candidates)Enablement: Enablement: active commitment to becoming a social business, make the social component a part of the company DNAContentContent: : Storytelling! What your saying must pass the “Who gives a crap” test!

How Are You How Are You CurrentlyCurrently Using Social Using Social Media?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 FacebookPost in your G+ Stream

Social Media StrategySocial Media Strategy

Mission StatementGoalsBusiness StatementIdentify target audience BenchmarksTracking

““Big 3” BasicsBig 3” BasicsProfessional 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 StatementMission 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 StatementsBig 3” Mission StatementsDrive 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.

GoalsGoalsWhat 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?

GoalsGoals

Dip toes in the shallow end: What is the little goal?

Timetable: Create a set of workable goals focused on end result.

GoalsGoals 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)

GoalsGoalsDrive 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

GoalsGoalsPromote all events other calendar eventsEncourage 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 StatementBig 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

Types of Social Media UsersTypes of Social Media Users

Target AudienceTarget Audience

Who are you trying to reach?Who are you trying to reach?a)a) JobseekersJobseekersb)b) People with certain skillsPeople with certain skillsc)c) People who know people with certain People who know people with certain

skillsskillsd)d) Communities of people with B&CCommunities of people with B&Ce)e) Influencers/mouthpiece for your Influencers/mouthpiece for your

organizationorganization

““Big 3” Target AudienceBig 3” Target AudienceHR 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 companyHR Professionals seeking a personal connection with

company

Benchmark 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” BenchmarksBig 3” BenchmarksAs 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 account3-4 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.

TrackingTracking

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 StrategyTake 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)

Marketing A Recruiting FirmMarketing A Recruiting Firm

StrategyStrategy

How Do I Use Social Media as a How Do I Use Social Media as a Social Marketing Tool?Social Marketing Tool?

G+ Recruiting StrategyG+ Recruiting StrategyAdvertising

PPCTalent CommunitySourcing Tool

Users: 25 million + and growing Reach: Everyone http://www.findpeopleonplus.com http://www.gpeep.com http://www.googleplussearchengine.com

Findpeopleonplus.comFindpeopleonplus.com

Search: java alabama | 40 results | 13 of interest Search: java alabama | 40 results | 13 of interest

Build a Circle of CommunityBuild a Circle of Community

Control Your CirclesControl Your Circles

Facebook Recruiting StrategyFacebook 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

Strategy: AdvertisingStrategy: Advertising

Facebook PPC Facebook PPC

Engage Your CommunityEngage Your Community

Integrate Into All PlatformsIntegrate Into All Platforms

Create Badges Everywhere!Create Badges Everywhere!

Social PluginsSocial Plugins

Recruiter View of LinkedInRecruiter View of LinkedIn

LinkedIn Recruiting StrategyLinkedIn Recruiting Strategy

Not going to discuss “talent identification” in this presentation:

Advertising PPC http://www.linkedin.com/advertising

Talent Community

Advertising ReachAdvertising Reach

LinkedIn PPCLinkedIn PPC

Strategy: CommunityStrategy: Community

Twitter StatsTwitter Stats 42.3% of the entire American population was using Facebook in

Feb 2011 Twitter‘s penetration rate was much lower, sitting at around

7% of the total population and 9% of the Internet-using population

Twitter, on the other hand, is driven largely by so-called power users, and only 21% of registered users are actually active on the site.

Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets.

Twitter’s penetration rate was around 7%, and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks

Twitter Recruiting StrategyTwitter Recruiting Strategy

Compliment to other platformsTweetajob.comData gathering

Bio URL Tweets Links shared

Sourcing Tool? Yes it Can Be!Sourcing Tool? Yes it Can Be!

Within Twitter: www.Twitter.com/search use Advanced Search or Twitter Search Operators

More Twitter SourcingMore Twitter Sourcing Boolean Search (Google or Bing)

Try: site:twitter.com php AND (saas OR cloud) –job -jobs

Twitter Search Engines or Directories IceRocket: search on key words in stream & profile Tweepsearch: Profile and bio search Twellow: Yellow pages for twitter, good search tool!

Using Twitter Lists Try listorious.com

Engage Your CommunityEngage Your CommunityAnswer questionsProvide clarificationFind and follow talent

Keywords Events Associations Companies

Integrate With Other MediaIntegrate With Other Media

Career siteCareer siteBlogsBlogsFacebook Fan PageFacebook Fan PageLinkedIn profilesLinkedIn profilesJob Alerts/email campaignsJob Alerts/email campaignsEmail signaturesEmail signaturesPrint literaturePrint literature

YouTube StatsYouTube Stats More video content is uploaded to YouTube in a 60

day period than the three major U.S. television ever! As of February 2011, YouTube has 490 million unique

users worldwide per month. Who rack up an estimated 92 billion page views each

month. We spend around 2.9 billion hours on YouTube in a

month — over 325,000 years. And those stats are just for the main YouTube website

— they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years.

YouTube as a Recruiting Tool? YouTube as a Recruiting Tool?

Before anyone joins a company they want know what the culture is like….show them!

Create visual content around your companyDon’t tell someone “you want to work for us” show them the realness.Incorporate video with other platforms

NOT A TALENT IDENTIFICATION TOOLNOT A TALENT IDENTIFICATION TOOL

Strategy: Community Strategy: Community EngagementEngagement

Advertise: drive ads via other platforms or cool tools (QR codes are great hear)

Vlog: video interview tips from the recruiting team (“How to” video #1 viewed)

Engage: testimonials from your employees & customers When I see “message from our CEO”, I already

know what she/he has to say!

Blog Recruiting StrategyBlog Recruiting StrategyEngage readers via writing and vloggingGuest post from expertsProvide a catalogue of specific informationFormat is not “formal”, let your hair downProvides insight into organization vs. stats

NOT A TALENT IDENTIFICATION TOOL….or IS NOT A TALENT IDENTIFICATION TOOL….or IS IT?IT?

Community EngagementCommunity EngagementAllow comments & respond to all!Vlog – video “how to” | “what to do”Content should pass the “who gives a crap”

test!Be a storytellerGreat source to find interactive / web /

developers site:wordpress.com (java AND developer)

alabama --job -jobs

Blog Search StringBlog Search String

KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog) KEYWORD1 KEYWORD2 site:blogspot.com

Try replacing blogspot.com with any of these popular blog hosts: blogs.msdn.com, livejournal.com, myspace.com, spaces.live.com, 360.yahoo.com, typepad.com, wordpress.com, technorati.com, xanga.com, weblogs.com and weblogger.com.

Note that you can only do one site: at a time!

ContactContact

Alex Putman, Vice President of Workforce Solutions770-346-7216

alex.putman@synergishr.com

And follow Synergis at

SourcesSources• http://mashable.com/2011/02/24/facebook-twitter-number• http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-one-

are-you• http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies• http://mashable.com/2011/02/19/youtube-facts