2. Agenda
What is Social Recruiting?
Strategy
Talent Identification
Community Engagement
Integration of other Platforms
Engagement / Building Communities
Candidate Experience
Digital Body Language
Source passive candidates
Keys platforms in your strategy
4. Statistics Don’t Lie
According 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%?
5.
6.
7. Social 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
unless based on:
•sound strategy aligned to your business goals
•effectively enabled across your organization
•by have engaging and relevant stories to tell
8. 3 Keys to Social Media
Key Question: What does the business want or
need?
Strategy: plan that marries your business
objectives and your business insights to your user
(candidates)
Enablement: active commitment to becoming a
social business, make the social component a part
of the company DNA
Content: Storytelling! What your saying must pass
the “Who gives a crap” test!
9. How Are You Currently Using Social
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 Facebook
Post in your G+ Stream
11. “Big 3” Basics
Professional 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
12. Mission 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?
13. “Big 3” Mission Statements
Drive 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.
14. Goals
What 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?
15. Goals
Dip toes in the shallow end: What is the little
goal?
Timetable: Create a set of workable goals
focused on end result.
16. Goals
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)
17. Goals
Drive 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
18. Goals
Promote all events other calendar events
Encourage 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.
19. “Big 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
21. Target Audience
Who are you trying to reach?
a) Jobseekers
b) People with certain skills
c) People who know people with certain
skills
d) Communities of people with B&C
e) Influencers/mouthpiece for your
organization
22. “Big 3” Target Audience
HR 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 company
HR Professionals seeking a personal connection with
company
23. 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
24. “Big 3” Benchmarks
As 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 account
3-4 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.
25. Tracking
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?
26. Take 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)
47. LinkedIn Recruiting Strategy
Not going to discuss “talent identification” in
this presentation:
Advertising
PPC
http://www.linkedin.com/advertising
Talent Community
54. Twitter 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
56. Sourcing Tool? Yes it Can Be!
Within Twitter: www.Twitter.com/search use
Advanced Search or Twitter Search Operators
57. More 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
58. Engage Your Community
Answer questions
Provide clarification
Find and follow talent
Keywords
Events
Associations
Companies
59. Integrate With Other Media
Career site
Blogs
Facebook Fan Page
LinkedIn profiles
Job Alerts/email campaigns
Email signatures
Print literature
60. YouTube 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.
61. 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 company
Don’t tell someone “you want to work for us”
show them the realness.
Incorporate video with other platforms
NOT A TALENT IDENTIFICATION TOOL
62. Strategy: Community Engagement
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!
63. Blog Recruiting Strategy
Engage readers via writing and vlogging
Guest post from experts
Provide a catalogue of specific information
Format is not “formal”, let your hair down
Provides insight into organization vs. stats
NOT A TALENT IDENTIFICATION TOOL….or IS
IT?
64. Community Engagement
Allow comments & respond to all!
Vlog – video “how to” | “what to do”
Content should pass the “who gives a crap”
test!
Be a storyteller
Great source to find interactive / web /
developers
site:wordpress.com (java AND developer)
alabama --job -jobs
65. Blog 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!
66. Contact
Alex Putman, Vice President of Workforce Solutions
770-346-7216
alex.putman@synergishr.com
And follow Synergis at