This document provides tips for companies to create a long-term talent network using social media. It recommends strengthening the corporate brand by improving awareness, deepening relationships with job seekers, and creating advocates. Companies should listen to members, get them engaged with each other, provide rewards, and commit to being useful to build long-term relationships. Participation is key, and companies should go mobile to engage more job seekers in their talent networks.

1. Tips & Tricks for Creating A Long-Term Talent Network

2. 1 in every 4.5 minutes online is spent on
22%
1 in every 4.5 minutes online is spent on
social media1
Internet traffic has increased by 2/3 inInternet traffic has increased by 2/3 in
one year266%
52 hrs U.S. Internet users spend an average of 13
hours online per week3
Social media users access networks via
their mobile4, 51.8B
*Sources: 1) NielsenWire, June 2010; 2) Cisco Cisco,
Visual networking index: 2009-2014; 3) 2010
Personified Social Media Survey 4) Morgan Stanley
Research 2009 5) ComScore Global 2010

3. 30% use social media at least once a day30% use social media at least once a day
30%
40%
Active
10%
20%
Passive
0%
I do not use
social media
Very Rarely,
Less than
Rarely, Not
often, but at
Seldom, About
once a week
Frequently,
Not every day,
Very
Frequently, At
at all once a month least once a
month
or once every
two weeks
but more than
once a week
least every
day, but
sometimes
more than
d
Source: 2010 Personified Social Media
Survey of active and passive Job Seekers
once a day

6. Responses to real issues the company is facing Active
The company having fun with its fans
Contests and give‐aways
Responses to real issues the company is facing Active
Passive
Questions and answers
Career advice
73%
want to
Photos of company events
Company recognition or awards
want to
see jobs
0 0% 50 0% 100 0% 150 0% 200 0%
New job opportunities
Current employee experiences or testimonials
0.0% 50.0% 100.0% 150.0% 200.0%
Source: 2010 Personified Social Media Survey

8. • The candidate experience• The candidate experience
impacts the brand – beyond just
that personthat person
• Ask yourself: How can I help my
candidates find the information
VERSUS
candidates find the information
they seek about my company?

9. Humanism
T tTrust
TransparencyTransparency
Authenticityy
Engagement

10. • 58% of users will stop following a Willingness to Engagep g
company if it acts irresponsibly
toward its members:
58% ill t if th
86%
g g g
via New Media
• 58% will stop if the company
over-communicates with them
• 53% if it provides irrelevant
78%
53% t p o des e e a t
content
• 36% for under-communicating
2009
2010
• 28% for censoring user-
generated content
2009
Source: 2010 Cone Consumer New Media Study

11. Listen &
Explore
Learn &
Participate
Create &
EngageExplore Participate Engage

14. US Companies Using Blogs for Marketing
39%
43%
25%
29%
34%
39%
16%
2007 2008 2009 2010 2011 2012
Source: eMarketer, Aug 2010

15. • Strengthen corporate brand influence• Strengthen corporate brand influence
• Improve brand awareness
• Deepen relationships with talent – active and passivep p p
job seekers
• Strengthen credibility
• Drive candidates to apply
• Improve positive brand sentiment
Create brand advocates• Create brand advocates
Build a talent communityBuild a talent community

16. Jason’s
friends see
he liked the
page
Automatic
Post to
Friends’
Walls
Jason “likes” A
Company Page
Fact: average
Facebook user
has 150
f i d hfriends on the
site
Source: Facebook
Jason’s 150 Friends see
the post and could like the
Company page, too
Thousands of friends see
the post and could
become fans

17. 17

18. • User/Profile/Account Name
• Logos and Photos
• Information
• Keywords & Phrases
• Humanism• Humanism
• Multimedia

19. • Communication: Create that
one-on-one bond
• Community: Bring people of
h d d t th d tshared needs together and get
them talking
• Recognition: Demonstrateecog t o e o st ate
commitment to the
relationship
R d S f d b l• Reward: Soft and subtle ways
Key: Build long-term relationshipsKey: Build long term relationships

21. Participation is KeyParticipation is Key

23. • Listen first
• Get members to recognize other members
• Create contagions – all it takes is one person and one copycat
• Give virtual goods• Give virtual goods
• Commit to being useful
• Don’t discount the lurkers
C• Create earned media
• Think about word of mouth from the functional instead of emotional
• Set up responses guidelines and answers to critical issues up front
• Be innovative, be fun
• Integrate with all recruitment marketing materials
• Go mobile - and go fastGo mobile and go fast

25. Michelle Spellerberg
Sr. Director, Brand Management & Emerging Media
Email: michelle.spellerberg@personified.com
Twitter: @mspellerberg or @cb socialTwitter: @mspellerberg or @cb_social
LinkedIn: www.linkedin.com/in/michellespellerberg