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The Business of Social Recruiting
1.
2. What passes OPEN for
for social The 4 P’s Social
recruiting? Recruiting
Embedding
KPIs and
Employee
Measurement
advocacy
3.
4. We’re an organisation that have had the
privilege of advising companies large and
small, on how to realise the value in social
media, and corporate social networks.
From tactical recruitment campaigns to
Employer brand and EVP articulation.
7. When we talk about social…
There’s lots of jargon, stats, misinformation and
noise.
…but why have social tools fundamentally changed
the way the world connects, communicates and
recruits?
8. Zuckerberg, would argue social is all about
• 2 way conversation
• Creating personalised experiences
Intrinsically, social tools are all about…
12. JOBS FEED SOCIAL BRANDED
VIA RSSS TO ICONS ON FACEBOOK
TWITTER CAREERS SITE PAGE
BRANDED BRANDED LINKEDIN
YOUTUBE TWITTER CAREERS
CHANNEL PAGE PAGE
PAID FOR
LINKEDIN COMPANY FACEBOOK
RECRUITER BLOGS ADS
PACKAGE
13. JOBS FEED SOCIAL BRANDED
VIA RSSS TO ICONS ON FACEBOOK
TWITTER CAREERS SITE PAGE
BRANDED BRANDED LINKEDIN
YOUTUBE TWITTER CAREERS
CHANNEL PAGE PAGE
PAID FOR
LINKEDIN COMPANY FACEBOOK
RECRUITER BLOGS ADS
PACKAGE
14. “PROVIDE & PRAY”
With all the resource your
allocating to social, can you
afford to provide and pray?
15. Make sure you know where your
social media activity sits, and don’t
forget…
People are always at the heart of any
strategy.
18. When you think about your twitter stream,
your Facebook page, your LinkedIn careers
page, your recruiters and how they use their
individual profiles…
Ask yourself one question…
….what are we trying to achieve with this?
19. Objectives
KPIs
Audience
Access
Policy
Training
Think about the 4 P’s
Resource
Professional
Social
Evaluate the following before defining your social media
Local
Posting Mobile
contribution...
Monitoring
Sharing
Policing
Escalating
Promoting Opportunities
Reporting Surveys / Data
Testimonials
News
Thought
Leadership
20. Objectives
KPIs
Audience
Access
Policy
Training
Resource
Professional
Social
Local
Posting Mobile
Monitoring
Sharing
Policing
Escalating
Promoting Opportunities
Reporting Surveys / Data
Testimonials
News
Thought
Leadership
21. Owned networks:
controlled by the
organisation for example
Facebook, Twitter, Owned
YouTube, Blog
Think about where you position
Earned
yourself, and your messages.
Neutral networks:
Paid Channels: Forums / blogs / groups /
Paid engagement via social
channels (Social Ads)
Paid Neutral where relevant
conversations are taking
place
Earned Coverage: Content / Jobs /
thinking promoted by 3rd parties to their
networks, based on relevance / value /
interest
22. Owned networks:
controlled by the
organisation for example
Facebook, Twitter, Owned
YouTube, Blog
Earned
Neutral networks:
Paid Channels: Forums / blogs / groups /
Paid engagement via social
channels (Social Ads)
Paid Neutral where relevant
conversations are taking
place
Earned Coverage: Content / Jobs /
thinking promoted by 3rd parties to their
networks, based on relevance / value /
interest
23. Owned
Earned
Paid Neutral about your
When thinking
owned channels…
24. Talent Careers
Pool Site
Mobile Email
Social
Assets
Make sure they have a purpose…
Don’t just expect to bring a bunch
of people together and
conversations to happen.
Give it purpose, direction, and give
people a reason to follow or
participate
25. Owned
Earned
Paid Neutral tools to target a
Use paid social
specific demographic.
27. Owned
Earned
Keep your ear to the ground, and
listen for conversations on
neutral networks. Paid Neutral
Forums, review sites, blogs etc.
28. Set yourself up a listening
column on hootsuite, or a
listening dashboard from
Netvibes.com
29. Earned coverage is what
you’re working towards… Owned
It’s the most authentic.
It’s Earned
• Clients congratulating
you on a great job
• Candidates Paid Neutral
recommending you to
their peers
• And turning your
employees into advocates
for your brand
30. Good people tend to know good
people.
This is why referral schemes
work so well.
31. 4.74 – the degrees of separation between
you and anyone else on the planet.
Down from 6 degrees in 2007.
32. As the world becomes better connected…
Are you giving your people the trust, the
tools and the training to become advocates
for your brand?
33. • Make it understood
MAKING
• Make it easy EMPLOYER
• Make it desirable
• Make it rewarding ADVOCACY
• Make it a habit
EVERYBODY'S
JOB
34. IDENTIFY ENGAGE
• Deep Search strings • Optimised Profile
• FollowerWonk • PreConnections
• Messaging Ideas
• TagDef
• URL Shortener
• Networking Groups • How-to Films, FAQ
• NetVibes Dashboard
• How-to Films, FAQ Arm your recruiters with 2
.
simple toolkits.
One to listen
One to Engage
36. ROI is always the most talked
about thing in social recruiting.
Perceived return is always tied in
to your objectives
37. ROI is always the most talked
about thing in you trying to achieve?
So what are social recruiting.
Perceived want tois always tied articulate your EVP?
Do you return use social to in
to your objectives
Or for Tactical Recruitment?
Or to build a talent pipeline?
…What ever you’re trying to achieve, make sure
you measure the right indicators
39. Current Share of voice Current engagement level
(Facebook official channel)
40. Become the pre-eminent recruiter of graduates and experienced hires
Ambition
through social and professional networks
Measures More than 50% of hires in 2012 / 2013 to
Articulate Increase the
our EVP to
Identify and size of our
Strategies
activated
Educate talent
candidates communities
Community Paid Social
Actions Engagement Strategy
Optimise Assets Advocacy
Content Strategy Programmes
41. Become the pre-eminent recruiter of graduates and experienced hires
Ambition
through social and professional networks
Measures More than 50% of hires in 2012 / 2013 to thought to where you want to
Give some
be…
How you’ll measure success…
Articulate Increase the
our EVP to
Identify and
And the strategy you’ll use to get there…
size of our
Strategies
activated
Educate talent
candidates communities
Community Paid Social
Actions Engagement Strategy
Optimise Assets Advocacy
Content Strategy Programmes
