Find out about using Social Media for Recruitment with these slides from our webinar.

1. Social Media Marketing for Recruitment

2. INTRODUCTION
 Director / Founder of Easy Web Recruitment (est. 2005)
 Since 2005 we have been designing and implementing online recruitment
campaigns for large (Tesco, Western Union, Next etc) and hundreds of
SMEs & NFPs
 Since 2009 we have been providing ATS (Applicant Tracking Software) to
UK clients.

3. What we do at EasyWeb

4. 1. Train your staff in direct sourcing skills.

5. 2. Help companies to streamline recruitment (via
our Applicant Tracking Software)

6. 3. Help organisations to increase direct sourcing
success via flat fee recruitment campaigns.

7. 4. Traditional Head Office Recruitment Agency that
gives you something extra
Every placement we make we give you an online recruitment
campaign so we can help you recruit your next hire for free.

8. • Social Media Marketing Overview
• Defining your likely ROI
• Designing your Strategy
• Execution
• Analysing and Reviewing/Repeating Success
• Questions
ITINERARY

9. Overview

10. The 3 Core Components of Social Recruiting
1. Employer Branding
Targeted campaigns that aim to positively influence your organisation as a
place of work.

11. The 3 Core Components of Social Recruiting
2. Social Sourcing
Utilising Social Networks to identify and approach relevant profiles.

12. The 3 Core Components of Social Recruiting
3. Social Engagement
Listening and engaging with the aim of building online communities of
talented individuals.

13. ROI

14. Where are you now?
1. Employer Brand
Several ways to measure Employer Brand the easiest way is via your
company Glassdoor page. The average is 3.2

15. Where are you now?
2. Social Sourcing
How many hires are you proactively sourcing via Social Networks? Do you
record/report on your source of hire?
Please note: Report is for example purposes only.

16. Where are you now?
3. Social Engagement
This is not the sort of activity that slips below the radar it takes planning,
effort and time to deliver results. Vast majority of organisations are not doing
this.
If for example, you think your flash new Career Site should be engaging
enough then you might be surprised to hear that 83% of Careers Sites have
a less than 15% return visit rate (source: Findly).

17. Likely ROI

18. What can you expect to achieve?
1. ROI will be limited by the number of hires you make per annum
If you make 1,000s of hires per year then all this extra effort to promote and
engage is a no-brainer.
However, even if you only make 1 hire per annum, Social Sourcing can
deliver a return, as this can be more transactional, as you simply perform a
one off search for your single vacancy.

19. What can you expect to achieve?
2. ROI can be large even if your overall hires pa is low
This only applies if the value of the hires you are looking to recruit is hire.
Example: Red 5 Studios
Needed to hire some of the best games developers in their industry. Decided
to send 100 personalised Red ipods to each developer. Response rate was
90%, made several hires & also raised their employer brand to entire
industry.

20. What can you expect to achieve?
3. Your expected ROI should be higher if you have a great
company/culture to promote.
Example: Netflix
Netflix offer unlimited holiday to their staff. Their policy is to have “no policy”.

21. Defining your Strategy

22. Define your Resources
1a. Limited time / Limited assistance
If you have limited time and limited colleagues to assist you then you can still
implement a successful strategy you will just need to be realistic and
automate processes where appropriate.
Example: EasyWeb’s “Life at EasyWeb Recruitment” Facebook page sees us do
updates every 1-2 weeks. Whatever your frequency of updates, be consistent.

23. Define your Resources
1b. Limited time / Some assistance
All your staff are already in “marketing”. They market their story everyday via
social media, part of this includes their “work story”.
Tip: Use your staff to help show what life is like within your organisation. This works even better
if your staff can generate & post content directly (although this has obvious risks)

24. Define your Resources
2. Money
Not a massive issue in this area as most services are free. Most
organisations see time as the main issue (although time=staff which
technically does=money)

25. Define your Resources
3. Knowledge
In order to influence the audience of potential employees you plan to target
you will need to know what motivates them and be able to talk to them and
have credibility.

26. Target your Audience/Develop Personas
Identify which groups
Identify your target audience, develop personas for each type of person you
hope to hire. This will increase your understanding and provide a point of
reference to refer back to so that you can ensure you are making an effort to
speak to each persona:
You need to understand each persona:
• Where are they currently working?
• What are their current pain points?
• How can your company solve these problems? How are you different?
Important you recognise personas are not a cold marketing concept, but a
tool you can use to increase your awareness of each type of potential
employee, so you can both speak to them and alter your strategy to solve
their problems.

27. Choose your Weapons
With so many Social Media options available you need to choose wisely
Things you need to consider when making your choice:
• Which Social Media tools are being used by my target audience?
If you want to hire Developers ask your current developers which tools they use and how often.
You can also use tools like SourceHub to search for profiles across several networks and see
which are the most popular.

28. Choose your Weapons
Quick Tip: Some Social Media Platforms might help you correct
imbalances in your workforce
Social Media sites like Pinterest have a large bias towards females (over 80%) so could be used
to attract more females workers.
Please note: This is just an example Pinterest Careers page from a client of ours. I have no
reason to suspect they have any gender imbalances in their workforce.

29. Choose your Weapons
How many Social Media properties can I manage?
If you use tools like Hootsuite you can syndicate and schedule your updates
across multiple social media.

30. Plan, Plan and then do some more Planning
You will probably want to set some content targets and a content
marketing calendar
Interesting article comparing these two options for a content marketing calendar:
http://wpcurve.com/trello-vs-coschedule-editorial-calendar/

31. Execution
(Getting your message out there)

32. Top 10 Tips for Content
1. Monitor competitors and other interesting content producers
The best ideas are often borrowed (just remember to doff your cap to the
original producers).

33. Top 10 Tips for Content
2. Explore different types of updates
Produce articles/blogs, short updates, pictures, videos etc
Monitor your results and see what engages with your audience.

34. Top 10 Tips for Content
3. Linkedin Publisher Platform
If you are producing blog like articles as part of your strategy then this
platform will be important in getting you eyeballs on your article.

35. Top 10 Tips for Content
4. Schedule your updates for when readers are most likely to engage
For example, twitter users tweet less at the weekend and Facebook users
share more at the weekend. Bear in mind this is generalising so you need to
know what works for your audience with your “work related” message.
See here for full article: https://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts

36. Top 10 Tips for Content
5. Have a plan for how to respond when people engage
Do you reply back? Do you ask them to follow you? Do you ask them follow
up questions to help you understand their persona? What about negative
replies?

37. Top 10 Tips for Content
6. Don’t forget offline opportunities
Well known example from Google that took advantage of highly intelligent
techies commuting to work.

38. Top 10 Tips for Content
7. Talk (in non-corporate speak) about issues that are important to
them
They don’t care about your “brand” they do want you to listen to their
experiences and tell them about what a job with your company would look
and feel like to them.

39. Top 10 Tips for Content
8. Every now and then…produce something Awesome
Probably the best Careers Video ever…This is Zendesk

40. Top 10 Tips for Content
9. Don’t forget the traditional routes to market your content
This includes your website, emailing your talentbank, updating your email
signature and using your content as a way of directly approaching someone
via Linkedin.

41. Top 10 Tips for Content
10. Everyday does not have to be “Awesome Day”
It is more important that you are consistent, regular, different, quirky rather
than absent or dull. Once you get in the habit you will automatically start
updating when you see something worthy.

42. Analysing Results

43. How do you plan to monitor engagement?
Social Media Management Tools
Tools like Hootsuite allow you to report on all your activity and engagement
(for advanced analytics you need to pay).
Individual Social Media Sites
Each social media property will provide their own individual analytics.
Facebook Insights Example Hootsuite Analytics Example

44. Tools such as LikeAlyzer to analyse your FB page
It will give you a generic overview of what you are doing well and what you
could do more/less or just differently. You can also use this tool to compare
other FB pages from competitors.

45. How do you plan to monitor engagement?
“If you cannot measure it, it did not happen” – Marketing Adage
This is not true, particularly for smaller companies. For example, I ask all
interviewees for EasyWeb how they researched the company. About 50%
refer to our Facebook page and mention some of the updates they saw on
there.

46. Identify what works and repeat your successes

48. The Next Step?
Upcoming Social Media Webinars that are more practical focused,
see here for more info:
http://www.eventbrite.co.uk/o/easyweb-recruitment-320818116

49. Special Offer for all new clients in May 2015

50. MAY 2015 – SPECIAL OFFER
BOGOF – BUY ONE GET ONE FREE
£499 for 2 Advertising Campaigns
(normally £499 each)
For all new clients in May 2015

51. We design an optimised job advert (you approve it)

52. We design a bespoke application form / process.
All candidates can be asked a series of additional and/or
killer questions.

53. We post adverts branded adverts to the following boards:
We post EasyWeb branded adverts to:
Also post to a range of additional regional & specialist roles.

54. We provide you access via our ATS software or we can email
you all the relevant applicants CVs & Application Forms.
You are free to make as many hires as you like with no
additional fees.

55. UPGRADE TO MANAGED CAMPAIGN: £799 for 2 Campaigns
This includes: CV Screening by our UK resource team,
CV Database searching (Reed, TotalJobs, Monster & Jobsite)
& Linkedin searching and approaching

56. YOUR PRESENTER
Tel: 01933 667126
Email: adrian@easywebrecruitment.com
Feel free to contact me for any follow up questions.

57. Appendix
1. Spotify Careers: https://www.spotify.com/uk/jobs/
2. Personnel Today Linkedin Group: https://www.linkedin.com/groups/Personnel-Today-2900498/about
3. Paddy Power Glassdoor Page: http://www.glassdoor.co.uk/Overview/Working-at-Paddy-Power-
EI_IE26329.11,22.htm
4. Red5 Studios Example: http://www.bloomberg.com/bw/stories/2008-03-25/tempt-talent-with-creative-
recruitingbusinessweek-business-news-stock-market-and-financial-advice
5. Netflix example:
http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/7945719/Netflix-lets-its-
staff-take-as-much-holiday-as-they-want-whenever-they-want-and-it-works.html
6. EasyWeb Facebook Page: https://www.facebook.com/easywebrecruitment
7. Selfridges Careers Twitter: https://twitter.com/SelfridgesJobs/status/598134837136982016
8. SourceHub: http://www.socialtalent.co/cool-tools
9. Hootsuite: https://hootsuite.com/
10. Tunstall Healthcare Pinterest Page: https://uk.pinterest.com/TunstallHealth/
11. Coschedule Content Marketing Calendar: http://coschedule.com/content-marketing-editorial-calendar
12. Facebook Future Publishing: https://www.facebook.com/YourFutureJob
13. Google Advert: http://www.dailyedge.ie/clever-recruitment-ads-839879-Mar2013/
14. Zendesk Careers Video: https://www.youtube.com/watch?v=l0uaSU6IVN4
15. Asos Careers Twitter: https://twitter.com/ASOS_Careers
16. Debenhams Careers Twitter: https://twitter.com/DebenhamsJobs
17. Likeaylzer: http://likealyzer.com/