The document provides an overview of social media best practices for recruitment and employer branding. It discusses listening to job seekers' conversations, identifying employee social media ambassadors, focusing on being a sociable company, and monitoring legal compliance. The document includes case studies, statistics, and advice from social media experts to help organizations effectively engage candidates and promote their brand on social networks.

1. Alex de Soto
Davis Advertising Inc.
adesoto@davis.jobs
610-227-0409

2. Source: B.L. Ochman

3. Growth in Adult SNS Use, 2005-2009
46% of online American adults 18 and older
use a social networking site like MySpace, Facebook or
LinkedIn, up from 8% in February 2005.
Pew Internet and American Life Project

4. Social network use and status updates, 2008-2009
19% of Internet
users now say they
use Twitter or
another service to
share updates about
themselves, or to see
updates about
others.
Pew Internet and American Life Project

5. 11%
of all the time Americans
spent online as of 12/2009
was spent on social network
and blogging sites
comScore: Feb 2010 report

6. 71% prefer
a friend’s
recommendation
to advertising.
One word-of-mouth
recommendation
carries the
equivalent of 600
advertising
exposures.
Harvard/McKinsey & Co. study June 200 and “Six Strategies for Crafting 'Ethical' Hospital Advertising” by Anthony Cirillo. May 2005

7. Source: Brian Solis. Modified from Robert Scoble’s concept.

8. If your employer brand falls in
the ‘social media forest’ and you
are not there to hear it fall,
did it really fall?

10. Source: Frank Eliason, Twitter, January 12, 2010

11. 3M – 10M members SocialMD
Ozmosis.com
Sermo.com
100M members
47,396,644 people Vitals
start with a social network MyChoice MD
for health information. MedHelp
HealthGrades
Source: Bill Evans

12. 540 US Hospitals
Have Social Networking Accounts
Site 5/29/2009 8/19/2009 10/4/2009 01/10/2010
Twitter 201 253 284 419
Facebook 101 174 203 316
YouTube 135 174 194 247
Blogs 25 31 44 67
Source: ebennett.org/data
Breakdown of hospital participation by social media 01/2010

14. Social Network
Micromedia
Niche Network

15. Facebook
US Total 110 million
BA Degree 22,000,000 20%
Graduate Degree 9,000,000 8%
Twitter
US Total 24 million
BA Degree 5,760,000 24%
Graduate Degree 1,920,000 8%
LinkedIn
US Total 14 million
BA Degree 5,180,000 37%
Graduate Degree 2,240,000 16%
Source: Brian Solis 10/1/2009 (May and Aug 2009 data)

16. Facebook accounted for 55.46% of visits to social networks
(week ending 8/22/09 –Hitwise)

17. Recruitment on
Join the conversation
Create a careers fan page
Promote events and post photos
and videos
Link to careers Twitter feed
Monitor online reputation
Invite employees to participate

20. Unique Visitors to Twitter.com
Age
Group
Unique Audience Composition %
49.85% “good stuff”
2-17 250,000 3.6
insufficient sample insufficient sample
Study: Tweet “Categories”
18-24
Category Total Share %
25-34 1,379,000 19.6
News 72 3.60
35-49 2,935,000 41.7
Spam 75 3.75
55+ 1,165,000 16.6
Self-Promotion 117 5.85
65+ 477,000 6.8
Pointless Babble 811 40.55
Source: Nielsen NetView, 2009 U.S. Home and Work
Conversational 751 37.55
Pass-Along Value 174 8.70
Total Tweets 2,000 100
Source: Pear Analytics, August 2009

22. Accenture ACULIS, Inc. ADP Agilent
Allstate Insurance Careers Ernst and Young Excellaco
Follett Forrester Research Fullhouse Interactive
Hallmark HCA Hershey Company Hewitt
HomEq Servicing Hitachi Consulting Hyatt IBM
Belgium IBM UK IBM South Africa Intel
Intercontinental Hotel Group J.B. Hunt Kaiser
Permanente Kaplan Test Prep Services Keller Williams
Realty Kissito KPMG
Kroger LexisNexis Mattel Mayo Clinic McCormick &
Schmick McGladrey Microsoft MTV Networks
MTV Games MySpace New York Times nGenera
Odyssey Financial Technologies PepsiCo UK
Raytheon Razorfish Region 10 Royal Bank of
Source: Susan Strayer Scotland RWRoundarch Sodexo Southwest Airlines
Spotsylvania Medical Ctr. Starbucks Take Care Health
Systems Thomson Reuters Time Warner Cable
Twitter UPS University of Pittsburgh Med Center
U.S. Department of State Verizon
Warner Bros. Entertainment Washington Post
Whistler Blackstone Wipro Zappos AND OTHERS

23. Recruitment on
Re-tweets of
positive conversations
about your organization
Link to blog posts
Organize meetups
Links to hot jobs (use #jobs)
or tweetups
Promote employee
programs
Ask for help.

24. Professional Network
50 Million members worldwide (As of 10/2009) *
42 page views per member per week
28.5% of its total audience was comprised of job-seekers,
compared to just 11.8% of the total U.S. Internet population.
More likely to be used by those actively job-hunting than by
those who are not.
Sources: * LinkedIn and comScore

25. Primarily as sourcing tool
To promote your recruiters
Recruitment on as “trusted agents”
To promote your
organization as a source
Train with AIRS or Shally Steckerl for expert information
http://aces.arbita.net/blog/shally
Join groups (50 max)
and post jobs to groups with
job sections.
Create a careers-oriented
group for your organization

27. Develop your goals
Define your “audiences”
and communities YOU want
to reach – where do they
hang out?
List your resources
Prioritize your platforms
Determine time commitment
Lee Aase http://www.social-media-university-global.org

28. Mayo Clinic’s HR identifies
employee Bloggers
Social Media Roadmap (All-Stars) to write
2x per month
Listen Comment Contribute
1 2 3 4 5
Video FlipVideo
Library HD $150
Source: Adapted from Lee Aase, Manager, Syndication and Social Media, Mayo Clinic

29. One more thing to
add to my plate!

30. Requisition No. 1223-X
Job Title: Community Facilitator
Schedule Full-Time or Part-Time Consultant
Job Overview Serve the needs of potential job seekers. Promote
our organization as a leader in our industry and as a great
place to work.
Emphasis is on the human element in communications
and public relations not on direct recruitment.
Responsibilities Participate in relevant Third-Party Message Boards
Study patterns of pre-employment information
seeking behavior
Actively maintain our Job Seeker FAQ channels
Distribute job and career-related updates via Twitter
Develop and maintain our organization’s Facebook,
LinkedIn and YouTube pages.
Monitor, edit and correct the career-related portion of our
Wikipedia entries.
Manage our Career Blog and Career Website
Produce, maintain and update our Podcasts
Thanks to Jason Whitman, Indeed and others.

31. Understand the purpose of social media
Be responsible for what you write
Be authentic
Consider your audience
Exercise good judgment
Understand the concept of community
Respect copyright and fair use
Remember to protect confidential and
proprietary information (HIPPA)
Bring value
Productivity matters
http://socialmediagovernance.com/policies.php
Adapted from Sharlyn Lauby, Mashable

33. Case Study

34. Case Study

35. Case Study

36. Case Study
%
3,000
unique visits
a month.

37. Case Study

38. Case Study

39. Case Study
%
60,000
video views

40. Case Study
SodexoCareers
Starbucks
Twitalyzer Analysis

41. Case Study
%
49
rehires
since
October 08

43. Social Media is not… Social Media is…
Fake Authentic
Free Low Cost
One-Way Conversational
About You Social
Corporate Personal
Effortless Hard Work
Lists adapted from Chad Rothschild’s blog post.

44. Social Media is…
Authentic
Low Cost
Conversational
Social
Personal
Hard Work

45. Think like a friend. Don’t sell.
Play to your strengths.
Be an expert, a filter, a linker.
Your audience is in flux.
Lurkers and future arrivals
are part of it.
Look for opportunities to
provide support and chances
to build communities.
Thanks to Lee Rainie, Pew Internet & American Life Project.

46. Dunbar’s Number
150
Online
Community Allegiances
100s-1,000s
Online Communities
Active Members
25-60

47. People start A job seeker’s connection with
their job searches you may be temporary
on Google not on Looking for a job, not a friend
social media.
Job applications are
“fixed in time”
May not be ready to apply but
interested in your organization
or a specific career path.

48. Preventing
the Social
“Timesuck” Spend no more than
30 minutes a day to start.
Establish a calendar and task list
like you would any other project
Use alerts - RSS/Google
Schedule publication
Teamwork
Thanks to Chris Hoyt, The Recruiter Guy

49. • Employee programs • Meetup announcements
• Link to blog posts by your staff • New hires
• Post photos from your events • Career advice
• Company press releases • Did someone else mention your
company in a tweet?
• Link to your job postings
• Non-work activities
• Interview/selection process
• Other digital networking tools
• Bad candidate etiquette
• Good candidate etiquette Adapted from: Jessica Lee, FistfulofTalent Blog
• Recruiting events, conferences,
speaking engagements

50. • Employee programs • Meetup announcements
• Link to blog posts by your staff • New hires
• Post photos from your events • Career advice
Job Seeker
• Company press releases • Did someone else mention your
and Candidate
company in a tweet?
• Link to your job postings Service and
• Non-work Support
activities
• Interview/selection process
• Other digital networking tools
• Bad candidate etiquette
• Good candidate etiquette
• Recruiting events, conferences,
speaking engagements

51. Don’t rely on social media alone
to source candidates.
Ensure that groups you engage
with are not discriminatory. Network
membership must be open and free
of charge to the general population.
Don’t use social networks alone
to screen out candidates. Online
personal information is not vetted.
Be mindful of patient and candidate
confidentiality.
“…recruiting from racially segregated
sources, such as certain neighborhoods,
Establish a business necessity for
schools, religious institutions, and social
networks, leads to hiring that simply the use of social media to recruit.
replicates societal patterns of racial
segregation.” Keep documentation of candidate
– EEOC COMPLIANCE MANUAL
(See the EEOC’s E-RACE initiative)
searches you do on the social media.

52. 1. Word-of-mouth can make
or break your employer brand.
2. Begin by listening.
3. Identify or hire your
Community Facilitator
(or vendor).
4. Find your “Social All-Stars.”
Give them resources and support.
5. Connect your prospects
to your “All-Stars”.
6. Focus on being a
“sociable” company and
encourage conversation.

53. Lee Aase Knowledge Networks
Appspot The New York Times
Rohit Bhargava Nielsen
Ed Benett Kerry Noone at
Chris Brogan Sodexo
comScore B.L. Ochman
Anthony Cirillo Pear Analytics
Mark Drapeau Pew Internet and
American Life Project
EEOC
Lee Rainie
Frank Eliason
Robert Half Technology
Bill Evans
Chad Rothschild
Deloitte LLP
Robert Scoble
Sharon Seery Gude
Brian Solis
Hitwise
Questions? Please contact: Shally Steckerl
Shel Holtz
Alex de Soto TechCrunch
Chris Hoyt
Davis Advertising Inc. Maxine Teller
Shel Israel
adesoto@davis.jobs Twitalyzer
Sharlyn Lauby
Tw i t t e r : @ a l e x d e s o t o Workforce Management
Jessica Lee
610-227-0409
Ken Marcus and
Justin Bleep

54. Alex de Soto
Davis Advertising Inc.
adesoto@davis.jobs
Tw i t t e r : @ a l e x d e s o t o
610-227-0409