Social media for recruitment presentation - Leveraging social media for recruitment

1. Leveraging Social Media for Recruitment Lynsey Sweales- SocialB Ltd @SocialBUK Social Media & Online Marketing Experts

2. What will you leave with today?  What are the most effective channels to use?  What are you using social media for?  Who are you recruiting?  Graduates  Senior management  Large-scale recruitment  Mobile technology: how is it different?  Innovative approaches: practical examples from recruitment campaigns Social Media & Online Marketing Experts

3. SocialB  Social media & online marketing experts - social media training courses/webinars - Inhouse social media training - social media consultancy/management - search engine optimisation (being found on Google, etc) - Pay per click  Social media council Social Media & Online Marketing Experts

4. Different types of social media Although they all enable sharing, there are several different types of social media  Blogs are online diaries  Microblogs (Twitter) is texting online  Forums are conversational threads  Video sharing (YouTube) is shared video clips  Social photo (Flickr/Pinterest/Instagram) is shared images and photos  Social networking (Facebook, LinkedIn, Googleplus) is all of the above Social Media & Online Marketing Experts

5. How it relates to business  Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function:  Research=Listening to the conversations people have with each other to understand their wants and needs  Marketing=Talking in the conversations people have with each other to spread messages about your company, products & jobs  Sales=Energising customers/employees to sell you by finding your most enthusiastic customers/employees and supercharging them online  Support=Supporting customers/employees to support each other by setting up tools that help them do this  Development=Embracing customers/employees to work with each other by integrating them into the way your business works Social Media & Online Marketing Experts

6. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Traditional communications were brand led  New communications are word of mouth led  Access to internet!  Instant! Social Media & Online Marketing Experts

7. How is social media driving recruitment? Social Media & Online Marketing Experts  77% of all job postings are posted on LinkedIn & almost half of those don’t get posted anywhere else  94% of all recruiters use LinkedIn to search for candidates (66% for Facebook and 54% for Twitter) – all levels!

8. The four key elements to social media success for recruitment  Strategy  Search  SEO (keywords)  Social Social Media & Online Marketing Experts

9. Social Media Recruitment Strategy Social Media & Online Marketing Experts

10. Social Media Recruitment Strategy  Without a plan you plan to ……..  What does success look like?  How has your organisation become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?” Social Media & Online Marketing Experts

11. Social Media Strategy  Your overall objectives will inform what you do in social media in terms of:  Who you want to connect with  What content you share  How you interact with people  How often you need to interact with people  How you want to influence people to act Its all measureable too! Social Media & Online Marketing Experts

12. Who? Create an excel sheet containing: 1) Common job titles – inc. the unique ones in your organisation 2) Primary keywords associated with these same job titles 3) Create some boolean strings – GREAT FREE TOOL - http://labs.socialtalent.co/generator.php 4) Ask your current employees /candidates where they go to speak and chat to their peer groups Which social networks? 5) Review groups on LinkedIn & review members – what groups are they in? 6) Look at other networks and niche sites Social Media & Online Marketing Experts

13. SEO Social Media & Online Marketing Experts

14. SEO  Search engine optimisation  Search engines index websites & social media platforms  Google, Yahoo, Bing have to decide what answers to give people  SEO = having the right keywords that people search on Social Media & Online Marketing Experts

15. Where to go keyword digging?  Use Google Keyword Planner  Use the search engines and their predictive text  Use your Google Analytics data (keyword source) Social Media & Online Marketing Experts

16. Google Keyword Planner

17. Google Keyword Planner  Think like a potential employee - what they would type in  What location is/are the role(s) in? City, county, regions, UK wide, global  Set up an excel sheet with keywords/keyphrases so they can be used across all your online areas (social media, website recruitment pages, etc.)  Start also using the terms to search for the people you are looking for Social Media & Online Marketing Experts

18. Keyword friendly content Social Media & Online Marketing Experts  Use keywords with hashtags (Twitter),including location  Link to the job role!

19. Search Social Media & Online Marketing Experts

20. Google Searches Social Media & Online Marketing Experts

21. Google Searches

22. Facebook Searches

23. Search –Twitter profiles

24. Search – LinkedIn Groups  LinkedIn Groups  People searches  Look for your ideal candidate (or current employees and see what groups they are members of) Social Media & Online Marketing Experts

25. Example - Duratex  Largest wood panel, metal fittings & sanitary ware manufacturer in Southern Hemisphere  Wanted to encourage top Chemistry graduates but were not getting to them Social Media & Online Marketing Experts

26. Example - Duratex  Targeted students via the Sao Paulo Facebook page and ads  Linked to video rather than role straight away  Worked really well Social Media & Online Marketing Experts Key take away – think where about the journey of your potential employee – Uni, college, etc

27. Social Social Media & Online Marketing Experts

28. Social -Two-way communication  The key feature that differentiates social media from traditional media is its facility for two-way dialogue  This brings with it a number of important advantages:  More powerful engagement  Improved recall  Active involvement  Participative for both parties  Make this principle core to a social media recruitment strategy Social Media & Online Marketing Experts

29. Social MediaTools Social Media & Online Marketing Experts

30. Which Social Media Platforms to use? Social Media & Online Marketing Experts

31. Example - ACCA  Great at sharing content, supporting and encouraging their audience Social Media & Online Marketing Experts

32. Social advertising Social Media & Online Marketing Experts  Great for targeting specific audiences – i.e. graduates, etc.  Key having an attention grabbing ad  Facebook & LinkedIn  BE AWARE – mobile ads don’t currently show on Facebook /LinkedIn mobile

33. Facebook  Great for Companies especially if doing lots of regular recruitment  Interaction is key, Facebook want you to work for your credibility  The REAL value is in your fans content and interaction you your page  Think target audience Social Media & Online Marketing Experts

34. Twitter  If lots of regular recruitment set up a dedicated account  If the odd job post on the main Twitter profile – use hashtags  Don’t forget to search on Twitter for people too – two way! Social Media & Online Marketing Experts

35. LinkedIn Social Media & Online Marketing Experts  If lots of regular recruitment set up a Careers page  If the odd job post on the main profile, but don’t forget the groups, etc.  Don’t forget to go searching too and encourage your employees to share the role on their profiles

36. YouTube  Think out of the box – a day in the life of a …….  A day in the life of an employee at …….  Bring your organisation to life Social Media & Online Marketing Experts https://www.youtube.com/watch?v=LTF9EOqy9L8

37. Social media a route to success?

38. Example - AXA Social Media & Online Marketing Experts

39. What will you leave with today?  What are the most effective channels to use?  What are you using social media for?  Who are you recruiting?  Graduates  Senior management  Large-scale recruitment  Mobile technology: how is it different?  Innovative approaches: practical examples from recruitment campaigns Social Media & Online Marketing Experts

40. Freebies!  Copy of this presentation  Our weekly hints and tips email sign up http://socialb.co.uk/  Questions or queries always feel free to ask on @socialbuk on Twitter Online Marketing & Social Media Experts

41. Stay in touch! +44 (0)223 258000 Lynsey@socialB.co.uk www.socialB.co.uk @socialBUK Online Marketing & Social Media Experts

42. Leveraging Social Media for Recruitment Lynsey Sweales- SocialB Ltd @SocialBUK Social Media & Online Marketing Experts