Social Recruiting
Step By Step
Nina Brody, Ph.D.
Head of Talent
Take Care Health
http://www.linkedin.com/in/drninabrody/
http://twitter.com/takecarejobs
http://www.facebook.com/takecarecareers
Partners
Fred Pratt
VP, Client Strategy
TMP Worldwide
Phone: 856.532.2303
Email: fred.pratt@tmp.com
http://www.linkedin.com/in/fredpratt/
http://twitter.com/ffpratt
http://www.facebook.com/fred.pratt
Partners
Jenny Steinberg
Account Director
TMP Worldwide
Phone: 781.895.4037
Email: jenny.steinberg@tmp.com
http://www.linkedin.com/in/jennysteinberg/
http://twitter.com/jennybell
http://www.facebook.com/jenny.steinberg
Why Social?
it’s people
Why Social?
connecting
Best Friend
Mother
Coworker
Girlfriend
Brother
Father
Sister
Roommate
Why Social?
connecting
and
having
it’s people
conversations...
Best Friend
Mother
Coworker
even about work
Girlfriend
Brother
Father
Sister
Roommate
Developing a Social Presence
Getting Started
– How to get started?
• Outline Goals, Objectives, and Measures of Success
• Choose the right partner
Develop
a strategyand
(Phased
approach
work best)
Outline• goals,
objectives,
measures
of success
Work
out partner
the kinks internally (Leadership buy-in is key)
Choose• the
right
• Communicate
and educate
Develop
a strategy (phased
approach work best)
• Measure
Work out
kinks internally (leadership buy-in is key)
1.
2.
3.
4.
5. Communicate and educate
6. Measure
#1 Our Objectives
• Break through the clutter
• Personalized experiences for
candidates through interaction
• Showcase culture through genuine
experiences
• Develop and launch an internal &
external marketing plan
#2 Choose the Right Partner
• Who has expertise?
• Does your team have bandwidth?
• Think about the entire lifecycle of the project
• Resource both internal and external partners
#3
Our Social strategy
Phase I:
Build a presence on social networking sites to share information about Take Care as
an employer and integrate/cross promote it in everything we do for recruitment
marketing. Build It.
Phase II:
Involve Take Care employees in the social networking sites to provide genuine
experiences and information about Take Care as an employer. Get Employees
Involved.
Phase III:
Leverage the Take Care employee network on the social networking sites to
generate buzz among their friends and networks. Enlist Employees in Spreading the
Word to Their Networks.
First Step in Building a Presence: Choose Areas
of Focus
1,448%
Year-Over-Year
Growth in Users
More Than
68 Million
Active Users
and a New User
Every Second
More Than
500 Million
Active Users
More Than 24 Hours
of Video Uploaded
Every Minute
Facebook
Overall Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding to questions
Facebook
Build It Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & Managers responding to questions
Facebook
Build It Strategy
•
•
Post Events (including photos)
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & Managers responding to questions
Facebook
Build It Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding to questions
Facebook
Build It Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding to questions
Facebook
Build It Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding to questions
Facebook
Build It Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions
and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding to questions
Facebook
“Get Employees Involved” Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their
experiences
•
Recruiters & managers responding to questions
Facebook
“Get Employees Involved” Strategy
•
Post Events (including photos)
•
Post Press Releases
•
Post Videos
•
Highlight our FREE CE/CME Program
•
Post Recruiter Landing Pages
•
Partner coordinating questions and managing content
•
Employees posting about their experiences
•
Recruiters & managers responding
to questions
#4 Work Out Kinks Internally
• Set a social policy –
but keep it simple
• Inform key groups – IT, Marketing, Executives
• Get Leaders Involved
• Set up procedures for responding to candidates and
internal employees
#5 Communicate & Educate
• Develop a communication plan – both internal & external
• Train your team members on Social
• Train employees on Social – basic how to, guidelines, and
what you want them to do
Facebook – Talent Partner Training
Set up live training sessions for Talent Partners
Engaged Talent Partners by using a contest
Educated team on how to keep your profile private and still
recruit
Reviewed policies, procedures, and roles/responsibilities of
our external partner
Recorded training and posted on a resource website
Facebook – Employee Training
Set up live training sessions for Employees
Educated employees on how to set up a profile, how to
communicate, and Fan/Like our page
Reviewed social policies and guidelines
Linked our Colleague Referral Program with Facebook
Recorded training and posted on a resource website
Facebook – Match Game
Added “Fun” to the Facebook page by developing the
match game
Scores can be tweeted or emailed to challenge others
Facebook – Colleague Referral Program
As an added incentive we linked our Colleague Referral Program with Facebook so that our employees
could cross promote our jobs and potentially gain a referral bonus.
Facebook – Paid External Marketing
We actively market to a highly targeted group of potential candidates through facebook using social ads. We
promote specific jobs, free CE/CME courses, landing pages, etc.
Highly Targeted
Facebook – Cross Promotion
Integrate the Facebook page in all other tactics. We cross promote our Social Media presence in almost everything we do. We
want candidates to engage with Take Care as an employer in a way that makes sense for them. We also promote with our email
signatures and other marketing materials.
Emails
SEO Optimized Job site
Landing pages
#6 Measure
• Set measures that are aligned with your objectives
whenever possible
• Look for incremental growth month on month
• Run your own race – (forget about what others are
doing and stick to the plan)
Measuring Impact
Facebook
1,070 Fans
We look at incremental growth of Fans, or people “liking” our page, but most important is that they are interacting with the page.
Post quality score is something we and TMP look at to gauge effectiveness.
Measuring Impact
More important than the numbers is the answer to this question: Are we breaking through the clutter and having conversations
with candidates?
Tips & Tricks
• Social is not the magic bullet
• Social is one part of a larger strategy
• Social is always evolving so stay on top of it
• Your employer brand experience is the “differentiator”
Contact
For more information on developing
a successful social media recruitment
program for your organization, just
contact your TMP representative, call
1-800-867-2001 or send an email to
wecanhelp@tmp.com.