Social Media Strategies:
More Than Post & Pray
Agenda
 What is Social Recruiting?
 Strategy
Talent Identification
Community Engagement
Integration of other Platforms
 Engagement / Building Communities
 Candidate Experience
 Digital Body Language
 Source passive candidates
 Keys platforms in your strategy
Volunteer
Choose a volunteer and have a 3 minute conversation:
I introduced myself in a social setting
Discussed their likes/dislikes
Identified what they do (more than job)
Presented an opportunity
Engagement: spoke with this person (not “to” or “at”)
Trust: gained trust through reputation
Candidate: not “seeking” a candidate, just engaging a community!
I now have one candidate in 3 minutes of engagement!
Hiring Routine
Receive Requisition | Post | Resumes Roll In
How many people have a documented
Recruiting Strategy/Plan (for getting hires)?
Statistics Don’t Lie
According to data from the Bureau of Labor and
Statistics, here is the breakdown of job seeker
status:
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32% passively looking
34% not looking
20% casually looking
14% actively looking
How are you engaging the missing 86%?
Social Technology
There are great technologies to help you develop
and run successful social programs for your end
users (candidates in our case).
But, the right technology won’t do much for you
unless based on:
•sound strategy aligned to your business goals
•effectively enabled across your organization
•by have engaging and relevant stories to tell
3 Keys to Social Media
Key Question: What does the business want or
need?
Strategy: plan that marries your business
objectives and your business insights to your user
(candidates)
Enablement: active commitment to becoming a
social business, make the social component a part
of the company DNA
Content: Storytelling! What your saying must pass
the “Who gives a crap” test!
How Are You Currently Using Social
Media?
Blast jobs out via Twitter
 70% of information goes unread
 Only appears in the stream of your followers
Post jobs to LinkedIn profile status
 Short viewable shelf life
 Who sees it?
Post to all your friends on Facebook
Post in your G+ Stream
Social Media Strategy
Mission Statement
Goals
Business Statement
Identify target audience
Benchmarks
Tracking
“Big 3” Basics
Professional networking site, primary focus is
building a network of business contacts. Most
people mix personal relationships with
personal.
Users are more “power users” of social media
and tool provides quick response to evangelist.
Users see it as more personal and not a place
to mix “biz & personal”. Will be the standard
social platform
Mission Statement
“Begin with the end in mind” - Stephen Covey
How does our ____ platform tie into the
overall social media goals?
What do I want this to look like in the end?
 “Keep it real”, will I really engage people
 Is it just a sourcing tool?
 Doing it because all the cool kids are?
“Big 3” Mission Statements
Drive professional human resources
conversation, engage business minded users
and answer questions by human resources
professionals.
Engage and share information via links
other corporate platforms.
from
Engage members of our communities on a
personal level.
Goals
What do you want to achieve?
Attack Plan
 What do I know about social media?
• Rank each platform
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What information is accessible?
What skills do I need to master?
What other resources should I use?
Is this the best way to do it, or is there some other
way?
Goals
Dip toes in the shallow end: What is the little
goal?
Timetable: Create a set of workable goals
focused on end result.
Goals
 Drive traffic to the corporate website
 Cross pollinate content to other social media
communities for other corporate platforms.
 Provide a calendar of events for members and nonmembers of corporate communities.
 Promote revenue generating events.
 Conversation on HR related topics and business
questions.
 Promote membership opportunities and reasons to be
member of overall organization (4,400 members on LI
only 2,500 paid memberships)
Goals
Drive corporate sponsored events
 live tweet events
 provide #hashtags for engagement
Drive content from blog and discussions in
other platforms
Cross tweet other corporate related content
and relevant industry/related content
 ERE
 SHRM National / Regional SHRM Groups
Goals
 Promote all events other calendar events
 Encourage personal interaction/connections with
corporation visually.
 Provide pictures and video of meetings, charity,
community work and other events.
 Provide a calendar of key events to drive
attendance to functions.
 Highlight blog content, key questions and
conversations from other platforms.
“Big 3” Business Statement
The LinkedIn community is a platform of
business minded HR professionals providing
peer to peer questions and answers.
Drive engagement to other corporate platforms
Our Facebook page is designed to showcase our
company and provide a visual of the group and
their interactions
Types of Social Media Users
Target Audience
Who are you trying to reach?
a) Jobseekers
b) People with certain skills
c) People who know people with certain
skills
d) Communities of people with B&C
e) Influencers/mouthpiece for your
organization
“Big 3” Target Audience
HR professionals with a business mindset vs. a more
“social” platform.
Users may not be as apt to utilize personal networks such
as Facebook or Twitter.
HR Professionals / potential corporation members
Highly active users of social media (power users)
Evangelist
Engaged users of company
HR Professionals seeking a personal connection with
company
Benchmark
How do you currently measure platform
adoption?
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Are people engaged? Not just about the “likes”
# users
# of shares
Mentions of your platforms
Brand spokespeople
“Big 3” Benchmarks
As of 9/6/2011 the LinkedIn page has 4,277 members.
Currently adding 5-10 new user per week.
16 active subgroups, largest has 59 members.
2-3 active tweets per day from corporate account
3-4 retweets from power user members.
As of 9/6/2011 we have 1,482 followers.
Convert users into spokespeople and members.
9/6/2011 we have 467 “likes”
Average approximately 2-3 post per week.
Receive 2-4 “likes” per post.
Tracking
What works and what does not work.
Measure against current stats
 Increasing engagement
 New members/followers
Are you reaching your target audience?
 How are they engaging (video, blog, RT’s)
 Creators, Critics, Collectors, Joiners, Spectators and
Inactives.
Are you achieving goals?
 Are the goals still relevant?
Take Action on Your Strategy
Identify your social media team.
Who is your company evangelists?
Start with the platform that makes sense for
your organization.
Assign a coordinator to each platform.
Everyone your company has been in contact
with is a potential evangelist (if you are
aware of your candidate experience)
Marketing A Recruiting Firm
Strategy
How Do I Use Social Media as a
Social Marketing Tool?
G+ Recruiting Strategy
Advertising
 PPC
Talent Community
Sourcing Tool
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Users: 25 million + and growing
Reach: Everyone
http://www.findpeopleonplus.com
http://www.gpeep.com
http://www.googleplussearchengine.com
Findpeopleonplus.com
Search: java alabama | 40 results | 13 of interest
Build a Circle of Community
Control Your Circles
Facebook Recruiting Strategy
 Advertising
 PPC
 Talent Communities
 Referrals!!
 Questions
 Leverage Past & Present Employees
 Integrate into other sites
 Mobile
 Static
 Facebook Apps
 Facebook.com/directory
 Facebook.com/workforus
Strategy: Advertising
Facebook PPC
Engage Your Community
Integrate Into All Platforms
Create Badges Everywhere!
Social Plugins
Recruiter View of LinkedIn
LinkedIn Recruiting Strategy
Not going to discuss “talent identification” in
this presentation:
Advertising
 PPC
 http://www.linkedin.com/advertising
Talent Community
Advertising Reach
LinkedIn PPC
Strategy: Community
Twitter Stats
 42.3% of the entire American population was using Facebook
in Feb 2011
 Twitter‘s penetration rate was much lower, sitting at around
7% of the total population and 9% of the Internet-using
population
 Twitter, on the other hand, is driven largely by so-called
power users, and only 21% of registered users are actually
active on the site.
 Another interesting and related Twitter usage stat: 22.5% of
users are responsible for 90% of all tweets.
 Twitter’s penetration rate was around 7%, and by the end of
this year it’s expected to be at 11% for American Internet
users, or 16.5% of the population that also uses other social
networks
Twitter Recruiting Strategy
Compliment to other platforms
Tweetajob.com
Data gathering
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Bio
URL
Tweets
Links shared
Sourcing Tool? Yes it Can Be!
Within Twitter: www.Twitter.com/search use
Advanced Search or Twitter Search Operators
More Twitter Sourcing
 Boolean Search (Google or Bing)
 Try: site:twitter.com php AND (saas OR cloud) –job -jobs
 Twitter Search Engines or Directories
 IceRocket: search on key words in stream & profile
 Tweepsearch: Profile and bio search
 Twellow: Yellow pages for twitter, good search tool!
 Using Twitter Lists
 Try listorious.com
Engage Your Community
Answer questions
Provide clarification
Find and follow talent
 Keywords
 Events
 Associations
 Companies
Integrate With Other Media
Career site
Blogs
Facebook Fan Page
LinkedIn profiles
Job Alerts/email campaigns
Email signatures
Print literature
YouTube Stats
 More video content is uploaded to YouTube in a 60 day
period than the three major U.S. television ever!
 As of February 2011, YouTube has 490 million unique
users worldwide per month.
 Who rack up an estimated 92 billion page views each
month.
 We spend around 2.9 billion hours on YouTube in a
month — over 325,000 years.
 And those stats are just for the main YouTube website
— they don’t incorporate embedded videos or video
watched on mobile devices. n networks created in 60
years.
YouTube as a Recruiting Tool?
Before anyone joins a company they want know
what the culture is like….show them!
Create visual content around your company
Don’t tell someone “you want to work for us”
show them the realness.
Incorporate video with other platforms
NOT A TALENT IDENTIFICATION TOOL
Strategy: Community Engagement
Advertise: drive ads via other platforms or
cool tools (QR codes are great hear)
Vlog: video interview tips from the recruiting
team (“How to” video #1 viewed)
Engage: testimonials from your employees &
customers
 When I see “message from our CEO”, I already
know what she/he has to say!
Blog Recruiting Strategy
Engage readers via writing and vlogging
Guest post from experts
Provide a catalogue of specific information
Format is not “formal”, let your hair down
Provides insight into organization vs. stats
NOT A TALENT IDENTIFICATION TOOL….or IS
IT?
Community Engagement
Allow comments & respond to all!
Vlog – video “how to” | “what to do”
Content should pass the “who gives a crap”
test!
Be a storyteller
Great source to find interactive / web /
developers
 site:wordpress.com (java AND developer)
alabama --job -jobs
Blog Search String
 KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog)
 KEYWORD1 KEYWORD2 site:blogspot.com
 Try replacing blogspot.com with any of these popular
blog hosts:
blogs.msdn.com, livejournal.com, myspace.com,
spaces.live.com, 360.yahoo.com, typepad.com,
wordpress.com, technorati.com, xanga.com,
weblogs.com and weblogger.com.
 Note that you can only do one site: at a time!
Contact
Alex Putman, Vice President of Workforce Solutions
770-346-7216
alex.putman@synergishr.com
And follow Synergis at
Sources
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http://mashable.com/2011/02/24/facebook-twitter-number
http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-oneare-you
http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies
http://mashable.com/2011/02/19/youtube-facts