IN THE SOCIAL MEDIA AGE Presented by Michael Hurwitz Careers In - - PowerPoint PPT Presentation
LOCAL GOVERNMENT RECRUITING IN THE SOCIAL MEDIA AGE Presented by Michael Hurwitz Careers In Government michael@careersingovernment.com SOCIAL GOVERNMENT Its easy to feel overwhelmed when using Social media in local government. With
THREE KEY TAKEAWAYS 1.Innovation is not tied to large budgets. 2.Utility is a core strategy for many government branches.
centralizing social accounts.
It’s easy to feel overwhelmed when using Social media in local government. With Limited resources, agencies need to ensure that social media initiatives produce measurable cost savings.
Fairfax County, VA Success Story Innovation - Utility - Centralization
Facebook and Twitter accounts
has to run it full-time.
response services, but now they use social media for job listings and even crowdsourcing of new government initiatives.
streamlining everything from content to security.
Begin by talking to different staff in your department and understand how your Various departments currently use social media. Next, conduct a social media audit to reduce inefficient accounts and identify duplicate efforts. From the audit, identify the teams and create a centralized strategy to share Best practices
Focus on being useful to constituents, rather than just building followers or counting retweets. To ensure utility, build content and engagement strategies around real Problems constituents face. Reduce costs (fewer phone calls to city hall) & change behavior (crisis response). Refine your content strategy based
Use Twitter for rapidly changing issues Use your blog for updates that don’t change over time. (TSA) uses Instagram to help educate Americans on what not to bring on flights By posting bizarre items found in people’s luggage
assistance
warnings
registration and offerings
In a two-week campaign, Boston’s Public Works filled more than 2,000 potholes with help from social media: Boston saw a 333% increase in the number of citizen-generated reports Success was measured via hashtag collection (#spotholes) Now imagine such a strategy in your hiring efforts!! Real-time analytics can also alert your team to spikes in social media activity: Certain industries like IT or Public Health will trend at certain times of the week and month.
Flyers were posted in HR and other Government offices print Word of Mouth Recruiters for Sr. Level vacancies
Job Boards
Job Boards Social media Viral networking
currently use social media for recruitment.
advertisements.
candidates.
candidates based on information found in social media.
mobile devices for recruitment.
Industry Niche v. Sector Niche Take advantage of Company Profile Pages: Promote the lifestyle benefits of working in your city, state or county Use testimonials from employees Demonstrate innovation in your department Use Blogs Carefully evaluate your job postings Use real-world descriptions Use relevant keywords
Easily accessible and simple to use by nearly everyone Easily link your Facebook page with your organization website to distribute content easily Easy to design and build Still the largest
Limited engagement and feedback Slow build-up for audience Facebook controls your
Advertising budget is required
Immediate and impactful A highly engaged audience No advertising required The power of the hashtag
Time consuming Immediate response required Need to maintain a record of hashtags and twitter feeds
Videos can be as long as needed…but don’t abuse! Videos can be easily imbedded on your site or a dedicated YouTube page can be created Nothing brands your organization like a video Highlight your vacancies with interviews Easy to make and allows you to engage current staff
Time consuming to develop videos 1-way communication
This team will provide strategic guidance and control of digital and social initiatives across all departments
Consolidating social media accounts is one of the best steps to protect against employee errors and security risks.
Media Accounts All social media requests should be submitted in the form of a business case. This will prevent account sprawl.
Built-in tools can notify users when they click a suspect link
Testing and evaluating how well departments perform in a social media emergency response.
Store passwords in a central repository to restrict access to and from different accounts.