MAPRA Social Recruiting Best Practices October 6, 2017 1 - PDF document

9/25/2017 MAPRA Social Recruiting Best Practices October 6, 2017 1

9/25/2017 SOCIAL MEDIA https://www.youtube.com/watch?v=PWa8-43kE-Q 2

9/25/2017 WHAT IS SOCIAL MEDIA? Electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos) . 3

9/25/2017 WHY SOCIAL MEDIA? Excellent Reach Social media can increase candidate flow 30%-50%. (ICIMS white paper) Cultural Shift We now know, social media is a critical driver of talent. (NYU research) Competitive Market 92% of companies are now using social media. (Adweek) Transparency This concept goes both ways. EMPLOYER BRAND REPUTATION The status of a corporation as a workplace on the Internet defined through blogs, public discussions, rating sites, and other Web articles. 4

9/25/2017 EMPLOYER BRAND REPUTATION Attract new talent – People want to work for an organization that cares for its employees. Attract the right talent – Be clear on what’s important to your ideal employees. Retain employees – Investing in current employees shapes the employer brand. Word of mouth spreads quickly. Build a solid, transparent reputation – Represent the genuine, true work environment so there is consistency between the “story” and reality . Enhance experience – Customers = Candidates. What candidates say about a company affects their ability to attract talent. 5

9/25/2017 Breakout: Influencers Spend 5 – 10 minutes creating your “hit list” of as many influencers as possible (by group, job title, role) 6

9/25/2017 Agenda  Provide a 5-step social media strategy  Identify ways to leverage social media to build your brand and reach specific talent  Illustrate social media applications, tools and techniques 7

9/25/2017 RISK Time Requirements • Very time-intensive • Lack of internal resource time Budget Constraints • Limited budgets • “The Economy” = conservative spending Unproven Tactics • Requires expertise • The necessary waste of experimentation REWARD Source Passive Candidates • Targeted Demographic • Unique vehicles Cultivate Candidate Relationships • Build an engaged candidate pipeline • Be a resource Monitor and Build Your Brand • Learn what’s being said about you • “Guide” the conversation and create viral marketing 8

9/25/2017 5 Steps for Social Strategy 1. Define: Who, Where, What & Why 2. Research – your audience and your competition 3. Initiate – your policy, your expectations, your plan and your strategy 4. Launch – go live on platforms 5. Learn - measure, evaluate and evolve 9

9/25/2017 5 Steps for Social Strategy 1. Define: Who, Where, What & Why 2. Research – your audience and your competition 3. Initiate – your policy, your expectations, your plan and your strategy 4. Launch – go live on platforms 5. Learn - measure, evaluate and evolve 10

9/25/2017 PLAN Set Goals Solidify Your Personal Brand Develop a Social Media Policy Be Mobile Build Your Employment Brand 5 Steps for Social Strategy 1. Define: Who, Where, What & Why 2. Research – your audience and your competition 3. Initiate – your policy, your expectations, your plan and your strategy 4. Launch – go live on platforms 5. Learn - measure, evaluate and evolve 11

9/25/2017  Est. 2003  Over 467M professionals* Roughly 2 new/second  70% users outside U.S.  57% of male; 43% female  13% of Millennials (15-34 y/o) use  3M active job listings  1M have published post  An average user spends 17 minutes monthly  Average CEO has 930 connections 12

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9/25/2017 most populat ulated ed count ntry ry 14

9/25/2017  Over 2B active users  1.32B monthly active desktop users  1.57B monthly active mobile users  Like button pressed 1.13T times  48% 18-34 y/o check when they wake up  Avg. # of pages, groups, and events a user is connected to is 80  User Breakdown: 53% female and 47% male  Average Facebook user has 155 “friends” 15

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9/25/2017 Promoted Posts Ads targeted to key locations or areas Allows option to target by location, occupation, keywords, etc. within FB Viewable through desktop and mobile Residual benefits to promoting shareable content (likes = reengagement opportunities) 17

9/25/2017 Organic Matters 18

9/25/2017 Est. 2006 in San Francisco   4100 employees  328M active registered users  79% of accounts based outside U.S.  Over 67M Twitter users in U.S. 500M tweets/day   80% only tweet via mobile 19

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9/25/2017 9/22/2017 Breakout: Build Engagement Spend 5 – 10 minutes thinking and listing as many types of content you can publish on Facebook and Twitter with specific aim of increasing engagement with social media - Could be types of social posts (video, photography) or a subject matter such as content specific to event, news, contests - List the types of content and how it can be used to encourage engagements (comments, replies, shares) 22

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9/25/2017 5 Steps for Social Strategy 1. Define: Who, Where, What & Why 2. Research – your audience and your competition 3. Initiate – your policy, your expectations, your plan and your strategy 4. Launch – go live on platforms 5. Learn - measure, evaluate and evolve 24-Month Social Marketing Timeline Months 1-3: Brand Presence • Create profiles • Implement brand image • Announce presence Months 3-12: Brand/Job Seeker Engagement • Increase follower base • Monitor brand, industry, niche • Communicate with candidates Months 6-24: ROI Focus • Assess goals / achievements • Address areas for improvement • Identify additional metrics 27

9/25/2017 RELEVANT METRICS FOR SOCIAL MEDIA APPLICATIONS Brand Awareness Brand Engagement Word of Mouth Brand Awareness # of members # of installs of applications # of impressions # of bookmarks # of reviews/ratings 28

9/25/2017 Brand Engagement # of comments # of active users # of “likes” on feeds # of user generated items (photos, replies) Word of Mouth Frequency of appearance in timeline of friends # of posts on wall # of reposts /shares # of responses to friend invites 29

9/25/2017 If content is king, then co conve versi rsion on is queen. ~ John Munsell CEO of Bizzuka Thank you! Jennifer Rose Henley : jrhenley : 410 – 353 – 7689 : jhenley@nasrecruitment.com 30