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

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

MAPRA

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SOCIAL MEDIA

https://www.youtube.com/watch?v=PWa8-43kE-Q

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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).

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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.

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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.

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Breakout: Influencers

Spend 5 – 10 minutes creating your “hit list” of as many influencers as possible (by group, job title, role)

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• 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

Agenda

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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

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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

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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

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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

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• 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

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most populat ulated ed count ntry ry

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• 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”

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Promoted Posts

Ads targeted to key locations or areas Allows option to target by location,

• ccupation,

keywords, etc. within FB Viewable through desktop and mobile Residual benefits to promoting shareable content (likes = reengagement

• pportunities)

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Organic Matters

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• 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

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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)

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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

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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

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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

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If content is king, then co conve versi rsion

• n

is queen.

~ John Munsell CEO of Bizzuka Jennifer Rose Henley:

Thank you!

jrhenley: 410 – 353 – 7689 :

jhenley@nasrecruitment.com