The Power of #SocialRecruiting Kristi Zimmerman Manager, Agency Recruiting January 26, 2016
What are we going to be talking about? Evolution of The candidate Evolution of Recruiting The Candidate Experience #SocialRecruiting Strategies Social Recruiting Results Leveraging Glassdoor Q&A COUNTRY FINANCIAL 2
About Me • Bachelor’s Landscape Architecture@ University of Illinois Education • Master’s Communication @Illinois State • Employment & Personal Branding • Recruitment Marketing Career • Social Recruiting / Social Media • Husband: Chris • Cat: Bruce Personal • Recently relocated from Chicago to B-N COUNTRY FINANCIAL 3
My Career Story Senior Marketing Employment Agency Projects Branding Recruiting Agency Intern Specialist Manager Recruiter 2002-2005 2007 – 2008 2012 - 2013 Present Marketing Recruitment Employment Business Marketing Branding Analyst Specialist Associate Manager 2005 – 2007 2008 - 2012 2014 COUNTRY FINANCIAL 4
Evolution of the Candidate THEN NOW *Over 60% of online job searches start on a mobile device Leveraged online job Leverages mobile* & boards social media Was active in job search Is passive in job search Valued employer Values employer consistency & stability transparency & personal interest Expected standard application experience Expects customized application experience Had strong loyalty to employer Changes jobs frequently COUNTRY FINANCIAL 5
Generation Y = The New Candidate Average Ages 70,000,000+ Most educated income Americans generation 18 - 35 $60,000 33% consider Value causes Only 26% Social Media insurance & helping married over TV “boring” others >15% leave Crave Wants work / Value healthy employer after adventure life balance lifestyle year 1 COUNTRY FINANCIAL 6
Evolution of Recruiting Strategic Proficient Strategy built around KPIs Key labor Developing Identified KPI’s markets identified Leverage Targeted candidate Traditional candidate relationship messaging Authentic management Proactive recruiting brand “Post & Pray” (CRM)tool recruiting and Jobs shared on Proactive Reactive engaging of social media sites recruiting recruiting passive talent Online resume Easy application Limited proactive mining process (mobile) recruiting (sourcing) COUNTRY FINANCIAL 7
The Candidate Experience Candidate Experience= The collective result of all the interactions you have with candidates in the recruitment marketing and hiring process, from the moment they learn about you as an employer to their first day as an employee. COUNTRY FINANCIAL 8
The Candidate Experience “Recruiting isn’t a process. It’s an experience.” 1 in 5 Candidates are customers. 49% Less likely to use a product or service as result of negative Have a experience relationship with the 77% company Think less of companies that don’t respond to applications. 73% 62% 64% Will share a positive or negative Will spread the word experience with their via social media inner circle of friends. COUNTRY FINANCIAL 9
Why build a #SocialRecruiting strategy? Improve the candidate experience Engage a network of diverse, passive talent Reinforce talent attraction messaging Showcase corporate culture and values COUNTRY FINANCIAL Social Media Strategy 10
Approach Turn focus from increasing our following (i.e. people simply “liking” our Facebook page or following us on twitter) to increasing engagement (i.e. Team Structure people actually interacting / responding / sharing content). Content Develop social media content calendar . Engagement Organize as strategy team and enforce through social media task force (with specified roles & responsibilities). COUNTRY FINANCIAL 11
Build List of Attainable Social Media Goals Awareness Engagement Conversions Consistency Increase internal Increase Increase Ensure the look (employee) and engagement (application to and feel of external levels on all hire) ratios from collateral, posts awareness of social handles social sites. and brand voice social media (comments, is consistent. activities. retweets, shares, interaction, etc.). COUNTRY FINANCIAL 12
Develop a Social Media Provide a “community of practice” for employees who Task Force have a passion for social recruiting. Leverage the social media knowledge and expertise of other employees / recruiters. Establish a cohesive group of social media subject- matter experts focused on talent acquisition. “Divide and conquer” the work as necessary to execute your social recruiting strategy. Provide a developmental opportunity for other team members to get involved in your social recruitment strategy. Improve internal & external engagement in the social media space. COUNTRY FINANCIAL 13
Taskforce Roles & Responsibilities Management Sponsors • Oversee strategy & ensure alignment between divisions • Approve campaigns and posts Talent Acquisition Leads • Owns & manages strategy, ensuring content aligns with corporate values and EVP • Maintains and updates content calendar • Consistently updates management sponsors on strategy and new campaigns/initiatives • Identify way to measure/track efforts; presents metrics to leadership on regular basis Ambassador(s ) • Executes strategy via content calendar • Assists leads with idea generation and campaign fulfillment • Pulls metrics and other information needed for leads to effectively communicate results (quarterly) COUNTRY FINANCIAL 14
Taskforce Member Expectations Engagement Content Generation Monitoring • Act as ambassador to all social • Craft content via the content calendar • Monitor activity on designated social media handles/activities by sharing handles as well as others. • Pose questions and tag external information with colleagues and partners in content to increase • Inform team immediately of any business partners on regular basis. engagement. Use @tagging/ hash- sensitive/urgent posts. tagging. Training Cross-Collaboration Project Participation • Develop and maintain reference • Share ideas/content with team, • Act as SME for quarterly/special documents for recruiters, sourcers, consistently keep eyes/ears open for initiatives and campaigns hiring managers and beyond. sharable opportunities. • Act as SME/POC for social media • Work with leads to add ideas / related questions from recruiters/ information to content calendar. hiring managers and beyond for your designated role. COUNTRY FINANCIAL 15
Platform Content Strategy Platform Audience Medium Voice Approach Facebook Majority Images, videos, Positive, fun, Culture, events, women, adults text, web pages helpful, holidays, ages 18-29. inspiring, accolades, casual testimonials LinkedIn Professional, Images and Helpful, semi- Recruiting, Gen Y and X, links (blogs, formal accolades some boomers articles, web pages) Twitter Young adults, Images, video, Casual, Events, businesses, links succinct, accolades, mobile users attention campus seeking, recruiting, trendsetting hashtags COUNTRY FINANCIAL 16
Facebook Facebook has the most members of any social networking site. Members spend an average of 405 minutes per month on the site. • give job seekers a taste of your workplace culture and what Objective: differentiates you as an employer • attract diverse markets including, but not limited to: college students and multicultural • Prompt, participate in discussions Strategy: • Encourage employees to engage/share posts and get involved • Post company accolades, activities/events, spotlight employees, run intern contests • 54% female – 46% male Audience: • 15% 18-24 | 23% 35-44 | 8% 55-64 • 17% Chicago | 6% Bloomington | Next biggest: Birmingham, Seattle, Denver, Portland, Montgomery Source: Undercover Recruiter COUNTRY FINANCIAL 17
LinkedIn With 161 million professional profiles and more than 2 million company pages, LinkedIn is the biggest social media destination for professional networking. • Encourage recruiters to engage with potential candidates via personal profiles Objective: • Leverage internal audience to spread the word about career opportunities and share jobs • Increase company following by posting engaging content regularly • Regularly share applicable content Strategy: • Highlight current job openings • Bring new audiences to the company LinkedIn page and eventually to the careers site Audience: • 43 1 st connections | 1,261 2 nd connections | 3,028 3 rd connections • professional, Gen Y and X, some boomers Source: Undercover Recruiter COUNTRY FINANCIAL 18
Twitter The audience for Twitter is vast and engaged, with users sending out more than 175 million tweets a day. • Engage followers with career opportunities, employee Objective: stories and corporate/field events • Leverage relationships with college campuses & other partner handles • Identify the use of keywords and hashtags to ensure delivery Strategy: to various audiences & cohorts • Follow and interact / engage with university and vendor partners on daily basis (retweets, mentions, etc) Audience: • Young adults, businesses, mobile users, followers from local Illinois communities, recruiting vendors Source: Undercover Recruiter COUNTRY FINANCIAL 19
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