The Power of #SocialRecruiting Kristi Zimmerman Manager, Agency - - PowerPoint PPT Presentation

Kristi Zimmerman Manager, Agency Recruiting January 26, 2016

The Power of #SocialRecruiting

COUNTRY FINANCIAL

What are we going to be talking about?

2

Evolution of The candidate Evolution of Recruiting The Candidate Experience #SocialRecruiting Strategies Social Recruiting Results Leveraging Glassdoor Q&A

COUNTRY FINANCIAL

About Me

3

Education

• Bachelor’s Landscape Architecture@

University of Illinois

• Master’s Communication @Illinois State

Career

• Employment & Personal Branding
• Recruitment Marketing
• Social Recruiting / Social Media

Personal

• Husband: Chris
• Cat: Bruce
• Recently relocated from Chicago to B-N

COUNTRY FINANCIAL

My Career Story

4

Marketing Projects Intern

2002-2005

Marketing Business Analyst

2005 – 2007

Agency Recruiter

2007 – 2008

Recruitment Marketing Specialist

2008 - 2012

Senior Employment Branding Specialist

2012 - 2013

Employment Branding Associate Manager

2014

Agency Recruiting Manager

Present

COUNTRY FINANCIAL

Evolution of the Candidate

5

Leveraged online job boards Was active in job search Valued employer consistency & stability Expected standard application experience Had strong loyalty to employer

THEN

Leverages mobile* & social media Is passive in job search Values employer transparency & personal interest Expects customized application experience Changes jobs frequently

NOW

*Over 60% of

• nline job

searches start on a mobile device

COUNTRY FINANCIAL

Generation Y = The New Candidate

6

70,000,000+ Americans Ages 18 - 35 Most educated generation Average income $60,000 Only 26% married Social Media

• ver TV

33% consider insurance “boring” Value causes & helping

• thers

Crave adventure Wants work / life balance Value healthy lifestyle >15% leave employer after year 1

COUNTRY FINANCIAL

Evolution of Recruiting

7

Traditional Developing Proficient Strategic

 “Post & Pray”  Reactive recruiting  Limited proactive recruiting (sourcing)  Authentic recruiting brand  Jobs shared on social media sites  Online resume mining  Identified KPI’s  Leverage candidate relationship management (CRM)tool  Proactive recruiting  Easy application process (mobile)  Strategy built around KPIs  Key labor markets identified  Targeted candidate messaging  Proactive recruiting and engaging of passive talent

COUNTRY FINANCIAL

The Candidate Experience

8

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

Will spread the word via social media

The Candidate Experience

9

Have a relationship with the company

49%

Less likely to use a product or service as result of negative experience

1 in 5

Think less of companies that don’t respond to applications.

77%

64%

Candidates are customers.

73% 62%

Will share a positive

• r negative

experience with their inner circle of friends.

“Recruiting isn’t a process. It’s an experience.”

COUNTRY FINANCIAL

Why build a #SocialRecruiting strategy?

Social Media Strategy 10

 Improve the candidate experience  Engage a network of diverse, passive talent  Reinforce talent attraction messaging  Showcase corporate culture and values

COUNTRY FINANCIAL

Approach

11

 Turn focus from increasing our following (i.e. people simply “liking” our Facebook page or following us on twitter) to increasing engagement (i.e. people actually interacting / responding / sharing content).  Develop social media content calendar.  Organize as strategy team and enforce through social media task force (with specified roles & responsibilities).

Engagement Content

Team Structure

COUNTRY FINANCIAL 12

Build List of Attainable Social Media Goals

Awareness

Increase internal (employee) and external awareness of social media activities.

Engagement

Increase engagement levels on all social handles (comments, retweets, shares, interaction, etc.).

Conversions

Increase (application to hire) ratios from social sites.

Consistency

Ensure the look and feel of collateral, posts and brand voice is consistent.

COUNTRY FINANCIAL 13

Develop a Social Media Task Force

Provide a “community of practice” for employees who have a passion for social recruiting. Leverage the social media knowledge and expertise of

• ther 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

Taskforce Roles & Responsibilities

14

• Oversee strategy & ensure alignment between divisions
• Approve campaigns and posts

Management Sponsors

• 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

Talent Acquisition Leads

• 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) Ambassador(s)

COUNTRY FINANCIAL

Taskforce Member Expectations

15

Engagement

• Act as ambassador to all social

media handles/activities by sharing information with colleagues and business partners on regular basis.

Content Generation

• Craft content via the content calendar
• Pose questions and tag external

partners in content to increase

• engagement. Use @tagging/ hash-

tagging.

Monitoring

• Monitor activity on designated social

handles as well as others.

• Inform team immediately of any

sensitive/urgent posts.

Training

• Develop and maintain reference

documents for recruiters, sourcers, hiring managers and beyond.

• Act as SME/POC for social media

related questions from recruiters/ hiring managers and beyond for your designated role.

Cross-Collaboration

• Share ideas/content with team,

consistently keep eyes/ears open for sharable opportunities.

• Work with leads to add ideas /

information to content calendar.

Project Participation

• Act as SME for quarterly/special

initiatives and campaigns

COUNTRY FINANCIAL 16

Platform Content Strategy

Platform Audience Medium Voice Approach

Facebook

Majority women, adults ages 18-29. Images, videos, text, web pages Positive, fun, helpful, inspiring, casual Culture, events, holidays, accolades, testimonials

LinkedIn

Professional, Gen Y and X, some boomers Images and links (blogs, articles, web pages) Helpful, semi- formal Recruiting, accolades

Twitter

Young adults, businesses, mobile users Images, video, links Casual, succinct, attention seeking, trendsetting Events, accolades, campus recruiting, hashtags

COUNTRY FINANCIAL

Facebook has the most members of any social networking site. Members spend an average of 405 minutes per month on the site.

17

Facebook

Source: Undercover Recruiter

• give job seekers a taste of your workplace culture and what

differentiates you as an employer

• attract diverse markets including, but not limited to: college

students and multicultural

Objective:

• Prompt, participate in discussions
• Encourage employees to engage/share posts and get involved
• Post company accolades, activities/events, spotlight employees,

run intern contests

Strategy:

• 54% female – 46% male
• 15% 18-24 | 23% 35-44 | 8% 55-64
• 17% Chicago | 6% Bloomington | Next biggest: Birmingham,

Seattle, Denver, Portland, Montgomery

Audience:

COUNTRY FINANCIAL 18

LinkedIn

With 161 million professional profiles and more than 2 million company pages, LinkedIn is the biggest social media destination for professional networking.

Source: Undercover Recruiter

• Encourage recruiters to engage with potential candidates via

personal profiles

• Leverage internal audience to spread the word about career
• pportunities and share jobs
• Increase company following by posting engaging content

regularly

Objective:

• Regularly share applicable content
• Highlight current job openings
• Bring new audiences to the company LinkedIn page and

eventually to the careers site

Strategy:

• 43 1st connections | 1,261 2nd connections | 3,028 3rd connections
• professional, Gen Y and X, some boomers

Audience:

COUNTRY FINANCIAL 19

Twitter

The audience for Twitter is vast and engaged, with users sending out more than 175 million tweets a day.

Source: Undercover Recruiter

• Engage followers with career opportunities, employee

stories and corporate/field events

• Leverage relationships with college campuses & other

partner handles

Objective:

• Identify the use of keywords and hashtags to ensure delivery

to various audiences & cohorts

• Follow and interact / engage with university and vendor

partners on daily basis (retweets, mentions, etc)

Strategy:

• Young adults, businesses, mobile users, followers from local

Illinois communities, recruiting vendors

Audience:

COUNTRY FINANCIAL

Twitter Tips and Tidbits

20

 Broadcast tweets: Tweets to all followers, no specific audience (broad)

• Any words before @ sign automatically make it a broadcast tweet
• If want to make it a broadcast but need to start the sentence with a @name, put a

period before the @ sign  Narrowcast tweets:

• @tag at the beginning of the tweet
• Narrowed to one or more audience member
• Will not show up in anyone’s feed except those who are @tagged

 Engaging tweets require hashtags, photos and should be less that 100 characters

• Tweets with these elements are more likely to be retweeted (which is ultimate goal)
• Avoid abbreviations as they can be hard to read
• Try to be clever and convey information that is easy to understand

 Use hashtags appropriately

• Hashtags are primarily used to connect people to topics / tune in
• Don’t hashtag random words – be thoughtful about them
• Make sure the hashtag makes sense / is used by others for a specific/target

campaign, event or strategy  Direct messages

• Can only DM people who follow you
• Can DM brands if they have the feature available
• DMs can now be group messages and have been expanded to over 10K characters

COUNTRY FINANCIAL

The Power of Twitter

21

COUNTRY FINANCIAL

Engagement Strategies

22

Engage Employees

• Employee Spotlights/Testimonials
• Leverage Ambassadors, communicate

activities & interact with employees. Engage Followers

• Craft content that poses questions to

audience / invites interaction

• Explore #JobChat series on Twitter
• @tag org when applicable for retweets

Engage External Partners

• Follow colleges / universities, vendor

partners, etc. and @tag when necessary Engage Recruiters

• Challenges / contests
• Lunch & Learn activities
• Twitter Chat participation

COUNTRY FINANCIAL

Content Development Strategy

23

1.Develop high-level 12-month content calendar.

• 2. Source sharable information (events, accolades, etc) on a weekly

basis and update content calendar with as much detail as possible 3.Leverage internal channels to source info

• 4. Build Point-of-Contact list for various divisions (ambassadors) -

develop process to stay up-to-date and gather any pertinent/sharable information on a regular basis.

COUNTRY FINANCIAL 24

COUNTRY FINANCIAL 25

Measuring Success Candidate Source

• Referral sites
• Applications
• Hires

Facebook

• Page Insights
• # of Likes
• Engagement

LinkedIn

• Network Size
• Interactions

Twitter

• Follower Growth
• Engagement

COUNTRY FINANCIAL

Strategy Results

26

• 97% increase in

following

• 278% increase

in engagement

Facebook

• 221% increase

in following

• 900% increase

in engagement

Twitter

• 27% increase in

following

• 4,000+

interactions

LinkedIn

• 10,038 views of

Career Overview Video in 9 months

YouTube

COUNTRY FINANCIAL

Careers Facebook Ranking

27

COUNTRY FINANCIAL

Our Big Win: LIMRA’s “Silver Bowl” Social Media Award for Recruiting

28

COUNTRY FINANCIAL

About Glassdoor

29

Who is Glassdoor? Glassdoor is essentially the “Yelp” for places to work. It was rated the “Best Employment Site in 2013” by the Webby Awards. Who uses Glassdoor? Interviewees (both rejected, declined or hired), current employees and past employees are encouraged to leave honest reviews regarding their experiences with an organization. Why do people leave reviews? Glassdoor incentivizes users to leave reviews by granting more in-depth access to company information (salary information, etc) upon the completion of a review.

COUNTRY FINANCIAL

How Does Glassdoor Fit Into Your Talent Attraction Strategy?

30

COUNTRY FINANCIAL

Why Build a Glassdoor Strategy?

31

Develop a cohesive corporate strategy that welcomes and embraces feedback (both positive and negative). Proactively respond to both positive and negative reviews in a professional, transparent, authentic and non-defensive manner. Show potential, current and past employees that transparency and feedback is not only important but incredibly valuable from standpoint of operational excellence and employee retention. Glassdoor can help you improve your corporate image and employer brand:

COUNTRY FINANCIAL

Why respond to reviews?

32

 Appreciation. It’s important to take time to thank employees and candidates.  Reputation. You are the kind of organization that values feedback and implements change, and this is a great way to prove it (rather than hiding from public criticism). In fact, 69% of job seekers agree their perception of a company improves after seeing an employer publicly respond to review.  Employee Retention. It’s been proven that responding to reviews not

• nly shows potential job candidates (aka future employees) what kind of
• rganization you are, it also shows your current employees that you value

them.

Forbes 2014: Out of 4,633 job seekers surveyed:

• 48% used Glassdoor at some point in their search.
• 60% would not apply to a company with a 1 star rating.

COUNTRY FINANCIAL

Great Reviews from CEOs

33

COUNTRY FINANCIAL

Wrapping it all up…

34

Talent Attraction Strategy

Tailor approach to “New” Candidate Consider evolution of recruiting Consider Candidate Experience Build a social media task force Rally brand ambassadors Embrace Glassdoor

COUNTRY FINANCIAL

Questions?

35