Transforming Your Employer Brand Through
Compelling Content
Sure, your website's employment page outlines every employee perk, from a stocked soda fridge to the foosball table. But what does your social media presence say to potential employees? Todd will take the group through examples of how social media reflects on corporate culture (both positively and negatively) and how compelling content can help attract the right candidates.
Todd Van HoosearFresh Ground, Inc.
@vanhoosear
#socialrecruitingOtherwise known as…
My Jobs
Mr. Steve ReadsFlickr image uploaded by ManchesterLibraryShared under Creative CommonsAttribution-Share Alike 2.0 Generic License
QuestionsFlickr image uploaded by OberazziShared under Creative CommonsAttribution-NonCommercial-Share Alike 2.0 Generic License
tell stories ask questions
Your First Questions
Who is this guy?
Why should I care what he says?
FIRST, SOME DEFINITIONSTodd Van Hoosear - @vanhoosear
What is Social Media?
• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new way to do business
• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
6
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
The Four Cs
Community Content Conversation Conversion
Old NewspaperFlickr image uploaded by ShironenoEuro[busy]Shared under Creative CommonsAttribution 2.0 GenericLicense
The Crowd KissFlickr image uploaded by hipposrunsuperfast.comShared under Creative CommonsAttribution 2.0 GenericLicense
Conversation, NYC, 1970Flickr image uploaded by eye2eyeShared under Creative CommonsAttribution-NoDerivs 2.0 GenericLicense
Pele SorgFlickr image uploaded by CJ SorgShared under Creative CommonsAttribution-ShareAlike 2.0 GenericLicense
Successful social recruiting programs involve all four of these
WOULD YOU WORK HERE?Todd Van Hoosear - @vanhoosear
Partner Account on Facebook
https://www.facebook.com/starbuckspartners
Jobs Account on Twitter
https://twitter.com/#!/upsjobs
YouTube Recruitment Video
www.youtube.com/watch?v=vccZkELgEsU
Pinterest?
http://pinterest.com/andyheadworth/funny-recruitment-and-interview-cartoons/
Google+ Page
http://socialmediatoday.com/clifffigallo/398465/5-ways-colleges-and-universities-are-turning-google-ultimate-recruiting-network
USE AND USEFULNESSTodd Van Hoosear - @vanhoosear
Key Social Recruiting Applications
• Networking
• Recruiting• Screening• On-
Boarding• Retaining
http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/
Using BeKnown on Facebook
CONTENT RULESTodd Van Hoosear - @vanhoosear
(Some) Content Rules
• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn
http://www.contentrulesbook.com/
I do some pretty egregious
paraphrasing here – the book
is better
The Millennial
• Wants to make a difference
• Is hyper-connected• Works hard, plays
hard• Has a voice and
uses it• Does tech• Multi-tasks
http://www.flickr.com/photos/yourdon/4049950966/
Some Advice from My Millennials
Thank You!
Todd Van HoosearFresh Ground, Inc.
http://itsfreshground.com/