Social Recruiting Power to the People

#shrm13 @mattkaisersd

“Social is no longer a niche method of consuming content,

its now the dominant way people discover information…” - Jonah Peretti, BuzzFeed CEO and co-founder

Social Media Presence › Six of the twelve most visited websites are social

› Social networking sites now reach over 80% of the world’s online

population (1B+ users)

› 87% of the Fortune 100 now use social media – Twitter is most popular

› 21% of the world’s internet population are using Twitter every month

› Fastest growing social networking countries are in APAC

› 40M+ LinkedIn members in APAC

› By 2017, India is projected to be the country with the most Facebook

users at 277.8 million

› China is home to six of the world’s top ten social networks

› Companies that blog have 55% more website visitors

› 70% of brands ignore complaints on Twitter

› 40% of people spend more time socializing online

than they do face-to-face

› 24% of people have missed witnessing important

moments because they are too busy trying to write

about them on social networks

Facebook: 1B+ (80%)

LinkedIn: 225M+ (60%)

Twitter: 250M+ (65%)

Interesting Facts…

Social Media Usage

Over 60% of

U.S. Internet users

have a social

networking profile

Social Media Usage

70% of people

trust brand

recommendations

Social Media Usage

10% of people

trust advertising

92% of people

will share online

content with their

friends via social

networks

Social Media Usage

“47% of employees say

that a company’s online reputation

matters as much as the job offer.” - Spherion survey, March 2013

Challenges

Time Requirements

• Very time-intensive

• Lack of internal resource time

Budget Constraints

• Limited budgets

• “The Economy” = conservative spending

Unproven Tactics

• Requires expertise and approval

• The necessary waste of experimentation

Benefits

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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Planning...

›Set goals

›Solidify your personal brand

›Develop social media guidelines

›Think mobile

›Build and communicate your brand

“Why Choose You?

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CAPITALS

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Our Process

(1) Research

(2) Results

(3) Message

(4)

Share

(5)

Measure › Employee focus groups

› Internal and external survey

› Cross section of business

› Varying tenure

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CAPITALS

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A fast paced environment that supports and facilitates personal growth and development.

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CAPITALS

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CAPITALS

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“The best approach is to not try to write things that will go viral. No, the best approach is to write for just one person. Make an impact on just one person. Even better, make it so they can't sleep that night unless they choose to make a difference for just one other person by sharing your message with them. The rest will take care of itself.”

- Seth Godin

225,000,000+ registered members (as of May 2013)

7M+

Canada

77M+

USA

12M+

Brazil

4.2M+

Australia

50M+

Europe

20M+

India

2M+

South Africa

0.6M+

Hong Kong

2.0M+

Indonesia

1.5M+

Philippines

1.2M+

Malaysia

1.0M+

Singapore

0.8M+

Japan 3.1M+

China

0.8M+

New Zealand

4M+

Spain

4M+

Italy 5M+

France

11M+

UK

3M+

Netherlands

2M+

Turkey

41M+

APAC

“Your Facebook ID quite simply will be your gateway to the digital world. We think that if you can build one worldwide platform where you can just type in anyone’s name, find the person you’re looking for, and communicate with them, that’s a really valuable system to be building.” -Mark Zuckerberg

B

“What’s next?

Normal 24-Month Social Marketing Timeline

Months 1-3: Brand Presence

• Create profiles

• Implement brand image

• Announce presence

Months 3-12: Candidate / Employee Engagement

• Increase follower base

• Monitor brand, industry, niche

• Communicate with employees and candidates

Months 6-24: ROI Focus

• Assess goals / achievements

• Address areas for improvement

• Identify additional metrics

“It’s about offering something of value,

creating movements that build over time, engaging with passionate fans

and giving them the tools to influence others.”

-Ad Age

Anyone Can Be Found on Social Media in 12 Hours…

Thank You!

About.me/mattjkaiser