social media recruitment workshop
DESCRIPTION
Workshop held at Lois Group Business Academy,Century City, Cape TownTRANSCRIPT
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COURSE CONTENT:
1. Overview : Objectives, Content, Community, Technology and ROI tools.
2. Getting started: The Process3. Search Engine Optimisation4. Content Creation5. Creating extraordinary LinkedIN profiles, Facebook fanpages,
Twitter profiles and You Tube channels6. Integrating Social Media into the recruitment process7. Building and managing Talent Communities and Networks8. Mobile 9. Reputation Management10. Time Management11. ROI12. Social media plan - template
We Are Going To Cover A Lot…
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W M
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W O M
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YOU ARE NOT A JOB BOARD
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ADD JOBS TABTO FANPAGE
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It’s about RELATIONSHIPS
•CONNECTIONS DO NOT LEAD TO RELATIONSHIPS
•BUILDING RELATIONSHIPS BY CONNECTING DO
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•TARGET AUDIENCE•OBJECTIVES•SEO•CONTENT• PROFILES / PAGES• AD CAMPAIGNS•INTEGRATION•CULTURE CHANGE•CAPACITY•MEASUREMENT•EXPERIMENT
PROCESS
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The (unspoken) Social Media Process
TARGET AU
DIENCE
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SEGMENT TARGET AUDIENCESilent Majority
Vocal Majority
SocialMajority
• Joins but rarely participates• Reads/watches/listens to UGC• Lowest level of social influence
• Joins and actively participates• Shares UGC and commentary• Medium level of social influence
• Builds/moderates community• Creates and aggregates UGC• Highest level of social influence
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Source: ©2010 MarketingSherpa Social Marketing Benchmark Survey
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GOALS =• Establish a relationship with the RIGHT person in advance of a hiring need to reduce time of hire and costs.
AND/OR •Find partners• Build brand• Reduce customer support costs
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Keyword Glossary
Building Links that matter
Content
Conversation
WHAT DOES LOVE ?
http://www.googlekeywordtool.com/
Google's intent is to create the world's best information-rich artificially intelligent system.
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CONTENTis King
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• Fresh content with relevance• Content is more than just information• Content objects are critical hubs of conversation
…they are social objects that get consumed, shared and manipulated by the viewing audience.
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CONTENTHow to tell a great story — 9 simple steps!
1. Look at some Examples2. Choose a meaningful subject. 3. Create a keyword list4. Use an authentic voice.5. Be concise.6. Include a striking image7. Space your paragraphs8. Add tags so people will find your story.9. Explore other media types.
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RESOURCEStechnorati.com
Boardtracker.com
Google/alerts
Tweetdeck
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CONVERSATION IS QUEEN
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Blogs• The NEW company web site• Authentic• First person• Insightful
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TOTAL LINKEDIN USERS IN SOUTH AFRICA
1 099 134 83%
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Skills and Expertise
Profile completeness
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LinkedIn• Personal profile• Groups• Events• Companies
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Optimize LinkedIN company page1. Activate status updates by adding admins - including yourself! 2. Commit to posting a status update twice a day3. Add your blog RSS to your page to auto-populate your blog's content. 4. Create a helpful "Company Overview" description, with the most important info at the top
6. Add "Company Specialties" (or keywords) to help your company get found for specific terms
5.Opt-in to "show news" about your company
7.Link to a landing page on your Overview Page. 8. List one of your products or services in the "Products" section, and explain why it's valuable9. Add "banners" to your Product Page and link to special interior pages of your website
10. Add a video to your Product Page.
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Facebook wants to create the world’s best information-rich, socially-based system.
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affinity (popularity)
time decay (timely)
weight (relevance)
EdgeRank Checker
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FACEBOOKKey strategy to getting more ‘Likes’ and connecting with your audience is to provide helpful information
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FACEBOOK Advertising Campaign
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Demographic data for Likes is only available when your Page has at least 30 Likes.
https://www.facebook.com/ads/manage/campaigns/
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Twitter• Profiles• Search• Post• Engage
http://www.twitjobsearch.com/
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HANDY TOOLS
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MORE TRAFFIC TO WEBSITE = LEAD CONVERSATION
BLOG
FB
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Create Promote
Measure
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More Africans have access to mobile phones than to clean drinking water.
NIELSEN
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“mobile” refers to the user, and not the device or the application.
People, not things.
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QR CODE
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TEXT MESSAGING IS PERVASIVEMost accessible mobile technology globally•4 x more people use SMS than e-mail• 11 % of South Africans use their mobiles to go online• Consumers aged 25-34 are the heaviest users• 69%of consumers prefer sending texts to calling• 85 %of mobile subscribers• Mobile phone use has gone from 17% of adults in 2000 to 76% in 2010.• Half of all users of Facebook in South Africa access the site via their mobiles.
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Mobile
• Mobile web site optimization• Be where your audience is• Social media is the answer
By 2013, mobile phones will overtake PCs as the most common Web access device worldwide
GARTNER
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MOBILE ACCESS
Planned or not, mobile traffic is being directed to your
career site.Are they finding a dead end?
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The benefits of building a talent community
•Qualified candidates at your fingertips•Less dependence on expensive, ineffective job boards•Less money spent on job advertisements•Increased interaction with potential candidates in order to help them understand what your organization does•Better quality of applicants to job openings•Creates a talent pipeline for future job openings•Attracts passive candidates
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Time Management• Build it into your day – social
media is a tool and a process• Content Planning• Social Media plan• Comments• Third party apps ie Hootsuite Tweetdeck
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REPUTATION MANAGEMENTuses the tools of the Internet to monitor and analyse a brand’s reputation and to engage in conversation so as to influence its reputation.
1. monitoring the buzz – Google Alerts, Tweetdeck
2. analysing – what’s being said by whom
3. influencing – engaging in and leading the conversation
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http://www.socialmediaexaminer.com
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ROIReturn on Investment or Risk of Ignoring
purchases
value
traffic
branding
awareness
employees
leads
interest
clicks or views
time
KloutWhat is measured is valued!
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