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Supercharge Your Recruitment Efforts Through Social Media Presented December 1, 2011 to: www.clearedgemarketing.com

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Page 1: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Supercharge Your Recruitment Efforts

Through Social Media

Presented December 1, 2011 to:

www.clearedgemarketing.com

Page 2: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Agenda

• Introductions

• Social Media Definition

• How to Use Social Media for Recruiting

• Getting Started

• Case Studies

• Advanced Social Media Tactics

• Resources

• Q&A

Have questions during the webinar?

No problem! Submit them via Twitter –

use hashtag #tsawebinar in your tweet!

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About ClearEdge Marketing

• Founded in 2006, ClearEdge is an award-winning marketing

firm headquartered in Chicago, IL

• Clients are global IT professional services, software and

staffing firms

• Operates on a unique and flexible outsourced marketing

model

• Team of strategic and tactical marketing professionals with

experience managing global marketing operations from small

start-ups to mid-sized firms and large, publicly traded

companies

Contributing Sponsor

“I have managed multi-million dollar companies, worked

with marketing departments and agencies of all sizes, and I

have never experienced such talent in one group.”

— Robert Miano, CEO, Harvey Nash USA

Page 4: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Today’s Speakers

Leslie Vickrey Michelle Krier

• In addition to being the founder, visionary and strategist,

Leslie supports all ClearEdge project managers and

strategic accounts

• Committed to personal service, she meets with clients to

identify marketing opportunities that will generate the

best return

• For the past 16 years, has managed marketing

operations and provided consulting services for

companies such as Spherion, McDonalds, TAC

Worldwide, TechServe Alliance, Harvey Nash, CARA

Corp, Consultis and Technisource

• As a creative and strategic thinker, Michelle drives

clients to develop brand awareness and implement

appropriate marketing activities in support of business

goals

• An early adopter of the latest technology tools and

social media applications, ensuring success in every

project

• Formerly at Pinstripe, an industry-leading RPO firm,

where she developed global talent attraction strategies,

combining social media with traditional recruitment

marketing efforts for companies such as RJ Reynolds,

Eastman Kodak, Comcast and Agilent Technologies

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Social Media Definition

• Social media is media for social interaction, using

highly accessible and scalable communication

techniques

• Social media is the use of Web-based and mobile

technologies to turn communication into interactive

dialogue

Source: Wikipedia

Page 6: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Using Social Media for Recruiting

• Recruiting: The act of seeking out and engaging (someone)

for work or service

+

• Social media is the use of Web-based and mobile

technologies to turn communication into interactive dialogue

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Using Social Media for Recruiting

Page 8: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Using Social Media for Recruiting

Page 9: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Using Social Media for Recruiting

Page 10: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Using Social Media for Recruiting

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Just How Old Are Your Recruiting Methods?

How ROBUST is your Recruitment Strategy?

Make sure you’ve got the basics covered well!

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Integrated Recruitment Program

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Poll Question #1

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Reasons to Incorporate Social Media in Your Recruiting Efforts

• Connect with candidates where and when they are available

• Develop a dialogue with candidates

• Be seen as an innovative, progressive employer

• Promote your employment brand

• Open additional sources for candidate leads and hires

• One in every six minutes online is spent on social networking

sites

• By 2014, social networking services will replace email as the

primary vehicle for interpersonal communications for 20% of

business users

(Source: Gartner)

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So Now What?

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Online Reputation Assessment

• What is being said about your company in the online space,

specifically as an employer?

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Candidate Experience

• How easy/hard is it for someone to apply for your jobs?

• Is your career page buried on your organization’s website?

• When was the last time you reviewed your job board listings

(content and graphics?)

• When was the last time you visited your company’s Facebook

fan page or LinkedIn company profile?

• Do you follow your organization’s tweets?

• When was the last time you applied for a job at your

organization?

Via your career site?

Via a job posting on a job board?

Via a social media posting?

• Do you survey your new hires about the hiring process? What

about the people you didn’t hire?

Page 18: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Getting Started

POST Methodology

• People

• Objectives

• Strategy

• Tools

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People

• Who are you trying to attract/hire?

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Objectives

• What do you hope to accomplish through social

recruiting?

Decrease RMP spend?

Establish a robust candidate pipeline?

Get referrals?

Promote your employment brand?

Page 21: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Strategy

• Should be part of the overall Recruitment Marketing Plan –

consider tracking results in the same way to help measure ROI

(resumes, interviews, submits, placements)

• Assess internal support for resources and budget

• How will you know it’s successful?

• How will you track social recruiting activities vs. other

“traditional” recruiting methods?

• Is the cost/benefit analysis acceptable?

• What’s your social media policy?

• Remember TechServe Alliance just rolled out a new social

media policy for members to use!

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Tools

• LAST piece of the puzzle – NOT first!

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Ask Yourself …

• Who are my top 3 competitors and what are they doing on

social media?

• What social media profiles currently exist for my

organization? (i.e., your Facebook company page, Twitter

handle, LinkedIn group, etc.)

• What are my organization’s top 3 goals for social media?

(brand building, sales generation, recruiting, etc. or not sure)

• How does my organization currently manage social media?

(one person or a team of people or no one/not very organized)

• What has worked and what hasn’t worked to date?

• Does my organization have a social media strategy? (Hint:

Check with marketing!)

Page 25: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Perform an Audit

TIP: At a glance,

determine how your

organization stacks up

against the competition.

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TEKsystems Facebook:

• 3,465 likes

• Custom fan-gate tab inviting visitors to like

page and job search functionality

• Job posts being pulled from RSS feed via app

Twitter:

• 1,161 followers; 14,687 tweets

• Tweets vary—jobs available, info of interest to

job seekers, business and IT industry info, etc.

LinkedIn:

• 17,931 followers

• Tweets and press releases auto-synched to

company page

• Services section completely filled out

• 35 groups—most separated by geo-location,

biggest one is generic with 4,920 members

YouTube:

• 9 videos

• Type of videos include (most targeted at

candidates): Overview of TEKsystems IT

Solutions; Meet Bob, a Project Manager;

TEKsystems understands your career goals;

Prioritize your career goals; Job opportunity

and support at TEKsystems

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Sapphire Technologies Facebook:

• 684 likes

• Places page is linked to main page (Places

feature going away in next few days)

• Job search tab

• Frequently updated with fun employees info,

career resources info for candidates, job

postings, general career info/tips targeted at

job seekers

Twitter:

• 337 followers; 489 tweets

• Background image cross-referencing other

social profiles and contact info

• Tweets vary—jobs available, info of interest to

job seekers, business and IT industry info, etc.

LinkedIn:

• 2,308 followers

• 644 group members in main open group, total

of 6 groups mostly geo-targeted

• Open group posts range from recruiters

offering tips, to industry news, to candidates

looking for work, to industry articles

YouTube:

• Channel with one video titled ‘Sapphire

Technologies - Salary Advisor’

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UnitedHealth Group Facebook:

• 3,473 likes

• Posts daily about recruiter chat sessions, healthy

living, job fairs, hiring information, job search

tips, etc.

• A lot of Wall interaction, several posts and

comments by fans

• Job search tab

• A lot of employee photos, two videos targeted at

candidates

Twitter:

• 2,922 followers; 1,362 tweets

• Tweets range from having a good hair day, to

career advice, to promotion of recruiter chats, to

healthy living content

LinkedIn:

• 22,020 followers, with custom Careers page

• 20 groups, most geo-targeted; biggest is

UnitedHealth Group Career Network group with

9,108 members

YouTube:

• Custom channel with 54 uploads, ranging from

healthy living, to careers, to healthy relationships

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Poll Question #2

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Tools: LinkedIn

• 220 million people on LinkedIn

• World’s largest online resume database

This allows you to

see up to 3rd level

connections without

a LinkedIn Recruiter

profile

Page 32: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: LinkedIn

TIP: Narrow

your search

for potential

candidates

by company,

relationship,

industry and

more!

Page 33: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: LinkedIn

Page 34: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: LinkedIn

TIP: Post jobs

to your group,

if you have

one.

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Tools: LinkedIn

• Join groups!

• Can join up to 50 groups

• Post jobs to groups as appropriate

• Some groups prohibit recruiters

from joining

TIP: Join groups

that contain

people you are

trying to target

(i.e., mechanical

engineers, tax

professionals,

etc.)

Page 36: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Sample Groups from IT Recruiter LinkedIn Profiles

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Tools: LinkedIn

Current Search Parameters

Geography: Greater Chicago Area

Job Function: IT

Seniority: Manager

Can filter further by company, group,

gender, age

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Poll Question #3

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Tools: Twitter

What to tweet:

• Open jobs/positions (Ex: Looking for senior #sales rep for

#technology firm. Apply at (include shortened link)

• Upcoming job or career fairs you are hosting and/or attending

• News – press releases, new product announcements, awards, new

hires, etc.

• Community involvement activities

• Job tips (resume and interview tips, interesting articles, etc.)

TIP: Ask people to RT

your job tweets (but

periodically, not all the

time)

Page 40: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: Twitter

TIP: Search

Twitter for

potential

candidates

(search.twitter.co

m) using

keywords,

phrases, etc.

Page 41: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: Twitter

Use hashtags appropriately:

• Use pound/number sign (#) in front of a

keyword or phrase (ex: #jobs, #engineer)

• Job seekers search Twitter using specific

hashtags – makes your tweets searchable

even to those who aren’t following you

• Hashtags are also used for events such as

Twitter chats (ex: #hirefriday, #jobhuntchat)

Check the Twitter chat schedule:

https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiw

cnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE#gid=143

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Tools: Twitter

Additional Twitter-based tools

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Poll Question #4

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Tools: Facebook

Why Facebook for recruiting?

Potentialpark (online recruiting research lab) findings:

1. It allows for better engagement

2. It’s where young professionals/recent graduates are

3. It’s FREE!

4. Larger network of users (800 million worldwide as

compared to LinkedIn at 120 million worldwide)

5. More open (think premium accounts on LinkedIn)

6. Easy career site integration (“Like” button and feeds)

7. Branding opportunities

Page 45: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Tools: Facebook

TIP: Share

more than

just jobs

on your

company

Facebook

page!

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Tools: Facebook

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Tools: Facebook

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Bullhorn Reach

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Don’t forget:

It’s not just about

posting/tweeting/sharing jobs!

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Putting it All Together

Page 51: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Putting it All Together

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Putting it All Together

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Advanced Tactics

QR Codes Online Contests & Games

Blogs

Facebook Ads

Mobile

Video

Talent Landing Pages

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QR Codes

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Online Contests & Games

Google Code Jam

• Annual global online software code writing

contest

• Has attracted as many as 7,500 people

• Top 25 invited to Mountain View, CA to compete

for $$ prize as well as chance to work for

Google

• Great recruiting tool, great PR opportunities

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Blogs

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Facebook Ads

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Mobile

• Encourage job seekers to opt-in

and keep them up to date on open

positions with periodic text

messages

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Video

• Create an engaging way to communicate

your company’s culture OR showcase a

certain position

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Talent Landing Pages

• Create a centralized hub to engage

prospective candidates around a specific

position or job family

• Using your current brand and content,

expose your specific opportunities to the

search engines continuously, helping you

raise and maintain your search rankings

Page 61: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Resources

Articles: http://technology.inc.com/2011/07/27/8-tips-for-recruiting-using-social-media/

http://mashable.com/2011/08/28/social-media-recruiting-infographic/

http://www.blogging4jobs.com/social-media/36-6-million-job-seekers-find-work-with-social-media

LinkedIn: http://humanresources.about.com/od/recruiting/a/recruit_linked.htm

Facebook: http://www.openforum.com/idea-hub/topics/managing/article/how-to-use-facebook-to-recruit-employees

Twitter: http://www.inc.com/guides/2010/05/using-twitter-for-recruiting.html

http://www.booleanblackbelt.com/2010/02/twitter-101-for-recruiters/

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Questions?

Page 63: Supercharge Your Recruitment Efforts Through Social Media · • Social media is the use of Web-based and mobile technologies to turn communication into interactive dialogue Source:

Leslie Vickrey

President & Founder (312) 731-3149

[email protected]

T: @lvickrey

Michelle Krier

VP, Marketing & Digital Services (414) 617-3103

[email protected]

T: @michellekrier