“If you build it they will come”. We all wish this were true with social media. You can have a Facebook, Twitter, and Blog, but if you do not use these tools deliberately and strategically to engage your audience, they won’t respond. This session presents a framework and tactics for using social media strategically to promote student and employer participation in on-campus recruiting. Also, learn how to assess your efforts and plan for the future.

2. How can you use Social Media to Engage Students and
Employers in On-Campus Recruiting (OCR)?
As a TEAM build a framework
• Create objectives
• Understand tools/options
• Implement tactics
• Measure your success

3. *Communicate Brand Awareness: Elevate awareness of
your office and services
*Serve Your Clients: More effectively deliver the services
you offer
*Generate New Business: Get more employers and students
using your services
*Build Community: Generate conversation with, across and
among students, employers and other clients.
Source: Spredfast |www.spredfast.com
*

4. Social Networks Content Sharing
Facebook, LinkedIn, Google+, MySpace YouTube, Vimeo, Flickr, SlideShare
Blogs Social Bookmarking
WordPress, Typepad, Blogger, Facebook Like, Digg, Reddit, Pinterest
Microblogs Location/Geo-location Services
Twitter, Tumblr Foursquare, Facebook Places, Yelp
*
Source: Spredfast |www.spredfast.com

5. * Social Networks: Relationship Building | Event Promotion | Community
Building | Credibility/Brand Management
* Blogs: Source of News & Information | Share Multiple Forms of Content
(Text, Video, Phone, Embedded Media
* Microblogs: Real-time Help |Short updates | Public Collaboration
* Content Sharing: Video/Visual Storytelling | Personal Testimonials |
Emotional Appeals | Demonstrations |
* Social Bookmarking: Referrals and Information-sharing within and across
online communities | “Going Viral”
* Location/Geo-location Services: Presenting special offers for customers |
Offer incentives for repeat business
*

6. *Define your goals
*Decide which tools to use
*Set objectives
*Define roles within your team
*Set time table
*

7. *Activity (volume, type and quality of
activity)
*Reach (breadth of your communities)
*Engagement (volume, type and
quality of interactions)
*

8. *Communicate Our Brand: Elevate the awareness of CCS
recruiting events with employers and students
*Serve Our Clients: Make our services and programs more
accessible
*Generate New Business: Get more students to attend CCS
events. Connect with more employers
*Build Community: Generate conversations with and
between employers and students about upcoming CCS
recruiting events
*

9. *

10. • Share Information
• New Opportunities
*
• Deadlines
• Events
• Employer Spotlights
• Industry News
• Advice
• Conversations
• Answer student questions regarding events
• Employers engage with students regarding events
• Recruit Attendees/Volunteers
• RSVPs to events
• Volunteers for the career fair
http://www.facebook.com/utccs

11. Communicate Our Brand:
* “CCS Deadline”, reminders about schedules
* “Meet the Recruiter” events
* Cover Photo
Serve Our Clients:
* Event RSVPs
* Sharing Interview and Resume Drop Schedules
* Employer Spotlights
* Industry News
* Use NEW Facebook Scheduling feature to schedule after hours posts
Generate New Business:
* Career Fair Contest
* Recruit Volunteers
Build Community:
* @tagging Student Organizations and Employers *

12. *

13. *

14. Pin it to the top! (Lasts one week)
Highlight and expand! (Lasts forever)
*

15. Event page interaction
*

16. Facebook Contest:
* Raise awareness for the
upcoming Career Fair
* Encourage discussion and
interaction among
students
* Create a resource of
first-hand advice from
peers
* Bring new students in the
door

17. *

18. *

19. Note: This is how Facebook calculates what
posts show up in users’ newsfeed.
* Ask for comments and give reasons to stay
engaged (share valuable information, fun
facts, useful updates)
* Ask people to share pictures on stories on
Outgoing Ranking
your wall
Interaction Ranking 1. “Question” option
(often referred to * Pick a posting schedule and stick to it. Make
1. Comments as polls) sure you have new content posted fairly
2. Shares 2. Videos frequently & on the best days/times
3. Likes 3. Photos * Share links
4. Links
5. Status updates
* Post pictures & videos
* Consider surveys, quizzes
* Source: Jeni Putalavage-Ross, Social Media Professional

20. • Share Information
*
• New Opportunities
• Deadlines
• Events
• Employer Spotlights
• Industry News
• Advice
• Conversations
@UTCCS
• Answer student questions regarding events
• Employers engage with students regarding events
• Recruit Attendees/Volunteers
• Volunteers for the career fair
• Send to Facebook to RSVP for events

21. Communicate Our Brand:
* Hashtags: #meettherecruiter, #utcommfair, #ccsdeadlines, #newjob,
#newinternship
Serve Our Clients:
* Tweeting all new jobs, internships, events, deadline reminders
* Re-tweeting industry news
* Following Employers and Student Orgs
* Targeted Twitter Lists
* Promoting employers on-campus
Generate New Business:
* Drive traffic to website, Facebook, and CareerSource
Build Community:
*
* @mentioning Student Organizations and Employers
* Hashtags: #meettherecruiter, #utcommfair

22. *

23. *

24. *

25. *
• Promote Recruiting Opportunities
• On-campus events
• Application Deadlines
• Use of Keywords (Tactic: speak directly to students’ interests)
• Inform Employers About Promotion
• Visual Aid (Tactic: the use of keywords shows employers I know how to
target their message to students based on specific interests)
• “Home Base” for CCS Communication
• Platform for email and social networking blasts (Tactic: connect students to
our services and to more information/advice, our CCS website, and CSM
system)
• Create a Space for Dialogue/Community (Tactic: Connect with followers
on a more personal level)
• Employer, alumni, student interviews (personal stories of how that got where
they are or how they plan to get there!)
• Employer series of advice (resume, cover letter, interview, Career Fair, etc.)
http://hirestandards.wordpress.com

26. *

27. *
Connect Alumni and
current students
• Informal Job
Postings
• Networking
• Mentoring
• Advice sharing

28. *

29. *
• Manage Communication
• Schedule messages
• Post across social media from one place
• Monitor traffic across social media
• Watch what is being said about us
• Monitor and respond to user commentary
• Coordinate responses and conversations
across social media

30. Great Scheduling tool! *

31. *

32. June 7
June 18
* Source: Facebook Insights (Reach Tab)

33. * Likes come from: *Who is visiting:
• CCS Website
• HireStandards Like widget
• Email Signature Line
• Facebook (Page, Search,
Connections, etc.)
* Source: Facebook Insights
(Likes Tab, Reach Tab)

34. Most
Engaged
* Source: Facebook Insights (Overview Tab, Talking About This Tab)

35. *
• Reach went from 4,507 to 12, 859 on
Facebook (188.67% increase)
Career Fair
• Average of 23-26 people ‘Talking about This’
• Huge increase in wall views (176-235 over 3
Compared to last semester’s Career Fair:
weeks prior to the fair)
• Weekly Total Reach grew from 2,549
• Career Fair Follow Up blog link had highest
to 12,859
reach among Facebook Fans
• Twitter responses grew from 49 to 54
• Twitter: biggest progression over the • Blog views grew from 1,864 to 2,123
semester • Interaction among employers
• 54 mentions and retweets during fair significantly increased
week • Adoption of the hashtag
#commcareerfair
• 36 new Twitter followers

36. • Brand yourself: use hashtags, use consistent
wording across social media, create a visually
appealing Facebook page
• Create conversations: reply, re-tweet, share, link,
use @tagging, use @mentioning
• Make your page a valuable resource: create
unique information to post frequently, keep
Facebook’s Edgerank in mind when posting
• Make it easy to connect: add widgets to drive
traffic, buttons on websites and signature lines
• Monitor activity: measure your success & make
habits of what works *

37. *
Megan Fullen
LinkedIn:
http://www.linkedin.com/in/meganfullen
Email: ccsrecruit@austin.utexas.edu