This document outlines steps for developing a social media presence for recruiting. It discusses choosing objectives like breaking through clutter and showcasing culture. It recommends choosing the right partner and developing a phased strategy starting with building a presence on sites like Facebook, then getting employees involved, and enlisting them to spread the word. It covers working out internal processes, communicating the plan internally and externally, and measuring goals like incremental growth over time. The presentation provides examples of specific Facebook tactics used by Take Care Health including contests, training, and integrating social into other channels.
2. Today’s Speaker
Nina Brody, Ph.D.
Head of Talent
Take Care Health
http://www.linkedin.com/in/drninabrody/
http://twitter.com/takecarejobs
http://www.facebook.com/takecarecareers
6. Why Social?
connecting
Best Friend
Mother Coworker
Girlfriend Brother
Sister Father
Roommate
7. Why Social?
connecting
and people
it’s having
conversations... Best Friend
Mother Coworker
Girlfriend Brother
Sister Father
Roommate
8. Why Social?
connecting
and people
it’s having
conversations... Best Friend
Mother Coworker
even about work
Girlfriend Brother
Sister Father
Roommate
9. Developing a Social Presence
Getting started
– How to get started?
• Outline Goals, Objectives, and Measures of Success
1.Outline Goals,right partnerand Measures of
• Choose the Objectives,
• Develop a strategy (Phased approach work best)
Success
• Work out the kinks internally (Leadership buy-in is key)
2.Choose the right partner
• Communicate and educate
3.Develop a strategy (Phased approach work
best)
• Measure
4.Work out the kinks internally (Leadership buy-
in is key)
5.Communicate and educate
6.Measure
10. #1 our objectives
1.Break through the clutter
2.Personalized Experiences for Candidates through interaction
3.Showcase Culture through genuine experiences
4.Develop and Launch an Internal & External Marketing Plan
11. #2 choose the right partner
• Who has expertise?
• Does your team have bandwidth?
• Think about the entire lifecycle of the project
• Resource both internal and external partners
13. our Social strategy
Phase I:
Build a presence on social networking sites to share information about Take Care as an employer and
integrate/cross promote it in everything we do for recruitment marketing. Build it.
Phase II:
Involve Take Care employees in the social networking sites to provide genuine experiences and
information about Take Care as an employer. Get Employees Involved.
Phase III:
Leverage the Take Care employee network on the social networking sites to generate buzz among
their friends and networks. Enlist Employees in Spreading the Word to their Networks.
14. Step #1 Building a Presence: Choose Areas of
Focus
More Than
1,448% 500 Million
Year-Over-Year Active Users
Growth in Users
More Than
68 Million
Active Users More Than 24 Hours
and A New User of Video Uploaded
Every Second Every Minute
15. Facebook
Overall Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
16. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
17. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
18. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
19. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
20. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
21. Facebook
Build It Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and
managing content
•Employees posting about their experiences
•Recruiters & Managers responding to questions
22. Facebook
“Get Employees Involved” Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their
experiences
•Recruiters & Managers responding to questions
23. Facebook
“Get Employees Involved” Strategy
•Post Events (including photos)
•Post Press Releases
•Post Videos
•Highlight our FREE CE/CME Program
•Post Recruiter Landing Pages
•Partner coordinating questions and managing content
•Employees posting about their experiences
•Recruiters & Managers responding to
questions
24. #4 work out the kinks internally
• Set a social policy - but keep it simple
• Inform key groups - IT, Marketing, Executives
• Get Leaders Involved
• Set up procedures for responding to candidates and
internal employees
25. #5 communicate & educate
• Develop a communication plan - both internal & external
• Train your team members on Social
• Train employees on Social - basic how to, guidelines,
and what you want them to do
26. Facebook - Talent Partner Training
Set up live training sessions for Talent Partners
Engaged Talent Partners by using a contest
Educated team on how to keep your profile private and still
recruit
Reviewed policies, procedures, and roles/responsibilities of
our external partner
Recorded training and posted on a resource website
27. Facebook - Employee Training
Set up live training sessions for Employees
Educated employees on how to set up a profile, how to
communicate, and Fan/Like our page
Reviewed social policies and guidelines
Linked our Colleague Referral Program with Facebook
Recorded training and posted on a resource website
28. Facebook - Match Game
Added “Fun” to the Facebook page by developing the
match game
Scores can be tweeted or emailed to challenge others
31. Facebook - Cross Promotion
Integrate the Facebook page in all other tactics.
emails SEO Optimized Job site Landing pages
32. #6 measure
• Set measures that are aligned with your objectives
whenever possible
• Look for incremental growth month on month
• Run your own race - (forget about what others are doing
and stick to the plan)
35. Tips & Tricks
• Social is not the magic bullet
• Social is one part of a larger strategy
• Social is always evolving so stay on top of it
• Your employer brand experience is the “differentiator”
Builds awareness of Take Care Health’s employment brand; showcases culture
Opportunity to identify and build relationships with passive candidates
Adds value to employment marketing strategy
If done right, you can become a credible source of information
Encourages employee participation and camaraderie
Builds awareness of Take Care Health’s employment brand; showcases culture
Opportunity to identify and build relationships with passive candidates
Adds value to employment marketing strategy
If done right, you can become a credible source of information
Encourages employee participation and camaraderie
Builds awareness of Take Care Health’s employment brand; showcases culture
Opportunity to identify and build relationships with passive candidates
Adds value to employment marketing strategy
If done right, you can become a credible source of information
Encourages employee participation and camaraderie
Break through the clutter (target audience is OVER communicated to by Take Care and competitors)
Personalized Experiences for Candidates through interaction (allow candidates to connect with recruiters and not just apply online; free CE/CME’s)
Showcase Culture through genuine experiences (use employee comments, videos, free CE/CME courses, etc.)
Develop and Launch an Internal & External Marketing Plan (push out messaging to candidates & employees to start interaction)
Bottom line - you need help.
With thousands of social networking sites, it was important to focus on a few areas of opportunity. Our strategy is mainly comprised of Facebook, Twitter, and Linkedin. For the sake of time, I’ll only focus on Facebook for this presentation.
Our “overall strategy” for Facebook.
It is always good to incorporate some fun and interactivity in everything we do. Our partner developed this match game so candidates and employees could challenge themselves and each other at the classic game of memory. Their scores could be email or tweeted to challenge others to beat them.
As an added incentive we linked our Colleague Referral Program with Facebook so that our employees could cross promote our jobs and potentially gain a referral bonus.
We actively market to a highly targeted group of potential candidates through facebook using social ads. We promote specific jobs, free CE/CME courses, landing pages, etc.
We cross promote our Social Media presence in almost everything we do. We want candidates to engage with Take Care as an employer in a way that makes sense for them. We also x promote with our email signatures and other marketing materials.
We look at incremental growth of Fans or people “liking” our page but most important is that they are interacting with the page. Post quality score is something we and our partner looks at to gage effectiveness.
More important than the numbers on the other slide - Are we breaking through the clutter and having conversations with candidates?