Summit 2013 - Sourcing5: 140 characters or Less - Kasper
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The document provides tips for using social media for recruitment and employment branding. It recommends companies understand their employment brand, create social media accounts like Facebook and Twitter, write compelling content for posts, use relevant hashtags, know when to post based on analytics, share open jobs, amplify messaging through activities like Twitter chats, respond to all engagement, and track metrics like followers, clicks, and candidate conversions. The goal is to build an active social media presence that drives traffic and leads for recruiting.
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Summit 2013 - Sourcing5: 140 characters or Less - Kasper
- 1. #jobvite1 3 140 Characters or Less: Writing to Engage in the Social Realm Kimberley Kasper Jobvite, Chief Marketing Officer @kimberleykasper
- 2. #jobvite1 3 Facebook Accounts for 5 Out of Every 6 Minutes Spent on Social Networking Sites
- 3. #jobvite1 3 While Twitter and LinkedIn Battle For Number Two
- 4. #jobvite1 3
- 5. #jobvite1 3 Who Is Using Social Media? 8% 16% 29% 46% 61% 64% 66% 69% 67% 9% 49% 67% 76% 86% 87% 86% 92% 83% 7% 8% 25% 48% 61% 68% 72% 73% 77% 6% 4% 11% 24% 47% 49% 50% 57% 52% 1% 7% 13% 26% 29% 34% 38% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Feb-05 Aug- 06 May- 08 Apr-09 May- 10 Aug- 11 Feb-12 Aug- 12 Dec- 12 % Social Networking Site Use by Age Group, 2005- 2012 % of internet users in each age group who use social networking sites All internet users 18-29 30-49 50-64 65+ Source: Pew Research
- 6. #jobvite1 3 60% of Gen-Y members find themselves compulsively checking their smartphones for emails, texts, or social media updates Source: 2012 Cisco Connected World Technology Report
- 7. #jobvite1 3 “Twitter is becoming the new job board. It is also becoming the new resume”.
- 8. #jobvite1 3 A Billion Tweets Are Sent Every Four Days How do you stand out?
- 10. #jobvite1 3 #jobvite1 3 You Have An Employment Brand Even If You Don’t Cultivate It 83% of recruiters think branding impacts their ability to land top prospects. Strong talent brand can reduce the cost per hire by 50% and reduce turnover by 28% Steps to Cultivate Your Brand 1. Understand your company’s culture from all angles 2. Know your business needs 3. Understand your target market 4. Optimize your employer value proposition 5. Set objectives 6. Define your communications mix 7. Execute, measure, refine
- 11. #jobvite1 3 Make Sure Your Employment Brand Is Pervasive Leverage it with all candidate touch points • Career Site Copy • Job Descriptions • Emails • Campaigns • Recruiting Videos • Brochures • Giveaways
- 12. CREATE SOCIAL MEDIA ACCOUNTS
- 13. #jobvite1 3 Careers Have A Place on Your Facebook Page
- 14. #jobvite1 3 Create Your Own Twitter Account
- 15. #jobvite1 3 Manage Posts, Interact Directly With Followers
- 17. #jobvite1 3 Tweets and Posts Are Newspaper Headlines Be brilliant by being relevant Bring a bit of humor to it Pose a question Keep it short Highlight your company culture Speak in your own voice Ask for the Share or Retweet
- 18. #jobvite1 3 Rule of Thumb: For every job you Tweet or place on Facebook, you should have at least two other pieces of content Industry News Company Photos Company Events Shout Outs to Customers Retweets
- 20. USE HASHTAGS
- 21. #jobvite1 3 #jobvite1 3 Hashtags: Key To Productive Twitter Engagement Receive 2x more engagement than those without Tweets with more than two hashtags show a 17% drop in engagement Top 10 HR Hashtags #HR #Tchat #leadership #FF #HFchat #dthr #Diversity #SHRM #socialmedia #jobs
- 22. #jobvite1 3 Hashtag Best Practices Don’t Overuse • No more than 2 per tweet • Only tag the most important thing in the tweet Be Obvious • Don’t try to be cute • Use hashtags that your target audience would use
- 24. #jobvite1 3 Make Sure You Know What’s Trending What The Trend http://wthashtag.com/ • Top hashtags trending • Description • How Long The Phrase Started Trending
- 25. #jobvite1 3 #jobvite1 3 Know Your Audience Top15 Hashtags for Job Seekers #job #hiring #recruiting #jobsearch #hireme #needajob #jobtips #jobhunt #employment #joblisting #jobsearch #nowhiring #HR #jobposting #career
- 26. #jobvite1 3
- 27. #jobvite1 3 Sending A Jobvite To Twitter Enable Publisher to post to Twitter automatically ads #job to posts
- 28. KNOW WHEN TO POST
- 29. #jobvite1 3 #jobvite1 3 Not All Posts Are Created Equal Source: TweetSmarter Blog
- 30. #jobvite1 3 #jobvite1 3 Tools To Help Maximize Timing Free Analyzers Paid Analyzers
- 31. #jobvite1 3 Use A Social Media Campaign to Manage Posts and Track Results
- 32. SHARE OPEN JOBS
- 33. #jobvite1 3 Leverage Your Employees Use The Admin>Publisher Tool To Remind Employees
- 34. #jobvite1 3 Understand Which Employees Have Publisher Enabled
- 35. #jobvite1 3 See Who At Your Company Has Already Enabled Publisher
- 36. #jobvite1 3 Use Company Jobvite To Remind Employees
- 37. #jobvite1 3 Customize Your Messages Per Your Network
- 38. #jobvite1 3 Customize Which Jobs Are Shared
- 40. #jobvite1 3 Host a Live Twitter Chat Create a Real-Time Forum To Drive Brand Relevant Conversation
- 41. NO COMMENT LEFT BEHIND
- 42. #jobvite1 3 Conversations Not Monologues It’s all about engaging with existing and new followers Respond! Make sure every post, question, tweet is answered “We want candidates to feel like they have a friend here and they are getting the inside scoop” -Intel Recruiting
- 43. TRACK & MEASURE SUCCESS
- 44. #jobvite1 3 You Need Closed Loop Reporting Track the path of a user who: Clicks on a link in a tweet Visits a page on your website Converts into a candidate Ultimately, you want to track candidates generated through Twitter and Twitter Reach and Database Growth
- 45. #jobvite1 3 Measuring the Candidate Flow Visits: From Twitter, reflect the amount of referral traffic your website has attracted from Twitter Contacts: Number of people who show interest in your open roles by either applying or being added to your talent pool Visits to Contacts Conversion Rate: The percentage of people you are converting to a candidate out of total visits
- 46. #jobvite1 3 Measuring Database Growth Follower Month-to-Month Growth: Gives you a sense of your reach March Twitter Followers – February Twitter Followers February Twitter Followers Daily Follower Growth: TwitterCounter (http://twittercounter.com/) Free tool that allows you to examine follower growth over time Link Clinks: Use bit.ly (www.bit.ly) to understand link activity
- 47. #jobvite1 3 Leverage Your Social Recruiting Dashboard
- 48. #jobvite1 3 Run The Jobvite Report by Job
- 49. SUMMARY
- 50. #jobvite1 3 In Summary Understand Your Employment Brand Create Social Media Accounts Write Compelling Copy Use Hashtags Know When To Post Share Open Jobs Amplify Your Message No Comment Left Behind Measure, Measure, Measure
- 51. #jobvite1 3 Thank You! Kimberley Kasper Jobvite, Chief Marketing Officer
Editor's Notes
- 9 out of 10 get dressed, brush their teeth, and check their smartphones as part of their morning routing.60% find themselves compulsively checking their smartphones for emails, texts and social media updatesFor Gen Y, there is no clear line between their workday and their personal time – they both blend and overlap.
- Your employer brand identifies your company’s culture, working environment and employee experience. It is the image you portray of what is like to work at your business and how that meets the needs of your employees.A strong employer brand means you’re not only capable of fulfilling your own HR and recruiting goals, but that you can also fulfill markeitng goals by aligning an employee’s personality, ambitions and motivations with your company’s brand.
- Leverage the Work with Us App
- Headlines are short and punchy and designed to draw in readers – this is exactly what you want to do with your tweets. You want readers to either click a link, engage, retweet, or enjoy what you say so they stick around a bit.
- Don’t Overuse them – No more than two per tweet, only tag the most important thing in a tweetBe Obvious – the best hashtag is the obvious hashtag. Story about X-Factor wanting to use #XFUSA however, at the same time fans started to use #xfactor. Producers listened and changed the hashtag and saw an immediate increase in engagement. Don’t’ try to be cute. Be obvious.Join – You don’t always need to create your own hashtag. Find other hashtags that are relevant to you and join the conversation
- There is a google spreadsheet online that tracks all active twitter chats. Find one that’s relevant and join. If you find a popular conversation and become part of it, you increase your liklihood of being retweeted
- Know what the hashtag you are using means
- Know when your followers are most likely to be reading their tweet streamKnow when your followers are most likely to respond
- Link a Social Media Campaign in Jobvite Engage to your Facebook pages and Twitter accounts. Manage and schedule posts and track results in Jobvite.
- Enable PublisherJobvite lets you customize your message per your network