Insights and recommendations for the City of Boulder on best practices in social media recruiting through LinkedIn, the city's home website and other social media channels.

1. SOCIAL MEDIA
FOR
RECRUITING

2. THE VISION
Bobby Lane had a vision – use Social to reach candidates and motivate them with the city’s story

3. MY CONTRIBUTION
• Created HR Brand Platform
• Created HR social media plan and SOP
• Increased followers from 3900 to 4116
• Increased reach by from 13,500 to 42979 views
per month
• Increased clicks from 132 per month to 346 per
month
• Produced highest reach FB video in Q4 with over
4,500 views (now at 4,841 views)
• Established HR LinkedIn organic reach
benchmarks
• Conducted Diversity Recruitment research
• Created Diversity Recruitment recommendations
January 2017
November 2016

4. TOTALS &
TARGETS
0
50
100
September October November December January
Posts to new followers
posts new followers
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
September October November December January
Posts to Reach
Posts reach
Per month:
25-30 posts
Target 30-40 thousand impressions
50-60 new followers

5. 0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
July August September October November December January
Total followers to impressions to posts
total followers impressions posts

6. WHAT ARE YOUR FOLLOWERS
DOING?
These are your benchmarks for paid reach over 6 months
Post 25-30 times
Target 30-40 thousand impressions
11 clicks per day (330 per month, 4015 per year)
$0.25 per click
4.5 likes per day (135 per month, 1643 per year)
Average cost per click 2015 $1.58
0
50
100
150
200
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400
September October November December January
Column1
0
20
40
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September October November December January
Likes Per Month

7. CATEGORIES OF POSTS
Topics or categories of posts
City Jobs
Industry Jobs
Get to Know Boulder
Boulder Culture
Entrepreneurship
City of Boulder website leads
Video
Boils down to Four categories
Job skills
interviewing
resume writing
networking
Job posts
City of Boulder jobs
Get to Know Boulder
Posts mostly leading to city website
and city departments
About Boulder
Boulder events
Boulder current news

8. CATEGORIES OF POSTS
December category totals
Job post
December actions
9 jobs posted to LinkedIn 157 actions on jobs
Get to know Boulder
About boulder
Job skills

9. CATEGORIES OF POSTS
December category totals
Job post
9 jobs posted to LinkedIn 157 actions on jobs
Get to know Boulder
About boulder
Job skills
December reach per post
20+ clicks per “job skills” post
17 clicks per job post

10. ADD IMAGE OF PERCENT OF
FOLLOWERS FROM LI
• First time job seekers vs senior
• Build a dynamic blog ”Hiring tips and tricks” page on city website –
promote city hiring professionals over posting external content, drawing
more people to the city.
• Objective: Utilize paid reach and LinkedIn advertising to draw the
Manager and Director pool to the City of Boulder LinkedIn feed

11. HOW TO WRITE POSTS (ANATOMY)
SEE MORE IN THE SOP 1. Start with a key knowledge, skill or ability a
potential employee will likely self-identify with
“Bring your passion for multimodal
transportation and walkable cities to Boulder,
Colorado.
2. Tell the prospect what “we” or “the City of
Boulder” are/is looking for
“We seek a Senior Transportation Planner with
experience in Urban Planning, Transportation
planning, Public Administration or Public Policy
to drive initiatives…”
3. Add a phrase or description that links the job to
the city’s vision and/or values.
The City of Boulder relies on its transportation
team to cross collaborate, building local and
regional partnerships, to work with
4. invite the candidate to click through to the full
description. In Marketing and advertising this is
called a “call to action.”
To view our full posting and to apply, visit
http://ow.ly/CP9H307haDv
5. List the closing date
Closing Date: continuous until filled

12. WHERE TO FIND HASHTAGS
Twitonomy Hashtagify.me RiteTag

13. THE POWER OF
VIDEO
• City FB post date Dec 27 - by Thurs Dec
29 3005 views 36 likes, 38 shares
• Vimeo post date Dec 13 832 reach, 311
views 9 LinkedIn interactions, 3 Vimeo
likes
• Beth Hentkowski of Boulder County
Environmental Services will promote the
video first week of January to promote
the upcoming U fix It Jan 11
3316+ views, 86 interactions (likes, clicks, shares)
In the first three days. January, 2017 over 4,700 views

14. HOW TO RESPOND TO SOCIAL
MEDIA COMMENTS
• Respond quickly
• Acknowledge mistakes
• Take conversations offline
• Personalize response
• Don’t take it personally
• Escalation plan
• Go the Extra Mile
• Follow up
• Don’t delete negative comments
• Monitor Conversations about your brand
– Mention https://mention.com/en/
– Agora Pulse https://www.agorapulse.com/

15. WHO SHOULD RESPOND TO SOCIAL
MEDIA COMMENTS
• It is best practice to have a single point of contact for all responses. One person can
be assigned to be the “owner” of the feed.
• The feed owner should outreach to a specialist when appropriate.
– Example: “Will the city train a programmer who has experience in Java in the particular
program languages used in app development?”
– Best practice: Outreach to the hiring manager and check the budget for professional
development.
– With no hiring manager response: “The city does support growth and professional
development. Managers may give hiring preference to programmers with experience in the
programming languages currently in use. That said, we are seeking the best talent pool
possible. Review the full job description and feel free to submit an application so we can
review your knowledge, skills and abilities as part of our applicant pool.”

16. AN ONGOING PLAN FOR SOCIAL
• Each recruiter writes 5 posts per month – 2 job leads 1 Get to Know Boulder 2 about
boulder posts. Target demographic groups through paid reach to increase followers.
Job lead
Get to Know Boulder
About Boulder
• Partner with communications to outreach
through FB and Twitter
• Create Facebook Jobs tab
• Create @BoulderRecruiting
twitter account