How to use social media for recruiting. Social Recruiting is becoming the new norm, with sites like Facebook, Twitter, Pinterest, YouTube, Quora and others joining in alongside LinkedIn to help proactively find and learn about both active and passive candidates. This presentation highlights the who, what, when, where, why, and how of using social media for recruiting, adding statistics on social recruiting and examples of who is using what. By Amy Neumann, Director SEO/ SEM/ SMO, Northeast Ohio Media Group/ NEOMG, presented August 23, 2013 for ERC (Employers Resource Council) in Cleveland, OH.

1. Embracing Social Media in Recruiting
(HRCI approved)
August 23, 2013
Amy Neumann, NEOMG

2. AGENDA:
HowYou Can Use Social Media For
More Effective Recruiting
• Introduction
• The current local recruiting environment
• Why does social media matter for HR and recruiting?
• What’s working now?
• Who, what, when, where, why and how:
– LinkedIn
– Facebook
– Twitter
– Other Platforms

3. • Founded in 1922 and currently #52 on Forbes list of
America’s Largest Private Companies, Advance
Publications is a $6.78 Billion communications
company
•
• In addition to reaching more than 18.9 million
consumers every month, Advanced Digital is an
authorized reseller and representative of Google,
Yahoo! and Bing, and was recently recognized as the
2013 Microsoft Digital Marketing Partner of the Year
• The Northeast Ohio Media Group is a digitally-focused
media subsidiary that launched in August of 2013
• NEOMG operates cleveland.com and the Sun News
and is responsible for all multimedia advertising sales
and marketing for The Plain Dealer, Sun News and
cleveland.com
3
About Advance Publications and
Advance Digital

4. Social Media Increases “Serendipity”
“If you want more luck, take
more chances.
Be more active.
Show up more often.” ~
Brian Tracy
(good summary of Social Media)

5. 5
The Northeast Ohio Recruitment
Market
According to Scarborough Research, 13% of all adults in Northeast Ohio
plan to look for a new job in the next 12 months – that’s 382,927 people!
What professions are these prospective job hunters in?
Source: 2013 release 1 Cleveland Scarborough Report.
Copyright 2013 Scarborough Research. All rights reserved.

6. How do local job hunters access
and use digital media?
Digital Device Ownership
•58% own a laptop or notebook computer
•51% own a desktop computer
•45% own a smartphone
•16% own a tablet device
Online Usage in the Past 30 Days
•59% have searched online (Google, Yahoo!, Bing,
etc.)
•58% have engaged in social networking
•49% have looked for a new job/employment
•47% have viewed weather reports
•45% have looked for a business address or phone
number
•30% have read local news
6Source: 2013 release1 Cleveland Scarborough report. Copyright
2013 Scarborough Research. All rights reserved.

7. What marketing channels lead
your target audience to action?
Where have they seen/heard an ad that
led them to respond or take action?
What media has led them to start an
online search?
7
- Better Job Seekers* -
Source: 2013 Ad-ology Ad-Ology Audience Scan Study.

8. What marketing channels lead
your target audience to action?
Where have they seen/heard an ad that
led them to respond or take action?
What media has led them to start an
online search?
8
- Executive Managers* -
Source: 2013 Ad-ology Ad-Ology Audience Scan Study.

9. Social Media Landscape Right Now
• Social media is the new “Word of Mouth” –
at the speed of light
• Things are discovered, reviewed, shared
and recommended in real time
• Credibility is developed by being visible as
an expert
• Familiarity and trust are created through
ongoing interaction, in many places, many
ways
• Recruiting is greatly enhanced by the
ability to immediately interact and
connect
Social Media =
People.

10. New Hires Generated From SM
10
http://socialtimes.com/infographic-how-to-use-facebook-open-graph-recruiting_b120394

11. Where Are the Passive Candiates?
Proactively find people
anywhere in the world
who are talking about
your jobs, your
company, or wanting to
make a change

12. Highlights -2013 Social Media Users
• Facebook: 1.1 BILLION + users (680 mm mobile)
• YouTube: 800 million +
• Twitter: 550 million +
• Google Plus: 340 million +
• LinkedIn: 200 million +
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

13. SM: Conversational and Other-Focused
• Remember the “social” piece – the
more interactive, the more results
• Try to keep conversation > 70%
aboutTHEM and <30% about your
company – including job postings
• Share content that is helpful and
useful to people who might also be
good candidates
– Industry trends, business tips,
general interest, company culture

14. SM: It’s Art + Science

15. LinkedIn: Network of Professionals

16. LinkedIn Demographics
16

17. What Candidates Use LinkedIn?
17

18. LinkedIn: Brilliant for Networking
• Complete FREE Company
Profile Page
• Find candidates at specific
companies
• Use InMail for warms intros
• Keep your profile updated:
– Professional photo
– Current title and company
– Succinct Summary including
keywords
– Complete history allows for
faster networking
– Add causes and volunteer work
– Join relevant Groups and interact

19. Facebook: It’s Personal, and It’s Business
• Entertainment focus
• Photos increase
engagement by 84%
• Appeal broadly to
human interests
• Contests and
promotions do well
• Updates do not need to
be about your company
• Show your personality

20. 20

21. http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter:
Two-Way Conversations, Find & Learn About Candidates

22. 22
Use Advance
Search on
Twitter to find
potential
candidates:
https://twitter.com/s
earch-advanced
http://www.blogging4jobs.com/social
-media/twitter-recruiting-hiring-
infographic/

23. YouTube (Owned by Google):
Dive deeper into company culture
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

24. Google Plus
• Jump in now!
– 500 million people have joined
– Marketing is focusing on G+ for 2013 and beyond
– Google also owns Google Plus, just likeYouTube, so
large growth is expected
– G+ already affects SEO – especially locally – in a major
way
• Claim your Google Plus and Google Local Page to
beVerified
• Post about your type of jobs, tips
• #recruiting #jobs #examplejobtype #hiring

25. Quora.com
• Take a deeper look at candidates
• Find people by subject matter expertise
• Find competitive intelligence
• Be found in searches by candidates by your answers
25

26. Go Where the Candidates Are -- Social Media!
26
http://www.marketingprofs.com/chirp/2013/10902/who-is-winning-the-talent-war-in-social-media-infographic

27. ThankYou!

28. Amy Neumann
Director SEO/SEM/SMO
aneumann@cleveland.com
216.999.5746
• Passionate fan of all things tech and media
for 19+ years with companies likeYahoo! and
AT&T. Delighted to be at Northeast Ohio
Media Group doing everything Search &
Social
• Often seen writing about topics involving
social media, search, social good, mobile,
developing technology for Forbes, the
Huffington Post, Good PlusTech, Charity
Ideas Blog and numerous other websites and
printed publications