Recruitment: what's changing in graduate social media?
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Presentation on using social media to attract graduates from Australian Conference on Graduate Recruitment.
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Recruitment: what's changing in graduate social media?
- 3. Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the graph represents 1% They do...what does this mean for our target...? Let’s break it down
- 4. Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the graph represents 1% Relatively even spread between males and females The target age bracket is users of social media Students use social media...highest proportion college and bachelor degree
- 14. Who is doing it well….
- 18. Social Media: Tips for Marketing to the iGeneration
- 19. What is social media?
- 20. Tip #1: Listen to the iGeneration
- 22. Southwest Airlines: Real-time social media monitoring & issues management
- 23. Develop a strategy. Tip #2: Develop a social media strategy
- 25. Boost Juice: Starting social media activity without a plan or exit strategy
- 26. Reckitt Benckiser: Using a Facebook Game to recruit graduates
- 27. Tip #3: Don’t Be boring, instead try to engage your audience
- 28. Ernst & Young: Creating a conversation between graduates & candidates
- 29. Old Spice: Using multimedia to reach the iGeneration
- 30. Thank you
Notes de l'éditeur
- The below infograph shows demographic data across these sites measuring: user age, gender, income level, and education level. One area I have noticed is generally females are more involved in social media than males, but you will still find some sites with a majority of users male, and other sites majority of users female.
- As these audiences and communities expand, so does the amount of time spent online by users. Brands need to consider how they involve themselves in the new social web. At the heart of every successful use of social networking lies one thing: Awareness that, as a brand, you’re joining a very personal conversation with a community that shares a common bond and is made up by people who desire to express their opinions freely. This means that brands need to accept that they’re entering a world with a lack of control. Integrity and openness is imperative, and failing to respect that ethic can have dire consequences. But if understood, the benefits can be very good for business!
- Defend – best option if you know there are negative brand perceptions in the market (banks etc often use this approach) Attack – works best when you have an engaged workforce to begin with so that they can tell the story for you
- Where you used to go to the pub after work and winge about your job now people do it on social networks such as Facebook – negative thing about that is that a lot more people can see and generate content.
- List of companies predominently in the US but including some in Australia who are using twitter to engage their audience. (St George)
- Deloitte…
- Embrace the trend, ride the fads. Although it’s important for brands and marketers to get on top of today’s social media platforms, it’s also important not to get hung up on them The crucial factor is not the specific technologies, but the functional benefits of social media for consumers Aim to participate, not dominate. No matter what, a brand has to come into the interaction organically; if the brand tries to orchestrate an appearance, it risks being seen as a pushy salesman making a pitch at a party. Rather, brands must figure out creative ways to foster and support the social interactions that consumers seek online and offline. They must aim to be involved in The more interactions happen online, with no direct offline contact, the more likely they are to tilt toward extreme behavior. Stop thinking online/offline; start thinking interaction. Pay attention to location-specific initiatives. Typically the challenge for a growing business is how to scale up—to move from small, hands-on and local to big and hands-off. With social media the challenge is being able to stay big but scale down and deliver hands-on and local.
- Listen to what job hunters and employees are saying online – they are already sharing opinions, feedback and recommendations online in a space they feel comfortable in. 14% of people trust ads; 78% of people trust consumer recommendations. Listening gives an honest insight, unlike market research. Do you know what ppl/candidates are saying about your company?
- Really listening, even on Valentine’s Day Personal responses to all –ve comments, apologising and explaining policy VP from Southwest reach out and speak to Kevin Smith on the phone Blog post re official response, kept –ve comments, re-posted when site crashed due to traffic
- Consider: Social Media objectives: why do you want to have social media activity? Job Applications? Brand awareness? Employee feedback? Target audience: who do you want to reach? Which platforms are they already using? How are they using them? What makes your company different? What is your brand story? What are the measurements of success? Size of community? Level of engagement? Number of sales leads?
- Last tweet Nov 2009 No exit strategy, no long-term community plan No explanation why updates have ceased 1074 ppl have actively said they want to hear updates from Boost
- Vision: To become the destination employer where ‘opportunity’ oriented graduates and early-career seekers want to develop their career The opportunity for RB was the social media platform – connects target market with what RB offers.
- Find point of difference.
- Branded Facebook page that lets potential graduates can publicly ask questions, communicate directly with the EY team, as well as meet experienced and young interns. - Gives an insight into life as an EY grad. Puts a human face to the org Increases confidence in the brand Facebook is the most popular social network for iGen Australians
- The campaign began with simple TV ads, which then went viral on YouTube. The follow-up program in which Mustafa recorded funny videos (approx. 100) in response to fans, bloggers and Twitter influencers (e.g. Alyssa Milano, Guy Kawasaki) hit it out of the park in the zeitgeist. Adweek quotes Visible Measures’ Matt Cutler saying that the total web views for all Old Spice brand videos have reached 110 million, “surpassing the reach of traditional broadcast.” Old Spice body wash sales have increased 107% in the past month.