How, why and with what? Social media recruiting and employer branding. Strategy for recruiting in social media, tools to use… Learn to empower your employees and more… Slides from public speech by Maria Rajakallio at Technopolis Business Breakfast 12.9.2014

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Social media in Recruiting
Maria Rajakallio – SoMe Studio
www.somestudio.fi
www.facebook.com/somestudio.fi
+358 40 586 2780
maria.rajakallio@somestudio.fi

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SoMe Studio
Social media & digital marketing agency
Specialized to help customers to find and
use their own voice in social media
We train people to use social media
We help organizations to find their own voice,
channels and style to operate in social media
world.
Our services include t.ex. :
- Social media strategy works and workshops
- Social media action plans
- Social media campaigns & live reporting in
social media
- Sales improving projects for BtoB companies in
social media
- Employer branding & recruitment marketing in
social media
- Trainings & personal branding cases
- Product development cases

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Social Media & Recruiting
Tools may change, Idea is simple
Help organizations and people to find
each other
• Faster
• With better match
• With (in some cases) lover costs
• With better visibility in target groups
• Using the help of social networks =
using the help of people

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Who owns the process
Same goal, many users
• PR
• Marketing
• HR
• Employees
Employer brand is as good as the
weakest link

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Social Media
In Recruiting, Finland 2013 & 2014 (next page)
Source: Skyhood: Rekrytointitutkimus 2013

6. Source: Skyhood: Rekrytointitutkimus 2014

7. Source: Skyhood: Rekrytointitutkimus 2014

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SoMe & Recruiting
- 39% Of Finnish companies use social media
- Only few use it in recruiting
- In USA 2010 90% of the companies said, social
media is their most important recruiting channel.
- In Finland Social Media is used wider than
television
- But is this really the only truth? Could it be,
that companies do not gather/know all the
social media recruiting activities between
people…
- Sources Taloustutkimus “Sosiaalinen media
yrityskäytössä” 2013 & Skyhood, rekrytointitutkimus
2013 & 2014 & Kiitos Henkilöstöpalvelut 2010

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Goals
• Employer branding
• Inbound marketing of the
company for future employees
• Company marketing
• Using recruitment for other
reasons as well
• War for talents
• Getting the RIGHT people
• Recruitment for fixed position
• Marketing campaigns
• Direct marketing for special
people through social media
channels (paid & unpaid)

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Ways to do it
1. Inhouse team (HR &
Marketing) runs the whole
thing
1. Campaigns with social media
or marketing agency
1. Campaigns through
Recruitment agencies

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Ways to do it
4. Discussion with social
networks
• Recruitment & employer branding
activities are facilitated by HR,
with the help of social media
professional & marketing
• All the company employees are
empowered to take a part to the
discussion
• All the potential employees are
welcomed to join the discussion
as an equal humans, not just to
leave an application

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Tools

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Applications for recruiting
Just a few of them…

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Facebook
 The whole world is out there
 Do you know anyone to work with us
Really social, fast & easy
Your friends tell their friends, who…
 You can also target adds, even
directly to people
Some say, that Facebook is nothing
compared to LinkedIn in recruiting,
but…

15. … people still use it
spontaneously to help you
gain your goals!
Source: http://www.aaltoee.fi/blog/haemme-digitaalisen-liiketoiminnan-
foorumista-diviasta-vastaavaa-ohjelmajohtajaa

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Should you also remember to use Facebook
Not just by posting your recruitment ads with marketing agency, but to
empower your employees & other people to discuss with you and
about your jobs. They do it anyway, why not use their power?

18. Cases from the real world
 The best candidates have been found, when
employees of a company have asked their friend on
Facebook
 Young woman got a summer job trough mother of a
friend of a friend
 Unemployed people has got jobs after asking a help
on Facebook.
 Firms have recruited by using just www-sites and
Facebook walls of their employees.

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Use your recruiting videos on Facebook
Way to get people interested. Videos attract more people and get viral more
likely than just text or pictures.

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LinkedIn
 Number one for recruiting
 Ads are targeted
 Find the passive talents
 Group discussion pages for
recruiting as well
 Headhunters love to use
 Remember SEO in ads as
well
 Career pages

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LinkedIn

22. Career pages

23. Job discussions in groups

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www.twitter.com
 140 characteristic long
tweets
 500 000 000 tweets/day
 If you want to conquer the
world
 You can discuss with
celebrities, presidents and
other famous people
 But companies don’t always
get the idea of this…

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Twitter
@
 username
 #
 hashtag
 Easy with mobile
 Fast way to attract and to
generate traffic

26. #rekry
Remember to use
photos as well

27. +
Finnish hashtags for recruiting
#rekry
#duunit
#työ
#rekrysome
#somerekry

28. +
Twitter chats for jobhunt &
recruiting
#jobhuntchat
Monday 10:00 PM ET
Rich DeMatteo (@cornonthejob)ja
Jessica Miller-Merrill
(@blogging4jobs)
#HFChat
Friday 12:00 PM, ET
Margo Rose, @HRMargo,
& Tom Bolt @tombolt

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Pictures tell more
 Pinterest
 Professional pin boards
 CV’s
 Recruiting, portfolios
 Instagram
 To attract young people
 Photo contests
 Summer jobs

30. Visual CV on Pinterest
myös http://vesavileus.com

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Visuaalisuuden voima
YouTube, Pinterest, Vimeo, Instagram
 Kuva kertoo enemmän kuin tuhat sanaa?

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Video is new Black
Why video?
YouTube alone is the second largest
search engine in the world
In 2011 everyone of us watched 140
YouTube videos
Recruitment ads with videos attract
12% more readers then other job
ads
Recruitment campaigns with videos
attract 34% more applicants.
You can also tell more about your
organization culture with video…
(Source: Alexa, Hire Rabbit, Undercover recruiter)

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Interviews with video
Recruitby.net, Skype

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Social sharing platforms

36. Help others and get paid

42. http://tapsa.cybercom.fi
+
Recruiting is marketing, is recruiting?
What is the goal and how you achieve it?
Source and campaingn to Cybercom Emine, www.emine.fi

43. http://tapsa.cybercom.fi
+ 30 000 from a summer job or go around the
globe?
More than recruiting or employer branding

44. Blogs for… recruiting
… or selling?

45. Google Ads
The war for talents is on

46. Something different
 Goodby, Silverstein & Partners
 Assistentti pelin avulla
 Lähde: http://work4rich.com

47. + Finnish job hunters are also empowering
each other
Somerekry.fi

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What to expect?
WOM
- Help your employers to help you and
work with you
FIND YOUR Channels and own voice –
Don’t use the same
- Mobile in recruiting
- WhatsApp or similar with temporary
workforce

49. +
It’s not always about just me
and my company
Not just sharing,
but Recruiting
can be caring as
well…

50. +
Think it like it’s dating
 You want to find a long term relationship
 Both of you want to look your best
 Both of you may stop the process at
any time, because it just don’t feel right
 Both of you may have cold feet and call
the whole thing of after you have started
the relationship
 With great care 1+1 > > 2

51. +
So put on your
best suit
AND
Happy hunting

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Can I help you with this?
www.somestudio.fi
(in Finnish)
Maria Rajakallio, CEO
maria.rajakallio@somestudio.fi
fi.linkedin.com/in/sosiaalinenmedia/
+358 40 586 2780

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Social Media concepts, help & ideas
Maria Rajakallio – SoMe Studio
www.somestudio.fi
www.facebook.com/somestudio.fi
+358 40 586 2780
maria.rajakallio@somestudio.fi