Social Media For Recruiting and HR Managers

1. Social Media 201:
Tips to effectively use Social Media
for your business!
www.site-seeker.com

2. What We Will Cover
• Overview
of
social
pla/orms
• The
convergence
of
social
media
and
search
engine
marke7ng
• Social
media
for
recrui7ng
• How
the
pieces
fit
together
• Developing
a
online
strategy
for
success
within
a
40
hour
work
week
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3. How did we get here?
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4. Trust
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5. The Ins And Outs Of Website Traffic
Vertical
Websites Social
Media
Your Website
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6. Search Engine Results Page (SERP)
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7. Search Engine Market Share
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8. The convergence of search and social.
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9. Search Plus Your World
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10. Google Plus Avatars Appear in Google Search Results
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11. Google Plus Avatars Appear in Google Suggest
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12. Facebook Avatars Appear in Bing Search Results
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13. Search Traffic Is Steady
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14. Social Traffic Is Event Driven
Twitter Traffic - Influenced by:
• Quality of content
• Number of followers
• Tweet volume
LinkedIn Traffic - Influenced by:
• Number of connections
• Profile updates
• Discussions created
• Popularity of discussions
(comments) www.site-seeker.com

15. Social Media Platforms
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16. Facebook - Is it this confusing for everyone?
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17. www.site-seeker.com

18. www.site-seeker.com

19. Facebook Page Promotion
• Invite friends, family and key customers
• Add a like button to your website
• Claim a web address
• Add website address to marketing materials.
• Ads and sponsored stories
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20. Google+
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21. Google+ Business Page – Example
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22. Google+ for Recruiting: Circles
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Site-Seeker, Inc. © 2011

23. Google+ for Recruiting: Hangout
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24. • 60 hours: video uploaded every minute
• 3 billion hours of video watched each month
• 500 years of YouTube video watched every day
on Facebook
• 700 YouTube videos shared on Twitter per minute
• 100 million people take a social action on
YouTube (likes, shares, comments, etc) every
week
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25. Look & Feel
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26. Uploading Video
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27. Annotations
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28. LinkedIn
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29. LinkedIn groups
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30. Company Pages
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31. LinkedIn Recruiter
• Expensive but powerful
• Access to all LinkedIn
names and profiles
• Advanced search filters
• 50 InMails per month
• Search alerts
• Folders
• Team access
• Corporate account
• Training
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32. LinkedIn Recruiter
2 Referral Engine – Coming soon
• Expensive but powerful
• Informs employees about
• Access to all LinkedIn openings
names and profiles
• Suggest matches from their
• Advanced search filters
network
• 50 InMails per month
• Simplified referral notification
• Search alerts
• Folders
• Team access
• Corporate account
• Training
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33. Job Network
4 Jobs For You
• Candidates • Ads sent throughout LI
automatically notified network of websites
– passive and active
• Ads sent ONLY to qualified
• Buy year-round job candidates even off LI
slots
• Place JFY module on
• Send applicants to you employees profiles. Viewers
ATS
see appropriate openings.
• Ads follow candidates
through LinkedIn
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34. Careers Page
• Custom tab on
company profile
• Add video banners…
• Message dynamically
adapts to the viewer
• Delivers targeted
openings
• Automatically notified
about openings
• Connects directly to
recruiters
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35. Twitter: Community
Search
TwiAer
for:
• Brands
• People
• Keywords
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36. 10% Push (about me) - 90% Pull (about you)
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37. Blogging
Yesterday
Today
Tomorrow
???
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38. #
Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion
Become
the
Participate
Expert
in Create
Discussion Content
Distribute
Content
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39. Twitter
LinkedIn
YouTube
SM
Platforms
Published
Print
Social
Media
Tech
Facebook
Maximize Media
Paper
Opportunities Email
Campaign
Published
Multi-purpose Online
Website
Media
Content
Blog
Engaging: Post
Market
Conference
Presentation
- fans Sheet
- markets
White
Intranet/
- customers Paper
eLiterature
Press
Application
Release
Note
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40. Platform Connections and Interactions
Twitter:
• Instant results to
Yahoo, Bing, Google
• Indexed by Bing and
Yahoo
• Indexed by Google
Twitter:
• Integrates with FB
and LI via apps
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41. Platform Connections and Interactions
Bing provides
• FB search results
• Yahoo search results
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42. Platform Connections and Interactions
Facebook Provides
• FB likes on Bing
SERPs
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43. Platform Connections and Interactions
Google+ Provides
• +1s on Google
SERPs
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44. Platform Connections and Interactions
Index open FB and LI
content
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45. Social Media as a force multiplier
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46. Step 1: Create Expert Content
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47. Step 2: Push content to various social platforms
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48. Step 3: Socialize content within social platforms
Discussions
Updates
Tweets
Retweets
Share
…
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49. Step 4: Achieve wide-reaching Search Engine exposure
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50. Step 5: Grow your social reach social capital
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51. Step 6: Drive brand-favorable visitors to your expert content
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52. Step 7: Gain visibility of your offering
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53. Step 8: Grow your business
$$$$$$$$$
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54. Importance Of First Impressions
• Website visitors can
• Bounce - leave after viewing one
page or session times out
o Bounce rate
• Stick - view more than on page
o Does not include time spent on
last page – no time stamp
o Average visit duration
o Average pages per visit
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55. Importance of First Impressions
• If your bounce rate is high, fix it:
o Related headline
o Related image
o Show visitors they are in the right
spot by serving their needs
• If you are paying for traffic:
o Create landing pages
o Write better ads
o Deep link to specific content
o Revise program
o Stop paying for (some) traffic
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56. Management By Bounce Rate
Use bounce rate to
increase ROI
• Organic traffic – improve
landing page
• Pay Per Click – improve
keyword selection, ad,
and landing page
• Career Sites – buy/no-
buy decision, program
scope, landing page
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57. Visit Duration & Pages Per Visit - Non Bounce
• When visitors stick
o Spend 3 to 5
minutes on your site
o View 4 to 5 pages
• Data from 22 B2B
companies and
50,000 visits
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58. Conversion Rates Should Be Understood
How many conversion page
visitors advance in the sales/
recruiting process?
• Click to get (29%)
o 73 phone number
o 51 address
• 40 Sent an email (9.25%)
o Is this good?
o What is your conversion
rate?
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59. Conversion and Last Click Attribution
Multi-Channel Funnels
Old rule of thumb: It
takes seven touches
to close a deal
New rule of thumb:
people don’t buy/
contact on the first
visit
Latent conversion
causes bad decisions
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60. Buyer Persona – Understand What Users Expect
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61. Website Elements Should Satisfy A Persona Need
Sales Personas
1) Engineer
2) R&D
3) Buyer
4) Sales & Affiliates
5) Manager
6) Co-Supplier
HR Personas
7) Employee
8) Applicant
9) Partner
Corporate
Personas
10) Community
11) Media
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62. Ideal Internet Marketing Program
Create Engage
Share
GOL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
Get Measure
Found Test
Adjust
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63. Building Your Team
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64. Plan For Success
• Vision:
What
does
it
look
like
when
we
are
successful?
• Key
Metrics:
What
can
we
measure
to
tell
us
we
are
successful?
• Strategies:
How
will
we
achieve
these
metrics?
• Ac7ons:
Who
will
do
what
when?
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65. www.site-seeker.com

66. Thank You!
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
@brianbluff
www.site-seeker.com