See more webinars at: http://www.bright.com/recruiter/webinars

1. Employer Branding
with Social Media

2. Jen Picard
Marketing Director, Bright.com
@JenAtBright
http://www.linkedin.com/in/jenpicard
Presenters
Veronica Segovia
Employer Brand Marketer, Vocus
@VASegovia
www.linkedin.com/in/vsegovia

3. Employer Branding with Social Media

4. Building an Employer Brand
Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries

5. o 92% of Employers Are Using (or plan to use) social media to recruit.*
o 73% successfully hired a candidate introduced through social media.
o LinkedIn dominates platform use, but Facebook and Twitter is increasing.
Social Media on the Rise
*According to 2012 Jobvite Social Recruiting Survey.

6. Reach vs. Engagement
Reach: Those who are familiar with
you as an employer.
Engagement: Those who are
interested in a position with your
company.
• Researching company and career pages
• Following your company
• Viewing jobs and applying
• Viewing employee profiles
• Connecting with your employees

7. Tips for Building Employer Brand
Create a careers presence
in Social Media
Highlight career opportunities and
socialize with followers
Build a strong talent
community
Build strong, ongoing relationships
with interested talent
Establish clear employer
values
Proactively communicate this to
drive engagement with talent
Employees are the best
advocates for your brand
Your people are networking with
like minded people; engage them

8. o Do an audit. Look for online conversation about your
company as an employer. Search on sites like
Glassdoor where employees post anonymous
reviews.
o Build a presence on the platforms that make the
most sense for you as an employer.
o Who is your target audience? Who are you looking
to hire?
o Who do you compete with for talent?
o Research networks so your posts are relevant to
users.
Choosing Networks

9. Questions to Ask Before Beginning
1) What do I want to accomplish through social media?
2) How much am I able to spend?
3) Who will execute the social media strategy?
4) Which platforms are best for my business?
5) How do I know if my efforts are working?

10. o Content Calendars
o Schedule Posts
o Tools like Facebook,
Tweetdeck, Buffer
allow you to
schedule posts.
o Drive traffic to and
from each platform
to grow
engagement.
Organize Content

11. Vocus Marketing Suite
Vocus has created a new tool
that helps you manage your
social media with an
integrated approach to cloud
marketing software.
If you would like more
information, check out
www.vocus.com.

12. o Published at least twice a week.
o The Vocus Careers Blog will be an
informational resource of posts
related to the employee experience
at Vocus for current and prospective
employees of the company to help
them through the job search process
and to make the most of their
experience as a hire.
o The blog will reinforce the Vocus
employee brand image as unique,
accessible and credible and will also
establish the Vocus recruiting
department's expertise in the areas
of corporate recruitment.
Blog

13. Word of Mouth
•Drive traffic back to our site and our social platforms through Word-Of-Mouth Messaging.
•Post comments on relevant blog posts about job searching or career advice on
Huffington Post, Recruiter.com, Blogging 4 Jobs, Inc., Harvard Business Review, Monster,
CareerBuilder. Google search Blogs for relevant posts.
Other ways to promote our Blog:
•Email Signature
•Facebook posts
•Tweets or RTs
•LinkedIn Profile

14. o Monthly Brainstorm Sessions
• Discuss Recruiting Trends
• Relevant Ideas
• Guest posts
• Referrals for Featured Employees
Recruitment Team Ideas

15. o Blog! Don’t just blog
about your product.
Every once in a while,
blog about what it’s like
to work at your company.
o Adding Social plug-ins to
your website makes it
easier for talent to
engage with your brand.
Socialize Your Career Website

16. o Cover Photo
o Profile Picture
o Applications:
• Job Application
• Blog
• Videos
• Social Media
Facebook

17. Twitter
Tweet: The result of posting to Twitter
RT/MT: The result of reposting someone
else’s tweet; helps build and exchange
social capital (MT is for “modified tweet”)
@ Message: A response or a message to a
specific handle; helps build credibility and
following. You can also use this to credit
someone with information you’re sharing
DM: Direct Message, can send only to
those following you
Hashtag: The # sign is used to denote a
major topic (like tagging / categorizing on a
blog); helpful in promoting and searching
Schedule posts, share often and interact
to increase followers. VMS can help with
follower/following.

18. Tweet Chats
@VocusCareers attempts to participate in close to 25 career-related tweet chats a month.
• Tweet chats can help increase followers, reach and engagement.
• Followers: Tweet chats can help you get your handle seen by people who normally aren’t looking for
you.
• Reach: Your chances of being retweeted are increased when you offer great insight to the topic.
People retweet and share you original message with their own followers.
• Engagement: We use “engagement” in social media to refer to activity and interaction with
followers. When you put out a question and get responses, you are engaging your audience.

19. Complete Twitter Profiles
•https://twitter.com/settings/account
•Include an avatar
•Mention @VocusCareers
•Include links in your bio information
•www.facebook.com/vocuscareers
•www.whyworkatvocus.com/opportunities

20. o Online pin board where users organize and share things they enjoy.
o Tell the story of your employer brand visually, build your community, direct
users to your jobs or other content. Search through the platform for trending
content in recruiting or specific industry.
o Integrations are available for view on Facebook page.
o Can be linked to other social platforms.
Pinterest

21. Instagram
• Boasts 100+ million users.
• Tells your story with an image.
•Photos uploaded via mobile phone.
• Integrations are available for view on Facebook page.
• Can be linked to other social platforms.
• Useful to share promote across platforms.

22. o Leverage Employees
o Feature Employee Appreciation Activities
Content Ideas
(Pinterest)
(Twitter)
(Facebook)

23. Video Sharing
o “Job postings with a video icon are 12% more likely to be viewed and 35% more likely to get
applied to.” –HireRabbit Infographic
o Showcase culture: show candidates what it’s like to work at your company.
o Share employee testimonials about their experiences. Employees are your best brand advocates.
(YouTube, Vocus Careers) (YouTube, Millennial Chat)

24. Video Sharing
Organize video content into playlists. The videos can add value to a job seeker who is
interested in learning more about your company.
(YouTube, Accenture US Careers)

25. o You can track results using insights from individual platforms or using a dashboard such as VMS.
o Monitor competitors for analysis. Doing so can give you ideas for where you might need to have a
presence.
o Monitor discussion about your employer brand.
Results
(NBC 4)
(ABC 7)
(Glassdoor)