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Social Recruitment 101
- 3. Agenda • Why use Social Media for Recruitment • How to Incorporate Social Media into your Recruitment Strategy • Which Tools are Available to use – Facebook, LinkedIn, Twitter, Google+, and more • How to Build your Talent Community
- 4. Social recruiting is on the rise. 89% of US companies will use social networks for recruiting 64% of companies will use 2 or more social networks for recruiting 40% will use 3 or more Source: Jobvite Social Recruiting Survey 2011
- 5. Where do you Find Talent?
- 6. Incorporate Social Media into your Recruitment Strategy
- 7. Facebook
- 11. Other Tools
- 12. Build Your Community 1. Start with your Business Cards, Outlook Contacts, Gmail, phone 2. Tap into your existing online network, School, Work, Personal 3. Find Power Connectors – recruiters and sales people have huge networks 4. Link to your social media on all correspondence 5. Follow them, they will follow you Marathon, not a sprint.
- 13. Content, Content, Content 1. SHARE- Blogs, Whitepapers, Links, Articles, Books, Videos 2. Re-tweet interesting information 3. Provide New Content – Webinars, Blogs, Tweets, Status Updates 4. Engage others Most important…. Be consistent.
- 14. Social Media Measurements 1. Followers 2. Network Size – 1st and 2nd degree 3. Social Media Metrics - Mentions, RT, @, Link Shares, Check-Ins, Video Views, Profile Views 4. Hires – where are they coming from? 5. Time to Hire 6. Cost Don’t just measure one tool, measure the community.
- 16. Post Jobs on your Facebook page Candidates apply directly on Facebook or through your ATS. Jobs reposted through partners:
- 18. Draw an audience to your jobs through targeted Facebook advertising Engage your audience with Facebook Sponsored Stories Build your Talent Community with a Facebook Cost/Like campaign
- 19. Summary 1. It’s not just one tool – Sign Up. 2. Content, Content, Content. 3. Be Consistent. 4. Engage with your Community. 5. Measure.
- 20. Thank You! • Questions? • Please connect with us on Social Media to learn more about social recruitment https://www.facebook.com/IDforEmployers http://twitter.com/#!/IDforEmployers http://www.linkedin.com/company/identified https://plus.google.com/109095929518152577968/post s
Notas del editor
- Hi, and thanks for joining us today. I’m Jen Picard, the Product Marketing Director here at Identified, and I’m joined by Erik Kostelnik, our VP of Sales. Identified Employer Solutions are Facebook Recruiting Solutions for the social employer. Identified Employer Solutions are the fastest, easiest and most effective way recruiters promote, search and engage with the Facebook network. Transform your organization’s Facebook page into an active Talent Community and Social Job Board, or search through Facebook profiles with ranking and relevance to target candidates.Today’s webinar will last approximately 30 minutes, with 15 minutes at the end for a Q&A session. Please feel free to ask questions throughout the webinar by typing them into the Q&A box to your right. Today, we’re going to talk about how you can incorporate social media into your recruitment strategy.
- We’re going to discuss why social media is important to start using now, how to incorporate it into your existing recruitment strategy, what tools are available for you to use and how to use them to build a talent community. There’s quite a bit to cover here, so we’ll only hit the tip of the iceburg, but please join us for future events for more in-depth information. For now, let’s get into the “why” of social recruitment.
- Social Recruiting is on the rise, with 89% of US Companies using social networks for recruiting in 2011. 64% of those companies will use two or more networks and 40% will use 3 or more. That’s because social media sites are where talent lives. Many have let go of the "post and pray" mentality in favor of using social media to find and hire qualified, educated and, often, passive talent. With social media, employers can also build out their employment brand and increase their talent pool exponentially. Take Facebook, for example: the average person has 130 Facebook friends, which makes each person’s second degree network around 17,000 people. If you utilize that on a personal or company level, you can decrease vacancy days, increase ROI and reduce costs. However, you should probably utilize more than one social recruitment tool at a time because different people can be found on different mediums.
- In a July 2011 study, Forrester found that of U.S. adults who use social networking sites, 96% of them are on Facebook. So, if you’re going to reach someone via social media, chances are you can find them within Facebook’s 800 million members. While LinkedIn has been the social recruitment network of choice thus far, this study makes it clear that it’s not an adequate social recruitment stratgey on it’s own – only 28% of US adults are on LInkedIn. 24% are on Twitter. Google+ wasn’t included in the survey because it launched shortly before it took place. Each of your candidates have their own preferences, and you will do best if you utilize multiple tools to find them.
- There is no silver bullet in social recruitment. To achieve the best recruitment results, employers usually have to have more than one trick up their sleeves. You will probably want to try a variety of tools if you’re just getting started, so you can learn what works for your company and the demographic you’re looking for. LinkedIn will probably be the best place to find C-level talent, but you may find that mid-level candidates are more easily found on Facebook or Google+.Obviousy, the first step toward incorporating social media into your recruitment strategy is to sign up! We’d recommend starting with the big 4: Facebook, LinkedIn, Twitter and Google+, and adding in additional tools later. Having an active presence on as many social networksas possible will maximize your ability to find candidates, as well as their ability to find you. Each of these mediums can them be used to grab your candidates attention and keep your employer brand in front of them. By using social media to source, you will have a talent pool of active and passive clients ready for when you need to make a new hire.We’ll show you how these all work in a minute. After signing up, you should start to build your talent community, which we’ll also discuss in just a bit. The critica; step is to then engage with your talent community through job postings, videos, pictures and blogs. Give your candidates an idea of what it’s like to work at your company. The more you stand out, the more candidates will flock to you. Just make sure your communication is two-way, rather than broadcasting. You should reach out to your candidates and start a conversation, answer questions they may have, and ask their opinions on what matters to them.Now, let’s get into the meat of the presentation and talk about some of the tools available to you and how each of them can fit into your recruitment strategy. Let’s start with the biggest, and work our way down.
- Facebook is the largest social network, at 800million users worldwide. It’s also the only network that knows no generational limits - from grandparents to teenagers, Facebookattracts users of all ages. To go back to the study, 96% of all US adults that use a social networking site use Facebook. No age group dipped below the 95% mark. The average user spends 55 minutes on the site each day, whichis, by far, the highest of any website. So what does this mean? That means everyone, including the people you want to hire, spend a lot of time looking at Facebook. It is a product they trust and like enough to spend an hour of their day perusing. When you’re recruiting candidates, it just makes sense for you to do soon Facebook, where everyone’s eyes are. If you’d like an in-depth view of everything you can do with Facebook, please join our How to Recruit on Facebook webinar on December 6. For now, we’ll just discuss the basics: a Company Career Page and Advertising to reach active candidates and Identified’s search tool for passive candidates.So, first off, let’s discuss a company career page. You’re seeing our page here, which we use to post jobs and helpful information to our Talent Community. We use our own app, called TalentLink, to act as our Facebook job board. TalentLink also pushes our jobs to Twitter, Simply Hired and Indeed. Some of our non-job related posts include pictures of employee events, helpful tips for job seekers and funny stories or pictures to help our fans have a little laugh. We’ve also asked our employees to join and write a quick recommendation for Identified, so candidates can hear firsthand why it’s an awesome place to work. If you have an employer YouTube channel or Twitter account, you can also link them here. Sponsored stories from your company page will increase the visibility of News Feed stories. There are 7 types, but I’d recommend starting out with the following three: a page post story, a page like story, and a post like story, which means that anytime someone likes your page or post, their friends will see the sponsored story on the right hand side their page, and when you post to your page, the sponsored story will show up to all of your fans. Use Insights: The recently updated Facebook Insights allows you to monitor your comments and likes, reach, etc, so you can track your success and adjust your strategy based on your audience response. There are four noteworthy metrics to be aware of: Engaged Users, People Talking About This, Reach, and Friends of Fans. Using these metrics and learning how visible your advertisements are, as well as the extent of viral activity around it, will give you a better understanding of the true value of your social media communications and help enhance your brand’s presence on Facebook. Facebook advertising can be a great way to drive page likes to grow your talent community, and/or to target job candidates for specific job postings. Because Facebook allows you to target by location, demographics, interests and connections, you can find the perfect candidate for your hard-to-fill jobs. Since this process can be a little difficult to manage, Identified Employer Solutions has developed JobReach, our own Facebook advertising solution, to our customers.If you’re tired of scrolling though hundereds of job applications for each job posting, try sourcing candidates on Identified. Identified has indexed over 50 million Facebook profiles, made them professionally relevant, and given them a score so you can see who the top candidates are. Start with a free user profile at identified.com or contact our sales team to learn more about our employer solution, ProSearch. ProSearch offers location filtering and resume downloads, and shows you how candidates are connected to your company.Erik, Are there any questions about Facebook while we’re here?
- LinkedIn has been around for a while, and is the most commonly used social recruiting tool because it has a professional focus. More than Facebook and Twitter, it's still the place you go to build your virtual Rolodex. You post your resume there and you can see others' resumes. If you belong to any groups, they are likely related to your job focus. They also offer a Company page in which you can post status updates and interact with your followers. In terms of what to post, I’d say the same basic rules apply from Facebook: post jobs, relevant articles and anything else you can think of to boost engagement. The only downside to their company page is that your company can only have one, so you’ll likely have to share it with your marketing department. However, they offer some paid recruitment tools to help you keep your messages separate, including a Career tab in which you can post jobs, targeted advertising and a passive search tool. In addition, LinkedIn has groups, where you can network with people in your industry to find candidates, or ask for referrals. This can be a great way to use LinkedIn for free.Erik, Are there any questions about LinkedIn while we’re here?
- Because of the amount of information on Twitter, it can be overwhelming at first. We recommend using tools to manage Twitter, like Tweetdeck or Hootsuite, to make sure you maximize your time and don’t miss out on information that matters. Finding information on Twitter is easy, as they have a very effective search engine at search.twitter.com. You can then plug this search into your RSS feeder. Because Twitter does not require a reciprocal follow and hashtags are used to search topics of interest your message can reach a much larger group than just those that follow you.Some quick tips:Start a Twitter account for your business and for you as an individual. If you haven't already started a Twitter account, get moving! It is recommended that you have an individual account as well as your business account because you'll find you interact with people quite differently depending on which account you're using. Different people will follow you as an individual and your business too.Actively ask for job applications from people on Twitter. Simply tweet that your business is looking for an "XYZ" person who can do "XYZ" and provide a short URL to the job specs. Ask for it to be retweeted about to increase the interest. Make the tweet interesting and leave all the details to the webpage the URL directs people too. Remember that Twitter is about short, sweet and catchy.Send out ongoing updates about the perks of working for your business even when you're not actively seeking recruits. This can create a talent pool for for future positions well before you need it so, when it’s time to hire, you can fill your positions quickly.Make use of the hash tag to help people search for your job advertisements. Use such tags as #job #employ #recruit #jobhunting #hiring, #startupjobsUse job hunt Twitter chats, which are open forum where people meet up at a designated time and discuss job related issues through a live feed. They usuallylast about an hour. Participants use and follow a specific hashtag, such as #HFChat or #JobHuntChat, which allows anyone following that hashtag to view the tweet. Others can then respond, thus creating an online conversation.Use Twitter to find passive candidates. Use Twitter search with hashtags and terms relevant to your industry and compile a list of potential candidates based on their Twitter activity.For example, we’re looking for a PR and Social Media Director, so we’ve searched Twitter for #PR, PR, and Public Relations. You can search through Tweets or People that use those words in their profile.Erik, are there any questions about Twitter while we’re here?Now let’s move on to talk about Google+.
- The last of the big four is Google+, with around 40 million members now. They were the first to try to merge social and professional networking with the use of “circles,” which allow you to separate your contacts into groups and deliver targeted messages to each. Facebook stole this idea with “lists,” so this feature is no longer a differentiator for this network. The idea behind this is that you share and communicate with different people in different ways. On the one hand, G+ allows Recruiters to maintain pools of talent that they can blast a real-time message to AND it allows Recruiters to maintain some level of privacy. Another cool feature of Google+ is the hangout featureHangouts: The Google+ hangout feature is neat and a lot of fun to play with. Basically Hangout is going to let you have real-time group conversations on the go. Imagine having to set up a group interview where 3 or 4 Hiring Managers need to coordinate schedules to meet your candidate before you can close the deal. Actually scratch that: Remember those times you needed to coordinate 3 or 4 peoples schedules to get an offer extended? Hangout is almost as good as standing in a conference room in front of all 4 Managers with their calendars in hand. For the busy Recruiter, it can’t get better. The issue here is one of time…Hangout won’t take off until other people are on board and everyone is carrying a smart phone. But still…it’s like Google was thinking of us.It’s got a good couple of recruiting tools hidden in it that allows Recruiters to do their job just a little better. Circles let’s you organize your contacts and share certain information with only certain Circles. It’s like keeping different lists in Facebook. It creates a much needed buffer between your personal life and your professional one and even let’s you coordinate with your clients in a group settingThere’s a lot of speculation about whether Google+ will prevail or flop, but we’d recommend getting on there anyway. Worst case scenario is that it flops, but you still extended your reach and got your employer brand message out there moreso than you would have without it. Best case scenario, Google+ takes off and you were an early adopter. That means that you will have already built out your network and can continue to grow it exponentially when everyone else is still just getting started. Google is the most visited site on the web and Google+ can bring even more relevance in your search results and your ads. The identity you create with Google+, wittingly or unwittingly, will inform your overall Google experience. Google will be all up in your stuff in ways you never dreamed possible. Recruiting passive talent isn’t really developed with Google Plus yet because there isn’t specific indexing of occupation and location, but you can do a simple text search on either Google+ or even just Google, to see what you come up with. As the service grows in use, people will continue to fill out their full profile and it will gradually become a better sourcing tool.
- Klout is a great tool to use for finding candidates that are influential on topics that would interest your company. Use YouTube to show a video tour of your office, interview candidates about their experience with your company, and introduce your company and it’s employees. You can also take a video of the hiring manger, explaining what he/she is looking for in a candidate, or get a video of someone in the hiring deparmtnet, explaingin why they like their job.Foursquare is a location mapping and social networking service that allows users to let their friends know what they are up to by checking in to different venues. It can be used to identify and source targeted candidates from your competitors. This works because the people that check into a company often are likely employees of that company, interview attendees or industry contacts attending meetings there. From FourSquare, you can use search bar to source candidates put the name of the company you’d like to search in the search bar. In the search bar, put the name of the company (and location) you are targeting to find people from. This will show you all different offices/locations (and different names) of the company, that people have ‘checkin in’ at on Fourquare. Find the ones youre looking for. When you fing people, you can also find their twitter handle and Facebook profile. Open up a social media channel to find name, website, contact details, and other details about him. If interested, follow and engage that way. You can then do a search on LinkedIn. If he’s outsde your network, do a google x-ray search (site:linkedin.com “name”) to see a full profile.Go to search.twitter.com, type in “at company name” 4sq, Alternatively, you can use an x-ray search on twitter.You can then create an RSS feed of fresh results for check-ins at your target companies.FromFourSquare, you can use the search bar to source candidates. Just enter the company name and location.This will show you all different offices/locations (and different names) of the company, that people have ‘checkin in’ at on Fourquare. When you find people, FourSquare will also let you know if they’ve shared a Facebook or Twitter profile. You can open up one of these social media channels to find the candidate’s name, website, contact information, and other details. If you’re interested, follow and engage the candidate on social media. Search for candidates using Foursquare and Twitter: Go to search.twitter.com, type in “at Yahoo” 4sq Alternatively, you can use an x-ray search on twitter site: twitter.com “at company name” 4sq Create an RSS feed of fresh results BlogTalk about your employer brandPost images of team building events or company partiesEmbed YouTube videosTell why you joined your company and what attracted you to them
- Use LinkedIn, Facebook, Twitter, FourSquare to source your candidate talent pool and create a community. Be patient and spend time every day investing in your network. It’s not a quick fix, it’s something that you need to work on to make it successful. Some ideas for building your community……Everyday thingTransition your offline, online….. Leverage bothUse tools that you signed up for to bring your network to youSend invites, they are the equivilant of introducing yourself at a conference, the more power players you have in your network, the stronger you become-power networkers – people who have thousands of contacts and are motivated by expanding their networkLink everything back to your social networks – let your audience choose which tool they want to connect with you onFollow-Link to your social media accounts on all correspondence, including email, letters,business cards and other social media accounts-LinkedIn can help you find Twitter handles, FourSquare can show you Twitter and Facebook profile URLsThe key to successful online networking is the building of, and sustaining, your Facebook community. The bigger the community you have of relevant people, them the bigger the reach you will have of potential referrals for your jobs and events. 1. Become the expert.“Use social media to help build a strong brand and then let the top talent come to you.”— Colin Wright, Exile Lifestyle5. Host a contest.“Choose an important trait you’re looking for and host a contest via social media. Get creative with submissions and guidelines. Share the contest with influencers and hubs and invite them to send talent your way.”— Lisa Nicole Bell, Inspired Life Media Group6. Ask your followers.“Referrals are the lifeblood of many a business. It works the same when it comes to recruitment via social media. Ask your Twitter, Facebook and LinkedIn contacts for solid leads for the new position in your company.”source, engage and hire qualified candidates. Good candidates will become more selective and harder to find over the next few years and social media will help you connect with, and engage, talent before your competitors get them. The first step to being successful is getting started.
- Bring people back to you or your company by sharingFacebook, LinkedIn, Twitter, YouTube and Blogs are great ways to engage with your community. Get creative - don’t be afraid to try new things and new ways to engage.As much as you want it to be, it’s not about you!. Don’t just promote your products or jobs, build relationships and have conversations.Providing quality content helps you gain and keep a quality and engaged following. Be consistent, and people will get used to seeing and hearing what you have to say and are more likely to follow and engage with you further.If you start…. Don’t stop…. Negative social brand image if you leave one of your social networks…. If you leave, delete your account
- How do you know if social recruiting has been a good addition to your recruiting toolbox? Measure it! Track the source of each candidate against metrics that matter most to you – time-to-fill, cost per hire, retention rates, etc. You may also want to take into consideration some more unconventional metrics – such as sentiment of candidates sourced through different mediums – did they have positive or negative experiences?Social media can replace or compliment traditional means, you need to figuring out what works for you.
- Identified Employer SolutionsTalent Link – Drive quality candidates by posting and sharing jobs on your Company’s HQ or Careers Facebook site. Integrate with your ATS or manage your jobs and candidates straight from the app. All jobs posted are pulled by Indeed and Simply Hired to increase views and drive candidates to your Facebook page.
- Identified Employer SolutionsProSearch – Source passive Facebook candidates with Identified’s filtering, ranking and relevance. Search by Location, GPA, Graduation YearDownload resumes, message directly with IDMail, and see how you are connected to the candidates through your company’s employees. Contact users as a company, not a user“Featured Employer” spotlight in weekly Newsletter and social media
- Identified Employer SolutionsReach– Build your talent community on Facebook by advertising targeted job postings from your Talent Link or setting up a cost/like program to drive specific candidates to your Facebook page for those hard to fill positions.Advertising - Promote a specific job, career event, page, or your own website. You can specify a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.Sponsored Stories - Get more distribution for the News Feed stories published about your Page, Place or App. Always includes either a story about the viewer's friends or a story about your Facebook Page posts. There are 3 ads:Like StoryWhen people like your Page, their friends see a story about it.Check-In StoryWhen people check in to your business using Facebook Places, their friends see a story about it.Page Post Like StoryWhen people like your Page post, their friends see a story about it.Cost/Like – build your page like’s with the talent you are specifically looking for
- 2. The answer is obvious: You Snooze You Lose. Over 89% of companies indicated that they would engage in social recruitment in 2011 in report released by careerenlightenment.com. Of all the companies used social media to recruitment talents, 65% has successfully made hires. 55% of companies decided to invest more in social recruiting in 2011. 14.4 million job seekers have used social media to search for their last job in 2011.I in 5 employers now use social networking site to research job candidates 7. Engage in many channels.“Besides LinkedIn being amazing for recruiting start-up talent, I’d say monitoring job trends on Twitter and keeping your job board updated is also a great pull strategy.”— Ryan Holmes, HootSuite 8. Make a video.“You have to get people to believe in your story. Especially when you’re in start-up mode. So record a short video where you describe your vision, progress and motivations. Help prospective talent connect with your deeper story.”— Michael Margolis, Get Storied
- source, engage and hire qualified candidates. Good candidates will become more selective and harder to find over the next few years and social media will help you connect with, and engage, talent before your competitors get them. The first step to being successful is getting started.