Presented to Moore Stephens, this presentation focuses on the use of social media recruiting to capture leads, conduct research, and establish relationships with potential financial services candidates. The deck covers: - Current state of social media in recruiting - Best practice tips and techniques - LinkedIn - Facebook - Twitter - Case studies & examples - Job Aids - Q&A Additionally, a whitepaper was also written to support this deck. You may find that at http://royalapplemarketing.com/whitepapers/.

1. 9/12/12
Social Media
Recruiting for
CPA Firms
Becky Livingston
President & CEO
Royal Apple Marketing
September 2012
© 2012 Royal Apple Marketing
Becky Livingston
ü 25 years of marketing and
technology experience
ü 13 years in the financial
services industry, 9 with
KPMG
ü Social media advocate,
author, trainer, speaker,
and practitioner
ü Daily user of LinkedIn,
Facebook, Twitter, G+,
Pinterest, & Hootsuite
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2. 9/12/12
Agenda
› Current state of social media in recruiting
› Best practice tips and techniques
› LinkedIn
› Facebook
› Twitter
› Case studies & examples
› Job Aids
› Q&A
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POLL
Q. Which of the following social networks or
social media do you or your company use, or
plan to use, for recruiting?
1. LinkedIn
2. Facebook
3. Twitter
Current State
LinkedIn
2012
Facebook
2011
2010
Twitter
0 20 40 60 80 100
Source: Jobvite Social Recruiting Survey Results 2012
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Poll
Q. Have you or your company successfully
hired a candidate who was identified or
introduced through social media?
› Yes
› No
Current State
80
70
60
Percent
50
40
30
20
10
0
2010 2011 2012
Source: Jobvite Social Recruiting Survey Results 2012
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Current State
Made a Hire
LinkedIn
Facebook
89% Twitter
Source: Jobvite Social Recruiting Survey Results 2012
Current State – Review
candidate’s social media profiles
Always Use
Occassionally
2012
2011
If Provided
2010
Never
0 20 40 60
Source: Jobvite Social Recruiting Survey Results 2012
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Global Trends
› Finding better ways to source passive
candidates
› Utilizing social and professional networks
› Upgrading employment branding
› Hiring is expected to increase, but budgets
are not keeping up
Source: LinkedIn’s Global Recruiting Trends Survey 2011
Tips and Techniques
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Tips – General
› Do more than just post jobs; establish
yourself as a resource
› Engage current employees; referrals
› Savvy Search with Search Engines
Google Search >> Site:linkedin.com CPA Phoenix, AZ
Tips – LinkedIn
› Post a job for 30 days or buy job credits
› Sign up for the Talent Advantage
(talent.LinkedIn.com)
› Post open positions in your status update
Example: “Looking for a CPA with 10 years
of experience. If you know someone,
contact me.”
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Tips – LinkedIn, cont.
› Employees should have the
firm name on their profile
› Share firm news, awards,
articles
› Cross-promote pages
› Optimize for target
audience
http://bit.ly/LinkedInFAQs
Tips – Facebook
› Directory
› Marketplace
› Pages
› Ads
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Tips – Twitter
› Run a keyword search
(search.Twitter.com)
› Use hashtags #
› Review candidates
activities
› Post 2-3 times per day
about firm events, job
posting, and news
@ForresterJobs posts
2-3 times per day,
and gained 3 direct
hires using Twitter.
Samples
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10. 9/12/12
Pinterest
Case Studies
› Sikich:201-500 employees; 986 LinkedIn
followers
› McGladrey: 5001-10,000 employees;
13,135 LinkedIn followers
› WithumSmith + Brown: 201 – 500
employees; 800 LinkedIn followers
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11. 9/12/12
Sikich
Firm Overview {
Job Listings
{ Video
goes
here
Employee Testimonial {
Sikich, cont.
1
2
3
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12. 9/12/12
McGladrey
Bold graphic {
Firm Overview {
Job Listings
{
Video
{
goes
Recent Award here
McGladrey, cont.
1
2
3
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13. 9/12/12
WithumSmith+Brown
{
Job Listings
{
WS+B, cont.
1
2
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Job Aids
http://bit.ly/RecruitingCklstGrfk http://bit.ly/25WaysChecklist
Questions …
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Connect with Me
› Twitter:@BM_Livingston or @RoyalAppleMktg
› Facebook: Facebook.com/RoyalAppleMarketing
› LinkedIn: www.LinkedIn.com/BeckyLivingston
› Google+: http://gplus.to/RoyalAppleMarketing
› Pinterest: www.Pinterest.com/RoyalAppleMktg
Resources
› LinkedIn Company Pages FAQ: https://help.linkedin.com/app/answers/detail/a_id/1561
› How to Optimize Your LinkedIn Company Profile for Recruiting: http://mashable.com/
2011/04/10/linkedin-recruiting/
› How to use Social Media as a Recruiting Tool http://www.inc.com/guides/2010/04/social-
media-recruiting.html
› LinkedIn Recruiting Solutions http://talent.linkedin.com/contact-us
› 2011 Global Recruiting Survey talent.linkedin.com/
› Facebook Directory www.Facebook.com/Directory
› Facebook Marketplace www.Facebook.com/Marketplace
› Recruiting Reinvented: How Companies Are Using Social Media in the Hiring Process http://
www.forbes.com/sites/lisaquast/2012/05/21/recruiting-reinvented-how-companies-are-using-
social-media-in-the-hiring-process/
› 8 Simple and Effective Tools for Recruiting with Social Media – The Hiring Toolkit http://
www.volt.com/Recruiting_with_Social_Media.aspx
› How Accounting Firms Can Use Social Media to Attract New Hires http://
www.AccountingToday.com/news/Accounting-Firms-Social-Media-Attract-New-
Hires-58180-1.html
› Jobvite 2012 Social Recruiting Survey Results http://www.jobvite.com
› Case Study: Recruiting through Social Networks Volt.com
› Social Recruiting Results form Forrester [Case Study] http://talentminded.com/forrester-sees-
real-social-recruiting-results-on-twitter-case-study/
› Case Studies http://www.accountingtoday.com/ato_issues/26_2/case-studies-social-
media-61611-1.html
› How Intuit Does Social Media Recruitment and Employer Branding [Case Study] http://
linkhumans.com/blog/how-intuit-does-social-media-recruitment-and-employer-branding-case-
study
› Dilbert August 23, 2012
› LinkedIn Company Page Guide www.LinkedIn.com/Companies
› Social Media Checklist http://www.thewholebraingroup.com/sensible-social-media-checklist-
v20-infographic/
› 25 Ways to Boost Your Social Recruitment Campaign – A Hiring Manager’s Guide http://
www.webrecruit.co.uk/blog/featured/25-socialmedia-recruitment/?
goback=.gde_1988204_member_138352034
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