1. "So, you have a Social Media Strategy –
Now what?"

2. Who am I
Sheree Truitt
Director Digital Janet Muir
Business Janet.muir@tmp.com
TMP Worldwide
Phone: 818.967.0094
Email: sheree.truitt@tmp.com
Elan Masliyah
Elan.masliyah@tmp.com
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3. 3

4. 1. Building a social influencer strategy
2. Developing a robust digital brand ecosystem
3. Leverage search engine marketing to help
agenda candidates find you
4. Mobile marketing guidelines and how to get
started.
5. Next generation trends in digital branding
6. Metrics
7. Bringing it all together
8. Questions
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5. Steps to building a social influencer strategy
3 Steps:
1. Identify your specific industry influencers:
2. Motivate influencers
But WAIT!!!
3. Enable social influencer strategy
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7. What if you have no social strategy in place yet?
• Target Audience
• Our Behaviors
• Policy (or lack of)
• Legal
• Resource Drain
• Good for other companies but
not us
• Privacy/Work Separation
• Change/Culture
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8. Why are companies using social media?
1 AWARENESS 2 INFLUENCE 3 ACTION
 “Listen”- measure brand  Cultivate relevant  Job referrals
perception communities
 Drive traffic to careers
 Join, add value and  Amplify awareness site
guide conversations to the opportunity
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9. How are companies using social media?
CONNECT COLLABORATE
CONTENT
MANAGEMENT
SEO CONTRIBUTE
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10. Building your Social Strategy
Phase I: “Build it”
Build a presence on social networking sites to share information about you as an
employer and integrate/cross promote it in everything we do for recruitment
marketing. Build it with careers as focus.
Phase II: “Beef it”
Involve your employees in the social networking sites to provide genuine
experiences and information about you as an employer. Get Employees
stories/testimonials/involvement.
Phase III: “Buzz it”
Leverage your employee network on the social networking sites to
generate buzz among their friends and networks. Enlist Employees in
Spreading the Word to their Networks.
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11. Social strategy example - P&G
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12. social influencer strategy
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13. Are you ready for a social influencer strategy?
1. Is your social strategy defined and in place?
2. Do you have an internal social manager?
3. Have you built your social presence with
careers tabs and jobs focus?
4. Have you established a method to measure
the social strategy?
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14. Developing a social influencer strategy
3 Steps:
1. Identify your specific industry influencers:
- Build relationships with influencers
.
- Investigate what will work with your audience
- Address social media compliance
- Develop an influencer strategy with influencers
2. Motivate influencers
- Give access to information; reciprocate
- Provide incentives, freebies, cash, etc.
3. Enable social influencer strategy
- Train internal social team
- Automate influencer activation
- Don’t forget to include photos and videos
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16. digital brand ecosystem
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17. Developing a robust digital brand ecosystem
Your Brand is not your Logo! ………
“Your own brand isn't necessarily what you want it to be; instead, it's the
sum of all the ways your customers experience your company”
Create a strategy for “Living your Employment Brand” (internal and external)
•What is your employment brand promise?
•What actions need to take place to demonstrate the promise?
•What messaging should accompany the action?
•Where should that messaging show up (search, social, career site, etc)
Evolve your web platform with changing and new best-practice trends like Instagram
Designate internal “Brand Ambassadors”
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18. Live the Brand
Creating Brand Ambassadors
‣Outfit ambassadors with digital cameras, mobiles, etc.
‣Provide Ongoing Authentic Views of Day-to-Day Life
‣Build Community for Target Audiences
‣Power Social Presences Going Forward
‣Provides Sustained & Authentic Presence
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19. Owning their own Digital Ecosystem – AT&T
Mobile
Linkedin Twitter
Facebook
Talent Network
YouTube
Career Home
TalentBrew

20. leveraging search and mobile
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21. Candidate Behavior has changed
Candidate Career Site
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22. SEO & SEM (Search Engine Optimization & Marketing)
80% of all internet sessions start on a search engine.
Job searches conducted on major websites:
Google 304 Million
Indeed 161 Million
Monster 200 Million
CareerBuilder 159 Million
Yahoo 64 Million
Simply Hired 30 Million
Bing 12 Million
Ask 9 Million

23. Paid and Organic Search
CLICKED
LOW RISK - ONLY PAY IF
PAID SEARCH
PAID SEARCH
LOW RISK - ONLY PAY IF CLICKED
ORGANIC SEARCH
77%
OF PEOPLE VIEW RESULTS

24. Goal – Own the Real Estate
Pay-per-click
SEO Technology
Organic SEO (Continuum)
Organic SEO (Continuum)
Organic SEO (Continuum)
Twitter
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25. mobile marketing
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26. Mobile marketing guidelines and how to get started.
• By 2013, the #1 way to access the internet will
be by mobile device (Morgan Stanley, 2010)
• More than 61% of users are unlikely to return to
a website they had trouble accessing on their
mobile device (Google, 2011)
• 57% of mobile job seekers want the ability to
search for jobs (Jobvite, 2011)
• 51% of mobile job seekers want to be notified of
openings (Jobvite, 2011)
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27. Typical mobile job search without mobile optimization
• Same job description as desktop
• Scroll to read
• No calls to action
•Job seeker would abandon this
job search

28. Redefining the Mobile Job Posting
• A Look Inside (Images/Video)
• Short Job Description
• Map/Local Information
• Relevant News/Content
• Options to Apply

29. Content Focused on Mobile
Rich media content related to
specific job categories and
Automatically created Short
locations
Job Descriptions from full
description Multiple calls to action
including mobile apply and
application using LinkedIn
profile

30. Event data capture on mobile
• Offline data-capture (no need for internet or
wireless connection)
• User authentication
• Browser based (using HTML 5)
• Data export to CSV when online
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31. being different
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32. Smart Creative – Edward Jones
Nikki is in Houston. She is served a Sam is in Charlotte. He is
Houston-specific ad promoting a local served the default Edward
event. When she clicks that ad it that Jones ad, but the click will
will take her to a Houston event take him to a Charlotte landing
registration page. page.
The ad server will display geo-specific creative and
click through to a geo-specific landing page based on the user’s IP address

33. How creative can a QR code be?
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34. Integrated and Immersive Experience
Buick takes advantage of social integration by creating a truly immersive experience for users.
Visitors can drill down to information from news and social channels by fans, users, and more
while interacting directly with content.

35. Marketing to mobile
• Mobile Advertising Networks
• Pay Per Click (PPC) display advertising
• SEM e.g. Google AdWords
• SMS push marketing campaigns
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36. Augment Reality Example
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37. Augmented Reality│Engage Your Audience
While people are on break at a conference or waiting in line for an event, we will
engage them through posted brand displays that will connect the offline recruitment
effort to the digital through videos and targeted content.
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38. tracking and measuring
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39. What should you track and what can you expect?
• All trackable media – paid
ads, banners, emails, PPC
• All organic job results
• Social job results
•One centralized location for all reports
•Customizable dashboard
•Expect to see trends in media performance
resulting in reducing or eliminating media sources

40. Reports
• Detailed reports with analysis for each media
• Includes data on effect of branding initiatives
- “Post impression” data
• Analyst-written monthly/quarterly reports
- Explains and recommends optimization strategies

41. bringing it all together
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42. Bringing it all together with an integrated strategy

43. Bringing it all together with an integrated strategy

44. Bringing it all together with an integrated strategy
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45. Bringing it all together with an integrated strategy
TalentBrew
online banner
.oft email e-newsletter

46. Bringing it all together with an integrated strategy

47. Bringing it all together with an integrated strategy

48. Bringing it all together with an integrated strategy

49. Bringing it all together with an integrated strategy
Career site
TalentBrew
Military/Vets

50. thank you Questions and answers
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