Graduates and Social Media
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Dive into rich data from Facebook, Twitter and LinkedIn to discover how employers engage with students and graduates in Singapore. We share cross industry insights, providing knowledge and inspiration, enabling you to improve your social recruitment efforts. Understand how the Social Recruitment Monitor empowers graduate recruiters to set and measure clear KPI's and benchmark against other competitors.
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Graduates and Social Media
- 1. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. Presentation on how employers can engage graduates on Facebook, Twitter and LinkedIn In Singapore. Introducing how the social recruitment Monitor empowers employers to set KPIs. By Jidi Guo Singapore – May 8, 2014 ENGAGE GRADUATES ON SOCIAL © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
- 2. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. It’s not about what you think the students want or want the students to want. It’s about creating and assembling a collection of tools that captures the attention of people who truly care. - Paraphrase from Seth Godin
- 3. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. WHY?
- 4. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. Why wouldn’t candidates do exactly the same to you?
- 5. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. HOW DO YOU KNOW? Social media already knows " a lot about you as an employer Good and bad
- 6. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. PRIORITIES Why only spend social media resources on your products and consumers?
- 7. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. PRIORITIES And not on talent?
- 8. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. STATS
- 9. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. SEARCH Who are you looking for? Diamonds in the rough
- 10. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. SEARCH Who are you looking for? Passive Candidates
- 11. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved.© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. SEARCH Who are you looking for? Every employee is a recruiter
- 12. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved.© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. SEARCH Who are you looking for? Grassroot Talent
- 13. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved.© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved. SEARCH Who are you looking for? Influencers
- 14. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. FIND Who are you looking for? Active Candidates
- 15. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. FIND Who are you looking for? Third Party Recruiters
- 16. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. PURPOSE What is your goal?
- 17. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. LOW HIGHSTUDENTS WANT TO TALK ABOUT HIGH EMPLOYERS WANT TO TALK ABOUT CONTENT SWEET SPOT Mission & vision Career develop- ment Recruitment process CSR Work Environment Salary MoviesPolitics CONTENT What to talk about? Not social without engaging content *Topics in this matrix is an example.
- 18. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. SOCIAL RECRUITMENT IS NOT " A JOB BOARD © 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
- 19. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. BE PREPARED Make sure you have a plan and the right resources
- 20. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. BE PREPARED Managing crisis – Admitting mistakes
- 21. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. DOES IT WORK? Benchmark with the Social Recruitment Monitor™
- 22. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. Popularity (15%) Number of fans The number of people who have “liked” an organization’s career page. Growth of fans The percentage change in the number of people who “liked” an organisation’s career page since last week. Activity (30%) Number of posts The number of posts made by an organisation on its career page since last week. Interaction (55%) Engagement = sum of post likes, comments and shares. 55% 15% 30% AGENDA Social Recruitment Monitor™ " Index explained
- 23. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. DOES IT WORK? Benchmark with the Social Recruitment Monitor™
- 24. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. DOES IT WORK? Measure with the Social Recruitment Monitor™ Dashboard
- 25. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. DOES IT WORK? Measure with the Social Recruitment Monitor™ Dashboard
- 26. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. Career website! Social media Career site ATS Clicks Applications Hires DOES IT WORK? Measure based on your Goals " – Example
- 27. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. CASE Singapore Government Careers
- 28. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. Singapore Government Careers CASE
- 29. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. CASE DBS Bank
- 30. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. CASE DBS Bank – Careers
- 31. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. RECAP Remember this: § GOALS § CONTENT § MEASURE
- 32. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. In the end its about concentrating on relationships and not technologies © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved.
- 33. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. NEXT STEPS For more information, talk to me. Jidi Guo Marketing Manager T: +86 186 1632 3881 E: jidi.guo@maximum.com W: maximum.com/jidi-guo
- 34. © 2014 Maximum Employment Marketing Group ltd. (Hong Kong). All rights reserved. HONG KONG ROTTERDAM SHANGHAI SINGAPORE Level 30 Singapore Land Tower 50 Raffles Place Singapore 048623 T: + 65 6632 3552 MAXIMUM.COM © 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.
Editor's Notes
- Social recruitment is one of these ‘tools’, if used well you can show them why they should care. Through those communications employer are able to build engagement and relations that last longer than most other employer branding recruitment channels can.
- What you put online says a lot about you. Your facebook profile is an extension of you. Your update frequency says how savvy you are, the time that you publish may reveal your lifestyle, content reveals your interest, photos says where you’ve been to and consequently how international you are etc … ? Question – Who does a quick search for candidates and find themselves browsing through social media profiles?
- We now live in a world where instantaneous feedback is expected and they expect everyone to be able to see it. Some call employment a marriage, I find that a bit too dramatic but at least I would consider it a relationship. Where an interview would be a date. It’s like when you plan the date you try to find out what the other person is like, common interests, education background and such. Don’t you think your date is doing the same check on you?
- Sometimes when employers say that they don’t want to get into social because of a number of reason’s I always wonder if they realize that they ARE already on social and that it’s not much of a choice anymore. With the current sharing culture, social media already knows a lot about you as an employer, through your employees, business partners, clients etc. Also with platforms as Glassdoor your presence as an employer is already out there. The question is do you want to be part of that conversation or have other talk around you?
- Consumer brand marketing has taken social quite seriously pouring a lots of resources in creating engaging content but why is this not reflected in their talent strategy?
- Consumer brand marketing has taken social quite seriously pouring a lots of resources in creating engaging content but why is this not reflected in their talent strategy?
- APAC has a total of 969million monthly active social media users. Broader reach than most of other recruitment channels used. Not necessarily for everyone but when it comes to graduate recruitment its hard to argue that they are not on there.
- Diamonds in the rough: In the past, we engaged with people from top universities in first-tier cities and social media actually enables us to find what we called ‘diamonds in the rough’
- Passive candidates: Where job boards and career websites only attract active seekers, Social are an exceptional effective platform to reach passive seekers.
- Internal ambassadors: Everyone in the company can act as recruiters. “That’s the ultimate goal – enable your people to reinforce the employment brand and grow the company with bringing on the right people.
- Grassroot talent: social media enables companies to engage with potential candidates much earlier than before and find more talented people from the grassroots.
- Influencers: The smartest and most influential talents use social media to interact with a community of like-minded individuals, brainstorming topics of their interest, and coming up with some of the most innovative ideas. Companies can therefore use social media to identify these groups and source for the right talent. Talent mapping. (“The resulting social buzz that can come from hiring one of these ‘influencers’ can also be positive for a company, pointing to the 2011 decision by Apple to hire a talented hacker as an intern.
- Active candidates – active job seekers would want to engage with the company to assess potential future employer. Also when already in the interviewing process try to validate the image HR and hiring managers create of the company.
- Recruitment agencies – Third party recruiters will do research on your company and while they have JD’s social will help bring them up to speed about company culture and values so that they are more capable of finding the best fit.
- Too often we see employers starting with social recruitment without a clear goal set or strategy developed. It is not enough to just ‘do something on social’ when it comes to employer branding and recruiting. In able to justify the efforts and resources spent, quantify results and stay motivated you need to define a purpose and align everyone involved on the team and beyond. It could be creating more employer brand awareness, it could be employer reputation management, it could be graduate recruitment, it could be communicating organization change and new EVP etc. It can also be a mix of a few goals but rank them based on priority.
- When you plan your content do this exercise with your team. Define who your target audience is and and try to fill out this chart. I’ve filled it out roughly as an example This way of defining content topics has been first introduced to me by an employer branding manager at J&J who’s team run a very successful campus recruitment account on Weibo. They strictly follow this matrix and achieve very high engagement.
- Social media is NOT a job board so stop treating it like one. Don’t put on your one way communication hat to the social recruitment arena, instead think about how to create dialogues.
- Since the nature of social is two way with chances of things going Viral and spinning off beyond your control. There are things you need to think about and measures to take before jumping in. Do you have a team/resources to maintain the channel, create interesting content and keep the account alive and purpose driven (we have had clients before who realized this might be a challenge in the early stages and they asked our help in getting them up to speed.
- Crisis management. How will you respond when something unexpected happens that will be perceived as negative? It is good to think about this and have an action plan in place, together with assigning people to be responsible in monitor channels. Even if you have all of this things might head in a direction you do not want.. Example #AskJPM - http://www.cbc.ca/newsblogs/yourcommunity/2013/11/how-jp-morgans-twitter-chat-turned-into-a-marketing-disaster.html Huge fail and they admit.
- The SRM Index is our definitive benchmarking tool for social recruitment. It helps you to accurately and objectively evaluate your organization’s performance against the competition.
- For example if you’re really setting up your career channel to recruit, then make sure you track all from social media to hires. Example, all social media posts with a link to the career website will get a tag so that if they browse around and apply the ATS will still recognize them as source of hire ‘Social Media”. We’ve helped other companies with measuring and interpreting their results from their social recruitment efforts.
- These are the principles that I talked about
- I’ll be happy to answer questions or share these or other cases more in depth with you.