Social media is a component of an integrated recruitment marketing strategy that helps build brand, engage an audience and build preference. This presentation reviews the key steps for building a strategic plan and highlights ways to integrate social media sites for branding and recruitment.

1. Employment Brand Strategy for Social Media Michelle Spellerberg, Marketing Director, Personified December 8, 2009

2. Agenda Social Media & Employment Brand Management 6-Step Strategy Building Key Social Media Sites Presence Maximization

3. Company Alumni Job Seekers Employees Competitors Employment Brand Influencers Consumers/Clients Employment Brand Media IndustryLeaders Partners

4. Social Media Brand Management Find conversations Listen and learn Respond Create official presence(s) Promote Create a community

5. Strategic Planning in 6 Steps Goals/Positioning Persona Talent Tools Tactics Metrics

6. Transparency is a rule: Honda’s Accord Crosstour Source: Five Blogs Before Lunch

7. Goals/Positioning: Sodexo Social media as a component of a complete strategy Tools that support goals, foster a community

9. Persona: Southwest Airlines Brand persona that embodies company values and current and potential employees want to read what is next Tone is fun, passionate, and caring

10. Talent: CENTURY 21 Canada Distinct Audience CENTURY 21 identified licensed real estate agents and students as who they wanted to speak to on Facebook Each post is written so it speaks to their audience

11. Tools: Henkel NA Website: Henkel attracts customers to their page in a variety of paid and organic ways Internal communication (emails, newsletters) and external promotion PaidFacebook Advertising: Branding on CareerBuilder.com:

12. Tactics: Liberty Tax Liberty Tax uses a variety of media and valuable content to keep fans engaged, coming back Links to WSJ articles, links to a Tax Tips blog, and press releases about tax news creates a hub of valuable info for fans

13. Why are Businesses GettingOn Social Media? Brand is key to recruitment—social media is key to brand YOUR brand is on social media whether you want it or not 43% of online persons trust information from social networking profiles of people they know #1 exposure to the right market of people you want #1 place candidates search for answers Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009

14. Facebook 2nd most trafficked website in the world, #1 ranked social media site 350 million users worldwide; 75 million users in the US 50% of users return daily, spend an average of 1 hour active on site Users targeted by information they provide in their profile Over 2 million career-related groups 50%return daily 2ndmost traffic 350 Mregistered users 1 hr. average/day Source: CNNMoney, Nielsen, Facebook 1 comScore MediaMetrix Key Measures, April-June 2009 monthly average 2 Facebook internal data

15. Twitter In 2009, there will be 18 million US adults who access Twitter on any platform at least monthly. That represents a 200% increase over 2008 levels. Usage will reach 26 million US adults in 2010, a further 44.4% climb. Top three user countries: US, UK, and Canada 10.34% of Twitter traffic referred from Facebook1 9.97% from Google 5% from Yahoo 2% from MySpace 25th most visited U.S. site, June ‘093 Infrequent users comprise nearly ¼ traffic3 90% activity from 10% users6 1 Compete.com, 2 Mashable.com, 3Quantcast.com, 4 http://www.emarketer.com/Article.aspx?R=1007271, 5 twitterscore.net, 6 Forrester

16. LinkedIn Business-oriented social networking site used mainly for professional networking Network of 50 million professionals in 170 industries and 200 countries 9M unique visitors in the U.S. in September 2009 Opportunities for companies: profile, groups and questions 1 in 20 U.S. users is a recruiter, headhunter, or HR professional Pre-defined reputation for recruitment http://www.techcrunch.com/2009/10/14/linkedin-flying-high-with-50-million-business-users/

17. MySpace Social networking site with user-submitted network of personal profiles, groups, photos and music Over 70 million U.S. users 27% age 12-17; 46% age 18-34 Users tend to be less affluent and have no college degree 10% traffic referred from Facebook, more than Yahoo and Google Ideal for certain brands and individuals in entertainment and music MySpace lags behind Facebook in site upgrades and social tools https://advertise.myspace.com/login.html/ Source: Facebook internal data, June 2008

18. Metrics Community participation Clicks Traffic to careers site Number of fans, followers,readers, or members Applications or expressionsof interest Cost per hire Employment brand perception/brand awareness

19. Presence Maximization Integrate social media into all forms of recruitment marketing If you build it, it doesn’t mean they will come Get your employees involved But start by creating guidelines Link social media sites together Carefully select content to repost Keep talking and keep listening

20. Learn More Contact your sales rep or find out more via Twitter, Facebook, our blog, or old fashioned email Michelle Spellerberg info@personified.comor www.twitter.com/Personi orhttp://www.linkedin.com/in/mspellerberg CareerBuilder http://twitter.com/CBforEmployers http://thehiringsite.careerbuilder.com/ Personified www.twitter.com/PersonifiedLLC www.facebook.com/PersonifiedLLC http://www.linkedin.com/groupRegistration?gid=2180597