This document summarizes a presentation about using social media for human resources purposes. It discusses how social media can be used for recruiting, public relations, marketing and research. It provides statistics on employer use of social media for recruiting. The presentation covers creating an HR branding strategy, choosing appropriate social media platforms, and tips for using platforms like Facebook, Twitter, Pinterest and LinkedIn to achieve HR goals. It emphasizes using social media to build an employer brand and highlight career opportunities.

1. Power Up Your HR with Social Media
Presented by: Jeff Zelaya & Veronica Segovia

2. Pre-Internet

3. The Internet

4. Internet 2.0+

5. Social Media is Great For…
o Human Resources
o Recruiting
o Public Relations
o Marketing
o Research
o Intelligence
o Business Development

6. Social Media on the Rise
o 92% of Employers Are Using (or plan to) social media to Recruit.*
o 73% successfully hired a candidate introduced through social media.
o LinkedIn dominates platform use, but Facebook and Twitter is increasing.
*According to 2012 Jobvite Social Recruiting Survey.

7. What’s Your Goal?
o What would like to accomplish?
o What’s your role?
o What are your available resources?

8. In Today’s Session
o Your HR Brand
o Creating an HR Branding Strategy
o Using Social Media for HR

9. Your HR Brand

10. A Brand Creates Perceptions

11. The 5 Drivers Behind a Brand
1) Emotional Connection
2) Value
3) Accessibility
4) Awareness
5) Relevant Differentiation

12. If you’re not branding your HR…

13. From the Other Side

14. The Vocus HR Brand

15. The Vocus HR Brand

16. The Vocus HR Brand

17. The Vocus HR Brand

18. The Vocus HR Brand

19. Building an Employer Brand
Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries

20. Reach vs. Engagement
Reach: Those who are familiar with
you as an employer.
• Viewing employee profiles
• Connecting with your employees
Engagement: Those who interested
in a position with your company.
• Researching company and career pages
• Following your company
• Viewing jobs and applying

21. Choosing Networks
o Do an audit. Look for online conversation about your
company as an employer. Search on sites like
Glassdoor where employees post anonymous
reviews.
o Build a presence on the platforms that make the
most sense for you as an employer.
o Who is your target audience? Who are you looking
to hire?
o Who do you compete with for talent?
o Research networks so your posts are relevant to
users.

22. Tips for Building Employer Brand
Establish clear employer Employees are the best
values advocates for your brand
Proactively communicate this to Your people are networking with
drive engagement with talent like minded people; engage them
Build a strong talent Create a careers presence
community in Social Media
Build strong, ongoing relationships Highlight career opportunities and
with interested talent socialize with followers
22

23. Social Media for HR

24. Questions to Ask Before Beginning
1) What do I want to accomplish through social media?
2) How much I want to spend?
3) Who will execute my social media strategy?
4) What platforms are best for my business?
5) How do I know If my efforts are working?

25. Organize Content
o Content Calendars
o Schedule Posts
o Tools like Facebook,
Tweetdeck, Buffer
allow you to
schedule posts.
o Drive traffic to and
from each platform
to grow
engagement.

26. Vocus Marketing Suite
Vocus has created a
new tool that helps you
manage your HR social
media strategy.
If you would like a free
demo – email
jzelaya@vocus.com

27. Vocus Careers Blog

28. Objective
o Published at least twice a week.
o The Vocus Careers Blog will be an
informational resource of posts
related to the employee experience
at Vocus for current and prospective
employees of the company to help
them through the job search process
and to make the most of their
experience as a hire.
o The blog will reinforce the Vocus
employee brand image as unique,
accessible and credible and will also
establish the Vocus recruiting
department's expertise in the areas
of corporate recruitment.

29. Word of Mouth
•Drive traffic back to our site and our social platforms through Word-Of-Mouth Messaging.
•Post comments on relevant blog posts about job searching or career advice on
Huffington Post, Recruiter.com, Blogging 4 Jobs, Inc., Harvard Business Review, Monster,
CareerBuilder. Google search Blogs for relevant posts.
Other ways to promote our Blog:
•Email Signature
•Facebook posts
•Tweets or RTs
•LinkedIn Profile

30. Recruitment Team Ideas
o Monthly Brainstorm Sessions
• Discuss Recruiting Trends
• Relevant Ideas
• Guest posts
• Referrals for Featured Employees

31. Socialize Your Career Website
o Blog! Don’t just
blog about your
product. Every once
in a while, blog about
what it’s like to work
at your company.
o Adding Social Plug-
Ins to your website
makes it easier for
talent to engage with
your brand.

32. Highlight Employees
o Feature Employee Appreciation Activities

33. Video Sharing Opportunities

34. Video Sharing
Organize video content into playlists. The videos can add value to a job seeker who is
interested in learning more about your company.

35. Facebook

36. Vocus on Facebook

37. Facebook Posts
Think before you post.
Be positive.
Make sure you check who can see what you
are posting before you post.
Do NOT publicly post anything negative about
candidates.

38. Facebook Posts
Sharing Updates with Lists
• You can select which lists can (or can’t) view your posts.

39. Facebook Posts
Facebook Lists
• Organizing your friends into lists allows you to control who sees certain posts and
what types of posts you see from people in each category or list.

40. Facebook Posts
Organizing Your Smart Lists
• You can select which friends correspond to which group so that you can organize
your future posts.

41. Facebook Search

42. Facebook Search

43. What You See on Candidate Profiles
o LIKE FB pages, follow Twitter handles of companies you are interested in working for. This
way you can follow updates about the company and possibly hear about job openings.
o Almost half of recruiters surveyed say they “Always Use” review candidates’ social profiles.
o Clean up your profile or master your privacy settings so that your personal brand is
represented well.

44. Facebook Lists
Organizing your friends into lists allows you to control who sees certain posts and what
types of posts you see from people in each category or list.

45. Organizing Your Smart Lists
You can select which friends correspond to which group so that you can organize your future
posts.

46. Sharing Updates With Lists
You can select which lists can (or can’t) view your posts.

47. Displaying Lists On Your Home Page
Managing the lists allows you to customize what updates show in the list’s feed.

48. Privacy For Groups

49. Twitter

50. Complete Twitter Profiles
•https://twitter.com/settings/account
•Include an avatar
•Mention @VocusCareers
•Include links in your bio information
•www.facebook.com/vocuscareers
•www.whyworkatvocus.com/opportunities

51. Twitter Overview
Tweet: The result of posting to Twitter
RT/MT: The result of reposting someone else’s tweet;
helps build and exchange social capital (MT is for
“modified tweet”
@ Message: A response or a message to a specific
handle; helps build credibility and following. You can
also use this to credit someone with information you’re
sharing
DM: Direct Message, can send only to those following
you
Hashtag: The # sign is used to denote a major topic (like
tagging / categorizing on a blog); helpful in promoting
and searching
Twitterverse: Akin to the Blogosphere, but for Twitter
Twitter Lists: Helpful for organizing and categorizing
related groups of Twitter users.

52. 8 Common Uses for @

53. #Hashtags
o Why do we use these?
o Do you use #hashtags when posting tweets directed at potential candidates?
o If so, which ones?

54. Tweet Chats
@VocusCareers attempts to participate in close to 25
career-related tweet chats a month.
Tweet chats can help increase followers, reach and
engagement.
Followers: Tweet chats can help you get your handle seen
by people who normally aren’t looking for you.
Reach: Your chances of being retweeted are increased
when you offer great insight to the topic. People retweet
and share you original message with their own followers.
Engagement: We use “engagement” in social media to
refer to activity and interaction with followers. When you
put out a question and get responses, you are engaging
your audience.
Hashtags to remember: #Hiring, #HireMonday,
#HireFriday, #HFChat, #millennialchat

55. Type of Tweets
Informational: Informing your community on
relevant company, industry or personal topics.
Conversational: Asking questions, seeking feedback, Conversational
asking for help.
Editorial: Offering an opinion on business-related
issues.
Promotional: Syndicating your content, including blog
posts; important website pages and press releases;
announcing and updating sales promotions;
announcing, updating and managing contests and Editorial/Promotional
polls.
Inspirational: Putting out famous quotes or original
motivational tweets to fire up your community.
Event updates: Publishing real-time tweets when
attending seminars, presentations, conventions, etc.
Off topic tweets: Tweeting about something with low Event Updates
or no relevance to your business.

56. Pinterest

57. Pinterest
o Follow www.pinterest.com/Vocus
o Follow Tips From Recruitment Boards

58. LinkedIn

59. Linkedin
o Customize URL
o Set-up Outlook reminder to spend 15
minutes in LinkedIn
• Update status, join groups, invite new
Vocus employees

60. Thank you!

61. Q&A
jzelaya@vocus.com vsegovia@vocus.com
301-479-1480 (301)479-1310
Twitter: @jeffzelaya Twitter: @VASegovia
@VocusCareers