Presentation for SHRM Talent Management in Las Vegas, April 17th 2013.

1. The Social Recruiter:
Going Beyond #OldSkool Recruiting

2. I Am...
BrandedStrategies.com WorkBrand
www.TheOneCrystal.com

3. Recruitment is...
•Marketing
•Sales
•HR

4. Social Media: Little Black Dress
A Must in Today's Recruiter's Wardrobe
“Nearly 92% of companies are
used/planned to use Social Media to
Find candidates & LinkedIn usage up
by 15% by recruiters to 93%.
1.Connects You With The Right People
2.Increases Credibility So People Are
More Likely to Respond To You
3.Helps Give You Info You Need to Tailor
Message For Positive Response
Jobvite Survey 2012 & Jason Seiden, Ajax Social Media

5. Social Media Fast Facts
92% of Companies used Social Networks in
Recruiting in 2012
4.6+ Million Job Seekers used Social to find
their last job & 86% plan to use it to find a
new job in 2013
Social Recruiting is the leader in budgeted
increased spending (55% reported increase)
Keeping a candidate on the same
platform throughout process increases
their level of engagement – by approx 4x
From Jobvite, Forbes &
Master Burnett

6. Engage Your Workforce:
They’re On Social Media, Anyway
Current Employees
•67%American Workers use social technology
•Social Networking is the 4th most popular online activity
•66% of the Internet population visits social networks
Potential Employees
•7 hrs/week = average time Job seekers use social media
Let Them Help You Share:
1.Your Open & Upcoming Roles
2.Good News
1. Pew Research Center’s Internet &
American-Life Survey 12/2012 3.What’s Ahead for Your Company

7. “Brand-Building” Across All
Channels

8. •FOR YOUR PROFILE:
• Optimize Every Field w/ Links
back to CAREER SITES,
CONTACT INFO, & MICROSITES
• Use Good Keywords in Your Job
Titles to Increase SEO
• LinkedIn Applications are Gone –
Now Use Media Linking: Learn
More at http://bit.ly/shrmtalent

9. : Keys to Maximizing
• Use LinkedIn Updates Regularly
– Share More Than Just Positions – News, Articles,
Happenings, Events
– LinkBacks to Company Page Discussions/Updates
– Wordpress/Blogs
– Pictures, Infographics, Polls
• Links back to your Corporate Newsite & Careers Page
• Groups – recruiting benefits, engagement, community
• Ensure your Company Profile is compelling &
complete

10. Company Pages
• The Basics: Banner Photo 646x220 (same
as FB) – Make It Interesting. POP!! Product
Page can host white papers, assessments,
• Point of Impact: 150 followers=tipping point for
engagement.
• Start w/ current employees. Post Regular Status
Updates – NOT just jobs.
• The Inter mediate: Status Updates,
Career Tabs –
• Multi-Media, Polls

11. Company Pages
• The Advanced: Building Campaigns, Cross-
Promotion =Engagement & SOCIAL PROOF
• Product Recommendations: Work with
Sales/Marketing to gain customer
recommendations. This has “called-out” visibility
on right side of page.
• Employee Recommendations: Allow
managers/Ees ability to recognize each other’s
service & good work via Status Updates
• Build Campaigns around compelling question that
will interest your audience, or company initiative

12. LinkedIn Marketing
Key to Marketing to
Groups is to see them
for what they are:
Community.
Participate Regularly.
By integrating
Twitter, you can
increase status
updates & visibility
across your
network. Klout+

13. Do you “Like This??”
Gaining Comfort with FB Marketing

14. Facebook = higher Influence on Decisions
• The Average FB User: 67% of online
Americans (57% of all adults)
• Accesses both mobile (75% under
40, 40% across all adults, 28% daily) & PC
• 67% of members make more than $60k (up 9% from 2011)
• 43% College or Grad School educated
• Actively connected to 80+ pages, events, groups; 130
friends
• SPENDS 25 MINUTES PER VISIT ON SITE; 41% uses
multiple times a day.
Pew Internet Research, Forbes

15. : Keys to Maximizing
Fan Pages:
• Engage with Fans, create Community
• Send “updates” to Fans - database of interested users
• Link back to your Corporate Website/Careers Page
• Fan Pages index well in search engines
• Fan interaction is shared in their News Feed
• Promote Events, Recognize Teams, Birthdays, Service
Anniversaries, Promotions, New Hires, Life@, Important
Business Milestones/History

16. • 100 Million Active Users –
Usage has doubled since 2010
• 1.6 Billion Tweets PER DAY
• Can market by location, keyword, & existing community, &
networks.
• 42% College or Grad School educated (down from 55% in
2011)
• Have Contact Info in Your Profile Description
• The Hashtag # - Is a MUST – Dewey Decimal System of
Twitter – you can create your own, as well!

17. : Keys to Maximizing
•Balance promotional, personal and
conversational tweets
•Be a “real person” reflecting a real voice and
authenticity – 4x’s higher engagement.
•You Can Find Candidates to Follow on Facebook,
Google, LinkedIn & then engage w/ them online
•Regularly promote/highlight others (they’ll likely
reciprocate when relevant)
•Cross-Promote w/ other channels, esp LI,
Instagram, 4Square, and Pinterest

18. : Keys to Maximizing
•Share links of interest to candidates &
potential candidates BEYOND SELF-
PROMOTION
•Link to videos & photos on Career Website,
YouTube, or Facebook Fan page – higher
share rate when link is in the middle of tweet
•Hashtags to note: #jobs #career #hiring
#employment #YouTern #HFChat
#JobHuntChat #CareerAngels #[City]
•Job Sharing: Follow 1:5 Content Rule

19. Blogging & Vlogging
• 77% of active Internet Users read blogs
• Average age 41 (up from 37 in 2011)
• 69% of members make less than $60k
• 63% College or Grad School educated
• 45% Male / 55% Female (same since 2011)
• This is a Credibility tool – Must be Tailored to Your
Audience AND Your Area of Expertise – have guest
posters (candidates, influencers, &/or current employees)
talk about theirs Technorati, 2012 survey

20. : Keys to Maximizing
• Boost Search Engine rankings with focus on SEO-Friendly
Keywords (google AdWords can help with this, use in key content areas
& pic. naming)
• Establish expertise & post regularly – but that doesn’t mean HAS to
be daily! You’re a recruiter/talent marketeer, not an author.
• Foster relationships with Employees, Candidates and Customers
• Recruit – post about cool job opportunities – just don’t spam them!
• Share industry news & Link to media coverage
• Address Common Questions/Process
• Cross-Link to other social media efforts & career
sites

21. Most Important: Be Human
I Love These Brands – but no 2-way conversations!
#norelationshipwithlogos
In Social Media, people want to interact with Humans
Not Buildings or a Logos – Only 9% report they WANT to
engage w/ a brand & only 7% feel “invested” in brands they
follow.
Socialmediatoday 11/12

22. The Interest in Pinterest
Use Pinterest to Share Your Blog Posts, Jobs,
Create a Picture of Life at Your Company/Client’s Site
& Have Another Area of Engagement w/ Candidates

24. Instant Engagement on
Instagram??

25. :Keys to Maximizing
•Easy way to share visual content – Don’t get too “busy”
• Engage Followers by being consistent with posting
• Engage Interaction by replying to their comments &
regularly checking out their feed.
• Create a Theme - want more? Make another account!

26. :Fast Facts
• 37% of online adults report having used the G+
hangout feature and willing to use it again
• 48% of Fortune 100 companies are now on G+
• Only 8% of Americans have a G+ page & only 12%
report wanting to learn more about making one.
• 40% of marketers use Google+, 70 percent want to
learn more about it and 67 percent plan on increasing
Google+ activities.
• 47% of Hispanic consumers use Google+, compared
to the U.S. average of 18 percent.
USAMP, Hubspot, HuffPost

27. Keys to Maximizing
• Not a recommended source for official interviews, but
hangouts can be a great way for “ask the team”
“open-house” style learning w/ college or for volume
recruiting initiatives
• Higher B2B engagement /consider this for B2B
oriented roles or Fortune 100 sales/marketing roles
• Small audience likely warrants smaller time/budgetary
focus - really research prior to investing
• Potentially a good channel for international & diversity
B2C recruiting efforts
USAMP, Forbes, Hubspot, HuffPost

28. Engagment tips
• On average, marketers assign 20% MORE
weight to connection w/ the brand any given
social interaction than the user/audience does
EXCEPT FOR proactive effort to learn more
about the brand.
What does this tell us? Interaction doesn’t
necessarily equal engagement.
SO WHAT = ENGAGEMENT???
PROACTIVITY.

29. What Resonates To Build To Proactivity?
We look to consumer behavior for recruitment marketing
adaptation:
•Humor (94%)
•Online Images: Video & Photos (53% - similar
share #s)
•Loyalty Clubs (83%)
•Discount Codes (85% search for “brand codes”)
•Timing (44% more likely to engage when already
considering brand) Forbes Insights 2012, HBR, Inc 2013

30. Are You Ready?
Here are some tips to “increase your speed”
in the Social Recruiting Race:

31. Time Management Tips
• Have a Strategy: Know what your
goal/objective is for each platform going in.
• PLAN in advance what you want to post/share
on each platform before you log on.
• Curate a minimum of 3-5 days worth of
content in advance (ideal is 14) & schedule
shares on appropriate platforms to maximize
on time efficiency.

32. Time Management Tips
• Set Time Limits – just like with anything else,
schedule time blocks for Social Media
Recruitment work. Don’t stray – when time’s
up? Put it away & come back to it after hours.
• Remember to set small blocks during the day
(5-15 min) to engage in responding to things
posted to you by your network.
• Go through what your network has posted &
post responses to them before & after work or
during lunch/break times.

33. I Am...
BrandedStrategies.com WorkBrand/
PRSCamp
www.TheOneCrystal.com