Post on 15-Apr-2017
transcript
Tactical Tips for ‘Committing’ to a
Social Media Program Adriana Kevill & Michelle Sargent
@AdrianaK @KRTweet #TalentConnect
@AdrianaK @KRTweet #TalentConnect
Michelle ?
JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS JOBS
@AdrianaK @KRTweet #TalentConnect
@AdrianaK @KRTweet #TalentConnect
Based on his research on financial advisors and their
clients, Grant Hicks decided it was 5 touches in his 2006
published work.
More recently, a Nielsen study claims 10 social
media touches are needed to effect a behavior change.
Nielsen media guru Erwin Ephron’s work led him to conclude
it was 3 to 5 touches.
Candidates need touches before applying ?
@AdrianaK @KRTweet #TalentConnect
Based on his research on financial advisors and their
clients, Grant Hicks decided it was 5 touches in his 2006
published work.
More recently, a Nielsen study claims 10 social
media touches are needed to effect a behavior change.
Nielsen media guru Erwin Ephron’s work led him to conclude
it was 3 to 5 touches.
Candidates need 3 – 10 touches before applying
Talent Network (Ongoing) Interactions With Talent Are Changing
ENGAGEMENT PLATFORM JOB
RESUME
POOL
Traditional Acquisition (One Time)
JOB
RESUME
END HIRE
@AdrianaK @KRTweet #TalentConnect
What we see is
610 Interactions per update
(average of KRT clients)
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TIPS
PRIZES
DOWNLOADS
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@KRTweet #TalentConnect
Who Can Guess My Accent?
PRIZE
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Brazil
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Adriana & Michelle Who?
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Michelle Adriana
Rio
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Vegas
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Dr. Phil Chocoholic
Michelle Adriana
@AdrianaK @KRTweet #TalentConnect
Married Not
Michelle Adriana
We both LOVE helping great companies ‘marry’ great
candidates. @AdrianaK @KRTweet #TalentConnect
Michelle Adriana
Full Service Recruitment Advertising Agency
@AdrianaK @KRTweet #TalentConnect
@AdrianaK @KRTweet #TalentConnect
W W W .
Product Store
Social Media
$$$$$ Requirements
Quality
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@AdrianaK @KRTweet #TalentConnect
W W W .
Employer
Social Media
$$$$$ Requirements Qualifications
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@AdrianaK @KRTweet #TalentConnect
Do I need to be a marketer?
Recruiting = Marketing
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Links on the Landing Page
Ask The Right Questions
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❤ Awareness?
❤ Employer Brand?
❤ Employee engagement?
❤ Competition?
Goals
WHY a Social Media Program?
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ü Department
ü Location
Readiness?
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Staggered Approach
OK Japan? Texas?
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Your team may include: • TA Leadership • TA Managers • Recruiters • Marcomm • Legal/Compliance • Social Managers • Talent Community Managers
Who Can Help? Look for help in unusual places: • Marcomm who wants to get into social • Social savvy HR professional • Social savvy business partners • Any employee passionate about social media
TIP
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Chart the To-Dos
Perception & Competition?
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SocialRecruitmentMonitor.com
Audit
Audit Doc Template
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Which Stage Are You In?
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1 Inherited Employment Brand Reputation
Social Program Stages
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ü RSS feed
MONITOR
ü Flag inappropriate reviews
ü Respond to positive + negative reviews
INTERACT ü Number of profile visits ü Competitors
ü Other companies
CONVINCE
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How to Manage?
2 Starter Job Distribution on Social Social Ads, Social Sourcing
1 Inherited Employment Brand Reputation
Social Program Stages
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3 Essential Social Engagement by a Structured Social Team Following Guidelines 2 Starter
Job Distribution on Social Social Ads, Social Sourcing
1 Inherited Employment Brand Reputation
Social Program Stages
@AdrianaK @KRTweet #TalentConnect
@AdrianaK @KRTweet #TalentConnect
Content As a Differentiator
@AdrianaK @KRTweet #TalentConnect
PRIZE
Why Do People Unfollow Brands on Social Media?
Crowded newsfeed
Posts too often
Boring & repetitive content
Activity is offensive
Content is irrelevant to the brand
Source: Adweek @AdrianaK @KRTweet #TalentConnect
1 2 3 4 5
Crowded newsfeed
Posts too often
Boring & repetitive content Activity is offensive
Content is irrelevant to the brand
3 2 1 4 5
@AdrianaK @KRTweet #TalentConnect
Always Ask:
❤ So what? ❤ What’s in it for them? 60%
3rd Party
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❤ Google Alerts ❤ Industry Blogs ❤ Employment Reviews ❤ Apps
External
➵ Flipboard ➵ Feedly
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❤ Intranet ❤ Yammer ❤ Email Alias
Internal
➵ Content@YourCompany.com
Any Employee Can Send Content Ideas
Release Form
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Categories ❤ Career Opportunities ❤ Events (Hiring & Community) ❤ Employees ❤ Benefits
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Categories ❤ Career Tips
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Categories ❤ Career Tips ❤ Workplace Inspiration
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Categories
293 201
❤ Career Tips ❤ Workplace Inspiration ❤ Interaction
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Categories ❤ Career Tips ❤ Workplace Inspiration ❤ Interaction ❤ Humor
0
100
200
300
400
500
600
700
Inte
ract
ion
Per P
ost
Engagement Per Category
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@AdrianaK @KRTweet #TalentConnect
Editorial Calendar ❤ Guarantees Continuous Flow ❤ Review/Proofing ❤ External Vendors Can Help
Compliance
❥❥❥❥❥❥❥❥❥❥❥❥❥❥
@AdrianaK @KRTweet #TalentConnect
Editorial Calendar
❤ Word File ❤ Google Docs ❤ Others:
Content Calendar Template
➵ SmartSheet ➵ HootSuite ➵ CoSchedule ➵ Marketing.Ai
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Don’t Post and Run
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Nifty Tools If you don’t have a graphic designer on staff…
VIDEO INFOGRAPHICS GRAPHICS
List on the Landing Page
3 Essential Social Engagement by a Structured Social Team Following Guidelines 2 Starter
Job Distribution on Social Social Ads, Social Sourcing
1 Inherited Employment Brand Reputation
4 Best-in-Class Employee Advocacy and Social Referrals
LinkedIn Elevate
Social Program Stages
@AdrianaK @KRTweet #TalentConnect
Employee Advocacy
@AdrianaK @KRTweet #TalentConnect
Employees can reach an audience
10 X larger than what your brand
is reaching.
Source: LinkedIn network research, 2016
Socially engaged companies are
58% more likely to attract top
talent and
20% more likely to retain them.
Source: LinkedIn & Altimeter research, 2016
Content shared by employees receives
2 X the engagement of content
on branded channels.
Source: LinkedIn network research, 2016
Employee Advocacy
@AdrianaK @KRTweet #TalentConnect
❤ Create Social Media guidelines ❤ Make it easy to find and share content ❤ Tell what’s in it for the employees ❤ Contest and Prizes
Employee Advocacy
❤ Create Social Media guidelines ❤ Use an Advocacy tool ❤ Get Leadership onboard
✽ Vendors can help ❤ Start with inner circle è Expand later
✽ Advocates in hard to fill positions
❤ Partner with Marcomm ✽ Divide costs
Successful Launch @AdrianaK @KRTweet #TalentConnect
Is It Working?
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Social Media Dashboard
Current ATS
Social Networks
Employment Reviews
Internal Metrics
What to Track
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Basic ü All links should be tracked ü Minimum:
o Network Growth o Impressions & Reach o Clicks o Interactions o Traffic to career site o Conversions
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Now that you have your candidates engaged, how do you get your boss to marry the idea of
social media?
@AdrianaK @KRTweet #TalentConnect
Careers Site Visits
3,553,200
Social Content Views
Careers
PRIZES
@AdrianaK @KRTweet #TalentConnect
?
Careers Site Visits
3,553,200
Social Content Views
Careers
PRIZES
12,678,543
@AdrianaK @KRTweet #TalentConnect
How About ROI
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Cost Per Hire
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Let’s Think Return on Engagement (ROE)
11,673,183
$0.0010* per exposure
Jan 2016 – June2016
Impressions
*Based on the cost to develop & distribute
social content
104,179
$0.15* per social handshake
Jan 2016 – June 2016
Interactions
*Based on the cost to develop & distribute
social content
@AdrianaK @KRTweet #TalentConnect
Commit
@AdrianaK @KRTweet #TalentConnect
“You don’t want to marry someone you can live with – you want to marry the person you cannot live without.”
- Author Unknown
hire
hire
@AdrianaK @KRTweet #TalentConnect
That’s All Folks!
@AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16