Employment Brand Strategy for Social MediaMichelle Spellerberg, Marketing Director, PersonifiedDecember 8, 2009

Agenda

• Social Media & Employment Brand Management

• 6-Step Strategy Building

• Key Social Media Sites

• Presence Maximization

Employees

Company Alumni

Job Seekers

Competitors

Employment Brand Influencers

Partners

Consumers/Clients

MediaIndustryLeaders

Em

plo

ymen

t B

ran

d

Social Media Brand Management

Find conversations

Listen and learn

Respond

Create official presence(s)

Promote

Create a community

Strategic Planning in 6 Steps

1) Goals/Positioning

2) Persona

3) Talent

4) Tools

5) Tactics

6) Metrics

Transparency is a rule: Honda’s Accord Crosstour

Source: Five Blogs Before Lunch

Goals/Positioning: Sodexo

• Social media as a component of a complete strategy

• Tools that support goals, foster a community

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

Talent: CENTURY 21 Canada

• 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

Distinct Audience

Tools: Henkel NA

• Henkel attracts customers to their page in a variety of paid and organic ways

• Internal communication (emails, newsletters) and external promotion

Website:

PaidFacebook Advertising:

Branding on CareerBuilder.com:

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

Why are Businesses GettingOn Social Media?

Facebook MySpace LinkedIn Twitter0

100

200

300

400

Worldwide Users in Millions

15-24 25-34 35-44 45-55 55+0%

10%

20%

30%

40%

50%

60%

70%

80% 76%

68% 65% 64%60%

Social Media Users

Age

Per

cen

tag

e o

f W

orl

dw

ide

Inte

rnet

Use

rs

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

Brand is key to recruitment—social media is key to brand

43% of online persons trust information from social networking

profiles of people they know

YOUR brand is on social media whether you want it or not

#1 place candidates search for answers

#1 exposure to the right market of people you want

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

1 comScore MediaMetrix Key Measures, April-June 2009 monthly average2 Facebook internal data

50% return daily2nd most traffic

350 M registered users

1 hr. average/day

Source: CNNMoney, Nielsen, Facebook

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

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/

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/

Metrics

• Community participation• Clicks• Traffic to careers site• Number of fans, followers,

readers, or members• Applications or expressions

of interest• Cost per hire• Employment brand perception/brand awareness

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

Learn More

• Contact your sales rep or find out more via Twitter, Facebook, our blog, or old fashioned email– Michelle Spellerberg

• info@personified.com or www.twitter.com/Personi or http://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