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Summit 2013 - Sourcing5: 140 characters or Less - Kasper

Date post: 01-Nov-2014
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Anyone can post on a social network—but not all posts send the right message to prospective job applicants. Join Jobvite’s Chief Marketing Officer, Kimberley Kasper, in this relevant conversation about understanding and maximizing your use of social media when it comes to sourcing. Learn how to creatively transform social network posts into secret weapons that engage readers while strengthening your recruitment brand. Discover tools within the Jobvite arsenal that help you effectively create, manage, monitor, and track your social media campaigns—so you can gain a real competitive edge. Kimberley Kasper, Chief Marketing Officer - Jobvite
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#jobvite13 140 Characters or Less: Writing to Engage in the Social Realm Kimberley Kasper Jobvite, Chief Marketing Officer @kimberleykasper
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Page 1: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

140 Characters or Less: Writing to Engage in the Social Realm

Kimberley KasperJobvite, Chief Marketing Officer@kimberleykasper

Page 2: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Facebook Accounts for 5 Out of Every 6 Minutes Spent on Social Networking Sites

Page 3: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

While Twitter and LinkedIn Battle For Number Two

Page 5: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Who Is Using Social Media?

Feb-

05

Aug-

06

May

-08

Apr-

09

May

-10

Aug-

11

Feb-

12

Aug-

12

Dec-

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8%16%

29%

46%

61%64% 66%

69% 67%

9%

49%

67%

76%

86% 87% 86%92% 83%

7%8%

25%

48%

61%

68%72% 73% 77%

6%4%

11%

24%

47% 49% 50%57%

52%

1%

7%13%

26%29%

34%38%

32%

Social Networking Site Use by Age Group, 2005-2012

% of internet users in each age group who use social networking sites

All internet users

18-29

30-49

50-64

65+

%

Source: Pew Research

Page 6: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

60% of Gen-Y members find themselves compulsively checking their smartphones for emails, texts, or social media updates

Source: 2012 Cisco Connected World Technology Report

Page 7: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

“Twitter is becoming the new job board. It is also becoming the new

resume”.

Page 8: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

A Billion Tweets Are Sent Every Four Days

How do you stand out?

Page 9: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

UNDERSTAND YOUR EMPLOYMENT BRAND

Page 10: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13#jobvite13

You Have An Employment Brand Even If You Don’t Cultivate It

83% of recruiters think branding impacts their ability to land top prospects.

Strong talent brand can reduce the cost per hire by 50% and reduce turnover by 28%

Steps to Cultivate Your Brand1. Understand your company’s

culture from all angles2. Know your business needs3. Understand your target

market4. Optimize your employer

value proposition5. Set objectives6. Define your

communications mix7. Execute, measure, refine

Page 11: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Make Sure Your Employment Brand Is Pervasive

Leverage it with all candidate touch points• Career Site Copy• Job Descriptions• Emails• Campaigns• Recruiting Videos• Brochures• Giveaways

Page 12: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

CREATE SOCIAL MEDIA ACCOUNTS

Page 13: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Careers Have A Place on Your Facebook Page

Page 15: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Manage Posts, Interact Directly With Followers

Page 16: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

WRITE COMPELLING COPY

Page 17: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Tweets and Posts Are Newspaper Headlines

Be brilliant by being relevantBring a bit of humor to itPose a questionKeep it short Highlight your company cultureSpeak in your own voiceAsk for the Share or Retweet

Page 18: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Rule of Thumb: For every job you Tweet or place on Facebook, you should have at least two

other pieces of content

Industry NewsCompany PhotosCompany Events

Shout Outs to CustomersRetweets

Page 19: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Seattle News

Job Posting

Twitter Chat

Job

Page 20: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

USE HASHTAGS

Page 21: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13#jobvite13

Hashtags: Key To Productive Twitter Engagement

Receive 2x more engagement than those without

Tweets with more than two hashtags show a 17% drop in engagement

Top 10 HR Hashtags#HR#Tchat#leadership#FF#HFchat#dthr#Diversity#SHRM#socialmedia#jobs

Page 22: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Hashtag Best Practices

Don’t Overuse • No more than 2 per tweet• Only tag the most important thing in the

tweet

Be Obvious• Don’t try to be cute• Use hashtags that your target audience

would use

Page 24: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Make Sure You Know What’s Trending

What The Trend http://wthashtag.com/• Top hashtags trending• Description• How Long The Phrase Started

Trending

Page 25: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13#jobvite13

Know Your AudienceTop15 Hashtags for Job Seekers

#job#hiring#recruiting#jobsearch#hireme#needajob#jobtips#jobhunt#employment

#joblisting#jobsearch#nowhiring#HR#jobposting#career

Page 27: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Sending A Jobvite To TwitterEnable Publisher to post to Twitter automatically ads #job to posts

Page 28: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

KNOW WHEN TO POST

Page 29: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13#jobvite13

Not All Posts Are Created Equal

Source: TweetSmarter Blog

Page 30: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13#jobvite13

Tools To Help Maximize Timing

Free Analyzers Paid Analyzers

Page 31: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Use A Social Media Campaign to Manage Posts and Track Results

Page 32: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

SHARE OPEN JOBS

Page 33: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Leverage Your EmployeesUse The Admin>Publisher Tool To Remind Employees

Page 34: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Understand Which Employees Have Publisher Enabled

Page 35: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

See Who At Your Company Has Already Enabled Publisher

Page 36: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Use Company Jobvite To Remind Employees

Page 37: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Customize Your Messages Per Your Network

Page 39: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

AMPLIFY YOUR MESSAGE

Page 40: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Host a Live Twitter ChatCreate a Real-Time Forum To Drive Brand Relevant Conversation

Page 41: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

NO COMMENT LEFT BEHIND

Page 42: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Conversations Not Monologues

It’s all about engaging with existing and new followers

Respond!Make sure every post, question, tweet is

answered

“We want candidates to feel like they have a friend here and they are getting the inside

scoop”-Intel Recruiting

Page 43: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

TRACK & MEASURE SUCCESS

Page 44: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

You Need Closed Loop Reporting

Track the path of a user who:Clicks on a link in a tweetVisits a page on your websiteConverts into a candidate

Ultimately, you want to track candidates generated through Twitter and Twitter Reach and Database Growth

Page 45: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Measuring the Candidate Flow

Visits: From Twitter, reflect the amount of referral traffic your website has attracted from Twitter

Contacts: Number of people who show interest in your open roles by either applying or being added to your talent pool

Visits to Contacts Conversion Rate: The percentage of people you are converting to a candidate out of total visits

Page 46: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Measuring Database Growth

Follower Month-to-Month Growth: Gives you a sense of your reach

March Twitter Followers – February Twitter Followers

February Twitter Followers

Daily Follower Growth: TwitterCounter (http://twittercounter.com/) Free tool that allows you to examine follower growth over time

Link Clinks: Use bit.ly (www.bit.ly) to understand link activity

Page 47: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

Leverage Your Social Recruiting Dashboard

Page 49: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

SUMMARY

Page 50: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

#jobvite13

In Summary

Understand Your Employment BrandCreate Social Media AccountsWrite Compelling CopyUse HashtagsKnow When To PostShare Open JobsAmplify Your MessageNo Comment Left BehindMeasure, Measure, Measure


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