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The playbook 2.0: Tactical tips for ‘committing' to a social media recruitment program | Talent...

Date post:15-Apr-2017
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  • 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 Ephrons 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 Ephrons 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)

    @AdrianaK @KRTweet #TalentConnect

  • TIPS

    PRIZES

    DOWNLOADS

    @AdrianaK @KRTweet #TalentConnect

    @KRTweet #TalentConnect

  • Who Can Guess My Accent?

    PRIZE

    @AdrianaK @KRTweet #TalentConnect

  • Brazil

    @AdrianaK @KRTweet #TalentConnect

  • Adriana & Michelle Who?

    @AdrianaK @KRTweet #TalentConnect

  • Michelle Adriana

    Rio

    @AdrianaK @KRTweet #TalentConnect

    Vegas

  • @AdrianaK @KRTweet #TalentConnect

    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

    @AdrianaK @KRTweet #TalentConnect

  • @AdrianaK @KRTweet #TalentConnect

    W W W .

    Employer

    Social Media

    $$$$$ Requirements Qualifications

    @AdrianaK @KRTweet #TalentConnect

  • @AdrianaK @KRTweet #TalentConnect

    Do I need to be a marketer?

  • Recruiting = Marketing

    @AdrianaK @KRTweet #TalentConnect

    Links on the Landing Page

  • Ask The Right Questions

    @AdrianaK @KRTweet #TalentConnect

  • Awareness?

    Employer Brand?

    Employee engagement?

    Competition?

    Goals

    WHY a Social Media Program?

    @AdrianaK @KRTweet #TalentConnect

  • Department

    Location

    Readiness?

    @AdrianaK @KRTweet #TalentConnect

    Staggered Approach

    OK Japan? Texas?

  • @AdrianaK @KRTweet #TalentConnect

    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

  • @AdrianaK @KRTweet #TalentConnect

    Chart the To-Dos

  • Perception & Competition?

    @AdrianaK @KRTweet #TalentConnect

    SocialRecruitmentMonitor.com

  • Audit

    Audit Doc Template

    @AdrianaK @KRTweet #TalentConnect

  • Which Stage Are You In?

    @AdrianaK @KRTweet #TalentConnect

  • 1 Inherited Employment Brand Reputation

    Social Program Stages

    @AdrianaK @KRTweet #TalentConnect

  • RSS feed

    MONITOR

    Flag inappropriate reviews

    Respond to positive + negative reviews

    INTERACT Number of profile visits Competitors Other companies

    CONVINCE

    @AdrianaK @KRTweet #TalentConnect

    How to Manage?

  • 2 Starter Job Distribution on Social Social Ads, Social Sourcing

    1 Inherited Employment Brand Reputation

    Social Program Stages

  • @AdrianaK @KRTweet #TalentConnect

  • 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? Whats in it for them? 60%

    3rd Party

  • @AdrianaK @KRTweet #TalentConnect

    Google Alerts Industry Blogs Employment Reviews Apps

    External

    Flipboard Feedly

  • @AdrianaK @KRTweet #TalentConnect

    Intranet Yammer Email Alias

    Internal

    [email protected]

    Any Employee Can Send Content Ideas

    Release Form

  • @AdrianaK @KRTweet #TalentConnect

    Categories Career Opportunities Events (Hiring & Community) Employees Benefits

  • @AdrianaK @KRTweet #TalentConnect

    Categories Career Tips

  • @AdrianaK @KRTweet #TalentConnect

    Categories Career Tips Workplace Inspiration

  • @AdrianaK @KRTweet #TalentConnect

    Categories

    293 201

    Career Tips Workplace Inspiration Interaction

  • @AdrianaK @KRTweet #TalentConnect

    Categories Career Tips Workplace Inspiration Interaction Humor

  • 0

    100

    200

    300

    400

    500

    600

    700

    Inte

    ract

    ion

    Per P

    ost

    Engagement Per Category

    @AdrianaK @KRTweet #TalentConnect

  • @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

  • @AdrianaK @KRTweet #TalentConnect

    Dont Post and Run

  • @AdrianaK @KRTweet #TalentConnect

    Nifty Tools If you dont 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 whats 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 Expand later

    Advocates in hard to fill positions

    Partner with Marcomm Divide costs

  • Successful Launch @AdrianaK @KRTweet #TalentConnect

  • Is It Working?

    @AdrianaK @KRTweet #TalentConnect

  • Social Media Dashboard

    Current ATS

    Social Networks

    Employment Reviews

    Internal Metrics

    What to Track

    @AdrianaK @KRTweet #TalentConnect

  • Basic All links should be tracked Minimum:

    o Network Growth o Impressions & Reach o Clicks o Interactions o Traffic to career site o Conversions

    @AdrianaK @KRTweet #TalentConnect

  • 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

    @AdrianaK @KRTweet #TalentConnect

  • Cost Per Hire

    @AdrianaK @KRTweet #TalentConnect

  • Lets 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 dont 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

  • Thats All Folks!

    @AdrianaK & @KRTweet KRTmarketing.com/TalentConnect16

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