The presentation delivered by Andy Headworth from Sirona Consulting for the Social Media Talent Acquisition Conference on May 7th 2014. How to build a social media content strategy for talent acquisition covers: 1. How to find the right content for your social media audience 2. Understand the best tools and technology for sharing your content easily 3. Which social media networks should form part of your strategy? 4. What does success look like, and how do you measure it?

1. Presented
by
Andy
Headworth
Sirona
Consul6ng
How
To
Build
A
Social
Media
Content
Strategy
For
Talent
Acquisi6on
Webinar
7th
May
2014!
Social
Media
Talent
Acquisi6on
Conference

3. 1. Learn
how
to
find
the
right
content
for
your
social
media
audience
2. Understand
the
best
tools
and
technology
for
sharing
your
content
easily
3. Which
social
media
networks
should
form
part
of
your
strategy?
4. What
does
success
look
like,
and
how
do
you
measure
it?
What
You
Will
Learn
Today

4. YES!
An
InMail
from
a
recruiter
on
LinkedIn.
I
must
open
it
NOW!
When
did
you
ever
hear
a
candidate
say
this?

5. This
IS
NOT
a
social
media
content
strategy

6. What
is
YOUR
social
media
audience?

7. Job
Titles
|
Skills
|
Keywords
|
Synonyms
|
Industries
|
Sectors
|
Geek
Words
Finding
YOUR
social
media
audience?

8. Finding
YOUR
social
media
audience?
It
isn’t
what
you
think
you
are
looking
for……
…it
is
what
the
candidates
think
they
are
Remember
Job
Titles
|
Skills
|
Keywords
|
Synonyms
|
Industries
|
Sectors
|
Geek
Words

9. Find
YOUR
social
media
audience?
LinkedIn
|
TwiWer
(Followerwonk)
|
Facebook
(Graphsearch)
|Google+
|
YouTube
Pinterest
|
Instagram
|
Xing
|Viadeo
|
StackOverflow
|
GitHub
Pictures
Text
Video
Email
Mobile
Pick
two
or
three
and
focus
on
them
ini`ally
Job
Titles
|
Skills
|
Keywords
|
Synonyms
|
Industries
|
Sectors
|
Geek
Words

10. Why content marketing for recruiting?!
From
the
day
you
want
to
pick
up
the
phone
to
talk
to
that
awesome
candidate,
they
will:
• Know
who
you
are
• Know
you
are
an
expert
in
their
sector
• Know
you
already
by
reputa`on
• Know
that
your
call
will
be
worthwhile
Why
content
marke`ng
for
recruitment

11. Recruitment
content
marke`ng
style

12. hWp://www.bitrebels.com/business-­‐2/marke`ng-­‐content-­‐media-­‐guide/
What
content
do
you
share?
Interes`ng
Relevant
Unique
(in
your
sector)

14. Don’t share the same
boring crap with me
that everyone else
does.!
Walter’s Rule!
Created by @andyheadworth!

15. 1. Be
clear
on
your
objec`ves
and
define
your
target
audience.
2. Give
them
value
and
a
reason
to
stay
engaged.
Give
them
great
relevant
content.
(Don’t
break
the
“Walter”
rule.)
3. Be
very
regular.
4. Become
a
trusted
source
of
“unique
and
interes`ng”
informa`on.(Could
also
be
your
own.)
5. Share
at
the
correct
`mes
across
mul`ple
channels.
6. Always
reply.
7. Aim
for
fric`onless
engagement
between
you
and
the
candidate.
8. Don’t
use
it
as
a
job
board.
9. Monitor
ac`vi`es
every
day.
(Hootsuite,
Men>on,
Alerts,
etc.)
10. Measure
against
objec`ves.

16. Aggregated
Combining
of
mul`ple
RSS
feeds
into
one
stream
of
content.
Filtered,
#
and
keywords
can
be
added
to
messages
Curated
Finding,
filtering
and
adding
insight
to
content
and
sharing
with
social
networks
Original
• Blogs,
Ar`cles
• Reports
• Videos,
Photos
• Podcasts
• Interviews
• Presenta`ons
Where
do
you
find
it?

17. +
Sharing
tools

18. Find,
Follow,
Direct

20. Sexy
content
is
in
the
eye
of
the
beholder

23. Measurement
What
are
your
objec`ves
or
goals?

24. 1. Don’t
assume
all
candidates
are
on
LinkedIn.
They
are
not!
2. Make
the
effort
to
find
the
right
networks/communi`es
first.
Then
resist
the
urge
to
“be
a
recruiter”
immediately.
Rela`onship
building
is
key.
Be
interes`ng.
(Walter’s
rule)
3. Experience
trying
trumps
“industry
rhetoric.”
4. Have
clear
objec`ves
and
develop
a
strategy.
5. Be
consistent,
every
day,
every
week,
every
month.
6. Fail,
fail,
fail,
win,
fail,
fail,
win.
7. Social
media
is
an
addi`on
to
“tradi`on”
not
a
replacement.
8. Remember
it
is
not
a
job
board!
Lessons Learned by Recruiters!
Learn
from
recruiter’s
mistakes………

25. 1. Create
a
central
shared
library
for
your
team
for:
• Industry
(and
sector)
job
`tles
and
all
the
synonyms
in
normal
use.
• Industry
(and
sector)
keywords
and
“geek”
words
including
all
accepted
abbrevia`ons
2. Create
a
Boolean
string
library
for
all
the
searches.
3. Set
up
a
Feedly
account
and
find
30-­‐50
blogs,
industry
news
feeds
to
add.
• Remember
Walter’s
rule
4. Depending
on
how
you
are
going
to
share
content
(Buffer,
HootSuite,
etc.),
get
acquainted
with
the
plasorm.
5. Use
colleague
and
candidate
knowledge
to
go
and
find
the
best
social
networks,
communi`es
to
get
started.
6. Watch
and
learn.
Be
humble
and
par`cipate.
Your
next
steps

26. Finally!
Finally……….

27. Contact Andy
www.sironaconsulting.com
+44 1903 206249 | +44 7788 726019
blog.sironaconsulting.com
linkedin.com/in/andyheadworth
@andyheadworth
facebook.com/sironaconsulting
plus.google.com/+andyheadworth
andy.headworth@sironaconsulting.com