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How to Source, Recruit &
  Brand Using Twitter

       UNIVERSITY OF ILLINOIS
        ALUMNI ASSOCIATION
            APRIL 18, 2012
         PRESENTERS INCLUDE:
    TOBY NATHAN & MICHELE REMPEL
Toby Nathan

   Co-founder and Principal of RecruitaStar,       Assisted thousands of people with their
    LLC (www.recruitastar.com), a Chicago            career search, developed/enhanced resumes
    based business partner and a recruitment         and helped define their personal brand,
    support provider that takes on a company’s       taught interviewing best practices, and
    upfront part of the hiring process.              helped develop a customized job search
                                                     strategy.
   Fourteen (14) years retained executive
    search experience.                              Worked with individuals from a variety of
                                                     industries and functional areas, including,
   Fourteen (14) years experience in the            but not limited to human resources,
    health care industry where I served as a         accounting & finance, operations, sales and
    senior human resources manager with a            marketing, and management consulting.
    special    emphasis       on  recruitment,
    compensation and benefits. I have               BS      in   Psychology    and     Business
    extensive experience partnering with             Administration from the University of
    organizations and hiring executives to           Illinois at Champaign-Urbana; MS in
    assist them with their recruitment needs,        Industrial Relations from Loyola University.
    and identify what they look for in a
    candidate for a position.
Michele Rempel

Managing Partner of Mediavine Marketing, LLC        We cover a variety of topics that our clients
www.mediavinemarketing.com. Full-time geek          have asked for, including:
and enthusiastic user of social media.
Mediavine Marketing simplifies social media for     Social Media Overview
successful businesses through training,             Building a Social Media Plan for Your Business
consulting and account management.                  Facebook training
                                                    Twitter training
Your story, products, services and value create     YouTube training
the content that we help you release out into the   LinkedIn training
world using Twitter, Facebook, LinkedIn,
                                                    WordPress training
YouTube, blogging, and more. My team and I
have spent many hours testing to get results,
both from the technology side as well as the
marketing angle. We are here to train you,
consult with you and even manage your digital
presence for you.

Our social media training classes are designed
specifically to assist the small business owner
and leader.
What you will learn...


• Twitter Introduction, including how to get started

• Branding for you and your company
• How recruiters can benefit and use Twitter –
what are the advantages
• Best Practices for Recruiters on Twitter and
Twitter Don’ts
• Twitter Applications
Getting Started with Twitter


   What is it?: Twitter allows its users to send and read other users'
    updates (otherwise known as tweets), which are text-based posts of
    up to 140 characters in length. Twitter provides opportunities for
    keeping current in your field and for getting real time information on
    what is happening in various fields and companies.
   How does it work?: Updates are displayed on the user's profile page
    and delivered to other users who have signed up to receive them. The
    sender can restrict delivery to those in his or her circle of friends.
    Users can receive updates via the Twitter website, email or through
    an application such as Tweetie, TwitterFon, Twitterrific, Feealizr, or
    Facebook.
   Third largest search engine in the world.
   There are 200 million users.
   Getting Started on Twitter: http://support.twitter.com/
Elements of a Twitter

Your @name. No duplicates, so you may have to
 use a variation to get what you want
Your name. Can be whatever you want
Bio- 160 characters or less
    Should include what you do and your website
Photo or logo- you must have one
Background
    Should include your logo and a “look” that coordinates with
     your company brand (if you’re tweeting for your company)
Elements of a Twitter
Twitter presentation for uof il presentation 4 12 12 with toby
Twitter presentation for uof il presentation 4 12 12 with toby
Keep in Mind


The only people who will see your tweets in their
 timelines are those who follow you. 6 followers = 6
 people who see you
In order to get followers, you either need to be
 famous or you need to follow people first
You have to use @name to get someone’s attention
You have to check your @Connect page to see who is
 trying to get your attention
Direct Messages (DMs) are not read by everyone
Finding People to Follow

Twitter’s search feature- search on a keyword or #
www.twellow.com
www.locafollow.com
www.listorious.com – you can search for lists of
 people
www.wefollow.com
www.twinitor.com
Follow people that someone else follows
Get sneaky- follow a competitor’s followers , or
 follow who they are following
Talking in Twitter Land


To talk to someone, use their @name.
To make your tweets easier to search for,
 use a hashtag #
  #job

  #humanresources

  #hiring
Twitter Essentials


The only people who will see your tweets in their
 timelines are those who follow you. 6 followers = 6
 people who see you
In order to get followers, you either need to be
 famous or you need to follow people first
You have to use @name to get someone’s attention
You have to check your @Connect page to see who is
 trying to get your attention
Direct Messages (DMs) are not read by everyone
Twitter Etiquette


If someone follows you, you should follow back
 (unless you don’t want to)
    So go through your followers on a regular basis to see who you
     need to follow back
Thank people who retweet your tweets
Thank people who mention you in a positive way
Retweet others and include their @names as the
 original source in the tweet
Using Twitter Lists


Lists can be a very effective way to zero in on what a
 certain group of Twitter accounts is saying.
    Lists can be of other recruiters, identified job seekers,
     companies, people who post valuable content, etc.
Twitter Tools

Many people find that using a third-party
 application makes using Twitter much easier
    Tweetdeck www.tweetdeck.com
    Hootsuite www.hootsuite.com
    Tweetcaster (mobile)
    Seesmic (mobile)

    Other great tools
    www.tweepi.com
    www.gremln.com
    www.bufferapp.com
Why Twitter?

 Twitter enables and facilitates real-time and
  interactive conversations. Facebook does this as well, but the
  vast majority of people (non-recruiters) use Facebook
  for communicating with their friends and family – not so
  much for professional networking. And while LinkedIn is
  certainly a social network, LinkedIn’s social functionality
  isn’t nearly as real-time.

 What Twitter has over in-person and over the phone
  interaction is that it is less intrusive. Most people would
  not call or meet with the same potential candidate every
  day, every other day, or even every week (you would come
  across as a stalker), but you could have an exchange on
  Twitter that often with a particular person and no one would
  think twice about it.
Jobvite Social Jobseeker Survey 2011 indicates:


Which of the following online social networks did you use that
directly led to finding your current/most recent job? (Multiple
responses; asked only of those who said social networks led to their most
recent job.)

Proactive Job Seeker
Employed, open to a
new job
(FB 78%, LI 56%,
Twitter 46%)
Jobvite Social Jobseeker Survey 2011 indicates:

Which of the following online social networks did you use that
directly led to finding your current/most recent job? (Multiple
responses; asked only of those who said social networks led to their most
recent job.)

Active Job Seeker
Employed or
unemployed, actively
seeking
(FB 87%, LI 33%,
Twitter 27%)
Jobvite Social Jobseeker Survey 2011 indicates:


Which of the following online social networks did you use that
directly led to finding your current/most recent job? (Multiple
responses; asked only of those who said social networks led to their most
recent job.)

Stationary
Employees
Employed, not open
to a new job
(FB 60%, LI 33%,
Twitter 56%)
Branding for You and Your Company

Make sure your branding is consistent across all
 social platforms- logo/photo, tagline or bio and
 message
Twitter gives you an opportunity to appear very
 current and relevant, especially if you post real-time
 information
Branding for You and Your Company

 List of 140 Employers Posting Jobs on Twitter:
  http://www.theundercoverrecruiter.com/conten
 (Includes Advertising, Consulting, Consumer Products,
  Education, Engineering, Financial Services, Health Care,
  Information, IT, Media, Pharma, Public Sector, Retail &
  Hospitality, Public Sector, Transportation & Logistics).
 Twitter is about engaging in conversation and adding value.
  Recruiters who only post job links typically have very few
  Followers and the visibility for all of those links they’re
  sharing is practically nil. These Recruiters are often the first
  to say “Twitter doesn’t work for recruiting”. At least not the
  way they’re doing it.
Branding for You and Your Company



Bank of America: @BofA_Careers. 16, 628 followers as of April 8, 2012:
Perhaps one of the reasons this account is so successful is Bank of America’s
inclusion of a social media page
on their site, helping people to find a Bank of America account that offers the
specific content they’re looking for. On Twitter, they take the time to respond to
individual job seekers and encourage them in their career search.




Jobs at Intel: @JobsAtIntel – 13,082 followers as of April 8, 2012:
Intel isn’t afraid to get personal with followers. Tweeting not only good job
opportunities, but working-life content from saving for retirement to their great
benefits.
Twitter presentation for uof il presentation 4 12 12 with toby
Twitter presentation for uof il presentation 4 12 12 with toby
Follows 90+
Twitter presentation for uof il presentation 4 12 12 with toby
UPS Attributes 955 Hires to Social Media Efforts

 45 from Twitter (out of 681 people who arrived via Twitter and created
  applications)

 226 from Facebook (out of 3,926 people who created applications);

 84 from text-messaging (out of 1,004 who created applications)

 600 from people (out of 7,919 creating applications) going to UPS’s
  mobile-friendly careers page from a mobile device. The mobile-friendly
  site had about 510,000 page views in the last 4-5 months of 2010, with
  people averaging about a minute and a half each on the site.


UPS Recruiting Metrics (UPS Says It’s Now Delivering Hires, Not Just
  Fans and Followers, SocialMediarecruitment.com, ERE article,
  November 2011)
Key Terms

 @Name: Any name preceded by @ shows that the message is intended for a specific person
   rather than a general message for all.

 RT: This means “re-tweet”. A re-tweet is a message you have you seen and wish to re-tweet to
   your own followers. For example you see a news item from a follower that has been released by
   a Recruiter. You can then re-tweet it.

 #: A hashtag is a tag or keyword to denote a category. They are quoted in a message/or
   discussion. If you post a vacancy you should include #job in the post as well as your industry i.e.
   #technology- it aids search. Some hashtags already exist and some people just create if they
   want a topic to start to trend.

 DM/Direct Message: These are tweets sent privately between a sender and recipient.

 Mention: Mentioning another user in your Tweet by including the @sign followed directly by
   their username is called a "mention". A mention also refers to Tweets in which your username
   was included.

 Reply: A Tweet posted in reply to another user's message, usually posted by clicking the
   "reply" button next to their Tweet in your timeline. Always begins with @username.
For Recruiting

   As a recruiter, you can use your own Twitter account or use your company's,
    but it should be clear that the purpose of your account is to share available jobs
    and information about the companies that are hiring.
   If your company has a Twitter account but not a lot of followers, there are
    tricks for expanding your network and building relationships with clients and
    job candidates. Run a quick search on Twitter (search.twitter.com) for
    anybody discussing a specific keyword and you can get hundreds of contacts.
    You can search for people you know, by location, by industry or interest, by
    hash tag, by popularity, by time and more.
   Twitter can help gain exposure and redirect job applicants to your website.
   You can follow associates and other recruiters that might be sources for
    candidates.
   Market events you will be attending, such as a tweet saying, "Stop by our
    career booth at the Business Tech Expo April 22, 2012 at United Center.“
Video


                Watch this YouTube Video:




 Is Social Recruiting Real? – http://goo.gl/dmypN via @tweetmyjobs
Ways to Leverage Twitter for Recruiting


•Social Media Job Board. Using sites like Tweet My Jobs,
leading job distribution network for employers and jobseekers, and
a gateway for employers to post jobs to social networks. Jobs are
also distributed across more than 10,000 job channels on Twitter
so that job seekers can instantly be notified or search or for new
opportunities that match what they are looking You pay $9.99 for
the board to post jobs to their extensive network.
•Taking Advantage of Job Search. In addition to using Twitter
job boards, you can also post jobs from individual or corporate
accounts at no cost. Even if your network is very small, you can
leverage keywords and hash tags to increase your reach and reach
those on the twitter job search Common hash tags for job seekers
include #jobadvice, #jobhuntchat, and #hirefriday.
Ways to Leverage Twitter for Recruiting

Sourcing with Search Engine Optimization (SEO). In the same manner, you can
search and source directly for job seekers, using keyword search. Free sites like
Search.Twitter.com allow you to search by hash tag, keyword, and with their advanced
search, even by zip code radius. Create a RSS feed of your favorite keyword combination
and add it to your Google Reader. A paid tool which allows for exporting via CSV file is called
Tweet Adder (affiliate link) and allows you the option to save your spread sheet lists for
later use or allow them to be added to your network slowly over periods of time. You have
your choice to search the Twitter stream or Twitter profiles by keyword creating a targeted
connection strategy for recruiting on twitter.
Engaging Savvy Job Seekers. Twitter allows you to engage super influencers using social
media. By keyword searching their profiles as well as tweets, you can learn about events,
other keywords, niche social networks, and blogs your target candidate audience frequent.
Many of these niche sites and blogs allow for free entrance and provide you a wealth of
information about candidate pools and areas of expertise.
The secret to using Twitter for recruiting is using create ways to engage an audience,
patience, and a strategy focused on quality yet targeted engagements. It’s a process just like
building any other network, community, or relationship, but with hard word and a solid
effort you can use Twitter to maximize your recruitment efforts by engaging your intended
candidate audience.
Ways to Leverage Twitter for Recruiting


 Develop your personal brand. Create a professional but
  approachable image. Building a Twitter network is no different to
  building relationships with candidates directly in that your
  approach is business orientated but rapport building. So ensure
  your communications also include some personal information,
  personal views and indicators of who you really are.

 Itʼs okay to provide an opinion!

 Save your search. You can save searches. You can search for
  keywords, industry news, mentions about you or your company.
  Simply run a search and click on save search. You will now see this
  “saved search” and each time you click a refreshed set of results will
  appear.
Number 1 Method for Cultivating a Relevant
              Following on Twitter


 Whenever you speak with a potential candidate, either over the
  phone or in person, simply ask them if they are on Twitter. If yes,
  suggest reciprocal following (you follow them, they follow
  you). If they are not on Twitter, suggest that they look into it –
  and if/when they do, suggest reciprocal following.
 People are more likely to follow you back on Twitter after they’ve
  interacted with you over the phone and/or in person and have a
  sense of who you are – you will get a higher conversion rate this
  way over simply searching for people and following them.
 If you talk to 5 potential candidates per day, that would mean 25
  opportunities every week to add the right people to your
  network on Twitter.
 Imagine tweeting about a job opportunity for an engineer and
  you have 300+ engineers in your metro area following you.
Best Practices

 There are some basic tips to enable you to search more effectively. You may be
    used to using “search operators” within your CV databases. Examples:
  ********************************************************************************************
• “Banking jobs” − search contains the exact phrase “Banking jobs.”
• (Building Services OR Mechanical) -electrical − Search contains building
    services OR mechanical but not electrical.
• #jobs − Search contains hashtag “jobs.”
• From: Deloitte − Sent from “@deloitte”, To:recruitastar − Sent to “@recruitastar”
• @TobyNathan − User referencing @TobyNathan.
• “hiring” near: ”Naperville” − Containing the word “hiring” near Naperville.
• near:Chicago within:15mi − Sent within 15 miles of Chicago.
• Operations Manager since:2008 − Containing the words “operations manager”
    sent since 2008.
Searching Twitter with the Power Twitter Extension for
                            Firefox


 If you use Mozilla’s Firefox Internet browser, you can harness the power of
  Twitter’s search functionality right from your browser with the Power Twitter
  add-on.
 Once you download and add Power Twitter to Firefox, you can conveniently
  type your searches into the Power Twitter search bar located at the top of your
  browser window:
 Hit “Enter” to be taken to your results:




  Twitter’s advanced search interface and functionality is quite robust,
  supporting standard Boolean search with AND (any space is an “implied
  AND”), OR, NOT (via the – sign), and phrase searching, as well as special
  search operators such as the hashtag (#). Also –jobs to get rid of job postings
  posted.
Searching Twitter with the Power Twitter Extension for
             Firefox SAMPLE RESULT
Searching Twitter Using TweetDeck



 TweetDeck is a good application to manage Twitter . Not only does it allow you
  to easily track Tweets, replies, and direct messages – you can also use it to run
  searches and keep tabs on the results in real-time.

 TweetDeck supports AND, OR, NOT (- sign), phrase, (quotation marks) and
  hashtag (#) searching.

 The one major limitation of using TweetDeck for searching for candidates is
  that it unfortunately does not support the ability to search by location. You
  cannot use Twitter’s near/within operator combo to target local results, and
  TweetDeck does not search the bio or location fields of Twitter profiles where
  location data can also be found. You can of course try and search for mentions
  of cities and locations in actual Tweets – but this is an unreliable and
  ineffective way of yielding relevant and local results.
Searching Twitter Using TweetDeck - Guidelines




AND/OR/NOT + phrase search
Hashtag (#) searching to track relevant
 topics/conversations/threads
No ability to search by location
Searches only Tweets – no bio info/data
TweetDeck Application
Go
      to
   ba + o
         Searching
a d r a bo n bl
   dc          u
                     Twitter Using TweetDeck Sample
      olu ve to e
   sea mn
      rch to
Searching Twitter Using TweetDeck Results
                                        Search
                                         Results
How Do You Find People on Twitter (Outside of
                   Twitter)


Tweepz.com - Lets you limit searches
 to specific parts of Twitter’s user
 information (like name, bio, and
 location), filter results by
 follower/following numbers, location,
 and other extracted terms, and greatly
 improves on the layout of the search
 results.
Twitter presentation for uof il presentation 4 12 12 with toby
How Do You Find People on Twitter Using X-Ray



X-Ray Search (e.g., site:twitter.com “bio * *
 mechancial engineer” “location * chicago”)
You can use an Internet search engine to X-Ray
 Twitter for the information you need. Twitter is very
 “X-Rayable.”
Use Google – example of a boolean search string to
 use:
   site:twitter.com atlanta php ~develop –jobs
How Do You Find People on Twitter Using X-Ray



X-Ray Search Guidelines:
Ability to leverage search engine specific
 operators/functionality (Google’s synonym
 search, Exalead’s proximity search, etc.)
Can search information in Tweets, bio, and
 location fields
Twitter Lists


Twitter Lists are useful, but please note, when you
 create or follow a list, the people on the list are not
 necessarily following you back, thus they may not
 actually “hear” anything you tweet about. Twitter
 lists can, however, be useful for finding people in
 your target talent pool and of course, listening to
 what is tweeted.

Top 2 picks for searching for Lists:
• Listorious
• X-Ray Searching
Best Practices


What to Tweet, When to Tweet. If you're not careful you can spend too much
 time just tweeting. You will find that some people are constantly tweeting and
 its tempting to respond to everything. Keep it simple. Allocate a maximum of 30
 minutes a day - this should include an automatic RSS feed that sends a brief
 explanation of your vacancy and a link, once set up this takes no effort on your
 part. So with vacancies aside that leaves you 15 minutes a day to tweet your
 message out and 15 minutes a day for managing responses. They can
  be comments on articles you have read, comments on new items, asking your
 follower their opinions on relevant subjects, funny anecdotes from your working
 day etc.

Be respectful
✓ When people follow you - thank them
✓ When people re-tweet your comments - thank them
✓ Be positive and helpful
✓ Respond to requests and mentions
Twitter Applications

For more help use the glossary and help center within
  Twitter:
• https://support.twitter.com/entries/166337-the-
  twitter-glossary
• https://support.twitter.com/

Twitter Application Directory (275 applications):
 http://www.squidoo.com/twitterapps

25 Most Influential Recruiters on Twitter:
http://www.talenthq.com/2010/01/25-most-
 influential-recruiters-on-twitter/
Closing and Questions

Final Questions, Closing Thoughts


                                                Thank
                                                 You
    Please don’t forget to link with Toby to            Please don’t forget to link with Michele to
     Please don’t forget to link with Toby to            Please don’t forget to link with Michele to
      grow your network on LinkedIn or                     grow your network on LinkedIn or
       grow your network on LinkedIn or                     grow your network on LinkedIn or
                   Twitter!                                              Twitter!
                    Twitter!                                              Twitter!
     www.linkedin.com/in/tobyrnathan                      www.linkedin.com/in/michelrempel
      www.linkedin.com/in/tobyrnathan                      www.linkedin.com/in/michelrempel
      http://twitter.com/tobyrnathan                       http://twitter.com/MicheleRempel
       http://twitter.com/tobyrnathan                       http://twitter.com/MicheleRempel
           toby@recruitastar.com                           michele@mediavinemarketing.com
            toby@recruitastar.com                           michele@mediavinemarketing.com

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Twitter presentation for uof il presentation 4 12 12 with toby

  • 1. How to Source, Recruit & Brand Using Twitter UNIVERSITY OF ILLINOIS ALUMNI ASSOCIATION APRIL 18, 2012 PRESENTERS INCLUDE: TOBY NATHAN & MICHELE REMPEL
  • 2. Toby Nathan  Co-founder and Principal of RecruitaStar,  Assisted thousands of people with their LLC (www.recruitastar.com), a Chicago career search, developed/enhanced resumes based business partner and a recruitment and helped define their personal brand, support provider that takes on a company’s taught interviewing best practices, and upfront part of the hiring process. helped develop a customized job search strategy.  Fourteen (14) years retained executive search experience.  Worked with individuals from a variety of industries and functional areas, including,  Fourteen (14) years experience in the but not limited to human resources, health care industry where I served as a accounting & finance, operations, sales and senior human resources manager with a marketing, and management consulting. special emphasis on recruitment, compensation and benefits. I have  BS in Psychology and Business extensive experience partnering with Administration from the University of organizations and hiring executives to Illinois at Champaign-Urbana; MS in assist them with their recruitment needs, Industrial Relations from Loyola University. and identify what they look for in a candidate for a position.
  • 3. Michele Rempel Managing Partner of Mediavine Marketing, LLC We cover a variety of topics that our clients www.mediavinemarketing.com. Full-time geek have asked for, including: and enthusiastic user of social media. Mediavine Marketing simplifies social media for Social Media Overview successful businesses through training, Building a Social Media Plan for Your Business consulting and account management. Facebook training Twitter training Your story, products, services and value create YouTube training the content that we help you release out into the LinkedIn training world using Twitter, Facebook, LinkedIn, WordPress training YouTube, blogging, and more. My team and I have spent many hours testing to get results, both from the technology side as well as the marketing angle. We are here to train you, consult with you and even manage your digital presence for you. Our social media training classes are designed specifically to assist the small business owner and leader.
  • 4. What you will learn... • Twitter Introduction, including how to get started • Branding for you and your company • How recruiters can benefit and use Twitter – what are the advantages • Best Practices for Recruiters on Twitter and Twitter Don’ts • Twitter Applications
  • 5. Getting Started with Twitter  What is it?: Twitter allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length. Twitter provides opportunities for keeping current in your field and for getting real time information on what is happening in various fields and companies.  How does it work?: Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them. The sender can restrict delivery to those in his or her circle of friends. Users can receive updates via the Twitter website, email or through an application such as Tweetie, TwitterFon, Twitterrific, Feealizr, or Facebook.  Third largest search engine in the world.  There are 200 million users.  Getting Started on Twitter: http://support.twitter.com/
  • 6. Elements of a Twitter Your @name. No duplicates, so you may have to use a variation to get what you want Your name. Can be whatever you want Bio- 160 characters or less  Should include what you do and your website Photo or logo- you must have one Background  Should include your logo and a “look” that coordinates with your company brand (if you’re tweeting for your company)
  • 7. Elements of a Twitter
  • 10. Keep in Mind The only people who will see your tweets in their timelines are those who follow you. 6 followers = 6 people who see you In order to get followers, you either need to be famous or you need to follow people first You have to use @name to get someone’s attention You have to check your @Connect page to see who is trying to get your attention Direct Messages (DMs) are not read by everyone
  • 11. Finding People to Follow Twitter’s search feature- search on a keyword or # www.twellow.com www.locafollow.com www.listorious.com – you can search for lists of people www.wefollow.com www.twinitor.com Follow people that someone else follows Get sneaky- follow a competitor’s followers , or follow who they are following
  • 12. Talking in Twitter Land To talk to someone, use their @name. To make your tweets easier to search for, use a hashtag #  #job  #humanresources  #hiring
  • 13. Twitter Essentials The only people who will see your tweets in their timelines are those who follow you. 6 followers = 6 people who see you In order to get followers, you either need to be famous or you need to follow people first You have to use @name to get someone’s attention You have to check your @Connect page to see who is trying to get your attention Direct Messages (DMs) are not read by everyone
  • 14. Twitter Etiquette If someone follows you, you should follow back (unless you don’t want to)  So go through your followers on a regular basis to see who you need to follow back Thank people who retweet your tweets Thank people who mention you in a positive way Retweet others and include their @names as the original source in the tweet
  • 15. Using Twitter Lists Lists can be a very effective way to zero in on what a certain group of Twitter accounts is saying.  Lists can be of other recruiters, identified job seekers, companies, people who post valuable content, etc.
  • 16. Twitter Tools Many people find that using a third-party application makes using Twitter much easier  Tweetdeck www.tweetdeck.com  Hootsuite www.hootsuite.com  Tweetcaster (mobile)  Seesmic (mobile)  Other great tools  www.tweepi.com  www.gremln.com  www.bufferapp.com
  • 17. Why Twitter?  Twitter enables and facilitates real-time and interactive conversations. Facebook does this as well, but the vast majority of people (non-recruiters) use Facebook for communicating with their friends and family – not so much for professional networking. And while LinkedIn is certainly a social network, LinkedIn’s social functionality isn’t nearly as real-time.  What Twitter has over in-person and over the phone interaction is that it is less intrusive. Most people would not call or meet with the same potential candidate every day, every other day, or even every week (you would come across as a stalker), but you could have an exchange on Twitter that often with a particular person and no one would think twice about it.
  • 18. Jobvite Social Jobseeker Survey 2011 indicates: Which of the following online social networks did you use that directly led to finding your current/most recent job? (Multiple responses; asked only of those who said social networks led to their most recent job.) Proactive Job Seeker Employed, open to a new job (FB 78%, LI 56%, Twitter 46%)
  • 19. Jobvite Social Jobseeker Survey 2011 indicates: Which of the following online social networks did you use that directly led to finding your current/most recent job? (Multiple responses; asked only of those who said social networks led to their most recent job.) Active Job Seeker Employed or unemployed, actively seeking (FB 87%, LI 33%, Twitter 27%)
  • 20. Jobvite Social Jobseeker Survey 2011 indicates: Which of the following online social networks did you use that directly led to finding your current/most recent job? (Multiple responses; asked only of those who said social networks led to their most recent job.) Stationary Employees Employed, not open to a new job (FB 60%, LI 33%, Twitter 56%)
  • 21. Branding for You and Your Company Make sure your branding is consistent across all social platforms- logo/photo, tagline or bio and message Twitter gives you an opportunity to appear very current and relevant, especially if you post real-time information
  • 22. Branding for You and Your Company  List of 140 Employers Posting Jobs on Twitter: http://www.theundercoverrecruiter.com/conten  (Includes Advertising, Consulting, Consumer Products, Education, Engineering, Financial Services, Health Care, Information, IT, Media, Pharma, Public Sector, Retail & Hospitality, Public Sector, Transportation & Logistics).  Twitter is about engaging in conversation and adding value. Recruiters who only post job links typically have very few Followers and the visibility for all of those links they’re sharing is practically nil. These Recruiters are often the first to say “Twitter doesn’t work for recruiting”. At least not the way they’re doing it.
  • 23. Branding for You and Your Company Bank of America: @BofA_Careers. 16, 628 followers as of April 8, 2012: Perhaps one of the reasons this account is so successful is Bank of America’s inclusion of a social media page on their site, helping people to find a Bank of America account that offers the specific content they’re looking for. On Twitter, they take the time to respond to individual job seekers and encourage them in their career search. Jobs at Intel: @JobsAtIntel – 13,082 followers as of April 8, 2012: Intel isn’t afraid to get personal with followers. Tweeting not only good job opportunities, but working-life content from saving for retirement to their great benefits.
  • 28. UPS Attributes 955 Hires to Social Media Efforts  45 from Twitter (out of 681 people who arrived via Twitter and created applications)  226 from Facebook (out of 3,926 people who created applications);  84 from text-messaging (out of 1,004 who created applications)  600 from people (out of 7,919 creating applications) going to UPS’s mobile-friendly careers page from a mobile device. The mobile-friendly site had about 510,000 page views in the last 4-5 months of 2010, with people averaging about a minute and a half each on the site. UPS Recruiting Metrics (UPS Says It’s Now Delivering Hires, Not Just Fans and Followers, SocialMediarecruitment.com, ERE article, November 2011)
  • 29. Key Terms  @Name: Any name preceded by @ shows that the message is intended for a specific person rather than a general message for all.  RT: This means “re-tweet”. A re-tweet is a message you have you seen and wish to re-tweet to your own followers. For example you see a news item from a follower that has been released by a Recruiter. You can then re-tweet it.  #: A hashtag is a tag or keyword to denote a category. They are quoted in a message/or discussion. If you post a vacancy you should include #job in the post as well as your industry i.e. #technology- it aids search. Some hashtags already exist and some people just create if they want a topic to start to trend.  DM/Direct Message: These are tweets sent privately between a sender and recipient.  Mention: Mentioning another user in your Tweet by including the @sign followed directly by their username is called a "mention". A mention also refers to Tweets in which your username was included.  Reply: A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username.
  • 30. For Recruiting  As a recruiter, you can use your own Twitter account or use your company's, but it should be clear that the purpose of your account is to share available jobs and information about the companies that are hiring.  If your company has a Twitter account but not a lot of followers, there are tricks for expanding your network and building relationships with clients and job candidates. Run a quick search on Twitter (search.twitter.com) for anybody discussing a specific keyword and you can get hundreds of contacts. You can search for people you know, by location, by industry or interest, by hash tag, by popularity, by time and more.  Twitter can help gain exposure and redirect job applicants to your website.  You can follow associates and other recruiters that might be sources for candidates.  Market events you will be attending, such as a tweet saying, "Stop by our career booth at the Business Tech Expo April 22, 2012 at United Center.“
  • 31. Video Watch this YouTube Video:  Is Social Recruiting Real? – http://goo.gl/dmypN via @tweetmyjobs
  • 32. Ways to Leverage Twitter for Recruiting •Social Media Job Board. Using sites like Tweet My Jobs, leading job distribution network for employers and jobseekers, and a gateway for employers to post jobs to social networks. Jobs are also distributed across more than 10,000 job channels on Twitter so that job seekers can instantly be notified or search or for new opportunities that match what they are looking You pay $9.99 for the board to post jobs to their extensive network. •Taking Advantage of Job Search. In addition to using Twitter job boards, you can also post jobs from individual or corporate accounts at no cost. Even if your network is very small, you can leverage keywords and hash tags to increase your reach and reach those on the twitter job search Common hash tags for job seekers include #jobadvice, #jobhuntchat, and #hirefriday.
  • 33. Ways to Leverage Twitter for Recruiting Sourcing with Search Engine Optimization (SEO). In the same manner, you can search and source directly for job seekers, using keyword search. Free sites like Search.Twitter.com allow you to search by hash tag, keyword, and with their advanced search, even by zip code radius. Create a RSS feed of your favorite keyword combination and add it to your Google Reader. A paid tool which allows for exporting via CSV file is called Tweet Adder (affiliate link) and allows you the option to save your spread sheet lists for later use or allow them to be added to your network slowly over periods of time. You have your choice to search the Twitter stream or Twitter profiles by keyword creating a targeted connection strategy for recruiting on twitter. Engaging Savvy Job Seekers. Twitter allows you to engage super influencers using social media. By keyword searching their profiles as well as tweets, you can learn about events, other keywords, niche social networks, and blogs your target candidate audience frequent. Many of these niche sites and blogs allow for free entrance and provide you a wealth of information about candidate pools and areas of expertise. The secret to using Twitter for recruiting is using create ways to engage an audience, patience, and a strategy focused on quality yet targeted engagements. It’s a process just like building any other network, community, or relationship, but with hard word and a solid effort you can use Twitter to maximize your recruitment efforts by engaging your intended candidate audience.
  • 34. Ways to Leverage Twitter for Recruiting  Develop your personal brand. Create a professional but approachable image. Building a Twitter network is no different to building relationships with candidates directly in that your approach is business orientated but rapport building. So ensure your communications also include some personal information, personal views and indicators of who you really are.  Itʼs okay to provide an opinion!  Save your search. You can save searches. You can search for keywords, industry news, mentions about you or your company. Simply run a search and click on save search. You will now see this “saved search” and each time you click a refreshed set of results will appear.
  • 35. Number 1 Method for Cultivating a Relevant Following on Twitter  Whenever you speak with a potential candidate, either over the phone or in person, simply ask them if they are on Twitter. If yes, suggest reciprocal following (you follow them, they follow you). If they are not on Twitter, suggest that they look into it – and if/when they do, suggest reciprocal following.  People are more likely to follow you back on Twitter after they’ve interacted with you over the phone and/or in person and have a sense of who you are – you will get a higher conversion rate this way over simply searching for people and following them.  If you talk to 5 potential candidates per day, that would mean 25 opportunities every week to add the right people to your network on Twitter.  Imagine tweeting about a job opportunity for an engineer and you have 300+ engineers in your metro area following you.
  • 36. Best Practices There are some basic tips to enable you to search more effectively. You may be used to using “search operators” within your CV databases. Examples: ******************************************************************************************** • “Banking jobs” − search contains the exact phrase “Banking jobs.” • (Building Services OR Mechanical) -electrical − Search contains building services OR mechanical but not electrical. • #jobs − Search contains hashtag “jobs.” • From: Deloitte − Sent from “@deloitte”, To:recruitastar − Sent to “@recruitastar” • @TobyNathan − User referencing @TobyNathan. • “hiring” near: ”Naperville” − Containing the word “hiring” near Naperville. • near:Chicago within:15mi − Sent within 15 miles of Chicago. • Operations Manager since:2008 − Containing the words “operations manager” sent since 2008.
  • 37. Searching Twitter with the Power Twitter Extension for Firefox  If you use Mozilla’s Firefox Internet browser, you can harness the power of Twitter’s search functionality right from your browser with the Power Twitter add-on.  Once you download and add Power Twitter to Firefox, you can conveniently type your searches into the Power Twitter search bar located at the top of your browser window:  Hit “Enter” to be taken to your results: Twitter’s advanced search interface and functionality is quite robust, supporting standard Boolean search with AND (any space is an “implied AND”), OR, NOT (via the – sign), and phrase searching, as well as special search operators such as the hashtag (#). Also –jobs to get rid of job postings posted.
  • 38. Searching Twitter with the Power Twitter Extension for Firefox SAMPLE RESULT
  • 39. Searching Twitter Using TweetDeck  TweetDeck is a good application to manage Twitter . Not only does it allow you to easily track Tweets, replies, and direct messages – you can also use it to run searches and keep tabs on the results in real-time.  TweetDeck supports AND, OR, NOT (- sign), phrase, (quotation marks) and hashtag (#) searching.  The one major limitation of using TweetDeck for searching for candidates is that it unfortunately does not support the ability to search by location. You cannot use Twitter’s near/within operator combo to target local results, and TweetDeck does not search the bio or location fields of Twitter profiles where location data can also be found. You can of course try and search for mentions of cities and locations in actual Tweets – but this is an unreliable and ineffective way of yielding relevant and local results.
  • 40. Searching Twitter Using TweetDeck - Guidelines AND/OR/NOT + phrase search Hashtag (#) searching to track relevant topics/conversations/threads No ability to search by location Searches only Tweets – no bio info/data
  • 42. Go to ba + o Searching a d r a bo n bl dc u Twitter Using TweetDeck Sample olu ve to e sea mn rch to
  • 43. Searching Twitter Using TweetDeck Results Search Results
  • 44. How Do You Find People on Twitter (Outside of Twitter) Tweepz.com - Lets you limit searches to specific parts of Twitter’s user information (like name, bio, and location), filter results by follower/following numbers, location, and other extracted terms, and greatly improves on the layout of the search results.
  • 46. How Do You Find People on Twitter Using X-Ray X-Ray Search (e.g., site:twitter.com “bio * * mechancial engineer” “location * chicago”) You can use an Internet search engine to X-Ray Twitter for the information you need. Twitter is very “X-Rayable.” Use Google – example of a boolean search string to use: site:twitter.com atlanta php ~develop –jobs
  • 47. How Do You Find People on Twitter Using X-Ray X-Ray Search Guidelines: Ability to leverage search engine specific operators/functionality (Google’s synonym search, Exalead’s proximity search, etc.) Can search information in Tweets, bio, and location fields
  • 48. Twitter Lists Twitter Lists are useful, but please note, when you create or follow a list, the people on the list are not necessarily following you back, thus they may not actually “hear” anything you tweet about. Twitter lists can, however, be useful for finding people in your target talent pool and of course, listening to what is tweeted. Top 2 picks for searching for Lists: • Listorious • X-Ray Searching
  • 49. Best Practices What to Tweet, When to Tweet. If you're not careful you can spend too much time just tweeting. You will find that some people are constantly tweeting and its tempting to respond to everything. Keep it simple. Allocate a maximum of 30 minutes a day - this should include an automatic RSS feed that sends a brief explanation of your vacancy and a link, once set up this takes no effort on your part. So with vacancies aside that leaves you 15 minutes a day to tweet your message out and 15 minutes a day for managing responses. They can be comments on articles you have read, comments on new items, asking your follower their opinions on relevant subjects, funny anecdotes from your working day etc. Be respectful ✓ When people follow you - thank them ✓ When people re-tweet your comments - thank them ✓ Be positive and helpful ✓ Respond to requests and mentions
  • 50. Twitter Applications For more help use the glossary and help center within Twitter: • https://support.twitter.com/entries/166337-the- twitter-glossary • https://support.twitter.com/ Twitter Application Directory (275 applications): http://www.squidoo.com/twitterapps 25 Most Influential Recruiters on Twitter: http://www.talenthq.com/2010/01/25-most- influential-recruiters-on-twitter/
  • 51. Closing and Questions Final Questions, Closing Thoughts Thank You Please don’t forget to link with Toby to Please don’t forget to link with Michele to Please don’t forget to link with Toby to Please don’t forget to link with Michele to grow your network on LinkedIn or grow your network on LinkedIn or grow your network on LinkedIn or grow your network on LinkedIn or Twitter! Twitter! Twitter! Twitter! www.linkedin.com/in/tobyrnathan www.linkedin.com/in/michelrempel www.linkedin.com/in/tobyrnathan www.linkedin.com/in/michelrempel http://twitter.com/tobyrnathan http://twitter.com/MicheleRempel http://twitter.com/tobyrnathan http://twitter.com/MicheleRempel toby@recruitastar.com michele@mediavinemarketing.com toby@recruitastar.com michele@mediavinemarketing.com