The document provides tips for using social media for recruitment and employment branding. It recommends companies understand their employment brand, create social media accounts like Facebook and Twitter, write compelling content for posts, use relevant hashtags, know when to post based on analytics, share open jobs, amplify messaging through activities like Twitter chats, respond to all engagement, and track metrics like followers, clicks, and candidate conversions. The goal is to build an active social media presence that drives traffic and leads for recruiting.
5. #jobvite1
3
Who Is Using Social Media?
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%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Feb-05
Aug-
06
May-
08
Apr-09
May-
10
Aug-
11
Feb-12
Aug-
12
Dec-
12
% 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
6. #jobvite1
3
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
10. #jobvite1
3
#jobvite1
3
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 Brand
1. Understand your company’s
culture from all angles
2. Know your business needs
3. Understand your target
market
4. Optimize your employer
value proposition
5. Set objectives
6. Define your
communications mix
7. Execute, measure, refine
11. #jobvite1
3
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
17. #jobvite1
3
Tweets and Posts Are Newspaper Headlines
Be brilliant by being relevant
Bring a bit of humor to it
Pose a question
Keep it short
Highlight your company culture
Speak in your own voice
Ask for the Share or Retweet
18. #jobvite1
3
Rule of Thumb: For every job you Tweet or place on
Facebook, you should have at least two other pieces
of content
Industry News
Company Photos
Company Events
Shout Outs to Customers
Retweets
21. #jobvite1
3
#jobvite1
3
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
22. #jobvite1
3
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
24. #jobvite1
3
Make Sure You Know What’s Trending
What The Trend http://wthashtag.com/
• Top hashtags trending
• Description
• How Long The Phrase Started Trending
42. #jobvite1
3
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
44. #jobvite1
3
You Need Closed Loop Reporting
Track the path of a user who:
Clicks on a link in a tweet
Visits a page on your website
Converts into a candidate
Ultimately, you want to track candidates generated
through Twitter and Twitter Reach and Database
Growth
45. #jobvite1
3
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
46. #jobvite1
3
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
50. #jobvite1
3
In Summary
Understand Your Employment Brand
Create Social Media Accounts
Write Compelling Copy
Use Hashtags
Know When To Post
Share Open Jobs
Amplify Your Message
No Comment Left Behind
Measure, Measure, Measure
9 out of 10 get dressed, brush their teeth, and check their smartphones as part of their morning routing.60% find themselves compulsively checking their smartphones for emails, texts and social media updatesFor Gen Y, there is no clear line between their workday and their personal time – they both blend and overlap.
Your employer brand identifies your company’s culture, working environment and employee experience. It is the image you portray of what is like to work at your business and how that meets the needs of your employees.A strong employer brand means you’re not only capable of fulfilling your own HR and recruiting goals, but that you can also fulfill markeitng goals by aligning an employee’s personality, ambitions and motivations with your company’s brand.
Leverage the Work with Us App
Headlines are short and punchy and designed to draw in readers – this is exactly what you want to do with your tweets. You want readers to either click a link, engage, retweet, or enjoy what you say so they stick around a bit.
Don’t Overuse them – No more than two per tweet, only tag the most important thing in a tweetBe Obvious – the best hashtag is the obvious hashtag. Story about X-Factor wanting to use #XFUSA however, at the same time fans started to use #xfactor. Producers listened and changed the hashtag and saw an immediate increase in engagement. Don’t’ try to be cute. Be obvious.Join – You don’t always need to create your own hashtag. Find other hashtags that are relevant to you and join the conversation
There is a google spreadsheet online that tracks all active twitter chats. Find one that’s relevant and join. If you find a popular conversation and become part of it, you increase your liklihood of being retweeted
Know what the hashtag you are using means
Know when your followers are most likely to be reading their tweet streamKnow when your followers are most likely to respond
Link a Social Media Campaign in Jobvite Engage to your Facebook pages and Twitter accounts. Manage and schedule posts and track results in Jobvite.
Enable PublisherJobvite lets you customize your message per your network