Greg savage

CREATING ONLINE SUSTAINABLE RECRUITMENT
STRATEGIES AND ATTAINING THE RIGHT TALENT

Greg Savage:
Founder and Global CEO
•Firebrand Talent Search

WHY ?

• Needed to understand the hype about Social Media
• We consider ourselves recruitment thought-leaders yet 2/3
years ago we had no thoughts on this!
• Wanted to make informed decisions
• Migrate personal brand – offline to online
• BUT most importantly it became clear…

www. firebrandtalent .com

WHY? ATTRACTION OF OUR OWN STAFF

• Quality recruiters exceptionally hard to find
• Great people are our one unique differentiator
• Lift Firebrand branding
• Increase (low cost) exposure/PR
• Opportunities to engage and build relationships
• Show we are an innovative company
• Validates our expertise in digital and marketing
• Increased traffic to our website
• Also some compelling recent evidence about job seeker
behaviour…


TALENT: HOW THEY GOT THEIR LAST JOB? (APAC)

• Online Job Board 33%
• Word of Mouth / referrals 22%
• Recruitment company 20%
• Direct approach from employer 14%
• Print Advertising 5%
• Other methods 5%
• Social media 1%

Source: Kelly Global Workforce Index: The evolving workforce


TALENT: DO YOU JOB SEARCH ON SOCIAL MEDIA SITES?

• Gen Y 23%
• Gen X 24%
• Baby Boomers 24%



TALENT: DO YOU FEEL IT ESSENTIAL TO BE ACTIVE ON SOCIAL
MEDIA TO ADVANCE YOUR CAREER?

• Gen Y 34%
• Gen X 26%
• Baby Boomers 20%



THE 7 QUESTIONS REGARDING RECRUITMENT AND SOCIAL
MEDIA
• What is the target audience?
• What is the most effective SM platform to reach that
audience
• What time investment is needed?
• What tone of conversation will you use to engage your
audience?
• What type of content is appropriate?
• Is it appropriate to sell?
• Is it an opportunity to show your expertise and if so how?

• Create a profile for each chosen platform defining how it
will be used, along with who will be responsible for it


CHOOSE YOUR PLATFORMS


SEVEN-PRONGED SOCIAL MEDIA RECRUITMENT STRATEGY

• Drive the strategy via the CEO – immediate and substantial
differentiator
• Blog “The Savage Truth”
• Subscriber database worked and maintained
• Twitter – active and very targeted
• YouTube Channel
• “The Savage Truth” Facebook Page
• LinkedIn


THE SAVAGE TRUTH BLOG


THE BLOG – SOME LEARNINGS

• Get Google analytics (Free) to monitor usage and trends
• Include social media share buttons (incl. Retweet,
Facebook share, LinkedIn share)
• Build a subscriber list
• Blog mailing lists (mailchimp)
• Send blog post update emails
• Video blogs
• Its not the blog in isolation – it’s a cocktail of SM
• Blog has a symbiotic relationship with rest of social media
and offline
• Blog about what you know

Continued…


THE BLOG – SOME LEARNINGS continued…

• Target a defined audience (for me it was recruiters
worldwide)
• Blog 4 times a month at least to build following
• Mix very micro advice pieces with occasional macro pieces
• Content is king – give people a reason to come back
• Content is under your nose
• Answer your comments and tweet that you have done so –
stimulates debate
• Tweet your new posts – several times over a week at least
• Promote your blog via Twitter and LinkedIn and Facebook
• Organise reciprocal blog roll links with similar bloggers
• There is a “tipping point” where readership increases
incrementally
• My readership and subscribers are increasing faster with no
more promotion


“THE SAVAGE TRUTH” SUBSCRIBER LIST GROWTH


YouTube – thesavagetruthvideo


‘THE SAVAGE TRUTH’ FACEBOOK PAGE


STATS?

• Blog - Run rate of 80,000 visitors a year – 132 countries
• 50% visitors from referring site (twitter, Linkedin)
• 1,650 comments on the blog
• Subscribers over 2100 and increasing by 100 + per month
• 7000 Twitter followers about 60% recruiters, 20% marketing
and design, 20% HR
• Over 100 post Retweets a week
• 7000 YouTube views
• 169 Facebook likes (2 months old)
• 1500 LinkedIn Connections (60% are recruiters)
• Over 1000 PR pick ups (print and online)
• Over 50 speaking invitations


THE INTEGRATION: BLOGGING + TWITTER + LINKEDIN +
YOUTUBE
• Tweet a post and 300 – 500 visitors next few hours
• RTs means reaches much wider audience
• Gives your post a longer life - bang for buck
• Can encourage a comments debate
• Tweet for time zones
• LinkedIn status advertises blog post
• LinkedIn status advertises a FB job – to 1000 recruiters!
• Vlog results in hundreds of YouTube views
• Twitter followers link on LinkedIn
• Integrate your blog posts into LinkedIn page
• 20 LinkedIn requests a week – 90% from Blog/Twitter


FIREBRAND: SOCIAL MEDIA TALENT ACQUISITION STRATEGY
LEARNINGS
• Driven by CEO
• Huge time commitment
• Be prepared to invest -12 months at least
• No ghosting. Real and engaged
• Integrated SM Strategy
• Very targeted at recruiters in our markets
• Be niche.
• Be generous. Give to get
• Content is key
• Consistent message and activity
• Build a voice. A brand
• Build ‘expert’ status
• Work the integration between platforms
• Actually advertise jobs seldom and selectively


ADDITIONAL BENEFITS – NOT SPECIFICALLY HIRING
• Credibility to a far wider audience
• Profile - Personal and company
• Connects me with customers
• Complaints resolution
• Building a community
• Influence
• Communicating with my own staff - Staff quote my blog
• PR generated by blog has driven awareness of Firebrand brand
exponentially
• Massive referrals
• Credibility and profile – huge
• Referrals of clients and talent from blog
• Acquisition enquiries
• Press pick up my blog several times a month
• Been invited to speak at conferences all over the world
• Communicated corporate strategy via blog – tens of thousands of
dollars of PR


RESULTS

• Every candidate I interview for Firebrand has read the blog
– understands our “ethos”
• Firebrand “potential” hire community is strong, is clearly
identified, and can be communicated with
• One “Status Update” reaches 10s of thousands of recruiters
• 25 LinkedIn requests a week – mostly HR and recruiters
• 8 of last 15 Firebrand hires came via social media


IN CLOSING

• Finding talented people to work for you is going to be much
harder than it is to find new clients
• And what worked for you before will not work going forward
• So if you want your strategies to come to life, think about
the execution now
• And that means new and better ways to connect with
talent
• I have learned the incredible power and influence of social
media
• It is not frivolous. It’s not “nice to have”
• It’s not the holy grail either
• But its a key part of our recruitment strategy – and I would
suggest yours


CONNECT WITH GREG SAVAGE AND FIREBRAND

• Email: gsavage@firebrandtalent.com
• LinkedIn profile: www.linkedin.com/in/gregpsavage
• Twitter: twitter.com/greg_savage
• YouTube: youtube.com/thesavagetruthvideo
• Facebook: www.facebook.com/TheSavageTruth1
• The Savage Truth Blog: www.gregsavage.com.au

• Firebrand website: www.firebrandtalent.com/
• Firebrand Blog: blog.firebrandtalent.com
• Firebrand Twitter: twitter.com/FirebrandTalent
• Firebrand Facebook: www.facebook.com/FirebrandTalent


Greg savage

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