How to create and implement a rewarding and innovative social strategy #RecHangout with Andy Headworth and Steve Ward

The monthly LIVE discussion show for recruiters
How to Create and Implement a
Rewarding and Innovative Social
Recruiting Strategy
27th May 2015
#RecHangout is supported by:

Hangout Participants
Mark Stephens
MD
The Recruitment Alliance
Alan Whitford
Recruitment Strategist
Abtech + RCEURO
Louise Triance
Community Owner
UK Recruiter
Steve Ward
CloudNine Social Media
Recruitment and Digital
Talent
Louis Welcomme
CRM Comms Manager
Colleague Software
Andy Headworth
Founder
Sirona Consulting Ltd
John Heffernan
Digital Sales Director
Hillcroft Digital

“Social is the primary source of all our
candidates, clients and business inputs but it’s
merely an extension of the way that we’ve
always done it. Now it’s 2015 we’ve got new
tools to play with.”
Steve Ward
Talent

“For candidates it’s become mainstream but for
many recruiters it’s not. It’s not just to post jobs
but a fantastic extension to further engage and
have a conversation in a place where candidates
want to have a conversation.”
Andy Headworth
Founder

“Social sits across anything. Look at the media,
social is embedded in it, embedded in our lives
every day so why shouldn’t it be the case in
normal recruitment strategy, it’s what we do.”
Andy Headworth
Founder

“It’s not a question of having one social channel
like LinkedIn to find candidates: there’s a good
chance they’ll be on four or five other networks.
It becomes a matter of course to explore all of
them when you want to recruit.”
Andy Headworth
Founder

“We owe it to our clients to be effective in social
and digital channels because they’re paying us a
fee to find the best people for their roles. If
we’re limiting the sources, we’re not fulfilling
our client’s requests properly.”
Steve Ward
Talent

“Clients don’t know why they want to do a social
recruiting strategy, they’re doing it because their
competitors are doing it or their CEO says they
should.”
Andy Headworth
Founder

“You’ve got to build candidate personas, map
candidates, where they are, what they look like
and then you can select the social channels
where those candidates can be found: Facebook,
LinkedIn, Twitter etc.”
Andy Headworth
Founder

“What are we going to share on our social
networks, what content? How are you going to
keep people engaged and interested? You need
ongoing monitoring to ensure that you’re not
missing out if someone’s talking about you
whether positively or negatively.”
Andy Headworth
Founder

“I serve a lot of media and digital industry, and
that industry is still struggling to work out best
routes of action for taking a brand to social
media and getting genuine Indicators of Interest
from it.”
Steve Ward
Talent

“Organisations need to allow time for branding
to take effect, Recruitment agencies aren’t very
good at allowing things like branding to take
effect because they want short-term results.”
Steve Ward
Talent

“It stems from lack of knowledge and needs
more people to understand how it’s done to
implement a successful strategy. Usually they try
it for a few weeks and it has no obvious impact
and it’s ditched.”
Steve Ward
Talent

“Defining the audience can be as simple as
asking your own audience. A good example
would be Maersk. They had a huge challenge
three years ago: to recruit 2.5 thousand new
employees in the oil and gas sector at a time
when traditional methods weren’t working.”
Andy Headworth
Founder

“They reached out to their marketing team – not
their HR and Recruiting team – and decided to
try social. They did their homework to try to
understand who and where their audience was.”
Andy Headworth
Founder

“First thing was to ask their existing employees
where they go socially. A high percent, 85-86%
were on Facebook, they were engaging on the
rigs with family and colleagues. So they started
to share content that their existing employees
liked to talk about, so things like rigs, boats. ”
Andy Headworth
Founder

“This was shared between employees, they
shared it out and it increased exponentially in
terms of likes and engagement: on the Maersk
page there’s a picture of a ship with 65 people
commenting on it and 5-6 will be people asking
for jobs right there!”
Andy Headworth
Founder

“That works on a global scale but on the other
end think of things like Snapchat. There’s a pub
in Ireland last summer, needed to recruit people
for a new bar with something different so they
did Snapchat applications!”
Andy Headworth
Founder

“The applicants had to get their attention in a
short time, three or four seconds to say why
they could make a difference and this pub
recruited all their employees via Snapchat.”
Andy Headworth
Founder

“Why not work around the social pattern,
identify people’s specialisms and profiles and
work out where their bigger footprint is. People
love it if you follow their Instagram and Pintrest
and blogs: reception is higher there.”
Steve Ward
Talent

“Raising your visibility in comfort areas should
be the priority. This is the big challenge: how can
we be social in business and still count it as
business?”
Steve Ward
Talent

“Every person has on average 4 or 5 profiles
across social networks and yet every time
recruiters go to the same place their competitors
and colleagues are going and then banging their
head against the table wondering why they can’t
get the candidates.”
Andy Headworth
Founder

“If I think everyone’s going on LinkedIn that’s
what I’ll use. Training needs to show that it’s not
about passively posting and waiting for people
to come. This is a fantastic time for going out
and finding people because we can find them
everywhere!”
Alan Whitford
Abtech + RCEURO

“Aren’t there two separate strategies? Targeting
individuals as a sourcing strategy: we might find
their digital footprint and use those means to
engage and influence. But there’s also the
opportunity to market ourselves to a mass
audience.”
Mark Stephens
MD

“Are we underusing our databases? Wouldn’t it
be easy to take our candidate emails, drop them
into a remarketing programme and have
something that we push out to them on a
regular basis on Facebook for example?”
Mark Stephens
MD

“If you’re going to invest money in targeted
advertising take that email database – you can
upload email addresses to twitter and facebook
to target people on those platforms – and run
specific targeted campaigns at people on that
platform.”
Andy Headworth
Founder

“To take it a stage further you can do lookalikes:
people who meet the profiles of those you’ve
just sent to will be matched to provide an extra
audience.”
Andy Headworth
Founder

“People underestimate the power of social.
When we start talking about targeted
personalised advertising on pages they visit
every day.”
Andy Headworth
Founder

“I would export candidate details on our
database that were relevant and run content
marketing, incentives or offers to pull them into
talent pools and strengthen relationships with
these people for the next relevant opportunity
or get exclusivity and market them out!”
Mark Stephens
MD

“We’ve got all this segmented data and target
content accordingly. We can have a shout to an
occasional job, but I think we look inside niches
for targeted marketing because it’s much more
effective sending content to 100 people than
2000 people if it fits them more exactly.”
Steve Ward
Talent

“How do you instruct people on educating their
employees? When I look at LinkedIn it frustrates
me to see people reading articles for an hour at
a time and they fudge it and say it’s part of their
work and research!”
Mark Stephens
MD

“I think recruiters are all marketers anyway.
You’ve got an office of 10-15 recruiters and each
recruiter should have a different vertical,
understanding their precise market and reading
blogs, news keeping up with events.”
Andy Headworth
Founder

“They can get a tool like feedly to fetch blogs,
websites and pull them all into feedly to collate
information in your particular vertical. You don’t
have to keep going back to those sites,
knowledge comes to you.”
Andy Headworth
Founder

“Start sharing that on your platforms, knowing
where people are and scheduling posts to those
arenas for times when people are ready to use
it: when commuting, at lunch, at tea-breaks.”
Andy Headworth
Founder

“The kind of recruiter we want has changed and
the way we make business has changed.
Because someone can make calls doesn’t make
them useful in this sector. You might have
different skillsets across a team, but the modern
day recruiter has a different look.”
Steve Ward
Talent

“I don’t want a sales person hosting my content,
all they’re doing is chucking it out. I want
someone who looks at content, understands the
market they’re creating content for and
commentates as part of opening their discussion
with their audience.”
Steve Ward
Talent

“There’s a recruiter friend of mine who worked
for Spotify and came up with a playlist for
candidates that he sent out with a link. In the
playlist was a message aimed at developers,
software and technical people.”
Andy Headworth
Founder

“For me this is being clever, a recruiter who
knows his audience and he has a whole raft of
these that he’s specialised for headhunting. How
long does this take? Five, ten minutes. It shows
someone who’s using social cleverly!”
Andy Headworth
Founder

“Do we need to have different KPIs including
articles shared and engagement level or, as I
suggested, retain our recruitment KPIs but
including our social in our measurements?”
Alan Whitford
Abtech + RCEURO

“Integrate those metrics, sources of hire &
engagement, like how many referrals have you
had through Twitter, Facebook etc. They’ve got
analytics built in to assess the level of
engagement, conversations, who’s sharing
content through retweets, conversations.”
Andy Headworth
Founder

“If your site is not showing what people want to
see, you won’t be driving people back to your
domains where you’re controlling content,
stories, blogs, conversations.”
Andy Headworth
Founder

“If we capture people at our chosen destination
do we want all of these engagements going on
elsewhere where we don’t control the final
message?”
Alan Whitford
Abtech + RCEURO

“We don’t put KPIs on content sharing: I decide
that it should be a given, rather than something
we measure success by. We measure them when
we’re bringing people towards the placement.”
Steve Ward
Talent

“We need to be experts and make content to
inform the industry: we need to measure people
by new metrics.”
Steve Ward
Talent

“We’ve talked a lot about the candidate side, but
what about the marketing side, how can we use
social for business depth and go out to generate
business and leads?”
Alan Whitford
Abtech + RCEURO

“There’s no difference to the sell, from my point
of view candidates also mean clients. Really it’s a
people thing, it’s not a regimented situation
there are as many bosses, CEO’s, directors, on
social as candidates.”
Andy Headworth
Founder

“I’ve had conversations and developed business
by finding the people you want to find and start
a conversation in social media. It’s about
communicating and engaging and it doesn’t
always have to be about work.”
Steve Ward
Talent

“One is an influence, the other is an influencer.
They’re both your market, your designated
audience. Word of mouth is what you’re aiming
for, the biggest purpose is that I want it to be an
inbound marketing tool.”
Steve Ward
Talent

“All the things you’ve been talking about are
things I come across in every industry every day
of the week. Across the board a lot of people
don’t integrate social into their overall marketing
strategies.”
John Heffernan
Hillcroft Digital

“They see it as a stand alone item and get
someone who knows a little bit about Twitter.
They hand them the keys to the business and say
‘off you go!’.”
John Heffernan
Hillcroft Digital

“It’s not social media marketing, it’s just
marketing. It needs to be built into every
element of the marketing that you do, otherwise
you’ll fail and your competitors are going to beat
you.”
John Heffernan
Hillcroft Digital

“You need to be able to automatically collect
social media profiles against your database, lead
scoring and sales pipelines so your consultants
can deal with content generated leads effectively
instead of hundreds of leads passed on by
marketing.”
Louis Welcomme
CRM Comms Manager
Colleague Software

“Recruitment CRM shouldn’t just be a database
of CV’s which recruiters use when LinkedIn fails
them. It needs to have every aspect of
marketing, social media and sales functionality
that CRM outside the industry has!”
Louis Welcomme
CRM Comms Manager
Colleague Software

“Recruiters just take what software does rather
than pushing back. Software companies think
they know what they need to do, they’ll give
companies what they think they want, not
necessarily what they really need.”
Andy Headworth
Founder

“The challenge of sales in Social Media comes
back to who does it. A lot comes down to
credibility and authority within the subject
media.”
Steve Ward
Talent

“A few years ago we couldn’t demonstrate it
unless you published an article in a magazine,
nobody knew the field experts. Now people can
represent themselves as experts within the
organisations and industries in which they
operate.”
Steve Ward
Talent

“To lead the social media process from a
business development perspective you need to
use the leaders in the business: they should be
CEOs, MDs, the consultants, they should be the
faces of business development through social
rather than the intern!”
Steve Ward
Talent

“I was asked by Glamour magazine to talk about
Youtubers because I hired social media people! I
never expected to do that, but it was my
specialist area. That’s a good traffic source from
a business development as well as candidate
point of view. Credibility and branding are key!”
Steve Ward
Talent

“Think specifically about who you’re going to
target, and be creative about how to approach
them. Sometimes words aren’t enough. The
quality of content and the purpose behind the
content you deliver to targeted groups is hugely
important.”
Steve Ward
Talent

“Listen to your audience. When you start using
social media make sure it’s interesting and
relevant, otherwise your audience will ignore
you: there’ll be something else that’s better.
Listen to responses and don’t be afraid of
engaging.”
Andy Headworth
Founder

“Social is here to stay so let’s just embrace it and
turn it to our advantage!”
Alan Whitford
Abtech + RCEURO

@RuthWinden
Best of the #RecHangout and Q+A Buzz
Recruiters need to be where candidates
are open to engage, i.e. any social media
platform, not just #LinkedIn
@AndyHeadworth #RecHangout
I agree @AndyHeadworth, @feedly is
superb for keeping up to date with your
field, collate + curate content. Free/paid
versions #RecHangout
Your social recruitment strategy must
align w/ the overall business strategy to
get support & be successful!
@andyheadworth #RecHangout
@AudraKnight

@EttieHolland
Best of the #RecHangout and Q+A Buzz
“it’s not about passively posting a job and
waiting for the candidates to come… you
have to go and find them” Yes,
#RecHangout
I think the biggest hurdle to recruiters
adopting a social strategy is time.
Practically how does it fit in to already
busy days #RecHangout

Next #Rechangout
The Modern Recruiter: Content
Creator, Story Teller And Advert Writer?
1st July, 1pm BST
Mervyn Dinnen - Content Strategist. Blogger for Broadbean Technology and Monster UK.
Glenn Southam - Marketing Manager at Staffgroup
Mike Powell - Head of Sales at CV Library Ltd

The Recruiters Hangout is a monthly, free discussion show, where special guests, business owners and
industry experts join our regular panel to share their top tips, insights and advice with a live online
audience. Viewers are able to send their questions and comments directly to the panel via our open chat
stream and take part on Twitter using our hashtag #RecHangout. Our aim is to ensure that our audience
comes away inspired, with new ideas, strategies and resources they can use in their own business.
The #RecHangout is supported by four hosts, including Abtech Partnership and RCEuro founder, Alan
Whitford, who makes sure viewers get the most from the show, asking the right questions and ensuring
the discussion stays on track; Mark Stephens, founder of The Recruitment Alliance and the F10 Group
and director at Smart Recruit Online; Louis Welcomme, Communications Manager at Colleague Software,
and Louise Triance from the UK Recruiter community, who looks out for your online comments on our
twitter hashtag #RecHangout during the broadcast.
Want to take part? Call Louis on:
01603 735 932 - louis.welcomme@colleaguesoftware.com

How to create and implement a rewarding and innovative social strategy #RecHangout with Andy Headworth and Steve Ward

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