Crafting Compelling Content for Social Recruiting

Glassdoor, Inc. 2008-2016#GDCHAT
Crafting Compelling Content
for Social Recruiting "

#GDCHAT

Featured Speakers
Colleen Robertson
Digital Marketing Manager
at Slalom Consulting
Linkedin.com/in/colleenr
@ColleenWasTaken
Lisa Holden
Employer Communications Manager
at Glassdoor
Linkedin.com/in/holdenlisa
@LisaAHolden

Agenda
•  The Modern Recruiting Landscape
•  Why Social Recruiting Matters
•  3 Key Tips
•  Conversation Spotlight – Slalom Consulting
•  Q&A

The Modern Recruiting Landscape

Our Decision-Making Process Has Changed
Job seekers use on average
before applying for a job
(Inavero, 2015)
Consumers visit at least
before making a purchase
(Retailing Today, 2013)
and look at
(Inavero, 2015)

Today’s Transparent Culture
retail
travel
employment
We Lean on Peers for Advice When Making Decisions

Why Social Recruiting Matters

Why Social Recruiting Matters
•  Cost-effective
•  Ampliﬁes brand awareness
•  Drives candidate quality

Why Social Recruiting Matters: Candidate Quality
73% of recruiters have made successful
hires through social media and 59% of
recruiters think candidates found through
social networks are the “highest quality.” 1

(Source: 1Jobvite Social Recruiting Survey, 2014)

Source: 1Edelman Global Trust Barometer Survey, 2015
Although friends and family are still the most trusted source (72%), "
content provided by employees is the"
#2 most trusted source 
of information on a company.1
Job Seekers Want to Hear Everyone’s Perspective

80%
Your Reputation Transcends Employees and Candidates
Source: Edelman 2015 Trust Barometer, January 2015
63%
&
of consumers refuse to buy products and
services from a company they do not trust
of consumers choose to buy products
from a companies they trust
while 58% will criticize that
organization to a friend or colleague.
and 68% will recommend those
companies to a friend.

Beat the Competition
Source: 1 Glassdoor US Site Survey, Jan 2016
of employers encourage
employees to use social
media to share news
and information about
their work or employer.1
33%

3 Key Tips

Be Authentic

Be Authentic
•  Candidates want the
real scoop
•  Communicate culture
and values
•  Share content from
other providers

Share
•  Real photos and stories
•  Company news, mission,
and vision
•  Awards
•  Thought leadership
•  Employee spotlights
•  Job postings

Get Leadership Involved

Engage Brand Ambassadors

Engage Brand Ambassadors
•  Launch a photo contest
•  Create a unique hashtag
•  Make it easy

Conversation Spotlight"
Slalom Consulting"

•  A business consulting ﬁrm headquartered in Seattle, WA,
founded in 2001
•  21 markets
•  3,700 + employees
•  Client list comprised of Fortune 1,000 companies
•  Local model backed by delivery centers
•  @Slalom / @Slalom Consulting
Slalom is

•  Digital Media Manager, with Slalom for 2 years
•  Supporting 21 markets with management of their own
social channels: training, content and tools
•  Voicing Slalom on major social channels
•  Managing paid ads
•  Growing new employee brand advocacy program
•  @ColleenWasTaken
Colleen is

“Companies that use social advocacy programs
are 12% more profitable than companies who do
not.”
Lorie Sole
Senior Interactive Marketing Manager, Kelly Services Inc.
“Companies that use
social advocacy programs
are 12% more proﬁtable
than companies who do not.”
Lorie Sole
Senior Interactive Marketing Manager, Kelly Services Inc.

“When employees share content,
it receieves 5-10x the
ampliﬁcation rate than brand-
shared content.”


•  Clarify your brand
•  Deﬁne goals
•  Articulate how they stand to
beneﬁt
Getting Started

•  Passionate about your
brand
•  Passionate about social
(and/or continued
learning)
•  Willing to engage on
behalf of your brand

Who

•  Impact company
success
•  Develop online persona/
build SME status
•  Connect with
coworkers, continue
learning
Why

•  In-person and remote
trainings
•  User guides
•  Brand advocacy tool:
easy scheduling and
suggested content
How

•  Branded content
•  Other content
•  Does it inspire/engage
you? Then your
network(s) will ﬁnd it
interesting.
What

It's been great being a part of Social Slalom! It gives me great content to push out and I really think it's
helped me build out my professional brand. I've been able to have conversations with potential
consultants on the latest trends and news articles out there. A lot of my connections on Twitter
and LinkedIn have reached out to chat about specific posts I have shared. Not to mention the
amount of people that want to know more about us! Again, my biggest take away is being seen as
someone that is engrained in the technology and consulting fields instead of as a "recruiter" for these skills!
- Lindsay

I have gained exposure with followers who express common interests on social media. There have
been several opportunities where I have shared the Slalom story with those who started following me after
reading this content. …VERY IMPACTFUL!
- Missy

… an incredible learning tool for me as I continue to learn about the company. A past co-worker and I
connected over Slalom Social a few weeks ago. He had worked with Slalom in 2012 and didn’t realize we
were opening up an office in St. Louis until seeing my daily posts. He starts with our team in two weeks! …
has helped me have deeper conversations with candidates quicker.
- Alana

•  Test and reﬁne
•  Report impact
back to users
•  Ongoing motivation
Measure & Report

•  Are your branded
handles gaining
followers?
•  Are your SMEs
developing their brands?
•  Is trafﬁc to site
impacted?
Trafﬁc to Site + Engagement on Channels

Crafting Compelling Content for Social Recruiting

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