Listen to David Brudenell, Chief Digital Officer at Universum discuss the results of Universum's latest insight dive into social media. Get tips on how to create a proper platform mix, create data-led, human and purposeful content and do so in a differentiated way.

1. Inside Social
Webinar 2016

2. Inside Social Webinar
David C Brudenell
Chief Digital Officer, Universum
Principal Product Architect,
Currently, David is a member of the Product,
Engineering and Activation teams at Universum. As
Chief Digital Officer, David works with an exciting
and dedicated team of thinkers, makers, dreamers,
organizers and social leaders. All of these great
people play a role in Universum's current digital
transformation and are focused on helping
employers find the talent that can grow their
businesses. They are also passionate about helping
these employers build relationships with talent by
helping to tell data-led, human and purposeful
stories across all media channels.

3. 3
Students are using more
channels than ever before to
learn about employers
Online channels
• Social media
• Employer websites
• Employer ads in social media
• Career websites
• Job boards
Offline channels
• University press
• Career Fairs
• Employer presentations
• Career magazines and guides

4. 4
Being present on multiples channels is important
68%
43%
40%
Universum Communicating with Talent, USA, All Students, 2015
Percentage of students who use specified channel to learn about potential employers
Social
Media
Job
Boards
Employer
Ads on
Social
Media

5. 5
4
Be Social or Die

6. 6

7. 7
Facebook takes a
substantial % of all time
spent online
Universum Inside Social eBook, 2016.
20%

8. 8
1 in 3 min on our mobile
Is spent on a Facebook property

9. 9
4.3 4.3
3.9
3.8 3.8
3.6
3.5
3.2
3.1
3
2.9 2.9
2.7
2.6
2.5 2.5 2.5
2.4
2.2
2.1 2.1 2.1 2.1
2
0.9
1.9
1.8
1.7
1.3
Argentina
Philippines
Mexico
Brazil
Thailand
UAE
Malaysia
SouthAfrica
Vietnam
SaudiArabia
Turkey
Indonesia
USA
Russia
India
Singapore
Average
UK
Poland
Canada
Australia
Germany
France
Spain
Netherlands
HongKong
China
SouthKorea
Japan
Series 1
Americans love social media
GlobalWebIndex, Q4, 2014. Ages 16-64. Averages based solely on people who use social media
Average number of hours per day spent by social media users on all social media channels as of January 2015, by country

10. 10
85% of Gen Z respondents
are open to being contacted on social media
The appetite for social recruiting is there
Universum Gen Z Report, 2015

11. 11
74%of Gen Z respondents
have never been contacted about job opportunities
But there is still huge opportunity
out there to engage with talent
Universum Gen Z Report, 2015

12. 12
10
Some employers are connecting
with talent in impactful ways

13. Facebook is full of employer brands
13

14. 14
18

15. 15
19

16. 16
20

17. 17
Sharing real people and real
stories
15
“Social media is about getting insights into
other people's lives; the same should go
for organizations: getting an insight into
their working and their culture.”
- Student

18. 18
A campaign based entirely
on emoji’s
16
“How about an internship in a bank that
speaks your language?”
Watch the
emoji
video

19. 19
17
Social or die,
AND
Optimize.

20. Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feel
Differentiation
20

21. Four ways to optimize your social strategy
Platform
mix
21

22. 90%
90% of talent expects you to
post more than three times a
week on Facebook
22
Engaging on a frequent
basis is expected
Universum Communicating with Talent, USA, All Students, 2015

23. 23
Having an active voice on social media is required
12%
27%
32%
50%
Q: How often do you visit each of these
online networks/ communities?
A: I’m constantly checking this network
Instagram
Snapchat
LinkedIn
Facebook
Universum Communicating with Talent, USA, All Students, 2015
11

24. Platform mix – Facebook
Even though Facebook rules the social ecosystem, employers
shouldn’t be exclusive
Over a billion log on to Facebook
daily, a 17% increase year-over-year
Global users spend an average of
20+ minutes on the site each day
31

25. 59% of youths aged 12-24 were on
Instagram in 2015, up 53% from the
year before
Instagram recently opened paid
advertising, making it even easier to
reach talent
59%
Platform mix – Instagram
32

26. With over 400 million users worldwide, LinkedIn is a
buzzing professional space for networking and building
relationships.
Present in over 200 countries, it is one of the most globally
used social media platforms for talent to learn about, and
engage with, employers.
Platform mix – LinkedIn
33

27. 27
Mixing up your message is key
87% 85%
75%
66% 61%
44%
35%
4%
% respondents
Universum Communicating with Talent, USA, All Students, 2015
Type of employer information that talent searched for on social media platforms

28. Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
28

29. In a media saturated
environment, capturing
the attention of talent – let
alone engaging – is hard.
24

30. 30
It’s nearly impossible to cut through the noise
BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-processing-a-record-27-billion-messages-per-day/#!sawFj
See also: http://www.youtube.com/yt/press/statistics.html
of the world’s internet traffic is
from mobile devices and we now
buy more smartphones than
‘dumb’ phones
27 billion
WhatsApp messages are
sent every day
pictures are
shared on social
media every day
758
million In early
2014 nearly
3 billion
people
were online
20%
6 billion
hours of video are
watched on YouTube
every month
Facebook has almost
1.2 billion
users worldwide
25

31. Leverage sponsored ads
Reaching your target talent
organically is becoming more
difficult
31

32. 32
In the last second
510 comments were posted
293,000 statuses were updated
136,000 photos were uploaded

33. 33
Because the social landscape
is so busy now
98% of your posts on your
page will not be seen

34. You can’t just show up anymore.
You have to be strategic
34

35. Social media measurement has been more
sophisticated
Likes
Likes were
king
Liking your content
put more of it in
talent’s newsfeed
more often.
Big Fan Pages
Get all talent on
your page
When social platforms allowed
companies to advertise,
employers bought likes and
fans in the hope of connecting
to them more often.
Engagement
“Likes don’t
matter anymore1”
Struggling with too much content
for users to consume, major
platforms put more emphasis on
comments, favorites and shares
as these activities require more
active investment by users.
Content + Reach
Content is king
As newsfeeds have become
incredibly busy, social platforms
have focused on sophisticated
algorithms that measure the time
spent reading each post. Great
content gets rewarded with more
reach

36. Beware of vanity metrics
36
Likes and shares from your
existing network are no longer
the most important measures of
success on social
Sponsored ads drive awareness and
engagement with candidates who you
otherwise would not reach
35

37. Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feel
37

38. Create a consistent look & feel – P&G best practice
37

39. Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feel
Differentiation
39

40. As social media gets more crowded, the need to
differentiate becomes more important
38

41. Creative and authentic messaging is critical
39

42. Creative and authentic messaging is critical
39

43. 43
So is putting a human touch to your employer brand
Over 120,240 pieces of content about “Attractive/ Exciting products & services”
were posted on Facebook globally last year

44. q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1
10X higherengagement than the average
post
100X higherengagementthan the average
post
1,000X higherengagementthan the average
post
10,000X higher engagement than the
averagepost
100,000X higherengagement than the
averagepost
The gap between great and good is
widening
This is a sobering chart.
What we’re looking at here is a comparison between the average continental
post engagement average for each quarter beginning in 2012 and the max
post engagement for each of those quarters. The purpose of this view of the
data is to show the relative ‘performance gap’ between the average employer
brand and the best post for that quarter. As all employer brands are made
equal using the post engagement calculation, this is a powerful look at the
data as it truly shows how all employer brands are performing from a content
and content alignment perspective. Engagement too illustrates the impact of
the produced content. Because ‘comments’ and ‘shares’ require more thought
and reputational investment from talent these are up-weighted - likes don’t
really matter any more, so employer brands with big historical fan bases and
lots of post likes aren’t that impactful anymore.
As you can expect, there is a considerable gap between the average and
best. This is not surprising as it’s possible these days to sponsor posts on
Facebook. But this is just the point; as you can see from the data, some of
these posts are 10,000x-100,000x more engaging than the average.
This is an amazing feat and cannot be achieved by spending alone. The best
posts are a mix of engaging content as well as paid investment. As you can
see from the ‘performance gap’ that this is actually widening. This means that
the employer brands who are getting max quarterly engagement are getting
better at it than the rest of the industry.
What this means
For employers who are just getting into social media, it’s going to be
increasingly difficult to compete. First mover advantage appears to be a
reality on a platform like Facebook. With the 300% growth in the number of
employer brands coming onto Facebook alone in 2013-2014 we can see that
the majority of them will not be able to compete with more invested employer
brands on organic activity alone. If you’re late to the party you will have to pay
to keep up with the employers who arrived first.
Regular content matters. As we have discussed in previous reports, the tone,
type and attributes that you focus your content on have a direct impact on
your post engagement. Creating all of your posts around a data-led strategy
and making them human and purposeful will not only ensure that you can
compete, but if you pair this with modest paid investment, you can make a
10x, 100x or 1000x impact on your engagement compared to other competing
employer brands.
Global Average Post Engagement | 84,757
Facebook Posts
Max Individual Post Engagement
Performance GAP
20152014201320122011

45. History
For 12 months, Universum has been
managing and developing Exxon’s social
presence on Facebook. Using
Universum’s EBAgile technique, Exxon
has developed a curated community of
over 10,000 engineers in America that
interact with their campaigns on a daily
basis.
Agile campaign overview
To drive awareness, increase
consideration, reduce hiring costs, and
improve volume of applicants for wage
testing sessions, ExxonMobil used
Universum to create a Facebook
campaign for several available jobs for
their operations in Baton Rouge,
Louisiana. ExxonMobil faced challenges
filling seats for their wage testing and
their goal was to reach a quota of 100
applicants for several positions
including:
• Process Operator
• Instrument/Analyzer Technician
• Lab Tech
• Machinist
• Mechanical Crafts
• Electrician
• Warehouse Operator
plan design
launch
measure
insight
s
adju
st
little
strateg
y
little
strateg
y
A 5-day campaign run through the ExxonMobil Careers
Facebook page. Universum’s expertise in Facebook
marketing was used to target the most relevant audience.
We drove engagement by maintaining responding to users
questions to ignite interesting conversations.
5 days
The application volume was so high that the ATS
system could not handle the volume of concurrent
applications. Exxon had to accept walk-ins for these
jobs.
Post Metrics Campaign Results Investment
ExxonMobil is now using Universum to handle all wage-
testing promotion across Facebook and Twitter. They
have also increased applications for wage testing by
over 100% when partnering with Universum.

46. The journey continues..
There has been such positive momentum
with ExxonMobil’s social program that
employees are now becoming
advocates…
Employees are activating themselves and
sharing authentic employer brand
experiences!
Talent from competitors
are interacting with Exxon!

47. History
For 12 months, Universum has been
managing and developing Unilever’s
social presence across six continents.
This activity covered multiple platforms,
countries, talent groups, on and off
campus integrations and regular organic
community management.
Agile campaign overview
In partnership with the Unilever NAME
team led by Ajith Thomas, Universum
and Unilever teams deployed a multi-
country, multi-language and multi-
platform (Facebook + Instagram)
campaign to drive graduate applications
for the NAME regions FLL program, called
‘The Quest’.
In the NAME region, Instagram is not only
a popular social media destination, but is
one of the fastest-growing platforms.
Universum and Unilever built a specific
organic and paid-media strategy to take
advantage of this new access to talent.
plan design
launch
measure
insight
s
adju
st
little
strateg
y
little
strateg
y
Over a 60 day period, Universum teams created and
deployed over five unique and updated micro campaigns
across seven countries using Facebook and Instagram.
60 days
Some of the first Instagram paid media testing for
Unilever!
0
2,250
4,500
6,750
9,000
Soft Launch Marker 1 Marker 2 Marker 3 Marker 4 Final result
TheQuestRegistrations
8,472 applications
Universum partnership
3,803 applications
Previous agency partnership
Testing period to optimize
creative, platform and
content deployment
46% Growth
2,972 applications
92% Growth
290 Applications
564% Growth
2,270 Applications
124% Growth
1,073 Applications
114% Growth
641 Applications
150% Growth
1,114 Applications
143% Growth
112 Applications

48. plan design
launch
measure
insight
s
adju
st
little
strateg
y
little
strateg
y
Over the period of six weeks with four weeks in field with the
campaign Universum created the strategy went on site to
capture employee interviews and videos for publishing as
micro stories on Linkedin
6 weeks
Campaign Results
Lamborghini named one of the top 50
most attractive employers in Italy on
LinkedIn.

49. 49
1. It is all about finding the right mix
2. Leverage sponsored ads across platforms to
maximize your reach and engagement
3. Maintain a consistent look and feel to your
messaging and visuals
4. Differentiate your brand and showcase what
makes your organization unique
Final recommendations

50. Universum optimized
Good luck Sarah! #NewPwCTeam! Graduate Program Day 1 starts today! Do you
know someone who would be perfectfor PwC’s graduate program next year?
Share this post with them and comment. Wewant to connect!
#NewPwCTeam
Real example
In today’s media landscape, understanding who,
what, and where is the difference between
success and failure. It’s important to identify your
challenge and also what is attractive, credible,
unique and credible to the talent you want to
interact with.
What is unique to Universum
Unlike most agencies, we were born a data and
research company. As a result, we have a
number of tools and techniques that
supercharge our content production and
publishing:
Hyper-targeting on social channels by
adding talent preference data from our
student and professional research
Agile Employer Branding Content process
that produces highly measurable
micromoments instead of standard big,
expensive and risky creative ideas
A proprietary social media listening tool
that gives talent’s actual perspective on
your and your competitors social media
content
Talent demands authentic content. Social media
is about people and not brands. Our data
suggests that storytelling through the voice of
your employees will connect more deeply and
more often to talent.
Authentic and leading techniques
As a result of our techniques, universum posts
achieve 16X higher engagement than the global
Facebook average
Publishing content for the purpose of being
present isn't enough in today’s noisy social media
channels. Employer brands need each post to
have a purpose. We employ a number of
campaign techniques and tools to make the most
out of every post, update and tweet.
Better strategies
Every activation program we deliver starts with a
comprehensive data-led strategy where we
deeply focus on:
Where talent are going to consume
content
Which employee actors are the best fit
What voice and tone will resonate best
Which attributes are key to deliver on KPIs
On what platforms and when (exactly) are
posts going to perform best
Our principle drives our success: Data-led, human and purposeful