This document discusses using social media for recruiting top talent. It defines social recruiting as using platforms like LinkedIn and Twitter to advertise jobs and find qualified candidates. The document recommends establishing social media goals and guidelines, targeting the right candidates, and strengthening company culture through recruiting. It provides tips for using specific platforms like LinkedIn, Facebook, and Twitter to find and engage with potential job applicants.

1. +
Recruiting Top Talent Using Social Media
Stacey Burke
Stacey E. Burke, P.C.

2. +
Introduction

3. +
Recruiting the Millennial Generation
(ages 18 to 34)
 They don’t read newspapers…. They read blogs
 They no longer mail out résumés... They post on LinkedIn
 They no longer hobnob in person... More and more networking
happens on the Internet
Hiring managers need to catch on and match their job
candidate searches to work in tandem with the
emerging interconnected economy.

4. +
Social media is no longer cutting-edge;
it is mainstream. For HR to overlook it today would be like
ignoring e-mail 20 years ago.

5. +
The Rise of Social Media in Hiring
Practices and Recruiting
 Networking today comes faster and more authentically via the
Internet. The exchange of ideas, collaboration, nurturing
relationships, and building a name is happening all around you
on social media.
 Companies posting jobs need to let the world know who they
are and what they are doing. That’s only going to happen by
using the Internet — blogging, Twitter, Facebook, LinkedIn –
and whatever else works.
 According to Career Builder, 52% of employers use social
media networking sites as part of their recruiting process, up
13% in a mere two years.

6. +
What is Social Recruiting?

7. + Human resources can leverage social media
to tap in to potential recruits.
This type of head hunting is called social recruiting. It's about
engaging with users and using social media tools to source and
recruit talent.

8. + Social Recruiting (also known as social hiring
and social media recruitment):
Using social media platforms such as Twitter and LinkedIn to advertise jobs,
find talent, and communicate with potential recruits about company culture.

9. +
Why Should HR Use Social
Recruiting?

10. +
To reach the most qualified, talented,
and largest pool of applicants
 LinkedIn, Facebook, and Twitter have over 535 million
combined users. That equals a lot of potential talent for your
company.
 As with any job opening, using social media recruiting requires
time and effort, but it's an investment in longer-term benefits for
your company. Using LinkedIn, Facebook, and Twitter takes
recruiting back to grass roots networking but in the digital age.
 The competition for top talent is increasingly being fought on
the social networks.

11. +
By the Numbers: Social Media for
Employers and Employees
 94% of professional recruiters
network on social media and
use it to post jobs to an
extensive community.
 59% of employees say a
company’s social media
presence was part of the
reason they chose their
workplace.

12. + According to a 2016 survey conducted by the
Society for Human Resource Management:
82% of respondents reported using social media to recruit
managers. The survey also found 87% of respondents recruited
other salaried employees using social media platforms.

13. +
How to Use Social Media in
Recruiting and HR
 Employers can use social media in two ways when hiring: to
recruit candidates by publicizing job openings and to conduct
background checks to confirm a candidate’s qualifications for a
position. Check social media profiles after an applicant has been
interviewed.
 Social media can also help companies streamline employee
engagement, keep an eye on the competition, and perform a
variety of other HR functions.
 Social media allows certain HR activities, such as recruiting, to be
accomplished on a much wider scale than traditional methods. It
helps companies engage with a wider audience, build brand
awareness, target top candidates, and improve on the
effectiveness of their recruitment efforts without a significant
increase in costs.

14. +
Which Social Media Channels
Should You Use to Recruit?

15. +
+ LinkedIn
+ Facebook
+ Twitter

16. +
5 Steps to Establishing a
Social Recruiting Strategy

17. +
What does your company need from social media? What
are you trying to accomplish?
Establish and document your short-, mid-, and long-term goals.
Identify
Your Goals

18. + Write a Guiding Statement.
Establish what job seekers can expect from your
company and what the company will ask of them in
return.

19. +
Define Your Company Culture
Figure out what makes your company
uniquely different.
Why do current employees enjoy their work?
What will attract more top talent to your
organization?
Communicate the pluses of working for your
company.

20. +
Target Your
Best-Fit
Employees
Your social recruiting strategy
should be targeting
candidates who will work well
with your current employees.

21. + Strengthen the Culture.
Focus on the skills and personalities of the
candidates you’re recruiting to strengthen the
company culture.

22. +
Social Media Recruiting:
Channel-by-Channel

23. +
LinkedIn
A giant resume and jobs board where you can
connect to other professionals. There are over 65
million professionals on LinkedIn.

24. + Start off being super active and have a very
built out Individual Profile yourself.
The more you individually connect with other users, the greater the
likelihood you will have an “in” with your desired candidates down the
road. Don’t just wait until it’s recruiting time to use LinkedIn – work in it
daily to get the feel of the platform.

25. +
Option 1: Post a Job
 Post a job on LinkedIn.
 Set a daily budget
(minimum of $5 per day).
 Only pay when candidates
click to view your job.
 Close your job at any time.
 Track and manage your
applicants directly in your
personal LinkedIn account.

26. +
Option 2: Use Your Network
 Use your network activity
box (also known as a
status box) to broadcast
that you are hiring.
 Post on both your
Company Page and your
Individual Profile.

27. +
Option 3: LinkedIn Recruiter
 Includes over 20+
Premium search filters.
 Allows you to view full
profiles for all members of
the LinkedIn network.
 Contact anyone with 150
InMail Messages per
month.

28. + When you find someone who seems like a
good fit, evaluate THEIR LinkedIn Profile:
Does the person have a complete profile including a picture? Do
they have recommendations from peers, managers, and
colleagues? Are they a member of groups relevant to their field?
Do you have any 2nd or 3rd degree connections to the person to
get a more personal referral?

29. +
Facebook
Facebook is a social utility that connects people with
friends, family, and others who work, study, and live
around them. The largest of the social networking
sites with over 400 million users.

30. +
Option 1: Post a Job in Facebook
Marketplace
 Requires basic information
such as location,
description, and an image.
 Pros: FREE.
 Cons: No targeting
mechanisms.

31. +
Option 2: Post on Your Facebook
Company & Individual Page
 Make sure the information
on your Company Page is
relevant and up-to-date.
 Share the Company
Page’s post on your
personal network, or share
the direct link.
 Leverage your personal
network.

32. +
Option 3: Post a Facebook Ad
 Allows for specific
targeting, and is a loophole
for EEOC rules.
 Facebook’s targeting rivals
that of any search engine.
 Set your daily or total
budget.

33. +
Twitter
Twitter is a microblogging social networking service.

34. + The easiest way to recruit on Twitter?
Tweet jobs you have available!

35. +
How to Find the Right People on
Twitter
 Not a lot of followers on your
company Twitter account?
 Run a quick search for anyone
discussing specific keywords.
 Search by location, by industry
or interest, by hashtag, by
popularity, by time, and more.

36. + Your Company Twitter account informs
potential hires about your company.
Your tweets say a lot about the company and what topics are
important to your company.
PRO TIP: always use existing hashtags in your tweets!

37. +
A Few More Social Recruiting
Tips

38. + Leverage Your Current Employees:
Get employees involved in sharing posts on social media.
Get Employees to help share your workplace culture. Turn
your workforce into advocates.

39. +
Make Your Content Specific:
You can make career/recruiting specific pages on your website
to drive traffic to or even develop custom landing pages offsite
for certain jobs (A/B test).

40. +
Regular social media best practices
still apply:
 Post at ideal times for
maximum engagement. Use
Buffer or another similar app to
schedule job posts.
 Create custom images for more
social engagement and use
videos.

41. + Treat Your Recruiting Campaign Like a
Marketing Campaign:
Figure out what you can do to capture the ideal candidates’ attention and
differentiate yourself from other similar companies competing for the same
talent. Think like a marketer and come up with a recruiting campaign or
strategy that is “outside the box” and lets you capture their imagination.

42. +
Connect with Stacey:
 Facebook: @marketinglawyers
 Twitter: @staceyeburke
 Instagram: @marketinglawyers
 LinkedIn: /company/stacey-e-burke-p-c
 Website: www.staceyeburke.com
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