Social Media & Recruitment: Building, Differentiating and Managing your Brand on the Web

Building, Differentiating and Managing Your Brand on the Web

Building, Differentiating and Managing Your Brand on the Web – Setting Yourself Apart from the Competition

Jonathan Hart-Smith, Managing Director of CK Clinical

Building, Differentiating and Managing Your Brand on the Web

Topics1. Moving away from traditional methods towards a more transparent, web-based recruitment2. Where you should be investing your time?3. How do you achieve differentiation online?4. Managing user generated content and protecting your brand’s reputation5. How will companies be using social media in 12 months time?

Building, Differentiating and Managing Your Brand on the Web - Setting Yourself Apart from the Competition

Building, Differentiating and Managing Your Brand on the Web

1. Moving Away From Traditional Methods Towards a More Transparent, Web-based Recruitment

Traditional Methods Non- Traditional Methods

Journals Social Media

Publications

Mail-shots

E-shots

Building, Differentiating and Managing Your Brand on the Web

Who are CK Clinical?• CK Clinical are a leading pharmaceutical recruitment company

Why are we using these non-traditional methods?• To help us meet our key goals:- Increased web presence and branding- Transparency

Why now?• Make our mistakes early• Tied in with the launch of our new website• Differentiates us apart from the competition

Building, Differentiating and Managing Your Brand on the Web

2. Where Should You be Investing Your Time?

Building, Differentiating and Managing Your Brand on the Web

Where Should You Really Be Investing Your Time?

• Use your own website• Optimise keywords for SEO

• Branding tool• Quickly push out info

• Good for SEO• Free hosting of video content• Provides a human face• Helps build rapport

• Professional brand image• Connecting with experts in the industry• Keep in contact with past and present candidates

• Targeted advertising• Interactive

Building, Differentiating and Managing Your Brand on the Web

3. How Do You Achieve Brand Differentiation Online?

2 Simple Rules

1.Have a goal and clear values• Tell people what they are and live them

2. Regularly write content• Become an expert within your community – help people

everyday• Good for SEO

Building, Differentiating and Managing Your Brand on the Web

4. Managing User Generated Content and Protecting Your Brand’s Perception

• Simple tools to help you track what people are saying about you

Use Social Media Regularly• Build up a community and be seen as an authority in your area• Don’t sell, educate and listen

Positive Feedback• Say thank you and encourage more

Building, Differentiating and Managing Your Brand on the Web

Negative Feedback

• Values – When you are withstanding your values, publicly and openly defend yourselves• So, what if you’ve got it wrong?

Building, Differentiating and Managing Your Brand on the Web

5. How Will Companies Be Using Social Media in 12 Months?

• Start using tools to compliment traditional methods.

• As a minimum, companies will be using Linkedin and Facebook.

• Eventually social media will begin to replace traditional job boards.

• Social media is not a panacea to your recruitment advertising needs,

but it will definitely be a valuable weapon in your armoury.

• Get on board soon, or get lost in the crowd.