All Bets Are On: Social Recruiting Strategy Development ...€¦ · Social Strategy 1. Define: Who, Where, What & Why 2. Research –your audience and your competition 3. Initiate

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Presented by:

Jennifer R. Henley

All Bets Are On:

Social Recruiting Strategy Development & Implementation

Presented by: Jennifer R. Henley, PHRhttp://www.linkedin.com/in/jenniferrosehenley/

@jrhenley #410-353-7689

• West Virginia Native

• Reside in the nation’s sailing

capital

• HR Consultant

• College Sports Enthusiast

• Love Vegas!

• Package due 1/.8/15 (Elvis #2)?

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RISK

Time Requirements

• Very time-intensive

• Lack of internal resource time

Budget Constraints

• Limited budgets

• “The Economy” = conservative spending

Unproven Tactics

• Requires expertise

• The necessary waste of experimentation

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REWARD

Source Passive Candidates

• Targeted Demographic

• Unique vehicles

Cultivate Candidate Relationships

• Build an engaged candidate pipeline

• Be a resource

Monitor and Build Your Brand

• Learn what’s being said about you

• “Guide” the conversation and create viral marketing

Identify ways to leverage social

media to build your brand and

reach specific talent

Illustrate social media

applications, tools and techniques

Agenda

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5 Steps for

Social Strategy 1. Define:

Who, Where, What & Why

2. Research – your audience

and your competition

3. Initiate – your policy, your

expectations, your plan and

your strategy

4. Launch – go live on

platforms

5. Learn - measure, evaluate

and evolve

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5 Steps for

Social Strategy 1. Define:

Who, Where, What & Why

2. Research – your audience

and your competition

3. Initiate – your policy, your

expectations, your plan

and your strategy

4. Launch – go live on

platforms

5. Learn - measure, evaluate

and evolve

PLAN

Set Goals

Solidify Your Personal Brand

Develop a Social Media Policy

Think Mobile

Build Your Employment Brand

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Provide employees

examples of

WHAT TO DO

vs.

WHAT NOT TO DO

Once upon a time there was a _______. Every day, __________.

One day ____________. Because of that, ______________.

Because of that, __________. Until finally______________.

The End.

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5 Steps for

Social Strategy 1. Define:

Who, Where, What & Why

2. Research – your audience

and your competition

3. Initiate – your policy, your

expectations, your plan and

your strategy

4. Launch – go live on

platforms

5. Learn - measure, evaluate

and evolve

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Est. 2003

Over 259 million professionals*

~4.5M members join/mo.

Roughly 2 new/second

200+ countries (64% out U.S.)

English, Spanish, French,

German, Italian & Portuguese

150+ industries

Members from all Fortune 500

35% access from mobile

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Over 1B active users

25B minutes – per month

3rd largest country

250B pieces of user-generated

content shared each month

Avg. user logs on 4x – per day

42% only access via mobile

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Est. 2006 in San Francisco

645M registered users

115M active each month

58M tweets/day

43% only tweet via mobile

40% only watch but don’t tweet

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Twitter Recruitment Video:

http://www.youtube.com/watch?v=vccZkELgEsU

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QR Codes

Est. 2005

2nd most traffic site (1-Google)

800M unique users each month

4B hours per month

72 hours of content/per minute

20% via Mobile device with 3

hours uploaded per minute

Avg. person spends at least 21

minutes/day

50%+ videos have been rated

70% traffic is outside U.S.

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St. Peters Square 2005 vs. 2013

Nomophobia(no▪mobile▪phobia)

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Globally there are more

people with cellphones

than there are with

toothbrushes.

MYTH #1No one searches for jobs

on mobile devices.

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MYTH #2No one comes to our career site

via a mobile device.

MYTH #3Candidates don’t want to be bothered on

their mobile device.

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THE CANDIDATE EXPERIENCE

SEARCH

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XYZ Company

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MOBILE CAREER SITES

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papajohns.com/careers/

readinghealthsystem.jobs

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p66oncampus.jobs

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APPS

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QR CODES

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QR CODE CRITERIA:

1. EASY TO SCAN

2. GIVE PEOPLE A REASON

3. MOBILE FRIENDLY LANDING PAGE

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SMS

SMS CARDINAL RULES

1. OPT IN2. RELEVANT

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AUGMENTED REALITY

Augmented reality (AR) is a live, direct or

indirect, view of a physical, real-world

environment whose elements are augmented

by computer-generated sensory input such as

sound, video, graphics or GPS data.

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VIEW

VIDEO

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Article:

http://www.digitalinformationworld.com/2014/07/40-Stats-About-Pinterest-Users-

You-Need-to-Know-infographic.html?m=1

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5 Steps for

Social Strategy 1. Define:

Who, Where, What & Why

2. Research – your audience

and your competition

3. Initiate – your policy, your

expectations, your plan and

your strategy

4. Launch – go live on

platforms

5. Learn - measure, evaluate

and evolve

24-Month Social Marketing Timeline

Months 1-3: Brand Presence

• Create profiles

• Implement brand image

• Announce presence

Months 3-12: Brand/Job Seeker Engagement

• Increase follower base

• Monitor brand, industry, niche

• Communicate with candidates

Months 6-24: ROI Focus

• Assess goals / achievements

• Address areas for improvement

• Identify additional metrics

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RELEVANT METRICS FOR

SOCIAL MEDIA APPLICATIONS

Brand Awareness

Brand Engagement

Word of Mouth

Brand Awareness

# of members

# of installs of applications

# of impressions

# of bookmarks

# of reviews/ratings

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Brand Engagement

# of comments

# of active users

# of “likes” on feeds

# of user generated items

(photos, replies)

Word of Mouth

Frequency of appearance in

timeline of friends

# of posts on wall

# of reposts/shares

# of responses to friend invites

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If content is king,

then conversion

is queen.

~ John Munsell

CEO of Bizzuka

Jennifer Rose Henley:

Thank you!

jrhenley:

410 – 353 – 7689 : [email protected]