Passive Candidate Engagement: Building A Social Recruiting Talent Magnet Strategy

www.talentrise.com

Passive Candidate Engagement Strategy Tips Using Social Media

Creating an Online Talent Magnet

January 7th, 2014 @ 2PM EST / 1PM CST / 11AM PST

• Introductions• Economic & Social Media Trends• Your Social Media Toolbox • Social Media Tips and Best Practices• Talent Communities• Examples • Tracking ROI• Recap and Q&A

Presentation Overview 1

Introductions

• Talent Acquisition Management Consultant with over 20 years experience

• Leads the firm’s Recruitment Optimization Management Consulting and On-Demand Recruiting Practices

• Works with companies to assess, optimize and re-align their recruiting capabilities to best support future talent needs

• Services: Mgmt Consulting, Contract Recruiting & Retained Search

Carl KutsmodeManaging Partner

• Talent Acquisition Sourcing & Recruiting Consultant with over 21 years experience

• Oversees all client recruiting project staff, sourcing strategy development, social and recruiting technology tools support

• Designs and implements social campaigns designed to build quality talent communities that engage passive talent online

Vince MilneRecruiting Operations Director, talentRISE

2

Good News!! Hiring & Layoff Trends 2008 - 2013

• Hiring is steadily increasing upward within spikes

• Layoffs and voluntary separations have stabilized

• Competition for TOP talent is increasing

• …How will you differentiate your organization through candidate engagement?

Source Link: Labor Trends Summary

In June 2013, there were 3.9 million job openings, 81% higher than the low in July 2009. The level was still below the 4.7 million openings at the peak in March 2007.

The data says the recession is officially over!

3

Evolution of Social Media Adoption for Recruiting

JobVite 2013 Social Recruiting Survey https://app.box.com/s/kt7ufe8rjx7ng1f86z2k

4

Do you plan to increase investment in any of the

following recruiting sources in 2013 compared to 2012?

Evolution of Social Media Adoption By the Workforce

Jobvite 2012 Social Job Seeker Survey https://app.box.com/s/cptzzlqig85ajc9jw4xs

Focus your social engagement strategy and $$ on the 48% Semi-Passive “EMPLOYED but OPEN” and the 25% completely PASSIVE, “EMPLOYED and

NOT OPEN” to considering a new job.

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Who Are the Active Job Seekers on Social Media?52% use Facebook to help find work, up from 48% in 2011

38% use LinkedIn to help find work,up from 30% in 2011

34% use Twitter to help find work,up from 26% in 2011

Source: Jobvite 2012 Social Job Seeker Survey

Networking is the foundational strategy used to find new jobs when social users are actively (or casually) looking to make a job change.

If you have established a relationship with someone within their network via social media, then you are likely to benefit with a referral

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Invest in Building RELATIONSHIPS That Yield Referrals

A social engagement strategy focused on building strong relationships with influencers and targeted talent you hope to recruit someday will yield

increased quality referrals to people you want to hire today!

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Bottom Line: Social Recruiting is...

Marketing!

When marketing their product or service, companies rely on more than one medium to engage targets.

Similarly, recruiters operate in a world where they must communicate with candidates via multiple channels to effectively engage them on topics beyond just a hot job

opportunity.

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To understand the TRUE POWER of social media as a recruitment marketing tool, Check out this Video on the Social

Media Marketing Revolution!

Typical Use of Popular Social Media Tools

Employers & Recruiters Active & Passive Job Candidates

LinkedIn

Talent sourcing, professional network building, relationship management, referral

networking, problem solving and knowledge sharing

Professional development and network building, career management, networking to

solve problems; knowledge sharing

FacebookCollege recruiting; Employee and job candidate relationship building; share

culture, product, service or employment related content; Job postings

Mainly social relationship building and management; share personal experiences,

opinions and content

TwitterEmployment brand building, event and content

promotion, hot job promotion, engage specific groups of talent to build

relationships

Follow influencers and interest relevant people or entities; create a direct personal connection with those they follow to learn more about them and

build a relationship.

Blogs, Discussion Groups / Forums

Recruiter blogs about career and interview process; Monitor blog and forum posts to identify

referral sources or top performers to recruit / engage

Stay current on information related to hobbies, technology use, career and personal or

professional interests; research information to solve problems or learn something new

Video

Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; product and

service promotion / advertisement

Entertainment - movies, funny or informational videos appealing to personal or professional

interests; problem solving - “how to” educational / informational tutorials; research info about employers culture, interview process or jobs

Mobile / text Text job and event notifications & registration, meeting request scheduling

Text job and event notifications & registration, meeting request scheduling

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Social Media Use in the Recruitment Process

Recruiters use social networks DIFFERENTLY at each stage of the recruiting funnel process to manage or drive candidate engagement

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LinkedIn dominates all stages of the funnel. Facebook and Twitter show strength mainly

in employment brand building and in candidate vetting - pre and post interview.

Social Network Engagement Communications Tips

Individual / Recruiters & Hiring Managers- Use branded emails like the one shown above - Drive traffic to your talent community portal or specific job landing page- Be sure landing page has rich content, video and social sharing capabilities- Share updates on your jobs on your social profile status updates weekly- Network your emails through friends and family social networks- Post engaging messages that sell, tell and compel the person to action- Respond in a timely manner to ALL inquiries and replies- Research where your top talent spend their time online and be visible there- Always remember that Candidate Experience is King !

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Recruiting Team / Business Unit Team

- Follow and connect with each other on all major social networking sites

- Share candidates with each other - Design and agree upon a

communications standard for all messages or posts

Strategic Considerations Before You Start

● Offer something to the community...Not just a job! Don't just solicit information - share it, give away info of value

● Availability of candidates...Need opt in / opt out function - engage via job related offers events, white papers, webinars, training, certifications, contests and rewards, insider information & tips

● Know your audience...Active, passive, information interests, personal interests, collaboration interests, referral sources

● Invest in Technology...Consider a social recruitment marketing platform solution capable of hosting large amount of interactive content, video, chat, IM, downloads, uploads and general use; mobile optimized and able to track detailed metrics

● Structure your CRM database... Minimize duplication and enable speed to work in real-time situation

● Portal / landing page design consideration...Front end intuitive navigation and clean presence / brand appropriate

● Integrate with Marketing/PR/Corporate branding guidelines...Leverage current initiatives and budgets

● Security of personal data

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Build & Leverage TARGETED Talent Communities

Competitor Key Execs

Critical Talent Hires

Talent With Ongoing

Needs

Critical Success Factor: Build and manage talent communities and cultivate relationships in advance using recruiting technology with CRM capabilities

Best Practice Example

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Finding and Participating in Talent Communities

1. LinkedIn, Facebook & Twitter Discussion Groups2. Topic or Industry focused informational Blogs3. Micro-sites linked to your Corporate Careers pages for

college recruiting, sales recruiting, engineer recruiting etc.

4. Professional associations and regional user group sites

How Do You Select The Ones to Join? • Identify the groups current employees belong to. Join them or ask

employees to invite people to join your own community

• Survey current employees within a specific group to learn about their interests and which networks they belong to

• Ask job candidates

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Examples of Talent Communities: LinkedIn, Facebook & G+ 15

Example: An Employer Branded Talent Community Page

Build career microsites,

optimized for search terms by functional area

and/or geography

Add keyword-rich content,

social network plugins, etc. to optimize the

candidate experience

Make it easy to share via email

and social networks

Add rich media to provide

insight into company culture &

unique value proposition

Grow your talent

community

Jobs that map to career

microsites are automatically

added here

Some ATS and CRM technology vendors provide social and SEO optimized careers portals. This is an example of a CRM Talent Community portal powered by talentREEF which integrates with ANY ATS backend vendor

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Example: Talent Community Portal Linked to a CRM

Talent Community Portal Page Talent Community Backend CRM

Basic information is captured so recruiters can begin to develop relationships with candidates in advance of future need. When position opens, recruiter has a ready pool of Passive, Employed candidates to contact for potential interest and / or referrals

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Setup Interactive, Corporate Careers Pages on Facebook, LinkedIn and Twitter

38,600 Fans

Using Content as a Talent Magnet: Corporate Pages

86,206 Followers

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Engaging Active and Passive Talent Using Twitter

● Recruiters Tweet jobs and company event info to their followers

● Employees Tweet unpublished jobs to their friends and social networks to get referral fees

● Sourcing Recruiters search and follow member profiles and event pages for “Passive Talent”, companies and influencers with large # of followers they seek to engage

● Companies Tweet jobs, service employee and customer needs and share event, product and branding announcement information

● Easily Search Twitter using www.Twellow.com - Twitter yellow pages!

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Engagement & Pre-Screening Through Gamification

http://www.forbes.com/sites/jeannemeister/2012/05/21/gamification-three-ways-to-use-gaming-for-recruiting-training-and-health-amp-wellness/

http://news.marriott.com/2011/06/my-marriott-hotel-opens-its-doors-on-facebook.html

Demo of Marriott Hotel Game https://www.youtube.com/watch?v=EIeeg-XndeU#t=10

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Using Blogs to Engage & Grow Targeted Talent Networks

1. Provide value, add / share insider tips / info

2. Regular, relevant and informative content

3. Author experience4. Online presence5. Interactive capability

Goal = Be Memorable & Go VIRAL! - Good content is shared by members to like minded talent / peers

http://microsoftjobsblog.com/category/our-stories/

Popular Blog hosting Sites

www.recruitingblogs.com www.Blogger.com www.tumblr.com www.blog.com www.RecruitingBlogs.com

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Tip: Promoting your Blog

Submit your blog to blog directories to increase targeted SEO traffic to your content and grow your talent community of like minded followers

● Top 23 Blog Directories

www.bloggeries.com

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Case Study: Using Targeted PPC Ads to Drive Engagement

1. Start with a Plan and Set Goals

2. Set a Budget

3. Know Your Audience

4. Use Facebook Connections and Social Reach campaign tools

5. Monitor and Review Ad Performance Regularly

Each “Like” shows your ad in the newsfeed of that person's entire peer network Facebook newsfeed!

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Oil & Gas Online Registration / Event @ 5 Physical Locations

Location Lead Time

Number of Sign Ups

# attended Total Offers

Location 1

28 Days 107 125 41

Location 2

11 Days 59 90 47

Location 3

7 Days 21 24 7

Location 4

21 Days 69 120 71

Location 5

7 Days 55 436 32

Total 311 759 198

Location Total Views

Total Views from State

% ‘Local Views’

Location 1

1308 517 39.5%

Location 2

788 110 13.9%

Location 3

413 26 6.2%

Location 4

446 100 22.4%

Location 5

1287 266 20.66%

Goals 250 - 300 Attendees 100-140 Offers

Over 9000 emails sent for EACH event!

RESULTS SOCIAL METRICS

Campaign Results 24

Engaging Targeted Talent Groups through Video

Google+ Hangout: Engaging PR Students / New Gradshttp://www.youtube.com/watch?v=QBYbCkiB9n8

Video: Meet our Hiring Manager - Engaging Experienced PR Professionals

http://www.youtube.com/watch?v=i1r483OhOVo

Video increases the probability of appearing on the 1st page of Google by 53X over text alone!

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Video Used to Attract Talent That Fits the Culture 26

Mobile Used As An Engagement Tool

Why use Mobile?

•77% of the worlds population have a cell phone; BUT ONLY 20% of corporations have mobile-optimized websites!

• Email is answered within 72 hours; Mobile texts are answered within 3 minutes!

Use mobile to build “text msg opt in” talent communities via:

- Event registration- Q&A Polling / surveys- Info requests / downloads

Source: http://visual.ly/why-mobile-recruiting

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Reconnect with, and engage Alumni (and Retirees)

• Former employees become ambassadors for your organization

• Maintain a mutually beneficial relationship that may someday provide significant value again

• Private, secure network vs. open consumer networks

• Ability to brand the network to your corporate specifications

• Can connect via corporate alumni groups on LinkedIn and Facebook

• Strengthens your employment brand and talent community referral network

Brand Building & Referral Network Building Tip 28

Measuring Success / ROI

Invest in a social recruitment marketing platform / tools to track results and refine your campaign strategies ongoing

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Technology for Managing Social Content & Metrics

Promotional Platforms● Social Networks (Linkedin, Facebook, Twitter and niche

networks)● Online events & campaigns● Discussion forums / user groups ● Real-time & recorded meetings via Google Hangouts

and Skype● Video posts on YouTube & Vimeo● SEO optimized Blog posts

Content Mgmt, Distribution & Tracking Tools● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms● BufferApp - Social content sharing tool● Tweetdeck - Twitter Content Mgmt Dashboard● Sproutsocial & HootSuite - Social Media Tracking Tools● Klout - Online Social Media Influence Tracking / Ranking● Bottlenose - Tracks social content discussion & sharing trends ● Backtweets & Twellow to search twitter

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Examples of Social Media ROI Tracking Tools

www.Klout.com - Monitor your online social influence, share content, track and reward engagement

www.HootSuite.com - Manage all social content communications, conversations, brand mentions, engagement and metrics in one dashboard

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Examples of Social Metrics Tracking 32

The Future State Goal

Create “Targeted Talent Communities” and candidate pipelines in Critical Need Skills, Difficult to Recruit Roles and in Ongoing Need / Roles to Support Current and Future Hiring Needs Proactively

Use CRM Tool to Build Relationships and talent Pipelines In Advance Of Need

Build Talent Communities

Quality Candidates In ATS

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Recap: Keys To Effective Passive Candidate Engagement

● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term

● Don’t stalk community members; let them come to you.

● Make sure you have fresh content posted regularly so you don’t lose the interest of community members

● Information should have a unique perspective, be new and exciting - not just content for the sake of content

● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and makes it easy for people to initiate a dialogue

● Know what’s important to your target audience and current employees in specific roles and highlight info beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging

34

Words of Caution - Lessons Learned

● Invest for the long term; NOT in a short term

pilot to see if it works or not● Remember, it is about building a relationship

NOT filling today’s hottest job ● Check / proofread your messages carefully

before posting● Don’t try to be everywhere - target your

approach strategically ● Network with, and engage, online influencers ● Use Google Alerts or 3rd party applications to

monitor who is talking about your community, culture, jobs or brand and engage them proactively

● Change passwords to your social media account when the person managing those accounts changes

● Measure, Refine, Listen, Learn and Improve

35

If You Want Different Results, Do Something Different!

What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth

78% of organizations are currently

investing or planning to invest in

strategies that focus on strengthening

proactive and targeted sourcing

capabilities & planning

36

Contact

Carl KutsmodeManaging Partner

Ph 773.916.6801Email [email protected] www.linkedin.com/in/carlkutsmodeTwitter twitter.com/talentrise1Facebook http://tinyurl.com/facebook-talentRISE1Blog http://www.carlkutsmode.com/

Vince MilneDirector of Recruiting Operations

Ph 414.292.9194Email [email protected]

LinkedIn www.linkedin.com/in/vincemilneTwitter twitter.com/VinceMilne1

Q&A / Contact

www.talentRISE.com

37

Appendix

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Resources Referenced

Studies and online content referenced in this presentation are available via the links below: • Social Media Revolution 2013 - Video on the marketing power of social media• Aberdeen Recruitment Talent Acquisition Best Practices Study 2013• Social Media Usage Stats 2013• Jobvite Jobseeker Survey - 2012• Jobvite –Social Recruiting Survey - 2013• Blogging Tips for people who don’t have time to blog• Top 20 tips to recruiting Passive Candidates• Top 10 tips on Social Recruitment Messaging • Top 10 Blog hosting sites • 23 Blog Directories to submit your blog - Increase SEO• Fast Facts about Using Online Video to drive SEO Traffic to your content• Gamification Solutions - Creative Design Agency• Gamification for Recruiting Blog Post • Gamification & Crowdsourcing - ERE Blog Post• How to Recruit on Twitter - Blog post

39

Technology for Managing Social Content & Metrics

Promotional Platforms● Social Networks (Linkedin, Facebook, Twitter and niche

networks)● Online events & campaigns● Discussion forums / user groups ● Real-time & recorded meetings via Google Hangouts

and Skype● Video posts on YouTube & Vimeo● SEO optimized Blog posts

Content Mgmt, Distribution & Tracking Tools● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms● BufferApp - Social content sharing tool● Tweetdeck - Twitter Content Mgmt Dashboard● Sproutsocial & HootSuite - Social Media Tracking Tools● Klout - Online Social Media Influence Tracking / Ranking● Bottlenose - Tracks social content discussion & sharing trends ● Backtweets & Twellow to search twitter

40

Typical Use of Popular Social Media Tools

Employers & Recruiters Active & Passive Job Candidates

LinkedIN

Talent sourcing, professional network building, relationship management, referral

networking, problem solving and knowledge sharing

Professional development and network building, career management, networking to

solve problems; knowledge sharing

FacebookCollege recruiting; Employee and job candidate relationship building; Share

culture, product, service or employment related content; Job posting

Mainly social relationship building and management; share personal experiences,

opinions and content

TwitterEmployment brand building, event and content

promotion, hot job promotion, engage specific groups of talent to build

relationships

Follow influencers and interest relevant people or entities; Create a direct personal connection with those they follow to earn more about them and build a relationship.

Blogs, Discussion Groups / Forums

Recruiter blogs about career and interview process; Monitor blog and forum posts to identify

referral sources or top performers to recruit / engage

Stay current on information related to hobbies, technology use, career and personal or

professional interests; Research information to solve problems or learn something new

Video

Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; Product and

service promotion / advertisement

Entertainment - movies, funny or informational videos appealing to personal or professional

interests; Problem solving - “how to” educational / informational tutorials; Research info about employers culture, interview process or jobs

Mobile Text Job notifications, event notification & registration, meeting request scheduling

Text job notifications, job search & apply, event notification & registration, meeting scheduling

41

Jobseeker Social Job Search Insights 42

Recap: Keys To Effective Passive Candidate Engagement

● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term

● Don’t stalk community members, let them come to you.

● Make sure you have fresh content coming in regularly so you don’t lose the interest of community members

● Information should have a unique perspective, be new and exciting - not just content for the sake of content

● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and be sure they are easy for people to initiate a dialogue

● Know what’s important to your target audience and current employees in specific roles and highlight things beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging

43

Social Media Recruiting

• Establish realistic goals & timelines• Identify critical talent needs & target them

ongoing• Have a baseline measure for sourcing

improvement • Secure long term financial & resource

commitment from leadership• Strong partnership with marketing, PR and

Finance• Clearly establish and communicate roles,

responsibilities and accountabilities• Integrate tools & technologies with strategies • Invest in tools to track metrics & performance• Review and revise often • Establish communications compliance

guidelines

Critical Success Factors 44

Words of Caution - Lessons Learned

● Invest for the long term NOT in a short term

pilot to see if it works or not● Remember, it is about building a relationship

NOT filling today’s hottest job ● Check / proofread your messages carefully

before posting● Don’t try to be everywhere - be targeted and

strategic in your approach ● Network with, and engage online influencers ● Use Google Alerts or a 3rd party applications to

monitor who is talking about your community, culture, jobs or brand and engage them proactively

● Change passwords to your social media account when you have a change in the person managing those accounts

● Measure, Refine, Listen, Learn and Improve

45

● Meaningful and current content● Engaging and informative video;

consider adding humor ● Giveaways, discount codes &

contests or rewards● White paper downloads &

certification credits● Two-way communication● Easy access to community members● Professional Profile Page● Assign a Talent Community Manager

Growing Your Talent Community Referrals - Go VIRAL

Free e-Book Giveaway example used to attract social marketing

professionals

http://offers.hubspot.com/how-to-avoid-marketing-technology-paralysis

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Talent Community ROI

• Engaging candidates through an integrated social recruiting strategy creates a stronger employer brand and delivers results that distinguishes Best-in-Class recruiting organizations from industry average and laggards

47

Best in Class Recruiting Drives Customer Satisfaction

• Organizations that invest in recruiting and execute on activities designed to reduce time to fill and recruiting costs achieve improved business results such as customer retention and customer satisfaction.

Best-in-Class organizations

improved these metrics at twice the

rate of Industry Average and Laggard

organizations

48

If You Want Different Results, Do Something Different!

What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth

78% of organizations are currently

investing or planning to invest in

strategies that focus on strengthening

proactive and targeted sourcing

capabilities & planning

49