Philly.com4
May 27, 2015
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WORKSHOP STRATEGIES
• Discuss what is social media• Why do you need social media in recruiting• Choose the sites that work best for your organization.• Create a program that is customized to your organizational
goals and brand.• Design a program to reach and educate your candidates• Implement the programs and gain a greater understanding
of what is involved in site maintenance.
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WHAT IS SOCIAL MEDIA?
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BACKGROUND AND HISTORY
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www.mywbs.com www.friendster.com www.myspace.com www.facebook.com
1999 2002 2003 2004
SOCIAL MEDIA TIMELINE
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HOW DOES IT WORK?
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YouTube
Blogs
MOST POPULAR SITES
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WHO MAINTAINS
COST SECURITY
VALUE
REPORTINGNEGATIVE FEEDBACK
WHY…WHY….WHY
RECRUITMENT CONCERNS
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•Stability•Integrity•Benefits•Workplace Environment
What do Candidates Look for in a Company?
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ADVANTAGES
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GROWING MEDIUM WHERE CANDIDATES ARE LOCATED
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1.Share your company environment.
2.More details than ads or postings allow.
3. Candidates can self-screen.
SAVE RECRUITERS TIME :
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Value of Influencers
Trust: 83% of people look to an opinion of a friend or acquaintance as a trust factor
BUILD RELATIONSHIPS
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ANOTHER TOOL TO USE WITH YOUR CURRENT STRATEGY
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SOCIAL MEDIA FACTS
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More than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on Facebook
Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
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Couresty infacebook.com
You Might Be Surprised Who’s On Facebook!
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HOW RECRUITERS ARE USING IT
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105,779,710 registered users* 600 million searches per day* 300,000 new users per day* 180 million unique visitors per month* 37 percent of active users use Twitter on their phones* 75 percent of traffic comes from outside Twitter.com
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LOOK WHO IS USING TWITTER
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HOW RECRUITERS AER USING IT
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Latest LinkedIn FactsLinkedIn has over 80 million members in over 200 countries.A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members.
29Courtesy hubspot
LOOK WHO IS ON LINKED IN
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HOW RECRUITERS ARE USING IT
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Traffic and StatsPeople are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.DemographicsOur user base is broad in age range, 18-55, evenly divided between males and females, and spanning all geographies. Fifty-one percent of our users go to YouTube weekly or more often, and 52 percent of 18-34 year-olds share videos often with friends and colleagues. With such a large and diverse user base, YouTube offers something for everyone.
YOUTUBE
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LOOK WHO IS ON YOUTUBE
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HOW RECRUITERS ARE USING IT
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BLOGGING
Courtesy mashable
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HOW RECRUITERS ARE USING IT
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PLAN YOUR STRATEGY
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•Does your company have anything in place?
EVALUATE YOUR ORGANIZATION
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•Why Marketing NEEDS HR at the Table•How to Start Conversation With Your CEO?
WHERE DOES HR FIT IN THE PUZZLE
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WHO WILL CONTROL IT?
HR Marketing Both
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•Responding to Posts in a Timely Manner•Censorship?•What are Appropriate Comments?
MAINTENANCE
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Maintaining
KEEP UP OR TAKE DOWN?
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Its Better to Have Nothing Rather Than Have it Done Poorly
PROTECTING YOUR BRAND
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CHANGE HOW YOU VIEW RETURN ON INVESTMENT
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The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.
RETURN ON ENGAGEMENT
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The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects.
RETURN ON PARTICIPATION
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Similar to participation, marketers explored touch points for documenting states of interaction and tied metrics and potential return of each.
RETURN ON INVOLVEMENT
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In the attention economy, we assess the means to seize attention, hold it and measure the response.
RETURN ON ATTENTION
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A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business
RETURN ON TRUST
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HOW DOES IT FIT AND BE USED
TRANSLATION: HOW IS EVERYONE ELSE USING IT?
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CASE STUDIES
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Ernst and Young
Goal: lower barrier to entry for candidates.
Campaign: Branded Facebook page where candidates can publicly ask questions. The mulit-media aspectMakes it appealing for younger candidates.
They also recognize the over 55 demographic is fasting rising on Facebook.
• Created Blue Shirt Nation. • 25,000 of company’s 160,000 employees were members of Blue Shirt Nation.
• Turnover among those members was 8-12%, much lower than the 50% turnover among Best Buy’s ‘most youthful’ employees.
• No dollar figure has been quoted, but it’s obvious that the site’s members are more likely to stay with the company, and this again, saves on recruiting costs.
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CASE STUDIES
Best Buy
REPORTING
IMMEDIATE FEEDBACK
Other forms of advertising can’t offer as many ways to track.
Ex. Billboards offer traffic counts but no way to see if someone found you from this site.
Print, radio and television can give demographics and readers/listeners/viewers but no immediate way to tell you if traffic was driven to you through these mediums.
WHIMPORTANTU
Reporting can be limited on some sites. Need to determine what you consider successful and then structure your social sites to give you your results.
EXAMPLES
Are you looking for the most member or followers?
Are you looking for specific candidates?
Has this reduced turnover?
Has it helped with cost per hire?
Each organization will have different criteria based on what they are trying to accomplish. Consider carefully what works for you.
BE PATIENT
Certain goals will take longer for you to get results and also to tabulate results.
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USE YOUR WEBSITE
All websites have analytics.
Make friends with your webmaster
Review reports to see traffic coming to your site from your social sites.
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REPORTING WHEN THERE ARE NO REPORTS
BLOGS Track visitors and how they respond to the content of the blog.
TWITTER/FACEBOOKKeep a tally of questions answered and positive exchanges on the sites. Do the percentages change over time?
When you code jobs so you can see how many people responded. You can also use landing pages to track traffic and where it came from for more information on behaviors and conversions.
Talk to your webmaster for reports on how much traffic your websites are receiving from social media.
SECURITY
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EMPLOYEE ACCESS TO ONLINE TOOLS
EMPLOYEE ACCESS TO ONLINE TOOLS
Issue: Many companies block their employees from using sites like YouTube, Facebook, and Wikipedia.
EMPLOYEE ACCESS TO ONLINE TOOLS
1.Security: IT security specialists raise concerns that these high traffic sites pose a greater risk for malware and spyware. However, businesses can implement security measures to mitigate these risks, just as they do for other high traffic sites such as Google and Yahoo.
EMPLOYEE ACCESS TO ONLINE TOOLS
2. Employees will waste time: this is the same argument that has been used to say employees shouldn’t have access to phones, email, etc. It’s not unique to Web 2.0. It should be addressed by managers as a management issue, not a technology problem.
EMPLOYEE ACCESS TO ONLINE TOOLS
3. Bandwidth: this is a legitimate concern for sites such as YouTube that consume considerable bandwidth. However, you budget for this, as they do for other infrastructure needs. If opening all computers to all sites is an issue, than at least provide access to staff that need to understand and use these tools to communicate with the public.
NEXT STEPS
Review Goals, Objectives & Budget Educate yourself on the sites you feel would work
best.Develop TacticsInitiate planReview, evaluate modifyPresent plan to management
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Alex Smith
Account Representative Philly.com215
SANDY MILLER
Director of New Business Development215-794-3285
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FOR MORE INFORMATIONCONTACT