Social Media for Culture, Branding, and Recruitment

Culture

Brand

Talent

Social Media for Branding, Culture and RecruitmentMelissa Murray, Fall 2009

Discussion Topics

•Social media landscape and users

•Recruiting uses for social media

•Detail and analysis for top social recruiting sites

•CareerBuilder’s approach to social media strategy

•Social media and recruitment solutions

The World of Social Media

How Are People Using Social Media?

• Connecting personally/ professionally

• Sharing information

• Conducting business

• Posting videos/photos

• Sourcing business leads

• Using as a CRM tool

• Publishing blogs

• Writing reviews

• Answering polls/surveys

• Researching information

Who Is Using Social Media?

Source: Forrester Research, 2008

Use by Age Group76% of 15-24 year olds68% of 25-34 year olds65% of 35-44 year olds64% of 45-55 year olds60% of 55 and over

• Social media is a global phenomenon:• 73% of all Internet users have at least one social media account• 71% of social media users are in N.A.

Which Networks Matter and Who’s Using Them?

Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009

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Trends in Social Media

Consumer use and perceptions

• Social networks are more popularthan email2

• 36% of online users think more positively about companies that blog1

• 17% feel more positively about companies on soc net

• 20% want more communication from brands6

• 69% of online users read blogsand write product reviews1

• 19% read RSS feeds and tag internet content1

Corporate response

• 48% of marketing/PR professionals increased social media spend in 20093

• 85% of businesses participating in social media are blogging1

• 77% of Fortune 500 use some sort of social media tool5

• 44% report social media as “very important” to business/marketing strategy5

1 Forrester Research, 2008 2 Nielsen Online, 2009 3 CareerBuilder Internal statistics, June 20094 Society for New Communications Research, July 20085 University of Mass., Dartmouth, Financial Institution, Inc., Dec 20086 Anderson Analytics, 7/09

Why Participate in Social Media?

• It Promotes Credibility: – Brands are defined by the experiences and opinions of

consumers, not necessarily what the brand seeks to convey

– 43% of online persons trust information posted by people they know over other sources

– Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential

• It Generates Valuable Consumer Feedback– Social networks provide the opportunity to interact with

consumers, asking and answer questions

• It’s Expected– People demand authenticity and responsiveness from

brands

1 Forrester Research, 2008, image source: http://www.biojobblog.com/

Why Use Social Media for Recruiting?

• Develop new, passive talent streams as you prepare for recovery • Strengthen employment branding

–Engage talent in open, personal dialogue– Improve employee advocacy and

engagement–Create more meaningful relationships with talent–Proactively recruit talent who is passionate about your brand

• Target your ideal candidate based on user generated information• Promote your company and industry

–Drive traffic to your company brand page and/or career site

Culture

Brand

Talent

Social Recruiting Sites and Strategy

Linked In

• Business-oriented social networking site used mainly for professional networking• Network of 43 million professionals in 170 industries and 200 countries• 11.7M unique visitors in May 2009, over double UV traffic of May 2008• Opportunities for companies: profile, groups and questions• 1 in 20 U.S. users is a recruiter, headhunter, or HR professional• Pre-defined reputation for recruitment

Linked In: Recruitment Dimension Analysis

Reach• 7.4 million unique visitors1

• 40 million US Profiles2

• Top 5% of 392 ranked social networking sites

Targeting• Work-related/Experience Keywords• Company• Job Title• Location• Education

Recruitment-Appropriate Environment• Professional• Clean• Safe

Primary Way of Engagement• Group and other types of notifications

1 comScore MediaMetrix Key Measures, April-June 2009 monthly average2 LinkedIn site search conducted July 29, 2009

Good Good

FairFair

MySpace: Good for Music, Lags in Other Areas

• Social networking site with user-

submitted network of personal profiles,

groups, photos and music

• Averages 65 million U.S.users– 27% age 12-17; 46% age 18-34–Users tend to be less affluent and have no college degree

• 10% traffic referred from Facebook, more than Yahoo and Google• Not a fit for all clients, but existing Facebook branding can be used

• Ideal for certain brands and individuals in entertainment and music

• MySpace lags behind Facebook in site upgrades and social tools

MySpace: Recruitment Dimension Analysis

Reach• 69.8 million unique visitors1

• Top 5% of 392 ranked social networking sites

Targeting• Profile Keywords• Location• Interests and Hobbies

Recruitment-Appropriate Environment• Music, Entertainment• Dating• Videos

Primary Way of Engagement• Keyword and auction-based CPC ad units• Status updates• Bulletins

Good

Poor Fair

Poor

1 comScore MediaMetrix Key Measures, April-June 2009 monthly average2 MySpace article: link to URL

Twitter: Site Visitors and Activity

• 19 million UV in May ‘09, 1.8 million UV in June ‘081

• 18 million UV in April ‘092, just 1.47% growth over May

• 17 million registered users5

•Top three user countries: US, UK, and Canada

• 10.34% of Twitter traffic referred from Facebook1

• 9.97% from Google• 5% from Yahoo• 2% from MySpace

• 25th most visited U.S. site, June ‘093

• Infrequent users comprise nearly ¼ traffic3

• 90% activity from 10% users6

1 Compete.com, 2 Mashable.com, 3Quantcast.com, 4Nielsen Online, 5twitterscore.net, 6 Forrester

Twitter Demographics vs. Internet Universe

• High index of younger, female users• Higher concentration of African American internet users than average• High index of users with children under 2 years old• Site attracts a less affluent audience• High index of college graduates• Typical user is a hyper-consumer of information• 60% new registrants do not return within one month4

• 40% retention rate, Facebook 70%4

Twitter: Recruitment Dimension Analysis

Reach• 19 million unique visitors1

• 17 million registered users1

• Top 5% of 392 ranked social networking sites• 25th most visited U.S site

Targeting• Little to no ability to target, no ad platform• Targeting is search based, limited to location, keywords in bios, and hashtags• Minimal reach, users are a niche group of early adopters, not mainstream

Recruitment-Appropriate Environment• Character limits keep messages concise• Completely open platform unless tweets are protected• Link and resource sharing is most successful way to engage followers• Easy to promote openings and employers• ROI still not sound

Best Way to Engage Users• Reply to tweets• Retweet users’ tweets• Use keyword and hashtag search to discover users to follow• Share new and relevant content to make other users want to follow you

GoodPoor

PoorFair

3Quantcast.com,

CareerBuilder Twitter Integration

• CB sends hourly job tweets on behalf of clients in 9 key demographic markets and 8 industries as a free, value-added service

• All cross posting customers receive distribution on Twitter search sites like tweetmyjobs.com, twitterjobsearch.com, etc.

• CareerBuilder launched CBJobAlerts for job seekers to receive notifications on Twitter when jobs are posted that meet search criteria

• CB has partnered with several clients (Sodexo, Spherion) to test automatic job feeds to their Twitter account to gain additional exposure for openings

CareerBuilder & Facebook Partnership

• Launched in May 2007, CareerBuilder is a premiere partner with Facebook and authorized reseller focusing on branded recruitment advertising and marketing

• Benefits of partnership– CareerBuilder guarantees advanced targeting, placement and impressions on Facebook ad campaigns– CareerBuilder tests products on Facebook before they are launched to the public– Facebook representatives train CareerBuilder’s sales staff on how to use site features to target more effectively and deliver better returns for our clients

Facebook Site Visitors and Activity

• 2nd most trafficked website in the world!• 300 million users worldwide; 75 million users in the US• 50% of users return daily, spend an average of 1 hour active on site• Users targeted by information they provide in their profile

• 17 million users are ages 18-24,16 million users are ages 25-34• 21 million users (and growing) age 35+

• 1 million new users each day

• Over 2 million career-related groups• Spherion and Aquent staffing each have over 2,000 fans who want employment content

Source: Facebook statistics

Combined Reach – 100 M Unique Visitors

21 mil 21 mil

87 mil

100 mil

0

20,000

40,000

60,000

80,000

100,000

120,000

Jul-09

Twitter.com

CareerBuilder Network

Facebook.com

Unduplicated Audience of 3 sites

Source: comScore Media Metrix, Audience Duplication, July 2009.

51% of all Internet users in the US

Most Engaging Page on the Web

Facebook Homepage

5.9 Billion Minutes a Month

Available Unit Types

Reach• 300 million unique visitors1

• 70 million US Profiles2

• #1 ranked social networking site• 2nd most trafficked website in the world

Targeting• Work-related/Experience Keywords and Industry categories• Age range and/or gender• Location• Education• Interests/ hobbies• Workplaces

Recruitment-Appropriate Environment• Professional• Clean• Safe• Engaging and Interactive• Targeted

Primary Way of Engagement• Targeted home page and ad space ads. Also offers self-serve options for targeted ads• Status and Fan updates• Featured Employer spots• Dialog with users on brandpages

Facebook: Recruitment Dimension Analysis

GoodGood

Good Good

1 comScore MediaMetrix Key Measures, April-June 2009 monthly average2 Facebook internal data

The Hub

Reaching the Masses

Quick Tidbits, Links, &

Promotions

Our Approach: Building Connected Communities

Groups, Networking, & Discussions

Photo and video hosting, niche audience

Personified Social Media Offerings

We help companies leverage Social Media and use it as part of their branding and recruitment strategy

• Facebook advertising with advanced bi-weekly reporting: one customer gains 80% of fans from ads• Twitter integration and

cross-posting for jobs• Proactively manage and

protect your brand on major social media sites

Social Media

Success

Ongoing relevant content

generation

Employee participation

Open dialogueAsking for input

Seeking out fans

Social Media Brand Management Benefits

• Help with lack of time or resources to build and maintain presence• Develop new, passive talent streams

• Want to prepare for recovery• Need to target a specific type of candidate

• Promote your company and industry• Strengthen your employment branding

–Engage talent in an open dialogue with the company–Eliminate unwanted communications, protect brand– Improve employee advocacy and engagement–Create more meaningful relationships with talent–Proactively track employer status

Measuring Social ROI

• Starbucks Free Pastry Day exceeded expectations and Via sampling helped prevent negative perception of instant coffee (source: Brandweek http://bit.ly/SCXS5)

• Dell posts Twitter-exclusive deals on @DellOutlet, earning 2 million over two years, 1 million from the last 6 months alone (source: Reuters http://bit.ly/luT9y)

• United and JetBlue offer Twitter-exclusive ticket deals (source: USA Today http://bit.ly/HKcDG)

• Viral wedding video to Chris Brown’s “Forever” increased purchases by 2.5x, #4 on iTunes and #3 on Amazon (source: Google blog http://bit.ly/3FCRBG)

• Online Blendtec sales increased five-fold over company's old revenue record prior to YouTube “Will it Blend” videos (source: Information Week http://bit.ly/ipHzJ)