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People Are The Social Media
This document discusses how companies can use social media to attract talent and build their employer brand. It recommends that companies mobilize their existing workforce to act as brand ambassadors on social media by sharing their experiences and stories. When employees engage in this way, it can help candidates learn about the company culture and make better decisions about whether it is a good fit. The document also provides examples of companies that have had success with social recruiting, such as a hospital system that saw improved search engine results and a law firm that now gets 67% of hires through referrals from engaged employees on social media.
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People Are The Social Media
- 1. People Are TheSocial MediaSHANNON SEERY GUDEvp, digital & social strategyMarch 3, 2010
- 2. AgendaMobilize your workforcethrough social media to build your employer brandHelp candidates make better decisions on whether or not they are a match for your cultureSee how companies can gain quality referrals and attract talent through sharing stories and experiences
- 4. 277%Percentage increase fortime spent social networking in 2009
- 6. 80% of internetsessions start at search - ‘Buying’ decisions made through online research: read reviews, get opinions.120 mil Job-related Google searches/moContent posted on social media is indexed and discoverable by candidates highly influential
- 7. 80% of usershave tweeted less than 10 times50% of active users log on daily for 55 mins55 million ppl ~50% outside U.S.
- 8. MobileMore people havea mobile phone than an Internet-connected PC
- 9. SOCIAL MEDIAWon’t MakeYour Company Remarkable
- 10. What Will: Propup your employees as your brand ambassadors, make them their POV the center of attention, let them tell the story through their lens.
- 11. The Promise ofOne-to-One:Labor intensive and hardly scalable
- 12. How employees canhelp:Help them support your social recruiting efforts. Give people access to their stories and expertise, provide information, answer questions.
- 13.
- 14. Getting Beyond Fearand To ROI:Get from Blue-sky to approval. Social recruiting Strategy needs a plan. Period.
- 16. Listening & AssessmentStrategy:Elements,Ambassadors, Content & AssetsGoals & ROIParticipation & IntegrationMonitoring & OptimizationGuidelines & Training
- 17. Provide the Tools:EncouragementBrandattributes & valuesInternal social and collaboration tools Social Media Guidelines Engagement ProtocolsBuild engagement skills
- 18. "One of thegreatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content."-Brian Solis
- 19. Provide Sharable Content:TooltrainingSharable company updates, news, info Process to contribute content & ideasContent calendarReferral Widgets and Social Apps Communicate, Communicate, Communicate
- 20. Engage New Partners:HR,Marketing, Internal Comms, IT, L&D, Web Teams, external vendors & tool providers all working in concert.
- 21. ROE: Return onEngagement:What you measure depends on your goals.
- 22.
- 23. 16 Hospital DivisionNeededto integrate and increase awareness of brand & opportunities. Looking to tell their story and improve SEOResources & Assets: Jobs RSS Feed, Video Content, RLM Database. 3 bloggers; 4 Talent Engagement Admins. Supportive Leadership; Social Recruiting Guidelines; Ambassador Training
- 24. Search ReputationGoogle Reputation– Sept 08
- 25. StrategyRelevant Content UpdatesContentSharing& UsageCandidate & Employee Networking
- 26. Social Integration: CareersWeb SitePassive Candidate Engagement: Relationship Marketing Opt-InEnhanced Job Search ModuleRSS Feed of Career OppsLink to Company Careers Page on FacebookLink to Recruiting Blog
- 27. Embedded Employee VideosDynamicRecruiting Events CalendarRecruiting BlogLinks to Jobs, Events & RSSBuilt on Wordpress & authored by career ambassadorsEmail Subscription
- 28. Custom Apps: JobSearch & Share; LocationsFacebook Careers PageHospital Division Careers facebook PageTabs linking to extended Jobs, Locations, Video, Events, Photo ContentRecruiting Blog Posts Cross publish to page automaticallyCandidate Engagement
- 29. Return on Engagement– Search Reputation
- 30.
- 31. quote“Encouraging the entirestaff to recruit turns everyone into brand ambassadors. As employees spread the word in social networks about our job opportunities, they create positive buzz about the company.When you give people tools to be transparent about the company, they can contribute to the conversation about your brand. It’s great when your employees think highly enough of the company that they want to talk about it and want to invite people to work here.”Ed ScanlanCEO, Total Attorneys
- 32. Career site that’splugged into social media
- 33. Career site withmultiple videos about the company
- 34. CEO’s Twitter Profile– he’s tweeting jobs
- 35. Employees – andtheir friends – share in social networks
- 36. ResultsThe results:Dramatic growthin qualified resumes. 67% of hires now made by referral.
- 37. How Total AttorneysDoes ItFind evangelists within your company.Demonstrate what you want people to do.Keep everyone informed about hiring priorities.Encourage contests – and reward referring even if the candidate isn’t hired.Engage hiring managers – they’re motivated to fill their jobs.Support employees to engage referrals in their own networks – LinkedIn, Facebook, Twitter, blogs.Executives are committed to and contribute to the referral culture.
- 38. Contact me anytimewith questionsThank You!ShannonSeery GudeVice President, Digital & Social [email protected]: seerysm