Social Media and Recruiting

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Kerrie Shelton
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1 Social Media and Recruiting MAPI Human Resources Council November 7-8

3 Victaulic is the leading producer of mechanical pipe joining solutions. We build technologies and provide engineering services that address the most complex piping challenges faced by engineers, site owners, contractors and distributors.

6 Social Media Recruiting Agenda Victaulic s Approach to Social Media Developing an Employment Branding Strategy for Social Media LinkedIn Targeted Ad Campaigns

7 What is Social Media Recruiting? Social media recruiting is recruiting candidates by using social platforms as talent databases or for advertising. It also uses social media to advertise jobs either through HR vendors or through crowdsourcing where job seekers and others share job openings within their online social networks. - Wikipedia Social media recruiting at Victaulic is about Making new connections Engaging potential candidates Actively networking with individuals, groups, and communities Proactively searching for potential candidates Patience and continuous effort strategic and long-term Speaking in common, every day language Strengthening and reinforcing our employment brand

8 Why Social Media? 71% of HR professionals said social media recruiting was effective to decrease time to fill SHRM survey Recruiting passive job candidates (82%) continues to be the top reason that organizations use social media for recruitment SHRM survey 79% of job seekers are likely to use social media in their job search Glassdoor 55% of job seekers who have read a negative review have decided against applying for a position at that company Careerarc According to Universum, the two top ways to promote your employer brand is your company website (92 percent) and social media (80 percent)

10 Developing a Social Media Strategy

11 Developing a Strategy Previous State No defined Employer Value Proposition (EVP) Social Media focused on products, not employees or culture No coordination between Marketing & HR Little employee participation Inconsistent career page, social media sites, start/stop No urgency Recruiter activity limited to LinkedIn searches, InMails Reviews, comments go unanswered by the company

12 Developing a Strategy Future State Well defined Employer Value Proposition - (regional, functional) Social Media focused on Company and Culture, Community, Jobs Joint Marketing / HR team dedicated to social media and branding Increase employee participation / brand ambassadors in social media Regular process for reviewing career page, social media sites Regular process for capturing content, attending events, new hires Social media calendar to keep everyone focused Recruiters finding candidates on sites beyond LinkedIn Respond to Glassdoor and other reviews

13 Employee Value Proposition Stability Family-Oriented and Fun Sense of Community Cool Technology Opportunity and Growth Impact

14 Integrated EVP Stability Family-Oriented and Fun Sense of Community Cool Technology Opportunity and Growth Impact Social Media Posts Advertising Career Website Employer Value Proposition LinkedIn Glassdoor, Indeed, other sites Recruiter Talking Points YouTube

15 Social Media Posts Company Culture Community Jobs

16 COMPANY People and Products

17 CULTURE People Best Places to Work

18 CULTURE People

19 CULTURE Cool Technology, Impact

20 COMMUNITY

21 JOBS

22 Integrated EVP Stability Family-Oriented and Fun Sense of Community Cool Technology Opportunity and Growth Impact Social Media Posts Advertising Career Website Employer Value Proposition LinkedIn Glassdoor, Indeed, other sites Recruiter Talking Points YouTube

23 Talent Searches (Passive Candidates) Job Posts (Active Candidates) Ad Campaigns (Active/Passive Candidates)

25 LINKEDIN Talent Search Statistics 2017 Focus Area Increased ~11 points vs 2016 Name Job Posts Searches Performed Searches : Job Ratio Profiles Viewed Profiles : Jobs Viewed Inmails Sent Inmails Accepted Inmails Acceptance Rate (%) Inmails Response Rate (%) Recruiter Recruiter Recruiter Recruiter Recruiter Recruiter Recruiter Recruiter Total

27 Integrated EVP Stability Family-Oriented and Fun Sense of Community Cool Technology Opportunity and Growth Impact Social Media Posts Advertising Career Website Employer Value Proposition LinkedIn Glassdoor, Indeed, other sites Recruiter Talking Points YouTube

28 Anatomy of a Targeted Campaign

29 After Identifying Target Candidate Criteria Phase 1 Launch Company/Career Site Awareness Campaign for 1 2 weeks Phase 2 Launch Job Awareness Campaign for 1 2 weeks Phase 3 Follow up with InMail (or other candidate contact)

30 Target Audience Locations Industry Background Specific Companies* Job Functions Years of Experience Degrees, Education Keywords Other Targeting Criteria: Company Size Job Title Specific Schools, Fields of Study Member Groups Age, Gender

31 Phase 1 Launch Company/Career Site Awareness Campaign Doesn t advertise job Just get to know us Stability People-oriented company

32 Phase 2 Launch Job Awareness Campaign for 1 2 weeks Targeted group gets these ads We have a job opening! Growth Opportunity Simultaneous reinforcing ad, People-oriented company

33 Phase 3 Follow up with InMail (or other candidate contact) Chances are candidate has engaged with us Generally, short messages perform better Selling the conversation, not the job Meanwhile, this ad still appears on feed

34 Integrated EVP Stability Family-Oriented and Fun Sense of Community Cool Technology Opportunity and Growth Impact Social Media Posts Advertising Career Website Employer Value Proposition LinkedIn Glassdoor, Indeed, other sites Recruiter Talking Points YouTube

37 What are the Results? 50-60% of hires are from passive sources Glassdoor ratings up, then down, but still good LinkedIn followers up 22% InMail response rate up ~11 percentage points Overall, one of the best hiring years we have ever had quality of hire is up Achieved sales hiring target

38 Final Thoughts Expect a slow start You will never finish, be ready for continuous improvement, updating Difficult, but not impossible, to measure ROI Need dedicated time from HR and Marketing to manage strategy Develop a social media calendar Focus on Employer Value Proposition first then integrate it Define the narrative or others will do it for you Keep an eye on Glassdoor Use your kids they know what s hot in the social media world

39 Q & A

40 THANK YOU

Employer Branding at GoDaddy

Employer Branding at GoDaddy How Proactive Talent Strategies Got Employees Talking & Increased Applications Let us show you what Proactive can do for your organization. will@proactivetalent.io (855) 706-8568