The Power of #SocialRecruiting Kristi Zimmerman Manager, Agency Recruiting January 26, 2016
What are we going to be talking about? Evolution of The candidate Evolution of Recruiting The Candidate Experience #SocialRecruiting Strategies Social Recruiting Results Leveraging Glassdoor Q&A 2
About Me Education Bachelor s Landscape Architecture@ University of Illinois Master s Communication @Illinois State Career Employment & Personal Branding Recruitment Marketing Social Recruiting / Social Media Personal Husband: Chris Cat: Bruce Recently relocated from Chicago to B-N 3
My Career Story Marketing Projects Intern 2002-2005 Agency Recruiter 2007 2008 Senior Employment Branding Specialist 2012-2013 Agency Recruiting Manager Present Marketing Business Analyst 2005 2007 Recruitment Marketing Specialist 2008-2012 Employment Branding Associate Manager 2014 4
Evolution of the Candidate THEN NOW *Over 60% of online job searches start on a mobile device Leveraged online job boards Was active in job search Valued employer consistency & stability Expected standard application experience Had strong loyalty to employer Leverages mobile* & social media Is passive in job search Values employer transparency & personal interest Expects customized application experience Changes jobs frequently 5
Generation Y = The New Candidate 70,000,000+ Americans Ages 18-35 Most educated generation Average income $60,000 Only 26% married Social Media over TV 33% consider insurance boring Value causes & helping others Crave adventure Wants work / life balance Value healthy lifestyle >15% leave employer after year 1 6
Evolution of Recruiting Strategic Traditional Post & Pray Reactive recruiting Limited proactive recruiting (sourcing) Developing Authentic recruiting brand Jobs shared on social media sites Online resume mining Proficient Identified KPI s Leverage candidate relationship management (CRM)tool Proactive recruiting Easy application process (mobile) Strategy built around KPIs Key labor markets identified Targeted candidate messaging Proactive recruiting and engaging of passive talent 7
The Candidate Experience Candidate Experience= The collective result of all the interactions you have with candidates in the recruitment marketing and hiring process, from the moment they learn about you as an employer to their first day as an employee. 8
The Candidate Experience Recruiting isn t a process. It s an experience. 49% Less likely to use a product or service as result of negative Have a experience relationship with the company 1 in 5 77% Candidates are customers. Think less of companies that don t respond to applications. 73% 62% Will share a positive or negative experience with their inner circle of friends. 64% Will spread the word via social media 9
Why build a #SocialRecruiting strategy? Improve the candidate experience Engage a network of diverse, passive talent Reinforce talent attraction messaging Showcase corporate culture and values Social Media Strategy 10
Approach Team Structure Turn focus from increasing our following (i.e. people simply liking our Facebook page or following us on twitter) to increasing engagement (i.e. people actually interacting / responding / sharing content). Content Engagement Develop social media content calendar. Organize as strategy team and enforce through social media task force (with specified roles & responsibilities). 11
Build List of Attainable Social Media Goals Awareness Increase internal (employee) and external awareness of social media activities. Engagement Increase engagement levels on all social handles (comments, retweets, shares, interaction, etc.). Conversions Increase (application to hire) ratios from social sites. Consistency Ensure the look and feel of collateral, posts and brand voice is consistent. 12
Develop a Social Media Task Force Provide a community of practice for employees who have a passion for social recruiting. Leverage the social media knowledge and expertise of other employees / recruiters. Establish a cohesive group of social media subjectmatter experts focused on talent acquisition. Divide and conquer the work as necessary to execute your social recruiting strategy. Provide a developmental opportunity for other team members to get involved in your social recruitment strategy. Improve internal & external engagement in the social media space. 13
Taskforce Roles & Responsibilities Management Sponsors Oversee strategy & ensure alignment between divisions Approve campaigns and posts Talent Acquisition Leads Owns & manages strategy, ensuring content aligns with corporate values and EVP Maintains and updates content calendar Consistently updates management sponsors on strategy and new campaigns/initiatives Identify way to measure/track efforts; presents metrics to leadership on regular basis Ambassador(s) Executes strategy via content calendar Assists leads with idea generation and campaign fulfillment Pulls metrics and other information needed for leads to effectively communicate results (quarterly) 14
Taskforce Member Expectations Engagement Act as ambassador to all social media handles/activities by sharing information with colleagues and business partners on regular basis. Content Generation Craft content via the content calendar Pose questions and tag external partners in content to increase engagement. Use @tagging/ hashtagging. Monitoring Monitor activity on designated social handles as well as others. Inform team immediately of any sensitive/urgent posts. Training Develop and maintain reference documents for recruiters, sourcers, hiring managers and beyond. Act as SME/POC for social media related questions from recruiters/ hiring managers and beyond for your designated role. Cross-Collaboration Share ideas/content with team, consistently keep eyes/ears open for sharable opportunities. Work with leads to add ideas / information to content calendar. Project Participation Act as SME for quarterly/special initiatives and campaigns 15
Platform Content Strategy Platform Audience Medium Voice Approach Facebook Majority women, adults ages 18-29. Images, videos, text, web pages Positive, fun, helpful, inspiring, casual Culture, events, holidays, accolades, testimonials LinkedIn Professional, Gen Y and X, some boomers Images and links (blogs, articles, web pages) Helpful, semiformal Recruiting, accolades Twitter Young adults, businesses, mobile users Images, video, links Casual, succinct, attention seeking, trendsetting Events, accolades, campus recruiting, hashtags 16
Facebook Facebook has the most members of any social networking site. Members spend an average of 405 minutes per month on the site. Objective: give job seekers a taste of your workplace culture and what differentiates you as an employer attract diverse markets including, but not limited to: college students and multicultural Strategy: Prompt, participate in discussions Encourage employees to engage/share posts and get involved Post company accolades, activities/events, spotlight employees, run intern contests Audience: 54% female 46% male 15% 18-24 23% 35-44 8% 55-64 17% Chicago 6% Bloomington Next biggest: Birmingham, Seattle, Denver, Portland, Montgomery Source: Undercover Recruiter 17
LinkedIn With 161 million professional profiles and more than 2 million company pages, LinkedIn is the biggest social media destination for professional networking. Objective: Encourage recruiters to engage with potential candidates via personal profiles Leverage internal audience to spread the word about career opportunities and share jobs Increase company following by posting engaging content regularly Strategy: Regularly share applicable content Highlight current job openings Bring new audiences to the company LinkedIn page and eventually to the careers site Audience: 43 1 st connections 1,261 2 nd connections 3,028 3 rd connections professional, Gen Y and X, some boomers Source: Undercover Recruiter 18
Twitter The audience for Twitter is vast and engaged, with users sending out more than 175 million tweets a day. Objective: Engage followers with career opportunities, employee stories and corporate/field events Leverage relationships with college campuses & other partner handles Strategy: Identify the use of keywords and hashtags to ensure delivery to various audiences & cohorts Follow and interact / engage with university and vendor partners on daily basis (retweets, mentions, etc) Audience: Young adults, businesses, mobile users, followers from local Illinois communities, recruiting vendors Source: Undercover Recruiter 19
Twitter Tips and Tidbits Broadcast tweets: Tweets to all followers, no specific audience (broad) Any words before @ sign automatically make it a broadcast tweet If want to make it a broadcast but need to start the sentence with a @name, put a period before the @ sign Narrowcast tweets: @tag at the beginning of the tweet Narrowed to one or more audience member Will not show up in anyone s feed except those who are @tagged Engaging tweets require hashtags, photos and should be less that 100 characters Tweets with these elements are more likely to be retweeted (which is ultimate goal) Avoid abbreviations as they can be hard to read Try to be clever and convey information that is easy to understand Use hashtags appropriately Hashtags are primarily used to connect people to topics / tune in Don t hashtag random words be thoughtful about them Make sure the hashtag makes sense / is used by others for a specific/target campaign, event or strategy Direct messages Can only DM people who follow you Can DM brands if they have the feature available DMs can now be group messages and have been expanded to over 10K characters 20
The Power of Twitter 21
Engagement Strategies Engage Employees Employee Spotlights/Testimonials Leverage Ambassadors, communicate activities & interact with employees. Engage Followers Engage External Partners Engage Recruiters Craft content that poses questions to audience / invites interaction Explore #JobChat series on Twitter @tag org when applicable for retweets Follow colleges / universities, vendor partners, etc. and @tag when necessary Challenges / contests Lunch & Learn activities Twitter Chat participation 22
Content Development Strategy 1.Develop high-level 12-month content calendar. 2. Source sharable information (events, accolades, etc) on a weekly basis and update content calendar with as much detail as possible 3.Leverage internal channels to source info 4. Build Point-of-Contact list for various divisions (ambassadors) - develop process to stay up-to-date and gather any pertinent/sharable information on a regular basis. 23
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Measuring Success Candidate Source Referral sites Applications Hires Facebook Page Insights # of Likes Engagement LinkedIn Network Size Interactions Twitter Follower Growth Engagement 25
Strategy Results 97% increase in following 278% increase in engagement Facebook Twitter 221% increase in following 900% increase in engagement 27% increase in following 4,000+ interactions LinkedIn YouTube 10,038 views of Career Overview Video in 9 months 26
Careers Facebook Ranking 27
Our Big Win: LIMRA s Silver Bowl Social Media Award for Recruiting 28
About Glassdoor Who is Glassdoor? Glassdoor is essentially the Yelp for places to work. It was rated the Best Employment Site in 2013 by the Webby Awards. Who uses Glassdoor? Interviewees (both rejected, declined or hired), current employees and past employees are encouraged to leave honest reviews regarding their experiences with an organization. Why do people leave reviews? Glassdoor incentivizes users to leave reviews by granting more in-depth access to company information (salary information, etc) upon the completion of a review. 29
How Does Glassdoor Fit Into Your Talent Attraction Strategy? 30
Why Build a Glassdoor Strategy? Glassdoor can help you improve your corporate image and employer brand: Develop a cohesive corporate strategy that welcomes and embraces feedback (both positive and negative). Proactively respond to both positive and negative reviews in a professional, transparent, authentic and non-defensive manner. Show potential, current and past employees that transparency and feedback is not only important but incredibly valuable from standpoint of operational excellence and employee retention. 31
Why respond to reviews? Appreciation. It s important to take time to thank employees and candidates. Reputation. You are the kind of organization that values feedback and implements change, and this is a great way to prove it (rather than hiding from public criticism). In fact, 69% of job seekers agree their perception of a company improves after seeing an employer publicly respond to review. Employee Retention. It s been proven that responding to reviews not only shows potential job candidates (aka future employees) what kind of organization you are, it also shows your current employees that you value them. Forbes 2014: Out of 4,633 job seekers surveyed: 48% used Glassdoor at some point in their search. 60% would not apply to a company with a 1 star rating. 32
Great Reviews from CEOs 33
Wrapping it all up Tailor approach to New Candidate Embrace Glassdoor Consider evolution of recruiting Talent Attraction Strategy Rally brand ambassadors Consider Candidate Experience Build a social media task force 34
Questions? 35