Making the Most of Social Media Presented by: Susie Kleinman
Social Media is a Millennial Thing
Learning Objectives 1. Discover the why learn why social media is relevant in and how it is influencing how companies are seen in the market, how they win new business, and how they recruit top talent. 2. Understand the ins and outs of each of key social media channels LinkedIn, Facebook, Twitter, Instagram, and Glassdoor. 3. Learn how to create a profile, share, like, and create content that positions both you, and your company, as visible experts, and helps attract job seekers to the organization. 4. Learn how to brand yourselves as HR professionals
First, Let s Get to Know Each Other
Let s Look at Why Social Media is Relevant
What Has Changed? Evolved from a push to a pull digital environment Clients/candidates want to work with those they feel they can trust, those that appear to be visible experts, have a cultural fit One to One vs. One to Many Platforms such as LinkedIn, Facebook, Twitter, and Instagram are a great way to find talent, advertise jobs, communicate with potential candidates, and showcase your culture Become one of the key ways people connect and interact
Social Media Provides a Greater Reach Social recruiting uses digital platforms to meet future employees where they are: online Drives clients to your website and improves SEO and online visibility Builds a social/digital following Helps us distribute content to a wide audience Promotes company culture great for recruiting Allows you to connect and build your brand with a wide audience
Schedule Time to Get Connected Online networking can accomplish some of the same business goals as in-person networking, but without restrictions: No schedule conflicts No geographic barriers No expensive travel arrangements Find where your clients and prospects are on social media and start real-time conversations with them LinkedIn is an ideal social network for professional networking
LinkedIn is the Social Network of Choice Content Marketing Institute (CMI) and MarketingProfs 2017 B2B Content Marketing Trends North America report
Why LinkedIn? LinkedIn is by far the most widely used professional social media platform As of the end of 2017, LinkedIn had over 460 million members, compared to 10 million just 10 years ago It s the most commonly used social media platform for checking out prospective employers There is a perception if you are connected or not in the industry through your involvement on LinkedIn
LinkedIn is for Professional Networking Forget the rolodex your new way of getting and staying connected is via LinkedIn The most up-to-date information for existing and potential clients and employees The real value of LinkedIn is when you share or like something that your employer or contacts have posted Positions you as a visible expert
How Can LinkedIn Help Your Business Grow and Succeed? Brand building Becoming a visible expert Content promotion Lead generation and nurturing Recruiting Partnering opportunities Industry research and monitoring Drive traffic to website and blog
How Can LinkedIn Help YOU Grow and Succeed? Show your credibility Be visible Be consistent Show your personality Stay connected Define your audience
Other Social Media Channels to Drive Business Results and Attract Top Talent
Most Popular Social Channels and How They Differ LinkedIn used to generate business, network professionally, find business new associates and prospective employees/employers Facebook used more to showcase firm culture Twitter quick updates and shares, increase brand awareness, trends Glassdoor career community online, reputation management, and recruiting efforts Instagram used mainly to showcase culture, community outreach, stats and quick project updates
Ramp up Your Recruiting Efforts LinkedIn Recruiter Profile recommendations Get updates Send targeted messages Connection path Personalize your InMails Glassdoor Employer Account Control content Update company information Manage reviews Learn about candidates
Facebook Create attention-grabbing posts Share career fair and job opportunities Share content drive visitors to your website Like, share, comment Share photos from community outreach efforts, office events, fun activities, be creative! Let your corporate culture shine!
Twitter Identify industry influencers, follow them and start getting noticed by liking their tweets and replying to tweets Highlight upcoming events/career fairs Find relevant hashtags and post and share content Don t limit yourselves to just one account to reach a larger audience Support content marketing efforts Share job openings Quick shares to highlight company culture
Glassdoor The go-to for job seekers Go beyond simple contact methods or company descriptions Benefits, perks and awards should be highlighted Negative reviews WILL happen it s all in how your respond
Instagram Most used social channel for young employees Show what you do in a creative way Consistency in style is key Take visitors behind the scenes Great for HR/recruiting
How Can You Help? Connections only see posts from those they follow on social channels Your connections are connected to YOU, but may not follow your company page, therefore they will only see our posts if you like, share, or comment on them Using hashtags (#) gives your post more exposure Sharing relevant, compelling content is a great way to establish your firm as visible experts in the industry Dedicate time to social media really!
Be Visible! How to Get Started on LinkedIn
Create a Profile and Connect! You may feel that you don t need to be on all social media channels, but you DO need to be on LinkedIn When searching online, this is the #1 way for people to find you Not having a complete profile and very few connections makes you look unconnected and not as credible
Create a Basic Profile Start with a basic profile: Photo Summary Experience Publications/Speaking Engagements Skills and Endorsements
Add a Photo Don t be this person:
LinkedIn Summary A good summary is: Conversational Written in first person Personal Lets people know what your expertise is and what they can contact you about Uses strong, searchable words
LinkedIn Experience Listing Your experience is a chronological listing of where you ve worked (and also board or committee positions you ve held) It s not a resume Again, less resume speak and more conversational
LinkedIn Publications/Speaking Engagements Show off as a subject matter expert! Think back to past articles/speaking engagements and include in your profile When possible, provide outbound links to the article or slides Give a brief, one sentence explanation of the topic Blog posts count!
LinkedIn Skills and Endorsements Lists your skills under Feature Skills and Endorsements This helps people find you Endorse others you ve worked with they will most likely return the favor and endorse you as well
Invite Contacts to Connect Make it personal, don t use the LinkedIn default text
Join Industry Groups
Summary How do we get in front of hundreds and thousands of clients, connections, and candidates fast? Social media! Follow employer, like and share content, join groups, etc. Don t have a social media presence? No worries start small and keep building on it
Questions? skleinman@mbpce.com