Social Media and Recruiting - PDF Free Download

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

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.

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

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

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)

Developing a Social Media Strategy

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

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

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

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

Social Media Posts Company Culture Community Jobs

COMPANY People and Products

CULTURE People Best Places to Work

CULTURE People

CULTURE Cool Technology, Impact

COMMUNITY

JOBS

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

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 1 50 562 11.2 939 18.8 663 121 18.25 24.13 Recruiter 2 56 543 9.7 2472 44.1 414 120 28.98 37.68 Recruiter 3 22 137 6.2 555 25.2 142 28 19.71 29.57 Recruiter 4 10 300 30.0 504 50.4 66 20 30.3 36.36 Recruiter 5 69 46 0.7 199 2.9 120 47 39.16 44.16 Recruiter 6 90 61 0.7 145 1.6 84 42 50 50 Recruiter 7 0 215 0.0 1937 0.0 374 106 28.34 40.1 Recruiter 8 7 26 3.7 47 6.7 25 6 24 32 Total 305 1891 6820 1888 490 25.95 33.63

Anatomy of a Targeted Campaign

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)

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

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

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

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

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

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

Q & A

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