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ImprovingSocialMedia forREC Lola Olson

Twitter Current Status In looking at both REC twitter accounts (@RECPress and @RECIndustry), I found that both of these accounts were in a good growing stage. Both are regularly sharing content: RECPress tweeting an average of once a day and RECIndustry tweeting an average of five times a day) and both are regularly gaining followers: RECPress gaining 6 followers per day and RECIndustry gaining an average of one follower a day. Neither are very interactive with their audience, but are both submitting relevant content for their audience.

Steps for Improvement In order to expand your reach, you may want to consider the following changes: •

• • •

Differentiate content from content you share with everyone and content for REC members. Consider offering or hinting at exclusive content that will drive people toward membership. Consider offering exclusive contests (or membership trials as a reward for contests) in order to call attention to membership possibilities. Ensure there is a chain of command and spend a period of time establishing and reaching out to any official connections in your circle if you haven’t already. Prune and sort your followers and whom you’re following. Connect as much in your circle as possible. Spread the word about the benefits of adding you on Twitter. Make sure other social networks (LinkedIn, newsletter, etc. are aware of the networks. Engage with current and new members. Seek out recruiters to discuss and answer questions with.

Growth Should your trends continue at the same rate with no change, you can expect the following numbers: •

@RECPress will have 2,600 followers in 3 months; 3,100 followers in 6 months, and 4,200 followers in 12 months.

@RECIndustry will have 1,400 followers in 3 months; 1,550 followers in 6 months, and 1,700 followers in 12 months.

Once we take steps to include our current network as well as expand, you could expect double these stats because: •

Mass following generates about 10% of a re-follow rate, meaning out of 100 people mass followed, 10 on average follow you back. Because you’re already getting about 6 followers per day on @RECPress and 1 follower a day on @RECIndustry, if you target and follow the right people, you may experience more retention than average.

LinkedIn Current Status Accessing the analytics for the REC IRP group and company page isn’t possible, so it’s a bit difficult to see how growth or activity has been going on. But both the REC company page (currently at 1,450 followers) and the IRP group (currently at 2,150 members) have a good solid foundation for member base.

Steps for Improvement In order to expand your reach, you may want to consider the following changes: •

• • •

Measure current attitudes. What is the level of engagement of the people within the IRP group and people following the companies? Are they reading the news stories or sharing them in other places. Using link monitoring will allow you to see how often people share links with others. Be sure you have all of the corporate connections and recommendations from others that you can get. Engage within your circles and make sure they know about the groups. Consider creating an open group where people can get some content and maybe see the benefits of becoming members of the organisation. Become active in LinkedIn through news and ask features. Become an industry leader in your area by seeing how you can share what you already have with the entire LinkedIn community. Keep an eye out on active users and offer incentives to spread your influence.


Improving Social Media for REC

Lola Olson

Growth While the lack of analytics information makes growth difficult to predict, what is for certain is that LinkedIn is the ideal social network for REC in many ways. Having a presence on LinkedIn, even an inactive one, is crucial for most businesses and most people looking for jobs. I would expect that if significant efforts were made to ensure that you connect with all of the people within your circles and that content is shared via LinkedIn, you should expect: •

Within 3 months, at least 2,000 followers on the REC company page and 2,700 members to the IRP group.

Within 6 months, at least 2,500 followers on the REC company page and 3,000 members to the IRP group.

Within 12 months, at least 3,000 followers on the REC company page and 3,500 members to the IRP group.

I would expect the IRP group to expand much quicker than the company page due to individuals being more likely to utilise LinkedIn actively than companies, individuals being more likely to interact in a group than monitor statuses of different companies, and that established network of 6,000 should allow us to easily translate the benefits of joining IRP on LinkedIn.

Facebook Current Status REC does not currently have a presence on Facebook. While Facebook is more often used for personal purposes than for business purposes, it may still be good to have an initial presence on Facebook. There are people who feel comfortable listing their work or liking businesses. The benefit REC has is that it puts out frequent content and this content is something that could be shared easily via Facebook.

Steps for Improvement In order to expand your reach, you may want to consider the following changes: • • • •

Establish a presence and share content. Consider utilizing contest and other advertising apps for research or advertising. Even if people use Facebook for personal means, they may still be interested in business advertised things. Creating events and sharing them on Facebook will allow for more information about those events to be spread. Utilising other features on the website such as polls can create interaction with users in a direct way that isn’t possible through Twitter and other features. Use Facebook’s search features to find others. You can search for a company, find individual recruiters, and see if there is a method outside of Facebook for contacting them.

Growth Since Facebook is largely personal, a huge amount of followers isn’t going to necessarily happen immediately. Most people will like their company’s page at the very least, so given the broad network that REC has, these numbers are a good baseline to shoot for: •

Within 3 months, at least 200 “Likes”.

Within 6 months, at least 350 “Likes”.

Within 12 months, at least 400 “Likes”.

These are rough projections since we don’t know how many of our members utilise Facebook for purely personal means. For Facebook, due to the nature of the network, it is good to shoot a bit low in terms of expectations until they change the social network drastically.

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Improving Social Media for REC

Lola Olson

Smart Guides: Utilising Twitter for Recruitment Most people utilise social media outlets like Twitter for their personal life and have found it effective in connecting and communicating frequently with friends. The frequency and ease of Twitter has created a unique environment that may be useful to recruiters and job seekers alike. It allows recruiters to search and find conversations about specific jobs and it allows job seekers to get regular updates on possible job openings. Twitter accounts like @TopJobsInLondon or @London_UK_Jobs allow job seekers to see advertisements for a variety of jobs quickly and easily. What a recruiter can provide is a method through that madness. These guides on Utilising Twitter for Recruitment will create a baseline for your interactions with job seekers and allow you to not only manage your business Twitter account effectively, but also use it to find new opportunities for expansion.

Part 1: Decide your style. As a recruiter there are a few things to take into consideration before effectively using Twitter as a recruiting tool. Recruiters are already currently on Twitter and are putting the “social” in social media. There are a variety of ways to establish and run a business Twitter account and it will depend on your lifestyle and how you interact with others. Either way, you should pick a style and stick with it. •

The “All-Business”: If you go with an “All-Business” style you’re looking at keeping personal information to a minimum, following other official business accounts, and interacting with people with customer service in mind. There are many who feel more comfortable interacting with clients in a specific, professional format. Avoid The “All-Robot”: There are already enough jobs advertisement Twitter accounts out there. Mindlessly posting every ½ hour without any desire for engagement won’t make you a success. Even if you do maintain a professional demeanour, remember that there are still individuals behind the accounts and it’s always good to make sure they know you’re an individual as well.

The “Business Casual”: “Business Casual” is the style that most businesses that are marketing a product take. A good 80% of their tweets are related specifically to their business, but occasionally they share personal updates, a funny video, or anything that can be related to what they do for a living. As an individual recruiter, this is a good approach to take. It can be a good way of interacting with others and finding connections through enjoyable conversations vs. uncomfortable business pitches. Avoid The “Awkward Professional”: Decide how you’re going to react to things that cross the line into too casual. Are you going to engage? How are you going to react to an angry job seeker? These are important considerations for any style, but they are incredibly important for anyone mixing the professional with the personal. Make sure you know and decide when you’re comfortable venturing into the more professional (e.g. handling customer complaints) and when you’re comfortable venturing into the more personal. 3


Improving Social Media for REC

Lola Olson

The “Best Friends”: Many people have no qualms with sharing their work experiences on a public Twitter profile and some even feel comfortable mixing them to the point where their professional and their personal Twitter are exactly the same. If this works for the type of industry you work in and the type of people you interact with, this may save you a lot of time and hassle and allow you to network a lot easier. Jovial status updates and interactions will definitely make you stand out in the crowd and actively making friends with job seekers and industries will make you memorable. Avoid The “TMI ”: Being personal has its definite downsides. And it might seem a bit silly that someone may stop following you, a potential resource for jobs, because you like Kim Kardashian so much that you post constant news stories about her, but that is the nature of Twitter. Most people are flooded with so much information that information that sticks out as negative will often be the first thing they get rid of and unfortunately, even if you provide the occasional excellent link to good information, if you flood others’ Twitter feeds with mentions of how much you love Starbucks and link all your watched YouTube videos, people may think you’re there less for work and more for play.

Deciding your style is crucial to your first steps in creating a business account for Twitter. It’s important that you maintain consistency in how you interact with others and that you’re prepared for the reactions your style might get. Once you’ve decided how you’re going to communicate your business, you can move on to deciding what your network will consist of.

Next Week: Part 2: Building Your Network

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Social Media Report for REC  

A social media report I devised for the Recruitment and Employment Confederation. *NOTE* I advised the REC against and do not typically incl...

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