Introduction to Using Social Media in HR and Recruiting Sarah Mitchell
Introduction Goal for Today ď‚§ Provide an introduction to HR departments considering adopting a social media program ď‚§ Dispel hype and confusion
Historical Reference July 2009 PQMedia study Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years. $1.54 billion spent on WoM marketing in 2008 May 2010 Custom Content Council Survey U.S. spends record $47.2 billion in 2009 on branded content (including blog posts, and video to digital zines and e-newsletters) equating to 1/3 of all marketing budgets Bridge Ratings Survey “Strangers with Experience” trumps: • Teachers • Newspaper/Magazines • TV News Reports • Traditional Advertising
Turning Point: Consumers Do Their Own Research Online Publishers – Internet Activity Index Monthly “Time Spent” in Internet Activity Table
Game Changer – Google Panda Google Panda makes social media connections a bigger part of their algorithm. Social media activity = better search engine results
What Social Media Won’t Do It won’t close deals It won’t generate a customer base if your products or service are lacking
Probably won’t replace your current marketing strategy.
What Social Media Can Do Promote your brand/EVP Assist in Candidate Attraction Establish your Authority Expose negative aspects of your business
Two Things to Remember 1. It’s “social” meaning your activities have to be centred on building relationships 1. You are representing your brand either explicitly or implicitly. At all times you must maintain a professional tone and attitude.
Considerations before you start What do you want to achieve?
How are you going to handle criticism? Who’s going to own your social media activity?
Are you prepared to invest the time required? What channels are you going to use? What are you going to say? How are you going to manage it?
What do you want to achieve?
How are you going to handle criticism? It’s not a matter of ‘if’ but ‘when’ The upside of a healthy network
Who’s going to own your social media activity? Focus on your marketing strategy – not the tools Hint: It shouldn’t be the youngsters in your organisation
Are you prepared to invest the time required? â€œThose with more years of social media experience spend more time each week conducting social media activities.â€? 2011 Social Media Marketing Industry Report
What channels are you going to use? Twitter
Research Candidate Attraction Establish Authority
Establish Authority Candidate Attraction Promote your EVP
Promote your EVP Candidate Engagement
Promote your brand/EVP Establish Authority Drive Agenda
Not yet proven Potential to have big impact
Usage of Tools for Business 100 90 80 70 60 50 40 30 20 10 0
87 88 79.3 77.2
Social Media Success Summit Report 2009
Social Media Marketing Industry Report 2010
Social Media Marketing Industry Report 2011
Twitter Users by Age
Credit: Ignite Social Media based on Google
What are you going to say? You should have a content strategy, not a social media strategy
Quality Consistency Frequency
How are you going to manage it? Beware of integrating tools Recommended aids: Tweetdeck Sendible
People aged 30 to 39 years are most likely to use social media for business. (Stelzner)
People love to look at pictures. 70% of all actions are related to photos or video. (HBS)
More women, than men, engage in social media activities. (55% vs. 45%)
Women say more. Men reference links. (HBS)
LinkedIn is a professional networking site Complete online resume Find and connect with business colleagues Special interest groups Polls Q&A 70 million members in over 200 countries Every Fortune 500 executive team represented on LinkedIn linkedin.com
Candidate Attraction Twitter is a global instant messaging tool Send messages to drive traffic to your website Networks consists of “followers” and is very fluid 1.6 billion search queries every day – April 2011 Twitter has 175-200 million registered users 1.6 million active Twitterers in Australia – Sept. 2011 twitter.com
Drive Agenda Blogging is an online dialogue you have with your customers and prospects Allows you to position your company against competitors Excellent way to improve SEO Prospects can leave their own comments and opinions
Promote Your EVP Facebook allows you to create a business page Most useful for B2C companies
Post photos, documents or run advertising Privacy issues 75% of user are outside the USA 10,628,600 users in Australia – September 2011 More than 800 million users log on to Facebook every day
Recommendations: Before you Start Pick a descriptive user id – MiningOilGasJob www.knowem.com Use a picture www.gravatar.com Use your real name Be transparent
Be generous with information
Building Networks Itâ€™s Professional
Be Aware ď‚§ Slow burn method of marketing ď‚§ The conversation about your company happens with our without your contribution
Director â€“ Site Content
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Introduction to using social media in HR and recruitment