#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Talent, Mervyn Dinnen

Creative Social Engagement for

Attracting the Best Talent

@MervynDinnen

Creating Content | Building Community | Social Engagement Strategy

Talent of All Ages is Using Social

A Social Framework for a Social Business

Create Compelling and Shareable Content

Emotions that trigger social sharing:

Happiness 28%

Awe 24%

Association 18%

Anger 13%

Grief 11%

Inspiration 6%

(Source : BuzzFeed UK Sept 2013)

Make Content Relevant – Don’t Just Chase Likes & Shares

Don’t Broadcast – Tell Stories

Know What Will Get Your Audience Talking

Be a Community DJ!

Capture the Imagination – Let Them Share!

Think of the Content You Already Have

• PR & Marketing Communications

• Employee Newsletters

• Speeches

• Customer Presentations

• Investor Communications

• Client and Partner Visits

• Customer Service Stories

• Market and Sector Knowledge & Insight

• Career Advice

• YOUR PEOPLE!!

Better Content – 3 Tips For More Engagement

• Know your niche, make it something useful for them

• Solve a problem, address issues in your sector, become an authority and earn credibility

• Entertain! Mix up words with images, videos, graphics

• Share external content, but not something that’s overshared. Try and find something that will be unique to your audience

Beware of Content That’s Overshared

Encourage Participation

• Why might someone contribute?

• Make it easy

• Give something in return

• Ask for content

• Engage and monitor

Identify the Advocates Within the Business

• Encourage

• Enable

• Empower

• Facilitate

• Give them Pizza!

• If you make someone use social networking channels they’ll do it badly...

• ...so find the people who already love it

Go To Where The Passion Resides!!

How to Participate?

Photos Videos

Blog Stories

Share

Be Engaging!

• Reply to everyone

• Take time to get it right

• Develop trust and authority

• Consistency

• Be regular

• Experiment

• Be patient

#Gottalovecake @BromfordGroup

#Epicfail

#Getcreative

#Liftoff

#Gottalovecake

#Tweetoff

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#Trending

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#Gottalovecake submissions

#Assessment

1. Get the right people around the table

2. Focus on the essence of life in your business

3. Engage ‘the creatives’

4. Launch, using every network at your disposal

5. Keep up the momentum by having fun

6. Maintain the same approach throughout

#Stepstosuccess

• Hit 13,398 individual Twitter accounts

• Seen over 58,600 times on Twitter

• Trended

• 1,959 visitors to #gottalovecake web page

• 2,536 separate visits

• 140 visits from Twitter per day

#Results

• 19% reduction in applications

• …but a far greater candidate match

• 87% vs 38% through to second stage

• Fab appointments

• We won the HR Distinction Award for Recruitment & Employee Branding

#Outcomes

Some Lessons From Bromford Group

• When looking for talent, find someone who loves your loves!

• Let them see the real you

• If you’re going to run a Twitter campaign then make sure you’ve got good content to share

• Let candidates express themselves in their own way

• Make a noise!

• Get everyone involved

• You don’t need to be big to make a big noise

• You need a social organisation

And finally, if you ever feel the urge to share this...don’t!