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Social media is a component of an integrated recruitment marketing strategy that helps build brand, engage an audience and build preference. This presentation reviews the key steps for building a strategic plan and highlights ways to integrate social media sites for branding and recruitment.
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Employment Brand Strategy for Social MediaMichelle Spellerberg, Marketing Director, PersonifiedDecember 8, 2009
Agenda
• Social Media & Employment Brand Management
• 6-Step Strategy Building
• Key Social Media Sites
• Presence Maximization
Employees
Company Alumni
Job Seekers
Competitors
Employment Brand Influencers
Partners
Consumers/Clients
MediaIndustryLeaders
Em
plo
ymen
t B
ran
d
Social Media Brand Management
Find conversations
Listen and learn
Respond
Create official presence(s)
Promote
Create a community
Strategic Planning in 6 Steps
1) Goals/Positioning
2) Persona
3) Talent
4) Tools
5) Tactics
6) Metrics
Transparency is a rule: Honda’s Accord Crosstour
Source: Five Blogs Before Lunch
Goals/Positioning: Sodexo
• Social media as a component of a complete strategy
• Tools that support goals, foster a community
Persona: Southwest Airlines
• Brand persona that embodies company values and current and potential employees want to read what is next
• Tone is fun, passionate, and caring
Talent: CENTURY 21 Canada
• CENTURY 21 identified licensed real estate agents and students as who they wanted to speak to on Facebook
• Each post is written so it speaks to their audience
Distinct Audience
Tools: Henkel NA
• Henkel attracts customers to their page in a variety of paid and organic ways
• Internal communication (emails, newsletters) and external promotion
Website:
PaidFacebook Advertising:
Branding on CareerBuilder.com:
Tactics: Liberty Tax
• Liberty Tax uses a variety of media and valuable content to keep fans engaged, coming back
• Links to WSJ articles, links to a Tax Tips blog, and press releases about tax news creates a hub of valuable info for fans
Why are Businesses GettingOn Social Media?
Facebook MySpace LinkedIn Twitter0
100
200
300
400
Worldwide Users in Millions
15-24 25-34 35-44 45-55 55+0%
10%
20%
30%
40%
50%
60%
70%
80% 76%
68% 65% 64%60%
Social Media Users
Age
Per
cen
tag
e o
f W
orl
dw
ide
Inte
rnet
Use
rs
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
Brand is key to recruitment—social media is key to brand
43% of online persons trust information from social networking
profiles of people they know
YOUR brand is on social media whether you want it or not
#1 place candidates search for answers
#1 exposure to the right market of people you want
• 2nd most trafficked website in the world, #1 ranked social media site• 350 million users worldwide; 75 million users in the US• 50% of users return daily, spend an average of 1 hour active on site• Users targeted by information they provide in their profile• Over 2 million career-related groups
1 comScore MediaMetrix Key Measures, April-June 2009 monthly average2 Facebook internal data
50% return daily2nd most traffic
350 M registered users
1 hr. average/day
Source: CNNMoney, Nielsen, Facebook
• In 2009, there will be 18 million US adults who access Twitter on any platform at least monthly. That represents a 200% increase over 2008 levels. – Usage will reach 26 million US adults in 2010, a further 44.4%
climb. • Top three user countries: US, UK, and Canada • 10.34% of Twitter traffic referred from Facebook1
– 9.97% from Google– 5% from Yahoo– 2% from MySpace
• 25th most visited U.S. site, June ‘093
• Infrequent users comprise nearly ¼ traffic3 • 90% activity from 10% users6
1 Compete.com, 2 Mashable.com, 3Quantcast.com, 4 http://www.emarketer.com/Article.aspx?R=1007271, 5 twitterscore.net, 6 Forrester
• Business-oriented social networking site used mainly for professional networking
• Network of 50 million professionals in 170 industries and 200 countries
• 9M unique visitors in the U.S. in September 2009
• Opportunities for companies: profile, groups and questions
• 1 in 20 U.S. users is a recruiter, headhunter, or HR professional
• Pre-defined reputation for recruitment
http://www.techcrunch.com/2009/10/14/linkedin-flying-high-with-50-million-business-users/
MySpace
• Social networking site with user-submitted network of personal profiles, groups, photos and music
• Over 70 million U.S. users– 27% age 12-17; 46% age 18-34– Users tend to be less affluent and
have no college degree• 10% traffic referred from Facebook,
more than Yahoo and Google• Ideal for certain brands and
individuals in entertainment and music• MySpace lags behind Facebook in
site upgrades and social tools
https://advertise.myspace.com/login.html/
Metrics
• Community participation• Clicks• Traffic to careers site• Number of fans, followers,
readers, or members• Applications or expressions
of interest• Cost per hire• Employment brand perception/brand awareness
Presence Maximization
• Integrate social media into all forms of recruitment marketing– If you build it, it doesn’t mean they will come
• Get your employees involved– But start by creating guidelines
• Link social media sites together• Carefully select content to repost• Keep talking and keep listening
Learn More
• Contact your sales rep or find out more via Twitter, Facebook, our blog, or old fashioned email– Michelle Spellerberg
• [email protected] or www.twitter.com/Personi or http://www.linkedin.com/in/mspellerberg
– CareerBuilder• http://twitter.com/CBforEmployers• http://thehiringsite.careerbuilder.com/
– Personified• www.twitter.com/PersonifiedLLC• www.facebook.com/PersonifiedLLC• http://www.linkedin.com/groupRegistration?gid=2180597