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Tell the Story: Leveraging Social Media Tools for Recruiting, Business Development, and Employment Branding.
Joel Peterson, SHRM-SCPAssociate Director of Human ResourcesKohn Pedersen Fox Associates, P.C. (KPF)
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Get Social!
@joelyoh
Please Tweet!#aechrsummit
@aechrsummit
Agenda
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• Who’s in the Room?• Social Media Timeline• Reality of Social Media• Peterson Labs• 7 Steps to SM Engagement• Picking the Right Tools• Top Tools in 2019• Recap/Final Thoughts
Introducing – Joel Peterson, SHRM-SCP
• 2019 - Associate Director of HR at KPF (Kohn Pedersen Fox, Associates, P.C.).
• 13 years building the people who build the buildings.
• Former Communications Director for New York State SHRM.
• Volunteer – New York State Special Olympics.
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• Founded in July 4, 1976• Global architectural design firm• 650+ employees, 30 principals• 9 locations
• New York• San Francisco• London• Berlin• Abu Dhabi
• Shanghai• Hong Kong• Seoul• Singapore
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Who’s in the Room?
GET ON YOUR PHONEGo to: https://pollev.comUsername: hrsummit
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20082009 2013
2012 2014
2016
Social Media Timeline
2008
9
Social Media Timeline
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15
Reality of
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Peterson Labs
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53%
2%
0%2% 0%
19%
48% 33%
7%
Company Statistics
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Provide Training
Give Access
Give Permission
Make the Case
Build in Expectations
Generate Content
Measure Results
7 Steps to Social Media Engagement
LinkedIn Facebook Twitter Instagram Pinterest
Profiles Professional Personal Personal and Professional
Personal and Professional Personal
Ideal Character Length of Status Updates
140 40 140 125 200
Hashtag Performance Medium Low High High Medium
AdvantagesTrusted by job seekers and
recruiters
Most active social media
network
Reach a diverse and massive
audience quickly
Fastest-growing social media
network
Educate and inspire though
imagery
Disadvantages
Passive candidates may
not be active and therefore
overlooked
With so much new content daily, it's a
challenge to be seen
Newsfeed moves fast - need to
post daily to be seen
Newsfeed algorithm can
negatively impact audience
reach.
Users typically engage mostly
for personal use
iCIMS - The Social Recruiting Survival Guide
Pick the Right Tools
Provide the Resources
Hashtagify
Snappa
• Live• Instant• Storytelling• Video• MobilePeriscope
Snapchat
YouTube
Top Tools in 2019
Give candidates & clients access to:
• Company purpose via YouTube• Employee Takeovers via Instagram Stories• Project Milestone Celebration via Facebook Live• Office social events via Snapchat• Conversations with key influencers via Periscope• Micro-learning series via LinkedIn
How to Use The Tools
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Consumer Employee
A Word about Review Sites
FairyGodBoss - Employer review site for women.
Google Reviews – These reviews are powered by Google and are worth monitoring.
Indeed – Offers an anonymous review section of their website in addition to a forum, job postings and the ability for job seekers to upload their resume.
Yelp – This site is most known for customer reviews.
JobCase – Very active hourly work community, forum and employee reviews by location.
RateMyEmployer – Canada employer review site that has over 45,000 candidate and employee reviews.
Kununu.com – This international review site has its roots in Germany and has recently launched in the United States.
Facebook Page Reviews. Your Facebook Fan Page has the ability to have reviews whether you are selling a product service or on your company career page.
Review Sites
TheJobCrowd – Employer reviews for recent college graduates.
Vault.com – Company ranking and review site. Includes rankings for colleges, internships and schools.
Comparably – Free for employers to set up pages. Includes compensation, company review and culture.
InHerSight – Employer review site for women. Scorecards for employers on how female friendly their organization is.
CareerBliss – Review site for compensation, job search and company review information.
Xing.com – Company review site that offers job search information. Focused primarily in Germany and European markets.
LinkedIn – Currently in beta. LinkedIn will soon begin offering to the every employer a review and ratings page as part of their company LinkedIn page.
Review Sites
Recap
• Social Media provides useful, educational content aimed at this candidate pool to get them familiar with your brand.
• Companies can forge relationships which can help convince ideal candidates to leave their current role for one at your organization in the future.
• Don’t underestimate how important social media is in attracting passive candidates.
Passive Candidates are More Prevalent than Ever
Recap
Recap
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Final Thoughts
Tell the story. Keep it simple. Meet employees where they are. Don’t expect results without
building a relationship first. Make it fun and easy for them.
SoMeSimple
Often
Meaningful
Engaging
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@joelyoh
