Transcript
Page 1: Summit 2013 - Sourcing5: 140 characters or Less - Kasper

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140 Characters or Less: Writing to Engage in the Social Realm

Kimberley KasperJobvite, Chief Marketing Officer@kimberleykasper

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Facebook Accounts for 5 Out of Every 6 Minutes Spent on Social Networking Sites

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While Twitter and LinkedIn Battle For Number Two

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Who Is Using Social Media?

Feb-

05

Aug-

06

May

-08

Apr-

09

May

-10

Aug-

11

Feb-

12

Aug-

12

Dec-

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8%16%

29%

46%

61%64% 66%

69% 67%

9%

49%

67%

76%

86% 87% 86%92% 83%

7%8%

25%

48%

61%

68%72% 73% 77%

6%4%

11%

24%

47% 49% 50%57%

52%

1%

7%13%

26%29%

34%38%

32%

Social Networking Site Use by Age Group, 2005-2012

% of internet users in each age group who use social networking sites

All internet users

18-29

30-49

50-64

65+

%

Source: Pew Research

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60% of Gen-Y members find themselves compulsively checking their smartphones for emails, texts, or social media updates

Source: 2012 Cisco Connected World Technology Report

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“Twitter is becoming the new job board. It is also becoming the new

resume”.

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A Billion Tweets Are Sent Every Four Days

How do you stand out?

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UNDERSTAND YOUR EMPLOYMENT BRAND

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You Have An Employment Brand Even If You Don’t Cultivate It

83% of recruiters think branding impacts their ability to land top prospects.

Strong talent brand can reduce the cost per hire by 50% and reduce turnover by 28%

Steps to Cultivate Your Brand1. Understand your company’s

culture from all angles2. Know your business needs3. Understand your target

market4. Optimize your employer

value proposition5. Set objectives6. Define your

communications mix7. Execute, measure, refine

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Make Sure Your Employment Brand Is Pervasive

Leverage it with all candidate touch points• Career Site Copy• Job Descriptions• Emails• Campaigns• Recruiting Videos• Brochures• Giveaways

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CREATE SOCIAL MEDIA ACCOUNTS

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Careers Have A Place on Your Facebook Page

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Manage Posts, Interact Directly With Followers

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WRITE COMPELLING COPY

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Tweets and Posts Are Newspaper Headlines

Be brilliant by being relevantBring a bit of humor to itPose a questionKeep it short Highlight your company cultureSpeak in your own voiceAsk for the Share or Retweet

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Rule of Thumb: For every job you Tweet or place on Facebook, you should have at least two

other pieces of content

Industry NewsCompany PhotosCompany Events

Shout Outs to CustomersRetweets

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Seattle News

Job Posting

Twitter Chat

Job

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USE HASHTAGS

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Hashtags: Key To Productive Twitter Engagement

Receive 2x more engagement than those without

Tweets with more than two hashtags show a 17% drop in engagement

Top 10 HR Hashtags#HR#Tchat#leadership#FF#HFchat#dthr#Diversity#SHRM#socialmedia#jobs

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Hashtag Best Practices

Don’t Overuse • No more than 2 per tweet• Only tag the most important thing in the

tweet

Be Obvious• Don’t try to be cute• Use hashtags that your target audience

would use

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Make Sure You Know What’s Trending

What The Trend http://wthashtag.com/• Top hashtags trending• Description• How Long The Phrase Started

Trending

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Know Your AudienceTop15 Hashtags for Job Seekers

#job#hiring#recruiting#jobsearch#hireme#needajob#jobtips#jobhunt#employment

#joblisting#jobsearch#nowhiring#HR#jobposting#career

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Sending A Jobvite To TwitterEnable Publisher to post to Twitter automatically ads #job to posts

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KNOW WHEN TO POST

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Not All Posts Are Created Equal

Source: TweetSmarter Blog

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Tools To Help Maximize Timing

Free Analyzers Paid Analyzers

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Use A Social Media Campaign to Manage Posts and Track Results

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SHARE OPEN JOBS

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Leverage Your EmployeesUse The Admin>Publisher Tool To Remind Employees

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Understand Which Employees Have Publisher Enabled

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See Who At Your Company Has Already Enabled Publisher

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Use Company Jobvite To Remind Employees

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Customize Your Messages Per Your Network

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AMPLIFY YOUR MESSAGE

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Host a Live Twitter ChatCreate a Real-Time Forum To Drive Brand Relevant Conversation

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NO COMMENT LEFT BEHIND

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Conversations Not Monologues

It’s all about engaging with existing and new followers

Respond!Make sure every post, question, tweet is

answered

“We want candidates to feel like they have a friend here and they are getting the inside

scoop”-Intel Recruiting

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TRACK & MEASURE SUCCESS

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You Need Closed Loop Reporting

Track the path of a user who:Clicks on a link in a tweetVisits a page on your websiteConverts into a candidate

Ultimately, you want to track candidates generated through Twitter and Twitter Reach and Database Growth

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Measuring the Candidate Flow

Visits: From Twitter, reflect the amount of referral traffic your website has attracted from Twitter

Contacts: Number of people who show interest in your open roles by either applying or being added to your talent pool

Visits to Contacts Conversion Rate: The percentage of people you are converting to a candidate out of total visits

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Measuring Database Growth

Follower Month-to-Month Growth: Gives you a sense of your reach

March Twitter Followers – February Twitter Followers

February Twitter Followers

Daily Follower Growth: TwitterCounter (http://twittercounter.com/) Free tool that allows you to examine follower growth over time

Link Clinks: Use bit.ly (www.bit.ly) to understand link activity

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Leverage Your Social Recruiting Dashboard

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SUMMARY

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In Summary

Understand Your Employment BrandCreate Social Media AccountsWrite Compelling CopyUse HashtagsKnow When To PostShare Open JobsAmplify Your MessageNo Comment Left BehindMeasure, Measure, Measure