Inside Social Webinar 2016
Inside Social WebinarDavid C Brudenell
Chief Digital Officer, Universum
Principal Product Architect,
Currently, David is a member of the Product,
Engineering and Activation teams at Universum. As
Chief Digital Officer, David works with an exciting
and dedicated team of thinkers, makers, dreamers,
organizers and social leaders. All of these great
people play a role in Universum's current digital
transformation and are focused on helping
employers find the talent that can grow their
businesses. They are also passionate about helping
these employers build relationships with talent by
helping to tell data-led, human and purposeful
stories across all media channels.
3
Students are using more
channels than ever before to
learn about employers
Online channels
• Social media
• Employer websites
• Employer ads in social media
• Career websites
• Job boards
Offline channels
• University press
• Career Fairs
• Employer presentations
• Career magazines and guides
4
Being present on multiples channels is important
68%
43%
40%
Universum Communicating with Talent, USA, All Students, 2015
Percentage of students who use specified channel to learn about potential employers
Social
Media
Job
Boards
Employer
Ads on
Social
Media
54
Be Social or Die
6
7
Facebook takes a
substantial % of all time
spent online
Universum Inside Social eBook, 2016.
20%
8
1 in 3 min on our mobileIs spent on a Facebook property
9
4.3 4.3
3.93.8 3.8
3.63.5
3.23.1
32.9 2.9
2.72.6
2.5 2.5 2.52.4
2.22.1 2.1 2.1 2.1
2
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1.7
1.3
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India
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Series 1Americans love social media
GlobalWebIndex, Q4, 2014. Ages 16-64. Averages based solely on people who use social media
Average number of hours per day spent by social media users on all social media channels as of January 2015, by country
10
85% of Gen Z respondents
are open to being contacted on social media
The appetite for social recruiting is there
Universum Gen Z Report, 2015
11
74% of Gen Z respondents
have never been contacted about job opportunities
But there is still huge opportunity
out there to engage with talent
Universum Gen Z Report, 2015
1210
Some employers are connecting
with talent in impactful ways
Facebook is full of employer brands
13
1418
1519
1620
17
Sharing real people and real
stories
15
“Social media is about getting insights into
other people's lives; the same should go
for organizations: getting an insight into
their working and their culture.”
- Student
18
A campaign based entirely
on emoji’s
16
“How about an internship in a bank that
speaks your language?”
Watch the
emoji
video
1917
Social or die, AND
Optimize.
Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feelDifferentiation
20
Four ways to optimize your social strategy
Platform
mix
21
90%90% of talent expects you to
post more than three times a
week on Facebook
22
Engaging on a frequent
basis is expected
Universum Communicating with Talent, USA, All Students, 2015
23
Having an active voice on social media is required
12%
27%
32%
50%
Q: How often do you visit each of these
online networks/ communities?
A: I’m constantly checking this network
Snapchat
Universum Communicating with Talent, USA, All Students, 2015
11
Platform mix – Facebook
Even though Facebook rules the social ecosystem, employers
shouldn’t be exclusive
Over a billion log on to Facebook
daily, a 17% increase year-over-year
Global users spend an average of
20+ minutes on the site each day
31
59% of youths aged 12-24 were on
Instagram in 2015, up 53% from the
year before
Instagram recently opened paid
advertising, making it even easier to
reach talent
59%
Platform mix – Instagram
32
With over 400 million users worldwide, LinkedIn is a
buzzing professional space for networking and building
relationships.
Present in over 200 countries, it is one of the most globally
used social media platforms for talent to learn about, and
engage with, employers.
Platform mix – LinkedIn
33
27
Mixing up your message is key
87% 85%75%
66% 61%
44%35%
4%
% respondents
Universum Communicating with Talent, USA, All Students, 2015
Type of employer information that talent searched for on social media platforms
Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
28
In a media saturated
environment, capturing
the attention of talent – let
alone engaging – is hard.
24
30
It’s nearly impossible to cut through the noise
BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-processing-a-record-27-billion-messages-per-day/#!sawFj
See also: http://www.youtube.com/yt/press/statistics.html
of the world’s internet traffic is
from mobile devices and we now
buy more smartphones than
‘dumb’ phones
27 billionWhatsApp messages are
sent every daypictures are
shared on social
media every day
758million In early
2014 nearly
3 billion
people
were online
20%
6 billionhours of video are
watched on YouTube
every month
Facebook has almost
1.2 billionusers worldwide
25
Leverage sponsored ads
Reaching your target talent organically is becoming more difficult
31
32
In the last second
510 comments were posted
293,000 statuses were updated
136,000 photos were uploaded
33
Because the social landscape
is so busy now
98% of your posts on your
page will not be seen
You can’t just show up anymore.
You have to be strategic
34
Social media measurement has been more
sophisticated
Likes
Likes were
king
Liking your content
put more of it in
talent’s newsfeed
more often.Big Fan Pages
Get all talent on
your page
When social platforms allowed
companies to advertise,
employers bought likes and
fans in the hope of connecting
to them more often.
Engagement
“Likes don’t
matter anymore1”
Struggling with too much content
for users to consume, major
platforms put more emphasis on
comments, favorites and shares
as these activities require more
active investment by users.
Content + Reach
Content is king
As newsfeeds have become
incredibly busy, social platforms
have focused on sophisticated
algorithms that measure the time
spent reading each post. Great
content gets rewarded with more
reach
Beware of vanity metrics
36
Likes and shares from your
existing network are no longer
the most important measures of
success on social Sponsored ads drive awareness and
engagement with candidates who you
otherwise would not reach
35
Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feel
37
Create a consistent look & feel – P&G best practice
37
Four ways to optimize your social strategy
Platform
mix
Leverage
promotion
Consistent
look & feelDifferentiation
39
As social media gets more crowded, the need to
differentiate becomes more important
38
Creative and authentic messaging is critical
39
Creative and authentic messaging is critical
39
43
So is putting a human touch to your employer brand
Over 120,240 pieces of content about “Attractive/ Exciting products & services”
were posted on Facebook globally last year
q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1
10X higher engagement than the average post
100X higher engagement than the average post
1,000X higher engagement than the average post
10,000X higher engagement than the average post
100,000X higher engagement than the average post
The gap between great and good is
widening
This is a sobering chart.
What we’re looking at here is a comparison between the average continental
post engagement average for each quarter beginning in 2012 and the max
post engagement for each of those quarters. The purpose of this view of the
data is to show the relative ‘performance gap’ between the average employer
brand and the best post for that quarter. As all employer brands are made
equal using the post engagement calculation, this is a powerful look at the
data as it truly shows how all employer brands are performing from a content
and content alignment perspective. Engagement too illustrates the impact of
the produced content. Because ‘comments’ and ‘shares’ require more thought
and reputational investment from talent these are up-weighted - likes don’t
really matter any more, so employer brands with big historical fan bases and
lots of post likes aren’t that impactful anymore.
As you can expect, there is a considerable gap between the average and
best. This is not surprising as it’s possible these days to sponsor posts on
Facebook. But this is just the point; as you can see from the data, some of
these posts are 10,000x-100,000x more engaging than the average.
This is an amazing feat and cannot be achieved by spending alone. The best
posts are a mix of engaging content as well as paid investment. As you can
see from the ‘performance gap’ that this is actually widening. This means that
the employer brands who are getting max quarterly engagement are getting
better at it than the rest of the industry.
What this means
For employers who are just getting into social media, it’s going to be
increasingly difficult to compete. First mover advantage appears to be a
reality on a platform like Facebook. With the 300% growth in the number of
employer brands coming onto Facebook alone in 2013-2014 we can see that
the majority of them will not be able to compete with more invested employer
brands on organic activity alone. If you’re late to the party you will have to pay
to keep up with the employers who arrived first.
Regular content matters. As we have discussed in previous reports, the tone,
type and attributes that you focus your content on have a direct impact on
your post engagement. Creating all of your posts around a data-led strategy
and making them human and purposeful will not only ensure that you can
compete, but if you pair this with modest paid investment, you can make a
10x, 100x or 1000x impact on your engagement compared to other competing
employer brands.
Global Average Post Engagement | 84,757 Facebook Posts
Max Individual Post Engagement
Performance GAP
20152014201320122011
History
For 12 months, Universum has been managing and developing Exxon’s social presence on Facebook. Using Universum’s EBAgile technique, Exxon has developed a curated community of over 10,000 engineers in America that interact with their campaigns on a daily basis.
Agile campaign overview
To drive awareness, increase consideration, reduce hiring costs, and improve volume of applicants for wage testing sessions, ExxonMobil used Universum to create a Facebook campaign for several available jobs for their operations in Baton Rouge, Louisiana. ExxonMobil faced challenges filling seats for their wage testing and their goal was to reach a quota of 100 applicants for several positions including:
• Process Operator
• Instrument/Analyzer Technician
• Lab Tech
• Machinist
• Mechanical Crafts
• Electrician
• Warehouse Operator
plan design launch
measure
insights
adjust
little strateg
y
little strateg
y
A 5-day campaign run through the ExxonMobil Careers Facebook page. Universum’s expertise in Facebook marketing was used to target the most relevant audience. We drove engagement by maintaining responding to users questions to ignite interesting conversations.
5 days
The application volume was so high that the ATS system could not handle the volume of concurrent applications. Exxon had to accept walk-ins for these jobs.
Post Metrics Campaign Results Investment
ExxonMobil is now using Universum to handle all wage-testing promotion across Facebook and Twitter. They have also increased applications for wage testing by over 100% when partnering with Universum.
The journey continues..
There has been such positive momentum with ExxonMobil’s social program that employees are now becoming advocates…
Employees are activating themselves and sharing authentic employer brand
experiences!
Talent from competitors are interacting with Exxon!
History
For 12 months, Universum has been managing and developing Unilever’s social presence across six continents. This activity covered multiple platforms, countries, talent groups, on and off campus integrations and regular organic community management.
Agile campaign overview
In partnership with the Unilever NAME team led by Ajith Thomas, Universum and Unilever teams deployed a multi-country, multi-language and multi-platform (Facebook + Instagram) campaign to drive graduate applications for the NAME regions FLL program, called ‘The Quest’.
In the NAME region, Instagram is not only a popular social media destination, but is one of the fastest-growing platforms. Universum and Unilever built a specific organic and paid-media strategy to take advantage of this new access to talent.
plan design launch
measure
insights
adjust
little strateg
y
little strateg
y
Over a 60 day period, Universum teams created and deployed over five unique and updated micro campaigns across seven countries using Facebook and Instagram.
60 days
Some of the first Instagram paid media testing for
Unilever!
0
2,250
4,500
6,750
9,000
Soft Launch Marker 1 Marker 2 Marker 3 Marker 4 Final result
Th
e Q
ues
t R
egis
tra
tio
ns
8,472 applications
Universum partnership
3,803 applications
Previous agency partnership
Testing period to optimize creative, platform and content deployment
46% Growth
2,972 applications
92% Growth
290 Applications
564% Growth
2,270 Applications
124% Growth
1,073 Applications
114% Growth
641 Applications
150% Growth
1,114 Applications
143% Growth
112 Applications
plan design launch
measure
insights
adjust
little strateg
y
little strateg
y
Over the period of six weeks with four weeks in field with the campaign Universum created the strategy went on site to capture employee interviews and videos for publishing as micro stories on Linkedin
6 weeks
Campaign Results
Lamborghini named one of the top 50 most attractive employers in Italy on LinkedIn.
49
1. It is all about finding the right mix
2. Leverage sponsored ads across platforms to
maximize your reach and engagement
3. Maintain a consistent look and feel to your
messaging and visuals
4. Differentiate your brand and showcase what
makes your organization unique
Final recommendations
Universum optimized
Good luck Sarah! #NewPwCTeam! Graduate Program Day 1 starts today! Do you
know someone who would be perfect for PwC’s graduate program next year?
Share this post with them and comment. We want to connect!
#NewPwCTeam
Real example
In today’s media landscape, understanding who, what, and where is the difference between success and failure. It’s important to identify your challenge and also what is attractive, credible, unique and credible to the talent you want to interact with.
What is unique to Universum
Unlike most agencies, we were born a data and research company. As a result, we have a number of tools and techniques that supercharge our content production and publishing:
Hyper-targeting on social channels by adding talent preference data from our student and professional research
Agile Employer Branding Content process that produces highly measurable micromoments instead of standard big, expensive and risky creative ideas
A proprietary social media listening tool that gives talent’s actual perspective on your and your competitors social media content
Talent demands authentic content. Social media is about people and not brands. Our data suggests that storytelling through the voice of your employees will connect more deeply and more often to talent.
Authentic and leading techniques
As a result of our techniques, universum posts achieve 16X higher engagement than the global Facebook average
Publishing content for the purpose of being present isn't enough in today’s noisy social media channels. Employer brands need each post to have a purpose. We employ a number of campaign techniques and tools to make the most out of every post, update and tweet.
Better strategies
Every activation program we deliver starts with a comprehensive data-led strategy where we deeply focus on:
Where talent are going to consume content
Which employee actors are the best fit
What voice and tone will resonate best
Which attributes are key to deliver on KPIs
On what platforms and when (exactly) are posts going to perform best
Our principle drives our success: Data-led, human and purposeful
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