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Social Media Marketing for Recruitment
INTRODUCTION
Director / Founder of Easy Web Recruitment (est. 2005)
Since 2005 we have been designing and implementing online recruitment campaigns for large (Tesco, Western Union, Next etc) and hundreds of SMEs & NFPs
Since 2009 we have been providing ATS (Applicant Tracking Software) to UK clients.
What we do at EasyWeb
1. Train your staff in direct sourcing skills.
2. Help companies to streamline recruitment (via our Applicant Tracking Software)
3. Help organisations to increase direct sourcing success via flat fee recruitment campaigns.
4. Traditional Head Office Recruitment Agency that gives you something extra
Every placement we make we give you an online recruitment campaign so we can help you recruit your next hire for free.
• Social Media Marketing Overview
• Defining your likely ROI
• Designing your Strategy
• Execution
• Analysing and Reviewing/Repeating Success
• Questions
ITINERARY
Overview
The 3 Core Components of Social Recruiting
1. Employer BrandingTargeted campaigns that aim to positively influence your organisation as a place of work.
The 3 Core Components of Social Recruiting
2. Social SourcingUtilising Social Networks to identify and approach relevant profiles.
The 3 Core Components of Social Recruiting
3. Social EngagementListening and engaging with the aim of building online communities of talented individuals.
ROI
Where are you now?
1. Employer BrandSeveral ways to measure Employer Brand the easiest way is via your company Glassdoor page. The average is 3.2
Where are you now?
2. Social SourcingHow many hires are you proactively sourcing via Social Networks? Do you record/report on your source of hire?
Please note: Report is for example purposes only.
Where are you now?
3. Social EngagementThis is not the sort of activity that slips below the radar it takes planning, effort and time to deliver results. Vast majority of organisations are not doing this.
If for example, you think your flash new Career Site should be engaging enough then you might be surprised to hear that 83% of Careers Sites have a less than 15% return visit rate (source: Findly).
Likely ROI
What can you expect to achieve?
1. ROI will be limited by the number of hires you make per annumIf you make 1,000s of hires per year then all this extra effort to promote and engage is a no-brainer.
However, even if you only make 1 hire per annum, Social Sourcing can deliver a return, as this can be more transactional, as you simply perform a one off search for your single vacancy.
What can you expect to achieve?
2. ROI can be large even if your overall hires pa is lowThis only applies if the value of the hires you are looking to recruit is hire.
Example: Red 5 StudiosNeeded to hire some of the best games developers in their industry. Decided to send 100 personalised Red ipods to each developer. Response rate was 90%, made several hires & also raised their employer brand to entire industry.
What can you expect to achieve?
3. Your expected ROI should be higher if you have a great company/culture to promote.
Example: NetflixNetflix offer unlimited holiday to their staff. Their policy is to have “no policy”.
Defining your Strategy
Define your Resources1a. Limited time / Limited assistanceIf you have limited time and limited colleagues to assist you then you can still implement a successful strategy you will just need to be realistic and automate processes where appropriate.
Example: EasyWeb’s “Life at EasyWeb Recruitment” Facebook page sees us do updates every 1-2 weeks. Whatever your frequency of updates, be consistent.
Define your Resources1b. Limited time / Some assistanceAll your staff are already in “marketing”. They market their story everyday via social media, part of this includes their “work story”.
Tip: Use your staff to help show what life is like within your organisation. This works even better if your staff can generate & post content directly (although this has obvious risks)
Define your Resources
2. MoneyNot a massive issue in this area as most services are free. Most organisations see time as the main issue (although time=staff which technically does=money)
Define your Resources
3. KnowledgeIn order to influence the audience of potential employees you plan to target you will need to know what motivates them and be able to talk to them and have credibility.
Target your Audience/Develop Personas
Identify which groupsIdentify your target audience, develop personas for each type of person you hope to hire. This will increase your understanding and provide a point of reference to refer back to so that you can ensure you are making an effort to speak to each persona:
You need to understand each persona:
• Where are they currently working?• What are their current pain points? • How can your company solve these problems? How are you different?
Important you recognise personas are not a cold marketing concept, but a tool you can use to increase your awareness of each type of potential employee, so you can both speak to them and alter your strategy to solve their problems.
Choose your WeaponsWith so many Social Media options available you need to choose wiselyThings you need to consider when making your choice:
• Which Social Media tools are being used by my target audience?
If you want to hire Developers ask your current developers which tools they use and how often. You can also use tools like SourceHub to search for profiles across several networks and see which are the most popular.
Choose your WeaponsQuick Tip: Some Social Media Platforms might help you correct imbalances in your workforce
Social Media sites like Pinterest have a large bias towards females (over 80%) so could be used to attract more females workers.
Please note: This is just an example Pinterest Careers page from a client of ours. I have no reason to suspect they have any gender imbalances in their workforce.
Choose your Weapons
How many Social Media properties can I manage?If you use tools like Hootsuite you can syndicate and schedule your updates across multiple social media.
Plan, Plan and then do some more Planning
You will probably want to set some content targets and a content marketing calendar
Interesting article comparing these two options for a content marketing calendar: http://wpcurve.com/trello-vs-coschedule-editorial-calendar/
Execution(Getting your message out there)
Top 10 Tips for Content
1. Monitor competitors and other interesting content producersThe best ideas are often borrowed (just remember to doff your cap to the original producers).
Top 10 Tips for Content
2. Explore different types of updates Produce articles/blogs, short updates, pictures, videos etcMonitor your results and see what engages with your audience.
Top 10 Tips for Content
3. Linkedin Publisher PlatformIf you are producing blog like articles as part of your strategy then this platform will be important in getting you eyeballs on your article.
Top 10 Tips for Content
4. Schedule your updates for when readers are most likely to engage
For example, twitter users tweet less at the weekend and Facebook users share more at the weekend. Bear in mind this is generalising so you need to know what works for your audience with your “work related” message.
See here for full article: https://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
Top 10 Tips for Content
5. Have a plan for how to respond when people engage
Do you reply back? Do you ask them to follow you? Do you ask them follow up questions to help you understand their persona? What about negative replies?
Top 10 Tips for Content
6. Don’t forget offline opportunitiesWell known example from Google that took advantage of highly intelligent techies commuting to work.
Top 10 Tips for Content
7. Talk (in non-corporate speak) about issues that are important to themThey don’t care about your “brand” they do want you to listen to their experiences and tell them about what a job with your company would look and feel like to them.
Top 10 Tips for Content
8. Every now and then…produce something AwesomeProbably the best Careers Video ever…This is Zendesk
Top 10 Tips for Content
9. Don’t forget the traditional routes to market your contentThis includes your website, emailing your talentbank, updating your email signature and using your content as a way of directly approaching someone via Linkedin.
Top 10 Tips for Content
10. Everyday does not have to be “Awesome Day”It is more important that you are consistent, regular, different, quirky rather than absent or dull. Once you get in the habit you will automatically start updating when you see something worthy.
Analysing Results
How do you plan to monitor engagement?
Social Media Management ToolsTools like Hootsuite allow you to report on all your activity and engagement (for advanced analytics you need to pay).
Individual Social Media SitesEach social media property will provide their own individual analytics.
Facebook Insights Example Hootsuite Analytics Example
Tools such as LikeAlyzer to analyse your FB page
It will give you a generic overview of what you are doing well and what you could do more/less or just differently. You can also use this tool to compare other FB pages from competitors.
How do you plan to monitor engagement?
“If you cannot measure it, it did not happen” – Marketing Adage
This is not true, particularly for smaller companies. For example, I ask all interviewees for EasyWeb how they researched the company. About 50% refer to our Facebook page and mention some of the updates they saw on there.
Identify what works and repeat your successes
The Next Step?
Upcoming Social Media Webinars that are more practical focused, see here for more info:
http://www.eventbrite.co.uk/o/easyweb-recruitment-320818116
Special Offer for all new clients in May 2015
MAY 2015 – SPECIAL OFFER
BOGOF – BUY ONE GET ONE FREE
£499 for 2 Advertising Campaigns(normally £499 each)
For all new clients in May 2015
We design an optimised job advert (you approve it)
We design a bespoke application form / process. All candidates can be asked a series of additional and/or
killer questions.
We post adverts branded adverts to the following boards:
We post EasyWeb branded adverts to:
Also post to a range of additional regional & specialist roles.
We provide you access via our ATS software or we can email you all the relevant applicants CVs & Application Forms.
You are free to make as many hires as you like with no additional fees.
UPGRADE TO MANAGED CAMPAIGN: £799 for 2 Campaigns
This includes: CV Screening by our UK resource team, CV Database searching (Reed, TotalJobs, Monster & Jobsite)
& Linkedin searching and approaching
YOUR PRESENTER
Tel: 01933 667126Email: [email protected]
Feel free to contact me for any follow up questions.
Appendix1. Spotify Careers: https://www.spotify.com/uk/jobs/2. Personnel Today Linkedin Group: https://www.linkedin.com/groups/Personnel-Today-2900498/about 3. Paddy Power Glassdoor Page: http://
www.glassdoor.co.uk/Overview/Working-at-Paddy-Power-EI_IE26329.11,22.htm 4. Red5 Studios Example: http://
www.bloomberg.com/bw/stories/2008-03-25/tempt-talent-with-creative-recruitingbusinessweek-business-news-stock-market-and-financial-advice
5. Netflix example: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/7945719/Netflix-lets-its-staff-take-as-much-holiday-as-they-want-whenever-they-want-and-it-works.html
6. EasyWeb Facebook Page: https://www.facebook.com/easywebrecruitment7. Selfridges Careers Twitter: https://twitter.com/SelfridgesJobs/status/5981348371369820168. SourceHub: http://www.socialtalent.co/cool-tools 9. Hootsuite: https://hootsuite.com/10. Tunstall Healthcare Pinterest Page: https://uk.pinterest.com/TunstallHealth/ 11. Coschedule Content Marketing Calendar: http://coschedule.com/content-marketing-editorial-calendar 12. Facebook Future Publishing: https://www.facebook.com/YourFutureJob 13. Google Advert: http://www.dailyedge.ie/clever-recruitment-ads-839879-Mar2013/14. Zendesk Careers Video: https://www.youtube.com/watch?v=l0uaSU6IVN4 15. Asos Careers Twitter: https://twitter.com/ASOS_Careers 16. Debenhams Careers Twitter: https://twitter.com/DebenhamsJobs 17. Likeaylzer: http://likealyzer.com/
