Introduction to Using Social Media in HR and Recruiting

Sarah Mitchell

Introduction
Goal for Today
Provide an introduction to HR departments considering adopting a social media program Dispel hype and confusion

Historical Reference
July 2009 PQMedia study Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years. $1.54 billion spent on WoM marketing in 2008
May 2010 Custom Content Council Survey U.S. spends record $47.2 billion in 2009 on branded content (including blog posts, and video to digital zines and e-newsletters) equating to 1/3 of all marketing budgets Bridge Ratings Survey Strangers with Experience trumps: Teachers Newspaper/Magazines TV News Reports Traditional Advertising

Turning Point:
Consumers Do Their Own Research
Online Publishers Internet Activity Index Monthly Time Spent in Internet Activity Table

Game Changer Google Panda

Google Panda makes social media connections a bigger part of their algorithm.
Social media activity = better search engine results

What Social Media Wont Do

It wont close deals
It wont generate a customer base if your products or service are lacking

Probably wont replace your current marketing strategy.

What Social Media Can Do

Promote your brand/EVP Assist in Candidate Attraction
Establish your Authority Expose negative aspects of your business

Two Things to Remember

1. Its social meaning your activities have to be centred on building relationships
1. You are representing your brand either explicitly or implicitly. At all times you must maintain a professional tone and attitude.

Considerations before you start

What do you want to achieve?

How are you going to handle criticism?

Whos going to own your social media activity?

Are you prepared to invest the time required?

What channels are you going to use? What are you going to say? How are you going to manage it?

What do you want to achieve?

Listening

Broadcasting

Engaging

How are you going to handle criticism?

Its not a matter of if but when
The upside of a healthy network

Whos going to own your social media activity?

Focus on your marketing strategy not the tools Hint: It shouldnt be the youngsters in your organisation

Are you prepared to invest the time required?

Those with more years of social media experience spend more time each week conducting social media activities.
2011 Social Media Marketing Industry Report

What channels are you going to use?

Twitter LinkedIn Facebook Blogs Google+

Research Candidate Attraction Establish Authority

Establish Authority Candidate Attraction Promote your EVP

Promote your EVP Candidate Engagement

Promote your brand/EVP Establish Authority Drive Agenda

Not yet proven Potential to have big impact

Usage of Tools for Business

100 90 80 70 60 50 40 30 20 10 0 87 88 79.3 77.2 75.3 78 68 70 71

92
84 68

Social Media Success Summit Report 2009

Social Media Marketing Industry Report 2010

Social Media Marketing Industry Report 2011

LinkedIn

Facebook

Twitter

Blogs

Twitter Users by Age

Credit: Ignite Social Media based on Google

What are you going to say?

You should have a content strategy, not a social media strategy

Quality Consistency Frequency

How are you going to manage it?

Beware of integrating tools
Recommended aids:
Tweetdeck Sendible

Interesting Facts

People aged 30 to 39 years are most likely to use social media for business. (Stelzner)

More women, than men, engage in social media activities. (55% vs. 45%)

People love to look at pictures. 70% of all actions are related to photos or video. (HBS)

Women say more. Men reference links. (HBS)

Establish Authority
LinkedIn is a professional networking site Complete online resume Find and connect with business colleagues Special interest groups Polls Q&A 70 million members in over 200 countries Every Fortune 500 executive team represented on LinkedIn
linkedin.com

Candidate Attraction
Twitter is a global instant messaging tool Send messages to drive traffic to your website Networks consists of followers and is very fluid 1.6 billion search queries every day April 2011 Twitter has 175-200 million registered users
1.6 million active Twitterers in Australia Sept. 2011
twitter.com

Drive Agenda
Blogging is an online dialogue you have with your customers and prospects Allows you to position your company against competitors Excellent way to improve SEO Prospects can leave their own comments and opinions

Promote Your EVP

Facebook allows you to create a business page Most useful for B2C companies

Post photos, documents or run advertising

Privacy issues 75% of user are outside the USA 10,628,600 users in Australia September 2011 More than 800 million users log on to Facebook every day

facebook.com

Measuring Influence

Recommendations: Before you Start

Pick a descriptive user id MiningOilGasJob www.knowem.com Use a picture www.gravatar.com Use your real name Be transparent

Be generous with information

Building Networks
Its Professional Not Personal

Be Aware
Slow burn method of marketing
The conversation about your company happens with our without your contribution

Sarah Mitchell

Director Site Content

Find out more at

www.miningoilandgasjobs.com