TMA July 2016 Twitter Recruiting

#Twitterliciousness

This talk has been rated…

Steve Levy• Engineer who crossed over to the dark side• 28 years recruiting• SME sourcing, engaging, recruiting, retaining• Founder & Organizer of tech user groups• Startup HR Tech mentor• Twitter: @levyrecruits• Blog: http://www.recruitinginferno.com• #OMCchat• Google me: steve-levy recruiting

In the next 40 minutes…• The Social Universe• My social media basics• Finding people• Engage, Evaluate, Escalate, Explain • Even smart people do dumb things• Tools and tools and tools• Examples of Great Tweeting

Worst Tweet Ever

Active Users by Country

Time Spent on Social 2016

500M tweets per day60K+ jobs tweeted per day35M job search related keywords 86% of users access Twitter via mobileVery diverse audience

Active Users 2016

303M tweets per day

Mobile vs Desktop

12

Source of Hire 2013

Sources of Hire are interdependent and drive, combine with or influence most other source of hire categories. Survey respondents only attributed 2.9% of their hires directly to Social Media.Respondents also believe that Social Media influences, drives or combines with 7 out of 11 other sources: Referrals, Company Career Site, Job Boards, Direct Source, College, Temp-to-Hire and Career Fairs.

13

Source of Hire 2014

54% said that social media played a significant or dominant role in hiring of experienced employees; 39% in their hiring of executives; and 28% in their hiring of entry-level professionals.More than 20% of companies reported that it was a growing influence in hiring for all three groups.74% said that it was rarely an influence in their hiring of hourly workers; only 11% said that its impact was growing.

14

Source of Hire 2015

Portion of your hiressourced, contacted via ordriven through SEMcampaigns usingsocial media?

Proportion of hires from“posting” job via socialmedia sites – LinkedIn,Twitter, Facebook,Glassdoor, etc.?

Twitter and Sales

http://www.forbes.com/sites/markfidelman/2015/05/26/twitter-overtakes-linkedin-as-number-1-social-media-site-for-salespeople/

Doah, they followed me back!

I’m a Social Recruiting Guru!

It’s just a platform…

…and it doesn’t recruit:

People do.

Recruiting is a Contact Sport

19

Interacting• @Careers – Would you want to work here?• Be personable – People perk up to their

name• Be fun – Your company is fun to work at,

right? Shouldn’t you be too?• Challenging people – Won’t make

them run away; you can have a conversation in 140

• Cyberstalking to them is research to us – “@levyrecruits Steve, just read your profile/blog/policereport. Hmm…”

Bird Food• Engage – Content, humor, compassion,

intelligence…“We’re hiring” tweets, hearts and RTs are not make personable & personal

• Evaluate – From the entire body of work• Escalate – The Infamous Three Tweet Rule• Explain – Let the Twitterverse know when a

tweet turned into a call, interview, hire or…

Come and get me!

[squirrel sounds]

Hide & Seek

SearchingTwitter

Andy Headworth

http://sironaconsulting.com/2015/06/twitter-is-no-longer-optional-for-recruiters-and-hr/

http://www.followerwonk.com

http://www.bluenod.com

@worldatwork

27

Lists (the Secret Sauce)• People – “Developers @Company

Covets”, desirables, influencers• Companies – competitive intelligence• Associations – state CPA, SHRM• Skills – programming languages,

conference proceedings, conference handles

https://blog.bufferapp.com/twitter-lists

<search terms><location><boolean>

You say you’re soooooo unique but your tweetsscream…

What’s up with your“I’m Hiring” tweets?

31

B. O. R. I. N. G.• Default settings – Using default social

formats “extinguishes” the social fire of your brand

• Targeting – With account handles, hashtags, locations, “flair” distinguishes you from the masses

32

Engaging on Twitter• Know your customers – Be able to

describe the talent community & its attributes, likes, dislikes, trends, Zeitgeist

• Develop a content plan – Acquire, create & steward a content warehouse for each talent community (push-analytics)

• Foster “great expectations” – By interacting with the same voice you use with your work mates; by being consistent & reliable; by never lying…people will open up to you

Maddy Farkas• http://communitytable.parade.com/337003/cama

yak/she-tweets-they-follow-meet-the-restaurant-industrys-biggest-fan/

• Start simple• Add a soupçon of sass, snark, sauciness• Be yourself

37

Content• #LifeAtCompany – Pics, videos (Instagram,

YouTube), blog posts• #WorkWithCompany – Pics, videos,

employee posts, Twitter chats, Blab, Hangouts

• #CustomerOfCompany – When customers tout your products, services or people

• #CompanyInTheNews – “As it happens”• #CompanyHelpingOthers – Tips about

careers, job search, life

Summary Card (default) Large Summary CardProduct Card Player CardAudio Card Photo CardGallery Card Lead Gen CardWebsite Card

Twitter Cards• Tremendous overview about Twitter cards –

http://www.blogging4jobs.com/social-media/twitter-job-cards-recruiting/

• Card types…

Fueling RTs

https://blog.twitter.com/2014/what-fuels-a-tweets-engagement

40

Evaluating on Twitter• The whole is greater than the sum of

its parts – A few “out of character” tweets doesn’t raise a red flag if you’re seeking to “include”

• Convergent validity – Consistent voice, content, “interact-ability” across platforms

• Push the interactions – If your Spidey sense is tingling and giving off “positive energy”, push and monitor interactions

41

Escalating to Yes• Levy’s Three Tweet Rule – After three

substantive back-and-forth tweets, take it offline with the two most important social media tools…the telephone and the hand shake

• What is Your Superior Career Opportunity? – Market – don’t sell; Pipeline – don’t push

• List them – Don’t just Follow, add them to a special list and continue to engage

43

Telling the Twitterverse• Tweet your engagement analytics –

“Added # new XYZ Twitter fans to our Twitter Talent lists”; “# of our Followers became real candidates this past week”

• Welcome new hires aboard – When someone sourced via Twitter accepts, tweet it out: “@LevyRecruits joined @TMA last past week #TwitterHire”

There are realhash-holes onTwitter!

Bully & Lewis#TwitterBrandDisaster

Ooops#TwitterBrandDisaster

Hash-holing

http://gawker.com/5818292/entenmanns-compares-eating-donuts-to-murdering-child

#TwitterBrandDisaster

48

Which account?#TwitterBrandDisaster

49

Global Madness#TwitterBrandDisaster

50

We’re Shocked!#TwitterBrandDisaster

What’s in my Toolbox?

52

Twitter Tools• Tweetdeck – web (handles, lists, booleans,

hashtags)• Followerwonk – www.Followerwonk.com• Riffle – crowdriff.com/riffle• Bluenod – www.bluenod.com• Chats – www.tweetreports.com/twitter-chat-

scheduleblog.bufferapp.com/twitter-chat-101

• Buffer – www.bufferapp.com• Lanyrd – www.lanyrd.com• Hashtags – Hastagify, Rite Tag, socialbro• Apps – Hyperlapse, Photosynth, PicStitch• Analytics – Buffer

Tweetdeck

More Tools

55

Great Tweets

Lars Schmidt's brand recruiting handles

Great Tweets

Great Tweets

Great Tweets

59

Great Tweets

60

Great Tweets

61

Great Tweets

Putting it All Together• Social recruiting isn’t about a platform,

tool, or plug-in – it’s how people interact as part of life

• If you use a jackhammer for the first time you will swear you’ll never touch another one again

• No plan, no good• Evaluate people, not perfectionists• Pick your social media ambassadors wisely• No one is expendable on social media

Steve Levy[blog] recruitinginferno.com[insta] stevelevy6[skype] stevelevy[snap] steve-levy[twitter] @levyrecruits[email] levy.steve@gmail.com[linkedin] www.linkedin.com/in/stevenmlevy[voice] 646-535-6226[google me] steve-levy recruiting