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An Introduction to Social Media in Recruitment Communications
Webinar April 2012
TFA Webinar Series
15 May:
Using LinkedIn as a recruitment advertising channelRegister here: http://www.anymeeting.com/PIID=ED51DD878849
12 June: How Facebook can help you to win in the war for talentRegister here: http://www.anymeeting.com/PIID=ED51DD87894D
10 July:Using social media to support your diversity objectivesRegister here: http://www.anymeeting.com/PIID=ED51DD87894B
Why?
Go where your candidates are
To target:
1. Active candidates
3. Passive candidates
4
Media consumption changes
5emarketer, Dec 2010
Media consumption by age group
6Ofcom Research UK 2010, Adults 16+
Most candidates look for jobs online
Potentialpark Communications, Trend Study 2011
Where do job seekers look for employers and careers?
Referrals top the list of job finding resources, social networks move up
Jobvite 2011
Social media used by active and passive job seekers
Jobvite 2011
Mobile usage is growing
76%of job seekers use/would use mobile internet for career-related activities
Potentialpark Communications, Trend Study 2011
Where?
Options are limitless!
marketing-map.co.uk
Types of Social Media
13
Your peers are investing in social media
14
In the forecast for the next 2 years, what will be the development of each media budget?
Source: Terra Firma Associates Survey of 40 International Organisations, Q1 2012
What?
Consider all types of presence
Paid media Earned media
Owned media
• Social media advertising (Facebook, Linkedin,...)
• Search Engine Marketing (Google Adwords,...)
• Organisation’s Webpage
• Organisation’s social media pages (Facebook, Linkedin, Twitter, Youtube,..)
• Search Engine Optimisation
• Recommendations by staff on their social media pages
• Blog posts about working for the organisation
• Links
How?
Broadcast to dialogue
CHANNEL
Print adverts
Online Job boards
Facebook Advertising
LinkedIn Advertising
SEM
Promoting via Facebook
Promoting via Twitter
Promoting via LinkedIn
COMMUNITY
Engage with existing
candidate pool
Reach out to existing
communities
Build your own
community
Listen to what is being said about you across the digital universe
Next steps
• Which social media are relevant for my candidates?
• How do I build a social media strategy?
• What social media policy and guidelines do I need?
• I have limited resources, how can I use them cost effectively?
TFA can help with a
Customised Social Media Workshop
Stay in touch!
TFA Blog: www.terrafirmaassociates.com/blog
LinkedIn Group: International Public Sector
@TFA_social