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Everyone is talking about the power of social media. You know you need to be there, but do you have a strategy to ensure the effectiveness for your Social Media activities to attract and engage Talent? Do you know how to measure the success, the ROI of your social activities? In this presentation, we will look at what you can do to make your social media work for you.
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Winning the War for Talent: Is your social media working for you?
In case you missed our last session:
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Highlights:
• Social /Professional Networks = Top 3 preferred Communication Channels!
• Facebook is the most popular Social Network for both social & career purposes
• Data shows that Facebook is not “the young people’s network” nor “the old people’s network”. It’s everyone’s network.
• LinkedIn is great for professionals, but not as effective for students
How not to win the Talent War… Especially not on Social Media!
• We’re big, we’re global!
• Yeah… I know! So is every other company I’m considering….
Lack of differentiation
• What does Talent want to know about?
• What is the company culture like - really? What goes on inside the company? Who works there? Will I like working there? What does the office look like? What projects/clients will I get to work on? Etc.
Bottom line: You’re not selling a job! Your selling an experience!
• Social Media, especially Facebook, is perfect for answering these questions!
Why does this not work?
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Ok, so you know you need to be there but how?
= Not free! Not Easy! = Serious channel, with serious potential!= Not the intern, not HR with 30 mins a day to spare
Success Factors:
- Understanding the medium (!)
- Strategy, including Content Strategy
- Community Management
- Talent Campaigns
- Online & offline integration
- Measuring Success
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Establishing a sound Social Media Strategy
3. What channels should you use, how, for which target group?
1. What are your goals?
5. How do you want to
communicate it?6.
How effective are your activities?
8. Adjust your strategy
4. What do you want to
communicate?
2. Who is your
target audience?
7.Identify what you can do better to achieve
your goals.
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Sharing best practices:
The Cover Photo = First impression of your brand!
- Must be attractive, engaging, capture their attention;- Should communicate your Employer Brand and give a sense of your organization;- A great place to showcase your environment and your champions – your employees;
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Sharing best practices:
About Section - Give Talent a brief overview of who you are as an
employer and your EVP;- Rules of Conduct;- Connect to your other social media;- Direct Talent directly to your Careers Page;
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Sharing best practices:
Career Apps- Give Talent a chance to really
get to know you by showcasing your employees, your work, your office, videos etc.;
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Sharing best practices:
Career Apps- Give Talent a chance to really get
to know you by showcasing your employees, your work, your office, videos etc.;
- Showcase your career opportunities;
- Events Calendar;- Job application interface;
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Sharing best practices:
Career Apps- Give Talent a chance to really get
to know you by showcasing your employees, your work, your office, videos etc.;
- Showcase your career opportunities;
- Events Calendar;- Job application interface; - Games/quizzes/Business case
Competitions;
Benefits? - Mobile optimized! - Easy to update, localize- Direct pat to application (all
through 1 interface)
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Sharing best practices:
Content! - Content is King! Without good
content it’s not going to work - ever! Just sharing photos from your campus event and “Happy Friday”, is not going to cut it. It needs to be engaging. You need to have a strategy to see ROI.
- Of course this is the same across all social channels!
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Sharing best practices:
Facebook/LinkedIn Campaigns- Amazing outreach- Super targeted, due to unparalleled
targeting options- Cost effective- 100% measurable- Ripple effect/Virality
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Challenge Solution: Job Activation Campaign
Results
• Banking losing attractiveness
• Typical banking job not attractive to new grads
• Build significant Talent Pipeline to fill all positions
• Very short timeline
• Outreach: 26,000+• Engagement: 75% of all people that
clicked on the adverts, engaged with them.
• Over 1,500 website visits.• Talent Pipeline to fill open positions
Challenge
• Attracting international students back home;
• Lack of awareness of opportunities:
• Campus events not attended by the right profile;
• After campus, communication stops; no post-engagement;
• Very small target group;
Solution: EVP Activation Campaign to drive event registrations
Results so far
• Expected number of pre-registrations complete (6% of target group engaged)• 1,000+ engagements (likes, shares, website visits etc.) = over 30% of target group
What about other Social Media Channels?
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Image: http://bloomgroup.com/content/consulting-firms-retrench-social-media-2013-research-report
Is your Social Media working for your Employer Brand?
Measurement
• It’s not about Likes/Followers/Fans, it’s about engagement! Sure having reach is good, however it means nothing without engagement!
• Some key metrics:
Post Engagement Rate
Daily Page Engagement Rate
Clicks-through Rate
# of People Talking About This
Virality
Etc….
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