James Taylor a director at recruitment agency Macildowie shares his top tips on how to use social media to grow a recruitment business.
The final masterclass of the day is led by Charles Hardy, strategic talent solutions consultant at LinkedIn.
He looked at what makes a good recruitment campaign on Linkedin.
Hardy started with some numbers: there are more than 225m members and this is growing at more than two members every second and the fastest growing demographic in the UK is graduates.
What you say and how you say it is fundamental to how you engage people. So think about this and the skills you need in your recruitment team – these are mostly around marketing and knowing how to talk to people. As an employer, know why your organisation is a great place to work.
Your Linkedin Hub
Have a company page, a careers page and use Linkedin products and services – these make up your ‘hub’. For all of these you need rich content that is regularly updated. In this you need to make sure you articulate your culture.
Employees as ambassadors
Employees – through their profiles – are your ambassadors
And then there is their activity too – networks, groups, status updates, sharing
Show of hands in the room – everyone has a profile. Only one has posted an update on their profile this week.
Think about how your employees represent you on Linkedin. The number one activity on Linkedin is looking at profiles. And remember that Linkedin is a platform for you to tell the world about your brand.
- Post your jobs (obviously)
- Attract active and passive job seekers – 50% of jobs are applied to through recommended jobs – through the recommendation engine or through a shared job. So, make sure you share the jobs out through your networks. Hiring managers will know the subject, have a great profile and sharing the jobs and talking about what it is likes to
- Think about your followers – they receive your jobs too
- Sponsored jobs – you can pay to have it as the top recommended job. This gets great results.
- Job wrapping – pulls jobs from an ATS depending on your required filters. Through wrapping jobs, LI is dependent on the content that comes with them. If they do not leverage the employer brand then the ads will perform less well. Sell the vision of the company. Quality job descriptions are fundamental to their success.
- Targetted media- through ads you can target your audience or have a branded in mail.
Social networking – leverage your employees
- They can put content on their profiles
- They can share jobs in their updates
- Leverage the ad space on your employees’ profiles – for example, a big four accountancy firm with 100,000 employees typically gets 500,000 views a month. So make sure you make the most of their profile pages with targeted advertising.
Hardy said www.linkedin.com/skills is a powerful site for recruiters. Search skills and then look at related skills, groups and people listed. Hidden but very useful tool. As is the alumni tool www.linkedin.com/alumni
Strategic Sourcing and Pipelining
- Linkedin Recruiter gives you licence to source the LI database
- Search, filter, auto-search
- Contact via Inmail
- Tracking and pipelining tools too
But Hardy says it is not just about finding people it is about communicating with them too. This is an important part of the skill mix when using Linkedin to source candidates.
Build up a talent pool – run searches on people and talk to them over time. This will save time to hire and cost of hire. Start preparing well in advance of jobs becoming available.
Linkedin spends a lot of time with clients on this. Hardy says that this is not an admin or sales role – it is about building relationships. You need to have the right people in place. It is much more of an agency feel. You need to be proactive.
Use your followers as a talent pool. Grow through sharing and engage users with regular and relevant news.
Be proactive and remember that you do not need to be a first degree connection to connect with someone in the same group as you.
Checkin for mobile event registration
This is a new tool recruiters can use to help contacts register for their event. You do not have to have a profile to use it.
This second masterclass is led by Andy Headworth, founder of Sirona Consulting.
Andy Headworth started his masterclass by saying this:
If you don’t go and look at Google Plus as a recruiter, you are mental.
He then went on to show why recruiters should use Google’s social networking platform. Google Plus is now two years old and in that time it has gone from clunky to becoming a lot slicker with an easy to use design.
Headworth said that G+ has 343m active users vs 288m on Twitter and 693m active users on Facebook. He said that 57% of G+ users are active in the stream (i.e. posting and sharing on their profile).
There are three main reasons to look at Google+. It is good for:
- Creating talent pipelines and communities
- SEO – search and authorship
- Creating and sharing content
Make hay while the sun shines, he urged delegates, as it is easy to find contact details of users in their profiles, something Headworth thinks will be tightened up and especially if recruiters abuse the opportunity.
He talked through the functions . . .
- There are no text limits and they allows hyper links and anchor text so for Seo, it is great. You can have links from Google to your careers page.
- Most profiles include contact info, unlike LI
- Have a company profile and have your recruiters on their – this will act as valuable SEO for your sites
- Then put the badges everywhere and promote the fact you are on G+
- Another feature is authorship. That lets you as author stand out against your content, giving you authority and authorship. By configuring Google so that your image appears next to your content, recruiters can show their experytise i.e. posting jobs and sharing relevant content.
Jobs on G+
- If you tag the job to recruiter then their picture appears next to the job ad. Your recruiters will become recognised as specialists in their fields
- Recruiters can post jobs on their G+ profile
- Author Rank will be coming soon and will rank users based on their content, how many circles they are in etc. This will rank users in a similar way to the way pages are ranked in Page Rank. G+ is getting sexy and serious, Headworth said.
- Like Twitter – if you put people in your circles you are following them. If they put you in your circles you follow them.
- Communities are like Linkedin Groups
- Hangouts – like Skype on speed – up to 10 on air at once and can ve recorded and published to Youtube.
- You can add anyone to your circles – people cannot see what you call your circles
- You can control the content you want to see
- And you can segment the content you want your circles to see – target your content according to the circle
- Content shared in your circles can also be seen in the circles of those you follow (extended circles)
Search in G+ shows you people and their contact details and you can see who else is in their circles. It is easy to create a talent pool. And G+ communities are also simple to set up. They can be private or public.
As well as sharing content with circles and extended circles, you can also email them too. Andy said this was clearly a very useful feature for recruiters although he warned against abusing it. Spam someone on the first email and you will get blocked, he said.
Headworth also suggested looking at third-party G+ tools. Circle Count is good for analysing your data and Find people on plus is good for sourcing.
Speaker: Christer Holloman, senior business development manager, Europe at Glassdoor.
Christer starts off by looking at this HBR article as an example of when social meets HR and it all goes wrong: When HR decisions become social media scandals.
Glassdoor enables employees to post anonymous reviews, he says, and will talk about two things today: media consumption and tips for embracing social media.
Evolution of media consumption
Showed app Zite to make point that users are curating their own news journeys.
Average time spent with digital media – 12 hours a day for uni studemts
Rich Barton – founder of Glassdoor has 3 laws of the web
- If it can be shared it will be shared
- If it can be rated it will be ratted
- If it can be free it will be free
Glass door appeals to these factors. It has 30m visitors a month globally, 600k in the UK.
Reviews = business, they a have a tangible value, he says. And 74% of job seekers say they are very likely to read reviews of potential employers and workplaces.
Christer says reviews can help set new candidate expectations of the role and the company.
5 tops for embracing social media
1 Don’t be afraid of social media
The conversation is happening, so make sure you are there and engaging with it so you can influence it. For example, Tripadvisor used to be hated by hotels, now it is an important source for new business for many hotels.
2 Take there good and bad
On Glassdoor 65-70% of people say good things. As an employer, recognise the problems and change them.
3 Fix there problem
You can only cover up problems for so long. If it is broken, then fix it – if you feel it is worth fixing.
Use sentiment analysis – measure what people are saying – assess the cost of fixing and the cost of reputational damage.
4 Promote the good
Every company has something good to talk about. Identify them and share them – get your employees to talk about them.
5 Engage with me
A social media presence is all well and good but you have to participate. Work participation into your daily routine.
Chrsiter ended talk by showing quotes from Galassdoor users saying that embracing transparency has helped them.
The afternoon sessions are masterclasses. First up is Paul Connolly, Strategic Account Director, Work4, talking about recruiting on Facebook.
Paul says companies are recognising that Facebook is becoming a useful platform for sourcing candidates. It can no longer be ignored.
But most companies in the UK are sceptical and want to see evidence of it working. Work4 is three years old and is based in San Francisco. It works with 20,00 companies and has posted 6m jobs on Facebook. Work4 has weekly meetings with FB so Paul says the company has great insightss into where Facebook is going.
Show of hands – not many companies using FB.
Paul says the main recruiting challenges based on Work4 research are around reaching the right candidates, finding the best candidates, investing time and money efficiently as well as specific needs (e.g. seasonal) and applicant drop-off.
He shared some stats:
- One in seven minutes spent online is spent on FB – this is where the candidates are.
- There are more than one billion professional people on Facebook
- 83% of time spent on social networks is spent on FB
- 27,000 jobs shared monthly, 4.75bn content items shared daily.
- There are 15m businesses with a Facebook page
- 3m mediacal professionals on FB
- 7m sales reps vs 4.8m on Linkedin
- 2.5m engineers vs 2.4m on Linkedin
- 1.7m accountants vs 1.3m on Linkedin
Time on network
- 423 minutes/month on Facebook
- 15 minutes/month on Linkedin
- 25 minutes/month on Twitter
This is a new pool of ‘pactive’ candidates – they will go for a new job if the right one is put in front of them.
Candidates want to:
- Be active in a community
- Apply from social and mobile
- Work with friends
- They want to be engaged
Paul says that Work4 now has FB as a client, so they work with facebook to help Facebook recruit on their own platform. He then says 2 out of 3 companies recruit on Facebook – this does not reflect what people in the room are saying.
The challenge for companies is how to approach this – FB company page, FB careers page, corp career site – what’s best? No right answer. Work4 sees a 50/50 split between FB careers page and corporate careers site.
Work4 works with companies to set up their recruitment presence on FB. It can be a great place to reach out and communicate with candidates. Use all the tools available to you he says, including blogs, videos, clickakable banners.
83% of talent acquisition leaders say employer brand is key to making the right hires. So in FB make sure you tell your story in a consistent way.
Paul demonstrated a couple of case studies of companies that used targeted ads to drive likes and clicks on job ads. He says a strong talent pool will cut sourcing costs by 50%.
Talent communities – 3 steps to success
1 Engage fan base – through FB engagement
2 Create a talent pool – you have their contact info
3 Applicants – they apply for the jobs
And make sure you turn your employees into brand ambassadors.
Paul shares an example of an IT company and the success they are having sharing jobs. They have 182 users, 380 social profiles, 7940 jobs shared, 19k views, 3.3k apply clicks.
Paul finishes by looking at what’s coming next from Facebook?
- FB continues to be mor erelvant for recruiting.
- Mobile is huge FB app is no1 mobile app in US
- FB newsfeed redesign – images now more important – more ability to be visual
- New job cards to promote jobs in amore visual way
- Selected partner for Twitter cards
- Graph Search for recruiting – a powerful tool for recruiters, he says
- Hashtags – there are opportunities to advertise around these