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Tell the Story: Leveraging Social Media Tools for Recruiting, Business Development, and Employment Branding.
Joel Peterson, SHRM-SCPAssociate Director of Human ResourcesKohn Pedersen Fox Associates, P.C. (KPF)
Agenda
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• Who’s in the Room?• Social Media Timeline• Reality of Social Media• Peterson Labs• 7 Steps to SM Engagement• Picking the Right Tools• Top Tools in 2019• Recap/Final Thoughts
Introducing – Joel Peterson, SHRM-SCP
• 2019 - Associate Director of HR at KPF (Kohn Pedersen Fox, Associates, P.C.).
• 13 years building the people who build the buildings.
• Former Communications Director for New York State SHRM.
• Volunteer – New York State Special Olympics.
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• Founded on July 4, 1976• Global architectural design firm• 650+ employees, 30 principals• 9 locations
• New York• San Francisco• London• Berlin• Abu Dhabi
• Shanghai• Hong Kong• Seoul• Singapore
5
20082009 2013
2012 2014
2016
Social Media Timeline
2008
6
Social Media Timeline
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12
Reality of
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Peterson Labs
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81
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1
Linkedin - 2016
= Good - 72%
= Okay - 27%
= No presence - 1%
Total: 113
15
85
20
20
Linkedin - 2019
= Good 68%
= Okay - 16%
= No presence - 16%
Total: 125
16
16
6334
Glassdoor - 2016
= Engaged 30%
= Unclaimed 56%
= No Presence 14%
Total: 113
17
Glassdoor - 2019
57
48
20
Total: 125
= Engaged 46%
= Unclaimed 38%
= No Presence 16%
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Mobile Friendly - 2016
Total: 113
= Mobile Friendly 60%
= Viewable 39%
= None 1%
6844
1
19
Total: 125
Mobile Friendly - 2019
= Mobile Friendly 96%
= Viewable 3%
= None 1%
120
41
20
Total: 113
Mobile Application - 2016
= Yes 50%
= No 50%
5657
21
Total: 125
Mobile Application 2019
882
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= Yes 70%
= Would not load 2%
= No 28%
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77%
12%
5%0% 0%
17%
73% 23%
5%
Company Statistics - 2016
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80%
7%0% 0%
61%
84% 27%
4%
Company Statistics - 2019
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Provide Training
Give Access
Give Permission
Make the Case
Build in Expectations
Generate Content
Measure Results
7 Steps to Social Media Engagement
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7 Steps to Social Media Engagement
Social Media Advocacy Policy
Job Descriptions
WIIFM
Social Media Usage Guidelines
Sessions: Twitter, Instagram, Hashtags
Content Creation Tools
Share the ROI
LinkedIn Facebook Twitter Instagram Pinterest
Profiles Professional Personal Personal and Professional
Personal and Professional Personal
Ideal Character Length of Status Updates
140 40 140 125 200
Hashtag Performance Medium Low High High Medium
AdvantagesTrusted by job seekers and
recruiters
Most active social media
network
Reach a diverse and massive
audience quickly
Fastest-growing social media
network
Educate and inspire though
imagery
Disadvantages
Passive candidates may
not be active and therefore
overlooked
With so much new content daily, it's a
challenge to be seen
Newsfeed moves fast - need to
post daily to be seen
Newsfeed algorithm can
negatively impact audience
reach.
Users typically engage mostly
for personal use
iCIMS - The Social Recruiting Survival Guide
Pick the Right Tools
Provide the ResourcesHashtagify
Snappa
Resources - Snappa
Resources - Hashtagify
Resources – Content Sharing
• Mobile• Instant• StorytellingPeriscope
Snapchat
Emerging Tools in 2016
• Mobile• Instant• Storytelling• Video• LivePeriscope
Snapchat
YouTube
Top Tools in 2019
Give candidates & clients access to:
• Company purpose via YouTube• Employee Takeovers via Instagram Stories• Project Milestone Celebration via Facebook Live• Office social events via Snapchat• Conversations with key influencers via Periscope• Micro-learning series via LinkedIn
How to Use The Tools
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Consumer Employee
A Word about Review Sites
FairyGodBoss - Employer review site for women.
Google Reviews – These reviews are powered by Google and are worth monitoring.
Indeed – Offers an anonymous review section of their website in addition to a forum, job postings and the ability for job seekers to upload their resume.
Yelp – This site is most known for customer reviews.
JobCase – Very active hourly work community, forum and employee reviews by location.
RateMyEmployer – Canada employer review site that has over 45,000 candidate and employee reviews.
Kununu.com – This international review site has its roots in Germany and has recently launched in the United States.
Facebook Page Reviews. Your Facebook Fan Page has the ability to have reviews whether you are selling a product service or on your company career page.
Review Sites
TheJobCrowd – Employer reviews for recent college graduates.
Vault.com – Company ranking and review site. Includes rankings for colleges, internships and schools.
Comparably – Free for employers to set up pages. Includes compensation, company review and culture.
InHerSight – Employer review site for women. Scorecards for employers on how female friendly their organization is.
CareerBliss – Review site for compensation, job search and company review information.
Xing.com – Company review site that offers job search information. Focused primarily in Germany and European markets.
LinkedIn – Currently in beta. LinkedIn will soon begin offering to the every employer a review and ratings page as part of their company LinkedIn page.
Review Sites
Recap
• Social Media provides useful, educational content aimed at this candidate pool to get them familiar with your brand.
• It’s about forging relationships to help convince ideal candidates to leave their current role for one at your organization in the future.
• Don’t underestimate how important social media is in attracting passive candidates and clients.
Passive Candidates / Clients are More Prevalent than Ever
Recap
Recap
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Recap
Give permission. Build in Expectations. Make the WIIFM Case Give access. Provide training. Generate content. Measure results.
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Recap
Tell the story. Keep it simple. Meet employees where they are. Don’t expect results without
building a relationship first. Make it fun and easy.
SoMeSimple
Often
Meaningful
Engaging
47
@joelyoh
