Imagine if you could listen to the daily conversations of recruiters How would you use what you heard to better reach, engage, and influence these HR professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, who to build relationships with, and how best to develop and implement your social media strategy? Sure it would. We created this Recruiters on Twitter report to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing these Human Resources professionals.
- 1.Your Online Marketing and B2B Social Marketing Experts@Leadtail and @BestB2BSocialRecruiters on Twitter B2B Social Insights Report Updated June 2013
2. Introduction Despite all the technology available, your ability to reach, engage, and influence decision makers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, we believe social media insights are now a must-have for understanding key business professionals in a way that becomes truly actionable. With this in mind, we developed this report, Recruiters on Twitter. Using Leadtails B2B Social Marketing technology to analyze data from Twitter, this report reveals insights about recruiters to help you answer questions such as: }Which social networks are recruiters active on?}What topics are they talking about?}How are they using mobile to engage via social media?}What sources of content are these HR professionals sharing?}What are the most influential people, brands, and publications with recruiters?Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing recruiters, and getting them to take the actions you care about most.2!Leadtail Your Online Marketing and B2B Social Marketing Experts! 3. Methodology and Data Set The methodology the Leadtail team used to create this report: 1.Identify recruiters active on social media based on criteria such as job title, seniority, type of company, etc., to create the target audience data set.2.Use the Leadtail B2B Social Marketing technology to extract insights around key activities, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc.3.Review, analyze, and package these insights into periodic reports.The specific data set analyzed for this report was composed of: }310 U.S. based recruiters active on Twitter during the report period}Includes both in-house corporate recruiters, as well as agency and contract recruiters}Total of 55,576 tweets, and 33,623 shared links.}Total follower reach: 835,336; median # of followers per recruiter: 579}Tweets published between March 21, 2013 June 20, 2013.3!Leadtail Your Online Marketing and B2B Social Marketing Experts! 4. Key Takeaways }While recruiters participate on multiple social networks, LinkedIn is far and away the most popular with over 64% of our recruiters cross posting content between LinkedIn and Twitter}Half of the content recruiting professionals share via Twitter comes from HR industry specific media sites, such as: Bullhorn Reach, ERE.net, and Recruiter.com}Nearly 2/3 of recruiters actively are using mobile apps to consume and share content on the social web}Photo and video sharing apps drive mobile sharing while the Tweet button and social media tools like Hootsuite and TweetDeck drive sharing via the desktop4!Leadtail Your Online Marketing and B2B Social Marketing Experts! 5. Where Are They Located? Our recruiters come from cities big and small across the United States.5!Leadtail Your Online Marketing and B2B Social Marketing Experts!Based on Location provided in Twitter Profile. 6. How Do They Describe Themselves? The way sourcing professionals describe themselves on Twitter reveals topical keywords that can help you reach and engage them across the Social Web.6!Leadtail Your Online Marketing and B2B Social Marketing Experts!Based on keywords used in Twitter Profile. 7. What Do They Talk About? Hashtags reveal the topics and events, big and small, national and local, that captured the attention of these recruiters during the report period.7!Leadtail Your Online Marketing and B2B Social Marketing Experts! 8. Which Social Networks Are They Active On? 100%Twitter 64%LinkedIn Instagram14%foursquare13%Vine5%Paper.li4%Pinterest3%Tumblr2%Spotify1%Untappd1%Quora1%GetGlue1%In addition to Twitter, recruiting pros are active on a number of other social networks, many of which cross post content to Twitter. Not surprisingly, the most popular network is LinkedIn 64% of our sample shared at least 1 tweet directly from LinkedIn during the report period. % of Recruiters that shared between this network + Twitter during the report period8!Leadtail Your Online Marketing and B2B Social Marketing Experts! 9. How Much Are They Using Mobile? While many HR professionals struggle in their professional lives to figure out where mobile fits into their strategy they appear to have no problem figuring out where mobile fits in their own daily lives. About two-thirds of the HR professionals we analyzed shared at least 1 tweet from a mobile device during the report period. Understanding how to engage recruiters on mobile is clearly an imperative for those who wish to engage and influence these professionals.Web Only 35% Mobile & Web 65% 9!Leadtail Your Online Marketing and B2B Social Marketing Experts! 10. Which Apps + Platforms Drive Mobile Sharing? With built-in features that promote sharing content to social networks, its not surprising that iPhone apps dominate mobile sharing by recruiting professionals 42%Twitter for iPhone 16%Twitter for iPad Twitter for Android14%Instagram13%foursquare13%Twitter Mobile Web10%iOS8%Camera on iOS8% 7%Photos on iOS Safari on iOS6%Vine - Make a Scene5%Flipboard5% % of Recruiters that published at least 1 tweet from this platform during the report period10!Leadtail Your Online Marketing and B2B Social Marketing Experts! 11. What Drives Sharing on the Web? Recruiters share content in multiple ways with a large majority using Twitter.coms web interface, the distributed Tweet button, and LinkedIn at least once during the period. 69%Twitter.com66%Tweet Button LinkedIn64%HootSuite24% 20%Bullhorn Reach 14%TweetDeck Facebook5%Buffer4%twitterfeed4%Paper.li4%Jobvite3% % of Recruiters that published at least 1 tweet from this platform during the report period11!Leadtail Your Online Marketing and B2B Social Marketing Experts! 12. What Types of Content Do They Share? As the most shared type of content, industry media plays an important role in defining the conversations HR professionals have with each other, their internal teams, and ultimately clients and customers. Many of these publications feature submissions from HR thought leaders and experts, and have robust email and social media distribution that keeps their content in front of recruiting professionals daily. Mainstream media sites are the second most commonly shared type of content. The vast majority of mainstream media content shared is leadership, business, and strategy focused typically covering broad industry issues and trends. The social/user generated media category for HR professionals includes everything from insightful videos about emerging startup communities to thoughts on the latest episode of Scandal (hey, were human after all!)12!eCommerce (e.g. Amazon)1% Social Media 15%Industry Media 50% Mainstream Media 34%% of 100 Most Popular Shared Content SourcesLeadtail Your Online Marketing and B2B Social Marketing Experts! 13. What Are the Most Shared Mainstream Sources? Following are the Top 25 Mainstream Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.1.Forbes2.Inc. Magazine3.Wall Street Journal11.4.New York Times5.HBR Blogs6.Huffington Post7.Fast Company8.Wall Street Journal Blogs9.Yahoo! Finance10. CNN Money 13!Leadtail Your Online Marketing and B2B Social Marketing Experts!12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.BuzzFeed Businessweek Bloomberg Washington Post Wired Entrepreneur CNET News USA Today Lifehacker US News Money Guardian UK CBS News ABC News NPR CNN 14. What Are the Most Shared Industry Sources? Following are the Top 25 Industry Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.1.Bullhorn Reach2.ERE.net3.Business Insider12. 13.4.The Undercover Recruiter5.TLNT14. 15. 16. 17. 18.6.Mashable7.Recruiter.com8.Biz Journals9.TechCrunch19.10. Careerealism 14!11.Leadtail Your Online Marketing and B2B Social Marketing Experts!20. 21. 22. 23. 24. 25.SourceCon LinkedIn Talent Recruiting Blogs Smart Recruiters Blogging4Jobs VentureBeat Fistful of Talent YouTern Boolean Blackbelt Social Media Today Social Hire All Things D LinkedIn Blogs HR Examiner The Recruiters Lounge 15. What Are the Most Shared Social Sources? Following are the Top 15 Social Media Content Sources shared by recruiters during the report period, ranked based on the number of unique recruiters that shared each source.1.LinkedIn2.YouTube3.Instagram4.Pinterest9.15.Vine8.14.Paper.li7.13.foursquare6.12.Facebook5.11.Slideshare10. Twitter (Photos) 15!Leadtail Your Online Marketing and B2B Social Marketing Experts!Twitpic Glassdoor Blog Talk Radio Vimeo Google+ 16. Who Do Recruiters Retweet the Most? There is persistent social media myth that content is retweeted because the reader likes it. While that is surely true some of the time, there is one less obvious (but profound) reason why people retweet. They think: My followers will like this. Whether its because its funny, timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own audience will find relevant. This word cloud shows people that were retweeted most by recruiters during the report period. 16!Leadtail Your Online Marketing and B2B Social Marketing Experts! 17. Who Do Recruiters Mention the Most? Another measure of influence is how often a person is mentioned. Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging someone directly in conversation, or giving a shoutout to a person youve recently met. In any context, being mentioned is a sign that that person is an active part of the social conversation between HR profes