How Recruiters Engage on Twitter: Social Insights Report

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Social Media Insights for Decision Makers @Leadtail and @LeadtailHR Social Insights Report: How Recruiters Engage on Twi8er October 2013 2 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Introduc@on Despite all the technology available, your ability to reach, engage, and influence business 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, How Recruiters Engage on Twitter. Using Leadtails Social Insights technology to analyze data from Twitter, this report reveals insights about recruiters to help you answer questions such as: } What keywords do recruiters use to describe themselves and their interests? } Which social networks are recruiters most active on? } What topics are they talking about on social media? } What sources of content are recruiting professionals sharing? } Who are the most influential publications, vendors, and people 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. 3 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports 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 geography, job title, seniority, and type of company to create the target data set. 2. Use the Leadtail Social Insights technology and data from the Twitter API 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: } 557 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 173,903 tweets, and 106,343 shared links. } Total follower reach for data set: 1,533,429; median # of followers per recruiter: 649. } Tweets published between June 1, 2013 August 31, 2013. 4 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Key Takeaways } Recruiters demonstrate a commitment to taking a seat at the table by sharing content that focuses on business, leadership, branding, and strategy not just job postings } LinkedIn is far and away the most popular social network with over half of our recruiters posting content between LinkedIn and Twitter } Social recruiters rally around hashtags like #SHRM and #TChat to connect and create open, informal networks of people and content before, during, and after events } Recruiters actively engage with those they consider thought leaders, whether those are publications, vendors, or people 5 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Who Are These Recruiters? 6 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Where Are They Located? Our sample recruiters come from cities big and small across the United States. Based on Location provided in Twitter Profile. 7 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports How Do They Describe Themselves? The way talent acquisition professionals describe themselves on Twitter reveals affinity keywords that can help you reach and engage them across the Social Web. Based on keywords used in Twitter Profile. 8 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports What Do They Talk About? Hashtags reveal the topics and events, big and small, online and offline, that captured the attention of these recruiters during the report period. 9 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Which Social Networks Are They Ac@ve On? 2% 2% 3% 3% 4% 5% 5% 14% 19% 53% 100% Tumblr Triberr Spotify Pinterest Paper.li Facebook Vine foursquare Instagram LinkedIn Twitter 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 with recruiters is LinkedIn over half 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 period 10 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports 7% 7% 8% 9% 11% 13% 14% 14% 15% 19% 25% 42% 53% 65% 68% Photos on iOS Camera on iOS Buffer iOS TweetDeck Twitter for iPad Bullhorn Reach foursquare Twitter for Android Instagram HootSuite Twitter for iPhone LinkedIn Tweet Button Twitter.com % of Recruiters that published at least 1 tweet from this platform during the report period What Apps + PlaOorms Do They Favor? Recruiters share content in multiple ways with a majority using Twitter.coms Web interface, the distributed Tweet button, and LinkedIn at least once during the period. Desktop/Web App Mobile App/Platform 11 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports How Do Recruiters Engage with Content? 12 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports What Types of Content Do They Share? eCommerce (e.g. Amazon) 1% Jobs 4% Social Media 14% Mainstream Media 37% Industry Media 44% As the most popular type of shared content, industry media plays an important role in defining the conversations sourcing professionals have with each other, their teams, and ultimately, with candidates and clients. 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. This includes mainstream sources of leadership, business, and strategy focused content, along with sports and entertainment. While job sites represent only 4% of the top 100 most shared sources, job postings account for 23% of the tweets from the top 100 sources. The social/user generated media category for HR professionals includes everything from insightful TEDx videos about employee engagement to the Season 3 preview for for Homeland (recruiters are real people too!) % of 100 Most Popular Shared Content Sources 13 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports 11. US News Money 12. BuzzFeed 13. USA Today 14. Washington Post 15. Bloomberg 16. Business Week 17. Quartz 18. WIRED 19. CNN Money 20. Lifehacker 21. CNN 22. CBS News 23. NPR 24. CNET News 25. Fast Co. Exist 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. What Are the Most Shared Mainstream Sources? 13!1. Forbes 2. Huffington Post 3. Inc. Magazine 4. New York Times 5. Fast Company 6. HBR Blogs 7. Wall Street Journal 8. Entrepreneur 9. Wall Street Journal Blogs 10. Yahoo! Finance 14 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports 11. Social Hire 12. YouTern 13. Blogging4Jobs 14. RecruiWng Blogs 15. Careerealism 16. VentureBeat 17. FisYul of Talent 18. Social Media Today 19. HR Bartender 20. Talent Culture 21. Social Talent 22. Boolean Black Belt 23. LinkedIn Blog 24. The Daily Muse 25. HR Examiner 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. What Are the Most Shared Industry Sources? 14!1. ERE.net 2. Mashable 3. Business Insider 4. TLNT 5. The Undercover Recruiter 6. SourceCon 7. The Business Journals 8. Recruiter.com 9. TechCrunch 10. LinkedIn Talent Solutions 15 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports 11. Blog Talk Radio 12. Google+ 13. Twitpic 14. Vimeo 15. Thunderclap 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. What Are the Most Shared Social Sources? 15!1. LinkedIn 2. YouTube 3. Instagram 4. Facebook 5. Paper.li 6. foursquare 7. Twitter 8. Slideshare 9. Pinterest 10. Vine 16 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Which Publica@ons and People Most Influence Recruiters? 17 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Which Publishers Do Recruiters Retweet Most? As social media continues to reshape how we communicate, brands (and in the HR context, vendors) must increasingly become more like publishers creating and sharing high quality, highly relevant content on a regular basis or risk losing out to competitors that do. So which publishers (and vendors) are doing the best job today creating the kind of content that engages recruiters and inspires them to pass that content on to their social networks? This word cloud shows the vendors retweeted most by recruiters in our sample during the report period. 18 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Top 50 Publishers Most Retweeted by Recruiters * Based on unique # of recruiters in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers. 11. @hrbartender 12. @Glassdoor 13. @HuffingtonPost 14. @RecruiterDotCom 15. @Inc 16. @weknownext 17. @SHRM 18. @TechCrunch 19. @YouTern 20. @Tips4Recruiters 21. @HireOnLinkedIn 22. @nytimes 23. @TheLadders 24. @HuffPostBiz 25. @AMAnet 26. @RecruitingBlogs 27. @Smarterer 28. @EntMagazine 29. @FistfulOfTalent 30. @USATODAY 31. @HubSpot 32. @BrazenCareerist 33. @SportsCenter 34. @usnews 35. @dailymuse 36. @Human_Capital 37. @CAREEREALISM 38. @careerbuilder 39. @CBSNews 40. @BloombergNews 41. @scoopit 42. @washingtonpost 43. @CNBC 44. @TIME 45. @AP 46. @businessinsider 47. @RandstadUSPros 48. @AmplifyTalent 49. @espn 50. @DiceTechJobs 1. @UndercoverRec 2. @Forbes 3. @mashable 4. @TalentCulture 5. @FastCompany 6. @TLNT_com 7. @ERE_net 8. @WSJ 9. @HarvardBiz 10. @SourceCon 19 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Which Publishers Do Recruiters Men@on Most? Looking at which publishers and vendors recruiters mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Mentions can be a reference to an experience, a shout-out to grab attention, a big thank you (or no thanks), a question, or even the highly coveted social recommendation. That means mentions can represent a deeper level of engagement than a retweet. In any case, publishers and vendors that are frequently mentioned are gaining mindshare from the recruiters theyre looking to reach and engage. 20 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Top 50 Publishers Most Men@oned by Recruiters * Based on unique # of recruiters in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers. 11. @WSJ 12. @RecruiterDotCom 13. @TechCrunch 14. @Glassdoor 15. @TalentCulture 16. @hrbartender 17. @FistfulOfTalent 18. @YouTern 19. @USATODAY 20. @SAI 21. @BW 22. @VentureBeat 23. @EntMagazine 24. @usnews 25. @CAREEREALISM 26. @weknownext 27. @CareerBuilder 28. @nytimes 29. @nprnews 30. @SHRM 31. @RecruitingBlogs 32. @hrexaminer 33. @qz 34. @businessinsider 35. @dailymuse 36. @BrazenCareerist 37. @BloombergNews 38. @YahooFinance 39. @BI_Careers 40. @Smarterer 41. @drivethruhr 42. @HireOnLinkedIn 43. @DiceTechJobs 44. @HuffingtonPost 45. @CNNMoney 46. @smexaminer 47. @washingtonpost 48. @ABC 49. @CNET 50. @YahooNews 1. @ERE_net 2. @Forbes 3. @mashable 4. @UndercoverRec 5. @TLNT_com 6. @Inc 7. @FastCompany 8. @SourceCon 9. @HarvardBiz 10. @HuffPostBiz 21 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Who Do Recruiters Retweet the Most? There is persistent myth in social media that content is retweeted because the reader likes it. While that is certainly the case 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 timely, provocative, or topical - who gets retweeted is a reflection of what people believe their own social audience will find relevant. This word cloud contains the handles retweeted most by recruiters in our sample during the report period. 22 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Top 50 People Most Retweeted by Recruiters * Based on unique # of recruiters in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers. 11. @tonyrestell 12. @levyrecruits 13. @ThisIsLars 14. @RobinSchooling 15. @EmilieMeck 16. @Fishdogs 17. @TrishMcFarlane 18. @KevinWGrossman 19. @susanavello 20. @mattcharney 21. @socialtalent 22. @TheHrbuddy 23. @sbrownehr 24. @InterviewIQ 25. @lruettimann 26. @SteveBoese 27. @marenhogan 28. @AvidCareerist 29. @bryanwempen 30. @JohnSumser 31. @JenniferMcClure 32. @researchgoddess 33. @jeffbullas 34. @greg_savage 35. @imJeremyR 36. @TimSackett 37. @ChinaGorman 38. @TiffanyKuehl 39. @ChristopherinHR 40. @tedcoine 41. @careersherpa 42. @shally 43. @AlliPolin 44. @SabrinaLBaker 45. @jjbuss 46. @jrkuhns 47. @TalentTalks 48. @new_resource 49. @DaveTheHRCzar 50. @MNHeadhunter 1. @MeghanMBiro 2. @blogging4jobs 3. @jimstroud 4. @YouTernMark 5. @GlenCathey 6. @williamtincup 7. @StacyZapar 8. @TomBolt 9. @bryanchaney 10. @ValaAfshar 23 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Who Do Recruiters Men@on the Most? When it comes to mentions context is key. Mentioning a person can mean giving credit for an idea or piece of content being shared, engaging directly in conversation, or giving a shout-out to someone youve recently met. In any context, being mentioned is a sign that a person is an active part of the social dialogue, and those mentioned most are the people youll find at the center of engaging conversations between recruiters. This word cloud shows the people mentioned most by recruiters in our sample during the report period. 24 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Top 50 People Most Men@oned by Recruiters * Based on unique # of recruiters in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers. 11. @williamtincup 12. @susanavello 13. @JohnSumser 14. @RobinSchooling 15. @ChristopherinHR 16. @TimSackett 17. @YouTernMark 18. @jrkuhns 19. @imJeremyR 20. @marenhogan 21. @EmilieMeck 22. @ThisIsLars 23. @socialtalent 24. @bryanchaney 25. @ValaAfshar 26. @Fishdogs 27. @SteveBoese 28. @ChinaGorman 29. @TrishMcFarlane 30. @AvidCareerist 31. @KevinWGrossman 32. @tonyrestell 33. @TheOneCrystal 34. @HrRemix 35. @bryanwempen 36. @TheHrbuddy 37. @andyheadworth 38. @ewmonster 39. @AlaRecruiter 40. @new_resource 41. @heatherbussing 42. @JenniferMcClure 43. @DwaneLay 44. @JennyDeVaughn 45. @DaveTheHRCzar 46. @CzarinaofHR 47. @SusanLaMotte 48. @TheRecruiterGuy 49. @TalentTalks 50. @careersherpa 1. @blogging4jobs 2. @MeghanMBiro 3. @GlenCathey 4. @lruettimann 5. @StacyZapar 6. @levyrecruits 7. @mattcharney 8. @jimstroud 9. @TomBolt 10. @sbrownehr 25 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Conclusion 26 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports Conclusions 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 How Recruiters Engage on Twitter to provide you with social media insights to help you make more informed decisions for reaching, engaging, and influencing these talent management professionals. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. With this in mind, sign up to receive our upcoming reports! http://offers.leadtail.com/social-insights-reports/ 27 Leadtail Social Insights Report | Recruiters October 2013 | www.Leadtail.com/Reports About Leadtail Leadtail is an agency focused on making online marketing and social media work for business. The Leadtail team has developed and implemented social media programs and campaigns for leading consumer and business brands including TiVo, WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning and Peoplefluent. Our social media insights reports have been referenced in media publications including: Business Insider, Forbes, Huffington Post, MarketingProfs, CMSWire, and ERE. @Leadtail, @BestB2BSocial www.linkedin.com/companies/Leadtail www.Leadtail.com/blog/ www.Leadtail.com Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com