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Making Social Media Work Understanding Social Demographics,
Maximizing the Draw
Maren Hogan
Chief Marketing Brain at Red Branch Media
I help people in HR and Recruiting figure out social.
It's easier than it used to be.
Who Am I
When I say Social - you say Big three...maybe.
Add visual to the mix.
Niche and industry specific.
Interaction the is main component.
The Real Deal We shop online, date online, meet up with friends online,
and find work online. That is not going to change,
probably ever. So taking steps to include social where it
makes sense in your recruiting function is necessary for
success. I’m not saying it’s a nice to have. I’m not saying
it’s something new recruiters should do. I am saying that
every successful recruiter that I know is using social
media in some way or another. Your methods of
outreach must respond to this movement.
The Double Edged Sword Right Fit - Different for
every company.
35 percent of employers have found information on social media that’s caused them to not hire a job candidate.
The Right Candidates Right Fit - Different for every company.
Your right candidates may be in a very specific place online.
Build a profile/sketch.
Find out where they are.
Even more social facts
Profiling
Nothing new under the sun
I learned it by watching you!
You can definitely fake it.
Shelf-life of an employee.
Where they are = Who they are?
You are very special
Some Starting Points Good social is finding out WHERE to be
And then showing up in a big way...
The Approach
You had me at hello...
Work Value Place CTA
Passive Talent + Social
- job history - company activity - social frequency - explicit signals
Go Big or Go Home Just kidding. 70% of Consumers Trust Brand
Recommendations From Friends
1) Find your authentic story and culture.
2) Create the profile of your perfect worker or team.
3) Find the places online where those people hang out (the stats are only a guide).
4) Create ad efforts just for them.
Talent War
"Companies that are truly serious about
attracting, retaining and developing high-
quality talent should operate as growth
platforms where people can develop faster
than they could at other organizations."
Questions/Resources IgniteHR Digiday (social media stats) Buffer Blog Business 2 Community PhotoPin HireRabbit
Mobile Why it matters.
http://about.me/joelcheesman
September 2010
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There will soon be more mobile devices than people on planet earth.
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Facebook mobile MAUs - 751 million
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More tweets happen on mobile than PC
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27% of LinkedIn usage is mobile.
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Simply Hired - 40% of mobile traffic is healthcare vs. 20% other categories
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23% of teens access the Web only through the mobile devices.
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http://bit.ly/mworkplace
15 percent of respondents reported that the Smartphone has become their primary device for workplace communications and access to information.
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Mobile Providers
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Video Why it matters.
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It's huge. 178 million Americans watched 33
billion online videos in Feb. 2013
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Mobile devices, apps & faster connections are driving growth.
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Employers taking advantage of broad and targeted messages.
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SEO - Google and YouTube No. 1 & 2
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Job search with video integration
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Video interviewing.
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Advertising Media convergence
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Questions? @joelcheesman
http://about.me/joelcheesman
