Dice how to brand yourself on social to attract talent webinar

HOWTOBRAND
YOURSELFON
SOCIALTO
ATTRACTTALENT
With Allison Kruse, Sr. Manager, Social Media & Talent Acquisition, Kforce

THE CANDIDATE
POWERED ECONOMY
* Tech Candidate Sentiment Survey, Dice, 2015
** Job Seeker Nation Study, Jobvite, 2016
1 IN 2 USED SOCIAL
WHEN SEARCHING
FOR THEIR MOST
RECENT JOB**
3 IN 4 TECH PROS
ARE OPEN TO NEW
JOB OPPORTUNITIES*
#SOCIALRECRUITING2016

WHAT DOES STEVE (THE IN-DEMAND TECH CANDIDATE) WANT?
WHY SHOULD HE TALK TO YOU?
He’s busy in his full-time job
When he’s “in ﬂow” at work, he doesn’t want to be interrupted
He wants to have an impact — point to something
that he did — and be recognized for his work
There are gaps between what he’s doing now
and what he wants to do
He’s bombarded by recruiters who don’t know him
but are saying he is perfect for the job
He wants to work on speciﬁc platforms/programs
He’s not looking for a new job, but is open
to hearing from a recruiter

IN ORDER TO BE THE RECRUITER
STEVE WANTS TO WORK WITH,
YOU NEED TO LOOK THE PART,ACT
THE PART AND TREAT HIM THE
WAY YOU’D WANT TO BE TREATED

1. AUDIT YOUR
DIGITAL FOOTPRINT
2. DESIGN YOUR
DIGITAL PRESENCE
3. ESTABLISH YOUR
CONTENT STRATEGY
AND SCHEDULE
4. WRITE MESSAGES
THAT EARN
RESPONSES
4 STEPS TO HELP YOU
LOOK AND ACT THE PART

STEP ONE
AUDIT YOUR DIGITAL
FOOTPRINT THROUGH THE EYES
OF YOUR TARGET CANDIDATES

TECH PROS WILL LOOK YOU
UP ONLINE BEFORE DECIDING
TO RESPOND TO YOU
When you contact a tech pro,
he/she will likely research you
ﬁrst online
Ensure your digital presence
clearly answers why the
candidate should work with
you versus your competitors
Your message may not have
made an emotional connection,
but your social proﬁles can

YOUR INDIVIDUAL BRAND
HAS A DIRECT IMPACT ON
YOUR RESPONSE RATES

BORING PROFILES
DO NOT GET NOTICED

WHICH ACCOUNT WOULD YOU WANT TO FOLLOW?

STEP TWO
DESIGN YOUR DIGITAL
PRESENCE TO ATTRACT
YOUR TARGET CANDIDATES

ALWAYS KEEP YOUR TARGET
CANDIDATE IN MIND
Include links
to your profiles,
and company’s
website
Make it easy for
people to check
you out
Include your
contact info
It should be simple
for candidates to find
your email and phone
– we don’t want to
play hard-to-get
Ensure your
writing is 100%
error-free
Pay attention to
spelling, grammar,
punctuation,
formatting, etc.
Use dynamic
high-res images
Humanize your
profile by including a
picture of yourself
Establish
credibility
Add social proof by
including peer
testimonials and
recommendations
Aa

BE PROFERSONAL
THERE’S NO NEED FOR
TWO SEPARATE TWITTER
ACCOUNTS
TM

Headshot of just you
Not posed or fake
Friendly and
approachable
High-res
PROFILE PICTURE
Include areas of focus
and specialties
Add a few personal
details
Include hashtags if
appropriate
Add links to other
relevant sites
ABOUT ME
Tell your story here by ﬁrst asking “What’s appealing to them?”
Avoid recruiter speak and internal jargon
Describe the skills, job types and geos you recruit for – if you’re third party,
mention your clients/industries
Share personal details to make it easy for others to ﬁnd commonalities with you
Include your contact information
Think about SEO – include terms candidates may search for
SUMMARY
Think what’s in it for them
HEADLINE/TAGLINE
FULL LEGAL NAME

STEP THREE
ESTABLISH YOUR CONTENT
STRATEGY AND SCHEDULE

Tie goals for using social to your metrics
Set goals and objectives to #s and
activities you can measure (i.e. # of new
leads from social and # of posts per week)
DEVELOP YOUR
CONTENT STRATEGY
ESTABLISH GOALS & OBJECTIVES
SET RULES OF ENGAGEMENT
CONDUCT RESEARCH
GET ORGANIZED
DEVELOP YOUR OUTREACH SCHEDULE

Decide how you will track and measure
your progress
Avoid using the # of new followers or
connections as your measure of success –
track engagement instead
Choose your tools and determine how you
will use them
DEVELOP YOUR
CONTENT STRATEGY
CONDUCT RESEARCH
GET ORGANIZED

Research where your target audience
is most active
Build a list of your inﬂuencers
Identify your keywords
DEVELOP YOUR
CONTENT STRATEGY
CONDUCT RESEARCH
GET ORGANIZED

Update your social proﬁles regularly
As your targets shift, ensure your proﬁles
include the right content to attract your
prospects
Inventory your content sources: Know the
content you have available, understand
when it’s appropriate to use it, and have a
way to swiftly deliver it
DEVELOP YOUR
CONTENT STRATEGY
CONDUCT RESEARCH
GET ORGANIZED

Create a schedule of posts that will start
conversations
Include short statements or questions, like
interesting facts, company news or polls
Create a formula that you can stick to each
week (i.e. a 3/2/3/1 strategy)
Tap into free tools like Hootsuite to help
manage your social efforts
DEVELOP YOUR
CONTENT STRATEGY
CONDUCT RESEARCH
GET ORGANIZED

CREATE YOUR
OUTREACH SCHEDULE
Post three pieces
of fresh content
that are informative
or educational
Start a conversation
with two new
inﬂuencers
Share three links that
others have posted on
each social channel
you’re on
Comment on at least
one group thread,
article or blog
3 2 3 1
30 MINUTES PER WEEK 10 MINUTES PER WEEK 15 MINUTES PER WEEK 10 MINUTES PER WEEK

BLOCK YOUR CALENDAR
Be thoughtful about deﬁning your
blocks of time
Place social activities on your
calendar to ensure you spend time
on it every day
Instead of putting “Get on social media
from 8-9” on your calendar, schedule
small timeslots that include speciﬁc
details on what you want to accomplish

STEP FOUR
CREATE MESSAGES
THAT EARN RESPONSES

VS
I’m an Account Manager
with Bland People
Technologies and I wanted
to connect with you and
discuss an opportunity that
I’ve been working on that I
thought could be a good
match with your skill sets.
I was checking you out on
YouTube and caught your
talk about DevOps:Year
One.The solutions that you
talked about are exactly
what my client needs.

WHY TECH PROS
MAY BE IGNORING YOU
You look like just another
generic recruiter
You sent the wrong job
to the wrong person
The candidate doesn’t
see a good reason to
talk to you
You offended the
candidate
You seem untrustworthy
You send too many
messages
Your emails are sloppy
and full of errors
You seem unprofessional

Think about it like dating:When
you first meet someone, you are
not proposing marriage — you
just want to get to know them first
REMEMBER YOUR GOAL IS TO EARN A RESPONSE
“The best messages are never about you
or the job you’re trying to fill.The best
approaches start with the work that
they are passionate about and how you
can connect them to 1) new, really
challenging problems in their space and
2) help them grow in their career.”
ANDREW CARGES
VP TALENT ACQUISITION, GODADDY

BEFORE REACHING OUT
MAKE TIME TO UNDERSTAND
THEIR PAIN POINTS
Source:The Keys to Understanding Today’s
Tech Pros, Dice, 2015
Limited Housing: Only 12% of
tech pros in major tech cities think
there’s enough housing and 46%
say housing is too expensive
Trafﬁc: 48% say they deal
with too much congestion
Consider what
may be stressing
your candidates
and determine
what that means
for effective
messaging,
for example:

MAKE TIME TO RESEARCH
YOUR CANDIDATES
Set aside 2-3 blocks in your day – each 30 minutes –
for research.Treat this like any other appointment.
Use tools such as Dice Open Web to save you from the
more time-consuming site-by-site research.
Invest more time up front with the hiring manager to
understand what he/she is looking for. Leverage
sample proﬁles available on Dice, your ATS or from
previous openings before you start sourcing.

MAKE TIME TO WRITE
EFFECTIVE MESSAGES
From your subject line to the last sentence,
demonstrate that you’ve thoroughly reviewed
their online proﬁles, resume, etc.
In just a few seconds, you need to earn the
candidate’s trust

BE PROFESSIONAL
Your message must be free
of errors – spelling,
grammar, punctuation, etc.
You can be friendly
without being juvenile –
do not include emoticons,
.gifs, or excessive slang
in your email
Ensure your tone conveys
courtesy and respect
Aa

MAKE IT ABOUT THEM,
NOT YOU
The candidate likely isn’t looking for a new gig, so
your initial message needs to address why talking
with you is a valuable use of time
Before contacting the candidate, think through
possible gaps in what he/she is doing now, and
what the job opportunity offers
What speciﬁc problems could he/she help solve in
this new role? What will he get to work on? What
would be her business impact?

AVOID THE 5 BIGGEST MISTAKES RECRUITERS MAKE
WHEN CRAFTING MESSAGES TO PASSIVE TECH TALENT
YOU’RE SENDING
OUT ANYTHING THAT
RESEMBLES A MASS EMAIL
(OR BCC’ING THEM, SO IT
APPEARS THEY ARE ONE OF
MANY CANDIDATES
RECEIVING THE MESSAGE)
YOU’RE SENDING A
TRADITIONAL JOB
DESCRIPTION OR
ANY KIND OF WORD
DOC ATTACHMENT
YOU’RE ASKING
THEM IF THEY’RE
A ROCK STAR,
NINJA, OR
SUPERSTAR
YOU’RE WRITING MORE
THAN 2-3 SHORT
PARAGRAPHS IN AN EMAIL
YOU’RE ASKING
THEM TO
CHECK OUT
YOUR CAREER
SITE OR TO
APPLY ONLINE
1 4
5
3
2
TO:
FROM:
Source: The Definitive Guide to Engaging Top Tech Candidates by Dice and John Vlastelica of Recruiting Toolbox

HUMAN SPEAK >HR SPEAK
“I read out loud before
hitting send. If it doesn't
sound like something I'd
say in person I change it.”
AMY MILLER
“Great people will ask you
what pulled you to them.
Answering "um, you have
Python" won't get much of
a response...”
STEVE LEVY

JOIN THE OPEN WEB COMMUNITY
Learn more at dice.com/openweb

Dice how to brand yourself on social to attract talent webinar

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (10)

Similar to Dice how to brand yourself on social to attract talent webinar

Similar to Dice how to brand yourself on social to attract talent webinar (20)

Recently uploaded

Recently uploaded (15)

Dice how to brand yourself on social to attract talent webinar