Videos, Texts and More: New Ways to Engage Talent on Social
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Want to leverage Facebook Live and other hot new social tools to engage tech talent but aren’t sure where to start? View this Social Recruiting Pro Tips on-demand webinar to learn how to: • Incorporate live video on Snapchat, Instagram and Facebook into your recruiting efforts • Build engagement using emojis, gifs and more • Keep in touch through the apply process via texts and on social Jessica Miller-Merrell is the most visible HR professional on the internet. She's one of Forbes' Top 50 Social Media Power Users and is among Huffington Post's Top 100 HR Influencers. Learn more about how you can use Dice to find the best in tech: http://www.dice.com/products
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Videos, Texts and More: New Ways to Engage Talent on Social
- 2. A LITTLE ABOUT JESSICA: Jessica Miller-Merrell Founder of @jmillermerrell Forbes Top 50 Social Media Power User, HR, Recruiting & Workplace Evangelist. Divergent Thinker.
- 3. How to incorporate live video on Snapchat, Instagram, and Facebook into your recruiting efforts Creative ways to build engagement (we’re talking emojis and more) How to keep in touch through the apply process via texts and social YOUR TAKEAWAYS:
- 4. TIME SPENT ON SOCIAL 2016 Nielson Social Media Report
- 5. THE COMPLEX RECRUITING UNIVERSE
- 6. THE CANDIDATE LANDSCAPE Mobile first world Resources at their fingertips Candidates expect experiences Creativity wins! IBM Mobile First Portfolio
- 7. OUR AGENDA: TOPIC 1: LIVE VIDEO TOPIC 2: GETTING CREATIVE TOPIC 3: CANDIDATE ENGAGEMENT TOPIC 4: METRICS AND MEASUREMENT
- 8. INCORPORATING LIVE VIDEO: THE GIRAFFE CAM
- 9. THE BENEFITS OF LIVE VIDEO
- 10. POWER OF SHARING THE EMPLOYEE VOICE 2016EDELMAN TRUST BAROMETER
- 11. FACEBOOK LIVE: FIU BUSINESS CAREER SERVICES
- 15. WHAT VIDEO PLATFORM SHOULD I USE?
- 16. GETTING CREATIVEGETTING CREATIVE: AT&T
- 17. GETTING CREATIVEVIRTUAL REALITY: GAP
- 18. GETTING CREATIVEWHERE TO START 1. Know your audience 2. Get an executive sponsor 3. Research the marketplace 4. Lighthouse your idea 5. Focus on metrics
- 19. GETTING CREATIVETHE END-ALL BE-ALL: EDCALS Used to organize and plan your content Helps focus your efforts Allows time for content and graphic creation Can be as simple as a Google doc
- 20. CANDIDATE ENGAGEMENT US Social Content Ratings, 2016
- 21. CANDIDATE ENGAGEMENT: AUTOMATION IS YOUR BEST FRIEND STEP 1: Leverage your ATS STEP 2: Create message templates, like SMS STEP 3: Use CRM, Gmail or Chrome Extensions
- 22. FOCUS ON MOBILE TO ENGAGE CANDIDATES Non-HTML emails SMS Customized messaging
- 23. MEASUREMENT & METRICS: GOOGLE ANALYTICS
- 24. MEASUREMENT & METRICS Source of hire Impressions Conversions Engagements Clicks
- 25. Social recruiting is creative marketing built on the foundations of measurement and metrics. Don’t be afraid to experiment and make mistakes. FINAL THOUGHTS
Editor's Notes
- Even though we are living in the age of social media, there are still a lot of mis-information and assumptions around how social media is being use especially by individuals who are non-believers or don’t use social media the way many like myself do. The graphic you see comes to us from the Neilson in 2016. I’d like to draw your attention to the 35-49 year old audience which now spends nearly 7 hours a month on social media. Take a look at the age group 50+. Neilson saw a 64% increase in time spent on social media by this age bracket which is now spending over 4 hours a month on social media. Statistics and reports like this one are especially important when it comes to making the case to start, grow or expand your current social media recruiting efforts. Part of our job is to help educate our executives and senior leaders because just because they don’t use social media and spend 7 hours a month on the platforms doesn’t mean your employees and job candidates aren’t doing that. Social media especially when it comes to the job search is a passive activity which is why its so important. Candidates are doing research and want to get to know the employer even before they apply. The most recent Candidate Experience Report finds that 64% of candidates who rate their candidate experience positively say they’ll continue their relationships with these employers. Theses candidates, even when not
- But I understand that the social media recruiting space is complex. There is no plug and play strategy for us. It depends a great deal on your industry, your candidates and their social media habits and activates as well as geography. The recruiting universe has the career site which serves as your sun. All other social platforms, tools and technologies revolve around that sun with the goal of driving candidates to the ultimate conversion act which either happens by applying for a job or joining a talent community. All other sites are just rented space, however they are important in increasing reaching your diverse candidate audience with the goal of having them apply. The rise of social media hasn’t replaced existing strategies and tools, it’s only added to them which is what we are going to talk about today. Some of my favorites include SEO optimization and landing pages where
- To make the candidate landscape ever more complex we are now faced with the fact that we are living in a mobile world. Mobile internet traffic eclipsed desktop internet last year. Mobile is now most candidates first computer of choice and the most important piece of technology in their lives. Candidates expect the same type of experience from us as recruiters and employers that they do from the consumer products, service and technologies they purchase. For example, last week I bought some new Beats By Dre headphones. I couldn’t find the answer to a technical question I had. It wasn’t in the manual which is why I tweeted them and received an almost immediate response to my question. That is also why you are probably not surprised that most common use of social media in recruiting by candidates is to check up on the status of their application. Because our candidates have this expectations for resources at their fingertips, we need to find ways to anticipate their questions and automate those processes which I’ll talk a little bit in more detail about today. Social is all about the candidate experience and it is our responsibility in order to attract the best talent to provide an experience that is also creative and engaging.
- I’m going to take an impromptu poll. Please write yes or no in the chatbox to let me and Hannah know the answer to this question. Don’t worry we won’t judge because I am guilty of spending hours over the last month watching April the giraffe on live video. Have you yes or no watched April on live feed? This live birth hasn’t even happened yet. I checked on April this morning but it is now the single most watched live video stream in the history of the internet. Thousands of people are logged into a new station’s Facebook Live as well as the zoo’s livestreaming YouTube channel. Live video provides you an opportunity to engage candidates in who are participants to your live feed in the moment which is what American Heart Association has done successfully with their live Periscope videos and Twitter chats. They have successfully use live video to engage candidates and direct them to specific job postings and landing pages on their career site.
- Like April’s live video feed, live video allows recruiters the opportunity to engage candidates in real time. You can answer questions, point them to resources in real time. It allows you to build trust which is critical for candidates who are passive and casually researching your organization before they are an active job seeker. And lastly, video helps you humanize the hiring process. HR and recruiters always seem to get bad PR whether it’s a candidate not understanding the difference between a staffing recruiter or headhunter versus a corporate recruiter or some crazy story about hiring practices that seems to be splashed all over the news. We need to humanize our hiring processes and live video provides you that opportunity for the candidate to see you as a person or persons just like them. You can share about the culture, tell stories and build that connection like I have with April through the power of live video.
- That humanizing is key because it positions employees whether it’s hiring managers, recruiters or employee ambassadors. Employees are the most credible and trustworthy of all representatives of your company. Your employees combined with the most human and engaging type of technology which is video is a killer combination. Eddleman trust monitor. Employees are the top individuals that garner the most trust – outpacing thought-leaders and the CEO.
- Live video doesn’t have to be super high tech. It doesn’t have to be expensive or overly produced. You just simply log into your social media account like Facebook and shoot your live video. FUI Career Services hosts a weekly Facebook Live where they answer common job seeker questions their students have and provide them with information and resources using the video medium. Live video costs no money and you can see here that FIU for zero dollars as nearly 1,800 video views.
- I mentioned American Heart Association, however, if you want to hear more about what they have done and how they are using social media, I just published a podcast interview with Nisha Raghavan from AHA on the Workology site. AHA is a non-profit organization that runs very lean. They aren’t large and rely on their employees to share stories using social media. Their periscope videos have been very successful and engaging especially in their diversity recruiting efforts.
- Speaking of diversity on social media, Aol’s use of Snapchat in their Built by girls campaign increased application interest by 18%. For one week, Aol ran 10 second ads on Snapchat using video in the app’s discover section. I mentioned increase application interest of 18%. Other benefits included views on postings for AOL jobs on Glassdoor.com in November spiked 40 percent. There was also a 4 percent increase in brand awareness. The week-long campaign reached 8 million users and generated 17 million views, according to Snapchat.
- Instagram and their stories feature also provides another great way to engage job candidates using one of my favorite social media sites. Zappos uses Instagram to post live video, photos to engage job seekers.
- Video applications in social media seem to be growing by the day. You have a lot of options. I suggest that you poll your employees and ask what live video they frequent the most. If you are comfortable, talk to new hires and possibly candidates who recently applied. Personally, Facebook live is the lowest hanging fruit in my opinion. Keep in mind, there are 8 billion daily views for FB video = 100% growth in 6 months. Engagement on Instagram is 10x higher than FB. 84X higher than Twitter. What you choose is uniquely to you…
- Because the job application process hasn’t historically been creative like traditional or digital marketing, there is a low barrier to creativity meaning we can do cool and creative things that make an impression without spending a lot of money. One of my favorite new campaigns that is just getting started is with AT&T. They are using Snapchat to share Life at AT&T. The TA team purchased a large number of Snapchat Spectacles which allow users to quickly snap a photo or take a video by just touching the top of your spectacles. No more fumbling with your phone to enter the password in your phone and open the app. AT&T is sending Spectacles to employees who will take over the company Snapchat for a day telling about what it’s like to work at AT&T. I love this because it gets the employees involved, empowers them and again helps build that trust that is so important in converting candidates.
- A couple weeks ago I was in Austin at SXSW and visited their job fair when I happened upon the Gap booth and took part in their virtual reality experience. Career fair visitors strapped on a VR headset and were able to experience a 360 degree virtual tour of the San Francisco and New York offices. It felt like I was there and it was a great way to impress particularly technical candidates. I loved the experience and I’m certainly job seekers have and will too.
- You might be thinking to yourself. All this sounds great, Jessica but I’m a small team or we aren’t anywhere close to doing something with Snapchat or VR. I’ve eluded to this a bit, but it starts first with knowing your audience. Recruiting for a warehouse or transpiration company and having virtual reality headsets doesn’t really align with your audience which is why I suggest a quick 20 question survey. I’ve done this a number of times and am happy to share best practices. You send out the survey using a survey monkey, analyze the responses and build your strategy and get with an executive sponsor. The key to driving change in the organization is by having an ally in the boardroom. One who has trust and relationships with his/her peers to help push your recommended change forward. Sometimes that sponsor is your head of TA or CHRO and sometimes it’s not. It could be your CMO, CFO or COO. It just depends. That relationship is critical but so it doing your homework with the survey and taking a look at your competition and the larger candidate marketplace. What’s working for others in different industries right now? What isn’t working? Where can you see the most ROI with the littlest amount of effort. Once you have all that in place and the relationship with your sponsor, you want to work with them to build a lighthouse which is a way to spotlight a new project you are tackling. You want to shine a light on it for 30, 60 or 90 days and test things out to decide if you want to expand the program and pilot you’ve built. But before you do all that, you’ll need to have a plan for metrics and a way to measure your success, progress, and failures so that you can make the case to modify your approach, abandon or expand.
- Before I dive into metrics a bit more later, the key to successful social media recruiting happens when you have a plan and strategy and that includes having an editorial calendar. I, personally, use a Google Spreadsheet Template to create work on our blog editorial calendar. It helps you plan and decide the types of content and social media to share in your recruiting strategy and efforts. For example, earlier this month, AT&T celebrated Pi Day which is 3/14 with simple but effective social media graphics on Twitter, Facebook, LinkedIn and Instagram, probably elsewhere too. I like Pi because it gives a gentle nudge to STEM recruiting efforts. Us geeks love this and it’s an effective way to let your candidate audience know your creative, you have direction and a strong plan. By having a plan you have time to develop graphics instead of waiting until last minute and running around with your hair on fire. Personally, having an Edcal is a great way to collaborate with your marketing and communication teams. You can work together on different programs and social posts and activities.
- Another thing to remember when it comes to candidate engagement which is our third item on the agenda we are covering today is to understand the peak times on social media as well as job boards and activity on your own career site. For example, Sunday is the busiest day on Facebook and Twitter. Candidates are sharing and connecting with friends via social media and as a company out there looking to engage talent, you should be there engaging when they are the most active. We’ll talk about some more metrics in a minute, but I wanted to also talk about the most popular time to apply for jobs which happens to be Monday according to Dice. Candidates encounter those Sunday blues around 2 PM realizing they have to go back to work so they spend Monday while at work applying for jobs and researching companies. This is extremely important pieces of information for not just your social recruiting but entire recruitment strategy.
- When it comes to candidate engagement, automation is your best friend. I talked earlier about providing resources and information to candidates before they need them. I’m a fan of automation to help us effectively make the best use of our time. They could be in the form of automating some of our social media using automate jobs feeds to social media accounts as well as using social media scheduling tools, my favorite one is MeetEdgar right now to recycle and share content to different accounts over time. You don’t have to invest in a bunch of new tech to use automation. Use your existing ATS and share ongoing with candidates what’s happening in the job req throughout the process. It could be as simple as sharing videos, benefits information and providing a FAQ of commonly asked questions to candidates in a .pdf or hyperlinked in an automated email. One of my favorite ways to automate candidate engagement comes in the form of text messaging. I’ve seen companies use texting to remind candidates to complete onboarding paperwork or to complete the online assessment. I personally, love text messaging and despise email. If you want to get to me, texting is the best way. AT&T does something really cool where they send a customized video to the candidate about the company after they apply. The video is automatically translated into the language that the candidate speaks providing them resources and information in a different medium that makes a really positive impression. Lastly, if you don’t have automation tools that I’ve mentioned, your CRM or email gmail extensions exist for you to follow up with candidates and send them customized and automated messages. I rely on a Gmail extension called Boomerang which reminds me to follow up if the person hasn’t responded or clicked on a link. I also use IFTTT which is free that helps you automate within Gmail. For example, every time a resume is sent to me via email and has an attachment, it’s automatically uploaded to a folder in my Dropbox. I also like Chrome extensions Agile CRM, Email Hunter, and Discover.Org for additional sourcing and follow up.
- Since we live in a mobile first world, it’s important to focus on mobile engagements with candidates and that includes the original mobile activity aside form the phone call which is email. Our phones are our primary technology for reading and responding to email which means eliminating graphics on your email messages and sending non html emails for quick and easy reading. I mentioned text messaging before, I am seeing an increased engagement with candidates when it comes to text and have personally experienced several job offer acceptances that happened via text. Previously the candidate had been unresponsible via email or answering the phone. Texting offers you a way to introduce yourself the job seeker since we, including me rarely answers a phone from a number we don’t know. And the responsiveness is great via text even with cold reach out messages. I’ve experienced over 80% responses from a staffing company I just finished up consulting with.
- Metrics are the key to making the real business case for social recruiting strategies like some of what I’ve discussed. We can’t get additional budget anymore on a gut feeling, a whim and a prayer. But with a lighthouse, solid research and metrics to support your work you can make the case for social recruiting. One of the most underutilized metrics reporting is google analytics. With little effort, you can set up and see where candidates are spending time on your career site, the duration, and what pages are converting visitors to applicants. I love GA because it has a free version. You just need to work with your IT team to set up and you can have access almost immediately to this data which is helpful if you are trying to determine where your best candidate sources are and the effectiveness of different placement of say buttons on your job postings which I’ve had some fun with testing as of late. Other tools you need to consider is attaching a cookie to pages that can help track your source of hire. Say no to the drop down box where candidates self-select their source of hire. They lie and invest in technology to help you have the right metrics to make the best decisions on where to invest in your digital recruiting efforts. Metrics are critical to your continued success and expansion of social recruiting.
- Not all metric is created equal and this will require some education on your part with your sponsor and executive team. It might be helpful to work with your marketing team to discuss the importance of impressions, conversations, engagements and clicks in their own work at your company. This way they can be an advocate for you possibly and you are using the same language when discussing these things. Source of hire, conversions, engagements and clicks are the most important. I think it’s also important to distinguish against organic and paid marketing. If you are sponsoring a post on Facebook or using a Twitter Job card that is a paid activity so your clicks, engagements and conversations will be paid opportunities. Doing this helps you understand your own work as well as tell a story of how a candidate goes from passive to active and the number of activities we have to engage in before we convert a candidate into an employee.
- Hannah to check logos