For most candidates, making a career decision is serious business and candidates want to “try before they buy.” Recruiting through social media is a great way to keep candidates engaged in your pipeline and let them experience your culture before they commit. In this webinar, Jason Kipps, Universum Canada's Managing Director, will explore how leading companies in your industry are winning talent and reducing recruiting costs through social media.

1. Increase candidate engagement by 100x
How to recruit with Facebook

2. Today’s Challenges
WHAT’S HARD
2universumglobal.com
Marketing manages
our Facebook &
consumer brand
We’re not sure what
to talk about
We don’t want people
posting negative
comments
Our leadership doesn’t
think it will work
You’re not alone:
Of the 6000 top
brands we track,
42% have FB
career pages.
We don’t have the
staff /capacity
available to manage
social
18% Over
last 6
months

3. 2014 | CANADA | STUDENTS
3universumglobal.com
About Universum

4. Framing the Problem
A FRAMEWORK FOR UNDERSTANDING THE CHALLENGE
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“What we are in for? How much content? How
frequent do we need to post? We don’t want to
open a can of worms.”
Strategy?
“We need to understand what will resonate with the
talent we want and compel them to engage.”
“We don’t have anyone available to manage this.”
Capacity?
‘”We have limited resources. We are cutting back
on schools. We need to focus on what will produce
results.”
Investment?
Message?
“We need evidence that it will work in order to get
leadership buy-in.” What advantage will this give
us?
Support?

5. Goals:
Reach better candidates that fit (not necessarily more)
Beat recruiting competitors
Access hidden talent
Save money and increase ROI of current investments

6. 6
• Which of the following sources influence you the most when gathering information about potential employers? Please
select a maximum of 3 alternatives.
Who influences students the most when gathering information
about potential employers in Canada?
2014 | Canada | Students | All Students
KEY IMPERATIVE FOR
INDIRECT CHANNELS
Leverage Social Media
to amplify brand
(see next section)
48%
37%
36%
34%
30%
26%
23%
17%
7%
Other people I know who have worked / are working at
the employer
Professors at my school/university
Current students from my school who have worked / are
working at the employer
Career services at my university
My parents
My friends
Alumni from my school who have worked / are working
at the employer
My classmates
Other

7. 7
• Which of the following sources influence you the most when gathering information about potential employers? Please
select a maximum of 3 alternatives.
Who influences students the most when gathering information
about potential employers in the USA?
2014 | US | Students | All undergraduate students
Leverage Social Media
to amplify brand
(see next section)
44%
43%
42%
40%
30%
23%
21%
16%
5%
Other people I know who have worked / are working at
the employer
Career services at my university
Current students from my school who have worked/are
working at the employer
Professors at my school/university
Alumni from my school who have worked/are working at
the employer
My parents
My friends
My classmates
Other

8. Which social media channels are right for us?
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7.7
The average number of channels students use to learn about employers is…
8.1

9. 9universumglobal.com
Count: 187 Million Active Monthly Users
Students: 30 Million Globally
Reported Date: April, 2014
Launch Date: May, 2003
Millennialthat use LinkedIn once a day: 13%

10. 10universumglobal.com
Count: 271 Million Active Monthly Users
Reported Date: July, 2014

11. Count: 1.07 Billion Active Monthly Users 202 Million in US & Canada
Reported Date: June, 2014
Daily Active Users: 829 million
Daily Active Users in US & Canada: 152 Million (most active globally)
Americans Using Facebook: 56.4%
Millennials (15-34 Year olds) : 66% use Facebook

12. This is an area of BIG opportunity
12
Across North America, less than ½of your competitors are using Facebook to recruit!

13. 13
• The chart above does not present actual data.
Understanding how different channels influence students
2014 | Canada | Students | All Students
How did their
communications
influence you?
For each level of influence, the communication channels are ranked
according to how they influenced the students.
I became aware of the company as an employer
I started to consider the company as a potential employer
My interest to work for the company became stronger
It made me decide that I want to apply to this company
I don’t know
Which employer has
been most
successful in each
of these channels?
Open text answer
Which channels do
you use in general
to learn about
potential employers?
Presented with a
selection of channels

14. 14
• How often do you visit each of these networks/communities?
• How much time do you spend on each network/community per visit?
• Please categorize the context in which you use these online networks/communities.
Student usage of Facebook
2014 | US | Students | All undergraduate students
Context in which Facebook is used by studentsHow often do students visit Facebook?
23minutes
Average time
spent per visit
Career purposes only
Both social and career purposes
Social purposes only
34%
38%
16%
8%
3%
2%
I’m constantly checking this
network
Several times per day
Once a day
A couple of times a week
A couple of times a month
More seldom
0%
35%
65%

15. 15
• Have you searched for information about employers through these online networks/communities?
• Do you follow employers on these online networks/communities?
• Have you received information from employers through these online communities?
• How do you feel about receiving employer information through the following online communities?
Student-employer interaction on Facebook
2014 | US | Students | All undergraduate students
48%
Students looking for
employers on Facebook
Employers approaching
students on Facebook
54%
26%
How do students feel about it?
of the students have searched
for information about employers
through Facebook
of the students are following
employers on Facebook
of the students have received information
from employers on Facebook
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
27%
56%
15%
2%

16. 16
• How often do you visit each of these networks/communities?
• Please categorise the context in which you use these online networks/communities.
Student usage of Facebook
2014 | Canada | Students | All Students
Context in which Facebook is used by studentsHow often do students visit Facebook?
Career purposes only
Both social and career purposes
Social purposes only
37%
39%
13%
6%
3%
2%
I’m constantly checking this
network
Several times per day
Once a day
A couple of times a week
A couple of times a month
More seldom
1%
30%
69%

17. 17
• Have you searched for information about employers through these online networks/communities?
• Do you follow employers on these online networks/communities?
• Have you received information from employers through these online communities?
• How do you feel about receiving employer information through the following online communities?
Student-employer interaction on Facebook
2014 | Canada | Students | All Students
45%
Students looking for
employers on Facebook
Employers approaching
students on Facebook
54%
28%
How do students feel about it?
of the students have searched
for information about employers
through Facebook
of the students are following
employers on Facebook
of the students have received information
from employers on Facebook
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
35%
49%
12%
3%

18. Why Facebook?
Of North Americans using social media
who said that Facebook had the biggest
impact on their purchase decisions.
47%

19. 19
• This framework has been developed by Universum and is
based on specific research within HR, as well as focus
groups and general communication with both our clients
and students.
The Universum Drivers of Employer Attractiveness
2014 | Canada | Students | Engineering Focus Report
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
The attributes of the employer as an organization
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognizing performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
PEOPLE & CULTURE

20. Students are looking for jobs where they can learn and grow
in a stable, collegial environment
STUDENT PREFRENCES
20universumglobal.com
0
10
20
30
40
50
60
Weighted%ofstudentsfindingimportant
Relative Importance of Employer Attributes
USSS 2014, all undergraduates
Employer reputation & image
Job Characteristics
People & Culture
Remuneration &
Advancement

21. Canadian students emphasize collegiality when assessing
employers
STATE OF THE TALENT MARKET
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0.0
10.0
20.0
30.0
40.0
50.0
60.0
Weighted
%
of
Students
Selec2ng
as
Important
Importance of Employer Attributes in Canada
CASS 2014, all undergraduates
Employer reputation & image
Job Characteristics
People & Culture
Remuneration & Advancement

22. 22
Addressing relevance to create resonance.
Successful Employer Brands are built
on stories from within.

23. Generation WHY – On a quest for reason
85%of students globally say
that their job will be a part
of who they are
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24. Storytelling is the preferred way for graduates to learn
about potential future employers.
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INSIGHTS
Employer Branding
Strategy
Activation Strategy
DISTRIBUTION
ENGAGEMENT
STORIES

25. 25universumglobal.com
FROM:
Old transactional job-centric world
“this is a job”
TO:
The new social attribute-centric community
“this is your life”

26. 2014 | CANADA | STUDENTS
26universumglobal.com
Understand Current Brand Positioning
PREFERENCES ASSOCIATIONS
INTERNAL IDENTITY
EVPWhy people choose
an IDEAL employer
What your target group
associates with your
organization
Your internal perceptions of
your Employer Brand

27. UNIVERSUM
27universumglobal.com
Who is
listening?
What is
resonating?
Is the right content
communicated?
What are the
competitors doing?

28. 28universumglobal.com
Identifying the Overlaps between Preferences and
Associations
Average
attractiveness
of
the attributes
within the
driver
Important areas where
the employer rates low -
consider whether to
adapt communication
Important areas where
the employer rates
highly - continue
communicating
Less important areas
where the employer
rates low - monitor / no
action
Less important areas
where the employer
rates highly - keep as is
Average association for all employers
Attractivenes
s within the
target group
Associations

29. Evaluate Your Attractiveness Versus Your Associations
2014
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30. SOCIAL MEDIA AUDIT
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What content should we focus on?
What attributes are
they missing?
What are our recruiting
competitors focusing on?
FACTS & FIGURES
EMPLOYEE
INTERVIEWS
MANAGEMENT
INTERVIEWS
EDITORIAL
NEWS
EMPLOYER VIDEOS
HIGH FUTURE
EARNINGS
SECURE EMPLOYMENT
RESPECT FOR
ITS PEOPLE
A FRIENDLY WORK
ENVIRONMENT
A CREATIVE AND DYNAMIC
WORK ENVIRONMENT

31. TARGET SOCIAL MEDIA AUDIT PROPOSAL
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NUMBER OF LIKES:
98
NUMBER OF SHARES:
2
NUMBER OF COMMENTS:
4
MOST ENGAGING TEXT POST
NUMBER OF LIKES:
26
NUMBER OF SHARES:
0
NUMBER OF COMMENTS:
2
What engages your audiences? EXAMPLE
LEAST ENGAGING TEXT POSTS

32. TARGET SOCIAL MEDIA AUDIT PROPOSAL
32universumglobal.com
NUMBER OF LIKES:
112
NUMBER OF SHARES:
19
NUMBER OF COMMENTS:
6
NUMBER OF LIKES:
17
NUMBER OF SHARES:
1
NUMBER OF COMMENTS:
0
What engages your audiences? EXAMPLE
MOST ENGAGING VIDEO POST LEAST ENGAGING VIDEO POSTS

33. Social Media Metrics Ranking
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35. Conversion
Reach /Trigger-> Engagement:
22.2 % Facebook’s average: 0.4 %
Goal
Target Group
Result
Social Media Activation – Top in industry on Facebook
SOCIAL MEDIA ACTIVATION BY UNIVERSUM – EXAMPLES FROM 2014
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• Increase the internal pride
• Win better candidates and improve ranking
Reach: 8,860 individuals
Engagement: 1,069 click & 901 actions
Frequency in newsfeed: 5 times/individual
• People that works at EY (Internal EB)
• Business students at focus universities

36. Conversion
Reach /Trigger-> Engagement:
4,0 % Facebook’s average: 0,4 %
Goal
Target Group
Result
General Social Media Activation
SOCIAL MEDIA ACTIVATION BY UNIVERSUM – EXAMPLES FROM 2014
36universumglobal.com
To prolong Sigma Technology’s message
through:
• Reaching more people
• Visibility in the context of innovation
• Increased frequency (viewings per individual)
• Current employees
• Engineering students in target schools
Reach: 17,568 Individuals
Engagement: 389 click & 310 actions
Frequency in newsfeed: 2 times/individual

37. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Combining strategy, control and operations
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Q1 Q2 Q3 Q4
ACTIVATION PLATFORM
ACTIVATION
CAMPAIGNS
ACTIVATION
STRATEGY

38. TRUTH &
TRANSPERANCY
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39. A FRAMEWORK FOR UNDERSTANDING THE CHALLENGE
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Know what to post, when to post, what to write and
how to win.
Right
Strategy
Focus on the right things not all things.
We give you the metrics, hand off the content,
manage for you and teach you to fish
Expand
Capacity
Extend your reach. Improve the ROI of current
recruitment marketing. Get in front of more
candidates and keep the conversation alive.
Improve
Investment
Right
Message
Proven ROI. A metric driven strategy based on
market intelligence, control and a competitive
advantage that leadership can stand behind
Improve
Support
Tomorrow’s Solutions – An Action Plan

40. 40universumglobal.com
Thank you!
Questions? Please enter them into the “questions”
tab on your control panel!

41. CONTACT
Jason Kipps
Managing Director, Canada
Jason.Kipps@universumglobal.com
416-938-4411
ARE YOU READY
FOR THE NEXT STEP
IN THE WORLD OF
EMPLOYER BRANDING