people are the social media · 2018-04-02 · seo/smo strategy admin/ sourcing training sharing /...

Social Integration

Jenny DeVaughnDirector Social StrategyBernard HODES Group

jdevaughnhodescomhttpwwwlinkedincominjennydevaughn

bull Impact of Social Media

bull Importance of a Social Recruiting Strategy

bull Employer Branding Tools

bull Case Study and Metrics ndash UnitedHealth Group

Agenda

Jenny DeVaughnbull EVP of Marketing and PR with SHRM-Atlantabull 3rd most connected woman in the world on LinkedInbull 7+ years of recruiting experiencebull Director Social Strategy for Bernard HODES Group

5741population in my hometown

213841st Level Connections on LinkedIn

Social Networking

300K+ new

users daily

75M+

~50 outside US500M+ users

50 of active users log on daily

for 55 minutes

113M+ users worldwide

24 hours of video uploaded each

minute

4M+ users with

200M+ checkins

More people have a

mobile phone than an internet-

connected computer

80 of internet sessions

start at search

120 millionJob-related Google

per month

79of US hiring managers and recruiters reviewed online information about job applicants

Source Microsoft (December 2009)

Less is more when more is no good

- Frank Lloyd Wright

Listening amp

Assessment

Strategy Elements

Ambassadors Content amp Assets

Goals amp

ROI

Participation amp Integration

Monitoring amp

Optimization

Guidelines amp Training

Linkedin Careers Tab

amp Groups Facebook Page

amp Apps

Review Sites

amp Forums Strategy

Twitter Careers Profile

YouTube amp Flickr ChannelCareers

Blog

MobileStrategy

SEOSMO Strategy

Admin Sourcing Training

Sharing RSS Feeds

Careers Site Social Integration

In Case of an Emergency

Content Strategy

Social Career Website

Portable Networks

LinkedIn

Groups

Attract Talentbull LinkedIn Company Page ndash Careersbull Groups

bull Professional and Non-Profit Organizationsbull Alumni

bull People Searchbull 1 Billion in 2009bull Title Location andor Industry

bull Events

Facebook

httpwwwfacebookcompagesSHRM-Atlanta124875422070

Groupsbull Timely discussionsbull Based on a statementbull More socialbull Non-commercialbull Search by purposebull Join

bull May require approval

Fan Pagesbull Customized URLbull Add extra applicationsbull Visitor statisticsbull Promote with social ads or

widgetbull Show relationships with other

pagesbull Updates indexed by Googlebull Search by typebull Like

Facebook Groups vs Fan Pages

Fan Page

One-on-One Conversation

Location location location

Highlight Employees

Conversations ndash Negative Feedback

Negative Feedback

Conversations ndash Negative Feedback

Candidate Comments

Conversations ndash Former Employees

Former Employees

Facebook Tips

bull Post discreet job activitybull Promote corporate givingbull Share appropriate photos and videosbull Maintain a positive tonebull Limit your daily usebull Connect with old friends and colleagues

Twitter

Over 1000 clicks on

httpbitlyshrmatl10

3 referred from Twitter

Source BitLy (October 2010)

httpsearchtwittercom

YouTube

Forums

Network Offline Using Online Info

bull Research target audiencebull Connect in person at eventsbull Earn referrals or introductionsbull Build your expertisebull Volunteer

Client Case StudyUnitedHealth Group

Evaluate Obstacles

Discuss Game Plan

AwarenessAttention of fans followers readers visitors viewers

members installs

EngagementAction of ldquolikesrdquo comments posts discussion threads re-tweets

replies searches app usage social connect

ConversionsReturn of ldquoapply attemptsrdquo newsletter sign-ups job alerts event

RSVPs hires RSS subscriptions referrals

Measure Results

Social Media Referrals to the Career Website increased by 910 in 2 months

Excludes traffic from paid advertising

Bounce rate for above mentioned referrals decreased from 33 to 25

Effects on Employer Brand

Social platform participation has dramatically increasedtotal positive sentiment

Initially measured in Online Reputation Audit

Referenceshttpwwwflickrcomphotosdon3rdse3669346035sizesohttpwwwcity-datacomcityAlgona-Iowahtmlhttpwwwrelationshipeconomicsnethttpwwwlinkedincominjennydevaughnhttpwwwseastormorgmonsterseawp-contentuploads200811motivatorcube1jpghttpwwwflickrcomphotosbarca-q82645709016httpwwwmyspacecompressroomurl=fact+sheethttpmashablecom20100312foursquare-statshttpthesugarcloudscom_bordersmyspace_buttonjpghttpstc-csorgwp-contentuploads200909magpoetryjpghttpwwwfacebookcomuhgcareershttplce-safetyengineeringcomj04003915B15Djpghttpakyedeartcomyahoo_site_adminassetsimagesgame_plan_25851117jpghttpmediaphotobucketcomimageobstacleskarenswimboulder_in_road_picjpghttpwwwhodescom

Thank You

Comments or QuestionsJenny DeVaughn

httpwwwlinkedincominjennydevaughnjdevaughnhodescom