how to acquire candidates & clients with the right social media strategy

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A RECRUITIFI WEBINAR PRESENTED BY TONY RESTELL, FOUNDER OF SOCIAL-HIRE.COM

How to acquire candidates & clients with the right social media strategy

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Tony Restell Founder of Social-Hire.com

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My Background

Graduate of Cambridge University, then Strategy Consultant at Roland Berger

Online Recruitment Entrepreneur since 2000, founder of Top-Consultant.com, executive at Jobsite.com and founder of Social-Hire.com

Launched Social-Hire.com in 2012. We help recruiters use social media to attract candidates and clients to their businesses.

Major user of social media for business: ~36,000 connections on Twitter, ~13,000 on LinkedIn, ~13,000 on Google+

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The Size Of The Prize

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Make Yourself One of the Most Talked About Brands in Your Recruiting Niche

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A regular stream of client enquiries and client interactions A flow of candidates – both passive and active – into your business Prominence for your recruiting brand at key industry events and within key publications

Enhanced search engine rankings

More word of mouth referrals, improved conversions, higher acceptance rates

With the right funnel, make social media a significant contributor to business results

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½ to 1 Full Time Resource Devoted To Building Our Social Media Presence Starting From Zero Base – No Clients, No Readers, No Alumni, Minimal Network Initial Business Results Within 6 Months, Full Ramp Up To Dominate Market 12-24 Months No Reason a Recruitment Team Couldn’t Achieve This in Their Niche

Social-Hire Achieved This Market Leadership With Modest Resources

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The Building Blocks for Growing a Strong Recruiting Presence on Social Media

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Carefully define your audience and your company objectives Build profiles that ooze with valuable insights and quality content (become a magnet in your sector) Proactively get your profile in front of the right audience (active, interested and engaged) Make time to engage with your followers / network

My Recipe for Success on any Social Platform…

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The Typical Recruiter Experience when Launching a Twitter Presence

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Invest in a branded, visually pleasing profile Invest time following relevant people in their industry Hit Twitter’s limit of only being able to follow 2,000 people Have amassed only 100 or 200 followers No engagement, no clicks. Give up!

Huge Effort for Little Return

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Poor conversion from follow to follower: – Following people who aren’t active on twitter anymore (the majority) – Focus on promotion rather than adding value to followers’ lives Don’t go the extra mile to engage with people Don’t think of their social media profiles like a bank account

Why Do Recruiters Fail on Twitter?

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974 million registered users – 44% have never tweeted – 30% have sent fewer than 10 tweets – Only 13% have tweeted more than 100 times (~127m users) Twitter had 244 million active monthly users in Q4 2013 – 730 million have created accounts but are not active (Mashable)

The Explanation Lies in the Numbers!

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Step 1: Carefully define your audience and your company objectives

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Who is the target audience you want to reach? – Candidates or Clients (or both?) – What level of seniority? – Sector and/or functional specialism? – Passive or active candidates? – Geographical location? – Past candidates / clients or new candidates / clients?

“If you don’t know where you’re going, any path will take you there”

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What would constitute success for you? – What’s the desired outcome? – Visitors to your website? – Leads you can follow up? – Applications to your jobs? – Signups to a newsletter, CV database or mobile app? – Reduced expenditure on other forms of marketing? – Improved search engine rankings?

“If you don’t know where you’re going, any path will take you there”

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Step 2: Build profiles that ooze with valuable insights and quality content

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Give people a compelling reason to follow you back. Your goal is to become a “must read” resource in your niche. Become the account that people pay the most attention to and are most likely to click on, re-tweet or re-share. Build up goodwill – people will be eager to help you in turn whenever there’s an opportunity to do so

We Achieve Step 2 by Becoming a “Micro-Publisher” in our Niche

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Twitter: 6-8 updates per day (assuming target is one geography, more if targeting a worldwide audience) LinkedIn, Google+ and Facebook company pages: 2-3 updates per day Recommended: also share via staff to maximise initial seeding of content This is a lot of work! Don’t try without dedicated resource!!

How Much Content Do I Need?

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Tools to Become an Effective Micro-Publisher You Can Get Started With Two…

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Step 3: Proactively Get Your Profile in front of The Right Audience

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Active: We can see that they are using the social site Interested: We can see that they are interested in the same topics as us Engaged: We can see that they reshare / retweet and / or interact with other people Use eg. Buzzsumo.com and Riffle to find influencers

Who is Active, Interested + Engaged?

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Step 4: Make time to engage with your followers / network

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Create social streams to monitor (eg. your company URL, topics, hashtags, competitor mentions, shares of your content) Create lists of people whose activity you want to monitor (Twitter lists, Google+ Circles) Link activities back to your company objectives With tools like Socedo…

How?

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Any Questions?

how to acquire candidates & clients with the right social media strategy

Recruiting & HR