social media in the resources industry
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Introduction to using social media in HR and recruitmentTRANSCRIPT
Introduction to Using Social Media in HR and Recruiting Sarah Mitchell
Introduction
Goal for Today
Provide an introduction to HR departments considering adopting a social media program
Dispel hype and confusion
Historical Reference July 2009 PQMedia study
Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years.
$1.54 billion spent on WoM marketing in 2008
May 2010 Custom Content Council Survey
U.S. spends record $47.2 billion in 2009 on branded content (including blog posts, and video to digital zines and e-newsletters) equating to 1/3 of all marketing budgets
Bridge Ratings Survey
“Strangers with Experience” trumps:
• Teachers
• Newspaper/Magazines
• TV News Reports
• Traditional Advertising
Turning Point: Consumers Do Their Own Research
Online Publishers – Internet Activity Index
Monthly “Time Spent” in Internet Activity Table
Google Panda makes social media connections a bigger part of their algorithm.
Social media activity = better search engine results
Game Changer – Google Panda
What Social Media Won’t Do
It won’t close deals
It won’t generate a customer base if your products or service are lacking
Probably won’t replace your current marketing strategy.
What Social Media Can Do
Promote your brand/EVP
Assist in Candidate Attraction
Establish your Authority
Expose negative aspects of your business
Two Things to Remember
1. It’s “social” meaning your activities have to be centred on building relationships
1. You are representing your brand either explicitly or implicitly. At all times you must maintain a professional tone and attitude.
Considerations before you start
What do you want to achieve?
How are you going to handle criticism?
Who’s going to own your social media activity?
Are you prepared to invest the time required?
What channels are you going to use?
What are you going to say?
How are you going to manage it?
What do you want to achieve?
Listening Broadcasting Engaging
How are you going to handle criticism?
It’s not a matter of ‘if’ but ‘when’
The upside of a healthy network
Who’s going to own your social media activity?
Focus on your marketing strategy –not the tools
Hint: It shouldn’t be the youngsters in your organisation
“Those with more years of social media experience spend more time each week conducting social media activities.”
2011 Social Media Marketing Industry Report
Are you prepared to invest the time required?
What channels are you going to use?
Twitter LinkedIn Facebook Blogs Google+
Research
Candidate Attraction
Establish Authority
Establish Authority
Candidate Attraction
Promote your EVP
Promote your EVP
Candidate Engagement
Promote your brand/EVP
Establish Authority
Drive Agenda
Not yet proven
Potential to have big impact
Usage of Tools for Business
79.3 78 71
77.2
87 92
75.3
88 84
68 70 68
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10
20
30
40
50
60
70
80
90
100
Social Media SuccessSummit Report 2009
Social Media MarketingIndustry Report 2010
Social Media MarketingIndustry Report 2011
LinkedIn Facebook Twitter Blogs
Credit: Ignite Social Media based on Google
Twitter Users by Age
You should have a content strategy,
not a social media strategy
What are you going to say?
Quality
Consistency
Frequency
Beware of integrating tools
Recommended aids:
Tweetdeck
Sendible
How are you going to manage it?
Interesting Facts
People aged 30 to 39 years are most likely to use social media for business. (Stelzner)
More women, than men, engage in social media activities. (55% vs. 45%)
People love to look at pictures. 70% of all actions are related to photos or video. (HBS)
Women say more. Men reference links. (HBS)
Establish Authority
LinkedIn is a professional networking site
Complete online resume
Find and connect with business colleagues
Special interest groups
Polls
Q&A
70 million members in over 200 countries
Every Fortune 500 executive team represented on LinkedIn
linkedin.com
Candidate Attraction
Twitter is a global instant messaging tool
Send messages to drive traffic to
your website
Networks consists of “followers” and is very
fluid
1.6 billion search queries every day
– April 2011
Twitter has 175-200 million registered users
1.6 million active Twitterers in Australia
– Sept. 2011
twitter.com
Drive Agenda
Blogging is an online dialogue you
have with your customers and
prospects
Allows you to position your company
against competitors
Excellent way to improve SEO
Prospects can leave their own
comments and opinions
Promote Your EVP
Facebook allows you to create a business page
Most useful for B2C companies
Post photos, documents or run advertising
Privacy issues
75% of user are outside the USA
10,628,600 users in Australia – September 2011
More than 800 million users log on to Facebook every day
facebook.com
Measuring Influence
Pick a descriptive user id – MiningOilGasJob
www.knowem.com
Use a picture www.gravatar.com
Use your real name
Be transparent
Be generous with information
Recommendations: Before you Start
Building Networks
It’s Professional Not Personal
Slow burn method of marketing
The conversation about your company happens with our without your contribution
Be Aware
Sarah Mitchell
Director – Site Content
Find out more at www.miningoilandgasjobs.com