SOCIAL MEDIA SNAPSHOT

SOCIAL MEDIA SNAPSHOT

SOCIAL MEDIA FOR RECRUITING

SOCIAL MEDIA SNAPSHOT

Social Media allows recruiters to establish more genuine relationships and be sought after as a community resource

• Connects recruiters with individuals in the community• Enables recruiters to tell their story and share information without making

a “sales pitch”• Extends recruiters’ networks to easily reach existing contacts’ friends,

acquaintances and colleagues• Establishes a comfortable space for information gathering and Q&A

among those interested in joining the Navy• Raises recruiter awareness of local activities and interests of people within

a particular community

…facilitating more personal, meaningful interaction with potential candidates and equipping recruiters to better assist candidates through the process.

SOCIAL MEDIA SNAPSHOT

Social Networking – online and off

• Just like you get to know your community in the physical world – the churches they go, the clubs they belong to, the activities they like to do, the sports teams they support

• Get to know your community in the online world too – the social networking sites they use, the blogs they read, the tweets they follow, the videos they watch

Become a part of the community…here And…here

SOCIAL MEDIA SNAPSHOT

Integrate social media and traditional media

Example: USS New York Commissioning• Print, outdoor, and online media were

combined for maximum impact• 40,000+ Facebook fans• Almost 40,000 ship tours during the

week (compared to 70,000 for Fleet Week NYC with 6 ships)

• 2000+ live streaming viewers of commissioning

• Every major news network covered event

• 1500+ blog posts about event• 10,000+ Flickr photos tagged with

USS New York

SOCIAL MEDIA SNAPSHOT

Leverage social media to promote attendance at specific recruiting events

Example: NAVSEA Corona• Created an event on the NAVSEA

Corona Facebook fan page• Almost 200 out of 1000 attendees

RSVPd on the Facebook event site with no online advertising

• Fans and attendees commented on the page, shared their positive feedback

• Fans and attendees now have an established place to stay connected with NAVSEA (share photos, see video from event, etc.)

By the way, I LOVE the Facebook Fanbox provided at the link. It's so student friendly - what a great idea.

--University of California Riverside Career Services Director

SOCIAL MEDIA SNAPSHOT

Increase interaction with recruiters at local events by building sharing personal experiences online with community

Example: Navy Recruiting District Philadelphia

• Create “event” on Facebook fan page that fans can RSVP to attend

• Post photos of meet and greets• Allow fans to share their photos,

comments and videos• Show enthusiasm for local

community by cheering on sports teams—Ravens, Eagles, Phillies

SOCIAL MEDIA SNAPSHOT

Appeal to target audiences by tapping into a broader range of interests unique to that audience

Example: Women (Re)Defined• Used powerful imagery and

personal stories to change the image of women in the Navy

• Encouraged others to share their stories

• Fostered discussion around a broadly appealing topic: “Applauding women who define life on their own terms,” not just a Navy issue.

Applauding women who define life on their own terms. Intermingling the stereotypically feminine and masculine. Women in the Navy are amongst those paving the way in redefining femininity in the 21st Century. Show your support or share your story.

SOCIAL MEDIA SNAPSHOT

Use video to give a real, honest look at the organization, not stiff marketing videos

Example: NAVSEA Corona• Shared videos prior to recruiting

event to give invitees an idea of the type of jobs that would be featured at the Career Fair

• Captured candid videos at the event by asking attendees, “how did you hear about us?” and “what did you think of the event?”

• Shared videos captured at the event on Facebook to allow attendees to see and share and to leverage for future event promotions

SOCIAL MEDIA SNAPSHOT

Create a community of interest to enable community members to build trust for the Navy on your behalf

Example: Navy For Moms• Knew a community of worried

moms existed and was a barrier to entry for many young men and women considering joining the Navy

• Tested the site in the New England area to see if it would catch on

• The site is wildly popular all over the world and provides a much needed support system for Navy moms, spouses and other members of the Navy family

SOCIAL MEDIA SNAPSHOT

Be a resource to your community

Example: JAG Corps• Start discussions with your

fans/followers about topics they care about like “tips on how to apply for JAG Corps”

• Create a space for users to help each other and discuss topics among themselves

• Put an approachable and personal face to your command

I was wondering if anyone could offer any advice. I'm currently about to start my 2L year at a fairly new law school (Drexel University in Philadelphia) and hoping to to be able to serve in the JAG Corps

SOCIAL MEDIA SNAPSHOT

Navy.com/nuclear• Launched 20 February 2009• Features video and provides an in-

depth look at:– NUPOC Program– Submarine Officer– SWO– Reactors Engineer– Powerschool Instructor

• 70,831 visits as of August 2009– 222,881 page views– 7:11 avg time on site– 694 leads

SOCIAL MEDIA SNAPSHOT

Facebook.com/NavyNuclear• Launched February 2009• Provides a forum for prospects to

interact with Nuclear Propulsion Officers– Gain insight into nuke life– Learn about opportunities

• Videos, photos and links to navy.com/nuclear

• 2,003 fans as of August 2009– Growing at 11% per month– 155 message posts– 385 video and photo views

SOCIAL MEDIA SNAPSHOT

Other ways your command can explore using social media to enhance recruiting efforts

• Record short video clips asking members of your community, “Why would you consider joining the Navy?”

• Blog about your recruiting experiences—the places you go, people you meet, connections with the community

• Use targeted online advertising—Google AdWords can target geographies and Facebook enables ads to be targeted to specific geographies and age groups

• Explore other social networks such as MySpace, YouTube and Vimeo to determine if your target audience is active there

• Partner with local organizations to leverage existing social media efforts• Hold a contest where Facebook fans and/or Twitter followers vote on who should be

the spokesperson for your command• Hold a contest for the best (voted by public) submission of a personal story— “why I

joined the navy,” “what working for the Navy is like,” “what you can expect,” etc.• Host competition for web developers to design applications that would be helpful for

either the public or for recruiters to better communicate and share information (a la “Apps for Army”)

SOCIAL MEDIA SNAPSHOT

The use of social media should be a critical component to every recruiting division’s outreach strategy

Tips for Getting Started:• Determine where your target audience is online• Reach out and engage with them there• Be helpful—be a resource to your community• Establish your division’s presence• Manage the presence--encourage conversation and sharing (comments,

stories, photos, videos, etc.)• Listen and respond to your target audience online• Connect online and off-line interactions