storytelling and social media - your talent engagement toolkit
TRANSCRIPT
Social Media and Storytelling
Presence | Purpose
Kat Lynn, Associate Director Marketing &
Communications, Americas
Amelia Pardieu, Head of Digital Media &
Activation, Americas
Everyone has an
employer brand.
There is a lot of
noise out there.
of the world’s internet traffic is
from mobile devices and we
now buy more smartphones
than ‘dumb’ phones
27 billionWhatsApp messages
are sent every daypictures are
shared on social
media every day
758million In early
2014 nearly
3 billionpeople
were online
20%
6 billionhours of video are
watched on YouTube
every month
Facebook has
almost
1.2 billionusers worldwide
Is it transformative, or is all the hype
just garbage?
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Does social media matter?
How many hours a day is talent spending on social media?
4.3 4.3
3.9
3.8 3.8
3.6
3.5
3.2
3.1
3.0
2.9 2.9
2.7
2.6
2.5 2.5 2.5
2.4
2.2
2.1 2.1 2.1 2.1
2.0
1.9 1.9
1.8
1.7
1.3
0.7
Arg
entina
Phili
ppin
es
Me
xic
o
Bra
zil
Thaila
nd
UA
E
Ma
laysia
South
Afr
ica
Vie
tnam
Saudi A
rabia
Turk
ey
Indonesia
United S
tate
s
Russia
India
Ita
ly
Sin
gapore
Glo
bal A
vera
ge
United K
ingdom
Pola
nd
Canada
Austr
alia
Germ
any
Fra
nce
Spain
Neth
erlan
ds
Hong K
ong
Chin
a
South
Kore
a
Japan
More than you think.Average numbers of hours per day spent by social media users (16-64)
on all social media channels as of January 2015, by country
GlobalWebIndex; We Are Social | 16-64 years
In a recent study conducted by Universum,
studying the popularity of Facebook with the top
200 ranked employer brands in America, we found
that there was a 560% growth in the number of
employers speaking to talent on Facebook over
the last 24 months.
These social employers produced over 25,000
posts, photos and videos to millions of target
talent.
There is a social media land-rush happening now with employers
2010 2011 2012 2013 2014
201011 employers
20 employers
25 employers
43 employers
141 employers
2011
2012
2013
2014
• Some of the best posts are 10,000 –
100,000x more engaging than the average
• This means that the employers who are
great at this now are getting better.
• And that means it’s going to be
increasingly difficult for you to compete.
Social media is now a critical tool for building your employer brand.
The majority of students expect brands to have a social presence and in 2013, 29% of
experienced hires used social media as their primary tool for job searches. Knowing that you
are speaking to the right talent and that your messaging is aligned to the attributes that
students are looking for in an employer are the most important things you can do to be
successful socially. It’s not about page likes (according to Facebook), it’s all about the right
content at the right time.
10
What social media channels do you currently use for your employer brand?
FacebookLinkedInTwitter
InstagramBlog platform
Other (please specify in the comments)
That’s why employers with the best
CONTENT strategies win
Gen Y’s Attention
Spans are MINIMAL
The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.
Your people are your biggest asset.
• Quotes about the benefits of
working for your company
• Behind-the-scenes look at your company
• Blog posts
• Thought leadership and advice from top
management
• Photos celebrating interns and their contributions
• Video testimonials conveying authentic messaging
Most employers on social media are
content confused.
Branding Recruiting
EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.
2-way ConversationThe most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly.
EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.
EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Sponsored ContentThrough sponsored social media posts, you can extend the Reach by your content and stories significantly.
2-way ConversationThe most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly.
Supercharged StrategySupercharge your social content strategy with thoughtful campaigns that generate attention and drive interaction.
Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.
26
Who primarily manages your social media?
A dedicated (in-house) social media person A dedicated (in-house) social media team
Another in-house team (i.e. marketing or HR communications)
A third party agencyOther (please specify in the comments)
27
How much does your company invest in activating your Employer Brand on digital channels each year?
<$15,000$15,000 - $50,000$50,000 - $100,000
>$100,000
65% of companies surveyed
plan to increase their social
media spending across the
next 5 years.
Source: Outlook 2020, Universum