building a talent community

Tips & Tricks for Creating A Long-Term Talent Network

1 in every 4.5 minutes online is spent on 22%

1 in every 4.5 minutes online is spent on social media1

Internet traffic has increased by 2/3 in Internet traffic has increased by 2/3 in one year266%

52 hrs U.S. Internet users spend an average of 13 hours online per week3

Social media users access networks via their mobile4, 51.8B

*Sources: 1) NielsenWire, June 2010; 2) Cisco Cisco, Visual networking index: 2009-2014; 3) 2010 Personified Social Media Survey 4) Morgan Stanley Research 2009 5) ComScore Global 2010

30% use social media at least once a day30% use social media at least once a day

30%

40%

Active

10%

20%Passive

0%I do not use social media

Very Rarely, Less than

Rarely, Not often, but at

Seldom, About once a week

Frequently, Not every day,

Very Frequently, At

at all once a month least once a month

or once every two weeks

but more than once a week

least every day, but

sometimes more than

d

Source: 2010 Personified Social Media Survey of active and passive Job Seekers

once a day

Responses to real issues the company is facing Active

The company having fun with its fans

Contests and give‐aways

Responses to real issues the company is facing Active

Passive

Questions and answers

Career advice 73% want to

Photos of company events

Company recognition or awardswant to see jobs

0 0% 50 0% 100 0% 150 0% 200 0%

New job opportunities

Current employee experiences or testimonials

0.0% 50.0% 100.0% 150.0% 200.0%

Source: 2010 Personified Social Media Survey

• The candidate experience • The candidate experience impacts the brand – beyond just that personthat person

• Ask yourself: How can I help my candidates find the information

VERSUS

candidates find the information they seek about my company?

HumanismT tTrust

TransparencyTransparencyAuthenticityyEngagement

• 58% of users will stop following a Willingness to Engage p gcompany if it acts irresponsibly toward its members:

58% ill t if th 86%

g g gvia New Media

• 58% will stop if the company over-communicates with them

• 53% if it provides irrelevant

78%

53% t p o des e e a tcontent

• 36% for under-communicating2009

2010

• 28% for censoring user-generated content

2009

Source: 2010 Cone Consumer New Media Study

Listen & Explore

Learn & Participate

Create & EngageExplore Participate Engage

US Companies Using Blogs for Marketing

39%43%

25%29%

34%39%

16%

2007 2008 2009 2010 2011 2012

Source: eMarketer, Aug 2010

• Strengthen corporate brand influence • Strengthen corporate brand influence • Improve brand awareness• Deepen relationships with talent – active and passive p p p

job seekers• Strengthen credibility • Drive candidates to apply• Improve positive brand sentiment

Create brand advocates• Create brand advocates

Build a talent communityBuild a talent community

Jason’s friends see he liked the

page

Automatic Post to Friends’

Walls

Jason “likes” A Company Page

Fact: average Facebook user

has 150 f i d h friends on the

siteSource: Facebook

Jason’s 150 Friends see the post and could like the

Company page, tooThousands of friends see

the post and could become fans

17

• User/Profile/Account Name• Logos and Photos• Information• Keywords & Phrases• Humanism• Humanism• Multimedia

• Communication: Create that one-on-one bond

• Community: Bring people of h d d t th d t shared needs together and get

them talking• Recognition: Demonstrate ecog t o e o st ate

commitment to the relationshipR d S f d b l • Reward: Soft and subtle ways

Key: Build long-term relationshipsKey: Build long term relationships

Participation is KeyParticipation is Key

• Listen first• Get members to recognize other members• Create contagions – all it takes is one person and one copycat• Give virtual goods• Give virtual goods• Commit to being useful• Don’t discount the lurkers

C• Create earned media • Think about word of mouth from the functional instead of emotional• Set up responses guidelines and answers to critical issues up front• Be innovative, be fun• Integrate with all recruitment marketing materials• Go mobile - and go fastGo mobile and go fast

Michelle SpellerbergSr. Director, Brand Management & Emerging MediaEmail: michelle.spellerberg@personified.comTwitter: @mspellerberg or @cb socialTwitter: @mspellerberg or @cb_socialLinkedIn: www.linkedin.com/in/michellespellerberg