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Please text NYSHRM16to 22333

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Becoming Social:Building a Roadmap to Recruiting via Social Media

Joel PetersonCOO and Director of HR

Goshow Architects

Miriam PetersonHR Assistant

Goshow Architects

Let’s Poll (Vault)

Please text NYSHRM16to 22333

to participate in our live poll

4

Introduction

Resources and Tools

2Why Should You Bother with Social Media Recruiting?

3Peterson Labs

5Legal and Ethical Considerations

Please Tweet!

@joelyoh@miriamemp

@nystateshrm

#NYSHRM16

• Director of HumanResources

• Communications DirectorNew York State SHRM

• 10 years building the peoplewho build the buildings

• Volunteer – New York StateSpecial Olympics

• Student at Pace University:International Managementand HR Management

• HR Assistant at Goshow• Volunteer – New York

State Special Olympics• Career Goals: Combine

HR, travel, and wine

• Joel + Miriam:Innovatix+EssensaOctober 17

Joel PetersonMiriam PetersonSpeaking Engagements

4

Why Should You Bother WithSocial Media Recruiting?

Resources and Tools

1Introduction

3Peterson Labs

5Legal and Ethical Considerations

Time is an Issue for Many PractitionersIt’s How We Communicate Now

Personal Development + Professional Effectiveness

Information+

Resources+

Contacts

Relationship BuildingInformation Gathering & SharingCollaboration

How You Can Use Social Media for Recruiting

Key Ingredients of a Good Social Presence

Who You Are(Your Brand)

What You Want to Say(Your Message)

How to Communicate(Your Tools)

4

Peterson Labs

Resources and Tools

1Introduction

2Why Should You Bother With Social Media Recruiting?

5Legal and Ethical Considerations

Peterson Labs: The Research

• 8 Second Rule Approach

• We researched 293 companies, of which10% were unidentifiable

• Not based on content

• Based on website links, not social platforms

• Social Media is not just for big companies

• There are around 40 industries represented

Company Statistics: LinkedIn

246

47

YES 84%

NO 16%

Company Statistics: Glassdoor

51

119

123

ENGAGED 17.4%

UNCLAIMED 42%

NO PRESENCE 40.6%

Glassdoor: What Is It?

Glassdoor: Engaged

Glassdoor: Unclaimed

Glassdoor: No Presence

10 Companies 18 Companies

Company Statistics: Social MediaPlatforms

64.8%

14.7%

2% 0.7%0.7%

17.4%

57% 34.1%

7.5%

1

Resources and Tools

Introduction

2Why Should You Bother with Social Media Recruiting?

3Peterson Labs

5Legal and Ethical Considerations

What Are Your Resources?

Staff Size Budget

Time

Company Highlight: GE Johnson(Construction)

Time To Go Mobile!

• 90 % of job seekersuse their phones tosearch

• 50 % of all socialmedia activity comesfrom a mobile device

The 8Second

Rule

Company Highlight: DONAN

Company Highlight: RDH BuildingSciences (Engineering Firm)

Go Mobile: What to Use

Go Mobile: Where

Go Mobile: When

Go Mobile: Why

Go Mobile: How

Emerging Tools

Instagram

• Mobile• Instant• Storytelling

Periscope

Snapchat

Recruiting via Instagram

Instagram is a photo and video-sharing social networking app usedby over 400 million people.

Instagram users view more than 70 million videos per day.

5 Easy Steps

Company Highlight: H2M Architectsand Engineers

Recruiting via Snapchat

Snapchat is a photo messaging app used by 100 million people.

Snapchat users view more than 7 billion videos per day.

Recruiting via Periscope

Periscope is a live-streaming app used by 10 million people.

Periscope users view 1.85 million broadcasts (or Scopes) per day.

Recruiting via Twitter Cards

Use Twitter JobCards to expand

tweet life

Target Twitterjob seekers

Target specifickeywords,

locations orlanguages

Average lifecycle of a Tweet

is 5 minutes

Employee advocacy is a term used to describe the exposurethat your employees generate for your company using their

own online tools and networks.

Employee Advocacy

These days, social media is the main medium for employeeadvocacy.

Employee advocacy grows out of culture, not technology ormarketing.

Employee Advocacy

Only cultures rooted in trust do employee advocacy well.

People will trust your employees more than they trust your companybrand…provided your employees are given the trust and the right tools to share

your content freely, out of their own will.

How To Use These Tools

Project Progress Photos

Office social events

Conversations with key influencers

Or why not have your Employees do it for you!

1

Legal and Ethical Considerations

Introduction

2Why Should You Bother with Social Media Recruiting

3Peterson Labs

4Resources and Tools

Legal and Ethical Considerations:Recruiting

Legal and Ethical Considerations:Screening

You may discover protected characteristics about a candidate by screeningthem via social media.

If you use social media screenings, they should be conducted at the samepoint in the application process for each candidate.

Any information found on social media must be used legally.

Over 20 US States have some law related to the ban ofemployee/applicant screenings via social media

Legal and Ethical Considerations:Employee Advocacy

“Employees shall have the right to self-organization, toform, join, or assist labor organizations, to bargaincollectively through representatives of their ownchoosing, and to engage in other concerted activitiesfor the purpose of collective bargaining or other mutualaid or protection, and shall also have the right to refrainfrom any or all of such activities except to the extentthat such right may be affected by an agreementrequiring membership in a labor organization as acondition of employment as authorized in section8(a)(3) [section 158(a)(3) of this title].”

Create Your Social MediaRecruiting Roadmap

What is yourmessage?

What toolsare you

comfortableusing?

Whatresources

areavailable?

Review yourroadmap atthe end ofevery year!

Points to Ponder from thePetersons

• Don’t expect results withoutbuilding a relationship first

• Always post relevant content

• Don’t post until youunderstand your targetaudience

• Always have a clear messageand plan in mind

• The biggest faux pas in socialmedia recruiting is not usingsocial media at all

Q & A

Contact Info

Joel Peterson

jmp@goshow.com

@joelyoh

Miriam Peterson

mpeterson@goshow.com

@Miriamemp