social recruiting strategies conference presentation — jan. 28, 2015

Presented by:

Joe BudzienskiVP Product Technology, Monster@Gozaik1

Michail TakachDigital Marketing Lead, ManpowerGroup@MichailTakach

» Talent Branding

» Social Sourcing

» Best Practices

» Case Study: ManpowerGroup

» Closing Thoughts

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How to Improve Click-through on Tweets

Case Study

Sourcing with Strategy

ManpowerGroup SocialMichail Takach

Digital Marketing Leader – North America

ManpowerGroup

Introduction

ManpowerGroup

• Global leader in workforce solutions

• Worldwide network in 80 countries

• Deploy 10,000 candidates daily

• Strong and connected brands

• Long-time Monster relationship

– Streamlined recruiter experience

– Partnered with recruiting leadership

to drive technology integration

– “Beyond the board” innovation

Sourcing with Strategy

ManpowerGroup

Organizational

Opportunities

ManpowerGroup

Social recruiting wasn’t social

• Scattershot “strategy”

– Facebook, LinkedIn dominate

– Automation = afterthought

• Recruiting has competition

– Thought leadership

– Industry news

– Marketing campaigns

– Webinars & chats

• How do you recruit in 140

characters or less?

Sourcing with Strategy

ManpowerGroup

Confusing the candidate experience

• TweetMyJobs pilot

• DIY social recruiting

– Brand integrity

– Accessibility

• Separation strategy

• Limited social maturity

– Brand feed +1600% growth vs. job feeds in one year

– Twitter 3rd-lowest referral source (less than 1%)

Sourcing with Strategy

ManpowerGroup

Connecting

Ambition with

Potential

ManpowerGroup

Going “beyond the board”

• Connect people and job

opportunities. Everywhere.

• Q3 beta pilots launched

– TalentBin by Monster

– Monster Twitter Cards

– Monster Social Ads

• Automated solutions,

with minimal recruiter impact,

that leverage talent brand

Sourcing with Strategy

ManpowerGroup

Monster Twitter Cards

• Beyond 140 characters

• Extended reach, engaged audience

• Automated selection

• Branded content

• Visual and colorful

• Searchable hashtags

• Mobile responsive

• Highly measurable

Sourcing with Strategy

ManpowerGroup

Monster Social Ads

• Beyond the standard tweet

• Automated design and delivery

• Grows audience and community

• Targets qualified candidates

• Reaches both passive candidates

and non-followers

• Highly measurable

Sourcing with Strategy

ManpowerGroup

Driving Real Results

ManpowerGroup

Results: Monster Twitter Cards

• +94 Twitter followers

• 52% of Twitter Cards show

active engagement

• 34% of Twitter Cards show

at least one job view

• Twitter #2 referral source

– 17.42 responses/advert

– 11% of Manpower responses

Sourcing with Strategy

ManpowerGroup

Results: Monster Social Ads• 108 completed campaigns

• 330 retweets

• 73 direct responses

Sourcing with Strategy

Job Impressions Views Engagement Applies

Lab technician 6486 56 58 30

Admin assistant 5180 62 64 25

Warehouse clerk 5043 62 64 24

Project manager 3863 55 56 17

Software engineer 2642 50 51 13

ManpowerGroup

Lessons learned

• Twitter has limitless potential

– 14% decrease in cost per candidate

– 41% increase in advert response

– 22,000 more job views per day

– Consistent, quality candidate flow

• Perception is not reality

– “Our people don’t use Twitter.”

– Experis vs. Manpower projections

• Socialize your social program!

Sourcing with Strategy