ppma seminar 2016 - social media: it's not just for the kids
TRANSCRIPT
Social Media: it’s not just for the kids…
PPMA Workshop
Introductions
§ Neel Patel – Head of Client Partnerships
§ Nichola Newbery - Head of Client Partnerships
§ Olivia Vines – Head of Marketing
Managed Recruitment
Talent PoolATSCareers SitesMicrosites
SmartSearchSocial Media & SEMCandidate DatabaseJob Boards
Then…
Newspapers & specialist mags
Once life was simple
Display or classified ads
Little black books
Traditional advertising messages
Print mediaDirect emailMulti platformCandidate search
Job boards
New social media
New social mediaSocial mediaSearch engines
Choice…
Jobsgopublic’s Big Fat Social Media Quiz of the Year!
Before we begin, let’s play…
1. Which tweet got the most retweets?
A
B
2. What is the optimum number of hashtags for a Tweet?
A. 1B. 2C. 3D. 4E. 5
3. What is the optimum number of hashtags for an Instagram post?
A. 3
B. 6C. 7D. 13E. 15
A. My television is broken. I've been kicking it around like a soccer ball. I should call a repair man later.
B. I'm watching the World Cup. Call me later.C. I don't usually watch television until after I browse the
Internet, exercise and make my evening phone calls.D. Can you watch the World Cup and talk later?
4. Translate this sentence from emoji to English:
5. Which Facebook page has the most likes?
Justin Bieber Shakira The
SimpsonsMan
United
A. 45 minutesB. 55 minutesC. 1 hour 10 minutesD. 1 hour 20 minutes
6. On average a UK user has 4 – 5 social media accounts. How long do they spend browsing these sites on an average day?
A. PinterestB. InstagramC. TwitterD. LinkedIn
7. Please put these Social Media platforms in chronological date order from when they were founded
8. Put these celebrities in order of who has the most Twitter followers:
Katy Perry Justin Bieber Taylor Swift
a. 5.4 minutesb. 6.2 minutesc. 7.3 minutesd. 9.1 minutes
9. How long do you think an average user spends on LinkedIn each day?
10.What is the most viewed YouTube video ever?
A. Gangnam Style - PSY
B. Baby – Justin Bieber
C. Charlie Bit My Finger
Good Luck!We’ll reveal the answers later!
Social media: it’s not just for the kids…
“We don’t have a choice on whether we DO social
media, the question is how WELL we do it “
Erik Qualman
The benefits of social media
SAVES TIME REACH CANDIDATES FASTER
REACH PASSIVE CANDIDATES
REFERRALS & RELATIONSHIP
BUILDING
EMPLOYER BRAND
ENGAGE WITH YOUR TARGET AUDIENCE –
TWO WAY CONVERSATION
Where are different people
hanging out?
Why are people
using social media?
What works and what doesn’t?
Agenda
Jobsgopublic survey§ In a privileged position with a large &
trusting audience
§ We conducted a survey to find out how jobseekers are using Social Media.
Responses received
1,000
Where are different people hanging out?
The Big Three
Where are jobseekers looking?
48%
Growth in 45-54 age group
25-34New average age,
up from 18-24
YEARS OLD
79%
Of LinkedIn users are over 35
35-44Average user age
group
YEARS OLD
48%
Of Twitter users are under 30
35-44Average user age
group
YEARS OLD
700%More youth on LinkedIn, last 2 years
1. Advertising & posting jobs
2. Directly contacting candidates
3. Running a company page
1. Advertising
2. Posting onto a dedicated Facebook page for e.g. jobs, updates, news, testimonials, day in the life, events etc..
1. Advertising
2. Company Twitter account
3. Retweeting & engaging
4. Following hashtags
5. Seeing what people say about you!
New Social Media
35OF USERS ARE UNDER
90%
When are they using it?
66% 6PMuse social media
every dayon Sunday the
best time to contact
Why are people using social media?
Why do people use social media?
Promoting yourself
Promoting an organisation
Researching an organisation
Looking for jobs
Have researched an organisation on
social media
Why do people use social media?
56% 57%
Say an organisation’spresence on social media impacts their impression of them
of companies use social
media to recruit, up from 78% in
2008
Why do people use social media?
94% 73% 73%
of 18-34 year olds found their last job through
a social network
have successfully
hired a candidate using
social media
What works and what doesn’t?
What % of jobseekers feel annoyed when contacted about a potential job?
Should we use social media to contact jobseekers?
1%
What makes you stand out?
LOTS OF INFORMATION – 33%
LOCATION – 17%
FRIENDLY TONE – 14%
HIGH SALARY – 12%
CLEAR CAREER PROGRESSION – 11%
What makes a job stand out on Social Media?
63%Strong Headline Salary49%
34% Eye catching imagery 31% Strong
Incentives
Lots ofinformation50%
What’s important for which professional levels?
JUNIOR SUPERVISORY
MANAGERIAL SENIOR/EXEC
Location Salary
Friendly tone Reputation
What puts people off?POOR SPELLING AND GRAMMAR – 69%
NON-RESPONSIVE TO MESSAGES – 61%
BAD LANGUAGE – 57%
POOR BRANDING – 50%
BAD HUMOUR – 43%
Always remember the 5Ws!
are you targeting?
are you trying to achieve?
will your audience be?
will they be online?
should they read your post?
WHO
WHAT
WHERE
WHEN
WHY
Activity
1. Write 2 posts across 2 different social media platforms - either choose one of your organisations or create onea. Newly Qualified Social Worker positionb. Senior Planning Officer
2. Think about your target audience Platforms, Time, Images, Hashtags, Days, Message etc…
How did you get on?Activity
Finally… Don’t miss out!
Jobsgopublic’s Big Fat Social Media Quiz of the Year!
The Answers!
Answers1. Barack Obama – 782,7672. 2 Hashtags3. 13 Hashtags4. I'm watching the World Cup. Call me later.5. Shakira (104,459,859 Likes)6. 1 hour 20 minutes (World avg. 1 hour 40
minutes)
7. Chronological order • LinkedIn – December 2002• Facebook – February 2004• Twitter – March 2006• Pinterest – March 2010• Instagram – October 2010
8. Katy Perry, Justin Bieber, Taylor Swift
9. 7.3 minutes
10. Gangnam Style – PSY
Answers
How many times has the Gangnam Style video been
viewed?
Tie Breaker!
Any Questions?