Recruiting, Branding and Social Media for HR

Professionals and Business OwnersMark Hennessey

Senior Recruiter, ACT

Session Objectives• Gain an understanding of why using Social Media

is critical for finding opportunities and advancing your career

• Learn best practices in creating your profile and building a social network

• Learn how a small investment of time in developing your network can pay huge dividends in your career

• Learn the Do’s and Don'ts of using Social Media in a job search

A Little Data About Social Media

• If Facebook were a country it would be the 3rd most populated in the world, ahead of the U.S.

• 1.04 billion daily active FB users on average for December 2015

• 95% of companies are using LinkedIn to recruit

• 59% use Facebook• 42% use Twitter

*Statistics from Facebook, LinkedIn & Twitter

WIIFM?• Social Media equals PR• Brand Management• Ability to leverage other’s networks• Increase speed of hire while lowering cost of

hires• Employee Engagement• Retention

Really? Is it that big of a deal?

• 94% of recruiters use or plan to use social media in their recruitment efforts

• 79% of recruiters have made a hire through social media. Up from 58% in 2010

*2014 Jobvite Social Media Survey

“Yeah, but my CEO says…”

http://www.youtube.com/watch?v=OaiSHcHM0PA

Ok, Jerry here it is..• 43% Spend less than $1000/month on social

recruiting, but 60% estimate the value of their hires through those channels as greater than $20k/ year. 20% estimate it at greater than $90K per year.

*2013 Jobvite Social Media Survey

PLUS!

• We reduced agency spend by tens of thousands of dollars

• Attracted and hired more “A” players• Improved diversity hires for AAP

reporting

• LinkedIn is an Internet platform company focused on connecting the world’s professionals

• Website launched in 2003 and is the world’s largest professional network– Over 400 million members in over 200 countries across the

globe– More than 3 million companies have LinkedIn Company Pages– Over 2 new members per second

*Statistics from LinkedIn

Your Profile (And How to Get Found)

• Photo• Work History/Summary/Specialties – resume

feature • School• Interests• Contact Settings – use name (dot) (at) format• Be honest – People will call you out

The closer to 100% complete, the better!

How to: Manage Security Settings on LinkedIn

Please be sure to check your activity feed setting first to ensure your network can see your updates!

How To: Editing URL and Contact Info

Create a customized URL with your name vs. numbers.

Ensure you check off that your summary, picture, etc. are visible to the public.

For Web site links that you add to your profile, select Other and rename each link to include meaningful keywords, i.e. instead of it saying “My Company” it should say “ABC Website.”

Additional Recommendations

Add other components to profile like relevant publications, patents, recent awards etc.

If you are published add the links, etc.

Personal account: Aim to reach over 500+ connections in order to increase search ranking

Also, ask colleagues and peers for recommendations.

How To: Adding a Summary Section

Add a Summary section within the Background section. Tip: Write in the first person

Be concise, engaging and specific in the summary field of your LinkedIn page.

Express your personal brand in the LinkedIn summary.

You want to show who you are, what you do, and why it's unique.

This is also a chance to weave in relevant information about your current or past employer

You can include video here too (use the option next to Edit or the box below to add links).

How To: Editing Work Experience

1. Check that the official company name is listed as your current company. This will add the logo to your account and link to our company page.

2. Ensure your current experience is correct with clear bullets about your role.

3. Include a boiler plate about your company so those interested can learn more.

4. You can add relevant videos / decks here that are related to your role and others may find valuable.

After: Profile Updated

How NOT to Make a Good Impression

• 17,456 users who are in “mangement”• 172,184 users who are “mangers”• Only 48 Exceptional “commincator”s but

128 “communcator”s• 4,448 users who are a “professonal” and

477 who simply are “professonals”• 5,177 who are in “Business Devlopment”

Don’t laugh…we do it as well

• 135 users who are a “recruitier”• 2,224 users who are a “recruter”’• 298 users who are in “Human

Resourcs”• 1,319 in “Human Resorces” • 344 in “Human Resurces”

Groups• 50 Limit• Members• Rules• Job Boards• National & Local – EIHRA, SHRM,

LinkedIowa, Diversity Focus, Alma Mater

Posting Jobs on Groups

InMail• Why InMail?

– You can reach out to people you may not actually have a 'face to face' relationship with

– You can send a message to the people that you need to contact without relying on a long chain of contacts using LinkedIn Introductions

– You can contact a LinkedIn member without knowing that person's email address

– You don't have to be a premium member to receive or respond to InMails

– There is a 7 day guaranteed response. If no response is received within 7 days your account will be credited with an InMail on the 8th day.

– Cost is $10 each with a free account

Introductions• It is a 2 way street – be willing to give and receive• Introductions let you contact members in your extended

network through the people you know• All LinkedIn members (even those with free accounts) have

a certain number of introductions they can request • Introductions expire after 6 months if the receiver doesn't

respond• Once the member accepts your introduction you can

exchange information and do business• You won't become 1st degree connections unless one of

you invites the other to connect and the request is accepted

Invitations• Template – just change the name• Add value• The dreaded “IDK”• Limited number and eventually will have to

request additional invites

Templates Hello, As a member of the Corridor Job Club group, I wanted to introduce myself. I’m looking for a new opportunity (AS A

BLANK) (OR IN THE FIELD OF) and wanted to connect with industry experts. If you are not open to connecting, please ignore this invitation.

Thanks! Mark Hennessey

Hello, I am hoping that you will help me with an introduction to XXX. I came across XXX profile on LinkedIn and wanted

to introduce myself. I am looking for a new opportunity (AS A BLANK) (OR IN THE FIELD OF). Given XXXX background, I thought XXX may be willing to share their expertise. If you are not open to helping, that

is fine. Please ignore this invitation. Thanks for your assistance! Mark Hennessey

Hello, I came across your profile on LinkedIn wanted to introduce myself. My name is Mark Hennessey with ACT. I’m

looking for a new opportunity (AS A BLANK) (OR IN THE FIELD OF) and wanted to connect with industry experts such as yourself. If you are not open to helping, that is fine. Please archive this InMail. If you would like to connect to help build both our networks, just let me know the e-mail address for the invitation since this does not actually connect us.

Thanks in advance for the consideration. Mark Hennessey

Connections• Kevin Bacon – 6 Degrees of Separation

How big is your digital Rolodex

Importing Connections• Use the address book importer to import your

address book directly from web-based email clients such as Gmail or Yahoo! Mail, or use the Outlook address book importer

Free vs. Premium– Basic account is free and will typically allow

you to only a limited number of people per search and no InMails

– Recruiter Lite is $120 per month– Recruiter – roughly $10,000 per year for 1

seat depending upon customizations

Free vs. Premium• Corporate Accounts

– Basic account is free and will typically allow you to only a limited number of people per search and no InMails

– Business Plus is $47.99 per month (15 InMails, More Invitations and search results)

– Executive $74.99 per month (30 InMails)

Recruiting/Branding• People – 1st, 2nd and 3rd degree connections• Companies – follow companies• Groups – search for contacts within a group• Compliance – refer applicants to the company

website for compliance reasons

It Takes A Village

It takes a village.

Strengthening your personal brand & telling our employer brand story on social media

Presented by:Talent Acquisition @ ACTIn Partnership with Brand Experience

The perception of ACT

Reality

Company Pages

How do I find potential customers or candidates?

Search Tips• Use generic title keywords rather than specific

skills• Booleans (AND’s, OR’s, -’s)• Use filters to narrow by: location, industries,

groups and company names• Company Profile searches with employees

LI Extra’s• Send an invite to new contacts this week• Use your Outlook signature line• Updates – remember to add value• Link to Twitter• Use important search keywords

throughout your profile

• Personal yet professional• Profile – Settings – HIGHLY recommend

private• Generational differences – Grandparents

can keep up with their grandkids• Photo’s – careful about tags• Graph Search

I just want to be…

Sample Company Profile

• “Don’t be an egg” • Tweets - 140 characters• # hashtags and @ mentions• Profile – can I be found?• Followers/Following• Outlook signature• Finding people with Tweets

• Over 300 million active users• Over 500,000,000 per day• www.hootsuite.com• www.twuffer.com

*Statistics from Touch Agency

• April 23, 2005 – 1st Video Uploaded• May 2010 – YouTube exceeds 2 billion

views per day• Second most popular search engine next

to Google

• *Statistics from You Tube

Other Sites

Social Media for Emergencies

What happens during the next Iowa blizzard or other emergencies? How can you quickly communicate with all employees if your email systems are down?

ANSWER – Social Media!

Tying it all together

Steps to success

1. Got support and created awareness Executive leadership team and Board of Directors

2. Created new & trusted partnership with Marketing Co-developed training with social media manager Developed fun & engaging contest

3. “Walk the talk” Leveraged Talent Strategy team’s network

4. “Seat at the table” Talent Acquisition led creation of new image,

messaging, and materials

Our goals

1. Establish @ACTCareer Twitter account and gain 500 followers in first 12 months

2. Present employer branding, materials, and Social Media training to executive leadership

3. Improve number of employee referrals to requisitions4. Goal of 10% team member participation (130+)

Develop and deliver 2 Lunch and Learn “It Takes a Village” sessions training on Social Media

Develop and delivery Twitter 101, LinkedIn 101, and LinkedIn 201

Social Media Recruitment – FY15

New! Launched @ACTCareer Twitter handle

500 followers first 12 months More than 6,000 URL clicks Reached 1 million accounts

Lunch and Learn Sessions – results to date

85% to goal

• It Takes a Village• 1st session 30 attendees• 2nd session 36 attendees (20 in person/16

WebEx)• *Twitter 101 session – 15 attendees• *LinkedIn 101 session - 15 attendees • *Social Media 201 session – 15 attendees*Recorded for viewing at anytime

Created recommended employer brand verbiage for ACT team member LinkedIn profilesYou probably know us for the ACT® test. It’s the most widely used college admissions test in the United States. We’re proud of that—and we also have a lot more to offer.

For more than 50 years, we’ve delivered quality research and assessments, helping millions of people all over the world on their path to college, career and workplace success. We’re a mission-based organization with a culture of quality, caring, and insights. When you work for us, you know you’re working toward something great.

We’re a team of over 1,500 passionate about making a difference in all we do. We’re excited about where we’re going. But you should see for yourself.

Discover your new direction at http://www.act.org/aboutact/careers/

Hiring Manager Adoption

• Helped them develop profiles• Connected with them• Shared the jobs with them AND

gave them step by step screen shot instructions on how to share with their connections

Incorporated Social Media updates into weekly Internal Communication announcements

Please share…

• ACT hosted content• Your ACT story

#Ilovemyjob at ACT Challenge

1. Created a campaign with Brand Experience team Reinforced & encourage team members to post pictures

on Twitter or Facebook with the #Ilovemyjob at ACT Co-funded awarded gift cards of $200, $100 and $50 Formally presented awards & reinforced the “why”

2. Leveraged Internal Communications and Talent Strategy team to help promote

3. Generated new energy and had fun cross functionally

#Ilovemyjob at ACT Challenge

Our employees started sharing and posting

They took photos, used hashtags, and our handle

Social Media @ACT FY15 – moving the needle

• Reach: FY14 – 8 million FY 15 – 55 million FY 16 – 51 million

• Engagement: FY14 – 210,000 FY15 – 1.4 million FY16 – 2.1 million

• Followers: FY14 – 49,000 FY15 – 80,100 FY16 – 72,000

Privacy Settings

Do you want the world to know you are gone?

Administrative Rights

Security – Getting Hacked

Employee Discipline• National Labor Relations Act: Section 7

provides that “employees shall have the right to self-organization, to form, join, or assist labor organizations, to bargain collectively through representatives of their own choosing, to engage in other concerted activities for the purpose of collective bargaining or other mutual aid or protection….”

Resources• SHRM – HR Q&A’s – Social Media

• Local Employment Law Attorney

• LinkedIn – Group Discussions

Final thoughts• Out there FOREVER• It takes time to build a network• Keep it fresh and learn from other power users• Add value to your posts, be someone that

people want to hear from• Create a Social Media Policy

If you thought this was helpful

Then please…• Follow me on Twitter @markhennessey• Invite me on LinkedIn http://

www.linkedin.com/in/markhennessey• Contact me at mark.hennessey@act.org

Easy First Steps/Homework• Complete your personal profile within 72

hours• Establish or complete company profile• Spend at least 20 minutes a day adding

new connections (10 per day x 5 days = 50 new connections per week or 200 a month)