Social Media: A Way of Life at CareerBuilderPresented by: Adam Parker @aparker1981

Outline

• Social Media and Branding

• CareerBuilder’s Social Media Approach

By Show Of Hands…

• Who has a facebook or myspace account?

• Who has a twitter account?

• Who has a blog?

• Facebook Friends

• Twitter Followers

• @aparker1981

Social Media and Branding

Why Participate in Social Media?

• Brands are defined by the experiences/opinions of consumers

– 43% of online trust informationfrom profiles of people they know1

• Gain access to brand evangelists

• Valuable consumer insight

• People demand authenticity and responsiveness

1 Forrester Research, 2008, image source: http://www.biojobblog.com/

Why Participate in Social Media?

1 Forrester Research, 2008 2 Anderson Analytics, 7/09

Consumer use and perceptions•52% of social networkers have friended/become a fan of at least one brand2

•36% online users think more positively about companies that blog1

•17% feel more positively about companies on soc net, 20% want more communication from brands2

•69% of online users read blogsand write product reviews1

•19% read RSS feeds and tag internet content1

How Are Marketers Using Social Media?

Communicate with customers and prospects•Research and reach a new audience•Deepen relationship with existing customers•Build affinity and preference over competitors

Ideal targeting•Advanced targeting by user generated information•Opportunity to target multiple ways

Branding•Build and promote your brand to your target audience•Drive traffic to website, offers, etc.•Viral Benefits

CareerBuilder’s Social Media Approach

CareerBuilder’s Social Media Perspective

CareerBuilder’s social media strategy is

•Focused on building the CareerBuilder brand and driving traffic

•Segment population into job seekers and employers

•Offering tips and trends

•Rapid Execution and Early Adoption

CareerBuilder Social Tools

Facebook: Only authorized reseller and premiere partner in the recruiting space

YouTube: Using to attract candidates since 2006, launched career brand channel in 2008

Twitter: Developed job alerts tool and testing branded job alerts pages with clients, several corporate run Twitter accounts share jobs/info

Blogs: The Work Buzz & The Hiring Site

BrightFuse: CareerBuilder’s Professional Talent Community and place for brands since Feb. 2008

Applicant Explorer: New tool to help employers get the information they need on candidates

CareerBuilder Facts/Figures

Facebook: Initiative launched April 200859,200 fans on our main Page62,000 fans on our industry-specific verticals121,200 total fans

YouTube: Partnership page launched February 20092.8 Million video views121,000 Channel Views568 Subscribers

Twitter: 2,648 followers of @CareerBuilder5,570+ followers of other CareerBuilder accounts

CareerBuilder Facts/Figures

iPhone: Launched July 2008200,000+ downloads2.4 M+ Job Searches Run3 M+ Job Details Seen

Social Actions on CareerBuilder.com: 92% email4% facebook1% SMS

How CareerBuilder Enables this

RSS•A simple standardized way to create content once and deliver it many places with minimal effort. Fresh content is the name of the game

API•Build a robust way to share services outside of your core infrastructure. Controlled expandability.

Analyze with Analytics•Make sure your content and inititives can be tracked.

Company Presence in Social Media

Engaging Job Seekers with Targeted Content

Engaging Employers with Targeted Content

CB Job Tweets

• Free CareerBuilder service that allows Twitter users to receive jobs that match their keyword/location criteria

• Similar to mobile and email alerts on CareerBuilder.com

Questions?