if you build it, will they come? leveraging social media to engage students and employers in...

If you build it, will they come?

How can you use Social Media to Engage Students and Employers in On-Campus

Recruiting (OCR)?

As a TEAM build a framework • Create objectives• Understand tools/options • Implement tactics • Measure your success

*Define your Objectives

*Communicate Brand Awareness: Elevate awareness of your office and services

*Serve Your Clients: More effectively deliver the services you offer

*Generate New Business: Get more employers and students using your services

*Build Community: Generate conversation with, across and among students, employers and other clients.

Source: Spredfast |www.spredfast.com

*Understand Tools/Options

Social NetworksFacebook, LinkedIn, Google+, MySpace

Content SharingYouTube, Vimeo, Flickr, SlideShare

BlogsWordPress, Typepad, Blogger,

Social BookmarkingFacebook Like, Digg, Reddit, Pinterest

MicroblogsTwitter, Tumblr

Location/Geo-location ServicesFoursquare, Facebook Places, Yelp

Source: Spredfast |www.spredfast.com

*Understand Tools/Options

*Social Networks: Relationship Building | Event Promotion | Community Building | Credibility/Brand Management

*Blogs: Source of News & Information | Share Multiple Forms of Content (Text, Video, Phone, Embedded Media

*Microblogs: Real-time Help |Short updates | Public Collaboration

*Content Sharing: Video/Visual Storytelling | Personal Testimonials | Emotional Appeals | Demonstrations |

*Social Bookmarking: Referrals and Information-sharing within and across online communities | “Going Viral”

*Location/Geo-location Services: Presenting special offers for customers | Offer incentives for repeat business

*Define your goals

*Decide which tools to use

*Set objectives

*Define roles within your team

*Set time table

*Implement Tactics

*Measure your Success

*Activity (volume, type and quality of activity)

*Reach (breadth of your communities)

*Engagement (volume, type and quality of interactions)

*Our OCR Objectives

*Communicate Our Brand: Elevate the awareness of CCS recruiting events with employers and students

*Serve Our Clients: Make our services and programs more accessible

*Generate New Business: Get more students to attend CCS events. Connect with more employers

*Build Community: Generate conversations with and between employers and students about upcoming CCS recruiting events

*What We Use for OCR

• Share Information• New Opportunities • Deadlines• Events• Employer Spotlights• Industry News• Advice

• Conversations• Answer student questions regarding events• Employers engage with students regarding events

• Recruit Attendees/Volunteers• RSVPs to events• Volunteers for the career fair

*Facebook

http://www.facebook.com/utccs

*Facebook Tactics

Communicate Our Brand: * “CCS Deadline”, reminders about schedules

* “Meet the Recruiter” events

* Cover Photo

Serve Our Clients: * Event RSVPs

* Sharing Interview and Resume Drop Schedules

* Employer Spotlights

* Industry News

* Use NEW Facebook Scheduling feature to schedule after hours posts

Generate New Business: * Career Fair Contest

* Recruit Volunteers

Build Community:* @tagging Student Organizations and Employers

*Communicate Brand

*Event Promotion

*Event Promotion

Pin it to the top! (Lasts one week)

Highlight and expand! (Lasts forever)

Event page interaction

* Event Promotion/Volunteer Recruitment

Facebook Contest:*Raise awareness for

the upcoming Career Fair

*Encourage discussion and interaction among students

*Create a resource of first-hand advice from peers

*Bring new students in the door

*Build Community

*Serve Our Clients

*Facebook’s Edgerank Algorithm

Note: This is how Facebook calculates what posts show up in users’ newsfeed.

*Ask for comments and give reasons to stay engaged (share valuable information, fun facts, useful updates)

*Ask people to share pictures on stories on your wall

*Pick a posting schedule and stick to it. Make sure you have new content posted fairly frequently & on the best days/times

* Share links

*Post pictures & videos

*Consider surveys, quizzes

Interaction Ranking

1. Comments

2. Shares

3. Likes

Outgoing Ranking

1. “Question” option (often referred to as polls)

2. Videos

3. Photos

4. Links

5. Status updates

Source: Jeni Putalavage-Ross, Social Media Professional

• Share Information• New Opportunities • Deadlines• Events• Employer Spotlights• Industry News• Advice

• Conversations• Answer student questions regarding events• Employers engage with students regarding events

• Recruit Attendees/Volunteers• Volunteers for the career fair• Send to Facebook to RSVP for events

*Twitter

@UTCCS

Communicate Our Brand: * Hashtags: #meettherecruiter, #utcommfair, #ccsdeadlines, #newjob,

#newinternship

Serve Our Clients: * Tweeting all new jobs, internships, events, deadline reminders

* Re-tweeting industry news

* Following Employers and Student Orgs

* Targeted Twitter Lists

* Promoting employers on-campus

Generate New Business: * Drive traffic to website, Facebook, and CareerSource

Build Community:* @mentioning Student Organizations and Employers

* Hashtags: #meettherecruiter, #utcommfair *Twitter Tactics

* Hashtags and Mentions

*Student Engagement

*Employer Engagement

• Promote Recruiting Opportunities• On-campus events• Application Deadlines• Use of Keywords (Tactic: speak directly to students’ interests)

• Inform Employers About Promotion• Visual Aid (Tactic: the use of keywords shows employers I know how to

target their message to students based on specific interests)

• “Home Base” for CCS Communication • Platform for email and social networking blasts (Tactic: connect students to

our services and to more information/advice, our CCS website, and CSM system)

• Create a Space for Dialogue/Community (Tactic: Connect with followers on a more personal level)• Employer, alumni, student interviews (personal stories of how that got where

they are or how they plan to get there!)• Employer series of advice (resume, cover letter, interview, Career Fair, etc.)

*Blog

http://hirestandards.wordpress.com

*Information Platform

Connect Alumni and current students • Informal Job

Postings• Networking• Mentoring• Advice sharing

*LinkedIn

*Grassroots

• Manage Communication• Schedule messages• Post across social media from one place

• Monitor traffic across social media• Watch what is being said about us

• Monitor and respond to user commentary• Coordinate responses and conversations

across social media

*HootSuite

Great Scheduling tool! *Management Platform

*How we measure our success

*Activity Source: Facebook Insights (Reach Tab)

June 7June 18

*Reach

* Likes come from:

• CCS Website

• HireStandards Like widget

• Email Signature Line

• Facebook (Page, Search, Connections, etc.)

*Who is visiting:

Source: Facebook Insights (Likes Tab, Reach Tab)

*Engagement

Most Engaged

Source: Facebook Insights (Overview Tab, Talking About This Tab)

*Career Fair Analytics(Feb 22 - April 4)

• Reach went from 4,507 to 12, 859 on Facebook (188.67% increase)

• Average of 23-26 people ‘Talking about This’

• Huge increase in wall views (176-235 over 3 weeks prior to the fair)

• Career Fair Follow Up blog link had highest reach among Facebook Fans

• Twitter: biggest progression over the semester

• 54 mentions and retweets during fair week

• 36 new Twitter followers

Career Fair

Compared to last semester’s Career Fair:

• Weekly Total Reach grew from 2,549 to 12,859

• Twitter responses grew from 49 to 54

• Blog views grew from 1,864 to 2,123

• Interaction among employers significantly increased

• Adoption of the hashtag #commcareerfair

* Your Social Media Toolbox

• Brand yourself: use hashtags, use consistent

wording across social media, create a visually

appealing Facebook page

• Create conversations: reply, re-tweet, share, link,

use @tagging, use @mentioning

• Make your page a valuable resource: create

unique information to post frequently, keep

Facebook’s Edgerank in mind when posting

• Make it easy to connect: add widgets to drive

traffic, buttons on websites and signature lines

• Monitor activity: measure your success & make

habits of what works

*Let’s connect!

Megan FullenLinkedIn: http://www.linkedin.com/in/meganfullenEmail: ccsrecruit@austin.utexas.edu