social networking overview / branding

SOCIAL NETWORKING

MANAGEMENTTalent Acquisition

Date: September 14, 2009

Presenter: Stephanie Weiss

A MISSED OPPORTUNITY Recruiters tend to not utilize social

sourcing/media sites as much as traditional sites

Great opportunity for diversity recruiting Great opportunity to brand self as SME

in recruiting world

3 MAIN SITES OF FOCUS LinkedIn Facebook Twitter

WHAT IS LINKEDIN? Professional networking site with built in group

and company pages Company Pages:

Overview of the company/organization Allows people to follow changes to org structure Should be in addition to current website and work

concurrently Active Website like Wikipedia where all members

can edit the page – would need weekly activity Groups

Allows members to join (closed or open) and see each others’ profiles

Allows for conversations, event postings, Presentation Shares, Job Postings, etc

LINKEDIN BRANDING Keywords – more is more! Referrals – Request from clients, coworkers and

candidates to build network Answer questions and answers to build the your brand as

a SME Open Networker – best for recruiters. Put your email in a

visible portion of your profile. Keep status updated as to what you’re recruiting Connect LinkedIn page with FB and Twitter pages File Sharing – create slideshows to show your knowledge

as a recruiter How to build a resume How to network

Monitor company / competitor pages to see who is leaving and coming as well as popular profiles demographics

LM AERO LINKEDIN PAGE

LM AERO LINKEDIN PAGE

LM AERO LINKEDIN PAGE

LINKED IN DEMOGRAPHICS BY AGE(QUANTCAST, 9/9/09)

18-3427%

35-4946%

50+26%

Age Breakdown

LINKEDIN DEMOGRAPHICS – EDUCATION (QUANTCAST, 9/9/09)

No Degree18%

Bachelors53%

Graduate29%

Education Level

WHAT IS FACEBOOK? Social Networking Site originally

designed for college students, but has the largest base and the highest stickability (45 minutes) of any other social networking site

Fastest growing amongst all demographics, but largest base 18-40

FACEBOOK DEMOGRAPHICS

FACEBOOK DEMOGRAPHICS

FACEBOOK DEMOGRAPHICS

LOCKHEED FB FANPAGE

FACEBOOK BRANDING Keep status updated Do not post more than 1 job per day Lines are more blurred – also keep

personal information – key is to be a person, not just some entity representing LM

Follow LM rules when posting private information

Make sure to delete or ban those who post odd items on your page

WHAT IS TWITTER? 140 character microblog Similar to mass texting Great way to get out short messages to

your base

LOCKHEED MARTIN TWITTER PAGE

LOCKHEED HOT JOBS TWITTER PAGE

TWITTER BRANDING Ratio of followers to follows

4 to 1 is the magic ratio – builds confidence that you are the SME you claim to be

Do not post more than 1 to 2 times per day – you will lose followers because it eats up their space

Utilize meta engines to ensure the same message is posted at FB and Twitter with the same language

Always point back to the corporate website in your profile and ensure your contact information is easily obtained

TWITTER DEMOGRAPHICS Has higher than average African

American users High index of college graduates High percentage of female to male

population Fastest growing demographic minorities

over the age of 40 (quantcast.com)

TWITTER DEMOGRAPHICS (QUANTCAST 9/9/09)

Under 1810%

18-3443%

35-4929%

50+18%

Age

TWITTER DEMOGRAPHICS (QUANTCAST 9/9/09)

No Degree44%

College43%

Graduate13%

Education

TWITTER DEMOGRAPHICS (QUANTCAST 9/9/09)

Cauc.72%

Afr. Am.17%

Asian3%

Hispanic7%

Other1%

Ethnicity

HOW DOES THIS AFFECT US? More effective INTERACTIVE

communication to your potential candidates

Ability to quickly get the word out for high potential, hard to fill positions

Morphing the megaphone into a conversation

Ability to advertise events Cost reduction for advertising

BUILDING YOUR NETWORK Build your own brand on each website Utilize meta tools to post to all and sync

them across. Ensure each site is interconnected.

Join groups that focus on the candidates you want to recruit

Communicate that you use these sites to all candidates – if they indicate that they are also on these sites – ADD them.Odds are they have similar friends who can

give you more leadsMix the old school with internet networking

OTHER SITES TO WATCH

Yammer Ning