if you build it, will they come? leveraging social media to engage students and employers in...
DESCRIPTION
“If you build it they will come”. We all wish this were true with social media. You can have a Facebook, Twitter, and Blog, but if you do not use these tools deliberately and strategically to engage your audience, they won’t respond. This session presents a framework and tactics for using social media strategically to promote student and employer participation in on-campus recruiting. Also, learn how to assess your efforts and plan for the future.TRANSCRIPT
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
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
@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
*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: [email protected]