ohiohealth social-training
TRANSCRIPT
Social Media TrainingMay 2013
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Agenda• Job Seeker Behavior• Social Landscape• Platforms• Facebook• Twitter• LinkedIn• Other Networks• Integrated Strategy/Tools• Questions
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job seeker behavior
How the Recruitment Media landscape has changed
1993 2000 2010
How the Recruitment Media landscape has changed
2011 20152012
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Candidate Behavior has changed
always on | media-snacking | constant partial attention
Job Seeker Behavior Has Changed
17.8B Searches Top 5 Search Engines in April 2012
One Billion people on Facebook
LinkedIn has over 200 Million users
LinkedIn Signs Up 1 New Users every 2-3 seconds
34B Twitter Searches a Month
#3Search Engine: YouTube (#1Google & #2 Twitter)
109% New user Growth on Twitter (YOY)
Mobile Devices in 2013: #1 in Internet Access
Accessibility Has Changed
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• Most tablet activity observed in late evening 9pm -11pm.• Mobile traffic peaks during typical commuter travel hours (around 9am and 6pm). • Computer-based traffic highest during typical office hours, spiking around lunchtime.
Product: Custom AnalytixData: 10 December 2011
Accessibility Has Changed
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• Usage patterns align more closely at weekends.• Two Saturday spikes at 11am and 6pm.
Product: Custom AnalytixData: 10 December 2011
Be Cognizant Of Mobile Display
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social landscape
Social Reach – Beyond Just Users
Reach Any Demographic
Contrary to popular belief, social media isn’t just for millennials. In fact, the fastest growing demographic on Facebook is women over 55!
Also interesting to note is that while ‘early adopters’ are considered always to be the young set, Pinterest, the latest social phenom, has over 35% of their users over 45!
Social
How Jobseekers Use Mobile
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social training
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Now…Timeline
• Updated Layout
• Reduced Tab Visibility
• Tab and Application Changes
• No default Landing Pages
• New ways to highlight content
• Private Messages between Brands and Users
• Improved Admin Panel
• Premium Ads and Logouts
Reduced Tab Visibility
• No left rail panel links
• Displayed under Cover Photo
• Total of 4 apps viewable at one time
• 1 space reserved for native apps like photos
• Ability to prioritize order
• Customize App images
• Expandable to view all apps and tabs
• Still able to drive traffic to Tabs
Profile – Timeline View
Profile – Timeline View
Groups
Groups
Privacy Settings
Privacy Settings
Privacy Settings
All of the settings in the How You Connect section are significant. They determine who can send you a friend request on Facebook, who can message you on the service, and who can see your Timeline. They also control who can see your email address and phone number if you provide that data to Facebook.
The settings are structured to give you the same Public, Friends, or Custom options as does the Default Privacy menu and most of them default either to 'Everyone' or to 'Friends of Friends', so you may want to configure them to be a little less permissive.
Privacy Settings
Though the timeline settings are important, the two settings here that will be most useful to users involve Facebook automation. The first controls Facebook's unsettling facial recognition feature (added last year). To disable that feature, set 'Who sees tag suggestions when photos that look like you are uploaded?' to no one.
The second setting lets you review friends' posts that you've been tagged in before the posting is approved. If you've ever worried that an embarrassing and clearly labeled photo might circulate on Facebook before you can detag it, set 'Review posts friends tag you in before they appear on your timeline' to enabled and worry no more.
Privacy SettingsEverything here is worth scrutinizing, especially the 'Apps you use' control panel. Here you can review and remove all of the third-party apps you've added to Facebook. Be warned, however, that you must remove (and confirm removal) of each app separately, unless you elect to delete them all.
In the Ads settings, you can turn off social ads and preemptively opt out of having your data used in third-party advertising. This section also lets you turn off Facebook "features" such as instant personalization (which exports your personal data to partner websites) and public search (which allows users whom you haven't friended to see your timeline through search engines, even if you've set your Timeline to be visible to friends only).
Graph Search
Stocky says if he was looking for people to join the team at Facebook, he could search for NASA Ames employees who are friends with people at Facebook. If I wanted to reach out and recruit them, I could see who their friends are at Facebook. To refine them I can look for people who wrote they are “founders.”
Graph Search
Graph Search
Graph Search
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Twitter.com/signup
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Choosing a Twitter Username or “Handle”
1.One name/ Continuity Try to choose a name that is available in most of the services you sing up to. 2. Real nameYour full name or a variation of it will make it easier for people to recognize you at a conference or event. It also treats your name like a brand. 3. Short is sweetWith only 140 characters to use, every letter is valuable. It’s not generally an issue but when people want to reply to you or retweet your posts, the shorter the handle the better. 4. Your blog nameIf you already have a blog with a name that is well known in your community, using it as a Twitter handle makes Twitter a natural extension of your blog5 . A combination of your name and your companyIf you will be the only person representing your company on Twitter—and you do not plan to make a company Twitter account—this is a great way to represent you and your company at the same time. 6. A combination of your name and your industry7. Promote your handle
Usernames must be unique and contain fewer than 15 characters.
Twitter Navigation
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Home > Tweet & Read the latest updates from people you follow@ Connect > @mentions, favorites, follows and more on you and your Tweets will appear here. Tweets that mention you, or are in reply to you, appear here.#Discover > The new #discover tab is your window into what interests you right now. And the more you use it, the better it gets. View my profile page > your personal profile page, including your own latest tweetsSearch > Find tweets and tweeps based on keywords (check search.twitter.com for more advanced search)Who to Follow > find people to followWorldwide Trends > Current trending topics (by location)
> Click this button to send a tweet
> Drop down menu to view messages, settings, profile, and help.
Activity Navigation
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Tweets > Click to view all Tweets postedFollowing > Click to view all users following youFollowers> Click to view all users you are currently following
Settings to Know
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Tweet Location>
Tweet Media >
Tweet Privacy>
HTTPS Only>
Twitter Bios Dos and Don’s
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• Don’t copy paste a longer than 160 character bio from somewhere else. Bios that are cut off mid-sentence are sloppy and unprofessional
• Don’t write something in the bio that has nothing to do with you. For example, a popular quote; be original.
• Don’t leave it blank. • Don’t use clichés, jargons or buzzwords. They
make you sound fake, insincere and a possible spammer.
• Define what interests you• Your areas of expertise. • What you are passionate about.• Keywords. If you want to be found on Twitter search or
by the numerous Twitter apps that group people by interest, then it’s vital that you have relevant keywords in your profile. If you are recruiting locally, you could have your location plus your job type as part of your Twitter bio–e.g. “NYC PT recruiter.” That way search engines are more likely to find your Twitter profile when searching for the keywords “NYC recruiter.”
• Use adjectives. Instead of saying you are a recruiter- try Kindred recruiter or healthcare recruiter.
• A dash of personality.
Sample Twitter Bios
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Christa Foley a.k.a. @electra – Mom to an amazing 8 yr old. Sr HR Manager at Zappos.com. Scouring the planet for people that are fun and a little weird and then keepin 'em happy at Zappos!
Jennifer McClure a.k.a. @CincyRecruiter – Professional Speaker | Social Recruiting | Employment Branding | Talent Strategist | Recruiter | Human Resources | Relationship Builder | Blogger | I ♡ Horses
Craig Fisher a.k.a. @Fishdogs – LinkedIn Certified Training VP - Ajax Social Media • Partner/Recruiter SocialMediaTalent.com • Speaker • Host TalentNet Live Events
Jim Durbin a.k.a. @smheadhunter – B2B social marketing and social recruiting
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Design
• Optimal Image size= 1600 X 1200 px.• Less is more• Want a pattern as a background? Try
these• http://www.stripegenerator.com• http://stripemania.com• http://tartanmaker.com :
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twitter actions
How to Tweet?
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Twitter now provides an automatic link shortener.
Paste link into Tweet Box. After you enter 13 characters of an URL, a pop up alert will tell you that Twitter is going to shorten that link to just 19 characters.Once posted the link will get a t.co link ID but it will appear as a shortened version of the original URL so people know where they are navigating.
bit.ly and other shorteners are still accepted if desired.
Twitter Actions
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In order to get the most out of Twitter, it’s important to understand all of it’s messaging functionality. There are three main ways to directly communicate on Twitter besides tweeting.
•Direct Messages (DM)•ReTweet (RT)•@username (ex: @kadubbs)•Hashtags (#)
Direct Messages (DM)Like sending a message on Facebook, it’s a private message between two users on Twitter using 140 characters.There are a few ways to directly message a Twitter user. Directly from their profile page or from the messages tab in your account.
Twitter Actions
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View both your sent and received messages via your “Messages Tab” on the top of your Twitter profile.
Example of a career related Direct Message.
Note: You can only direct message people who follow you.
Twitter Actions
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ReTweet (RT)ReTweeting is exactly what the word implies. You are ReTweeting content someone else has tweeted. This gives credit to the person who originally posted the content and shows your followers what you’re interested in and want you want to share. You can ReTweet by clicking the ReTweet link.
NOTE: All of your followers can see what you ReTweet. Sometimes users type “RT” at the beginning of a Tweet to indicate that they are posting a Retweet.
REMINDER: To see which of your Tweets others have retweeted go to top navigation CONNECT and view your interactions
Retweeting (cont.)
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Disabling Retweets:If a particular account that you follow retweets updates that you do not what to see in your home timeline., just visit their profile to turn off retweets from them. •Open a users mini profile by clicking their username anywhere on Twitter of visiting their account at http://twitter.com/{username}•Click the gray person icon and choose turn off retweets. (this is NOT retroactive- old retweets will remain on timeline)
Keep in Mind:If you see a new face in your timeline it is because someone you follow retweeted something they thought there followers should see.
Twitter Actions
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@Username@username messages are tweets that indicate who you’re tweeting to. These are messages that are visible to all ofyour followers and indicate who you’re speaking with directly. In order to create an @Username message, just put @ symbol in front of the users Twitter handle and you will have created an @username message. (Ex:@SoundGlitter).
Hashtags (#) Hashtags help add tweets to a category which narrows down content within a search. Hashtags are created by putting a # in front of a word or phrase they want to be categorized. Note, phrases must be typed as one word.
Not all hashtags are trending. New hashtags can be easily created and if promoted can gain traction and begin to trend.
Trending Topics
Trending Topics Fail
Hashtags
Hashtags classify tweets by subject.
“news” vs. “#news”
“news” search finds any tweet with the word “news” in it.
“#news” Finds any tweets with #news in it – usually more media focused
Job Related Hashtags
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Hashtags – the following #Tags are important to trend in regards to general recruitment:•#Jobs•#jobadvice •#jobhunt •#jobsearch•#Careers•#Recruitment•#JobSeeker•Job Locations: #Minneapolis, #BrooklynPark, etc.•Job categories: #Marketing, #Distribution, #Merchandising, etc.•Job qualifications: #Management, #HR, #IT, etc.•Recruitment focus: #grads, #campus, #entry-level, #internships, #full-time•General Leadership Hashtags: #team, #leadership, #leaders, #collaboration, #leader, #volunteer, #community, #professionaldevelopment, #direction, #teamwork, #partnership, #groupeffort, #alliance, #cooperation.
Who to Follow? Suggestions
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View Suggestions based on who you are already following, finding “peers”
Who to Follow? Categories and Interests
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Browse interest- find people based on specific topics or categories
Who to Follow? Find Friends
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Find Friends- Find people you are already connected with (Gmail, Hotmail, Yahoo!, etc.)
Find your LinkedIn Contacts on Twitter
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Profile Creation
Profile Creation
Add a photo to make your profile more authentic
Add your work and education history – this will allow you to reconnect with current and former colleagues very easily.
Get recommended by colleagues, your direct reports, and customers. This will allow potential employees to read how others enjoy working with you and doing business with your company.
1)Real Name (no email)
2)Write a headline
3)Update your status regularly
4)Include links to your company website & career page
5)Control your Public Profile
6) Write your profile for your audience
Basic Tips to Building a Professional Brand
Profile Creation
Profile Creation
Profile Creation
Profile Creation
Profile Settings
Status Updates
Profile Applications
Profile Applications
Importance of Building Your Network
• The larger your network, the more people you can directly connect and contact through LinkedIn
• Better chance for engaging with referrals and sourcing
Building Your Network
Add connections that will increase your search reach and help you stay informed of your colleagues, customers, and industry updates.
Import your Webmail, Outlook, or Yahoo address book to quickly find contacts you know that are already on LinkedIn you can invite to join your network.
Reconnect with colleagues and classmates quickly.
User our People You May Know feature to find other professionals to connect with.
Communicating• Invitation (free) – Request to “Add to network” networks. Connect with colleagues, classmates, business partners, friends or groups.• Introduction (free) – Message filtered through a trusted mutual 1st degree connection. Your connections will be listed and you can include introduction information you wish to share.• Inmail (paid feature) – A direct message to a non 1st degree or group connection.
Request Introduction:
Communicating
Avoid the cost of InMails by figuring out email addresses for potential candidates and contacts.
By simple utilizing Google and Mailtester.com, you can understand the base of the email (ie - [email protected]) and then plug in the credentials to check the email address.
Then simply send an email from Outlook for free and start connecting with the candidate directly.
Search
• Basic and Advanced Search Options (school, location)
• See up to 3 degrees of separation• Ask for introduction through a shared contact• Send InMail through LinkedIn
Search
Search
Search
Groups
Groups provide amazing communities of professionals from niche to enthusiast around any given profession, topic, association, or job function.Groups can be private or public (you may have to be accepted). Once joined, any members of that community may be sent an InMail at any
time at no cost (unless not allowed by group owner).There are forum discussions, Q&A, news, and jobs posted in groups – all with experts in their given fields
Groups
There are relevant networking groups across LinkedIn for nearly every profession. Take advantage of these targeted group to engage and interact with potential candidates or referrals.
Also, Groups can be leveraged for posting jobs for free to relevant candidates.
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integrating networks
Integrating Networks
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Integrating Networks
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To connect your Twitter Account and your Facebook Account:•Log in to the Twitter account you want to associate with your Facebook profile. •Go to your Settings menu and select the Profile tab. Scroll to the bottom and click Post your Tweets to Facebook. •Once you click the button, you will see the connection loading. Then you will see a button to Connect to Facebook. •If you are not logged into your Facebook account, a prompt will ask you to enter your Facebook account’s log in information. After logging in, click Allow on the accept permissions prompt,•After you have linked your Facebook and Twitter accounts, go to your Facebook Application settings and select Twitter. You will see an App privacy section. If you would like your friends to be able to see your Tweets on your Facebook wall, please select "Friends" as the sharing option from the drop down menu.
Post LinkedIn Status to Twitter•Create a LinkedIn status and check the Twitter box.•Click Share•Keep in mind- LinkedIn status updates are limited to 500 characters- if you choose to post to Twitter you will need to limit the post to 140 characters.
Integrating Networks
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Integrating Networks
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Scheduling capabilities for weeks in advance
Content customization for individual channels (ie Twitter’s character limit)
Browser or tool integration (Chrome Extension)
Integrating Networks
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Integrating Networks
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Easy social channel integration for simple automation
Want to thank people who retweet you automatically? Save Facebook photos you are tagged in to Dropbox or other online storage tools?
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pushing out jobs
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leveraging talentbrew
TalentBrew – Where It All StartsEasy to grab vanity URLshttp://jobsatohiohealth.comhttp://jobsatohiohealth.com/careers/nursing-jobs
Each job category, location, and individual jobs have their own, easy to grab URL making it easy to share jobs on a specific or generic level through email, social networks, or anywhere possible to share a link.
Candidate experience is also much improved when landing on a TalentBrew page compared to landing to a page inside of the ATS.
Sharing
Hashtag.org
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Hashtags.org – the defacto standard for Twitter hashtag information. Allows users to search any term to determine whether or not a hashtag exists for the term, and if it’s trending.
On the left is the homepage for hashtags.org. Type any term into the search box and hashtags.org will allow you to determine if it’s trending or not.
On the right is the results page after typing in a term. In this case, the term “marketing” was used. Since this is a trending hashtag on Twitter, hashtags.org returns a chart displaying activity change over the last week, along with example tweets where the hashtag #marketing was used.
WeFollow
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Building Community
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Questions
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Thank you