webcast - het bouwen en onderhouden van een volgers-ecosysteem
DESCRIPTION
Waarom zijn volgens van je recruitment brand belangrijk? Alex Charradeau geeft toelichting en praktische voorbeelden om aan de slag te gaan met je volgers.TRANSCRIPT
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Building Your Follower Ecosystem & What This Means For You
@alexCharraudeau : Media Solutions Consultant
Webinar 15th October 2014 – Starting at 11:00 CET
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Alex Charraudeau
Ex-recruiter
7 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email
marketing, social media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
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Agenda
What is the Value of Followers?
How to get Followers
What to do with Followers
5 things you can do today
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The Value of Followers
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1. Stay top of mind 88% of members would follow a company
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2. Generate preference for your business 78% of company followers are more likely to respond to an InMail
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3. Get people to do something by sharing jobs 71% of members will follow a company for jobs
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4. Followers are sustainable 64% of followers would follow companies indefinitely
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“When I hear people debate the ROI of social media it makes me remember why so many businesses fail. Most businesses are
not playing the marathon. They're playing the sprint.” - Gary Vaynerchuk -
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Psychology of Following
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The Psychology Why we Follow…
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Fear of missing out
– Fear of missing out (or FOMO) is a form of social anxiety. This is especially associated with modern technologies such as mobile phones and social networking services
Social proof
– Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation
Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others
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The Psychology Why we Follow…
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The Psychology – Fear of missing out
Why should they Follow you?
What are you delivering that will improve their life?
How can you influence and improve someone’s career?
What opportunities are you opening someone up to?
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Opportunity
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The Psychology – Fear of missing out – Opportunity
Outside Recruitment
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In recruitment
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The Psychology – Social Proof
Who else is following?
How many followers do you have?
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Numbers
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The Psychology – Social Proof – Numbers
Outside Recruitment
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In recruitment
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The Psychology – Bandwagon effect / Cultural phenomenon
How long do you have before people loose interest?
Have they already started following all of your competitors?
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Speed
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The Psychology – Cultural phenomenon – Speed
Outside Recruitment
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In recruitment
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Why you would Follow a company – Facebook
49%
Support the brand I like
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42%
Get a coupon or discount
41%
Receive regular updates
35%
Participate in contests
31%
Share my personal
experiences
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Why you would Follow a company – Twitter
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52%
Special offers
44%
New products / services
51%
News on the brand
38%
I am a current customer
55%
I like the brand
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Followers on LinkedIn
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71%
Following companies for
jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company
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How To Get Followers
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Generate Followers through word-of-mouth
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Get Followers through being interesting
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Advertising across LinkedIn to your target audience
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Employee Profile Advertising
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Follow on Company Pages
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Follow on Jobs
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Follow Us on the website www.developer.linkedin.com
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Follow Us on Email
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By using a combination
of free technics, jobs and
employee profile
advertising this company
sustained a higher level
of Follower growth.
The spike in March &
April was due to a short
burst of Follower
advertising.
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What does success look like? Graph of Follower Growth over time
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What to do with Followers
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Talent Landscape
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0% 20% 40% 60% 80% 100%
Active Passive
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0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
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Passive
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Job related content
Interview tips
Jobs!
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Create content for both active and passive people Active Content
Passive Content
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment
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“Leaders don't create followers, they create more
leaders.” - Tom Peters -
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5 Things To Do Today
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5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve
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Thank you! Please join us next time…
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Always be connecting:
@alexCharraudeau
Google+