For social recruiting, tweeting or posting without a strategy isn’t going to help anyone. That's why it's important to watch as Tony Restell, founder of Social-Hire.com, tells you how you can build a better social media strategy for your organization.
Claire: My name is Claire Alloway and I am a part of the marketing team here at Jobvite I'm just going to be moderating the questions for the Q&A portion of the webinar but I just wanted to welcome you to today's presentation Questions To Ask About Your Social Strategy we're very lucky to have Tony l from Social Hire higher presenting his profession his expertise so I'm going to move it on from there I think Tony you have an introduction slide to give people a little more context to what we're gonna see thanks so much Claire.
Tony: Yeah welcome everyone to this afternoon's call or this morning's both of those of you dialing in from the state's really excited to be talking to you today about how you go about building a successful social media strategy for a recruitment business or for an in-house recruitment team and we're going to be looking through those kind of steps you need to take to get results from social media and to get really quantifiable results so that at the end of the quarter at the end of the year you can look back and you can talk to the rest of the business about these are the candidates that we've had and we've placed or we've hired through social media or these are the client wins or the new client inquiries that we've had as a result of our social media strategy so that's what we're going to be focused on today we're going to run for 40 to 45 minutes and then we're gonna open things up to questions so some of you have tried using that question box already if you've got any questions as we're going along please do enter them in there and Claire's going to be looking out for those and putting those to me at the end of the session.
So just in terms of myself to give you a little bit of context who I am one on this call presenting to you today and I guess the essentials are have been in online recruitment since 2000 so I kicked off a career in management consulting then I launched a job board focused on the management consultancy sector and I sold that to Job site here in the UK so there being equivalent of a monster or someone like that in the States job site and the Daily Mail one of the big newspaper groups here and then I stayed on with them as an executive at job site brew until just a few years ago and then launched Social Hire in 2012 and what we do as a business we're a social media agency that human teams recruitment businesses can outsource their social media presence to so we day in day out are doing the kinds of things that I'm going to be presenting to you today but what that means in terms of today's content is all the ideas I'm giving you all the things that I'm saying work or don't work either based on us managing hundreds and hundreds of social media accounts or a crew businesses across the english-speaking world I hope we're going to get some really good insights few due to that today and really want to change the world but it's active in your business right away.
So let's start by painting picture of what kind of impact could this have on your business in terms of how visible you are with the clients that you want to win with the candidate audience that your business wants to reach and I love referring back to this chart this is a tool called Topsy which unfortunately goes down and in the last year Apple bought in and decided they no longer a need for it at the time we were building the business Topsy was a fantastic tool for benchmarking your own business against other businesses about their new rings beep to see you know how much is your content being shared on social media what kind of interactions are you generating what kind of activity is your social media generating and they shouldn't believe open your eyes to the potential for social media to have your business be perhaps far more visible and known in your market then maybe this your business with what well showing here is you know we said as a business if we want recruiters to know about asset to entrust us with their social media we need to be one of the most visible there and so we step of the goal of you know being as LinkedIn zone recruitment as much as ERE and for those you on a call from the UK you know some locations in the world in terms of online content and what you can see here this particular chart giving you know many times each day people will share content from our website and that's in the spawn if we see here is how a small business punch way above its weight on social media if you're doing the right things if you know how to get noticed if you know how to win fans and start getting and sharing your content you can really get visibility for your business that's totally out of proportion perhaps with the size of your recruitment team or the size of yourself as an employer so hopefully that's brought you all really excited about the potential here and what we want to do with that presence is then build a funnel around it that's going to turn that audience into end results end outcomes that actually benefit your business so the types of things that you know companies come to us and say you know that this is what we do from social media some of them are looking to achieve a regular stick stream of new client encouraged potential prospects within their industry others are looking to really ramp up the amount of interactions they have with their existing client base so that they're always front of mind with with their existing clients.
Other businesses are much more candidate focused you know they're having no problem winning work but they are having a problem with the fact that candidates and supply in their industry and so for those businesses they're coming to the second half it's versatile media into a flow of candidates who are business both active candidates you know really looking to move in the next week's but also passive candidates so that we become more and more known by people in our industry who the next time they're thinking of a career achievement will think of us we'll look at our website we'll see what options benefit to fill because we've got on their radar and we been on their or and interacted with them over the preceding month and maybe years.
Another goal that a lot of businesses have is really make their brand be one given their market whether that's as an employer brand or whether that's as a recruitment business looking to be the best known in that particular market but you might want to be the brand is most visible key industry events or that is invited to guest post and publish on as many different publications in your industry as possible these are the kinds of things that people are achieving with their social media presence obviously you know for the last couple of decades having great search engine results has always been a key consideration how highly are we going to appear in Google will certainly social media and the amount that your website is shared on social media and the network that your companies built on social media these have an effect in terms of your Google SEO ranking so there are also businesses investing especially if that reason I like and then last but not least you generating more word-of-mouth referrals better conversion rates so as candidates go through the process of finding out about your business being job they're more likely to apply and as they go through the interview process they're more likely to stay in the process more likely to accept an offer at the end of the process.
If yours is a business that they won't be known because they've interacted with you too much on social media in the months leading up that interview process so these are the kinds of outcomes you might be looking for and it's what much more specifically about how you get these in just a little bit but what should really excited about that chart was showing you a you know we achieve that when in our business but we were only able to devote between half and one full-time person to building that presence so we were able to get to the point we had these huge social-media followings of highly relevant people in the recruitment industry who were sharing our content automatically and killing our scene you know as much as some of the biggest brands out there we did all of that having only half to one full-time person working on this and actually you're in a much stronger position than us because we achieved that starting with nothing so we were a brand new business we had no existing clients no existing readers no existing website traffic we can leverage no alumni and very minimal network or as most of you are cool you know you work for companies that already get a decent amount of website you already have clients do you already have being kind of activated so type of assets you have available to springboard the success of your social media if far greater than we had.
I would say if you're talking to the business about investing in social media and you try to give an indication of the timescales for getting results I would say it's certainly realistic that you see some some pretty compelling results for your business within six months of properly investing in media presence and the full wrap-up to be you know the brand the business that is most prominent in new particular market is probably gonna take twelve to twenty four months we see that depends which country you are in which industry you are and in how big a leads your competitors have already built up in doing this but that's the kind of time skills for you to become you know one of the best if not the best known brand in your particular niche space.
I'm not going to say it you know in all the interactions we've had with businesses no real reason of that a recruitment team or recruitment business and technology couldn't achieve that kind of dominance in their niche so this is something a lot of you on the call could take away and you could implement in your own business your own market without any input.
So let's talk about how we go about doing that and I'm gonna start off talking about building blocks or for brewing yourself a really strong and powerful and results-oriented social media presence and I only talk about a recipe for success and this really applies across whatever social platforms you're thinking of building a presence on there's four key stages that you have to get right and I walk you through these briefly now and then we'll spend the next portion of the presentation looking at each and he's been more depth so you really I go away understanding what it is that you need to do as a business or as a recruitment team the first thing that's really key is to properly define the audience that you want your business to reach on social media and what it is that you want that that you want that audience to do over the coming months that's going to allow you to demonstrate real business value from you having their social media presence and we'll talk about exactly what we mean by that in just know that's the first key step.
The second key step she defied me audience that what it is born to do is to think about how can you make was telling make them much bigger audience and what would make them really stick by us and regularly click on us big be common regularly interact with us and get to know our business and become an advocate for us and I'm going to talk about becoming a magnet in your sector is the polar opposite by the way motor uber to do so after you spend of businesses they will very often be hundred percent about pushing out their latest big entities their latest job listings and hoping that some of the right candidates will see them we'll click on those listings and we'll apply them and if that's direction you go with your social media and you don't do anything else then you're really doomed to fail you because that doesn't work as a statue so we're going to talk about what does work that second step one of the key things we're looking to do is have a high conversion rate and what do I mean by that let's say the use of business are trying to attract candidates on social media if we didn't get a hundred of your ideal candidates to look at one of your social media profiles it goes your linkedin company page or they go to your twitter page and you've gonna be won over by what they see there and think oh I must the problem is come and get updates now if you have a really really low version make that there the rest of your social media presence is doomed to failure because you have to get thousands of people to look at one of your profiles to even have a few dozen people following you and getting your updates on an ongoing basis of this you can have a conversion rate somewhere 20 to 40 percent or everyone who looks at their profiles immediately clicks fun to get your updates on an ongoing basis and this isn't that dissimilar to building email newsletter you know 10 15 years ago easy and newsletter the people are really eager to sign up to and once they sign up do they really look out for the updates that through in our newsletter because they're all valuable they're always insightful they're always worth sharing with other people in the office and we're talking about with your social media you doing the modern than that which is to match the price for being battles people at your sector okay now that ties into the third step which is once we've got in converting social media presence clearly we then want to get as many of the right people as possible actually see one of our profiles in the first place because it's all well and we've got to be proactive succeed in starting people up to get our updates.
But what's going to get them to stick us in the first place and you've got to be proactively doing things to get your account seen by the exact candidate audience or the client audience that you business wants to be interacting with so that's absolutely it and then the fourth and final step you've got to make time to engage with your followers your network or to prompt them to take the action that you actually want them to take so if your goals business was to generate new clients you need to engaging with people on social media have a conversation with them and might 16 32 like to sauna in the consultation with you know exactly what that is but you have to have that final step if you can be present but in the final step you bet you end up reaching a lot of people having a brand that's seen by a lot of people but very few people actually turning into business leads or turning into candidates who've applied to your business so we're going to turn our attentions now to each of these in turn and how you go about doing those but before we do that I just want to talk about your social media presence as a sales funnel of sorts so think about your business who is it that you want to reach what is it you want people to have done a few months from now that would have turned them into a real asset a real tangible business result for your company and if you think about things in that way then these are the total target audience that you as a business with like to reach let's imagine that you are a recruitment business who recruits you to marketing executives in the New York area well there's a total audience to candidates out and that you would like to reach on social media which is everyone fits back on a description within in a commutable distance of the types of position you recruit for in New York as a business we want to encourage as many of those people as possible to follow our cast because that's what means they are regularly getting up from our visit
So we're going to be experiment with the look of our subject media profiles the bio message that we have on our social media profiles that convinces them users can that's worth following we can experiment with what type of content we'll share make those people more likely to choose to follow us when they come to one of our profile pages and that's going to allow us to build up a bigger and bigger portion of our total audience that actually now are following our business and getting our updates regularly then we're going to want to engage as many of that audience as possible because all the time they're just receiving your updates they're not that much more likely to apply to your business or to request a meeting with your business than than anyone else so what we really want is to have the opportunity to interact with people or to put targeted advertising messages in front of them so now if I just explain what I mean by that let's imagine you are that recruitment business placing candidates in digital marketing roles in New York and let's say that your business has just shared a post on the 7 biggest challenges that digital media executives are facing in 2016 they'll be some of your followers who choose to reshare that and tweet that with their audience there'll be others who comment on that post or like it or share it into other groups that they are a member of every single one of those actions is an excuse for you to start a conversation with that person so as a business you would look through every person who's doing any of those things and each time you see someone who is a really good prospect for your business or is someone who you think would help you reach lots more of your target audience you interact with them you encourage them to do more of the same you start a conversation and then at a certain point in the conversation you drop in the suggestion that they might like to sign up for your next two careers event or that they might like to have a quick call with one of your recruitment team and this is how we convert your social media presence into actual tangible results where we can now say okay the following are all candidates who originated from our activities on social media or another variant of that would be running targeting advertising so let's say with our social media presence we've managed to drive people to look at a page where they can sign up for a careers event.
We're having a lot of marketing we've been we've got lots more people visiting on that page well then on social media what we can do with specialists retargeting is say okay anyone that's visited that careers event page that hasn't signed up to attend the careers event the next time they're on Facebook we want to put an advert in front of them that reminds them about our careers event and encourages them to sign up and the same thing on Twitter and the same thing on Instagram and maybe LinkedIn in other places as well this kind of retargeting is you know is very commonly used in consumer sales so you know if you've ever gone to book a holiday or buy a new TV anything like that you've probably noticed that in the days afterwards when you're on social media when you're browsing around other websites you keep seeing adverts that encourage you to go back and complete the purchase that you didn't finish or to carry on searching for holiday options with that particular company and this is the you know the recruiting equivalent of that so think about your social media presence in terms of a funnel like this and then every single step of that funnel you're going to test learn test so we're going to test what imagery on our profiles what bio message what type of content is going to generate follow us for us as fast as possible what activities on social media are going to get us noticed by more of the right people as quickly as possible what types of content shares generate the most interactions and so open the door for us to have conversations with potential clients or with candidates that we'd like to place or hire and that's how we turn everything into something that's then a scalable process for your business so let's talk about the four steps that I was mentioning and think about each those in a bit more detail so you have a better understanding of what's involved here. So first thing we want to carefully define the audience you're going after and what it is that you want those people to do and I love the saying that if you don't know where you're going any path will take you there social media can be such a huge drain on your time if you embark on social media without knowing exactly who you want to reach and exactly what you want those people to be doing in the future you end up getting pulled in all sorts of directions you know you'll be invited to take part in a tweet chat you'll be asked if you'd like to contribute some quotes to an article that's being pulled together you'll be asked if you'd like to co-present on a webinar or tape on a Q&A session or join a live blab or you know all sorts of different things and if you don't have really precisely defined who you're going after and what you want those people to do you end up saying yes to a whole load of things that actually don't get you any closer to what your business objectives should really be so here's what I'd encourage you to think about as a business on social media are you trying to woo candidates or are you trying to win over clients what do those people look like what's their level of seniority what sector and functional specialists do they have if you're going after candidates does your start work more or less immediately and so their focus is really on being seen and visible and winning over people who are looking for work right now then you've got other businesses.
You know maybe more of the search end of the market or working in professional spaces who just want to be well-known buying that Candida audience so that the next time they're thinking of a career move one of the most likely places they're going to turn is to your business and so they're much more focused on passive candidates than necessarily people that they can place this very next week so think about that in terms of your business and then geographical location if you're thinking about winning clients with social media where would you and wouldn't you be excited about winning client work and let's define the catchment area of clients that you really want to interact with similarly with candidates you know does your business is it will it excited about bringing in candidates from overseas and helping them with you know visa issues and all that sort of thing or do you have a really close target audience of candidates and you're only interested in people you know in the New York area or in the Greater London area get really focused on what your ideal candidate or your ideal client looks like and then build everything around that and are you interested in in you know maximizing your interactions with past candidates and clients or with new candidates and clients and again the answer to this will be different for each business and each person on this pool because if you're in a startup recruitment business you know your challenges are very very different to a recruitment business that's you know been established for years and is one of the market leaders you know that latter company is really gonna want to cement their position with their candidate database with the range of clients that they serve and make sure that those candidates and clients see them everywhere so they don't have any reason to ever think about turning to help from one of their competitors whereas there's a small business you know just trying to break into a market your concerns gonna be very different you're going to be focused on how do I get noticed by people you've never heard of our business and that's a very different challenge to staying in touch with people who do know your business so get all of those things really clear in your mind and then in terms of what you want those people to do you know what is the outcome that you want for your business maybe you want visitors your website.
You know we have clients who want to reduce their spend on job boards they want to reduce their reliance on Google pay-per-click they don't want to be as dependent on staying on the first page of Google search results if you can start to get a significant flow of candidate or client traffic from social media clearly that is one potential big win from social media maybe you want leads you can follow up you know if you're a recruitment technology company you want requests from people the demo of your your offering if you're a recruitment agency you would love to have inbound inquiries from potential new clients who would love to have a meeting with you or an initial phone consultation or come along to one of your next networking events maybe your goal for social media is to drive applications to your car and open vacancies or maybe it's to get signups to your CV or resume database to a newsletter Iran or a mobile for all these are valid reasons for being on social media just be clear from the outset which of these you're going after and don't spread yourself too thin it's much better to have just one or two objectives and do a really good job of that then try and cover every possible base and end up you know not doing a particularly good job of any of them so that's the first step the second step once we've defined that audience and what we want people to do is we want to then build social media profiles that people in that demographic are going to find extremely valuable insightful maybe even entertaining and we achieve this by becoming a micro publisher in that particular niche so we're trying to give people a compelling reason to follow you to like you when they first land on your page or if you send a connection request or you follow them a compelling reason for them to follow you back or accept that connection request and really you're trying to become a must-read resource within your particular industry so something that people can't believe they didn't know about before as they get updates through from from your accounts they find them really really valuable and they start sharing them with other people in the industry they start commenting on them they really look out for your next updates because they're always really valuable so you want to become that account that people pay the most attention to most likely to click on retweet reshare and for those of you you know on the call old enough to you know have been in recruitment 10-15 years ago when we all got you know the most important updates about our industry came through email newsletters you know back in those days in most industries there were a handful you know two three four newsletters out there that everyone felt you really had to read and devour what it was they were sharing each week or each fortnight because it was always really informative for people in that sector and the rest of the newsletters out there.
They were too salesy they were two promotional people signed up to them and then they quickly put them in their spam folder or unsubscribed and with your social media presence you're really trying to replicate what those valuable email newsletters were achieving you know 10-15 years ago and what you'll find if you're consistently sharing things that people really appreciate getting in their social media feeds you build up a ton of goodwill so when you do them put out messages saying you know we've got an urgent hiring requirement we need to find you know several digital marketing executives with this kind of background within commutable distance this place does anyone out there know anyone you'll find if you've helped people and they found you valuable in the preceding weeks of months they'll be very very open to re sharing that with their network and to trying to help you wherever they can so that's really what you need to be focused on rather than distributing the books actually becoming a valuable resource within your industry and people often ask me you know how much content do we actually need to have a great presence on social media well I would say you know if you're going after one geography so you are trying to attract candidates in the New York area where you are trying to reach clients in the Greater London area you know basically you're in one time zone or a pretty close to one time zone six to eight updates per day on Twitter is the kind of volume of posting you're looking for and that would include the weekends and two to three updates per day on places like LinkedIn Facebook Google+.
This is what you need to have to have done a good job of saturating your market and be being seen by everyone you want to be seen by and often when I talk to businesses that think they've been investing in social media and you start examining what they've been doing what they haven't been doing one of the obvious shortcomings is you know they're only tweeting once every two days and they think that means they have a Twitter presence well if the average tweet you know is only seen for 10 to 15 minutes you know people either see it within a few minutes of you tweeting it or they'll never see it at all if you're only tweeting once every couple of days you basically don't have a Twitter presence you know most of the people you would want to see your your business or your employer brand on Twitter are simply not going to see it so add this all up you know this is quite a lot of work and a big reason that recruitment teams and recruitment businesses fail with social media is they just totally underestimate the amount of time that needs to go into actually doing a proper job of this and if you remember I talked about social hire and the fact that we had between half and a full time person working on this in the early years of our business to build up that presence so this isn't something that you can ask the admin person in your office you know to try and do a bit of each week when they have a spare moment it's not something you can ask your individual recruitment consultants you know to try and do a bit of each week it simply isn't enough it isn't consistent enough and it isn't the quantity of updates that are needed to be successful and the last tip I'd give there and this is particularly if you're in a recruitment business but also good for employers as well try and get more and more of your staff sharing this type of content with their own networks as well because you've sparked a lot of conversations and interactions people who be in the network of the company who you wouldn't have reached if you'd only put this content out on the companies profiles.
So in terms of achieving this you know obviously we do all of this for our clients so that there's a lot of work goes on behind the scenes here but if you're trying to think yourselves with you know how could you do a better job of this could you start making some progress in this area I'd say there's two tools you could look at that would allow you in all idea to significantly improve on what you've been doing today the first of those would be a tool called buffer that's buffer.com and you'll see when you go there I think there's still a free option to use the tool and then various paid options depending on the number of accounts you want to connect and the functionality that you want what buffer essentially does is allows you to queue up content that you want to be shared on your social media accounts throughout the week and find things that you want to share to be valuable in your particular industry you click the buffer button they get added to this queue and then over the coming days and weeks that content is shared so even while I'm on this call with you today there could be content going out in a LinkedIn group that I'm a member of there could be content going out on my Twitter account on the social hire company pages even though I and my team are all busy presenting on events like this or working on our client accounts this keeps you active throughout the working week at the optimal times of day even if you know that happens to be while you're sleeping okay so a really great tool that you can use for that purpose and then what I would pair that both is an account with Fiddly.com and Fiddly is basically your own personal news digest so when you go onto Fiddly you'll see that you create an account and again as there's free accounts there and then you can add content to Fiddly so what you do as a business is you brainstorm okay what type of content is going to be really interesting for the types of people that we want to attract as a business and then you add all of those websites and blogs and sources into Fiddly and say I want to know whenever any of these specialist publications publish something new.
So each time you log into Fiddly you're presented with a whole section of content that comes from sites that you already know publish valuable content in your industry and this if you compare this with you know at the start of that we going to Google and trying to find 30 pieces of content that you could share over the coming week that is extremely time consuming trying to find enough posts that are valuable and worth sharing versus this when you can log in and immediately present be presented with all the new content that any of those valuable sources have published ok so those are the two resources or the two tools that are being used once you've got those profiles that are valuable you then need to get yourself proactively in front of more removal of 38 28 the royalties so we're looking here for people who are active interested and engaged and this brings me on to another major reason that recruitment businesses and recruitment teams fail on social media apart from Facebook or most social media sites the majority of users are not active if we look at LinkedIn the average user there is only on the site once or twice a month if you look at Twitter over a billion accounts on Twitter now but only around a quarter of them are actually active users of the site.
If we want to try and connect with people and have conversations with people it's no good researching all the candidates in your market who are on Twitter or all the potential clients who are on Twitter and then putting effort into trying to win all of those over and build relationships with all of them because the majority of those users created an account you know a year ago and haven't been on Twitter in the last six months so you're focusing your effort on people who are never going to see your message and therefore never going to generate any business value for you it's a bit like you know in the old days of email newsletters it's great to have a huge email list but if 99% of your emails are ending up in people's spam folders then your huge email list is actually almost worthless because hardly anyone has ever seen your messages and so this is a key thing on social media is to focus your efforts on the people in your industry who are genuinely actively using that particular social site and you've got to or in your activities around that linked to that we want to build up an audience of people who are interested in the same things as us so you know we talked about the example of the recruitment business placing digital marketing digital media executives in New York well if we as a business have been a share content that's helpful for that type of person then the only people we're interested in trying to engage with on that social site are people who also share and interact with that type of content so if I've joined Twitter for example and I'm a digital marketing executive but I've only joined Twitter to get updates from the sports teams that I follow and I don't actually use Twitter to stay on top of what's happening in digital marketing then that would be someone it would be a waste of our time trying to interact with them on Twitter because that isn't where they're actively involved in talking about business and showing an interest in the kinds of topics that we're going to be sharing so you have to focus your effort on people who are using that particular social site for similar purposes to your content sharing strategy and then thirdly we want to focus our efforts on people who engage so ideally you know the the gold dust on social media is who is active on that site who also shares the kind of content that we're going to be sharing who has a big following of the types of people we want to reach and who regularly interacts with or reshares other people's posts if we can find those people and build relationships with them that's when our business goes through the roof on social media because we start having our updates being reshared by people with a huge reach and so we start reaching numbers in our industry that are absolutely massive instead of you know the small numbers we reach if we're already reaching our own followers just to you know give you a couple of ideas again here of tools you might want to look at you can have a look at buzzsumo.com.
So I've just got a little screenshot of this here lots of things you can do on buzzsumo but one of the useful things is to look for influencers in any particular industry so here I've pulled up people who are influential about recruiting and you can see lots of names here that lots you on the call probably recognize Jim Stroud saying Kathy Andy Headworth and we can look and we can see the size of their followings we can see from their profile who they are and who therefore is going to want to follow them we can see how much they retweet other people so are they someone who's likely to retweet us if we build a relationship with them and then we can focus our efforts on the people who are going to be most valuable for our business. So that's Buzzsumo so I'm just getting a message that screen sharing is paused so I'm just making sure that you can all see can a couple you've just confirmed through the question box that screen sharing is still happening you can still see my screen. Perfect okay so just a little technical gremlin then okay so in terms of the final step we need to make time to actually engage with the people we've been building up as an audience on social media okay so that's absolutely key and if you don't do this you end up with a large audience of people who see your brand who know your business but who haven't actually taken the final step that you wanted them to take so the types of things that I would recommend you do are create streams that you're going to monitor on social media that will show you opportunities to interact with people who would be relevant to your business.
So who's been sharing content from your company's website who's being sharing content to do with the topics that your business recruits for who's been using hashtags that are popular in your industry who's interacting with some of your competitors great way of finding people that you might want to jump in and poach who's been mentioning your brand who's been sharing a content that you've been putting out there all of these things if you can build social media streams to see this happening in real time give you opportunities every day even every hour to be interacting with loads of relevant candidates for your business or potential client leads for your business and you know in social hire we got to the point I showed you that that chart earlier you know that getting on for 10,000 people a month were sharing content from social hire just on Twitter so every day we had opportunities to interact with just tons and tons and tons of people who were potential prospects for our business and social media opened the door to having those conversations you might also want to create lists of people whose activity you particularly want to monitor so maybe you've got a hit list of candidates that you want to poke your approach maybe you're targeting people competitors maybe you have a hit list of contacts within client organizations that you'd like to build up relationships with well on lots of the social sites you can create this as specific people whose activity you want to monitor.
So you can jump on every opportunity to have a conversation with them and all of this you're going to link back to your company objectives so if the goal was to prompt people to book in a call with you or upload their resume to a database or sign up for a careers event every time you see the opportunity to have a conversation with someone who's relevant to do that you're gonna drop in that suggestion and make that happen and I just give you an idea here I'm gonna share a tool called staccato with you and it's gonna give you an idea of you know this can be taken very very seriously and it can be turned into a process that is really scalable and that you can delegate to people in your team or delegate to be done by you know a company such as mine here we're seeing a screen of screenshots Staccato where we have set up criteria for who would be an ideal prospect for our business that could be a candidate prospect it could be a potential client prospect but you specify you know job titles what keywords are going to be in their bio what type of things they're going to be talking about on social media and then everyday Staccato will show you a big long hit list of people that it thinks are a perfect match for what your business needs and you go through and you approve or you decline each of those as being genuine leads for your business where you approve them that then kicks off a series of actions that engage that person so we're going to like one of their tweets we're going to follow them these are going to result in that person getting potentially email notifications or Twitter notifications to have a look at our profile and then those that follow us back we're then going to send them a personalized message encouraging them to engage with our business or sign up for our business breakfast or join our webinar or whatever it is that as a business we decided we want to do and so that gives you a little snapshot of if you take this really really seriously this is the kind of level of sophistication you can get to with your social media presence and the social selling and you can test things so we can test putting a message to people would they like to join us for a business breakfast would they like to sign up for a careers event would they like to register their resume and then we can obviously focus our efforts on whichever of those things are producing the very best results.
I was just talking through so you can see all the different prospects that have come up here and the fact that I can approve decline them and if I approve them then they're going to go through that flow that turns them into a prospect for our business or turns them into a candidate that we're encouraging to take a course of action so this is the kind of level of sophistication that you can go to if you're doing this really seriously on social media. So yeah the final thing was going to show you on I've not talked about our business and I'm not really going to on the call either but if you've go to our home page and you'll see social icon a link to have a look at in our packages these are a great checklist of all the things you should be doing on social media so you'll see here a long list of activities that we undertake for our clients and if you hover over any of these you're see a box opens are describing in more detail what that particular activity is so if you want to go through and sort of audit what you have been doing on social media and see where have you been falling sure what have you been doing what haven't you been doing that would be a great checklist for you know for really opening your eyes to whether you've been doing enough or not.
Last not least some of you on the call will have seen me actively blogging with with Jobvite so there's a lot of my content covering all sorts of topics like this over on their blog and there's the link where you're very welcome to go and check those out if you want more information on how to use Facebook for recruiting or how to use Twitter for recruiting or LinkedIn or anything else you'll find that kind of content covered there so I think almost on schedule we are through to the Q&A section of the presentations though thank you all ever so much for your time today I hope that's been really informative for you and I'd love to open things up now to any questions that there may be and I'd also add if any of you want to you know discuss the types of things we've been talking about today with one of our team and figure out the right strategy for your business you're very welcome to head on over to our home page and you'll find there a button where you can look in for a call with us and we've been very very happy to spend that time with you but for now please do use the the question box send through your questions to Claire on the team and I will endeavor to tackle as many of those as I can.
Claire: Wonderful so we do have a couple of questions coming in first want to tackle a question that we've got from a couple of people including Sophie and just tell you that yes you are going to be getting the slides and the recording emailed to you and so you can review some of the things that Tony shared and get a couple of those slides that we missed because of go to webinars technical difficulties but yes those will be emailed to you right away so getting on to the more substantial for Tony, Chris had a question is there any way to automate selected content distribution between tools like Fiddly and Buffer?
Tony: I'm almost reluctant to answer that one Claire yes there are there's a tool called IFTTT which stands for If This Then That and that allows you to set up rules that are triggered when the criteria for that rule are met so for example if you have tagged a certain piece of content on Fiddly then you can have that automatically added to your buffer account so that it will then go out and buffer at some point over the coming days or weeks you can go even further than that I mean that step involves just you it's quicker for you to select content on Fiddly and have that then queued up on Buffer you can take that even further and say you know each time social hire publishes something new please add it to my Buffer account and then you literally have your social media on autopilot if you do that with several different sources you know for the next ten years it will pump out content from you on social media without you having to lift a finger I would be very very wary of doing that because it's only a matter of time until something goes out on your account that your business wouldn't have wanted to be associated with and you know you really shouldn't be sharing anything that you haven't read and looked at yourself would be my advice in a you know professional capacity.
Claire: Okay yeah definitely great advice I know our social media manager would agree with you immediately okay so from Ally we have a question and out of those two to three posts that you suggested posting on LinkedIn what sort of things are the best to share articles personal post job descriptions?
Tony: I mean I guess the first thing to say there is depends what your objectives are for social media so if you have the goal that you want to generate client leads then that's going to be very different from having a goal of driving as many candidates to a company's careers pages as possible so it will vary depending on what your your actual objective on social media is I would say job descriptions are the least effective thing to share in terms of updates much much more powerful to share calls to action that your company is recruiting so if I compare and contrast that for you imagine that everyone on the call is looking for a new recruitment job right now if you follow any you know recruitment a recruitment business on social media and they are putting out each of their new jobs on their LinkedIn company page or on their Twitter page you know 99 percent of the jobs you get through from that that business or that individual recruiter are going to be irrelevant to you because they're not in the right location they're not paying the right salary they don't have the right job title they're not with the type of company you wanted to join so they're just spam and noise in your stream and they generate very very low engagement and success rate on on social media whereas if you know we all wanted a new recruitment job and we'd all followed a recruitment to recruit business and the next update they put out said you know we're having an unbelievable month we've got a huge array of new opportunities for recruiters wanting a change of career direction do click here to check out the latest opportunities and apply online and that takes you through to all your latest openings well that then prompts action from anyone who's a follower of that company who is thinking at all of in jobs so that would be my observation in terms of actual job sharing very much depends on your business what else is going to be the best to share certainly insights into the business that allow people to get a bit better understanding of your company culture of what it would be like to work with you of people's personal experiences of having joined the company or what it's like to go through your interviewing process all these kinds of looks under the hood you know look under the bonnet of what it's like to work in this company or what its gonna be like to try and get a job with this company if that kind of insight is very valuable to people and tends to do very well but the real answer is to mix it up and then track the data you know so if you're using a tool like Buffer put out a whole range of different things and then let the data steer you on what you should do next and if you start to see that a certain type of post is just generating way more interactions way more shares way more clicks than anything else then then clearly you're going to be best served by reducing the posts that aren't working and focusing on the ones that really are working.
Claire: Perfect so I think we have time for one more question and so see how can we determine which social sites are the best places to reach our target Demographics?
Tony: That's a really good one two different things I would suggest that a very simple way is just to pretend that you're someone in the market that you're targeting and to actually go on to that site and see is there a lot of activity and discussion amongst the types of people that you would want to attract so for example you know people should I be on Google+ for example well if you go onto Google+ and you see that actually they've got communities or groups that are really vibrant you know there's tons of conversation going on there on exactly the topics that would resonate with with your target audience then that would tell me you know this is potentially a rich hunting ground for you but the most sophisticated way of doing this I would say is to set yourself up as an advertiser on each of the social sites and you don't have to spend any money to do this you just when you've got your business page on that social site you go in to the advertising area and you start setting up a draft of an advertising campaign to run on that social site and at that point it will ask you to narrow down the demographics that you want to reach with your advert and obviously if you start putting in there you know geographically where you want to target people keywords that they're going to have interests that they're going to have the types of businesses that they're going to have followed or interacted with then you can pull up for each social site how many people do they think they could reach for you that fit those demographic criteria and then you've got really hard data you know does Instagram reach this sort of person or not does how many of these being the LinkedIn reach how many of these people can Twitter reach for me on a daily basis a monthly basis and then you really have you know the information at your fingertips to decide which of these are worth spending time on and which other or not so that would be how I would recommend doing that and that's you know that might be a morning's work to get yourself set up across several different social sites and to pretend to be an advertiser in each of those but if that then shows you that the two sites that are the best for reaching your target audience are A and B and you then spend all your efforts building up a really good presence on a and B that'll be one of the best mornings of your time that you will ever invest in in this because you know you're then focused on doing things on the on the platforms where you're actually gonna get results rather than spreading yourself too thin trying to be on loads of platforms and you know not doing a great job on any of them so I hope that I don't know how to answer that one.
Claire: Yeah that was a great social hack we definitely use that in our advertising so it makes perfect sense to do it to figure out your audience for the social recruiting with that apologies for going four minutes over our scheduled time but I hope that you found Tony's presentation really helpful and informative and obviously on the topic of social hire please feel free to reach out to obviously Tony or social hire on Twitter or on his LinkedIn profiles and then also at Jobvite we started in social recruiting and we'd love to share any more tips or tricks or obviously products if you're interested and check out our blog and you can see more more info and tips from tony there but thank you so much to Tony for taking the time this morning and everyone else thank you for joining the recording and the slides will be emailed to you in a couple of hours thanks so much have a great day.
Tony: Perfect thanks Claire thanks everyone bye for now.