SAMPLE Evaluate & Optimize the Social Media Recruiting Plan A data-driven sales approach is needed for success in the social media world; evaluate current initiatives to ensure SMR practices are optimal. McLean & Company is a research and advisory firm providing practical solutions to human resources challenges via executable research, tools and advice that have a clear and measurable impact on your business. © 1997 - 2016 McLean & Company. McLean & Company is a division of Info-Tech Research Group SAMPLE Learn about becoming a member

Our understanding of the problem CHRO/VP of HR Head of Talent Acquisition Document and evaluate current social media recruiting practices. Identify key areas for improvement. Build an optimal social media sourcing plan. Identify strategies to optimize the use of social media channels. Talent Acquisition Specialists HR Business Partners Hiring Managers Understand how to effectively and appropriately use social media to source talent. SAMPLE

Executive Summary SAMPLE Social media recruiting (SMR) is now table stakes; only 4% of recruiters are NOT using social media for recruitment, while 50% of recruiters plan to increase their investment in SMR in the coming year. (Jobvite, 2015) Social media is important now for recruiting because of changes in candidate behavior and demographics, advances in technology, and the push to find passive applicants to fill positions. Social media recruiting (SMR) is here to stay, but many recruiters don’t reap its benefits because they are too passive and fail to evaluate SMR efforts. In addition to trends driving adoption, organizations are using social media because it boosts recruiting success. Done well, social media improves the quantity of high quality candidates and cuts recruiting costs. Social media has changed the role of recruiter. A data-driven sales approach is needed for success in the social world. A key component of this is evaluating current practices to ensure SMR practices are optimal. Clear goals and objectives are the foundation of an optimal SMR plan. Being clear about what you want to achieve from SMR will guide your decisions about what you will do with social media and how you will evaluate your efforts. Know your fish, and fish where they are. The profile and social media habits of your target applicant pool(s) drive your selection of social media channels and your strategies for sharing content, engaging, and searching on social media. A consistent, professional, and sustainable presence on social media is key for SMR success. Managing social media is about setting guidelines and leveraging technology to make it manageable. SAMPLE

Guided Implementation McLean & Company offers various levels of support to best suit your needs Guided Implementation “Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.” DIY Toolkit “Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.” Workshop “We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.” Consulting “Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.” Diagnostics and consistent frameworks used throughout all four options SAMPLE

Use McLean & Company’s four step process to evaluate and optimize the social media recruiting plan Step 1: Assess Current SMR Efforts Step 2: Identify Objectives & Set Metrics Step 3: Optimize SMR Channel Selection & Usage Step 4: Enhance Account Management Practices SAMPLE

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Drill down on long-term objectives to establish short-term goals: work backwards to move forwards A simplified example of short-term goal extraction: Increase applicants by 25% by end of the year Increase applicants by 10% by first quarter Social Media Participation: Increase reach Identify new channels to use for recruiting Create a Twitter account for recruiting Employer Brand: Increase brand awareness Identify content to sell employer value proposition (EVP) Share content to sell EVP 1-2 times per day, per channel Professional Development: Increase recruiter personal brands Create & maintain profile on LinkedIn Post on LI once daily; spend 1 hour on group discussions per week Long-term objectives Set annually and quarterly. Should be aligned with your overall recruiting objectives. Identify a few main objectives; a laundry list is not realistic. Strategy Set annually, revisit quarterly. The achievement of your objectives will be driven by strategies. Short-term goals Set monthly, weekly, daily. Follow the S.M.A.R.T model for setting these goals. Time-box to contain efforts and achieve these goals.

Identify the content mix that will drive your social media activity Put your audience first; you have to work hard to earn their time and attention. Solution Rationale Steps/Resources Define the mix of content you intend to share on social media. Content should drive your social media activity. It’s what will sell your employer brand, give value to job seekers, and encourage people to follow you. Determine the mix or ratio of content: Good standard ratio for SMR content (Jobvite) 25% Company culture 25% Job postings The exact ratio will depend on your company and the channels you’re using. See the Appendices for information about the ideal use of some of the most common social media channels. Choose your content. Go beyond your employment brand. Social job seekers also want interesting and helpful information that is engaging, relevant, targeted, and easy to access. Explore insights, resources, links, downloads, interviews, tools and tips that will help to engage candidates. Answer their burning questions to help them to further their careers, whether or not they join your company. Aim to get your individual recruiter profiles and corporate pages viewed as essential resources in the industry. Think less about the specifics of the particular position for which you are recruiting, and more about the unique culture and opportunities your company provides. 25% How to get hired 25% Fun Add videos to your job postings. Data shows that job postings with video receive a 34% higher application rate*. Examples include a hiring manager discussing her team dynamic or an employee telling why he likes working for the company. (Jennings, 2013) McLean & Co. Insight

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