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Social Media

Engagement Analysis: Random Tweets Of Kindness #RTOK

Last week was something special. What began on a whim as a simple gesture to recognize people who’ve impacted me in some way became a sort of movement that impacted hundreds of people around the world.

To all of you who participated – thank you.

I spent over 17 hours watching the Random Tweets of Kindness stream last Wednesday 3/11. As the tweets from around the world kept coming, over 4,000 of them from 35+ countries, I read them all. I was moved by the participation and sincerity of the people who participated, and the surprise and appreciation of those receiving them.

What’s Next?

I’m truly grateful for all the support and participation in #RTOK. Some of you have asked about what’s next. I’m currently leaning towards keeping this an annual event, but I want to take some time to really think about this before making a decision. Whether #RTOK is annual or not, the act of participating in something like this may inspire more frequent recognition and appreciation on your own – that’s a great thing.

Another Kindness

I wanted to capture a detailed analysis of #RTOK participation and engagement, and asked my network for help. My friend from London, James Mayes, graciously connected me with his friends at Brandwatch. Their PR Manager, Dinah Alaboid, and I discussed the campaign Friday and they provided the detailed analysis and engagement break down below. You can also find their overview on Social Media Today here.


#RTOK Enagement Analysis From Brandwatch

In the past week (March 6-12, 2015) we have seen more than 4,100 mentions of “Random Tweets of Kindness.” Unsurprisingly, mentions have been 36 times more positive than negative (just 1% negative which is negligible and includes such posts as Twitter users saying “thought I was special until I saw my brother gave a #RTOK to so many others”).

Women led the conversations with a 54% share of voice. The interests of tweeters include business, family & parenting, books, and technology. Executives (34%) and Sales/Marketing/PR (20%) were the top professions of those participating in the conversations. We saw many mentions from the HR and job recruiting community to recognize the talents of their employees.

A majority of #RTOK tweets originated in the U.S. (87%). The top states include:

  • California (nearly 400 mentions)
  • Virginia (275+ mentions)
  • Illinois (230+ mentions)
  • New York (190+ mentions)

The top shared stories about “Random Tweets of Kindness”:

  • “The Return Of ‘Random Tweets Of Kindness’ #RTOK” – Amplify Talent
  • “Want to Keep Your Employees and Coworkers Happy? Say ’Thank You’ Today” – TIME
  • “Celebrate Others with Random Tweets of Kindness #RTOK” – Robin Schooling
  • “This Small Gesture Will Strengthen Your Relationships – Today” – The Muse

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EmployerBrandingV2
Recruiting

Introducing The Employer Brand Chat – #EBchat

The field of recruiting has seen some seismic shifts over the past three years as Employer Branding continues to mature. The corporate recruiter’s toolbelt continues to expand, and the pressure to find new ways to help our companies compete in this increasingly candidate-centric marketplace continues to grow. Many corporate recruiting teams still struggle with where to start.

We’re all at different stages of the adoption curve when it comes to Employer Branding. Some are pushing the envelope with ground-breaking integrated multi-channel campaigns, others are still trying to get their leadership teams to support integrating a social layer to their recruiting efforts.

Open Source Recruiting

There is a group of people working at the leading edge of Employer Branding who Bryan Chaney pulled together to collaborate and exchange ideas on Employer Branding – the Talent Brand Alliance. The group includes many thinkers and hackers in the field of Employer Branding including Bryan, Stacy Zapar, Will Staney, Celinda Appleby, Crystal Miller, Shannon Smedstad, Ambrosia Humphrey, Carrie Corbin, Kerry Noone, Chloe Rada, and others.

We’ve all benefitted from the exchange of ideas in this group, and felt the industry lacked a broader platform to share ideas, tools, resources, jobs, benchmarking, and inspiration in the field of Employer Branding. We wanted to find new ways to open these discussions up to a broader audience, and create a platform where everyone can benefit from the open exchange of ideas.

Introducing #EBchat

We’re excited to announce the launch of a new collectively owned monthly chat, #EBchat, to enhance collaboration and communication within the community of peers working in the field of Employer Brand. #EBchat will be a Twitter chat (for now) that will take place the first Thursday of every month from 12:30-1:30pm EST. The chat covers a broad range of topics from best practices to platforms to tools. Each month a new moderator/s will lead the chat. The goal of #EBchat is to help move the field of Employer Branding forward by having more open collaboration and exchanging of ideas and practices, peer networking, and creating a forum to aggregate online conversations around Employer Branding.

The first #EBchat will be Thursday 2/5 and led by Celinda Appleby and Shannon Smedstad. Keep an eye on the #EBchat hashtag on Twitter for more details.

We’ll also use the #EBchat hashtag as a way to help facilitate ongoing dialog and conversation around the field of Employer Brand. If you’re tweeting/sharing any content related to Employer Brand, be sure to include that hashtag to reach that #EBchat community.

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Recruiting

Kill Your Unicorns

Bigger. Faster. Stronger.

Recruiting is evolving. Fast. Faster than any time in my 15+ years in corporate recruiting. There are many contributing factors: social media, the maturation of employer branding, the prevalence of mobile devices (and their ability to reach a new ‘always on’ generation), advances in HR technology – just to name a few.

These changes in the recruiting marketplace are happening at a pace most corporate recruiting teams struggle to keep up with. It’s created a new crop of consulting firms (like mine) who help them navigate these new waters. There is a lot of opportunity in this new world.

These industry shifts have also spawned a new crop of hyperbolic statements, unicorn statements, about the state of recruiting. Views I feel are beginning to become more and more disconnected with the trench recruiting realities on the ground for most companies. These unicorn views aren’t rooted in the realities most recruiting teams face.

The Resume Is Dead.

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No, it’s not. One of the most popular unicorn statements is that the resume is dead. That in the age of social media the resume is a stagnant relic from recruiting’s past that has outlived it’s utility. There are three glaring flaws with this point of view.

This unicorn statement assumes all the prospects our organizations might hire are active on social media. Not just active, but so active they leave enough breadcrumbs for hiring teams to understand what they do, how well they do it, and ideally whether they’re a cultural fit for good measure. That’s just not reality for the across all industries and the universe of prospects we might hire.

Let’s assume there is enough accessible social data to make an informed decision on all prospect’s suitability (there isn’t). How are companies who hire at scale supposed to manage that approach? 50,000 global hires in a fiscal year? Super, fire up the social media aggregator!

Another point, but certainly not least in sheer sexiness of subject, is compliance.

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Talent Connect Moderator
Video

“Brand Or Be Branded” [Video]

Last month I had an opportunity to lead a panel discussion on Talent Brand at LinkedIn’s annual conference – Talent Connect. It was a diverse panel with interesting perspectives on the topic. We covered some of the following topics:

  • How to get buy-in and executive support
  • Tools to help you manage your talent brand
  • How to drive talent brand in regulated industries
  • The role of story telling in talent brand
  • What not to do – mistakes and lessons learned

You can check out the full video from the LinkedIn Talent Solutions YouTube channel below.


“Brand or be branded”

You don’t need to be a Fortune 500 company, or the latest start-up, to have a winning and engaging talent brand. These SMB recruiting leaders share the talent brand and content tips that have worked well for them.

Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1s8SWeG

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Recruiting

A Case For Reinventing Job Descriptions

I recently had an opportunity to speak at Glassdoor’s inaugural Employer Branding Summit. I made the case that corporate recruiting is still rooted in dated practices, and explored what recruiting might look like if it was built from the ground up today.

One of the points we discussed was job descriptions, and the fact that they’re one of the least evolved tools in our corporate recruiting tool belt.

We’ve stuck to the script for years. Laundry list of vague responsibilities? Check. Unrealistic qualifications? Check. Compliance-driven language? Check. We’re not touching on many things that matter in today’s market. We can do better.

Job descriptions tend to be written for the benefit of the employer, not the employee.

When we write for compliance or legacy, we fail to give prospects a true sense of what our organizations are like – our culture, our teams, our perks, physical office space. We try to convey the soul of our organization in text alone. We’ve become over-reliant on our career sites as the place to share images, video, and our people.

Today’s prospect are busier (and more distracted) than ever. We have a limited window to get their attention, particularly for high-demand talent. A boilerplate JD won’t do it.

What if job descriptions looked more like this?

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Candidates don’t want to rely upon boilerplate JD’s to give them a sense of whether they should explore your jobs. They want to know about things like specific deliverables, success measures, growth plans, and perks. They want to know what their desk might look like, what tools they might use, and what their colleagues are like.

Why don’t we consider things like…

  • Include a 30 second video from the hiring manger about why you might want to work in this role
  • Share stories of past employees in similar roles and their career growth
  • Include LinkedIn/social profiles of the team
  • Embed photos or videos of the office
  • Include infographics and other visual mediums to convey the opportunity
  • Make job descriptions text more dynamic by including hyperlinks to more content (press, awards, employee blogs, multimedia, company social links, etc.)

What are they keys to a great job description in your mind? Do you have any examples of other companies getting job descriptions right? I’d love to hear them. Leave a comment and let’s start taking steps to give prospects something better.

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Employer Branding, Innovation, Recruiting, Social Media, Uncategorized

Glassdoor Summit Preview: You Say You Want A [r]Evolution? #GDSummit

What if?

What if seems like a good starting point when pondering a revolution.

Think about where we are today in recruiting – our practices, our technology, our shortcomings. How’d we get here? Or more importantly, is where we are in recruiting today where we should be? Have our practices kept up with broader societal changes?

In recruiting, evolution = iteration. Our behaviors and approaches change slowly. Our practices are built upon workforce assumptions that aren’t keeping pace with candidate behaviors.

9/10 job seekers say they will use a mobile device in their job search within the next year, yet 90% of Fortune 500 career sites don’t support mobile apply. We’re not keeping pace with these changes in candidate behavior. It’s time for recruiting to evolve.

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What if?

What if…we started over. What if we built recruiting today, based on current job search behaviors and expectations? What would it look like?

I’ll be diving into that topic during the opening presentation during Glassdoor’s first Employer Branding Summit on September 12th. I’ll be joined by an exceptional mix of leading Employer Branding and Recruiting minds to discuss the future of Employer Branding, and its impact on recruiting. You can view the full lineup below. I’ll be the MC for the day, so really looking forward to sharing and learning from everyone. You can too!

Register Here

You can also join the conversation on Twitter at #GDSummit.

Glassdoor Employer Branding Summit Agenda

Hop On, Hop Off! Feel free to join a single session, portions of each or the whole Summit. It’s up to you—just make sure you register now for the live stream! You can also follow our live Twitter feed using the hashtag #GDSummit.

9:00 am – 9:15 am Welcome Intro | Robert Hohman – CEO, Glassdoor
9:15 am – 9:45 am Keynote Presentation | Lars Schmidt – Amplify Talent
9:45 am – 10:15 am Simply Irresistible: Are You? | Josh Bersin – Bersin by Deloitte
10:15 am – 10:45 am Break
10:45 am – 11:15 am 3 Secrets to Employer Brand Storytelling | Bryan Chaney – IBM
11:15 am – 11:45 am Content Is King, Distribution Is Queen: Content Marketing for Recruitment | Jennifer Tharp – AT&T
11:45 am – 12:45 pm Networking Lunch
12:45 pm – 1:00 pm New to Glassdoor! | Alison Hadden – Glassdoor
1:00 pm – 1:30 pm If Seuss Was Alive in Two Thousand and Five | Arie Ball and Anthony Scarpino – Sodexo
1:30 pm – 2:00 pm Infinite Possibilities, Limited Budget: Optimizing Your Branding Resources | Jen Powell – Deloitte
2:00 pm – 2:30 pm Getting Your Brand Out of the Box | Stacy Zapar – Zappos
2:30 pm – 2:45 pm Break
2:45 pm – 3:15 pm Using Video to Share Your Company’s Story and Attract Talent | Shannon Smedstad – CEB
3:15 pm – 3:45 pm Bringing It All Together: Combining Your Employer Branding Efforts on Glassdoor | Will Staney – Glassdoor
3:45 pm – 4:00 pm Closing Remarks | Lars Schmidt & Robert Hohman
4:00 pm – 6:00pm Cocktail Reception

 

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Recruiting

Introducing: The Brand Recruiting Twitter List

Social Media continues to change the landscape of recruiting. This is particularly true in corporate recruiting. These tools allow brands to find and engage candidates, create awareness around key hiring initiatives, establish themselves and their culture within relevant communities, and recruit in new ways.

Employment Branding As Strategy

Employment Branding is now a core component to most effective corporate talent strategies. As recruiting continues to evolve, we’ve taken a cue from our Marketing colleagues and found new tools to extend the reach of our organizations – through content marketing, targeted recruitment marketing, brand ambassadors, and community engagement. Organizations that embraced employer branding early and allocated resources are seeing results.

Employment Branding Is Multi-Channel

An effective employer branding campaign is often a multi-channel effort – LinkedIn, Facebook, Twitter, career site, job descriptions, events, etc. It blends traditional recruiting channels (career site, job descriptions, events) with new digital/social platforms, and it engages employees as well as recruiters. Selecting the appropriate channels for your organization depends on the types of talent you recruit, but I’ve found Twitter to be particularly valuable for recruiting a broad range of roles, particularly in corporate and technology roles.

Brand Recruiting Accounts On Twitter

When I’m training recruiters in employer branding I tend to focus on Twitter, as that’s the platform many are least familiar with. I often get questions about developing a brand recruiting account on Twitter, so compiled a Twitter list of all the corporate/brand recruiting accounts I could find to serve as an education and inspiration tool for those new to the platform, and give experienced recruiters in this space an opportunity to see what their peers are doing (link below).

Brand Recruiting Handles Twitter List

This list will be updated regularly as I become aware of new brand recruiting Twitter handles. If you’re aware of any you don’t see here, leave a comment or tweet me at @ThisIsLars and I’ll add to the list.

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Recruiting

Developing A Winning Talent Brand: LinkedIn Talent Connect Session [Video]

The following video is from the 2013 LinkedIn Talent Connect session, “Developing a Winning Talent Brand as a Small to Medium-Sized Business”. It highlights some of the techniques and methods NPR and Suncor Energy used in developing their talent brands.

You can learn more about what was covered in this session in my #InTalent preview. [Las Vegas, NV, October 2013]