Social Media 4 Recruitment


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How AT&T Powers its Employee Advocate Program

I came across an online video with a speaker from AT&T, an American multinational telecommunications corporation (thank you Wikipedia), who discusses the company’s Social Circle program.

This is AT&T’s brand advocacy initiative that is used to engage the company’s most social online employees, and its potential social online employees, in order to extend the brand’s reputation in the social space without being too marketing-focused.

To view the video yourself, click here, or for the key takeaways, read on.

The AT&T Social Circle

What is it?

An online hub that provides a central location for employees to access and share content. It contains a community of 1500 exempt managers who actively post and tweet from their personal accounts to share AT&T news and information.

Content is placed on the platform and community members are then able to share the updates to their preferred network. It can be accessed through mobile devices and is very user-friendly.

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The personal approach

The hub is kept personalised and focused around the employees by including information they want to see, to keep things fun and make it a valuable resource for them.

For example, content includes tips on how employees can build their personal online brand and expand their reach.

The hub will also share content that is not related to the company, such as interesting content from key influencers (e.g. in business (Richard Branson), in the music industry, etc). AT&T understands that if people are fully engaged with the hub, they become regular and better advocates.

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Incentivising through spotlighting and rewarding excellence

The hub develop recognises awesome work by members by:

  • Contents to boost activity or promote specific actions (e.g. 10 days of sharing during Christmas – because people are generally less active during this time period).
  • Award badges based on activity or expertise – gamification based on participation within the hub.
  • Highlight very active members in internal communications (e.g. hub member of the week).
  • Share experiences or guest speakers.
  • Find unique ways to surprise and delight employees.
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Achievement Unlocked: Gamification

I have a pretty short commute to work in the mornings, about 10 minutes on the train, which gives me plenty of time to scan The Metro on my way in. This morning, I came across an interesting article on Gamification, which is an ever-increasing aspect of social media.

A lot of people grew up with games, and with the growth of personal technology, the possibilities are becoming more interesting. Our lives are already full of rules, strategies and ‘keeping score’. Now employers are using league tables, reward systems and achievement milestones to engage with customers and staff and to encourage a little more friendly competition. Gamification makes every day tasks more fun and keeps people motivated.

The opportunity for recruitment is exciting, giving candidates the chance to compete, achieve and express themselves and giving hiring managers a bit more information about the candidates who take part.

Marriott Hotels have launched a mobile app that makes candidates virtually perform hotel service industry tasks, providing insight into how candidates would approach real work. This also helps to eliminate applicants lacking the patience or aptitude for the job.

KPMG’s ‘Race the World in 80 Days’ game asks candidates to fly a balloon around the world in the quickest time, having completed 10 challenges along the way. Of the 4,548 games played, 110 were completed and 136 graduate applications were made.

Did you know?

The term gamification, which is basically the introduction of game-like processes to everyday situations, was coined in 2002 by British programmer Nick Pelling.

79% of workers say they want their employer to try out new approaches.

More than 70% of the world’s largest 2,000 companies are expected to have used gamification by the end of this year.

The gamification market is expected to be worth £3.3 billion by 2018.

Here’s a link to the online article which has a nice little infographic full of stats from IBM.

Another really interesting article on the subject is Life is a game. This is your strategy guide.

So how can we use gamification more?


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Social Media Developments – 16/05/13

Can you comment on Facebook posts directly from Bing?

Apparently so! Bing now shows comments from Facebook, relevant to you search, in the sidebar. From that search, you can Like a friend’s post, comment, or see the original post on Facebook.

LinkedIn Mentions

LinkedIn has introduced a mention feature which allows users to engage with other users. It’s pretty much identical to Facebook’s and Twitter’s mention. This would be extremely useful when targeting specific individuals for niche job roles, as well as contacting candidates who have previously commented in a group asking for jobs in specific areas.

Twitter adds tailored Trends to the iPhone and Android App

Users are now able to view Twitter Trends from around the world, as well as drill drown to tailored trends on the iPhone and Android app. The trends are based on your location and who you follow on Twitter. This means users will see trends specifically catered to their own personal interests.

70% of brand engagement on Pinterest is user-generated

According to a recent study by Digitas and Curalate, 70% of brand engagement on Pinterest is generated by users. To read more, click here.


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Social Media Developments – 16/04/13

YouTube iOS app now supports live streaming

YouTube’s iOS app has been updated to version 1.3 and now supports live streaming,  quick access to new uploads from subscriptions through the “My Subscriptions” feed, as well as the ability to queue videos for playback on TV.

You can download the app from Apple’s App Store.

YouTube accounts and channels can be linked to Google+ pages

Google announces YouTube accounts and channels can be linked to Google+ pages. YouTube creators are invited to a beta test that could allow a single Google+ page to manage up to 50 YouTube channels.

Google said it will “unlock new features such as improved video sharing, live broadcasts via Hangouts”, as well as a YouTube tab on your Google+ page.

YouTube users can test this by visiting their YouTube account settings and select “Connect with Google+ page (beta)”. This would be worth trialling with clients who have Google+ and YouTube pages.

71% of Facebook users engage in ‘self-censorship’

Many users often type something into a social media input box, such as a Facebook status, think again and decide against posting whatever it was. New research based on a sample of 3.9 million Facebook users has revealed 71% of users engage with some self-censorship either on new posts or in comments. I believe this is something to think about when writing content. If potential candidates are unsure of an answer they’re more than likely to engage in self-censorship. This could lead to less engagement.


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Kareer.me – employer branding made simple!

I recently signed up to the website as a jobseeker to browse around and scope out any potential for our clients.

It only lists US companies so it wouldn’t be of benefit to us yet. However it would be a good thing to keep an eye on as it is a beautiful design and easy to use.

The first thing to do is sign up either as a jobseeker or a company. As a jobseeker you submit your field of work and job title. I believe this is to help them suggest relevant jobs and companies (although I didn’t get many Social Media Executive jobs on my dashboard).

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Once you have decided to view a company you can take a virtual office tour which showcases some classy photos. You can meet team members at the company and get to know the company culture through events, milestones, videos and image galleries.

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This feature I especially liked – the company benefits are listed which is important to many jobseekers.

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You can then find out the latest news from the company in the form of articles, quotes and tweets.

Finally, the latest opportunities at the company are listed.

It looks like the site is targeting passive jobseekers; it’s worth noting that job promotion is at the bottom of the site. I like how they use branding, company culture and benefits to lure candidates.

Although it may be a while until the site comes to the UK, I would recommend having a play around; if only to gain some employer branding inspiration!

Visit: http://www.kareer.me/


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How to increase Twitter engagement

Nice infographic here on Twitter engagement. I’ve seen a lot of the stats before, but there’s no harm in being reminded of them, and there are some new points too.

Key points:

  • Engagement is generally higher on weekends.
  • Engagement is generally higher between 8am and 7pm.
  • Tweets with less than 100 characters receive more engagement than longer tweets.
  • Tweets with 1 or 2 hashtags get more engagement. Tweets with more than 2 hashtags show a drop in engagement.
  • Feeds that post 1-6 tweets per day get more engagement, 7+ tweets per day result in less engagement. 1-4 seems to be best.
  • Tweets with image links get more engagement.
  • Asking for retweets gets more retweets. “Please retweet” is more effective than “Please RT”.

While these are great general tips, we also need to keep refining and testing to make sure they suit our target audiences.


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Fortnightly social media review

Twitter introduces Vine for creating GIF-like looping videos

Vine is a new service, that allows people to create and share looping videos. The videos are only six seconds long, designed to encourage creativity. Could be a nice little piece of extra content for clients.

How to ensure you’re getting the most out of your link posts on Facebook

Some nice suggestions on how to get more clicks. Posting an image then including the link in the description is probably the best way around this. People really love images. We need lots and lots of images. I’ve been wondering if we can create more images around particular job posts – image based job specs? Images of people doing the job? Tag cloud of job titles with links to the jobs mentioned? See also [INOGRAPHIC] The impact of photos on Facebook engagement and The shift to visual social media [Infographic] for why photos are so important.

1 million Facebook Likes can get you laid

Further proof that with social media, people are more likely to respond if you a) ask them to and b) give them a reason to.