Integrating Social into the Distributed Salesforce Staffing Enterprise

Editor's Notes

• #2: My intro regarding working in Staffing, moving to chicago from Iowa to become a famous improvisor on Saturday night live. My passion or love hate relationship with the staffing industry has been a long journey working with a number of large and small staffing firms including Aquent, Randstad and Vedior to name a few. My passion moved on to social media when I joined the Omnicom’s a large media holding companies only dedicated social media agency the Zocalo Group over 5 years ago. I was at Aon Consulting in the new media and creative strategy group. We where working with fortune 500 companies HR departments helping consulting with them to use social to engage their employee populations on initiatives like health and wellness, recruitment, change management, and employee engagement. After two years I left to start my own conusultancy focused on social business or the use of social beyond the marketing department within companies. I was consulting with large to midsized companies recruitment and sales departments training them on how to use social to recruit top talent, and sell in the B2B space. 7 months ago I teamed up with my former colleague and friend Patrick Rooney who was one of the cofounders of the Zocalo Group after having countless conversations with him regarding the fact that social media had eclipsed marketing and was channel that could very effectively be used to help recruiters, sales and customer service be more successful and productive in their jobs. When we teamed up we determiend that to truly change the way recruiters and sales integrated social into their job could only truly be scalable and sustainable would be to create a technology platform to support the initiative and 4 months later we launched QUEsocial
• #5: This is a great quote from one of my favorite social media luminaries Seth Godin that really encapsulates my view of social media in todays world. Social media is public after all and that causes many people to be intimidated and afraid to communicate through it. What I’ll walk you through today is how to plan, prepare and develop a strategy to help give you the confidence you need to do your best and make that conscious decision to act that way.
• #6: This is a video that love to play for people to help articulate the massive shift in communication that has happened in 5 short years. This video really talks about consumer behavior but keep in mind your candidates and clients are all consumers as well and people buy from people they know and trust. it’s going to conintue to play a cirtical role in how you sell and recruit in this highly compeititve marketplace. http://www.youtube.com/watch?v=cPT58HeJDzY
• #9: Here is a list of just some of the social channels in exsistence today so..we are going to talk about…all..
• #10: Three of these. Focusing heavily on LinkedIn not because I am speaking at their HQ right now but because it can be the most effective free and paid tool in the recruiter and B2B salesperson arsenal. With over 175M users currently and growing rapidly there are many decision makers currently using it to recruit, network, sell and buy.
• #11: When looking at a recent Hubspot survey on B2B customer acquisition we see LinkedIn as a primary tool in the process. But lets not forget about Facebook and Twitter with over 1 Billion members Facebook is going to be an important channel to recruit and sell as well as Twitter and more transparent blogs.
• #12: I’d like to lay some FUD on you right now being a improvisor and performer I can’t help but get a little dramatic FUD or Fear, Uncertainty and Doubt is a term I learned in the PR world at Zocalo Group and is applicable to the current staffing marketplace. First we have the statisic that 95% of your clients are using LinkedIn, 58 are using Facebook and 42% are using Twitter to recruit as well and bulding relationships with hard to find passive candidates. The competition is heating up with over 200 staffing firms on the the 5K fastest growing companies in the US. Meanwhile the candidate is very active on social channels and makes for even more opportunity for them to be engaged with even when currently employed.
• #13: Now is this what your watch looks like? Time every spiraling down down down?
• #14: If your in sales is this what you are doing? Cold calling, facilitating inerview process and open job orders, traveling to client meetings and managing and trying to grow existing relationships while cold calling even more?
• #15: Do you have numerous reports and ATS and CRMS to login and enter data throughout your day? Do you have clients calling and emailing to either reschedule meetings and interviews or asking where are my candidates?
• #16: Here are some common value props I see on staffing websites: Do you have intimate knowledge of your clients culture, a proprietary database of top talent, proclaim your are different, have industry expertise? Build relationships.
• #17: How do you make this thing stop???
• #18: Because you are using social media for professional purposes, it’s important to approach it just as you would with anything else in your professional life. If you are giving a presentation, you prepare for it. If you are having a meeting, you prepare for it. If you are meeting with a candidate, you prepare for it by reviewing their resume and background, and maybe checking them out on LinkedIn. Developing a plan for how you will use social media as a tool isn’t time consuming, but it can be the difference between spinning your wheels and seeing tangible results. Really, it takes 10 to 15 minutes to think about and outline how you want to be perceived, where you will focus your efforts, the types of content you share, the conversations you start or join, and how you can most effectively use LinkedIn, Twitter or Facebook.
• #19: So like your company you as an invidual need to determine your marketing strategy. Sitting down and thinking what are your objectives is it to gain more clients this quarter or to find 10 great user experience candidates for the jobs that are always coming up? Next what do you want to be known for? Are you phenomaneal at customer service or an expert in your industry?
• #20: My brand is something that I’ve worked on over the years and is focused really on marketing, HR and recruitment and socal media. I have created profiles that also talk about my passions outside of work for instance my twitter profile says love improv comedy and all thignschicago even the winters! I also use a fun picture on my profiles that shows my love of coffee and spy novels. And I use a online tool called Klout which is connected to all of my social channels.which gives me a score of my digital influence, who I influence and what I’m known for which is recruitment and staffing, social media and job search. This tells me in some ways my digital presence aligns well with my business.
• #21: Now that we have determined our ownable position , how we align our brand with our companies brand we can start to engage and integrate our current job activity with the social channels and target audience we have determined is important to growing our talent and sales community. I’ve come up with these easy to understand analogies for day to day social engagement. Fisthing working out and partying. All of us have either partaken or seen or heard of these three things. Fishing is the day to day process of finding your target audience online to invite into your and grow your social networks on twitter facebook and linkedin. Working out is the daily curating our posting content that is of value to your target audience this isn’t company press releases and job openings this is content that is hlepful or imformative to your audience that creates the perception of you as an leader in your industry. The next and most critical stage of course is partying. So if you’ve determined what you own in the marketplace, you’ve reasearched your target auidnce be it IT, marketing, finance decision makers in an organziation and learned what they like to read and share on their social channels our going to start fishing for them online meanwhile like working out you need to consistenly post the type of content that positions you as a thought leader who is passionate and knowledgable about your business which is workng out.
• #29: Make is easier to be found and connected with while also being able to post tweets and updates at the same time on LinkedIn.
• #30: Make it a daily habit of answering one question on LInkedIn’s Q&A
• #31: Create a linkedin poll takes about an hour and immediately becomes content that you have created which could be valued data for your audience. This is a survey I did while at Aon which was a huge success and created a lot of great opportunites for me. With over 850 votes and 80 comments this survey was a very insightful data point for me and was used regularly with clients. While at paladin I created a linkedin poll asking if your company had a social media policy and a deisgn agency in Chicago responded that they had just created one and a chicago tribune reporter saw the comment and contacted the agency and put them into trib article. That agency ended up becoming a client whose senior leadership I still keep in touch with today.
• #40: http://youtu.be/KXB1nhJC3sowww.linkedin.com/in/loryns