Boost your Recruiting Strategy with Twitter Cards

Boost your Recruiting Strategy with Twitter CardsBoost your Recruiting Strategy with Twitter CardsBoost your Recruiting Strategy with Twitter Cards78% of recruiters have hired through a social network1. Every day a requisition isnt filled is a day your company is losing potential revenue. Social medias instant reach and connection with candidates gives you one of the most efficient methods to sourcing top talent.What if you could source top talent by exposing your job opportunities to social communities without increasing your workload?In this on-demand webinar, youll learn about latest social recruiting tool Twitter Cards.Twitter Cards can help you move beyond the limitations of a standard job ad Tweet and propel your recruiting strategy to expand your social reach and brand awareness with job landbinnenlandseekers by automatically tweeting your jobs throughout the day to your Twitter feed.By adding social to your recruiting strategy, youllIncrease interaction within active onlin e communitiesAccess sought-after passive seekers with retweets, searchable hashtags and sharesEncourage employees to refer to their networksLower the cost of sourcingSource 1State of Social Recruiting in the U.S. 2014 by Anna Helhoski, May 2014.About the PresenterLauren Simonelli, Product DevelopmentWorldwideLauren came to from Gozaik, LLC, a startup in the social recruiting space that was acquired by Worldwide earlier this year. As a member of the Gozaik team from the beginning, Lauren worked on marketing initiatives, conceptualizing new product features and functions, and managing products. In her current role at Monster, Lauren is a Project Manager, closely working with the Product and Technology teams to continue building and enabling products as social recruiting solutions.Webinar Transcript Boost Your Recruiting Strategy with Twitter CardsLadies and gentlemen, thank-you for standing by, and welcome to the Boost Your Recruiting Strategy with Twitter Cards conference call. Durin g the presentation, all participant lines will remain in a listen-only mode. Afterward, we will conduct a question-and-answer session. At that time, if you have a question, please press 1 followed by 4 on your telephone. If at any time during the presentation you need to reach an operator, please press the star followed by the zero. As a reminder, ladies and gentlemen, todays call is being recorded, Tuesday, Sept. 23rd, 2014. It is now my pleasure to turn the call over to Miss Lauren Simonelli, project manager. Please go ahead, maam.Hi, everyone, and thank you for joining todays webinar. In the next 30 minutes, Ill walk you through a quick snapshot of Twitter and its users, how to set up and manage your Twitter account, and how to leverage Twitter Cards to boost your social recruiting strategy. Once were finished, well open up for a Q-and-A session. So just be sure to take leides if you have any questions that you want answered, and well be sure to get to those at the end of the cal l. So lets get started.Today, 55 percent of companies are currently using Twitter for recruiting. What this means is that theyre posting jobs, theyre sourcing candidates, and theyre engaging applicants on the platform already. And what we want to do is help you be able to join these conversations. There are mora than 500 million tweets every day, comihelpng from mora than 271 million active Twitter users. Among these active Twitter users are 34 percent of small geschftslebenes and 77 percent of Fortune 500 companies, both contributing to the mora than 40,000 individual jobs being posted on the platform on average every day.With loyal followers who want to interact with and purchase from the companies they follow, geschftsleben of all sizes, from small to enterprise, are finding success on this platform. The audience on Twitter is definitely very diverse. Its also well-educated, with more than 50 percent making an annual salary of between $60,000 and $100,000 per year. These users va ry in age, although 60 percent are between the ages of 20 and 49.In addition to that, 68 percent of recruiters are using Twitter, which really isnt any surprise, considering more than 40 percent of active job seekers are on the platform today. If youre not already using Twitter, heres how you can get started.To start, youre going to have to go to Twitter.com and enter some anfangsbuchstabe information, including your name, your email address, and a password of your choice.Once you hit that sign-up button on Twitter, youll be prompted to pick a username, which should be the name of your company. If youre making a Twitter handle thats specific to careers or jobs only, you could use the word careers or jobs at the end of the company name, similar to how eBay uses eBayIncCareers as its handle, or how Pepsi uses PepsiCoJOBS as its handle.Once youve chosen the username, youll be sent an email that has a link, which youll need to click on to activate your account. Once youve clicked on tha t link, you can start to access all of Twitters additional features.Your next step after clicking that link would be to customize your profile and all the settings you have. If you click on the top right-hand corner of the window, youll see a little widget. If you click on that widget, youll find the settings menu. From there, you can add additional information about the company, as well as a default picture and a header photo to customize it to be specific to your business. Once youve added all that additional information, you are ready to get started with tweeting. You can start by sending an introductory tweet, introducing your company, or whoever is managing the Twitter handle, or you can get right into sharing content. After that, its time to really start engaging. Start by following your employees and any clients, vendors, and industry leaders that are interesting to you, and any business contacts you might have.You can start engaging with the content those users are sharing b y either re-tweeting or asking questions, answering questions that they have, or sharing interesting articles that you have found yourself. Just really starting those conversations and remember, just keep in mind that here at Monster we want to help you get started. So if you have any trouble or are looking for some help along the way, dont hesitate to reach out to your representative, and we will be there to help you.When youre building your Twitter profile, there are a few things to keep in mind. Just like with any other marketing campaign, you want to set yourself apart, so include a short blurb in your profile about what your business does and why users should follow you.You want to include the city where youre located. If you have multiple locations, I would put the location of your headquarters and then include a URL that would take users back to either your homepage, or if the Twitter account youre creating is specific to careers, you might want to include a URL that goes ba ck to your careers page. Its also helpful to include keywords that relate to your business, so if a Twitter user is on the platform and they search those keywords, your handle will show up in the search results. The last key component for the perfect Twitter profile is the prestige that you have. You never want to leave your profile with just the default egg image it gives you when you first sign up, and a blank background photo. You want to make sure to take advantage of those easy branding options the platform gives you. Your profile photo should be either a company logo or an image thats recognizable to your users, clients, and customers. For the header photo, most companies typically use an image of the office, or perhaps a secondary logo, or a photo that depicts the internal culture within the company.After youve completed your profile, its really important to revisit often. Keep the page updated, and engage with any followers, especially those who are engaged with the tweets y oure posting. And again, as I said, is here to help you get started. So please feel free to reach out to your representative if you do have any questions along the way for setting up your profile or gaining followers. If youre looking to quickly gain followers, there are several tactics that can help. To start, you want to market your account across your website, around the office. If you have Facebook, LinkedIn, or any other social network, you should include a link to your Twitter profile on there. You can also include it in things like your email signatures or on any marketing collateral you use. If you do have some extra marketing budget youre willing to allocate quickly to building a Twitter following, you can also launch a promoted handle campaign. To do this, all you have to do is log in at Twitter.com, go back to that same little widget in the corner where we found our settings when we set up the profile, and youll want to select Twitter Ads. From there, youll have the abili ty to promote your Twitter handle to other Twitter users, reaching those who have specific interests or who are similar to followers of specific accounts. Once you launch a promoted ad campaign, the targeted users will see your handle appear to the left side of their feed, where it shows who Twitter suggests they follow. Thats one option to quickly build a following, if you have some extra marketing budget you want to allocate toward a Twitter ad campaign. But if not, there are plenty of other ways you can quickly generate traffic. You could start by using hash-tags in all the contents you share. Hash-tagging relevant keywords will make your tweet searchable, so users who arent following you already can discover your account. If you want to take a step further than that, you can also create a hash-tag thats unique to your company and promote that using Twitter as a platform as well.Another tactic for gaining followers is sharing interesting content. That means distributing any blogs you write internally, company insights, photos that picture of the company culture things that are going on in the business, and industry news. Or if you are an e-commerce type of company, you can share any special offers, discounts, coupons, promotions, and product updates. Its really about getting that content out there and engaging your following. In addition to sharing that content, proactively build your community by following others. Go on the platform look for your employees, clients, vendors, industry leaders, and any business contacts you might have, and start following them. You can even go into the platform and import your email contacts into Twitter so you can see who has a profile and start following them. Once you do so, its likely theyll start following you back. Youll have a community of your own before you know it.Another great way to build a community and increase interaction on Twitter is to expose your job ads to more quality candidates with Twitter Cards, wh ich I will be covering in just a few minutes. When you start actively tweeting on the platform, youll want to keep in mind a few rules of the road. Number one, limit your tweets to no more than three hash-tags each, because Twitter actually reports that excessive hash-tagging and tweets can reduce the engagement that they receive.Number two, dont just go out and follow and unfollow multiple people just for the sake of being followed back. If users excessively follow and unfollow as a tactic to build followers, Twitter could actually recognize that account as being spam, and we wouldnt want that to happen. So best practice, really, is to just go out there, follow those with whom you have a relationship, those who youre interested in, and really, regardless of whether they follow you back, just follow those who youre interested in.Number three, dont overwhelm your followers. Tweeting hundreds of times a day will not only annoy people, but that could also land you on Twitters spam list . Tweet when you have something interesting to say, and then monitor how your followers react and how they engage. If they seem to engage with the existing tweet schedule, just keep that up. But if not, then try to limit the number of tweets youre sending and tweak that schedule a little bit so your followers remain.Number four, a standard tweet is limited to 140 characters. But if youre hoping for a re-tweet, the best practice really is to leave room for a few extra characters so theres room for a Twitter user to add his or her comment before they tweet it. And last but not least, number five. There really is no better time or worse time to tweet, because every business and every audience is different. The best approach, really, is to test out a schedule based on when you think your ideal follower would use the platform, and then make any necessary adjustments based on the engagement youve seen from those tweets. If it helps, Twitter does get the most traffic in the morning hours between 9 and 11 a.m. Eastern time, and then again in the afternoon, between 1 and 3 p.m. Eastern. The weekend is also a really popular time for Twitter users to be scouring the network. So if youre not sure of the schedule you want to use, those are some great times during the day to send out that content and see how your followers engage. And once you have that schedule in mind, what youre going to need to do is just start planning what youre going to tweet. You can tweet company blogs, industry news, and any special offers and discounts.Those are all great variety of content to distribute on your feed. We can help you with the job openings. Now that youre all set up on Twitter, I am very proud to introduce latest social product, Twitter Cards. Twitter Cards move beyond the limits of a standard job tweet, and propel your social recruiting strategy to really expand your social reach, as well as create brand awareness for job seekers. We do this by automatically spreading the word about your latest job openings on Twitter. A Twitter Card is a branded job announcement that goes beyond the 140 characters you see in a standard tweet. What these cards include are an engaging tweet and title. In this example, its a little small, but in the middle youll see what a Twitter Card looks like. Youll see the engaging tweet there is asking followers Are you a talented business ordnungsprinzips analyst? We want you on our team. And there are a couple of hash-tags there as well as a link. So, there will always be that tweet, and then therell also be an engaging title, where in this case it says, Join the Z Group here, above the image. In addition to that, there will also be additional information pulled from the jobs. So, job title, the name of the employer, salary information (if available), the location of the job, and the start of the job description, which youll see pictured here. It says, Exceptional BSAs needed to analyze customer leads. And so on. In addition to a po rtion of the job description, youll also find in the card not one, but two links to the job view. So theres one link in the tweet where a follower or job seeker could click and go back to the job. And then theres also this link at the bottom where it says, View Monster.com, where someone can click and go back to the job to see the entire posting as well. In each of these cards, youll also see media components and images here in the center, and thats an image of your choice. In the example pictured here, you see two colleagues working together. However, secondary logos, office images, and photos that depict the company culture are also encouraged for this field. All of this information is taken directly from the job, so if a field is not available, it wont be displayed. For example, if your job does not include salary information, it wont be shown on the card. Just like in this image, we dont have a section for salary because there is no salary information available.We have a variety of different templates that we rotate through, so all your cards are going to have different content. Theyre not all going to look the same. That way we can engage and reach different types of job seekers with different tones of voice that really speak to all of them. Hash-tags are also used in every Twitter Card because they help make your job searchable. That hash-tag symbol also known as the pound sign is placed in front of keywords to categorize them so they show up when users are searching for them even if those users are already following your Twitter handle. Each Twitter Card includes up to three hash-tags. The first type of hash-tag is a recruiting hash-tag, one thats very commonly searched by active job seekers. These include things like jobs, careers, and hiring. Each card may also include up to two jobs-specific hash-tags, which could include the location of the job. If there is a skill found in the job title, we could hash-tag that. The job title itself we may hash-ta g, or the industry name thats found in the job title. Those are all done automatically, based on the job title and the location. There is also the option to include a custom hash-tag of your choice.If youd like to further brand your tweets, and there is a campaign you are running, you can provide us with a hash-tag that is specific to your business, and then we can include that in your tweets as well. The Twitter Card subscription includes between two and 10 new jobs tweeted as cards each day to your Twitter handle, or Twitter handles if you have more than one. Jobs are tweeted one time each, with the newest jobs going out first, and then well tweet jobs that go back to the three days prior. You can also choose to add a summary tweet to the schedule that appears as a standard tweet but with a link to a page that displays all your open jobs, rather than just one specific job posting. The subscription includes the ability to build a custom schedule in which you can decide to tweet sev en days a week, weekdays only, weekends only. You can choose the hours of the day when you want your tweets to go out, and then you can easily build your content schedule around that. So if youre tweeting articles and blog posts throughout the day and you want to have maybe five jobs tweeted each day in between when you typically send the articles and blog posts, we can accommodate that type of schedule. Its really based on what would work best for your business. In addition to scheduling, custom branding is also included with the image, which is on the card, as well as the custom hash-tag, which I mentioned on the slide previously.As always, performance analytics will be provided that will give you a snapshot of the engagement your cards are receiving. I will show you an example of what these reports will look like, but first lets talk about the benefits of using Twitter Cards. To start, this product is social. Its creating all-day activity on your Twitter feeds, keeping your exist ing followers, and then attracting new followers. Its also engaging. Having that expanded content that goes beyond the typical 140-character tweet not only stands out, but it also drives additional reach engagement, as well as interaction among job seekers, both passive and active seekers. Its automated. When you come on board, well want to have a quick conversation with you, just to understand the schedule that you want us to implement. What works best for you? Obtain the image you want on your cards, and then get an optional custom hash-tag if youd prefer to have one. Once we have that information, what were going to do is send you a link via email, and once youve clicked that link, all you have to do is log into your Twitter feed once, and from that point, well be tweeting your new jobs automatically as youre posting them. After that, its hands-free. Its an automated process, so you dont have to worry about tweeting them yourself. The last-but-not-least benefit of Twitter Cards i s the fact that they are mobile. With 78 percent of Twitter users being active on the mobile app, these cards offer a mobile solution. The mobile app displays just the same aesthetically pleasing card on a mobile phone as they do on a desktop. Along with these benefits are the measured engagement statistics. So youll see an example here, just a sample report of what you would receive on a monthly basis. As I mentioned, these monthly reports are available all you have to do is reach out to your rep, and theyll get you the report right over to you.As pictured in this example on the right, they show you the percentage of cards that are generating one or more job views, one or more engagements, and one or more apply starts. Youll also be able to see the growth of followers within a given month, so you can easily measure how Twitter Cards are helping to grow your Twitter audience.On average, 30 percent of Twitter Cards receive one or more retweets, favorites, and/or job views. And for c lients who have more than 1,000 followers, this number is greater than 60 percent. To start seeing these results on your Twitter feed, all you have to do is call your sales rep today. We will just need a couple of things from you to quickly get started, which include an image that you want in your card. If you are going to use more than one Twitter handle, well want to know the names of those handles. And then if you split up your job and inventory on different x codes, well want to know which handles you want which jobs to go on. In addition to that, we will just want to understand the custom schedule youd like for these jobs if you want them to be posted every day of the week, if you want them to be posted only during the week or only on the weekends, and then what hours you want them in.And then last but not least, well just want to understand if you want to have a custom hash-tag on all your tweets. So if there is a specific company-related hash-tag you want appended to the end of your tweets, we are just going to get that information out. Once we have all that, were going to send you one quick email you click on that link within the email, log into your Twitter account one time, and then from there youll start seeing Twitter Cards on your feed in no time.Before we get into questions, I would like to inform all of you about the next webinar that is presenting. Its actually next week. Youll learn how TalentBin by makes it easier than ever before to find, engage, and recruit hard-to-find technical talent where they live online, based on their real interests and actions. So dont miss it register today. Theres a link here, but well also send you this link after this webinar. Well include it in the email follow up as well.So at this point I think we can open the line to questions.Perfect. Thank you, ladies and gentlemen. Once again as a reminder to register your questions or comments, please press the 1 followed by the 4 on your telephones. You will hear a thre e-tone prompt to acknowledge your request. If your question has been answered and you would like to withdraw a registration, you may press 1 and 3 on your telephone.Again, ladies and gentlemen, to register your questions or comments, please press 1 and 4 on your telephone. One moment, please, for the first question.Miss Simonelli, there appeared to be no questions in the queue at this time. Ladies and gentlemen, we do welcome your questions and or comments. Should you like to pose a question, please press 1 and 4 on your telephone keypads.Our first question comes from the line of Laurie Sims. Please proceed with your question.When youre sending out a tweet to people, if youre saying put in hash-tags like jobopening, you know, come visit our handle, is that what you would suggest?Yeah, if youre sending out a tweet, whatever you hash-tag becomes searchable. So if its a job, wed suggest hash-tagging jobs. That way, if somebody is searching for the hash-tag, theyll see your tweet in the ir search results even if they arent following you already.Okay, I didnt know that. What if you have like new qualitt, would you say two hash-tags or is it one word newgrad?I would suggest using it as one hash-tag, otherwise it wont get as many or itll get way more results when someone searches for those items, so it might be harder to filter through if its not that specific.Okay, so would you put it in front of new or in front of grad?I would just hash-tag once, newgrad.And is new grad as one word or is that separated?As one word. So when you hash-tag something, you dont want to put spaces between the words, because then they wont be part of the search term.Ladies and gentlemen, once again, if you have any questions or comments, please press 1 4 on your telephone.Our next question comes from the line of Amy Pascal. Please proceed with your question.I just wanted to know the Twitter Cards, do we pay for this separately as a company, or is this something thats already included on ou r contract?This would be additional. You would have to reach out to your sales rep and they could get you set up.Okay, thank you.Our next question comes from the line of Jane Parish. Please proceed with your question.Hi, Im Randy. I work with Jane. I had a question in regards to the account setup for Twitter. From what I understand, you set your account up and will give you an email so you can link the Twitter cards, so feeds actually go through your account, and you see the actual job appear through your Monster, but actually through your Twitter, account. Am I correct?Right, so you would need to set up your own Twitter account. Youd choose a username based on your company name and then youd enter your email address just to set up that Twitter account. Then once you come on board with Twitter Cards, were going to send you a link, to just your regular email address that you have.Well send you one link, youll click on that link, log back into your Twitter account, and then from there , will automatically push your jobs to your Twitter feed.So youll send me something, so you can go through my account, which will give you access to my account, is that correct?We have access to post on the account its an automated process. Basically, what it is, is youre authorizing Twitter Cards application to tweet cards on your behalf. So all you have to do is log in to your Twitter account once, which is what authorizes us to push those automated job postings out.We do have a follow up question from the line of Laurie Sims. Please proceed with your question.Hi. When you send out a tweet, would you put in your handle, like follow my handle?No, because when your tweet goes out, your handle will already be listed right next to it, so you dont need to include it in what youre tweeting.And what if we want somebody else wants to tweet out or re-tweet to their people? Would you still put on the handle name then?If somebody re-tweets your tweet to their followers, itll still show your handle name in there, so you wont have to list it in the actual tweet.Our next question comes from the line of Alvin Adiva. Please proceed with your question.Yes. Hi. I just wanted to know, is the account that we established an the account that you guys would use, who is that message being tweeted out to? Is it every account holder, or only those that have a Twitter account, or specific to the job? Hows that determined?So when we tweet on your Twitter account you own the Twitter account its going out to all of your Twitter followers. At the same time, these tweets are searchable. For example, if we tweet like the example, we tweet a job for a business system analyst in San Francisco and we hash-tag San Francisco and we hash-tag jobs in there. If someones searching for those hash-tags, but not following your handle already, they could come across those jobs. So its really going out into all of Twitter. Specifically your following because its going to show up in their feeds, but th en for anybody searching, they can find those jobs as well.But just one quick follow-up. If you only have, say, 10 followers on your account, youd be tweeting this to 10 followers, correct?So youre tweeting it to 10 followers, but again its going to be searchable. So having these tweets go out there will actually help to build your following because they will be found by additional job seekers on the platform.Our next question comes from the line of Carla Trion. Please proceed with your question.I was curious as to how many of the help wanteds are actually out there? I mean, does every single help wanted we do, go for a tweet?If you come on board as a Twitter Cards client and youre posting jobs, you can decide how many you want in that custom schedule. So if you want us to tweet two jobs a day, well tweet your two newest jobs each day. If you want us to tweet 10 jobs a day, well tweet 10. That is the minimum and the maximum it has to be between two and 10 per day. We wont tweet mor e than that, so its really up to you and what schedule you want.With these jobs, since theyre being booked for x number of days through our system, how often are they out there? I mean, if an ads booked for three days, how does that work with the tweets?The tweets are done they are distributed based on the newest jobs first. So if you post a new job and then you have a schedule that allows for three new jobs a day, well post the three newest jobs on Twitter. And those jobs are only tweeted once at the time, or with the newer schedule, when they are new. So they wont be consistently tweeted over and over again.So say , if you do have a job that you post, and then within three days its full, then we wont be retweeting it again anyway.Ladies and gentlemen, once again as a reminder to register your questions or comments, please press 1 4 on your telephone.Our next question comes from the line of Debbie Copland. Please proceed with your question.Well, sometimes, our jobs are confidentia l, and we would not want them tweeted. So when we post jobs on Monster, can we specify which jobs we want to have tweeted?You cant choose the jobs that are tweeted, but any jobs that are marked as confidential wont be tweeted.Ladies and gentlemen, once again, this is a reminder to register your questions. Please press 1 4 on your telephone. One moment, please, for the next question.Miss Simonelli, there appear to be no further questions in the conferencing queue. Ill now turn the line back to you. Please continue.OK, thank you. We actually have gotten a couple of private messages through the chat here with some questions. So Ill just try to quickly address all of these.Somebody asked if tweets are job postings only or if they have to be job postings on Monster if we can tweet other jobs that are not posted to Monster. Right now, the Twitter Card technology only works with job postings.We will, in the future, be releasing the options to tweet jobs from your ATS or your career site, but at this time its only job postings. I have also got in a question-comment saying, You mention that company must follow up with tweets. It seems like it could be a full-time position for someone to monitor this. Can you put in an email address where people can apply?So, you do want to have somebody monitoring your Twitter feed. When you set up an account, when you put an email address in there, you can set it so that you guys get notifications if somebody is engaging with the tweet, if somebodys sending you a message on Twitter. That way you dont have to proactively go on and check it you can just answer as you get those notifications.However, the card is going to have a link to the job posting. So, it is not necessarily that somebody is going to go and try to apply via Twitter. They can go to the job posting and continue the application process right there. There are actually two links in the card that will take them back to the job view, and they can complete the application pr ocess.I also have a question here asking if the job postings are viewable as long as the posting is active. Actually, once we send out a tweet, it remains on Twitter so if the position is kept open, that card is going to stay the way it is. And then somebody can follow the link and go back to the job view, and finish the application process there.I think that might be it, as long as there are no other questions coming in. Operator on the line?No, there are no further questions at this time, thank you.OK. Then we are all set. Thank you, everybody, for your time. And again, please join us for the upcoming TalentBin webinar. Well be sending out an email after this that will have a recording of what we walked through today, and then some additional information on the TalentBin webinar as well. So thank you again for joining us.Ladies and gentlemen, that does conclude todays presentation. We do thank you for your participation and ask that you please disconnect your lines. Have a good da y.