This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.
Finding the right candidate for a job is like finding a new apartment: timing, finances and quality all have to align just right. And somehow, the pool of options always seems to feel both prohibitively large and prohibitively limited at the same time.
So, in both types of searches, online tools have become invaluable. But while tweeting out a call for a good real estate agent is fairly straightforward, using social media for recruiting has nuances that, if overlooked, can render the process far less useful. Here are a few key pointers from experts in the field to remember when getting started.
1. Start Early
Simply tweeting out a link to a job posting might get you some viable candidates, but to really make sure you’re reaching your target audience, it’s important to cultivate your personality as an employer early on. “Social recruiting is about getting engaged and having conversations with people before they’re even thinking about you as an employer,” says Bruce Morton, CMO of Allegis Group Services, a company that provides human resources consulting. Morton also suggests that recruiters could “learn a lot from the consumer industry” in terms of marketing. In that analogy, your company is your brand, and the available job is just one of many products you have to offer. Keep that in mind when cultivating a social media presence for your brand that will eventually allow you to incorporate job announcements.
2. Know Your Audience
These days, it’s the rare holdout who has avoided creating a Facebook profile. But just because potential candidates have a presence on a given social network doesn’t mean that it’s the right site to use when targeting them. Debbie Fischer, human resources manager for advertising agency Campbell Mithun, found resounding success by using Twitter as a recruiting tool for summer interns. But, she cautioned that “you have to think about the types of roles you’re recruiting for,” because while college students can be open about their job hunt, more seasoned professionals may not feel comfortable publicly sharing that they are considering a career move. For those types of roles, Morton says that LinkedIn can be a good place to start, because, as he puts it, “what LinkedIn has done is given people the permission to put their resume online,” without fear of repercussions from current employers.
3. Get Creative
When you make the foray into social recruiting, you are entering a space in which both passive and active job seekers are already receiving a massive amount of information on a daily basis. So, to get the best results, your message has to stand out enough to make people take note. Additionally, presenting your job openings in a creative way allows companies to show more about their personalities as organizations, which in turn helps potential candidates get a feel for whether or not the culture is likely to be a good fit.
This year, Campbell Mithun hired for their “Lucky 13” internship program through a process that required those interested to apply by submitting 13 tweets over 13 days. Due to its novel use of social media, the campaign garnered press from national outlets like AdAge.com, as well as Mashable. Even a straightforward job description can spread like wildfire on social networks if it’s written in a way that sparks discussion, like this announcement from a Florida newspaper that readers found refreshing for its candid and witty tone. And if you have more resources, you might consider creating a short video, as corporations like Facebook have done, to present your material in a more engaging manner. Morton says that when seeking Generation Y talent, recruiters can’t assume that candidates will read a page of text, “but they’ll watch a video.”
4. Be Open in Return
Finding candidates through social channels means you’ll be asking them to share information with you via possibly public means. For the process to work, employers need to be willing to share information as well (while, of course, carefully and closely guarding any personal information they might have about their applicants). Morton says some employers express staunch resistance to putting jobs on Twitter, when in fact, the listings in question are all on Twitter through unofficial channels anyway. For Campbell Mithun, the finishing touch of a successful social media-driven hiring process was getting to showcase the talented, web-savvy young people they had selected. Kristine Olson, the agency’s Director of Corporate Communications, had a communications strategy in place that was designed, fittingly, to use social media channels to share the results of the campaign, noting that the HR team “had to be really open to allow us to publicize who we were hiring.”
Do you have any success stories about finding great candidates through social recruiting? Let us know in the comments.
현재 저희 Codecamp는 3기 수업이 진행중이며 6월 11일부터 4기 수업이 진행될 예정입니다.
1기에서는 4팀 모두 어플리케이션을 제작하여 대한민국 앱 공모전에 작품을 제출하였고
그중 한 작품이 우수상을 수상하였습니다.
2기에서는 그라폰 파버카스텔이라는 세계최고의 만년필 브랜드의
브랜드 어플리케이션 제작 자체 공모전에 참여하였습니다.
현 3기에서는 지구촌사랑나눔 기부 어플리케이션을 제작하고 있습니다.
상금 400만원이 걸린 자체 공모전에 참여 하고 계시기 때문에
기간내에 무조건 제작을 완성할수 있는 동기부여가 되어 실력향상에 도움이 되고 있습니다.
또한 4기에 신청하시는 분들은 3기의 작품발표회(5월 21일)에 참가할 자격이 주어집니다.
정규 교육은 3달간 매주 토요일에 진행이 될 예정이며, 기획/디자인 과정, 어플리케이션 개발 과정
2개의 과정이 별도로 운영됩니다.
그동안 "나도 한번 어플리케이션을 만들어 보고싶다~", "새로운 기회를 잡아보고 싶다~" 라고 생각만 하셧던 분들은
지체하지 마시고!!! 저희 카페에 한번 방문해주세요~ ㅎ
저희 카페는 http://cafe.naver.com/brandedapps 입니다^^
2011년에는 더욱 발전하게될 스마트폰 산업의 선두주자가 되어 보세요~
진행일정
▶ 교육기간 : 2011.06.11 ~ 2011. 09.03(13주간)
▶ 워크샵 : 6월 18일(토) 오후 2시 ~ 6월 19일(일)
▶ 강의시간 : 매주 토요일 오전 10시 ~ 오후 1시(기본 3시간 강의 예정)
▶ 강의장소 : 선릉역 10번출구 도보 5분 거리 강의실
선발일정
모집인원 : 40명
개발과정: 20명
디자인과정: 10명
기획과정: 10명
※ 일반인, 학생 제한없이 누구나 지원 가능
Yesterday was a big day. I unseated the long-time mayor of my neighborhood Starbucks on Foursquare and I earned the Florida pin on Gowalla by checking into Lakewood Ranch Main Street, a retail development near my house.
That I can get so many rewards for such little effort -- simply by sharing my location -- doesn't seem to cut into the fun. In the curious space where gaming meets tangible reality, these silly badges and mayorships go straight to my pleasure center. In fact, I've found myself going to great lengths to obtain them and then brag about them to my friends.
Get connected. Want to meet up with the companies that are leading location-based marketing into the future? Check out the exhibit hall at ad:tech San Francisco, April 11-13. Learn more.
Digital location-based marketing is the next big frontier in marketing. Not only does it offer the ability to reward and increase frequency of engagement with already-loyal customers, but it also allows consumers to discover new businesses and experiences.
While some marketers are faced with reluctant leadership that wants to stick with what's always worked, other companies find it hard to fight the temptation to adopt new location-based technologies that invite cheap experimentation. Whether you're a marketer who is trying to sell your company on experimenting with location-based marketing, or your company is already sold, here are seven things to consider when plotting your course to location-based marketing nirvana.
Why marketers should care
Location-based marketing might not be the right fit for every business or customer segment. It is more closely related to point-of-sale incentives than to massive brand advertising. But ironically, according to Borrell Associates, 97 percent of the spend on location-based marketing will come from multi-location retailers and businesses.
Mobile proximity-based advertising has been estimated at $200 million for 2010 with anticipated growth to $760 million in 2011, according to Borrell's 2010 proximity-based marketing study. Within five years, the study estimates that location-based marketing will be a $6 billion market. It's here, and it's growing quickly, so think of experimentation in this space as a way to stay ahead of the curve with regard to consumer marketing technologies.
There are plenty of ways to get your feet wet and understand the audience opportunity for your business without blowing an astronomic sum on custom app development.
Audience and point-of-purchase
Consider the audience for location-based services
Users of location-based services are "young and mobile" according to a 2010 survey by the Pew Research Center's Internet & American Life Project. When asked, only 4 percent of all U.S. online adults report that they knowingly use location-based reporting services, with Twitter users twice as likely to use the services. On any given day, 1 percent of internet users are using these services.
Location-based service users are twice as likely to access the internet from a mobile device. They are also twice as likely to be male.
Internet users aged 18-24 are twice as likely to use location-based services than older online U.S. adult populations.
Whether or not this matches the audience target for your business, keep reading. Location-based service adoption -- and marketing spend -- is expected to skyrocket. Similar to the aging face of Facebook, there's a possibility that boomers could be the next big adoption curve.
Use point-of-purchase as a point of reference
Location-based marketing services vary in their approach, but currently most are more akin to point-of-purchase incentives and direct mail than they are to massive brand advertising (with customized gaming services like GoldRun being the exception). Location-based marketing services are the perfect combination of intention and location. They enable your message to connect with potential customers who are proximate to your business and want to buy, or do, or eat something right now.
Demographics and broader thinking
Focus on your target customers
Identify the activities that are important to your customers and that will facilitate true relationships and engagement. Based on this, build a location-based marketing program that reflects what people already love about your company.
When Maxim built out its GoldRun strategy, the company's agency knew what it was doing. The Maxim audience is also young, mobile, and male -- and the GoldRun approach was the perfect match for the same audience of young, mobile, and male thrill-seeking game lovers who are willing to go on the hunt for a hot virtual cover model.
Think beyond Foursquare or Gowalla
The top mobile services aren't location-based check-in apps. Top activities on mobile devices include accessing news and information, reading email, and -- most of all -- texting. Compared to the 4 percent of online U.S. adults who claim to use location-based check-in services, 68 percent of mobile device users use text messages, 40 percent access news and information, 31 percent use email on their mobile devices, and 21 percent of mobile users access search, according to the December 2010 comScore MobiLens report.
When you think about location-based mobile marketing, include local and national news apps, group texting services such as GroupMe and Fast Society. Also consider leveraging high-volume localized email marketing programs such as Groupon, Gilt City, Daily Candy, and LivingSocial as dimensions of your location-based marketing strategy. All of these programs except for Daily Candy have iPhone apps that offer localized push notifications.
And don't forget that search is still one of the world's most popular location-based activities. The Generations 2010 Pew Internet & American Life study shows search as the second most popular online activity -- spanning generations. Eighty-seven percent of all online adults search and should be the first consideration in fine-tuning your digital presence for geo-local mobile marketing. Google Search and Google Latitude are two of the top location-based marketing services. Ensure that you're optimized for Google Places and check that your local listings on other structured listing services are accurate.
Extending your efforts; gaming and AR
Leverage what you're already doing
After Google, Facebook Places has the largest customer footprint in digital location-based marketing. Twitter is a far third, but tends to be an audience of engaged influencers. The more than 500 million Facebook users either have checked in to a location on Facebook Places or have been exposed to check-in notices from friends in their Facebook news feed.
After Facebook Places, Foursquare is the biggest player in the check-in services game. Other players include Where, Gowalla, Google Latitude, Foursquare, GetGlue, DailyMile, and Waze. The last three of these are activity-oriented check-ins. If you are organizing or sponsoring an activity, be sure to add the activity to the list of locations on any or all of these apps. It can be as specific as the name of a conference at a specific hotel, or as vague as checking in to a movement like "bike to work day."
And don't forget geo-vertical search. Sites like Yelp, Urbanspoon, FindLaw, Avvo, RealSelf, Zillow, and Angie's List that offer specialized online search tools and niche apps in some cases also might rank high in Google. They aggregate ratings, reviews, and data on specific topics that have local or location-based dimensions, such as restaurants, physicians, lawyers, and real estate. Some of these services are data centered, some are rating and review based, but all are vertical searches that rely on geo-relevant searching.
Get to know the game layer and befriend augmented reality
Much of what makes location-based engagement possible are the rewards of participation, or the game layer. Consider creating custom badges and experiences that are attached to apps that offer engaged audiences. Brands can also toy with the magic of augmented reality (AR) by partnering with GoldRun, Layar, and Scvngr. These customized experiences provide an opportunity to engage users nationwide or even worldwide in a common activity.
In addition, location-based AR introduces digital elements into physical spaces (today via mobile devices) and offers a whole new way to interact with products, brands, causes, and ideas in relevant physical spaces.
Conclusion Location-based marketing is a sandbox that is ripe for innovation and creative use. Get to understand the magic of the medium and what inspires your audience. Then, you'll be able to discover the location-based marketing tactics that resonate with your customers.
And don't forget to leverage what you're already doing with search, social networks, and localized email programs. Finally, consider testing your ideas on these existing platforms before you invest in an expensive custom app solution.
일반적으로 스마트폰 사용자가 스마트폰을 사용하지 않는 사람들에 비해서 좀 더 활발하게 웹을 활용한다는 내용..머..뻔한 내용이겠지만, 페이스북, 트위터, 이메일까지 비교 해 놓았네요
Smartphone Users More Digitally Active
Smartphone users are more likely than non-smartphone users to use other digital technologies, according to new findings from ExactTarget. For example, 45% of smartphone users check email constantly throughout the day, as compared to 28% of non-smartphone users.
This very high rate of constant email checking probably explains why non-smartphone users have a roughly 24% higher rate of daily email use (52% compared to 42%).
Smartphone Users More Tuned into Facebook
In addition, Facebook usage is considerably higher amongst smartphone users, with 23% checking Facebook constantly throughout the day, about double the 12% of non-smartphone users who do so. Furthermore, 32% of smartphone users check Facebook at least once per day, 14% higher than the 28% of non-smartphone users who are daily Facebook checkers.
Smartphone Users Twice as Likely to Constantly Check Twitter
Although only 5% of smartphone users check Twitter constantly, that is more than double the 2% of non-smartphone users who do so. Seven percent of both groups check Twitter daily, with 73% of smartphone users and 89% of non-users never checking Twitter.
Home Computer Top Facebook Tool
Seventeen percent of Facebook users check Facebook constantly from a home computer, and 49% check Facebook daily from home. Facebook usage is relatively rare at work/school: only 4% constantly check Facebook from this location and 18% check it daily. Facebook usage is also rare from tablets, but 10% of Facebook users check constantly from a mobile phone and 16% do so daily.
Home Computer Also Top Email Tool
Twenty-four percent of email users check email constantly from a home computer, and another 63% check email daily from a home computer. These rates are much higher than those of any other email tool. For example, only 16% of email users constantly check email from a work/school computer and 22% check it daily. Rates are minimal for checking email via tablet, while 115 of email users check constantly from a mobile phone and 15% check daily.
comScore: Mobile SocNet Use Grows
Social networking is among the fastest-growing US mobile categories by total audience, according to a recent report from comScore. Data from “The 2010 Mobile Year in Review” indicates social networking reached 57.9 million US mobile users in December 2010, up 56% from a little less than 40 million in December 2009
