Copyright JXT Consulting 2012 Page 1 of 12

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2 Social Media Information Pack May 2012 By Mariah Gillespie, Social Media Manager Contents what IS this twitter thing? social media defined 3 facts and figures 4 easy on the eye: social media graphs 5 5 reasons you MUST be social in social recruiting 8 risky or innovative? 9 search & social 10 case study 11 works cited 12 *Accurately target your message and brand to potential job seekers and reach people you never would have reached through traditional advertising.* An increasing majority of vacant jobs will not be advertised anywhere more jobs just won t get announced at all. Networking, social media, and skilled, specialised recruiters will fill most jobs before they ever hit the mainstream media. Greg Savage, founder of Recruitment Solutions *The largest complaint from candidates is related to poor communication after they press the apply button.* Page 2 of 12

3 Social Media: What IS it, anyway? Facebook Facebook is the largest social network in the world. What started in a college dormroom in 2004 had 12 million users by million in 2008, 500 million in 2010 and more than 900 million in That s one in 13 humans on earth, facebooking, with half of them logged in on any given day. These numbers will only continue to grow, with thousands joining daily. While most people have an idea of how facebook can be used as a personal social network, it s important to also understand how it can be used in the recruitment space and in the professional world. All facebook users have a personal profile. Here, their friends can post on their wall, tag them in photos, check them into facebook places, and numerous other activities. When you friend someone on facebook, you re asking that person to grant you full access to their personal profile, including their status updates, photos, wall posts, friends wall posts and interests. As such, it s not appropriate for you to friend candidates, employees, colleagues or clients. Instead, create a facebook page for your business. On facebook pages, users can LIKE your page and become your fan. Then, whenever you post something to the wall, it will appear in the news feed of all of your fans. Every facebook user has a newsfeed; it s a real- time stream of updates, photos and relationship changes posted by friends. But newsfeeds also contain the wall posts of pages that a user likes. This is why it s so important for companies to have a facebook page. 95% of all facebook interaction is done through the newsfeed, so make sure that you re on it! Twitter Twitter is a microblogging (mini- blog) social media site in which users can communicate a message to the world in 140 characters or less. The benefit of twitter for recruitment is that it s simple to post short communications out to multiple sites. Every strategy is different, but you may consider tweeting your jobs, your blog posts, your news articles and sending your facebook wall posts to twitter (all automatically). Set up RSS feeds for all of your content, so that everything you post to your website is automatically tweeted with keywords, links and hashtags. Like facebook, all twitter users have a profile. Your twitter profile contains all of your tweets, and also displays the number of followers you have as well as the number of people that you follow. When you follow someone on twitter, it means that their tweets will appear on your timeline just like a facebook newsfeed. If someone follows you, then all of your tweets will appear on their timeline. You should follow people and organisations that are in your industry. If they say something that you d like to post on your own profile, you can retweet it. Their tweet will then appear on your profile, citing the original person who said it. When people mention you, using symbol before your username (or handle), it means they are directing a tweet to you specifically. You can reply to their tweet by mentioning them back, and start a conversation. You can also message them privately, and only that person will see it. LinkedIn LinkedIn is the largest online professional network in the world. From 2010 to 2011, it saw a 162% growth, expanding from 50 million users to more than 130 million users in one year. As of 2012, LinkedIn has more than 150 million users worldwide, over 3 million of which are in Australia. It s increasingly important, if not imperative, for recruiters and HR managers to have a LinkedIn profile; jobs are forwarded on average 11 times, collecting 400 views and 30 applications. You can network with other professionals, connect with candidates and clients, and showcase your services...all in an environment that millions of professionals turn to when making critical business decisions. On your own profile, you ll want to list basic information about yourself, such as your current position and job duties. You can upload your resume to fill out your past experience as well as showcase your skills, responsibilities and achievements. Include your education and try to use as many keywords as possible; LinkedIn profiles are indexed by google. People can recommend your work on LinkedIn, which acts as an online reference for potential employers. You can also post a status update, similar to facebook, such as a link to an interesting article. Many recruiters post jobs as their status updates, especially if they re connected to candidates. Like facebook and twitter, LinkedIn has a home page where all of your connections status updates are listed. It also shows new connections, companies you may want to follow, jobs that may interest you and people you may know. Facebook, twitter and LinkedIn are three of the most powerful social networks in the world. They are being leveraged for both corporate and agency recruitment all over the world; in order to ensure that your brand is out there, it is a necessity for you to leverage these networks. Page 3 of 12

4 Social Media: It s BIG Attract: Looking for candidates? In Australia, there are 10.7 million+ on facebook (900 million+ worldwide) 2 million+ on twitter (300 million+ worldwide) 3 million+ on LinkedIn (160 million+ worldwide) Engage: communicate with your candidates in a language that suits them best, whether it be facebook, twitter or LinkedIn, by being across them all Retain: candidates consistently come back to your page for the latest jobs and to find out what s new in their industry, discuss the latest trends and debate topics with other like- minded individuals Place: you ve got your candidate pool, you re engaging with them and they re consistently coming back to your social profiles and website now it s up to you to make the placement! The Facts FACT: 1 in every 13 people on earth has a facebook account; half of them are logged in on any given day FACT: Among Nielsen s 10 Internet- metered markets, Australian Internet users spend the most time visiting social networks, averaging 7 hours, 17 minutes per person FACT: Time spent on facebook is greater than time spent on Google. Your candidates are already there why not get your logo onto their newsfeeds? FACT: 81.6% of online Australians spend close to five hours on social networks a month FACT: Australian SMBs (small to medium businesses) using social media as part of their online business strategy have higher revenue returns from their websites FACT: Over 10 million Australians are active Facebook users, with 66% of them on the site daily; that s a third of the population, on facebook, every day FACT: 77% of large Australian companies are using social networks for marketing, with 63% significantly increasing their focus on facebook and twitter The 2011 Comscore State of the Internet in Australia reveals that: 90% of Australian internet users use the internet for social networking When looking at the top sites by total minutes spent, is #1 Australian internet users spend 20.8% of their time on social networking sites Time spent on social networks has increased 26% from last year 75.5% of Internet users in Australia engage with facebook Page 4 of 12

5 Easy on the Eye: Social Media Graphs 75.5% of online Australians engage with facebook. Social Networking accounts for over 25% of the time Australians spend online. Page 5 of 12

6 Facebook is the 3 rd most popular website in Australia, behind Microsoft and Google. 81.6% of online Australians are engaged in social networking sites. In Nielsen s 10 Internet- metered markets, Australian Internet users spend the most time visiting social networks. Page 6 of 12

7 5 Reasons You MUST Be Social in Increased Search Engine Optimisation and traffic to your site 2. Time management through automated postings 3. Attracting active and passive talent 4. Increased brand awareness 5. A platform for real time engagement Reason Number 1: Increased Search Engine Optimisation and traffic to your site One of the most important benefits of embarking upon a social media campaign is its correlation to search engine optimisation, or SEO. SEO is the process involved in improving search results; often the most highly ranked websites receive the most visitors. If you want visitors to your site, you want to be ranked at the top. And if you want to be ranked at the top, then getting on top of SEO is important! By automatically posting jobs and other content across facebook, twitter and LinkedIn, your social media profiles provide continuous backlinks to your job ads and to your website. The more links pointing back to your website, the better your website will perform. Reason Number 2: Time management through automated postings Without ever having to log onto facebook, twitter or LinkedIn, your social media profiles are working for you around the clock through automated job postings and news feeds. Of course, you ll still need to engage with your audience by posting articles and other content to your facebook wall, but you can schedule these posts ahead of time so that your entire social strategy can be done all at once and at a time that suits you best. Reason Number 3: Attracting active and passive talent Whether your candidates are looking for work on google, facebook, twitter or LinkedIn, your jobs and other content should be visible throughout them all and your brand will be seamlessly spread across the web. You can t expect every candidate to be across every social media platform, but with the global uptake of social networking, they re bound to be on at least one. So ensure that you have a presence on as many platforms as possible, so that you can attract both active and passive talent in the entire online sphere. Reason Number 4: Increased brand awareness The power of social media lies within its innate function: being social. With the potential to share, post, retweet and relink everything you say online, the opportunity for your brand to go viral is unlimited. Your fans & followers can share jobs, news, posts and questions with their entire social networks people you otherwise would never be able to reach! For example, let s say that Mariah sees a job on a facebook page, but it s not really for her. However, she s just graduated from uni, and has a couple of friends from class who may be interested. She can share this job on her wall and tag those specific friends. All of her 1,200 friends will see on their news feed that Mariah shared this job, and all of the friends of the people that she tagged will see it on their news feeds, too. If just one of Mariah s friends were to see that job and post it onto their profile, then all of their friends would see it on their news feed. As you can imagine, the opportunity for increased brand awareness is enormous. Reason Number 5: A platform for real time engagement On social media, candidates can engage and interact with you in real- time on a platform that best suits them. If they want to stay in tune with their industry, they know that they ll see updates from you on their newsfeed. If they have a question, they can post it to your wall and you can answer it in a public forum. They ll also be able to have their say on industry hot topics, participate in polls and debates, and interact with like- minded individuals all on your page! Let s face it everything is all about social media now, and if you aren t there, you re missing out. Page 7 of 12

8 Social Recruiting Gen Y, your youngest candidates, fresh from uni and ready to take on that exciting new role, have never lived in a world without social media. 79% of students say that social networking sites are key to employers engaging with candidates (TMP Worldwide and Targetjobs). Nielson online reports that 42% of Australian and New Zealanders with online profiles have looked for a job on a social networking site. 62% of Fortune 500 Companies use LinkedIn to recruit. With social media, you can understand job search trends and candidate feedback in real time. Cost effective: many job boards increase their prices every year; google, LinkedIn, facebook and twitter are all free. Interaction and incentive to engage: run competitions & surveys, write blogs, share company news and provide industry news. The Cedar Crestone HR Systems Survey found that organisations using social networking for recruiting and branding have experienced double the sales growth than organisations without these tools. A Deloitte study found that 23% of Australian companies already use social networking as a hiring aid. This number will only get higher. Of the top 20 search engines (according to comscore qsearch), 3 are search functions within social media web sites: YouTube is the second most popular search engine after Google and facebook is also in the top 20; if candidates are searching for recruitment companies, they will be turning to social media. If they search for your company, what will they find? Industry is social. Take a look around. Coca Cola Facebook page has over 37 million fans and Disney over 30 million. Page 8 of 12

9 Risky or Innovative? Fear of the Unknown: interacting with social media means letting go of the reins and displaying customer voices for the online world to see. Having said that... Every single action, post, comment, complaint, like, unlike and tweet is managed by you. You can remove any aspect of your social media profile including what others post at any time; you are made aware of all activity the moment it happens. The biggest risk in social media is not getting in the game at all; imagine the damage that could occur if you aren t managing it and the market share that your competitors will be stealing from you if they re engaging with your customers and you aren t. If people have something negative to say, they ll say it. If it s not on your facebook page, it will be on a blog or a forum or someone else s facebook page. Why not control it? Use it, respond to it, and engage with it. Importantly, fix it! Businesses are yet to fully embrace the opportunities that social media presents to them, citing confusion over measuring ROI and fear of negative feedback. Be the business that takes the risk. ROI (return on investment) is on the way. With tools such as Facebook Insights and Google Analytics, you can track how many people are going to your social media sites, how long they re there, what they re doing, what they re saying and where they click. The measurability of ROI will only continue to increase as social media continues to push its way into the marketing world. Reputation and Branding: gone are the days when the company controls the brand. Today, customers control brand reputation, and there s nothing you can do about it! Social media is viral; your business can be destroyed and reputations tarnished with one simple post. Respond and use social media as your strongest strategy. Building a network takes time; patience is key. But the more you put into it, the more you ll get out of it. Incredibly, nearly 9 in 10 Australian Internet users (86%) are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making. Melanie Ingrey, Research Director for Nielsen s online business. Page 9 of 12

10 Commanding Authority in the SEO Space Google looks for around 207 things when analysing search results. Here s how JXT will optimise your website & job ads and how social media can add to your online strategy. What Google Wants What JXT Does to Optimise Page titles with keywords Homepage to have relevant keywords Each job ad to have relevant, job- specific keywords in page titles New/updated content Hot jobs module on your homepage, with hard- to- fill roles and hot jobs updated daily News module with content automatically and continuously streaming All social media profiles will automatically stream your jobs, providing consistent updates Every time someone likes of comments on your status, article, etc on social media, google sees this as fresh content Keywords in URLs Each job ad to be a part of your website, with your name and desired keywords in the URL (not numbers/coding) Customised facebook and twitter URLs More links pointing to your website All of your jobs will be automatically posted to our network of 250+ job boards, with each ad linking back to your site Each social media profile links back to your site numerous times All jobs fed through to facebook, twitter and LinkedIn lead back to your website Keywords in Web Content Optimise your website content to utilise relevant keywords through both content (frontend) and metatagging (backend) Social media sites with keywords throughout LI profiles, twitter pages & facebook pages are all spidered by google Case Study: January 1- July 1, 2009 (Before JXT) Traffic=8,777 January 1- July 1, 2011 (After JXT) Traffic=35,274 Unique browsers = 6,625 Unique browsers = 21,789 Average time on site=2:07 Traffic from Referring Sites=1,147 Traffic from Google Searches=2,997 Average time on site=3:01 Traffic from Referring Sites=7,332 Traffic from Google Searches=15,332 Page 10 of 12

11 Case Study: Website Performance January 1- July 1, 2009 (Before JXT) January 1- July 1, 2011 (After JXT) Traffic=8,777 Traffic=35,274 Unique browsers = 6,625 Unique browsers = 21,789 Average time on site=2:07 Traffic from Referring Sites=1,147 Traffic from Google Searches=2,997 Average time on site=3:01 Traffic from Referring Sites=7,332 Traffic from Google Searches=15,332 VISITS TO SITE Jan- Aug 2010 Jan- Aug 2011 % change (before Mariah) (after Mariah) Twitter ,294.32% LinkedIn 404 1, % Facebook ,169.39% Blog % Mobile Site % Total traffic to site from social media 387 1, % From 1 January to 8 August 2010 From 1 January- 8 August 2010, Social Media accounted for 2.3% of all traffic to site and brought 387 new visitors to the client website Referring Site Page Visits % New Visitsà New Visits to site Average Time on Site LinkedIn % 301 2:08 Twitter :26 Facebook :36 Blog Total SM :43 From 1 January to 8 August 2011 Since January 1, 2011, Social Media accounted for 9.3% of all traffic to site and brought 1,920 new visitors to the client website Referring Site Page Visits % New Visitsà New Visits to site Average Time on Site LinkedIn 1, % :08 Twitter 1, % 387 1:44 Facebook % 322 2:25 Blog % 140 3:28 Total SM 3,981 1,920 2:43 Page 11 of 12

12 Works Cited iii and- marketing/ digital- marketers- spending- less- but- targeting- more- report.html?utm_source=smartcompany&utm_campaign=0fb84d7f29- Wednesday_24_August_20118_19_2011&utm_medium= centre/releases/small- businesses- using- social- media- more- likely- to- enjoy- higher- online- revenues- Melbourne- IT- report.xml million- australians- check- facebook- daily/ interesting- social- media- statistics/ vii and- marketing/ digital- marketers- spending- less- but- targeting- more- report.html?utm_source=smartcompany&utm_campaign=0fb84d7f29- Wednesday_24_August_20118_19_2011&utm_medium= marsteller.com/innovation_and_insights/blogs_and_podcasts/bm_blog/lists/posts/post.aspx?id=160 is- social- networking- capital- of- the- world.html news/1499/social- media- can- work- for- business time- spent- online/ should- brands- bother- twitter- table- says- why news/social- media- business- study- neilsen- online html ages- of- social- network- users/ google- revenue/?utm_source=feedburner&utm_medium= &utm_campaign=feed%3a+mashable+%28mashable%29#14229facebook- Versus- Google- Following- the- Money twitter- use- nielsen html downloads/2011/social- media- report- q3.html and- marketing/ digital- marketers- spending- less- but- targeting- more- report.html?utm_source=smartcompany&utm_campaign=0fb84d7f29- Wednesday_24_August_20118_19_2011&utm_medium= centre/releases/small- businesses- using- social- media- more- likely- to- enjoy- higher- online- revenues- Melbourne- IT- report.xml million- australians- check- facebook- daily/ and- marketing/ digital- marketers- spending- less- but- targeting- more- report.html?utm_source=smartcompany&utm_campaign=0fb84d7f29- Wednesday_24_August_20118_19_2011&utm_medium= Page 12 of 12