IN THE SOCIAL MEDIA AGE Presented by Michael Hurwitz Careers In - PowerPoint PPT Presentation

LOCAL GOVERNMENT RECRUITING IN THE SOCIAL MEDIA AGE Presented by Michael Hurwitz Careers In Government michael@careersingovernment.com

SOCIAL GOVERNMENT It’s easy to feel overwhelmed when using Social media in local government. With Limited resources, agencies need to ensure that social media initiatives produce measurable cost savings. THREE KEY TAKEAWAYS 1.Innovation is not tied to large budgets. 2.Utility is a core strategy for many government branches. 3. The biggest results come from centralizing social accounts. THE RIGHT CANDIDATE! RIGHT NOW!

SOCIAL GOVERNMENT TAKEAWAYS Fairfax County, VA Success Story Innovation - Utility - Centralization • In 2012, Fairfax County, VA started with only Facebook and Twitter accounts • Today they have 30 different accounts but no one has to run it full-time. • Their initial social media focus was for emergency response services, but now they use social media for job listings and even crowdsourcing of new government initiatives. • Centralization was a key to their success by streamlining everything from content to security. THE RIGHT CANDIDATE! RIGHT NOW!

FIRST STEP BEGINS WITH AN AUDIT Begin by talking to different staff in your department and understand how your Various departments currently use social media. Next, conduct a social media audit to reduce inefficient accounts and identify duplicate efforts. From the audit, identify the teams and create a centralized strategy to share Best practices THE RIGHT CANDIDATE! RIGHT NOW!

UTILITY: ENGAGEMENT TO PUBLIC SERVICE Focus on being useful to constituents, rather than just building followers or counting retweets. To ensure utility, build content and engagement strategies around real Problems constituents face. Reduce costs (fewer phone calls to city hall) & change behavior (crisis response). Refine your content strategy based on input from your constituents. Use Twitter for rapidly changing issues Use your blog for updates that don ’ t change over time. (TSA) uses Instagram to help educate Americans on what not to bring on flights By posting bizarre items found in people’s luggage THE RIGHT CANDIDATE! RIGHT NOW!

CONTENT IDEAS FOR SOCIAL MEDIA  Job Listings, Job Fairs  Employer Branding  Construction updates  PSAs  Crime prevention and police assistance  Emergency alerts and severe weather warnings  Community activities and class registration and offerings  Town halls and council meetings  Employee of the month THE RIGHT CANDIDATE! RIGHT NOW!

METRICS: ENGAGEMENT TO PUBLIC SERVICE In a two- week campaign, Boston’s Public Works filled more than 2,000 potholes with help from social media: Boston saw a 333% increase in the number of citizen-generated reports Success was measured via hashtag collection (#spotholes) Now imagine such a strategy in your hiring efforts!! Real-time analytics can also alert your team to spikes in social media activity: Certain industries like IT or Public Health will trend at certain times of the week and month. THE RIGHT CANDIDATE! RIGHT NOW!

Social Media Stats from Careers In Government THE RIGHT CANDIDATE! RIGHT NOW!

EVOLUTION OF LOCAL GOVERNMENT HIRING  Up until the late 1990s  Flyers were posted in HR and other Government offices  print  Word of Mouth  Recruiters for Sr. Level vacancies • Late 1990s  Job Boards • 2010 to Present  Job Boards  Social media  Viral networking THE RIGHT CANDIDATE! RIGHT NOW!

SHRM USING SOCIAL MEDIA FOR TALENT ACQUISITION 2016 STUDY • In 2016, 84% of private sector organizations currently use social media for recruitment. • This is an increase from the 56% in 2013. • The majority (89%) use social media to post job advertisements. • ¾ of organizations use it to contact potential candidates. • In 2015, over 1/3 of organizations disqualified candidates based on information found in social media. • 66% of organizations are currently leveraging mobile devices for recruitment. THE RIGHT CANDIDATE! RIGHT NOW!

HOW TO USE JOB BOARDS  Industry Niche v. Sector Niche  Take advantage of Company Profile Pages:  Promote the lifestyle benefits of working in your city, state or county  Use testimonials from employees  Demonstrate innovation in your department  Use Blogs  Carefully evaluate your job postings  Use real-world descriptions  Use relevant keywords THE RIGHT CANDIDATE! RIGHT NOW!

FACEBOOK….THE 800 POUND GORILLA  Cons  Pros  Limited engagement  Easily accessible and and feedback simple to use by nearly  Slow build-up for everyone  Easily link your audience  Facebook controls your Facebook page with organic search your organization  Advertising budget is website to distribute required content easily  Easy to design and build  Still the largest THE RIGHT CANDIDATE! RIGHT NOW!

TWITTER..THE CURRENT SOCIAL MEDIA DARLING  Pros  Cons  Immediate and  Time consuming  Immediate response required impactful  A highly engaged  Need to maintain a record of audience hashtags and twitter feeds  No advertising required  The power of the hashtag THE RIGHT CANDIDATE! RIGHT NOW!

YOUTUBE…. THE POWER OF ENGAGEMENT  Pros  Videos can be as long as needed…but don’ t abuse!  Videos can be easily imbedded on your site or a dedicated YouTube page can be created  Nothing brands your organization like a video  Highlight your vacancies with interviews  Easy to make and allows you to engage current staff  Cons  Time consuming to develop videos  1-way communication THE RIGHT CANDIDATE! RIGHT NOW!

WHAT ARE THE TOP 6 STRATEGIES FOR A SUCCESSFUL SOCIAL MEDIA CAMPAIGN • Establish a Social Media Steering Committee. This team will provide strategic guidance and control of digital and social initiatives across all departments • Maintain Central Governance Consolidating social media accounts is one of the best steps to protect against employee errors and security risks. • Departments Must Submit a Case for Social Media Accounts All social media requests should be submitted in the form of a business case. This will prevent account sprawl. THE RIGHT CANDIDATE! RIGHT NOW!

WHAT ARE THE TOP 6 STRATEGIES FOR A SUCCESSFUL SOCIAL MEDIA CAMPAIGN • Educate employees about safe behavior Built-in tools can notify users when they click a suspect link • Run a crisis simulation Testing and evaluating how well departments perform in a social media emergency response. • Create a secure hierarchy Store passwords in a central repository to restrict access to and from different accounts. THE RIGHT CANDIDATE! RIGHT NOW!

YOU ARE READY. WHAT NOW?  Be selective with your social media channels  What is and isn’t working?  Who is your audience?  Be selective with your organization and its images  How will you spread the word?  Hootsuite  Don ’ t let any social media channels go dormant  Get Help and leverage the reach of others  Careers In Government will assist you!!  Don ’ t be afraid to experiment THE RIGHT CANDIDATE! RIGHT NOW!

THANK YOU! michael@careersingovernment.com