Boost your Recruiting Strategy with Monster Twitter Cards
78% of recruiters have hired through a social network1. Every day a requisition isn't filled is a day your company is losing potential revenue. Social media's 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, you'll learn about Monster's latest social recruiting tool – Monster Twitter Cards.
Monster 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 seekers by automatically tweeting your jobs throughout the day to your Twitter feed.
By adding social to your recruiting strategy, you'll:
- Increase interaction within active online communities
- Access sought-after passive seekers with retweets, searchable hashtags and shares
- Encourage employees to refer to their networks
- Lower the cost of sourcing
- Source: 1State of Social Recruiting in the U.S. 2014” by Anna Helhoski, May 2014.
About the Presenter:
Lauren Simonelli, Product Development
Lauren came to Monster from Gozaik, LLC, a startup in the social recruiting space that was acquired by Monster 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 Monster products as social recruiting solutions.
Webinar Transcript: Boost Your Recruiting Strategy with Monster Twitter Cards
Ladies and gentlemen, thank-you for standing by, and welcome to the Boost Your Recruiting Strategy with Monster Twitter Cards conference call. During 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, today's 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, ma'am.
Hi, everyone, and thank you for joining today's webinar. In the next 30 minutes, I'll walk you through a quick snapshot of Twitter and its users, how to set up and manage your Twitter account, and how to leverage Monster Twitter Cards to boost your social recruiting strategy. Once we're finished, we'll open up for a Q-and-A session. So just be sure to take notes if you have any questions that you want answered, and we'll be sure to get to those at the end of the call. So let's get started.
Today, 55 percent of companies are currently using Twitter for recruiting. What this means is that they're posting jobs, they're sourcing candidates, and they're engaging applicants on the platform already. And what we want to do is help you be able to join these conversations. There are more than 500 million tweets every day, comihelpng from more than 271 million active Twitter users. Among these active Twitter users are 34 percent of small businesses and 77 percent of Fortune 500 companies, both contributing to the more 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, business of all sizes, from small to enterprise, are finding success on this platform. The audience on Twitter is definitely very diverse. It's also well-educated, with more than 50 percent making an annual salary of between $60,000 and $100,000 per year. These users vary 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 isn't any surprise, considering more than 40 percent of active job seekers are on the platform today. If you're not already using Twitter, here's how you can get started.
To start, you're going to have to go to Twitter.com and enter some initial information, including your name, your email address, and a password of your choice.
Once you hit that sign-up button on Twitter, you'll be prompted to pick a username, which should be the name of your company. If you're making a Twitter handle that's 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 you've chosen the username, you'll be sent an email that has a link, which you'll need to click on to activate your account. Once you've clicked on that link, you can start to access all of Twitter's 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, you'll see a little widget. If you click on that widget, you'll 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 you've 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, it's 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 by 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, don't hesitate to reach out to your Monster representative, and we will be there to help you.
When you're 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 you're 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 you're creating is specific to careers, you might want to include a URL that goes back to your careers page. It's 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 image 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 that's 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 you've completed your profile, it's really important to revisit often. Keep the page updated, and engage with any followers, especially those who are engaged with the tweets you're posting. And again, as I said, Monster is here to help you get started. So please feel free to reach out to your Monster representative if you do have any questions along the way for setting up your profile or gaining followers. If you're 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 you're 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 you'll want to select Twitter Ads. From there, you'll have the ability 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. That's 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 aren't following you already can discover your account. If you want to take a step further than that, you can also create a hash-tag that's 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. It's 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, it's likely they'll start following you back. You'll 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 Monster Twitter Cards, which I will be covering in just a few minutes. When you start actively tweeting on the platform, you'll 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, don't 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 wouldn't want that to happen. So best practice, really, is to just go out there, follow those with whom you have a relationship, those who you're interested in, and really, regardless of whether they follow you back, just follow those who you're interested in.
Number three, don't overwhelm your followers. Tweeting hundreds of times a day will not only annoy people, but that could also land you on Twitter's 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 you're sending and tweak that schedule a little bit so your followers remain.
Number four, a standard tweet is limited to 140 characters. But if you're hoping for a re-tweet, the best practice really is to leave room for a few extra characters so there's 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 you've 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 you're 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 you're going to need to do is just start planning what you're 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 you're all set up on Twitter, I am very proud to introduce Monster's latest social product, Monster Twitter Cards. Monster 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 Monster 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, it's a little small, but in the middle you'll see what a Twitter Card looks like. You'll see the engaging tweet there is asking followers "Are you a talented business systems 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 there'll 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 you'll see pictured here. It says, "Exceptional BSAs needed to analyze customer leads." And so on. In addition to a portion of the job description, you'll also find in the card not one, but two links to the job view. So there's one link in the tweet where a follower or job seeker could click and go back to the job. And then there's 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, you'll also see media components and images here in the center, and that's 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 won't be displayed. For example, if your job does not include salary information, it won't be shown on the card. Just like in this image, we don't 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. They're 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 Monster Twitter Card includes up to three hash-tags. The first type of hash-tag is a recruiting hash-tag, one that's 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-tag, or the industry name that's 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 you'd 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 Monster 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 we'll 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 seven 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 you're 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. It's 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 let's talk about the benefits of using Monster Twitter Cards. To start, this product is social. It's creating all-day activity on your Twitter feeds, keeping your existing followers, and then attracting new followers. It's 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. It's automated. When you come on board, we'll 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 you'd prefer to have one. Once we have that information, what we're going to do is send you a link via email, and once you've clicked that link, all you have to do is log into your Twitter feed once, and from that point, we'll be tweeting your new jobs automatically as you're posting them. After that, it's hands-free. It's an automated process, so you don't have to worry about tweeting them yourself. The last-but-not-least benefit of Monster Twitter Cards is 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 you'll 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 they'll 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. You'll 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 clients 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 Monster 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, we'll want to know the names of those handles. And then if you split up your job and inventory on different x codes, we'll 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 you'd 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, we'll 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, we're 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 you'll start seeing Monster 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 Monster is presenting. It's actually next week. You'll learn how TalentBin by Monster 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 don't miss it; register today. There's a link here, but we'll also send you this link after this webinar. We'll 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 three-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 you're sending out a tweet to people, if you're saying put in hash-tags like #jobopening, you know, come visit our @handle, is that what you would suggest?
Yeah, if you're sending out a tweet, whatever you hash-tag becomes searchable. So if it's a job, we'd suggest hash-tagging #jobs. That way, if somebody is searching for the hash-tag, they'll see your tweet in their search results even if they aren't following you already.
Okay, I didn't know that. What if you have like "new grad," would you say two hash-tags or is it one word: #newgrad?
I would suggest using it as one hash-tag, otherwise it won't get as many — or it'll get way more results when someone searches for those items, so it might be harder to filter through if it's 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 don't want to put spaces between the words, because then they won't 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 Monster Twitter Cards, do we pay for this separately as a company, or is this something that's already included on our contract?
This would be additional. You would have to reach out to your Monster 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, I'm 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 Monster will give you an email so you can link the Twitter cards, so Monster's 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. You'd choose a username based on your company name and then you'd enter your email address just to set up that Twitter account. Then once you come on board with Monster Twitter Cards, we're going to send you a link, to just your regular email address that you have.
We'll send you one link, you'll click on that link, log back into your Twitter account, and then from there, Monster will automatically push your Monster jobs to your Twitter feed.
So you'll 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; it's an automated process. Basically, what it is, is you're authorizing Monster's 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 don't need to include it in what you're 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, it'll still show your handle name in there, so you won't 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 Monster account holder, or only those that have a Twitter account, or specific to the job? How's that determined?
So when we tweet on your Twitter account – you own the Twitter account — it's 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 someone's searching for those hash-tags, but not following your handle already, they could come across those jobs. So it's really going out into all of Twitter. Specifically your following because it's going to show up in their feeds, but then 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, you'd be tweeting this to 10 followers, correct?
So you're tweeting it to 10 followers, but again it's 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 you're posting jobs, you can decide how many you want in that custom schedule. So if you want us to tweet two jobs a day, we'll tweet your two newest jobs each day. If you want us to tweet 10 jobs a day, we'll tweet 10. That is the minimum and the maximum; it has to be between two and 10 per day. We won't tweet more than that, so it's really up to you and what schedule you want.
With these jobs, since they're being booked for x number of days through our system, how often are they out there? I mean, if an ad's 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, we'll 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 won't be consistently tweeted over and over again.
So say , if you do have a job that you post, and then within three days it's full, then we won't 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 confidential, 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 can't choose the jobs that are tweeted, but any jobs that are marked as confidential won't 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. I'll 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 I'll 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 Monster Twitter Card technology only works with Monster 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 it's only Monster 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 somebody's sending you a message on Twitter. That way you don't 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 process.
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. We'll 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 today's presentation. We do thank you for your participation and ask that you please disconnect your lines. Have a good day.