human branding

5 tools to help graduate recruiters make sure they’re not a proper Charlie.

A couple of weeks back, there was a party that Charlie and Jon decided to head to. Neither of them knew anyone that was going, except for the host of course.

As they arrived they got into the swing of things. Charlie, who was loud and gregarious, jumped right in – he started doing the rounds, interrupting people’s conversations to introduce himself, talking about his job, his girlfriend, where he lives and so on.

Jon however was a little less sure of himself. Being the shy type he was not so keen on interrupting people mid-party to talk about himself. He wanted to make a good impression, but he decided that maybe listening and understanding these people – background, personalities, preferences – was perhaps the more intelligent approach.

The night was going great, the two friends were enjoying themselves, the music was good and the drink was flowing. Jon had lots of people around him, engaging in good conversation, laughing at his jokes and buying him drinks. They wanted to spend the evening with him because they felt he understood them. He was connecting so well with other guests.

Charlie however was not having such a great time. He was speaking to lots of people, sure. But nobody was really listening. He found that after 5 minutes people would wander off and he’d be left looking for the next group of guests he could start talking to.

Jon left with a whole load of new friends and even a girl’s number…the lucky rascal.

Charlie on the other hand didn’t – and he couldn’t figure out why.

We see a lot of approaches to social from a broad range of employers who ask us to plan their strategy and begin conversations. The key trend we always seem to spot is that they all want to jump right into the party, much like Charlie. They want to use social media as a megaphone to shout about their message. When what they should be doing is taking a leaf out of Jon’s book and using it instead as a set of speakers to listen to what people are saying.

Social listening is quite literally that. Listening to what’s being said about your brand online within social communities – blogs, forums, corporate pages and social channels. It can help you understand where you’ve been mentioned, and in what context. You can then begin to compare that to those you compete for talent with which is incredibly useful for benchmarking your strengths and weaknesses.

Knowledge is power as they say and understanding the good, the bad and the ugly will put you in a great position to build out a plan of action – whether that plan focuses on being disruptive, challenging misconceptions or outright education – you need to truly listen before you speak.

Here are a few free tools to help ensure you don’t make a proper Charlie out of yourself.

Hootsuite & Tweetdeck – widely used to plan outbound messages, but have some functionality to monitor and allow you to gather data and respond in real-time.

Twazzup – great for beginners looking for a Twitter monitoring tool

Social Mention – allows you to monitor and collect data across multiple platforms with basic analytics to help you measure positive and negative sentiment

Icerocket – specialises in blog searches but has the functionality to watch Facebook and Twitter too

Google alerts – a very basic way to discover when a websites is posting about you. Doesn’t cover social and is probably the least useful in a recruitment sense

We hope you’ve found this little introduction to buzz monitoring useful. If you’d like to talk to us about how we can help you really listen, then pop over to http://www.tonic-agency.com and get in touch.

How can Google Communities help position employers as a source of value?

Welcome to the penultimate part of our 5-part blog on how employers can make best use of Google Plus. We hope that you’ve enjoyed reading and viewing our content as much as we’ve enjoyed creating it.

Last week we shared a video blog that talked about Google Hangouts and how employers can use them to be more personal. If you missed that, take a look at the video here.

This week we’ll be discussing Google Communities, and how they can be used to help position employers as thought leaders and a source of value amongst their audience.

For those who are unsure, a Google+ Community is something that resembles a traditional message board that focuses around a central theme. This could be “I love my cat” or “Manchester United fans” – literally anything. In these communities, followers can interact with other like-minded individuals while allowing the community moderator to share personalised content with that specific community.

Google+ already has a large variety of communities to choose from, whether they focus on engineering, computer science or quantum mechanics. If there’s nothing that suits your needs already, you’re able to begin building your own community and driving the conversation yourself. This can be open to the public or invitation only – whichever suits your purposes.

Communities on Google are fairly young, but as interest in G+ grows, so does the number of communities. And when you consider the rate at which the network is growing, you’d expect the current figure (100,000+) to grow extremely rapidly, largely due to the Google Eco-system, but also due to the way communities differ compared to groups on other social networks.

So what does this mean for employers?

Let’s take John, an Engineering graduate in his second year at Kingston University. What exactly makes an employer valuable to John? Is it the fact that they’ll be making him plenty of job offers in the future and filling his Facebook page and Twitter feeds with current vacancies? Or will helping John with careers advice and guidance be more helpful? How about giving John the latest thinking around an interesting Electrical Engineering project? Or perhaps sharing useful resources for him to visit online? The bottom line is that people will talk to you if they perceive value in it for them. By helping people, you automatically gain the status of a good source of value and naturally, you’re front of mind.

If you missed our thinking about how HelpMarketing can tie into your attraction and reputation strategy, then have a look here.

G+ communities allow you to develop or participate in a community conversation around a specific shared interest. This not only raises awareness around your brand, but allows you to develop authority as an industry expert, share advice and latest thinking and furthermore, allows you to engage directly with potential talent and begin following them or adding them to your circles to continue the conversation you’ve begun.

A few other nifty features of G+ communities that similar platforms such as LinkedIn groups don’t offer are:

Using #hashtags to tie posts to specific searches on the platform and to a broader audience outside of G+
Creating categories within communities to allow you to group and allocate content as you see fit
With Google Ripples you can create an interactive graphic to see how a particular post has been shared and re-shared over a period of time, useful to assess the reach your content has
Posts within a community are indexed by Google and will be found easily via anyone searching for that topic on a Google Search
As with most of the G+ platform, the ‘plus one’ gives an indication of the popularity of the content you share – a good indicator to see if your content is resonating with your community

All of the above go a long way when it comes to helping employer’s position themselves as a source of value amongst the people they hope to begin a conversation with. And ensuring you remain font of mind means half the battle is won.

Next week will be the final of our 5-part blog, and we’ll be talking about the beneficial impact of G+ on your SEO and search visibility and tying together all the features we’ve discussed so far.

If you’d like to talk to us about any aspect of G+, or simply find out how you can be more valuable to talent, then pop over to http://www.tonic-thinking.com and get in touch.

How employers can make use of G+ hangouts to be more personal and human

The 3rd installment of our 5 part blog on G+. This week we look at how employers can make best use of G+ Hangouts to be more human and more personal with talent.