Three Pillars of a Social Media Strategy

Tuesday, March 03, 2015

Tracey Friend, Vice President Direct Solutions 

Successful business strategies don’t happen by accident. They require a lot of pre-work, resources and analysis to come to fruition. When it comes to building an effective social media strategy, there are three key pillars you must include: determining the desired end state, defining success, and creating a tactical plan to get where you need to go.

Pillar #1: Start with the End in Mind

To get started, you will need to take a realistic look at your organization’s resources and expectations for both short-term and long-term goals. Every company should begin with a clear vision of what they want their employment brand to be—who they want to be vis-à-vis their competitors in the marketplace. The desired end state will help determine which tactics you will use and how you execute them. The daily, transactional activities that achieve your short-term objectives should support the larger objectives for brand building.

Pillar #2: Define Your Success

The next step in building a successful social media strategy is to ask yourself, “What does success look like for our organization?” Below are some possible outcomes of a well-executed social media strategy. Which one best describes what you hope to accomplish both in the short and long term?

Robust Candidate Pipeline: For you, reaching your goals is all about success in the here and now. What you want is resumes, qualified candidates, and lots of them. In this version of success you gain the ability to schedule interviews quickly and fill open positions in record time.

Cohesive Talent Community: More than filling the jobs of today, this version of success establishes you as a formidable contender in the battle for talent. You possess a long-standing level of trust with your target audience and leverage that trust to glean out the most talented to fill your open positions.

Employment Brand Leader: Your organization is recognized as an employer of choice by those in your industry. Attracted by your reputation, candidates beat a path to your door and recruiting reaches a whole new level.

Pillar #3: Track Your Activities

Once you know your overall direction and the goals want to accomplish, it is time to map out the activities that will get you where you need to go. Creating a table of activities like the one below will help you track and measure your effectiveness so you can be sure to get the results you desire.

#

Measurement

Robust Candidate Pipeline

Cohesive Talent Community

Employment Brand Leader

1

X number of posts

x

x

x

2

X number of social shares

x

x

x

3

Audience growth

 

x

x

4

Resumes generated

x

x

 

5

Names generated

x

x

 

6

Subscriber growth

 

x

x

7

Inbound links

 

x

x

8

SEO improvement

 

x

x

9

Likes

 

x

x

10

Followers

 

x

x

11

Referring traffic

x

x

x

12

Retweets

x

x

x

13

Hashtag usage

x

x

x

14

Favorite tweets

x

x

x

15

Video/SlideShare views

x

x

x

16

Client engagement

x

x

x

17

Downloads

x

x

x

If you are looking to draft or adapt your social media strategy, our team of recruiting experts would be happy to sit down with you and make sure you have a strong plan in place. Feel free to contact the Agile•1 RPO team at info@agile1.com.