What Drives Social Influence? Insights From Recruiting Circles
Written by Carter J. Hostelley, CEO, Leadtail
Marketers change jobs a lot. So every few months I hear from someone who’s job hunting again. Typically, we get together to grab coffee and chat about their situation. And at some point, they ask, “Hey, are there any recruiters you’d recommend I talk to?”
Now, imagine you’re an executive recruiter sitting nearby and listening in. Wouldn’t you like to pull up a chair and join our conversation? Sure you would. And maybe you’d also wonder how to influence me, so that I recommended you.
Social Listening Isn’t Enough
These days, you don’t need to hang out at coffee shops to listen in. You can just tap into your favorite social media news feed to discover what’s being discussed and shared at any moment. But pretty quickly you’ll get overwhelmed. Why? Because you don’t know which conversations to join, whom to engage, and how to influence them.
Without context, social listening isn’t helpful. To make social media more relevant and actionable, you need to tune-out ambient noise. In other words, you need to move from social listening to social insights.
Case In Point: How Do Recruiters Engage on Twitter?
Let’s say you’re an executive recruiter who wants to know what other recruiters are up to on social media. Or maybe you work for a company that sells to recruiters. In either case, you’re looking for social insights about recruiting professionals.
That’s exactly what ERE.net asked my company to do recently. So we developed a report: How Recruiters Engage on Twitter. It summarizes how 557 North American recruiters participated, engaged, and were influenced on Twitter, from June-August 2013. During that time, our sample of recruiters generated 173,903 tweets, 106,343 shared links, and had a total of 1,533,429 followers.
Why look at Twitter activity? Because it’s a good proxy for social media behavior overall, and offers an advantage over other data sources (such as surveys, polls and focus groups), because it reveals what people actually do, versus what they say they do.
For example, here’s a visual representation of the people who are most retweeted by recruiters we analyzed:
This report also provides other useful social insights, including: most popular hashtags, most shared content sources, and the top 25 industry publications shared by these recruiters.
Best Practices of Top Influencers
Exclusively for this post, we dove even deeper into Twitter activity among the five people who influence recruiters most. They are:
@MeghanMBiro — Meghan Biro, Founder & CEO, TalentCulture
@blogging4jobs — Jessica Merrell, Editor of Blogging4Jobs
@jimstroud — Jim Stroud, Director of Sourcing and Social Strategy, Bernard Hodes Group
@YouTernMark — Mark Babbitt, Founder & CEO, YouTern
@GlenCathey — Glen Cathey, SVP Talent Strategy and Innovation, Kforce
What did we discover by examining the behavior of this elite group?
• Influencers tweet a LOT. 4 out of 5 of these top influencers tweet 15+ times a day. (Meghan blows them all away, with an average 107 tweets/day!)
• Influencers develop a “brand” of their own. Each top influencer has a style and focus that’s unique. For instance, @JimStroud focuses on social recruiting and job search strategy, while @GlenCathey’s approach is decidedly more tech-and-data driven.
• Influencers don’t lean on retweets. All 5 of the top influencers go light on the RT, keeping them to less than 15% of overall tweet volume. Instead, they share lots of links and often mention other folks.
• Influencers embrace the community. 3 out of 5 of these influencers will most likely follow you back (they follow 70%+ of those who follow them), and 4 out of 5 include an “@” mention in most of their tweets.
• Influencers tweet with a goal in mind. Whether it’s to get the word out about their next event, to sell their services, or to grow their audience, these folks tweet links that drive traffic to their other online channels (websites, other social media sites, etc.) 10%-50% of the time.
While these “best practices” come from observing the Twitter activity of only 5 key influencers, they also provide insights into how you may want to consider approaching Twitter and social media to boost your influence.
Tips To Increase Your Social Influence
How can you move from social listening to social insights (and perhaps have an impact on the right people)? Here are 5 tips:
• Listen to your target audience. Who cares what anyone and everyone is saying? Instead, listen to what’s on the minds of customers, prospects, and key influencers.
• Be where the right conversations are happening. So many social networks, so little time! Invest your efforts in the social platforms where your target audience is active.
• Talk about relevant topics. What issues, news, and events have captured the attention of the folks you’re looking to engage? Shouldn’t you be talking about that, too?
• Discover who’s doing the influencing. Which publications and people do your buyers read, share and interact with? Pay attention to who is popular and influential, and how they engage.
• Work the aisles. Just being present in social media is not enough. You must cultivate relationships with a community that you develop over time. Eventually, you’ll be in a position to influence those who matter most to you.
Now, imagine we’re back in that coffee shop, where you’re listening to my conversation with my marketing colleague. Let’s say you decide to introduce yourself. Wouldn’t it be great if I said, “Thanks for coming over, I actually follow you on Twitter! I love your comments and the content you share.”? That means you’ve done a great job of influencing me, before our conversation even begins!
Now It’s Your Turn
How are you generating social insights today? What strategies have you found successful in becoming more influential on social media? Share your thoughts in the comments area.
(About the Author: Carter Hostelley is the Founder and CEO of Leadtail, a B2B social media and insights agency. He and his team have developed and implemented social media programs for leading business brands and technology startups including WageWorks, Alcatel-Lucent, Symantec, Adaptive Planning, NetBase, and PunchTab. They also publish periodic social insights reports on senior marketers, HR professionals, and recruiters. These reports have been covered by publications such as: Forbes, Business Insider, Huffington Post, ERE, MarketingProfs, AllTwitter, and Social Times. Carter also has over 15 years experience working with venture-backed technology startups in numerous executive roles, and is a contributing author at CMSWire. Connect with him on LinkedIn, Twitter or via email.)
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