1. NASWA Leveraging partnerships to increase social media engagement
80th
Annual
Conference
Leveraging partnerships to increase social media engagement
Janelle Guthrie, APR
Communications Director
Washington Employment Security Department

2. 3 Three ways The evolution of ESD’s collaborative efforts
WorkSource & Workforce Development Councils
YesVets: Cross Agency
WorkSourceWA.com & Monster

3. Getting started
Working with agency leadership & workforce partners

4. What social media should (and shouldn’t) be
Embracing social media in Washington’s workforce system has taken some time…
What social media is– A collection of tools to use to reach your communications goals
What many think it is – An overwhelming world full of moving targets & chaos

5. WorkSource Career Centers on Facebook - 2014
That’s why we started with Facebook– and why only a few sites were active in 2014.
Adjacent counties that are the same color denote a shared Facebook page.

6. Our strategy Social media collaboration requires Mutual respect
Accountability
Innovation
Team support
Mutual respect: Working together
Accountability:
Step 1: Determine the business need.
With the approval of a manager, determine whether there is a business need. Answer the following questions to assess and identify potential social-media solutions.
What business problem or initiative does your request address?
Does the agency already sponsor a tool that could meet your needs? If not, which social media tool do you think best meets your needs? Why?
Who will benefit from the services or information provided via the social media tool?
Are staff prepared to manage the tool now and in the future?
What type of information do you plan to share using social media?
Step 2: Prepare a social media authorization request
Submit a social media authorization request form to the Communications Office. 
Step 3: Submit the form to the Communications Office.
Innovation: Sharing ideas on monthly calls and across sites
Team Support: Sharing and liking each other’s information

7. ?
Where are we now?

8. WorkSource Career Centers on Facebook - 2016
Adjacent counties that are the same color denote a shared Facebook page.

9. Success measures… 2014 Now Facebook in five areas + ESD 3,384 Likes
Long response time
Low engagement
Now
FB across state (including first Spanish language page) – King County
10,500 likes
Posts
reached 48,448 last week
engaged 2,830 last week
As of 9/18/2016

10. Solutions Challenges Coordination Regular teleconference calls
Work Accounts vs. Personal
Staying fresh
Power struggles
Regular teleconference calls
Demonstrate why
Share ideas
On-going outreach

11. Engaging with other state agencies
YesVets hiring initiative
In the 2015 legislative session, State Rep. and business owner Gina McCabe worked with ESD and WDVA to develop a bill that would achieve her goal of helping veterans find meaningful employment within existing resources. Out of this YesVets was born!
Once an employer finds out about the YesVets project, they visit the website to join. ESD’s local veteran’s employment representatives (LVERs) are notified when a business near them registers so they can help them hire a qualified veteran. Washington employers who sign up for the program and hire a veteran receive a YesVets decal and recognition on our YesVets Facebook and Twitter sites.

12. Partnership Brainstormed name Designed logo
Developed communications plan
Built web site
Launched promotional campaign

13. Collaboration Created YesVets Facebook page
Launched YesVets Twitter channel
Developed SharePoint site to coordinate
Urged businesses to like & share

14. Success! Pilot went statewide in less than 4 months
305 employers involved to date
372 veterans hired through this program

15. Partnering with the private sector
In May, Washington launched WorkSourceWA.com, its cutting edge labor market exchange site built in partnership with Monster.com.
Washington is the second state to work with Monster to build a statewide platform using its industry-proven technology. WorkSourceWA.com offers employers vastly improved recruitment tools, including:
An award winning talent-management software to find qualified candidates faster.
Unlimited job postings for free.
The largest talent database in the state, including Monster’s candidate pool for all of Washington and bordering cities in Oregon, Idaho and Montana.
Automatic ranking and side-by-side comparison of resumes.

16. The plan Easy-to-use Facebook and Twitter posts
Sharing, tagging and liking across system
Work through alternate platforms, such as LinkedIn
Supplement with social and search ads

17. The execution Some posted too early Others not at all
Struggles with brand/roles
Negative posts
Mostly successful

18. Success metrics for August
Paid Content
9,010 clicks to WorkSourceWA .com
6,000 unique actions: Clicking on, liking, or sharing the ads
More than 80,000 reached
360K+ total impressions – people have encountered the ads an average of 4x.

19. Overall success
Every Workforce Development Council –except one– used the scheduled posts
ESD posted 108 Facebook/Twitter posts between July 5-Sept. 19
Organic reach: Average 424/day
Total (including paid: Average 6,000 per day
Video > than photos or posts

20. Top Tips Be patient Have a plan Be open to innovation Track metrics
Be gently persistent
Have fun!