How to Become a Social Superhero [Free eBook]

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Are your marketing powers a bit weak?

90% of all businesses now use social media for business purposes, whether they are trying to build brand awareness, grow an engaged following, support their customers, or leverage social to drive leads and customers for their business.

The trouble is that many companies don’t have the right strategy and tactical plans in place and don’t see any real business benefits from social media.


To address this, we have looked at what strategy and tactics brands should apply in the most obvious way of them all, social super-powers:

  • Stretch – also known as social media reach
  • X-Ray vision – taking advantage of the open web
  • Teleportation – using different networks at the same time
  • Mind reading – predict what your target audience wants
  • Strength – a never-faltering presence
  • Human – every brand needs a human side

We’ve teamed up with our friends at HubSpotBrandwatch and Buzzsumo to create the free Social Superheroes eBook.

social superheroes ebookOur Social Superheroes will show you how to:

  • Research and ensure your content will be successful
  • Find the right content topics and formats to share
  • Produce quality content and in lightening speed
  • Create interesting and eye-catching assets to use on social media during a campaign
  • Stretch the reach of your posts beyond the realm of imagination
  • Make a campaign entertaining and engaging for your audience
  • Hijack and outperform what your competitors are doing
  • Build an influencer network to get others sharing your content
  • Measure the success of your campaign by tracking the right metrics

…plus many more!

What are you waiting for?

superheroes ebook

How Undercover Recruiter Reached 100k Followers on Twitter

How did you get into social media? My story is that I was working as a recruiter and thought I’d start a blog a bit on the side which I decided to call Undercover Recruiter. It was basically a place for me to share my best tips with employers, jobseekers and other recruiters. In order to start promoting the content on the blog I was advised to set up various social media accounts. I was aware of Twitter from the news mainly, never thought I’d get an account but it seemed like a good way to reach a new audience for my blog posts. That was back in 2009 and here’s the first ever tweet (incidentally I still read Penelope Trunk’s excellent blog):

From that point on, I started curating career and recruiting content on the Twitter account and of course throwing one or two of Undercover Recruiter articles in the mix every now and then. That was five-six years ago, fast forward to December 2014 and we reached 100,000 followers on this Twitter account which was a great milestone. How exactly did we do it?

Content strategy:

Without great content you’ll struggle on social media. This is why we started sharing content from other sites very early on, my idea was to share the best career and recruiting content available online to our growing audience. Once we were seen as a place to find out the latest and greatest, we could start sharing even more of our own content. Today if you look at the feed you’ll find that we share our own articles regularly around the clock. Our biggest audience for this site is in the U.S. and most of our social activity is between 2pm and 8pm UK time. We also share articles from our friends such as ERE, Careerealism, Brazen Careerist and of course Penelope Trunk. In terms of content buckets, our followers tend to either be into either interview, resume, salary tips or tips on how to recruit better, use social media and industry studies and research. This will be explained by the fact that our followers include both people interested in careers in general and career professionals such as recruiters, HR professionals, career coaches and the like.


With retweets, favourites and replies happening about every five minutes it can sometimes be difficult to stay on top of the Undercover Recruiter Twitter account. We try to reply to everyone who isn’t an obvious spammer and we tend to retweet influencers who choose to share our content. The best way to do this is by searching URLs and setting up filters in your Twitter management dashboard. We also try to use hashtags whenever appropriate and we use regular weekly hashtags such as #UROpinion, #TechTuesday, #WisdomWednesday, #ThrowBackThursday and sometimes even the oldest one of them all; #FollowFriday:


As I mentioned, most of the Undercover Recruiter audience is in the United States, about 60% of our followers are based there. That being said, the number one city in terms of followers happens to be London, followed by New York City and Los Angeles. We have attracted a few notable followers in Join the Flock (Twitter recruitment), LinkedIn, Disney Jobs, Indeed and even Pepsi. 65% of our followers male, 35% are female. 27% of our followers also follow Mashable and Bill Gates. The top interest of our followers is unsurprisingly ‘Career news and general info’, followed by ‘Technology’ and ‘Business news and general info’.


Without some serious tools we’d struggle even more to stay on top. The main apps we use are Hootsuite, Tweetdeck and Buffer. Hootsuite is great for monitoring, reporting and using Twitter along with other social networks. Tweetdeck is unbeatable for managing Twitter only, it’s owned by Twitter and integrates seamlessly. Buffer is the tool we use for scheduling updates, typically with a large featured image, at a pre-defined schedule. I should point out that we have premium accounts with Hootsuite and Buffer.

I should also point out that since I started this Twitter account, managing it has very much been a Link Humans team effort – far too big a job for one. Do you follow @UndercoverRec yet? Join us on the journey to 200k!

RELATED: How to Actually Win at Real Time Twitter Marketing

Social Recruiting eBook

What Will Social Media Look Like in 2015?

2015 social media

2014 has been another interesting year for the world of social media, to catch up on it look no further than our regular Social Media Moments. We recently asked a few attendees of our Xmas party what their social media predictions are for 2015 (see the podcast episode at the bottom of this post), and thought we ought to share our own predictions. So here they are, the Link Humans predictions for 2015 – feel free to leave your predictions in the comments below or tweet us @LinkHumans.


I think 2015 will be the year of privacy. Most of the major social networks are creating products where privacy is the main focus. Facebook released ‘Rooms’ and ‘Groups’ to encourage interaction between like-minded people. 2015 will also be the year when eCommerce and social media will become one, with people buying directly from Facebook and Twitter. There’s no doubt that new social networks will come and go but I believe at least 2 new platforms will still be around by the end of the year. [@wakanouka]


While industry experts, analysts and marketers have been evangelising about omnichannel marketing, more and more digital tools will finally start embracing that too. 2015 will see a lot of analytics providers merging with others and/or beefing up their offering to provide a more comprehensive suite of marketing tools. Is this the end of specialist analytics tools? Certainly not, but we’re definitely going to see a rise in all-in-one digital tools. We’ve already seen that with the likes of Socialbakers, and we’ve recently witnessed that with Simply Measured partnering with SHIFT, to provide in-depth analytics AND solid advertising options. This move will incentivise a lot of brands to think outside of the “digital silos” and start looking at various aspects of digital marketing as one – an essential step towards omnichannel marketing, which we’ll definitely see a lot more of in the coming year. [@FR314]


Social media will have an impact on all parts of an organisation and be used for internal communications, crowd-sourcing innovation and a place for any stakeholder to have an open dialogue with the people behind the brand. I also think Facebook at Work will give LinkedIn a run for its money, that SnapChat will continue to annoy Mark Zuckerberg and that Ello will never be spoken of again. [@jorgensundberg]


I believe that visual will be king in 2015 – with a new video site trying to take Vine’s crown coming through – and that e-commerce will get even easier. I think we are only a few years away from saying goodbye to physical shops altogether. [@laurencehebberd]


Crystal Ball Photography VariantWearable tech will start to have a bigger impact on social, with areas such as NFC being used more to create a personalised marketing experience. Brands will still try and be your friends more – and will then make just the same mistakes. Twitter will change its policy on trolls and help more. Lots more Angry Cat style characters will be launched on youtube with most disappearing into a black hole of sameness. LinkedIn will still upset people who don’t want a job. Facebook @ Work will be launched with lots of companies still concerned about individual privacy. [@lincoln_coutts]


We’ll see more people start to move away from Facebook looking for an alternative network. Instagram will hit 500 million users by the end of 2015. Facebook@Work will be a big success with tech savvy professionals. LinkedIn needs some healthy competition so this will benefit all users on either FB@Work or LinkedIn. I’m guessing FB@Work will be invite-only to add hysteria and further interest into the new network from Facebook. Me personally: I’ll continue to not understand Snapchat or Instagram, sticking to the safe haven of Twitter. [@robbie_palmer]


I think brands are going to up their visual-content-marketing game. Vine, Instagram and Snapchat will become integrated into more strategies, and content will become way more creative and competitive. It’s also going to be interesting seeing if Facebook at Work can provide LinkedIn with some competition… Let’s hope so! [@rubyl0ve]

And here are the 2015 predictions from our Xmas party as promised:

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STUDY: How Recruiters & Job Seekers Use Social Media

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Adecco Group have released the results of its first global study looking at the use of social media in recruitment and the job search – the most comprehensive study in this field to date. Here are the results in terms of job seekers – and they come from over 17,000 entrants in 24 different countries.

Key findings show that social media is, and will increasingly become, the new job market place, but best practices and impacts are not always clear for either the job seekers or the recruiters.

Adecco’s study found that more than half of all recruitment activity involved the internet. That number is expected to rise this year, as seven out of ten recruiters saying they currently use social media for their human resource’s professional activities.

The global study also discovered that an applicant’s social media engagement is important to recruiters, as candidates with an established online network receive more contact from potential employers. LinkedIn is the most popular network for recruiters assessing candidates at 68%, Facebook at 52%. An estimated one third of recruiters admit rejecting a potential candidate due to the content on an applicant’s profile. Silvia Zanella, Adecco Global Social Media & Online Marketing Director said…

“The predominant relevance of social media recruiting is a reality today and no doubt in the future. We can help job seekers get the most out of the unlimited opportunities available through proper use of social networks, and provide recruiters with the best tools for improving the quality of their social media professional practices. ”


  • The more people you know online, the better your chances are of finding a new job.
  • Avoid sensitive content on your social network profiles.
  • Use social networks in your job search- search relevant terms and hashtags to find the vacancies relevant to you.
  • Whilst searching keep distributing your CV to recruiters!
  • Keep your social networking consistent and up-to-date.

You can download the full report at and click here to see the full infographic.

How Social Employees Can Be the Perfect Brand Ambassadors

Within the world of business, credibility and transparency is something that is rather important to the public nowadays. People want to know what is going on ‘behind closed doors’ within certain companies and how they deal with successes and failures. 

This is why treating employees as a part of your team of ambassadors is so powerful. When the public sees that the employee would personally recommend their company’s service or product to their direct network; they surely have confidence in the quality and stand by the brand.

Apart from the social media manager or marketing team making use of social media platforms to market their brand, alternative individuals working at the company might act as ambassadors on their social media channels.

Let’s take a look at some of the ways you could get your employees to become brand ambassadors for your company:

Create Social Brand Value

In order to get your employees to become a brand ambassador online is to create a social brand value. This term, Social Brand Value is explained by Michael;

“The concept is defined as the extent to which people share a brand or information about a brand as part of their everyday social lives at work or at home”.

This brand value shifts the extent of the company’s influence from the brand to the person, as such. It is important to gain social capital through ‘normal’ people without a premeditated sales pitch or advertorial. People want to connect on a personal level, and these days the platform for this connection is online.

It is then understood that if there is a strong social brand in place, the credibility of the company and its operations is likely to strengthen.

Choose the Right Brand Ambassadors

Even though passionate employees might be sharing your company’s message without you even urging them to do so, it’s still important to choose the right candidates for your team of ambassadors. Being part of this team doesn’t initially have to be a formal responsibility; scout which employees seem eager to showcase the message, services and products online by sounding sincere and relevant. If you can identify employees who already use and enjoy social media in a positive manner, you have won half the battle.

Have a Strong Employee Culture

If employees are happy in their workplace they would be more likely to put the brand in a good light online as well as offline. Find ways to create a unit within the company by creating a strong company culture. This works well when establishing certain workplace routine or surprising your employees every now and again. Think in the lines of Pizza Friday, Wednesday Drinks or enter a sports team in a local tournament. Consider what would be fun and enjoyable to your employees and make a habit of keeping them in a good mood.

southwest airlines career

Creating a strong employee culture can be a science in itself, check out South West Airlines employee culture to get an idea.

Encourage Activity on Social Media

In order for your employees to spread to word via social media channels, they have to be active on these platforms. Encourage your employees to create profiles on the main social media channels such as Facebook, LinkedIn, Twitter, Instagram and Pinterest. The platform they use will depend on their personal preferences as well as the applicable platform for your brand.

Be sure to provide clear social media guidelines and training to encourage social media use, here’s an example from KPMG:

Some companies don’t even allow their employees to be active on social media during work hours because it can be a distraction. But because you aren’t restricting your employees, you might even subtly encourage them to share the positive things happening in the workplace. For your employees, interacting with other industry specialists online might even inspire and increase productivity.

Get Them Engaged

In order to have your employees represent and advertise your brand online, they have to know what the company and business is all about. Many companies don’t feel the need to share their vision, goals and mission with each employee, but this is essential to the social brand.

Six traits of engaged employees:

  1. Believe in their organisation
  2. Have the desire to work to make things better
  3. Understand the business context and the bigger picture
  4. Are respectful and helpful to colleagues
  5. Are willing to go the extra mile
  6. Stay up to date with developments within their industry

Praise According to Analytics

It’s one thing to create influential brand ambassadors online, but keeping them out of the loop of your business’ growth won’t make them feel included. If a tweet goes viral or there is a sudden increase in website traffic, find the source and praise the individual responsible. This way all the employees will feel connected in building the brand and spreading the word.

These are just a few ways in which you can get your employees to be strong candidates for being the brand’s online ambassadors. Can you add more? Please let us know in the comments below!

RELATED: How Nokia Turns Employees into Brand Ambassadors

Social Media and Job Search in 2014 [INFOGRAPHIC]

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Our friends at Jobvite recently conducted a nationwide online omnibus survey of 1,303 U.S. job seekers who are currently in employment. Here are some of the main takeaways (scroll down for the infographic).

Social job seekers

86% of job seekers have an account on at least one of the six online social networks included with this study; Facebook, Linkedin, Google+, Twitter, Instagram, Pinterest. Social job seekers are younger, more highly educated and more likely to be employed full-time.


76% of social job seekers found their current position through Facebook. Three most popular activities on Facebook:

  • 27% contact shared a job opportunity
  • 25% contact provided an employee’s perspective on a company
  • 22% shared a job opportunity with a contact


LinkedIn is where they do most of their job-seeking activity:

  • 40% contact referred me for a job
  • 34% contact shared a job opportunity
  • 32% made a new professional connection
  • 32% contact provided an employee’s perspective on a company


  • Twitter is the most popular place to ask others for help and advice:
  • Next three most popular activities on Twitter:
  • 29% shared a job opportunity with a contact
  • 28% contact provided an employee’s perspective on a company
  • 28% contact shared a job opportunity


46% of job seekers have modified their privacy settings. Job seekers are as likely to delete their account completely as they are to remove specific content from their profiles. And recruiters are looking:

  • 93% of recruiters are likely to look at a candidate’s social profile.
  • 42% have reconsidered a candidate based on content viewed in a social profile, leading to both positive and negative re-assessments

RELATED: How Employers Use Social Media To Screen Applicants [INFOGRAPHIC]

The college educated are also 4x as likely to update their LinkedIn with professional info than those who are high-school educated or less, and almost 2x as likely to do so on a mobile device.

Most popular social networks

While job seekers flock to Facebook, recruiters prefer Linkedin when searching for candidates. Most popular social networks for…

Job seekers:

  • Facebook 83%
  • Twitter 40%
  • Google+ 37%
  • LinkedIn 36%

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  • LinkedIn 94%
  • Facebook 65%
  • Twitter 55%
  • Google + 18%

While 94% of recruiters are active on Linkedin, only 36% of job seekers are.

The mobile job seeker

Frequent job-changers are more likely than average to have searched for jobs or had contact with a potential employer on their mobile device: 64% of adults who change jobs every 1-5 years vs. 43% overall.

  • 43% of job seekers have used their mobile device to engage in job-seeking activity
  • 27% of job seekers expect to be able to apply for a job from their mobile device.
  • 37% of millennial job seekers expect career websites to be optimised for mobile.

Percentage of job seekers rating the following “important” in their job search:

  • 55% ability to see job openings or listings without having to register
  • 27% ability to apply for jobs from a mobile device
  • 23% website optimised for mobile devices
  • 11% ability to use Linkedin profile or online resume to apply for a job

Mobile and social

Mobile job seekers are more likely to turn to Facebook than Linkedin in their job search. Percentage of job seekers who have done the following on a mobile device:

Updated their profile with professional information:

  • 15% Facebook
  • 11% Twitter
  • 6% Linkedin

Searched for a job:

  • 12% Facebook
  • 7% Linkedin
  • 6% Twitter

RELATED: How Do Recruiters Use Social Media? [STUDY]