Board Converting News, September 5, 2022

BoardConverting Serving the North American Corrugated and Folding Carton Industries for 38 years September 5, 2022 VOL. 38. NO. 36

Social Recruiting: Using Social Networks To Attract Top Talent BY PHILLIP M. PERRY Hiring top talent has never been easy. With the tightening of the labor market, though, it’s tougher than ever to find the best people. Gone are the days when an employer could post a help-wanted ad and enjoy the luxury of a long line of applicants. And the continuing drama of the so-called “Great Resignation” is not helping matters.

WHAT’S INSIDE 5 BCN Seeks Submissions For 9/19 Issue At Corrugated Week 10 AICC Opens Enrollment For CEO Advisory Groups 12 Liberty Diversified International Names Theis President, CEO 18 PPC Slates Folding Carton Boot Camp For November The project will be conducted in phases through 2023 while the existing corrugator continues to operate. The planned startup of the new unit will be sometime in the first half of 2024. The Lebanon plant started up by Georgia-Pacific in 1993 and employs 75. It serves customers in Tennessee, Mississippi, Georgia, Kentucky, Alabama, Illinois, Arkan- sas, North Carolina and South Carolina. Georgia-Pacific Invests $20M In Lebanon TN Plant Atlanta, Georgia based Georgia-Pacific re- ported that is investing more than $20 million at its plant in Lebanon, Tennessee. Its existing corrugator will be replaced with a new one to provide more throughput and a better-quality product for customers. “This is as much an investment in our cur- rent and future customers as it is in our Leb- anon operations,” said Rob Streeter, Geor- gia-Pacific’s Area General Manager. “This new technologically advanced corrugator will give us the ability to supply the independent and integrated box and display customers throughout the mid-South, with upgraded of- ferings such as two-sided high-quality print, including Georgia-Pacific’s Hummingbird dig- ital print, on a variety of fluting options for the converted board.”

“The nation is short workers,” says Mel Kleiman, Director of Hous- ton based Humetrics, an employment consulting firm ( ). “With unemployment so low, basically anyone who wants a job can get one.” That means there are fewer people around to fill your ranks. The solution? Be more proactive in your recruiting. “A lot of people are not unhappy enough with their current positions to search out new ones,” says Kleiman. “But they might well be interested if jobs came looking.” To grab the best people, then, you have to take the initiative. And that means taking full advantage of the Internet. “If you are looking to hire people, you have to go where they congregate,” says manage- ment consultant Terry Brock, Orlando, Florida ( ). “And today people congregate on social media.” Network For Success At one level, social media represent a dramatic shift by the recruit- ing environment onto the Internet. At another level, they are just the latest version of the old tried-and-true networking paradigm. “Twenty CONTINUED ON PAGE 24


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2 September 5, 2022

AVERAGE CONTAINERBOARD PRICES The average prices reported are tabulated from prices PAID by various sources throughout the United States the week previous to issue. Prices in some areas of the country may be higher or lower than the tabulated average. The prices tabulated here are intended only for purposes of reference. They do not connote any commitment to sell any material at the indicated average. Transactions may be completed at any time at a price agreed upon by seller and purchaser.

REGION E. Coast Midwest Southeast Southwest

42# Kraft liner

26# Semi-Chem. Medium

$1005.00-1010.00 $1020.00-1030.00 $1020.00-1030.00 $1020.00-1030.00 $1050.00-1060.00 $1023.00-1032.00

Short Ton Del. Short Ton Del. Short Ton Del. Short Ton Del. Short Ton Del. Short Ton Del.

$940.00-990.00 $955.00-975.00 $955.00-975.00 $955.00-975.00 $975.00-995.00 $958.00-978.00

West Coast U.S. Average

SHEET PRICES BY REGION (AVERAGE) Per 1MSF, local delivery included, 50MSF single item order, truckload delivery. Sheets

E. Coast Midwest South-SW S. CA N.CA/WA-OR US Aver.

200# 275#



$62.69 $82.80

$85.35 119.54

$73.13 101.29





More box makers, brokers and end users are relying on the containerboard pricing in Board Converting News to negotiate their contracts than ever before.








107.46 118.45

114.69 129.32

116.54 137.25 117.82 145.56

141.08 148.46

122.76 131.80

CANADIAN SHEET PRICES (AVERAGE) In Canadian Dollars, per 1MSF, local delivery included, under 50MSF single item order, truckload delivery. 200# 275# Oyster UC 275#DW 350#DW $78.56 $99.18 $9.00 $96.32 $105.83 CANADIAN LINERBOARD & MEDIUM The average prices reported are tabulated from prices PAID by various sources throughout Canada. Prices may be higher or lower in various areas of the country. The prices tabulated here are intended only for purposes of reference. They do not connote any commitment to sell any material at the indicated average. Transactions may be completed at any time at a price agreed upon by seller and purchaser. Prices are Canadian $ and per metric ton.

See the current prices every week right here on Page 3.

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BCN Seeks Submissions For 9/19 Issue At Corrugated Week 2022 Attention all box makers and suppliers! Please be advised that you and your team should continue to make Board Converting News part of your Corrugated Week 2022 marketing plans. Send your press releases, informational articles and any other company news you would like to see featured in our big September 19 issue, which will be distributed at Corrugated Week in San Antonio, Texas. This is your opportunity to be highlighted in one of the biggest and most anticipated issues of the year that will guarantee you the most exposure possible during the nearly week-long event. As the undisputed source of in- formation and the only weekly publication -- in print and oline -- serving the North American corrugated and fold- ing carton markets, we want to help share your successes with the industry. Are you planning to stage a unique display during Corrugated Week? Do you want to showcase a new tech- nology? Would you like to announce an expansion or a new appointment? Let us know. The deadline is Friday, September 2. Please send your news to Len Prazych, Ed- itor-in-Chief, or Susan Riley, Associate Editor, Meanwhile, we are counting down the days to Corru- gated Week 2022. We look forward to seeing you there! Kolbus Appoints Industry Vet Eads Senior Corrugated Sales Manager Cleveland, Ohio based KOLBUS America announced that Phil Eads joined the company on September 1 in the role of Senior Corrugated Sales Manager. Eads will manage

sales for all corporate accounts and will assist the KOLBUS America sales team in all corrugated projects. Eads is a corrugated industry vet- eran, bringing more than 30 years of converting expertise to the KOLBUS America team. His wealth of knowl- edge and industry relationships will

Phil Eads

be a significant benefit to KOLBUS and its North Ameri- can customers. He is also well-recognized as credible and resourceful contributor within the corrugated community, currently serving as the President of the Midwest Chapter of TAPPI. “Phil’s understanding of rotary die cutting and corrugat- ed operations will be a significant asset to our organiza- tion and our customers” said Jeff Dietz, KOLBUS America President. “KOLBUS America looks forward to having Phil join our company in this newly created role and we look forward to formally introducing him to our customers in San Antonio at Corrugated Week. Visit for more information.


September 5, 2022

NAM Cites FRB’s Powell: Reducing Inflation Will Not Be Painless In his speech at the Kansas City Federal Reserve Bank’s economic policy symposium at Jackson Hole, Wyoming, Federal Reserve Board Chair Jerome Powell reiterated the Federal Open Market Committee’s desire to bring core in- flation back to its target of two percent over the long term, reported Chad Moutray, Ph.D. and Chief Economist at the National Association of Manufacturers. “Without price stability, we will not achieve a sustained period of strong labor market conditions that benefit all. The burdens of high inflation fall heaviest on those who are least able to bear them,” said Powell. Yet, a more restrictive monetary policy will not be pain- less. Along these lines, Powell stated: “Reducing inflation is likely to require a sustained period of below-trend growth. Moreover, there will very likely be some softening of la- bor market conditions. While higher interest rates, slower growth and softer labor market conditions will bring down inflation, they will also bring some pain to households and businesses. These are the unfortunate costs of reducing inflation. But a failure to restore price stability would mean far greater pain.” In related news, the PCE deflator edged down 0.1 per- cent in July, pulling back after rising 1.0 percent in June, CONTINUED ON PAGE 8

Box Shipments ( U.S. Corrugated Product Shipments) Industry Shipments In Billions of Square Feet Month June 2022



Percent Change Avg Week Percent Change

2022 2021

34.771 35.948


7.903 8.170


Industry Total

Year-to Date

June 2022



Percent Change Avg Week Percent Change

2022 2021

205.855 208.569


8.019 8.170


Industry Total

Containerboard Consumption (Thousands of Tons)



Percent Change Year-to-Date Percent Change

2022 2021

2.8451 2.9436


16.8851 17.0466


Container Board Inventory - Corrugator Plants (Thousands of Tons)

Corrugator Plants Only


Percent Change Weeks of Supply

Percent Change

Jun. May

2.4415 2.3469


3.8 3.6


Shipping Days




2022 2021

22 22

127 126

SOURCE: Fibre Box Association

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NAM Cites Powell (CONT’D FROM PAGE 6)

The manufacturing sentiment surveys released last week speak to the challenges faced in the sector, with ac- tivity often at the weakest pace in roughly two years. New orders declined in each. At the same time, manufacturers felt cautiously optimistic for the next six months, with ex- pectations of reduced or moderated pricing pressures. After dropping to a record low in June (50.0), the In- dex of Consumer Sentiment has risen for two consecutive months, increasing from 51.5 in July to 58.2 in August, ac- cording to final data from the University of Michigan and Thomson Reuters. Even with gains in the past two releas- es, consumer confidence remains lower than desired, and Americans continued to worry about inflation, even as ex- pectations for price growth moderated in August. Personal consumption expenditures edged up 0.1 per- cent in July, the weakest monthly reading since December. Despite some softening in the latest data, personal spend- ing increased 8.7 percent year-over-year. Meanwhile, per- sonal income rose 0.2 percent in July. With that said, man- ufacturing wages and salaries increased 0.9 percent, with 8.7 percent growth year-over-year. After soaring to a record $126.81 billion in March, the U.S. goods trade deficit edged lower for the fourth straight month, down from $98.59 billion in June to $89.06 billion in July, according to preliminary figures. In July, goods ex- ports edged down from a record $181.35 billion to $180.97 billion, and goods imports dropped from $279.94 billion to $270.03 billion.

which was the fastest pace of monthly growth since Sep- tember 2005. Energy prices fell 4.8 percent in July, help- ing to pull the headline index lower. Food costs increased 1.3 percent, continuing to rise solidly year to date. Excluding food and energy prices, the PCE deflator inched up 0.1 percent in July. Overall, the PCE deflator has risen 6.3 percent over the past 12 months, decelerating from the 6.8 percent year-over-year pace in June, which was the strongest since January 1982. The current outlook is for the core PCE deflator to be 3.8 percent year-over- year in December. On the manufacturing front, new orders for durable goods were essentially unchanged in the latest data, re- maining near a record level. On a year-over-year basis, new durable goods orders have jumped 10.9 percent since July 2021, or 7.2 percent with transportation equip- ment excluded. Core capital goods orders rose 0.4 per- cent to a record level, up 8.5 percent year-over-year. The durable goods data provide mixed comfort. On the one hand, the manufacturing sector has proved to be sur- prisingly resilient over the past year in the face of numer- ous challenges, and that can be seen in the year-over-year figures. Yet, growth has slowed in some areas, even with some new records being set. It is also notable that these figures are in nominal terms, with higher prices likely inflat- ing some of this growth.

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AICC Opens Enrollment For CEO Advisory Groups

year utilizing an AICC-approved facilitator. There are two facilitators this year: Scott Ellis, Ed.D, Principal, WorkingWell, LLC, is a lead- ership and process improvement specialist on AICC’s faculty. He has served as a resource for the devel- opment of individuals, teams, and or- ganizations as a consultant, teacher, psychotherapist, coach, and general manager in the packaging industry for two decades. Mitch Klingher, CPA, Partner, Klingher Nadler, LLP, Scott Ellis

AICC, the Independent Packaging Association announced the enrollment for its CEO Advisory Groups is now open. The Advisory Groups were formed as a resource for box manufacturing plant CEOs that would allow them to focus on real-world experiences, best practices, and the pitfalls to avoid. Connecting with other executives brings an outside perspective and the opportunity to discuss changes that can have a positive impact on a company’s bottom line. Attendees can gain relevant advice from other industry professionals, networking opportunities, establish strong relationships, develop best practices and keep updated on industry trends. The groups meet at member plants throughout the

heads up his firm’s tax and consult- ing departments. With over 30 years of diversified public accounting ex- perience, he specializes in paper conversion and packaging business- es and has developed industry-spe-

cific financial courses, in conjunction with


Mitch Klingher

AICC. Klingher has written numerous pa- pers for trade publications and is a regular speaker at AICC’s meetings. To join, you must be a CEO, top execu- tive or senior manager in the box manufac- turing industry. If accepted, a fee of $3,500 is paid annually which covers the cost of all facilitators and three meetings annually. To apply, visit . For more information, contact Taryn Pyle at or (703) 535-1391.

You can count on us. Sustainable

Manufacturing Day Slated For October 7

Manufacturing Day, a day of celebration of careers in manufacturing, takes place on October 7 and throughout the month with a series of events at plants across the coun- try that promote manufacturing to the next generation of students and educators. MFG Day is a flagship initiative of The Manufacturing Institute (MI), the workforce development and education partner of NAM. It showcases the reality of manufac- turing careers and addresses the skills gap that is leaving too many jobs unfilled. Visit for resources to help plan and prepare for your event show- casing modern manufacturing jobs and technologies. Hosting an event? BCN will share your news along with a photo or two about any thing you might be planning at your facility. We’ll even help you write the article. Email

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Liberty Diversified International Names Theis President, CEO New Hope, Minnesota based Liberty Diversified Interna- tional (LDI), a manufacturer of packaging, office furniture and building products, announced that Greg Theis has been selected to lead LDI as its Pres- ident and CEO.

“Greg’s wide-ranging experience has enabled him to develop expertise in various disciplines, including Stra- tegic Planning, Operational Management, Merchandis- ing Solutions, Supply Chain Solutions and Pricing,” said Fiterman, Chairman of the Board at LDI. “Greg is a proven leader who embodies the family values of LDI and he is positioned to grow the business beyond this year’s goal of $1 billion.” Visit for more information. AICC Canada To Hold General And Fall Member Meeting In ON AICC Canada and its Board of Directors are inviting its members to attend the Annual General Meeting (AGM) and Fall Member Meeting. The AICC Canada Region Elev- en will hold its AGM at 8:30 a.m. on September 13 at the Pearson Convention Centre, in Brampton, Ontario. Dennis J. Colley, President/CEO of the Fibre Box As- sociation (FBA) will share his insights on the “Issues and Opportunities facing the North American Corrugated In- dustry” with an emphasis on customer expectations and household recycling. Other presenters include Adam Jo- sephson of KeyBanc Capital Markets; Liz Logue, VP Strat- egy, Inkjet, EFI; and Virginia Humphrey, Director of Mem- bership & Marketing, AICC. Visit to register.

LDI is a privately held family of businesses with more than 2,000 employees operating in multiple in- dustries. With its foundation in paper and packaging, the company is more than 100 years old.

Greg Theis

Theis will assume leadership for the day-to-day man- agement of the company and will report to Mike Fiterman, Chairman of the Board. During the months ahead, Fiter- man and Theis will work side-by-side to ensure a smooth and successful transition. Since 2018, Theis has served as Vice President of Lib- erty Diversified International, Packaging North Division, where he has been responsible for the company’s corru- gated manufacturing facilities in Minnesota, Illinois, and Nebraska. He has more than 25 years of experience in the display and packaging industry and joined LDI from Mena- sha Packaging Company, where he was the company’s Sr. Vice President of Sales & Operations.

It's Time

Let's Print Our Story Garrett Jackson - Director of Creative Marketing Corrugated Supplies Company, LLC Email -

12 September 5, 2022

Packaging Express Invests In New EMBA 175 FFG

Colorado Springs, Colorado based Packaging Express announced the addition of an EMBA 175 Flexo Folder Gluer to its family of box making machines. According to the company, the machine will be the fastest cor- rugated box maker in the state of Colorado and will serve the needs of hundreds of businesses along the front range.

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The EMBA 175 can produce up to 500 boxes per minute and we will have the ability to offer 3-color print. It is the combination of top-of-the- line production performance with the savings in raw materials and ener- gy usage. It also has “Non-Crush Converting technology” that eliminates nip points which will preserve the strength of the corrugated material throughout the entire manufacturing process. The new machine, or “The Beast,” as it is referred to at Packaging Express, will be a workhorse for producing Regular Slotted Containers (RSCs), Full Overlap Slotted Containers (FOLs), and Half Slotted Contain- ers (HSCs). Packaging Express is one of the last independent box manufacturers in the Rocky Mountain region. The three-generation, family-owned and operated company was founded by Jim Davis in 1998 and is now under the leadership of his son, Matt Davis, Owner and President, who also serves on the Board of Directors of the Independent Packaging Associa- Packaging Express has added a new 3-color EMBA 175 Flexo Folder Gluer to its family of box making machines.

tion (AICC) as Director at Large. Pack- aging Express is recognized for mak- ing quality custom boxes, from brown shipping boxes to colorful retail pack- aging and point of purchase displays. Last year, ColoradoBiz magazine named it one of the “Top 50 Colorado Companies” to watch, saying: “At Pack- aging Express, employees are given the autonomy to experiment with new processes and embrace the spirit of entrepreneurial industry, and if they

600 + Plants 60,000 Users North America Latin America

fail, the team knows the next solution is just around the corner. It helps that Packaging Express was created by Coloradans, employs Coloradans and continuously gives back to communities within Colorado.” In 2020, Packaging Express doubled its space by moving into a 94,000-square-foot facility, allowing them to expand their sales force and invest in new equipment, including a conveyorized two-ram baler. In a partnership with Chicago, Illinois based Mid America Paper Recycling, Packaging Express has streamlined its paper waste recycling operation, reducing labor, time and expenses. Visit . 14 September 5, 2022

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Registration Is Open For AICC West Coast Golf Tournament

Registration is now open for the AICC’s 38th annual West Coast Golf Tournament, set for October 18 at the Strawber- ry Farms Golf Club in Irvine, California. This is an opportunity to have one-on-one conversa- tions with the greatest thinkers and doers in the corrugat- ed, folding carton and rigid box industry in a setting that combines the rural beauty and tranquility of the surround- ing area with the challenge of championship golf. The 18-hole, par-71 course is situated amid canyons and wetlands and offers stunning vistas across a 35-acre reservoir and rolling greens surrounded by wildlife and natural vegetation. Designed by award-winning architect Jim Lipe, Strawberry Farms offers one of the finest golf experiences in Orange County.

Registration begins at 11:00 a.m., followed by a day of golf and shotgun start at 12:30 p.m., a reception at 5:00 p.m. and awards and dinner at 6:00 p.m. Accommodations will be at the Marriott Irvine Spectrum Hotel, 7905 Irvine Center Drive, Irvine, California. Room

rates are $299 plus taxes per night. Re- serve before September 19 by calling (800) 228-9290 and reference “AICC West Coast Golf.” Visit for rates, spon- sorship opportunities and to register. For more information, contact Laura Mihalick, or (703) 836-2422. Site of Former WestRock Mill In FL Now For Sale According to a local media report, the We- stRock Paper Mill in Panama City, Florida, which ceased operations on June 6th af- ter operating in the community for nearly a century, is for sale. The mill once employed hundreds of workers is now empty. Bob Majka, County Manager, said. that the county is interested in potentially pur- chasing the property. “We are conducting an environmental assessment and we are going to be getting an appraisal done. It’s our intent to make an offer to WestRock in the future,” he said. Majka added that it will take time for the county to get through the process before it will be able to make an offer to WestRock. The sale would also need approval from the Board of County Commissioners. “I would anticipate that sometime maybe by the first of 2023 we would be in the posi- tion to possibly make an offer to WestRock,” Majka said. “What we’re after at the end of the day is the highest and best use that will result in the creation of more jobs and will have a positive economic impact in the community.”

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PPC Slates Folding Carton Boot Camp For November

The Perfect Combo Get Peak Performance From Your Equipment with Matched Component Sets

New team members can feel like seasoned pros by at- tending the Paperboard Packaging Council’s (PPC) Fold- ing Carton Boot Camp webinar, a virtual event taking place November 14-17. Registration will open soon. This training opportunity is ideal for anyone new to cartons (even if not new to the industry) and non-plant personnel with limited experience outside a single plant operation. From making paper to customer delivery and all “folding carton” points and processes in between, this comprehensive program is everything you wanted to know about folding cartons. “It’s designed for people in the office, customer service, estimators – anyone who comes in contact with a box but isn’t generally on the floor,” said Ben Markens, President of PPC. “It’s really good for salespeople who need a holistic view of how box making happens. It’s especially good for people who are new to our industry though they may be seasoned veterans.

Nothing’s more rewarding than a couple made for each other. That’s why the engineers at ARC International have focused their skills and talents on

crafting perfect matches between the components that must work in tandem on your exo folder gluers and die-cutters:

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“It’s a great place to learn the lexicon and mechanics of folding cartons so when people talk about something like a blanket, they don’t think it’s because they are cold.” Attendees learn how paper is made and what different grades of paperboard are used to make packaging as well as the types of presses used to put ink and coating on pa- per and which machines best fit the end use. Students are also introduced to the complex prepress process, including an overview of CAD (computer aided design), color theory, and carton design. They also learn how cartons are cut, creased and finished, including win- dowing and gluing. Topics and presenters this year include: • Recovered Fiber by Quinn Garber, River Valley Paper Company • Rigid Box by Laura Brodie, Burt Rigid Box Structural Design & Workflow and Color Theory by Ben Markens, PPC • Inks & Coating by Beau Snider, Wikoff Color Corp.

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ARC.5pAnlxChmb1BCN.CWk.indd 1

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PPC Slates Boot Camp (CONT’D FROM PAGE 18)

• Digital Printing by Harold Leete, HP, Inc. • Printing & Processes and Rotary Cutting by Eric Frank, Koenig & Bauer • Recycled Paperboard by Graphic Packaging Interna- tional • Tooling by Travis Moellers, IMPACT Converting & Sys- tems Solutions • Introduction to Laminating and Sheetfed Diecutting, Blanking, Embossing by Doug Herr, Bobst NA • Gluing & Adhesives by Nelson Yeung, Henkel Corpo- ration • Windowing by Gayle Harrop, Tamarack Products Inc. • Folding & Gluing by Bill Rice, Heidelberg • Processes & Formats, Sheeting & Rewinding, Air Ham- mer & Stripping, and Automatic Packaging by Ben Markens, PPC Each participant receives a copy of the popular Ideas and Innovation Handbook, a $150 value, as well as a bind- er full of paper and carton samples, instructional informa- tion, speaker presentations, a comprehensive glossary of printing terms, as well as a certificate of completion. Boot Camp sessions must be attended live. For content security, recordings of the webinar will not be available af- ter the event. Attendees who miss one or more sessions may contact Learn more at .

Brand Owners, Converters & Decision-makers Read BCN

Share the story of your company’s success with an ARTICLE in Board Converting News. The corrugated and folding carton industries are waiting!

Don’t keep it a secret! Articles generate leads, too!

Len Prazych at 518-366-9017

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Social Recruiting (CONT’D FROM PAGE 1)

What do all of these electronic marketplaces offer that you can’t get with the familiar job boards such as Career- Builder, Monster and ZipRecruiter? “If you post a notice on the job boards, you only reach people who are actively looking for new positions,” says Nate Riggs, CEO of NR Media Group, a consulting firm in Columbus ( ). “But if you reach out on a social network, you can attract the attention of top performing people who might not be looking to move on, but who are intrigued by an unexpect- ed opportunity. This can greatly expand your candidate pool and can help you land valuable talent.” There’s yet another way social media can put you in touch with more prospects: referrals. Most employers al- ready realize the value of asking current employees for leads. Social media allow you to leverage that dynamic substantially. “Facebook, Twitter and other platforms let you invite your customers to help you in your recruiting ef- forts,” says Rebecca Mazin, a cofounder of the Tarrytown,

years ago, the value of recruiters was often determined by the quality of their personal networks,” says Toronto-based management consultant Randall Craig ( ). “And, really, it’s the same today. What’s different is the de- gree of visibility: Social media have, for the first time in history, exposed those networks for everyone to see.” On the plus side, the modern-day networks are far larg- er than the old telephone and surface mail-based systems, so you enjoy an enlarged hunting ground. And there are plenty of social media to choose from. At one time Linked- In ruled the roost, and it remains an active source for up- per-level personnel. Today, though, the young Gen Zers tend to congregate on TikTok and Instagram. And there should also be a place in your recruiting arsenal for Twitter, Facebook, and up- starts such as Snapchat and Pinterest.

New York based human resources firm Recruit Right ( ). “You might post a comment that says something like this: ‘We are looking for an individual with the following skills. Do you know anyone like that who might like working for us?’” Pick Your Platform How do you know which social media to use? Your first thought is probably LinkedIn, which pioneered the concept of social re- cruiting some fifteen years ago. And that’s not a bad thought: While the platform is known for its array of professionals—it re- cently expanded its reach to include em- ployees at pretty much any level. But is LinkedIn the best platform for you? Maybe the people who can best answer that question are sitting a few feet away from you. Ask your employees where they hang out in cyberspace, because your most promising job candidates are likely populat- ing the same venues. Maybe they are post- ing images on Instagram, or using popular hashtags on Twitter, or posting comments in a career group on LinkedIn. Wherever You want to become an active social me- dia player far in advance of your candidate search. That’s because recruiting today is a two-way street: It’s not just you looking for a new employee; it’s a whole group of potential employees getting to know your business as a quality place to work. “It is not only you finding candidates but candidates finding you,” says Craig. “And they perform their due diligence also. They might decide you are not a good fit for them.” they go, you follow suit. Lay The Groundwork


24 September 5, 2022



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Social Recruiting (CONT’D FROM PAGE 24)

Build Your Presence Part of the secret to improving your online presence is to tie together all your Internet activities. Your social media posts can invite people to visit your web site, for example. And once there, those people should be invited to view employment information. “There should be an easy way for visitors to find out where the job information is,” says Mazin. “This can be as simple as a tab labeled ‘Join Our Team’ that takes visitors to your employment page.” You can profile your business in other ways. “Establish company pages on LinkedIn and Facebook, and other so- cial media as appropriate,” says Kleiman. On each, post invitations to visit your other sites, complete with links. “Each can complement the others in a complete recruiting effort.” You can also connect with promising candidates by be- ing active in your alumni and industry groups that are host- ed by LinkedIn, Facebook and other platforms. “Post items about new activities, locations, launches, or whatever else is newsworthy about your business,” says Mazin. You can post messages in those same group forums about your need for people with specific expertise. This gives everyone the chance to get involved with your suc- cess. “Everyone likes to receive a job invitation,” says Craig. “And people will appreciate the opportunity to make brownie points with their friends by suggesting them for available positions.”

People will be looking at the posts you make over time on your Facebook page, and at what you do on all of the other networks. “Establishing a long-term presence will give potential candidates a lot to see and digest,” says Riggs. “They will be answering the question, “‘Would I en- joy working with these people?’” Your task is to establish your reputation as the best place to work. “The most com- mon mistake is to focus only on the job at hand, rather than on establishing relationships with people,” says Riggs. If you make a professional effort to create an attractive online image, you can demand an equal level of profes- sionalism from people who apply for work. “You can help assess the seriousness of each candidate by finding out how closely each has studied your social media pres- ence,” says Riggs. “Try asking a question such as this: ‘Tell me one thing on our Facebook page that you thought was interesting or made you want to talk with us?’ Anyone who can’t give a good answer may not be a promising enough contender.” A related point: As you build a social media presence, think about more than just recruiting. “Ask how your social media activity fits into the rest of your organization,” says Mazin. “Be aware that what you post will impact your com- pany’s marketing, sales and operations. Coordinate with others in your organization so you do not send out con- flicting messages.”



26 September 5, 2022

Social Recruiting (CONT’D FROM PAGE 26)

can also use the platforms to perform due diligence prior to hiring. “In the past, due diligence meant nothing more than calling references,” says Craig. “You still do that, but you can go further with social media. Check if candidates’ pro- files are consistent with their resumes and what they say in their interviews. Did they claim to have certain levels of expertise that conflict with their online descriptions?” And there’s more. “Take a look at candidates’ blog posts,” says Craig. “Are they active in forums where they answer questions posted by others? This can be a real in- dication of expertise and enthusiasm.” As the above comments suggest, the successful re- cruiting effort begins with understanding how your current employees are consuming social media, then designing your interactions accordingly. The key word there is inter- action. “This is not about blasting out a message to peo-

Pay For Play Informal messaging isn’t the only way you can mine social media for new talent. You can also pay for employ- ment ads. That can be especially effective when you are in a hurry to fill an opening. “Sometimes ads are successful and sometimes not,” says Mazin. “It doesn’t cost a fortune to try—maybe a few hundred dollars. Ads are good ways to reach candidates who are not actively looking for new positions.” The key to success here is to pinpoint your efforts. “You can buy ads that can be targeted to your specific market and demographics,” says Kleiman. For example, you may want your ad to be seen only by people who live in nearby zip codes, work at a certain employer, or have experience in a specific job category such as sales. Ordering your ad this way will give you the most bang for your buck, or in modern day terms, the best candidate for your “pay per click.” Design your ad well. “Get expertise from a person who has done recruiting, and who knows what words and tech- niques to use,” says Brock. “Maybe it would be smart to link your ad to a video, or to a web page that talks about the benefits of working with your business.” Due Diligence The value of social media goes beyond just extending your recruiting efforts to new pools of top prospects. You

ple,” says Craig. “We don’t like to be blasted upon; we like to interact with others and develop relationships.” Phillip M. Perry is an award-winning freelance writer based in New York City. His byline has appeared over 3,000 times in the nation’s business

Phillip Perry

press and he is a regular contributor to Board Converting News. Reach him at mperry/.

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