lessons from the trenches: how to develop social recruiting strategies that work

Recruiting Lessons From The TrenchesHow to develop, champion, & manage social recruiting strategies that work

Lars Schmidt | NPR Senior Director, Talent Acquisition & Innovation@ThisIsLars | AmplifyTalent.com

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Source: Socialnomics, Erik Qualman


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“The value of being connected and transparent is so high that the road bumps of privacy issues are much lower in actual experience than people’s fears.”

Reid Hoffman - Founder, LinkedIn


Current State of Social RecruitingAn exploration of the current state of social media in recruiting

How To Build A Social Recruiting StrategySteps towards building a successful social recruiting strategy

Case Study: This Is NPR RecruitingAn overview of how NPR put social at the forefront of recruiting

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Agenda


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92%Of U.S. companies have used social media in 2012 to find talent and potential employees to hire.

Source: Jobvite Social Recruiting Survey


Social recruiting growth over the last three yearsChannel Growth

0

25

50

75

100

Twitter Facebook LinkedIn

93

6654

87

5547

78

5545

Source: Jobvite

201020112012


Impact of Social Recruiting

0

23

45

68

90

Time To Hire Quality Quantity Referrals

31494314

233

20

38303038

‣ 49% saw an increase in quantity of candidates

‣ 43% reported an increase in candidate quality

‣ 20% reported it took less time to hire

‣ 31% saw an increase in employee referrals

Highlights

SameDecreasedIncrease

Source: Jobvite 2012 Social Recruiting Survey7Thursday, October 24, 13

Source: Jobvite 2012 Social Job Seeker Survey





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NPR Social Recruiting Approach• Leverage NPR’s history, consumer brand, and social media to

build our employment brand & drive talent attraction

• Build brand ambassadors: engage our employees; encourage their involvement in employment branding, sharing jobs with their networks, etc


NPR + Social Media

• @nprnews: 2,043,058 followers

• @NPR: 222,361 followers

• @NPRjobs: 20,832 followers

• NPR Facebook Page: 2.8MM likes

• This Is NPR Facebook Page: 72,281 likes

• LinkedIn: 76,162 followers

• Instagram: 259,560 followers

• Tumblr: 225,428 followers

* Stats as of 10/15/13


http://www.twitter.com/nprjobs

http://www.twitter.com/nprjobs

http://www.facebook.com/thisisnpr

http://www.facebook.com/thisisnpr

Why Social?

Excerpt from Washington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.


Twitter

• @NPRjobs launched July 2011

• 20,000+ followers

• Primary social recruiting engagement platform

• #7 applicant source

• #4 hire source

• Helps NPR reach new audiences (63% of followers are under 35)


Hashtags#NPRlife - Employer Branding

#PubJobs - Collaborative Recruiting

#AskNPRIntern - Campaigns

#JournoJob - Recruitment Marketing


LinkedIn• 75,000+ followers

• 1,442 monthly visitors


• #5 hire source

• Talent Brand Index: 15 (higher then New York Times, CNN, Washington Post, ABC)

• Enhanced branding features


Facebook

• 73,000+ likes

• Collaboration with NPR Communications

• Work4 job sharing


• #9 hire source


Career Site

• Reinforce culture

• Optimized for mobile (responsive)

• Media rich (photos, videos, social media)

• Candidate experience


Blogs• Employee generated

content

• Engaging, shareable

• Easy to start (Tumblr)


Job Descriptions• Extension of your employer

brand

• Convey why someone should want the job; culture, expectations, goals, target results, growth

• Get creative (infographics, video, links)


Brand AmbassadorsAmplify Jobs:Drive Engagement:





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Building & Launching A Corporate Social Recruiting StrategyThree Phase Social Recruiting Roadmap

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DesignMonths 0-3

RefinementMonths 12+

‣ Develop strategy

‣ Determine internal stakeholders and gain support

‣ Align with marketing/branding

‣ Select channels, determine content strategy

‣ Launch channels

ExecutionMonths 3-12

‣ Refine content strategy

‣ Build community and engagement

‣ Select and implement tools (measurement/automation/listening)

‣ Channel expansion, develop and manage campaigns

‣ Promote wins internally

‣ Advanced ROI metrics (source of hire)

‣ channel expansion

‣ Team delegation

‣ Multimedia content

‣ Measure, refine, adjust


A Breakdown Of Social Recruiting Activity By StageSocial Recruiting Funnel

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At this stage, you’re using social media to get the attention of candidates you might not otherwise reach. This is generally early-stage social recruiting.

At this stage, you use your emerging social recruiting platforms to provide compelling content, interact with fans, share your culture. Employee involvement is key.

At this stage, you’re successfully building brand advocates (internal & external), your content spreads and your reach is broadened, you’re consistently reaching passive candidates you wouldn’t through traditional recruiting methods.

Here’s your payoff. The time you’ve invested in the prior 3 steps is paying dividends. Your social recruiting application & hire volume is measurably higher and your social channels are growing steadily.

Application

Engagement

Discovery

Branding


Key Takeaways• Have a strategy and goal before you start. What challenges

are you trying to solve? What is your target outcome?

• Select appropriate channels.

• Build relationships with internal stakeholders & influencers.

• Activate your employees.

• Pilot, start small, scale - important to build internal credibility.

• Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc.

• Listen to your fans, interact with them.

• Remember, this is a long-term investment.


Lars Schmidt@ThisIsLars | AmplifyTalent.com

Questions?


lessons from the trenches: how to develop social recruiting strategies that work

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