Social Media Secret Sauce: How Intel Makes Data Driven Decisions

Keith Molesworth, Tiffany Peery, Allen Stephens

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Agenda

• Intel’s Social Media approach

• Employer Branding

• Objectives for using Social Media for Recruitment

• Existing Social Channels for Recruitment

• The Recruiter View of Social: Tiffany Peery

• Measurement of Social Media channels: Keith Molesworth

• What’s Next for Intel

Intel Confiden+al  Page 3 

The Business Case for Social Media 

•  Go beyond tradi+onal marke+ng crea+ng brand advocates 

•  Create communi9es reaching audiences on and off domain 

•  Humanize our technology and brand 

•  Communicate directly and build long las+ng rela9onships  

•  Share our passion and let others share with us •  Engage the influencers and social “celebri+es” •  Close the feedback loop by extending customer service 

•  Increase SEO, and harness keywords and linking 

Intel Confiden+al  Page 4 

Intel’s Social Media Approach 

Listen / Monitor  Build  Engage  Measure 

• Monitor, report and BE in learning mode

• Manage risk • Understand who is talking about your brand (influencers, advocates and  skep+cs) 

• Understand where they have these conversa+ons 

•  SOV / SOC •  Leverage listening

tools – Radian6

• Create strategies for marketing, sales, and customer support

• Design social content that is contextually relevant, interesting and shareable

• Develop and foster advocacy and influencer programs

• Use best practices

• Find the right places for your content (on / off Intel properties)

• Be resourced • Facilitate new

conversations and communities

• Participate in existing discussions

• Be human, speak their language

•  Integrate across marketing disciplines

• Measure what matters

• Create insights • Change real time • Use different tools

for different measurements

Intel Confiden+al  Page 5 

Digital IQ Training 

•  Global training for external Social Media Prac++oners 

•  Presented by key Intel SMEs and SM COE – 30 mins •  SM Guidelines serve as backbone 

•  Legal and Security Cau+ons •  Modera+on Policy 

•  Best Prac+ces •  Win‐Win 

–  Eases management concerns 

–  Framework for increased par+cipa+on 

–  Everyone is on the same page 

–  Transparency •  Mul+ple languages 

Intel Confiden+al  Page 6 

Social Media Rules of Engagement 

•  Be transparent. •  Be judicious. •  Write what you know. 

•  Percep+on is reality. •  It’s a conversa+on. •  Are you adding value? •  Your Responsibility. •  Create some excitement. 

•  Be a Leader. •  Did you screw up? •  If it gives you pause, pause. 

LINK TO GUIDELINES 

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Employer Branding

• Intel perceived as a ‘chip company’, low awareness of diversity of careers, culture and work environment

• Sponsors of Tomorrow peels back the walls and shows the brilliance inside

• Employees showcased intelligent, innovative, and dedicated; quirky and fun

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Latin America

US

China

India

Israel

Malaysia

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Social Media for Recruitment: Objectives

• Close perception gaps around Intel culture and the breadth of career opportunities available.

• Source and hire candidates by building a two-way relationship and humanizing Intel as a great place to work.

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63,000 followers

7,763 followers

2,500 views per month, avg time spent 2.5 mins

37,000 views

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The Voice of the Recruiter Tiffany Peery Virtual and Marketing Program Manager Intel US College Recruitment and Internship Programs

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Making Social Media Work •  Social Media takes time and commitment….. So, does it really pay off?

•  Let’s take a few minutes to look at a recruiters take on Social Media including…

–  Data that drives my strategy

– A look into some of my social media exploits

–  Some of the benefits I’ve personally experienced

–  Lessons Learned

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Focus Groups have offered insights…

2008 Campus Research: Mary Scott Resource Group

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Usage is up..but attitudes are the same.

2010 Campus Research: Mary Scott Resource Group

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Direct Quotes from our Target Audience when asked about employers using Social Media to recruit:

•  “Employers are the LAST thing I want on my Facebook page!” – University of Florida Student

•  “I was told I had to join their fan page! I didn’t want to – but felt I had to. It’s open for so many people to see!”

•  “If I join your fan page, other companies will see it!”

•  “A recruiter sent me a friend request?! That invades my privacy.”

•  “This feels unprofessional.”

•  “Keep Facebook out of the professional world. It doesn’t belong there.”

•  “I don’t consider Facebook as having anything to do with employment.”

•  “Fan Pages are juvenile, not serious.”

•  “Twitter is a toy for old people.” (This one was too priceless not to include!)

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Why engage if that is the attitude?

• This is a sampling. NOT everyone feels this way.

• Social Media is evolving and usage continues to grow.

• We don’t want to miss the boat!

• Everything we do is an “option”. Nothing is forced on anyone.

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LinkedIn - Intel Student Lounge Group

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Blogging: Inside AND Outside of the Company

Build your personal brand and gain visibility in the process…

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Twitter

•  It started out personal…. • ..but evolved into so much more…

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What I’ve Learned….

•  Set up a Personal Profile AND a Professional Profile if you are concerned about “expressing yourself”.

•  Use multiple 3rd party applications to keep things separate – Usually this applies to the Facebook/Twitter junkies (like me).

•  Make it easy on yourself– LinkedIn Updates feed to Twitter which feeds to Facebook….

•  Be Authentic/Human

•  Social Media does NOT mean you are publishing your home address for all to see.

•  If you FORCE a recruiter to use Social Media – they will be less effective than those that opt in.

•  These channels are WORK. One tweet a week won’t cut it!

•  Be patient building your following. It’s about having the right connections. (Quality vs. Quantity)

•  People are loyal to your brand when they make a solid connection – even if it’s just a virtual connection.

•  Be cautious with Facebook recruiting and marketing. (Let them opt-in!)

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Final Thoughts

•  If you don’t engage online, trust me… people notice.

•  Commit to a 2 way dialog!

•  Don’t take on more than you can effectively handle.

•  It’s not just about recruiting. The branding/marketing opportunities are endless. (…including your own personal brand..)

Measuring Recruitment Channels Keith Molesworth Global Staffing Channels & Employee Referral Program Manager Staffing Marketing and Channels

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• In the past we made channels investment decisions by anecdotes and inertia

• For a number of years we discussed the need to better measure performance

• Put together a global team to

– Create a Channels Measurement tool “Dashboard”

– Establish processes and tools to support channels measurement

– Train Managers, recruiters, Staffing Consultants

– Sustain the process (retrain, dashboard enhancements, retrain, remind, refresh)

Measuring Channels

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jobsa9ntel Tweets 

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Measurement

• Incorporating measurement into the recruiter role by training and enabling them to generate their own URLs for AutoTracking.

• Conveying the importance of tracking the source is in their best interest, because if we can prove that the channels they are using are effective, then I can make the case to obtain more money.

• Without the data it’s hard to get the money.

•  Recruiter anecdotes only go so far and are notoriously suspect.

• We centrally manage channels so we can have these discussions across regions and teams.

• Recruiters utilize dashboard to develop source plans for their groups. Managers can use info for investment decisions.

– Usage varies by region/country – Usage Increasing – Very effective in gaining credibility with hiring managers

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What we’re seeing • Social Media 2-3% of hires

• College Recruitment our #1

• Aggregators generating a HUGE number of applicants & now #1 job board (big funnel)

• Our Career Site is top channel for hires

–  We realize it’s more of destination than a channel

• Employee Referral Program is a great source for us*

–  We’re working to re-ignite this program globally right now

–  Looking at options to leverage SM

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2010 U.S. Hires

Source  % of hires 

Jobs at Intel web site  40% 

College Recrui+ng  35% 

Direct Mailing  7% 

Employee Referral  6% 

Job Board  5% 

Social Media  3% 

Job fair/event  3% 

Adver+sements  1% 

Agency  <1% 

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U.S. Social Media Channel Performance

Source  Hires  % of SM hires 

LinkedIn  42  68% 

Facebook  14  22% 

Intel SW Network  4  6% 

Jobs@Intel blog  1  2% 

Twimer  1  2% 

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Ongoing efforts • Dashboard improvements

–  Just finished “phase 3” –  Looking at different environments –  Create a “predictive” component

• SEO – for our requisitions.

–  In final stages of getting this off the ground

–  Doing well with our Career Site already

• Mobile -

–  Our first phase of a mobile optimized site is due any day

–  Adding more functionality once that is live

–  Goal to have way to “apply”/connect to Intel on mobile device

–  Mobile App on roadmap

What’s Next

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What’s next for Intel Today Future

More broadcas9ng , less engaging  Build and implement social media tools and processes to engage and aXract candidates 

Basic listening framework in place via Strategic Employer rela9ons  

Take ac9on on conversa9ons flagged via listening.  Build a model to share data across stakeholders and assign conversa9ons to be followed up on.  

Presence is social networks established:  LinkedIn, Facebook, TwiXer, Links on Job at Intel 

Provide infrastructure to equip Staffing with the tools and skills to engage; e.g. ‘playbooks’ 

Inconsistent engagement in social channels by recruiters.   

Social media ‘ambassadors’ in place in each staffing team who are passionate and can engage consistently.  

Exis9ng presence is inconsistent across channels:  They are managed somewhat independently 

A more connected presence:  Leverage content across all the channels; build automa9on to streamline pos9ng of jobs, up‐level capability to communicate and measure our employer brand in exis9ng channels.  

Gegng traffic with limited marke9ng.  Implement SEO for Social prac9ces to obtain more traffic; market social channels more consistently to increase traffic 

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Listening process

Central monitoring via Cyvielance

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Playbooks

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Engage Social Media Ambassadors

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Q&A