Lessons From The Trenches: How To Develop Social Recruiting Strategies That Work
1. Recruiting Lessons From The Trenches
How to develop, champion, & manage social recruiting
strategies that work
Lars Schmidt | NPR Senior Director, Talent Acquisition & Innovation
@ThisIsLars | AmplifyTalent.com
Thursday, October 24, 13
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3. “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
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4. Agenda
Current State of Social Recruiting
An exploration of the current state of social media in recruiting
Case Study: This Is NPR Recruiting
An overview of how NPR put social at the forefront of recruiting
How To Build A Social Recruiting Strategy
Steps towards building a successful social recruiting strategy
Thursday, October 24, 13
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5. 92%
Of U.S. companies have used
social media in 2012 to find
talent and potential
employees to hire.
Source: Jobvite Social Recruiting Survey
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6. Channel Growth
Social recruiting growth over the last three years
2010
2011
2012
100
87
93
78
75
50
66
45
47
54
55
55
25
0
Source: Jobvite
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Twitter
Facebook
LinkedIn
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7. Impact of Social Recruiting
90
68
45
Highlights
‣ 49% saw an increase in
quantity of candidates
14
20
43
3
23
0
Increase
Decreased
Same
38
Time To Hire
49
3
30
30
Quality
Quantity
31
‣ 43% reported an increase
in candidate quality
2
‣ 20% reported it took less
time to hire
38
‣ 31% saw an increase in
employee referrals
Referrals
Source: Jobvite 2012 Social Recruiting Survey
Thursday, October 24, 13
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9. Current State of Social Recruiting
An exploration of the current state of social media in recruiting
Case Study: This Is NPR Recruiting
An overview of how NPR put social at the forefront of recruiting
How To Build A Social Recruiting Strategy
Steps towards building a successful social recruiting strategy
Thursday, October 24, 13
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3
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10. 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
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11. NPR + Social Media
•
@nprnews: 2,043,058
followers
•
This Is NPR Facebook
Page: 72,281 likes
•
•
@NPR: 222,361 followers
•
•
LinkedIn: 76,162 followers
•
NPR Facebook Page:
2.8MM likes
•
Tumblr: 225,428 followers
@NPRjobs: 20,832
followers
Instagram: 259,560
followers
* Stats as of 10/15/13
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12. Why Social?
Excerpt from Washington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.
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13. Twitter
•
•
•
@NPRjobs launched July 2011
•
•
•
#7 applicant source
20,000+ followers
Primary social recruiting
engagement platform
#4 hire source
Helps NPR reach new
audiences (63% of
followers are under 35)
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15. LinkedIn
• 75,000+ followers
• 1,442 monthly visitors
• #3 applicant source
• #5 hire source
• Talent Brand Index: 15
(higher then New York Times, CNN,
Washington Post, ABC)
• Enhanced branding
features
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16. Facebook
• 73,000+ likes
• Collaboration with NPR
Communications
• Work4 job sharing
• #7 applicant source
• #9 hire source
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17. Career Site
• Reinforce culture
• Optimized for mobile
(responsive)
• Media rich (photos,
videos, social media)
• Candidate experience
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21. Current State of Social Recruiting
An exploration of the current state of social media in recruiting
Case Study: This Is NPR Recruiting
An overview of how NPR put social at the forefront of recruiting
How To Build A Social Recruiting Strategy
Steps towards building a successful social recruiting strategy
Thursday, October 24, 13
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3
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22. Three Phase Social Recruiting Roadmap
Building & Launching A Corporate Social Recruiting Strategy
Design
Execution
Refinement
Months 0-3
Months 3-12
Months 12+
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Develop strategy
‣
Refine content strategy
‣
‣
Determine internal
stakeholders and gain
support
‣
Build community and
engagement
Advanced ROI metrics
(source of hire)
‣
channel expansion
‣
Select and implement
tools (measurement/
automation/listening)
‣
Team delegation
‣
Multimedia content
‣
Measure, refine, adjust
‣
Align with marketing/
branding
‣
Select channels,
determine content
strategy
‣
Channel expansion,
develop and manage
campaigns
‣
Launch channels
‣
Promote wins internally
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23. Social Recruiting Funnel
A Breakdown Of Social Recruiting Activity By Stage
Discovery
Branding
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.
Engagement
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.
Application
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.
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24. Key Takeaways
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Have a strategy and goal before you start. What challenges
are you trying to solve? What is your target outcome?
•
•
•
•
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Select appropriate channels.
•
•
Listen to your fans, interact with them.
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.
Remember, this is a long-term investment.
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