1. European Personnel Selection Office (EPSO)
Multilingual use of Social Media
Julia Levy
The Graduate Recruitment Social Media Conference
12 January 2012
2. A bit about EPSO - EU Careers
• HR Selection Arm of EU
Institutions
• 563,022 candidates
• 700 “competitions”
• 17,189 successful
candidates
• 2011 Graduate campaign:
41,000+ applications
2
8. Prioritise your platforms
Personal Profession
Social al Social
Network Networks
Niche
network
Location
Social
Media
Mobile Blogs
Universe
Video
Micromedia
/
Pictures
Microblogs
8
11. Create your messages
1. Start with EVP
2. Build evidence and examples
3. Identify reasons to engage
4. Think about what you want people to do
5. Develop messages
6. Tailor messages to platforms
7. Test multiple versions
11
14. Listen and respond
• One person monitoring & answering
questions
• Updates or news posted on EU Careers page
• Generally takes no longer than 30min/day
• Translation time needs to be added
• Twice weekly searches using search engines
14
16. Monitor, measure and optimise
• In less than 2 years
– Over 65,000 Facebook likes on the EU
Careers page
– Over 9,000 Twitter followers
• Positive feedback from
applicants
• No major issues… (although
some minor ones…)
17. Challenge
• Questions/Comments from
dissatisfied candidates posted to
the wall of the main EU Careers
page e.g.
– Those waiting for results
– Those not happy with switch to
competency based testing
• Not the first impression that
EPSO wants for those ‘discovering’
EU Careers for the first time
19. Monitor, measure and optimise
The
potential
candidate...
sees clicks on link or lands on stays on clicks to
advert enters URL for website website apply
website
Data gained:
Circulation Clicks Visits Pages visited Number of
figures and time started
(print) spent on site applications
Impression
s (online)
leaves
website
immediately
Bounce rate
Click through rate (CTR)
(clicks / impressions) for Costs per
each media channel application started
(CPAS) for each
media channel
Costs per click (CPC) for
each media channel
19
20. Monitor, measure and optimise (2)
The
potential
candidate... goes
clicks to submits completed through reaches
apply application form selection Reserve List
procedure
Data gained:
Number of Number of Number Number
started completed selected on List
applications applications
Costs per completed Costs per person (CPH)
application (CPA) by media channel
by media channel
20
22. 2011 Graduate Campaign Results
- Facebook advertising
25%
of media
spending
66%
of traffic
to the
microsite
22
23. Keep developing
Personal Profession
Social al Social
Network Networks
Niche
network
Location
Social
Media
Mobile Blogs
Universe
Video
Micromedia
/
Pictures
Microblogs
23
24. Best practice
1. Know why
2. Know your target audience
3. Prioritise your platforms
4. Create messages
5. Promote and integrate what you are doing
6. Follow through and be consistent
7. Listen and respond
8. Sustain engagement
9. Monitor, measure and optimise
10. Keep developing
24
25. Thank You
&
Questions?
jlevy@terrafirmaassociates.com
@socialjulia
25
Notes de l'éditeur
\n
- more than 563 022 candidates have participated in a competition;\n- around 700 open competitions organised;\n- 17 189 successful candidates; \n- 12 118 successful candidates recruited.17,189 successful candidates in total\n 12,118 successful candidates recruited\n
- Recruitment process out-dated, based on 1950’s competition model; \n- Extremely long procedure both for candidates and Institutions;\n- Demographic change;\n- ‘War for talent’: need to compete efficiently to attract the right people and create a positive image of the EU Institutions as potential employer.\n\nGoals\n Ensure services have the right staff in place (meeting the EU’s Institutions’ governing bodies needs);\n Efficient and reliable tests (improving delivery and making content more relevant);\n Better dialogue with candidates and improving user friendliness;\n Creating a positive image of EU employment.\n
Grey buildings…\nNot much human contact…\n
\nOut-dated…\nNot in touch with modern society (or particularly youth culture)…\n
We are very popular!\nWe attract over 100,000 applications each year…\nWe need to target the people we want..\n
Personas\n Demographic\n Psychographic\n Competencies\n Personality\n Opinions\n Motivators\n \n \n Demographic\n age\n nationality\n education\n language skills\n Psychographic\n openness/curiosity\n self-confidence\n pro-activeness\n internationally minded\n Competencies\n Prioritising\n Problem solving\n Communication\n Teamwork\n Learning and development skills\n Opinions\n politics, perspective on EU\n Motivators\n long term perspective on career\n making a difference\n
\n
Facebook\n- 3 language versions.\n- All main announcements published simultaneously on all 3 pages.\n- Questions answered in the ‘Discussions’ areas of all three pages.\nTwitter\n 3 language versions.\n All main announcements published simultaneously on all 3 pages.\n During first graduate recruitment ran simultaneous live ‘Q&A’ sessions.\nRaconteurs\n16 members of staff from across the EU Institutions…\nBlogging on Facebook and tweeting on Twitter.\n
Owned media\nOrganisation’s Webpage\nOrganisation’s social media pages (Facebook, Linkedin, Twitter, Youtube,..)\n\nPaid media\nSocial media advertising (Facebook, Linkedin,...)\nPay Per Click Advertising (Google Adwords,...)\n\nEarned media\nRecommendations by staff on their social media pages\nBlog posts about working for the organisation\n\n
\n
\n
Linguists Campaign\nThe addition of Maltese language adverts for Malta’s Facebook campaign proved to be successful. In a campaign which ran for less than a week, it generated 591 click throughs and 123 conversions on the microsite. Based on the results of the Maltese Facebook campaign and the overall bounce rate on the microsite, we recommend further trials in the national language for the target countries.\n\n\nICT Campaign\nOne reason why the AST3 site didn’t engage some people enough to stay on the site could have been that the copy of the AST3 landing page was not tailored to the ICT targeted Facebook users. The AST3 micro-site was working as a landing page for all 4 fields of the competition (Statistics, Finance/Accounting, Human Resources and ICT) whereas the AST1 micro-site was only for the secretarial field.\nAnother possible reason for the high Bounce rate could have been the wording used on the site. The job title may have been an issue with graduates finding the idea of a career as an “Assistant” less attractive. During the campaign the copy was therefore adapted by removing the word ‘assistant’ from the copy where possible adding a paragraph which explains how “Assistant” is used in EU context adding information about the salary level\nWith these amendments the average Bounce rate improved by 10 to 20% from launch to the end of the campaign.\n
One person monitoring each page who answers questions.\n Number of questions can vary from 0-20 in one day depending on cycle of recruitment procedures.\n EPSO posts updates or news items on our main EU Careers page. \n This takes no longer than 30min unless it is a major announcement that EPDO does in 3 languages then the translation time should be added.\n On other pages EPSO do twice weekly searches using search engines for blogs, articles and posts for things such as 'epso' 'eu careers' and 'concours'.\n
\n Have now split into 2 pages. \n \n Second page, ‘EU Careers – \n I’ve Applied!’ is focused on \n questions of existing applicants.\n \n Proposal was first suggested via a poll on original ‘EU Careers’ page.\n \n Overwhelming number voted for new split (85% in favour).\n \n Now comments on main page are (usually..) more positive.\n
See how well a campaign is performing in real time\n Optimise campaign in real time\n Learn about what creative approaches are most effective \n Gain insights about media effectiveness and ROI\n Increase understanding of user behaviour on your website and the application process\n
with an integrated ATS\n
How much traffic?\n- 100,000 visits to the micro site\n- 19,300 people clicked through to the EU Careers application page\n\nWhere did it come from?\nPrint: 17%, This traffic was measured by a media landing page with a unique URL (www.eu-careers-online.eu/welcome). It is highly possible that people who saw the advert, but did not remember the URL accurately, chose to search for EU Careers via Google and were therefore not captured via the media landing page.\nOnline job boards, banner, email: 17%, The traffic for the online job boards consists of the information given by job boards and - where this information was not available yet - Google Analytics. It is therefore not 100% accurate.\nFacebook advertising: 66%\n\nWhat media performed?\n- Across all advertising channels, Facebook appeared to perform the best (66% of traffic to the micro site came through Facebook, spending 25% of the media budget)\n\nWhat messages performed?\n\n1[Position] wanted\nGive your career an international dimension and work for 500m clients in an international environment with good salary.\n2\n2Career in public sector\nBroaden your experience: Work in an international environment with challenging tasks and excellent starting salary.\n3\n3[Position] for millions\nAdd a European dimension to your career, with the EU. Challenging work and good salary for the brightest and best.\n4\n4A great atmosphere!\nEnjoy international environment and broaden your experience in [field]. Expect challenging tasks and excellent rewards.\n5\n5500 million clients...\n50,000 colleagues: Ready for a challenging career in [field]? Work in an international environment and make a difference!\n\n“A good work atmosphere” was identified as an important motivator from the market research, especially for the northern focus countries, but is not specified explicitly in the EPSO messages.\nBased on this findings we agreed the following ‘motivators’ and created different advert copies, each focusing on one or more of these aspects: career progression, broaden experience, interesting work, make a difference, international exposure, compensation and benefits, work atmosphere.3\nThe advert copy was tested during the teaser campaign, so the main campaign was launched with the two adverts which delivered the best results per country. To find out, which advert copy worked best, we compared the adverts which the highest CTR as well as the highest conversion.4 For both metrics, the results were the same, showing ‘wanted’ adverts performed best.\n1\n\nWhat targeting performed? \n\nby location: \n- Irish adverts generated the highest CTR, Danish adverts the highest conversion rate\nby field of study: \n- Adverts for law generated the highest conversion rate\n\n
