This is my presentation deck for the June 2013 HCI Talent Management Conference in Boston, MA.

1. Rethinking Recruitment: NPR’s
Brand Ambassadors
Lars Schmidt | Senior Director,Talent Acquisition & Innovation | @ThisIsLars |
AmplifyTalent.com | #hcievents
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2. Why Social?
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3. Source: Socialnomics, Erik Qualman
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4. What Is Social Recruiting?
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5. •Social Sourcing
•Employment Branding
•Recruitment Marketing
•Talent Networks
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6. State of Social Recruiting
• 92% of U.S. companies
have used social media
in 2012 to find talent &
potential employees to
hire
• 73% of surveyed
respondents indicated
they have successfully
hired through social
media
• Most popular
networks: LinkedIn
(92%), Facebook (66%),
Twitter (54%), blogs
(21%), Google+ (20%),
YouTube (19%)
Source: Jobvite 2012 Social Recruiting Survey
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7. Employer Branding
• *93% of employers plan
to maintain or grow
investment in employer
brand
• *Up to 50% savings in
cost per hire is
associated with a strong
employer brand
• **Employer branding is
one of the top five
organizational objectives
for 45% of global
organizations
• **83% say line managers
are important during the
EVP process to ensure
successful
implementation
*Source: LinkedIn July 2012 survey of over 4,700 talent **Source:TMP Worldwide
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8. Where DoYou Start?
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9. Friday, June 14, 13

10. How Is NPR Using Social?
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11. NPR + Social Media
• @nprnews: 1,804,836
followers
• @NPR: 171,046 followers
• @NPRjobs: 18,314
followers
• NPR Facebook Page:
2,651,703 likes
• This Is NPR Facebook
Page: 63,988 likes
• LinkedIn: 16,852 followers
• Instagram: 244,146
followers
• Foursquare: 13,065
followers
* Stats as of 6/4/13
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12. Brand Ambassadors
• 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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13. Building a Social Recruiting Strategy
• Find your internal social media stakeholders
• Step out of HR; identify internal influencers, invest in
those relationships
• Engage your employees
• Everyone is a brand ambassador, everyone is a recruiter
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14. Twitter
• @NPRjobs launched July 2011
• 18,000+ followers
• Primary social recruiting
engagement platform
• #7 source channel
• Helps NPR reach new
audiences (63% of
followers are under 35)
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15. Hashtags
#NPRlife - Employer Branding
#PubJobs - Collaborative Recruiting
#AskNPRIntern - Campaigns
#JournoJob - Recruitment Marketing
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16. Why Social?
Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.
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17. Case Study:The Power of a Tweet
Situation:
The volume of applications for our Fall 2011 internships was
below target levels as the deadline approached
Results:
114 RTs, 742,976 impressions, 140 new applicants, 15 hires
Solution:
We extended the application deadline one week and announced
with a single tweet (below)
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18. Employer Branding
#NPRlife
6,000+ tweets
1,000+ photos on Instagram
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19. LinkedIn
• 16,800+ followers
• 1,442 monthly visitors
• #3 source channel
• Talent Brand Index: 15
(higher then NewYork Times,
CNN,Washington Post,ABC)
• Enhanced branding
features
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20. Facebook
• 64,000+ likes
• Collaboration with NPR
Communications
• Work4 job sharing
• #8 source channel
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21. Instagram
• 250,000+ followers
• 1,000+ #NPRlife photos
• The average Instagram user
spent 257 minutes accessing
the site via mobile device in
August, the average Twitter
user over the same period
spent 170 minutes viewing.
(source: All Things D)
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22. YouTube
• 2nd largest search
engine
• 4B video views daily
• NPRjobs: 33
subscribers, 3,707
video views
• High potential, high
investment
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23. Career Site
• Reinforce culture
• Optimize for mobile
(m site, responsive)
• Media rich (photos,
videos, social media)
• Shareable
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24. Blogs
• Employee generated
content
• Engaging, shareable
• Easy to start (Tumblr)
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25. Job Descriptions
• Extension of your
employer brand
• Get creative
(infographics, video)
• Include links
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26. Collaboration
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27. Brand Ambassadors
Amplify Jobs:Drive Engagement:
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28. Key Takeaways
• 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
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29. Questions & Discussion
Lars Schmidt | Senior Director,Talent Acquisition & Innovation
@ThisIsLars | @NPRjobs | AmplifyTalent.com
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