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Lessons From The Trenches: How To Develop Social Recruiting Strategies That Work

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This is the presentation deck from my opening keynote at Recruiting Trends Conference. [Thursday, 10/24/2013, Planet Hollywood, Las Vegas]

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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 1
Source: Socialnomics, Erik Qualman Thursday, October 24, 13 2
“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 3 Thursday, October 24, 13 3
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 1 2 3 4
92% Of U.S. companies have used social media in 2012 to nd talent and potential employees to hire. Source: Jobvite Social Recruiting Survey 5 Thursday, October 24, 13 5
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 Thursday, October 24, 13 Twitter Facebook LinkedIn 6
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 7
Source: Jobvite 2012 Social Job Seeker Survey Thursday, October 24, 13 8
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 1 2 3 9
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 Thursday, October 24, 13 10
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 Thursday, October 24, 13 11
Why Social? Excerpt from Washington Post article: For non-prot NPR, social media is a great equalizer when it comes to hiring. Thursday, October 24, 13 12
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) Thursday, October 24, 13 13
Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing Thursday, October 24, 13 14
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 Thursday, October 24, 13 15
Facebook • 73,000+ likes • Collaboration with NPR Communications • Work4 job sharing • #7 applicant source • #9 hire source Thursday, October 24, 13 16
Career Site • Reinforce culture • Optimized for mobile (responsive) • Media rich (photos, videos, social media) • Candidate experience Thursday, October 24, 13 17
Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) Thursday, October 24, 13 18
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) Thursday, October 24, 13 19
Brand Ambassadors Drive Engagement: Thursday, October 24, 13 Amplify Jobs: 20
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 1 2 3 21
Three Phase Social Recruiting Roadmap Building & Launching A Corporate Social Recruiting Strategy Design Execution Refinement Months 0-3 Months 3-12 Months 12+ ‣ 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 22 Thursday, October 24, 13 22
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. 23 Thursday, October 24, 13 23
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. • • 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. Thursday, October 24, 13 24
Questions? Lars Schmidt @ThisIsLars | AmplifyTalent.com Thursday, October 24, 13 25

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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 1
  • 2. Source: Socialnomics, Erik Qualman Thursday, October 24, 13 2
  • 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 3 Thursday, October 24, 13 3
  • 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 1 2 3 4
  • 5. 92% Of U.S. companies have used social media in 2012 to nd talent and potential employees to hire. Source: Jobvite Social Recruiting Survey 5 Thursday, October 24, 13 5
  • 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 Thursday, October 24, 13 Twitter Facebook LinkedIn 6
  • 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 7
  • 8. Source: Jobvite 2012 Social Job Seeker Survey Thursday, October 24, 13 8
  • 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 1 2 3 9
  • 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 Thursday, October 24, 13 10
  • 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 Thursday, October 24, 13 11
  • 12. Why Social? Excerpt from Washington Post article: For non-prot NPR, social media is a great equalizer when it comes to hiring. Thursday, October 24, 13 12
  • 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) Thursday, October 24, 13 13
  • 14. Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing Thursday, October 24, 13 14
  • 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 Thursday, October 24, 13 15
  • 16. Facebook • 73,000+ likes • Collaboration with NPR Communications • Work4 job sharing • #7 applicant source • #9 hire source Thursday, October 24, 13 16
  • 17. Career Site • Reinforce culture • Optimized for mobile (responsive) • Media rich (photos, videos, social media) • Candidate experience Thursday, October 24, 13 17
  • 18. Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) Thursday, October 24, 13 18
  • 19. 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) Thursday, October 24, 13 19
  • 20. Brand Ambassadors Drive Engagement: Thursday, October 24, 13 Amplify Jobs: 20
  • 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 1 2 3 21
  • 22. Three Phase Social Recruiting Roadmap Building & Launching A Corporate Social Recruiting Strategy Design Execution Renement Months 0-3 Months 3-12 Months 12+ ‣ Develop strategy ‣ Rene 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, rene, adjust ‣ Align with marketing/ branding ‣ Select channels, determine content strategy ‣ Channel expansion, develop and manage campaigns ‣ Launch channels ‣ Promote wins internally 22 Thursday, October 24, 13 22
  • 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. 23 Thursday, October 24, 13 23
  • 24. 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. • • 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. Thursday, October 24, 13 24
  • 25. Questions? Lars Schmidt @ThisIsLars | AmplifyTalent.com Thursday, October 24, 13 25