TripAdvisor - Employer Brand Story

TripAdvisor – An Employer Brand Story
#GreenhouseSummit | March 2015

@TheLoriRusso #GreenhouseSummit @StacyZapar
@TheLoriRusso @StacyZapar
Founder of Tenfold;
Social Recruiting &
Employer Brand Strategist
Head of Global
Talent Acquisition &
Employer Brand

TripAdvisor:
A Brand Summary

TripAdvisor: A Strong Consumer Brand
*Source: Twitter, Facebook, Linkedin, Instagram, CustomerGauge.com, Hootsuite’s Love List
Top 10 in Hootsuite’s Love List (measures the reaction to
450 of the world’s top brands across the social web);
#1 in Travel & Hospitality industry
2M+ Twitter followers
1.8M+ Facebook likes
80K LinkedIn followers
57K Instagram followers
Top Rated in our Industry (Net Promoter Score)

Where it All Began 15 Years Ago…

TripAdvisor: The World’s Largest Travel Site
*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data
45 Domains in 28 languages
m
315Million
over
140,000
destinations
60m
Members

The Foundation for our Success?

TripAdvisor:
Our Talent Acquisition
Transformation

A New Era for our Talent Acquisition Team
• Lori Russo named Head of Global TA – March 2013
• 25 recruiters around the globe – Boston, Las Vegas, London, Japan,
Singapore
• Need for a new ATS; implementing Greenhouse
• Need to diversify and supplement the team
• Need for recruiter / hiring manager training
• No real hiring culture (global approach to who and how we hire)
• No real social recruiting strategy
• Lack of name recognition or real employer brand presence
(People in our own back yard didn’t even know we were headquartered in
Boston!)

Our Employer Brand Goal
WE NEEDED TO
TELL OUR
STORY...
a relevant, transparent
story of what it’s like to
work at TripAdvisor…
a peek through the blinds.

Our EB Strategy Aligns with our Business Model
TripAdvisor Review-Writing Advice:
“Write a review which would genuinely help someone else
make up their mind whether they would want to go or not.”

How Can We Tell Our Story Authentically?

TripAdvisor:
Our 10-Step
Employer Brand Gameplan

Step 1: Do the Research & Take Inventory

Step 1: Take Inventory (dig for GREAT content)
NEWS ARTICLESDEPARTMENT / EMPLOYEE BLOGS
OFFICE ENVIRONMENT / CUBE LIFE
COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE
INTERNAL INSIGHTS
EMPLOYEE SPOTLIGHTS
UNIQUE PERKS & BENEFITS
CANDID PHOTOS / IPHONE VIDEOS
CAREER STRATEGIES
HUMOR / MEMES
RELEVANT QUOTES

Step 1: What Does Great Content Look Like?
“
”
Great content makes people
want to share, care or swear.
@PRSarahEvans

Step 2: Build an Employer Brand Roadmap

Step 3: What’s in a Name?
@GoTripAdvisor

Step 4: The Hashtag Reinforces the Brand
@GoTripAdvisor

Step 5: Establish Pillars of Content

Step 6: Train all Recruiters on Social

Step 7: Establish Goals & Benchmarks

Step 8: Develop a Content Curation Strategy

Step 8: Our Content Curation Tool = Pinterest

Week 2 | Week 3 | Week 4
Step 9: TweetAdvisor of the Week Rotation Plan

Step 10: Weekly Content Calendar Schedule
Content
curation,
schedule
posts for
the week
Engage,
follow
back
Engage Engage,
follow
back
Engage Engage,
#FF
SUN MON TUE WED THU FRI SAT
30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN

TripAdvisor:
Rebranding as @GoTripAdvisor

@GoTripAdvisor Launch Week

Twitter: @GoTripAdvisor

Facebook: Go TripAdvisor

Instead of a Page, it’s a Facebook GROUP!

Employees, Candidates, Recruiters & Fans…
“The difference between
an audience and a
community is which way
the chairs are facing.”
- Chris Brogan

All Coming Together to Talk about TripAdvisor!
an audience and a
- Chris Brogan

Instagram: @gotripadvisor

LinkedIn & Glassdoor

Pinterest: Go TripAdvisor

Blogs: LinkedIn Publisher

TripAdvisor:
Early Wins for the New Brand

Our Facebook Group is a Real Talent Community!
an audience and a
- Chris Brogan

800+ Members (140+ TripAdvisor Employees)
an audience and a
- Chris Brogan

Every Single Recruiter is Active on Social!

The Reach and Influence are Growing Daily
o Social influence is up 80% overall since starting social training ten
weeks ago.
o Average Klout score on the team is now 44, up from 24 ten weeks
ago.
o Average # of Twitter followers is up 414% (up to 787 from 153
followers just ten weeks ago).
o @GoTripAdvisor Klout score is up 6 points to 59 in the three
weeks post launch.

Featured on Blogs & Online Publications

Our Blogger Featured on LinkedIn Talent Blog!

Winner! Boston’s Best Tech Work Culture

TripAdvisor:
Next Steps in our Gameplan

A Tab on the Main TripAdvisor Blog

A Revamped Careers Page

Branded, Innovative Job Postings

Live Events: “Boomerang” Cocktail Party

Monthly Tweetchats
#GoTripAdvisor

Podcasts, Hangouts & Oprah-Style Interviews

Employee Spotlight Blogs Around the Company
#GoTripAdvisor

Glassdoor Strategy: Feedback & Responses
#GoTripAdvisor

Company-Wide Social Training
#GoTripAdvisor

A Renewed Focus on Candidate Experience
#GoTripAdvisor

TripAdvisor - Employer Brand Story

TripAdvisor - Employer Brand Story

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