RBS Case Study

1. Developing a Social Media
Strategy for Employer Brand
Marketing.
Case Study – Royal Bank of Scotland 2012
Serge Sergiou – Digital Marketing Professional – December 2012.

2. Agenda
 RBS Digital Road Map – 2010 to 2012.
 2012 Objectives for Social Media Channels.
 The Role and positioning of each SM Channel within the
strategy.
 LinkedIn
 Facebook
 Twitter
 YouTube
 How Does it all work
 Campaign Brief
 Content and Community Management
 Automated Job Feeds
 Multi-channel Campaign Example

3. The RBS Roadmap to an Integrated Digital
Infrastructure

4. 2012 Objectives
There are two main roles for Social Media
1. Branding
Promote RBS as employer brand in order to make it more appealing and engaging, thus increasing the
likelihood of potential candidates to want to join the company.
This is done by…
▪ Integrating social media with RBS recruitment activity
▪ Integrating social media with specific relevant cluster activity
2. Candidate generation
Increasing the final numbers of job applications by attracting new leads, pushing indecisive
candidates through the application funnel and re-engaging old prospects.
This is done by…
▪ Defining the role and positioning of each platform
▪ Inter-connecting social media platforms to each other and main site
▪ Establishing processes between RBS stakeholders and SM platforms (content generation,
distribution and governance)

5. Influencing each step along the user
journey
General Awareness Attract and Drive Convert Filter
Mindset Measure &
(Get people to Retain (Move users to (Get them to (Only the right INTERVIEW
consider working
(Bring as many
the main hub – register and apply) ones go to & HIRE optimise
in RBS either now jobs.rbs.com) interviews)
people as
or in the future)
possible and keep
the around for
when “the
window” opens)
Job seeking
Mindset
Key platforms & activities involved Key platforms & activities involved Key platforms & activities involved
•Content •Main Website •Main Website
•SEO • Content •Content & SEO
•eCRM • Sign up •eCRM
•Advertising • Application process •Advertising
•Social Media • eCRM •Social Media
•Link building •Link building
Main KPI’s Main KPI’s Main KPI’s
•Brand perception •Conversion: Visit to registration to •KPI’s of Previous Stages
•Amount and quality of visitors application •stages Conversion: Application to
brought to the main site •Conversion: Application to hire hire

6. Role and positioning of SM Platforms

7. RBS Jobs - LinkedIn
PLATFORM ROLE
1.Increase visibility of RBS jobs on this platform
2. Send traffic to RBS site
3. Improve brand perception
4. Potential of reaching out to members, establishing a
relationship, drive traffic to the main site and creating
awareness on the back of specific activities .
BENEFITS
• Capture audience with the “job seeking”
mindset and send them to the RBS Jobs site.
• Give RBS Jobs visibility in this social media
platform
• SEO equity

8. RBS Jobs - Facebook
PLATFORM ROLE
•Increase visibility of RBS jobs on this Social Media platform
•Send traffic to RBS site through email alerts; direct cluster
features
•Promote RBS brand and cluster activities through RSS feed of
jobs; coordinate content management and adverting for
campaigns, etc
•Create engagement with users.
BENEFITS
• Stand out from competitors
• Create a better impression of the brand and richer information
• Have flexibility (across clusters and markets) over time
• Improved user experience and simplified journey
• Increase effectiveness for engagement and traffic driving
• Economies of scale for a regional rollout

9. RBS Jobs - Twitter
PLATFORM ROLE
• Broadcast available jobs to the twitter community
• Send traffic to RBS jobs site and to other
platforms
• Potentially promote specific activities from
different RBS clusters and other social media
platforms
BENEFITS
• Broadcast jobs and RBS activities
• Generate more traffic to the main site and other platforms
• Brand exposure in this platform
• SEO visibility as part of the results page
• Potential Buzz monitoring and user outreach

10. RBS Group Jobs - YouTube
PLATFORM ROLE
- Increase visibility of RBS jobs on this Social
Media platform
- Send traffic to RBS site
- “Multimedia Host” for storing and distributing
videos to other SM platforms
BENEFITS
- SEO equity
- Hosts videos from all clusters
- Distribute videos to other platforms
- Potential for becoming a bigger traffic driver

11. How Does it all work ?
The Importance of creating and
Managing Content

12. It all starts with the brief
A document that is useful and can be shared by all parties, and contains
information that is useful for both offline and online
Common Information
•Objectives
•Target Audience
•Key Requirements/mandatory's
•KPIs
•Message
•Budget & Timings
•Media Suggestions
•TOV
Offline Specific
•TV specific mandatory's,
guidelines, materials, etc…
Online Specific
•URL details, Imagery format (jpeg, etc.),
platform requirements

13. Content Management &
integration process
You need robust content and community management processes in place
eCRM
Measure and optimise

14. What is automated?
Every time a recruiter uploads a new job on the
ATS, it get’s automatically uploaded on
Twitter,LInkedIn and Facebook. Refreshed
3x day
Refreshed
ATS 12x day
Refreshed
1x day
Manually imputed by the
recruitment team

15. Mobile and Digital Banking Recruitment Campaign
Example
Objective
- To recruit c.20 open vacancies within Mobile and
Digital banking via the web site and i-Grasp
Strategy
- Reach out via the jobs.rbs.com/uk site and utilize
current database to attract interest in these
roles.
- Exploit the current social environments to attract
potential employees to find out more about
these roles and ultimately apply
Measurement
- The number of people who come through to
jobs.rbs.com and/or click on the Mobile and
Digital Banking landing page
- The number of new registrants
- The number of applications

16. Campaign Spread across all Digital Channels via Content &
Community Management

17. Next steps
This is just the beginning
of how you can use
social media.