mission possible: how to create a comprehensive social media recruitment marketing strategy

Twitter - @Deluxejobs @sjvconsult

Turning Candidates into Customers

…and employees into evangelists

(mis)Perception

Why Deluxe?

The New Deluxe

Deluxe is Transforming

Deluxe’s Most in-Demand Positions in 2010

Interactive Designer Marketing Database Analyst

Technology Solutions Analyst

Experience Strategist

E-marketing Delivery Specialist Search Marketing Manager

Director of Analytics and Insight

Web Campaign Product Manager

Ecommerce Director Virtual Desktop Technology Engineer

Manager Technology Solutions and Support

Shifting Talent Needs

Why Deluxe?

Social Recruiting at Deluxe Corp

Technology Transformation

PRE WEB WEB 1.0 WEB 2.0

Recruiting Transformation

Web 3.0 Semantic Web

Attention Economy

Mobility

Digital Lifestream

Me-onomy

Recommendations

Engagement

Web Squared Web 4.0

…the next transformation

Deluxe Talent Community

•  Change in the type of talent

•  Shift to market-driven economy

•  Generational shift (Millennial and Gen C)

•  Rapid pace of innovation

•  Employer brand management in the digital age

•  Gain credibility with the talent we are trying to attract

•  Your customers expect it!

Why Transform your Recruiting Model?

•  Become a recruiting organization •  Source and hire the best candidates (high quality)

•  Enhance the candidate experience •  Promote the culture •  Allocate spend more appropriately

•  Increase employee retention/engagement •  Help drive brand awareness

Setting Goals

How To: Sample Web Campaign

The search for Product Marketing Managers

Social Media Recruiting

Web Campaign

Web Campaign

Web Campaign

Web Campaign

Microsite/Videos

Title Location Created ID Views Applies Director, Product Management - Web Services Job Shoreview, MN, US 9/20/2010 5344BR 616 145 Senior Product Manager - Email Marketing Job Shoreview, MN, US 9/21/2010 5347BR 462 34 Senior Product Manager - Social Media Marketing Solutions Job Shoreview, MN, US 9/28/2010 5359BR 487 64 Product Director, Campaign Solutions Job Shoreview, MN, US 10/11/201 5380BR 112 15

Key findings Director of Product Management – Web: Not a single applicant came from the major job boards Top sites driving qualified applicants (LinkedIn; emarketingsilo $179; newmediahire $99; marketingprofs $199)

At one month into the campaign, we drove a total of 1,677 impressions - driving awareness and buzz about our openings. We had a total conversion of 176 individuals – 10.5%

Results

Talent Community Strategy

TURN CANDIDATES INTO CUSTOMERS

TURN EMPLOYEES INTO EVANGELISTS

Net Promoters

Awareness Consideration

Conversion New Hire

Training Referrals

Ambassadors Culture Keepers

Result: A Significant Online Footprint

Blog

Facebook

•  Our Talent Community grew from 3,500 members to 134,000 in just one year

•  Half of our positions each month from October 2010-January 2011 were filled with candidates from the Talent Community

•  13% of our community members wait 30 days or more before applying for a position

Results

Facebook • 11% average increase in fans per month

• 1,900 page views in November

• 415 total fans

Results

Twitter • 12% average increase in followers per month

• 445 total followers

LinkedIn • 5% average increase in followers per month

• 1,410 page views in November

• 1,765 total followers

YouTube • 32% average increase in views per month

• 1,500 total video views in November

Blog • 2,410 visits

• 881 visits in November

94.8% satisfaction with application, interview and hiring process

I'm not generally inclined to pursue opportunities with

companies I haven't heard of. Your social media recruiting

presence gave me exactly what I needed to change my mind.

It gave me a sense for the personality of the organization,

showed me the company is committed to doing business in

today's socially enabled environment, and provided enough

details about the particular position and its context to allow me

to pursue it with confidence. Great job.

Results

Innovation

The power to define and control a brand is shifting from corporations and institutions

to individuals and communities

Differentiate Your Brand

The Winner is the Customer

Demand A Seat At The Table

Brand Marketing Sales

Product IT

CSR

HR

Adopt A New Strategy: Recruiting is Social

Requires a Strategic Approach – Dedicate Resources

Execute & Measure

It (social media) is not a fad

You do not control your brand

Patience

Not just another ‘push’ channel – done right, social media has the ability to revolutionize your business