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NCA Talent & Culture Social Media Strategy Standing out Campaign
ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Table of Contents 1. Talent & Culture Social Media Strategy
• Executive Summary
• Objectives
• Methodology
• Social Media Strategy Launch Steps
• Social Media Toolkit
2. Content Calendars
• Themes
• Monthly Campaigns
3. Randstad’s Standing Out: Insights From Celebrated Employer Brands
4. “Standing Out” Talent & Culture Social Media Campaign
5. Sample Posts From “Standing Out” Campaign
6. Engagement Levels
• Overall Results
• “Standing Out” Engagement Statistics
• Awards & Recognition
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
1 Talent & Culture Social Media Strategy
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy Executive Summary
We recognized the need to develop a Talent & Culture Social Media Strategy to
increase our applicant flow through new recruitment channels, and target passive
and active jobseekers at their source.
Through an organic, grassroots approach, we selected a Talent & Culture Social
Media Ambassador at every Fairmont & Swissotel property in our North & Central
America Region. We saw this as an opportunity to leverage a competitive
advantage, as through our competitor research, no other company was doing this
on a regional scale.
As a result of our Talent & Culture Social Media Strategy, after only six months,
100% of our hotels had an increase in their followers, over half saw their overall
engagement levels increase, and one of our monthly campaigns generated more
than 200,000 impressions
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Objectives
are we trying
what
accomplish?
to
are we going to DO IT?
how when should we
START?
where should we be active?
EMPLOYER BRANDING
RECRUITMENT
HAVE A COMPETITIVE
ADVANTAGE
T&C AMBASSADOR TO MANAGE
THE PROPERTY PAGES ON
PARTNER WITH MARKETING TO
SHARE CONTENT TO INSTAGRAM,
TWITTER & FACEBOOK
NOW! UTILIZING RESOURCES FROM THE
SOCIAL MEDIA TOOLKIT
why are we embarking ON THIS JOURNEY?
EXPAND RECRUITMENT
CHANNELS
INCREASE APPLICANT FLOW
BE PROACTIVE & TARGET
APPLICANTS AT THEIR SOURCE
who IS OUR TARGET
AUDIENCE?
ACTIVE & PASSIVE JOBSEEKERS
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Methodology
APRIL 2016
SOCIAL MEDIA
IDENTIFIED AS
KEY TOPIC
THROUGH
TALENT &
CULTURE
DIRECTOR
SURVEY
MAY 2016
REGIONAL
SOCIAL MEDIA
TALENT
TASKFORCE
CREATED
OCTOBER
2016
TALENT &
CULTURE
SOCIAL MEDIA
STRATEGY
LAUNCH
MAY 2016 –
SEPTEMBER
2016
COMPETITOR
ANALYSIS
DISCUSSION &
REVIEW OF
SOCIAL MEDIA
PLATFORMS
STRATEGY
CREATION
DEVELOPMENT
OF SOCIAL
MEDIA TOOLKIT
NOVEMBER
2016 -
PRESENT
TALENT &
CULTURE
SOCIAL MEDIA
STRATEGY
LIVE IN ALL
FAIRMONT/
SWISSOTEL
PROPERITES
IN NORTH &
CENTRAL
AMERICA
REGION
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy Launch Steps
• ASSIGN T&C SOCIAL MEDIA AMBASSADOR FOR EACH PROPERTY
• Identify a representative from the Talent & Culture Department who is
passionate about, and savvy with, social media
• OWN THE LINKEDIN PROPERTY PAGE
• Every property has a LinkedIn Property page, managed by the T&C Social
Media Ambassador
• T&C Ambassador to participate in Monthly Regional Calls to share best
practices, discuss trends, and plan for the month ahead
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy Launch Steps
• MAXIMIZE YOUR OWN PERSONAL LINKEDIN PROFILE PAGE
• Market ourselves by showcasing who we are and why we love what we do
• Educate Hiring Managers & Team on maximizing their online presence
• SHARE JOBS
• T&C Ambassadors and Hiring Managers share jobs via the Fairmont Hotels &
Resorts Global LinkedIn Careers page to reach a greater audience
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Launch Steps
• DEVELOP MONTHLY CONTENT CALENDAR
• T&C Ambassadors to create a content calendar on a monthly basis, post
content, and participate in regional campaigns
• PARTNER WITH MARKETING TO DRIVE CONTENT TO FACEBOOK,
TWITTER & INSTAGRAM
• Develop a plan to ensure content is relevant on the hotel guest-facing pages
• HAVE FUN AND SHOWCASE WHY WE ARE A GREAT PLACE TO WORK!
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Social Media Toolkit SUPPORTING RESOURCES: • Launching your LinkedIn Social Media Strategy
• LinkedIn Guide for Property Pages/How to Maximize Your LinkedIn Property Page
• How To Maximize Your LinkedIn Profile Page
• Content Themes for Property LinkedIn Pages
• How to Build Content and Sample Content Calendar – LinkedIn
• How to Share Jobs on Your LinkedIn Profile Page
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
2 Content Calendars
|
To help maintain clear and consistent messaging, the content posted should relate directly to pre-defined themes as per the T&C Social Media Talent Strategy. The content themes we developed were: • Connect • Grow • Live • Recruitment
Content themes and Monthly Campaigns are incorporated into the Content Calendar developed by T&C Ambassadors each month
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Content Themes
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Content Themes: Sample Ideas
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Content Calendar: Sample
| 19/09/2017 15
EACH MONTH, EVERY PROPERTY POSTS ABOUT THE SAME TOPIC – OUR
MONTHLY CAMPAIGN.
• Ambassadors suggest ideas for a Campaign during the call
• A poll is created based on ideas generated and put to a vote
• The idea with the highest votes becomes the Monthly Campaign for the next month
Talent & Culture Social Media Strategy
Monthly Campaigns
ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
2016/2017
Monthly Campaigns
December Solidarity Week
January New Year, New You
February #lovemyjob
March International Women’s Day
April #GetOutside
May New Beginnings
June Standing Out
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
3 Randstad’s Standing Out: Insights From Celebrated Employer Brands
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
What is Randstad?
RANDSTAD: PLAYING A PIVOTAL ROLE IN THE WORLD OF WORK Randstad is a leading global staffing and recruitment company that offers a wide range of solutions in the HR services space. WORKFORCE INSIGHTS Randstad provides insights into market trends and employment issues. It invests in regular global HR research initiatives while also fostering thought, business and social leadership. BUILDING A STAND OUT BRAND Randstad Employer Brand Research provides localized insights into worker drivers, motivators, and preferences in 26 countries, diving into what people find attractive in an employer and zooming in on companies, sectors and 10 key attributes including work-life balance and training.
HTTPS://WWW.RANDSTAD.COM/ABOUT-RANDSTAD/
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Randstad Standing Out Article
STANDING OUT FROM THE REST
• Standing Out: Insights from Celebrated
Employer Brands • Six case studies that include interviews
with HR executives with consistent high scores in the Randstad Employer Brand Survey
• Fairmont Hotels & Resorts was
featured as one of the case studies for 2017
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Randstad Standing Out Article
To read the full article, visit: https://www.randstad.com/workforce-
insights/workforce360/archives/case-study-employer-branding-at-fairmont-hotels-resorts_213/
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
“Our philosophy is actually
quite simple. If we take really
good care of our colleagues,
they will take really good care
of our guests…”
“Working with Fairmont is
like being part of a family,
it’s like coming home”
Talent & Culture Social Media Strategy
Quotes from Carolyn Clark, SENIOR VICE PRESIDENT, TALENT & CULTURE, NORTH & CENTRAL AMERICA
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
4 “Standing Out” Social Media Campaign
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AS PART OF THE JUNE CONTENT CALENDAR • Randstad Article Featuring Carolyn Clark shared on the Global LinkedIn
Page for Fairmont Hotels & Resorts
• All Fairmont properties in North America posted content as to why their Hotel/Resort Stands Out!
19/09/2017 ACCORHOTELS | Social Media Ambassador Call | Talent & Culture
22
Talent & Culture Social Media Strategy
“Standing Out” Social Media Campaign
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
5 Sample Posts from “Standing Out” Campaign
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FAIRMONT WATERFRONT
VANCOUVER, BRITISH COLUMBIA
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
“Standing Out” Posts
FAIRMONT EMPRESS
VICTORIA, BRITISH COLUMBIA
|
FAIRMONT JASPER PARK LODGE
JASPER, ALBERTA
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
FAIRMONT LE CHATEAU FRONTENAC
QUEBEC CITY, QUEBEC
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
FAIRMONT LE CHATEAU MONTEBELLO
MONTEBELLO, QUEBEC
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
CLAREMONT CLUB & SPA, A FAIRMONT HOTEL
BERKELEY, CALIFORNIA
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
FAIRMONT SONOMA MISSION INN & SPA
SONOMA, CALIFORNIA
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
SWISSOTEL CHICAGO
CHICAGO, ILLINOIS
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
FAIRMONT SCOTTSDALE PRINCESS
SCOTTSDALE, ARIZONA
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
FAIRMONT PITTSBURGH
PITTSBURGH, PENNSYLVANIA
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
FAIRMONT HERITAGE PLACE, GHIRARDELLI SQUARE
SAN FRANCISCO, CALIFORNIA
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
FAIRMONT GRAND DEL MAR
SAN DIEGO, CALIFORNIA
Talent & Culture Social Media Strategy
“Standing Out” Posts
|
FAIRMONT ROYAL PAVILION
BARBADOS
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
FAIRMONT SOUTHAMPTON
BERMUDA
Talent & Culture Social Media Strategy
“Standing Out” Posts
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
6 Engagement Levels
|
ORGANIC IMPRESSIONS measures how many times your updates were seen by LinkedIn members in a
specific date range.
PAGE VIEWS measures how many times your property’s page was viewed in a specific date range.
CLICKS measures how many times LinkedIn members clicked on your content in a specific date range.
LIKES measures how many times LinkedIn members “liked” your content in a specific date range.
COMMENTS measures how many times LinkedIn members commented on your content in a specific
date range.
SHARES measures how many times LinkedIn members shared your content in a specific date range.
ENGAGEMENT % is the number of interactions divided by impressions
FOLLOWER TRENDS measures how your number of followers has changed over a specific date range.
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Engagement Metrics Defined
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
Results
Metric % of Hotels Increased
Organic impressions 86%
Page views 62%
Clicks 79%
Likes 79%
Comments 71%
Shares 67%
Engagement 55%
Followers 100%
June 2017
|
“Impressions”
generated by
campaign posts
19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy
“Standing Out” Engagement Statistics
230,000+
of hotels that
participated in the
campaign
increased their
engagement
“Likes” generated by
campaign posts
74% 3,300+
| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture
Talent & Culture Social Media Strategy Awards & Recognition
Fairmont Hotels & Resorts has historically appeared on various national and
international “Best Employers” Lists. We pride ourselves on our culture of
ensuring our colleagues have the best employee experience, so they in turn can
give the best experience to our guests. We strive to showcase this culture through
our Talent & Culture Social Media Strategy.
Here are two recent awards we received this year:
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