fluidity, flexibility, and focus in executing a social media strategy as evidenced by davita

Kristen Neubert, Recruiting Manager – DaVita Tracey Parsons, Owner – PSC

Executing a Social Media Strategy

©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.

Agenda

•  Recruiting’s Take: Smart Experimentation

•  Shifting the Monologue to Dialogue

•  Measuring Return

•  Next up for DaVita


“Smart Experimentation”

©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 4

Smart Experimentation Goals

  Goal One: Established Social Media team

  Goal Two: Every Recruiter has a “following”

  Goal Three: Branded Presence


Facebook Branded Presence-DaVita Careers


FB Demographics – Age and Gender

• 992 Likes: Female 78%(774) and Male 20%(199)

• 65.2% Age 25–44 - 35.8% Age 25-34 Largest demographic - 29.4% Age 35-44


DaVita Jobs on Twitter


Linked In Example


Shifting the Monologue to Dialogue


Shifting from Monologue to Dialogue

• Cut job feeds, started engaging

• Huge increase in interactions and 48 hour response time!


Brand Category - examples

Authentic Messaging

Did You Know? Education on Village Programs

WIFM: Resume/Interview Advice

Audience ?s

Core Value quotes

Key Role Branding


The Team

Kristen Neubert Tracey Parsons Brian Schaffer

Lindsay Lambert Paula Bailey Kara Denfeld Angie Hannam

•  Two recruiters per site tasked with Responding/Innovation -  Estimate 30 minutes a day


Training Example


Training Example

Positive or favorable?


Interaction Sample


Social Media Channels - Results

Reach 2193 899 433

Engagement 37

RT: 25, DM:4, Mentions: 8, Clicks: 59

-55 interactions

255 52 wall posts

203 comments + likes

+107 interactions

35 Discussions: 18 Comments: 17

+14 interactions

Result 143 +79 site visitors

516 -200 site visitors

689 +23 site visitors

10 Hires +9 since Q1

511 Applicants +373 since Q1

4% 41% 27%


On the Horizon

•  Alumni Site

•  Interconnecting existing channels

•  Additional experimentation


Key to the Village


Additional Experimentation - Possibilities


Takeaways

•  Key Takeaways for Audience; - Experiment. Measure. Adjust. -  If you are going to be out there, engage - You can measure Social Media Talent Funnel - Take what’s out there and make it your own - Social Media is not one-size fits all, tailor the tools to

suit your brand


Q & A Kristen Neubert, Recruiting Manager – DaVita

Twitter: kristenneubert

Tracey Parsons, Owner – PSC

Twitter: tparsons


Thank You Make it a great day!

fluidity, flexibility, and focus in executing a social media strategy as evidenced by davita

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