mission possible: how to create a comprehensive social media recruitment marketing strategy
DESCRIPTION
Session from the ERE Expo Spring 2011, presented by Stacy Van MeterTRANSCRIPT
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
• 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