Using Social Media to Attract & Engage Passive Candidates

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Kat Drum's presentation from the ERE Expo Spring 2010.


<ul><li><p>Using social media to attract &amp; engage passive candidates</p><p>March 17th, 2010</p></li><li><p>VIA</p><p>This is not instant coffee as you know it. This is rich, </p><p>flavorful Starbucks coffee in an instant.</p><p>Starbucks has found a way to offer a truly great cup of coffee that you </p><p>can prepare by just adding water. Other instant coffees taste flat and </p><p>lifeless. Starbucks VIA Ready Brew is different its full-bodied and </p><p>flavorful, just like the Starbucks coffee you know and love.</p><p>Its made with the highest-quality, ethically sourced 100% Arabica </p><p>beans. The magic is in a proprietary, all-natural process that we spent </p><p>years perfecting. We micro-grind the coffee in a way that preserves all </p><p>of their essential oils and flavor. No other coffee company takes this </p><p>step, and it makes all the difference.</p></li><li><p>Employer Branding</p><p>IT STARTS WITH OUR PARTNERS</p><p>Headquarters in Seattle, Washington: 3,000+</p><p>Total Partner Count: 200,000+</p><p>North America &amp; Canada Store Count: 11,181</p><p>International Store Count: 5,525</p><p>Total Store Count: 16,706 </p><p>** (as of December 26, 2009)</p></li><li><p>How we use social media to attract &amp; engage passive candidates:</p><p>1. Partnerships with in-house departments:</p><p>2. Brand ourselves as a great place to work</p><p>3. Social media guidelines</p><p>4. Business Case: </p><p>--Where we are spending dollars and how we measure results</p><p>5. Stop talking. Start doing. Heres why.</p><p>Social media revolution video</p><p>TODAYS AGENDA</p><p>What youll walk away with</p></li><li><p>Recruiting &amp; Sourcing Tactics</p><p>Where weve been--</p><p>Job Fairs</p><p>Banner ads</p><p>Print Ads</p><p>Direct Mail</p><p>Brochures</p></li><li><p>Our philosophy: 2-way real-time interactive </p><p>conversations to create connections &amp; </p><p>relationships and begin building a sustainable talent advantage.No different than our consumer web 2.0 strategy: </p><p>Chris Bruzzo view on social media: This was not built as a marketing channel, </p><p>but as a consumer relationship-buildingenvironment."</p><p>Employment Branding 2.0 </p></li><li><p>The candidate landscape past and future</p></li><li><p>Recruiting &amp; Sourcing Tactics</p><p>Where were goingOur customers are candidates</p><p>Widgets</p><p>SEO</p><p>SEM</p><p>RSS feeds</p><p>Videos</p><p>SMS</p><p>Landing pages</p><p>Mobile app</p></li><li><p>Why Facebook?</p></li><li><p>---Facebook/Starbucks---</p></li><li><p>Facebook ad buy example</p><p>Ads: </p><p>Manitoba-Baristas</p><p>NYC-Store Managers</p><p>SSC-IT, Marketing, Learning positions</p><p>Heres what we use to conduct an ad buy:</p><p>Position title(s)</p><p>Position location</p><p>Link to Taleo req (auto-populated w/source)</p><p>Target city(s)</p><p>Key words examples:</p><p>Ajax, Mootools, Starbucks, Art, Manager, Retail, </p><p>Next Steps/Process:</p><p>Urgent need &amp; Prioritized</p><p>ROI:</p><p>6 hires this fiscal year</p></li><li><p>Starbucks Job Widget for Facebook</p></li><li><p>My Starbucks Story</p><p>Welcome page </p><p>Voting page </p><p>You Tube </p></li><li><p>12/08 there were 4M unique visitors on Twitter; 9 months later that number</p><p>jumped to 23.5M unique visitors &amp; they have sustained it to present day!</p><p>Why Twitter?</p></li><li><p>@StarbucksJobs</p><p>5 strategic pillars:</p><p>1. Retail management</p><p>2. Retail hourly</p><p>3. SSC positions</p><p>4. Global reach</p><p>5. #reasonstoworkatstarbucks</p></li><li><p>1.Follow us link on our Career Center &amp; landing pages</p><p>2.CRM messages</p><p>3.Weekly coffee tastings</p><p>4.Weekly internal newsletter</p><p>5.Open forums </p><p>6.Intranet</p><p>7.Linkedin integration to ^KD &amp; ^JL</p><p>@Starbucksjobs internal communication plan</p></li><li><p>Q&amp;A</p><p>Career Center</p></li><li><p>My Starbucks Idea Partner Site</p></li><li><p>Twitter/Linkedin integration</p></li><li><p>More Linkedin integration</p></li><li><p>Landing pages/social media integration</p></li><li><p>October 2008: Launched CRM (AIRS SourcePoint) for Sourcing &amp; Exec Recruiting Teams </p><p>July 2009: Expanded to all Starbucks recruiters</p><p>March 2010: Database has grown to 75K+ prospects</p><p>Using CRM to Develop and Maintain Prospect Relationships</p><p>Starbucks sourcers &amp; recruiters use CRM to build pipelines and track prospects</p><p> Implemented training, consistent business process &amp; continuous improvement practices </p><p> Users search multiple databases via CRM, import prospects directly, and maintain </p><p>relationships via branded messaging campaigns</p><p> Integration with ATS (Taleo): prospects are exported directly to open requisitions</p><p>CRM--</p></li><li><p>Innovation: Autobot program </p><p> Autobot is the internal name for an innovative, automated candidate generation program </p><p>developed by the Talent Engagement (Sourcing) team</p><p> Automated candidate generation leveraging CRM search agents </p><p> Branded email communication sent to prospects inviting prospects to apply for open positions</p><p> Seamless source code tracking from CRM to ATS </p><p>Result: 27 Hires FY10 YTD (Store Managers &amp; Assistant Store Managers)</p><p>Using CRM to Develop and Maintain Prospect Relationships</p></li><li><p>Whats next?</p><p>SMS campaigns</p><p>Mobile application</p><p>Job mention on our Starbucks </p><p>iphone app v.2 in July 2009</p></li><li><p>Social media guidelines</p><p>Our recommendations: </p><p>Were all brand ambassadors. Were always representing our brand. On and off </p><p>work.</p><p>Keep it in first person. Make it clear that you are speaking for yourself and not </p><p>on behalf of your company.</p><p>Stick to your expertise, stay factual and when giving an opinion, state it as such</p><p>LESSON LEARNED: Dont let employees secure a domain or Twitter handle on </p><p>behalf of your company. If they leave, it goes with them, so could your brand.</p></li><li><p> Stats </p><p> Around 70 followers before our 1st Tweet was </p><p>posted</p><p> Over 1500 engaged Followers, at present, via </p><p>organic growth</p><p> Measuring web analytics &amp; managing account </p><p>via CoTweet</p><p> Audience / Partnerships</p><p> Both Job Seekers &amp; Connectors!</p><p> Partnering with the Digital Strategy Team to </p><p>align with their Consumer work</p><p> Power of RT</p><p> Expand Our Reach unique channel to express </p><p>our Employment Brand &amp; opportunities</p><p> #reasonstoworkatStarbucks campaign</p><p> ROI</p><p> Multiple &amp; documented Hires for disparate </p><p>businesses within 90 days of go-live</p><p>Tweeting is a conversation</p><p>Glossary:</p><p>Used to send other </p><p>users a private messageDirect</p><p>MessageDM</p><p>An accepted practice of </p><p>copy/pasting others </p><p>Tweets</p><p>ReTweetRT</p><p>Used to tag a keyword </p><p>for Search resultsHashTag</p><p>Hash#</p><p>Used to reply to </p><p>someones Tweet or </p><p>mention someone in a </p><p>Tweet.</p><p>Mention</p><p>Reply@</p></li><li><p>It takes a cross-functional team to make it happen</p></li><li><p>The end</p><p>Q &amp; A</p></li></ul>