Using Social Media to Attract & Engage Passive Candidates

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


  • Using social media to attract & engage passive candidates

    March 17th, 2010

  • VIA

    This is not instant coffee as you know it. This is rich,

    flavorful Starbucks coffee in an instant.

    Starbucks has found a way to offer a truly great cup of coffee that you

    can prepare by just adding water. Other instant coffees taste flat and

    lifeless. Starbucks VIA Ready Brew is different its full-bodied and

    flavorful, just like the Starbucks coffee you know and love.

    Its made with the highest-quality, ethically sourced 100% Arabica

    beans. The magic is in a proprietary, all-natural process that we spent

    years perfecting. We micro-grind the coffee in a way that preserves all

    of their essential oils and flavor. No other coffee company takes this

    step, and it makes all the difference.

  • Employer Branding


    Headquarters in Seattle, Washington: 3,000+

    Total Partner Count: 200,000+

    North America & Canada Store Count: 11,181

    International Store Count: 5,525

    Total Store Count: 16,706

    ** (as of December 26, 2009)

  • How we use social media to attract & engage passive candidates:

    1. Partnerships with in-house departments:

    2. Brand ourselves as a great place to work

    3. Social media guidelines

    4. Business Case:

    --Where we are spending dollars and how we measure results

    5. Stop talking. Start doing. Heres why.

    Social media revolution video


    What youll walk away with

  • Recruiting & Sourcing Tactics

    Where weve been--

    Job Fairs

    Banner ads

    Print Ads

    Direct Mail


  • Our philosophy: 2-way real-time interactive

    conversations to create connections &

    relationships and begin building a sustainable talent advantage.No different than our consumer web 2.0 strategy:

    Chris Bruzzo view on social media: This was not built as a marketing channel,

    but as a consumer relationship-buildingenvironment."

    Employment Branding 2.0

  • The candidate landscape past and future

  • Recruiting & Sourcing Tactics

    Where were goingOur customers are candidates




    RSS feeds



    Landing pages

    Mobile app

  • Why Facebook?

  • ---Facebook/Starbucks---

  • Facebook ad buy example



    NYC-Store Managers

    SSC-IT, Marketing, Learning positions

    Heres what we use to conduct an ad buy:

    Position title(s)

    Position location

    Link to Taleo req (auto-populated w/source)

    Target city(s)

    Key words examples:

    Ajax, Mootools, Starbucks, Art, Manager, Retail,

    Next Steps/Process:

    Urgent need & Prioritized


    6 hires this fiscal year

  • Starbucks Job Widget for Facebook

  • My Starbucks Story

    Welcome page

    Voting page

    You Tube

  • 12/08 there were 4M unique visitors on Twitter; 9 months later that number

    jumped to 23.5M unique visitors & they have sustained it to present day!

    Why Twitter?

  • @StarbucksJobs

    5 strategic pillars:

    1. Retail management

    2. Retail hourly

    3. SSC positions

    4. Global reach

    5. #reasonstoworkatstarbucks

  • 1.Follow us link on our Career Center & landing pages

    2.CRM messages

    3.Weekly coffee tastings

    4.Weekly internal newsletter

    5.Open forums


    7.Linkedin integration to ^KD & ^JL

    @Starbucksjobs internal communication plan

  • Q&A

    Career Center

  • My Starbucks Idea Partner Site

  • Twitter/Linkedin integration

  • More Linkedin integration

  • Landing pages/social media integration

  • October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams

    July 2009: Expanded to all Starbucks recruiters

    March 2010: Database has grown to 75K+ prospects

    Using CRM to Develop and Maintain Prospect Relationships

    Starbucks sourcers & recruiters use CRM to build pipelines and track prospects

    Implemented training, consistent business process & continuous improvement practices

    Users search multiple databases via CRM, import prospects directly, and maintain

    relationships via branded messaging campaigns

    Integration with ATS (Taleo): prospects are exported directly to open requisitions


  • Innovation: Autobot program

    Autobot is the internal name for an innovative, automated candidate generation program

    developed by the Talent Engagement (Sourcing) team

    Automated candidate generation leveraging CRM search agents

    Branded email communication sent to prospects inviting prospects to apply for open positions

    Seamless source code tracking from CRM to ATS

    Result: 27 Hires FY10 YTD (Store Managers & Assistant Store Managers)

    Using CRM to Develop and Maintain Prospect Relationships

  • Whats next?

    SMS campaigns

    Mobile application

    Job mention on our Starbucks

    iphone app v.2 in July 2009

  • Social media guidelines

    Our recommendations:

    Were all brand ambassadors. Were always representing our brand. On and off


    Keep it in first person. Make it clear that you are speaking for yourself and not

    on behalf of your company.

    Stick to your expertise, stay factual and when giving an opinion, state it as such

    LESSON LEARNED: Dont let employees secure a domain or Twitter handle on

    behalf of your company. If they leave, it goes with them, so could your brand.

  • Stats

    Around 70 followers before our 1st Tweet was


    Over 1500 engaged Followers, at present, via

    organic growth

    Measuring web analytics & managing account

    via CoTweet

    Audience / Partnerships

    Both Job Seekers & Connectors!

    Partnering with the Digital Strategy Team to

    align with their Consumer work

    Power of RT

    Expand Our Reach unique channel to express

    our Employment Brand & opportunities

    #reasonstoworkatStarbucks campaign


    Multiple & documented Hires for disparate

    businesses within 90 days of go-live

    Tweeting is a conversation


    Used to send other

    users a private messageDirect


    An accepted practice of

    copy/pasting others



    Used to tag a keyword

    for Search resultsHashTag


    Used to reply to

    someones Tweet or

    mention someone in a




  • It takes a cross-functional team to make it happen

  • The end

    Q & A