Claire Heu

• Hometown: Chatham• School: Virginia Tech• Year: Senior• Major: Consumer Studies–Minor: French

– Ohio State VS VT: September 7 @ 8pm on ESPN

Competitor Social Recruiting and Interaction

Quick Facebook Facts

• Facebook is the second most trafficked website in the world (The first is Google)– 1.44 billion monthly active users– 936 million daily active users– 798 million mobile daily users

• Job posts get 36% more applications if accompanied by a recruiting video

• Content containing images get 94% more views than content without images

What is recruiting via Facebook?

• Social recruiting is the concept of using social tools in the recruitment process.

• We want applicants to know who we are and have a desire to join our company.

• Recruitment through Facebook is meant to educate and incite candidates towards our culture and brand.

Quick Twitter Facts

• There was a 24% increase in monthly active users (MAU) over the last 4 quarters with the total now at 271 million.

• Twitter has added 53 million users in the last 12 months

• In the USA the number of adult Twitter users is estimated at 34.7 million

Macy’s Facebook Recruiting“1,514 People Like This”

• Career Page– Strong sense of presence– Interactions with followers– Articles with job search tips– Advice on interviews and preparation– Posts consistent hashtags• Ex. #MotivationalMonday or #MakeMagic

Macy’s Post College Recruiting (Facebook)“3,127 People Like This”

• Macy’s Careers after college• Employee Spotlights• News on recent developments– Ex. Partners with Dormify

• Links to popular sites for a younger audience• Videos of employees

Macy’s Twitter Recruiting

• 2 separate twitter accounts– 1 for corporate: 3,031 Followers• Content includes leads, store openings

– 1 for store jobs: 20.2K Followers• Content includes links to job pages

• Mirror to Facebook page– All posts are posted on both outlets

• Interactions by following fans and followers back

Macy’s Mobile Compatibility

• With help from an outside partner Macy’s was able to launch their portal site, macysJOBS.com– allowed them to send all social media recruits as

well as job fairs, etc. to this site, – they were able to track their visitors.

• Macy’s was able to drive over 69,000 new hires in 2009.

• Miller-Merrell, TalentCircles

What Works and What Needs Work

• What’s Working– Mobile Compatibility– Post Variety– Separate Accounts for

Corporate and Store Level

– Strong Follower Interaction

– Consistent Hashtags

• What Isn’t Working• More Diversity on

Different Platforms• Need an Increase in

Followers• Easy Apply Now Tab

Walmart Facebook Recruiting“67K People Like This”

• Customer interactions– Responses with career links when applicable

• Spotlight on associates who have moved up• Posts when hiring in specific locations• Positive quotes and helpful links for followers

Walmart Twitter Recruiting

• Much more colorful than Facebook page• Responses to tweets at account• Positive quotes and messages• Job tips and tricks– Resume suggestions

What Works and What Needs Work

• What Is Working:– Responses with Links

to Answers– Hiring Location Posts– Variety of Post Subject

Matter

• What Isn’t Working• Facebook Is Not A Job

Board• Need an Increase in

Activity

Kohl’s Facebook Recruiting“8,626 People Like This”

• Posts about general areas hiring – Mentions of part time or full time

• Minimal interaction with followers– Timeline only has job postings

• “Search And Apply” Tab• Facebook Is Not A Job Board

Kohl’s Twitter Recruiting1,542 Followers

• #LifeAtKohls• Retweets of followers tweets about Kohls• Tweets about intern activity• Birthday tweets• Team building pictures• Occasional job posting

What Works and What Needs Work

• What Works:– Variety of Post Content– Consistent Hashtags– Employee Spotlights– Search and Apply Tab

• What Isn’t Working– Minimal follower

interaction– Only uses career page as a

job board– No comments back to

followers or fans on their reviews or experiences

Target Facebook Recruiting“24K People Like This”

• “Join Our Team”• Team member interviews• Links to Instagram, Twitter, Job search• Articles and news on executives• Intern posts, in a picstitch – Responses to posts about how to apply

• Posts about charity and awards given

Target Twitter Recruiting16.3K Followers

• “Hash tagging” when hiring – ex. #hiring

• Articles about innovation retweeted• Active with followers, a lot of retweets– Interns starting on first day– Articles tweeted by followers

• Inside look at team members• Tweets about conferences and events to

improve company

What Works and What Needs Work

• What Works– Links to Other Social

Media– Articles on Company

Involvement– “#Hiring”– Active With Followers– Company and Charity

• What Isn’t Working• More posts about

hiring and job tips• More motivation to

followers to apply

Who is doing it right?

• Taco Bell• Starbucks• Domino’s

• How?

Taco Bell Facebook Recruiting“132K People Like This”

• Puns with a lot of images• Employee Appreciation– “Employee Selfies”

• Fast paced videos• Links to applications and other social media

• Essentially they are nailing consumer interaction

Taco Bell Twitter Recruiting2,089 Followers

• HUGE FOLLOWER INTERACTION• Replies to every tweet sent their way

regarding job or interviews• Retweets positive tweets from followers about

job process • Really customer centered

Taco Bell Twitter Recruiting

What Works and What Needs Work

• What Works– Catchy Phrases– Conveys Culture Well– Videos– Employee

Appreciation

• What Isn’t Working• More Twitter Followers• More Variety in Post

Subject Matter

Starbucks Facebook Recruiting“35 Million People Like This”

No page just for careers• Job search tab available on their main page

Easy to search by location or keywordText alerts are there in case you cannot find what you are looking forThey also give you a culture overview to see if you want to pursue a job

Starbucks Twitter Recruiting83.1K Followers

• #sbuxjobchat• Encourages LinkedIn activity and connection• Twitter embodies their culture• Great ability to engage with customers– Brings up relevant topics to instigate converstation

Starbucks Twitter Recruiting

What Works and What Needs Work

• What Works– Apply/Job Search Tab– Everything On One

Page– Huge Post Variety

• What Isn’t Working• Job Related Info Can

Get Lost In The Mix• Less Focus On Career

Aspect

Domino’s Facebook Recruiting“10 Million People Like This”

• Variety of posts and subjects• Store locater option• Corporate career tab for job applications

What Is Working

• Post Variety• “Join Our Team” Tab• Store Locator Tab• Fun Engagement with Followers/Fans

What Isn't Working

• Negative comments almost every post• Negative posts to page about poor

experiences• No comment or response from Domino’s to

try and reconcile with displeased customer

What Works In General

• Consistent hashtags• Humanizing your responses and page

atmosphere• Being active (interact with followers)• Vary your posts• Post pictures• Career page tab to minimize search time• Involve company employees through:– Interviews, pictures, shout-outs

What Doesn’t Work In General

• Minimal fan/follower interaction• Lack of variety in posts• Ignoring poor/negative comments about

customer experiences• Only posting links to career page• Only posting jobs– FACEBOOK IS NOT A JOB BOARD

Personal Thoughts

• Search and apply through search engines isn’t as relevant anymore

• Facebook engages me and encourages me to think about joining a company

• One page makes things easier and increases exposure