Rethinking Recruitment: NPR’s Brand Ambassadors

Lars Schmidt | Senior Director, Talent Acquisition & Innovation | @ThisIsLars | AmplifyTalent.com | #hcievents

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Why Social?

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Source: Socialnomics, Erik Qualman

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What Is Social Recruiting?

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•Social Sourcing

•Employment Branding

•Recruitment Marketing

•Talent Networks

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State of Social Recruiting

• 92% of U.S. companies have used social media in 2012 to find talent & potential employees to hire

• 73% of surveyed respondents indicated they have successfully hired through social media

• Most popular networks: LinkedIn (92%), Facebook (66%), Twitter (54%), blogs (21%), Google+ (20%), YouTube (19%)

Source: Jobvite 2012 Social Recruiting Survey

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Employer Branding• *93% of employers plan

to maintain or grow investment in employer brand

• *Up to 50% savings in cost per hire is associated with a strong employer brand

• **Employer branding is one of the top five organizational objectives for 45% of global organizations

• **83% say line managers are important during the EVP process to ensure successful implementation

*Source: LinkedIn July 2012 survey of over 4,700 talent **Source: TMP Worldwide

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Where Do You Start?

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How Is NPR Using Social?

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NPR + Social Media• @nprnews: 1,804,836

followers

• @NPR: 171,046 followers

• @NPRjobs: 18,314 followers

• NPR Facebook Page: 2,651,703 likes

• This Is NPR Facebook Page: 63,988 likes

• LinkedIn: 16,852 followers

• Instagram: 244,146 followers

• Foursquare: 13,065 followers

* Stats as of 6/4/13

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Brand Ambassadors• Leverage NPR’s history, consumer brand, and social media to

build our employment brand & drive talent attraction

• Build brand ambassadors: engage our employees; encourage their involvement in employment branding, sharing jobs with their networks, etc

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Building a Social Recruiting Strategy

• Find your internal social media stakeholders

• Step out of HR; identify internal influencers, invest in those relationships

• Engage your employees

• Everyone is a brand ambassador, everyone is a recruiter

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Twitter

• @NPRjobs launched July 2011

• 18,000+ followers

• Primary social recruiting engagement platform

• #7 source channel

• Helps NPR reach new audiences (63% of followers are under 35)

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Hashtags#NPRlife - Employer Branding

#PubJobs - Collaborative Recruiting

#AskNPRIntern - Campaigns

#JournoJob - Recruitment Marketing

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Why Social?

Excerpt from Washington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.

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Case Study: The Power of a TweetSituation: The volume of applications for our Fall 2011 internships was below target levels as the deadline approached

Results:114 RTs, 742,976 impressions, 140 new applicants, 15 hires

Solution:We extended the application deadline one week and announced with a single tweet (below)

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Employer Branding#NPRlife

6,000+ tweets1,000+ photos on Instagram

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LinkedIn

• 16,800+ followers

• 1,442 monthly visitors

• #3 source channel

• Talent Brand Index: 15 (higher then New York Times, CNN, Washington Post, ABC)

• Enhanced branding features

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Facebook

• 64,000+ likes

• Collaboration with NPR Communications

• Work4 job sharing

• #8 source channel

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Instagram

• 250,000+ followers

• 1,000+ #NPRlife photos

• The average Instagram user spent 257 minutes accessing the site via mobile device in August, the average Twitter user over the same period spent 170 minutes viewing. (source: All Things D)

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YouTube• 2nd largest search

engine

• 4B video views daily

• NPRjobs: 33 subscribers, 3,707 video views

• High potential, high investment

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Career Site• Reinforce culture

• Optimize for mobile (m site, responsive)

• Media rich (photos, videos, social media)

• Shareable

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Blogs• Employee generated

content

• Engaging, shareable

• Easy to start (Tumblr)

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Job Descriptions

• Extension of your employer brand

• Get creative (infographics, video)

• Include links

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Collaboration

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Brand AmbassadorsAmplify Jobs:Drive Engagement:

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Key Takeaways

• Build relationships with internal stakeholders & influencers

• Activate your employees

• Pilot, start small, scale - important to build internal credibility

• Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc

• Listen to your fans, interact with them

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Questions & Discussion

Lars Schmidt | Senior Director, Talent Acquisition & Innovation@ThisIsLars | @NPRjobs | AmplifyTalent.com

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