leveraging social media to win the war for talent
TRANSCRIPT
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Leveraging Social Media to Win the War for Talent
May 30, 2013
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Introduction Brett Underhill
• Director, Recruiting Programs, Prudential Financial • Oversee digital employment recruitment branding and
marketing strategy • Member of LinkedIn Expert Advisors, LinkedIn 100 and
Conference Board research working group, Enhancing Talent Acquisition through Social Media
• Avid amateur tri-athlete & foodie
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Introduction Jenny DeVaughn
• Senior Director, Center of Expertise Employment Branding and Social Media
• Consistently ranked as one of the top 10 most connected women on LinkedIn with 28,000+ first level connections
• Former Social Media Manager at Waste Management, a global Fortune 500 company
• NASCAR fan
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Social Media Top Sites for Recruitment
(Source: Social Recruitment Survey, Jobvite, 2012)
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Social Media Strategy Create Efficient Processes and Desired Outcomes
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Lesson #1 Gain buy-in and support from multiple stakeholders
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Gain buy-in and support from multiple stakeholders
• Create a comprehensive business case for social media based on your talent acquisition goals
• Gain executive sponsorship
• Demonstrate mitigated risk and standard operating escalation procedures
• Include influential Communications, Legal, IT, and Marketing leaders
• Build bridges now to share budgets and resources later
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Lesson #2 Meet as a social media council to discuss initiatives with key decision makers
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Social Media Council
• Ideally, meet face-to-face for the first meeting
• Choose respected internal brand ambassadors
• Discuss company-wide and department goals
• Focus on pilots and options to vent concerns
• Create manageable department/platform workstreams to report back to the social media council
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Lesson #3 Decide which platforms support your recruitment goals
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Decide which platforms support your recruitment goals
• Research where your ideal candidates spend their time online and your competition’s level of engagement
• Determine options within each social media network: recruiting resources, time, budget, KPI, and metrics
• Discover what platforms could complement each other or used for branding vs. recruiting/sourcing
• Share reasons for not using other social media sites to build credibility
• Get permission to be innovative and try platforms that may be inactivated in the future
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2012 Randstad Sourceright Source of Hire North America – Social Media and Direct Sourcing
418%
350%
309%
196%
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Lesson #4 Go mobile
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Go mobile
• Mobile is social, so this will only elevate your employment brand presence
• Prioritize mobile options for career website
• Integrate text options for candidates and recruiters
• Understand limitations of mobile, including QR codes
• Recognize impact of mobile search and job aggregators
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Mobile Limitations QR code on a billboard
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Apply for a Job Directly in Twitter Lead Generation Feature
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Lesson #5 Focus on the recruiter’s individual social media contribution
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Focus on the recruiter’s individual social media contribution
• Set individual metrics and team goals
• Review activity and desired analytics on a regular basis as a team to increase competition
• Schedule monthly sessions to share best practices, challenges, data trends, and success stories
• Add targets as a follow-up to any recruiter training
• Decrease investments into platforms that are not producing desired hires and metrics
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LinkedIn Profile Recruiter with Prudential Financial
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Lesson #6 Each job description impacts your Employee Value Proposition (EVP)
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Each job description impacts your Employee Value Proposition (EVP)
• Begin with each job requisition • Support the enterprise employment brand • Interview high-performing employees to create a unique
Employee Value Proposition (EVP)
• Research where qualified candidates spend their time online
• Create sharable collateral to maximize emotional impact of EVP and desired results in social media
• Update recruitment marketing job templates to reflect values and embed videos
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YouTube Channel Prudential Careers
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Lesson #7 Encourage employees to discuss their professional highlights in social media
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Encourage employees to discuss their professional highlights social media
• Employee feedback is a direct reflection of your company’s benefits, culture, and opportunities to improve
• Educate employees on how to use social media as a part of professional development and referrals
• Set up accountability metrics for individual social media responsibilities
• Take an impactful employee story and build a strong online campaign
• Reflect a diversity of thought and levels of leadership
• Give incentives to employees to share preferred content in social media
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Individual Twitter Account @The_AlexBrown with @WMCareers
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Questions? Stay in touch
Jenny DeVaughn Randstad Sourceright Senior Director, Employment Branding and Social Media [email protected] http://www.linkedin.com/in/jennydevaughn www.randstadsourceright.com
Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources [email protected] www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com