louise gunn - boots. how to use social media in your recruitment strategy
TRANSCRIPT
# FlywithBoots
best use of social
how to increase awareness of Airport roles and what it takes to work there
What is social media’s role in attracting candidates at Boots?
Increasing brand awareness
Promoting vacancies / opportunities
Creating campaigns to raise awareness
Targetting specific candidates
Building relationships and connections with candidates
Receiving crucial feedback
Boots social recruitment – what do we do?
Engage with our candidates through social media and bring “Let’s Feel Good” to life in our recruitment marketing.
With the help of our ad agency andSoMe we give the Boots Recruitment Team a social voice and improve our interactions
with candidates by offering them the chance to take part in Q&A sessions and ask questions about their application.
It is invaluable for keeping a visible dialogue open with candidates e.g. for highlighting application deadlines for big
campaigns.
Boots social recruitment – what do we do?
We challenge ourselves to try new things and pioneer the use of new attraction channels - Instagram and tumblr, using
SoundCloud and Meerkat breaking down the traditional routes to candidates.
We hold monthly #insidesupportoffice days and also use Storifyto bring our tweets together to create
one story each business area.
For our Talent Programmes we have launched a living and breathing campaign that evolves over time.
We are being seen as One Boots Recruitment Team with a consistent messaging regardless of role.
Launch of the Boots Blog underlines this – www.lifeatboots.co.uk
Our Social Audience
Facebook – Boots Jobs – over 15000 followers
Twitter - @Boots_Jobs – over 1500 followers
Talent Programmes channels – over 6000 followers
With LinkedIn Pages/Groups and other twitter accounts
Over 80,000 with an interest in Boots as an Employer
Airport Recruitment
Historically what has happened?
Despite a peak in recruitment requirements in the summer, attraction activity for airports has not been a focus
2012: Airport stores predicted 541 hires but only recruited 385 2013: Airport stores predicted 517 but only recruited 457 hires
2013 saw our stores in Gatwick face real difficulties with their recruitment resulting in a one off mini campaign ‘Get2Gatwick’
2014: So why was this different: New stores opening & continued increase in number of hires required
The Challenges we faced
The shifts – unsociable hours with early starts and late nights
Travel to the airport – ease, cost and length of time of journey
Security checks – Working in an airside store needs requires colleagues to have a security pass
Intense trading – Airports are incredibly busy, over 190,000,000 passengers go through UK airports
Transient candidate population
The Results:
• Facebook: 42 posts saw 413 likes, 17 comments, 26 shares• Twitter: 455 Tweets and 794 retweets
• YouTube: 4 videos 1,801 views
Increase in application numbers:• 2013 17,906 applications• 2014 27,451 applications
Hires:• We initially planned to recruit 659 Customer Assistants
• We recruited 620 Customer Assistants
2015 The Results:
• Facebook: 31 posts saw 665 likes, 70 comments, 129 shares• Twitter: 303 Tweets and 855 retweets
• YouTube: 4 videos 5,032 views
2014 (as at 3/10/2014) 2015 ( as at 2/09/2015)
Applications 27,451 Applications 17,046
Hires 620 Hires 551
What our Stakeholders said:
“From having no campaign, tools, support, understanding of Airports recruitment need 2 years ago. We now have the backing of our agency team AndSoMe, the recruitment service centre and our recruitment manager and
team.
The visibility of the vacancies is driving greater, year on year applicants, meaning that we are filling vacancies faster with better applicants. The tools are well designed and relate to what the Airports are trying to convey. There
has been a sizeable shift in the way we tackle our vacancies which has meant we are able to deliver even better care for our customers.”
HRP UK Airports