Why Facebook Comes First

British Army Recruitment Delivered by www.cds.co.uk

My Mission:To prove how we have put Theory into Practice by demonstrating how we are implementing Social CRM services for British Army Recruitment

Army Goal: Positive, Socially Engaged Recruitment that identifies, curates and delivers high quality candidates into Armed Forces jobs.

Specific Objectives1. Decrease the number of inappropriate candidates.2. Increase the flow of targeted skilled applicants3. Increase diversity in applicants4. Speed the connection to Local Officers (touching the green)5. To connect with the community (viral as well as parents and

beyond)6. Decrease the cost of communicating (linked to 1)7. Keep qualified candidates in the sales pipeline

Technical Method

1. Gateway: To truly get to know our potential recruits

Where they live, education level, friends, likes(the good and the bad)

2. Wisdom: To understand Our community

3. Alert: To engage with candidates from multiple contact points in the organisation. From a broadcast message to “touching the green”

4. Content: To take the right candidates on the often long journey.

Initial Campaign

Live Q&A

Application Support

Self Promotion

Event Signup

Facebook Group

Creation

Success Maintenance

Implementation

Influencing Behaviour... through a targeted sales pipeline...

via Matched Content Gateways

HALO Content TM

Inspiration for HALO Content

Matching a Sales Pipeline to Content Gateways 1. What is the Army Recruitment Pipeline? Before Social Crm…

2. What do we want the Army Recruitment Pipeline to be?

Post Social CRM: Rapid Self, Social, and Data-Mining Candidate Removal

Defining the Content/Pipeline Gateways to Achieve it1. Under 16 Pre-Disposition

2. Candidate Researching their Options

3. First Contact

4. Full Declaration

5. Formal Application Stage 1

6. Formal Application Stage 2 (Interview)

7. Selection Centre

8. Yes/No

9. Training

10. Waiting on the Bench

HALO

1.Content Planning

2. Halo Content Creation

3. Content Curation

4. Govern, Report, Improve

1. Customer Interaction Gates

2. Content Creation

3. Curating the content via community engagement

4. Managing the content and focussing on continual result improvement

Implementing

Pre-Launch: Use Case TestingContent Authoring• The Army add facebook tags to their content pages • Users can “like” and therefore follow certain pages/career options.• The Army promote the use of the supplied App for mobile access to their content.

Alternative Content• The Army could equally add content within facebook pages that users “like”, and are

then followed in the same way.• As per the above, the Army promote use of the supplied App. for mobile use.

Analysis• The Army can immediately commence reviewing the activity of their users, profiling

and grouping user types, down to the individual.• The Army then determine who they wish to target with what content/campaigns.

Launch: Demonstration

Prototype Screenshots: Home

Images based on location of user.

Offers based on educational level

Campaigns based on likely interests

Prototype Screenshots: Event Promo

Invitations to Events (Not Open

to All).

Private & Public Response Options

Prototype Screenshots: Gamification

Mini-Games with “Rank-Up” & Social

Concepts

Prototype Screenshots: Video

Maximising value from expensive “Halo” content

Videos. Youtube to Alert Push

Phase 2: Adding Mobile

Results or…

Why ?

• The Army community is highly social: 1 million UK fans of the British Army, 100,000 on ArmyJobs.

• For our target market, near 100% will have a profile on Facebook.

• Job hunting is high stress, high value and highly social – so social media is a natural human fit.

• The British Army now receive 60% of its referral traffic from Facebook. (Source: Army RG)

• One in Six Americans reported they found their last job via Facebook (Source: Theregister.com)

• 80% of companies reported using Facebook somewhere in the recruitment cycle (often to “check” on someone) (Source: US Dept of Education)

• What employer or employee wouldn’t use social media sites as part of their HR journey?

Why for Recruitment ?

Why Recruiting via Facebook with “Alert” works for the Army

• Based on Facebook statistics, close to 100% of the core 16 to 34 year old target market have a Facebook profile, so all valid targets can be reached within this one network.

• There are no advertising or pay per click costs.

• You will know and choose specifically who you are talking with, so there is no waste. The message you want to send gets to the people you want to talk too.

• All media types (video, text etc) are available to the Armed Forces marketing teams, to be delivered via the service.

• National to Local communcations on one service: From broadcast to individual “touching the green” messages can be passed via the single channel. “Alert” is a ready made response channel for all Armed Forces recruitment messaging.

• Opting in is of itself a sign of commitment by the candidate

Recruitment Results so Far

• Quantity: Facebook conversion (where conversion = data handover) is near triple any other channel (3.4% in comparison to a typical 1% elsewhere)

• Quality: The Royal Marines reported a 48% improvement in candidate quality when TV campaigns directed traffic via Facebook. (Source: COI)

• Disruptive: Outsourced call centre, marketing and operational support team now baking in Facebook into their existing CRM framework.

• Inspiring: Campaigns now being designed to target unexpected/previously “untargetable” groups such as parents and second career seekers.

For More Information:Peter MannPeter.mann@cds.co.uk