HCI Talent Management Conference Presentation: NPR's Brand Ambassadors
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HCI Talent Management Conference Presentation: NPR's Brand Ambassadors



This is my presentation deck for the June 2013 HCI Talent Management Conference in Boston, MA.

This is my presentation deck for the June 2013 HCI Talent Management Conference in Boston, MA.



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HCI Talent Management Conference Presentation: NPR's Brand Ambassadors HCI Talent Management Conference Presentation: NPR's Brand Ambassadors Presentation Transcript

  • Rethinking Recruitment: NPR’sBrand AmbassadorsLars Schmidt | Senior Director,Talent Acquisition & Innovation | @ThisIsLars |AmplifyTalent.com | #hcieventsFriday, June 14, 13
  • Why Social?Friday, June 14, 13
  • Source: Socialnomics, Erik QualmanFriday, June 14, 13
  • What Is Social Recruiting?Friday, June 14, 13
  • •Social Sourcing•Employment Branding•Recruitment Marketing•Talent NetworksFriday, June 14, 13
  • State of Social Recruiting• 92% of U.S. companieshave used social mediain 2012 to find talent &potential employees tohire• 73% of surveyedrespondents indicatedthey have successfullyhired through socialmedia• Most popularnetworks: LinkedIn(92%), Facebook (66%),Twitter (54%), blogs(21%), Google+ (20%),YouTube (19%)Source: Jobvite 2012 Social Recruiting SurveyFriday, June 14, 13
  • Employer Branding• *93% of employers planto maintain or growinvestment in employerbrand• *Up to 50% savings incost per hire isassociated with a strongemployer brand• **Employer branding isone of the top fiveorganizational objectivesfor 45% of globalorganizations• **83% say line managersare important during theEVP process to ensuresuccessfulimplementation*Source: LinkedIn July 2012 survey of over 4,700 talent **Source:TMP WorldwideFriday, June 14, 13
  • Where DoYou Start?Friday, June 14, 13
  • Friday, June 14, 13
  • How Is NPR Using Social?Friday, June 14, 13
  • NPR + Social Media• @nprnews: 1,804,836followers• @NPR: 171,046 followers• @NPRjobs: 18,314followers• NPR Facebook Page:2,651,703 likes• This Is NPR FacebookPage: 63,988 likes• LinkedIn: 16,852 followers• Instagram: 244,146followers• Foursquare: 13,065followers* Stats as of 6/4/13Friday, June 14, 13
  • Brand Ambassadors• Leverage NPR’s history, consumer brand, and social media tobuild our employment brand & drive talent attraction• Build brand ambassadors: engage our employees; encouragetheir involvement in employment branding, sharing jobs withtheir networks, etcFriday, June 14, 13
  • Building a Social Recruiting Strategy• Find your internal social media stakeholders• Step out of HR; identify internal influencers, invest inthose relationships• Engage your employees• Everyone is a brand ambassador, everyone is a recruiterFriday, June 14, 13
  • Twitter• @NPRjobs launched July 2011• 18,000+ followers• Primary social recruitingengagement platform• #7 source channel• Helps NPR reach newaudiences (63% offollowers are under 35)Friday, June 14, 13
  • Hashtags#NPRlife - Employer Branding#PubJobs - Collaborative Recruiting#AskNPRIntern - Campaigns#JournoJob - Recruitment MarketingFriday, June 14, 13
  • Why Social?Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.Friday, June 14, 13
  • Case Study:The Power of a TweetSituation:The volume of applications for our Fall 2011 internships wasbelow target levels as the deadline approachedResults:114 RTs, 742,976 impressions, 140 new applicants, 15 hiresSolution:We extended the application deadline one week and announcedwith a single tweet (below)Friday, June 14, 13
  • Employer Branding#NPRlife6,000+ tweets1,000+ photos on InstagramFriday, June 14, 13
  • LinkedIn• 16,800+ followers• 1,442 monthly visitors• #3 source channel• Talent Brand Index: 15(higher then NewYork Times,CNN,Washington Post,ABC)• Enhanced brandingfeaturesFriday, June 14, 13
  • Facebook• 64,000+ likes• Collaboration with NPRCommunications• Work4 job sharing• #8 source channelFriday, June 14, 13
  • Instagram• 250,000+ followers• 1,000+ #NPRlife photos• The average Instagram userspent 257 minutes accessingthe site via mobile device inAugust, the average Twitteruser over the same periodspent 170 minutes viewing.(source: All Things D)Friday, June 14, 13
  • YouTube• 2nd largest searchengine• 4B video views daily• NPRjobs: 33subscribers, 3,707video views• High potential, highinvestmentFriday, June 14, 13
  • Career Site• Reinforce culture• Optimize for mobile(m site, responsive)• Media rich (photos,videos, social media)• ShareableFriday, June 14, 13
  • Blogs• Employee generatedcontent• Engaging, shareable• Easy to start (Tumblr)Friday, June 14, 13
  • Job Descriptions• Extension of youremployer brand• Get creative(infographics, video)• Include linksFriday, June 14, 13
  • CollaborationFriday, June 14, 13
  • Brand AmbassadorsAmplify Jobs:Drive Engagement:Friday, June 14, 13
  • 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, jobdescriptions, blogs, conferences, etc• Listen to your fans, interact with themFriday, June 14, 13
  • Questions & DiscussionLars Schmidt | Senior Director,Talent Acquisition & Innovation@ThisIsLars | @NPRjobs | AmplifyTalent.comFriday, June 14, 13