Rethinking Recruitment: Building NPR's Employment Brand

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At a time when many companies and organizations are trying to effectively marshal social media resources to promote their brand and attract talent, National Public Radio (NPR) has put these platforms at the center of its recruitment strategy. Instead of the traditional transactional human resources-driven recruitment strategies, NPR’s approach is to empower current employees to help with outreach efforts and branding. Through multi-channel employment branding campaigns, NPR has built engaged communities across a variety of social media channels – resulting in over $100k/year savings in job boards.

This presentation presents an overview of how to develop social media recruiting strategy, gain organization support, and provides specific results and examples from NPR's social recruiting and employment branding efforts.

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Rethinking Recruitment: Building NPR's Employment Brand

  1. 1. Rethinking Recruitment:Building NPR’s Employment BrandLars Schmidt | NPR Senior Director,Talent Acquisition & Innovation | @ThisIsLarsAmplifyTalent.comTuesday, June 18, 13
  2. 2. Foundation• Recruiting team needed tobe rebuilt from the groundup• Lean team, lean resources• Competing against toporganizations (often for-profit)• Need to reach new talentpools (Tech/Diverse/GenY)• Strong consumer brand• Loyal fan following• Evolving and expanding intonew digital platforms• Established active socialmedia channels• Digital-savvy employee base,many active social mediausersRecruiting OrganizationAmplifyTalent.comTuesday, June 18, 13
  3. 3. 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: 13,065followersAmplifyTalent.com* Stats as of 6/4/13Tuesday, June 18, 13
  4. 4. Brand Ambassadors• Leverage NPR’s history, consumer brand, and social media tobuild our employment brand & drive talent attraction• Internal Brand Ambassadors: engage our employees andencourage them to share their experience (#NPRlife) andjobs.• External Brand Ambassadors: consciously cultivate engagedcommunity of fans interested in careers at NPR through avariety of social media channels, campaigns, and conversation.AmplifyTalent.comTuesday, June 18, 13
  5. 5. Building a Social Recruiting Strategy• Understand your goals and objectives• Find your internal social media stakeholders• Step out of HR - identify internal influencers and invest inthose relationships• Engage your employees and your fans• Select appropriate SM channels (see next slides)AmplifyTalent.comTuesday, June 18, 13
  6. 6. Twitter• @NPRjobs launched July 2011• 18,000+ followers• Primary social recruitingengagement platform• #7 source of applicants• #4 source of hire• Helps NPR reach newaudiences (63% offollowers are under 35)* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  7. 7. Hashtags#NPRlife - Employer Branding#PubJobs - Collaborative Recruiting#AskNPRIntern - Campaigns#JournoJob - Recruitment MarketingAmplifyTalent.comTuesday, June 18, 13
  8. 8. Why Social?Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.Social recruiting in action:AmplifyTalent.comTuesday, June 18, 13
  9. 9. 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)AmplifyTalent.comTuesday, June 18, 13
  10. 10. #NPRlifeUnfiltered social media posts by NPR employees sharingtheir experience across Twitter (6,000+ tweets),Instagram (1,000+ photos),Vine, and other channels.* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  11. 11. LinkedIn• Utilize employmentbranding features• 16,800+ followers• 1,442 monthly visitors• #3 applicant sourcechannel• Talent Brand Index: 15(higher then NewYork Times,CNN,Washington Post,ABC)* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  12. 12. Facebook• 64,000+ likes• Collaboration with NPRMarketing, Branding, andCommunications• Strong branding channel• Work4 job sharing• #8 applicant sourcechannel* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  13. 13. Instagram• NPR account managed byeditorial team• 250,000+ followers• Employment branding content(1,000+ #NPRlife photos)* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  14. 14. YouTube• NPRjobs: 33 subscribers,3,707 video views• High potential, highinvestment• Not yet a focus of NPRsocial recruiting strategy* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
  15. 15. Career Site• Reinforce culture• Optimized for mobile(responsive)• Media rich (photos,videos, social media)• Set applicantexpectationsAmplifyTalent.comTuesday, June 18, 13
  16. 16. Blogs• Employee generatedcontent• Engaging, shareable• Easy to start (Tumblr)AmplifyTalent.comTuesday, June 18, 13
  17. 17. Job Descriptions• Extension of your employerbrand• Convey why someone shouldwant the job; culture,expectations, goals, targetresults, growth• Get creative (infographics, video,links)AmplifyTalent.comTuesday, June 18, 13
  18. 18. CollaborationFind partners to collaborate with, open yourbrand up to new audiences.AmplifyTalent.comTuesday, June 18, 13
  19. 19. Brand AmbassadorsAmplify Jobs:Drive Engagement:AmplifyTalent.comTuesday, June 18, 13
  20. 20. Key Takeaways• Have a strategy and goal before you start. What challenge areyou trying to solve? What is your target outcome?• Select appropriate channels• 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 themAmplifyTalent.comTuesday, June 18, 13
  21. 21. Lars SchmidtNPR | Senior Director,Talent Acquisition & InnovationFounder,Amplify Talent@ThisIsLars | @AmplifyTalentLars@AmplifyTalent.comAmplifyTalent.comTuesday, June 18, 13

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