When the partnership formed there was a Twitter account focused on campus and internship recruiting but no efforts at engaging and the account was updated sporadically
Before Pinstripe did anything, we sat down with Agilent to better understand what their goals were for implementing social recruiting as part of their recruitment marketing plan. We came up with three overall web-based goals and will be talking today specifically about the social recruiting efforts.
A lot of companies like to jump right in because they want to get on the bandwagon. Need to know who you are trying to reach, what your goals are and that will determine what tools you use. Talk through candidate profiles
Goal of each site is not to simply post jobs. We work w/many people in Agilent to find content that will be interesting and relevant to people, hopefully to give them a better sense of what it’s like to work at Agilent and if they would be a good fit, then intersperse job openings in that messaging.
Note what changed from original Twitter account to this one – name, focus on professional/technical staff, started following others, customized Twitter background, added links to other social media sites, Tweets not just about jobs. Can see lots of engagement here – direct messages to people, retweets, etc.
Agilent originally using tiny urls for shortening links, bitly offers better tracking and sharing options. Goal is always to track in a variety of ways - - # of clicks, # of retweets, # of mentions. Tracking helps determine if we’re being successful as well as what types of content is resonating with your followers, friends and fans
Highlight the engagement of the group members, Ali starts discussions and gets good responses, etc.
Note that all 3 social media profiles have the same name – Agilent Careers – which helps from a branding perspective Always promoting other Agilent social media sites and the company careers page as well
In addition to FB, LI and Twitter, we also targeted other niche social networking sites. Our recruiters created a profile and started networking in these groups and we leveraged free job posting boards if they existed. Goal was to drive candidates to other Agilent social media sites and to the Agilent careers page.
Talk about how we encouraged the talent acquisition staff to promote Agilent’s social media presence by including links in their email signatures and how links have been added on the Agilent careers landing page
Address the change from 1 recruiter managing each social profile to one recruiter managing all three. Touch on that we’ve found Agilent’s online community is passionate and engaged and we’ll show an example of that in just a moment.
Talk through how we’re tracking source effectiveness in VE and that using social media for recruiting is a gradual process. You don’t build your list of followers or friends overnight but that we are tracking in the right direction. Also point out that not everyone is the right candidate for Agilent so it’s ok (and should be the goal) to communicate w/people through social media and come to the result that they are not the right fit for Agilent and vice versa. We make sure to treat everyone w/dignity and respect so that they come away feeling positive about their interaction w/Agilent.
Pinstripe #recruitcamp Nashville Presentation
August 26, 2010 How Social Recruiting Supercharged the World's Premier Measurement Company
<ul><li>Introductions and background </li></ul><ul><li>Partnership formation </li></ul><ul><li>Identifying need to improve current social media efforts </li></ul><ul><li>Process (methodology & strategy) </li></ul><ul><li>Implementation & initial roll-out </li></ul><ul><li>Lessons learned & enhancements </li></ul><ul><li>Results </li></ul><ul><li>Success stories </li></ul><ul><li>What’s Next </li></ul>Agenda
Introductions & Background Greg Summers Business Development Director D: (215) 462-2838 C: (215) 834-4642 Michelle Krier Director of Marketing & Social Media D: (262) 439-1443 C: (414) 617-3103
Partnership Formation The partnership launched in June 2009
State of Social Media – June 2009 Sporadic tweeting No engagement
Process for Crafting the Social Recruiting Strategy
<ul><li>Social Networking & Web 2.0 </li></ul><ul><li>Career Site Optimization </li></ul><ul><li>Landing Pages & SEO </li></ul>Agilent’s Social Recruiting Goals
<ul><li>Create the methodology </li></ul><ul><ul><li>Who are we targeting? </li></ul></ul><ul><ul><li>What is our objective? </li></ul></ul><ul><ul><li>What’s our strategy? </li></ul></ul><ul><ul><li>What social media tools will we use? </li></ul></ul>Process For Creating the Strategy
<ul><li>July 2009 launch </li></ul><ul><li>Started with: </li></ul><ul><li>Each site managed by different recruiter </li></ul><ul><li>Created best practices on how many times to post per day, tools to use, etc. </li></ul>Implementation & Initial Roll-Out
<ul><li>Shorten URLs that are posted to track # of clicks and # of applications from job posts using the appropriate source code </li></ul><ul><li>Also monitor # of retweets, @reply conversation threads (CoTweet) and mentions of Agilent website (backtweets.com) </li></ul>Implementation & Initial Roll-Out
<ul><li>Single source to manage all 3 profiles is more efficient and allows for better engagement </li></ul><ul><li>Agilent’s community is passionate and engaged! </li></ul><ul><ul><li>462 fans on </li></ul></ul><ul><ul><li>1,006 followers on </li></ul></ul><ul><ul><li>703 members on </li></ul></ul><ul><ul><li>2,171 members of our Talent Community </li></ul></ul>Lessons Learned