Why Facebook Comes FirstBritish Army Recruitment Delivered by                                        www.cds.co.uk
My Mission:To prove how we have put Theory into Practice bydemonstrating how we are implementing Social CRMservices for Br...
Army Goal: Positive, Socially Engaged Recruitment that identifies,curates and delivers high quality candidates into Armed ...
Specific Objectives1. Decrease the number of inappropriate candidates.2. Increase the flow of targeted skilled applicants3...
Technical Method
1. Gateway: To truly get to know our potential recruits            Where they live, education level, friends, likes       ...
2. Wisdom: To understand Our community
3. Alert: To engage with candidates from multiple contact points in the   organisation. From a broadcast message to “touch...
4. Content: To take the right candidates on the often long journey.       Initial               Live               Applica...
Implementation
HALO Content                     TMInfluencing Behaviour...                  through a targeted sales pipeline...         ...
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 Remo...
Defining the Content/Pipeline Gateways to Achieve it1. Under 16 Pre-Disposition2. Candidate Researching their Options3. Fi...
Implementing        1.Content              1.   Customer Interaction                    Planning                          ...
Pre-Launch: Use Case Testing         Content Authoring         • The Army add facebook tags to their content pages        ...
Launch: Demonstration
Prototype Screenshots: Home                              Images based on                               location of user.  ...
Prototype Screenshots: Event Promo                                       Invitations to                                   ...
Prototype Screenshots: Gamification                                       Mini-Games with                                 ...
Prototype Screenshots: Video                                Maximising value                                 from expensiv...
Phase 2: Adding Mobile
Results or…      Why     ?
Why                                 for Recruitment ?•   The Army community is highly social: 1 million UK fans of the Bri...
Why Recruiting via Facebook with “Alert” works for the Army•   Based on Facebook statistics, close to 100% of the core 16 ...
Recruitment Results so Far•   Quantity: Facebook conversion (where conversion = data handover) is    near triple any other...
For More Information:            Peter Mann            Peter.mann@cds.co.uk
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Peter Mann TED Style. Best Practice CDS

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In our TED-style best practices, leading digital strategists from companies such as
DELL, Vodafone, the UK Army and HRS will provide you with insightful first-hand
information about where companies stand today and their current social media
strategies.

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Peter Mann TED Style. Best Practice CDS

  1. 1. Why Facebook Comes FirstBritish Army Recruitment Delivered by www.cds.co.uk
  2. 2. My Mission:To prove how we have put Theory into Practice bydemonstrating how we are implementing Social CRMservices for British Army Recruitment
  3. 3. Army Goal: Positive, Socially Engaged Recruitment that identifies,curates and delivers high quality candidates into Armed Forces jobs.
  4. 4. 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
  5. 5. Technical Method
  6. 6. 1. Gateway: To truly get to know our potential recruits Where they live, education level, friends, likes (the good and the bad)
  7. 7. 2. Wisdom: To understand Our community
  8. 8. 3. Alert: To engage with candidates from multiple contact points in the organisation. From a broadcast message to “touching the green”
  9. 9. 4. Content: To take the right candidates on the often long journey. Initial Live Application Self Campaign Q&A Support Promotion Facebook Event Success Group Signup Maintenance Creation
  10. 10. Implementation
  11. 11. HALO Content TMInfluencing Behaviour... through a targeted sales pipeline... via Matched Content Gateways
  12. 12. Inspiration for HALO Content
  13. 13. Matching a Sales Pipeline to Content Gateways 1. What is the Army Recruitment Pipeline? Before Social Crm…
  14. 14. 2. What do we want the Army Recruitment Pipeline to be?Post Social CRM: Rapid Self, Social, and Data-Mining Candidate Removal
  15. 15. Defining the Content/Pipeline Gateways to Achieve it1. Under 16 Pre-Disposition2. Candidate Researching their Options3. First Contact4. Full Declaration5. Formal Application Stage 16. Formal Application Stage 2 (Interview)7. Selection Centre8. Yes/No9. Training10. Waiting on the Bench
  16. 16. Implementing 1.Content 1. Customer Interaction Planning Gates 2. Content Creation 4. 2. Halo 3. Curating the content via Govern, Report, I HALO Content community engagement Creation mprove 4. Managing the content and focussing on continual result 3. improvement Content Curation
  17. 17. Pre-Launch: Use Case Testing Content 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.
  18. 18. Launch: Demonstration
  19. 19. Prototype Screenshots: Home Images based on location of user. Offers based on educational level Campaigns based on likely interests
  20. 20. Prototype Screenshots: Event Promo Invitations to Events (Not Open to All). Private & Public Response Options
  21. 21. Prototype Screenshots: Gamification Mini-Games with “Rank-Up” & Social Concepts
  22. 22. Prototype Screenshots: Video Maximising value from expensive “Halo” content Videos. Youtube to Alert Push
  23. 23. Phase 2: Adding Mobile
  24. 24. Results or… Why ?
  25. 25. Why for Recruitment ?• 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?
  26. 26. 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
  27. 27. 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.
  28. 28. For More Information: Peter Mann Peter.mann@cds.co.uk
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