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Develop a Strategic Digital Recruiting Program With Measurable Results on a Limited Budget

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Presentation for the Social Recruiting Summit 2010 in Seattle, presented by Heather Flynn and Kristin Kalscheur.

Presentation for the Social Recruiting Summit 2010 in Seattle, presented by Heather Flynn and Kristin Kalscheur.

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  • Thank you for joining us
  • GOALS:MAP DIGITAL TALENT ACQUISITION GOALS TO OVERALL COMPANY GOALSAttract and retain top talent around the worldContinue to strengthen and redefine our global presence, brand and capabilitiesDRIVE DIVERSE TALENT TO CAREERS SITE AHEAD OF BUSINESS DEMANDMulti-channel approach – pick the mediums that suit your candidatesAudience-specific contentMAINTAIN CONTACT WITH CANDIDATE PIPELINE THROUGH SOCIAL MEDIAChoose channel that best suits the candidate: cold, warm, hot2 way dialogue developedINCREASE EMPLOYEE REFERRALS (BEST SOURCE OF HIRE)Provide tools, tips and incentives for your hiring teamsEasy way for employees to engage with broad audienceSTAY AHEAD OF THE COMPETITION Our top competitors lacked a digital presence in the talent attraction space
  • RESEARCHCandidate and new hire feedback Looking for more authentic day in the life info – more information you give about the reality of working at your company the better you will attract someone that matches the culture and can thrive in that environmentWanting to connect with a real person at the company – not the black hole of submitting a resumeCompetitive intelligence Reviewed landscape and saw an opportunity to excel in an untapped area: blogOur competitors – few were doing a blog and no one doing the integrated digitalBe where the talent we are trying to attract is – hiring Digital experts so we need to be digital expertsRead blogs and attend industry conferences Looked at who was doing it right and how we could adapt our approach as a lesser know brand and professional services company with limited resourcesVendor evaluation Reviewed paid offerings from SEO, SEM, LinkedIn against budget
  • Audience analysisDevelop specific strategies for unique talent groups on their terms and in the places where they prefer to interact“Hot” or active and pipeline candidates: high-touch communication and engagement such as Twitter “Warm” candidates who would like to stay in touch but are not currently interested: Facebook and LinkedIn groups for semi-frequent updates“Cold” or passive prospects browsing the web for info: YouTube recruiting video,WE Careers blog and LinkedIn CCP
  • Stakeholder EngagementHow to get decision makers to approve budget, allocate resources and evangelize your efforts Identify champions who will support your initiative and what you need from them to support your plan (time or money)Ours were HR, Marketing and Corporate CommunicationsExecutive Board for budget approvalAsk for their opinions early and keep them informed as you goHighlight their involvement when you receive accolades for your work
  • ADDED SOCIAL MEDIA CONNECTION INFO SO CANDIDATES/PROSPECTS CAN CONNECT IN A WAY THAT SUITS THEIR NEEDSLINKED TO CAREERS BLOG AND EMBEDDED RECRUITING VIDEO WORKED WITH WEBMASTER TO INTEGRATE ON THE BACK END WITH COMPANY’S MEASUREMENT VENDOR TO TRACK TRAFFIC SOURCES
  • CONTENT AROUND SHARING INFORMATION ABOUT WE/TELLING OUR STORY 75-80% EMPLOYEE GENERATED AND RE-PURPOSED INTRANET CONTENT/20-25% STAFFING GENERATEDACTS AS EMPLOYEE RETENTION TOOL: EMPLOYEES FEEL VALUED AND ENJOY BEING RECOGNIZED PUBLICLY FOR THEIR PERSONAL CONTRIBUTIONS AND STORIESChallenges: No clear POV reflected in posts – very corporate and cautious tone at first After evaluating stats on Wordpress, we saw that the “fun” posts such as the leg lamp post and team outings were the most viewed and commented on. Still working on integrating more video and cross-linking in posts to increase SEO
  • Recruiting videohttp://www.youtube.com/watch?v=hBuqWRK-lPg Challenges: First video approached with too much caution and came off as a bit corporate looking, but was a good lesson in educating internal teams on the importance of reflecting the culture externally We made it easy to edit in case of turnover, but the cost of editing was almost as expensive as creating a new video – should turnover matter? How often should a new video be released? How corporate vs. raw should it be? Currently working on new video to be filmed by our team with a flip cam rather than a film crew; will require much less finessing and appear more authentic while saving $
  • DRIVES TRAFFIC TO OUR CAREERS SITE AND TRACKS SOURCE OF TRAFFIC SO WE KNOW WHICH SOCIAL MEDIA ENDEAVORS HAVE BEEN EXECUTED MOST SUCCESSFULLY AND WHICH TO REVAMPLANDING PAGES FOR INDIVIDUAL JOB POSTINGS SEPARATE TAB IN OVERLAY WITH VIDEOS OF SENIOR LEADERSHIP TALKING ABOUT THEIR PRACTICES AND TEAMS, WHAT THEY LOOK FOR IN CANDIDATES, AND THEIR MANAGEMENT STYLES
  • NEW VISITORSTAILORS AND TARGETSBEST FOR PIPELINE REQS SINCE THE CAMPAIGN BECOMES MORE TARGETED THE LONGER IT RUNSBUILDS BRAND AWARENESS AND NAME RECOGNITION
  • Budget: 35% to LI Recruiter & Custom Company Profile 33% to SEO 25% SEM 6% Education / Training (HTML)/ ConferencesStaff:Focus on what each person wants to do and is passionate around so it doesn’t feel like more work, but an opportunity.25 TA Manager.50 Sourcing Strategist.25 TA Coordinator
  • EXTERNAL: BRAND AWARENESS Increase in comments from recruiting industry peers and candidates INTERNAL: ELEVATED TEAM CREDIBILITY Asked to contribute in business pitches Nominated for an Agency Innovation award for our strategic digital work Educating hiring managers on how to network digitally to hire RESULTS SINCE 9/09 LAUNCH SEO: Traffic referral sources: Social media increased by 395% (Twitter and Facebook in top 4) Searches increased by 8% Direct bookmark increased by 583% Links increased by 211% Visitor to Applicant conversion rate = 23.14%SEM:2 hires35% quality applicant rate, so we are attracting quality candidates and contributing to pipelineOver 5 million ad viewsOver 6,000 people looking at our engagement pages and familiarizing themselves with our company and brand
  • EXPANDING US-CENTRIC STRATEGY INTO GLOBAL REGION-SPECIFIC PROGRAMS AND MEDIA-RICH CONTENT EXPLORING MOBILE RECRUITING, REAL-TIME RECRUITER AND EMPLOYEE CHAT SESSIONS ON CAREERS SITE AND MORE CREATIVE, RAW AND UBIQUITOUS USE OF VIDEOTAILORING CURRENT PROGRAM BASED ON ANALYSIS OF SUCCESSES AND FAILURES/FEEDBACK AND DRAWBACKS
  • Transcript

    • 1. SOCIAL
      RECRUITING
      summit
      DEVELOP A STRATEGIC DIGITAL RECRUITING PROGRAM WITH MEASURABLE RESULTS ON A LIMITED BUDGET
      Seattle, WA | 9.13.10
      @heathereflynn
      @kkalscheur
    • 2. GOALS
      MAP
      DRIVE
      MAINTAIN
      INCREASE
      STAY AHEAD
    • 3. RESEARCH
      CANDIDATE AND NEW HIRE FEEDBACK
      COMPETITIVE INTELLIGENCE
      BLOGS AND INDUSTRY CONFERENCES
      VENDOR EVALUATION
    • 4. OBJECTIVES
      ATTRACT DIGITALLY FLUENT CANDIDATES
      ENGAGE TALENT IN THEIR COMFORT ZONE
      INTERACT WITH CANDIDATES IN ONLINE COMMUNITIES
      INCREASE BRAND VISIBILITY
    • 5. AUDIENCE ANALYSIS
      ON THEIR TERMS…
    • 6. STAKEHOLDER
      ENGAGEMENT
    • 7. STRATEGY,
      TACTICS &
      CHALLENGES
    • 8. SOCIAL MEDIA &
      ONLINE COMMUNITIES
      LINKEDIN, TWITTER, YOUTUBE AND FACEBOOK
    • 9. WE CAREERS SITE
      ENHANCEMENTS
      SOCIAL MEDIA CONNECTION
      BLOG & VIDEO
      MEASUREMENT
    • 10. WE CAREERS BLOG
      A “DAY IN THE LIFE” LOOK INSIDE THE AGENCY’S WALLS
      TELLING OUR STORY
      80% EMPLOYEES/20% STAFFING
      EMPLOYEE RETENTION
    • 11. RECRUITING VIDEO
    • 12. SEARCH ENGINE
      OPTIMIZATION
      DRIVES TRAFFIC AND TRACKS SOURCE
      LANDING PAGES
    • 13. SEARCH ENGINE
      MARKETING
      NEW VISITORS
      TAILORS AND TARGETS
      BEST FOR ONGOING REQS
      BUILDS BRAND AWARENESS
    • 14. RESOURCE
      ALLOCATION
    • 15. results
      EXTERNAL: BRAND AWARENESS
      INTERNAL: ELEVATED TEAM CREDIBILITY
      RESULTS SINCE SEPTEMBER ‘09 LAUNCH
    • 16. OUR FUTURE
      GO GLOBAL!
      GO MOBILE!
      GO WISELY!
    • 17. “TEAMWORK MAKES
      THE DREAMWORK”
      - RevRun
    • 18. THANK
      YOU
      HEATHER FLYNN
      Talent Acquisition Manager, Waggener Edstrom Worldwide
      @heathereflynn
      KRISTIN KALSCHEUR
      Senior Sourcing Strategist, Waggener Edstrom Worldwide
      @kkalscheur