This is NPR: Recruiting For A Big Brand Without The Big Budget

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Presentation from the Recruiting Innovation Summit 2012 in Mountainview, CA, presented by Lars Schmidt.

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This is NPR: Recruiting For A Big Brand Without The Big Budget

  1. 1. THIS IS NPR: Recruiting For A Big Brand Without The Big Budget Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRISThursday, May 17, 12 1
  2. 2. The News • Recruiting budgets & resources are tight • Competition for ‘top’ talent remains fierce • Social media has forced recruiting to evolve • Less distinction between ‘active‘ & ‘passive‘ job seekers • Buzzwords dominate but substance can be elusive @ThisIsLars / #NPRRISThursday, May 17, 12 2
  3. 3. Background • I was hired in February 2011 to rebuild the talent function • Long legacy of reactive transactional recruiting in most areas of the organization • Our team is small and resources very limited, vital we were very smart with our spend • Which led us to... @ThisIsLars / #NPRRISThursday, May 17, 12 3
  4. 4. NPR Talent Strategy • Leverage our media reach, history, consumer brand, and social media to build our employment brand • Engage our employees, promoting their involvement in employment branding, sharing jobs to their networks, etc. • Cancel most of our major job board accounts • Results: NPR.org, referrals, LinkedIn, and Twitter all became leading source channels • Employment brand strategy as a business necessity @ThisIsLars / #NPRRISThursday, May 17, 12 4
  5. 5. So, how did we do it? @ThisIsLars / #NPRRISThursday, May 17, 12 5
  6. 6. Step 1: Know Your Objective • What are your recruiting goals? • What are your resources? • What are your priorities? @ThisIsLars / #NPRRISThursday, May 17, 12 6
  7. 7. Step 2: Know Your Organization • Tailor strategy to your organization • Know your social media policy • Who are the internal stakeholders that need to support your efforts for them to succeed? • Step out of HR: find your internal influencers, invest in those relationships @ThisIsLars / #NPRRISThursday, May 17, 12 7
  8. 8. Step 3: Know Your Platform • Who are you trying to reach? • What platforms can you use to reach your desired audience? • Where are your employees? What platforms does your organization use? (@nprnews - 960k+ followers, NPR on Facebook - 2.37M fans) • Prioritize - better to be highly effective in small number of platforms @ThisIsLars / #NPRRISThursday, May 17, 12 8
  9. 9. Step 4: Launch & Engage • Get your employees engaged - ideally organically • Evangelize internally & externally • Experiment & pilot; track metrics, monitor, adjust, scale • Engage with your fans • Everyone is a brand ambassador, everyone is a recruiter • Social media is NOT an extension of your job board @ThisIsLars / #NPRRISThursday, May 17, 12 9
  10. 10. Anatomy Of An Account: @NPRjobs Launched in July 2011 - focused in 4 areas: • Promote NPR job opportunities • Build our employment brand by showcasing our employees and providing behind the scenes looks at life at NPR (#NPRlife) • Give back to followers by providing career advice and resources • Promote career opportunities across public media (#PubJobs) @ThisIsLars / #NPRRISThursday, May 17, 12 10
  11. 11. @NPRjobs Growth 8,800+ followers in <1 year Top Tweet: #PubJobs Launch - 199 RTs, 787,863 impressions @ThisIsLars / #NPRRISThursday, May 17, 12 11
  12. 12. Case Study - The Power of a Tweet Situation: The volume of applications for our Fall 2011 internships was below target levels as the deadline approached Solution: We extended the application deadline one week and announced with a single tweet (below) Results: 114 RTs, 742,976 impressions, 140 new applicants, 15 hires @ThisIsLars / #NPRRISThursday, May 17, 12 12
  13. 13. External Engagement: #NPRlife @ThisIsLars / #NPRRISThursday, May 17, 12 13
  14. 14. Internal Engagement: #NPRlife @ThisIsLars / #NPRRISThursday, May 17, 12 14
  15. 15. What’s Next Facebook YouTube @ThisIsLars / #NPRRISThursday, May 17, 12 15
  16. 16. What’s Next The Daily Muse @ThisIsLars / #NPRRISThursday, May 17, 12 16
  17. 17. Parting Thoughts • Find your internal stakeholders and work hard to build relationships • Identify and engage internal champions & influencers • Activate your employees • Listen to your fans, interact with them • Be disciplined with the time you dedicate to social media • Don’t be paralyzed by what can go wrong, focus on what can go right @ThisIsLars / #NPRRISThursday, May 17, 12 17
  18. 18. Questions & Discussion Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRISThursday, May 17, 12 18

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