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Using social media to attract
& engage passive candidates

        March 17th, 2010
VIA




This is not instant coffee as you know it. This is rich,
flavorful Starbucks® coffee in an instant.
Starbucks has ...
Employer Branding
IT STARTS WITH OUR PARTNERS




         Headquarters in Seattle, Washington: 3,000+

         Total Par...
TODAY’S AGENDA—
                             What you’ll walk away with


How we use social media to attract & engage pass...
Recruiting & Sourcing Tactics

Where we’ve been--




                                •Job Fairs
                         ...
Employment Branding 2.0




         2-way real-time interactive
Our philosophy:

conversations to create connections &
re...
The candidate landscape past and future
Recruiting & Sourcing Tactics

                 Where we’re going—Our customers are candidates



•Widgets
•SEO
•SEM
•RSS ...
Why Facebook?
---Facebook/Starbucks---
Facebook ad buy example


                    Ads:
                    Manitoba-Baristas
                    NYC-Store Man...
Starbucks Job Widget for Facebook
My Starbucks Story


Welcome page
Voting page
You Tube
Why Twitter?



12/08 there were 4M unique visitors on Twitter; 9 months later that number
jumped to 23.5M unique visitors...
@StarbucksJobs – Twitter.com/starbucksjobs



                                             5 strategic pillars:
          ...
@Starbucksjobs internal communication plan



1.Follow us link on our Career Center & landing pages
2.CRM messages
3.Weekl...
Career Center




Q&A
My Starbucks Idea – Partner Site
Twitter/Linkedin integration
More Linkedin integration
Landing pages/social media integration
CRM--




October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams
July 2009: Expanded to all St...
Using CRM to Develop and Maintain Prospect Relationships



Innovation: ‘Autobot’ program
• Autobot is the internal name f...
What’s next?




          SMS campaigns
          Mobile application
          Job mention on our Starbucks
          iph...
Social media guidelines


Our recommendations:
We’re all brand ambassadors. We’re always representing our brand. On and of...
Tweeting is a conversation


•   Stats
                                                                   Glossary:
     –...
It takes a cross-functional team to make it happen
The end




Q&A
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Using Social Media to Attract & Engage Passive Candidates

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Kat Drum's presentation from the ERE Expo Spring 2010.

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Transcript of "Using Social Media to Attract & Engage Passive Candidates"

  1. 1. Using social media to attract & engage passive candidates March 17th, 2010
  2. 2. VIA This is not instant coffee as you know it. This is rich, flavorful Starbucks® coffee in an instant. Starbucks has found a way to offer a truly great cup of coffee that you can prepare by just adding water. Other instant coffees taste flat and lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love. It’s made with the highest-quality, ethically sourced 100% Arabica beans. The magic is in a proprietary, all-natural process that we spent years perfecting. We micro-grind the coffee in a way that preserves all of their essential oils and flavor. No other coffee company takes this step, and it makes all the difference.
  3. 3. Employer Branding IT STARTS WITH OUR PARTNERS Headquarters in Seattle, Washington: 3,000+ Total Partner Count: 200,000+ North America & Canada Store Count: 11,181 International Store Count: 5,525 Total Store Count: 16,706 ** (as of December 26, 2009)
  4. 4. TODAY’S AGENDA— What you’ll walk away with How we use social media to attract & engage passive candidates: 1. Partnerships with in-house departments: 2. Brand ourselves as a great place to work 3. Social media guidelines 4. Business Case: --Where we are spending dollars and how we measure results 5. Stop talking. Start doing. Here’s why. Social media revolution video
  5. 5. Recruiting & Sourcing Tactics Where we’ve been-- •Job Fairs •Banner ads •Print Ads •Direct Mail •Brochures
  6. 6. Employment Branding 2.0 2-way real-time interactive Our philosophy: conversations to create connections & relationships and begin building a sustainable talent advantage. No different than our consumer web 2.0 strategy: Chris Bruzzo view on social media: “This was not built as a marketing channel, but as a consumer relationship-building environment."
  7. 7. The candidate landscape past and future
  8. 8. Recruiting & Sourcing Tactics Where we’re going—Our customers are candidates •Widgets •SEO •SEM •RSS feeds •Videos •SMS •Landing pages •Mobile app
  9. 9. Why Facebook?
  10. 10. ---Facebook/Starbucks---
  11. 11. Facebook ad buy example Ads: Manitoba-Baristas NYC-Store Managers SSC-IT, Marketing, Learning positions Here’s what we use to conduct an ad buy: Position title(s) Position location Link to Taleo req (auto-populated w/source) Target city(s) Key words examples: Ajax, Mootools, Starbucks, Art, Manager, Retail, Next Steps/Process: Urgent need & Prioritized ROI: 6 hires this fiscal year
  12. 12. Starbucks Job Widget for Facebook
  13. 13. My Starbucks Story Welcome page Voting page You Tube
  14. 14. Why Twitter? 12/08 there were 4M unique visitors on Twitter; 9 months later that number jumped to 23.5M unique visitors & they have sustained it to present day!
  15. 15. @StarbucksJobs – Twitter.com/starbucksjobs 5 strategic pillars: 1. Retail management 2. Retail hourly 3. SSC positions 4. Global reach 5. #reasonstoworkatstarbucks
  16. 16. @Starbucksjobs internal communication plan 1.Follow us link on our Career Center & landing pages 2.CRM messages 3.Weekly coffee tastings 4.Weekly internal newsletter 5.Open forums 6.Intranet 7.Linkedin integration to ^KD & ^JL
  17. 17. Career Center Q&A
  18. 18. My Starbucks Idea – Partner Site
  19. 19. Twitter/Linkedin integration
  20. 20. More Linkedin integration
  21. 21. Landing pages/social media integration
  22. 22. CRM-- October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams July 2009: Expanded to all Starbucks recruiters March 2010: Database has grown to 75K+ prospects Using CRM to Develop and Maintain Prospect Relationships •Starbucks sourcers & recruiters use CRM to build pipelines and track prospects • Implemented training, consistent business process & continuous improvement practices • Users search multiple databases via CRM, import prospects directly, and maintain relationships via branded messaging campaigns • Integration with ATS (Taleo): prospects are exported directly to open requisitions
  23. 23. Using CRM to Develop and Maintain Prospect Relationships Innovation: ‘Autobot’ program • Autobot is the internal name for an innovative, automated candidate generation program developed by the Talent Engagement (Sourcing) team • Automated candidate generation leveraging CRM search agents • Branded email communication sent to prospects inviting prospects to apply for open positions • Seamless source code tracking from CRM to ATS Result: 27 Hires FY10 YTD (Store Managers & Assistant Store Managers)
  24. 24. What’s next? SMS campaigns Mobile application Job mention on our Starbucks iphone app v.2 in July 2009
  25. 25. Social media guidelines Our recommendations: We’re all brand ambassadors. We’re always representing our brand. On and off work. Keep it in first person. Make it clear that you are speaking for yourself and not on behalf of your company. Stick to your expertise, stay factual and when giving an opinion, state it as such LESSON LEARNED: Don’t let employees secure a domain or Twitter handle on behalf of your company. If they leave, it goes with them, so could your brand.
  26. 26. Tweeting is a conversation • Stats Glossary: – Around 70 followers before our 1st Tweet was Mention Used to reply to posted @ Reply someone’s Tweet or mention someone in a – Over 1500 engaged Followers, at present, via Tweet. organic growth – Measuring web analytics & managing account via CoTweet HashTag Used to tag a keyword # Hash for Search results • Audience / Partnerships – Both Job Seekers & Connectors! ReTweet An accepted practice of – Partnering with the Digital Strategy Team to RT copy/pasting others align with their Consumer work Tweets • Power of RT – Expand Our Reach … unique channel to express Direct Used to send other our Employment Brand & opportunities DM Message users a private message – #reasonstoworkatStarbucks campaign • ROI – Multiple & documented Hires for disparate businesses within 90 days of go-live
  27. 27. It takes a cross-functional team to make it happen
  28. 28. The end Q&A
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