Leveraging Social Media to Win the War for Talent


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Winning the war for "right-fit" talent is increasingly difficult, especially for harder-to fill positions. Many organizations are turning to social media to help increase their candidate pool with qualified applicants, but are unsure what the best strategy is for success.
Jenny DeVaughn, Senior Director of Employment Branding and Social Media at Randstad Sourceright and Brett Underhill, Director, Recruiting of Programs, at Prudential Financial guide attendees through best practices and actionable tips for implementing social media strategy to identify and recruit the right talent. Through real-life examples of tactical recruitment campaigns and innovative ideas, attendees learn how their organizations can implement a social media strategy that highlights a strong employment brand message and differentiates the organization to engage the individuals who will help them meet their overall business goals. Attendees also gain insight into how they can identify and align recruiting and organizational goals to create recruitment marketing campaigns that engage a diverse candidate pool. A targeted social media strategy also helps to highlight what analytics and metrics should be measured to determine the overall effectiveness of their employment brand and return on investment.

Jenny and Brett also highlight why interactive, live and shareable content is so valuable to social media strategy, and how employers can leverage employment assets about the organization's brand and culture, and help candidates consider them for an opportunity.

Learn more at http://recruiting.jobvite.com/

A special thanks to presenters Jenny DeVaughn and Brett Underhill, and ERE, Media Inc. for hosting the webinar. Learn more at http://www.ere.net/webinars/

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Leveraging Social Media to Win the War for Talent

  1. 1. Leveraging Social Media to Win the War for Talent May 30, 2013
  2. 2. Introduction Brett Underhill •  Director, Recruiting Programs, Prudential Financial •  Oversee digital employment recruitment branding and marketing strategy •  Member of LinkedIn Expert Advisors, LinkedIn 100 and Conference Board research working group, Enhancing Talent Acquisition through Social Media •  Avid amateur tri-athlete & foodie 2
  3. 3. Introduction Jenny DeVaughn •  Senior Director, Center of Expertise Employment Branding and Social Media •  Consistently ranked as one of the top 10 most connected women on LinkedIn with 28,000+ first level connections •  Former Social Media Manager at Waste Management, a global Fortune 500 company •  NASCAR fan 3
  4. 4. Social Media Top Sites for Recruitment (Source: Social Recruitment Survey, Jobvite, 2012) 4
  5. 5. Social Media Strategy Create Efficient Processes and Desired Outcomes 5
  6. 6. Lesson #1 Gain buy-in and support from multiple stakeholders 6
  7. 7. Gain buy-in and support from multiple stakeholders •  Create a comprehensive business case for social media based on your talent acquisition goals •  Gain executive sponsorship •  Demonstrate mitigated risk and standard operating escalation procedures •  Include influential Communications, Legal, IT, and Marketing leaders •  Build bridges now to share budgets and resources later 7
  8. 8. Lesson #2 Meet as a social media council to discuss initiatives with key decision makers 8
  9. 9. Social Media Council •  Ideally, meet face-to-face for the first meeting •  Choose respected internal brand ambassadors •  Discuss company-wide and department goals •  Focus on pilots and options to vent concerns •  Create manageable department/platform workstreams to report back to the social media council 9
  10. 10. Lesson #3 Decide which platforms support your recruitment goals 10
  11. 11. Decide which platforms support your recruitment goals •  Research where your ideal candidates spend their time online and your competition’s level of engagement •  Determine options within each social media network: recruiting resources, time, budget, KPI, and metrics •  Discover what platforms could complement each other or used for branding vs. recruiting/sourcing •  Share reasons for not using other social media sites to build credibility •  Get permission to be innovative and try platforms that may be inactivated in the future 11
  12. 12. 2012 Randstad Sourceright Source of Hire North America – Social Media and Direct Sourcing 418% 350% 309% 196% 12
  13. 13. Lesson #4 Go mobile 13
  14. 14. Go mobile •  Mobile is social, so this will only elevate your employment brand presence •  Prioritize mobile options for career website •  Integrate text options for candidates and recruiters •  Understand limitations of mobile, including QR codes •  Recognize impact of mobile search and job aggregators 14
  15. 15. Mobile Limitations QR code on a billboard 15
  16. 16. Apply for a Job Directly in Twitter Lead Generation Feature 16
  17. 17. Lesson #5 Focus on the recruiter’s individual social media contribution 17
  18. 18. Focus on the recruiter’s individual social media contribution •  Set individual metrics and team goals •  Review activity and desired analytics on a regular basis as a team to increase competition •  Schedule monthly sessions to share best practices, challenges, data trends, and success stories •  Add targets as a follow-up to any recruiter training •  Decrease investments into platforms that are not producing desired hires and metrics 18
  19. 19. LinkedIn Profile Recruiter with Prudential Financial 19
  20. 20. Lesson #6 Each job description impacts your Employee Value Proposition (EVP) 20
  21. 21. Each job description impacts your Employee Value Proposition (EVP) •  Begin with each job requisition •  Support the enterprise employment brand •  Interview high-performing employees to create a unique Employee Value Proposition (EVP) •  Research where qualified candidates spend their time online •  Create sharable collateral to maximize emotional impact of EVP and desired results in social media •  Update recruitment marketing job templates to reflect values and embed videos
  22. 22. YouTube Channel Prudential Careers 22
  23. 23. Lesson #7 Encourage employees to discuss their professional highlights in social media 23
  24. 24. Encourage employees to discuss their professional highlights social media •  Employee feedback is a direct reflection of your company’s benefits, culture, and opportunities to improve •  Educate employees on how to use social media as a part of professional development and referrals •  Set up accountability metrics for individual social media responsibilities •  Take an impactful employee story and build a strong online campaign •  Reflect a diversity of thought and levels of leadership •  Give incentives to employees to share preferred content in social media
  25. 25. Individual Twitter Account @The_AlexBrown with @WMCareers 25
  26. 26. Questions? Stay in touch Jenny DeVaughn Randstad Sourceright Senior Director, Employment Branding and Social Media Jenny.DeVaughn@RandstadSourceright.com http://www.linkedin.com/in/jennydevaughn www.randstadsourceright.com Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources brett.underhill@prudential.com www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com