SDHR LinkedIn 092210

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Copy of the slides presented at the SDHR meeting on 9/22.

Copy of the slides presented at the SDHR meeting on 9/22.

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  • 1. Social Networking Sourcing Strategy Meri Miller-Decker, Director Talent Acquisition September 22, 2010
  • 2. PETCO Animal Supplies
    • 22,000 Associates
    • 1050+ stores across all 50 US states
    • Headquartered in San Diego, CA
    • Hybrid Recruiting Model
      • Decentralized – Store Managers hire store employees
      • Centralized – Provide systems, tools and process to facilitate store hires; Responsible for all sourcing; Full-cycle recruiting on corporate, Store Manager, District Manager and leadership roles
  • 3. Catalysts for Change
    • Excessive Agency Fees
    • Internal perception of proactive sourcing skills
    • Internal perception of quality of hire
    • Opportunities aligned to LinkedIn demographics
    • External labor market
  • 4. External Labor Market Source: CLC Recruiting
    • Recent economic uncertainty has made employed talent more passive and less likely to switch employers.
    • The percentage of very passive talent willing to switch employers for better pay or managers has decreased significantly since 2006.
  • 5. External Labor Market Source: CLC Recruiting
    • Between 2007 and 2010, the average number of applicants has increased by 128%.
    • Unfortunately for recruiters, many of these applicants are unqualified, with 83% of recruiters reporting that fewer than half of applicants are qualified.
  • 6. Laying Foundation
    • Aligned Recruiter Expectations with Proactive Networking
            • Track % hires/submittals from pipeline/connections for baseline
            • Contest to grow individual LinkedIn network
    • Provided Recruiter Lead Generation Training
            • LinkedIn Training Groups, Networking etiquette, LI Recruiter dashboard
            • Arbita Sourcing Cold calling, Online sourcing, Lead generation
    • Responsibility of a Brand Ambassador
    • Adjust Organizational Sourcing Strategy
            • SEO – New PETCO Career site
            • SEM – Search engines, Niche networks, Targeted banners
            • Job Aggregators –;
            • Proactive Pipelining of QAI candidates
  • 7. Social Networking
    • Engaged Social Media, Communications and Legal team
            • Can be very time consuming channel
            • More risk and potential liability if tool is not properly leveraged
            • Agreed to “push out” only strategy for Social Networking
            • LinkedIn = Professional Networking
    • “ Push Out” Strategies
            • Twitter – LinkedIn profile status update;
            • Facebook – Jobs tab on Corporate page; Link to Career Site
            • MySpace – Pilot only for Grooming Salon Manager active sourcing
    • Jobs Widget
            • Easily pulled onto personal network pages by Associates
            • Leveraged on Facebook, MySpace or Personal Sites/Blogs
  • 8. Professional Networking
    • LinkedIn Recruiter & Job Slots
            • 2009 – All Recruiters
            • 2010 – Centralized sourcing team only
    • Talent Acquisition Team
            • Company Profile Page with testimonials
            • Start, join and manage groups to form talent pools
            • LinkedIn button or url on all electronic communications
            • Search LinkedIn public profiles via CRM tool
    • Engage Leaders in building LinkedIn network
            • Educate on successes and professional nature of LinkedIn
            • Encourage leaders to be present and active on LinkedIn
            • Proactively source candidates from HM prior employers for discussion
  • 9. Measure & Optimize
    • Key Proactive Sourcing Metrics
            • Tiered Sourcing Matrix – 80% of hires from Tier 1 (including LinkedIn)
            • Number of adds to LinkedIn and/or CRM database
            • Number of proactive networking calls
            • % of submittals/hires from pipelined/connected candidates
    • LinkedIn Enhancements
            • Company Profile RJP video, PETCO Alumni group, Timely updates
            • Targeted InMail Campaigns
            • Provide decentralized Hiring Managers with LinkedIn Access
  • 10. Results
    • Significantly reduced agency spend
      • 2008 - $1.7M 2009 - $722K 2010 - $60K YTD
    • 80% reduction in YOY print advertising expenses
    • All external YTD District Manager hires via LinkedIn
    • Reduced Time to Fill due to proactively built networks
    • Improved Quality of Hire (CLC-RED Score)
      • Q3 2009 – 389/600 Q2 2010 – 427/600