Your SlideShare is downloading. ×
  • Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

BlogWell DC Social Media Case Study: UnitedHealth Group, presented by Heather Polivka

  • 1,427 views
Published

In her BlogWell presentation, UnitedHealth Group's Director of Employment Marketing, Heather Polivka, shares how they are redefining the recruiting process with social media.

In her BlogWell presentation, UnitedHealth Group's Director of Employment Marketing, Heather Polivka, shares how they are redefining the recruiting process with social media.

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,427
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
41
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Corporate communications – Aligned Message, Health care reform discussion, content sharing, review & approval Public Relations – same as above Legal – Entire strategy, our approach, contingency & escalation plans, Terms of Use verbiage Employee Relations – while our objective isn’t to engage specifically with employees, what happens if/when we do? Or when we come across questionable engagement? (give example of Facebook post out of control…) L&D – How will we train people? How will we train our leaders? Customer Service – are they aware you are engaging? Do you have a plan in place to hand off issues to the appropriate party? Social Responsibility – PR opportunity! Human Capital Leaders & Business Leaders – often times, these are the people who are not engaging, they don’t get it….yet they are leading & managing the people who do Information Technology – access, browser considerations, admin rights to the laptop, technology to support social tools like Radian6, etc.

Transcript

  • 1.
  • 2. HOW UNITEDHEALTH GROUP USES SOCIAL MEDIA FOR RECRUITING TALENT Blogwell – Washington, D.C. 5.4.2011
  • 3. WHY SOCIAL RECRUITING?
    • 80% of all job searches begin with a Google Search
      • - US Department of Labor, 2009
    More than 52% of recent social media visitors have experienced a employment-related discussion via social networks. – BHG 11/10 Social Survey More than 57% of those individuals were motivated by these discussions to work for an employer . – BHG 11/10 Social Survey
  • 4.
    • KEY PARTNERS:
    • Corporate Communications
    • Public Relations
    • Legal
    • Employee Relations
    • Learning & Development
    • Customer Service
    • Social Responsibility
    • Human Capital Leaders
    • Business Leaders
    • Information Technology
    • Then keep doing it…..
    TAKE PARTNERS
  • 5. WHEN: 2/17/10 WHO: 15 Recruitment Services Social Ambassadors WHERE: LinkedIN Facebook Twitter Twitter ULink (Internal) WHAT: 2 Days of Off-site training , led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios. Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months SOCIAL RECRUITING – PILOT LAUNCH APPROACH
  • 6. ENGAGEMENT MAP
  • 7. SOCIAL NETWORKING TRAINING PLAN
  • 8. TRAINING PORTAL – OVERVIEW SECTION
  • 9. CERTIFICATION
  • 10. WHEN: September 2010 WHO: Additional 30 Social participants, 45 Total WHAT: Developing Social Sourcing & Engagement strategies by function, by network WHAT: Additional roles are being developed with varying time commitments, training requirements, and expectations. Social Ambassador at Large : 1 per Function, 8/10 hrs per week Social Ambassador: 1 per Function/Job Family, 4/5 hrs per week Social Attache: 1 – 2 hours per week Social Envoy: 1 – 2 hours per month HOW: Training Portal developed from Pilot Launch Training, incorporating quizzes called “Who wants to be a Social Recruiter?” SOCIAL RECRUITING EXPANSION
  • 11. PLANNING, PLANNING, & MORE PLANNING!
  • 12. CAREERS SPECIFIC PAGES
  • 13. FUNCTIONAL CAREERS Facebook – UHG Careers & Individual Recruiter Accounts Glassdoor – UHG Careers YouTube – UHG Careers & Functional Careers Twitter – UHG Careers & Functional Careers LinkedIn – UHG Careers, Functional Career Groups, & Individual Recruiter Accounts
  • 14. Social Recruiting “ On The Court” Objective: Engage IT candidates like Casey, build rapport and relationships with them, and encourage them to connect and apply
  • 15. TWITTER: CONTENT
  • 16. TWITTER: RE-TWEET CONTENT
  • 17. TWITTER: MENTIONS
  • 18. TWITTER: DIRECT MESSAGES
  • 19. TWITTER: CONVERSATIONS
  • 20. FACEBOOK: CANDIDATE INTERACTION & WALL POSTS
  • 21. FACEBOOK: LIKE & ENGAGE ON OTHER PAGES
  • 22. FACEBOOK: ENGAGE ON OTHER PAGES
  • 23. TWITTER: DRIVE TO APPLICANT FUNNEL
  • 24. WHAT HAS HAPPENED?
    • SAMPLE METRICS – FIRST 11 MONTHS:
    • LinkedIn Group Members: +7000 Members across all Groups
    • LinkedIn Company Page Followers: +13,000
    • Facebook Fans: +2700
    • 65% Female “Likes”
    • 51% of followers between 35 years of age and 54 years of age
    • Twitter Followers: +7000
    • YouTube Channel Views: +52,000
    • YouTube Video Downloads: +20,000
    • 46% of video views by Females
    • 60% of video views by people between 35 years of age and 54 years of age
    • (does not include website video views)
    • IMPACT:
    • The Social Recruiting pilot drove an incremental 50,000 people to our careers website
    • Interactive communication vehicles and Social Recruiting drove noticeable increases in candidate & new hire survey scores related to perception of UnitedHealth Group as an employer and our culture
    • Thru our initiative, over 3000 people viewed the UnitedHealth Group Diabetes Prevention & Control Alliance video
    • Online Chat volume increased by 120% in Q3
    • An online reputation audit of UnitedHealth Group as an employer-of-choice shows a significant positive shift in the mix of mentions from prior to our social recruiting launch
    update with hires on monday
  • 25.
    • LinkedIn:
      • http://www.linkedin.com/in/heatherpolivka
      • http://bit.ly/UHGLIgroup
    • Facebook:
      • Facebook.com/heather.polivka
      • Facebook.com/uhgcareers
    • Twitter:
      • @heatherpolivka
      • @uhgcareers
    • Blog: www.healthyatuhg.com
    • Email:
      • [email_address]
      • [email_address]
    • Website: careers.unitedhealthgroup.com
    • Mobile: www.workatuhg.com
    How to reach me or learn more about UnitedHealth Group….