THIS IS NPR:Recruiting For A Big Brand Without The Big BudgetLars Schmidt | NPR Director Talent Acquisition | @ThisIsLars ...
The News           @ThisIsLars / #NPRRIS
The News•   Recruiting budgets & resources are tight.                                                @ThisIsLars / #NPRRIS
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.                      ...
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.•   Social Media has f...
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.•   Social Media has f...
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.•   Social Media has f...
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.•   Social Media has f...
The News•   Recruiting budgets & resources are tight.•   Competition for ‘top’ talent remains fierce.•   Social Media has f...
Background             @ThisIsLars / #NPRRIS
Background• NPR had a long legacy of reactive  transactional recruiting in most  areas of the organization.               ...
Background• NPR had a long legacy of reactive  transactional recruiting in most  areas of the organization.• I was hired i...
Background• NPR had a long legacy of reactive  transactional recruiting in most  areas of the organization.• I was hired i...
Background• NPR had a long legacy of reactive  transactional recruiting in most  areas of the organization.• I was hired i...
NPR Talent Strategy               @ThisIsLars / #NPRRIS
NPR Talent Strategy•   ....Build a talent strategy that leveraged social media &    employment branding to minimize spend ...
NPR Talent Strategy•   ....Build a talent strategy that leveraged social media &    employment branding to minimize spend ...
NPR Talent Strategy•   ....Build a talent strategy that leveraged social media &    employment branding to minimize spend ...
NPR Talent Strategy•   ....Build a talent strategy that leveraged social media &    employment branding to minimize spend ...
So, how did we do it?                  @ThisIsLars / #NPRRIS
Step 1: Know Your Objective                   @ThisIsLars / #NPRRIS
Step 1: Know Your Objective                   @ThisIsLars / #NPRRIS
Step 1: Know Your Objective• What are your recruiting  goals?                             @ThisIsLars / #NPRRIS
Step 1: Know Your Objective• What are your recruiting  goals?• What are your resources?                             @ThisI...
Step 1: Know Your Objective• What are your recruiting  goals?• What are your resources?• What are your priorities?        ...
Step 2: Know Your Organization                     @ThisIsLars / #NPRRIS
Step 2: Know Your Organization• One size does NOT fit all.                              @ThisIsLars / #NPRRIS
Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.                                 ...
Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build suppor...
Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build suppor...
Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build suppor...
Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.             Office Intercom Bingo...
Step 3: Know Your Platform                  @ThisIsLars / #NPRRIS
Step 3: Know Your Platform                  @ThisIsLars / #NPRRIS
Step 3: Know Your Platform• Who are you trying to reach?                                 @ThisIsLars / #NPRRIS
Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach  them?                      ...
Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach  them?• Where are your emplo...
Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach  them?• Where are your emplo...
Step 4: Launch & Engage                 @ThisIsLars / #NPRRIS
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.                                               ...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.        ...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.•   Pilo...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.•   Pilo...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.•   Pilo...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.•   Pilo...
Step 4: Launch & Engage•   Get your employees engaged, ideally organically.•   Evangelize internally & externally.•   Pilo...
Employment Branding [keep?]• Culture comes first.• Know what works for your org.• Engage your employees.• Be authentic.• Bu...
Anatomy Of An Account: @NPRjobs                      @ThisIsLars / #NPRRIS
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas:                                              @T...
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: •   Share NPR job opportunities                ...
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: •   Share NPR job opportunities •   Build our e...
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: •   Share NPR job opportunities •   Build our e...
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: •   Share NPR job opportunities •   Build our e...
@NPRjobs Growth            @ThisIsLars / #NPRRIS
@NPRjobs Growth            @ThisIsLars / #NPRRIS
@NPRjobs Growth       8,400+ followers in <1 year                    @ThisIsLars / #NPRRIS
@NPRjobs Growth       8,400+ followers in <1 year                    @ThisIsLars / #NPRRIS
@NPRjobs Growth                               8,400+ followers in <1 yearTop Tweet: #Pubjobs Launch199 RTs, 787,863 impres...
Case Study - The Power of a Tweet                       @ThisIsLars / #NPRRIS
Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the de...
Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the de...
Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the de...
Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the de...
Engagement - @NPRjobs / #NPRlife                       @ThisIsLars / #NPRRIS
Engagement - @NPRjobs / #NPRlifeExternal Engagement                       @ThisIsLars / #NPRRIS
Engagement - @NPRjobs / #NPRlifeExternal Engagement   Internal Engagement                             @ThisIsLars / #NPRRIS
What’s Next          @ThisIsLars / #NPRRIS
What’s NextVideo/YouTube                          @ThisIsLars / #NPRRIS
What’s NextVideo/YouTube                       Facebook                            @ThisIsLars / #NPRRIS
What’s NextVideo/YouTube             Pinterest                       Facebook                             @ThisIsLars / #N...
What I’ve Learned              @ThisIsLars / #NPRRIS
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right                               ...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
What I’ve Learned•   Don’t be paralyzed by what can go wrong, focus on what can    go right•   Find your internal stakehol...
Questions?             @ThisIsLars / #NPRRIS
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ERE Recruiting Innovation Summit

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  • \n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • How many of you have experienced a hiring freeze in the past year? \nHow many recruiting ninjas are in the house? Gurus? Grand poobas of recruiting wizardry??\n
  • - Historical recruiting model was more administrative than strategic\n- Lean team (1 recruiter, 1 coordinator, avg @100 hires + 150 interns/year)\n- Knew I&amp;#x2019;d need to find ways to leverage our consumer brand + engage our employees\n- Triggered Macgyver gene\n- This session will take you through our journey - sharing case studies, stats, &amp; lessons lrnd\n
  • - Historical recruiting model was more administrative than strategic\n- Lean team (1 recruiter, 1 coordinator, avg @100 hires + 150 interns/year)\n- Knew I&amp;#x2019;d need to find ways to leverage our consumer brand + engage our employees\n- Triggered Macgyver gene\n- This session will take you through our journey - sharing case studies, stats, &amp; lessons lrnd\n
  • - Historical recruiting model was more administrative than strategic\n- Lean team (1 recruiter, 1 coordinator, avg @100 hires + 150 interns/year)\n- Knew I&amp;#x2019;d need to find ways to leverage our consumer brand + engage our employees\n- Triggered Macgyver gene\n- This session will take you through our journey - sharing case studies, stats, &amp; lessons lrnd\n
  • - Historical recruiting model was more administrative than strategic\n- Lean team (1 recruiter, 1 coordinator, avg @100 hires + 150 interns/year)\n- Knew I&amp;#x2019;d need to find ways to leverage our consumer brand + engage our employees\n- Triggered Macgyver gene\n- This session will take you through our journey - sharing case studies, stats, &amp; lessons lrnd\n
  • - Small team so finding ways to broaden our reach was vital\n-Didn&amp;#x2019;t renew any major job boards, outside of WashPo - strong local resource\n- Shifted our focus to employment branding, leveraging our employees and SM to broaden reach\n
  • - Small team so finding ways to broaden our reach was vital\n-Didn&amp;#x2019;t renew any major job boards, outside of WashPo - strong local resource\n- Shifted our focus to employment branding, leveraging our employees and SM to broaden reach\n
  • - Small team so finding ways to broaden our reach was vital\n-Didn&amp;#x2019;t renew any major job boards, outside of WashPo - strong local resource\n- Shifted our focus to employment branding, leveraging our employees and SM to broaden reach\n
  • - Small team so finding ways to broaden our reach was vital\n-Didn&amp;#x2019;t renew any major job boards, outside of WashPo - strong local resource\n- Shifted our focus to employment branding, leveraging our employees and SM to broaden reach\n
  • \n
  • - What is your objective (build talent pools, become employer of choice, increase referrals, build employment brand, etc). Make sure you think this through.\n- Your resources are limited, focus them wisely \n- Prioritize - resist urge to do everything at once. Better to make big impact in one platform.\n
  • - What is your objective (build talent pools, become employer of choice, increase referrals, build employment brand, etc). Make sure you think this through.\n- Your resources are limited, focus them wisely \n- Prioritize - resist urge to do everything at once. Better to make big impact in one platform.\n
  • - What is your objective (build talent pools, become employer of choice, increase referrals, build employment brand, etc). Make sure you think this through.\n- Your resources are limited, focus them wisely \n- Prioritize - resist urge to do everything at once. Better to make big impact in one platform.\n
  • - What is your objective (build talent pools, become employer of choice, increase referrals, build employment brand, etc). Make sure you think this through.\n- Your resources are limited, focus them wisely \n- Prioritize - resist urge to do everything at once. Better to make big impact in one platform.\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Just b/c some of these initiatives worked for us (or anyone) doesn&amp;#x2019;t mean they&amp;#x2019;ll work for you\n- Where does SocMed sit within your org? Who knows the owner? Who has owner?\n- Also know what depts you need to work with - MarCom, socmed, PR, etc. Invest here. \n- Who are your internal champions/stakeholders? Find them &amp; build rapport. Invest now.\n\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Important to understand where your fans are now (Army Pinterest example)\n- Are your employees or business engaged in a particular platform?\n(@nprnews - &gt;930k followers, NPR FB - 2.364MM likes)\n- Resist urge to be all over whatever is shiney and new, be patient (def lesson I had to learn)\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - Be patient - grow organically (#NPRlife announce story)\n- Learn to be comfortable with &amp;#x2018;what if&amp;#x2019;, you&amp;#x2019;ll never be 100% sure it&amp;#x2019;s going to work\n- Be authentic, be open, be consistent\n- Empower &amp; energize employees to participate\n
  • - For employment branding to be successful, it MUST be authentic\n- Not for everyone, requires trust in employees and a tolerance for mixed feedback\n- Drives employee engagement, fan engagement\n
  • - Why: we chose Twitter as 1st platform b/c of our org, employee/fan engagement\n- Great way to interact in Real-Time with fans\n- Tremendous potential for virality and employment branding if authentic, consistent\n
  • - Why: we chose Twitter as 1st platform b/c of our org, employee/fan engagement\n- Great way to interact in Real-Time with fans\n- Tremendous potential for virality and employment branding if authentic, consistent\n
  • - Why: we chose Twitter as 1st platform b/c of our org, employee/fan engagement\n- Great way to interact in Real-Time with fans\n- Tremendous potential for virality and employment branding if authentic, consistent\n
  • - Why: we chose Twitter as 1st platform b/c of our org, employee/fan engagement\n- Great way to interact in Real-Time with fans\n- Tremendous potential for virality and employment branding if authentic, consistent\n
  • - Why: we chose Twitter as 1st platform b/c of our org, employee/fan engagement\n- Great way to interact in Real-Time with fans\n- Tremendous potential for virality and employment branding if authentic, consistent\n
  • - Our followers have climbed steadily over the 1st year (@200/wk)\n- #PubJobs was a collaborative recruiting effort we led to raise awareness of PubMedia jobs\n
  • - Our followers have climbed steadily over the 1st year (@200/wk)\n- #PubJobs was a collaborative recruiting effort we led to raise awareness of PubMedia jobs\n
  • - Our followers have climbed steadily over the 1st year (@200/wk)\n- #PubJobs was a collaborative recruiting effort we led to raise awareness of PubMedia jobs\n
  • - Our followers have climbed steadily over the 1st year (@200/wk)\n- #PubJobs was a collaborative recruiting effort we led to raise awareness of PubMedia jobs\n
  • - Our followers have climbed steadily over the 1st year (@200/wk)\n- #PubJobs was a collaborative recruiting effort we led to raise awareness of PubMedia jobs\n
  • - Intern program was light on apps so we extended deadline w/single tweet\n- We deliberately rarely requests RTs, so when we do they tend to get traction\n
  • - Intern program was light on apps so we extended deadline w/single tweet\n- We deliberately rarely requests RTs, so when we do they tend to get traction\n
  • - Intern program was light on apps so we extended deadline w/single tweet\n- We deliberately rarely requests RTs, so when we do they tend to get traction\n
  • - Intern program was light on apps so we extended deadline w/single tweet\n- We deliberately rarely requests RTs, so when we do they tend to get traction\n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - External fan engagement has been great, we try to interact as much as possible\n- Drives internal engagement and discussion as well, gets our team comfortable and interested in engaging with each other, and fans. Helps create buzz.\n \n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - We&amp;#x2019;ll be exploring more video based employment branding opps\n- Continue expanding Facebook, work to identify/engage influencers\n- Some presence on Pinterest, good emp branding potential (infographics, charts, pics, etc)\n\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • - MUST build internal champions, influencers, stakeholders\n- Make sure your social media outreach is not purely a broadcast\n- Iterate: try, adjust, try again. Don&amp;#x2019;t let the need to be 100% baked slow your progress\n- Engage with your fans, keep it fun, keep it interesting\n
  • \n
  • ERE Recruiting Innovation Summit

    1. 1. THIS IS NPR:Recruiting For A Big Brand Without The Big BudgetLars Schmidt | NPR Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS
    2. 2. The News @ThisIsLars / #NPRRIS
    3. 3. The News• Recruiting budgets & resources are tight. @ThisIsLars / #NPRRIS
    4. 4. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce. @ThisIsLars / #NPRRIS
    5. 5. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce.• Social Media has forced recruiting to evolve. Much confusion remains on how/where to leverage. @ThisIsLars / #NPRRIS
    6. 6. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce.• Social Media has forced recruiting to evolve. Much confusion remains on how/where to leverage.• Less distinction between ‘Active‘ & ‘Passive‘ job seekers @ThisIsLars / #NPRRIS
    7. 7. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce.• Social Media has forced recruiting to evolve. Much confusion remains on how/where to leverage.• Less distinction between ‘Active‘ & ‘Passive‘ job seekers• Buzzwords dominate, substance can be elusive. @ThisIsLars / #NPRRIS
    8. 8. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce.• Social Media has forced recruiting to evolve. Much confusion remains on how/where to leverage.• Less distinction between ‘Active‘ & ‘Passive‘ job seekers• Buzzwords dominate, substance can be elusive. (9/10 recruiting ninjas will agree) @ThisIsLars / #NPRRIS
    9. 9. The News• Recruiting budgets & resources are tight.• Competition for ‘top’ talent remains fierce.• Social Media has forced recruiting to evolve. Much confusion remains on how/where to leverage.• Less distinction between ‘Active‘ & ‘Passive‘ job seekers• Buzzwords dominate, substance can be elusive. (9/10 recruiting ninjas will agree) @ThisIsLars / #NPRRIS
    10. 10. Background @ThisIsLars / #NPRRIS
    11. 11. Background• NPR had a long legacy of reactive transactional recruiting in most areas of the organization. @ThisIsLars / #NPRRIS
    12. 12. Background• NPR had a long legacy of reactive transactional recruiting in most areas of the organization.• I was hired in February 2011 to re- imagine and rebuild the talent function at NPR. @ThisIsLars / #NPRRIS
    13. 13. Background• NPR had a long legacy of reactive transactional recruiting in most areas of the organization.• I was hired in February 2011 to re- imagine and rebuild the talent function at NPR.• Our team is small and resources very limited so it was vital we were very smart with our spend. @ThisIsLars / #NPRRIS
    14. 14. Background• NPR had a long legacy of reactive transactional recruiting in most areas of the organization.• I was hired in February 2011 to re- imagine and rebuild the talent function at NPR.• Our team is small and resources very limited so it was vital we were very smart with our spend.• Which led us to.... @ThisIsLars / #NPRRIS
    15. 15. NPR Talent Strategy @ThisIsLars / #NPRRIS
    16. 16. NPR Talent Strategy• ....Build a talent strategy that leveraged social media & employment branding to minimize spend and maximize reach & impact. @ThisIsLars / #NPRRIS
    17. 17. NPR Talent Strategy• ....Build a talent strategy that leveraged social media & employment branding to minimize spend and maximize reach & impact.• Cancel most of our major job boards. @ThisIsLars / #NPRRIS
    18. 18. NPR Talent Strategy• ....Build a talent strategy that leveraged social media & employment branding to minimize spend and maximize reach & impact.• Cancel most of our major job boards.• Focus our efforts around engaging our employees, promoting their involvement in employment branding, promoting jobs to their networks, etc. @ThisIsLars / #NPRRIS
    19. 19. NPR Talent Strategy• ....Build a talent strategy that leveraged social media & employment branding to minimize spend and maximize reach & impact.• Cancel most of our major job boards.• Focus our efforts around engaging our employees, promoting their involvement in employment branding, promoting jobs to their networks, etc.• Results: NPR.org, referrals, LinkedIn, Twitter, Facebook all became leading source channels. @ThisIsLars / #NPRRIS
    20. 20. So, how did we do it? @ThisIsLars / #NPRRIS
    21. 21. Step 1: Know Your Objective @ThisIsLars / #NPRRIS
    22. 22. Step 1: Know Your Objective @ThisIsLars / #NPRRIS
    23. 23. Step 1: Know Your Objective• What are your recruiting goals? @ThisIsLars / #NPRRIS
    24. 24. Step 1: Know Your Objective• What are your recruiting goals?• What are your resources? @ThisIsLars / #NPRRIS
    25. 25. Step 1: Know Your Objective• What are your recruiting goals?• What are your resources?• What are your priorities? @ThisIsLars / #NPRRIS
    26. 26. Step 2: Know Your Organization @ThisIsLars / #NPRRIS
    27. 27. Step 2: Know Your Organization• One size does NOT fit all. @ThisIsLars / #NPRRIS
    28. 28. Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy. @ThisIsLars / #NPRRIS
    29. 29. Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build support, evangelize internally. @ThisIsLars / #NPRRIS
    30. 30. Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build support, evangelize internally.• Who are the internal stakeholders that need to support your efforts for them to succeed? @ThisIsLars / #NPRRIS
    31. 31. Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy.• Define your intent, build support, evangelize internally.• Who are the internal stakeholders that need to support your efforts for them to succeed?• Find your internal influencers, invest in those relationships. Step outside of HR. @ThisIsLars / #NPRRIS
    32. 32. Step 2: Know Your Organization• One size does NOT fit all.• Know your social media policy. Office Intercom Bingo• Define your intent, build support, evangelize internally.• Who are the internal stakeholders that need to support your efforts for them to succeed?• Find your internal influencers, invest in those relationships. Step outside of HR. @ThisIsLars / #NPRRIS
    33. 33. Step 3: Know Your Platform @ThisIsLars / #NPRRIS
    34. 34. Step 3: Know Your Platform @ThisIsLars / #NPRRIS
    35. 35. Step 3: Know Your Platform• Who are you trying to reach? @ThisIsLars / #NPRRIS
    36. 36. Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach them? @ThisIsLars / #NPRRIS
    37. 37. Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach them?• Where are your employees? What platforms does your organization use? @ThisIsLars / #NPRRIS
    38. 38. Step 3: Know Your Platform• Who are you trying to reach?• What platforms can you use to reach them?• Where are your employees? What platforms does your organization use?• Prioritize - better to be highly effective in small number of platforms. @ThisIsLars / #NPRRIS
    39. 39. Step 4: Launch & Engage @ThisIsLars / #NPRRIS
    40. 40. Step 4: Launch & Engage• Get your employees engaged, ideally organically. @ThisIsLars / #NPRRIS
    41. 41. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally. @ThisIsLars / #NPRRIS
    42. 42. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally.• Piloting is your friend: track metrics, monitor, adjust. @ThisIsLars / #NPRRIS
    43. 43. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally.• Piloting is your friend: track metrics, monitor, adjust.• Remember: Social Media is NOT an extension of your job board. @ThisIsLars / #NPRRIS
    44. 44. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally.• Piloting is your friend: track metrics, monitor, adjust.• Remember: Social Media is NOT an extension of your job board.• Try to engage with your fans when you can. @ThisIsLars / #NPRRIS
    45. 45. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally.• Piloting is your friend: track metrics, monitor, adjust.• Remember: Social Media is NOT an extension of your job board.• Try to engage with your fans when you can.• Everyone is a brand ambassador, everyone is a recruiter. @ThisIsLars / #NPRRIS
    46. 46. Step 4: Launch & Engage• Get your employees engaged, ideally organically.• Evangelize internally & externally.• Piloting is your friend: track metrics, monitor, adjust.• Remember: Social Media is NOT an extension of your job board.• Try to engage with your fans when you can.• Everyone is a brand ambassador, everyone is a recruiter. @ThisIsLars / #NPRRIS
    47. 47. Employment Branding [keep?]• Culture comes first.• Know what works for your org.• Engage your employees.• Be authentic.• Build internal & external brand advocates.• Case study: #NPRlife (Twitter,YouTube, Instagram). @ThisIsLars / #NPRRIS
    48. 48. Anatomy Of An Account: @NPRjobs @ThisIsLars / #NPRRIS
    49. 49. Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: @ThisIsLars / #NPRRIS
    50. 50. Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: • Share NPR job opportunities @ThisIsLars / #NPRRIS
    51. 51. Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: • Share NPR job opportunities • Build our employment brand by showcasing our employees and providing behind the scenes looks at life at NPR (#NPRlife) @ThisIsLars / #NPRRIS
    52. 52. Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: • Share 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 @ThisIsLars / #NPRRIS
    53. 53. Anatomy Of An Account: @NPRjobsLaunched in July 2011 - Focused in 4 areas: • Share 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 / #NPRRIS
    54. 54. @NPRjobs Growth @ThisIsLars / #NPRRIS
    55. 55. @NPRjobs Growth @ThisIsLars / #NPRRIS
    56. 56. @NPRjobs Growth 8,400+ followers in <1 year @ThisIsLars / #NPRRIS
    57. 57. @NPRjobs Growth 8,400+ followers in <1 year @ThisIsLars / #NPRRIS
    58. 58. @NPRjobs Growth 8,400+ followers in <1 yearTop Tweet: #Pubjobs Launch199 RTs, 787,863 impressions @ThisIsLars / #NPRRIS
    59. 59. Case Study - The Power of a Tweet @ThisIsLars / #NPRRIS
    60. 60. Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the deadline approached. @ThisIsLars / #NPRRIS
    61. 61. Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the deadline approached.Solution:We extended the application deadline one week and announcedwith a single tweet (below) @ThisIsLars / #NPRRIS
    62. 62. Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the deadline approached.Solution:We extended the application deadline one week and announcedwith a single tweet (below) @ThisIsLars / #NPRRIS
    63. 63. Case Study - The Power of a TweetSituation:Applicant volume for our Fall 2011 internships was below targetlevels as the deadline approached.Solution:We extended the application deadline one week and announcedwith a single tweet (below)Results:114 RTs, 742,976 impressions, 140 new applicants, 15 hires @ThisIsLars / #NPRRIS
    64. 64. Engagement - @NPRjobs / #NPRlife @ThisIsLars / #NPRRIS
    65. 65. Engagement - @NPRjobs / #NPRlifeExternal Engagement @ThisIsLars / #NPRRIS
    66. 66. Engagement - @NPRjobs / #NPRlifeExternal Engagement Internal Engagement @ThisIsLars / #NPRRIS
    67. 67. What’s Next @ThisIsLars / #NPRRIS
    68. 68. What’s NextVideo/YouTube @ThisIsLars / #NPRRIS
    69. 69. What’s NextVideo/YouTube Facebook @ThisIsLars / #NPRRIS
    70. 70. What’s NextVideo/YouTube Pinterest Facebook @ThisIsLars / #NPRRIS
    71. 71. What I’ve Learned @ThisIsLars / #NPRRIS
    72. 72. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right @ThisIsLars / #NPRRIS
    73. 73. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships @ThisIsLars / #NPRRIS
    74. 74. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships• Identify and engage internal champions & influencers @ThisIsLars / #NPRRIS
    75. 75. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships• Identify and engage internal champions & influencers• Engage your employees @ThisIsLars / #NPRRIS
    76. 76. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships• Identify and engage internal champions & influencers• Engage your employees• Listen to your fans, interact with them, be generous @ThisIsLars / #NPRRIS
    77. 77. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships• Identify and engage internal champions & influencers• Engage your employees• Listen to your fans, interact with them, be generous• Schedule and be disciplined with your time @ThisIsLars / #NPRRIS
    78. 78. What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can go right• Find your internal stakeholders and work hard to build relationships• Identify and engage internal champions & influencers• Engage your employees• Listen to your fans, interact with them, be generous• Schedule and be disciplined with your time• Be patient, be thoughtful @ThisIsLars / #NPRRIS
    79. 79. Questions? @ThisIsLars / #NPRRIS

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