In our TED-style best practices, leading digital strategists from companies such as DELL, Vodafone, the UK Army and HRS will provide you with insightful first-hand information about where companies stand today and their current social media strategies.

1. Why Facebook Comes First
British Army Recruitment Delivered by
www.cds.co.uk

2. My Mission:
To prove how we have put Theory into Practice by
demonstrating how we are implementing Social CRM
services for British Army Recruitment

3. Army Goal: Positive, Socially Engaged Recruitment that identifies,
curates and delivers high quality candidates into Armed Forces jobs.

4. Specific Objectives
1. Decrease the number of inappropriate candidates.
2. Increase the flow of targeted skilled applicants
3. Increase diversity in applicants
4. Speed the connection to Local Officers (touching the green)
5. To connect with the community (viral as well as parents and
beyond)
6. Decrease the cost of communicating (linked to 1)
7. Keep qualified candidates in the sales pipeline

5. Technical Method

6. 1. Gateway: To truly get to know our potential recruits
Where they live, education level, friends, likes
(the good and the bad)

7. 2. Wisdom: To understand Our community

8. 3. Alert: To engage with candidates from multiple contact points in the
organisation. From a broadcast message to “touching the green”

9. 4. Content: To take the right candidates on the often long journey.
Initial Live Application Self
Campaign Q&A Support Promotion
Facebook
Event Success
Group
Signup Maintenance
Creation

10. Implementation

11. HALO Content TM
Influencing Behaviour...
through a targeted sales pipeline...
via Matched Content Gateways

12. Inspiration for HALO Content

13. Matching a Sales Pipeline to Content Gateways
1. What is the Army Recruitment Pipeline? Before Social Crm…

14. 2. What do we want the Army Recruitment Pipeline to be?
Post Social CRM: Rapid Self, Social, and Data-Mining Candidate Removal

15. Defining the Content/Pipeline Gateways to Achieve it
1. Under 16 Pre-Disposition
2. Candidate Researching their Options
3. First Contact
4. Full Declaration
5. Formal Application Stage 1
6. Formal Application Stage 2 (Interview)
7. Selection Centre
8. Yes/No
9. Training
10. Waiting on the Bench

16. Implementing 1.Content 1. Customer Interaction
Planning
Gates
2. Content Creation
4.
2. Halo 3. Curating the content via
Govern,
Report, I HALO Content community engagement
Creation
mprove
4. Managing the content
and focussing on
continual result
3. improvement
Content
Curation

17. Pre-Launch: Use Case Testing
Content Authoring
• The Army add facebook tags to their content pages
• Users can “like” and therefore follow certain pages/career options.
• The Army promote the use of the supplied App for mobile access to their content.
Alternative Content
• The Army could equally add content within facebook pages that users “like”, and are
then followed in the same way.
• As per the above, the Army promote use of the supplied App. for mobile use.
Analysis
• The Army can immediately commence reviewing the activity of their users, profiling
and grouping user types, down to the individual.
• The Army then determine who they wish to target with what content/campaigns.

18. Launch: Demonstration

19. Prototype Screenshots: Home
Images based on
location of user.
Offers based on
educational level
Campaigns based
on likely interests

20. Prototype Screenshots: Event Promo
Invitations to
Events (Not Open
to All).
Private & Public
Response Options

21. Prototype Screenshots: Gamification
Mini-Games with
“Rank-Up” & Social
Concepts

22. Prototype Screenshots: Video
Maximising value
from expensive
“Halo” content
Videos. Youtube to
Alert Push

23. Phase 2: Adding Mobile

24. Results or…
Why ?

25. Why for Recruitment ?
• The Army community is highly social: 1 million UK fans of the British Army, 100,000 on
ArmyJobs.
• For our target market, near 100% will have a profile on Facebook.
• Job hunting is high stress, high value and highly social – so social media is a natural human
fit.
• The British Army now receive 60% of its referral traffic from Facebook. (Source: Army RG)
• One in Six Americans reported they found their last job via Facebook (Source:
Theregister.com)
• 80% of companies reported using Facebook somewhere in the recruitment cycle (often to
“check” on someone) (Source: US Dept of Education)
• What employer or employee wouldn’t use social media sites as part of their HR journey?

26. Why Recruiting via Facebook with “Alert” works for the Army
• Based on Facebook statistics, close to 100% of the core 16 to 34 year old target market
have a Facebook profile, so all valid targets can be reached within this one network.
• There are no advertising or pay per click costs.
• You will know and choose specifically who you are talking with, so there is no waste.
The message you want to send gets to the people you want to talk too.
• All media types (video, text etc) are available to the Armed Forces marketing
teams, to be delivered via the service.
• National to Local communcations on one service: From broadcast to individual
“touching the green” messages can be passed via the single channel. “Alert” is a ready
made response channel for all Armed Forces recruitment messaging.
• Opting in is of itself a sign of commitment by the candidate

27. Recruitment Results so Far
• Quantity: Facebook conversion (where conversion = data handover) is
near triple any other channel (3.4% in comparison to a typical 1%
elsewhere)
• Quality: The Royal Marines reported a 48% improvement in candidate
quality when TV campaigns directed traffic via Facebook. (Source: COI)
• Disruptive: Outsourced call centre, marketing and operational support
team now baking in Facebook into their existing CRM framework.
• Inspiring: Campaigns now being designed to target
unexpected/previously “untargetable” groups such as parents and
second career seekers.

28. For More Information:
Peter Mann
Peter.mann@cds.co.uk