Social Recruiting Conference 2011 - Presentation by Quezia Soares, Recruitment Marketing Manager, Accenture UK

1. Social Recruiting | June 2011

2. Taking a B2B brand into
the social space
Social Recruiting | June 2011

3. People invariably make decisions
based on the people they meet
Social Recruiting | June 2011

4. With that in mind, recruitment marketing
can’t be about a process or a campaign;
it has to be about building a RELATIONSHIP
with your target audience
Social Recruiting | June 2011

5. Social media is a powerful way of
helping to build good relationships;
but it is only one part of the mix
Social Recruiting | June 2011

6. Combination of OLD and NEW in building
a strong relationship with talent…
Social Recruiting | June 2011

7. A new model for relationship
based recruitment
Awareness Consideration Participation Joiner Ambassador
Employer Employer Engaged Onboard Advocate
of Choice
Advertising Brand Marketing Social conversation Joiner network Contributor
Brand Marketing Insight Events/networking Referral Referral
Social Syndication Thought Leadership Relationship Onboarding Content source
management
Talent Research Connect
Know your audience Build consideration Treat candidates Manage the people Make your social
as much as let them beyond cultural like customers who don’t join recruits your next
know you aspects you as well as the social recruiters
people who do
Social Recruiting | June 2011

8. First you have to convince
your own people…
Social Recruiting | June 2011

9. Global brand – Social media isn’t regional, it’s global.
Resource – who’s going to manage this channel? And conversations?
Content – what are we going to say? What can we say?
Risk – what is the worst that could happen? Especially, if we don’t do it?
Results – what do we see as success?
Social Recruiting | June 2011

10. Social media has blurred the lines between marketing and recruitment…
Social Recruiting | June 2011

11. The relationship with graduates
A clear, target market within defined universities
Highly competitive marketplace
Many don’t know what consulting is, let alone Accenture
Building PROFILE and APPEAL over the longer term
Providing information and insight, in a fun and rewarding way
Social Recruiting | June 2011

12. Film Season
High Performers
We are currently expecting the Accenture Film Season, an integrated graduate marketing
campaign featuring a Facebook App.
Social Recruiting | June 2011

13. Fourfold increase in LIKEs
15,000 TAB visits
Students from a good spread of universities
3,000 applications during the campaign alone!
Social Recruiting | June 2011

14. The relationship with experienced hires
A fragmented, dispersed audience
Not in one place – not everyone is on Linkedin!
Many consultants know or know of Accenture
Many assumptions and misconceptions drawn from anecdotes
and word of mouth
Insight-driven relationship – Consultants want to know what
they could be doing…
Social Recruiting | June 2011

15. Risk Management
Advertising & Social Media
Networking Event
Talent Pipeline
Social Recruiting | June 2011

16. What’s next for us?
Sharing knowledge and thought leadership
Creating ongoing candidate relationship management
Moving from broadcast to conversation
Ongoing training of our teams
Managing disappointment…
Social Recruiting | June 2011