1. Innovative Recruiting
Within a Conservative Corporate Environment
Jenny DeVaughn
Manager, Social Media and Employment Branding
October 24th, 2011
@JennyDeVaughn
#RIS11

2. Agenda
Innovative Recruiting Within a Conservative Corporate Environment
• Disclaimer
• Introduction
• Six Lessons Learned
• Q&A

3. Disclaimer: Any mention of a tool or
vendor does not necessarily imply an
endorsement or dissatisfaction.
Opinions expressed are my own, not
of my employer.

4. Jenny DeVaughn
Manager, Social Media and Employment Branding
• Consistently ranked in the top 10
most connected women on LinkedIn
• Former Director at HODES
• Served as mRecruitingcamp emcee
• Avid NASCAR fan
• @JennyDeVaughn on Twitter

5. Happy Birthday, Dad!
Like Erpelding, Voigt & Co on Facebook http://on.fb.me/evcpa

6. Waste Management
http://www.wm.com
• On a mission to maximize resource value, while
minimizing and even eliminating environmental
impact so that both our economy and our
environment can thrive
• Over 20 million residential, commercial,
industrial and municipal customers
• Employs 40,000+ in the U.S. and Canada
• Largest residential recycler in North America
• Hiring over 1,500 positions nationwide

7. Waste Management
http://www.wm.com
• Facebook: http://www.facebook.com/wastemanagement
• Twitter:
@WasteManagement @WMCareers @WMCares @BagsterBag
• Foursquare:
http://foursquare.com/WMCareers
• YouTube:
http://www.youtube.com/wastemanagement
@JennyDeVaughn #RIS11

8. Safety is a Core Value with Zero Compromise
http://www.wm.com

9. Innovation is one of the most
powerful forces in the world.
It can make the impossible,
possible.
- Bill Gates
@JennyDeVaughn #RIS11

10. Roadblocks to Innovative Recruiting
Possible in any corporate environment
• “We’ve always done it this way” mentality
• Office politics
• Budget concerns
• Other important issues or interests
• No support from leadership
• The idea may be hard to understand
• Regulated industry or process
• Lack of legal consent and/or IT support
• The innovator isn’t valued

11. Lesson Learned #1
“The Things We Think and Do Not
Say” should not be said all at once.
@JennyDeVaughn #RIS11

12. Lesson Learned #1
“The Things We Think and Do Not Say” should not be said all at once.
• This is a career limiting move (CLM)
• Via Nick Jimenez aka @NickyJay
• Conservative work environments do not react well
to large midlife-crisis self-imposed changes
• Focus on smaller changes with priorities based on
revenue and results
Result:
• Participate on a WM Social Media Council with
other leadership for approval of new projects
@JennyDeVaughn #RIS11

13. Lesson Learned #2
Explore innovative recruiting
services from vendors already
approved into your budget.

14. Lesson Learned #2
Explore current vendor innovative recruiting services.
• Familiar external partners make it easier to get
your current and future budget approved
• Get more than a quote from an external resource
• Discuss your desired result and ask for their solution
• Give your leadership two solutions to choose from
that will provide preferred outcomes
Result:
• Partnered with Monster.com on our first WM
Careers videos, as a part of their services offered

15. Waste Management Careers
http://bit.ly/WMCareersVideo
@JennyDeVaughn #RIS11

16. Lesson Learned #3
Focus on the bottom line, not
professional pet peeves.

17. Lesson Learned #3
Focus on the bottom line, not professional pet peeves.
• No one is promoted for keeping the office
microwave clean
• Find out when and how your talent acquisition
department is measured
• Look for areas of opportunity, not places to hang
“Your Mother Doesn’t Work Here” signs
Result:
• Offered social recruiting training for each team,
during their pre-scheduled weekly meetings

18. Lesson Learned #4
It’s ok to start a social media profile
by broadcasting jobs.

19. Lesson Learned #4
It’s ok to start a social media profile by broadcasting jobs.
• Although not ideal, realize this is phase one of your
social platform
• Monitor traffic and other metrics
• Update your strategy with recommendations based
on initial findings
Result:
• Switched from broadcasting jobs to engagement
and double followers/fans within 3 months

20. Lesson Learned #5
Find a corporate champion that
other executives respect.

21. Lesson Learned #5
Find a corporate champion that other executives respect.
• Communicate the strengths and positives of your
innovative idea with her/his interests in mind
• Present concise ideas in a preferred format
• Email with bullet points, PowerPoint or spreadsheet
• Include a financial visual of the potential positives
• Show a timeline of specific steps/phases
Result:
• Met advocates in Operations and other departments
to help them reach their goals using social media

22. Lesson Learned #6
When you fail, resist complaining
and adjust your strategy or tactic.
@JennyDeVaughn #RIS11

23. Lesson Learned #6
When you fail, resist complaining and adjust your strategy or tactic.
• Other corporate departments are allowed to fail
• Think prototype, pilot or trial
• Innovative ideas take extra work and time to
integrate
• Limit the impact of negative outcomes by using
30-60-90 benchmarks
Result:
• Monitored analytics of year-to-date recruitment
marketing spend to dismiss myths
@JennyDeVaughn #RIS11

24. Creativity is thinking up new
things. Innovation is doing
new things.”
— Theodore Levitt
@JennyDeVaughn #RIS11

25. My Innovative Inspiration
Will (3) and Julia (5)
@JennyDeVaughn #RIS11

26. Thank you!
Jenny DeVaughn
Manager - Social Media and Employment Branding
Waste Management
1021 Main Street, Suite 1200
Houston, TX 77002
jdevaughn@wm.com
LinkedIn | Facebook | Twitter | YouTube
http://www.WMCareers.com
Twitter: @JennyDeVaughn #RIS11