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How redBus used social recruiting to get talent aboard


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This is the social recruiting journey of India's largest online bus ticketing website, and how they close to doubled their followers during the ride.

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Published in: Recruiting & HR

How redBus used social recruiting to get talent aboard

  1. 1. How redBus used Social Recruiting to get talent aboard And close to doubled their followers in 1 year
  2. 2. This is the story of India’s largest online bus ticketing website.
  3. 3. 1800+ Largest network of bus operators 80,000 ticket bookings a day through various channels as of Dec’15 Over 67,000+ live routes across India Over Top 50 Global innovators by Fast Company an American business publication Global Mobile Innovation in Travel for the year 2014 from Eye For Travel Mobile App won the ibibo Group which is an integral part of the Naspers Group Part of the
  4. 4. As a fast growing company, they used social to accelerate their journey
  5. 5. They wanted to hire senior management professionals, and were introduced to LinkedIn Recruiter and Job Slots. Their ride in attracting talent started 3 years ago The partnership worked and the leadership team was hired.
  6. 6. 1.5 years ago The team wanted to recruit talent with an entrepreneurial streak: Talent who had started companies, created products, and were willing to act like owners and get things done. Especially senior product managers in the IT/ITES space. The next wave of growth would come with people who had an entrepreneurial mindset
  7. 7. “It is my belief that our people at redBus are our only source of long term competitive advantage. We are continuously on the lookout for better ways to retain, engage and inspire our employees, while simultaneously projecting redBus and the employee proposition to potential recruits.” Prakash Sangam CEO, redBus
  8. 8. But how does a brand navigate the social recruiting journey? redBus decided to start with building a brand for talent with the LinkedIn Career Page at the heart of all conversations.
  9. 9. Company logo ‘Follow’ button to build a pipeline of candidates interested in the company Header with a picture of employees Employee Value Proposition Employee connects Jobs at redBus Video featuring employees, to showcase what it’s like to work at redBus Employee testimonials
  10. 10. “Social Recruiting has made a difference in our sourcing strategy in two ways. One – it has allowed us to expand our talent pools by tapping into the professional networks of our employees for referrals. Two – It has provided us with a low-cost and non-intrusive way to keep people informed about developments and opportunities at redBus. This ensures that in future, when we engage with them for an opportunity, redBus will be top-of-mind as an employer of choice.” Prakash Sangam CEO, redBus
  11. 11. With the Career Page setup, the team started active engagement in May 2015
  12. 12. "Our objective is to become an employer of choice. Solutions from LinkedIn Talent Solutions have helped increase our follower base and thereby attract good talent. We have increased our activity on LinkedIn in terms of updates, testimonials etc. to attract qualified prospects who are passionate about being part of an organization that encourages innovation in work and thought.”
  13. 13. Updates on job openings Activities and initiatives Work culture: redBus employees dancing to ‘Becoz we’re Happy’. The brand experimented with various updates to see what worked best and drove results.
  14. 14. Their social maneuvers took them from cruise control to acceleration in one year
  15. 15. The Talent Brand Index shot up on the back of engagement 21.2% 20.8% 20.4% 20.7% 22.7% 24.5% 27.0% DEC 31 2014 JAN 31 2015 MAR 31 2015 MAY 31 2015 JUL 31 2015 SEP 30 2015 NOV 30 2015 ActiveEngagement Talent Brand Index (TBI) measures the strength of your talent brand by comparing reach and engagement calculated from billions of professional interactions taking place on LinkedIn. This includes the number of people familiar with you as an employer, and the number who proactively show an interest in your brand
  16. 16. The talent branding journey in numbers
  17. 17. 17 There was a steep incline in the follower base 94% increase in follower base from 10,092 to 19,574 The desired segment of candidates was attracted. 41% of follower base consist of senior management professionals 53% of follower base comprises tech/software professionals Time period Oct 2014-Oct 2015
  18. 18. The desired segment was engaged 46% of Career Page visitors are from senior management The career page also helped increase the overall page views of redBus. 94% incremental page views 189% (556-1607) Targeted approach and sustained community building helped increase monthly job applications by Time period Oct 2014-Oct 2015
  19. 19. Founded in 2003, LinkedIn connects the world’s professionals to make them more productive and successful. With over 400 million members in more than 200 countries and territories worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional network. offers a full range of solutions to help organizations in various stages of growth recruit relevant talent, build their brand, and grow their business. If you're curious about social recruiting, join us in discovering the possibilities. CONTACT US