SDHR LinkedIn 092210


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Copy of the slides presented at the SDHR meeting on 9/22.

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SDHR LinkedIn 092210

  1. 1. Social Networking Sourcing Strategy Meri Miller-Decker, Director Talent Acquisition September 22, 2010
  2. 2. PETCO Animal Supplies <ul><li>22,000 Associates </li></ul><ul><li>1050+ stores across all 50 US states </li></ul><ul><li>Headquartered in San Diego, CA </li></ul><ul><li>Hybrid Recruiting Model </li></ul><ul><ul><li>Decentralized – Store Managers hire store employees </li></ul></ul><ul><ul><li>Centralized – Provide systems, tools and process to facilitate store hires; Responsible for all sourcing; Full-cycle recruiting on corporate, Store Manager, District Manager and leadership roles </li></ul></ul>
  3. 3. Catalysts for Change <ul><li>Excessive Agency Fees </li></ul><ul><li>Internal perception of proactive sourcing skills </li></ul><ul><li>Internal perception of quality of hire </li></ul><ul><li>Opportunities aligned to LinkedIn demographics </li></ul><ul><li>External labor market </li></ul>
  4. 4. External Labor Market Source: CLC Recruiting <ul><li>Recent economic uncertainty has made employed talent more passive and less likely to switch employers. </li></ul><ul><li>The percentage of very passive talent willing to switch employers for better pay or managers has decreased significantly since 2006. </li></ul>
  5. 5. External Labor Market Source: CLC Recruiting <ul><li>Between 2007 and 2010, the average number of applicants has increased by 128%. </li></ul><ul><li>Unfortunately for recruiters, many of these applicants are unqualified, with 83% of recruiters reporting that fewer than half of applicants are qualified. </li></ul>
  6. 6. Laying Foundation <ul><li>Aligned Recruiter Expectations with Proactive Networking </li></ul><ul><ul><ul><ul><ul><li>Track % hires/submittals from pipeline/connections for baseline </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Contest to grow individual LinkedIn network </li></ul></ul></ul></ul></ul><ul><li>Provided Recruiter Lead Generation Training </li></ul><ul><ul><ul><ul><ul><li>LinkedIn Training Groups, Networking etiquette, LI Recruiter dashboard </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Arbita Sourcing Cold calling, Online sourcing, Lead generation </li></ul></ul></ul></ul></ul><ul><li>Responsibility of a Brand Ambassador </li></ul><ul><li>Adjust Organizational Sourcing Strategy </li></ul><ul><ul><ul><ul><ul><li>SEO – New PETCO Career site </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>SEM – Search engines, Niche networks, Targeted banners </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Job Aggregators –; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Proactive Pipelining of QAI candidates </li></ul></ul></ul></ul></ul>
  7. 7. Social Networking <ul><li>Engaged Social Media, Communications and Legal team </li></ul><ul><ul><ul><ul><ul><li>Can be very time consuming channel </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More risk and potential liability if tool is not properly leveraged </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Agreed to “push out” only strategy for Social Networking </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>LinkedIn = Professional Networking </li></ul></ul></ul></ul></ul><ul><li>“ Push Out” Strategies </li></ul><ul><ul><ul><ul><ul><li>Twitter – LinkedIn profile status update; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Facebook – Jobs tab on Corporate page; Link to Career Site </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>MySpace – Pilot only for Grooming Salon Manager active sourcing </li></ul></ul></ul></ul></ul><ul><li>Jobs Widget </li></ul><ul><ul><ul><ul><ul><li>Easily pulled onto personal network pages by Associates </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Leveraged on Facebook, MySpace or Personal Sites/Blogs </li></ul></ul></ul></ul></ul>
  8. 8. Professional Networking <ul><li>LinkedIn Recruiter & Job Slots </li></ul><ul><ul><ul><ul><ul><li>2009 – All Recruiters </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2010 – Centralized sourcing team only </li></ul></ul></ul></ul></ul><ul><li>Talent Acquisition Team </li></ul><ul><ul><ul><ul><ul><li>Company Profile Page with testimonials </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Start, join and manage groups to form talent pools </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>LinkedIn button or url on all electronic communications </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Search LinkedIn public profiles via CRM tool </li></ul></ul></ul></ul></ul><ul><li>Engage Leaders in building LinkedIn network </li></ul><ul><ul><ul><ul><ul><li>Educate on successes and professional nature of LinkedIn </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Encourage leaders to be present and active on LinkedIn </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Proactively source candidates from HM prior employers for discussion </li></ul></ul></ul></ul></ul>
  9. 9. Measure & Optimize <ul><li>Key Proactive Sourcing Metrics </li></ul><ul><ul><ul><ul><ul><li>Tiered Sourcing Matrix – 80% of hires from Tier 1 (including LinkedIn) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Number of adds to LinkedIn and/or CRM database </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Number of proactive networking calls </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>% of submittals/hires from pipelined/connected candidates </li></ul></ul></ul></ul></ul><ul><li>LinkedIn Enhancements </li></ul><ul><ul><ul><ul><ul><li>Company Profile RJP video, PETCO Alumni group, Timely updates </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Targeted InMail Campaigns </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Provide decentralized Hiring Managers with LinkedIn Access </li></ul></ul></ul></ul></ul>
  10. 10. Results <ul><li>Significantly reduced agency spend </li></ul><ul><ul><li>2008 - $1.7M 2009 - $722K 2010 - $60K YTD </li></ul></ul><ul><li>80% reduction in YOY print advertising expenses </li></ul><ul><li>All external YTD District Manager hires via LinkedIn </li></ul><ul><li>Reduced Time to Fill due to proactively built networks </li></ul><ul><li>Improved Quality of Hire (CLC-RED Score) </li></ul><ul><ul><li>Q3 2009 – 389/600 Q2 2010 – 427/600 </li></ul></ul>