The document discusses Boots' use of social media to attract candidates and recruit for airport store positions. It outlines Boots' social media presence and recruitment campaigns like #FlywithBoots, which featured a YouTube documentary series about working in airport stores. #FlywithBoots helped increase applications for airport jobs from 17,906 in 2013 to 27,451 in 2014 and allowed Boots to hire 620 customer assistants when they had planned for 394. Stakeholders felt the campaign gave Boots better recruitment support and understanding of airport hiring needs compared to previous years.

1. # FlywithBoots
best use of social
how to increase awareness of Airport roles
and what it takes to work there

2. Louise Gunn
Assistant Retail Resourcing Manager
Boots
Manda Crowder
Founder
andSoMe

3. What is social media’s role in
attracting candidates at Boots?
Increasing brand awareness
Promoting vacancies / opportunities
Creating campaigns to raise awareness
Targeting specific candidates
Building relationships and connections with candidates
Receiving crucial feedback

4. Boots social recruitment – what do we do?
Engage with our candidates through social media and bring
“Let’s Feel Good” to life in our recruitment marketing.
With the help of our ad agency andSoMe we give the Boots
Recruitment Team a social voice and improve our interactions
with candidates by offering them the chance to take part in Q&A
sessions and ask questions about their application.
It was invaluable during the launch of the new ATS as we were
able to keep a visible dialogue open to assist with any teething
problems.

5. Boots social recruitment – what do we do?
We challenge ourselves to try new things and pioneer the use of
new attraction channels - Instagram and tumblr, using
SoundCloud- breaking down the traditional routes to candidates.
We hold monthly #insidesupportoffice days and also use Storify
to bring our tweets together to create
one story each business area.
For our Talent Programmes we have launched a living and
breathing campaign that evolves over time.
We are being seen as One Boots Recruitment Team with a
consistent messaging regardless of role.
Launch of the Boots Blog underlines this –
www.lifeatboots.co.uk

6. Our Social Audience
Facebook – Boots Jobs – over 14000 followers
Twitter - @Boots_Jobs – over 14500 followers
Talent Programmes channels – over 6000 followers
With LinkedIn Pages/Groups and other twitter accounts
Over 80,000
with an interest in Boots as an Employer

7. Airport Recruitment
Historically what has happened?
Despite a peak in recruitment requirements in the summer,
attraction activity for airports has not been a focus
2012: Airport stores predicted 541 hires but only recruited 385
2013: Airport stores predicted 517 but only recruited 457 hires
2013 saw our stores in Gatwick face real difficulties with their
recruitment resulting in a one off mini campaign ‘Get2Gatwick’
2014: So why was this different: New stores opening

8. The Challenges we faced.
The shifts – unsociable hours with early starts and late nights
Travel to the airport – ease, cost and length of time of journey
Security checks – Working in an airside store needs requires
colleagues to have a security pass
Intense trading – Airports are incredibly busy, over 190,000,000
passengers go through UK airports
Transient candidate population

9. #FlywithBoots
for a YouTube documentary
series

10. #FlywithBoots
for a YouTube documentary
teaser

11. #FlywithBoots
for a YouTube
‘summer special’

12. #FlywithBoots
for a YouTube ‘The Shifts’

13. #FlywithBoots
for a YouTube
‘The Customers’

14. #FlywithBoots
for a YouTube ‘The Care’

15. #FlywithBoots
on Twitter

16. #FlywithBoots
on Twitter

17. #FlywithBoots
to specific destinations

18. #FlywithBoots
to the documentary

19. #FlywithBoots
taken on board by others

20. #FlywithBoots
on Facebook

21. # FlywithBoots
on Facebook

22. #FlywithBoots
on Facebook

23. # FlywithBoots
on Facebook

24. #FlywithBoots
to infographics on the airport

25. #FlywithBoots
to infographics
online/offline events

26. #FlywithBoots
to infographics
online/offline events

27. #FlywithBoots
for the Summer (jobs)

28. #FlywithBoots
to new store openings

29. #FlywithBoots
for ongoing awareness

31. The Results:
• Facebook: 42 posts saw 413 likes, 17 comments, 26 shares
• Twitter: 455 Tweets and 794 retweets
• YouTube: 4 videos 1,801 views
Increase in application numbers:
• 2013 17,906 applications
• 2014 27,451 applications
Hires:
• We planned to recruit 394 Customer Assistants
• We recruited 620 Customer Assistants.

32. What our Stakeholders said:
“From having no campaign, tools, support, understanding of Airports recruitment need 2
recruitment need 2 years ago. We now have the backing of our agency team
AndSoMe, the recruitment service centre and our recruitment manager and team.

33. # Fly with Boots
best use of social
Any Questions?

34. Boots Jobs
Boots_Jobs
Boots.jobs
Connect with us