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How to use social media to engage & attract talent
- 1. Using social media to attract & engage passive candidates March 17th, 2010
- 2. VIA This is not instant coffee as you know it. This is rich, flavorful Starbucks® coffee in an instant. Starbucks has found a way to offer a truly great cup of coffee that you can prepare by just adding water. Other instant coffees taste flat and lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love. It’s made with the highest-quality, ethically sourced 100% Arabica beans. The magic is in a proprietary, all-natural process that we spent years perfecting. We micro-grind the coffee in a way that preserves all of their essential oils and flavor. No other coffee company takes this step, and it makes all the difference.
- 3. Employer Branding IT STARTS WITH OUR PARTNERS Headquarters in Seattle, Washington: 3,000+ Total Partner Count: 200,000+ North America & Canada Store Count: 11,181 International Store Count: 5,525 Total Store Count: 16,706 ** (as of December 26, 2009)
- 4. How we use social media to attract & engage passive candidates: 1. Partnerships with in-house departments: 2. Brand ourselves as a great place to work 3. Social media guidelines 4. Business Case: --Where we are spending dollars and how we measure results 5. Stop talking. Start doing. Here’s why. Social media revolution video TODAY’S AGENDA— What you’ll walk away with
- 5. Recruiting & Sourcing Tactics Where we’ve been-- •Job Fairs •Banner ads •Print Ads •Direct Mail •Brochures
- 6. Our philosophy: 2-way real-time interactive conversations to create connections & relationships and begin building a sustainable talent advantage. No different than our consumer web 2.0 strategy: Chris Bruzzo view on social media: “This was not built as a marketing channel, but as a consumer relationship-building environment." Employment Branding 2.0
- 7. The candidate landscape past and future
- 8. Recruiting & Sourcing Tactics Where we’re going—Our customers are candidates •Widgets •SEO •SEM •RSS feeds •Videos •SMS •Landing pages •Mobile app
- 11. Facebook ad buy example Ads: Manitoba-Baristas NYC-Store Managers SSC-IT, Marketing, Learning positions Here’s what we use to conduct an ad buy: Position title(s) Position location Link to Taleo req (auto-populated w/source) Target city(s) Key words examples: Ajax, Mootools, Starbucks, Art, Manager, Retail, Next Steps/Process: Urgent need & Prioritized ROI: 6 hires this fiscal year
- 12. Starbucks Job Widget for Facebook
- 13. My Starbucks Story Welcome page Voting page You Tube
- 14. 12/08 there were 4M unique visitors on Twitter; 9 months later that number jumped to 23.5M unique visitors & they have sustained it to present day! Why Twitter?
- 15. @StarbucksJobs – Twitter.com/starbucksjobs 5 strategic pillars: 1. Retail management 2. Retail hourly 3. SSC positions 4. Global reach 5. #reasonstoworkatstarbucks
- 16. 1.Follow us link on our Career Center & landing pages 2.CRM messages 3.Weekly coffee tastings 4.Weekly internal newsletter 5.Open forums 6.Intranet 7.Linkedin integration to ^KD & ^JL @Starbucksjobs internal communication plan
- 18. My Starbucks Idea – Partner Site
- 21. Landing pages/social media integration
- 22. October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams July 2009: Expanded to all Starbucks recruiters March 2010: Database has grown to 75K+ prospects Using CRM to Develop and Maintain Prospect Relationships •Starbucks sourcers & recruiters use CRM to build pipelines and track prospects • Implemented training, consistent business process & continuous improvement practices • Users search multiple databases via CRM, import prospects directly, and maintain relationships via branded messaging campaigns • Integration with ATS (Taleo): prospects are exported directly to open requisitions CRM--
- 23. Innovation: ‘Autobot’ program • Autobot is the internal name for an innovative, automated candidate generation program developed by the Talent Engagement (Sourcing) team • Automated candidate generation leveraging CRM search agents • Branded email communication sent to prospects inviting prospects to apply for open positions • Seamless source code tracking from CRM to ATS Result: 27 Hires FY10 YTD (Store Managers & Assistant Store Managers) Using CRM to Develop and Maintain Prospect Relationships
- 24. What’s next? SMS campaigns Mobile application Job mention on our Starbucks iphone app v.2 in July 2009
- 25. Social media guidelines Our recommendations: We’re all brand ambassadors. We’re always representing our brand. On and off work. Keep it in first person. Make it clear that you are speaking for yourself and not on behalf of your company. Stick to your expertise, stay factual and when giving an opinion, state it as such LESSON LEARNED: Don’t let employees secure a domain or Twitter handle on behalf of your company. If they leave, it goes with them, so could your brand.
- 26. • Stats – Around 70 followers before our 1st Tweet was posted – Over 1500 engaged Followers, at present, via organic growth – Measuring web analytics & managing account via CoTweet • Audience / Partnerships – Both Job Seekers & Connectors! – Partnering with the Digital Strategy Team to align with their Consumer work • Power of RT – Expand Our Reach … unique channel to express our Employment Brand & opportunities – #reasonstoworkatStarbucks campaign • ROI – Multiple & documented Hires for disparate businesses within 90 days of go-live Tweeting is a conversation Glossary: Used to send other users a private message Direct Message DM An accepted practice of copy/pasting others Tweets ReTweet RT Used to tag a keyword for Search results HashTag Hash# Used to reply to someone’s Tweet or mention someone in a Tweet. Mention Reply @
- 27. It takes a cross-functional team to make it happen
- 28. The end Q & A