BlogWell DC Social Media Case Study: UnitedHealth Group, presented by Heather Polivka

1,855 views

Published on

In her BlogWell presentation, UnitedHealth Group's Director of Employment Marketing, Heather Polivka, shares how they are redefining the recruiting process with social media.

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,855
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
43
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • Corporate communications – Aligned Message, Health care reform discussion, content sharing, review & approval Public Relations – same as above Legal – Entire strategy, our approach, contingency & escalation plans, Terms of Use verbiage Employee Relations – while our objective isn’t to engage specifically with employees, what happens if/when we do? Or when we come across questionable engagement? (give example of Facebook post out of control…) L&D – How will we train people? How will we train our leaders? Customer Service – are they aware you are engaging? Do you have a plan in place to hand off issues to the appropriate party? Social Responsibility – PR opportunity! Human Capital Leaders & Business Leaders – often times, these are the people who are not engaging, they don’t get it….yet they are leading & managing the people who do Information Technology – access, browser considerations, admin rights to the laptop, technology to support social tools like Radian6, etc.
  • BlogWell DC Social Media Case Study: UnitedHealth Group, presented by Heather Polivka

    1. 1.
    2. 2. HOW UNITEDHEALTH GROUP USES SOCIAL MEDIA FOR RECRUITING TALENT Blogwell – Washington, D.C. 5.4.2011
    3. 3. WHY SOCIAL RECRUITING? <ul><li>80% of all job searches begin with a Google Search </li></ul><ul><ul><li>- US Department of Labor, 2009 </li></ul></ul>More than 52% of recent social media visitors have experienced a employment-related discussion via social networks. – BHG 11/10 Social Survey More than 57% of those individuals were motivated by these discussions to work for an employer . – BHG 11/10 Social Survey
    4. 4. <ul><li>KEY PARTNERS: </li></ul><ul><li>Corporate Communications </li></ul><ul><li>Public Relations </li></ul><ul><li>Legal </li></ul><ul><li>Employee Relations </li></ul><ul><li>Learning & Development </li></ul><ul><li>Customer Service </li></ul><ul><li>Social Responsibility </li></ul><ul><li>Human Capital Leaders </li></ul><ul><li>Business Leaders </li></ul><ul><li>Information Technology </li></ul><ul><li>Then keep doing it….. </li></ul>TAKE PARTNERS
    5. 5. WHEN: 2/17/10 WHO: 15 Recruitment Services Social Ambassadors WHERE: LinkedIN Facebook Twitter Twitter ULink (Internal) WHAT: 2 Days of Off-site training , led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios. Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months SOCIAL RECRUITING – PILOT LAUNCH APPROACH
    6. 6. ENGAGEMENT MAP
    7. 7. SOCIAL NETWORKING TRAINING PLAN
    8. 8. TRAINING PORTAL – OVERVIEW SECTION
    9. 9. CERTIFICATION
    10. 10. WHEN: September 2010 WHO: Additional 30 Social participants, 45 Total WHAT: Developing Social Sourcing & Engagement strategies by function, by network WHAT: Additional roles are being developed with varying time commitments, training requirements, and expectations. Social Ambassador at Large : 1 per Function, 8/10 hrs per week Social Ambassador: 1 per Function/Job Family, 4/5 hrs per week Social Attache: 1 – 2 hours per week Social Envoy: 1 – 2 hours per month HOW: Training Portal developed from Pilot Launch Training, incorporating quizzes called “Who wants to be a Social Recruiter?” SOCIAL RECRUITING EXPANSION
    11. 11. PLANNING, PLANNING, & MORE PLANNING!
    12. 12. CAREERS SPECIFIC PAGES
    13. 13. FUNCTIONAL CAREERS Facebook – UHG Careers & Individual Recruiter Accounts Glassdoor – UHG Careers YouTube – UHG Careers & Functional Careers Twitter – UHG Careers & Functional Careers LinkedIn – UHG Careers, Functional Career Groups, & Individual Recruiter Accounts
    14. 14. Social Recruiting “ On The Court” Objective: Engage IT candidates like Casey, build rapport and relationships with them, and encourage them to connect and apply
    15. 15. TWITTER: CONTENT
    16. 16. TWITTER: RE-TWEET CONTENT
    17. 17. TWITTER: MENTIONS
    18. 18. TWITTER: DIRECT MESSAGES
    19. 19. TWITTER: CONVERSATIONS
    20. 20. FACEBOOK: CANDIDATE INTERACTION & WALL POSTS
    21. 21. FACEBOOK: LIKE & ENGAGE ON OTHER PAGES
    22. 22. FACEBOOK: ENGAGE ON OTHER PAGES
    23. 23. TWITTER: DRIVE TO APPLICANT FUNNEL
    24. 24. WHAT HAS HAPPENED? <ul><li>SAMPLE METRICS – FIRST 11 MONTHS: </li></ul><ul><li>LinkedIn Group Members: +7000 Members across all Groups </li></ul><ul><li>LinkedIn Company Page Followers: +13,000 </li></ul><ul><li>Facebook Fans: +2700 </li></ul><ul><li>65% Female “Likes” </li></ul><ul><li>51% of followers between 35 years of age and 54 years of age </li></ul><ul><li>Twitter Followers: +7000 </li></ul><ul><li>YouTube Channel Views: +52,000 </li></ul><ul><li>YouTube Video Downloads: +20,000 </li></ul><ul><li>46% of video views by Females </li></ul><ul><li>60% of video views by people between 35 years of age and 54 years of age </li></ul><ul><li>(does not include website video views) </li></ul><ul><li>IMPACT: </li></ul><ul><li>The Social Recruiting pilot drove an incremental 50,000 people to our careers website </li></ul><ul><li>Interactive communication vehicles and Social Recruiting drove noticeable increases in candidate & new hire survey scores related to perception of UnitedHealth Group as an employer and our culture </li></ul><ul><li>Thru our initiative, over 3000 people viewed the UnitedHealth Group Diabetes Prevention & Control Alliance video </li></ul><ul><li>Online Chat volume increased by 120% in Q3 </li></ul><ul><li>An online reputation audit of UnitedHealth Group as an employer-of-choice shows a significant positive shift in the mix of mentions from prior to our social recruiting launch </li></ul>update with hires on monday
    25. 25. <ul><li>LinkedIn: </li></ul><ul><ul><li>http://www.linkedin.com/in/heatherpolivka </li></ul></ul><ul><ul><li>http://bit.ly/UHGLIgroup </li></ul></ul><ul><li>Facebook: </li></ul><ul><ul><li>Facebook.com/heather.polivka </li></ul></ul><ul><ul><li>Facebook.com/uhgcareers </li></ul></ul><ul><li>Twitter: </li></ul><ul><ul><li>@heatherpolivka </li></ul></ul><ul><ul><li>@uhgcareers </li></ul></ul><ul><li>Blog: www.healthyatuhg.com </li></ul><ul><li>Email: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Website: careers.unitedhealthgroup.com </li></ul><ul><li>Mobile: www.workatuhg.com </li></ul>How to reach me or learn more about UnitedHealth Group….

    ×