THIS IS NPR:Recruiting For A Big Brand Without The Big Budget

Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRISMonday, May 7, 12

THIS IS NPR:Recruiting For A Big Brand Without The Big Budget

Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRISMonday, May 7, 12

The News

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

• Social Media has forced recruiting to evolve - much confusion remains on how/where to leverage

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

• Social Media has forced recruiting to evolve - much confusion remains on how/where to leverage

• Less distinction between ‘Active‘ & ‘Passive‘ job seekers

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

• Social Media has forced recruiting to evolve - much confusion remains on how/where to leverage

• Less distinction between ‘Active‘ & ‘Passive‘ job seekers

• Buzzwords dominate, substance can be elusive

@ThisIsLars / #NPRRIS

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

• Social Media has forced recruiting to evolve - much confusion remains on how/where to leverage

• Less distinction between ‘Active‘ & ‘Passive‘ job seekers

• Buzzwords dominate, substance can be elusive

@ThisIsLars / #NPRRIS

(9/10 recruiting ninjas will agree)

Monday, May 7, 12

The News• Recruiting budgets & resources are tight

• Competition for ‘top’ talent remains fierce

• Social Media has forced recruiting to evolve - much confusion remains on how/where to leverage

• Less distinction between ‘Active‘ & ‘Passive‘ job seekers

• Buzzwords dominate, substance can be elusive

@ThisIsLars / #NPRRIS

(9/10 recruiting ninjas will agree)

Monday, May 7, 12

Background

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Background• Long legacy of reactive

transactional recruiting in most areas of the organization

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Background• Long legacy of reactive

transactional recruiting in most areas of the organization

• Hired in February 2011 to re-imagine and rebuild the talent function at NPR

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Background• Long legacy of reactive

transactional recruiting in most areas of the organization

• Hired in February 2011 to re-imagine and rebuild the talent function at NPR

• Our team is small and resources very limited so it was vital we were very smart with our spend

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Background• Long legacy of reactive

transactional recruiting in most areas of the organization

• Hired in February 2011 to re-imagine and rebuild the talent function at NPR

• Our team is small and resources very limited so it was vital we were very smart with our spend

• Which led us to....

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy• ....Build a talent strategy that leveraged social media &

employment branding to manage costs and maximize reach & impact

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy• ....Build a talent strategy that leveraged social media &

employment branding to manage costs and maximize reach & impact

• Cancel most of our major job boards

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy• ....Build a talent strategy that leveraged social media &

employment branding to manage costs and maximize reach & impact

• Cancel most of our major job boards

• Engaging our employees, promoting their involvement in employment branding, promoting jobs to their networks, etc

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy• ....Build a talent strategy that leveraged social media &

employment branding to manage costs and maximize reach & impact

• Cancel most of our major job boards

• Engaging our employees, promoting their involvement in employment branding, promoting jobs to their networks, etc

• Results: NPR.org, referrals, LinkedIn, Twitter, Facebook all became leading source channels

@ThisIsLars / #NPRRIS

Monday, May 7, 12

NPR Talent Strategy• ....Build a talent strategy that leveraged social media &

employment branding to manage costs and maximize reach & impact

• Cancel most of our major job boards

• Engaging our employees, promoting their involvement in employment branding, promoting jobs to their networks, etc

• Results: NPR.org, referrals, LinkedIn, Twitter, Facebook all became leading source channels

• Employment brand strategy built out of necessity, not trends

@ThisIsLars / #NPRRIS

Monday, May 7, 12

So, how did we do it?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 1: Know Your Objective

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 1: Know Your Objective

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 1: Know Your Objective

• What are your recruiting goals?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 1: Know Your Objective

• What are your recruiting goals?

• What are your resources?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 1: Know Your Objective

• What are your recruiting goals?

• What are your resources?

• What are your priorities?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

• Know your social media policy

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

• Know your social media policy

• Define your intent, build support, evangelize internally

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

• Know your social media policy

• Define your intent, build support, evangelize internally

• Who are the internal stakeholders that need to support your efforts for them to succeed?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

• Know your social media policy

• Define your intent, build support, evangelize internally

• Who are the internal stakeholders that need to support your efforts for them to succeed?

• Find your internal influencers, invest in those relationships: step outside of HR

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 2: Know Your Organization• One size does NOT fit all

• Know your social media policy

• Define your intent, build support, evangelize internally

• Who are the internal stakeholders that need to support your efforts for them to succeed?

• Find your internal influencers, invest in those relationships: step outside of HR

Office Intercom Bingo

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform• Who are you trying to reach?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform• Who are you trying to reach?

• What platforms can you use to reach them?

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform• Who are you trying to reach?

• What platforms can you use to reach them?

• Where are your employees? What platforms/organization? (@nprnews - 950,680+ followers, NPR on Facebook - 2.37M fans)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 3: Know Your Platform• Who are you trying to reach?

• What platforms can you use to reach them?

• Where are your employees? What platforms/organization? (@nprnews - 950,680+ followers, NPR on Facebook - 2.37M fans)

• Prioritize - better to be highly effective in small number of platforms

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

• Piloting is your friend: track metrics, monitor, adjust

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

• Piloting is your friend: track metrics, monitor, adjust

• Remember: Social Media is NOT an extension of your job board

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

• Piloting is your friend: track metrics, monitor, adjust

• Remember: Social Media is NOT an extension of your job board

• Try to engage with your fans when you can

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

• Piloting is your friend: track metrics, monitor, adjust

• Remember: Social Media is NOT an extension of your job board

• Try to engage with your fans when you can

• Everyone is a brand ambassador, everyone is a recruiter

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Step 4: Launch & Engage• Get your employees engaged, ideally organically

• Evangelize internally & externally

• Piloting is your friend: track metrics, monitor, adjust

• Remember: Social Media is NOT an extension of your job board

• Try to engage with your fans when you can

• Everyone is a brand ambassador, everyone is a recruiter

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

Launched in July 2011 - Focused in 4 areas:

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

Launched in July 2011 - Focused in 4 areas:

• Share NPR job opportunities

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

Launched in July 2011 - Focused in 4 areas:

• Share NPR job opportunities

• Build our employment brand by showcasing our employees and providing behind the scenes looks at life at NPR (#NPRlife)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

Launched in July 2011 - Focused in 4 areas:

• Share NPR job opportunities

• Build our employment brand by showcasing our employees and providing behind the scenes looks at life at NPR (#NPRlife)

• Give back to followers by providing career advice and resources

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Anatomy Of An Account: @NPRjobs

Launched in July 2011 - Focused in 4 areas:

• Share NPR job opportunities

• Build our employment brand by showcasing our employees and providing behind the scenes looks at life at NPR (#NPRlife)

• Give back to followers by providing career advice and resources

• Promote career opportunities across public media (#PubJobs)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

@NPRjobs Growth

@ThisIsLars / #NPRRIS

Monday, May 7, 12

@NPRjobs Growth

@ThisIsLars / #NPRRIS

Monday, May 7, 12

@NPRjobs Growth8,600+ followers in <1 year

@ThisIsLars / #NPRRIS

Monday, May 7, 12

@NPRjobs Growth8,600+ followers in <1 year

@ThisIsLars / #NPRRIS

Monday, May 7, 12

@NPRjobs Growth8,600+ followers in <1 year

Top Tweet: #Pubjobs Launch199 RTs, 787,863 impressions

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Case Study - The Power of a Tweet

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Case Study - The Power of a TweetSituation: Applicant volume for our Fall 2011 internships was below target levels as the deadline approached.

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Case Study - The Power of a TweetSituation: Applicant volume for our Fall 2011 internships was below target levels as the deadline approached.

Solution:We extended the application deadline one week and announced with a single tweet (below)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Case Study - The Power of a TweetSituation: Applicant volume for our Fall 2011 internships was below target levels as the deadline approached.

Solution:We extended the application deadline one week and announced with a single tweet (below)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Case Study - The Power of a TweetSituation: Applicant volume for our Fall 2011 internships was below target levels as the deadline approached.

Results:114 RTs, 742,976 impressions, 140 new applicants, 15 hires

Solution:We extended the application deadline one week and announced with a single tweet (below)

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Engagement - @NPRjobs / #NPRlife

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Engagement - @NPRjobs / #NPRlife External Engagement

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Engagement - @NPRjobs / #NPRlife External Engagement Internal Engagement

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s Next

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s NextVideo/YouTube

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s NextVideo/YouTube

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s NextVideo/YouTube

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s NextVideo/YouTube Facebook

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What’s Next

Pinterest

Video/YouTube Facebook

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

• Identify and engage internal champions & influencers

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

• Identify and engage internal champions & influencers

• Engage your employees

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

• Identify and engage internal champions & influencers

• Engage your employees

• Listen to your fans, interact with them, be generous

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

• Identify and engage internal champions & influencers

• Engage your employees

• Listen to your fans, interact with them, be generous

• Schedule and be disciplined with your time

@ThisIsLars / #NPRRIS

Monday, May 7, 12

What I’ve Learned• Don’t be paralyzed by what can go wrong, focus on what can

go right

• Find your internal stakeholders and work hard to build relationships

• Identify and engage internal champions & influencers

• Engage your employees

• Listen to your fans, interact with them, be generous

• Schedule and be disciplined with your time

• Be patient, be thoughtful

@ThisIsLars / #NPRRIS

Monday, May 7, 12

Questions?

Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS

Monday, May 7, 12