Rethinking Recruitment: Building NPR's Employment Brand
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Transcript of Rethinking Recruitment: Building NPR's Employment Brand
Rethinking Recruitment: Building NPR’s Employment Brand
Lars Schmidt | NPR Senior Director, Talent Acquisition & Innovation | @ThisIsLars AmplifyTalent.com
Tuesday, June 18, 13
Foundation
• Recruiting team needed to be rebuilt from the ground up
• Lean team, lean resources
• Competing against top organizations (often for-profit)
• Need to reach new talent pools (Tech/Diverse/GenY)
• Strong consumer brand
• Loyal fan following
• Evolving and expanding into new digital platforms
• Established active social media channels
• Digital-savvy employee base, many active social media users
Recruiting Organization
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NPR + Social Media
• @nprnews: 1,804,836 followers
• @NPR: 171,046 followers
• @NPRjobs: 18,314 followers
• NPR Facebook Page: 2,651,703 likes
• This Is NPR Facebook Page: 63,988 likes
• LinkedIn: 16,852 followers
• Instagram: 244,146 followers
• Foursquare: 13,065 followers
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* Stats as of 6/4/13
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Brand Ambassadors• Leverage NPR’s history, consumer brand, and social media to
build our employment brand & drive talent attraction
• Internal Brand Ambassadors: engage our employees and encourage them to share their experience (#NPRlife) and jobs.
• External Brand Ambassadors: consciously cultivate engaged community of fans interested in careers at NPR through a variety of social media channels, campaigns, and conversation.
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Building a Social Recruiting Strategy
• Understand your goals and objectives
• Find your internal social media stakeholders
• Step out of HR - identify internal influencers and invest in those relationships
• Engage your employees and your fans
• Select appropriate SM channels (see next slides)
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Twitter• @NPRjobs launched July 2011
• 18,000+ followers
• Primary social recruiting engagement platform
• #7 source of applicants
• #4 source of hire
• Helps NPR reach new audiences (63% of followers are under 35)
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
Hashtags#NPRlife - Employer Branding
#PubJobs - Collaborative Recruiting
#AskNPRIntern - Campaigns
#JournoJob - Recruitment Marketing
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Why Social?
Excerpt from Washington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring.
Social recruiting in action:
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Case Study: The Power of a TweetSituation: The volume of applications 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)
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#NPRlifeUnfiltered social media posts by NPR employees sharing their experience across Twitter (6,000+ tweets), Instagram (1,000+ photos), Vine, and other channels.
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
• Utilize employment branding features
• 16,800+ followers
• 1,442 monthly visitors
• #3 applicant source channel
• Talent Brand Index: 15 (higher then New York Times, CNN, Washington Post, ABC)
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
Facebook• 64,000+ likes
• Collaboration with NPR Marketing, Branding, and Communications
• Strong branding channel
• Work4 job sharing
• #8 applicant source channel
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
• NPR account managed by editorial team
• 250,000+ followers
• Employment branding content (1,000+ #NPRlife photos)
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
YouTube
• NPRjobs: 33 subscribers, 3,707 video views
• High potential, high investment
• Not yet a focus of NPR social recruiting strategy
* Stats as of 6/4/13 AmplifyTalent.comTuesday, June 18, 13
Career Site• Reinforce culture
• Optimized for mobile (responsive)
• Media rich (photos, videos, social media)
• Set applicant expectations
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Blogs• Employee generated
content
• Engaging, shareable
• Easy to start (Tumblr)
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Job Descriptions• Extension of your employer
brand
• Convey why someone should want the job; culture, expectations, goals, target results, growth
• Get creative (infographics, video, links)
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CollaborationFind partners to collaborate with, open your
brand up to new audiences.
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Brand AmbassadorsAmplify Jobs:Drive Engagement:
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Key Takeaways
• Have a strategy and goal before you start. What challenge are you trying to solve? What is your target outcome?
• Select appropriate channels
• Build relationships with internal stakeholders & influencers
• Activate your employees
• Pilot, start small, scale - important to build internal credibility
• Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc
• Listen to your fans, interact with them
AmplifyTalent.comTuesday, June 18, 13
Lars SchmidtNPR | Senior Director, Talent Acquisition & Innovation
Founder, Amplify Talent
@ThisIsLars | @AmplifyTalent
AmplifyTalent.com
Tuesday, June 18, 13