Using Social Media to Attract & Engage Passive Candidates
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Transcript of Using Social Media to Attract & Engage Passive Candidates
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Using social media to a/ract and engage passive candidates
September 8th, 2010
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And I wonder why I have a headache?!
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Always trying new tools. Trial and error. Check and adjust.
Grew our twi9er following from 1500 to 7000.
Recruiters and BU leaders (CIO) leveraging our social media channels.
ConHnuing to meet customers/candidates where they are: Facebook. Twi9er. I‐phone. Linkedin.
Moving away from adverHsing just our Career Center and promote our social media channels.
Video. Lots of video!
ROI! Increased hires through social media efforts.
What has happened since ERE‐6 months ago!?
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We’ve built a well oiled fast machine!
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Add You tube channels show were you can not auto populate
Bloopers along the way while in our fast car….
Know how your channels are integrated with each other!
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Our philosophy: 2‐way real‐Hme interacHve conversaHons to create connecHons & relaHonships and begin building a sustainable talent advantage. No different than our consumer web 2.0 strategy:
Chris Bruzzo, VP of Starbucks Digital Strategy, view on social media: “This was
not built as a markeHng channel, but as a consumer
relaHonship‐building environment."
Employment Branding 2.0
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We are leveraging the power of our partners and customers to share our Working at Starbucks story and geang the word out to the world.
Employment Branding 3.0‐‐Crowdsourcing
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Social Media IntegraOon
• Widgets
• SEO • SEM
• Videos • Landing pages • I‐phone app • Retweets • Pictures
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The power of Facebook
More than 500 million acHve users
On average people spend 55 minutes a day on Facebook.
People spend over 700 billion minutes per month on Facebook
50% of acHve users log on to Facebook in any given day
We think. Why not go where they are?
Meet them online. Their living room. I‐phone. Train. Bus. Wherever it is. Find them, don’t make them find you!
There are more than 150 million acHve users currently accessing Facebook through their mobile devices.
People that use Facebook on their mobile devices are twice as acHve on Facebook than non‐mobile users.
Build apps that they can download to their personal Facebook page to learn about jobs at Starbucks.
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The power of Facebook
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Facebook ad buy example
Ads:
Variety of posiHons
Benefits open enrollment
Stock reminders
Here’s what we use to conduct an ad buy:
PosiHon Htle(s)
PosiHon locaHon
ROI:
Link to Taleo req (auto‐populated w/source)
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Starbucks Job Widget for
The Widget is an applicaOon that lives on Facebook and can be “shared” amongst friends to search:
retail hourly posiHons . . .
. . . retail management posiHons . . .
. . . and all other career opportuniHes!
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@StarbucksJobs – Twi/er.com/starbucksjobs
5 strategic pillars: 1. Retail management
2. Retail hourly 3. SSC posiHons 4. Global reach 5. #reasonstoworkatstarbucks
RT Strategy:
@Starbucksjobs announces jobs and new web 2.0 tools
@Starbucks RT
@StephenGille/ our CIO RT
Other recruiters, leaders, etc…Omely!
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Incorporate pictures in your messages.
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Incorporate pictures in your tweets/posts.
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There are over 300 applicaOons in Taleo right now, from our Tweets using Jobvite.
In total, we have sent out 4,500 Jobvites of which 957 engaged.
The main point is to have Jobvite pages between Social Web (i.e. Twi5er) and ATS (i.e. Taleo); to provide a be9er prospect experience … which, in turn, leads to higher conversion rates.
We’ve had 588 Jobvites shared via Twi9er
And 309 Jobvites shared via LinkedIn
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Jobvite/Linkedin/Twi9er integraHon
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MyStarbucks I‐phone app‐‐Jobs tab‐‐
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Starbucks I‐phone app‐‐Jobs tab‐‐
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It’s easy to implement without celebraHng in this fast social media world.
Steps we take at Starbucks:
Strategize.
Develop.
Implement.
Test it.
Communicate it.
Celebrate.
Check and Adjust.
Key: CommunicaOon launch plans
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An employer branding challenge
External research with our customers proved that the percepHon of Starbucks in the marketplace is a great place to work for part and full Hme retail jobs.
What was missing is that we have great jobs available in Sea9le at our Starbucks headquarters.
Our soluHon?
VIDEOS!!!!
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“Why I work at Starbucks…”
Watch what it’s like to work in IT at Starbucks…
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Q & A
Starbucks channel with Starbucks Jobs playlist
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Customer Request
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Starbucks Response
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Campus swag
Moving away from promoOng our Career Center first.
Learn more about us.
Talk to us.
Hear from us.
Then apply if you’re sOll interested.
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Apply, Share or Join Talent Community
When a job seeker finds one of our opHmized landing pages from our homepage or on Google or other search engines they can apply, share the job or join our talent community.
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Talent Community
All Talent Community Members are stored in a Dashboard including Applies Started and Visitors. Those that start the apply process are dropped into Kronos to complete the apply process.
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The power of social media can be overwhelming if you’re not prepared.
Plan.
Be strategic.
Start Small.
Go big.
Check and adjust.
Don’t give up.
It is NOT a fad!
Lessons learned & words of advice
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Teamwork
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Q & A
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Contact me:
Facebook.com/katdrum
Twi/er.com/katdrum
Linkedin.com/katdrum
YouTube.com/redkat00
Email me. Facebook me. Text me. Just don’t call me.