© 2008 AT&T Knowledge Ventures. All rights reserved. © 2008 AT&T Knowledge Ventures. All rights reserved.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Agenda
Discussion Re: Recruiting Strategy
A Brief History
Before and After Gallery
Media Strategy -Social Strategy
-Mobile Strategy
What Can You Take Away from this?
© 2008 AT&T Knowledge Ventures. All rights reserved.
Recruiting Strategy…. In general
What is it?
Who has one?
Average size of company?
If you have one, how long have you had it?
How long has it been since you changed?
How successful has your strategy been? In general? ROI?
Do you track your results? How do you track them?
Who uses Social Media? Results?
What tools have been most successful as part of your strategy?
© 2008 AT&T Knowledge Ventures. All rights reserved.
Why is a Recruiting Strategy Important?
Regardless of brand, your strategy (or lack of one) ultimately defines you as an employer.
A defined strategy helps you connect the dots to ultimately decide where you look for talent, track how your sources are performing and make adjustments as necessary.
A clear strategy helps you create a consistent message with candidates. We all know the candidate dilemma of the “the resume black hole” but how often are we truly working to “improve the candidate experience.”
All of this, again regardless of brand, allows you to position your organization appropriately to source sustainable talent; which thereby inherently builds the business case that your recruiting organization is delivering increased value.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Let’s get this party started… or finished… or…
How AT&T became what it is today
© 2008 AT&T Knowledge Ventures. All rights reserved.
Other Fun Facts About AT&T
• $5.5 Million Dollars The amount A&T Spends on HealthCare Annually • Would qualify for a company listing on the Fortune 500, ahead of Barnes & Noble,
Hershey’s & Pacific Union! • Is more than the annual Medicare Spend of 38 states
• 1 in 300 How many people have AT&T Health Insurance in the US.
• NUMBER The number of Vehicles in AT&T’s Fleet • More than xyz….
© 2008 AT&T Knowledge Ventures. All rights reserved.
Awards & Recognition
Company Awards Displayed on Web Portal
Some of our Accomplishments
• Web Marke*ng Associa*on
• Design Standard of Excellence
• Employment Standard of Excellence
• SHRM‐ Employment Branding‐ “5 Employers that are doing it right”
• Poten*al Park: Top Employer Web Benchmark – ranked #25
• CollegeGrad.com‐debuted on the list at #3 for Undergrads, #7 for Masters
• Diversity Inc‐#7 for Recruitment & Reten*on
• Diversity Careers‐A Best Diversity Company
• Business Week‐Best Places to Launch a Career
More to come: Pending & Future Submissions
• Best Corp. Career Site
• Best Strategic use of Technology
© 2008 AT&T Knowledge Ventures. All rights reserved.
A Brief History…
1990’s
Big $$ + Print Ad = Few Candidates. 2000
Job Boards are THE method of recruiting candidates—for a ¼ the cost of a print ad.
2003
Where are all of these resumes coming from? TMP implements ROI
Tracking for BellSouth and Cingular.
2004 First annual media plan for Cingular &
BellSouth demonstrating migration
to online solutions, proven through ROI
tracking.
Launch of www.cingular.com/careers
2002
“Fits You Best” recruitment campaign launches for Cingular.
2005
First recruitment videos are completed
for Cingular.
SBC begins use of JobVIPeR for job
distribution to post jobs to multiple job
boards
2006
Need Image
© 2008 AT&T Knowledge Ventures. All rights reserved.
A Brief History (cont.)…
2006 (cont.)
Raising the Bar campaign launches after AT&T Wireless
acquisition.
2006
2006 National Media Plan reflects progressive media such as SEM to attract candidates for BellSouth & Cingular.
“Connect” recruitment campaign launches with
the AT&T merger.
First functional, pro-active media plan
developed for Cingular.
2007 First national plan
supporting all business units and incorporating progressive media is
developed.
ATT.jobs launches. In just 4 months, surpasses 2 million
visits and almost 7 million page views
2008 2009
AT&T Talent Network launches
AT&T uses iPhone application to
promote events and careers.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Aging National Workforce
Annual Rates of U.S. Labor Force Growth
Source: Bureau of Labor Statistics
2%
3%
1%
1% 1%
0%
1960-70 1970-80 1980-90 1990-00 2000-15 2015-25
© 2008 AT&T Knowledge Ventures. All rights reserved.
Serious Shortage of Knowledge Workers
Gap of 25M college- educated workers
2012 Snapshot
© 2008 AT&T Knowledge Ventures. All rights reserved.
% of U.S. Workforce
% of AT&T Workforce Key Facts
Gen Y
• Born 1980 – 1995 • 76M • Shaped by: Technology
enhancements; Internet-based social networking; globalization; social causes
Gen X
• Born 1965 – 1979 • 46M • Shaped by: Technology
enhancements; Internet, increase in diversity, unemployment and divorce rates; latchkey upbringing
Baby Boomers
• Born 1945 – 1964 • 80M • Shaped by: Vietnam War, Cold War,
Watergate, Kennedy and King assassinations
Source: McKinsey
12%
34%
44%
11%
38%
50%
Highly Differentiated Workforce
© 2008 AT&T Knowledge Ventures. All rights reserved.
Primary Job Categories
Sales and Service (Retail/Consumer, Business, Interactive, YP)
Technology (IT, Network Planning, Engineering, Labs, Security, Data Centers,
IPTV, Broadband)
Operations (Billing, RE, Supply Chain, Global Network, Methods and
Procedures, Customer Support)
Corporate (Finance, Human Resources, Labor, Legal, Advertising, Corporate Strategy, External Affairs)
© 2008 AT&T Knowledge Ventures. All rights reserved.
Our Reach
We have almost 300,000 employees
We hire in very high-volume areas (retail, call center)
We must reach ~20M potential candidates per year (receive x # of hits, etc… web stats)
We seriously consider ~500K – 1M candidates per year
© 2008 AT&T Knowledge Ventures. All rights reserved.
Talent Attraction at AT&T has strategically changed
Robust, engaging, and dynamic recruitment
website featuring centralized job
search/apply and Talent Network
Pro-active, diverse
employment marketing
strategy with a focus on cost
efficient, digital solutions
Leverage scale while addressing target audiences
and specific staffing needs at the business unit
level
Unified Brand. One Employment Brand.
One Staffing.
Embraced Technology.
One Career Portal & Digital Sourcing.
Leveraged Scale. Nimble enough to care for
both High-Volume and Specialized Hiring Needs.
Enacted Governance. Strategic Ad, Brand,
Event & Campus Oversight with
Metrics for ROI.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Talent Attraction Design
Within each team are designated “Talent Attraction Managers” who provide centralized recruitment advertising and sourcing support.
Regional, & Rapid Response Media Strategies are created and reviewed with the business unit quarterly to ensure quality of candidate, candidate flow & costs are appropriate.
’09 RESULTS: 74% decrease in
reduced overall cost per app
Reduced cost per hire!
Moved from de-centralized BU/HM model to centralized model and HR controls the budget.
Reduced one-off & over-lapping attendance at events as well as running excessive print advertisements
Provided ability to leverage dollars towards national and regional media planning to drive candidate traffic to career portal, especially for high-volume positions.
Created Talent Attraction team to define overall strategy and guide Staffing Delivery
2 High Volume Talent Attraction Teams to support high-volume business units
1 Talent Attraction Team to support low volume, professional/technical positions
© 2008 AT&T Knowledge Ventures. All rights reserved.
Attracting Talent – Summary at a Glance Category Before Now Staffing and Client Results
Recruiting Strategy
• “Just-In-Time” Job Placement
• Classifieds • Radio/TV • Billboards • No Spend Governance • Career Fairs
• National/Regional/High Volume Proactive Planning
• Significant emphasis on interactive recruiting thru On-Line Resume Mining, Search Engines, Job Wrapping, ATT.JOBS and Social Networking
• Career Fairs used only as absolutely necessary or on campus
AT&T seen as top employer
Company seen as more Candidate Engaging
Quicker Candidate ID tools
Steadier Candidate Pool
Targeted Searches easier
Vacancies Filled Faster
Employment Brand visuals match AT&T product/service Brand visuals
Candidate can view positions multiple ways depending on how they come across positions on various sites
Significant use of mobile technology to quicken candidate application
Employment Brand
• Text-Heavy • Descriptive-Only • Limited Visual Appeal • Flat
• Text-Light • Visual/Lifestyle Appeal • Call-to-Action • Engaging
Career Site • Numerous • Static • Boring • Inconsistent Content • A “web-site” • No Job site extensions
• One • Spirited imagery • Relevant & Current • Mobile and Social • Job Preview Videos • A “web-portal” • Talent Network to reach
passive candidates • Candidate Destination
Strategy (extension of site)
© 2008 AT&T Knowledge Ventures. All rights reserved.
Attracting Talent – Summary at a Glance (contd.) Category Before Now Staffing and Client Results
Events • Many Career Fairs • Resource Overlaps • Resume collection on-site
• Limited Career Fairs (not as valuable for the cost/time)
• Eliminated overlap with Governance model
• Mobile technology to drive resume directly to ATT.JOBS
Better event coordination and spend
Consistent and targeted campus recruiting strategy “by and across” student hiring programs
Reduced recruiting costs
Completely reduced client costs..Staffing pays 99.9% of all recruiting costs
ROI metrics being developed to not just provide clarity on best sources for candidate applications but clarity on optimizing spend for sources providing candidate hires (and quality candidates hires)
Diversity, Disability and Military Recruiting Strategies
More strategic Staffing organization
Campus • Resource dup on Campus • Interaction on campus
varied • Extensive recruiter travel • No cross-domestic
strategy • Program recruiting not
centralized • Little candidate sharing
• Actual Campus Strategy • Strong governance model
to ensure no overlap • Program specific collateral • Recruiters must be “campus
trained” • Less Travel • All Campus Recruiting now
within Staffing • Cross sharing of candidates
Diversity, Disabled, Military (DDM)
• No formal programs • More “compliance” focus • Reliance on coincidental
“overlap” of media • Little promotion
• Incorporate DDM recruiting into Natl and Regional online and event planning
• ATT.JOBS have videos in Spanish & Close Captioned
• Actively Promoting Diversity Awards and Achievements
• Partner w/Diversity Org. • Partner at Natl Diversity
Events & Consortiums
© 2008 AT&T Knowledge Ventures. All rights reserved.
Recruiting Strategy:
© 2008 AT&T Knowledge Ventures. All rights reserved.
Levels of Plan
Classifieds, Classifieds, and more Classifieds!
No planning, all advertising is “just in time”
Billboards are used in high traffic areas
Radio and TV are used for lifts in applicant volume (very costly)
Online=Major Job Board
Purchasing is decentralized resulting in less volume efficiencies and inadvertent overlap
No governance, Siloed, Errant
Before
© 2008 AT&T Knowledge Ventures. All rights reserved.
Recruiting Strategy:
Advertising Approach: Reduce reliance on Rapid Response postings through proactive strategic media planning National & Regional Media Plans Leverage launch of att.jobs & Talent Network Print advertising has decreased by over 70% Talent Network membership: over 200K in one year since Feb 09 launch
Media: Continued strategic use of job boards, less dependency; Expand SEM strategy and utilization of SEO to all AT&T BU’s Job Aggregators and wrapping from .jobs to job boards ATT Jobs iPhone App Facebook Work With Me™ Application & Campus Connect Pages Twitter, LinkedIn, Facebook Utilizing Search Engine Optimization to make att.jobs openings easy to find through basic searches.
Direct Sourcing Strategy
Holistic Strategy designed to drive both passive and active job seeker traffic to att.jobs
After
© 2008 AT&T Knowledge Ventures. All rights reserved.
Employment Brand:
Text Heavy descriptive of work
Limited visual appeal
tell not sell verbiage
FLAT
Before
© 2008 AT&T Knowledge Ventures. All rights reserved.
Employment Brand:
Limited Text devices displayed-consumer leverage
Removal of headsets & hard hats
Call to action for web (better conversion)
Lifestyle-what it would feel like to work here
After
© 2008 AT&T Knowledge Ventures. All rights reserved.
Web Banners Job Templates
Postcards Landing Pages
Trade Shows
College Recruitment
E-Mail Marketing
Recruiting Media Print
© 2008 AT&T Knowledge Ventures. All rights reserved.
Career Sites:
Static
Lacking in content
Inconsistent messaging
3 separate paths to job search and apply.
Three separate career sites
Flat, one-dimensional & text heavy
Nothing besides jobs to engage job seeker to return to site
Before
© 2008 AT&T Knowledge Ventures. All rights reserved. Page 33 © 2008 AT&T Knowledge Ventures. All rights reserved. Page 33 © 2008 AT&T Knowledge Ventures. All rights reserved. © 2008 AT&T Knowledge Ventures. All rights reserved.
updated consistent brand imagery & complimentary messaging
Single entry & application point for all jobs
expansion of job-related content
RJP Videos & Podcasts CC in English & Spanish
Social components & Talent Network to prompt return site visits
Easy access to request accommodations for online application
att.jobs Web Portal:
Average of 500K unique visitors per month.
44% conversion rate – visits to application.
18% increase in traffic YOY.
After
© 2008 AT&T Knowledge Ventures. All rights reserved.
Web Portal:
© 2008 AT&T Knowledge Ventures. All rights reserved.
Realis<c Job Preview Videos
Prem Tech
Retail Sales
Wireless Call Center
DSL Tech Support
Call Center Sales
RJP Videos
© 2008 AT&T Knowledge Ventures. All rights reserved.
Web Portal:
Relationship-based means of branding and engagement for AT&T candidates.
Alternative to online application, ideal for the passive candidate audience.
Incentive for membership through monthly contests and “members only”
content.
Reduces reliance on external advertising
Encourages candidate referral
Creates differentiation from the competition
Facilitates mobile marketing strategy
Sets the stage for social strategy
Talent Network
© 2008 AT&T Knowledge Ventures. All rights reserved.
Web Destination Strategy:
Applicants are sent to the homepage of career site and then navigate to search page
to find a job and apply
Applicants are sent to the search page to look for open
positions depending on legacy company or
Before
© 2008 AT&T Knowledge Ventures. All rights reserved.
Web Destination Strategy: Extensions of Website: Relevancy = Conversion
Destination for direct apply through staffing system and when general brand impact can influence conversion.
Offers alternative to apply for passive candidates.
Destination supporting a specific hiring initiative--function or location.
Reduces candidate path to apply for traditional media and localized online media.
Destination for Centralized Job Search and Search Engine Optimization
Increases organic search rankings.
Reduces candidate path to apply.
ATT.jobs & Talent Network
Web BITs (Branded Internet Templates)
SEOSite (Search Engine Optimization)
View Live
View Live
View Live
After
© 2008 AT&T Knowledge Ventures. All rights reserved.
Media Strategy:
© 2008 AT&T Knowledge Ventures. All rights reserved.
Re-active placement
Click-through metrics Online = job boards
Print heavy
Levels of Plan
National
Rapid Response
Before
© 2008 AT&T Knowledge Ventures. All rights reserved.
Media Strategy:
Flexible strategy
Proactive calendars
Quarterly reviews
Detailed metrics
Media
Job wrapping
Diversity & Military
SEM & SEO
Levels of Plan
National
Regional
Rapid Response
Centralized, proactive, consistent, & tracked media
After
© 2008 AT&T Knowledge Ventures. All rights reserved.
Recruiting Strategy: Utilization of multiple alternative sourcing methods
Talent Network: Passive candidate engagement • Monthly prize give-away & newsletter • Over 200,000 members since February 09 launch
AIRS Sourcing: Seeking out passive candidates to drive to att.jobs • Consistently in our top 10 performing media
LinkedIn.com: Professional Social Networking Community • 50 million users, growing by 500K each week • 50% of users select “career opportunities” as reason for signing up.
Facebook Fanpage and “Work With Me”: Social Network Leverage • Almost 2500 employees have installed app on FB profile. • 1/4th of those who view jobs via employee profiles have applied with AT&T • Fanpage dedicated to college hires and sharing campus activity
Twitter/Twithire: • First telecom to use twitter as a sourcing tool. • Hired sourcer, AmyBeth Hale in less than a week using Twitter.
RSS/Share Buttons
Beyond Traditional Media
© 2008 AT&T Knowledge Ventures. All rights reserved.
AT&T Media Strategy The strength of our plan comes from the combined media elements
working together to meet our overall hiring objectives.
• Creating a precise, targeted approach delivering the same message through all media
• Willing to test the waters and experiment with new strategies.
• Making effective measurement integral to the success of the campaign to bring efficiencies and control expenditures
National
Regional
Market
© 2008 AT&T Knowledge Ventures. All rights reserved.
Step 1: ATS Search/Review of Candidate Pool
Step 2: Tap the Talent Network
Step 3: National Plan reserve elements
Step 4: SEM budget re-distribution
Step 5: Regional plan reserve elements
Media Strategy If/Then Rapid Response Process
Rapid response engaged only after resources have been exhausted
© 2008 AT&T Knowledge Ventures. All rights reserved.
Sample of National “Media Strategy” Elements
Job Wrapping & Cross Posting (when possible vs. paying “per job” posting)
Resume Database / AIRS
Search Engine Marketing/ Search Engine Optimization
Behavioral Advertising Postings for High Volume Jobs
Custom Landing Pages
Audience Sponsorships (banners)/ Email Newsletter Sponsorships
Job Board & Talent Network Email Campaigns
Niche & Diversity Site Annual Sponsorships/ Featured Employer • Newsletter • Banners • Now Hiring Sponsorship • Employer Profile • Job Branding
© 2008 AT&T Knowledge Ventures. All rights reserved.
Search Engine Marketing
Candidate Targets: All Functions, Active, Passive, College, Military, Diversity
SEO Continuum
Increases organic rankings for the career site overall—
focus on content.
SEOSite
Increase organic rankings at the job level—focus on
specific positions.
Pay-per-click
Supplement organic results with paid
sponsorship.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Regional Planning
Pro-active planning for all business units by region ensuring candidate pipeline and brand
awareness for AT&T.
Cost efficiencies through less reliance on rapid response and focus on online media.
Plans target focus cities, but also support driving traffic for the region as a whole.
Includes local print and websites, brand awareness media, and broadcast & outdoor
where applicable.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Market Menu – Professional & Technical Non-high Volume
Developed a market menu specifically for non-high volume
positions.
Media is selected each quarter for placement, based on the hiring
needs anticipated.
CrunchBoard
Fast Company powered by Job Thread
The Ladders
Google Content Network
Facebook and LinkedIn Ads
© 2008 AT&T Knowledge Ventures. All rights reserved.
WebBIT Landing Pages
Webbit = Web Branded Internet Template
Connectwithatt.com
Web pages used to support specific hiring
initiatives.
Used as a destination for print and online
advertising.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Enhanced Technology
Email Center Branded Template customization
Email list upload & management
Professional email blasts
Tracking of emails sent, opens, clicks
TMP-managed monthly communication strategies
Job Distribution Metrics Gateway What’s My Buzz & Ranking
TMP AD PLACEMENT
© 2008 AT&T Knowledge Ventures. All rights reserved.
Actionable Results
AT&T proves that social media/networks & mobile can be used for recruitment…
Results determine which social networks have a stronger response to various types of jobs & recruiting.
On-the-fly and automated analytics to create reporting for any level of recruitment activity or event.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Reporting Sourcing ROI & Media Performance
Points of Interest
Top performing media is all interactive: primarily job boards
Average total cost per app for Top 10 media is $2.90
SEM strategy: 2nd highest applicant yield & 2nd lowest cost per app.
Rapid Response is the most expensive cost per app ($26.82) and yields the fewest amount of applicants overall
Ability to see, track, and manage results that make significant impacts on strategy for 2010.
Ability to adjust regional strategy on quarterly basis.
National, Regional, & Rapid Response plans fully implemented
© 2008 AT&T Knowledge Ventures. All rights reserved.
Top Performing Media 2009
Overall Cost Per App: $3.11
Major job boards provided greatest volume of hires while
the niche sites provided the lowest CPH.
National Plan accounted for 89% of total tracked hires &
78% of overall tracked budget.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Top Sources by Media Type
Despite targeting both active & passive candidate’s, SEM is still 2nd
to job boards in both:
Generating applicants
Lowest Cost per Application
Print Advertising is still most costly
media type, although it delivered 2nd
highest # of hires.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Realized Benefits of Media Strategy – 2009
Supported the adjustment of SEM budget based on performance of ad groups.
Validated SEM as logical option for Rapid Response and demonstrated that existing resources can be utilized
effectively in lieu of additional advertising.
Quarterly review of media results led us to select the appropriate Rapid Response markets and which email
campaigns would be used to ensure inventory was used appropriately.
Points of Interest
© 2008 AT&T Knowledge Ventures. All rights reserved.
Realized Benefits of Media Strategy – 2009
Allowed us to recognize early in 2009 that a particular board was not performing as well as their competitors. As a result,
the board offered several added value services and took steps to increase traffic.
Secured several free or minimal cost trials in 2009 on the premise we would track for effectiveness before committing
to dollars. As a result, several were not pursued saving dollars that would have otherwise been invested resulting in
poor ROI.
Points of Interest
© 2008 AT&T Knowledge Ventures. All rights reserved.
Realized Benefits of Media Strategy – 2009
Supported tracking of both print as well as event traffic -further demonstrating the costly investments compared to
other media strategies.
Regional Plans reduces the reliance on costly rapid response advertising – 74% decline in print
advertising YOY.
Points of Interest
© 2008 AT&T Knowledge Ventures. All rights reserved.
Fun Facts about Social Media
• 13 HOURS: The amount of video uploaded to YouTube every minute.
• 412.3 YEARS The length of time it would take to view every YouTube video.
• 100,000,000 The number of YouTube videos viewed per day.
• 13,000,000 The number of articles available on Wikipedia.
• 3,600,000,000 The number of photos archived on Flickr.com as of June 2009. That’s roughly 1 photo per every 2 people on the planet.
• 1382% The monthly growth rate of Twitter users from January to February 2009.
• 3,000,000 The average number of Tweets per day on Twitter.com
• 5,000,000,000 The number of minutes spent on Facebook each day.
• 1,000,000,000 The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Social Media Benefits for Business/Recruiting
Cheapest way to market your business, brand, jobs, etc.
A pathway to gather knowledge from experts in your industry and related industries
A convenient way to stay on top of the latest in technology and advances pertaining to your industry
A channel with which you can source potential candidates
A simple way to develop lasting professional relationships that can, in turn, open up referral channels
© 2008 AT&T Knowledge Ventures. All rights reserved.
So What is Social Recruiting?
Recruiting active and passive candidates via social network and media channels
© 2008 AT&T Knowledge Ventures. All rights reserved.
How Strategy happens at AT&T
© 2008 AT&T Knowledge Ventures. All rights reserved.
AT&T’s 2010 Social Strategy for AT&T was conceived in our recent
meeting in OKC.
The diagram portrays both the roadmap and the integration between
desired social properties for AT&T’s 2010
recruitment strategy.
© 2008 AT&T Knowledge Ventures. All rights reserved.
att.jobs and social media
Top Social Networks
Sharing Content
RSS, Bookmarking
Conversation: Twitter
Talent Network
‘Work With Me’ FaceBook App
© 2008 AT&T Knowledge Ventures. All rights reserved. Page 64 © 2008 AT&T Knowledge Ventures. All rights reserved. Page 64 © 2008 AT&T Knowledge Ventures. All rights reserved.
LinkedIn, YouTube, Twitter & Facebook presence
Integration with att.jobs
att.jobs blog
Audience segmentation
Talent Network Application
Leverage marketing efforts
Social Strategy
© 2008 AT&T Knowledge Ventures. All rights reserved. Page 66 © 2008 AT&T Knowledge Ventures. All rights reserved. Page 66 © 2008 AT&T Knowledge Ventures. All rights reserved.
Facebook Work with Me
All jobs from career portal wrapped to Work with Me
widget on Facebook.
Widget is used by AT&T employees and placed on their
profile pages.
Widget is also incorporated into AT&T Fan pages – College
Connection, and soon consumer marketing pages.
Facebook Social Media - Facebook
© 2008 AT&T Knowledge Ventures. All rights reserved. Page 67 © 2008 AT&T Knowledge Ventures. All rights reserved. Page 67 © 2008 AT&T Knowledge Ventures. All rights reserved.
Facebook Talent Network Widget (coming soon!)
Opt-in to the AT&T Talent Network from Facebook.
Widget is incorporated into AT&T Fan pages – College
Connection, and soon consumer marketing pages.
Facebook Social Media - Facebook
© 2008 AT&T Knowledge Ventures. All rights reserved.
Facebook Engagement Tools
• Targeted Ads
• Fanpages and Groups
• Events
• Causes (application)
• Discussion Boards
• Notes (aka: Blog)
• Posted Items
how to deliver the message and stay engaged
Pages
Generally better for long-term relationships with fans, readers or customers.
(applications, stats, events)
Groups
Generally better for hosting a quick active discussion and attracting quick attention.
(bulk invites, shared messaging)
© 2008 AT&T Knowledge Ventures. All rights reserved.
It’s Popular
Led by Facebook & Twitter, global time spent on Social Media sites up 82% year over year.
Facebook is 4th most trafficked site in the US (behind Google, Yahoo, & MSN) and #1 social networking destination as of Dec 2009.
Users spend an average of 20 minutes on site – per day and 7 hours a month.
The fastest‐growing demographic is the 25+ age group.
hey, everybody is doin’ it
The number of US women over age 55 using Facebook grew by 175.3% since September 2008, making mature females one of the fastest growing demographic groups.
Visitors to the sites who are age 35+ have increased 23% in February 2009 compared with February 2008.
Women and people between 35 and 54 are most apt to perform social networking activities via mobile devices
Sources: Compete.com & Nielson.com
© 2008 AT&T Knowledge Ventures. All rights reserved.
Automation and Tracking
figuring out what works and is effective
© 2008 AT&T Knowledge Ventures. All rights reserved.
Team Management delegation and teamwork to manage engagement
• Real time
• Email Notifications
• Threaded Conversations
• Multiple users
• Multiple accounts
• Notes
• Scheduling
• FREE (beta)
© 2008 AT&T Knowledge Ventures. All rights reserved.
Contests and Free Stuff adding value by making it fun
• Buy the new Pearl Jam single – with a single tweet.
• Use of Culture Jam’s Twitter application allows followers to download the track – and auto tweet about Pearl Jam
© 2008 AT&T Knowledge Ventures. All rights reserved.
Getting The Message Out
• Monitor and LISTEN
• Try to tweet 5 to 8 times per day – throughout the day
• Only ~25% of tweets should be related to company “message” or perceived as “advertisements”
• Majority of tweets should contain a “call to action” – link to your website, a blog, article, etc.
• Various applications available to track clickthrus and “ROI”
• Automate whatever you can – but remain personal!
basic best practices to communicating your message
© 2008 AT&T Knowledge Ventures. All rights reserved.
AT&T Gets Social!
ATT social media page http://www.att.com/socialmedia
© 2008 AT&T Knowledge Ventures. All rights reserved.
Trust is Everything
We refer things we’re happy with to a friend.
People trust personal referrals from people they know.
People on social networks are “real” people.
Social promotes transparency
We refer things we’re unhappy with to 10 friends. People remember to tell poor customer service
stories more often than good. People on social networks are “real” people.
© 2008 AT&T Knowledge Ventures. All rights reserved.
Measuring Progress
AT&T Example:
• Customer Service Tab added 12/5
• 6,366 Customers assisted EOY 2009 via social (FB/Tw)
• Over 600 positive tweets
repeating what works and expanding the scope
© 2008 AT&T Knowledge Ventures. All rights reserved.
Mobile Strategy
Text Campaigns
© 2008 AT&T Knowledge Ventures. All rights reserved.
Data Matrix and Image Recognition
Click-a-pic for more information.
Push Marketing via Mobile Events, Job Alerts, Contests
Call to action for college events, outdoor and print. Data capture and
email job via mobile.
att.jobs Integration
Events, Job Alerts, Contests
© 2008 AT&T Knowledge Ventures. All rights reserved.
AT&T Recruiting Gets Mobile – Like Nobody Else Mobile Optimized att.jobs
Ground Breaking employment driven job search application published by an employer (and not a job board)
Mobile optimization launch partnered with iPhone App
Automatic redirect of mobile devices landing at www.att.jobs
Seamless integration into existing AT&T Talent Attraction processes and channels
© 2008 AT&T Knowledge Ventures. All rights reserved.
Mobile Enabled: iPhone Application for Careers! AT&T Breaks new Ground within the Staffing/Recruiting Industry!
Seamless integration into the att.jobs Talent Network!
© 2008 AT&T Knowledge Ventures. All rights reserved.
And it’s FREE!
Content Includes: Job Search Job Preview Videos Recruiting Events Calendar Company Overview Live feed of news updates Popular career categories Campus & Student Relations Talent Network Updates & Opt-In Ability
iPhone app had over 20,000 downloads by
December ‘09
© 2008 AT&T Knowledge Ventures. All rights reserved.
Dynamically created Job Categories
Live search for current job titles
Ability to forward postings to self or a friend to apply from personal computer.*
The Latest Opportunities – And Sharing Them Jobs
*Current applicant tracking system limitations make full application process less than ideal on mobile devices but very ideal on a PC. The mobile device application process will be improved in 2010 with the launch of AT&T’s new applicant tracking system and future technology enhancements.
© 2008 AT&T Knowledge Ventures. All rights reserved.
“Living Event Calendar”
Seamless integration of events found on www.att.jobs
Touching event details takes users to iPhone map application for directions
Finding and Meeting our Recruiters in Person Events
© 2008 AT&T Knowledge Ventures. All rights reserved.
Direct feed of all employment videos from www.att.jobs
Videos include “Day-In-The-Life” Call Center Premises Technician Tech Support AT&T By The Numbers
Capitalizing on the “Show” as well as the “Tell” Media
© 2008 AT&T Knowledge Ventures. All rights reserved.
Opt-in marketing strategy for mobile and email alerts and updates
Job interest and location selection
Monthly prize drawings for participants
Inclusion of largely successful Talent Network initiative to the iPhone (over 200,000 opt-ins since February launch)
The Job Search Has Never Been Easier Alerts
© 2008 AT&T Knowledge Ventures. All rights reserved.
RESULTS Embraced best practices with clearly defined objectives, elements and
benchmarks.
Leveraged scale while addressing target audiences and specific staffing needs at the business unit level.
Unified employment brand approach.
Robust, engaging and dynamic recruitment website featuring centralized job search/apply and Talent Network
Pro-active, diverse marketing strategy with a focus on cost efficient digital solutions
Leveraging scale for media buying and stronger negotiation tactics leveraging media performance metrics.
Detailed and meaningful metrics on all activity
Well-defined SOPs for recruitment marketing request process compliance
Strategic use of both social media and mobile optimization
Central platform for resource management (job distribution, metrics, email marketing, advertising requests).
© 2008 AT&T Knowledge Ventures. All rights reserved.
This all sounds great, how do I get started: Media Strategy
Determine if/what can be centralized in your organization for bigger “bang for the buck” & create opportunities to leverage those dollars for better package deals with specific vendors
Invest in automation and tracking, specifically of any interactive media,
to allow you to better track true results & create meaningful metrics to make smarter media purchases.
Continue to monitor your efforts and be willing to adjust your strategy as
often as necessary to achieve maximum efficiencies
© 2008 AT&T Knowledge Ventures. All rights reserved.
This all sounds great, how do I get started: Social Media
Start with Strategy, not tactics. Don’t sign up for sites without
having a plan, goals, & desire for specific results.
Become familiar with & sign up for some of the recommended social media sites & begin building your
network/relationships.
Automate and track your efforts as much as possible.
Sign up for Twitter. Listen FIRST, then engage. Only consider corporate career account if you have plan & people to manage.
Use an RSS feed reader to subscribe to industry blogs
Set up Google Alerts for your name / your company name to monitor chatter
Find / join your alumni network on LinkedIn
© 2008 AT&T Knowledge Ventures. All rights reserved.
Take-aways GENERAL:
Centralized support model for strategy and governance, while not necessarily for administrative tasks or execution, will typically still realize efficiencies in all areas.
Automation tools: One company touchpoint to automate several different engagement strategies which all steer back to same call to action (i.e. to career portal apply)
SEM/SEO for individual jobs vs. brand is an effective means for reducing overall traditional media spend (i.e. print)
Know what you want to accomplish, and have a plan as to how you will do that
SOCIAL
Social Media is only a tool and should not be your entire recruiting strategy
Should be transparent
Should not be a time and resource suck – automate and track whenever possible to ensure you have ROI and true efficiencies (& not just employee’s playing on FB)
Be mindful of your online presence and understand you represent your company
No two social media tools are alike
Know your audience, and what they want
Meet people where they already are
Top Related