npr recruiting for a big brand wo big budget
DESCRIPTION
TRANSCRIPT
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
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