this is npr: recruiting for a big brand without the big budget
DESCRIPTION
Presentation from the Recruiting Innovation Summit 2012 in Mountainview, CA, presented by Lars Schmidt.TRANSCRIPT
THIS IS NPR:Recruiting For A Big Brand Without The Big Budget
Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS1Thursday, May 17, 12
The News
• Recruiting budgets & resources are tight
• Competition for ‘top’ talent remains fierce
• Social media has forced recruiting to evolve
• Less distinction between ‘active‘ & ‘passive‘ job seekers
• Buzzwords dominate but substance can be elusive
@ThisIsLars / #NPRRIS
2Thursday, May 17, 12
Background• I was hired in February 2011 to
rebuild the talent function
• Long legacy of reactive transactional recruiting in most areas of the organization
• Our team is small and resources very limited, vital we were very smart with our spend
• Which led us to...
@ThisIsLars / #NPRRIS
3Thursday, May 17, 12
NPR Talent Strategy• Leverage our media reach, history, consumer brand, and
social media to build our employment brand
• Engage our employees, promoting their involvement in employment branding, sharing jobs to their networks, etc.
• Cancel most of our major job board accounts
• Results: NPR.org, referrals, LinkedIn, and Twitter all became leading source channels
• Employment brand strategy as a business necessity
@ThisIsLars / #NPRRIS
4Thursday, May 17, 12
So, how did we do it?
@ThisIsLars / #NPRRIS
5Thursday, May 17, 12
Step 1: Know Your Objective
• What are your recruiting goals?
• What are your resources?
• What are your priorities?
@ThisIsLars / #NPRRIS
6Thursday, May 17, 12
Step 2: Know Your Organization
• Tailor strategy to your organization
• Know your social media policy
• Who are the internal stakeholders that need to support your efforts for them to succeed?
• Step out of HR: find your internal influencers, invest in those relationships
@ThisIsLars / #NPRRIS
7Thursday, May 17, 12
Step 3: Know Your Platform• Who are you trying to reach?
• What platforms can you use to reach your desired audience?
• Where are your employees? What platforms does your organization use? (@nprnews - 960k+ followers, NPR on Facebook - 2.37M fans)
• Prioritize - better to be highly effective in small number of platforms
@ThisIsLars / #NPRRIS
8Thursday, May 17, 12
Step 4: Launch & Engage• Get your employees engaged - ideally organically
• Evangelize internally & externally
• Experiment & pilot; track metrics, monitor, adjust, scale
• Engage with your fans
• Everyone is a brand ambassador, everyone is a recruiter
• Social media is NOT an extension of your job board
@ThisIsLars / #NPRRIS
9Thursday, May 17, 12
Anatomy Of An Account: @NPRjobsLaunched in July 2011 - focused in 4 areas:
• Promote 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
10Thursday, May 17, 12
@NPRjobs Growth8,800+ followers in <1 year
Top Tweet: #PubJobs Launch - 199 RTs, 787,863 impressions
@ThisIsLars / #NPRRIS
11Thursday, May 17, 12
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)
@ThisIsLars / #NPRRIS
12Thursday, May 17, 12
External Engagement: #NPRlife
@ThisIsLars / #NPRRIS
13Thursday, May 17, 12
Internal Engagement: #NPRlife
@ThisIsLars / #NPRRIS
14Thursday, May 17, 12
What’s Next
YouTube
@ThisIsLars / #NPRRIS
15Thursday, May 17, 12
What’s Next
The Daily Muse
@ThisIsLars / #NPRRIS
16Thursday, May 17, 12
Parting Thoughts• Find your internal stakeholders and work hard to build
relationships
• Identify and engage internal champions & influencers
• Activate your employees
• Listen to your fans, interact with them
• Be disciplined with the time you dedicate to social media
• Don’t be paralyzed by what can go wrong, focus on what can go right
@ThisIsLars / #NPRRIS
17Thursday, May 17, 12
Questions & Discussion
Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS
18Thursday, May 17, 12