Winning the war for "right-fit" talent is increasingly difficult, especially for harder-to fill positions. Many organizations are turning to social media to help increase their candidate pool with qualified applicants, but are unsure what the best strategy is for success. Jenny DeVaughn, Senior Director of Employment Branding and Social Media at Randstad Sourceright and Brett Underhill, Director, Recruiting of Programs, at Prudential Financial guide attendees through best practices and actionable tips for implementing social media strategy to identify and recruit the right talent. Through real-life examples of tactical recruitment campaigns and innovative ideas, attendees learn how their organizations can implement a social media strategy that highlights a strong employment brand message and differentiates the organization to engage the individuals who will help them meet their overall business goals. Attendees also gain insight into how they can identify and align recruiting and organizational goals to create recruitment marketing campaigns that engage a diverse candidate pool. A targeted social media strategy also helps to highlight what analytics and metrics should be measured to determine the overall effectiveness of their employment brand and return on investment. Jenny and Brett also highlight why interactive, live and shareable content is so valuable to social media strategy, and how employers can leverage employment assets about the organization's brand and culture, and help candidates consider them for an opportunity. Learn more at http://recruiting.jobvite.com/ A special thanks to presenters Jenny DeVaughn and Brett Underhill, and ERE, Media Inc. for hosting the webinar. Learn more at http://www.ere.net/webinars/

1. Leveraging Social Media to
Win the War for Talent
May 30, 2013

2. Introduction
Brett Underhill
• Director, Recruiting Programs, Prudential Financial
• Oversee digital employment recruitment branding and
marketing strategy
• Member of LinkedIn Expert Advisors, LinkedIn 100 and
Conference Board research working group, Enhancing Talent
Acquisition through Social Media
• Avid amateur
tri-athlete & foodie
2

3. Introduction
Jenny DeVaughn
• Senior Director, Center of Expertise
Employment Branding and Social Media
• Consistently ranked as one of the top 10 most connected
women on LinkedIn with 28,000+ first level connections
• Former Social Media Manager at Waste Management, a
global Fortune 500 company
• NASCAR fan
3

4. Social Media
Top Sites for Recruitment
(Source: Social Recruitment Survey, Jobvite, 2012)
4

5. Social Media Strategy
Create Efficient Processes and Desired Outcomes
5

6. Lesson #1
Gain buy-in and support
from multiple stakeholders
6

7. Gain buy-in and support from multiple stakeholders
• Create a comprehensive business case for social media
based on your talent acquisition goals
• Gain executive sponsorship
• Demonstrate mitigated risk and standard operating
escalation procedures
• Include influential Communications, Legal, IT, and
Marketing leaders
• Build bridges now to share budgets and resources later
7

8. Lesson #2
Meet as a social media council
to discuss initiatives with key
decision makers
8

9. Social Media Council
• Ideally, meet face-to-face for the first meeting
• Choose respected internal brand ambassadors
• Discuss company-wide and department goals
• Focus on pilots and options to vent concerns
• Create manageable department/platform workstreams
to report back to the social media council
9

10. Lesson #3
Decide which platforms
support your
recruitment goals
10

11. Decide which platforms support your recruitment
goals
• Research where your ideal candidates spend their time
online and your competition’s level of engagement
• Determine options within each social media network:
recruiting resources, time, budget, KPI, and metrics
• Discover what platforms could complement each other
or used for branding vs. recruiting/sourcing
• Share reasons for not using other social media sites to
build credibility
• Get permission to be innovative and try platforms that
may be inactivated in the future
11

12. 2012 Randstad Sourceright Source of Hire
North America – Social Media and Direct Sourcing
418%
350%
309%
196%
12

13. Lesson #4
Go mobile
13

14. Go mobile
• Mobile is social, so this will only elevate your
employment brand presence
• Prioritize mobile options for career website
• Integrate text options for candidates and recruiters
• Understand limitations of mobile, including QR codes
• Recognize impact of mobile search and job aggregators
14

15. Mobile Limitations
QR code on a billboard
15

16. Apply for a Job Directly in Twitter
Lead Generation Feature
16

17. Lesson #5
Focus on the recruiter’s
individual social media
contribution
17

18. Focus on the recruiter’s individual social media
contribution
• Set individual metrics and team goals
• Review activity and desired analytics on a regular basis
as a team to increase competition
• Schedule monthly sessions to share best practices,
challenges, data trends, and success stories
• Add targets as a follow-up to any recruiter training
• Decrease investments into platforms that are not
producing desired hires and metrics
18

19. LinkedIn Profile
Recruiter with Prudential Financial
19

20. Lesson #6
Each job description impacts
your Employee Value
Proposition (EVP)
20

21. Each job description impacts your Employee Value
Proposition (EVP)
• Begin with each job requisition
• Support the enterprise employment brand
• Interview high-performing employees to create a unique
Employee Value Proposition (EVP)
• Research where qualified candidates spend their time online
• Create sharable collateral to maximize emotional impact of
EVP and desired results in social media
• Update recruitment marketing job templates to reflect
values and embed videos

22. YouTube Channel
Prudential Careers
22

23. Lesson #7
Encourage employees to
discuss their professional
highlights in social media
23

24. Encourage employees to discuss their professional
highlights social media
• Employee feedback is a direct reflection of your company’s
benefits, culture, and opportunities to improve
• Educate employees on how to use social media as a part of
professional development and referrals
• Set up accountability metrics for individual social media
responsibilities
• Take an impactful employee story and build a strong online
campaign
• Reflect a diversity of thought and levels of leadership
• Give incentives to employees to share preferred content in
social media

25. Individual Twitter Account
@The_AlexBrown with @WMCareers
25

26. Questions?
Stay in touch
Jenny DeVaughn
Randstad Sourceright
Senior Director, Employment Branding and Social Media
Jenny.DeVaughn@RandstadSourceright.com
http://www.linkedin.com/in/jennydevaughn
www.randstadsourceright.com
Brett Underhill
Prudential Financial
Director, Recruiting Programs, Staffing | Human Resources
brett.underhill@prudential.com
www.linkedin.com/pub/brett-underhill/5/9a3/b03
http://jobs.prudential.com