1. THIS IS NPR:
Recruiting For A Big Brand Without The Big Budget
Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS
Monday, May 7, 12

2. THIS IS NPR:
Recruiting For A Big Brand Without The Big Budget
Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS
Monday, May 7, 12

3. The News
@ThisIsLars / #NPRRIS
Monday, May 7, 12

4. The News
• Recruiting budgets & resources are tight
@ThisIsLars / #NPRRIS
Monday, May 7, 12

5. The News
• Recruiting budgets & resources are tight
• Competition for ‘top’ talent remains fierce
@ThisIsLars / #NPRRIS
Monday, May 7, 12

6. 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

7. 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

8. 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

9. 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
(9/10 recruiting ninjas will agree)
@ThisIsLars / #NPRRIS
Monday, May 7, 12

10. 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
(9/10 recruiting ninjas will agree)
@ThisIsLars / #NPRRIS
Monday, May 7, 12

11. Background
@ThisIsLars / #NPRRIS
Monday, May 7, 12

12. Background
• Long legacy of reactive
transactional recruiting in most
areas of the organization
@ThisIsLars / #NPRRIS
Monday, May 7, 12

13. 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

14. 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

15. 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

16. NPR Talent Strategy
@ThisIsLars / #NPRRIS
Monday, May 7, 12

17. 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

18. 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

19. 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

20. 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

21. 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

22. So, how did we do it?
@ThisIsLars / #NPRRIS
Monday, May 7, 12

23. Step 1: Know Your Objective
@ThisIsLars / #NPRRIS
Monday, May 7, 12

24. Step 1: Know Your Objective
@ThisIsLars / #NPRRIS
Monday, May 7, 12

25. Step 1: Know Your Objective
• What are your recruiting
goals?
@ThisIsLars / #NPRRIS
Monday, May 7, 12

26. Step 1: Know Your Objective
• What are your recruiting
goals?
• What are your resources?
@ThisIsLars / #NPRRIS
Monday, May 7, 12

27. Step 1: Know Your Objective
• What are your recruiting
goals?
• What are your resources?
• What are your priorities?
@ThisIsLars / #NPRRIS
Monday, May 7, 12

28. Step 2: Know Your Organization
@ThisIsLars / #NPRRIS
Monday, May 7, 12

29. Step 2: Know Your Organization
• One size does NOT fit all
@ThisIsLars / #NPRRIS
Monday, May 7, 12

30. Step 2: Know Your Organization
• One size does NOT fit all
• Know your social media policy
@ThisIsLars / #NPRRIS
Monday, May 7, 12

31. 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

32. 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

33. 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

34. Step 2: Know Your Organization
• One size does NOT fit all Office Intercom Bingo
• 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

35. Step 3: Know Your Platform
@ThisIsLars / #NPRRIS
Monday, May 7, 12

36. Step 3: Know Your Platform
@ThisIsLars / #NPRRIS
Monday, May 7, 12

37. Step 3: Know Your Platform
• Who are you trying to reach?
@ThisIsLars / #NPRRIS
Monday, May 7, 12

38. 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

39. 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

40. 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

41. Step 4: Launch & Engage
@ThisIsLars / #NPRRIS
Monday, May 7, 12

42. Step 4: Launch & Engage
• Get your employees engaged, ideally organically
@ThisIsLars / #NPRRIS
Monday, May 7, 12

43. Step 4: Launch & Engage
• Get your employees engaged, ideally organically
• Evangelize internally & externally
@ThisIsLars / #NPRRIS
Monday, May 7, 12

44. 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

45. 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

46. 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

47. 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

48. 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

49. Anatomy Of An Account: @NPRjobs
@ThisIsLars / #NPRRIS
Monday, May 7, 12

50. Anatomy Of An Account: @NPRjobs
Launched in July 2011 - Focused in 4 areas:
@ThisIsLars / #NPRRIS
Monday, May 7, 12

51. Anatomy Of An Account: @NPRjobs
Launched in July 2011 - Focused in 4 areas:
• Share NPR job opportunities
@ThisIsLars / #NPRRIS
Monday, May 7, 12

52. 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

53. 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

54. 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

55. @NPRjobs Growth
@ThisIsLars / #NPRRIS
Monday, May 7, 12

56. @NPRjobs Growth
@ThisIsLars / #NPRRIS
Monday, May 7, 12

57. @NPRjobs Growth
8,600+ followers in <1 year
@ThisIsLars / #NPRRIS
Monday, May 7, 12

58. @NPRjobs Growth
8,600+ followers in <1 year
@ThisIsLars / #NPRRIS
Monday, May 7, 12

59. @NPRjobs Growth
8,600+ followers in <1 year
Top Tweet: #Pubjobs Launch
199 RTs, 787,863 impressions
@ThisIsLars / #NPRRIS
Monday, May 7, 12

60. Case Study - The Power of a Tweet
@ThisIsLars / #NPRRIS
Monday, May 7, 12

61. Case Study - The Power of a Tweet
Situation:
Applicant volume for our Fall 2011 internships was below target
levels as the deadline approached.
@ThisIsLars / #NPRRIS
Monday, May 7, 12

62. Case Study - The Power of a Tweet
Situation:
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

63. Case Study - The Power of a Tweet
Situation:
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

64. Case Study - The Power of a Tweet
Situation:
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)
Results:
114 RTs, 742,976 impressions, 140 new applicants, 15 hires
@ThisIsLars / #NPRRIS
Monday, May 7, 12

65. Engagement - @NPRjobs / #NPRlife
@ThisIsLars / #NPRRIS
Monday, May 7, 12

66. Engagement - @NPRjobs / #NPRlife
External Engagement
@ThisIsLars / #NPRRIS
Monday, May 7, 12

67. Engagement - @NPRjobs / #NPRlife
External Engagement Internal Engagement
@ThisIsLars / #NPRRIS
Monday, May 7, 12

68. What’s Next
@ThisIsLars / #NPRRIS
Monday, May 7, 12

69. What’s Next
Video/YouTube
@ThisIsLars / #NPRRIS
Monday, May 7, 12

70. What’s Next
Video/YouTube
@ThisIsLars / #NPRRIS
Monday, May 7, 12

71. What’s Next
Video/YouTube
@ThisIsLars / #NPRRIS
Monday, May 7, 12

72. What’s Next
Video/YouTube Facebook
@ThisIsLars / #NPRRIS
Monday, May 7, 12

73. What’s Next
Video/YouTube Facebook
Pinterest
@ThisIsLars / #NPRRIS
Monday, May 7, 12

74. What I’ve Learned
@ThisIsLars / #NPRRIS
Monday, May 7, 12

75. 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

76. 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

77. 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

78. 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

79. 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

80. 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

81. 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

82. Questions?
Lars Schmidt | Director Talent Acquisition | @ThisIsLars | @NPRjobs | #NPRRIS
Monday, May 7, 12