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HCI Talent Management Conference Presentation: NPR's Brand Ambassadors

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This is my presentation deck for the June 2013 HCI Talent Management Conference in Boston, MA.

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Rethinking Recruitment: NPR’s Brand Ambassadors Lars Schmidt | Senior Director,Talent Acquisition & Innovation | @ThisIsLars | AmplifyTalent.com | #hcievents Friday, June 14, 13
Why Social? Friday, June 14, 13
Source: Socialnomics, Erik Qualman Friday, June 14, 13
What Is Social Recruiting? Friday, June 14, 13
•Social Sourcing •Employment Branding •Recruitment Marketing •Talent Networks Friday, June 14, 13
State of Social Recruiting • 92% of U.S. companies have used social media in 2012 to find talent & potential employees to hire • 73% of surveyed respondents indicated they have successfully hired through social media • Most popular networks: LinkedIn (92%), Facebook (66%), Twitter (54%), blogs (21%), Google+ (20%), YouTube (19%) Source: Jobvite 2012 Social Recruiting Survey Friday, June 14, 13
Employer Branding • *93% of employers plan to maintain or grow investment in employer brand • *Up to 50% savings in cost per hire is associated with a strong employer brand • **Employer branding is one of the top five organizational objectives for 45% of global organizations • **83% say line managers are important during the EVP process to ensure successful implementation *Source: LinkedIn July 2012 survey of over 4,700 talent **Source:TMP Worldwide Friday, June 14, 13
Where DoYou Start? Friday, June 14, 13
Friday, June 14, 13
How Is NPR Using Social? Friday, June 14, 13
NPR + Social Media • @nprnews: 1,804,836 followers • @NPR: 171,046 followers • @NPRjobs: 18,314 followers • NPR Facebook Page: 2,651,703 likes • This Is NPR Facebook Page: 63,988 likes • LinkedIn: 16,852 followers • Instagram: 244,146 followers • Foursquare: 13,065 followers * Stats as of 6/4/13 Friday, June 14, 13
Brand Ambassadors • Leverage NPR’s history, consumer brand, and social media to build our employment brand & drive talent attraction • Build brand ambassadors: engage our employees; encourage their involvement in employment branding, sharing jobs with their networks, etc Friday, June 14, 13
Building a Social Recruiting Strategy • Find your internal social media stakeholders • Step out of HR; identify internal influencers, invest in those relationships • Engage your employees • Everyone is a brand ambassador, everyone is a recruiter Friday, June 14, 13
Twitter • @NPRjobs launched July 2011 • 18,000+ followers • Primary social recruiting engagement platform • #7 source channel • Helps NPR reach new audiences (63% of followers are under 35) Friday, June 14, 13
Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing Friday, June 14, 13
Why Social? Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring. Friday, June 14, 13
Case Study:The Power of a Tweet Situation: 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) Friday, June 14, 13
Employer Branding #NPRlife 6,000+ tweets 1,000+ photos on Instagram Friday, June 14, 13
LinkedIn • 16,800+ followers • 1,442 monthly visitors • #3 source channel • Talent Brand Index: 15 (higher then NewYork Times, CNN,Washington Post,ABC) • Enhanced branding features Friday, June 14, 13
Facebook • 64,000+ likes • Collaboration with NPR Communications • Work4 job sharing • #8 source channel Friday, June 14, 13
Instagram • 250,000+ followers • 1,000+ #NPRlife photos • The average Instagram user spent 257 minutes accessing the site via mobile device in August, the average Twitter user over the same period spent 170 minutes viewing. (source: All Things D) Friday, June 14, 13
YouTube • 2nd largest search engine • 4B video views daily • NPRjobs: 33 subscribers, 3,707 video views • High potential, high investment Friday, June 14, 13
Career Site • Reinforce culture • Optimize for mobile (m site, responsive) • Media rich (photos, videos, social media) • Shareable Friday, June 14, 13
Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) Friday, June 14, 13
Job Descriptions • Extension of your employer brand • Get creative (infographics, video) • Include links Friday, June 14, 13
Collaboration Friday, June 14, 13
Brand Ambassadors Amplify Jobs:Drive Engagement: Friday, June 14, 13
Key Takeaways • Build relationships with internal stakeholders & influencers • Activate your employees • Pilot, start small, scale - important to build internal credibility • Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc • Listen to your fans, interact with them Friday, June 14, 13
Questions & Discussion Lars Schmidt | Senior Director,Talent Acquisition & Innovation @ThisIsLars | @NPRjobs | AmplifyTalent.com Friday, June 14, 13

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HCI Talent Management Conference Presentation: NPR's Brand Ambassadors

  • 1. Rethinking Recruitment: NPR’s Brand Ambassadors Lars Schmidt | Senior Director,Talent Acquisition & Innovation | @ThisIsLars | AmplifyTalent.com | #hcievents Friday, June 14, 13
  • 3. Source: Socialnomics, Erik Qualman Friday, June 14, 13
  • 4. What Is Social Recruiting? Friday, June 14, 13
  • 5. •Social Sourcing •Employment Branding •Recruitment Marketing •Talent Networks Friday, June 14, 13
  • 6. State of Social Recruiting • 92% of U.S. companies have used social media in 2012 to find talent & potential employees to hire • 73% of surveyed respondents indicated they have successfully hired through social media • Most popular networks: LinkedIn (92%), Facebook (66%), Twitter (54%), blogs (21%), Google+ (20%), YouTube (19%) Source: Jobvite 2012 Social Recruiting Survey Friday, June 14, 13
  • 7. Employer Branding • *93% of employers plan to maintain or grow investment in employer brand • *Up to 50% savings in cost per hire is associated with a strong employer brand • **Employer branding is one of the top five organizational objectives for 45% of global organizations • **83% say line managers are important during the EVP process to ensure successful implementation *Source: LinkedIn July 2012 survey of over 4,700 talent **Source:TMP Worldwide Friday, June 14, 13
  • 10. How Is NPR Using Social? Friday, June 14, 13
  • 11. NPR + Social Media • @nprnews: 1,804,836 followers • @NPR: 171,046 followers • @NPRjobs: 18,314 followers • NPR Facebook Page: 2,651,703 likes • This Is NPR Facebook Page: 63,988 likes • LinkedIn: 16,852 followers • Instagram: 244,146 followers • Foursquare: 13,065 followers * Stats as of 6/4/13 Friday, June 14, 13
  • 12. Brand Ambassadors • Leverage NPR’s history, consumer brand, and social media to build our employment brand & drive talent attraction • Build brand ambassadors: engage our employees; encourage their involvement in employment branding, sharing jobs with their networks, etc Friday, June 14, 13
  • 13. Building a Social Recruiting Strategy • Find your internal social media stakeholders • Step out of HR; identify internal influencers, invest in those relationships • Engage your employees • Everyone is a brand ambassador, everyone is a recruiter Friday, June 14, 13
  • 14. Twitter • @NPRjobs launched July 2011 • 18,000+ followers • Primary social recruiting engagement platform • #7 source channel • Helps NPR reach new audiences (63% of followers are under 35) Friday, June 14, 13
  • 15. Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing Friday, June 14, 13
  • 16. Why Social? Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring. Friday, June 14, 13
  • 17. Case Study:The Power of a Tweet Situation: 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) Friday, June 14, 13
  • 18. Employer Branding #NPRlife 6,000+ tweets 1,000+ photos on Instagram Friday, June 14, 13
  • 19. LinkedIn • 16,800+ followers • 1,442 monthly visitors • #3 source channel • Talent Brand Index: 15 (higher then NewYork Times, CNN,Washington Post,ABC) • Enhanced branding features Friday, June 14, 13
  • 20. Facebook • 64,000+ likes • Collaboration with NPR Communications • Work4 job sharing • #8 source channel Friday, June 14, 13
  • 21. Instagram • 250,000+ followers • 1,000+ #NPRlife photos • The average Instagram user spent 257 minutes accessing the site via mobile device in August, the average Twitter user over the same period spent 170 minutes viewing. (source: All Things D) Friday, June 14, 13
  • 22. YouTube • 2nd largest search engine • 4B video views daily • NPRjobs: 33 subscribers, 3,707 video views • High potential, high investment Friday, June 14, 13
  • 23. Career Site • Reinforce culture • Optimize for mobile (m site, responsive) • Media rich (photos, videos, social media) • Shareable Friday, June 14, 13
  • 24. Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) Friday, June 14, 13
  • 25. Job Descriptions • Extension of your employer brand • Get creative (infographics, video) • Include links Friday, June 14, 13
  • 27. Brand Ambassadors Amplify Jobs:Drive Engagement: Friday, June 14, 13
  • 28. Key Takeaways • Build relationships with internal stakeholders & influencers • Activate your employees • Pilot, start small, scale - important to build internal credibility • Multi-channel branding: social media, career site, job descriptions, blogs, conferences, etc • Listen to your fans, interact with them Friday, June 14, 13
  • 29. Questions & Discussion Lars Schmidt | Senior Director,Talent Acquisition & Innovation @ThisIsLars | @NPRjobs | AmplifyTalent.com Friday, June 14, 13