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Rethinking Recruitment: Building NPR's Employment Brand

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At a time when many companies and organizations are trying to effectively marshal social media resources to promote their brand and attract talent, National Public Radio (NPR) has put these platforms at the center of its recruitment strategy. Instead of the traditional transactional human resources-driven recruitment strategies, NPR’s approach is to empower current employees to help with outreach efforts and branding. Through multi-channel employment branding campaigns, NPR has built engaged communities across a variety of social media channels – resulting in over $100k/year savings in job boards. This presentation presents an overview of how to develop social media recruiting strategy, gain organization support, and provides specific results and examples from NPR's social recruiting and employment branding efforts.

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Rethinking Recruitment: Building NPR’s Employment Brand Lars Schmidt | NPR Senior Director,Talent Acquisition & Innovation | @ThisIsLars AmplifyTalent.com Tuesday, June 18, 13
Foundation • Recruiting team needed to be rebuilt from the ground up • Lean team, lean resources • Competing against top organizations (often for- profit) • Need to reach new talent pools (Tech/Diverse/GenY) • Strong consumer brand • Loyal fan following • Evolving and expanding into new digital platforms • Established active social media channels • Digital-savvy employee base, many active social media users Recruiting Organization AmplifyTalent.com Tuesday, June 18, 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 AmplifyTalent.com * Stats as of 6/4/13 Tuesday, June 18, 13
Brand Ambassadors • Leverage NPR’s history, consumer brand, and social media to build our employment brand & drive talent attraction • Internal Brand Ambassadors: engage our employees and encourage them to share their experience (#NPRlife) and jobs. • External Brand Ambassadors: consciously cultivate engaged community of fans interested in careers at NPR through a variety of social media channels, campaigns, and conversation. AmplifyTalent.com Tuesday, June 18, 13
Building a Social Recruiting Strategy • Understand your goals and objectives • Find your internal social media stakeholders • Step out of HR - identify internal influencers and invest in those relationships • Engage your employees and your fans • Select appropriate SM channels (see next slides) AmplifyTalent.com Tuesday, June 18, 13
Twitter • @NPRjobs launched July 2011 • 18,000+ followers • Primary social recruiting engagement platform • #7 source of applicants • #4 source of hire • Helps NPR reach new audiences (63% of followers are under 35) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing AmplifyTalent.com Tuesday, June 18, 13
Why Social? Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring. Social recruiting in action: AmplifyTalent.com Tuesday, June 18, 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) AmplifyTalent.com Tuesday, June 18, 13
#NPRlife Unfiltered social media posts by NPR employees sharing their experience across Twitter (6,000+ tweets), Instagram (1,000+ photos),Vine, and other channels. * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
LinkedIn • Utilize employment branding features • 16,800+ followers • 1,442 monthly visitors • #3 applicant source channel • Talent Brand Index: 15 (higher then NewYork Times, CNN,Washington Post,ABC) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
Facebook • 64,000+ likes • Collaboration with NPR Marketing, Branding, and Communications • Strong branding channel • Work4 job sharing • #8 applicant source channel * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
Instagram • NPR account managed by editorial team • 250,000+ followers • Employment branding content (1,000+ #NPRlife photos) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
YouTube • NPRjobs: 33 subscribers, 3,707 video views • High potential, high investment • Not yet a focus of NPR social recruiting strategy * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
Career Site • Reinforce culture • Optimized for mobile (responsive) • Media rich (photos, videos, social media) • Set applicant expectations AmplifyTalent.com Tuesday, June 18, 13
Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) AmplifyTalent.com Tuesday, June 18, 13
Job Descriptions • Extension of your employer brand • Convey why someone should want the job; culture, expectations, goals, target results, growth • Get creative (infographics, video, links) AmplifyTalent.com Tuesday, June 18, 13
Collaboration Find partners to collaborate with, open your brand up to new audiences. AmplifyTalent.com Tuesday, June 18, 13
Brand Ambassadors Amplify Jobs:Drive Engagement: AmplifyTalent.com Tuesday, June 18, 13
Key Takeaways • Have a strategy and goal before you start. What challenge are you trying to solve? What is your target outcome? • Select appropriate channels • 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 AmplifyTalent.com Tuesday, June 18, 13
Lars Schmidt NPR | Senior Director,Talent Acquisition & Innovation Founder,Amplify Talent @ThisIsLars | @AmplifyTalent Lars@AmplifyTalent.com AmplifyTalent.com Tuesday, June 18, 13

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Rethinking Recruitment: Building NPR's Employment Brand

  • 1. Rethinking Recruitment: Building NPR’s Employment Brand Lars Schmidt | NPR Senior Director,Talent Acquisition & Innovation | @ThisIsLars AmplifyTalent.com Tuesday, June 18, 13
  • 2. Foundation • Recruiting team needed to be rebuilt from the ground up • Lean team, lean resources • Competing against top organizations (often for- profit) • Need to reach new talent pools (Tech/Diverse/GenY) • Strong consumer brand • Loyal fan following • Evolving and expanding into new digital platforms • Established active social media channels • Digital-savvy employee base, many active social media users Recruiting Organization AmplifyTalent.com Tuesday, June 18, 13
  • 3. 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 AmplifyTalent.com * Stats as of 6/4/13 Tuesday, June 18, 13
  • 4. Brand Ambassadors • Leverage NPR’s history, consumer brand, and social media to build our employment brand & drive talent attraction • Internal Brand Ambassadors: engage our employees and encourage them to share their experience (#NPRlife) and jobs. • External Brand Ambassadors: consciously cultivate engaged community of fans interested in careers at NPR through a variety of social media channels, campaigns, and conversation. AmplifyTalent.com Tuesday, June 18, 13
  • 5. Building a Social Recruiting Strategy • Understand your goals and objectives • Find your internal social media stakeholders • Step out of HR - identify internal influencers and invest in those relationships • Engage your employees and your fans • Select appropriate SM channels (see next slides) AmplifyTalent.com Tuesday, June 18, 13
  • 6. Twitter • @NPRjobs launched July 2011 • 18,000+ followers • Primary social recruiting engagement platform • #7 source of applicants • #4 source of hire • Helps NPR reach new audiences (63% of followers are under 35) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 7. Hashtags #NPRlife - Employer Branding #PubJobs - Collaborative Recruiting #AskNPRIntern - Campaigns #JournoJob - Recruitment Marketing AmplifyTalent.com Tuesday, June 18, 13
  • 8. Why Social? Excerpt fromWashington Post article: For non-profit NPR, social media is a great equalizer when it comes to hiring. Social recruiting in action: AmplifyTalent.com Tuesday, June 18, 13
  • 9. 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) AmplifyTalent.com Tuesday, June 18, 13
  • 10. #NPRlife Unfiltered social media posts by NPR employees sharing their experience across Twitter (6,000+ tweets), Instagram (1,000+ photos),Vine, and other channels. * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 11. LinkedIn • Utilize employment branding features • 16,800+ followers • 1,442 monthly visitors • #3 applicant source channel • Talent Brand Index: 15 (higher then NewYork Times, CNN,Washington Post,ABC) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 12. Facebook • 64,000+ likes • Collaboration with NPR Marketing, Branding, and Communications • Strong branding channel • Work4 job sharing • #8 applicant source channel * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 13. Instagram • NPR account managed by editorial team • 250,000+ followers • Employment branding content (1,000+ #NPRlife photos) * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 14. YouTube • NPRjobs: 33 subscribers, 3,707 video views • High potential, high investment • Not yet a focus of NPR social recruiting strategy * Stats as of 6/4/13 AmplifyTalent.com Tuesday, June 18, 13
  • 15. Career Site • Reinforce culture • Optimized for mobile (responsive) • Media rich (photos, videos, social media) • Set applicant expectations AmplifyTalent.com Tuesday, June 18, 13
  • 16. Blogs • Employee generated content • Engaging, shareable • Easy to start (Tumblr) AmplifyTalent.com Tuesday, June 18, 13
  • 17. Job Descriptions • Extension of your employer brand • Convey why someone should want the job; culture, expectations, goals, target results, growth • Get creative (infographics, video, links) AmplifyTalent.com Tuesday, June 18, 13
  • 18. Collaboration Find partners to collaborate with, open your brand up to new audiences. AmplifyTalent.com Tuesday, June 18, 13
  • 19. Brand Ambassadors Amplify Jobs:Drive Engagement: AmplifyTalent.com Tuesday, June 18, 13
  • 20. Key Takeaways • Have a strategy and goal before you start. What challenge are you trying to solve? What is your target outcome? • Select appropriate channels • 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 AmplifyTalent.com Tuesday, June 18, 13
  • 21. Lars Schmidt NPR | Senior Director,Talent Acquisition & Innovation Founder,Amplify Talent @ThisIsLars | @AmplifyTalent Lars@AmplifyTalent.com AmplifyTalent.com Tuesday, June 18, 13