TODAY’S AGENDA— What you’ll walk away with How we use social media to attract & engage passive candidates: 1. Partnerships with in-house departments: 2. Brand ourselves as a great place to work 3. Social media guidelines 4. Business Case: --Where we are spending dollars and how we measure results 5. Stop talking. Start doing. Here’s why. Social media revolution video

1. Using social media to attract
& engage passive candidates
March 17th, 2010

2. VIA
This is not instant coffee as you know it. This is rich,
flavorful Starbucks® coffee in an instant.
Starbucks has found a way to offer a truly great cup of coffee that you
can prepare by just adding water. Other instant coffees taste flat and
lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and
flavorful, just like the Starbucks® coffee you know and love.
It’s made with the highest-quality, ethically sourced 100% Arabica
beans. The magic is in a proprietary, all-natural process that we spent
years perfecting. We micro-grind the coffee in a way that preserves all
of their essential oils and flavor. No other coffee company takes this
step, and it makes all the difference.

3. Employer Branding
IT STARTS WITH OUR PARTNERS
Headquarters in Seattle, Washington: 3,000+
Total Partner Count: 200,000+
North America & Canada Store Count: 11,181
International Store Count: 5,525
Total Store Count: 16,706
** (as of December 26, 2009)

4. TODAY’S AGENDA—
What you’ll walk away with
How we use social media to attract & engage passive candidates:
1. Partnerships with in-house departments:
2. Brand ourselves as a great place to work
3. Social media guidelines
4. Business Case:
--Where we are spending dollars and how we measure results
5. Stop talking. Start doing. Here’s why.
Social media revolution video

5. Recruiting & Sourcing Tactics
Where we’ve been--
•Job Fairs
•Banner ads
•Print Ads
•Direct Mail
•Brochures

6. Employment Branding 2.0
2-way real-time interactive
Our philosophy:
conversations to create connections &
relationships and begin building a sustainable talent advantage.
No different than our consumer web 2.0 strategy:
Chris Bruzzo view on social media: “This was not built as a marketing channel,
but as a consumer relationship-building
environment."

7. The candidate landscape past and future

8. Recruiting & Sourcing Tactics
Where we’re going—Our customers are candidates
•Widgets
•SEO
•SEM
•RSS feeds
•Videos
•SMS
•Landing pages
•Mobile app

9. Why Facebook?

10. ---Facebook/Starbucks---

11. Facebook ad buy example
Ads:
Manitoba-Baristas
NYC-Store Managers
SSC-IT, Marketing, Learning positions
Here’s what we use to conduct an ad buy:
Position title(s)
Position location
Link to Taleo req (auto-populated w/source)
Target city(s)
Key words examples:
Ajax, Mootools, Starbucks, Art, Manager, Retail,
Next Steps/Process:
Urgent need & Prioritized
ROI:
6 hires this fiscal year

12. Starbucks Job Widget for Facebook

13. My Starbucks Story
Welcome page
Voting page
You Tube

14. Why Twitter?
12/08 there were 4M unique visitors on Twitter; 9 months later that number
jumped to 23.5M unique visitors & they have sustained it to present day!

15. @StarbucksJobs – Twitter.com/starbucksjobs
5 strategic pillars:
1. Retail management
2. Retail hourly
3. SSC positions
4. Global reach
5. #reasonstoworkatstarbucks

16. @Starbucksjobs internal communication plan
1.Follow us link on our Career Center & landing pages
2.CRM messages
3.Weekly coffee tastings
4.Weekly internal newsletter
5.Open forums
6.Intranet
7.Linkedin integration to ^KD & ^JL

17. Career Center
Q&A

18. My Starbucks Idea – Partner Site

19. Twitter/Linkedin integration

20. More Linkedin integration

21. Landing pages/social media integration

22. CRM--
October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams
July 2009: Expanded to all Starbucks recruiters
March 2010: Database has grown to 75K+ prospects
Using CRM to Develop and Maintain Prospect Relationships
•Starbucks sourcers & recruiters use CRM to build pipelines and track prospects
• Implemented training, consistent business process & continuous improvement practices
• Users search multiple databases via CRM, import prospects directly, and maintain
relationships via branded messaging campaigns
• Integration with ATS (Taleo): prospects are exported directly to open requisitions

23. Using CRM to Develop and Maintain Prospect Relationships
Innovation: ‘Autobot’ program
• Autobot is the internal name for an innovative, automated candidate generation program
developed by the Talent Engagement (Sourcing) team
• Automated candidate generation leveraging CRM search agents
• Branded email communication sent to prospects inviting prospects to apply for open positions
• Seamless source code tracking from CRM to ATS
Result: 27 Hires FY10 YTD (Store Managers & Assistant Store Managers)

24. What’s next?
SMS campaigns
Mobile application
Job mention on our Starbucks
iphone app v.2 in July 2009

25. Social media guidelines
Our recommendations:
We’re all brand ambassadors. We’re always representing our brand. On and off
work.
Keep it in first person. Make it clear that you are speaking for yourself and not
on behalf of your company.
Stick to your expertise, stay factual and when giving an opinion, state it as such
LESSON LEARNED: Don’t let employees secure a domain or Twitter handle on
behalf of your company. If they leave, it goes with them, so could your brand.

26. Tweeting is a conversation
• Stats
Glossary:
– Around 70 followers before our 1st Tweet was Mention Used to reply to
posted @ Reply someone’s Tweet or
mention someone in a
– Over 1500 engaged Followers, at present, via Tweet.
organic growth
– Measuring web analytics & managing account
via CoTweet HashTag Used to tag a keyword
# Hash for Search results
• Audience / Partnerships
– Both Job Seekers & Connectors!
ReTweet An accepted practice of
– Partnering with the Digital Strategy Team to RT copy/pasting others
align with their Consumer work Tweets
• Power of RT
– Expand Our Reach … unique channel to express Direct Used to send other
our Employment Brand & opportunities DM Message users a private message
– #reasonstoworkatStarbucks campaign
• ROI
– Multiple & documented Hires for disparate
businesses within 90 days of go-live

27. It takes a cross-functional team to make it happen

28. The end
Q&A