This document summarizes a presentation about putting social media to work for recruitment at an energy company. It discusses the company's journey with social media recruitment including starting with no followers on channels and growing organically. It also discusses building engagement through content like blogs and videos. The company then ran a paid advertising campaign which increased likes and reach but had limited applications. Key learnings included the need for great content and internal buy-in. Future plans include engaging business areas and supporting content with targeted advertising.

1. 1
Putting Social Media
to work
CIPD Derbyshire & Notts Branch
03/02/2015
Becky McVittie, Resourcing Specialist RWE npower
Kirstie Houlton - CIPD Committee & TMP Worldwide
Perry Timms - CIPD Social Media & Engagement Adviser

2. www.pthr.co.uk @PerryTimms +PerryTimms
HR in a Digital Era
A new operating system for work
or a minor upgrade?
Perry Timms
Founder & Director - PTHR
CIPD Social Media & Engagement Advisor
Visiting Fellow - Sheffield Hallam University
Ambassador - #GiveBackUK
12 January 2015

3. www.pthr.co.uk @PerryTimms +PerryTimms
About todayThe only bullets from me...
- Our journey to digital
- The rise and fall of email
- The rise and rise of social
- A case study: how this works
- How to make sense of it all
- Putting social into play

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29. 29
Recruitment Social Media
npower Case Study
What we’ve achieved so far…
03/02/2015
Becky McVittie, Resourcing Specialist

30. 30
Agenda
• Why social media at npower?
• Where we started
• Building Engagement
• A paid advertising campaign
• Learnings
• Where we’re going next…

31. 31
Why social media at npower?
Results of Social
Listening
Cheap and easy extra
tool to engage potential
candidates
Increase internal
engagement/referrals
Who doesn’t use social
media?
Employer Branding SEO

32. Channel creation
Organic Growth through broadcast
Content Planning and Engaging Content
Paid Advertising
Our journey...

33. 33
Where we started…
Start: 0
Current: 1496
Start: 199
Current: 520
Start: 11,000
Current: 19,368

34. 34
Building Engagement
Blogs focussed on
current vacancies &
events
Good News Mailbox
Partnering with PR
Interesting articles
Internal
engagement
Intranet stories &
internal newsletters
Videos

35. 35

36. 36
https://www.youtube.com/watch?v=I3nj3hYG
UN4
• Insert Rainton House video

37. 37
Paid advertising campaign
Future Leaders
Gas engineers
Graduate
Campaign
+ 500 likes
+ 300 likes
46,000 reach
+ 50 likes
53,000 reach
1 application
0 applications
Small increase (5)

38. Website Conversions

39. 39
• Don’t under estimate the need for great and regular content
• Internal buy in and engagement really important
• Organic growth will get you so far, investment in paid for activity great
way to target audiences and grow group numbers – but should be used
carefully
• It’s not just about pushing out content – moderation and monitoring is
also important
• Resource – having dedicated resource to manage the channels is key
Learnings

40. 40
• Continue to build a great content strategy
• Engage the business – social media champions
• Involve the internal audience – internal competitions to promote internal
engagement with the channels
• Support content with targeted advertising for different business areas
• Continually reviewing channels and the ‘best fit’ for our needs –
introducing Twitter in Q1 2015
Where next?

41. Determine key
recruitment
posts and
timescales
Develop
personas for
audiences we
will recruit from
Determine the
right channels
to fit the
personas and
set up channels
Advertise to
draw the
audience to our
content
(develop an
engaging
content plan)
Use the content
to drive them to
our career site
opportunities
Utopia!

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Thank you!

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48. cipd.co.uk/mooc

49. Employer Branding Recruiting
Comms & Engagement
Innovation Learning Working

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51. www.pthr.co.uk @PerryTimms +PerryTimms
Thank you – would love to talk some
more.
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