Leveraging Social Media to Win the War for Talent

May 30, 2013

Introduction Brett Underhill

•  Director, Recruiting Programs, Prudential Financial •  Oversee digital employment recruitment branding and

marketing strategy •  Member of LinkedIn Expert Advisors, LinkedIn 100 and

Conference Board research working group, Enhancing Talent Acquisition through Social Media

•  Avid amateur tri-athlete & foodie

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Introduction Jenny DeVaughn

•  Senior Director, Center of Expertise Employment Branding and Social Media

•  Consistently ranked as one of the top 10 most connected women on LinkedIn with 28,000+ first level connections

•  Former Social Media Manager at Waste Management, a global Fortune 500 company

•  NASCAR fan

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Social Media Top Sites for Recruitment

(Source: Social Recruitment Survey, Jobvite, 2012)

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Social Media Strategy Create Efficient Processes and Desired Outcomes

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Lesson #1 Gain buy-in and support from multiple stakeholders

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Gain buy-in and support from multiple stakeholders

•  Create a comprehensive business case for social media based on your talent acquisition goals

•  Gain executive sponsorship

•  Demonstrate mitigated risk and standard operating escalation procedures

•  Include influential Communications, Legal, IT, and Marketing leaders

•  Build bridges now to share budgets and resources later

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Lesson #2 Meet as a social media council to discuss initiatives with key decision makers

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Social Media Council

•  Ideally, meet face-to-face for the first meeting

•  Choose respected internal brand ambassadors

•  Discuss company-wide and department goals

•  Focus on pilots and options to vent concerns

•  Create manageable department/platform workstreams to report back to the social media council

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Lesson #3 Decide which platforms support your recruitment goals

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Decide which platforms support your recruitment goals

•  Research where your ideal candidates spend their time online and your competition’s level of engagement

•  Determine options within each social media network: recruiting resources, time, budget, KPI, and metrics

•  Discover what platforms could complement each other or used for branding vs. recruiting/sourcing

•  Share reasons for not using other social media sites to build credibility

•  Get permission to be innovative and try platforms that may be inactivated in the future

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2012 Randstad Sourceright Source of Hire North America – Social Media and Direct Sourcing

418%

350%

309%

196%

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Lesson #4 Go mobile

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Go mobile

•  Mobile is social, so this will only elevate your employment brand presence

•  Prioritize mobile options for career website

•  Integrate text options for candidates and recruiters

•  Understand limitations of mobile, including QR codes

•  Recognize impact of mobile search and job aggregators

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Mobile Limitations QR code on a billboard

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Apply for a Job Directly in Twitter Lead Generation Feature

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Lesson #5 Focus on the recruiter’s individual social media contribution

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Focus on the recruiter’s individual social media contribution

•  Set individual metrics and team goals

•  Review activity and desired analytics on a regular basis as a team to increase competition

•  Schedule monthly sessions to share best practices, challenges, data trends, and success stories

•  Add targets as a follow-up to any recruiter training

•  Decrease investments into platforms that are not producing desired hires and metrics

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LinkedIn Profile Recruiter with Prudential Financial

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Lesson #6 Each job description impacts your Employee Value Proposition (EVP)

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Each job description impacts your Employee Value Proposition (EVP)

•  Begin with each job requisition •  Support the enterprise employment brand •  Interview high-performing employees to create a unique

Employee Value Proposition (EVP)

•  Research where qualified candidates spend their time online

•  Create sharable collateral to maximize emotional impact of EVP and desired results in social media

•  Update recruitment marketing job templates to reflect values and embed videos

YouTube Channel Prudential Careers

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Lesson #7 Encourage employees to discuss their professional highlights in social media

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Encourage employees to discuss their professional highlights social media

•  Employee feedback is a direct reflection of your company’s benefits, culture, and opportunities to improve

•  Educate employees on how to use social media as a part of professional development and referrals

•  Set up accountability metrics for individual social media responsibilities

•  Take an impactful employee story and build a strong online campaign

•  Reflect a diversity of thought and levels of leadership

•  Give incentives to employees to share preferred content in social media

Individual Twitter Account @The_AlexBrown with @WMCareers

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Questions? Stay in touch

Jenny DeVaughn Randstad Sourceright Senior Director, Employment Branding and Social Media Jenny.DeVaughn@RandstadSourceright.com http://www.linkedin.com/in/jennydevaughn www.randstadsourceright.com

Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources brett.underhill@prudential.com www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com