Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand

Cignas Success*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna Heres how we did it at Cigna*

Making lives better. One individual at a time.our story

In a world of many millions, we see each person defining a healthy life on his or her own terms. It's our aim to be part of that journey, helping people achieve better health and peace of mind along the way. David Cordani, CEO

our vision

Were on a journey to become truly Customer-centricA company that puts the customer front and center of every decision, discussion and discovery we make as a company.80 million customer relationships worldwideone clear focus*HeadquartersBloomfield, Connecticut

Annual Revenues$29.1 billion

Reach30 countries and jurisdictions

Our team35,000 people worldwide

Recognized as one of the nations leading providers of health benefits and related services, Cigna is dedicated to helping the people we serve improve their health, well-being and sense of security.

We make this happen by offering a broad range of integrated health care and related plans and services, and proven health and well-being programs that are targeted to meeting the unique needs of our customers, clients and partners.

For more than 200 years, Cigna companies have been helping people live healthier, more secure lives.

Cignas purpose is to improve health physically, behaviorally and financially.

Our clients look to us for the expertise, services and tools that will help themimprove the well-being of their employees, while lowering their benefit costs.

At the same time, millions of customers around the world seek our guidance and rely on us for a wide range of programs and services designed to meet their unique needs.

youre an original. we wont forget it.*We understand and nurture your individual strengths to help you achieve what matters most in your life. Our promise to you.we work to make experiences easy and reliable in ways that you find proactive, personal and empathetic. our principles







improving what matters most*Cigna is committed to helping the people we serve improve their health, well-beingand sense of security.

our mission

*

as peoples needs evolved, so did we2000

Global Health ServicesU.S.Insurance Carrier1792*

Since getting our start as a U.S. insurance company, Cigna has grown expanding across the world, with sales capability in 30 countries and jurisdictions. Today our 35,000-person international team serves customers in virtually every corner of the globe.

our history**

*

our strategy to better serve customers*

Expand into new customer segments and product lines while maximizingcapabilities in new geographies

Focus on individual needs and offer highly personalized solutions Deepen our leadership in targetedgeographies and customer segmentsand capabilities

strong growthour customer focus is paying off*invest in the futurerobust financialsHigh customer and client retentionWinning new relationshipsExpanding existing relationships

Strong revenue and earnings driven by growth

Our successful results enable us to reinvest in ways to continually improve

our success

Understanding Our Audience*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Understanding Our Audience

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna What is our audience doing in social media spaces we are interested in?

What motivates this behavior?

What social communities already are active in our space, or even around our brand?

Where are the conversations taking place?

Who is talking?

Are the speakers influential?

How are they referencing my brand and in what context?*

*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Have Clear Objectives: Measure & Define

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna HAVE CLEAR OBJECTIVES (Measure and Define):Increase in database of candidates

Savings in advertising costs (referrals from social, online video)

Increase in career site traffic

Increase of candidates per req*

Have a Policy Before You Need One

*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna *http://www.shrm.org/about/pressroom/PressReleases/Pages/SHRMSurveyincreaseSocialMedia2012.aspx

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna SHRM Survey: An Examination of How Social Media Is Embedded in Business Strategy and Operations

55 percent of surveyed employers plan to increase their social media efforts in the next year.

40 percent of organizations have a formal social media policy.

56 percent of social media policies include a statement regarding the organizations right to monitor social media usage.

Other common policy components include:

a code of conduct for employee use of social networking for personal purposes (66 percent), or guidelines for social media communications (55 percent).

*

Our Brand Online*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Twitter


Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna Engaging and informing candidates-Career-specific Twitter handle a Twitter handle, separate from the corporate handle, dedicated to career information, job postings and candidate.

*

Glassdoor*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna

Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna Glassdoor is a career community that is changing the way people find jobs and companies recruit top talent. They have 18 million members and 4 million company reviews.45 day free trial which provides us with an Enhanced Employer Profile, 30 days of free unlimited job ads with featured jobs including Medical Coders, Customer Service/LTD Associate, Project/Process Managers, and Sales/Client Support Specialists and 45 days of free access to the enhanced reporting functions.Anyone can join and leave reviews, so today to leave a positive review of Cigna?*

Facebook*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna


Social Job Sharing*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna


Measuring Our Performance*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna


LinkedIn*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna


Cigna Today- What is our global presence?*Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. 2013 Cigna




Confidential and Proprietary Glassdoor, Inc. 2008-2014#Glassdoor

What We Know About Todays Candidatesso why is it so hard to find the right job and company?

Todays Candidates

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What We Know About Todays Candidatesso why is it so hard to find the right job and company?

51% have buyers remorsedue to an inaccurate picture of the job95% are influenced by reviewsfrom those inside the company69% wouldnt take a job with a company that had a bad reputation

1) Based on a DDI study of 2,300 recruiters, 51% of new employees have buyers remorse, 88% looking to leave within 6 months because hiring process failed to paint accurate picture of job. As a result, todays candidates are looking for more than just the employers perspective (career site, job description, recruiter conversations). Theyre seeking out information from new channels that didnt exist even 5 years ago. According to Nielson Research, 70% trust online reviews and ratings as a source of brand information.

2) Todays candidates are no different. Glassdoor polled its 22M members and found that 95% say reviews from those on the inside are influential when deciding where to work. And a companys reputation has more of an impact than you might expect.

3) Corporate Responsibility Magazine commissioned a poll which gathered responses from over 1,000 employed and unemployed Americans to gain insight into how both corporate reputation and transparency impact job decisions. The study found that 69% of todays candidates wouldnt take a job with a company that had a bad reputation even if they were UNEMPLOYED! 84% would consider leaving their current job if offered another role at a company that had an excellent reputation, and most in the $75-$100K salary range would only require a 1-10% salary increase to consider the job.*


What We Know

A companys Employer Brand Reputation directly impacts its ability to attract and retain top talent

What does this mean for employers?

In a 2013 survey by ERE, of the 4,700 talent acquisition decision makers, there was a 50% cost-per-hire savings with a strong employer brand. Its no longer just about creating a Facebook page or adding photos to your career site. Your Employer Brand directly impacts your ability to attract and retain talent. Its critical that employers are promoting their brand where todays job seekers are looking for information.

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Helping People Find The Jobs & Companies They Love

has become the most trusted and transparent place for todays candidates to search for jobs and research companiesMember growth over 4 years48%of job seekersuse Glassdoor(Source: Software Advice Report, Jan 2014)

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Oct-08238,2401.83

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Jul-09713,505

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Oct-091,183,447

Nov-091,205,136

Dec-091,153,160

Jan-101,604,232

Feb-101,645,758

Mar-101,784,128

Apr-101,869,402

May-101,796,484

Jun-101,946,250

Jul-101,987,624

Aug-102,170,921

Sep-102,224,013

Oct-102,358,933

Nov-102,470,337

Dec-102,530,624

Jan-113,432,900

Feb-113,223,559

Mar-114,075,614

Apr-114,157,028

May-114,299,102

Jun-114,540,380

Jul-114,592,310

Aug-115,015,814

Sep-115,138,2001.6177912498

Oct-115,309,057

Nov-115,200,840588%

Dec-114,889,839

Jan-126,510,897

Feb-126,385,918

Mar-126,771,338

Apr-127,398,552

May-128,025,138

Jun-1212,036,373

Jul-1213,130,354

Aug-1213,130,354

Glassdoor has become the most trusted & transparent place for candidates to search for jobs and research companies. Software Advice Report found earlier this year that 48% of job seekers use Glassdoor at some point in their search.Why? To get an inside look through 6M ratings and reviews for 300,000 companies.Job seekers are well researched leading to higher applicant quality and better fit candidates.So how do we help employers influence these candidates researching them and recruit those who do not have you top of mind?

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Job Advertising

Promote your employer brand to candidates researching youAdvertise your jobs to ideal candidates who might not be aware of you*How We Do ItApplicant QualityCandidate InfluenceEmployer Branding

We help employers of all sizes advertise their jobs and promote their employer brand through targeted Job Ads and Enhanced Profiles.What differentiates us is our:Applicant qualityInfluence on candidate decisions

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The Results We See2x better applicant quality vs traditional job boards30% lower cost-per-hire than other recruitment channels3x more influence over candidates decisions

Of our 1,200+ customer base, including Cisco, we see 2 times better applicant quality, 30% lower cost-per-hire, and 3 times the influence over candidate decisions.

Thanks again for joining us today and to Cisco for sharing so many insightful ways to use talent analytics to source your next hire.

Now Id like to hand it back over to Anna to see if there are any questions.

*


Questions?

Sample Questions:

*

Katie will introduce Dina and Kelly*

*Why think like a marketer?There are so many candidates looking for jobs these days. You Need to Stand OUT!Times are changing and you have to respond to todays candidatesMillennials are entering the workforce so brand transparency is becoming more and more importantIts time to make sure people know about your company because they are searching for a company to work for just as they search for a car, house, restaurant.

Were hearing it everywhere recruiting and marketing are becoming one in the same. As a recruiter, you have to be able to market your strengths and message to the talent that you are trying to reach. Marketo is going to give you a great case study in a bit on how they were able to do this successfully.

*They need instant feedback. Grew up researching thingsusing Yelp, tripadvisor.Always have a wifi/mobile devices/tabletsInformation is at their fingertipsThey want transparency. Selective about where they work and do research on what its like working at certain place.*If you dont manage your employer brand, then someone else will write the story for you.*Instant transparency gets you started on the right foot. When candidates can see views of past and current employees and the companies own view of their culture. Their decisions are a lot easier. *Dont be afraid of transparency!

Embrace Transparency

If want to effectively reach job seekers and employees, you need to embrace transparency. Social job search is here.

If it can be known, it will be known, and people are finding it in places like facebook, LinkedIn, blogs, and services such as Glassdoor.

Does this TERRIFY you and your organization? Take a deep breath.

This knowledge cannot be hidden. Knowledge of what its like to work at a company will be known and in fact, it has always been known! Its just that before youd hear gossip around the water cooler or from your next door neighbor and now you get a tweet to your phone.

instead of being afraid of this transparency and the speed at which information is being delivered, be brave and embrace it as an opportunity!

If leveraged the right way, companies that adapt now have a new way to hire and retain top talent.

Weve watched this unfold in other industries. Like Travel (Our Co-Founders were Executives at Expedia & Hotwire)

At first hoteliers where frightened of TripAdvisor. Fast fwd 10 yrs, and now hoteliers and other travel suppliers are Tripadvisors biggest partners

Hoteliers figured out how to leverage Tripadvisor to fill their empty rooms

Similarly, Glassdoors early employer partners like Pepsi and Accenture figured out how to use social media sites like Glassdoor to fill their open positions.

*There are so many resources to help you develop a brand and establish a transparent company!*First things first, you need to assemble your group of talent brand ambassadors.And where best to start assembling than within your organization. Your employees are shaping the decisions of future candidates. You also need to think about those external fans as well coming to your page to do homework on why you are a great place to work and what message they are getting.

Get employees on board and have them:Uploading picturesUploading salary infoSocial Media campaignsWriting Reviews

*So you need to arm those within and outside your org with the right instruments. What are your employees saying and is it consistent to your company message? What are candidates saying before and after interviews and what can you learn from that?

*Once you have the kinks worked out, turn the volume up cause youre ready to start blasting out your message to EVERYONE!*There are many marketing channels where you can share your employer brand and story! Here are a few examples where you can promote your brand*Heres how we did it at Cigna*













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What is our audience doing in social media spaces we are interested in?

What motivates this behavior?

What social communities already are active in our space, or even around our brand?

Where are the conversations taking place?

Who is talking?

Are the speakers influential?

How are they referencing my brand and in what context?*HAVE CLEAR OBJECTIVES (Measure and Define):Increase in database of candidates

Savings in advertising costs (referrals from social, online video)

Increase in career site traffic

Increase of candidates per req*SHRM Survey: An Examination of How Social Media Is Embedded in Business Strategy and Operations

55 percent of surveyed employers plan to increase their social media efforts in the next year.

40 percent of organizations have a formal social media policy.

56 percent of social media policies include a statement regarding the organizations right to monitor social media usage.

Other common policy components include:

a code of conduct for employee use of social networking for personal purposes (66 percent), or guidelines for social media communications (55 percent).

* Engaging and informing candidates-Career-specific Twitter handle a Twitter handle, separate from the corporate handle, dedicated to career information, job postings and candidate.

*Glassdoor is a career community that is changing the way people find jobs and companies recruit top talent. They have 18 million members and 4 million company reviews.45 day free trial which provides us with an Enhanced Employer Profile, 30 days of free unlimited job ads with featured jobs including Medical Coders, Customer Service/LTD Associate, Project/Process Managers, and Sales/Client Support Specialists and 45 days of free access to the enhanced reporting functions.Anyone can join and leave reviews, so today to leave a positive review of Cigna?*

*1) Based on a DDI study of 2,300 recruiters, 51% of new employees have buyers remorse, 88% looking to leave within 6 months because hiring process failed to paint accurate picture of job. As a result, todays candidates are looking for more than just the employers perspective (career site, job description, recruiter conversations). Theyre seeking out information from new channels that didnt exist even 5 years ago. According to Nielson Research, 70% trust online reviews and ratings as a source of brand information.

2) Todays candidates are no different. Glassdoor polled its 22M members and found that 95% say reviews from those on the inside are influential when deciding where to work. And a companys reputation has more of an impact than you might expect.

3) Corporate Responsibility Magazine commissioned a poll which gathered responses from over 1,000 employed and unemployed Americans to gain insight into how both corporate reputation and transparency impact job decisions. The study found that 69% of todays candidates wouldnt take a job with a company that had a bad reputation even if they were UNEMPLOYED! 84% would consider leaving their current job if offered another role at a company that had an excellent reputation, and most in the $75-$100K salary range would only require a 1-10% salary increase to consider the job.*What does this mean for employers?

In a 2013 survey by ERE, of the 4,700 talent acquisition decision makers, there was a 50% cost-per-hire savings with a strong employer brand. Its no longer just about creating a Facebook page or adding photos to your career site. Your Employer Brand directly impacts your ability to attract and retain talent. Its critical that employers are promoting their brand where todays job seekers are looking for information.

*Glassdoor has become the most trusted & transparent place for candidates to search for jobs and research companies. Software Advice Report found earlier this year that 48% of job seekers use Glassdoor at some point in their search.Why? To get an inside look through 6M ratings and reviews for 300,000 companies.Job seekers are well researched leading to higher applicant quality and better fit candidates.So how do we help employers influence these candidates researching them and recruit those who do not have you top of mind?

*We help employers of all sizes advertise their jobs and promote their employer brand through targeted Job Ads and Enhanced Profiles.What differentiates us is our:Applicant qualityInfluence on candidate decisions

*Of our 1,200+ customer base, including Cisco, we see 2 times better applicant quality, 30% lower cost-per-hire, and 3 times the influence over candidate decisions.

Thanks again for joining us today and to Cisco for sharing so many insightful ways to use talent analytics to source your next hire.

Now Id like to hand it back over to Anna to see if there are any questions.

*Sample Questions:

*

Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand

Recruiting & HR

Transcript of Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand