Recruiting with Facebook

Increase candidate engagement by 100x

How to recruit with Facebook

Today’s Challenges

WHAT’S HARD

2 universumglobal.com

Marketing manages our Facebook & consumer brand

We’re not sure what to talk about

We don’t want people posting negative

comments

Our leadership doesn’t think it will work

You’re not alone:

Of the 6000 top brands we track, 42% have FB career pages.

We don’t have the staff /capacity

available to manage social

18% Over last 6 months

2014 | CANADA | STUDENTS


About Universum

Framing the Problem

A FRAMEWORK FOR UNDERSTANDING THE CHALLENGE


“What we are in for? How much content? How frequent do we need to post? We don’t want to open a can of worms.”

Strategy?

“We need to understand what will resonate with the talent we want and compel them to engage.”

“We don’t have anyone available to manage this.” Capacity?

‘”We have limited resources. We are cutting back on schools. We need to focus on what will produce results.”

Investment?

Message?

“We need evidence that it will work in order to get leadership buy-in.” What advantage will this give us?

Support?

Goals:

Reach better candidates that fit (not necessarily more)

Beat recruiting competitors Access hidden talent

Save money and increase ROI of current investments

6

•  Which of the following sources influence you the most when gathering information about potential employers? Please select a maximum of 3 alternatives.

Who influences students the most when gathering information about potential employers in Canada?

2014 | Canada | Students | All Students

KEY IMPERATIVE FOR INDIRECT CHANNELS

Leverage Social Media to amplify brand

(see next section)

48%

37%

36%

34%

30%

26%

23%

17%

7%

Other people I know who have worked / are working atthe employer

Professors at my school/university

Current students from my school who have worked / areworking at the employer

Career services at my university

My parents

My friends

Alumni from my school who have worked / are workingat the employer

My classmates

Other

7

•  Which of the following sources influence you the most when gathering information about potential employers? Please select a maximum of 3 alternatives.

Who influences students the most when gathering information about potential employers in the USA?

2014 | US | Students | All undergraduate students

Leverage Social Media to amplify brand

(see next section)

44%

43%

42%

40%

30%

23%

21%

16%

5%

Other people I know who have worked / are working atthe employer

Career services at my university

Current students from my school who have worked/areworking at the employer

Professors at my school/university

Alumni from my school who have worked/are working atthe employer

My parents

My friends

My classmates

Other

Which social media channels are right for us?


7.7

The average number of channels students use to learn about employers is…

8.1


Count: 187 Million Active Monthly Users Students: 30 Million Globally Reported Date: April, 2014 Launch Date: May, 2003 Millennialthat use LinkedIn once a day: 13%


Count: 271 Million Active Monthly Users Reported Date: July, 2014

Count: 1.07 Billion Active Monthly Users 202 Million in US & Canada Reported Date: June, 2014 Daily Active Users: 829 million Daily Active Users in US & Canada: 152 Million (most active globally) Americans Using Facebook: 56.4% Millennials (15-34 Year olds) : 66% use Facebook

This is an area of BIG opportunity

12

Across North America, less than ½ of your competitors are using Facebook to recruit!

13

•  The chart above does not present actual data.

Understanding how different channels influence students


How did their communications influence you?

For each level of influence, the communication channels are ranked according to how they influenced the students.

I became aware of the company as an employer

I started to consider the company as a potential employer

My interest to work for the company became stronger

It made me decide that I want to apply to this company

I don’t know

Which employer has been most successful in each of these channels? Open text answer

Which channels do you use in general to learn about potential employers? Presented with a selection of channels

14

•  How often do you visit each of these networks/communities? •  How much time do you spend on each network/community per visit? •  Please categorize the context in which you use these online networks/communities.

Student usage of Facebook


Context in which Facebook is used by students How often do students visit Facebook?

23 minutes

Average time spent per visit

Career purposes only Both social and career purposes Social purposes only

34%

38%

16%

8%

3%

2%

I’m constantly checking this network

Several times per day

Once a day

A couple of times a week

A couple of times a month

More seldom

0%

35%

65%

15

•  Have you searched for information about employers through these online networks/communities? •  Do you follow employers on these online networks/communities? •  Have you received information from employers through these online communities? •  How do you feel about receiving employer information through the following online communities?

Student-employer interaction on Facebook


48%

Students looking for employers on Facebook

Employers approaching students on Facebook

54%

26%

How do students feel about it?

of the students have searched for information about employers

through Facebook

of the students are following employers on Facebook

of the students have received information from employers on Facebook

I like it very much I like it somewhat I dislike it somewhat I dislike it very much

27%

56%

15%2%

16

•  How often do you visit each of these networks/communities? •  Please categorise the context in which you use these online networks/communities.

Student usage of Facebook


Context in which Facebook is used by students How often do students visit Facebook?

Career purposes only Both social and career purposes Social purposes only

37%

39%

13%

6%

3%

2%

I’m constantly checking this network

Several times per day

Once a day

A couple of times a week

A couple of times a month

More seldom

1%

30%

69%

17

•  Have you searched for information about employers through these online networks/communities? •  Do you follow employers on these online networks/communities? •  Have you received information from employers through these online communities? •  How do you feel about receiving employer information through the following online communities?

Student-employer interaction on Facebook


45%

Students looking for employers on Facebook

Employers approaching students on Facebook

54%

28%

How do students feel about it?

of the students have searched for information about employers

through Facebook

of the students are following employers on Facebook

of the students have received information from employers on Facebook

I like it very much I like it somewhat I dislike it somewhat I dislike it very much

35%

49%

12%3%

Why Facebook?

Of North Americans using social media who said that Facebook had the biggest

impact on their purchase decisions.

47%

19

•  This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.

The Universum Drivers of Employer Attractiveness

2014 | Canada | Students | Engineering Focus Report

The contents and demands of the job, including the learning opportunities provided by the job • Challenging work • Client interaction • Control over my number of working hours •  Flexible working conditions • High level of responsibility • Opportunities for international travel/relocation • Professional training and development • Secure employment •  Team-oriented work • Variety of assignments

The monetary compensation and other benefits, now and in the future • Clear path for advancement • Competitive base salary • Competitive benefits • Good reference for future career • High future earnings •  Leadership opportunities • Overtime pay/compensation • Performance-related bonus • Rapid promotion • Sponsorship of future education

The attributes of the employer as an organization • Attractive/exciting products and services • Corporate Social Responsibility • Environmental sustainability • Ethical standards •  Fast-growing/entrepreneurial •  Financial strength •  Innovation •  Inspiring management • Market success • Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace • A creative and dynamic work environment • A friendly work environment • Acceptance towards minorities • Enabling me to integrate personal interests in my schedule •  Interaction with international clients and colleagues •  Leaders who will support my development • Recognizing performance (meritocracy) • Recruiting only the best talent • Respect for its people • Support for gender equality

PEOPLE & CULTURE

Students are looking for jobs where they can learn and grow in a stable, collegial environment

STUDENT PREFRENCES


0

10

20

30

40

50

60

Wei

ghte

d %

of s

tude

nts

findi

ng im

port

ant Relative Importance of Employer Attributes

USSS 2014, all undergraduates Employer reputation & image

Job Characteristics

People & Culture

Remuneration & Advancement

Canadian students emphasize collegiality when assessing employers

STATE OF THE TALENT MARKET


0.0

10.0

20.0

30.0

40.0

50.0

60.0

Weighted % of S

tude

nts S

elec2n

g as Im

portan

t Importance of Employer Attributes in Canada CASS 2014, all undergraduates

Employer reputation & image

Job Characteristics

People & Culture

Remuneration & Advancement

22

Addressing relevance to create resonance.

Successful Employer Brands are built on stories from within.

Generation WHY – On a quest for reason

85% of students globally say that their job will be a part of who they are

universumglobal.com 23

Storytelling is the preferred way for graduates to learn about potential future employers.


INSIGHTS

Employer Branding Strategy

Activation Strategy

DISTRIBUTION

ENGAGEMENT STORIES


FROM:

Old transactional job-centric world “this is a job”

TO:

The new social attribute-centric community

“this is your life”

2014 | CANADA | STUDENTS


Understand Current Brand Positioning

PREFERENCES ASSOCIATIONS

INTERNAL IDENTITY

EVP Why people choose an IDEAL employer

What your target group associates with your

organization

Your internal perceptions of your Employer Brand

UNIVERSUM


Who is listening?

What is resonating?

Is the right content communicated?

What are the competitors doing?


Identifying the Overlaps between Preferences and Associations

Average attractiveness of the attributes within the driver

Important areas where the employer rates low -

consider whether to adapt communication

Important areas where the employer rates highly - continue communicating

Less important areas where the employer

rates low - monitor / no action

Less important areas where the employer

rates highly - keep as is

Average association for all employers

Attractiveness within the target group

Associations

Evaluate Your Attractiveness Versus Your Associations

2014


SOCIAL MEDIA AUDIT


What content should we focus on?

What attributes are they missing?

What are our recruiting competitors focusing on?

FACTS & FIGURES EMPLOYEE

INTERVIEWS

MANAGEMENT INTERVIEWS

EDITORIAL NEWS

EMPLOYER VIDEOS

HIGH FUTURE EARNINGS

SECURE EMPLOYMENT

RESPECT FOR ITS PEOPLE

A FRIENDLY WORK ENVIRONMENT

A CREATIVE AND DYNAMIC WORK ENVIRONMENT

TARGET SOCIAL MEDIA AUDIT PROPOSAL


NUMBER OF LIKES: 98 NUMBER OF SHARES: 2 NUMBER OF COMMENTS: 4

MOST ENGAGING TEXT POST


What engages your audiences? EXAMPLE LEAST ENGAGING TEXT POSTS

TARGET SOCIAL MEDIA AUDIT PROPOSAL




What engages your audiences? EXAMPLE MOST ENGAGING VIDEO POST LEAST ENGAGING VIDEO POSTS

Social Media Metrics Ranking

universumglobal.com 33

Conversion Reach /Trigger-> Engagement:

22.2 % Facebook’s average: 0.4 %

Goal

Target Group

Result

Social Media Activation – Top in industry on Facebook

SOCIAL MEDIA ACTIVATION BY UNIVERSUM – EXAMPLES FROM 2014


•  Increase the internal pride •  Win better candidates and improve ranking

Reach: 8,860 individuals

Engagement: 1,069 click & 901 actions Frequency in newsfeed: 5 times/individual

•  People that works at EY (Internal EB) •  Business students at focus universities

Conversion Reach /Trigger-> Engagement:

4,0 % Facebook’s average: 0,4 %

Goal

Target Group

Result

General Social Media Activation

SOCIAL MEDIA ACTIVATION BY UNIVERSUM – EXAMPLES FROM 2014


To prolong Sigma Technology’s message through: •  Reaching more people •  Visibility in the context of innovation •  Increased frequency (viewings per individual)

•  Current employees •  Engineering students in target schools

Reach: 17,568 Individuals

Engagement: 389 click & 310 actions Frequency in newsfeed: 2 times/individual

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Combining strategy, control and operations


Q1 Q2 Q3 Q4

ACTIVATION PLATFORM

ACTIVATION CAMPAIGNS

ACTIVATION STRATEGY

TRUTH &

TRANSPERANCY


A FRAMEWORK FOR UNDERSTANDING THE CHALLENGE


Know what to post, when to post, what to write and how to win.

Right Strategy

Focus on the right things not all things.

We give you the metrics, hand off the content, manage for you and teach you to fish

Expand Capacity

Extend your reach. Improve the ROI of current recruitment marketing. Get in front of more candidates and keep the conversation alive.

Improve Investment

Right Message

Proven ROI. A metric driven strategy based on market intelligence, control and a competitive advantage that leadership can stand behind

Improve Support

Tomorrow’s Solutions – An Action Plan


Thank you!

Questions? Please enter them into the “questions” tab on your control panel!

CONTACT Jason Kipps Managing Director, Canada

[email protected]

416-938-4411

ARE YOU READY FOR THE NEXT STEP IN THE WORLD OF EMPLOYER BRANDING

Recruiting with Facebook

Recruiting & HR

Transcript of Recruiting with Facebook