Social Networking Sourcing StrategyMeri Miller-Decker, Director Talent Acquisition

September 22, 2010

Social Networking Sourcing StrategyMeri Miller-Decker, Director Talent Acquisition

September 22, 2010

PETCO Animal Supplies

22,000 Associates

1050+ stores across all 50 US states

Headquartered in San Diego, CA

Hybrid Recruiting Model

Decentralized – Store Managers hire store employees

Centralized – Provide systems, tools and process to facilitate store hires; Responsible for all sourcing; Full-cycle recruiting on corporate, Store Manager, District Manager and leadership roles

3

Catalysts for Change

Excessive Agency Fees

Internal perception of proactive sourcing skills

Internal perception of quality of hire

Opportunities aligned to LinkedIn demographics

External labor market

4

External Labor Market

Source: CLC Recruiting

• Recent economic uncertainty has made employed talent more passive and less likely to switch employers.

• The percentage of very passive talent willing to switch employers for better pay or managers has decreased significantly since 2006.

5

External Labor Market

Source: CLC Recruiting

• Between 2007 and 2010, the average number of applicants has increased by 128%.

• Unfortunately for recruiters, many of these applicants are unqualified, with 83% of recruiters reporting that fewer than half of applicants are qualified.

6

Laying Foundation Aligned Recruiter Expectations with Proactive Networking

Track % hires/submittals from pipeline/connections for baseline

Contest to grow individual LinkedIn network

Provided Recruiter Lead Generation Training LinkedIn Training

Groups, Networking etiquette, LI Recruiter dashboard

Arbita SourcingCold calling, Online sourcing, Lead generation

Responsibility of a Brand Ambassador

Adjust Organizational Sourcing Strategy SEO – New PETCO Career site

SEM – Search engines, Niche networks, Targeted banners

Job Aggregators – SimplyHired.com; Indeed.com

Proactive Pipelining of QAI candidates

7

Social Networking

Engaged Social Media, Communications and Legal team Can be very time consuming channel

More risk and potential liability if tool is not properly leveraged

Agreed to “push out” only strategy for Social Networking

LinkedIn = Professional Networking

“Push Out” Strategies Twitter – LinkedIn profile status update; Tweetmyjobs.com

Facebook – Jobs tab on Corporate page; Link to Career Site

MySpace – Pilot only for Grooming Salon Manager active sourcing

Jobs Widget Easily pulled onto personal network pages by Associates

Leveraged on Facebook, MySpace or Personal Sites/Blogs

8

Professional Networking

LinkedIn Recruiter & Job Slots 2009 – All Recruiters

2010 – Centralized sourcing team only

Talent Acquisition Team Company Profile Page with testimonials

Start, join and manage groups to form talent pools

LinkedIn button or url on all electronic communications

Search LinkedIn public profiles via CRM tool

Engage Leaders in building LinkedIn network Educate on successes and professional nature of LinkedIn

Encourage leaders to be present and active on LinkedIn

Proactively source candidates from HM prior employers for discussion

9

Measure & Optimize

Key Proactive Sourcing Metrics Tiered Sourcing Matrix – 80% of hires from Tier 1 (including LinkedIn)

Number of adds to LinkedIn and/or CRM database

Number of proactive networking calls

% of submittals/hires from pipelined/connected candidates

LinkedIn Enhancements Company Profile

RJP video, PETCO Alumni group, Timely updates

Targeted InMail Campaigns

Provide decentralized Hiring Managers with LinkedIn Access

10

Results

Significantly reduced agency spend

2008 - $1.7M 2009 - $722K 2010 - $60K YTD

80% reduction in YOY print advertising expenses

All external YTD District Manager hires via LinkedIn

Reduced Time to Fill due to proactively built networks

Improved Quality of Hire (CLC-RED Score)

Q3 2009 – 389/600Q2 2010 – 427/600