Social Media 4 Recruitment


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Graduate Recruitment – Doing Things Differently

So last night, a few of us attended the Recruitment Society event: Graduate Recruitment – My World of Windmills, Competitions and Doing Things Differently. The speaker was Vicki Spindler, Graduate Resourcing Manager at Tesco, and the event was held at Cass Business School, City University in London.

After a short train delay and a bit of map-reading confusion, we finally found the venue. Being a bit late, we had to sneak in the back, after the presentation had started. I did manage to get some notes on the main points though.

  • Vicki stressed the importance of getting to students early, not just targeting final year students.
  • The aim of Tesco’s graduate campaign was to move away from their “cold and corporate” image.
  • Tesco wanted to be in the hearts and minds of students, to educate them about the content of work and the culture of the company and to above all, do things differently.
  • The Tesco Business Game was launched as a competition to make it fun, active and engaging. A bit like The Apprentice, it showed students how they do things within the business, with the message “did you know you can actually get a job doing this?!”. 49 out of 50 students applied.
  • Vicki also stressed the importance of the Employer Brand.
  • On a small budget, Vicki was looking to do something original and innovative to hook in the students. Her team went to two universities, armed with branded plastic windmills to give out to students. The windmills had codes on them which when checked-in rewarded random winners with Tesco vouchers. Over 2 days, Vicki received 381 entries. She found that even though a lot of the students weren’t interested in talking about graduate schemes, she managed to change the Tesco image from “cold and corporate” to “original and quirky”.
  • Social Media appears to have played a small part in her campaign. The hashtag #DiscoverTesco was a bit of an afterthought, but Vicki was very excited to have received 8 mentions associated with the campaign from students on Twitter.

The key messages from Vicki’s experience were to start early, to be fun and creative and to show the people behind the brand.

There wasn’t much of a focus on social media, but it’s interesting to see what other people are doing.

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What is Hollaroo?

  • It can be branded.
  • Conversations are confidential.
  • There is a mobile app to access the platform.
  • You just need an email address and password to create an account.
  • You can import information for your profile from LinkedIn and Facebook.
  • Your profile shows the history of your activity on the site.
  • You can invite people to join by email.
  • Candidates can refer others outside of the network.
  • Talent Pipelines – If there aren’t jobs available for the candidates.
  • Referral site for employees.
  • Messaging.
  • Groups by role, function and location. You cannot see the other members of the group or other categories of users, e.g. employees, candidates etc.
  • News section – can be automatically filled from the client website, press releases, white papers etc.
  • You can hold Q&A sessions within the network.
  • Content can be shared.
  • Jobs automatically post from the ATS to Hollaroo. You can then choose who these are visible to.
  • Share jobs – the recipient receives a notification within Hollaroo and by email.
  • Applying for jobs happens through the ATS.
  • It’s difficult for candidates to communicate with each other, so couldn’t be used as a networking tool.
  • It isn’t clear how interaction works in groups.
  • Hollaroo provided no examples of platforms for talent pipelines and the case studies shown were both law firms.
  • Would people join this in addition to all their other networks?
  • They worked on a network for London 2012.


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Hollaroo Conference – Interesting Stats

  • 80% of executives globally believe the ability to attract and retain the best people will be the primary force influencing business strategy.
  • There are currently 5 generations in the workplace.
  • Candidate behaviour:
    • 98% use search engines.
    • 58% have completed all their research about the employer before applying.
    • 14% believe what companies say about themselves.
    • 78% believe employees.
    • 88% leave jobs for reasons other than money.
    • 89% of employers think people leave because of money.
    • 60% of employees would recommend jobs to their friends.
    • 23% of employees participate in referrals.
    • 55% of employees believe it’s important people want to work for their employer before referring them.
  • Mobile:
    • 2.8 million jobseekers a month access job listings from their mobile. 67% of these search every day.
    • 88% of job seekers would search jobs using their mobile.
    • There are over 1,000 mobile apps for recruitment.
    • 90% of Fortune 500 companies do not have a mobile optimised career site.
    • 1 in 5 recruitment searches are on a mobile.
    • 40% of candidates will go to competitors if your site is not mobile optimised.
    • Mobile ads are 50% cheaper than on desktops.


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Talent Connect… Part 2

Here’s some LinkedIn stats from the conference today:

  • They now have 175+ million registered users
  • They have gained 58 million of these since the European conference last year
  • Last year 10% of users were on mobiles, now this figure has increased to 25%
  • 12,000 organisations are using LinkedIn products
  • 5 billion searches were completed in the last year
  • 10 million endorsements are happening daily
  • 2 billion network updates are viewed weekly



New features:

1. People follow and long form content – you can now follow people, not just companies on LinkedIn. The example they used was Richard Branson (as shown below). This also means they can post longer pieces of content, similar to blog pieces rather than just status updates.

Richard Branson – People Follow

2. Talent Brand Index – this is something that LinkedIn now work out to show companies how their employer brand is working. This is worked out using the ‘Talent Brand Reach’ which is how many people are familiar with the company as an employer i.e. viewing employee profiles and connecting with employees. The ‘Talent Brand Engagement’ which is the number of candidates who have interacted with the company i.e. visited the careers page, followed the company, viewed jobs. You then divide the Talent Brand Engagement by the Talent Brand Reach x 100 to get a percentage and this is the ‘Talent Brand Index’.
Here is an example to explain this clearly:

Rolls Royce have 745,909 candidates familiar with their company on LinkedIn (Talent Brand Reach).
They had 116,299 interactions last year (Talent Brand Engagement).
116,299/745,909 x 100= 16% (Talent Brand Index).


3. InDemand – you can now see LinkedIn’s most InDemand employers by country and by function. This is of course based on data from LinkedIn. You can view it here: http://talent.linkedin.com/indemand/?trk=blog10.12#uk

LinkedIn’s most InDemand Employers

4. Sponsored Jobs – another method of PPC advertising where the ‘Jobs you may be interested in’ currently is. Sponsored ads will go above other jobs. Apparently these have 5 x the CTR compared to other jobs, candidates are 3 x more likely to apply for the role and the ads are combined with passive candidate targeting so only targeted candidates see the ads.


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Talent Connect… Part 1

Overall a very ‘cool’ conference. Live music included a DJ and two violinists plus a makeover station for delegates to get made-up and have their photo taken so they have a new LinkedIn profile pic. Here’s some pictures for you…

Welcome to the conference

Huge screen with the two violinists

Lunch and break area

Conveyor belt sushi

LinkedIn product station

Makeover station