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HOW UNITEDHEALTH GROUP USES SOCIAL MEDIA FOR RECRUITING TALENT

Blogwell – Washington, D.C.

5.4.2011

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WHY SOCIAL RECRUITING?

80% of all job searches begin with a Google Search

- US Department of Labor, 2009

More than 52% of recent social media visitors have experienced a employment-related discussion via social networks. – BHG 11/10 Social Survey

More than 57% of those individuals were motivated by these discussions to work for an employer. – BHG 11/10 Social Survey

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KEY PARTNERS:• Corporate Communications• Public Relations• Legal• Employee Relations• Learning & Development• Customer Service• Social Responsibility• Human Capital Leaders• Business Leaders• Information Technology

Then keep doing it…..

TAKE PARTNERS

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WHEN: 2/17/10

WHO:

15 Recruitment Services Social Ambassadors

WHERE:

LinkedIN Facebook TwitterTwitter ULink (Internal)

WHAT:

2 Days of Off-site training, led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios.

Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months

SOCIAL RECRUITING – PILOT LAUNCH APPROACH

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ENGAGEMENT MAP

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SOCIAL NETWORKINGTRAINING PLAN

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TRAINING PORTAL – OVERVIEW SECTION

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CERTIFICATION

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WHEN: September 2010

WHO: Additional 30 Social participants, 45 Total

WHAT: Developing Social Sourcing & Engagement strategies by function, by network

WHAT:Additional roles are being developed with varying time commitments, training requirements, and expectations.

Social Ambassador at Large: 1 per Function, 8/10 hrs per week Social Ambassador: 1 per Function/Job Family, 4/5 hrs per week Social Attache: 1 – 2 hours per week Social Envoy: 1 – 2 hours per month

HOW: Training Portal developed from Pilot Launch Training, incorporating quizzes called “Who wants to be a Social Recruiter?”

SOCIAL RECRUITING EXPANSION

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PLANNING, PLANNING,

& MORE PLANNING!

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CAREERS SPECIFIC PAGES

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FUNCTIONAL CAREERS

Facebook – UHG Careers & Individual Recruiter Accounts

Glassdoor – UHG Careers

YouTube – UHG Careers & Functional Careers

Twitter – UHG Careers & Functional Careers

LinkedIn – UHG Careers, Functional Career Groups, & Individual Recruiter Accounts

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Social Recruiting

“On The Court” Objective:Engage IT candidates like Casey, build rapport and relationships with them, and encourage them to connect and apply

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TWITTER: CONTENT

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TWITTER: RE-TWEET CONTENT

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TWITTER: MENTIONS

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TWITTER: DIRECT MESSAGES

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TWITTER: CONVERSATIONS

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FACEBOOK: CANDIDATE INTERACTION & WALL POSTS

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FACEBOOK: LIKE & ENGAGE ON OTHER PAGES

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FACEBOOK: ENGAGE ON OTHER PAGES

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TWITTER: DRIVE TO APPLICANT FUNNEL

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WHAT HAS HAPPENED?

SAMPLE METRICS – FIRST 11 MONTHS:LinkedIn Group Members: +7000 Members across all GroupsLinkedIn Company Page Followers: +13,000

Facebook Fans: +2700• 65% Female “Likes”• 51% of followers between 35 years of age and 54 years of age

Twitter Followers: +7000

YouTube Channel Views: +52,000YouTube Video Downloads: +20,000• 46% of video views by Females• 60% of video views by people between 35 years of age and 54 years of age(does not include website video views)

IMPACT:• The Social Recruiting pilot drove an incremental 50,000 people to our careers website

• Interactive communication vehicles and Social Recruiting drove noticeable increases in candidate & new hire survey scores related to perception of UnitedHealth Group as an employer and our culture

• Thru our initiative, over 3000 people viewed the UnitedHealth Group Diabetes Prevention & Control Alliance video

• Online Chat volume increased by 120% in Q3

• An online reputation audit of UnitedHealth Group as an employer-of-choice shows a significant positive shift in the mix of mentions from prior to our social recruiting launch

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LinkedIn: http://www.linkedin.com/in/heatherpolivkahttp://bit.ly/UHGLIgroup

Facebook: Facebook.com/heather.polivkaFacebook.com/uhgcareers

Twitter: @heatherpolivka@uhgcareers

Blog: www.healthyatuhg.com

Email: heather_polivka@uhc.comgreaterthan@uhc.com

Website: careers.unitedhealthgroup.com

Mobile: www.workatuhg.com

How to reach me or learn more about UnitedHealth Group….

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