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Deloitte NZ’s social recruiting journey
!!!Deloitte NZ’s social recruiting journey!!!!!!
What we’ll cover ! Deloitte NZ’s social recruiting journey
! Strategy
! Supercharging our Facebook program
! Results
! What's next for our Facebook community
About me
Auckland, New Zealand
NZ
! 5 million people – similar population to Ireland ! Great travellers – another million of us abroad ! Connected - technology
Deloitte NZ Facebook journey!
• Very lean recruitment operation!• Proportionately high grad & intern hiring !• Campus market continuing to tighten!• Demand for talent increasing!• Profile of graduates we seek changing!
!About Deloitte NZ!
!!• Good brand awareness on campus, but did students really understand what made us different?!• Grad and intern programs successful!• Difficult to see where further competitive advantage could be attained via traditional approaches!• Social media not used in any way – SM sites were blocked during work hours!
!Context!
!What we wanted to
achieve !
!• Use social media to support our strategic intent!
• Ensure Deloitte is where ‘the best want to be’!• Gain first-mover advantage!
• Just start the social recruiting journey - experiment, learn and adapt!
Opportunities!
!• That’s where the students were – close to 100% said FB was their primary social network!!
Facebook!
!Strategy !
Positioning!
Everything fronted by real people – whenever anyone engages in conversation on our page they are talking to a real person – not just HR or Recruitment
• “Experience” our employment brand • Humanize the brand, personalize the experience • Our people tell our brand story, showcase our EVPs – employee brand
• Develop an engaged (talent) community • Not corporate or overly-engineered • Authentic, real, genuine
Positioning!
Everything fronted by real people – whenever anyone engages in conversation on our page they are talking to a real person – not just HR or Recruitment
• Sign off from the business!• Social media use policy created !• Social media access switched on for staff during
work hours!• Began experimenting - skeleton FB page in ‘unpublished’ mode!
• Paul Jacobs and Deloitte NZ start working together!
!
Our journey!
Refined the branding, in line with our broader graduate recruitment brand look and feel!
Our journey!
Everything fronted by real people – whenever anyone engages in conversation on our page they are talking to a real person – not just HR or Recruitment
!!
Our journey!
• Published page!
• Conducted internal launch, invited our people to become fans!
• Invited our people to participate on the page!
• Used complementary media (e.g. blogs, YouTube) to reinforce the Up Close and Personal mantra and drive engagement!
!
Our journey!
• Great ! employee-driven ! content!
!
Our journey!
!
Our journey!
!Super-charging the
fan page !
!Deloitte
Community !
Self-sustaining!!
!
• 15% increase in applications!
• Formal feedback from service lines of higher overall quality!
• Stronger desire to work at Deloitte NZ – up 18% as preferred employer (Deloitte NZ graduate survey)!
• Acceptance rate 12% ahead of targets!
• Some service lines achieved 100% acceptance rate !
• Achieved for approx. 15% of overall marketing budget!
!
!
Results!
Results!
What’s next!
The Power of Community
2011 Christchurch Earthquake
10,000 students mobilized in 24 hours ���!
! Now 28,000 active members ! SM community becomes SM
movement ! Power in a cause
"When choosing a graduate or intern career how important is it for your new employer to be actively
socially responsible”!
2012 Poll on Deloitte Facebook page
Deloitte NZ/FYD collaboration!
Benefits to Deloitte NZ!! Take our social recruiting strategy to the next
level
! Tap into Gen Y desire to ‘have career & do good’
! Drive brand influence
! Create greater engagement ! Stronger desire to work at Deloitte NZ
Summary!! Internal launch key ! Humanize brand ! Experience what makes us different ! Personalize the experience ! Experimenting with new platforms/techniques ! Exploring ‘immersive recruiting’ ! Tap into Gen Y desire to do good and have career ! Collaborate to drive value
