Date post: | 17-Jul-2015 |
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@TheLoriRusso #GreenhouseSummit @StacyZapar
@TheLoriRusso @StacyZapar
Founder of Tenfold;
Social Recruiting &
Employer Brand Strategist
Head of Global
Talent Acquisition &
Employer Brand
TripAdvisor: A Strong Consumer Brand
*Source: Twitter, Facebook, Linkedin, Instagram, CustomerGauge.com, Hootsuite’s Love List
Top 10 in Hootsuite’s Love List (measures the reaction to
450 of the world’s top brands across the social web);
#1 in Travel & Hospitality industry
2M+ Twitter followers
1.8M+ Facebook likes
80K LinkedIn followers
57K Instagram followers
Top Rated in our Industry (Net Promoter Score)
TripAdvisor: The World’s Largest Travel Site
*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data
45 Domains in 28 languages
m
315Million
over
140,000destinations
60mMembers
@TheLoriRusso #GreenhouseSummit @StacyZapar
A New Era for our Talent Acquisition Team
• Lori Russo named Head of Global TA – March 2013
• 25 recruiters around the globe – Boston, Las Vegas, London, Japan,
Singapore
• Need for a new ATS; implementing Greenhouse
• Need to diversify and supplement the team
• Need for recruiter / hiring manager training
• No real hiring culture (global approach to who and how we hire)
• No real social recruiting strategy
• Lack of name recognition or real employer brand presence
(People in our own back yard didn’t even know we were headquartered in
Boston!)
@TheLoriRusso #GreenhouseSummit @StacyZapar
Our Employer Brand Goal
WE NEEDED TO
TELL OUR
STORY...
a relevant, transparent
story of what it’s like to
work at TripAdvisor…
a peek through the blinds.
@TheLoriRusso #GreenhouseSummit @StacyZapar
Our EB Strategy Aligns with our Business Model
TripAdvisor Review-Writing Advice:
“Write a review which would genuinely help someone else
make up their mind whether they would want to go or not.”
@TheLoriRusso #GreenhouseSummit @StacyZapar
Step 1: Take Inventory (dig for GREAT content)
NEWS ARTICLESDEPARTMENT / EMPLOYEE BLOGS
OFFICE ENVIRONMENT / CUBE LIFE
COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE
INTERNAL INSIGHTS
EMPLOYEE SPOTLIGHTS
UNIQUE PERKS & BENEFITS
CANDID PHOTOS / IPHONE VIDEOS
CAREER STRATEGIES
HUMOR / MEMES
RELEVANT QUOTES
@TheLoriRusso #GreenhouseSummit @StacyZapar
Step 1: What Does Great Content Look Like?
“”
Great content makes people
want to share, care or swear.
@PRSarahEvans
@TheLoriRusso #GreenhouseSummit @StacyZapar
Week 2 | Week 3 | Week 4
Step 9: TweetAdvisor of the Week Rotation Plan
@TheLoriRusso #GreenhouseSummit @StacyZapar
Step 10: Weekly Content Calendar Schedule
Content
curation,
schedule
posts for
the week
Engage,
follow
back
Engage Engage,
follow
back
Engage Engage,
#FF
SUN MON TUE WED THU FRI SAT
30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN
@TheLoriRusso #GreenhouseSummit @StacyZapar
Employees, Candidates, Recruiters & Fans…
“The difference between
an audience and a
community is which way
the chairs are facing.”
- Chris Brogan
@TheLoriRusso #GreenhouseSummit @StacyZapar
All Coming Together to Talk about TripAdvisor!
“The difference between
an audience and a
community is which way
the chairs are facing.”
- Chris Brogan
@TheLoriRusso #GreenhouseSummit @StacyZapar
Our Facebook Group is a Real Talent Community!
“The difference between
an audience and a
community is which way
the chairs are facing.”
- Chris Brogan
@TheLoriRusso #GreenhouseSummit @StacyZapar
800+ Members (140+ TripAdvisor Employees)
“The difference between
an audience and a
community is which way
the chairs are facing.”
- Chris Brogan
@TheLoriRusso #GreenhouseSummit @StacyZapar
The Reach and Influence are Growing Daily
o Social influence is up 80% overall since starting social training ten
weeks ago.
o Average Klout score on the team is now 44, up from 24 ten weeks
ago.
o Average # of Twitter followers is up 414% (up to 787 from 153
followers just ten weeks ago).
o @GoTripAdvisor Klout score is up 6 points to 59 in the three
weeks post launch.
@TheLoriRusso #GreenhouseSummit @StacyZapar
Employee Spotlight Blogs Around the Company
#GoTripAdvisor