TripAdvisor - Employer Brand Story

TripAdvisor – An Employer Brand Story

#GreenhouseSummit | March 2015

@TheLoriRusso #GreenhouseSummit @StacyZapar

@TheLoriRusso @StacyZapar

Founder of Tenfold;

Social Recruiting &

Employer Brand Strategist

Head of Global

Talent Acquisition &

Employer Brand


TripAdvisor:

A Brand Summary

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)


Where it All Began 15 Years Ago…

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


The Foundation for our Success?


TripAdvisor:

Our Talent Acquisition

Transformation


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!)


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.


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.”


How Can We Tell Our Story Authentically?


TripAdvisor:

Our 10-Step

Employer Brand Gameplan


Step 1: Do the Research & Take Inventory


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


Step 1: What Does Great Content Look Like?

“”

Great content makes people

want to share, care or swear.

@PRSarahEvans


Step 2: Build an Employer Brand Roadmap


Step 3: What’s in a Name?

@GoTripAdvisor


Step 4: The Hashtag Reinforces the Brand

@GoTripAdvisor


Step 5: Establish Pillars of Content


Step 6: Train all Recruiters on Social


Step 7: Establish Goals & Benchmarks


Step 8: Develop a Content Curation Strategy


Step 8: Our Content Curation Tool = Pinterest


Week 2 | Week 3 | Week 4

Step 9: TweetAdvisor of the Week Rotation Plan


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


TripAdvisor:

Rebranding as @GoTripAdvisor


@GoTripAdvisor Launch Week


Twitter: @GoTripAdvisor



Facebook: Go TripAdvisor


Instead of a Page, it’s a Facebook GROUP!


Employees, Candidates, Recruiters & Fans…

“The difference between

an audience and a

community is which way

the chairs are facing.”

- Chris Brogan


All Coming Together to Talk about TripAdvisor!


an audience and a



- Chris Brogan


Instagram: @gotripadvisor


LinkedIn & Glassdoor


Pinterest: Go TripAdvisor


Blogs: LinkedIn Publisher


TripAdvisor:

Early Wins for the New Brand


Our Facebook Group is a Real Talent Community!


an audience and a



- Chris Brogan


800+ Members (140+ TripAdvisor Employees)


an audience and a



- Chris Brogan


Every Single Recruiter is Active on Social!


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.


Featured on Blogs & Online Publications


Our Blogger Featured on LinkedIn Talent Blog!


Winner! Boston’s Best Tech Work Culture


TripAdvisor:

Next Steps in our Gameplan


A Tab on the Main TripAdvisor Blog


A Revamped Careers Page


Branded, Innovative Job Postings


Live Events: “Boomerang” Cocktail Party


Monthly Tweetchats

#GoTripAdvisor


Podcasts, Hangouts & Oprah-Style Interviews


Employee Spotlight Blogs Around the Company

#GoTripAdvisor


Glassdoor Strategy: Feedback & Responses

#GoTripAdvisor


Company-Wide Social Training

#GoTripAdvisor


A Renewed Focus on Candidate Experience

#GoTripAdvisor

Date post:	17-Jul-2015
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TripAdvisor - Employer Brand Story

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