How to Gain Social Recruiting Momentum at a Conservative Company | Talent Connect San Francisco 2014
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#intalent
Chuck Lotz Senior Vice PresidentManager, Strategic Staffing
First Citizens Bank
Gaining social recruiting momentum at a conservative company:
a banking perspective
#intalent
76% Lorum ipsum dolor
• 116 years in business • $30 billion in assets (18 states + District of
Columbia) • Largest privately controlled bank in the U.S. • Conservative, long term, and relationship
focused • Merged with First Citizens of South Carolina on
October 1st
#intalent
First Citizens Bank’s social evolution
Action (2008-2010)
Optimization (2011-2013)
Understanding (2014)
#intalent
Our journey into social?
#intalent
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
2011 2012 2013 2014 (YTD)
Career site visitors
0
2000
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12000
2011 2012 2013 2014 (YTD)
Social related visitors
Share data and progress
#intalent
• Marketing & communications
• Compliance
• Legal
• Human resources
• The business!
Educate and involve internal partners
#intalent
Moving to ‘social’ for business
#intalent
Have courage!
#intalent
It’s amazing and simple
#intalent
Key takeaways
Involve/educate your internal partners
Be courageous
You are a marketer – act like one!
Share data and progress
#intalent
Caroline Slomski Employment Brand Manager Liberty Mutual Insurance
How to gain social recruiting momentum at a conservative company: an insurance perspective
#intalent
#76 on Fortune 100 50,000 employees globally
approx. 6,000 external domestic hires annually 70% hired outside industry
#intalent
Social media as part of the talent acquisition strategy
Awareness
Interest
Desire
#intalent
Liberty Mutual’s social content strategy shift
75%
25%
Job Posts Culture Posts
2012
25%
75% Job Posts Culture Posts
2014
#intalent
Content driven by Employment Value Proposition pillars
Training & development Advancement Interesting
work Integrity Financial strength
#intalent
Liberty Mutual social strategy in action: #LMILEAD Pre-event engagement initiated by Liberty Mutual.
Post-event documentation for participants and future marketing.
Challenge questions posted encourage engagement. Hashtag makes monitoring easy.
Share a pic of how you traveled to Boston
Take a pic of the first person you meet at #LMILEAD
RT & favorite by Liberty Mutual
#intalent
Liberty Mutual social media results
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500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
-
2,000
4,000
6,000
8,000
10,000
12,000
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
2014 Q1
2014 Q2
2014 Q3
Engagement Reach
#intalent
Be clear and consistent on your purpose for using social media as part of talent acquisition
Key takeaways
Share meaningful metrics that clearly articulate your accomplishments
Guide and engage with your audience
Build a thoughtful and thorough social content strategy
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