This IS NPR Recruiting: An Employment Branding Case Study

by Lars SchmidtOn July 2, 2013 0 comments

Social Media has had a profound impact on the field of recruiting. Employment branding, talent attraction, and social sourcing have become key tools for talent leaders to deploy to help their organizations compete.

At NPR, we’ve put social media at the forefront of our talent strategy. The strategy has paid off. Here are some of the results:

We’ve saved over $100k/year in job postings and recruitment marketing
LinkedIn, Facebook, and Twitter are all in our top 10 sources of applicants and hires
Twitter has become a top source of hire, helping us find a variety of passive candidates including key senior level hires
Our multi-channel employment branding campaign, #NPRlife, has generated over 1,400 Instagrams and 6,000 tweets shared by many of our 800 colleagues
Our LinkedIn Talent Brand Index (TBI) is higher than most organizations in media including: New York Times, CNN, ABC, Washington Post, and more
Our social media recruiting efforts have been featured in: Wall Street Journal, Mashable, Washington Post, Social Media Examiner, Non-Profit Quarterly, MediaBistro, Twitter Stories, PBS MediaShift, SmartBlog on Social Media, Integrated Media Association, The Daily Muse

The presentation below shares some of our approach – including strategy, channels, results, metrics, and some of the things we learned along the way. The goal is to show recruiting and talent leaders what they can accomplish through social media – even with limited budget and resources.

Rethinking Recruitment: Building NPR's Employment Brand from Lars Schmidt

This presentation is not intended to be an exact play book to be replicated in any company. As a media organization, NPR has some unique advantages that this strategy was tailored around. The hope is that it can serve as inspiration you can take some ideas from and tailor them to your organization.

Employment branding doesn’t have to be built around a broad multi-channel social media approach. You can use tools you already have like job descriptions and your career site to get started. The key is building your approach in a way that is true to your organization, getting internal champions and organizational buy-in, and then starting small and scaling as you go. Good luck!

To read the original post on Amplify Talent, please click here.

Lars Schmidt is the Founder of Amplify Talent, an employer branding and recruiting optimization consultancy based in Washington DC. Prior to launching Amplify Talent, Lars was the Senior Director of Talent Acquisition & Innovation at NPR where he was responsible for providing leadership and advocacy for talent acquisition strategies that align with NPR’s strategic mission and core values. Lars held various HR and recruiting leadership roles with companies including Ticketmaster, Magento, Pencom Systems and several startups in Los Angeles. Lars is a fierce advocate for progressive HR with a strong track record in leveraging innovative talent and recruiting strategies. He was named a “Top 100 Influencer” by HR Examiner and "Top 100 Most Social HR Leaders on Twitter" by The Huffington Post, and "50 Most Popular Recruiting Influencers on Twitter" by ERE/LeadTail. You can follow him on: Twitter at @ThisIsLars, Facebook, and LinkedIn.

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This IS NPR Recruiting: An Employment Branding Case Study

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