Archive for January, 2012

Thanks Stephen Fry, for 3 great years of Twitter and Social Recruiting

Photobucket

It’s our Twitter 3rd birthday today. Like most people discovering Twitter around this time in early 2009, it was news of the Twitter ‘exploits’ by a certain Mr Fry that pointed us in its direction. So we’d like to say a big, sloppy thank you, Stephen. For without you:

…we wouldn’t have spent the last 3 years tweeting, retweeting, sharing, linking, spouting, chatting and, always, learning in the Twittersphere.

…we would not have become so engaged in the world of social media and, from there, into social recruiting.

…the andsome business might have missed the chance to embrace the opportunities offered by the above – so fully and so early on.

…midnight hours wouldn’t have been so delightfully filled by everything from one&other 4th plinth chats to managing communities and recruitment campaign deadlines.

…our awards shelf would be significantly emptier.

…and our clients (both old and new) couldn’t have taken full advantage of our knowledge, expertise and interest to help them recruit more creatively and effectively in this space.

We can’t thank you enough.

Love

@andsomepeople

RADS Blog Week Day 5: Five #andsomewinners

Photobucket

What a night. Five shiny RAD Awards to find room for. Three awards for the wonderful Zizzi – Best Campaign, Best Campaign Website and Best Digital Marketing. Two awards for brilliant ITV – both for @ITVexperience – Best Emerging Talent and Best Use of Social Media. We’re so happy. And so grateful to be working with great clients who give us the opportunities (and trust) to produce results like these.

Moreover – as we blogged about after the CIPDs last year – we’re particularly proud to have won a non-social media category with a purely social media based campaign. Evidence, we think, that social recruiting is now an established recruitment approach.

RADS Blog Week Day 4: The real ROI of Social recruiting for your Employer brand

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

Photobucket

To the candidates, it’s all about the Return of Involvement with your brand through social media, not the Return on Investment.

Let’s see what Return on Ingenuity we’ll receive tonight with all of our RADS 2012 shortlisted work for ITV (and Zizzi). Fingers crossed.

RADS Blog Week Day 3: Think of Twitter as advertising

Photobucket

That was our strategy for the ITV work experience scheme. Unlike many companies, work experience there gives you a real opportunity to see what working at ITV is really like – and can give a big helping hand to your career with training and contacts. Aimed at anyone 18 and over in full-time education, it was a prime social media audience. With shows like The X Factor trending all over Twitter, being talked about by this audience – it was obvious Twitter alone could carry the recruitment ‘advertising’ message.

Kicking off with a mini campaign of ASCII art tweets, that message was soon ReTweeted around the streams – almost half of the campaign clickthrus came from this 5 tweet series. Using hashtags, such as #Xfactor and #Emmerdale, we also infiltrated viewers streams to ‘broadcast’ the opportunity. The campaign generated an enthusiastic Twitter following of over 1200 in just 4 weeks. Of all the campaigns we have run to date, this one was more about conversation, engagement and Word of Mouth than any other.

Photobucket

The Twitter ‘advertising’ took them through to a Facebook ‘community’ page – bursting with information, testimonials from ex-workies, videos from ITV people about the importance of work experience and specific details of the areas available for placements. (And interestingly, a community double the numbers on Twitter.) Here we posted a lengthy series of #workexperience tips, which also appeared in the Twitter stream, to give advice and help on what placement areas had volumes of opportunity and what you needed to do to shine. The rest of the time the Facebook Wall was purely a community ‘area’ for chat. So everyone could get to know other people applying for the scheme in their areas. (In the end, all successful applicants would be placed in an Experience Pool – for when placements came available – so knowing each other was a useful exercise.) No ‘recruitment messages’ were put out on the Wall at all.

A combination of unique Tweets, plenty of ‘out of hours’ Twitter and Facebook managing (by us) and the building of a truly engaged social media community, created a response of  2000 applications for the three locations – Leeds, Manchester and London. Without a Pay per Click in sight.

The ITV Experience campaign has been shortlisted at the RADS 2012 for the Emerging Talent Campaign (alongside our for I am TV and ITV News Trainee) and Social Media (with ITV News Trainee). It’s a great achievement to be nominated in a non-Social Media category, let’s see what kind of result we ‘experience’ on Thursday night.

RADS Blog Week Day 2: Why ‘mobile’ staff like mobiles and digital recruitment

Photobucket

How times have changed. Remember when a campaign used to be print based – press and poster – with a digital presence, such as the odd rotating banner or two, etc,etc. Well the explosion of social media has certainly changed, and in some cases totally eradicated, that strategy. Though not entirely, as some sectors still need more than a Twitter feed and Facebook page to attract candidates. One of those sectors is hospitality – waiting staff and chefs. Where unsociable hours, shift patterns, transient candidates mean you still have to cast the net wider than 140 characters. For now, at least. Which brings us to our campaign for Zizzi.  A mix of print, digital, social media, website and mobile – was the perfect recipe (sorry).

Photobucket

Recruiting for great waiting staff is never easy. They’re a ‘mobile’ audience. So a mobile website is a must, no? Well, yes it is – and not just an optimised version but purpose-built one. (As we always do for every client’s recruitment site.) Especially when the recruitment posters utilised a QR code taking you direct to the site – who needs to remember a URL these days? Scan it, store it, apply later, job done. And we even revamped the old traditional hospitality poaching card with these ‘new fangled’ QR codes. In fact, an average 10% of site traffic came through them.

Photobucket

Now moving on to Chefs. They’re constantly in demand – the good ones, that is. All the posters in restaurant windows won’t necessarily catch them. Social media can find some – especially if you campaign around certain TV chef programmes with a neat hashtag or two. That was one of our methods. Taking that thought a step further, we put out an ‘inspirational’ video by the Executive Chef at Zizzi on the campaign site. Now chefs, as we know, don’t like to wade through lots of information or want to make huge efforts to apply – even filling out an online application can be a pain. So going further, we made it even easier for them to see the opportunity with our digital advertising. The ad space became a ‘mini-site’. They could navigate to each page, have a look on social media and be inspired by the video. All from the big banner ad.  Oh, and they could go directly to apply too.

So the methods may have changed – but the importance of understanding, and knowing how to reach, your target audience hasn’t.

This Zizzi work has been nominated in three of the RADS 2012 shortlists – Best Campaign, Digital Marketing and Campaign site. Here’s hoping for a good result or three on Thursday night.

« Previous entries