Using Social Media to Attract & Engage Passive Candidates

Using social media to attract

& engage passive candidates

March 17th, 2010

VIA

This is not instant coffee as you know it. This is rich,

flavorful Starbucks® coffee in an instant.

Starbucks has found a way to offer a truly great cup of coffee that you

can prepare by just adding water. Other instant coffees taste flat and

lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and

flavorful, just like the Starbucks® coffee you know and love.

It’s made with the highest-quality, ethically sourced 100% Arabica

beans. The magic is in a proprietary, all-natural process that we spent

years perfecting. We micro-grind the coffee in a way that preserves all

of their essential oils and flavor. No other coffee company takes this

step, and it makes all the difference.

Employer Branding

IT STARTS WITH OUR PARTNERS

Headquarters in Seattle, Washington: 3,000+

Total Partner Count: 200,000+

North America & Canada Store Count: 11,181

International Store Count: 5,525

Total Store Count: 16,706

** (as of December 26, 2009)

How we use social media to attract & engage passive candidates:

1. Partnerships with in-house departments:

2. Brand ourselves as a great place to work

3. Social media guidelines

4. Business Case:

--Where we are spending dollars and how we measure results

5. Stop talking. Start doing. Here’s why.

Social media revolution video

TODAY’S AGENDA—

What you’ll walk away with

Recruiting & Sourcing Tactics

Where we’ve been--

•Job Fairs

•Banner ads

•Print Ads

•Direct Mail

•Brochures

Our philosophy: 2-way real-time interactive

conversations to create connections &

relationships and begin building a sustainable talent advantage.

No different than our consumer web 2.0 strategy:

Chris Bruzzo view on social media: “This was not built as a marketing channel,

but as a consumer relationship-buildingenvironment."

Employment Branding 2.0

The candidate landscape past and future

Recruiting & Sourcing Tactics

Where we’re going—Our customers are candidates

•Widgets

•SEO

•SEM

•RSS feeds

•Videos

•SMS

•Landing pages

•Mobile app

Why Facebook?

---Facebook/Starbucks---

Facebook ad buy example

Ads:

Manitoba-Baristas

NYC-Store Managers

SSC-IT, Marketing, Learning positions

Here’s what we use to conduct an ad buy:

Position title(s)

Position location

Link to Taleo req (auto-populated w/source)

Target city(s)

Key words examples:

Ajax, Mootools, Starbucks, Art, Manager, Retail,

Next Steps/Process:

Urgent need & Prioritized

ROI:

6 hires this fiscal year

Starbucks Job Widget for Facebook

My Starbucks Story

Welcome page

Voting page

You Tube

12/08 there were 4M unique visitors on Twitter; 9 months later that number

jumped to 23.5M unique visitors & they have sustained it to present day!

Why Twitter?

@StarbucksJobs – Twitter.com/starbucksjobs

5 strategic pillars:

1. Retail management

2. Retail hourly

3. SSC positions

4. Global reach

5. #reasonstoworkatstarbucks

1.Follow us link on our Career Center & landing pages

2.CRM messages

3.Weekly coffee tastings

4.Weekly internal newsletter

5.Open forums

6.Intranet

7.Linkedin integration to ^KD & ^JL

@Starbucksjobs internal communication plan

Q&A

Career Center

My Starbucks Idea – Partner Site

Twitter/Linkedin integration

More Linkedin integration

Landing pages/social media integration

October 2008: Launched CRM (AIRS SourcePoint) for Sourcing & Exec Recruiting Teams

July 2009: Expanded to all Starbucks recruiters

March 2010: Database has grown to 75K+ prospects

Using CRM to Develop and Maintain Prospect Relationships

•Starbucks sourcers & recruiters use CRM to build pipelines and track prospects

• Implemented training, consistent business process & continuous improvement practices

• Users search multiple databases via CRM, import prospects directly, and maintain

relationships via branded messaging campaigns

• Integration with ATS (Taleo): prospects are exported directly to open requisitions

CRM--

Innovation: ‘Autobot’ program

• Autobot is the internal name for an innovative, automated candidate generation program

developed by the Talent Engagement (Sourcing) team

• Automated candidate generation leveraging CRM search agents

• Branded email communication sent to prospects inviting prospects to apply for open positions

• Seamless source code tracking from CRM to ATS

Result: 27 Hires FY10 YTD (Store Managers & Assistant Store Managers)

Using CRM to Develop and Maintain Prospect Relationships

What’s next?

SMS campaigns

Mobile application

Job mention on our Starbucks

iphone app v.2 in July 2009

Social media guidelines

Our recommendations:

We’re all brand ambassadors. We’re always representing our brand. On and off

work.

Keep it in first person. Make it clear that you are speaking for yourself and not

on behalf of your company.

Stick to your expertise, stay factual and when giving an opinion, state it as such

LESSON LEARNED: Don’t let employees secure a domain or Twitter handle on

behalf of your company. If they leave, it goes with them, so could your brand.

• Stats

– Around 70 followers before our 1st Tweet was

posted

– Over 1500 engaged Followers, at present, via

organic growth

– Measuring web analytics & managing account

via CoTweet

• Audience / Partnerships

– Both Job Seekers & Connectors!

– Partnering with the Digital Strategy Team to

align with their Consumer work

• Power of RT

– Expand Our Reach … unique channel to express

our Employment Brand & opportunities

– #reasonstoworkatStarbucks campaign

• ROI

– Multiple & documented Hires for disparate

businesses within 90 days of go-live

Tweeting is a conversation

Glossary:

Used to send other

users a private messageDirect

MessageDM

An accepted practice of

copy/pasting others

Tweets

ReTweetRT

Used to tag a keyword

for Search resultsHashTag

Hash#

Used to reply to

someone’s Tweet or

mention someone in a

Tweet.

Mention

Reply@

It takes a cross-functional team to make it happen

The end

Q & A