Readers of this blog or attendees at #tru events might recall that I did some work earlier this year with the recruiting team for EMEA at Oracle. We also held #truoracle in Dublin with the sales and recruiting management teams, and Oracle hosted #truRomania in Bucharest. I thought that 6 months from launch, it was worth checking back in to see how things were going in real terms. I check in with the community Facebook pages each day to see the latest updates.
Discussing the data on actual response from social, after a slow start, close to 50% of all applications come from the social channels, with the total volumes significantly up. Speaking to one of the senior recruiters recently, his feeling was that though it was too early to give any hard figures for success yet, but his feeling was that candidates from this new stream would show a much higher conversion rate. The feedback from interviews is that the candidates are turning up with a much clearer view of Oracle as a business, and why they want to join.
The Social Recruiting activities at Oracle are coordinated by Klaudia Drulis, Social Media and Branding Specialist. Klaudia has done a brilliant job of running all the on-line, and more importantly off-line activity that has made this work. The implementation involved a mix of integrating social media tools and training brand advocates from within the business.
The on-line steps were:
1: Creation of 3 Facebook fan pages: Oracle Community, Oracle Sales Community and Oracle Romania,
2: Integration of the ATS with the work4labs Facebook app, behind a tab labeled “Work4Oracle”.
3: Integration of Bullhorn Reach with the recruiting team.
4: Integration of TwitterJobSearch account with Twitter @EmeaJobs account, populated by the ATS.
The Off-line steps.
Next up was identifying and training employees to provide content and engagement. We offered Brand Advocate sessions to introduce social to anyone who wanted to attend. Over 100 staff attended and took part in 2 hour sessions promoting the fan pages, and the content started coming. The Brand Advocates were encouraged to invite friends to join the Oracle Community page on Facebook, and they did. This was supported by Facebook PPC ad’s aimed at internal staff, inviting them to join the community.
What has made this initiative work for Oracle has been less about the technology and on-line efforts, and more about the off-line efforts of Klaudia and the team. Oracle had a great story to tell about their real employer brand. Yes, they have great products, and are well positioned in the market, but that’s not really why many people join companies. Brands attract people to look at jobs. Job descriptions make them determine if they could be in with a shot if they applied, but it’s the culture, potential colleagues and environment that make them want to join.
Oracle always had a great advantage in this respect. There is a great international environment, in some great locations. Internal mobility, a great team with plenty of social and charitable activities going on.All the things that make great content that encourages people to look at the jobs available, and in turn apply. What they have lacked in the past is a place to tell these story’s. The story being told by the employees, and not via brochures.
When you look at the pictures on the Oracle community pages, you can see how the community is promoted. Theres regular brand advocate breakfasts and social events. The Facebook community features prominently at all careers and graduate fairs. At all Oracle business events, everyone gets an Oracle Community sticker and invites via QR codes. The community is as much about the internal audience, as the external one, and the team spirit is clear in all they do. When they were working on the spec for a mobile app for the community for content sharing, that would also enable applications, 3 designs were posted on the fan page to ask for votes, by likes, and for feedback on what the users would want in the app. There was plenty of requests that have gone in to the design and final build, as a result of this crowd sourcing. Great community involvement.
Whilst the brand advocates were generating content and conversations, the recruiting team were trained in sourcing from social, and how to convert fans and followers in to candidates. This was achieved through a series of 8 thirty minute webinars run each Wednesday. These were voluntary, but attracted close to 100% sign up, with other Oracle recruiters signing in from other regions.
Recruiters need special attention. The challenges faced by most corporate recruiters these days is a need to adopt new skills, identify candidates from an increasing flow of people generated via social channels. Candidates generated from social channels also expect to be treated differently to candidates in the past. They expect regular feedback and on-going engagement. This places additional pressures on the recruiters, who already face tough demands on their time and priorities. At Oracle this was resolved by training, and encouraging brand advocates within the business to manage the content, posts and replies.
The latest update is that the EMEA team have now joined with the APAC recruiting team and launched a Campus at Oracle page for graduate recruiting, that links blog posts from both interns and recent graduate hires. The Sales Community Page has been integrated in to the Oracle Community Page. Whilst the fan base is not huge, the members are active and are living proof that the volume of applications greatly exceed the number of fans. While the attention is focussed on Facebook, Twitter and Bullhorn Reach also provide ample candidate flow in their own right, given the sharing by committed brand advocates.
I know that this is only the start, and look forward to what is coming next!
One example of a recent initiative that I really like