I’ve been slightly disappointed lately with the quality of Social Recruiting case studies coming through and this is why I haven’t featured any on the blog for a while. Although some great work is being done, many organizations are just focusing on “social job distribution” and in so doing are missing many of the key advantages that social is bringing to recruitment. With this in mind I was delighted, while doing some work for them just before Christmas, to get an insight into how Unilever are setting about making their UK graduate recruitment properly social. Before going into the detail of the tactics and channels Unilever are using, it is important to reflect on the strategic thinking and resource planning round their social tag line “By Grads for Grads”. Unilever has recognized that to be effective in the social space they have to have a genuinely authentic conversation with their graduate audience rather than talking at them as the majority of graduate recruiters still seem to do. Instead of using an advertising agency to “manage” their activity Unilever have put together a digital team of previous graduate recruits to run the social channels and be responsible for answering questions while keeping the conversation flowing.
Having current grads help recruit the next year’s intake is nothing new but Unilever are one of the few companies I’ve come across using social technologies to extend the reach of such an initiative. By putting such a resource in place I feel Unilever are in a fantastic position to be transparent about any gap between their employer brand perception and their employer brand reality.
The execution of the strategy runs mainly across Facebook and Twitter. There has also been the recent addition of a growing YouTube channel of video content. It’s great to see an employer really thinking about the importance of conversations and while the content does play an important role, Unilever aren’t blindly taking assets from their website and dumping it onto Facebook in the same way some of their competitors do!
As this is a fairly new initiative it is slightly early to be able to analyze the results. This is also an evolving strategy rather than a one off campaign and more sophisticated measurement techniques are currently being put in place to assess the true long term value of the approach.
Stella Maerker who helps run the digital graduate team has this to say about the success of the campaign:
“We can see a steady increase of followers and fans. Click through rates from the social media pages to the careers website and vice versa prove growing traffic. Applicants will be asked about our social media pages during application process. The real success will be number of successful graduates that got attracted to Unilever by interacting with current grads online!”
While I’m sure some purists (if you can have such a thing in a brand new field!) might criticize the comparatively low number of followers I think this is actually irrelevant at this stage of an ongoing initiative. Unilever have gone for a quality rather than quantity approach and the time spend considering their long term strategy and allocating dedicated internal resources are bound to pay dividends in the long term as social becomes their most important channel for graduate recruitment.
There are of course huge challenges in applying this kind of approach to a broader selection of Unilever’s recruitment activity but Unilever are committed to doing soon. As their Global Resourcing Director Paul Maxin says:
"Digital and social media is a key enabler to the way Unilever builds an engagement based approach to our employment brand equity. We'll continue to integrate it, providing candidate-centric platforms that build advocacy of our employment brand and scale the approach both regionally and globally."