Case study -and results- from L’Oréal on Social media recruitment. And yes, it works for them, when used in combination with traditional channels, and to reach specific audiences.

Thank you Laurence Hebberd from LinkHumans for this great great post on how L’Oréal is using social media for its recruitment campaign. Extremely well-integrated, and with results and take-aways!

The L’Oreal Group is the world’s largest cosmetics and beauty company, with an annual turnover of €17.5 billion, offices in 60 countries and brands such as Garnier, Maybelline New York and the Body Shop. They widely use social recruitment in various countries worldwide (such as India and the Philippines), however it is especially prominent in the United Kingdom and the United States.

 

L’Oreal have a uniform branding on all the websites for the countries in which they operate. The jobs section of each website lists available positions in that country and only a few link to the relevant social networks. The UK LOreal.Jobs website links to the L’Oreal Talent Recruitment Facebook page, the L’Oreal LinkedIn page, the L’Oreal Luxe TalenTube Facebook page and the@LOrealCareers Twitter feed.

The L’Oreal US jobs website has an interesting and innovative way of linking to the relevant social media platforms. The Facebook page can be found via facebook.lorealusa.jobs, the Twitter @LOrealUSACorp feed via twitter.lorealusa.jobs, the LinkedIn page via linkedin.lorealusa.jobs and the YouTube channel is found at youtube.lorealusa.jobs (all these will be explored in more detail later, apart from the Twitter feed). The uniform branding of the various careers websites give an overall professional look to the careers side of L’Oreal, and the linking to the social platforms helps possible applicants find what they need with ease.

 

The L’Oreal Talent Recruitment Facebook page (facebook.com/LOrealTalentRecruitment)  is the worldwide Facebook page for all L’Oreal careers and jobs (with other pages existing for certain countries – such as India), and uses the Work4Labs application for their ‘Work for L’Oreal’ tab. TheTwitter tab is linked to the @LorealCareers Twitter feed, however the other tabs are not used often, and the page does not regularly post content. It does, however, have over 30,000 likes, so the jobs tab must be working well in attracting talent.

There are two other ‘specialist’ Facebook pages for the UK and USA – the UK graduate jobs and internships page (facebook.com/LorealGradJobsUKI), and the USA careers page (facebook.com/LOrealUSACareers).

The L’Oreal Grad Jobs UKI page, with a cover photo of some of its past employees, has no additional tabs (apart from the standard photos, map and likes), however it posts regularly with photos, job postings and links. With over 900 likes, the page is quite active, and does get comments, likes and shares on its content – but the lack of likes and activity can be explained by how specialist it is.

The L’Oreal Careers in the US page, however, is much more popular (with almost 7,000 likes), but does not post any content. It does, however, have a working ‘Jobs’ tab which lists current openings, as well as tabs explaining the ideas and missions of working for L’Oreal in the US. The cover photo is interesting, and the additional tabs are all branded in a similar fashion – a great way to run a page, apart from the lack of content!

 

L’Oreal have careers based Twitter accounts for the UK (@LOrealGradJobs) with over 1,100 followers, and a general account (@LOrealCareers) with almost 3,500 followers.

The L’Oreal Careers Twitter feed (@LOrealCareers) holds around 3,500 followers, and regularly posts jobs (all using the hashtag #jobs) as well as some news articles about the company (which receive some ‘retweets’ and ‘favourites’).

The L’Oreal (graduate jobs) UK Twitter feed (@LOrealGradJobs) has over 1,100 followers, and posts daily about campus visits and other such news. They also reply to other users’ tweets and run a very ‘human’ account. The normal tweets rarely get retweeted, but the contest tweets can have over one fifth of the followers retweeting them – a very popular way to attract talent, and increase the base that read job openings.

There are other accounts, but these are the two main feeds for the UK and USA careers side of L’Oreal.

 

L’Oreal have one LinkedIn company page – with a branded ‘Careers’ tab to match. The tab holds an introduction to working for L’Oreal, a YouTube (which can be seen below), plus testimonials from past employees and links to the L’Oreal Talent Recruitment Facebook page and@LOrealCareers Twitter feed, and relevant websites.

 

The tab is regularly updated with job openings, and the branding looks very professional – a good job from L’Oreal. You can see a few statistics about L’Oreal’s use of LinkedIn for recruitment below.

 

 

L’Oreal UK Careers has a branded YouTube channel (/LorealUKCareers) with only 5 videos and 5 subscribers but over 2000 video views. It does have a good quality graphic background, and links to corresponding websites, but it is the ‘Trainee’ set of videos which have the most views. YouTube is a great tool for social recruitment, and with the last video uploaded in May (and not very high quality – mainly filmed on a mobile phone), L’Oreal UK could spend a bit of time creating some simple videos to really promote working for the company.

L’Oreal USA have a Careers channel (lorealusacareers) – named L’Oreal USA Corporate, with only 30+ subscribers, but almost 10,000 video views. There is no branding and only 10 videos (uploaded over a 2 year period). The videos are high quality, but hold no description or tags – so will never be found by future employees unless they find the channel.

L’Oreal has a great resource here, but have not used it to its full potential (and they should, because it’s worth it!) – even short 30 second high quality clips can really boost a recruitment process.

 

There are two case studies surrounding L’Oreal’s use of social recruiting – one from Facebook (courtesy of Work4Labs), and one from LinkedIn.

L’Oreal use the Work4Labs tab on their L’Oreal Talent Recruitment Facebook page (shown above). The case study surrounds an internship posted on their L’Oreal Talent Recruitment Facebook page using the Work for Us app, which allowed fans and employees to share the posting via their networks. Using the app, and the Work4Labs’ AdvertHiring platform (to create advertisements linking to the job posting), the following results were reached:

• The internship’s ad campaign had an “optimised” performance and return on investment – generating 5.88 million impressions with 4,167 clicks (a 0.071% click through rate (CTR). The click through rate was much higher than the average CTR of Facebook ads (which is roughly 0.02%).
• This led to L’Oreal receiving 153 applicants (a 3.67% conversion) – with almost all of them being pre-qualified due to the specific targeting options (education, experience) that L’Oreal chose for the ads.
• The campaign had an “immediate and high quality turnaround” with applicants viewing the job and submitting resumes minutes after it went live.
• L’Oreal received 17 qualified resumes within the first 12 hours of the campaign – a huge difference to the limited success from traditional methods.

The graphic below shows the numbers mentioned:

As these results (courtesy of Work4Labs) show, Facebook has been a success for social recruitment for L’Oreal.

L’Oreal used LinkedIn to solve 3 new challenges in their social recruiting process. The company recruit 6,000 new managers a year (including internships), using all the regular techniques, but wanted to solve these challenges (and used LinkedIn to do so):

• sourcing difficult-to-hire candidates
• reaching passive candidates
• online reputation

The company set up a ‘Careers’ tab on their company page (as discussed above) and “polished” individual recruiter profiles. Using their current network – with 15,000 L’Oreal mangers and employees on the site – to find passive talent, the company had really fit the LinkedIn referral slogan of “the best employees refer the best candidates”.

Some results from this included:

• Oskar Isenberg Lima, Luxe, HQ Paris said he has “sourced around 90 top profile candidates in less than five months”, simply using LinkedIn.
• By using LinkedIn, a Body Shop UK (a sub-section of L’Oreal) recruiter saved £20,000 with a single license.
• L’Oreal Australia saved around 20,000 Australian dollars in recruitment fees on a single hire.

As these results (from LinkedIn) show – LinkedIn was also successful in helping L’Oreal socially recruit (and in cutting costs).

 

L’Oreal actively use social media for their recruitment, and have results to match. Their Facebook pages are well branded, however could do with more content, whereas their Twitter feeds are actively updated with jobs and news. Their YouTube accounts could be used more, whereas their LinkedIn page (and Careers tab) is just right – and may fit better with the rest of their pages once they receive the new design. The two case studies show that L’Oreal is actively using social networks for recruiting and it is successful – however it should never replace the more traditional methods, as you never know where the perfect candidate could apply from.

 

 

Etude Adecco: les réseaux sociaux permettent-ils de trouver un job?

Groupe-Adecco-France-Etude-Reseaux-Sociaux-17-septembre-2012

L’étude du Groupe Adecco France révèle de fortes disparités selon les types de réseaux sociaux et les profils des candidats.

Réalisée en juin 2012 auprès d’un échantillon de 5 317 personnes en poste ou à la recherche d’un emploi, cette étude révèle que malgré l’essor rapide des réseaux sociaux il existe encore une réticence et des disparités fortes face à leur utilisation dans le cadre d’une recherche d’emploi.

Des utilisations différentes en fonction du réseau social et du profil des utilisateurs

Abstraction faite des réseaux sociaux dits « grand public1 » peu utilisés par les répondants dans le cadre d’une recherche d’emploi, une distinction est faite entre les deux principaux réseaux sociaux professionnels, Viadeo et LinkedIn. Viadeo est davantage utilisé dans le cadre d’une démarche active de recherche d’emploi. LinkedIn est en revanche plutôt utilisé comme un outil de gestion de carrière. Une utilisation confortée par le fait que 79 % des personnes contactées par un recruteur par le biais d’un réseau social, l’ont été via Viadeo et 43 % via LinkedIn (3% via Facebook et 1% via Twitter).

Des pratiques différentes selon les profils des utilisateurs :

Parmi les personnes qui ont été contactées via les réseaux sociaux dans le cadre de leur recherche d’emploi, 2 sur 10 se sont vues proposer des offres d’emploi, ce chiffre montant à 3 sur 10 dans le domaine de l’informatique.

En termes de catégorie professionnelle, les cadres, à hauteur de 46 %, sont les principaux utilisateurs des réseaux sociaux professionnels, devant les professions intermédiaires (24%), les employés (17%) et les ouvriers (7%). Concernant les cadres, ce sont ceux évoluant dans les secteurs de la Finance, de l’Informatique, de l’Ingénierie de la Vente et du Marketing qui ont recours à l’utilisation des réseaux sociaux professionnels dans le cadre d’une recherche d’emploi.

Une fois le candidat « approché », les réseaux sociaux se révèlent particulièrement efficaces avec un taux de transformation poste pourvu / offre d’emploi qui s’élève à 58% tous profils confondus. Ce taux monte à près de 90% pour les candidats dans la finance, l’Ingénierie et l’Informatique, entre 75% et 67% pour les profils Administratifs et Commerciaux. En revanche, ce taux n’est que de 25% dans les métiers de la Production et même quasi nul pour les profils du Transport, de la Logistique et du BTP.

[1] Réseaux sociaux « grand public » : Facebook, Twitter, YouTube…
Réseaux sociaux « professionnels » : Viadéo, LinkedIn…

Un écart entre perception et utilisation des données

Selon les résultats de l’étude, 53% des sondés jugent les réseaux sociaux utiles et 23% les utilisent. Elle nous enseigne également que le premier frein à l’utilisation des réseaux sociaux professionnels dans le cadre d’une recherche d’emploi est la confidentialité des données. Parmi les personnes ne les utilisant pas, 45% d’entre elles ne souhaitent pas renseigner leurs informations personnelles sur le web.

La méconnaissance de l’ensemble des fonctionnalités offertes apparaît également comme une limite à leur utilisation. Ainsi, 43% des personnes ne les utilisant pas ne s’y réfèrent pas car elles n’y trouvent pas de « réelle utilité », ce chiffre monte à 63% pour les moins de 25 ans. 20% avouent même ne « pas y avoir pensé » et 7% estiment les réseaux sociaux professionnels « trop compliqués ».

Lorsqu’ils sont utilisés, les réseaux sociaux professionnels le sont de manière « classique ». Les informations attendues sont peu différentes de celles délivrées par les Jobs Board : annonces d’emploi (90%) ; informations sur l’activité des entreprises (85%), le marché de l’emploi (78%), la formation (73%), et des conseils (78%).
En revanche, l’essence même des réseaux sociaux (échange, réseaux) n’est pas mise en avant par les répondants.

En conclusion, l’utilisation des vecteurs « classiques » (candidature spontanée (56%), entourage (54%), presse (41%), jobboards 40%)…) reste la norme et le réflexe premier en matière de recherche d’emploi.
Par ailleurs, il apparaît que les réseaux sociaux « grand public », même s’ils jouissent d’une forte notoriété ne sont aujourd’hui pas perçus comme des canaux « naturels » pour rechercher un emploi.
Les réseaux sociaux professionnels quant à eux apparaissent comme des leviers efficaces pour trouver un emploi, notamment auprès des cadres.

Une utilisation plus interactive des fonctionnalités propres aux réseaux sociaux (i.e. groupes de discussion…) permettra d’aller au-delà de l’utilisation « classique » (similaire à celle des Jobs Board).

Cette étude conforte le groupe Adecco France dans ses processus et formations dédiés pour ses candidats, clients et collaborateurs dans l’accompagnement du recrutement via les outils 2.0, qui reste une priorité pour le Groupe.

Etude online réalisée en juin 2012 auprès d’un échantillon de 5 317 personnes en poste ou à la recherche d’un emploi et représentatif de la population active française selon la méthode des quotas appliquée aux critères suivants : âge, sexe, catégories socioprofessionnelles. L’étude 

 

27 LinkedIn Social Media Marketing features you can start using today to promote your business

Harry Gold  on ClickZ

In 2010 when LinkedIn finally launched company pages, I wrote a breakdown of all the things you could do with your page in the column, “Set Up Your New LinkedIn Company Page.” A lot has changed since then and the list of free and paid marketing and media opportunities on LinkedIn has grown significantly.

So with the help of Sarah Mitus (one of our agency’s social media specialists who helped with the research and images for this column) we are going to share an update and breakdown of all the things we think you can do to promote your business or brand on LinkedIn. Of course if we left something out please comment and let us know! We have broken down the tactics and features into free and paid categories that businesses (or their advocates) can use to promote their brands, products, and services.

Free LinkedIn Features for Businesses and Brands

1. Create your profile: Consider your LinkedIn page as a sort of Facebook fan page for your company on LinkedIn. To start your company page, go to LinkedIn.com/company/add/show. Once you have admin access to your company page, begin by filling in the appropriate information on the Overview tab. Incorporate SEO keywords as often as possible in the written description and specialties section of the tab.

2. Set up a Products/Services tab: The Products and Services tab on LinkedIn allows a business to showcase what it provides to its customers. Besides creating a full list of products and services, including an image, description, key features, product URL, company contact, and video, a company can create a featured products and services list to highlight its core products. The Products and Services tab has a few purely visual elements, too, including three images to feature at the top of the page, and a YouTube video on the bottom right. To learn more, visit Marketing.LinkedIn.com/get-started.

3. Encourage people to recommend your products: A great feature of the Products and Services tab brings peer recommendations to the forefront. When on a company’s Products and Services tab, users see any recommendations a product/service has, beginning with recommendations from people in the user’s extended network. Much as reviews would influence shoppers on an e-commerce site, users are likely to express more interest in this product or service from knowing one of their connections endorses it.

4. Check out your page’s analytics: As an admin of a company page, you’re able to see analytics behind the number of visits and the people who visit your page. Analytics include numbers for your company for page views, unique visitors, clicks on the Products and Services tab, members following your page, and the types of people who visit your page. Learn more at Marketing.LinkedIn.com/deepen-relationships.

5. Alter Products/Services pages by demographics: After you create a generic Products and Services tab, consider creating alternative pages for different demographics. LinkedIn gives company page admins the ability to show targeted Products and Services pages to specific user/industry segments. These segments can be chosen by job function, industry, seniority, and/or geography.

For example, our agency shows a different Product or Services tab to someone who is in the marketing field than someone who is not. This enables a business to specifically target a user based on a defining characteristic, proving relevant as soon as the user clicks on the tab, much like a landing page does in a search campaign.

6. Post status updates: These updates appear in users’ feeds on LinkedIn if they are following a company. Updates provide a way for users to interact with a company, and for a company to potentially gain exposure within its followers’ friends’ feeds.

This is important. Status updates, when updated at least once a day, provide a potential place for paths to cross between a LinkedIn user and a company. If a company does not post status updates, the likelihood of a follower visiting your page frequently is low to nonexistent. Post status updates to ensure you’re top of mind with your LinkedIn followers. For more information, visit here.

LinkedIn recently announced that all companies will soon be able to target their status updates title, industry, or company size. For information, visit here.

7. Add a LinkedIn share button to site content: Encourage users who visit your site and/or blog to share what they read on LinkedIn. Adding a share button, much as a company would a “Like,” “Tweet,” or “+1” button enables users to easily share from your site.

8. Add a LinkedIn follow company button to your site: On February 27, LinkedIn released a “Follow Company” button to put on your site. This gives users the ability to follow a company directly from its site if they are logged in to LinkedIn. The button can include the number of followers the company has, or just the follow button itself. Learn how to install a LinkedIn follow company button to your site here.

9. Promote your page on other social channels: Encourage users on other social sites to become a part of your LinkedIn community. Post status updates and tweets encouraging users to follow you on LinkedIn as well.

10. Promote your page in an email: Much as you would any other social network, promote your LinkedIn page in an email to encourage people who already have an interest in your company to follow you for more company and industry news.

Free Opportunities for Individual Business Advocates and Employees

Employees and advocates of brands help bring a face to the company on social media platforms. There are some things companies cannot do on LinkedIn, but individuals can do as a representative of a company.

11. Encourage employees and advocates to follow your page: As part of your community, employees and advocates should be in tune with your company news and social media efforts, LinkedIn included. Employees and advocates should follow your company on LinkedIn not only to stay on top of company news, events, and webinars, but so that they can easily share this information with their network.

12. Set up and manage groups: Individuals can create and manage groups about specific topics relevant to a business in order to establish each individual as a thought leader, and to provide additional exposure for the company. Learn more here.

13. Join groups: Because companies cannot join groups, it is wise to have individuals from your company join groups about your company and industry. When employees and brand advocates participate in groups, posting discussions and questions, they further increase the reach of your company.

14. Create a poll within groups: Creating an easy-to-answer poll within a group provides a way to receive quick engagement with a question. This question can be used strictly for engagement, to gather information about group members, or to learn what the group would like to discuss.

15. See group analytics: Whether you are a member or owner of a group, you can view analytics to better understand the demographics of your group members and the growth and activity happening in the group.

16. Recommend products: Employees, brand advocates, and even clients can recommend your company’s products and services on LinkedIn. When this occurs, users in these brand evangelists’ extended networks will see a relevant recommendation when they visit the Products and Services tab of your LinkedIn company page.

17. Post a question: Users are able to ask questions of their networks and ultimately the entire LinkedIn network by visiting LinkedIn.com/answers. Again, this brings more exposure to your company when an individual of your company is seen on the Questions page.

18. Answer a question: In addition to asking questions, employees and advocates should also answer them. This will establish the individual as a thought leader and bring other LinkedIn users to your company page should a user click on the employee answering the question.

Paid LinkedIn Opportunities

A business is able to increase the exposure of its brand and company page by using LinkedIn’s paid features. Paid features include the Careers tab and LinkedIn Marketing Solutions, which enable a brand to bring ads to its target audience by targeting by profession, seniority, industry, company size, geography, and/or education.

19. Post jobs: Because many people use LinkedIn to search for jobs and prospective companies to work for, a company may use paid features to enable the Careers tab. Posting a job on LinkedIn creates a generic Careers tab displaying all LinkedIn job posts created by that company. Each LinkedIn job post incurs a fee, but the cost varies based on location and amount of posts purchased. In order to post a job, click on the Jobs tab directly from your LinkedIn home page or learn more here.

20. Careers page: Another more costly feature is a personalized Careers page, a $10,000 or $20,000 expenditure, for a customized look. For some examples, check out Microsoft, Google, Fidelity Investments, and Louis Vuitton to understand what this Careers page looks like, and the value that it brings in acquiring new employees. If you’re interested in doing this for your company, or if you would like more information, visit here or contact a LinkedIn representative who can explain the benefits and costs associated with each option more in depth.

21. Display ads: Display ads on LinkedIn may appear in multiple shapes and sizes, and much like display ads on other networks, help to increase brand awareness. Display ads can appear on the side of a LinkedIn page in a square or column, or on the bottom as a row.

22. Text links: Text links appear at the top of each page, underneath the navigation bar. They tend to blend into the surroundings and can appear to be part of the site, sometimes appearing as a recommendation from LinkedIn. Start a text ad campaign by visiting LinkedIn.com/ads/start.

23. Content ads: Content ads allow you to stream multiple content types through a customized, tabbed module. Through this advertisement type, a business can deliver multiple types of timely, engaging content, such as a video, Twitter, or RSS feed, in one streamlined unit. For more information on what you can accomplish through a content ad, visit here.

24. Social ads: Social ads are advertisements that encourage users to interact with your brand on LinkedIn. Social ads include options to encourage users to follow your company, leverage recommendations, or join a group. Learn more about social ads as part of LinkedIn’s marketing solutions here.

25. Sponsored polls: Receive interactive and relevant feedback from industry leaders. As a company, you can create customized, brand-relevant questions and conversations and use this information not only to engage with the LinkedIn community, but also to learn more about your target consumer.

26. Featured Questions: Ignite conversation in answer categories by utilizing Featured Questions. Get answers and gain exposure with your target audience of knowledgeable and active professionals. Learn more here.

27. Event sponsorships: Drive awareness and attention to an event posted on LinkedIn by using this marketing solution. Increase attendance by helping relevant LinkedIn users in your geographical area and industry find your event. Learn more by viewing LinkedIn.com/events.

Getting Started

If you want to get started on some of these tactics, a good place to start is on LinkedIn’s FAQ page. To learn more about its paid opportunities, visit its Marketing Solutions page. I hope you found this breakdown of LinkedIn opportunities helpful! Again, if we missed anything please post it in the comments sections.