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How CA Technologies enabled employee advocates to attract talent

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CA Technologies is a truly great place to work and has an amazing culture. We understand that 92 percent of consumers say they trust recommendations from a person more than the same content delivered by a brand. So we wanted to give our most interesting selling point as an employer, our people, a voice and the encouragement to use it. In this way we could grow our prospective talent pool and allow our job candidates to get to know us better as people, not just as a brand.

Our organization was already using an advocacy platform to help employees deliver company news and events to their social networks. But we felt it was important to have a platform more geared to job seekers to deliver not just company news, but also more personal stories, helpful tips for job searching from 3rd party sources, as well as (occasionally) our key job openings.

We chose QUEsocial as our solution provider due to their expertise in employer brand marketing and their standard functionality meeting our requirements:

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How CA Technologies enabled employee advocates to attract talent

  1. 1. CASE STUDYCA Technologies CA Technologies expanded their employer brand reach and impact through employee advocated content marketing on social media. OVERVIEW CA Technologies expanded the reach of our culture and careers content through an employee advocacy program. We understand that 92 percent of consumers say they trust recommendations from a person more than the same content delivered by a brand. CA’s employees and recruiters are therefore our most influential advocates to potential job candidates, and are likely already connected to them through various social media networks, such as LinkedIn, Twitter and Facebook. We learned that:  Employee Advocacy success in talent acquisition efforts may be even more evident than those in consumer goods  Employee Advocacy creates multi-cultural access to your brand  Employee Advocacy is low-cost, high-impact employer branding How CA TECHNOLOGIES Implemented an Employee Advocacy Platform for Talent Acquisition ca.com/careers You have something your competitors don’t – Your employees.
  2. 2. CASE STUDYCA Technologies CHALLENGES After the employer brand at CA Technologies was fully implemented through our careers and culture-focused social media channels, we experienced slow growth in our audiences. We were essentially publishing world-class content to a relatively small population – a tiny fraction of the annual new visitors to our careers site. To more effectively reach our goals to be a top-of-mind employer in the technology industry, we resolved to quickly accelerate our social media content reach and engagement through an employee advocacy program. HOW WE DID IT Implementation of the talent acquisition employee advocacy strategy, along with the accompanying technology solution from QUEsocial, began with a pilot test to assess best practices at a low cost. We implemented in October 2015, following four steps: STEP 1: Evaluate the Need We chose QUEsocial as our solution provider due to their expertise in employer brand marketing and their standard functionality meeting our requirements: We started with 80 seats on the platform, which is a little less than one percent of our global headcount, but allowed a wide range in advocates. Seats were divided amongst a mix of recruiters, HR leaders, executives, marketers and externally influential tech leaders at CA.
  3. 3. CASE STUDYCA Technologies STEP 2: Optimize Adoption and Engagement After the list was finalized and approved by key stakeholders and an email distribution list was set up, a “coming soon” announcement, crafted with a compelling impact message, was sent to all identified participants. Securing executive advocacy of the program between the first announcements and launch was key to building interest and buy-in among participants as we prepared and executed key implementation processes. STEP 3: Create Operational Standards and Content Strategy Our content strategy consisted of posting one piece of content per region, per workday. A section for QUEsocial was added to our content calendar to ensure platform-optimized scheduling and copy. Timing for push notifications was considered to maximize prime time awareness for each region: Americas 12pm EST/9am PT, EMEA 10am GMT/UTC (5am EST), India 10:30am/Australia 4pm (12am EST). The content mix considered business objectives for CA’s employer brand, using a 5“Gives”: 1“Ask” ratio. - 40% Interview/Resume/Career tips - 20% Diversity in tech - 25% Tech industry news/ highlights - 15% Job posting or CA news STEP 4: Implement and Train With our content loaded and strategy in place, we scheduled and prepared for the program launch, which included three online training sessions (one for each region), which were recorded and loaded into the QUEsocial application for future reference. COURSE CORRECTIONS Throughout the pilot test, we sent periodic emails to the user base, giving them an update on the user scoreboard results and hiring wins and asking them for feedback on the program. Between this feedback and a post-pilot survey, we were able to identify some opportunities to improve and implemented solutions quickly. The most impactful of these improvements was the effort to diversify content source by region, rather than using the same global content for each region. Overall, users loved the advocacy program and gave high ratings of satisfaction for all categories.
  4. 4. CASE STUDYCA Technologies THE RESULTS Five months after the launch of QUEsocial, we collected all program data launch-to-date, and the quantitative results were as impressive as the qualitative feedback from users. The audience added from 80 seats on QUEsocial gave us an increase of over 1,000 percent to the growth over the same time period on our owned CA Careers social media channels. This boost in audience for our content resulted in a 33 percent increase in its total reach. In theory, we can extrapolate this growth each time we add seats to the program. With this augmented reach, our employer brand content was undoubtedly more trusted when shared by our employees, as we saw in comparative engagement data. Articles shared through QUEsocial had 68 percent more clicks on average than those shared by our careers accounts on social media. As our accounts share an average of 10 pieces of content per day, compared to one per day on QUEsocial, they did receive more total clicks. However, QUEsocial came close to two-thirds that number, giving our content a 70 percent boost in total clicks.
  5. 5. CASE STUDYCA Technologies To tie these incredible results into a return-on-investment, we compared paid media market rates to the value of added content marketing through employees’ networks, via the program. We learned that it nearly matched the market value for CPC (cost-per-click) and CPM (cost-per-impression). When comparing the market value to QUEsocial costs, we saw a 344 percent ROI in CPC and a 2329 percent ROI in CPM. We estimate that we have saved in the region of $300,000 over five months, when compared to traditional advertising costs. KEY TAKEAWAYS  Employee Advocacy for an employer brand builds trust among current and potential candidates  A program can be implemented without cost, but an employee advocacy technology application is a cost-effective solution for user adoption of and engagement in the program  ROI can be measured when comparing costs as well as qualitative results, such as self-reported hiring wins  Prioritize a winning content and audience segmentation strategy  Ask for feedback, then improve and optimize before expanding the program to the enterprise

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