BlogWell DC Social Media Case Study: UnitedHealth Group, presented by Heather Polivka
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In her BlogWell presentation, UnitedHealth Group's Director of Employment Marketing, Heather Polivka, shares how they are redefining the recruiting process with social media.
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BlogWell DC Social Media Case Study: UnitedHealth Group, presented by Heather Polivka
- 2. HOW UNITEDHEALTH GROUP USES SOCIAL MEDIA FOR RECRUITING TALENT Blogwell – Washington, D.C. 5.4.2011
- 5. WHEN: 2/17/10 WHO: 15 Recruitment Services Social Ambassadors WHERE: LinkedIN Facebook Twitter Twitter ULink (Internal) WHAT: 2 Days of Off-site training , led by Bernard Hodes Social Recruiting experts, covering the social sites, how to engage in the sites, Content sources such as RSS Feeds and Google Alerts, Greater Than Employer Brand, communications and tone, UnitedHealth Group’s Guidelines for Social Media use, legal considerations, contingency plans, and role-playing scenarios. Ongoing Training & support in the form of homework, weekly Q&A sessions, and weekly “Hour with an Expert” training for 3 subsequent months SOCIAL RECRUITING – PILOT LAUNCH APPROACH
- 7. SOCIAL NETWORKING TRAINING PLAN
- 8. TRAINING PORTAL – OVERVIEW SECTION
- 10. WHEN: September 2010 WHO: Additional 30 Social participants, 45 Total WHAT: Developing Social Sourcing & Engagement strategies by function, by network WHAT: Additional roles are being developed with varying time commitments, training requirements, and expectations. Social Ambassador at Large : 1 per Function, 8/10 hrs per week Social Ambassador: 1 per Function/Job Family, 4/5 hrs per week Social Attache: 1 – 2 hours per week Social Envoy: 1 – 2 hours per month HOW: Training Portal developed from Pilot Launch Training, incorporating quizzes called “Who wants to be a Social Recruiter?” SOCIAL RECRUITING EXPANSION
- 11. PLANNING, PLANNING, & MORE PLANNING!
- 13. FUNCTIONAL CAREERS Facebook – UHG Careers & Individual Recruiter Accounts Glassdoor – UHG Careers YouTube – UHG Careers & Functional Careers Twitter – UHG Careers & Functional Careers LinkedIn – UHG Careers, Functional Career Groups, & Individual Recruiter Accounts
- 14. Social Recruiting “ On The Court” Objective: Engage IT candidates like Casey, build rapport and relationships with them, and encourage them to connect and apply
- 15. TWITTER: CONTENT
- 18. TWITTER: DIRECT MESSAGES
- 20. FACEBOOK: CANDIDATE INTERACTION & WALL POSTS
- 21. FACEBOOK: LIKE & ENGAGE ON OTHER PAGES
- 22. FACEBOOK: ENGAGE ON OTHER PAGES
- 23. TWITTER: DRIVE TO APPLICANT FUNNEL
Editor's Notes
- Corporate communications – Aligned Message, Health care reform discussion, content sharing, review & approval Public Relations – same as above Legal – Entire strategy, our approach, contingency & escalation plans, Terms of Use verbiage Employee Relations – while our objective isn’t to engage specifically with employees, what happens if/when we do? Or when we come across questionable engagement? (give example of Facebook post out of control…) L&D – How will we train people? How will we train our leaders? Customer Service – are they aware you are engaging? Do you have a plan in place to hand off issues to the appropriate party? Social Responsibility – PR opportunity! Human Capital Leaders & Business Leaders – often times, these are the people who are not engaging, they don’t get it….yet they are leading & managing the people who do Information Technology – access, browser considerations, admin rights to the laptop, technology to support social tools like Radian6, etc.