Case Study: NPR
NPR had a traditional transactional recruiting model, focused primarily on job boards and career fairs. Their hiring challenges were stiff, as the non-profit organization was competing for talent against for-profit competitors on two fronts: media and technology. As a non-profit, the recruiting resources and budget were also very limited.
Shifting the recruiting focus from a reactive transactional model to a proactive model driven by talent branding, social media and digital engagement, and internal and external brand advocacy.
- Over $100,00 savings per year by drastically reducing reliance on job boards
- LinkedIn, Facebook, and Twitter became 10 sources of applicants and hires
- Twitter became NPR’s #4 source of hire, a leading source of passive candidates including key senior level hires
- @NPRjobs became a model for successful recruiting and branding on Twitter, winning distinction and recognition,
- NPR’s multi-channel employment employee-driven branding campaign, #NPRlife, generated over 2,000 Instagrams and 6,000 tweets
- NPR’s LinkedIn Company page was named a “Best 10 Company Pages in 2013“, and their Talent Brand Index (TBI) was higher than most organizations in media including: New York Times, CNN, ABC, and Washington Post.
- Partnering with Twitter to co-host the #NPRTwitterChat job search, chat, extending NPR’s employer brand to new audiences
- NPR’s social media recruiting efforts have been featured in: Wall Street Journal, Mashable, Washington Post, Social Media Examiner, Non-Profit Quarterly, MediaBistro, Twitter Stories, PBS MediaShift, SmartBlog on Social Media, Integrated Media Association, The Daily Muse
- NPR led social recruiting thought leadership by contributing to HootSuite University’s first
@NPRjobs on Twitter
Employer Branding Video - NPR Internship Program
Employer Branding Video - "NPR Moment"
LinkedIn Top 10 Company Pages 2013 - NPR
#NPRTwitter Chat - a collaboration between NPR and Twitter recruting