Unilever’s ambition is to double in size, whilst halving its environmental footprint and social recruiting is key to this. The key for Unilever though is recognising that all candidates are consumers. The company’s candidates / targets are consumers of its corporate brand before, joining and after any employment So instead of an EVP, Unilever think about a People Value proposition (PVP).
Their social media strategy is all about building relationships with people in Unilever’s ‘talent community’ (vs the bigger ‘talent world’), so it’s not actually a social media strategy, it’s a relationship management strategy. So Unilever’s use of Facebook is all about developing relationship (meaning that there’s no point appointing an agency to do this).
Also, there’s no point tweeting jobs – Unilever’s tweets link to a ‘day in a life'’ graduate blog etc (though Unilever_Jobs doesn’t seem to).
And social recruiting also involves more than just use of one particular technology – social recruiting also helps develop teamwork (‘teamwork is social – social – social recruiting’).
Other insights included: Developing / emerging markets count for 52% of Unilever’s sales and 80% of growth so social recruiting needs to focus on the BRIC and other countries.
See these other Unilever & social media posts:
And these recent posts on social recruiting:
- Evolution of the sourcer
- Just because you can do it doesn’t mean you should...
- Hard times and poor responses in Recruiting.
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