# FlywithBoots

best use of social

how to increase awareness of Airport roles

and what it takes to work there

Louise Gunn

Assistant Retail Resourcing Manager

Boots

Manda Crowder

Founder

andSoMe

What is social media’s role in

attracting candidates at Boots?

Increasing brand awareness

Promoting vacancies / opportunities

Creating campaigns to raise awareness

Targeting specific candidates

Building relationships and connections with candidates

Receiving crucial feedback

Boots social recruitment – what do we do?

Engage with our candidates through social media and bring

“Let’s Feel Good” to life in our recruitment marketing.

With the help of our ad agency andSoMe we give the Boots

Recruitment Team a social voice and improve our interactions

with candidates by offering them the chance to take part in Q&A

sessions and ask questions about their application.

It was invaluable during the launch of the new ATS as we were

able to keep a visible dialogue open to assist with any teething

problems.

Boots social recruitment – what do we do?

We challenge ourselves to try new things and pioneer the use of

new attraction channels - Instagram and tumblr, using

SoundCloud- breaking down the traditional routes to candidates. We hold monthly #insidesupportoffice days and also use Storify

to bring our tweets together to create

one story each business area.

For our Talent Programmes we have launched a living and

breathing campaign that evolves over time.

We are being seen as One Boots Recruitment Team with a

consistent messaging regardless of role.

Launch of the Boots Blog underlines this –

www.lifeatboots.co.uk

Our Social Audience

Facebook – Boots Jobs – over 14000 followers

Twitter - @Boots_Jobs – over 14500 followers

Talent Programmes channels – over 6000 followers

With LinkedIn Pages/Groups and other twitter accounts

Over 80,000 with an interest in Boots as an Employer

Airport Recruitment

Historically what has happened?

Despite a peak in recruitment requirements in the summer,

attraction activity for airports has not been a focus

2012: Airport stores predicted 541 hires but only recruited 385

2013: Airport stores predicted 517 but only recruited 457 hires

2013 saw our stores in Gatwick face real difficulties with their

recruitment resulting in a one off mini campaign ‘Get2Gatwick’

2014: So why was this different: New stores opening

The Challenges we faced.

The shifts – unsociable hours with early starts and late nights

Travel to the airport – ease, cost and length of time of journey

Security checks – Working in an airside store needs requires colleagues to have a security pass

Intense trading – Airports are incredibly busy, over 190,000,000 passengers go through UK airports

Transient candidate population

#FlywithBoots

for a YouTube documentary

series

#FlywithBoots

for a YouTube documentary

teaser

#FlywithBoots

for a YouTube

‘summer special’

#FlywithBoots

for a YouTube ‘The Shifts’

#FlywithBoots

for a YouTube

‘The Customers’

#FlywithBoots

for a YouTube ‘The Care’

#FlywithBoots

on Twitter

#FlywithBoots

on Twitter

#FlywithBoots

to specific destinations

#FlywithBoots

to the documentary

#FlywithBoots

taken on board by others

#FlywithBoots

on Facebook

# FlywithBoots

on Facebook

#FlywithBoots

on Facebook

# FlywithBoots

on Facebook

#FlywithBoots

to infographics on the airport

#FlywithBoots

to infographics

online/offline events

#FlywithBoots

to infographics

online/offline events

#FlywithBoots

for the Summer (jobs)

#FlywithBoots

to new store openings

#FlywithBoots

for ongoing awareness

The Results:• Facebook: 42 posts saw 413 likes, 17 comments, 26 shares

• Twitter: 455 Tweets and 794 retweets• YouTube: 4 videos 1,801 views

Increase in application numbers:• 2013 17,906 applications• 2014 27,451 applications

Hires:• We planned to recruit 394 Customer Assistants

• We recruited 620 Customer Assistants.

What our Stakeholders said:“From having no campaign, tools, support, understanding of Airports recruitment need 2

recruitment need 2 years ago. We now have the backing of our agency team AndSoMe, the recruitment service centre and our recruitment manager and team.

# Fly with Boots

best use of social

Any Questions?

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