Louise Gunn

In-house Recruitment Awards “The Manchester Conversation”

# 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

What is social media’s role in attracting candidates at Boots?

Increasing brand awareness

Promoting vacancies / opportunities

Creating campaigns to raise awareness

Targetting 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 is invaluable for keeping a visible dialogue open with candidates e.g. for highlighting application deadlines for big

campaigns.

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 and Meerkat breaking down the traditional routes to candidates.

We hold monthly #insidesupportoffice days and also use Storifyto 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 15000 followers

Twitter - @Boots_Jobs – over 1500 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 & continued increase in number of hires required

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

#FlywithBootsfor a YouTube documentary

series

#FlywithBootsfor a YouTube documentary

Teaser Summer Special

The Shifts The Customers

#FlywithBootson Twitter

#FlywithBootsto specific destinations

#FlywithBootsto the documentary

#FlywithBootstaken on board by others

#FlywithBootson Facebook

#FlywithBootson Facebook

#FlywithBootsto infographics on the airport

#FlywithBootsto infographics

online/offline events

#FlywithBootsfor the Summer (jobs)

#FlywithBootsto new store openings

#FlywithBootsfor 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 initially planned to recruit 659 Customer Assistants

• We recruited 620 Customer Assistants

FlywithBoots in 2015for a YouTube documentary

FlywithBoots in 2015On Twitter

FlywithBoots in 2015On Facebook

FlywithBoots in 2015Taken on board by others

2015 The Results:

• Facebook: 31 posts saw 665 likes, 70 comments, 129 shares• Twitter: 303 Tweets and 855 retweets

• YouTube: 4 videos 5,032 views

2014 (as at 3/10/2014) 2015 ( as at 2/09/2015)

Applications 27,451 Applications 17,046

Hires 620 Hires 551

What our Stakeholders said:

“From having no campaign, tools, support, understanding of Airports 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.

The visibility of the vacancies is driving greater, year on year applicants, meaning that we are filling vacancies faster with better applicants. The tools are well designed and relate to what the Airports are trying to convey. There

has been a sizeable shift in the way we tackle our vacancies which has meant we are able to deliver even better care for our customers.”

HRP UK Airports

# FlywithBoots

best use of social

Any Questions?

Lunch 12:30 – 13:30

“Why you’re not just a recruiter, you’re Sales & Marketing too” with Hiring Hub

13:15 – 13:30

In-house Recruitment Awards “The Manchester Conversation”