A conversation can start with something as small as “congratulations on your graduation” or “good luck with your final paper.” What develops from there is a valuable relationship for Allstate, and what could be a life-changing decision for the candidates with whom we connect.
When I joined the Allstate Employment Brand Team in 2014, we had a unique opportunity to change the way we approached social recruiting. One of the biggest frustrations for candidates in any job search is not being able to talk directly with prospective employers. We wanted to break down those barriers by engaging directly with candidates, but needed the right technology to do so.
Enabling Efficient Social Recruiting
We started out using several point solutions to manage our social recruiting efforts, but they didn’t integrate with one another, and didn’t provide the necessary efficiencies or metrics we needed. As a result, we couldn’t quickly identify the best candidates for Allstate and had no way to answer role-specific questions. Our reporting was also fragmented and we weren’t able to benchmark any early successes in social recruiting.
That changed when we brought on Sprinklr. Through one unified platform, we’ve been able to streamline and expand the social recruiting program throughout our organization. Here’s how we’re using Sprinklr to drive our social recruiting efforts.
Identifying Ideal Candidates Through Specific Search Queries
In collaboration with our traditional recruiting team, we’ve developed a list of over 70 search terms relevant to the Allstate recruiting process. Each person on my team is now dedicated to supporting a specific set of search terms.
For example, Tami Gorodetzer is dedicated to finding talent related to our campus recruiting, so they search within a specific location radius (around universities) and use search terms like #graduate or #classof2018. With this process in place, and different teams working on the same platform, we can now quickly identify the best potential candidates and connect them with the right recruiters.
Expanding Social Recruiting with a “Social Outreach Team”
Many Allstate employees are already on social, and collectively, they have a unique knowledge base and valuable insights about what it’s like to work at Allstate. With this in mind, we’ve made the decision to involve Allstate employees in the recruiting process – creating a first-ever “social outreach team” within the organization.
We use Sprinklr’s rules engine to facilitate the creation, approval, and dissemination of employee content. Customizable workflows make it easy for our team to ensure that all user-generated content is on-brand. These workflows also make it easy for our own employees to answer function-specific questions from candidates in real time.
By harnessing the collective power of Allstate’s employee base, we have been able to engage with 180% more potential candidates via social. Not only that, but these candidates have a more genuine, more human, and more personal look at what it’s like to work at Allstate.
Authenticity, Engagement, and Humanity
We are now engaging with promising candidates while empowering our current employee base to become proactive members of the recruitment process. Before Sprinklr, only 23% of our Instagram content was user-generated. That has now tripled to 74% – enabling us to provide a very authentic portrayal of the Allstate employee experience.
There’s more work to be done, but the results so far are promising. We’ve reached out to more than 1,100 potential candidates via social. And many of these candidates end up being applicants – and then employees.
Best of all: We’re creating connections at scale and putting the human back in human resources.
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