Ogilvy, and Leo Burnett Set the Trend for Social Recruiting

There are a handful of brands that I follow closely on the web, including Leo Burnett, and Ogilvy and Mather. Since I’m graduating in May, 2012 from Loyola University finding a full-time job is at the top of my mind. Naturally, companies addressing this immediate concern have my undivided attention. Here’s how Ogilvy and Leo Burnett reeled me in through their social media efforts.

Leo Burnett Blog: Getting into the Biz with David on Demand

Over the last month David Perez, a creative recruiter at Leo Burnett has offered free advice to young job-seekers in the advertising industry. Each week, Burnett’s Twitter followers are invited to tweet questions @davidondemand using the hashtag #askdavid. Then on Monday of the following week, he responds to the most pressing questions in a brief, quirky vimeo video via Leo Burnett’s Blog.

#askdavid: Episode Four from Leo Burnett Worldwide on Vimeo.

Each video segment covers various topics relevant to aspiring creatives like the importance of having a book, attending portfolio school, and why tattoos aren’t advisable…

He also responds to some hopeful job-seekers’ questions through his twitter handle. Burnett effectively migrated this video content across various social platforms including Twitter, vimeo and Facebook, and fostered engagement with their target audience.

If you haven’t reached this conclusion yet, take a hint from advertising junkies like Perez. It’s time to get on board, and start creating interactive content for your brand. Blog posts and still photos can only take your company so far. Videos, and twitter chats come across as more personal and conversational.

Ogilvy Craftsmen of Culture: Twitter Chats and Blogging

Ogilvy and Mather successfully used twitter chats to attract candidates to their internship and associate’s program in 2012. They hosted a series of Twitter chats and answered applicants’ questions about the application process, and how to best proceed. Each chat centered around the hashtag #craftsmen, and participants were invited to tweet their questions @OgilvyCraftsmen.

Ever since the application deadlines closed in mid-Jan., the agency religiously posted content to the Ogilvy Craftsmen of Culture blog. This simply satisfied applicants’ desire for more information about the program. In the future applicants may enjoy participating in more #craftsmen twitter chats, even after the application deadline has passed.

Additionally, Ogilvy has answered many applicants’ questions through Facebook comments. This is an advisable, proactive strategy because many administrators don’t respond to comments. The agency’s social media community administrator excels at keeping internship and associate candidates highly informed about the status of their applications, and HR processes.

If your company is looking to recruit millennials, then use social media to your advantage. Host a Twitter chat or create videos about your company. Socialize with potential candidates via Twitter, Facebook and LinkedIn. Or else, the big agencies will swipe away the talent because they understand social media.

Thumbnail Image Credit: gtmcknight via Flickr



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