We wanted to extend that story by reaching out to prospective employees on Miami Valley Gaming's social and digital properties and the MVG website to build their social community and promote MVG as a great employer and a great place to work. At the time of launch of the social recruiting strategy, Miami Valley Gaming was introducing a new character to be called Lucy. We showcased her recruitment process and Lucy applying for a role at the Lucky Buckeye Company. Miami Valley Gaming saw this as an opportunity to attract new employees and at the same time build their internal culture.
During the TV campaign when Lucy was joining the Lucky Buckeye Company as the new Lucky Buckeye Inspector, we ran a Facebook contest to not only introduce Lucy to the audience but also asked the audience to provide their own videos explaining why they should be the next Lucky Buckeye Inspector. This grew engagement with the brand and became an integral part of our employee acquisition strategy.
Miami Valley employees started to promote MVG’s social properties to their own base of friends and colleagues and had fun telling their stories about what it’s like to work for MVG. The casino’s brand and reputation grew even stronger.
Increases Candidate Pool
Our goal was to increase the number of candidates applying at the casino. Since the inception of the social recruiting program in January 2015, Miami Valley Gaming is thrilled that their candidate pool has increased by 39 per cent and their patrons have Lucy, a new and beloved character to engage with.
It is evident that social recruiting has come of age due to a demand from both candidates and recruiters. Younger candidates want lots of insight into an organization's culture before they are ready to investigate compensation and benefits. Our social strategy enabled Miami Valley Gaming to do so in a fun, engaging and most effectively a cost effective manner.
Engagement in social media channels illustrates that it is not only passive job seekers that you reach, but active recruitment activity is also acceptable by these communities. Today we are seeing more opportunities for candidates to share their CV’s on social platforms as more companies invest in recruiting tools and platforms designed to operate on social platforms.
Social media engagement is an ongoing hot topic for every brand and everyone is trying to integrate it into their marketing plans. Some brands make it look easy, but it isn’t. It takes lots of patience and foremost a social strategy that is rooted in the brand story.
The need to cultivate authentic relationships with your audiences has never been so important because the next post you share could be the one that lands you your next, high roller, brand advocate or star employee. Don’t miss out on the opportunity to use that brand story to build an ongoing relationship through your HR department, Operations, and Player Services.
Jim Kabrajee is Partner/CEO, of Marshall Fenn Communications, Canada’s most experienced casino marketing agency having created successful marketing campaigns for 25 casinos in 10 jurisdictions throughout North America. For further information please email firstname.lastname@example.org.