Case Study: Starbucks Employer Recruiting
Starbucks treats its customers like its employers and therefore it looks forward to various aspects of employer branding and recruitment through the means of technology/social media.
1. Employer Branding Through Social Media
Starbucks constructs its brand through its employees. It has also been listed in as the World’s Most Ethical Company for the seventh year and also made it into Fortune’s 100 best companies to work for. The way people like to suggest each other some good music to listen to or a great book to read, same is done with careers and Starbucks uses this opportunity in its employer branding strategy. As per its twitter, YouTube, Instagram or Facebook account.
1.1 Twitter
Its Twitter account is ‘Starbucks Jobs’ with #sbuxjobschat.
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2. Employment Recruitment through Social Media
Starbucks recruitment methods through social media are simple as social media helps out in sieving out candidates through the lens of their Facebook profiles, twitter feeds and other social media sites help determining whether the prospective applicants would fit in the culture of the company and more importantly if they would be willing to consider ¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬a move.
2.1 Starbucks career site
The company first initiated its recruitment process through its own Starbucks career site. The site is not only educational but also visually appealing and is broken down in easy to navigate modules. The site has various sections (Working at Starbucks) and some discrete portals for
a. Corporate careers
b. Retail careers
c. Manufacturing and Distribution
d. Military and their
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The account is personalized from get to go, even identifying the company’s partners. The accounts feed will reveal the current job postings (using the on-brand hash tag #tobeapartner) shout out in recognition of Starbucks partners, link to Starbucks in news and pictures of company events. It also uses its twitter page as a show case of “human face “as the company is comprised of real people. This method not just increases the online brand image but also gains the applicants interest and makes the prospective applicants feels as if they are submitting their resume to a real person and not a computerized generating email system. Company’s twitter following has reached 1K and continues to increase which shows that Starbucks twitter recruitment strategy is working and alluring candidates in
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