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How do Nestlé use social media for recruitment?

This post originally appeared on linkhumans.com.

Nestle (or Nestle S.A.), a Swiss-based (with headquarters in Vevey, Switzerland) multinational nutritional and

health-related consumer goods company, have started to use social media for recruitment in the United

Kingdom and the United States. When measured by revenue, it is the largest food company in the world - so

using the most modern technology to recruit new employees is necessary in this changing world.

Strategy:

Nestle has a UK job site (nestlecareers.co.uk - see right), with the slogan ‘Nestlé & You’, which is linked to the respective Facebook and Twitter feeds, and where

people can search and apply for jobs. Nestle in the USA has a ‘Jobs’ sub-section

of their website (careers.nestleusa.com), split up into ‘Professional Jobs’ and

‘Campus Opportunities’, with a section for users to search and apply for jobs

and links to their Facebook page, LinkedIn page and YouTube account. There are

websites for other countries – all including jobs pages too, however the UK and

USA careers departments are the only ones to have embraced social media.

Facebook:

Nestle has two Facebook careers pages – a UK careers page (facebook.com/NestleCareersUK - see below) with over 700 likes, and a USA careers page (facebook.com/NestleUSACareers - see below) with less likes – around 150.

The Nestlé Careers – UK Facebook page (below left) posts out ‘Job Of The Week’ as well as open-ended questions and news articles

concerning the industry. It gets some likes and comments on its posts but isn’t too popular. It has a ‘Welcome’ tab and a ‘Careers’ tab which lists

all available positions and allows users to apply via the Nestlé website. There are also ‘Business Areas’ and ‘Nestlé Culture’ tabs which list the

different job areas at Nestle and the culture of working at the company. The page has a uniform design and is well updated with easy to use

links.

The Nestle USA Careers Facebook page (above right) only has 150 likes and does not post as regularly as the UK page. The US Careers part of Nestle post the same content on their Facebook page and Twitter feed, only with hashtags on the Twitter page – something which they

could change to offer some variety.

Twitter:

Nestle has two careers/jobs based Twitter accounts – one for the UK

(@NestleCareersUK - see right) with 1,000 followers, and one for the

USA (@NestleUSCareers - see right below) with almost 1,900 followers.

The UK Careers Twitter feed posts job opportunities, as well as thanking

other accounts for mentions and retweets. It posts once or twice a day,

covering the United Kingdom and Ireland and has the same branding as the

website and Facebook page. With over 1,000 followers, it could post more

frequently and be more interactive to gain a wider following base.

The USA Careers Twitter feed concentrates on careers in ”engineering, HR,

manufacturing operations, marketing, product development and supply chain”,

but actually promotes the careers side of Nestle USA rather than posting job

opportunities. It does not tweet regularly either, with some posts being days

apart, however it does have more followers than the UK account – around

1,800. As mentioned, it mirrors the Facebook page – posting the same

content, just containing searchable hashtags. This is something that they could

probably change, to make each social media experience different.

LinkedIn:

The ‘Nestlé UK & I’(reland) LinkedIn page has a ‘Careers’ tab (right) which lists the latest job opportunities,

however with 230 followers and not much detail, the page could be vastly improved and promoted.

The ‘Nestlé USA’ LinkedIn page has a similar ‘Careers’ tab (right) with no branding, that lists current jobs

(including one for Yorkshire, UK). However with over 14,000 followers, it’s a shame that they have not

branded the tab or brought any extras in – it is a missed opportunity for another platform of social

recruiting.

A good example of Nestle using branding well on their LinkedIn ‘Careers’ tab can be found on the

‘Nestlé S.A.’ LinkedIn page (see bottom right). The page has a banner, a ‘Meet our people’ YouTube

box as well as a ‘Careers’ introduction-style box and ‘Graduates and entry level’ box. It gives all the

necessary information but keeps it simple and looks professional. Nestle UK and USA need to do

the same for their pages, as LinkedIn is one of the most useful social media platforms for

recruitment.

YouTube:

There is a ‘NestleCareersUK’ YouTube channel, however it only hosts four videos (each interviewing a different

employee at the UK branch of the company), but the channel shows up as unavailable (videos are only

viewable via searching) and the videos were all uploaded on the same day over a year ago – 1st March 2011.

It seems that the channel was an idea Nestle had, which was then discontinued for some reason. YouTube can

be a different way of interacting with possible employees, so Nestle UK should definitely reinstate their

channel and create more good content.

Nestle USA have a YouTube account (nestleusa - see below) which is not updated regularly (every few

months), but does hold some good content – the ‘Real People’ series (a set of interview videos with current

Nestle USA employees) and a ‘Campus Careers’ playlist (videos showing the potential opportunities for

students – linked to the section on their website). However, the content quantity is good – but the quality

could be improved and could be more consistent.

Conclusions:

  • Nestle have some positive points in their use of social media for recruitment, but there is still room for improvement.

  • The consistent branding across the websites, Facebook and Twitter is good, and allows users to know that all the different platforms are for the same purpose.

  • Updates are regular on some platforms, but not on others – this could be changed so that the pages are more consistent with their posts.

  • More branding is needed on the LinkedIn pages – the UK and USA pages should follow the example of the SA page.

  • YouTube needs to be used more – it is an extremely interactive medium, especially in recruitment terms and could be used in a variety of ways.

It is still early days for social media in recruitment for Nestle, and although there are some positive points, there are still some improvements that can be made.