Forbes has named 2013 “The Year of Social HR,” and that includes social recruiting. I’m always searching for brands that are using social media to recruit in innovative ways. Joining recent honorees Taco Bell and Bridgepoint Education is a new Social Media Recruiting Superstar: Amtrak.
It may be hard to believe, but this organization based on 19th-century transportation is cleverly recruiting in 21st-century ways.
Amtrak’s employer branding statement includes some unique, differentiating phrases, like “Amtrak moves America’s workforce toward the future” and “Your success is just a train ride away.” The location listed on their Twitter profile? “Everywhere, USA.”
Here’s how Amtrak steams ahead of the social recruiting pack:
Amtrak Careers on Twitter alternates job listings with lots of interesting content, from travel tips (“the five must-see attractions in Seattle”) to photos and links that emphasize the organization’s commitment to hiring veterans. It’s a simple but effective combination: the Social Recruitment Monitor currently ranks Amtrak Careers as the #1 employer Twitter in the country, based on the account’s popularity, activity, and interaction with followers.
Plenty of Pinterest
Amtrak Careers is one of a growing number of brands that is recruiting on Pinterest, with more than 135 images. The boards range from Amtrak History (which includes great photos from the organization’s start in the 70s), to beautiful pictures of trains traveling through the countryside, to a board aimed at women job-seekers. As all recruiting superstars do, Amtrak Careers offers job-hunting tips on its social channels; there are boards called Interview Advice, Interview Fashion, and Words of Wisdom.
All About “You” on YouTube
Amtrak Careers has seven videos on a YouTube channel with more than 4,000 subscribers. The videos are shrewdly broken down into aspects of employment: Your Health and Wellness at Amtrak, Your Voluntary Benefits at Amtrak, etc., which feature plenty of employee testimonials. The main video, Your Career at Amtrak, is hosted by CEO Joe Boardman himself. He outlines the many benefits of an Amtrak career but doesn’t shy away from honest statements like, “We’ve had to make tough choices recently because of increasingly limited resources. And I understand there are concerns.” He goes on to say that “a strong team will help us expand and build a solid future at Amtrak.” New hires, in other words, will help build that future.
Fitting It Into Facebook
Amtrak Careers has a custom tab on Amtrak’s consumer Facebook Page, which has more than 300,000 likes. Within that tab are five “sub-tabs” that cover benefits, hiring events, and an FAQ that answers questions like “Will I be considered for other positions when applying for a specific position?” There’s also a video, photos, job listings, a Twitter feed, and an app that lets you see which of your Facebook friends is connected to Amtrak. All those features make this little Facebook tab more robust than some company’s entire careers sites.
From its authentic videos to its fun Pinterest boards to its commitment to veterans, Amtrak Careers is making trains cool again. It’s reaching out to a diverse audience on a number of channels. And if those metrics seem too "soft," just look at that #1 ranking on the Social Recruitment Monitor.