How Social Media Powers Global Hiring for Royal Caribbean

10/29/21 • 42 min

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Thea Neal, Global Talent Marketing Manager for Royal Caribbean Group, joined this episode of Social Pros to share how she’s utilizing the power of social for recruitment.

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Thea Neal, Global Talent Marketing Manager at Royal Caribbean Group, is on the Social Pros Podcast to share the inventive ways Royal Caribbean Group recruits staff.

With a constant need to fill roles on the many ships within the Royal Caribbean Group family, recruitment is a huge priority. But rather than simply throwing up a few job adverts, Royal Caribbean has turned to social media to really drive that hiring push.

Thea explains how they use user-generated content from existing staff members to paint a picture of life at sea for potential candidates. She believes this goes way further than what marketing campaigns can produce because it’s authentic content that people really want to see.

Thea also shares how recruitment is a long game for Royal Caribbean Group and how social is currently driving around 20% of referrals to job applications. We also hear a bit about the struggles during COVID, including visa changes, recruitment competition from other brands, and how the travel industry is recovering.

In This Episode:

4:39 – How Thea is managing a huge hiring push after a COVID pause
7:27 – How being a talent marketer differs from being a regular marketer
9:39 – The ways talent marketing has changed over social media
11:27 – Why Royal Caribbean’s social recruitment push is a long game
12:40 – How Thea works with her counterparts to ensure the messaging is consistent
14:21 – What the pandemic taught Thea about the challenges of global hiring
16:20 – How Royal Caribbean manages a constant recruitment push worldwide
18:01 – How Royal Caribbean uses specific and targeted hiring campaigns
20:06 – Why Glassdoor ratings were such a big priority for Thea
24:10 – How user generated content gives insights into job roles that marketing campaigns can’t
26:08 – Why most UGC is created organically at Royal Caribbean
27:04 – Thea explains the ‘Journey with Us’ campaign
29:04 – How Thea measures success with recruitment campaigns
35:20 – Royal Caribbean’s hiring campaign plan post-COVID
36:50 – How Royal Caribbean competes with other companies for the best talent
38:54 – Thea’s one tip for those looking to become a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Thea Neal, Global Talent Marketing Manager for Royal Caribbean Group, joined this episode of Social Pros to share how she’s utilizing the power of social for recruitment.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

Full Episode Details

Thea Neal, Global Talent Marketing Manager at Royal Caribbean Group, is on the Social Pros Podcast to share the inventive ways Royal Caribbean Group recruits staff.

In This Episode:

4:39 – How Thea is managing a huge hiring push after a COVID pause
7:27 – How being a talent marketer differs from being a regular marketer
9:39 – The ways talent marketing has changed over social media
11:27 – Why Royal Caribbean’s social recruitment push is a long game
12:40 – How Thea works with her counterparts to ensure the messaging is consistent
14:21 – What the pandemic taught Thea about the challenges of global hiring
16:20 – How Royal Caribbean manages a constant recruitment push worldwide
18:01 – How Royal Caribbean uses specific and targeted hiring campaigns
20:06 – Why Glassdoor ratings were such a big priority for Thea
24:10 – How user generated content gives insights into job roles that marketing campaigns can’t
26:08 – Why most UGC is created organically at Royal Caribbean
27:04 – Thea explains the ‘Journey with Us’ campaign
29:04 – How Thea measures success with recruitment campaigns
35:20 – Royal Caribbean’s hiring campaign plan post-COVID
36:50 – How Royal Caribbean competes with other companies for the best talent
38:54 – Thea’s one tip for those looking to become a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Previous Episode

How Innovation Helps Intuit See Massive Social Success

Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, joins the Social Pros Podcast to discuss how Intuit makes tax content fun and engaging.

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Tax and budgeting are, by most people’s books, not the most interesting topics to hear about on social media. And yet, Intuit has managed to create content on social that’s fun, engaging, and educational.

This is thanks to the work of Lauren Thomas, Senior Manager of Communications & Social at Intuit Consumer Group, and her team. Lauren joined Social Pros to talk all about her work and how she’s brought innovations and big ideas to the team to drive its success.

We hear about Intuit’s ventures on TikTok and how it works with both personal finance and general lifestyle influencers to create engaging and relatable content. Lauren explains how Intuit has developed its light-hearted and fun brand voice to appeal to those who would usually shy away from hearing about tax.

In This Episode:

4:16 – How Lauren manages to wear so many hats in her role
6:10 – How Lauren uses social listening and the insights she’s picked up
8:47 – Why the area of social you work in affects how you use social listening
10:45 – How Intuit’s social media content changes throughout the year
13:40 – Lauren explains how social engagement shifts depending on the time of year
16:09 – How Intuit blends tax and finance content with lifestyle content
18:46 – Lauren explains how Intuit used Cameo as a unique marketing push
22:49 – How influencers help Intuit make serious tax topics engaging
26:55 – Intuit’s social care team’s approach to protecting personal information
34:02 – Lauren shares the story behind ending up in the Guinness Book of World Records
37:54 – The challenges of getting leadership to understand your vision
45:34 – Lauren’s top tip for those looking to become a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Next Episode

Advanced Facebook Ads in the Meta Era

Jon Loomer, Owner of Jon Loomer Digital, is on the Social Pros podcast to talk all about the future of advanced Facebook advertising.

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Salesforce Marketing Cloud

Full Episode Details

Jon Loomer, Owner of Jon Loomer Digital, joins the Social Pros podcast to share some of his words of wisdom and advice for those looking to take Facebook ads to the next level.

With the recent Facebook to Meta rebrand, things are a little up in the air in the social media world. But Jon weighs in on the future of Facebook and how marketers will have to adapt to succeed.

He gives some solid advice on getting started with Facebook ads, why you should focus on targeting the right people, and how to be mindful about sticking to a budget.

Jon goes on to talk about how competition has affected advertising on Facebook over the years and why it’s more important than ever to be creative and experiment to find what works.

In This Episode:

2:50 – Jon’s thoughts on Facebook’s rebrand to Meta
4:38 – What is “the metaverse”?
6:23 – How Jon Loomer Digital evolved into the resource for Facebook advertisers
10:08 – Why tie your Facebook ads to different stages of your funnel
12:07 – Creative, targeting, or budgeting: which is the most important?
14:31 – Why microtargeting is so powerful
18:00 – The factors holding people back from experimenting with Facebook ads
19:48 – How advertisers can set realistic result expectations
21:52 – How to get started with Facebook ads
25:56 – The challenges with dayparting
29:12 – Understanding how iOS14 can impact Facebook advertising
34:35 – What makes a good Facebook ad call to action
35:51 – How much should you trust Facebook’s auto-optimization?
41:48 – What experience and skills help you run successful ad campaigns
43:33 – Jon’s one tip to becoming a social pro