How Social Media Powers Global Hiring for Royal Caribbean

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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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.

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


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