Develop a Winning Talent Brand as a Company of Any Size | Talent Connect London 2013
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- 1. #intalentDevelop a Winning Talent Brand as a company of any
size Jessica Hayden Paul MaxinAmber Taylor Senior Talent Partner at
ASOSRecruitment Manager at SoundCloud
- 2. Who am I?#intalentName: Paul Maxin Twitter: @PaulMaxin Job
title: Former Global Resourcing & Recruitment Director at
Unilever Hobbies: Hobbies include family, travel writing, West Ham
United and an unhealthy encyclopedic knowledge of the work of Bob
Dylan .
- 3. The impact of a VUCA world on talentV = Volatility U =
UncertaintyC = Complexity A = Ambiguity#intalent
- 4. #intalentVUCA informs the talent questions we need to
address
- 5. #intalentThe importance of differentiation
- 6. Differentiation In 2006, Audi won the South Africa car of
the year award And BMW was quick to respond#intalent
- 7. #intalent
- 8. #intalent
- 9. #intalent
- 10. #intalent
- 11. #intalentWhat is the value of an employer brand?
- 12. Employer brand objectives Consistent look and feel for
communications Strong brand promise Central narrative and brand
pillars to build individual executions Toolkit for guidance A
select group of template examples Communication plan#intalent
- 13. Channels to activate your talent
brand#intalentUnknownAttractHuntCorp Careers Site Print Advertising
Niche BoardsPostingsPay per Click Ads EventsCampus Career Fairs
Gamification Diversity EventsMarketingEmployment Branding Search
Engine Optimize Media PresenceBoolean Bar Search All
ToolActivePassiveCultivateHire Applicant tracking system
KnownProspects Referrals Alumni EmployeesTalent Community
- 14. #intalentHow Linkedin differs from the other platforms
Tailored Point Of Contact for job seekers; First Point of Contact
for Corporate Stakeholders and employer brand building through
factual information Embassy to nurture on-going conversation aimed
at generating engagement around / raising awareness of: the company
culture; the opportunities that Unilever has to offers; the
commitment to sustainability; the brands and ultimately provide
tailor made job news and advice. Embassy for visual brand
engagement and storytelling. Repository of video assets that can be
used across other social media channels to satisfy educational
needs and spark engagement. Repository of useful information that
can be used in the consideration (Im considering changing my job)
and interview phase Content is mainly user generated
- 15. #intalentDisruptive Execution
- 16. #intalentHeineken: The Candidate The goal of Heinekens
marketing team with The Candidate was to attract their target
consumer Man of the World to engage with Heineken as a brand and
join in conversation around this unique recruitment process! To
recruit an intern in its event and sponsorship team, Heineken
dropped the standard interview process and instead, put applicants
through a series of unexpected and bizarre situations in a bid to
find the best talent around. Over 1,700 people applied for the job
and the best were invited to Amsterdam for an interview, and the
entire thing was captured on camera. The film was released to the
brands marketing team via an internal portal so they could vote for
their favourite interviewee from the three best interviews.Watch
Video
- 17. Heineken: The results 4.9 million video views to
dateMajority of the 11,331 Twitter mentions were positive 32.4
million impressions on Twitter, seen by 27.4 million unique users
355 million unique users reached across various leading media
sources Launched on Mashable to 24m unique users, and tweeted to
Pete Cashmores 3m followers#intalent
- 18. #intalentKPMG: Virtual Recruitment Environment KPMG
launched a new virtual recruitment process fit for the digital age
which uses an advanced software application to take candidates into
a simulation of a real office environment complete with a series of
realtime tasks.KPMG won the RAD 2012 award for work of the year
from Personnel TodayA sophisticated back-end functionality to the
online experience scored candidates directly against the
competencies, as well as recording all results and data, which
helped ensure the very best talent was selected.
- 19. Campbell Mithun: The Lucky 13 Minneapolis ad agency
Campbell Mithun used a tweet job application to recruit its summer
Lucky 13 interns. The twitter process invited students to post 13
tweets over a 13 day period that introduced themselves and
demonstrated their digital capabilities to the agency. Results
Nearly 400 applicants applied Applicants represented 33 states, 16
countries and 103 colleges/universities During the 13 days of
tweeting, more than 4,400 #L13 tweets appearedWatch
Video#intalent
- 20. Taco Bell: Pinterest career
site#intalenthttp://pinterest.com/tacobellcareers/Taco Bell have a
huge recruiting presence on Pinterest, with boards focussed on
attracting candidates and creating awareness of positions within
the company. Taco Bell portrays the company as fun and friendly by
pinning current images of employees working in the corporate
offices and in stores on their boards, also giving candidates a
behind-the-scenes look into their working environment.
- 21. #intalentDeveloping SoundClouds Employer Brand Jessica
Hayden Recruitment Manager at SoundCloud
- 22. #intalentSoundCloud is the worlds leading audio sharing
platform200 million people reached every monthOver 12 hours of
audio uploaded every minute
- 23. Where we were#intalentEmployees = 6 Year = 2008
- 24. Employees = 25 Year = 2009
- 25. #intalentEmployees = 80 Year = 2010
- 26. #intalentWhere we wereEmployees = 100 Year = 2011
- 27. #intalentWe are a highly technical bunch of people who love
building things
- 28. #intalentWe come from over 30 different countries
- 29. And we have a story to tellValuesTraditionsSuccess Stories
Over 200 talented people
- 30. #intalent
- 31. We use the power of other platforms#intalent
- 32. The future?#intalent
- 33. #intalentDevelop a Winning Talent Brand as a company of any
size Amber Taylor Senior Talent Partner ASOS
- 34. #intalentENGAGING OUR TALENT BRAND
- 35. #intalentWe Would Like To Share Who we are? Our Story Its a
journey Building our talent brandOur approachWhats next?
- 36. Proud To Work at ASOS Take a peak at what we have been up
to in the last 6 months#intalent
- 37. #intalentOur Story & How We Have Sourced Our Roles
ChallengeImpactBusiness Growth Change of PaceAlways playing catch
upFocus on filling rolesNo clear strategy No consistency No
frameworkStrong consumer brandAgency25%Who doesnt want to Work for
ASOSInternal69%6% Direct
- 38. Recruiting Brilliantly What we have done in the last 9
months We partner effectively and recruited experts in their field
We engage, attract and select the right people in the right way We
provide the best candidate and manager experience We actively hunt
down talent for now and the future Were shouting about who we are
and what we do Employer Branding is key#intalent
- 39. #intalentBuilding Our Talent Brand Authencity matters We
dont sell We are honest We appeal to different sides Customers =
Employees
- 40. Planning A Recruitment
DestinationAttractionEngagementRetentionConversion#intalent
- 41. Attraction: We Love LinkedIn Our follower base is 58,064,
we have increased this from 30,000 6 months ago 485 of the people
we recruited were on LinkedIn Content led - we are actively
managing 4 unique pages to create talent pipelines Our success on
LinkedIn holds us with: Talent brand index of 38% 3rd out of 10,
most attractive in our peer group#intalent
- 42. Whats Next? Explore more of our followers as a talent pool
Develop relationships with people for now and future Making out
talent brand accessible to our global populationPassionate About
Our Future#intalent
- 43. #intalent