© 2011 jcpenney. All rights reserved. Proprietary and Confidential

Talent CommunitiesOctober 24, 2011

Step 9

Jobs2Web

Step 8

Content

Step 7

Microsites

Step 6

S.E.O.

Step 5

AdvertisingSourcing

Step 4

EmploymentBrand

Step 3

CRM

Step 2

ProcessFlow

Step 1

SituationalAnalysis

TalentCommunitiesTalentTalent

CommunitiesCommunities

Where do you work again?

• Established as “The Golden Rule Store” in 1902

• #146 on 2011 Fortune 500

• $17.76B annual revenue in 2010

• $389M net income in 2010

• 1,106 retail stores ; 21 distribution centers

• 150,000 Associates

• First brick-and-mortar retail to transact $1B online (2005)

So JCPenney hires a lot of people. What’s the problem?

• Archaic Applicant Tracking System

• Terrible online candidate experience

• Inconsistent Recruiter processes

• Lack of reliable data / metrics

• Unscaleable model

• Decentralized, untrained Hiring Managers

• Post and pray sourcing “strategy”

• Minimal candidate sharing or re-recruiting of old candidates

That stinks. What did you do about it?

• Process Flow

• LinkedIn Corporate Recruiter

• Employment Brand

• Recruiting CRM

• Integrated Sourcing Tools

• Search Engine Optimized Jobs

• Meaningful Metrics

• Talent Communities

John Medina anyone?

• Developmental Molecular Biologist

• Author of “Brain Rules – 12 Principles For Surviving & Thriving at Work, Home & School”

• Sleep, exercise & lower stress levels are the keys to mental optimization

• Men and women’s brains function differently

• Our brains continue to evolve over the course of our lives

• We all start to lose attention after approximately 9 minutes

• www.BrainRules.net

Recruiting Process Flow - Landscape

JCP

Rec

ruiti

ng C

hann

els

60,000+Hires in 2010

Executive

Corporate

Stores

Supply Chain

College

Hourly

Recruiting Process Flow – Cutting Thru The Noise

Selection

Hiring

Sourcing

Recruiting CRM – Avature

ATS’s are about compliance and process management

CRM’s are about experience, engagement and productivity

Candidate Tools – Sourcing vs. Advertising

Search Engine Optimization For Jobs

Direct Employers Association

Microsites – http://jcpenney.avature.net/jcpcareers

Microsites – http://jcpenney.avature.net/stores

Microsites – http://jcpenney.avature.net/college#

Microsites – Inclusion & Diversity

Communities – Entice Me – Engage Me – Keep Me Warm

• I am interested, but not looking for a new opportunity today…

• Don’t make me apply…

• What’s in it for me?

• It’s all about the content, silly…

• Don’t just contact me when you have a job open…

• Networking, networking, networking…

• Email and computers are so last year…

What’s Next? – Jobs2Web

What’s Next? – Jobs2Web

And in closing, one more story…

Questions?

http://www.linkedin.com/in/jasonleonard

Twitter - @Jason_DFW

jleonar1@jcp.com