Torgil Lenning, Julian Ziesing - recruiting-convent.de · • It’s a marketing funnel: you...

Global Talent Communication Trends

Torgil Lenning, Julian Ziesing

GLOBAL - LOCAL - GLOCAL

Talent is

the biggest

expense

and the biggest

competitive

advantage

Lack of skilled workforce

The Global Candidate

Recruiting is 95% local

Branding is 95% global

Preferred channels

Social media effectiveness“Have you seen / clicked on career content on this channel”?

Review

platforms -

Candidates are

listening

Career website

Review platforms

Social media

Local, but with very global potential

AI and new

tech...

Don’t get lost in tech and advice -

it’s the candidates voice that matters

• It’s a marketing funnel: you compete for attention across channels

• Job search is not an organized process: multi-channel, multi-device, micro action

• Work with data, not rumors: Facebook is not “gone”, Instagram is not “new” and LinkedIn is not “for professionals only”

• The right mix of content, jobs and interaction: understand each channel and how it is used by candidates

• New channels bring new behavior (e.g. Stories)

• Create a strategy how to manage your reputation - not only on review platforms

• Me, myself and I: what is the relevant career for me?

• They come for the jobs, stay for the content and apply for a career

• Personal contacts (recruiters and ambassadors) break the fourth wall

• The brand is global, but the information is local - think the journey from a candidate’s point of view

• If applying online is slow and buggy, applicants drop out

• Candidates expect transparency and speed in the recruitment process

• If you are not mobile, you lose an increasing part of the traffic

• If you do not optimize the candidate experience, even AI can’t help you

Global Trends

• Germans have the most competitive career websites in the world

• German employers often see Germany first, then the world

• US employers start with the world, and the US is only one of its markets

• The German “Facebook paradox”: slow start vs. herd behavior

• French employers are the most creative and courageous (e.g. ambassador content)

• Western companies are the first to compete in new, developing markets

• Small countries rarely have the resources to follow the footsteps of the big countries

• Most global career websites are built “inside out”, not “outside in”

• First we globalized, then we localized, then we globalized, then we...

And the employers?

“It has been said that arguing against globalization is

like arguing against the laws of gravity.”

- Nelson Mandela

Global CCW in English and German, several local CCW

Good global standard, consistent branding for local CCW

Linking to local CCW a bit complicated

Global CCW competes with local German one on Google search.

Where do you expect candidates to go? Who should use global site and why?

Landing pages for different target groups (by field of expertise).

Global job search with option to choose several countries

Mini job search on center of global CCW

EB claim on global start page

No way to explore the claim; traffic driven to jobs. But: the more time candidates spend with the content

of the CCW, the more likely they apply, and the more likely they apply to the right job.

Jobs should be visible at all times, but they are not the argument.

The candidate journey is not a straight line, more like a plate of spaghetti. Candidates often check the

jobs and then go back to the CCW content. Make this easy.

https://www.roche.com/careers.htm

Roche Global Career Website

ThyssenKrupp - #1 in Potentialpark Global Ranking

Strong dynamic message on start page

"Discover" - but how? Where to click? Again, the jobs are not enough.

However, it's still good that the jobs are easy to find.

Easy to find links to country CCW.

Strange selection of regions and countries. How about the rest?

https://karriere.thyssenkrupp.com/en

ThyssenKrupp

L’Oréal - Global #2 in Potentialpark ranking

Two slogans that cannibalize one another

Job search easy to find

Keyword search only (on start page) - how do young people what to enter?

LinkedIn matching on start page

Landing pages for different job areas

Glassdoor widget at the bottom: adding transparency (L'Oréal designed it

themselves)

https://careers.loreal.com/global/en

L’Oréal

SAP Global #3 in Potentialpark ranking

After a short while, chat pops up in local language (localization)

Message and video in the center, but still jobs are easy to find as well

Global template with adjustment for each country, which is a great start.

However it can be confusing because you have to go through the local

corporate site first and then to careers.

Clicking on global website and then on careers gets you to the US website.

https://www.sap.com/about/careers.html

Candidates on Social Media over time - Globally

Candidates on Social Media over time - USA, Europe, Asia

Candidates on Social Media - USA, Europe, Asia

How many have clicked on it?Percentage out of users who have seen career-related content

Employers on Social Media - Globally

Users on LinkedIn, Facebook, Instagram, Twitter

ChannelMonthly

active users

Premium

LinkedIn 260 000 000 200 000 000

Facebook 2 370 000 000 -

Instagram 1 000 000 000 -

Twitter 330 000 000 -

What do candidates think of review platforms?

Career Websites: more than jobs

Preferred ways of applying

Candidates’ attitude towards AI

Potentialparkinfo@potentialpark.com

An expert in Talent Communication and shaping the future of recruitment since 2002.

Torgil Lenning, Julian Ziesing - recruiting-convent.de · • It’s a marketing funnel: you...

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