1. 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. 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. 3. The impact of a VUCA world on talentV = Volatility U = UncertaintyC = Complexity A = Ambiguity#intalent
4. 4. #intalentVUCA informs the talent questions we need to address
5. 5. #intalentThe importance of differentiation
6. 6. Differentiation In 2006, Audi won the South Africa car of the year award And BMW was quick to respond#intalent
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11. 11. #intalentWhat is the value of an employer brand?
12. 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. 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. 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. 15. #intalentDisruptive Execution
16. 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. 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. 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. 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. 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. 21. #intalentDeveloping SoundClouds Employer Brand Jessica Hayden Recruitment Manager at SoundCloud
22. 22. #intalentSoundCloud is the worlds leading audio sharing platform200 million people reached every monthOver 12 hours of audio uploaded every minute
23. 23. Where we were#intalentEmployees = 6 Year = 2008
24. 24. Employees = 25 Year = 2009
25. 25. #intalentEmployees = 80 Year = 2010
26. 26. #intalentWhere we wereEmployees = 100 Year = 2011
27. 27. #intalentWe are a highly technical bunch of people who love building things
28. 28. #intalentWe come from over 30 different countries
29. 29. And we have a story to tellValuesTraditionsSuccess Stories Over 200 talented people
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31. 31. We use the power of other platforms#intalent
32. 32. The future?#intalent
33. 33. #intalentDevelop a Winning Talent Brand as a company of any size Amber Taylor Senior Talent Partner ASOS
34. 34. #intalentENGAGING OUR TALENT BRAND
35. 35. #intalentWe Would Like To Share Who we are? Our Story Its a journey Building our talent brandOur approachWhats next?
36. 36. Proud To Work at ASOS Take a peak at what we have been up to in the last 6 months#intalent
37. 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. 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. 39. #intalentBuilding Our Talent Brand Authencity matters We dont sell We are honest We appeal to different sides Customers = Employees
40. 40. Planning A Recruitment DestinationAttractionEngagementRetentionConversion#intalent
41. 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. 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
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