November 21, 2007

Next Generation Attraction Strategy

Why is a new Strategy Needed?

– Driven by expectations of the Millennial Generation – P&G’s primary target audience for talent

– Competitors are making significant plays aimed at our target audience– New Media tools are now mainstream & support attraction efforts– Need to connect the Company’s employment value proposition with our

Brands – leverage Brand initiatives aimed at our target audience– Significant risk of becoming ‘out-of-sight, out-of-mind’ among our target

audience; can’t rely on them to ‘seek us out’

Background

P&G Recruiting Websites– P&G Global Talent Supply has received a high level of recognition for recruiting websites and other corporate marketing materials

– The P&G Global Careers site was ranked #1 Overall Best Employment Website by WetFeet/Universum in 2005 – ahead of McKinsey, BCG, Bain, J&J, & Microsoft

Current State

P&G Careers is currently in transition to one global employment equity.

– Nearing the end of multi-year NGA project to rebuild our assessment infrastructure

– Introduced ‘candidate portal’ functionality that make our website more process transparent and aligned to today’s web standards

– Rebuilding has been at the expense of leading or keeping up with the industry attraction innovations

– We’re being out-spent by competitors in some cases by as much as 5:1 – suggests Corporate dollars are behind them

Competitive InsightsRecruitment competitors are utilizing new media tools to reach Millennials in a variety of ways

– “Early adopters” are making

significant financial and

strategic choices to be highly

visible with the Millennial

audience– There’s a large dollar

investment to become the

“first” to make an impact in a

space– E&Y’s Facebook initiative alone costs $50M/month -- this is double our total budget for online attraction efforts

Market InsightP&G past and present employees are already playing in these new

mediums, sometimes with the P&G name– A recent Facebook Group search of “Procter & Gamble” returned 83 groups;

some positive, some negative– The P&G Corporate identity is not present in a supported way– Facebook, and its social networking competitors, has consistently expanded

into facilitating a variety of business-oriented networks and connections– Viral interactive tools, such as YouTube, have developed and become

mainstream relatively quickly

Audience InsightsThe Millennial Generation is the predominant target audience for P&G talent.

– Candidates expect to receive information via innovative new media toolsProvide the Millennial with ways to connect and consume information in a real, in-context, and unfiltered way

Put the Millennial in control

“Someone I know probably knows someone who can help me”

– Expect the “Gimme Consumer”The audience is only getting smarter, and is coming to expect more from the media with which it interacts

Great content still is key, but is only a part of the puzzle.

“Gimme what I want, when I want, where I want”

– 70% of our online audience is on YouTube240 index vs. online population*

– 95% of the audience is on Facebook.com1,167 index vs. online population*

– ‘Hit’ data uncovered that trips to social networks accounted for the most site

visits among 18- to 24-year-olds during the last week of October 2007*

*Nielsen NetRatings, @Plan data, students age 18-24 with some college, November 21, 2007

Strategy

Build an attraction ‘engine’ that saturates the internet with P&G people and stories while leveraging new media tools, the “New Challenge” equity, and P&G’s social responsibility; all targeted toward the Millennial generation candidate and integrated into the course of their everyday activities – we are visible and on their minds – they don’t have to seek us out

Strategy Rationale

Utilize new media tools to add value to Millennials during the course of their everyday activities

– Break into daily activities. Don’t force them to seek us out, because they won’t– Provide value-add tools that give them the content/capabilities they’re looking for– Support the P&G presence and provide the information we want seen– Catch up with our competitors; they are playing in these fields and investing in their efforts

Our choices will be guided by: ‘Real Life’ examples first, providing the ability for personal expression, creating a sense of community, and giving the candidate ‘control’

Tactics

– Charter an internal global team with at least one member from each region.

– Personify and leverage the Message Track and Value Proposition to make a personal connection with the candidate (see appendix to view)

– Execute in a phased approach, leveraging new media tools and existing tools and content

– Create new content – primarily value-add tools and video-based content

– Engage interns and new-hires as ambassadors of the employment brand (story tellers)

Execution Plan

Execution Plan – Phase I

Execution Plan – Phase 1

Phase 1 – Introduce P&G and personify the Value Proposition– Leverage existing videos by incorporating into social networking space and

offering as Podcast, on YouTube, etc.– Develop 3-4 videos that communicate the values of the “New Challenge

Everyday” message track– Sponsor and support new-hire / intern blogs– Leverage existing blogs written by young job seekers by linking from social

networking space or corporate site– Offer “Guess my P&G Job” application on Facebook / social networking– Create career Path Scenario Game for social networking, microsite, etc.– Develop organic P&G Facebook group, sponsored Facebook group, and

groups for regions, countries, new-hires, interns, school teams, etc.– Develop a framework based on guidance from Legal, Employee Relations

and External Relations

Execution Plan – Phase 2

Execution Plan – Phase 2

Phase 2 – Leverage the relationship and give the information– Offer iGoogle / Google desktop widget to provide tailored job search results

P&G job postings would be listed first

Repurpose as Facebook application– Develop mobile site for on-site recruiter use, listing available positions– Purchase job posting tools for job sites– Invest in SEO

Execution Plan – Phase 3

Execution Plan – Phase 3

Phase 3 – Seal the deal– Reshape & Redesign pg.com/careers– Create even more focus on application/assessment/candidate portal

functionality– Suggest open positions / functions per social networking application results– Streamline base content, update job postings, corporate and function

content to speak to Millennial and act as an umbrella for regional/country searches

– Leverage Steps to Success guide– Create interviewing/application tips material & practice tests– Link all Phase 1 and Phase 2 materials to job search on PG.com/Careers

Also feature this content– Redesign Offeree website to speak to Millennial

Measurement

Goals:

Business Measures:

Diagnostic Measures:

Summary

– Limited funding and focus on rebuilding the assessment infrastructure has caused us to fall behind in attraction/branding efforts – Millennial generation needs/desires have pushed market changes along at a rapid pace

– P&G information exists in the areas where Millennials are likely to see it, but it’s not the strategic or targeted message we’d like to send

– If we reach the Millennial where they’re playing, we’ll break through the clutter and offer a way to interact with our supported message

– We need to apply consumer marketing techniques to our employment brand and pursue partnerships with brands that also target our audience (Tide ‘Crescent Heights’, Febreze ‘What Stinks’, Dawn ‘Save a Duck’, etc.)

– After creating interest and building the candidate relationship, we can drive and focus the Millennial into our core career information, positioning PG.COM/CAREERS as the hub of the P&G recruiting process

Appendix: PG Careers Message Track

Your TalentFrom day 1, you will have responsibilities and challenges at P&G.

• igniting your potential

• encouraging you to achieve

• guiding you to excel

If you want to collaborate with and learn from great colleagues, P&G is the place.

• Our renowned ‘learn-by-doing’ culture is a training ground for future business leaders.

• There’s no better place to grow and shape your talent.

Our CommitmentWe care about our employees. We commit to the following:

• Providing a work environment founded on solid ethics and integrity,

• building from within (our top executives rise from entry level positions),

• investing in your growth and development,

• assuring opportunities that challenge and reward your potential,

• promoting work-life balance.

P&G is unwavering in the pursuit of creating category-leading products. Today that includes 25 brands that exceed a billion-dollars in annual sales. And you are likely to work on those worldwide brands.

Your PassionAt P&G, your passion can drive innovation and change. Your work helps improve everyday life for consumers - three billion times a day our products are used by the world’s consumers.

• making everyday life a little bit easier

• saving time at home

• improving appearance

• benefiting health

And if your passion for life extends beyond business, so does ours.

We’re improving environmental sustainability.

• Our Live, Learn & Thrive program provides safe drinking water to children in developing countries, builds schools, and more.

• In all, our 200 P&G social programs help people around the globe.

Appendix: PG Careers Value Proposition

Millennial Research Findings

Millennials are savvy online, and leverage it to stay in touch and share information.

– Is fairly engaged with online videos– 17% of our target watched video online yesterday (index 180 vs. online population)– 6% emailed a video yesterday (index 156 vs. online population)– Is open to downloading helpful applications– 22% downloaded new software/application/toolbar yesterday (index 289)– Blogging is a part of their online routine– 21% updated their own blog yesterday (index 689)– 28% visited another blog yesterday (index 358)– Engage in real time communication – 43% used IM yesterday (index 282)– 13% engaged in chat rooms yesterday (index 328)– Gaming is a favorite pastime online– 21% engaged in some form of online gaming yesterday (index 118)– 4% engaged in educational games online yesterday (index 183)– Many have their own webpage– 20% working on building or updating their webpage yesterday (index 407)*Nielsen NetRatings, @Plan data, students age 18-24 with some college, November 21, 2007

Millennial Job Search Research

Millennials are in the job market, top job search sites include:– Monster Network (reaches 17% of our target that is online)– CareerBuilder.com (reaches 6% of our target online)– MSN Careers (reaches 5% of our target online)