Winning the war for talent A creative approach to employer branding

in the technology industry

Przemek BerendtVP Global Marketing, Luxoft

@pberendtlinkedin.com/in/pberendt

Today’s agenda

• Tech talent gap • Marketing is the new HR• Activating the brand - beyond social• Case study• Measuring the impact• Conclusion• Q&A

Global tech talent gap is estimated at 2M by 2020

Which country has the best developers?

Rank Country Score Index Rank Country Score Index

1 China 100.0 26 Netherlands 78.92 Russia 99.9 27 Chile 78.43 Poland 98.0 28 United States 78.04 Switzerland 97.9 29 United Kingdom 77.75 Hungary 93.9 30 Turkey 77.56 Japan 92.1 31 India 76.07 Taiwan 91.2 32 Ireland 75.98 France 91.2 33 Mexico 75.79 Czech Republic 90.7 34 Denmark 75.6

10 Italy 90.2 35 Israel 74.811 Ukraine 88.7 36 Norway 74.612 Bulgaria 87.2 37 Portugal 74.213 Singapore 87.1 38 Brazil 73.414 Germany 84.3 39 Argentina 72.115 Finland 84.3 40 Indonesia 71.816 Belgium 84.1 41 New Zealand 71.617 Hong Kong 83.6 42 Egypt 69.318 Spain 83.4 43 South Africa 68.319 Australia 83.2 44 Bangladesh 67.820 Romania 81.9 45 Colombia 66.021 Canada 81.7 46 Philippines 63.822 South Korea 81.7 47 Malaysia 61.823 Vietnarn 81.1 48 Nigeria 61.324 Greece 80.8 49 Sri Lanka 60.425 Sweden 79.9 50 Pakistan 57.4

Ranked by average score across all HackerRank challenges

OTHERITO

QUICK LEARNERSPROBLEM SOLVERSOUT OF THE BOX

78%>5 YEARS IT EXPERIENCE

80%MASTER’S DEGREE OR HIGHER

>91%<3 YEARS IT EXPERIENCE

Hiring superb engineering talent

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2010 2011 2012 2013 2014 2015 2016

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Luxoft growth since B2E program inception

Marketing is the new HR

B2E marketing defined

B2E (Business to Employee) marketing aims at positioning Luxoft as employer of choice in the minds of our target groups, and as a result supply talent to recruitment pipeline

B2E Marketing

Engineers Graduates

Students

Luxoft employees

Luxoft alumni

Society

Media

Key influencers

The quest for insight

Ability to make mistakes Benefits Dress Code Manager

Challenge Growth/Technology People/Atmosphere

Money

Awareness

Onboarding

EngagementApplication

Recruitment

Understanding employee journey

Probationary period

Internal resume

Performance appraisal

Risk & value

Retention

HR

Recruitment

B2E Marketing

Awareness

Notice Period/ Background

Check

EngagementApplication

Recruitment

Candidate journey

Contract Signing

Induction

• Job ad on job portal

• Company pages on job portals

• Banner advertisement

• PR - Article• Search engine

• Industry event

• e-mail• Social Media Message

• Social Media Advertising

• Review on Glassdoor

• Outdoor advertising• ATL advertising

(press, radio, TV)• Recruiter cold call

• Word of mouth

• Referral program

• Career site luxoft.com

• Campaign landing page

• Social media site visit

• Video on YouTube

• Phone conversation with recruiter

• Custom event attendance (logeek, open day)

• Career site

• E-mail

• Referral• Direct to

recruiter• LinkedIn

• HR interview

• Technical Interview

• PM Interview

• Client interview

• Offer Acceptance

• Occasional check call from recruiter

MOMENTS OF TRUTH – MENTAL MODELDelivering the message

Source: https://www.thinkwithgoogle.com/

Brand activation

Differentiate or DieJack Trout

B2E marketing - candidate journey

Awareness

Onboarding

EngagementApplication

Recruitment

ATL (Radio, TV,Cinema, Outdoor)

BTL

Product Placement

CSR

Digital adv/Programmatic

IT Communities

Social Media

LTS (LTSWebinars, LoGeekNight, LoGeekMagazine)

IT Conferences and Job fairs

Job Portals

Mailing campaigns

LinkedIn

Xing

Referral Program

Interview

Composing Software

Rock Wednesday

Office

Logeek Night – Experiencing Luxoft CultureLoGeek Night is an opportunity for IT professionals to learn and network.

Guest speakers from:

B2E showreel video

Case study

Case study

A team of UC Berkeley researchers has discovered that the 85% of the average tech worker’s clothes are free tech t-shirts, hoodies, and other assorted clothing.

Free Tee 4 IThttps://freeteefor.it

Free Tee 4 IT video

Phase 1 – Programmatic advertising

What is Programmatic advertising?

Programmatic helps automate the decision-making process of media buying by targeting specific audiences and demographics.Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns.

Phase 1 – Engaging local bloggers

Phase 1 – Social media boost

Phase 1 – winning at ZMOT

*Zero Moment of Truth

Phase 2 – Follow up campaign

What we did not plan for…

How I walked around for half a year bugged not knowing about it

610 diggs

31.3K views

Measuring the impact

32

It's not marketing if it's not measuredTony Lennon

Key metrics across the journey

Awareness

Onboarding

EngagementApplication

Recruitment

FacebookFan page likes

Twitter Followers

LinkedIn Reach over time

Googlle Analytics

§ Sessions§ Page Views§ Bounce Rate§ Time on site

Marketo: • Anonymous cookies

Retweets

LinkedIn • Followers• Engagement over

timePosts

CommentsLikesKnown CookiesEvent registrations

NOAs CVP NOCNumber of new candidates inserted into database for a certain period.

Total number of candidates contacted by VS number of candidates sent for CV review

Number of closed vacancies for a certain period.

Free Tee 4 IT Results

Awareness

Onboarding

EngagementApplication

Recruitment

Digital adv/Programmatic

6.5M impressions

CTR

0.15 – 4.18%

# of social media logins

6820

CVs submitted

1931NOAs

1112

AVG time on site

5:28

NOAs*

708

Marketing dashboard - data analytics

LinkedIn results

Luxoft Among Top-10 Most Followed Companies

Awards

Employer Branding Stars 2014 & 2013

Employer Branding Excellence Award

2016 & 2015

HRM INSTITUTE EMPLOYER BRANDING INSTITUTE

Award of Excellence in “Internal Branding and

Communication –Employer Branding

program”

BUSINESS MARKETING ASSOCIATION (BMA) B2

AWARDS

Outstanding Website Award 2013

WEB MARKETING ASSOCIATION

Innovation Ad 2016

Gold in Insight & Interaction

SKM SAR

fortune.com

12 MONTH TACTICAL PLANSUkraine, Russia, Poland, Romania, Bulgaria, Mexico, Vietnam

B2E approach

GLOBAL STRATEGY, INITIATIVES, PILOTS

2-4 WEEK

Operational Plans

UA

2-4 WEEK

Operational PlansRU

2-4 WEEK

Operational PlansPL

2-4 WEEK

Operational PlansBG

2-4 WEEK

Operational PlansMX

B2E KPIs: NOA,CVP, NOC

ON GOING REVIEWà prioritiesà plans à Results

with Recruitment & Regional Management

2-4 WEEK

Operational PlansVIE

VP Talent Acquisition = CMO + CHRO + CIO

1. Think and act like a marketer2. Insight + creativity + execution= magic3. Connect and quantify the dots

Thank YouStay in touch

Przemek BerendtVP Global Marketing, Luxoft

@pberendtlinkedin.com/in/pberendt