Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013

Your company needs you: How to enlist your Brand Ambassadors

Brent Amundson & Pamela Hennard

Global Talent Acquisition

Global Talent Acquisition#intalent2

Topics

• Introduction

– Brent Amundson, Executive Director – Pamela Hennard, Director

• Dell social enablement strategy – company-wide

• Dell social enablement activity – Talent Acquisition

• Tips, tricks and takeaways

• Q&A


Making it all work…

Social Media Recruitment

StrategyPeople powerCompany team members need to be adequately trained and empowered to use social media

Great contentJust posting jobs will not get you results. You need to engage and evangelize users.

ExecutionWhile it all looks great on a deck, you need to go out there and walk the talk.

PlatformsFacebook, LinkedIn, Twitter, Youtube, local platforms

Global Talent Acquisition#intalent

How is Dell using Professional Communities today?


Professional Community strategies for Dell

1. Build knowledge

base & credibility

2. Talent acquisition

& reputation manageme

nt

3. CRM through deep, profile based

targeting

4. Business & Marketing opportunitie

s

• To empower team members around the world with training & tools to lessen the distance between us and the customer (and to TA, our candidates!)


Leveraging our workforce

• Strategy: To support Dell’s position as an industry leader by establishing our knowledge base and credibility

• We do this by:– Encouraging LinkedIn profile creation– Asking team members to get engaged– Looking for subject matter experts to use

• Benefits:– Dell benefits by having our team members

have consistent look/feel to their social presence

– Team members benefit as it helps them understand the power of social media and LinkedIn for their personal brand

– LinkedIn study showed our team members viewed 13+ Dell profiles before updating their own profile to reflect Dell as employer


What is SMaC? Engaging & EmpoweringThe Social Media and Communities team supports the

governance, best practices, tools usage and education of all Dell team members around the world.

• Purpose• Governance• Recognition• Reasons to believe• Tools• Resources

• …SMaC Certification means something!


For Engaged Team Members – additional Opportunity: Dell|SMaC ChampionOur team members, our influencers, our experts, our best

assets

#iwork4dell


Listen, Learn, Engage & Act

6 years ago: 4000 posts/day

Today: 25,000 post per day


Expanding our reach through Hire the Best

The ConceptPractical & hands onTeam members takeaway is simple – a better LinkedIn profile

Begin ExecutionCollaborate with Brand & SMaC – Fall 2012

The Inaugural EventAnnual Leadership Event in Las Vegas - 2011

Next PhaseBuilding HTBContentTrain the TrainersOnline accessible

Global RolloutBy regionBy location.

Taking social to the masses pragmatically


3 types of roles our team members are asked to participate in specific to LinkedInNot Active Member Engaged Expert

Not on LinkedIn LinkedIn Profile Non-Dell

Related TopicsDell Related

Topics

Description: N/A

Profile on site and connecting with

peers, but no other engagement

Participate in answers and discussions

around topics of interest

Participate in answers and discussions

around Dell and provide Dell POV

Required: N/A N/A Principles Class SMaC Certification

FY12: 38% 62% ~10% ~1-5%

FY13: 11% 89% ~22% 9%

Goal: 0% 100% 50% 25%


Online Traffic

• Total online reach has more than doubled since Q1 FY12. In Q2 FY13 alone online reach exceeded 2 million visitors.

New Applications

• Dell receives approximately 60,000 new applications each month

Search Engine

Optimization

• Since launching jobs.dell.com in March 2011, we’ve received almost 7 Million visits. Over 900,000 of those visits are a result of searches on the web where Dell was not a keyword

Facebook

• With 4 Careers Facebook pages supporting our regions and UR and over 475,000 followers, Dell has one of the greatest Careers Facebook followings in the industry

Results of focus on social


On LinkedIn, Dell has added ~250k new followers in the past year with accelerating follower growth

Dec-1

0

Feb-1

1

Apr-11

Jun-1

1

Aug-11

Oct-1

1

Dec-1

1

Feb-1

2

Apr-12

Jun-1

2

Aug-12

Oct-1

2

Dec-1

2

Feb-1

3

Apr-13

Jun-1

3

0

100,000

200,000

300,000

400,000

500,000

600,000

0

5,000

10,000

15,000

20,000

25,000

30,000

Tota

l Follow

ers

New

Follow

ers

Per

Mon

th

120K

289K

540K


Dell is steadily growing the share of hires impacted by LinkedIn – now influencing more than 50% of hires who are on LinkedIn

*Includes Dell and subsidiary companies

% of New Hires Impacted by LinkedIn*

0%

10%

20%

30%

40%

50%

60%

8%

23%

26%

43%

54%


..but this is what REALLY matters to Senior Leadership!

Q1FY12 Q2FY12 Q3FY12 Q4 FY12 Q1FY13 Q2FY13 Q3FY13 Q4FY13 Q1FY14 Q2FY14

Q over Q Agency Spend

Americas APJ EMEA India


Activating social media for Talent Acquisition


Synergy internally in Talent Acquisition

• Overhaul of external career site • Email signature with links to various social media

platforms• Global council on social media programs• Content for social media sites received from talent

acquisition team

Consistent use


Activating our best practices • Encouraged Talent Acquisition team to update their

profile • Created program linking recruiting best practices to

social media • Incorporated social media into intake session • Identified strategic referrals from LinkedIn networks

What worked


Advocacy programs


Hire the Best

Results: Over 1,000 hiring leaders have engaged in Hire the Best, resulting in a more engaged and knowledgeable hiring community.

• Content shared virtually and in person to the hiring leaders, sales leaders, employee resource groups and recruiters.

• Run time approximately 1 hour.

LogisticsObjectives

Evolution of talent acquisition and the impact of social media on acquisition of talent

1

2

3

4

Influence personal brand has on the acquisition of talent

Maximize the relationship with talent acquisition

Importance of candidate care and the power of words .

A branded campaign to activate Dell’s online network, share Dell’s employment brand and assist hiring leaders with understanding what it takes to hire the best talent.


Proof point: first campaign on LinkedIn• Talent Acquisition wanted to

change Dell’s reputation with Software Developers and generate highly qualified leads

• Worked with LinkedIn to launch a targeted campaign:– LinkedIn Career Tab– Recruitment Ads– Featured Question

Sponsorship– Direct Email via InMail– LinkedIn Survey– Talent Direct – Lead Gen tool

• Results: Created a viable pipeline of candidates and established Dell’s employment brand in the software space


Primp Your Profile Primp Your Profile

• Represent Dell and team member in the most positive and genuine way

• Enable the creation of a powerful and Dell branded LinkedIn profile

• Sessions can be stand alone 1:1, in staff meetings or a large event

Primp Your Profile sessions are designed for any Dell team member. During a Primp Your Profile session, Talent Acquisition:

• Guides Dell team members through each part of the profile

• Offers tips for profile updates• Follows-up with recommended

activities to keep the momentum going

Some onsite events will even have a photographer onsite to take headshots of the attendees!


Example: LinkedIn profile checklist Photo: Do you have a high-resolution headshot on your profile?

Company/Industry: Is Dell listed as an Information Technology & Services company?

Connections: Have you taken the time to build your network with professionals both inside and

outside of Dell?

Title & Headline: Is your headline eye-catching and does your title translate externally?

Summary: Do you have a summary and does it effectively represent the sum of your experience,

specialty skills, goals and/or aspirations?

Experience: Is each position description robust (3-5 sentences) and does it effectively capture the

size and scope of your role?

Websites: Do you have Dell Around the World and/or Dell Careers listed under websites?

Groups: Are you a member of groups that relate to your background (domain specific, industry

specific, alumni specific, diversity specific)?

Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?

Acronyms: Have you avoided using Dell acronyms and Dell-specific terms?

Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so

is recommended because it shows upward mobility as well as lateral opportunity enrichment.

Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is

recommended because it allows others to network and connect..

http://www.youtube.com/watch?v=sftvZCMM9lA&feature=channel_video_title

http://jobs.dell.com/


Activate Hire the Best or Primp Your Profile

• Can be onsite or virtual

• Ideal for :o Employee

resource groups

o Internal conferences

o Dell sites with many team members

o B.U. meetings

• Can be done with little or no budget

One-on-One• Can be onsite or

virtual

• One-on-one meetingo Can be done as

part of an intake session, for hard-to-fill positions.

o It is an opportunity to engage the manager and let them know how they can help with the search.

• No budget required

• Can be onsite or virtual

• Ideal for :o Staff meetingso Smaller events

where you may have less than 30 attendees

o Any small group

• Can be done with little or no budget

The type of event you plan should be a result of a consultation of your key partners.

Staff MeetingLarge Event


Week after Event

Day after Event

Day of Event

1 Week

to Event

2 weeks

to event

3 Weeks to

Event

4 Weeks to

Event

Example: Large Event Planning Timeline

Confirm budget/location

Gather list of attendees/coordination team

Arrange photographer

Seek executive sponsorship for event

Determine collateral/send to print

Schedule prep meetings with coordination

Order equipment/supplies

Send invites to attendees/coordination team

Plan follow-up campaign

Start advertising Plan room layout

Logistics meeting with coordination team

Confirm event booking, verify collateral ready for event, confirm equipment order

Executive sponsor to message about event via internal mechanisms

Secure WIFI access for day of event

Team meetings prior to morning/afternoon session

Set-up/tear-down Track participation

Upload photos to shared sites

Send follow-up email Send thank you note to

photographer and coordination team

Confirm all equipment was returned

Share results with leadership

Send email to managers that did not attend

Send follow-up email

Schedule 1:1 sessions

Stage 1

Stage 2

Stage 3

Stage 4

Stage 5

Stage 6

Stage 7


Team of talent acquisition professionals interested in writing on behalf of Dell

• Participants completed internal class on Blogging

• Partnered with Marketing on targeted websites and release strategy

• Developed content for publication on regular cadence

• Encouraged Talent Acquisition team to share with their network via social media

Sample articles published:• You Are Interviewing For Your Next Job –

Now • Chronicles of a Hospital Information System

Director • Do You Have to be a Manager to be a

Leader? • Internal Social Media – Is Your Company

Missing Out?26

Talent acquisition correspondents


Social media action team

• Encourage the primping of profiles on LinkedIn

• Develop knowledge base of social media

• Promote usage of social media avenues with talent acquisition teams

• Create materials that can be used by recruiters throughout the hiring process

• Research new social media tools and their potential usage within recruiting

• Share social media handles of team to developa following, connections and advocates

Volunteer team of talent acquisition professionals passionate about advocating the usage of social media

in recruiting

Key benefits:• Socially

engaged team

• Relevant social media content for talent acquisition


Summary & Recommendations

Start small – know your organizations culture re: social & engaging others

Don’t go it alone – partner with Marketing / Comms, etc

Engage your own team first, then evangelize

Try out various solutions, including LinkedIn products, etc.

1

2

3

4

Measure, report and use data to move the needle!5


Questions?


Grazie

σας ευχαριστώ

Děkuji

谢谢ありがとう

dank u

Danke

Merci

תודה

शु�क्रि�या�

감사합니다

Obrigado

Gracias

Спасибо

Tack

ขอบคุ�ณ

teşekkür ederim

cảm ơn bạn

Go raibh maith agat

Thank you

30Global Talent Acquisition

Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013

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Transcript of Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013