RECRUITMENT TO RECRUITMENT MARKETING
How PwC Transformed Its Thinking to Better Attract Candidates
J ohn MayTalent Acquis i t ion Transformation Leader , PwC
Sondra D ryerRecruitment Market ing Leader , PwC
Agenda1. Our talent acquisition journey2. Lessons learned & best practices3. The future
External factors changing the TA landscape• Increasing mix of ski l ls and types of
candidates – demand exceeds supply• Technology and social media
disrupting• Talent brand more important than
ever• Candidates behaving as consumers
Hiring 17,000 Professionals by the numbers• 1.5 mi l l ion steps*• 14 different ways to recruit• 43 decis ions for each hire• 352,000 touch points
involv ing roughly 65 d ifferent roles
• Roughly 555,000 manual steps
Our Vision for World Class Talent Acquisit ion
Dist inct ive
• D i s t i n g u i s h i n g & c o n s i s t e n t s t a ke h o l d e r e x p e r i e n c e
• Re l a t i o n s h i p d r i v e n
• C l e a r l y a r t i c u l a t e d f r o m v a l u e p ro p o s i t i o n
Agile• Re s po ns i v e
t o c ha ng e
• Sc a l e s qu i c k l y
• C o n t i n u o u s c a n d i d a t e i d e n t i fi c a t i o n
Innovative• Ad v a n c e d
t e c h n o l o g i e s
• D a t a d r i v e n de c i s i o n ma k i n g
• C ut t i n g e d g e a c t i v i t i e s a n d p ro c e s s e s
Efficient• S t re a m l i n e d
p ro c e s s e s
• Fa s t e r de l i v e r y
• I mp ro v e d c a n d i d a t e qu a l i t y
PwC’s Recruitment Marketing Goals• Link PwC’s Purpose to the value of a
career at the firm• Humanize the firm by creating a personal
connection with the candidate• Provide insight into our culture, our firm
and our variety of career opportunit ies• Establ ish an act ive network of PwC brand
ambassadors
246 Bi l l ion emails a day by 2019We don’t have the attention span for that
What do mil lennials want to know about a potential employer• Workplace culture• Communication and
work styles• Compensation and
career structure• Career development
and opportunit ies• Work/ l i fe balance
Measuring ImpactBefore Recruitment Marketing Platform
• Re c r u i t i n g w e b s i t e s t r a ffi c p e r mo n th , p e r p a g e
• S o c i a l m e d i a po s t s , v a r i e d by t i m i n g o f fi rm i n i t i a t i v e s
• I n i t i a t e d “ c o l d c a l l ” e m a i l s a n d L i n ke d I n i n - ma i l s
• Pe o p l e w o u l d a pp l y – t he n e n te r t h e “ b l a c k h o l e ”
After Recruitment Marketing Platform
• C re a t i o n o f l a n d i n g p a g e f o r s p e c i fi c c a mp a i g ns a nd a u d i e n c e s
• A b i l i t y t o t r a c k s o c i a l m e d i a e n g a g e m e n t do w n t o a p p l i c a t i o n t h ro u gh un i v e r s a l t r a c k i ng c o d e s
• B u i l d i ng t a l e n t c o mm u n i t i e s b a s e d o n i n t e re s t s = w a rm l e a ds
• Fo c u s re s o u rc e s o n a re a s o f g re a t e r i mp a c t
Quick Wins• Tu rn yo u r rec r u i t e r s i n to b ra nd
a mbas s a do rs• Pr i o r i t i z e ma rke t i n g effo r t s t o ma x i m i z e
va l ue
Thank You!
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