how the iconic reduced their time to hire to 30 days by implementing a new employer brand strategy |...
TRANSCRIPT
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KATY HARRIS - HEAD OF TALENT ACQUISITION & EMPLOYER BRANDING
How THE ICONIC reduced their time to hire to 30 days by implementing a new employer brand strategy
WHAT’S THIS SESSION ALL ABOUT?
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HOW WE AS A SMALL FISH IN A SMALL POND ATTRACTED GLOBAL TALENT
WHAT DOES BRANDING HAVE TO DO WITH RECRUITMENT
THE POWER OF STORY TELLING AND ANALYTICS
AUSTRALIA - LAY OF THE LAND DOWNUNDER
04
POPULATION
GEOGRAPHY
UNEMPLOYMENT JOB GROWTH
FLORA & FAUNA
CULTURE
TECH ADOPTION
CORE INDUSTRIES
05
81% Brand Awareness
1,000,000+ app downloads (#1 Fashion
app in Australia)
4,000,000+ in social media reach
10,000,000+ visits per month
Australia’s best mobile retailer 2015
3,000,000 orders shipped
THE ICONIC #1 ONLINE RETAILER AND FASHION APP IN AUSTRALIA
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Let’s Rewind
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EMPLOYER BRAND STRATEGY - THE DEPARTURE 2014
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THIS IS WHO WE WERE TALKING TO
OFFLINEMARKETINGINITIATIVES
ONLINE MARKETING
MAGAZINE SOCIAL MEDIA
CRM
CAMPAIGNS
EVENTS
TV
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THIS IS WHO WE NEEDED TO TALK TO
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ALSO NEEDED TO TALK GLOBALLY
BUT HOW WITH A SMALL BUDGET, LEAN TEAM & HYPERGROWTH
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FIRST A-HA MOMENT - DISRUPT YOUR TA PROCESS
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PROACTIVE PIPELINE
LIVE ROLE
TALENTBRANDING
ANALYTICS
TALENTACQUISIT ION
SPECIALISTCYCLE
OUR NEW TA PROCESS - THE MAGIC FORMULA
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SECOND A-HA MOMENT - THINK LIKE A MARKETER
Social Media Videos
Networking
PublicationSpeaking
Blog
Affiliate
Referral
Website SEO
PULL MARKETING
Pay Per Click Print Ads
Cold Calling
TelemarketingCareer Shows
Buying
Email Blasts
Direct Mail
TV/Radio
PUSHMARKETING
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SHIFT FROM PUSH TO PULL MARKETING
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OUR STRATEGY FOR PULL MARKETING - TALENT BRANDING
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IDENTIFY YOUR TALENT PERSONAS
FASHION DIGITAL
OPERATIONS / ANALYST TECHNOLOGY
MEASURE TALENT PERSONA LEVEL OF ENGAGEMENT
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Tech Analyst / Operations
Digital Fashion
Awareness Attraction Engagement
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THIRD A-HA MOMENT - ANALYTICS ANALYTICS ANALYTICS
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ANALYTICS APPLIED - AVERAGE TIME TO HIRE REDUCED
A ROLES B ROLES C ROLES
TT
H (D
AY
S)
JAN DEC
80
0
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THE SUCCESS - WHAT IT LOOKED LIKE TO US
Doubled our Tech team from 20 to 40 people
Reduced our TTH to 30 days for our most challenging roles.
3x the amount of hires in 2016 vs 2014
Shortlist to hire conversion % has halved. Meaning we are twice has quick at getting it right.
Grown our LinkedIn followers from 1000 to 21000 in 2 years.
Reduced our agency spend from almost $1million to $100k in 2 years
Hired from 15 different Nations
Hired 60:40% Male: Female Gender Split
Hired from brands like: Nike, Sony, Atlassian, Topshop, ASOS, Google, Apple, Facebook, Deloitte, PWC and BCG.
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THE SUCCESS - OVERALL
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Let’s Fast Forward
ALEX MEYER - CHIEF MARKETING OFFICER
“The alignment of internal & external communication, following the same set of values, is a must. Organic brand ambassadorship starts with all employees. There is nothing more powerful than a people centric company culture that speaks to employees in the same way the entire organization is speaking to its customers.”
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MERGING THE CONSUMER AND EMPLOYER BRAND
Structure your team to optimise and disrupt how you do things today#domorewithless
Make sure you are having the right conversations with the right talent audience#talentpersonabranding
Have a point of analytical reference to measure and tweak as you go#analyticsareyourbestfriend
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TOP 3 TAKEAWAYS FROM THIS SESSION
