social media per la talent acquisition
TRANSCRIPT
Social Recruiting Benefits of aligning corporate, talent and consumer brand
28th June 2016
1
Workshop Agenda
15:00 An integrated approach - LinkedIn Team
15:40 Customer Testimonial - Luigi Bellopede, Prysmian Group
16:20 Workshop in groups
17:15 Wrap up and conclusion
17:45 Aperitivo in cucina
Team
Tomaso Giusti Talent Brand Consultant
Cristina Arbini Talent Brand Consultant
Beatrice Guasti Media Manager
4
Giulia, 35 years old from Milano
She is a Fashion Designer
Blogger
She buys Luxury products online and in store
She saved some money she’d like to invest
Corporate Brand
Consumer Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates
9 9
Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn
SALES RECRUITMENT
EMPLOYEE
ENGAGEMENT
MARKETING
The Rewards of The Unified Brand
10 10
Data: January 2015 – July 2015 from LinkedIn.com for 486 companies.
A Unified Brand boosts Sales by 35%
Taking an integrated approach to Consumer & Talent branding reaps
significant benefits on LinkedIn and beyond
HR
benefits
Mktg/
Comm
Benefits
Unified Branding drives
business growth & savings
Developing
Foundational
Strategic
Traditional
Strategic Approach to recruitment and TA:
Maturity Model
Developing
Foundational
Strategic
Traditional
Bra
nd
J
ob
s
Metric
s
So
urc
ing
P
artn
ers
hip
Reactive, over-reliant on
agencies
Engage with strong
pipeline of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation and
prioritization
Defined employer
brand strategy
Established metrics
and benchmarks
Influential talent brand
engaging employees and
candidates
Build internal capabilities
to focus on passive talent
Jobs on niche boards and
social platforms
Understanding
of employee
value proposition
Data driven decision
making
Talent Acquisition
separated from HR
Strong collaboration
with Marketing, PR,
Communications
Strategic business
advisor to C-Suite
Engage HR counterparts
and Hiring Managers
Talent Acquisition Team Skills and Capabilities
Bra
nd
J
ob
s
Metric
s
Maturity Model Details
15
Social Recruitment = Recruitment Marketing
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1) Target Definition 2) Social Funnel 3) Project Plan
How companies can be successful on LinkedIn?
18
Recruitment Marketing: applying marketing capabilities for effective
and scalable recruitment activities
1) Target definition
Social Recruitment = Recruitment Marketing
Social Media Funnel
20
The more they see you, the more they know you.
Grow your follower base in quality, not just in
quantity!
The more relevant your content, the more likely they are to consider your company.
Give your KEY AUDIENCE the best landing page EVER!
Social Recruitment = Recruitment Marketing
21
The more relevant your content, the more likely they are to consider your company. Give your KEY AUDIENCE interesting content to engage with!
Social Recruitment = Recruitment Marketing
22
The more personalized the experience, the more likely they are to apply.
Help your recruiters to contact TARGETED passive candidates AT SCALE (2,500 users per launch)!
Social Recruitment = Recruitment Marketing
23
Your recruitment marketing plan (example)
Project plan
24
Luigi Bellopede
Prysmian Group
Customer Testimonial
Prysmian Group
26 HR – Roadshow 2016
Prysmian Group
27 HR – Roadshow 2016
MAKE IT BUILD THE FUTURE
PRYSMIAN ACADEMY
P3 PEOPLE PERFORMANCE
P4 PEOPLE POTENTIAL
As
se
ss
ing
Tra
inin
g
Strategic Recruitment Leadership and
Technical Training Performance Management
Talent Assessment and Succession
Re
cru
itin
g
Engagement Measurement Surveys
VIEW POINT
De
ve
lop
ing
Talent and People Development
People Decisions makes the difference. Minimize Mistake Provide the right people in the right positions and at the right moment.
28 HR – Roadshow 2016
Our journey
Developing
Foundational
Strategic
Traditional
Bra
nd
J
ob
s
Me
trics
S
ou
rcin
g
Pa
rtne
rsh
ip
Reactive, over-
reliant on
agencies
Engage with strong pipeline
of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation and
prioritization
Defined employer
brand strategy
Established metrics
and benchmarks
Influential talent brand
engaging employees and
candidates
Build internal capabilities
to focus on passive
talent
Jobs on niche boards
and social platforms
Understanding
of employee
value proposition
Data driven decision
making
Talent
Acquisition
separated
from HR
Strong collaboration
with Marketing, PR,
Communications
Strategic business advisor
to C-Suite
Engage HR counterparts
and Hiring Managers
Visionary and sense of urgency
Understanding
Product and Result
29 HR – Roadshow 2016
BUILD THE FUTURE
STRUCTURED RECRUITMENT PROCESS
2800 2215 5009
15020
20000
1st wave 2nd wave 3rd wave 4th wave 5th wave
20.000 APPLICATIONS IN WAVE 5
Goal: Hiring other 200 Graduates in the next 5 years
GROUP INDUCTION AND TRAINING 12 MONTHS JOB ROTATION INTERNATIONAL ASSIGNMENT MENTORSHIP PROGRAM
~170 GRADUATES
27 19
36 39 40
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
12
4
21
8
5
11
16
20
54
6
6
Asean
Australia
Central East Europe
China
Netherlands
North America
North Europe
South America
South Europe
Turkey
UK
30 HR – Roadshow 2016
MAKE IT
NEW EMPLOYER REPUTATION ON PROFESSIONAL MARKET
STRUCTURED RECRUITMENT PROCESS
Hunting 200
Professionals in 4/5 Years with an ideal
successful experience of 3/5 years in Factory
roles
6000 Applications Received
~1800 Screened
~150 Assessments
~100 Interviews
50 HIRING
5
2
3
17
1
2
9
1
2
7
1
South America
Australia
Asean
Central est Europe
China
North Europe
South Europe
Netherlands
UK
North America
Turkey
31 HR – Roadshow 2016
Employer Branding reputation
4200 2312 2010 1670 1222 1060 890 840 813 760 510 490 490 435 350 350 299
1702
343 823
27 340
241 159
607 83
213 37 50 171 55 68 65
Make iT
Graduate
Quantity of Applications
Qu
ali
ty o
f ap
pli
cati
on
s
Brazil
Asean
Italy
Netherlands
Germany
Argentina
Australia
UK
Spain
N.Europe
China
Est Europe
France
Usa
APPLICATIONS GRADUATES 5 -MAKE IT
Turkey
2Q- ATTRACTION MATRIX
Romania
32 HR – Roadshow 2016
About Linkedin
From 0 to 38,320 LinkedIn followers
From 0 to 20 Job Slot
From 0 to 2500 Mails*
From 0 to 10000 applications*
©2015 LinkedIn Corporation. All Rights Reserved.
Your follower base has been positively impacted by the ad campaigns
33
Follower Growth
Followers are 78% more likely
to respond to an InMail 79% of LinkedIn members are interested in job
opportunities at companies that they follow
Since May 1st 2015: +15,827 Followers ; +72% increase in Followers
34
Follower Insights Excluding your own employees
35
Engagement on Jobs
Clicks on Jobs reach a peak during the follower campaign period!
2.518
Similar results can be reached during content marketing campaigns,
especially if the sponsored topics are HR/jobs/employer branding related
©2015 LinkedIn Corporation. All Rights Reserved. 36
Talent Direct campaign
Talent Direct Performance:
Email Delivered: 3,113
Email Opened: 2,200
Open Rate: 71%
Total Leads in Recruiter: 468
Response rate based on open 21%
Designed to drive applicants to your recruiter
37
Thank you