tears & cheers the recruitment journey!

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‘Tears & Cheers’ SAP: The Recruitment Journey.....so farMatthew JefferyJune 2014


Aaaarrrrrggggghhhhh..........iRecruit....Stage Fright

My first public speaking since Oct 2012


“SAP is on an exciting journey. As one of the largest employers in the hi tech sector, we are embarking on a transformational journey in our approach to Talent Acquisition. Here’s our journey so far”.

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Confidential

SAP: Who Are we?

The world's leading provider of enterprise application software

65,000 employees globally€16 bn revenue


Our solutions help the world run better


To achieve our ambitions: We have to hire & retain the ‘best talent’ and winners! Talent Acquisition is CRITICAL


Many of us stand at a Recruitment Crossroads


Tough decisions need to be taken: So many different solutions: what works? what doesn’t?

Fill reqs with

‘the

best’!!

Social Media ROI?

How Assess Candidates? Building an EVP?

Outsource?

Pipelining?

TA Marketing?


‘Good’ Recruitment is not easy: We have to chart difficult & choppy waters


The challenges we ALL face….

- Highly competitive to attract & retain the ‘Top Talent’ / Global War for Talent

- Experienced Talent pool is shrinking

- Talent has become more demanding: compensation, career paths, training

- Talent is more mobile: Relocate for the best job

- Talent more fluid: Average time in a job 2 years

- How to get a true ROI on Social Media

- The art of Employment Branding and positioning

- External providers losing ground


Everyone in this room is in a race to attract the ‘top’ talent. We cannot all win!


The key is understanding what makes us ‘unique’ and ‘differentiates’ us from the herd


Why the need for change? A new direction?


The baseline: Common problems every company faces

‘Too few Pipelines built’

‘Too little market mapping’

‘What does WGLL look like’?

‘Social media ‘Broadcasting’ not engaging’

‘Same old candidates applying’

‘Too many job boards’

‘Agencies too often a first resource’

‘No communities to source from’ ‘Old style recruitment marketing’

‘Data not measuring effectiveness/ROI’are


SAP’s Key TA Strategic Imperatives 2014


TA’s priorities anchor from the SAP People & Organisational Strategy, (part of a radical people agenda)

build talent

simplify the organisation

develop leadership

make our business sustainable


Powered by Design Thinking Workshops: Employees direct


Building engaged Talent Communities with ROI

TA Strategic Priorities


Diversity: Attracting more diverse candidates



Future talent: Attracting the ‘best Graduates’



Internal mobility: Growing from within



Strategic Hiring: ‘Mapping’ the Market



Spotting Quality: Define ‘WGLL’ per discipline



Streamlining & making global processes ‘consistent’



Big Data: Not a Buzzword.....its critical to what we do everyday. Ensuring accuracy of data to analyse….. then take informed decisions



Making sure our EVP stands out from the crowdTA Strategic Priorities


Let’s take a deeper dive……into our two highest priority areas


Sourcing & E-Branding traditionally off doing their own thing

Sourcing

Employment Branding


A critical move was bringing them together into 1 team


Building the Employment Brand ‘Inside-Out’ Unite employees into ‘one’ happy team


Our goal is to ‘Humanise’ our brand…by….


Showcasing our best asset. Our Employees: They are the ‘true’ SAP Employment Brand


By ‘Engaging’ with our communities, we can showcase employee stories & insights


Engagement fuelled by ‘Gamification’


Being candid we have areas to improve……

Uninspiring Corporate Careers site Jargonised Job Specs

How we build relationships with a large database


And.......Candidate Experience: ‘Back to Basics’….don’t just rely on a bounceback email


Candidate Experience: SAP Mapping the journey‘Putting ourselves in the candidates shoes’....


Candidate Experience: and we ‘Listen’ by surveying


SAP’s careers shop window to the world

SAP Careers Site Redesign


Humanized approach - employees telling stories (Run with Purpose)

Friendly, approachable tone.

Mobile-enabled

Responsive design - Scrolling & Interactive

Content Management System – fresh content

Capturing key metrics of visitors (RMK)

Embrace Social Media (‘Life at SAP’)

Brand compliant

Our Goals


A ‘customised’ and unique experience

Different entry points and experiences for :

Students

Graduates

Professionals


Visually Impactful, Bold, Tailored ‘Home Page’

Responsive design ie screen scrolls down

Bold, visual approach with more ‘approachable’

language

‘Tailored’ entry points for High School, Graduates,

Professionals.

(This is a screen shot of the Graduates home screen)


Responsive Design

Graduate home screen scrolling down

Note: Employee Videos

Social Media Interaction

Bright Imagery

Insights into the culture of SAP


Accessible For Those On The Move

Fully Mobile enabled

(This is how our careers site will look on a mobile phone)

Responsive design (scrolls down)

‘Jobs on the go’


Our Employees. Our Greatest Asset Tells Their Stories

Our People are the focus. Stories. Blogs. Videos. Photographs.

Bringing SAP to life.


Building Communities...a necessity not a ‘buzzword’

‘A group of interacting people, that shares common values/interests and through these bond ‘social cohesion’ / ‘belongingness’


Our goal: A predictable Talent pipeline, built from self sustaining talent communities


Communities: Crowdsourcing’s engine

New Ideas

External Referrals

Employer Brand Engagement

49© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Why A Talent Community?

Career Site

Apply Process

Applicants

Applicant Tracking System

Hires

Passives = Lost

Drop Offs = 50%

Non-Hired = Dead

Moved To HRIS

Talent Community

Passives Captured

Drop Off’s Captured(Sourced &

Remarketed)

Non-Hired Are Recycled(Future Apply &

Viral)

Employee Referral & Mobility

Passive Capture Rates Increased Viral Referrals Increase Re-Apply Rates


Sourcing Confusion & Lack of Integration

Candidates

ATS System


SuccessFactors Globally Optimizes Recruitment Marketing Operations

52© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Measuring What’s Working: Big Data in Play


Recruiting Analytics – Full Line of Sight

Sourcing Mix

• Compare your front end sourcing mix with downstream hiring results

• What sources drive more traffic to your website and yield greater hires

• What sources have the best ROI


The Importance of Sourcing


Why is Sourcing CRITICAL to SAP?

80% of Talent is Passive

i.e. not looking for a job

20% of Talent is Active

i.e. looking for a job e.g. registered on job boards, registered with recruitment agencies

Conclusion

The best talent is focused on their current job, is not looking and therefore needs to be approached

Question: Does SAP want to hire the BEST quality talent or continue to focus only on those actively looking for a job?


Challenges to Hiring ‘the best’

‘Good’ Recruitment is NOT easy:

- ‘The Best’ candidates expect to be approached. They are waiting to be ‘tempted’ away from their current job. Sourcing is a high skill role that requires sales, marketing & psychological profiling skills.

- Old recruitment methods, ie job boards, agencies, cater for minority. ‘Roulette Wheel’ recruiting, the ‘right person’, seeing the ‘right job’, at the ‘right time’, and deciding that SAP is ‘right for them’.

- Like many companies we have a developing Employment Brand in the tech industry. When we call candidates, we have to ‘work’ hard and get past ‘barriers of misconception’ (SAP a large Corporate, slow, ‘heavily Works Council run’, un-innovative, bureaucratic company). Means we need the Phone.

- Still a ‘war for talent’ in high tech sector between big brands like like Apple, Google, Microsoft & smaller brands like Workday, Salesforce.

- Therefore: SAP has to work to attract TOP QUALITY, (as do our competitors).


Hiring the best: ID’ing the DNA of WGLL!


Pioneering New Assessments


Goal: Hire the best grads, open it to social media


What Great Looks Like (WGLL)...defined by SAP


What Great Looks Like (WGLL)


Into the tool......


Cultural test....takes 5-10 mins....Pass/Fail


Situational Test....takes 15/20 mins....Pass/Fail


Post assessment....engage....build relationships


Creating a bootcamp........


‘Wow’ Bootcamp..............


Big Data drives WGLL. It allows a greater predictivity in hiring. Assessments critical


Quality of hire


Our challenges


Fear of change


‘Relax. Its always worked in the past’


Technology is an enabler but mindsets & capabilities are what drives change & success


Moving ‘Recruitment’ to the Cloud and mobile


Everything changes: Who knows what we will find at the end of the yellow brick road?.................


Any Questions?


Thank you for listening

Feel free to add me as a connection on LinkedIn or speak to me in a networking event

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