Social Recruiting Conference 2011 - Presentation by Paul Maxin, Global Resourcing Director, Unilever

1. Social Recruiting & Global
Resourcing
Social Recruiting Conference, London 30 June 2011
Paul Maxin – Global Resourcing Director, Unilever
@PaulMaxin

2. We work to create a
better future every day.
We help people feel good,
look good and get more
out of life with brands and
services that are good for
them and good for others.

3. We will inspire people
to take small everyday
actions that can add up
to a big difference for
the world.
We will develop new ways
of doing business that
will allow us to double
the size of our company
while reducing our
environmental impact.

4. ...to double the size
of Unilever whilst at the
same time reducing our
environmental footprint.

5. “If everyone in the world
lived like an average UK
citizen, we would need
3 planets.”
Environmental footprint quiz:
http://myfootprint.org/en/

6. Help 1 BILLION people by 2020 improve their health & wellbeing
HALVE environmental impacts of our products
SOURCE 100% of agricultural raw materials sustainably

8. Talent Acquisition Vision and Strategic
Thrusts
WI
To attract the quality, quantity and diversity of talent required to
match ourNN growth ambitions. We will achieve this by:
ING
AT
• Establishing a compelling employment brand and employment
value proposition TH
E talent attraction
• Engaging our leaders fully inPO
INT
• Leveraging our global footprint to source talent
OF
• Building best in class recruitment and on boarding experiences
AT
• Becoming the employer of choice in our fcmg competitor set
T RA
CT
IO
N
We will place particular focus on winning the talent war in: BRIC
markets, Marketing and CD functions, and Beauty Category.

9. Digital Recruitment Strategy 9
We
will
embracing
a
candidate-­‐consumer-­‐centric
approach
to
crea6ng
integrated,
authen6c
employment
brand
communica6on
across
media
channels.
We
will
be
present
wherever
the
candidate
-­‐
consumer
is,
engaging
them
in
Ambition
‘always-­‐on’
digital
experiences
that
penetrate
the
culture
and
build
employment
brand
advocacy
and
our
People
Value
Proposi6on
Objective Leverage
digital
channels
to
drive
shiAs
in
posi6ve
employment
brand
equity
and
improved
return
on
global
media
investment
1.
Evolve
to
an
engagement 2.
Integrate
digital
into
how 3.
Exploit
the
digital
medium 4.
Leverage
the
digital
space 5.
Accelerate
the
digital
based
communica6on
model we
go
to
market
with
a to
enhance
candidate-­‐ to
build
candidate-­‐consumer readiness
for
the
shiAing
from
Paid
,
to
Paid, canvas
of
content
focused
on consumer
insight,
tracking, centric
plaBorms
across organiza6on
with
a
focus
on
Strategie Owned
and
Earned
approach mobile,
social,
video,
search. analy;cs,
op;miza;on
and brands
&
categories,
and structure,
roles
and
s overall
ROI scale
regionally/globally capabili6es
1.
Build
digital
strategies
&
plans
for
all
categories,
func6ons
and
countries,
u6lizing
the
overarching
digital
strategy
2.
Forge
strategic
partnerships
with
leading
edge
digital
media
suppliers,
technology
plaRorm
providers,
research
firms
and
best
in
class
digital
roster
agencies
Actions 3.
Align
with
Global
Communica6ons
s
for
all
key
markets
&
shiA
media/produc6on
spending
ra6o
to
beUer
align
with
Paid,
Owned
&
Earned
Model
4.
Create
assets
globally
and
customize
them
for
local
markets
5.
Ready
the
organiza6on
to
embrace
digital
by
clearly
defining
roles
and
responsibili6es

11. Early
Career
• Unilever
Future
Leaders
Programme
• MBA
Talent
Acquisi6on
Channel

12. Unilever Future Leaders Programme (UFLP)
Our Proposition
Attract top-tier graduates who aspire to enjoy world-class
careers
Select candidates who have the knowledge, skills,
ability and attitude to become our future leaders,
achieving a managerial role within three years
Accelerate the development of this top talent
through early international exposure, job rotation and
structured ongoing education
Competitively reward these individuals, with ‘up or
out’ reviews to ensure that only the best continue

13. Unilever Future Leaders Programme
(UFLP)
Background
• In 2011 we expect >770 MT’s to join in 37 markets
• 64% MT’s recruited into AAC
• 61% MT’s recruited into 10 MCO’s (Benelux, Brazil, GC, NAMCA, Mexico, SEAA, South
Africa, South Asia, Turkey, UK&I)
• 60% current WL5 population began as MT’s
Global Standard UFLP leveraging best local practice:
ATTRACTION SELECTION DEVELOPMENT PDP/REWARD
• Profile: HP3 • Hiring Criteria • Development roadmap • Up or Out Review
• Attraction • Common Selection • On-boarding • Pay for Performance
Campaign Process and • Rotations
materials • Formal Training
X

14. UFLP:
Current
and
Projected
Hires
)!!
(!!
'!!
&!!
,-./0123
%!! ,,4
$!! 56789/:;.
#!!
"!!
!
#!!*+"! #!"!+#!"" #!""+#!"#
Note: For 2011/12 a projected increase of 30% has been assumed over 2010/2011 figures

15. The MBA acquisition channel
WL2 BB/BD vacancies in 20 Countries Business Schools Selected
A Global Mindset:
World
Class
Candidates
- Short listed candidates from 21 countries The
Companies
they
have
worked
for

16. “top talent attract top talent”
• Our leaders as “magnets” for talent
• Coordinated plan in 2011:
– UEx to participate in 2 events during 2011 at target universities/MBA
schools
– WL 5 leaders to participate in 1 selection board and 1 other campus
event
= 220 opportunities to showcase Unilever – great place, great people!
• Make it easier for our managers to refer great talent to be considered for
roles
“.. a deep commitment to talent throughout the organisation, starting at
the top”: McKinsey – War for Talent

17. What does Unilever mean to you?
Tweet your answers or any other comments
or any questions you may have to:
#UG(UniversityName)

19. Case
Studies
• UK
and
Ireland
• La6n
America
• China

20. UK & I Social Media
Attraction Campaign

21. Careers Website
Social Media sites flow
on from careers site,
giving audience the
option to explore
Unilever further

22. Source it, Play it…
PURPOSE: Consolidate all the rich multimedia content already created
by Unilever, to tell a story of why to apply for the UFLP scheme
Content
- Link in with HR – graduate interviews, hints & tips
- Unilever news & updates
- Source and add other adverts / content out there
- Pull together videos that tell a story and give an insight why an
applicant would want to work at Unilever

23. Tweet it…
Purpose
To ensure that Unilever and UFLP Graduate Attraction activity
are capturing the attention of potential applicants. Twitter is a
key tool for communicating directly with our audience and
leveraging existing Unilever content.
Audience
- Students interested in FMCG industry and Grad Schemes
- University career feeds
Links to Careers
Website for more Delivery
- Daily
information or to
- Personal, chatty style
apply - Link in and align with Facebook and YouTube. Maximise
content across all channels
Content
- Blog – day in the life of a UFLP trainee
- Career open days – when, where, who. Connect with the
university and students
- Company and marketing / brand information
- Application information – more information on functional
roles, deadlines etc

24. FaceBook 2010
Page Introductory Text
automatically
directs to ‘Your
Future’ Tab
Slogan ‘By Welcoming
Grads for Grads’ Message
Slideshow Menu
Page Banners
Content
populated
Quick Links through simple
tool at the
Links to careers backend
website

25. Objectives for 2010 - 2011
 Partner
HR
Talent
team
on
digital
strategy
 Alignment
between
digital
channels
and
on-­‐campus
ac6vity
 Source,
update
and
align
content
on
Facebook,
TwiUer
and
YouTube
 Evaluate
success
of
digital
campaign
in
aUrac6ng
candidates
and
subsequent
conversion
into
applica6ons

26. Objectives for 2010 - 2011
Sept Feb/ Sept
Mar Graduate Funnel Closed,
Graduate Funnel Open, Applications being processed.
Applications being taken
Communications focus moves
Majority of posts about the graduate towards Unilever News, brand
scheme, recruitment process and awareness and innovation stories to
trainee role profiles. sustain the interest of the audience.

27. The Journey
 Brand
new
First time digital recruitment team & roadmap
Create strategy
Setting up official Facebook Fanwith HR
Alignment Page
Unilever
Setting up official Twitter Page
Links to resources printed on all grad
recruitment material
Graduate
Links on the careers website
Facebook
page
 Widely followed Twitter
feed
 Recently created
YouTube Channel

28. Team Structure
UK Graduate Recruitment
Coordinator
Twitter & Youtube Lead - Alex
Facebook Lead - Harry
HR & Strategy Lead - Stella
Campus SC
Kate
Management Digital Team
Katie
R&D
Michael
BTM
Ind. Emily
CD
Mars
Place.
Julia
FIN Rhiannon
MRK

29. Demographics

30. Followers
&
Tweets
1,568
Followers
1,147
Tweets

31. *7-day totals Channel
Views

32. How
are
people
finding
the
videos?

33. Brazil and South Cone Social Media
Pre and On boarding

34. Objec6ve
–
Pre
On-­‐boarding
• Create
a
channel
of
communica6on
between
the
company
and
the
trainees
before
their
effec6ve
entry
at
Unilever
as
a
way
to
facilitate
the
induc6on
of
the
group
and
introduce
them
to
the
world
of
Unilever;
The
site
was
launched
3
weeks
before
they
actually
joined
us
right
aAer
the
selec6on
of
28
Trainees;
The
site
is
proposed
to
be
a
virtual
plaRorm
where
the
group
of
Trainees
2010
can
meet
to
share
experiences,
impressions
and
lessons
learned
during
the
3
remaining
years
in
the
program;
All
updates
are
available
through
TwiUer

35. Func6onali6es

36. l
sec;on,
In
the
Ins;tu;ona
able
we´ve
made
avail
t
Global
informa;on
abou
Brazil,
UB
Unilever,
Unilever
2012
(Brazil)
and
s
Ins;tu;onal
Video
The
tra
in
built
a
ees
pr
with
co ofile
n
photo
tact,
an
inform d
some
a;
about
on
them.
In
the
Forum
site,
the
Trainees
generate
discussio
ns,
exchange
contacts,
suggest
mee;ngs
and
sha
videos. re

37. First step on the site: Welcome by HR VP or Country Manager
For Chile: Ignacio Hojas
Country Manager Chile
For Argentina, Perú and
Paraguay: Pablo Maison
HR Director SOCO

38. Graduate Public Profile
-Video
-Personal Data
-My world in images
-Personal anecdote
-Favourite Proverb

39. Home: meet your boss
¿Do you want to
meet yor boss?
Your boss also wants
to welcome you.
Check in you profile
wich one of them is
going to be your
boss and click in
each one in order to
get to know the
advices that they
left for you and for
your companions.
Bosses Public Profiles

40. ou

41. Objec;ve:
Strength
Unilever’s
“Employer
Branding”
on
campus
Digital In-­‐store Presenta;on
April
18-­‐25,
R1: April
25-­‐May
16,
R2: May
16-­‐19,
R3:
June
7,
R4:
•
Par6cipants
to •
Offer
top
10 •
Offer
top
5
teams
•
15
minutes
for
create
a
ZH
page
in teams
RMB1.5K, RMB1K
to
be
ZH
each
team
to
Sina
micro-­‐blog, each
team
to
shoot promoters
for
2
present
the
strategy
recruit
as
many
fans a
ZH
viral
video
& days’
sales
and
final
result
as
possible. promote
it. compe66on.
•
Scope:
5
top
universi6es
in
SH

42. •
Improve
Unilever
•
Real
marke6ng
challenges
Employer
Branding
•
Build
teamwork
spirit
awareness
•
Learn
from
others
•
Early
iden6fica6on
of
poten6al
talents
for
UL
•
Grow
university
students
into
ZH
advocates
(online •
Drive
traffic
and
instore) •
Boost
sales
•Fresh
ideas
from
university
students

43. Poster X-­‐standee

44. Final
presenta;on
Put
50-­‐day
efforts
in
15-­‐min
speech,
present
strategy
and
result.

47. •
Where:
Tesco
hypermarket
•
What:
White
now
100g
•
When:
12:00-­‐18:00
on
May
28th,
29th
•
Support:
Crea6ve
display
Premium
400/store
RMB
1000
Yuan

48. The
ever
best
PMG
in
FMCG
history!

50. A
“Glocal”
Approach
to
FB
and
You
Tube
• Leverage
all
the
Unilever
digital
channels
as
one
ecosystem
rather
than
them
compete
with
each
other
for
traffic
and
views.
• An
onboarding
guide
for
Unilever
Brand
YouTube
channel
to
show
you
the
type
of
documenta6on
that
you
can
adapt
and
circulate
to
your
teams
in
country.
• Agree
which
channel
(YT)
or
Facebook
pages
to
op6mize,
in
line
with
our
digital
strategy
• Create
design
for
each
“Glocal
Channel”
including
link
guidelines
to
other
careers
and
Unilever
channels
• Create
content
calendars
for
each
channel
• Create
onboarding
guidelines
for
users
of
each
channel
to
reflect
the
above
and
to
include
Governance
info
around
upload
of
non
careers
video,
when
to
link
to
video
in
Unilever
Brand
channels,
copyright
etc
• Migrate
exis6ng
channels
onto
the
new
enhanced
channels,
link
to
new
Unilever
brand
channels
for
a
beUer
global
linking
strategy
• Central
team,
creates
and
builds
the
plaRorm
and
creates
some
core
content.
Countries
manage
their
local
channels,
localizing
global
content
where
relevant
and
crea6ng
local
content
in
line
with
the
pre-­‐determined
guidelines.
• Always
keep
channels
open
and
remain
authen6c
with
the
voice
of
real
people.