Learn how Genentech practices purposeful recruitment branding in this Glassdoor Best Places to Work presentation!

1. Genentech’sJourneytoPurposeful
RecruitmentBranding
Glassdoor Roadshow, February 19, 2015
Traci Scovel, Principal Program Manager, Corporate Staffing

2. Topics
• In the beginning…
• Compare & Contrast
• Attract & Engage: It’s a new day
• Purposeful Messaging
• Designed Differentiation
• Fun Facts & Social Storytelling

3. In the beginning…
• Existed in a very different (local) environment
• Past recruitment campaigns were often derivatives
• Creative execution followed a pattern
• Relied heavily on Genentech’s reputation
• Messaging wasn’t differentiated

4. Compare & Contrast

5. Compare & Contrast

6. Attract & Engage: It’s a new day
• BE BOLD: command attention
• BE THOUGHTFUL: share relatable messaging that speaks to core Genentech values
• BE PROVOCATIVE: disrupt and inspire
• BE DIFFERENT: we are not a me too company
• BE BETTER: it’s in our DNA…encourage new thinking

7. Purposeful Messaging
Goal: To create consistent meaning in the minds of those who matter most to our
success.
• Revitalize how we are perceived externally througha campaign that furtherdifferentiatesus from competitors
• Focus on candidate’s hopes and ambitions, positioning GNE as a vehicle to achieve those hopes and ambitions
• Inspire currentemployee community and further peak the curiosity of prospective candidates
• Invigorate people and expose themto opportunities to join a tradition of inquiry that helps change the face of medicine

8. Designed Differentiation
AJob With a Future

9. 9

10. Passion,Purpose,People
• Passion: We invented biotechnology. And we’re driven to do it again, every day
• Purpose: Doing your job well positively impacts the lives of millions of patients
• People: Our one-of-a-kind culture is built on diversity, dedication and celebration

13. SocialStorytelling
• Optimize relevance, reach and candidate experience through vivid story telling,
bold imagery and differentiated content.
• Long Form Post (Relocation, HR landscape, Compensation)

14. Why“OpenCompany”
We have an opportunity to show employees, as well as candidates that we are a
company that doesn’t rest on its laurels. We strive to be better so that Genentech is a
place where people can do their best work!
Be bold: address concerns head-on
Embrace opportunity to be proactive
Tell the Genentech story
Transform negative experiences
Explore & experiment
Resiliency through risk

15. ItTakesAllofUs