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Paul Maxin - Talent Acquisition through Digital Channels at Unilever

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Paul Maxin - Talent Acquisition through Digital Channels at Unilever

  1. 1. TALENT ACQUISITION – DIGITAL CHANNELS PAUL MAXIN GLOBAL RESOURCING DIRECTOR @PAULMAXIN
  2. 2. WHO AM I? Name: Paul Maxin Job title: Global Resourcing & Recruitment Director Location: Blackfriars, London, UK Hobbies: Family (married to Nibby, one daughter, Alisha), travel writing, West Ham United, and an unhealthy encyclopaedic knowledge of the works of Bob Dylan Hobbies include family, travel writing, West Ham United and an unhealthy music. Hobbies include family, travel writing, West Ham United and an knowledge of Bob Dylan’s music.
  3. 3. KEY RECRUITING TRENDS Recruitment organizations today are looking at trends to innovate recruitment strategies and improve hiring effectiveness. The following are key recruitment trends to be considered: Candidate Candidate Foundation Sourcing Experience Services The Rise of Social Media Anytime/anywhere SaaS • Direct Sourcing access • Building Talent Communities Strategic, Paperless Onboarding Everyone is a Recruiter Two-way/remote and an Ambassador assessments Leveraging Recruitment Analytics
  4. 4. COMPLEX AND RAPIDLY CHANGING SOCIAL MEDIA LANDSCAPE
  5. 5. THE CAREERS SITE AND SOCIAL WEB TRANSFORMATION Broadcast Conversation Attracting Nuturing Corporate Human Formal Application Frictionless Application CAREERS CAREERS SITE ECOSYSTEM
  6. 6. DIGITAL RECRUITMENT STRATEGY
  7. 7. We#will##embrace#a#candidate(consumer(centric#approach#to#crea0ng#integrated,#authen0c##employment#brand# communica0on#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# Proposi0on#–#great#people,#great#place# Objective Leverage#digital#channels#to#drive#shiBs#in#posi0ve#employment#brand#equity#and#improved#return#on#global#media#investment# 1.  Evolve#to#an# 2.0Integrate#digital#into# 3.0Exploit#the#digital# 4.0Leverage#the#digital# 5.0Accelerate#the#digital0 engagement# how#we#go#to#market# medium#to#enhance# space#to#build#candidate: readiness#for#the# based# with#a#canvas#of#content# candidate:#consumer0 consumer0centric0 organiza0on#with#a#focus# Strategies communica0on# focused#on#mobile,0 insight,0tracking,0 plaBorms00and#scale# on#structure,#roles#and# model#aligned#to# social,0video,0search.00 analy;cs,0op;miza;on0 regionally/globally# capabili0es#and# the#Unilever#Brand# and0overall0ROI# governance# linking##strategy## # 1.00Build#an#overarching##digital#strategy#that#can#be#simply#and#managed#for#UFLP,#MBA,#Mid#career##for#all#categories,#func0ons#and#countries,# u0lizing#the#overarching#digital#strategy# 2.00Forge#strategic#partnerships#with#leading#edge#digital#media#suppliers,#technology#plaRorm#providers,#research#firms##and#best#in#class#digital# roster#agencies#aligned#with#global#communica0ons# 3.#Align#with#Global##Communica0ons#s#for#all#key#markets#&#shiB#media/produc0on#spending#ra0o#to#beWer#align#with#Paid,#Owned#&#Earned# Actions Model### 4.##Create#assets#globally#and#customize#them#for#local#markets##taking#account#of#exis0ng#best#prac0ce#within#Unilever# 5. Ready the organization to embrace digital by clearly defining roles and responsibilities
  8. 8. Circa 100,000 video views on our global YouTube channel 18 local YouTube channels Circa 260,000 followers on LinkedIn 90,000+ fans on facebook
  9. 9. FACEBOOK THE STRUCTURE: FROM LOCAL TO ‘GLO-CAL’ WHAT’S0OUR0OBJECTIVE?00 •  Enable#all#countries/MCOs#to#leverage#the#facebook.com/unilevercareers#URL# •  Provide#an#efficient,#scalable#and#centralised#hub##for#countries/MCOs#to# quickly#build#a#Facebook#presence# •  Leverage#best#prac0ces# •  Deploy#global#content#easily#and#rapidly#for#country#use# •  Deliver#localised#versions#of#facebook.com/unilevercareers#–#fully# customisable# 0 WHY0ONE0PAGE?0 •  All#fans##will#be#added#together,#once#everyone#migrates#we#will#have#over# 100,000#fans# •  One#URL#www.facebook.com/unilevercareers# •  Seamless#user#experience## •  No#content#reaching#unintended#audiences#
  10. 10. HOW0WILL0THE0PLATFORM0KNOW0WHAT0LOCAL0 CONTENT0TO0DELIVER0 Example0 All#Wall#and#Tab:level#content#will#be# Two#users#in#different#countries#visit# served#to#consumers#based#on#the# www.facebook.com/Unilevercareers## user’s#IP#address# »  Countries/MCOs#define#the#country# Russian#user#sees# Hungarian#user#sees# and#language#targe0ng#for#Wall# content#(status#updates)#via#geo: targe0ng# »  Buddy#Media#is#also##designed#to# deliver#your#country/MCO#tab:level# content#(for#any#and#all#Category# tabs)#based#on#user#IP#address# A#drop#down#menu#is#also#provided#for# users#to#select#which#country#they# would#like#to#view#
  11. 11. PRE(DEFINED0TAB0TEMPLATE0 •  Templates#deliver#flexibility,#economy#and# robust#engagement#to#grow#presence# •  Countries/MCOs#can#move,#remove#and#add# sapplets#to#Tab#Templates#via#drag:and:drop# •  Countries/MCOs#can#by:pass#altogether#and# code/design#Tabs#from#scratch# •  Current#tabs#available:## •  Made#By#You# •  Campus## •  FAQ## PRE(DEFINED0TAB0TEMPLATE0
  12. 12. CENTRALISED0CONTENT0MANAGEMENT0SYSTEM00 •  A#custom#plaRorm#for#crea0ng#Local# versions#of#facebook.com/unilever# •  IP#address#determines#country# affilia0on#for#tab#content## •  Features#tab#templates,#design# theme#and#drag:and:drop#features# •  Social#widgets#(“sapplets”)#enable# rich#engagement#and#Facebook# integra0on#without#development# 0me#or#cost# # FLEXIBLE,0SCALABLE0PLATFORM00 PROVIDES0LOCAL0CONTROL0
  13. 13. LINKEDIN
  14. 14. LINKEDIN UNILEVER’S WORK WITH US IS PERFORMING AT ~40X INDUSTRY AVERAGE Campaign Impressions Click Through Creative Served Rate Picture Yourself 1,375,513 3.55% Follow Company 1,376,029 2.35% Gold advertising campaign set live 20
  15. 15. LINKEDIN: THE MEMBERS VIEWING YOUR CAREER PAGE ARE VERY RELEVANT Career Page advertising campaign set live
  16. 16. LINKEDIN INVESTMENT PERFORMANCE DASHBOARD FOR UNILEVER 12 MONTHS 01 MAY 2012 Stats lag 3 to 5 months Consumer Ind. Avg. 8% Max 30% YTD 1,041 total hires 288 hires impacted = 27% impact

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