1. TALENT
ACQUISITION –
DIGITAL CHANNELS
PAUL MAXIN
GLOBAL RESOURCING DIRECTOR
@PAULMAXIN

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. 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. COMPLEX AND RAPIDLY CHANGING
SOCIAL MEDIA LANDSCAPE

5. THE CAREERS SITE AND SOCIAL WEB
TRANSFORMATION
Broadcast Conversation
Attracting Nuturing
Corporate Human
Formal Application Frictionless Application
CAREERS CAREERS
SITE ECOSYSTEM

6. DIGITAL
RECRUITMENT
STRATEGY

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. 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

10. 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#

11. 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#

12. 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

13. 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

19. LINKEDIN

20. 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

21. LINKEDIN: THE MEMBERS VIEWING YOUR
CAREER PAGE ARE VERY RELEVANT
Career Page advertising
campaign set live

22. 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