Be a Modern Recruiter: Automate Your Pipeline with Your Brand -- Talent Connect Sydney 2015
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Be a modern recruiter: Automate your pipeline with your brand. Adam Herasemiuk, Head of APAC Talent Acquisition, Verizon. Elle Green, Solutions Consultant, LinkedIn. Replay a fascinating session with Verizon where they explain how they have automated their pipeline through letting their brand warm up their talent. This has created an efficient process which has saved them time and allowed their recruiters to focus on hiring. Verizon shares how they implemented this process and the results they have seen from it. Learn more about Talent Connect Sydney: http://linkd.in/1E9S7cN
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Be a Modern Recruiter: Automate Your Pipeline with Your Brand -- Talent Connect Sydney 2015
- 2. Elle Green Talent Brand Consultant LinkedIn APAC Be a Modern Recruiter: Automate Your Pipeline with Your Talent Brand #intalent Adam Herasemiuk Head of APAC Talent Acquisition Verizon
- 3. #intalent
- 4. heuristic hjʊ(ə)ˈrɪstɪk/ adjective 1. enabling a person to discover or learn something for themselves. Source: Google #intalent
- 5. herasemiuk her-as-mick/ noun 1. A person well-versed in enabling a person to learn something for themselves Source: Elle Green #intalent
- 6. In vital matters…… such as the choice of a mate or a profession, the decision should come from the unconscious, from somewhere within ourselves. In the important decisions of personal life, we should be governed, I think, by the deep inner needs of our nature - Sigmund Freud
- 7. Talent Brand The highly social, totally public version of your employer brand incorporating what talent thinks, feels and shares about your company as a place to work Employer Brand The delivery of your EVP across every communication touch point both internal and external Building Blocks of your Brand Employee Value Proposition Why someone would want to work for you organisation #intalent
- 8. Results from LinkedIn’s 2015 Global Recruiting Trends 4,125 TA leaders in 31 countries Hire Consideration Known Unknown Attract Convert Engage 75% influence @ 50% #intalent of global TA leaders say talent brand has a significant impact on their ability to hire great talent*
- 9. Automate your talent pipeline Adam Herasemiuk Head of Talent Acquisition APAC Verizon #intalent
- 12. Why am I here? #intalent
- 13. #intalent
- 17. Common experience Our brand promise of powerful technology Content for digital natives A digital experience for a new type of talent #intalent
- 21. Share approved stories, news feeds etc.. #intalent
Hinweis der Redaktion
- So what does this mean? Automation of pipeline through talent brand? I want to start with a real life consumer example – because there are so many learnings we can bring from the traditional brand world into talent Brand.
- Post & Kellogg’s In the 1920’s during the depression there were two rival cereal makers, Post and Kellogg’s. As times were tough both business had difficult decisions to make. Post decided to do what many companies do in hard times, they reduced marketing spend to save costs, while Kellogg’s did the very opposite and pushed all that it could into branding. Kellogg's began to feel familiar, they felt connected and they bought it. On a daily basis, instead of weighing up every decision we make, we will often use our subconscious to guide us and Kellogg’s used this to their advantage.
- This is in psychological terms called a heuristic - a mental shortcut that allows people to solve problems and make judgments quickly and efficiently using past and memory and emotion to inform it.
- Not to be confused with a her-as-mick.
- The power behind branding and talent branding is the ability to speak to our subconscious, to get people emotionally connected with our brand. It’s not about telling people stuff it’s about making them feel……And the bigger the decision the more our subconscious gets involved. Subconscious: And decisions don’t come any bigger than your career. Sigmund Freud, said it best “In vital matters…… such as the choice of a mate or a profession, the decision should come from the unconscious, from somewhere within ourselves. In the important decisions of personal life, we should be governed, I think, by the deep inner needs of our nature."
- Why do 75% of TA leaders say that talent brand has such a significant impact on hiring great talent? When we look at automated talent pipelines we need to go beyond the end of the funnel, we need to grow our funnel. Marketers have been doing this for 200 hundred years helping us make decisions of marginal importance like chocolate bars or cereal. The best recruiters now think and act like marketers guiding people into the biggest decisions they will make and they do it through their talent brand. Executed correctly, it can influence 50% of the process of a candidates decision funnel, before you even reach out to them. Whether you are a big consumer brand with an unknown talent brand, an unknown consumer brand with a great talent brand or a smaller organisation just trying to figure this all out. Two hours at least of conversation condensed into half an hour, Talking of which, now I can happily introduce you to Adam Her-as-muik.
- impressed ….. other session is all about saving money … only assume deep pockets …. ready to start leveraging the power of your talent brand don’t needs too much money to start to automate your pipeline… although if you did mean to be in the other session …
- So before get into journey of Verizon… leveraging our brand to automate its pipeline Want to understand … hopefully some of you have heard of Verizon….to clarify, we’re not Verrizon, or Horizon…our name comes from two words.. Veritas the Latin word meaning truth And horizon, as we consider ourselves visionaries who are continually looking to the future travelled through the US… maybe familiar… although to gauge your knowledge…
- global communications and IT solutions company; we provide solutions to more than 95% of the Fortune 500 US household name, APAC unknown… not know we are there… purchase Qantas tickets through their website – you don’t think about how secure their payment system is…? or if you log into your commonwealth bank account – do you ever think who helps protects your data?
- biggest organisations in the world… no surprise … still relatively unknown brand in APAC … even to those outside our own industry… doesn’t matter outside industry… we at Verizon… as of you… – are consistently changing and transforming ... new skills … different … to evolve our business… perfect example NASA scientist … designing rockets for NASA… Regardless size, # employees, or type skills – you all have the opportunity to leverage your talent brand to significantly improve your recruiting activity - not only make your make your hiring easier, although also more cost efficient Historically immediate hiring …. on desk … Talent Pools – although was very ‘stop start’ … one skills profile to the next. challenges with antiquated Talent Pools. changes in our resourcing delivery model, standardised JDs, created templates and useful, these things alone didn’t get candidates excited about us… we needed more… we needed to get the market talking about us, we needed people to WANT to work for us. unknown brand … ‘selling’ opportunity– money no longer driver… up to us in TA to develop brand … candidates can’t resist... somewhere they want to work. 80% of LinkedIn members are passive – crazy traditional advertising, even on LinkedIn , <20% audience… how do you reach passive talent … future role? approached about role … email/telephone call or inmail … didn’t know? haven’t heard? How feel? Apprehensive…. I was headhunted by Verizon… I did… other hand.. . received months content… learned about products/service, solutions, initiatives or awards…. had a feel to work… company stands community… think have a different impression? Whether strong or unknown … compelling reasons… why invest in TB… Elle touched on the impact brand can have on our ability to hire top talent. You don’t others are… all have impressions of brands – employer brands no diff
- Your talent brand starts with your consumer and corporate brand…but how did we look to the world – small collection… 5 different … different look and feel. Inconsistent navigation / 5 descriptions of who we are, what we do… nothing in common… inconsistent messages … didn’t offer an mobile device honest honest… we looked confused, came across confused - candidates felt? needed to change presented… change the conversation… heard some of many facts abt Vz – unfortunately no one knows … haven’t done job talking … We have a great story – need to simplify / clarity / how represent– send stronger message who we are… So how does that relate to your company? You are of small… global MNC have story tell; all work company proud of… motivates us to go into work every day… that’s what you need to tell people about. recommend research, don’t be ignorant, don’t want to hear, reiterates opportunity – change the conversation and perception thinking no story? Or insignificant? I guarantee you it’s there… have to think differently; take what we do for granted… all purpose contribute to achieving significant things…
- before start framework… get buy in from your leaders - generally TA responsible TB; not doing it, not happening. Verizon? See on screen - simple approach; part of a large company lucky; great content available – link that to talent needed; thinking about … within our organisation… , sharing that content just isn't enough. before start thinking about… needed to take at thinks holistically … who are… Define – who we are and what we stood for – wanted to be viewed; define where we came from… what we stand for… not what others think of us, but who we really are… Saw sites - never single message– mult-tiered complex organisation with numerous client facing functions – these functions own brand – we standardised this; created single message – not easy ; but TB needed be impactful / provoking – view differently / ‘wonder’ what like what would do Connect - no idea where to send it… or how / who too! Channels? right / suitable for talent needed. LI team leverage LI analytics – business needs / talent analytics understood needed in market needed it; insight into thought had grasp could … opportunity Engage –have message, identified talent = engage ; leveraged existing media – no need make significant investment – select what we wanted to align to our target audience. Ask all think how you content/media… already produces… if at all… we didn’t well needed to better… critical your employee engagement within own company – significantly higher impact message is personal is from your employees over corporate branded –called ‘employee brand’ Vs ‘employer brand’. What look like at Verizon?
- two segments – people and platforms… core of organisation are people, drives performance and profitability, culture they foster, the focus, dedication and commitment everyday – Verizon no different. unique is our technology offering - technology company, create, implement and deliver most complex and ground breaking solutions in the world – underpinned with our technology – our platforms these two things combined achieve anything we wanted to … thus powerful Answers was born. Powerful answers is who we are – its what we are – and from a when it came to attracting talent – we needed to tell the market about it. Enabled us to influence the talent market – identify ourselves differently. Its not about a specific product or a service we provide, we believe that powerful technology makes people stronger, and stronger people can change the world… We use the Powerful Answers theme to; shape opinions of who we are / Gain credit and market respect / showcase employees and what they do / how technology addressing major challenges / most importantly Credo to life – it is who we are and what we stand for sets the foundation to be able to engage / not only change the conversation / start a new one… that for us has been revolutionary. sounds interesting you might be saying… hopefully saying… but what does all that look like?
- see sample of approaching the market –not product, service or specific opportunity, it’s interest think differently who we are –not what we do, but the impact and influence we have every day… Working LI different markets and even different talent profiles in the same markets needs to be unique –can’t same content NOT same results – be thoughtful and content provoking for audience For us that was the unpinning headline - ‘I work for the company that….’ It’s designed to position us as an employer of choice and to be distinctive in our attraction…the purpose is to attract talent who embody our core beliefs and: Want to be part of something bigger Want to make a difference Thrive on technological engagement
- Online content and specifically how we deliver it – real people and real solutions – we didn’t use models or actors – genuinely show the market who we are and what its like to work with us – but all this is useless if the audience cant receive it… redesigned sites to leverage technology across all devices. critical this is to any company who is considering an investment in their brand and to anyone in this room that is serious about enabling a best in class recruitment function. Social media reaches >82% worlds online population… may have success with standard channels– place for those–if not engaging through social media you could be missing out on a market you have access to right now… reaching audience one thing, getting them to view your content and make an application is another. How many of us here sit in front of a computer when we get home? I would assume that many of you… if your content isn't enabled to be viewed in that format you will lose your audience within second… So we’re aligning how we communicate with how candidates want to consume information.
- have content aligned to the devices in the market - now needed to start spreading the word… You will note there is nothing revolutionary here – some thinking that you may not have the resources, time of budget for these things, although don’t be daunted. Many put off by social media – lets not forget that social media really is just social communication… its just the medium for you to talk an new talent network – be excited! the possibility. Through our own experience… with minimal investment, empowering your employees, can significant impact. Not walk through each, notice the engagement plan unpinning them all… Didn’t jump in on a whim – Pilot – value in 3 month period, rise in our applicant numbers, improvement in engagement and increase in those approaching us. Continue momentum through channels here impressive results – and I will talk you through the overall results shortly. But how do we bring it to life… (what did we do with it?) Before started our existing talent pools – leveraged the LI analytics tool; clear view of current base line, where our talent was predominately located, what industry, what profession etc… could not only meet the current hiring demands although also the longer term transformation of the business. identified key markets … pipelines weren't deep enough, … specific campaigns… .key channels see here… measure was via the LI platform (not collective of the entire industry) … clearly track and quantify. Rather than talking through each one of these segments at a granular level
- I mentioned constant state of transformation, more real than last year in Japan – set up a security offering Tokyo office; anyone recruited Tokyo market … direct hires should be commended, standing business unit. 4 months to fill a total of 19 positions… not difficult, all to agents, maybe aware – agent fees would have been 40-100K… per placement! NASA scientist realize smart business – nor smart career. LI analytics gave us position in market position security sector – it wasn’t great… no surprise. low in a long list of employers in the list of preferred employees… wasn’t going to get rapid delivery. develop our brand and talent network in the security space - immediate need, also the longer term build a plan - warm market… started reaching … inviting apply or headhunting them directly. launched impressions across target audience – recognize our brand – be familiar with us, or at best think ‘where have I seen this before’. We then chased this up with a targeted Talent Direct started talking to the market – business and market relevant information… security related. Verizon produces the annual standard … DBIR… great bed time reading… candy to a baby. hear their appreciation for the information, just didn’t realize they could get it… purchase invitational events – we didn’t ‘sell’ opportunities learn more about who we are, what we do, and what its like to work with us. Employees market landscape, Verizon’s current offering and our future positioning… not today, can achieve tomorrow… not hard sell for a new role… had posters/flyers… 90% of the attendees expressed interest in wanting to hear about careers at Verizon… this is something you can also do with minimal investment…
- Total Hires Required = 19 - 18 direct / 1 agent (5 agents engaged over 3 months) 33 days TTF – we had a few of the harder roles go over this, well into the 50-60 day region, but overall the results had been impressive. Increased by 5.5 times following the branding investment – twice our closest competitor On time and well under budget (planned 30-40% via agents) CTR 12 X greater than the industry average ~1900 people that have engaged with us –people that want to work with us, specifically aligned to our business needs, has been invaluable – enabled us to dip into this pool at any moment to appease business demands – its allowed our brand and market presence to bring the talent to us. ((((POSSIBLY FOR ELLE TO REFERENCE)))) Engagement was 3.2x bigger in Jan-14 compared to Dec-13 (rapid response there!) The increase in followers in Japan has also been strong Since December 2013, followers in Japan have increased by 129% Over the last 12 months, followers in Japan have increased by 52% Average % roles filled by agents in market generally = ~40-45% (even a junior role would be ~35K in placement fees…)
- topics discussed relate … business change, branding and how approached market to automate our talent funnel , here is something you can do today… right now even! seen some collateral and messaging ; we release over 5500 pieces of public media every year – product / service / leadership team – its critical that you share that with the public. across our desk for granted – or don’t really understand how they relate … I cant reinforce enough that its not how interesting you find it… its how interesting the market may. If you are lucky enough to have an external comms/PR teams then you have to start buying them lunch – distro lists and media mailouts. preapproved for release, generally sending a pretty positive message about your business – why wouldn’t you use it? examples of content shared – its not about our technology, or a new product, but its what we stand for – what we are like…. your organisation investing in you to be here today … that’s something you can talk about in your network… who doesn’t want to work for a company that invests in it’s employees?
- Data driven facts… leaders want hard numbers… tangible result… they want ROI… engagement positive … we still leverage traditional advertising – but we can’t rely on this as we would have previously. Since executing stronger brand to market, was powerful answers, increase across all channels . On our paid media: 25% increase in job board conversion / 25% increase in our niche boards Vz careers page ; New visitors 83% of total traffic, up 10% on pre-Powerful Answers… people are spending 10% more time, consuming more content and increasing page views by 14% These stats show the impact.. defined focus on identifying yourself, identifying your market and ensuring you have a plan to engage them can have a significant impact in your ability to automate your pipeline. great these are, representative of the funnel – not necessarily hiring success.
- show you our overall applicant source. Honest… arent as technical as like … when it comes to tracking applicant sources – and if anyone in the room is I would love to have a chat with you later on. as it stands as an average across the APAC region have a reasonable spread. Although an average not specific in every market –heavy reliance on referrals … volume markets and a defined increase in direct sourcing/headhunting and social media– not concerning, ensure you know this is an average across 13 countries. don’t have recruiters in all countries, manage to deliver, new and creative sourcing techniques, and through traditional means… clear it is working and pretty good job… always an opportunity to improve… but I’d like to think we are doing well and heading in the right direction. Call out the 2% agency hire YTD… last year we ended the year at 2.5%... and has been below 4% for some years. Not only what we are doing to identify ourselves in region, although specifically the great team we have across the region and the effort and pride they bring to what they do. The constant measure in all TA functions … TTF … Q1 activity and dropped to 27 days… Resonate with you – NOT ALL purely due to branding and engagement activity, sure we can look at other influencing numbers…like the #roles per recruiter, team competence or ability, additional coaching and team development… however it is evident that there is a strong correlation in the data that can’t deny its having some impact to supporting us achieve our deliverables. If it was ever in doubt TA can contribute to business objectives… TTF and agent spend are very easy measures – the cost of an agency on average 7 times that of a direct hire, this directly impacts our bottom line, and the speed of delivery influences how quickly someone is productive, this helps us to drive profitability higher… the link is pretty tangible.
- Concludes presentation; some beneficial to you. What we have done and continue to do at Verizon isn't revolutionary – you can all do it; understanding who you are, what your business stands for, why you and your employees love working where they do – start to package that information into marketable content… Understand your target – w/ LI understand audience, look at how you can better leverage what you have – gauge what your target audience is interested. But keep it going… this isn't a one week/month activity… this takes time and patients, although the benefits are there – the sooner you start the quicker you will results. All this easy say hard to quantify for a perspective employee – lucky at Vz has a small video that provides a valuable insight into what we stand for, the passion we bring and the daily focus we have and hopefully igniting a new conversation with someone we aren’t aware of…