Przemek Berendt, Luxoft In a world where every software developer has multiple offers on the table at any given time, attracting and retaining top tech talent is especially critical. Since launching its B2E (business to employee) marketing program 5 years ago, Luxoft has grown its worldwide software engineering capacity from 3, 000 employees to just over 11, 000. A major key to this success has been the company’s approach to building a strong employer brand, communicating it creatively to a very challenging target group, continuously pushing innovation, and leveraging technology to automate the candidate journey. In this session, we will explore how an emerging market player stepped into the global talent league by leveraging programmatic advertising, marketing automation, social media (particularly LinkedIn) and a variety of other tools to fully digitize the candidate journey. Check out the best of Talent Connect: http://bit.ly/2e5ojNe

2. Winning the war for talent
A creative approach to employer branding
in the technology industry
​Przemek Berendt
VP Global Marketing, Luxoft
​@pberendt
​linkedin.com/in/pberendt

3. Today’s
agenda
• Tech talent gap
• Marketing is the new HR
• Activating the brand - beyond social
• Case study
• Measuring the impact
• Conclusion
• Q&A

4. Global tech talent gap is
estimated at 2M by 2020

5. Which country has the best developers?
Rank Country Score Index Rank Country Score Index
1 China 100.0 26 Netherlands 78.9
2 Russia 99.9 27 Chile 78.4
3 Poland 98.0 28 United States 78.0
4 Switzerland 97.9 29 United Kingdom 77.7
5 Hungary 93.9 30 Turkey 77.5
6 Japan 92.1 31 India 76.0
7 Taiwan 91.2 32 Ireland 75.9
8 France 91.2 33 Mexico 75.7
9 Czech Republic 90.7 34 Denmark 75.6
10 Italy 90.2 35 Israel 74.8
11 Ukraine 88.7 36 Norway 74.6
12 Bulgaria 87.2 37 Portugal 74.2
13 Singapore 87.1 38 Brazil 73.4
14 Germany 84.3 39 Argentina 72.1
15 Finland 84.3 40 Indonesia 71.8
16 Belgium 84.1 41 New Zealand 71.6
17 Hong Kong 83.6 42 Egypt 69.3
18 Spain 83.4 43 South Africa 68.3
19 Australia 83.2 44 Bangladesh 67.8
20 Romania 81.9 45 Colombia 66.0
21 Canada 81.7 46 Philippines 63.8
22 South Korea 81.7 47 Malaysia 61.8
23 Vietnarn 81.1 48 Nigeria 61.3
24 Greece 80.8 49 Sri Lanka 60.4
25 Sweden 79.9 50 Pakistan 57.4
Ranked by average score across all HackerRank challenges

7. OTHER
ITO
QUICK LEARNERS
PROBLEM SOLVERS
OUT OF THE BOX
78%
>5 YEARS
IT EXPERIENCE
80%
MASTER’S
DEGREE OR
HIGHER
>91%
<3 YEARS
IT EXPERIENCE
Hiring superb engineering talent

8. 0
2
4
6
8
10
12
2010 2011 2012 2013 2014 2015 2016
HeadcountThousands
Luxoft growth since B2E program inception

9. Marketing is the new HR

10. B2E marketing defined
B2E (Business to Employee)
marketing aims at positioning
Luxoft as employer of choice in
the minds of our target groups,
and as a result supply talent to
recruitment pipeline
B2E Marketing
Engineers Graduates
Students
Luxoft employees
Luxoft alumni
Society
Media
Key influencers

11. The quest for insight

12. Ability to make mistakes Benefits Dress Code Manager
Challenge Growth/Technology People/Atmosphere
Money

13. Awareness
Onboarding
Engagement
Application
Recruitment
Understanding employee journey
Probationary
period
Internal
resume
Performance
appraisal
Risk
& value
Retention
HR
Recruitment
B2E Marketing

14. Awareness
Notice Period/
Background
Check
Engagement
Application
Recruitment
Candidate journey
Contract
Signing
Induction
• Job ad on job portal
• Company pages on
job portals
• Banner advertisement
• PR - Article
• Search engine
• Industry event
• e-mail
• Social Media Message
• Social Media
Advertising
• Review on Glassdoor
• Outdoor advertising
• ATL advertising
(press, radio, TV)
• Recruiter cold call
• Word of mouth
• Referral program
• Career site
luxoft.com
• Campaign landing
page
• Social media site
visit
• Video on YouTube
• Phone conversation
with recruiter
• Custom event
attendance
(logeek, open day)
• Career site
• E-mail
• Referral
• Direct to
recruiter
• LinkedIn
• HR interview
• Technical
Interview
• PM Interview
• Client
interview
• Offer
Acceptance
• Occasional
check call
from
recruiter

15. MOMENTS OF TRUTH – MENTAL MODEL
Delivering the message
Source: https://www.thinkwithgoogle.com/

16. Brand activation
Differentiate or Die
Jack Trout

17. B2E marketing - candidate journey
Awareness
Onboarding
Engagement
Application
Recruitment
ATL (Radio, TV,
Cinema, Outdoor)
BTL
Product
Placement
CSR
Digital adv
/Programmatic
IT
Communities
Social Media
LTS (LTS
Webinars, LoGeek
Night, LoGeek
Magazine)
IT Conferences
and Job fairs
Job Portals
Mailing
campaigns
LinkedIn
Xing
Referral Program
Interview

18. Composing Software

19. Rock Wednesday
Office

20. Logeek Night – Experiencing Luxoft Culture
​LoGeek Night is an opportunity for IT professionals to learn and network.
Guest speakers from:

21. B2E showreel video

22. Case study

23. Case study
A team of UC Berkeley
researchers has discovered
that the 85% of the average
tech worker’s clothes are
free tech t-shirts, hoodies,
and other assorted clothing.

24. Free Tee 4 IT
https://freeteefor.it

25. Free Tee 4 IT video

26. Phase 1 – Programmatic advertising
​What is Programmatic advertising?
​Programmatic helps automate the decision-
making process of media buying by targeting
specific audiences and demographics.
​
​Programmatic ads are placed using artificial
intelligence (AI) and real-time bidding (RTB) for
online display, social media advertising, mobile
and video campaigns.

27. Phase 1 – Engaging local bloggers

28. Phase 1 – Social media boost

29. Phase 1 – winning at ZMOT
*Zero Moment of Truth

30. Phase 2 – Follow up campaign

31. What we did not plan for…
​How I walked around for half a year
bugged not knowing about it
610 diggs
31.3K views

32. Measuring the impact
32
It's not marketing if it's not measured
Tony Lennon

33. Key metrics across the journey
Awareness
Onboarding
Engagement
Application
Recruitment
Facebook
Fan page likes
Twitter Followers
LinkedIn Reach over time
Googlle Analytics
§ Sessions
§ Page Views
§ Bounce Rate
§ Time on site
Marketo:
• Anonymous cookies
Retweets
LinkedIn
• Followers
• Engagement over
time
Posts
Comments
Likes
Known Cookies
Event registrations
NOAs CVP
NOC
Number of new candidates
inserted into database for a
certain period.
Total number of candidates
contacted by VS number of
candidates sent for CV
review
Number of closed
vacancies for a certain
period.

34. Free Tee 4 IT Results
Awareness
Onboarding
Engagement
Application
Recruitment
Digital adv
/Programmatic
6.5M
impressions
CTR
0.15 – 4.18%
# of social
media logins
6820
CVs submitted
1931
NOAs
1112
AVG time on site
5:28
NOAs*
708

35. Marketing dashboard - data analytics

36. LinkedIn results

37. Luxoft Among Top-10 Most Followed Companies

38. Awards
Employer Branding
Stars 2014 & 2013
Employer Branding
Excellence Award
2016 & 2015
HRM INSTITUTE EMPLOYER BRANDING
INSTITUTE
Award of Excellence in
“Internal Branding and
Communication –
Employer Branding
program”
BUSINESS MARKETING
ASSOCIATION (BMA) B2
AWARDS
Outstanding Website
Award 2013
WEB MARKETING
ASSOCIATION
Innovation Ad 2016
Gold in Insight &
Interaction
SKM SAR

39. fortune.com

40. 12 MONTH TACTICAL PLANS
Ukraine, Russia, Poland, Romania, Bulgaria, Mexico, Vietnam
B2E approach
GLOBAL STRATEGY, INITIATIVES, PILOTS
2-4 WEEK
Operational
Plans
UA
2-4
WEEK
Operational
Plans
RU
2-4 WEEK
Operational
Plans
PL
2-4 WEEK
Operational
Plans
BG
2-4
WEEK
Operational
Plans
MX
B2E KPIs: NOA,CVP, NOC
ON GOING
REVIEW
à priorities
à plans
à Results
with Recruitment
& Regional
Management
2-4
WEEK
Operational
Plans
VIE

41. VP Talent Acquisition = CMO + CHRO + CIO
1. Think and act like a marketer
2. Insight + creativity + execution= magic
3. Connect and quantify the dots

42. Thank You
Stay in touch
​Przemek Berendt
VP Global Marketing, Luxoft
​@pberendt
​linkedin.com/in/pberendt