Social Media per la Talent Acquisition
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Social Recruiting: i vantaggi di allineare corporate brand, consumer brand ed employer brand. Workshop presentato da Cristina Arbini, Beatrice Guasti e Tomaso Giusti di LinkedIn Italia il 28 giugno 2016.
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Social Media per la Talent Acquisition
- 1. Social Recruiting Benefits of aligning corporate, talent and consumer brand 28th June 2016 1
- 2. Workshop Agenda 15:00 An integrated approach - LinkedIn Team 15:40 Customer Testimonial - Luigi Bellopede, Prysmian Group 16:20 Workshop in groups 17:15 Wrap up and conclusion 17:45 Aperitivo in cucina
- 3. LinkedIn Team Tomaso Giusti Talent Brand Consultant tgiusti@linkedin.com Cristina Arbini Talent Brand Consultant carbini@linkedin.com Beatrice Guasti Media Manager bguasti@linkedin.com
- 4. 4 Giulia, 35 years old from Milano She is a Fashion Designer Blogger She buys Luxury products online and in store She saved some money she’d like to invest
- 6. Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn SALES RECRUITMENT EMPLOYEE ENGAGEMENT MARKETING The Rewards of The Unified Brand
- 7. Data: January 2015 – July 2015 from LinkedIn.com for 486 companies. A Unified Brand boosts Sales by 35%
- 8. Taking an integrated approach to Consumer & Talent branding reaps significant benefits on LinkedIn and beyond HR benefits Mktg/ Comm Benefits
- 9. Unified Branding drives business growth & savings
- 10. Developing Foundational Strategic Traditional Strategic Approach to recruitment and TA: Maturity Model
- 11. Developing Foundational Strategic Traditional BrandJobs Metric s SourcingPartnership Reactive, over-reliant on agencies Engage with strong pipeline of leads and ‘silver medalists’ Team-wide pipelining with engaged talent communities Post-and-pray Targeted engagement to attract highly qualified candidates Talent segmentation and prioritization Defined employer brand strategy Established metrics and benchmarks Influential talent brand engaging employees and candidates Build internal capabilities to focus on passive talent Jobs on niche boards and social platforms Understanding of employee value proposition Data driven decision making Talent Acquisition separated from HR Strong collaboration with Marketing, PR, Communications Strategic business advisor to C-Suite Engage HR counterparts and Hiring Managers Talent Acquisition Team Skills and Capabilities BrandJobsMetrics Maturity Model Details
- 12. 15
- 13. Social Recruitment = Recruitment Marketing 17 1) Target Definition 2) Social Funnel 3) Project Plan How companies can be successful on LinkedIn?
- 14. 18 Recruitment Marketing: applying marketing capabilities for effective and scalable recruitment activities 1) Target definition Social Recruitment = Recruitment Marketing
- 16. 20 The more they see you, the more they know you. Grow your follower base in quality, not just in quantity! The more relevant your content, the more likely they are to consider your company. Give your KEY AUDIENCE the best landing page EVER! Social Recruitment = Recruitment Marketing
- 17. 21 The more relevant your content, the more likely they are to consider your company. Give your KEY AUDIENCE interesting content to engage with! Social Recruitment = Recruitment Marketing
- 18. 22 The more personalized the experience, the more likely they are to apply. Help your recruiters to contact TARGETED passive candidates AT SCALE (2,500 users per launch)! Social Recruitment = Recruitment Marketing
- 19. 23 Your recruitment marketing plan (example) Project plan
- 20. 24 Luigi Bellopede Prysmian Group Customer Testimonial
- 21. Prysmian Group
- 22. 26 HR – Roadshow 2016 Prysmian Group
- 23. 27 HR – Roadshow 2016 MAKE IT BUILD THE FUTURE PRYSMIAN ACADEMY P3 PEOPLE PERFORMANCE P4 PEOPLE POTENTIAL Assessing Training Strategic Recruitment Leadership and Technical Training Performance Management Talent Assessment and Succession Recruiting Engagement Measurement Surveys VIEW POINT Developing Talent and People Development People Decisions makes the difference. Minimize Mistake Provide the right people in the right positions and at the right moment.
- 24. 28 HR – Roadshow 2016 Our journey Developing Foundational Strategic Traditional BrandJobsMetricsSourcingPartnership Reactive, over- reliant on agencies Engage with strong pipeline of leads and ‘silver medalists’ Team-wide pipelining with engaged talent communities Post-and-pray Targeted engagement to attract highly qualified candidates Talent segmentation and prioritization Defined employer brand strategy Established metrics and benchmarks Influential talent brand engaging employees and candidates Build internal capabilities to focus on passive talent Jobs on niche boards and social platforms Understanding of employee value proposition Data driven decision making Talent Acquisition separated from HR Strong collaboration with Marketing, PR, Communications Strategic business advisor to C-Suite Engage HR counterparts and Hiring Managers Visionary and sense of urgency Understanding Product and Result
- 25. 29 HR – Roadshow 2016 BUILD THE FUTURE STRUCTURED RECRUITMENT PROCESS 2800 2215 5009 15020 20000 1st wave 2nd wave 3rd wave 4th wave 5th wave 20.000 APPLICATIONS IN WAVE 5 Goal: Hiring other 200 Graduates in the next 5 years GROUP INDUCTION AND TRAINING 12 MONTHS JOB ROTATION INTERNATIONAL ASSIGNMENT MENTORSHIP PROGRAM ~170 GRADUATES 27 19 36 39 40 Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 12 4 21 8 5 11 16 20 54 6 6 Asean Australia Central East Europe China Netherlands North America North Europe South America South Europe Turkey UK
- 26. 30 HR – Roadshow 2016 MAKE IT NEW EMPLOYER REPUTATION ON PROFESSIONAL MARKET STRUCTURED RECRUITMENT PROCESS Hunting 200 Professionals in 4/5 Years with an ideal successful experience of 3/5 years in Factory roles 6000 Applications Received ~1800 Screened ~150 Assessments ~100 Interviews 50 HIRING 5 2 3 17 1 2 9 1 2 7 1 South America Australia Asean Central est Europe China North Europe South Europe Netherlands UK North America Turkey
- 27. 31 HR – Roadshow 2016 Employer Branding reputation 4200 2312 2010 1670 1222 1060 890 840 813 760 510 490 490 435 350 350 299 1702 343 823 27 340 241 159 607 83 213 37 50 171 55 68 65 Make iT Graduate Quantity of Applications Qualityofapplications Brazil Asean Italy Netherlands Germany Argentina Australia UK Spain N.Europe China Est Europe France Usa APPLICATIONS GRADUATES 5 -MAKE IT Turkey 2Q- ATTRACTION MATRIX Romania
- 28. 32 HR – Roadshow 2016 About Linkedin From 0 to 38,320 LinkedIn followers From 0 to 20 Job Slot From 0 to 2500 Mails* From 0 to 10000 applications*
- 29. ©2015 LinkedIn Corporation. All Rights Reserved. Your follower base has been positively impacted by the ad campaigns 33 Follower Growth Followers are 78% more likely to respond to an InMail 79% of LinkedIn members are interested in job opportunities at companies that they follow Since May 1st 2015: +15,827 Followers ; +72% increase in Followers
- 30. 34 Follower Insights Excluding your own employees
- 31. 35 Engagement on Jobs Clicks on Jobs reach a peak during the follower campaign period! 2.518 Similar results can be reached during content marketing campaigns, especially if the sponsored topics are HR/jobs/employer branding related
- 32. ©2015 LinkedIn Corporation. All Rights Reserved. 36 Talent Direct campaign Talent Direct Performance: Email Delivered: 3,113 Email Opened: 2,200 Open Rate: 71% Total Leads in Recruiter: 468 Response rate based on open 21% Designed to drive applicants to your recruiter
- 33. 37 Thank you