Deluxe transformed its talent acquisition strategy by tapping into online talent. It shifted from hiring primarily for print-related roles to focusing on digital marketing and technology positions. It grew its Talent Community from 3,500 to 134,000 members in one year. Half of its monthly positions from October 2010 to January 2011 were filled by Talent Community members. The new strategy helped lower time-to-fill and cut spending on job boards while increasing employee satisfaction and engagement.

1. Tapping Into Talent Online
Transforming Deluxe’s Talent
Acquisition Strategy
Twitter - @Deluxejobs

2. Perception
Why Deluxe?

3. A New Normal Pioneer
Deluxe’s recession began more than a decade ago
Do you think they
Few businesses have as much of a understand no one
dank buggy-whip aroma… writes checks
anymore?
9/21/09
Last 2 years 12/30/09
were truly
In 2010, Deluxe will go from Rodney
the Great
Dangerfield to Bob Hope
Depression – Beth Lilly, 12/31/09
for us
CHANGE OR DIE…
Pioneer a new normal or cease to exist
Why Deluxe?

4. The New Deluxe
Why Deluxe?

5. Shifting Talent Needs
Deluxe Five Most-Hired Positions in 2005
1. Press Operators
2. Pre-press Associates
3. Account Sales Reps
4. Customer Service/Sales Associates
5. Bindery Work
Why Deluxe?

6. Shifting Talent Needs
Deluxe’s Most in-Demand Positions in 2010
Search Marketing Manager
E-marketing Delivery Specialist
Technology Solutions Analyst
Marketing Database Analyst
Director of Analytics and Insight Interactive Designer
Virtual Desktop Technology Engineer
Product Manager
Ecommerce Director
Manager Technology Solutions and Support
Experience Strategist
Why Deluxe?

7. • 2008 Employment Branding Created
• 2009 Roll Out New Employment Brand
Secure Recruitment Marketing Platform
Research/Learn about Talent Communities
Identify need for Talent Community Mngr
Hire Talent Community Manager
• 2010 Build Employment Marketing Infrastructure
The Journey

8. Dumb Internet Mobile
Terminals
Technology Transformation

9. You are hiring for digital roles

10. Recruiting Transformation

11. Using Social Media for Employment

12. Our Recruiting Transformation
Idea
Innovative Strategy
Execute
Talent Community Manager

13. Deluxe Talent Community

14. • Change in the type of talent needed at Deluxe
• Shift to market-driven economy
• Generational shift (Millennial and Gen C)
• Rapid pace of innovation
• Employer brand management in the digital age
• Gain credibility with the talent we are trying to attract
Why Transform our Recruiting Model?

15. • Become a recruiting organization
• Source and hire the best candidates (high quality)
• Enhance the candidate experience
• Promote the culture change at Deluxe
• Lower time to fill and cut job board spend
• Increase employee retention/engagement
• Help drive brand awareness
Setting Goals

16. The power to define and control a brand is
shifting from corporations and institutions
to individuals and communities
Talent Can Differentiate Your Brand

17. TURN CANDIDATES
INTO CUSTOMERS
Awareness
Consideration
Conversion
New Hire
Net Promoters
Training
Referrals
Ambassadors
Culture Keepers
TURN EMPLOYEES
INTO EVANGELISTS
Talent Management Effectiveness Grid

18. Rapidly putting Deluxe in the lead!

19. Online Footprint

20. • Our Talent Community grew from 3,500 members to
134,000 in just one year
• Half of our positions each month from October 2010-
January 2011 were filled with candidates from the
Talent Community
• 13% of our community members wait 30 days or
more before applying for a position
Results

21. 94.8% satisfaction with application,
interview and hiring process
Facebook LinkedIn YouTube Twitter Blog
•11% average •5% average •32% average •12% average •2,410 visits
increase in fans increase in increase in views increase in (Sept – Dec)
per month (Sept - followers per per month followers per
Dec) month (Sept - Dec) month •881 visits in
(Sept - Dec) (Sept - Dec) November
•1,900 page •1,500 total video
views in •1,410 page views in •445 total
November views in November followers
November
•415 total fans
•1,765 total
followers
Results

22. It [Deluxe Talent Community] gave me a sense for
the personality of the organization; showed me the
company is committed to doing business in today's
socially enabled environment (particularly important
to me given what I do); and provided enough details
about the particular position and its context to allow
me to pursue it with confidence. Great job.
Erika, Talent Community Member

23. Demand a Seat @ the Table

25. Digital Marketing Specialist
• Profile Management
• Audience Building
• Sentiment/reputation Management
• Content Creation
• Marketing/Promotion
• Video
@deluxeintern