paul maxin - talent acquisition through digital channels at unilever

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

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.

KEY RECRUITING TRENDS

Candidate Sourcing

The Rise of Social Media

• Direct Sourcing • Building Talent Communities

Everyone is a Recruiter and an Ambassador

Candidate Experience

Anytime/anywhere access

Two-way/remote assessments

Foundation Services

SaaS

Strategic, Paperless Onboarding

Leveraging Recruitment Analytics

Recruitment organizations today are looking at trends to innovate recruitment strategies and improve hiring effectiveness. The following are key recruitment trends to be considered:

COMPLEX AND RAPIDLY CHANGING SOCIAL MEDIA LANDSCAPE

THE CAREERS SITE AND SOCIAL WEB TRANSFORMATION

Broadcast Conversation

Attracting Nuturing

Corporate Human

CAREERS SITE

CAREERS ECOSYSTEM

Formal Application Frictionless Application

DIGITAL RECRUITMENT STRATEGY

Actions

Strategies

Ambition

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##‘always:on’#digital#experiences#that#penetrate#the#culture#and#build#employment#brand#advocacy#and#our#People#Value#Proposi0on#–#great#people,#great#place#

Leverage#digital#channels#to#drive#shiBs#in#posi0ve#employment#brand#equity#and#improved#return#on#global#media#investment#

5.0Accelerate#the#digital0readiness#for#the#organiza0on#with#a#focus#on#structure,#roles#and#capabili0es#and#governance#

5. Ready the organization to embrace digital by clearly defining roles and responsibilities

1.  Evolve#to#an#engagement#based#communica0on#model#aligned#to#the#Unilever#Brand#linking##strategy##

2.0Integrate#digital#into#how#we#go#to#market#with#a#canvas#of#content#focused#on#mobile,0

social,0video,0search.00

3.0Exploit#the#digital#medium#to#enhance#candidate:#consumer0insight,0tracking,0

analy;cs,0op;miza;on0

and0overall0ROI##

4.0Leverage#the#digital#space#to#build#candidate:consumer0centric0plaBorms00and#scale#regionally/globally#

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#

4.##Create#assets#globally#and#customize#them#for#local#markets##taking#account#of#exis0ng#best#prac0ce#within#Unilever#

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#Model###

Objective

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

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#

All#Wall#and#Tab:level#content#will#be#served#to#consumers#based#on#the#user’s#IP#address#

»  Countries/MCOs#define#the#country#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#

Example0

Russian#user#sees# Hungarian#user#sees#

Two#users#in#different#countries#visit#www.facebook.com/Unilevercareers##

HOW0WILL0THE0PLATFORM0KNOW0WHAT0LOCAL0

CONTENT0TO0DELIVER0

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

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

LINKEDIN

LINKEDIN UNILEVER’S WORK WITH US IS PERFORMING AT ~40X INDUSTRY AVERAGE

20

Campaign Creative

Impressions Served

Click Through Rate

Picture Yourself 1,375,513 3.55% Follow Company 1,376,029 2.35%

Gold advertising campaign set live

Career Page advertising campaign set live

LINKEDIN: THE MEMBERS VIEWING YOUR CAREER PAGE ARE VERY RELEVANT

Stats lag 3 to 5 months

LINKEDIN INVESTMENT PERFORMANCE DASHBOARD FOR UNILEVER 12 MONTHS 01 MAY 2012

Consumer Ind. Avg. 8% Max 30%

YTD 1,041 total hires 288 hires impacted = 27% impact