social media per la talent acquisition

Social Recruiting Benefits of aligning corporate, talent and consumer brand

28th June 2016

1

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

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

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

Corporate Brand

Consumer Brand

Brand

Essence

Talent Brand

Investors

Influencers

Partners

Customers

Employees

Candidates

9 9

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

10 10

Data: January 2015 – July 2015 from LinkedIn.com for 486 companies.

A Unified Brand boosts Sales by 35%

Taking an integrated approach to Consumer & Talent branding reaps

significant benefits on LinkedIn and beyond

HR

benefits

Mktg/

Comm

Benefits

Unified Branding drives

business growth & savings

Developing

Foundational

Strategic

Traditional

Strategic Approach to recruitment and TA:

Maturity Model

Developing

Foundational

Strategic

Traditional

Bra

nd

J

ob

s

Metric

s

So

urc

ing

P

artn

ers

hip

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

Bra

nd

J

ob

s

Metric

s

Maturity Model Details

15

Social Recruitment = Recruitment Marketing

17

1) Target Definition 2) Social Funnel 3) Project Plan

How companies can be successful on LinkedIn?

18

Recruitment Marketing: applying marketing capabilities for effective

and scalable recruitment activities

1) Target definition

Social Recruitment = Recruitment Marketing

Social Media Funnel

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

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

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

23

Your recruitment marketing plan (example)

Project plan

24

Luigi Bellopede

Prysmian Group

Customer Testimonial

Prysmian Group

26 HR – Roadshow 2016

Prysmian Group

27 HR – Roadshow 2016

MAKE IT BUILD THE FUTURE

PRYSMIAN ACADEMY

P3 PEOPLE PERFORMANCE

P4 PEOPLE POTENTIAL

As

se

ss

ing

Tra

inin

g

Strategic Recruitment Leadership and

Technical Training Performance Management

Talent Assessment and Succession

Re

cru

itin

g

Engagement Measurement Surveys

VIEW POINT

De

ve

lop

ing

Talent and People Development

People Decisions makes the difference. Minimize Mistake Provide the right people in the right positions and at the right moment.

28 HR – Roadshow 2016

Our journey

Developing

Foundational

Strategic

Traditional

Bra

nd

J

ob

s

Me

trics

S

ou

rcin

g

Pa

rtne

rsh

ip

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

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

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

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

Qu

ali

ty o

f ap

pli

cati

on

s

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

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*

©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

34

Follower Insights Excluding your own employees

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

©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

37

Thank you