be a modern recruiter: automate your pipeline with your brand | talent connect london 2014
DESCRIPTION
Verizon explains how they automated their pipeline through branding, and the results they have seen from it. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEafTRANSCRIPT
Anne Dobey Manager Media Solutions LinkedIn N. Europe
Be a Modern Recruiter: Automate Your Pipeline with Your
Brand
#intalent
Anthony Lasocki Head of Talent Acquisition
Verizon, EMEA
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In vital matters…… such as the choice of a mate or a profession, the decision should come from the
unconscious, from somewhere within ourselves. In the important decisions of personal life, we should be
governed, I think, by the deep inner needs of our nature
- Sigmund Freud
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Unknown
Known
Consideration
Hire
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Unknown
Known
Consideration
Hire
#intalent
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Employee Value Proposition
Employer Brand The delivery of your EVP across every
communication touch point both internal and external
Talent Brand The highly social, totally public version of your employer brand incorporating what
talent thinks, feels and shares about your company as a place to work
Building Blocks of your Brand
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‘……part of a matching process between what organisations need and offer, and what individuals offer and need…….’
The Psychological Contract
Source: Schein, 1978; Herriot & Pemberton, 1996 #intalent
People, Platform, Powerful Answers!
Define Connect Engage
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Talent Pooling needs a reboot!
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Verizon who?
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Experience and attributes
Attracting
Retaining and engaging
Discretionary effort
Aspirational
Authentic #intalent
Why Change?
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Powerful Answers is designed to:
Shape opinions Gain credit Showcase Verizon employees Share how our technology is addressing major challenges Bring our Credo and Shared Success strategy to life
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I Work for the Company that..
..puts every child at the head of the class
..gives data a license to drive..
..puts doctors on top of the world..
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How Do We Deliver on the EVP?
Educate Ignite Action Engage
ü Real Employee Stories
ü Dynamic Careers Site
ü Social Media Strategy
ü Interactive Campus Session
ü The same experience, regardless of device ü Our brand promise of powerful technology
Mobile Media…
Responsive Web Design…
It’s All About Content
ü Mobile first, for digital natives
ü A digital experience for a new type of talent
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Leverage Existing Content and Feeds
Share approved stories, news feeds etc..
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Your culture is your brand - Tony Hsieh CEO Zappos.com
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Applications by Platform
355
264
40
315
12
43
0
50
100
150
200
250
300
350
400 LinkedIn Google+ Instagram Facebook Twitter Youtube
Source: Verizon Social Media Pilot 2014 #intalent
Percentage Hires by Platform
33%
38%
5%
14%
10% LinkedIn Google+ Instagram Facebook Youtube
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LinkedIn Company Followers
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Career Page Visitors
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Talent Brand Index
Data as of September 30th 2014 #intalent
Reach and Engagement
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Reach and Engagement
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Talent Brand Index – Sales Professionals
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23% to 47% in mail response rate
3% agency hires
2,000 more sales days!
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Influence
Ø 25% increase in job board conversion
Ø 25% increase in click through - niche
Ø 83% of traffic – new visitors
Ø 10% more time on careers site
Social Media Basics
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It’s Not Rocket Science
• Brand yourself or be branded 1
• Elevate your professional self 2
• Recruiter’s effective online presence helps 3
Don’t let the “media” part of social media fool you. It’s really communication.
It’s about reading, sharing and connecting. Once you connect, it’s about engaging thoughtfully.
“Your brand isn’t the ball, it’s the cannon,” Hugh MacLeod
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Make it part of the routine
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What’s next?
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Automate your
pipeline!
Talent Branding
Recruitment Advertising
Networking Referrals
Search and head
hunting
#intalent
#intalent