WHO AM I?

Name: Paul Maxin Twitter: @PaulMaxin Job title: Global Resourcing & Recruitment Director Location: Blackfriars, London, UK Hobbies: Hobbies include family, travel writing, West Ham United and an unhealthy encyclopedic knowledge of the work of Bob Dylan music.

IT’S A VUCA WORLD

•  V = Volatility •  U = Uncertainty •  C = Complexity •  A = Ambiguity

STRATEGIC FOCUS

OUR COMPASS STRATEGY

We aim to double the size of our company while reducing our environmental impact

The Compass provides a blueprint for success by identifying what we must do to win share and grow volume in every category and country.

THE UNILEVER SUSTAINABLE LIVING PLAN

We have long been working and reporting on our impact on society and the environment. Our Sustainable Living Plan brings together all this work and sets many new targets. Our Sustainable Living Plan will result in three significant outcomes by 2020: •  We will help more than 1 billion people take action

to improve their health and well-being. •  We will halve the environmental impact of the

making and use of our products. •  Source 100% of agricultural raw materials

sustainably.

THE IMPORTANCE OF DIFFERENTIATION

DIFFERENTIATION

•  In 2006, Audi won the South Africa car of the year award…

• And BMW was quick to respond…

OUR COMPETITORS HAVE BIG BRANDS

WHAT’S THE VALUE OF AN EMPLOYER BRAND ?

EMPLOYER BRAND OBJECTIVES

•  Consistent look and feel for communications

•  Strong brand promise

•  Central narrative and brand pillars to build individual executions

•  Toolkit for guidance

•  A select group of template examples

You’ll become part of a leading-edge company, where you’ll work with outstanding brands and outstanding people to drive sustainable business growth.

THIS IS OUR BRAND PROMISE

COMPLEX AND RAPIDLY CHANGING SOCIAL MEDIA LANDSCAPE

Active Passive

Known

Unknown

Postings Corp Careers Site

Niche Boards Print Advertising

Pay per Click Ads

Events Campus Career Fairs

Diversity Events Gamification

Marketing Employment Branding Search Engine Optimize Media Presence

Attract Hunt

Cultivate Hire

Talent Community

Social Media

Search All Tool

Boolean Bar

•  Prospects •  Referrals •  Alumni •  Employees

Prospecting Tools

TOOLS FOR SOCIAL SOURCING

DIGITAL RECRUITMENT STRATEGY

Circa 128,000 video views on our global YouTube channel 19 local YouTube channels

Circa 280,000 followers on LinkedIn 103,000+ fans on facebook

FACEBOOK

FACEBOOK THE STRUCTURE: FROM LOCAL TO ‘GLO-CAL’ WHAT’S  OUR  OBJECTIVE?    

•  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  pracEces  •  Deploy  global  content  easily  and  rapidly  for  country  use  •  Deliver  localised  versions  of  facebook.com/unilevercareers  –  fully  

customisable    WHY  ONE  PAGE?  

•  All  fans    will  be  aggregated  together  –  now  have  over  100,0000  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  targeEng  for  Wall  content  (status  updates)  via  geo-­‐targeEng  

»  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  

Example  

Russian  user  sees   Hungarian  user  sees  

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

HOW  WILL  THE  PLATFORM  KNOW  WHAT  LOCAL  CONTENT  TO  DELIVER  

EXECUTIVE SUMMARY

Total Number of Fans (30/09): 95,612 » Monthly Fan growth : 5.37% (4,873

fans) Average Engagement Rate on all posts is 8.26% Average Engagement Rate on Global Status updates is 2.57% »  Likes – 833 »  Shares – 47 » Comments on updates – 61 »  Total Reach – 106,547 Tab clicks (views) – 6,623 Tab engagement (primary events) – 11,540

GLOBAL FAN LEARNINGS

This graph shows fan growth throughout September. New Likes came from organic likes on the page and Facebook recommendations.

Looking at Unilever Careers Facebook page’s gender and age demographics, of the 95,612 Fans, 60.6% are aged 18-24. More of the page’s fans (54.1%) are also male. These results are consistent with August’s.

FAN ENGAGEMENT: GLOBAL CONTENT

4.29%  

1.16%  

4.01%  

1.23%  0.00%  0.50%  1.00%  1.50%  2.00%  2.50%  3.00%  3.50%  4.00%  4.50%  5.00%  

3/9   6/9   8/9   12/9   13/9   15/9   20/9   22/9   25/9  

Engagement  Rate  %  (Based  on  Total  #  of  Fans)  

Enga

gem

ent (

%)

Date

Average engagement on global status updates in September is 2.57%. This is a slight decrease of 0.52% on August. Engagement ranged from 4.29% to 1.16%, a much smaller range than August.

TAB & SAPPLET DATA

Primaryevents Linkclicks Views Shares Campus 9,050 707 2,973 10 MADE BY YOU 1,700 1,157 2,676 14 FAQs 617 575 741 0 YouTube 173 59 233 0 Total 11,540 2,498 6,623 24

LINKEDIN

UNILEVER CAREER PAGE

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“Building a team passionate about sustainability”

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Marketing Supply Chain Sales

WE ALIGN OUR GROWHT PLANS WITH RECRUITMENT OF KEY TARGET GROUPS

Bryan Logistics Analyst

Fiona

Steve Senior Sales Manager Marketing Manager

EMPLOYEE NETWORKS ARE USED TO SPREAD A POSITIVE MESSAGE AMONGST LIKE-MINDED TALENT

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And personalised careers information provides a custom experience

Marketing Supply Chain

Custom Recruitment Message

Custom Banner Graphic

Relevant Jobs

We build long term relationships by sending regular, targeted news updates

THE RESULTS HAVE BEEN IMPRESSIVE GROWING THEIR FOLLOWER BASE TO 270K IN 10 MONTHS

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17K

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Oct '11 Aug '12

Marketing

Sales

Supply Chain

….TAKE AWAYS

Ensure authenticity: don’t promise what you can’t deliver

Empower all employees to be brand ambassadors Have an approach for community management and content across your various social channels

“THE FUTURE FOR ME IS ALREADY A THING OF THE PAST” BOB DYLAN