unifying nbcu through candidate experience...unifying nbcu through candidate experience who is...
TRANSCRIPT
Unifying NBCU through Candidate Experience
Who is NBCUniversal?At NBCUniversal, we believe in the talent of our people. It’s our passion and commitment to excellence that drives NBCU’s vast portfolio of brands to succeed. From broadcast and cable networks, news and sports platforms, to film, world-renowned theme parks and a diverse suite of digital properties, we take pride in all that we do and all that we represent. It’s what makes us uniquely NBCU. Here you can create the extraordinary. Join us.
Our Brands
Our Candidate Experience Journey
Won Candidate Experience
Award
Move from paper to electronic offer
letters and new hire forms in Brassring
Introduce new EVP
branding and launch on
social media channels
Converted career site and
application to be fully mobile optimized
Overhaul candidate
communications to include EVP
branding
20132018
Refresh of career site in
planning phaseLaunch of new career
website www.nbcunicareers.com
Offer Watson Candidate
Assistant as Job Finder tool on career site
Kicked off research for EVP Project
EVP Project:Defining our Brand
Defining the Employee Value Proposition
The Employee Value Proposition (EVP) is a unique set of offerings, characteristics, beliefs and values
that reflects an employer’s story, its “soul”.
An EVP Shares Your Unique Story of Greatness
The NBCU Employee Brand – Why Now?
NBCUniversal is no longer just competing for traditional “media” talent.
Our recruiting tools need to match the gold standard of creativity and storytelling exemplified by our
businesses every day.
Tech/Digital Talent
Non “Creative” Talent
Early Career/Millennial Talent
Current Employees
Creative Adjacents
Target Audiences
Recruiting the best talent is more competitive than ever.
NBCUniversal wants to continue to attract the best talentand rally employees around a common vision
Diverse Talent
EVP Talent SymphonyConsistent Look, Feel & Theme
Intranet SiteTech & Digital
Branding Campaigns
Corporate Communications
Career SiteSocial Media Campaigns
Across Multiple Message Platforms
Current Employees
Millennial & Entry Level
Talent
Creative Adjacents
Tech & Digital Talent
Non “Creative”
Talent
Across Multiple Target Audiences
Diverse Talent
We hired J. Walter Thompson Inside for a year-long research project to identify what attracts and keeps employees at NBCUniversal
Traveled across all of our locations in the U.S. and spoke to employees of all levels, businesses, and functions
Getting Started: What’s It Like To Work Here?
“As much as I miss the free food at a startup, I’m a
video producer and want my videos seen. That will
happen here.”
“I grew up with it. It’s a dream company, and it
really represents the history of the industry.”
“I haven’t met anyone here who thinks this is
just a job.”
“I don’t play golf, but …its NBC.”
“I like how people react when they find out
where I work.”
What We Heard
Here you can.
Systems Projects:Recruiter Focus
A few NBCUniversal recruiting stats…
We receive over 1,000,000 applications per year
On average there are 150 applies per job
Our US Talent Acquisition team fills
approximately 3,500 staff roles per year; 400
roles filled by international recruitment
Our Campus Program hires 2000 interns
annually
Enhancements to Recruiter Experience
Turned on Responsive Recruiter across all user types
Goal: To improve recruiter efficiency
Launched Lead Manager across US Talent Acquisition team
Goal: Create one system for storing pipeline candidate data
What we learned:We need to get more efficient with candidate communication.
There are gaps for how to store candidates from events in our systems.
Not holding any processes as sacred, willing to explore changes to all existing areas of the system.
Conversion to Responsive TG’s and GQ’s
Converting to Responsive Talent Gateways
Converted existing Talent Gateways to Responsive using new EVP branding and colors
Goal: Soft launch our re-brand and stay up to date with Brassring’stechnology
Turned on Candidate Zone feature
Goal: Give candidates more visibility into their application status
What we learned:Not all recruiters were comfortable with candidates seeing their status.
It was a good time to also make updates to our req fields appearing on the job postings and search pages.
Old TG
New TG
Old Job Posting layout
Updates:• Moved “About Us” statement to the bottom• Added additional field for “Notices” to display any required legal
disclaimers
New Job posting layout
Launching Responsive Gateway Questionnaires
Switched from Talent Gateway default questions to Gateway Questionnaire applications
Goal: Allow for more customizable versions of our application based on location or business
Used GQ level branching instead of form/question level branching
Goal: Maintain consistency on all application and eliminate the risk of candidates leaving questions blank
What we learned:Eliminate multiple versions of the same question to keep candidate grid simple for recruiters and aid in reporting.
Start small with the basic version of GQ’s you need and add more specific ones over time.
Updating Candidate Communications
The State of Candidate Communications at NBCU
We turned off automated candidate emails in 2013 in response to feedback about the wording/timing of our “Thanks/ but No Thanks” email
Recruiters are tasked with manually sending emails to candidates they want to follow up with
NBCU has been a black hole when it comes to providing candidates with closure on filled roles
The Plan:We have a focus group meeting to discuss the various types of templates we need and the corresponding automation we may want to consider using. This is a work in progress.
The Focus Group – Preliminary Findings
It is not possible to please 100% of the people 100% of the time
Automation is a challenging discussion since there are always exceptions; looking at ways to add variables to our RAM triggers
Start with the manual send templates and the automation can be added later
Working on building a library of templates incorporating our new branding suitable to be used across all business
When to send emails led to a discussion about HR Statuses
HR Statuses will be reviewed later this year as we look to build out more automation
Additionally, HR Status masks for the Candidate Zone are also under review since a status can be visible to a candidate but they may not have received a communication
Rebranding our Templates
Rebranding our Emails and Letters
Changing header logos on all email templates and offer letter documents
Keeping the same logo across all NBCUniversal businesses to maintain consistency
Giving our wording a makeover to reflect tone of the Here You Can branding
What we learned: There will always be exceptions and a need for something business
specific. We will be looking at ways to build generic templates that will allow the businesses to customize the messaging when necessary.
We have too many templates and need to consider using more conditional blurbs to reduce the repetition.
Current Offer Letter and New Hire email
New Offer Letter
Branding on Social Media -Twitter
Branding on Social Media
FacebookLinkedIn
Watson Candidate Assistant
Watson Candidate Assistant
What is it?
“A Cognitive Advisor that engages jobseekers in deeper conversation about the company and recommends jobs relevant to jobseeker’s personality, skills and interests. The advisor learns about the jobseeker through a series of natural conversations and responds to candidate’s questions just like a recruiter would, tapping into the vast company and job specific corpus.” – IBM Definition
Why use it?
NBCU saw WCA as an additional way to improve candidate experience. The tool gives a job seekers a place to start in their job search as well as answering some questions about what it is like to work at NBCUniversal.
Watson Candidate Assistant
The Plan/Implementation:• Job descriptions and qualifications for our open roles are being
loaded into Watson.
• We selected about 24 core questions that a typical candidate would ask about the company or about working at the company and provided answers including links to additional content.
• The link to WCA will be placed on our existing Find Jobs page so that candidates can use the traditional search or try out Watson.
• Social Media posts will also be used to advertise WCA and encourage job seekers to try it out.
• We will review metrics to monitor the usage of WCA as a job finder and also to learn about the most frequently asked questions candidates are bringing to the site.
Watson Candidate Assistant
What’sNext?
Continue to measure the success of our efforts using candidate surveys and site metrics
Implement changes to our communication strategy and templates
Launch Social Referral in place of the existing employee referral portal
Expand our use of Lead Manager’s marketing capabilities to improve our communications with pipeline and passive candidates
Questions?