Paul Maxin - Talent Acquisition through Digital Channels at Unilever
Post on 22-Jan-2015
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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 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
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