An integrated program for attracting quality talent. Employment Marketing
Dec 22, 2015
Where we started.
• First started thinking about “Employment Branding” in 2000
• Pepsi spin off 2 years earlier and our new company still lacking an “identity”
• Recognized need to build an ATS infrastructure• Get “in front” of internet recruiting• Support the staffing team• Position held by member of Staffing team
From the beginning…Infrastructure/Ops Product Development Packaging/Promotion Distribution Extensions Results/Summary
Scorecard
Question to ask: How can we use technology
to track, measure
and improve efficiencies?
What does the company have
to offer as an employer?
How to stimulate demand for
our company with qualified candidates?
How do we make people
aware of our company
and our openings?
How can we extend our
message to maximize
ROI?
How effective were we in meeting our
objectives?
2000 Applicant Tracking System (ATS)
Workforce Discovery insights
Tricon as large company
Campaign:Cool Jobs NowMaterials:Where in the World
brochureRecruitment adsVery limited career
websitesTeam member tests
TMP as partner
Newspaper ads
Internet partners and postings
Image advertising
In-store POP for brands
Career websites
Recruitment Established ATS infrastructure
Some ad consistency
Image Ads Career websites
Next few years
• Hired new Employment Branding Manager– Pure Marketing background
• New ad agency partnership• New web tools
– Staffinglink.kleier.com
• Began development of integrated campaign
A message that MEANS something!
• Imperative that our message:– Appeal to our target audience - external AND internal
candidates– Match the experience of our existing employees– An umbrella message that can maintain each brand’s unique
essence
• “One stop shopping” website• Designed to save our recruiters
and franchisees time and money • The tools they need to recruit
quality candidates• Print ads• Recruiting materials• Interview guides• Competitor links• Much more!
Standards and tools
Moving toward an integrated campaign
2002 Applicant Tracking SystemStaffingLink.com – EM Toolbox
Draw on Workforce Discovery insights to help position companyPositioning researchPosition Yum! as company that offers opportunity and great life
Campaign:Great Things Start Here.GTSH is unifying message platform with internal and external relevance.Est. brand standardsMaterials:Full message developmentLibrary of recruitment ads and POPInternet/e-mail toolsCareer Fair solutionsCareer Info KitRecruiting videoPromotional itemsApplications
Standard processes for staffing leaders so ad costs are low and message is consistentStaffing Leader EM booksMixed media campaigns in challenge marketsDirect sourcing toolsInternet partnershipsEmp Guide partnershipsTM POP for brands with updated cost effective ordering processFranchise Seminars
RecruitmentBenefitsNew Employee Handbook (LJS, A&W)Public Affairs materials – press kits, ads
Integrated employment marketing campaign development for Yum! and five brandsStandardized and cost-effective tools for staffing leaders and brands to use
2003 Applicant Tracking SystemStaffingLink.com – Ad Toolbox with fulfillmentEmployee Referral web site – complete with tracking & fulfillmentNew Yum! career site
Draw on Workforce Discovery insights for ongoing strategy alignmentDiversity friendly co.Employer brand begins to create pull demand to the company
Campaign:Great Things Start Here.Materials:Message refinementOngoing support of staffing leaders with ads, POP, Internet tools, turnkey solutions, etc.Yum! image campaignTargeted candidate relationship management (CRM) (e.g. diversity, by function)Team members tests
Streamlined processes for staffing leaders Package mixed media solutions for challenge marketsStaffing leaders and other HR leaders are evangelists for the employer brandTM POPInternal employee communications
RecruitmentEmployee ReferralMarketingBenefitsFacilitiesTrainingPDRestaurant ExcellenceDay-to-day employee communications
Integrated employment marketing campaign development for Yum! and five brandsStandardized and cost-effective tools for staffing leaders to useIncreased applicants from POP (qualified)Increased hires from Yum! website10% increase in Employee Referral hires
Today - An integrated campaign• Recruitment POP• Technology
– Yumcareers.com website– Internet posting campaign
• Print campaign– Image campaign – Classified ads
• Radio Advertising• Open houses• Public relations
– Career opportunity stories– Press ABOUT the campaign
• Partnerships– Local associations and community organizations
A brand new Pizza Hut restaurant is opening in Phoenix and so is your opportunity to work with friends, have fun and learn new skills that will last a life time. At this brand new (details about expanded concept), we’re now hiring team members and managers who will enjoy the flexibility of daytime and evening hours that work around your schedule. You’ll be part of a growing company where you can plan a future on your terms. So come to work at Pizza Hut, where you’ll discover that Great things Start with You!
New Store - New Opportunities
Start a new chapter en tú vida.
Gerentes Asistentes($23,000 - $30,000 per year)
Gerentes de Turno($7 - $10 per hour)
KFC is looking for Bilingual (English/Spanish) candidates with management experience for great opportunities to advance and build a future! Sound good? Then let’s get started.
Not JUST a “recruiting” message• The brand message needed to be versatile enough to be used not just
as a RECRUITING message, but eventually on every communication that touches an employee. For example:
– Benefits Packets
– Orientation Manuals
– Day-to-Day Communications
– Training Materials
– Development Materials
Communicating the brand message throughout the employment lifecycle
• Employment application
• Recruiting brochures/sell sheets
• In store point of purchase materials
• Image and recruitment advertising
• Internet job postings• Careers web sites:
yumcareers.com, staffinglink.com
• Onboarding welcome packet
• New hire benefits packet
• HRonline intranet site details C&B plans, HR policies and procedures
• IVR/Web benefits enrollment
• Educational C&B print and e-mail communications
• Targeted C&B campaigns
• HRonline intranet site• Targeted e-mails from
leadership• Broadcast voice-mails • Out-bound calling by
ESC (internal promotes)• Expanded ESC support
for org. changes
• Printed enrollment guides (Benefits, 401k, etc.)
• Training Courses, Development Materials
• Educational C&B print and e-mail communications
• Targeted C&B marketing campaigns in a variety of media
• Life event communications• Performance management
tools, print and online • Employee Service Center• HRonline intranet site• Lunch & Learns, Vendor
Showcases• Broadcast voicemails
OnboardingApplyOrg
ChangesWork
Changes to our organization structure• Employment Branding and Comp and Benefits Communication
combined into one department
• Now HR Communications Team
– Report to Public Affairs
– Dotted line to Chief People Officer
– Budgets still live in HR
– How’s that for confusing???
Next step in the evolution…
• An employment brand that differentiates our brands, invigorates employee pride and affects how they serve our customers – every day!
• International rollout