Dells Employment Brand Evolution

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Dell’s Employment Brand EvolutionJune 2015

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‘It’s through curiosity and looking at opportunities in new ways that we’ve always mapped our path at Dell. There’s always an opportunity to make a difference.’

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An overview of key events

2009-2010Our online presenceCareers website, SEO

2013Sentiment

2011Our assets

Recruiting campaign, EVP, multimedia

2012Creating Dell Champions

2014Candidate experience

TodayNext steps

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Update, maintain and optimize our online presence

Our careers site: most visible and trafficked online property, but lacked:

• Dynamic content

• Website manager

• Languages for our hiring markets

Jobs to web technology also helps!

Monitor:

• Traffic – 14 million since launch

• Browsers used

• Location and languages

• Top keywords

• Create custom pages

We were in need of an inspirational recruiting campaign

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Understanding our EVP

Heading

Career & DevelopmentOpportunities

Winning Together

Benefits & Rewards

Entrepreneurial spirit

Our community & life balance

Diverse & Inclusive culture

Career & Developmentopportunities abound

We win together through

collaboration

We provide great benefits & rewards

Entrepreneurial spirit is recognized

& rewarded

We are committed to our communities & life balance

We value a diverse & Inclusive workplace

A Great Place to

Work

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We evolved our look, feel and messaging based on our EVP

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We created a campaign that is flexible

Veterans Millennials Flexible Work

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A toolkit that has everything our teams need

Photos: Portrait and Passion Copy optionsColors, patterns and design

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Creating a fully branded online experience

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Featuring our team members

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We needed engaging multimedia content

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A library of videos featuring team members globally

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We created social videosShorter and less time and money to produce: more attractive to Millennials

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Engaging on social

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Creating visual graphics

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The power of BloggingBranding through storytelling

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How do we create advocates?

1Create a program

SMaC University (Social Media and

Communities) and Brand

Certification.

2Create

certification requirements

All recruiters are required to be

certified.

3Be consistent with hashtags

We use #iwork4dell

externally and #DellChamps

internally.

4Provide

internal social media platform

Salesforce Chatter.

5Launch social advocacy tool

Everyone Social.

6Create Champions!

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Before:

After:

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90% of job seekers are likely to read reviews about a company before accepting an offer!

Managing our reputation

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We asked ourselves “What is our candidate experience?”

• How long does it take to fill out our application?

• Is it mobile friendly?

• Are the prescreening questions you are asking your candidates relevant?

• What communications do candidates receive?

• Is the online information helpful to our candidates researching us?

• Are our job descriptions effective?

• Do we adequately support our candidates in the overall process?

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Committing to a rewarding candidate experience

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Improving our job descriptions

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Creating efficiencies in the interview process

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Introducing motion graphic video

Explains processes/concepts internally and externally

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Defining our culture through our #CultureCode

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Monitoring our sentiment landscape

CLC

New Hire survey

Glassdoor

Market perception

The Talent Board

Candidate Experience

LinkedIn

Talent Drivers TBI

Digital sentimentUniversum

Millennials

Tell Dell

Employee Survey

Candidate Commitments

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What’s next for our team?

Focus on attracting specific talent

• Millennials, Veterans, Women in technology and leadership

Create ongoing candidate experience improvements

• Candidate care, job description audits and enhancements

Focus on our Recruiter’s capability and development

• Enhanced pipelining capability (Avature’s best practices)

Analytics that make sense!

• Measure what matters for a consistent approach

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Thank you!

Follow me! @JenniferNAtDell

Connect with me! [email protected]