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#WFwebinar
The presentation will begin at the top of the hour.
A dial in number will not be provided.
Listen to today’s webinar using your computer’s speakers or headphones.
Welcome to the webinar!
#WFwebinar
Tools You Can Use Audio Control
– A dial in number will not be provided.
– Adjust the volume on your computer speakers or headphones.
– Also check your computer’s volume for external speakers or headsets.
#WFwebinar
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presentation on-demand.
3. Is this webinar HRCI or SHRM certified? YES! The HRCI and SHRM certification codes will be sent in
a follow up email.
Frequently Asked Ques0ons
#WFwebinar
Jennifer Jones Newbill Director Global Employment Branding Dell
How Dell Measures its Employment Brand Progress
Breaking down your employment brand data Jennifer Jones Newbill, Global Director Employment Brand
What you can expect from this session
Learn about Dell’s move from no employment branding to a global team and strategy
Relationship with in-house creative agency
Social media strategy and content calendar
Embracing transparency and candidate experience
How measurement became a part of our overall plan and objectives
Defining our strategy or What did we want to be when we grew up?
An overview of key branding events
2010 Our online presence
Careers website, SEO
2013 Monitoring and
Measuring Sentiment Tell Dell, Glassdoor
2011 Our “1st’s”
In house Recruiting campaign, EVP, multimedia
2012 Creating Dell Champions
2014 Candidate experience
Surveying/data, Candidate Commitments
2015 Storytelling
Blogging, Instagram takeovers
2016 Largest
Technology Acquisition!
@CareersAtDell @JenniferNAtDell
Our team @CareersAtDell @JenniferNAtDell
opening
Our value proposition
Attract Engage Experience
Insert icon or image here
Insert icon or image here
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• Manage, monitor and protect Dell’s reputation as an employer • We’re storytellers – we share our brand and employee stories with humility and authenticity
supported by our value proposition, CultureCode, Legacy of Good • As a result - - we impact the company brand perception both internally and externally
New Campaign and assets
Content from around the world
Week 1 Week 2 Week 3 Week 4
India SM/BE Lead UR + FUN+IG* Work Culture/Site
Feature Diversity Recruiter Tip
APJ SM/BE Lead Recruiter Tip UR + FUN+IG* Work Culture/Site
Feature Diversity
EMEA SM/BE Lead Diversity Recruiter Tip UR + FUN+IG* Work Culture/Site
Feature
AMER SM/BE Lead
Work Culture/Site Feature Diversity Recruiter Tip UR + FUN+ IG*
Day Theme/Category
Monday UR
Tuesday Functional
Wednesday Diversity
Thursday Work Culture
Friday Fun/Blogs
Saturday CSR
Sunday Other/Site Features
Our social content schedule
Monitoring feedback and sentiment
Internal External Sentiment Awareness
Our Candidate Commitments – help us measure CX
Measurement landscape
Recruitment Mktg Conversions/CPC
Traditional Time to Fill
Cost Per Hire
Source
Social Engagement Followers
Impressions
Engagement
Sentiment Internal, External
Insights Quality of Hire
Predictive Analytics
Employee Engagement Social Activity
eNPS score
Anecdotal What are leaders saying?
@CareersAtDell @JenniferNAtDell
Short term Long term
Poll
My company has a formal list of recruitment data that we measure and report out on a routine basis
Yes
Sort of
Are you kidding?
Traditional data
Time to Fill Can monitor trend lines Can use as a part of a bigger picture discussion *Challenge – Regions prefer to use TTF differently based on circumstances in region
Cost per Hire Once a CPH formula is agreed on company-wide can track over time *Challenge – Difficult to compare to competitors
Source Reflects HOW your recruiting function is performing/operating Can be used to determine ROI *Challenge – Today’s technology still struggles to track moment of decision to apply v. influencers
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@CareersAtDell @JenniferNAtDell
Note: Traditional data is still relevant but only when combined with other, non-traditional data to tell a story
Google Analytics dashboard to measure digital Data we can review: • Page views • Apply clicks • Visitors • Time spent on this site • Referral source • Keywords • Devices used • Browsers
Monitoring recruitment campaign digital traffic
0
100
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500
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700
800
0
5
10
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20
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3/1/2015 4/1/2015 5/1/2015 6/1/2015 7/1/2015 8/1/2015 9/1/2015 10/1/2015 11/1/2015 12/1/2015
Apply clicks Page views
Campaign launch 3k page views 388 apply clicks
Monitoring success and ROI of paid posts
Social
Content posted on social media (paid or organic) can drive two different behaviors and therefore measurements should reflect the goals of each either short-term goals (clicks – more than likely to a job or group of jobs resulting in an application) or brand awareness/engagement
@CareersAtDell @JenniferNAtDell
Followers Total number of people that have at one point in time made the decision to follow your company/content *Challenge – Not all followers remain engaged
Impressions The number views your social post or ad was seen *Challenge – Are viewers engaging? Are they even noticing the content?
Engagement Comments, likes and even better, clicking CTA’s *Challenge – See note below – goals of posts need to be clearly defined – is this to elicit brand awareness or a click/apply into a job
33k users reached
1,661% increase in traffic to
Brazil's job page
274k users reached
Attracted 700 students by
using Avature link
@CareersAtDell @JenniferNAtDell Social campaign example
Try A/B testing with your social content Takeaway: Test your content and measure reach and engagement
Creating insights @CareersAtDell @JenniferNAtDell
Attrition Data
Correlation
themes
We can predict – when ratings for Sr. Leader and C&B drop, there will be a followed increase in voluntary attrition
Talent Insights = bi-annual report of key data (Glassdoor, LinkedIn, Universum, Candidate Experience)
Employee Engagement
Certification Amplification
The Dell team currently uses an amplification tool called EveryoneSocial
Reach
Our reach on EveryoneSocial
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@CareersAtDell @JenniferNAtDell
Commons stories shared include: IoT, Big Data, Digital Transformation, Dell news, Culture, Employee Features
11,332 users 11,697 trained The Dell SMaC team trains and ‘certifies’ Dell team members globally
2,021,000
Why data like eNPS matters
Customer Satisfaction (Sales)
eNPS leads to better cNPS
Top half eNPS = 68 cNPS Bottom half eNPS = 16 cNPS
Products & Services More likely to recommend our products and services
98% fav. promoters 68% fav. detractors
Candidate Referrals
Candidate referrals more likely to be hired
Attrition Less likely to quit (voluntary attrition)
52% hires from promoters 18% hires from detractors
6% vol. term promoters 13% vol. term detractors
eNPS drives
Anecdotal @CareersAtDell @JenniferNAtDell
“To identify the right cultural DNA for your business, ask for feedback from team members of all levels. Employee feedback sites like Glassdoor are also good resources to identify areas for improvement.”
“Look at any HR or employment website these days and you’ll see article after article advising job-seekers to carefully take a company’s culture into account. What we heard from tens of thousands of our own team members on this front was inspiring and greatly informed the development of what we proudly call today our Culture Code.”
Active engagement by our leaders
Summary - data sources and tools
In summary
Takeaway 2: Look at data points together (and with context) not separately
Time to Fill Leader Satisfaction
Quality of Hire
Takeaway 1: Tell a story
Takeaway 3: Measure what matters! (To your organization)
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