Jan 11, 2015
WHO AM I?
Name: Paul Maxin Twitter: @PaulMaxin Job title: Global Resourcing & Recruitment Director Location: Blackfriars, London, UK Hobbies: Hobbies include family, travel writing, West Ham United and an unhealthy encyclopedic knowledge of the work of Bob Dylan music.
IT’S A VUCA WORLD
• V = Volatility • U = Uncertainty • C = Complexity • A = Ambiguity
STRATEGIC FOCUS
OUR COMPASS STRATEGY
We aim to double the size of our company while reducing our environmental impact
The Compass provides a blueprint for success by identifying what we must do to win share and grow volume in every category and country.
THE UNILEVER SUSTAINABLE LIVING PLAN
We have long been working and reporting on our impact on society and the environment. Our Sustainable Living Plan brings together all this work and sets many new targets. Our Sustainable Living Plan will result in three significant outcomes by 2020: • We will help more than 1 billion people take action
to improve their health and well-being. • We will halve the environmental impact of the
making and use of our products. • Source 100% of agricultural raw materials
sustainably.
THE IMPORTANCE OF DIFFERENTIATION
DIFFERENTIATION
• In 2006, Audi won the South Africa car of the year award…
• And BMW was quick to respond…
OUR COMPETITORS HAVE BIG BRANDS
WHAT’S THE VALUE OF AN EMPLOYER BRAND ?
EMPLOYER BRAND OBJECTIVES
• Consistent look and feel for communications
• Strong brand promise
• Central narrative and brand pillars to build individual executions
• Toolkit for guidance
• A select group of template examples
You’ll become part of a leading-edge company, where you’ll work with outstanding brands and outstanding people to drive sustainable business growth.
THIS IS OUR BRAND PROMISE
COMPLEX AND RAPIDLY CHANGING SOCIAL MEDIA LANDSCAPE
Active Passive
Known
Unknown
Postings Corp Careers Site
Niche Boards Print Advertising
Pay per Click Ads
Events Campus Career Fairs
Diversity Events Gamification
Marketing Employment Branding Search Engine Optimize Media Presence
Attract Hunt
Cultivate Hire
Talent Community
Social Media
Search All Tool
Boolean Bar
• Prospects • Referrals • Alumni • Employees
Prospecting Tools
TOOLS FOR SOCIAL SOURCING
DIGITAL RECRUITMENT STRATEGY
Circa 128,000 video views on our global YouTube channel 19 local YouTube channels
Circa 280,000 followers on LinkedIn 103,000+ fans on facebook
FACEBOOK THE STRUCTURE: FROM LOCAL TO ‘GLO-CAL’ WHAT’S OUR OBJECTIVE?
• 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 pracEces • Deploy global content easily and rapidly for country use • Deliver localised versions of facebook.com/unilevercareers – fully
customisable WHY ONE PAGE?
• All fans will be aggregated together – now have over 100,0000 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 targeEng for Wall content (status updates) via geo-‐targeEng
» 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
Example
Russian user sees Hungarian user sees
Two users in different countries visit www.facebook.com/Unilevercareers
HOW WILL THE PLATFORM KNOW WHAT LOCAL CONTENT TO DELIVER
EXECUTIVE SUMMARY
Total Number of Fans (30/09): 95,612 » Monthly Fan growth : 5.37% (4,873
fans) Average Engagement Rate on all posts is 8.26% Average Engagement Rate on Global Status updates is 2.57% » Likes – 833 » Shares – 47 » Comments on updates – 61 » Total Reach – 106,547 Tab clicks (views) – 6,623 Tab engagement (primary events) – 11,540
GLOBAL FAN LEARNINGS
This graph shows fan growth throughout September. New Likes came from organic likes on the page and Facebook recommendations.
Looking at Unilever Careers Facebook page’s gender and age demographics, of the 95,612 Fans, 60.6% are aged 18-24. More of the page’s fans (54.1%) are also male. These results are consistent with August’s.
FAN ENGAGEMENT: GLOBAL CONTENT
4.29%
1.16%
4.01%
1.23% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00%
3/9 6/9 8/9 12/9 13/9 15/9 20/9 22/9 25/9
Engagement Rate % (Based on Total # of Fans)
Enga
gem
ent (
%)
Date
Average engagement on global status updates in September is 2.57%. This is a slight decrease of 0.52% on August. Engagement ranged from 4.29% to 1.16%, a much smaller range than August.
TAB & SAPPLET DATA
Primaryevents Linkclicks Views Shares Campus 9,050 707 2,973 10 MADE BY YOU 1,700 1,157 2,676 14 FAQs 617 575 741 0 YouTube 173 59 233 0 Total 11,540 2,498 6,623 24
UNILEVER CAREER PAGE
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“Building a team passionate about sustainability”
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Marketing Supply Chain Sales
WE ALIGN OUR GROWHT PLANS WITH RECRUITMENT OF KEY TARGET GROUPS
Bryan Logistics Analyst
Fiona
Steve Senior Sales Manager Marketing Manager
EMPLOYEE NETWORKS ARE USED TO SPREAD A POSITIVE MESSAGE AMONGST LIKE-MINDED TALENT
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And personalised careers information provides a custom experience
Marketing Supply Chain
Custom Recruitment Message
Custom Banner Graphic
Relevant Jobs
We build long term relationships by sending regular, targeted news updates
THE RESULTS HAVE BEEN IMPRESSIVE GROWING THEIR FOLLOWER BASE TO 270K IN 10 MONTHS
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36K 12K
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Oct '11 Aug '12
Marketing
Sales
Supply Chain
….TAKE AWAYS
Ensure authenticity: don’t promise what you can’t deliver
Empower all employees to be brand ambassadors Have an approach for community management and content across your various social channels
“THE FUTURE FOR ME IS ALREADY A THING OF THE PAST” BOB DYLAN