Your company needs you: How to enlist your Brand Ambassadors Brent Amundson & Pamela Hennard Global Talent Acquisition
Aug 20, 2015
Your company needs you: How to enlist your Brand Ambassadors
Brent Amundson & Pamela Hennard
Global Talent Acquisition
Global Talent Acquisition#intalent2
Topics
• Introduction
– Brent Amundson, Executive Director – Pamela Hennard, Director
• Dell social enablement strategy – company-wide
• Dell social enablement activity – Talent Acquisition
• Tips, tricks and takeaways
• Q&A
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Making it all work…
Social Media Recruitment
StrategyPeople powerCompany team members need to be adequately trained and empowered to use social media
Great contentJust posting jobs will not get you results. You need to engage and evangelize users.
ExecutionWhile it all looks great on a deck, you need to go out there and walk the talk.
PlatformsFacebook, LinkedIn, Twitter, Youtube, local platforms
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Professional Community strategies for Dell
1. Build knowledge
base & credibility
2. Talent acquisition
& reputation manageme
nt
3. CRM through deep, profile based
targeting
4. Business & Marketing opportunitie
s
• To empower team members around the world with training & tools to lessen the distance between us and the customer (and to TA, our candidates!)
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Leveraging our workforce
• Strategy: To support Dell’s position as an industry leader by establishing our knowledge base and credibility
• We do this by:– Encouraging LinkedIn profile creation– Asking team members to get engaged– Looking for subject matter experts to use
• Benefits:– Dell benefits by having our team members
have consistent look/feel to their social presence
– Team members benefit as it helps them understand the power of social media and LinkedIn for their personal brand
– LinkedIn study showed our team members viewed 13+ Dell profiles before updating their own profile to reflect Dell as employer
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What is SMaC? Engaging & EmpoweringThe Social Media and Communities team supports the
governance, best practices, tools usage and education of all Dell team members around the world.
• Purpose• Governance• Recognition• Reasons to believe• Tools• Resources
• …SMaC Certification means something!
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For Engaged Team Members – additional Opportunity: Dell|SMaC ChampionOur team members, our influencers, our experts, our best
assets
#iwork4dell
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Listen, Learn, Engage & Act
6 years ago: 4000 posts/day
Today: 25,000 post per day
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Expanding our reach through Hire the Best
The ConceptPractical & hands onTeam members takeaway is simple – a better LinkedIn profile
Begin ExecutionCollaborate with Brand & SMaC – Fall 2012
The Inaugural EventAnnual Leadership Event in Las Vegas - 2011
Next PhaseBuilding HTBContentTrain the TrainersOnline accessible
Global RolloutBy regionBy location.
Taking social to the masses pragmatically
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3 types of roles our team members are asked to participate in specific to LinkedInNot Active Member Engaged Expert
Not on LinkedIn LinkedIn Profile Non-Dell
Related TopicsDell Related
Topics
Description: N/A
Profile on site and connecting with
peers, but no other engagement
Participate in answers and discussions
around topics of interest
Participate in answers and discussions
around Dell and provide Dell POV
Required: N/A N/A Principles Class SMaC Certification
FY12: 38% 62% ~10% ~1-5%
FY13: 11% 89% ~22% 9%
Goal: 0% 100% 50% 25%
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Online Traffic
• Total online reach has more than doubled since Q1 FY12. In Q2 FY13 alone online reach exceeded 2 million visitors.
New Applications
• Dell receives approximately 60,000 new applications each month
Search Engine
Optimization
• Since launching jobs.dell.com in March 2011, we’ve received almost 7 Million visits. Over 900,000 of those visits are a result of searches on the web where Dell was not a keyword
• With 4 Careers Facebook pages supporting our regions and UR and over 475,000 followers, Dell has one of the greatest Careers Facebook followings in the industry
Results of focus on social
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On LinkedIn, Dell has added ~250k new followers in the past year with accelerating follower growth
Dec-1
0
Feb-1
1
Apr-11
Jun-1
1
Aug-11
Oct-1
1
Dec-1
1
Feb-1
2
Apr-12
Jun-1
2
Aug-12
Oct-1
2
Dec-1
2
Feb-1
3
Apr-13
Jun-1
3
0
100,000
200,000
300,000
400,000
500,000
600,000
0
5,000
10,000
15,000
20,000
25,000
30,000
Tota
l Follow
ers
New
Follow
ers
Per
Mon
th
120K
289K
540K
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Dell is steadily growing the share of hires impacted by LinkedIn – now influencing more than 50% of hires who are on LinkedIn
*Includes Dell and subsidiary companies
% of New Hires Impacted by LinkedIn*
0%
10%
20%
30%
40%
50%
60%
8%
23%
26%
43%
54%
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..but this is what REALLY matters to Senior Leadership!
Q1FY12 Q2FY12 Q3FY12 Q4 FY12 Q1FY13 Q2FY13 Q3FY13 Q4FY13 Q1FY14 Q2FY14
Q over Q Agency Spend
Americas APJ EMEA India
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Synergy internally in Talent Acquisition
• Overhaul of external career site • Email signature with links to various social media
platforms• Global council on social media programs• Content for social media sites received from talent
acquisition team
Consistent use
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Activating our best practices • Encouraged Talent Acquisition team to update their
profile • Created program linking recruiting best practices to
social media • Incorporated social media into intake session • Identified strategic referrals from LinkedIn networks
What worked
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Hire the Best
Results: Over 1,000 hiring leaders have engaged in Hire the Best, resulting in a more engaged and knowledgeable hiring community.
• Content shared virtually and in person to the hiring leaders, sales leaders, employee resource groups and recruiters.
• Run time approximately 1 hour.
LogisticsObjectives
Evolution of talent acquisition and the impact of social media on acquisition of talent
1
2
3
4
Influence personal brand has on the acquisition of talent
Maximize the relationship with talent acquisition
Importance of candidate care and the power of words .
A branded campaign to activate Dell’s online network, share Dell’s employment brand and assist hiring leaders with understanding what it takes to hire the best talent.
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Proof point: first campaign on LinkedIn• Talent Acquisition wanted to
change Dell’s reputation with Software Developers and generate highly qualified leads
• Worked with LinkedIn to launch a targeted campaign:– LinkedIn Career Tab– Recruitment Ads– Featured Question
Sponsorship– Direct Email via InMail– LinkedIn Survey– Talent Direct – Lead Gen tool
• Results: Created a viable pipeline of candidates and established Dell’s employment brand in the software space
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Primp Your Profile Primp Your Profile
• Represent Dell and team member in the most positive and genuine way
• Enable the creation of a powerful and Dell branded LinkedIn profile
• Sessions can be stand alone 1:1, in staff meetings or a large event
Primp Your Profile sessions are designed for any Dell team member. During a Primp Your Profile session, Talent Acquisition:
• Guides Dell team members through each part of the profile
• Offers tips for profile updates• Follows-up with recommended
activities to keep the momentum going
Some onsite events will even have a photographer onsite to take headshots of the attendees!
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Example: LinkedIn profile checklist Photo: Do you have a high-resolution headshot on your profile?
Company/Industry: Is Dell listed as an Information Technology & Services company?
Connections: Have you taken the time to build your network with professionals both inside and
outside of Dell?
Title & Headline: Is your headline eye-catching and does your title translate externally?
Summary: Do you have a summary and does it effectively represent the sum of your experience,
specialty skills, goals and/or aspirations?
Experience: Is each position description robust (3-5 sentences) and does it effectively capture the
size and scope of your role?
Websites: Do you have Dell Around the World and/or Dell Careers listed under websites?
Groups: Are you a member of groups that relate to your background (domain specific, industry
specific, alumni specific, diversity specific)?
Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?
Acronyms: Have you avoided using Dell acronyms and Dell-specific terms?
Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so
is recommended because it shows upward mobility as well as lateral opportunity enrichment.
Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is
recommended because it allows others to network and connect..
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Activate Hire the Best or Primp Your Profile
• Can be onsite or virtual
• Ideal for :o Employee
resource groups
o Internal conferences
o Dell sites with many team members
o B.U. meetings
• Can be done with little or no budget
One-on-One• Can be onsite or
virtual
• One-on-one meetingo Can be done as
part of an intake session, for hard-to-fill positions.
o It is an opportunity to engage the manager and let them know how they can help with the search.
• No budget required
• Can be onsite or virtual
• Ideal for :o Staff meetingso Smaller events
where you may have less than 30 attendees
o Any small group
• Can be done with little or no budget
The type of event you plan should be a result of a consultation of your key partners.
Staff MeetingLarge Event
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Week after Event
Day after Event
Day of Event
1 Week
to Event
2 weeks
to event
3 Weeks to
Event
4 Weeks to
Event
Example: Large Event Planning Timeline
Confirm budget/location
Gather list of attendees/coordination team
Arrange photographer
Seek executive sponsorship for event
Determine collateral/send to print
Schedule prep meetings with coordination
Order equipment/supplies
Send invites to attendees/coordination team
Plan follow-up campaign
Start advertising Plan room layout
Logistics meeting with coordination team
Confirm event booking, verify collateral ready for event, confirm equipment order
Executive sponsor to message about event via internal mechanisms
Secure WIFI access for day of event
Team meetings prior to morning/afternoon session
Set-up/tear-down Track participation
Upload photos to shared sites
Send follow-up email Send thank you note to
photographer and coordination team
Confirm all equipment was returned
Share results with leadership
Send email to managers that did not attend
Send follow-up email
Schedule 1:1 sessions
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Stage 7
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Team of talent acquisition professionals interested in writing on behalf of Dell
• Participants completed internal class on Blogging
• Partnered with Marketing on targeted websites and release strategy
• Developed content for publication on regular cadence
• Encouraged Talent Acquisition team to share with their network via social media
Sample articles published:• You Are Interviewing For Your Next Job –
Now • Chronicles of a Hospital Information System
Director • Do You Have to be a Manager to be a
Leader? • Internal Social Media – Is Your Company
Missing Out?26
Talent acquisition correspondents
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Social media action team
• Encourage the primping of profiles on LinkedIn
• Develop knowledge base of social media
• Promote usage of social media avenues with talent acquisition teams
• Create materials that can be used by recruiters throughout the hiring process
• Research new social media tools and their potential usage within recruiting
• Share social media handles of team to developa following, connections and advocates
Volunteer team of talent acquisition professionals passionate about advocating the usage of social media
in recruiting
Key benefits:• Socially
engaged team
• Relevant social media content for talent acquisition
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Summary & Recommendations
Start small – know your organizations culture re: social & engaging others
Don’t go it alone – partner with Marketing / Comms, etc
Engage your own team first, then evangelize
Try out various solutions, including LinkedIn products, etc.
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Measure, report and use data to move the needle!5