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.JOBS & Reaching aVeteran and MilitaryAudienceRhiannon Leach, Phillips 66Seth Flatler, DirectEmployers Association        ...
Agenda Our History as a Brand New Company Veterans Initiative Evolution of the Site Results Organic Growth Additional Init...
Who We Are  Rhiannon Leach                     Seth Flater     Global Advisor, Talent             .JOBS Digital Strategist...
Phillips 66’s History  137 year old organization that split from ConocoPhillips  on May 1, 2012  Unique position: we have ...
We Are Phillips 66 Operations include:   Global Refining – 15 refineries   Transportation – via 15,000 miles of pipeline a...
Diversity & Inclusion  We began having conversations with our main business  unit, Refining, and determined:     Need to i...
Safety. Honor. Commitment. Safety:                             Military    At Phillips 66 we want to make      Internal ta...
Veterans Initiative        Military Recruiting at Phillips 66 was fragmented, uncoordinated,                and there was ...
Search Engine Optimization (SEO) Strategy with .Jobs                                            Phillips66.jobs       Phil...
SEO Strategy with .Jobs                          ⇧ 305%                                   10
Phillips66-Veterans.jobsBy the Numbers:  # of Jobs = 70  # of Unique Job Titles = 70  # of MOC/MOS Mapped to = 980 (more t...
Corporate Careers Site                         Linking on                         Corporate                         Career...
Evolution of the Crosswalk Version 1.0                      Version 2.0                                    13
Evolution of the Crosswalk    Version 3.0                             14
Evolution of the Crosswalk                              Military                             Targeted  Version 4.0        ...
Evolution of the CrosswalkVersion 5.0                             16
Evolution of the Crosswalk                             Static                             PagesVersion 6.0              Ne...
Organic Traffic                  18
Veterans.jobs Billboard                          19
Successes to Date  In 2012, 5-7% of Phillips 66’s total hourly Refining hires  came from these efforts  Military recruitme...
Phillips 66           Questions???         Rhiannon Leach             Seth Flater         Advisor Global Staffing    .JOBS...
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Transcript of ".JOBS & Reaching a Veteran and Military Audience"

  1. 1. .JOBS & Reaching aVeteran and MilitaryAudienceRhiannon Leach, Phillips 66Seth Flatler, DirectEmployers Association Updated 01.07.2013
  2. 2. Agenda Our History as a Brand New Company Veterans Initiative Evolution of the Site Results Organic Growth Additional Initiatives 2
  3. 3. Who We Are Rhiannon Leach Seth Flater Global Advisor, Talent .JOBS Digital Strategist Planning & Acquisition (TP&A) Resident Google Analytics Center of Excellence Expert 5 years of experience in Aid in the implementation and Recruiting & Staffing tracking of over 40,000 Lead for development & different .JOBS domains. delivery of the Phillips 66 Writes the “Data Robot Blog”. Recruitment Brand & Digital Two posts a week around Strategy everything related to the Manager of recruiting .JOBS Universe technologies/systems used by Recruiters to streamline processes 3
  4. 4. Phillips 66’s History 137 year old organization that split from ConocoPhillips on May 1, 2012 Unique position: we have 137 year history, but we’re also a brand new organization One of the largest independent refiners in the United States Headquartered in Houston - Listed on the NYSE as PSX As of May 1, 2012, the company had more than $40 billion in assets 28.58B market cap ( 10/22/12) Approximately 14,000 employees 4
  5. 5. We Are Phillips 66 Operations include: Global Refining – 15 refineries Transportation – via 15,000 miles of pipeline and 42 finished product terminals Marketing and Specialty Businesses – Kendal Motor Oil, Petroleum Coke Products Commercial & Licensing – Buy feedstock for our refineries as well as sell to the open market 50/50 Chemicals – CPChem 50/50 Midstream JV – DCP Midstream 5
  6. 6. Diversity & Inclusion We began having conversations with our main business unit, Refining, and determined: Need to increase diversity in trades and operator-level positions Surpassed the aeronautical industry in having the highest paid jobs in the manufacturing industry, still struggle for diversity Anticipating the “Great Crew Change” Average age of workforce is 45 38.3% are 51+ 22.5% of workforce are age 55+ 6
  7. 7. Safety. Honor. Commitment. Safety: Military At Phillips 66 we want to make Internal task force researched sure every employee makes it and discovered a group that has to work & home safely. Every similar values to Phillips 66 – day. the US military In our industry, potential for Additionally, the military has a personal, environmental, and significant number of diversity community safety risks candidates Honor: Leadership. Integrity. Honor. Commitment We stand behind our word, and you can count on us to do Team mentality the right thing. Always. Work Ethic – respect for procedures Commitment: We are inspired to achieve the highest levels of performance in everything we do. 7
  8. 8. Veterans Initiative Military Recruiting at Phillips 66 was fragmented, uncoordinated, and there was no one responsible for its success. Steps for Success COE Recruiting Center of Excellent & Recruiting Operations partnered to provide Military Recruiting Solutions to our businesses Sought and gained executive support within the business and corporate Created a military hiring toolbox and implemented multiple tools Partnered with Orion International for onsite hiring events and outreach to the active military Provided training to hiring managers on how to hire from the military Leveraged the .JOBS Military Occupation Code (MOC) translator on a dedicated veterans page 8
  9. 9. Search Engine Optimization (SEO) Strategy with .Jobs Phillips66.jobs Phillips66-Accounting.jobs Phillips66-Facilities.jobs Phillips66-Procurement.jobs Phillips66-Alumni.jobs Phillips66-Finance.jobs Phillips66-Refinery.jobs Phillips66-Auditing.jobs Phillips66-Gas.jobs Phillips66-ReliabilityEngineering.jobs Phillips66-Automationengineering.jobs Phillips66-Houston.jobs Phillips66-Research.jobs Phillips66-Aviation.jobs Phillips66-HumanResources.jobs Phillips66-Sap.jobs Phillips66-Bartlesville.jobs Phillips66-IT.jobs Phillips66-SkilledLabor.jobs Phillips66-Computer.jobs Phillips66-Legal.jobs Phillips66-SupplyChain.jobs Phillips66-CorrosionEngineering.jobs Phillips66-Marketing.jobs Phillips66-Technician.jobs Phillips66-ElectricalEngineering.jobs Phillips66-MechanicalEngineering.jobs Phillips66-Technology.jobs Phillips66-Energy.jobs Phillips66-Oklahoma.jobs Phillips66-Texas.jobs Phillips66-Engineering.jobs Phillips66-Pipeline.jobs Phillips66-Trading.jobsPhillips66-EnvironmentalEngineering.jobs Phillips66-Process.jobs Phillips66-University.jobs Phillips66-Veterans.jobs 9
  10. 10. SEO Strategy with .Jobs ⇧ 305% 10
  11. 11. Phillips66-Veterans.jobsBy the Numbers: # of Jobs = 70 # of Unique Job Titles = 70 # of MOC/MOS Mapped to = 980 (more to come) Pages Indexed = 12,900 Impressions Since Launch = 28,000 Visits Since Launch = 2,839 Conversions Since Launch = 318 11
  12. 12. Corporate Careers Site Linking on Corporate Career Site 12
  13. 13. Evolution of the Crosswalk Version 1.0 Version 2.0 13
  14. 14. Evolution of the Crosswalk Version 3.0 14
  15. 15. Evolution of the Crosswalk Military Targeted Version 4.0 Video 15
  16. 16. Evolution of the CrosswalkVersion 5.0 16
  17. 17. Evolution of the Crosswalk Static PagesVersion 6.0 Next Step 17
  18. 18. Organic Traffic 18
  19. 19. Veterans.jobs Billboard 19
  20. 20. Successes to Date In 2012, 5-7% of Phillips 66’s total hourly Refining hires came from these efforts Military recruitment is now an expected part of the recruitment planning conversation We are expanding our commitment for number of hires from the military, not only within Refining, but also our Transportation and IT organizations Senior leadership is more engaged & involved In November 2012, Phillips 66 partnered with the Center for America to become the lead corporate sponsor of American Jobs for American Heroes (AJAH) Partnering with our employee Military Affinity Network and Orion Military Recruiting Firm to enhance our Veterans Crosswalk Phillips 66 Careers Team runs all initiatives through DirectEmployers for best practices and search engine optimization. 20
  21. 21. Phillips 66 Questions??? Rhiannon Leach Seth Flater Advisor Global Staffing .JOBS Digital Strategist Phillips 66 DirectEmployers Association Rhiannon.D.Leach@p66.com Seth@DirectEmployers.org 918-661-5595 317-874-9049 21
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