Social Recruiting & Global Resourcing Social Recruiting Conference, London 30 June 2011 Paul Maxin – Global Resourcing Director, Unilever @PaulMaxin
We work to create abetter future every day.We help people feel good,look good and get moreout of life with brands andservices that are good forthem and good for others.
We will inspire peopleto take small everydayactions that can add upto a big difference forthe world.We will develop new waysof doing business thatwill allow us to doublethe size of our companywhile reducing ourenvironmental impact.
...to double the sizeof Unilever whilst at thesame time reducing ourenvironmental footprint.
“If everyone in the worldlived like an average UKcitizen, we would need3 planets.”Environmental footprint quiz:http://myfootprint.org/en/
Help 1 BILLION people by 2020 improve their health & wellbeingHALVE environmental impacts of our productsSOURCE 100% of agricultural raw materials sustainably
Talent Acquisition Vision and Strategic Thrusts WI To attract the quality, quantity and diversity of talent required to match ourNN growth ambitions. We will achieve this by: ING AT• Establishing a compelling employment brand and employment value proposition TH E talent attraction• Engaging our leaders fully inPO INT• Leveraging our global footprint to source talent OF• Building best in class recruitment and on boarding experiences AT• Becoming the employer of choice in our fcmg competitor set T RA CT IO N We will place particular focus on winning the talent war in: BRIC markets, Marketing and CD functions, and Beauty Category.
Digital Recruitment Strategy 9 We will embracing a candidate-‐consumer-‐centric approach to crea6ng integrated, authen6c employment brand communica6on across media channels. We will be present wherever the candidate -‐ consumer is, engaging them inAmbition ‘always-‐on’ digital experiences that penetrate the culture and build employment brand advocacy and our People Value Proposi6onObjective Leverage digital channels to drive shiAs in posi6ve employment brand equity and improved return on global media investment 1. Evolve to an engagement 2. Integrate digital into how 3. Exploit the digital medium 4. Leverage the digital space 5. Accelerate the digital based communica6on model we go to market with a to enhance candidate-‐ to build candidate-‐consumer readiness for the shiAing from Paid , to Paid, canvas of content focused on consumer insight, tracking, centric plaBorms across organiza6on with a focus onStrategie Owned and Earned approach mobile, social, video, search. analy;cs, op;miza;on and brands & categories, and structure, roles and s overall ROI scale regionally/globally capabili6es 1. Build digital strategies & plans for all categories, func6ons and countries, u6lizing the overarching digital strategy 2. Forge strategic partnerships with leading edge digital media suppliers, technology plaRorm providers, research ﬁrms and best in class digital roster agenciesActions 3. Align with Global Communica6ons s for all key markets & shiA media/produc6on spending ra6o to beUer align with Paid, Owned & Earned Model 4. Create assets globally and customize them for local markets 5. Ready the organiza6on to embrace digital by clearly deﬁning roles and responsibili6es
Early Career• Unilever Future Leaders Programme• MBA Talent Acquisi6on Channel
Unilever Future Leaders Programme (UFLP) Our PropositionAttract top-tier graduates who aspire to enjoy world-classcareersSelect candidates who have the knowledge, skills,ability and attitude to become our future leaders,achieving a managerial role within three yearsAccelerate the development of this top talentthrough early international exposure, job rotation andstructured ongoing educationCompetitively reward these individuals, with ‘up orout’ reviews to ensure that only the best continue
Unilever Future Leaders Programme (UFLP)Background• In 2011 we expect >770 MT’s to join in 37 markets• 64% MT’s recruited into AAC• 61% MT’s recruited into 10 MCO’s (Benelux, Brazil, GC, NAMCA, Mexico, SEAA, South Africa, South Asia, Turkey, UK&I)• 60% current WL5 population began as MT’s Global Standard UFLP leveraging best local practice: ATTRACTION SELECTION DEVELOPMENT PDP/REWARD • Profile: HP3 • Hiring Criteria • Development roadmap • Up or Out Review • Attraction • Common Selection • On-boarding • Pay for Performance Campaign Process and • Rotations materials • Formal Training X
UFLP: Current and Projected Hires)!!(!!!!&!! ,-./0123%!! ,,4$!! 56789/:;.#!!"!! ! #!!*+"! #!"!+#!"" #!""+#!"# Note: For 2011/12 a projected increase of 30% has been assumed over 2010/2011 figures
The MBA acquisition channelWL2 BB/BD vacancies in 20 Countries Business Schools Selected A Global Mindset: World Class Candidates - Short listed candidates from 21 countries The Companies they have worked for
“top talent attract top talent”• Our leaders as “magnets” for talent• Coordinated plan in 2011: – UEx to participate in 2 events during 2011 at target universities/MBA schools – WL 5 leaders to participate in 1 selection board and 1 other campus event = 220 opportunities to showcase Unilever – great place, great people!• Make it easier for our managers to refer great talent to be considered for roles“.. a deep commitment to talent throughout the organisation, starting at the top”: McKinsey – War for Talent
What does Unilever mean to you?Tweet your answers or any other commentsor any questions you may have to:#UG(UniversityName)
Case Studies• UK and Ireland• La6n America• China
Careers Website Social Media sites flow on from careers site, giving audience the option to explore Unilever further
Source it, Play it…PURPOSE: Consolidate all the rich multimedia content already created by Unilever, to tell a story of why to apply for the UFLP scheme Content - Link in with HR – graduate interviews, hints & tips - Unilever news & updates - Source and add other adverts / content out there - Pull together videos that tell a story and give an insight why an applicant would want to work at Unilever
Tweet it… Purpose To ensure that Unilever and UFLP Graduate Attraction activity are capturing the attention of potential applicants. Twitter is a key tool for communicating directly with our audience and leveraging existing Unilever content. Audience - Students interested in FMCG industry and Grad Schemes - University career feedsLinks to CareersWebsite for more Delivery - Dailyinformation or to - Personal, chatty styleapply - Link in and align with Facebook and YouTube. Maximise content across all channels Content - Blog – day in the life of a UFLP trainee - Career open days – when, where, who. Connect with the university and students - Company and marketing / brand information - Application information – more information on functional roles, deadlines etc
FaceBook 2010 Page Introductory Text automatically directs to ‘Your Future’ Tab Slogan ‘By Welcoming Grads for Grads’ Message Slideshow Menu Page Banners Content populated Quick Links through simple tool at theLinks to careers backendwebsite
Objectives for 2010 - 2011 Partner HR Talent team on digital strategy Alignment between digital channels and on-‐campus ac6vity Source, update and align content on Facebook, TwiUer and YouTube Evaluate success of digital campaign in aUrac6ng candidates and subsequent conversion into applica6ons
Objectives for 2010 - 2011Sept Feb/ Sept Mar Graduate Funnel Closed, Graduate Funnel Open, Applications being processed. Applications being taken Communications focus moves Majority of posts about the graduate towards Unilever News, brand scheme, recruitment process and awareness and innovation stories to trainee role profiles. sustain the interest of the audience.
The Journey Brand newFirst time digital recruitment team & roadmap Create strategySetting up official Facebook Fanwith HR Alignment Page UnileverSetting up official Twitter Page Links to resources printed on all grad recruitment material Graduate Links on the careers website Facebook page Widely followed Twitter feed Recently created YouTube Channel
Team Structure UK Graduate Recruitment Coordinator Twitter & Youtube Lead - Alex Facebook Lead - Harry HR & Strategy Lead - Stella Campus SC Kate Management Digital Team Katie R&D Michael BTM Ind. Emily CD Mars Place. Julia FIN Rhiannon MRK
Brazil and South Cone Social Media Pre and On boarding
Objec6ve – Pre On-‐boarding• Create a channel of communica6on between the company and the trainees before their eﬀec6ve entry at Unilever as a way to facilitate the induc6on of the group and introduce them to the world of Unilever; The site was launched 3 weeks before they actually joined us right aAer the selec6on of 28 Trainees; The site is proposed to be a virtual plaRorm where the group of Trainees 2010 can meet to share experiences, impressions and lessons learned during the 3 remaining years in the program; All updates are available through TwiUer
l sec;on,In the Ins;tu;ona ablewe´ve made avail t Global informa;on abou Brazil, UB Unilever, Unilever 2012 (Brazil) and s Ins;tu;onal Video The tra in built a ees pr with co oﬁle n photo tact, an inform d some a; about on them. In the Forum site, the Trainees generate discussio ns, exchange contacts, suggest mee;ngs and sha videos. re
First step on the site: Welcome by HR VP or Country Manager For Chile: Ignacio Hojas Country Manager Chile For Argentina, Perú and Paraguay: Pablo Maison HR Director SOCO
Graduate Public Profile -Video -Personal Data -My world in images -Personal anecdote -Favourite Proverb
Home: meet your boss ¿Do you want to meet yor boss? Your boss also wants to welcome you. Check in you profile wich one of them is going to be your boss and click in each one in order to get to know the advices that they left for you and for your companions. Bosses Public Profiles
Objec;ve: Strength Unilever’s “Employer Branding” on campus Digital In-‐store Presenta;on April 18-‐25, R1: April 25-‐May 16, R2: May 16-‐19, R3: June 7, R4: • Par6cipants to • Oﬀer top 10 • Oﬀer top 5 teams • 15 minutes for create a ZH page in teams RMB1.5K, RMB1K to be ZH each team to Sina micro-‐blog, each team to shoot promoters for 2 present the strategy recruit as many fans a ZH viral video & days’ sales and ﬁnal result as possible. promote it. compe66on.• Scope: 5 top universi6es in SH
• Improve Unilever • Real marke6ng challenges Employer Branding • Build teamwork spirit awareness • Learn from others • Early iden6ﬁca6on of poten6al talents for UL• Grow university studentsinto ZH advocates (online • Drive traﬃcand instore) • Boost sales•Fresh ideas fromuniversity students
A “Glocal” Approach to FB and You Tube• Leverage all the Unilever digital channels as one ecosystem rather than them compete with each other for traﬃc and views.• An onboarding guide for Unilever Brand YouTube channel to show you the type of documenta6on that you can adapt and circulate to your teams in country.• Agree which channel (YT) or Facebook pages to op6mize, in line with our digital strategy• Create design for each “Glocal Channel” including link guidelines to other careers and Unilever channels• Create content calendars for each channel• Create onboarding guidelines for users of each channel to reﬂect the above and to include Governance info around upload of non careers video, when to link to video in Unilever Brand channels, copyright etc• Migrate exis6ng channels onto the new enhanced channels, link to new Unilever brand channels for a beUer global linking strategy• Central team, creates and builds the plaRorm and creates some core content. Countries manage their local channels, localizing global content where relevant and crea6ng local content in line with the pre-‐determined guidelines.• Always keep channels open and remain authen6c with the voice of real people.