Tears & Cheers The Recruitment Journey!

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SAP, a company with 65,000 employees is on a recruitment journey. As the company moves to the 'Cloud', buoyed by acquisitions including Successfactors, the SAP TA team is truly making deep changes to hire the best talent in the marketplace. In this Keynote, Matthew Jeffery, Head of TA Strategy & Innovation gives an honest assessment of the journey that SAP have undertaken. The high and the lows, the tears and the cheers, Jeffery is brutally honest. Jeffery is world renown as one of the leading Recruitment strategists, with expertise in Sourcing & Employment Branding. Without doubt, Jeffery's presentations are not only insightful but live long into the memory, fuelled by powerful oratory and a desire to entertain. A must see session as Jeffery returns to the speaker circuit.

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Tears & Cheers The Recruitment Journey!

  1. 1. ‘Tears & Cheers’ SAP: The Recruitment Journey.....so far Matthew Jeffery June 2014
  2. 2. Aaaarrrrrggggghhhhh..........iRecruit....Stage Fright My first public speaking since Oct 2012
  3. 3. “SAP is on an exciting journey. As one of the largest employers in the hi tech sector, we are embarking on a transformational journey in our approach to Talent Acquisition. Here’s our journey so far”.
  4. 4. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Confidential SAP: Who Are we? The world's leading provider of enterprise application software 65,000 employees globally €16 bn revenue
  5. 5. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Confidential Our solutions help the world run better
  6. 6. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Confidential To achieve our ambitions: We have to hire & retain the ‘best talent’ and winners! Talent Acquisition is CRITICAL
  7. 7. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 7Confidential Many of us stand at a Recruitment Crossroads
  8. 8. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Confidential Tough decisions need to be taken: So many different solutions: what works? what doesn’t? How Assess Candidates? Building an EVP?
  9. 9. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Confidential ‘Good’ Recruitment is not easy: We have to chart difficult & choppy waters
  10. 10. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Confidential The challenges we ALL face…. - Highly competitive to attract & retain the ‘Top Talent’ / Global War for Talent - Experienced Talent pool is shrinking - Talent has become more demanding: compensation, career paths, training - Talent is more mobile: Relocate for the best job - Talent more fluid: Average time in a job 2 years - How to get a true ROI on Social Media - The art of Employment Branding and positioning - External providers losing ground
  11. 11. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Confidential Everyone in this room is in a race to attract the ‘top’ talent. We cannot all win!
  12. 12. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Confidential The key is understanding what makes us ‘unique’ and ‘differentiates’ us from the herd
  13. 13. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Confidential Why the need for change? A new direction?
  14. 14. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 14Confidential The baseline: Common problems every company faces ‘Too few Pipelines built’ ‘Too little market mapping’ ‘What does WGLL look like’? ‘Social media ‘Broadcasting’ not engaging’ ‘Same old candidates applying’ ‘Too many job boards’ ‘Agencies too often a first resource’ ‘No communities to source from’ ‘Old style recruitment marketing’ ‘Data not measuring effectiveness/ROI’are
  15. 15. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 15Confidential SAP’s Key TA Strategic Imperatives 2014
  16. 16. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 16Confidential TA’s priorities anchor from the SAP People & Organisational Strategy, (part of a radical people agenda) build talent simplify the organisation develop leadership make our business sustainable
  17. 17. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Confidential Powered by Design Thinking Workshops: Employees direct
  18. 18. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Confidential Building engaged Talent Communities with ROI TA Strategic Priorities
  19. 19. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Confidential Diversity: Attracting more diverse candidates TA Strategic Priorities
  20. 20. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Confidential Future talent: Attracting the ‘best Graduates’ TA Strategic Priorities
  21. 21. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 21Confidential Internal mobility: Growing from within TA Strategic Priorities
  22. 22. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 22Confidential Strategic Hiring: ‘Mapping’ the Market TA Strategic Priorities
  23. 23. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Confidential Spotting Quality: Define ‘WGLL’ per discipline TA Strategic Priorities
  24. 24. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 24Confidential Streamlining & making global processes ‘consistent’ TA Strategic Priorities
  25. 25. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 25Confidential Big Data: Not a Buzzword.....its critical to what we do everyday. Ensuring accuracy of data to analyse….. then take informed decisions TA Strategic Priorities
  26. 26. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Confidential Making sure our EVP stands out from the crowd TA Strategic Priorities
  27. 27. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 27Confidential Let’s take a deeper dive……into our two highest priority areas
  28. 28. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 28Confidential Sourcing & E-Branding traditionally off doing their own thing Sourcing Employment Branding
  29. 29. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 29Confidential A critical move was bringing them together into 1 team
  30. 30. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 30Confidential Building the Employment Brand ‘Inside-Out’ Unite employees into ‘one’ happy team
  31. 31. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 31Confidential Our goal is to ‘Humanise’ our brand…by….
  32. 32. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 32Confidential Showcasing our best asset. Our Employees: They are the ‘true’ SAP Employment Brand
  33. 33. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 33Confidential By ‘Engaging’ with our communities, we can showcase employee stories & insights
  34. 34. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 34Confidential Engagement fuelled by ‘Gamification’
  35. 35. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 35Confidential Being candid we have areas to improve…… Uninspiring Corporate Careers site Jargonised Job Specs How we build relationships with a large database
  36. 36. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 36Confidential And.......Candidate Experience: ‘Back to Basics’….don’t just rely on a bounceback email
  37. 37. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 37Confidential Candidate Experience: SAP Mapping the journey ‘Putting ourselves in the candidates shoes’....
  38. 38. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 38Confidential Candidate Experience: and we ‘Listen’ by surveying
  39. 39. SAP’s careers shop window to the world SAP Careers Site Redesign
  40. 40. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 40Confidential  Humanized approach - employees telling stories (Run with Purpose)  Friendly, approachable tone.  Mobile-enabled  Responsive design - Scrolling & Interactive  Content Management System – fresh content  Capturing key metrics of visitors (RMK)  Embrace Social Media (‘Life at SAP’)  Brand compliant Our Goals
  41. 41. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 41Confidential A ‘customised’ and unique experience Different entry points and experiences for : Students Graduates Professionals
  42. 42. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 42Confidential Visually Impactful, Bold, Tailored ‘Home Page’ Responsive design ie screen scrolls down Bold, visual approach with more ‘approachable’ language ‘Tailored’ entry points for High School, Graduates, Professionals. (This is a screen shot of the Graduates home screen)
  43. 43. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 43Confidential Responsive Design Graduate home screen scrolling down Note: Employee Videos Social Media Interaction Bright Imagery Insights into the culture of SAP
  44. 44. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 44Confidential Accessible For Those On The Move Fully Mobile enabled (This is how our careers site will look on a mobile phone) Responsive design (scrolls down) ‘Jobs on the go’
  45. 45. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 45Confidential Our Employees. Our Greatest Asset Tells Their Stories Our People are the focus. Stories. Blogs. Videos. Photographs. Bringing SAP to life.
  46. 46. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 46Confidential Building Communities...a necessity not a ‘buzzword’ ‘A group of interacting people, that shares common values/interests and through these bond ‘social cohesion’ / ‘belongingness’
  47. 47. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 47Confidential Our goal: A predictable Talent pipeline, built from self sustaining talent communities
  48. 48. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 48Confidential Communities: Crowdsourcing’s engine New Ideas External Referrals Employer Brand Engagement
  49. 49. 49© 2014 SAP AG or an SAP affiliate company. All rights reserved. Why A Talent Community? Career Site Apply Process Applicants Applicant Tracking System Hires Passives = Lost Drop Offs = 50% Non- Hired = Dead Moved To HRIS Talent Community Passives Captured Drop Off’s Captured (Sourced & Remarketed) Non-Hired Are Recycled (Future Apply & Viral) Employee Referral & Mobility  Passive Capture Rates  Increased Viral Referrals  Increase Re-Apply Rates
  50. 50. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 50Confidential Sourcing Confusion & Lack of Integration Candidates ATS System
  51. 51. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 51Confidential SuccessFactors Globally Optimizes Recruitment Marketing Operations
  52. 52. 52© 2014 SAP AG or an SAP affiliate company. All rights reserved. Measuring What’s Working: Big Data in Play
  53. 53. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 53Confidential Recruiting Analytics – Full Line of Sight Sourcing Mix • Compare your front end sourcing mix with downstream hiring results • What sources drive more traffic to your website and yield greater hires • What sources have the best ROI
  54. 54. The Importance of Sourcing
  55. 55. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 55Confidential Why is Sourcing CRITICAL to SAP? 80% of Talent is Passive i.e. not looking for a job 20% of Talent is Active i.e. looking for a job e.g. registered on job boards, registered with recruitment agencies Conclusion The best talent is focused on their current job, is not looking and therefore needs to be approached Question: Does SAP want to hire the BEST quality talent or continue to focus only on those actively looking for a job?
  56. 56. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 56Confidential Challenges to Hiring ‘the best’ ‘Good’ Recruitment is NOT easy: - ‘The Best’ candidates expect to be approached. They are waiting to be ‘tempted’ away from their current job. Sourcing is a high skill role that requires sales, marketing & psychological profiling skills. - Old recruitment methods, ie job boards, agencies, cater for minority. ‘Roulette Wheel’ recruiting, the ‘right person’, seeing the ‘right job’, at the ‘right time’, and deciding that SAP is ‘right for them’. - Like many companies we have a developing Employment Brand in the tech industry. When we call candidates, we have to ‘work’ hard and get past ‘barriers of misconception’ (SAP a large Corporate, slow, ‘heavily Works Council run’, un- innovative, bureaucratic company). Means we need the Phone. - Still a ‘war for talent’ in high tech sector between big brands like like Apple, Google, Microsoft & smaller brands like Workday, Salesforce. - Therefore: SAP has to work to attract TOP QUALITY, (as do our competitors).
  57. 57. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 57Confidential Hiring the best: ID’ing the DNA of WGLL!
  58. 58. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 58Confidential Pioneering New Assessments
  59. 59. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 59Confidential Goal: Hire the best grads, open it to social media
  60. 60. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 60Confidential
  61. 61. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 61Confidential What Great Looks Like (WGLL)...defined by SAP
  62. 62. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 62Confidential What Great Looks Like (WGLL)
  63. 63. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 63Confidential
  64. 64. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 64Confidential Into the tool......
  65. 65. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 65Confidential Cultural test....takes 5-10 mins....Pass/Fail
  66. 66. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 66Confidential Situational Test....takes 15/20 mins....Pass/Fail
  67. 67. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 67Confidential Post assessment....engage....build relationships
  68. 68. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 68Confidential Creating a bootcamp........
  69. 69. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 69Confidential ‘Wow’ Bootcamp..............
  70. 70. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 70Confidential Big Data drives WGLL. It allows a greater predictivity in hiring. Assessments critical
  71. 71. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 71Confidential Quality of hire
  72. 72. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 72Confidential Our challenges
  73. 73. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 73Confidential Fear of change
  74. 74. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 74Confidential ‘Relax. Its always worked in the past’
  75. 75. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 75Confidential Technology is an enabler but mindsets & capabilities are what drives change & success
  76. 76. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 76Confidential Moving ‘Recruitment’ to the Cloud and mobile
  77. 77. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 77Confidential Everything changes: Who knows what we will find at the end of the yellow brick road?.................
  78. 78. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 78Confidential Any Questions?
  79. 79. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 79Confidential Thank you for listening Feel free to add me as a connection on LinkedIn or speak to me in a networking event
  80. 80. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Thank you

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