Cooperation is Not Enough:
Building a True Partnership between Recruiting & Marketing

Stephanie Dahl

Sarah Beadle

Marke...
Cooperation is Not Enough
Building a True Partnership Between
Recruiting and Marketing

Danny Ollier
Talent Acquisition Ma...
Who is Scholle Packaging?
Global Presence

EUROPE
MIDDLE EAST
AFRICA
THE NETHERLANDS
Breda
ENGLAND

NORTH AMERICA

Gateshead

UNITED STATES
Merced, ...
How This All Started
Marketing

Joint Vision
& Equal
Partnership
Talent
Acquisition
Working Together

Employment brand

LinkedIn

Careers page

Scholle Connect
Employment Branding

Climate
Survey

Employee
Interviews

Research

“Where You and Your Career Matter”
Recruiting and onboarding

Internal and External Communication
Global Communication Rollout

Digital signage

Intranet blog articles
Finding Alignment

Marketing
Communications

Talent Acquisition
Finding Alignment

Company Supporters

Shared Budget

Marketing Vehicle
Update and coach influential
Scholle employees
14
Get marketing
involved early.
Make it a
joint effort.
Remember,
you can’t do
it all.
Cooperation is Not Enough
Building a True Partnership Between
Recruiting and Marketing

Danny Ollier
Talent Acquisition Ma...
Building a True Partnership Between
Recruiting and Marketing
Sarah Beadle, Corporate Marketing Director
Tim Potten, Global...
EMERSON AT-A-GLANCE
Diversified global manufacturer
and technology provider
Headquartered in
St. Louis, MO USA
Presence
• ...
EMERSON
GLOBAL
PRESENCE
2012
US & CANADA
Sales $11.0 billion
Employees 33,000
Locations 80

WESTERN EUROPE
Sales $3.9 bill...
PAIN POINTS
HIRING FRENZY COMING OUT
OF ECONOMIC DOWNTURN
LOSING ENGINEERING TALENT
HARD TO FILL TECH POSITIONS
SPEND ON E...
SUCCESS
STORY
We exceeded every goal we set out to achieve. In just five months,
we saved $200,000 in recruiting costs, in...
OUR GLOBAL
SOCIAL
RECRUITING
STRATEGY

HR +
MARKETING
Destroy Silos

#intalent

UNIFIED
BRANDING
Complexity
Reduction

B2P...
DESTROY SILOS

#intalent
HR+MARKETING TEAM STRUCTURE
OWN SOCIAL RECRUITING
TOGETHER!
• BRANDING
– Videos, voice, tone and
images
• RECRUITING
– Car...
COMPLEXITY REDUCTION

#intalent
KEEPING IT SIMPLE
Emerson initially had 62 separate
company pages on LinkedIn
#intalent

Streamlined and organized into
si...
LEADING APPLICANTS TO OUR NEW
EMERSON CAREERS WEBSITE
AND DRIVING
A LOT OF TRAFFIC
2012

2013

∆

Visitors

845k

1080k

2...
Support and
accountability
from HR and
Marketing teams

Define
success

Judge
results

Bring in leaders to
champion result...
OUR LINKEDIN SOLUTIONS ARE WORKING
Job Slots
45% of applicants globally coming
from LinkedIn - our #1 source

Recruiter Se...
IMPACT OF AVOIDING HEAD HUNTERS
Average headhunter fee

$21K
Average executive placement fee

$45K
Internal recruiters now...
FOUR LESSONS FROM EMERSON
DESTROY SILOS –
HR+MARKETING

REDUCE
COMPLEXITY

BRANDING
IS CRITICAL

BUY-IN COMES WITH
IREFUTA...
#intalent
Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013
Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013
Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013
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Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013

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The best way to build a powerful, authentic employer brand is to develop a true partnership with your marketing team. Learn how Scholle and Emerson partnered with their marketing departments and build a strong talent brand partnership.

Get inspired with LinkedIn's Employer Brand Playbook: http://linkd.in/174lYC9
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

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Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013

  1. 1. Cooperation is Not Enough: Building a True Partnership between Recruiting & Marketing Stephanie Dahl Sarah Beadle Marketing Communications Manager Corporate Marketing Director Danny Ollier Talent Acquisition Manager @xudannyo Tim Potten Global Talent Acquisition Leader
  2. 2. Cooperation is Not Enough Building a True Partnership Between Recruiting and Marketing Danny Ollier Talent Acquisition Manager Stephanie Dahl Marketing Communications Manager
  3. 3. Who is Scholle Packaging?
  4. 4. Global Presence EUROPE MIDDLE EAST AFRICA THE NETHERLANDS Breda ENGLAND NORTH AMERICA Gateshead UNITED STATES Merced, California FRANCE Northlake, Illinois Schalbach Chilhowie, Virginia CANADA AUSTRALIA Baie d’Urfe, Quebec CHINA INDIA AUSTRALIA Edinburgh North, South Australia LATIN AMERICA CHINA BRAZIL Suzhou Vinhedo (Sao Paulo) Sales/Manufacturing Locations Packaging Applications Locations
  5. 5. How This All Started
  6. 6. Marketing Joint Vision & Equal Partnership Talent Acquisition
  7. 7. Working Together Employment brand LinkedIn Careers page Scholle Connect
  8. 8. Employment Branding Climate Survey Employee Interviews Research “Where You and Your Career Matter”
  9. 9. Recruiting and onboarding Internal and External Communication
  10. 10. Global Communication Rollout Digital signage Intranet blog articles
  11. 11. Finding Alignment Marketing Communications Talent Acquisition
  12. 12. Finding Alignment Company Supporters Shared Budget Marketing Vehicle
  13. 13. Update and coach influential Scholle employees
  14. 14. 14
  15. 15. Get marketing involved early.
  16. 16. Make it a joint effort.
  17. 17. Remember, you can’t do it all.
  18. 18. Cooperation is Not Enough Building a True Partnership Between Recruiting and Marketing Danny Ollier Talent Acquisition Manager Stephanie Dahl Marketing Communications Manager
  19. 19. Building a True Partnership Between Recruiting and Marketing Sarah Beadle, Corporate Marketing Director Tim Potten, Global Talent Acquisition Leader @Emerson_News Linkedin.com/company/emerson Facebook.com/EmersonCorporate #intalent
  20. 20. EMERSON AT-A-GLANCE Diversified global manufacturer and technology provider Headquartered in St. Louis, MO USA Presence • 150 countries • 235 manufacturing locations • ~ 135,000 employees • ~ 10K annual salaried hires Other International Sales Founded In 1890 NYSE: EMR No. 12 on 2012 FORTUNE 500 list of America’s largest corporations Emerging Markets US 2012 Emerson Total Sales $24.4B $7.9B $6.4B $5.2B $3.8B $1.9B
  21. 21. EMERSON GLOBAL PRESENCE 2012 US & CANADA Sales $11.0 billion Employees 33,000 Locations 80 WESTERN EUROPE Sales $3.9 billion Employees 16,000 Locations 55 MIDDLE EAST & AFRICA Sales $1.3 billion Employees 1,000 Locations 5 LATIN AMERICA EASTERN EUROPE Sales $1.0 billion Employees 9,000 Locations 10 ASIA-PACIFIC Sales $5.8 billion Employees 60,000 Locations 55 Sales $1.4 billion Employees 16,000 Locations 30 #intalent
  22. 22. PAIN POINTS HIRING FRENZY COMING OUT OF ECONOMIC DOWNTURN LOSING ENGINEERING TALENT HARD TO FILL TECH POSITIONS SPEND ON EXTERNAL HEAD HUNTERS LinkedIn PILOT SOURCING ACCELERATOR • • • • #intalent All jobs openings posted Branded company page “Work With Us” ad campaign Recruiting seat licenses
  23. 23. SUCCESS STORY We exceeded every goal we set out to achieve. In just five months, we saved $200,000 in recruiting costs, increased number of hires by 200 percent, and reduced time-to-hire by nearly 20 percent. We reversed a key trend too: we were no longer losing talent to our competitors. EMERSON PROCESS MANAGEMENT Lesson Learned Branding is critical and Marketing must be involved #intalent
  24. 24. OUR GLOBAL SOCIAL RECRUITING STRATEGY HR + MARKETING Destroy Silos #intalent UNIFIED BRANDING Complexity Reduction B2P Humanizing Emerson
  25. 25. DESTROY SILOS #intalent
  26. 26. HR+MARKETING TEAM STRUCTURE OWN SOCIAL RECRUITING TOGETHER! • BRANDING – Videos, voice, tone and images • RECRUITING – Careers page, job postings and testimonials • ENGAGEMENT – Content and Conversations Global HR+Marketing Teams per Business Platform (5) per World Area (5) #intalent
  27. 27. COMPLEXITY REDUCTION #intalent
  28. 28. KEEPING IT SIMPLE Emerson initially had 62 separate company pages on LinkedIn #intalent Streamlined and organized into six Business Platform Pages
  29. 29. LEADING APPLICANTS TO OUR NEW EMERSON CAREERS WEBSITE AND DRIVING A LOT OF TRAFFIC 2012 2013 ∆ Visitors 845k 1080k 28% Total Applicants 105k 270k 157% Total Jobs Posted 5.1k 6.9k 35% 21 40 90% Applicants per Job Posting
  30. 30. Support and accountability from HR and Marketing teams Define success Judge results Bring in leaders to champion results High-level discussions. Inspire buy-in from stakeholders Showcase irrefutable data and a sound strategic plan BUY-IN AND BUDGET #intalent
  31. 31. OUR LINKEDIN SOLUTIONS ARE WORKING Job Slots 45% of applicants globally coming from LinkedIn - our #1 source Recruiter Seat Licenses Businesses are hiring passive candidates and saving money Branded Emerson Pages on LinkedIn Follower base has increased 167% in past year. Now 160k+ “Work With Us” Ads Click rates of 1.25% And many hires! #intalent
  32. 32. IMPACT OF AVOIDING HEAD HUNTERS Average headhunter fee $21K Average executive placement fee $45K Internal recruiters now have the tools to replace external headhunters Structure your recruiting resources properly. Think “Recruiting Centers” with high-level recruiters $1.1 million in savings FY13 on external head hunter fees by leveraging LinkedIn
  33. 33. FOUR LESSONS FROM EMERSON DESTROY SILOS – HR+MARKETING REDUCE COMPLEXITY BRANDING IS CRITICAL BUY-IN COMES WITH IREFUTABLE DATA
  34. 34. #intalent

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