Marie Findlay, Sr. Manager, Global Talent Acquisition, Kellogg Company. Greg Economos, VP, Global Marketing Talent, Kellogg Company Kellogg’s global talent acquisition journey has included a strong partnership with marketing. This session will bring their story to life through case examples of how they have successfully applied marketing principles to talent acquisition. Learn how recruitment marketing trends are continuing to mirror consumer marketing trends, and how job seeker behaviors are very similar to consumer behaviors. The jobseekers’ thought process from awareness to application follows a very similar pattern to that of the consumer/shopper thought process. The importance of customer reviews and feedback has become increasingly important to consumers, and Kellogg’s is seeing the same trend among potential candidates. They have responded by leveraging our employees to tell their own stories and providing various channels and methods to do this. Join this session if you’re looking to strengthen the partnership with your own marketing organization. Check out the best of Talent Connect: http://bit.ly/1MBqz6m

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Keynotes &
general
sessions
Innovation
breakout track
Data &
Metrics
breakout track
Talent Brand
breakout track
Talent
Management
breakout track
Leadership &
Strategy
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Pipeline &
Recruitment
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title title title title title title title
​ RECRUITING
THE
BEST
THROUGH
A
MARKETING
LENS
​ LinkedIn
EYE OF THE TIGER

2. RECRUITING
THE
BEST
THROUGH
A
MARKETING
LENS
EYE
OF
the
TIGER

3. Greg
Economos
VP
Global
MarkeDng
Talent
Tony
the
Tiger
Brand
Icon
Marie
Findlay
Sr.
Manager
Global
Talent
AcquisiDon
#TalentConnect

4. about
us
KELLOGG
COMPANY
Our
Vision:
“To
enrich
and
delight
the
world
with
foods
and
brands
that
maNer”
33,000
employees
world-­‐wide
OperaDons
in
80
countries
$14.9
Billion
Net
Sales
2014
#TalentConnect

5. agenda
WHY
WE’RE
HERE
Rising
to
the
challenge
Earning
our
stripes
The
challenge
MarkeDng
to
Marketers
Our
recipe
for
success
#TalentConnect

6. the
challenge
the
challenge
#TalentConnect

7. *2013
Data
our
problem
High
voluntary
turnover
ReacDve
approach
58%
of
MarkeDng
roles
filled
by
agencies
73
days
avg.
Dme
to
hire
Limited
talent
in
our
pipelines
Not
a
career
desDnaDon
of
choice
for
MarkeDng
professionals
#TalentConnect

8. our
challenge
#TalentConnect
High
voluntary
turnover
ReacDve
approach
58%
of
MarkeDng
roles
filled
by
agencies
73
days
avg.
Dme
to
hire
Limited
talent
in
our
pipelines
Not
a
career
desDnaDon
of
choice
for
MarkeDng
professionals
How
can
we
a0ract
and
retain
Marke6ng
talent
more
effec6vely
and
efficiently?

9. rising
to
the
challenge
#TalentConnect

10. DESIRE
DECIDE
DELIGHT
Get
on
the
list
The
path
to
purchase
Get
in
the
cart
Get
in
the
heart
The
path
to
hire
Catch
their
eye
Hit
apply
Refer
that
guy
(or
girl)
#TalentConnect

11. a
leading
edge,
collaboraDve
approach
PROJECT
PIPER
#TalentConnect
Energized
team
working
in
partnership
to
engage
the
best
MarkeDng
talent
with
moDvaDng
content
at
relevant
touchpoints
MARKETING
TEAM
&
EXPERTISE
TALENT
ACQUISITION
TEAM
&
EXPERTISE

12. 1.
IDENTIFY
PROBLEM
&
GOAL
3.
CREATE
COMPELLING
MESSAGES
4.
EXECUTE
Brand
Equity
Tool
2.
UNDERSTAND
TARGET
AUDIENCE
Integrated
ExecuCon
Plan
Benchmarking
Data
CreaDve
Briefing
Focus
Groups
SegmentaDon
Surveys
Social
Integra6on
Behavioral
TargeDng
Brands
leveraging
our
markeDng
resources…
#TalentConnect
CLEAR
PROCESS
POWERFUL
TOOLS
MULTI-­‐CHANNEL
EXECUTION

13. markeDng
to
marketers
#TalentConnect

14. talent
segmentaDon
RIGHT
MESSAGE,
RIGHT
AUDIENCE,
RIGHT
PLACE,
RIGHT
TIME
#TalentConnect
ROMANIA
What
maIers
to
this
audience?
• Global
Brands
• Professional
Development
• Team
work
Right
message,
right
place,
right
Cme:
INDIA
What
maIers
to
this
audience?
• Business
Growth
• Impact
• Values
Right
message,
right
place,
right
Cme:

15. differing
needs
and
wants
WHAT
IS
IMPORTANT
TO
MARKETING
TALENT?
Work
life
Balance
Stability
Strong
Brands
Career
Growth
Reward
Respect
#TalentConnect

16. differing
behaviors
HOW
DOES
MARKETING
TALENT
BEHAVE?
Consumer Insights
Careers at Kellogg
Consumer
Insights
OpportuniDes
at
Kellogg.
Help
us
grow
our
global
brand..
Lead
with
us.
Learn
with
us.
Grow
with
us.
Consumer
Insights
www.kelloggscareers.com
“Insights
Jobs”
ACTIVE
“Consumer
Insights”
PASSIVE
#TalentConnect

17. telling
our
story
VIDEOS,
REVIEWS
AND
TESTIMONIALS
#TalentConnect
INSERT
VIDEO

18. @kelloggsus
@poptarts411
@pringlesus
@Kelloggscareers
@Kelloggs
@PringlesUS
@Kellogg’s
Pop
Tarts
@Kashi
#tags
and
@handles
SOCIAL
INTEGRATION:
USER
GENERATED
CONTENT
@kelloggcompany
@KelloggsCareers
@morningstrfarms
@poptarts411
@pringles
@realtonyDger
#kcareers
#kinterns
#KelloggCompany
#kellogg
#kelloggemp
#TalentConnect

19. earning
our
stripes
#TalentConnect

20. successes
so
far
NEW
HIRE
COMMENTS
I
thought
Kellogg
was
a
locally
based
company
with
employees
that
grew
up
in
Michigan.
I
now
see
it
as
a
global
organiza6on
bringing
in
talent
from
around
the
world.
I
was
a0racted
to
the
values,
iconic
brands,
culture
and
opportunity
to
grow
my
career.
I
was
a0racted
to
the
strong
company
reputa6on,
strong
referrals
from
past
colleagues,
compe66ve
compensa6on
and
global
opportuni6es.
#TalentConnect

21. successes
so
far
1.5m
social
impressions
6,000
video
views
17%
hires
from
agency
(down
from
58%)
35%
of
hires
from
social
and
SEM
(up
from
2%)
43
day
avg.
Dme
to
hire
(down
from
73)
Employee
referrals
doubled
#TalentConnect

22. ingredients
for
success
#TalentConnect

23. Job
seeker
behavior
mirrors
consumer
behavior
key
takeaways
Leveraging
employees
to
share
their
story
is
criDcal
to
successfully
bring
your
employer
brand
to
life
Talent
AcquisiDon
does
not
need
to
recreate
the
wheel
when
it
comes
to
MarkeDng
#TalentConnect

24. quesDons?
#TalentConnect

25. #TalentConnect
connect
with
us
@kelloggscareers
@kelloggscareers
Kellogg
Company
Kellogg
Company
kelloggscareers.com