Your company needs you:
How to enlist your Brand
Ambassadors
Brent Amundson & Pamela Hennard
Global Talent Acquisition
Global Talent Acquisition#intalent
Topics
• Introduction
–Brent Amundson, Executive Director
–Pamela Hennard, Director
• D...
Global Talent Acquisition#intalent
Making it all work…
Social Media
Recruitment StrategyPeople power
Company team members
...
Global Talent Acquisition#intalent
How is Dell using
Professional
Communities today?
Global Talent Acquisition#intalent
Professional Community strategies for Dell
1. Build
knowledge
base &
credibility
2. Tal...
Global Talent Acquisition#intalent
Leveraging our workforce
• Strategy: To support Dell’s position as an
industry leader b...
Global Talent Acquisition#intalent
What is SMaC? Engaging & Empowering
The Social Media and Communities team supports the ...
Global Talent Acquisition#intalent
For Engaged Team Members – additional
Opportunity: Dell|SMaC Champion
Our team members,...
Global Talent Acquisition#intalent9
Listen, Learn,
Engage & Act
6 years ago: 4000
posts/day
Today: 25,000 post
per day
Global Talent Acquisition#intalent
Expanding our reach through Hire the Best
The Concept
Practical & hands on
Team members...
Global Talent Acquisition#intalent
3 types of roles our team members are
asked to participate in specific to LinkedIn
Not ...
Global Talent Acquisition#intalent
Online Traffic
• Total online reach has more than doubled
since Q1 FY12. In Q2 FY13 alo...
Global Talent Acquisition#intalent
On LinkedIn, Dell has added ~250k new followers in the
past year with accelerating foll...
Global Talent Acquisition#intalent
Dell is steadily growing the share of hires impacted by
LinkedIn – now influencing more...
Global Talent Acquisition#intalent
..but this is what REALLY matters to Senior
Leadership!
Q1FY12 Q2FY12 Q3FY12 Q4 FY12 Q1...
Global Talent Acquisition#intalent
Activating social
media for
Talent
Acquisition
16
Global Talent Acquisition#intalent
Synergy internally in Talent Acquisition
• Overhaul of external career site
• Email sig...
Global Talent Acquisition#intalent
Activating our best practices
• Encouraged Talent Acquisition team to update their prof...
Global Talent Acquisition#intalent
Advocacy
programs
19
Global Talent Acquisition#intalent
Hire the Best
Results: Over 1,000 hiring leaders have engaged in Hire the
Best, resulti...
Global Talent Acquisition#intalent
Proof point: first campaign on LinkedIn
• Talent Acquisition wanted to change
Dell’s re...
Global Talent Acquisition#intalent
Primp Your Profile Primp Your Profile
• Represent Dell and team
member in the most posi...
Global Talent Acquisition#intalent
Example: LinkedIn profile checklist
 Photo: Do you have a high-resolution headshot on ...
Global Talent Acquisition#intalent
Activate Hire the Best or Primp Your Profile
• Can be onsite or
virtual
• Ideal for :
o...
Global Talent Acquisition#intalent
Week
after
Event
Day
after
Event
Day of
Event
1
Week
to
Event
2
weeks
to
event
3
Weeks
...
Global Talent Acquisition#intalent
Team of talent acquisition professionals
interested in writing on behalf of Dell
• Part...
Global Talent Acquisition#intalent
Social media action team
• Encourage the primping of profiles on LinkedIn
• Develop kno...
Global Talent Acquisition#intalent
Summary & Recommendations
Start small – know your organizations culture re: social &
en...
Global Talent Acquisition#intalent
Questions?
29
Global Talent Acquisition#intalent
Grazie
σας εσταριστώ
Děkuji
谢谢
dank u
Danke
Merci
감사합니다
Obrigado
Gracias
Спасибо
Tack
t...
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Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013

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Your employees can be some of your best talent brand ambassadors, even beyond your core talent acquisition team. Dell shares it's remarkable success at Talent Connect Vegas 2013.

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  • It takes a combination of things to really pull this off well – it isn’t just a simple “let’s do this” to make it happen. Starting at the bottom…..Platforms – then People, then Content, then Execution…..
  • TA Script:“There are four main strategies or ways that we leverage the power of LinkedIn on behalf of Dell. We use LinkedIn to establish credibility in the industry, by displaying our knowledge base and expertise. HR engages on the site to draw fresh, strong talent to the company and position Dell as a place that people want to work. We use the rich wealth of profile data that LinkedIn provides to supplement and enrich our CRM data and to target specific audiences. Finally, we reach out with marketing initiatives through the site to support traditional marcomm efforts. We’ll talk about each of these in turn.”
  • TA Script:“Dell is a leader in the social media space and we want our employees to be leaders too in order to increase Dell’s overall knowledge base and credibility. We do this by creating robust, complete profiles on LinkedIn, and then by reaching out and engaging in Dell and non-Dell groups related to our areas of interest and subject matter expertise. The more employees that do this, the stronger a presence and brand we will create.The beauty of engaging on behalf of Dell in LinkedIn is that you will personally gain from your efforts. We want to help you build up your personal presence, which will also help you make yourself more marketable for both internal and external jobs.”
  • Over 1300 Dell Champions worldwide with many individuals focused on social media and others focused on brand efforts
  • Discuss the next level of engagement – invitation to become a Champion….
  • Why this is a little easier for us that perhaps for other companies is our historical forward-approach to social, starting with our CEO and working it’s way through our customer solutions….etcetc
  • Then we have TA-specific things we did to add on to this…Hire the Best / Primp Your Profile
  • TA Script:“There are 4 types of roles you can play on LinkedIn. The first is to not be involved, and we want to encourage all employees to at the very least move away from this role by creating a robust profile on the site. The second role is where you have a profile on the site, but aren’t actively engaging in groups or discussions. Roughly half the company is currently at this level.The third role is participating in non-Dell related topics, discussions, and groups associated with your interest or areas of knowledge. This would require that you’ve taken at least the MKTG2002 SMaC Principles class. Less than 10% of our company is currently engaging at this level, but we’d like for that number to get up to 50%.Finally, our SMaC Certified Professional have the ability to take on the fourth role of engaging on behalf of Dell, sharing Dell’s story, and participating in Dell topics and discussions on the platform. If we could get 25% of Dell to be fully certified and active in this role, we would have a powerhouse presence on LinkedIn.”
  • So our journey is constantly evolving and constantly upward – we’ve increased in visits, new applications, and followers and likes….it’s really been fun to watch and measure
  • I call myself a Talent Acquisition dinosaur. I’ve been in the field so long that I remember my first recruiting job had a Thomson guide, telephone, yellow pages, index cards, and a stack of applications. When I went to my 2nd recruiting job I remember there was a computer on the desk and I was amazed at what a computer could help me do. When they told me we were going to try a resume database called Monster I almost came unglued. How could these tools help me do a job that I had done without all of that in the past? How times have changed. Many recruiters in our organization felt the same way about social media as I felt about Monster. As an organization we had to inspire our team around social media and my section will focus on how we have activated social media in our Talent Acquisition function.
  • A: TA Proof Point: Another great example is a scenario where the business needed to recruit a number of software developers. Well Dell didn’t really have a strong brand in the space, and so LinkedIn partnered with TA and the business to:Survey software developers, figure out what they want in an employer and then we targeted them with ads with the right messages. We ran this campaign and it lead to development of a huge pipeline of candidates and moved the needle with respect to Dell’s brand in this spaceBear in mind, many of our internal TA teams have the capability to provide deep sourcing within location, function, etc. so always reach out to your TA team to generate dialogue and ideas! There is a cost associated with these LinkedIn campaigns and although extremely effective there are more budget conscience alternatives available. Discuss with your Recruiter further to generate a plan that works best for your needs and budget!
  • Primp Your Profile sessions are designed for any Dell team member. Eventually, we would love to have all Dell team members’ profiles primped!! During a Primp Your Profile session, TA guides Dell team members through each part of the profile, offers tips for profile updates and follow-ups with recommended activities to keep the momentum going. Some onsite events will even have a photographer onsite to take headshots of the attendees!Participation by Dell TA in Primp Your Profile is voluntary. You should applaud yourself for making this personal choice to be an ambassadors for Dell! This is truly a development opportunity- we have built the tools you need to success and will support you every step of the way.Primping Profiles offers team membersA way to represent Dell and themselves in the most positive and genuine wayTools to enable the creation of a powerful and Dell branded LinkedIn profileSessions can be stand alone 1:1, in staff meetings or a large event and can be done virtually or face-to-face, in a live demo or presentation style.We will now begin a live demonstration of an PYP presentation for groups. The information discussed included information you will use for 1:1 sessions, as well. I will send this recording, presentation and other helpful info to you via email.I will reserve Q&A for the end of the call, but feel free to ask questions via the chat box during the call and Scarlett Jazesf will answer you. Scarlett is our Corporate Services TA Leader. Her previous role as a Sourcer offered a lot of opportunity to lead multiple sessions in the US and she is an expert on planning and executing one of these events.
  • Here is the checklist you can use to update your profile. I will send this to you after this session, along with other helpful items.Photo: Do you have a high-resolution headshot on your profile?It is personal preference what style of photo you choose. Select whatever represents you and how you relate to your customer-base... Many opt for a professional-style headshot, but if that is not you- no problem! You are unique- do what feels rightCompany/Industry: Is Delllisted as an Information Technology & Services company?Connections: Have you taken the time to build your network with professionals both inside and outside of Dell? Title & Headline: Is your headline eye-catching, not necessarily just your title; and does your title translate externally? Summary: Do you have a summary and does it effectively represent the sum of your experience, specialty skills, goals and/or aspirations?Experience: Is each position description robust (3-5 sentences) and does it effectively capture the size and scope of your role? Websites: Do you have Dell Around the Worldand/or Dell Careerslisted under websites?Groups: Are you a member of groups that relate to your background (domain specific, industry specific, alumni specific, diversity specific)?Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?Acronyms: Have you avoided using Dell acronyms and Dell-specific terms? Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so is recommended because it shows upward mobility as well as lateral opportunity enrichment.Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is recommended because it allows others to network and connect.
  • Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013

    1. 1. Your company needs you: How to enlist your Brand Ambassadors Brent Amundson & Pamela Hennard Global Talent Acquisition
    2. 2. Global Talent Acquisition#intalent Topics • Introduction –Brent Amundson, Executive Director –Pamela Hennard, Director • Dell social enablement strategy – company-wide • Dell social enablement activity – Talent Acquisition • Tips, tricks and takeaways • Q&A 2
    3. 3. Global Talent Acquisition#intalent Making it all work… Social Media Recruitment StrategyPeople power Company team members need to be adequately trained and empowered to use social media Great content Just posting jobs will not get you results. You need to engage and evangelize users. Execution While it all looks great on a deck, you need to go out there and walk the talk. Platforms Facebook, LinkedIn, Twitter, Youtube, local platforms 3
    4. 4. Global Talent Acquisition#intalent How is Dell using Professional Communities today?
    5. 5. Global Talent Acquisition#intalent Professional Community strategies for Dell 1. Build knowledge base & credibility 2. Talent acquisition & reputation management 3. CRM through deep, profile based targeting 4. Business & Marketing opportunities • To empower team members around the world with training & tools to lessen the distance between us and the customer (and to TA, our candidates!) 5
    6. 6. Global Talent Acquisition#intalent Leveraging our workforce • Strategy: To support Dell’s position as an industry leader by establishing our knowledge base and credibility • We do this by: – Encouraging LinkedIn profile creation – Asking team members to get engaged – Looking for subject matter experts to use • Benefits: – Dell benefits by having our team members have consistent look/feel to their social presence – Team members benefit as it helps them understand the power of social media and LinkedIn for their personal brand – LinkedIn study showed our team members viewed 13+ Dell profiles before updating their own profile to reflect Dell as employer 6
    7. 7. Global Talent Acquisition#intalent What is SMaC? Engaging & Empowering The Social Media and Communities team supports the governance, best practices, tools usage and education of all Dell team members around the world. • Purpose • Governance • Recognition • Reasons to believe • Tools • Resources • …SMaC Certification means something! 7
    8. 8. Global Talent Acquisition#intalent For Engaged Team Members – additional Opportunity: Dell|SMaC Champion Our team members, our influencers, our experts, our best assets #iwork4dell 8
    9. 9. Global Talent Acquisition#intalent9 Listen, Learn, Engage & Act 6 years ago: 4000 posts/day Today: 25,000 post per day
    10. 10. Global Talent Acquisition#intalent Expanding our reach through Hire the Best The Concept Practical & hands on Team members takeaway is simple – a better LinkedIn profile Begin Execution Collaborate with Brand & SMaC – Fall 2012 The Inaugural Event Annual Leadership Event in Las Vegas - 2011 Next Phase Building HTB Content Train the Trainers Online accessible Global Rollout By region By location. Taking social to the masses pragmatically 10
    11. 11. Global Talent Acquisition#intalent 3 types of roles our team members are asked to participate in specific to LinkedIn Not Active Member Engaged Expert Not on LinkedIn LinkedIn Profile Non-Dell Related Topics Dell Related Topics Description: N/A Profile on site and connecting with peers, but no other engagement Participate in answers and discussions around topics of interest Participate in answers and discussions around Dell and provide Dell POV Required: N/A N/A Principles Class SMaC Certification FY12: 38% 62% ~10% ~1-5% FY13: 11% 89% ~22% 9% Goal: 0% 100% 50% 25% 11
    12. 12. Global Talent Acquisition#intalent Online Traffic • Total online reach has more than doubled since Q1 FY12. In Q2 FY13 alone online reach exceeded 2 million visitors. New Applications • Dell receives approximately 60,000 new applications each month Search Engine Optimization • Since launching jobs.dell.com in March 2011, we’ve received almost 7 Million visits. Over 900,000 of those visits are a result of searches on the web where Dell was not a keyword Facebook • With 4 Careers Facebook pages supporting our regions and UR and over 475,000 followers, Dell has one of the greatest Careers Facebook followings in the industry Results of focus on social 12
    13. 13. Global Talent Acquisition#intalent On LinkedIn, Dell has added ~250k new followers in the past year with accelerating follower growth 0 5,000 10,000 15,000 20,000 25,000 30,000 0 100,000 200,000 300,000 400,000 500,000 600,000 NewFollowersPerMonth TotalFollowers 120K 289K 540K 13
    14. 14. Global Talent Acquisition#intalent Dell is steadily growing the share of hires impacted by LinkedIn – now influencing more than 50% of hires who are on LinkedIn *Includes Dell and subsidiary companies % of New Hires Impacted by LinkedIn* 8% 23% 26% 43% 54% 0% 10% 20% 30% 40% 50% 60%
    15. 15. Global Talent Acquisition#intalent ..but this is what REALLY matters to Senior Leadership! Q1FY12 Q2FY12 Q3FY12 Q4 FY12 Q1FY13 Q2FY13 Q3FY13 Q4FY13 Q1FY14 Q2FY14 Q over Q Agency Spend Americas APJ EMEA India 15
    16. 16. Global Talent Acquisition#intalent Activating social media for Talent Acquisition 16
    17. 17. Global Talent Acquisition#intalent Synergy internally in Talent Acquisition • Overhaul of external career site • Email signature with links to various social media platforms • Global council on social media programs • Content for social media sites received from talent acquisition team Consistent use 17
    18. 18. Global Talent Acquisition#intalent Activating our best practices • Encouraged Talent Acquisition team to update their profile • Created program linking recruiting best practices to social media • Incorporated social media into intake session • Identified strategic referrals from LinkedIn networks What worked 18
    19. 19. Global Talent Acquisition#intalent Advocacy programs 19
    20. 20. Global Talent Acquisition#intalent Hire the Best Results: Over 1,000 hiring leaders have engaged in Hire the Best, resulting in a more engaged and knowledgeable hiring community. • Content shared virtually and in person to the hiring leaders, sales leaders, employee resource groups and recruiters. • Run time approximately 1 hour. LogisticsObjectives Evolution of talent acquisition and the impact of social media on acquisition of talent 1 2 3 4 Influence personal brand has on the acquisition of talent Maximize the relationship with talent acquisition Importance of candidate care and the power of words . A branded campaign to activate Dell’s online network, share Dell’s employment brand and assist hiring leaders with understanding what it takes to hire the best talent. 20
    21. 21. Global Talent Acquisition#intalent Proof point: first campaign on LinkedIn • Talent Acquisition wanted to change Dell’s reputation with Software Developers and generate highly qualified leads • Worked with LinkedIn to launch a targeted campaign: – LinkedIn Career Tab – Recruitment Ads – Featured Question Sponsorship – Direct Email via InMail – LinkedIn Survey – Talent Direct – Lead Gen tool • Results: Created a viable pipeline of candidates and established Dell’s employment brand in the software space 21
    22. 22. Global Talent Acquisition#intalent Primp Your Profile Primp Your Profile • Represent Dell and team member in the most positive and genuine way • Enable the creation of a powerful and Dell branded LinkedIn profile • Sessions can be stand alone 1:1, in staff meetings or a large event Primp Your Profile sessions are designed for any Dell team member. During a Primp Your Profile session, Talent Acquisition: • Guides Dell team members through each part of the profile • Offers tips for profile updates • Follows-up with recommended activities to keep the momentum going Some onsite events will even have a photographer onsite to take headshots of the attendees! 22
    23. 23. Global Talent Acquisition#intalent Example: LinkedIn profile checklist  Photo: Do you have a high-resolution headshot on your profile?  Company/Industry: Is Dell listed as an Information Technology & Services company?  Connections: Have you taken the time to build your network with professionals both inside and outside of Dell?  Title & Headline: Is your headline eye-catching and does your title translate externally?  Summary: Do you have a summary and does it effectively represent the sum of your experience, specialty skills, goals and/or aspirations?  Experience: Is each position description robust (3-5 sentences) and does it effectively capture the size and scope of your role?  Websites: Do you have Dell Around the World and/or Dell Careers listed under websites?  Groups: Are you a member of groups that relate to your background (domain specific, industry specific, alumni specific, diversity specific)?  Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?  Acronyms: Have you avoided using Dell acronyms and Dell-specific terms?  Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so is recommended because it shows upward mobility as well as lateral opportunity enrichment.  Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is recommended because it allows others to network and connect.. 23
    24. 24. Global Talent Acquisition#intalent Activate Hire the Best or Primp Your Profile • Can be onsite or virtual • Ideal for : o Employee resource groups o Internal conferences o Dell sites with many team members o B.U. meetings • Can be done with little or no budget One-on-One • Can be onsite or virtual • One-on-one meeting o Can be done as part of an intake session, for hard- to-fill positions. o It is an opportunity to engage the manager and let them know how they can help with the search. • No budget required • Can be onsite or virtual • Ideal for : o Staff meetings o Smaller events where you may have less than 30 attendees o Any small group • Can be done with little or no budget The type of event you plan should be a result of a consultation of your key partners. Staff MeetingLarge Event 24
    25. 25. Global Talent Acquisition#intalent Week after Event Day after Event Day of Event 1 Week to Event 2 weeks to event 3 Weeks to Event 4 Weeks to Event Example: Large Event Planning Timeline  Confirm budget/location  Gather list of attendees/coordination team  Arrange photographer  Seek executive sponsorship for event  Determine collateral/send to print  Schedule prep meetings with coordination  Order equipment/supplies  Send invites to attendees/coordination team  Plan follow-up campaign  Start advertising  Plan room layout  Logistics meeting with coordination team  Confirm event booking, verify collateral ready for event, confirm equipment order  Executive sponsor to message about event via internal mechanisms  Secure WIFI access for day of event  Team meetings prior to morning/afternoon session  Set-up/tear-down  Track participation  Upload photos to shared sites  Send follow-up email  Send thank you note to photographer and coordination team  Confirm all equipment was returned  Share results with leadership  Send email to managers that did not attend  Send follow-up email  Schedule 1:1 sessions 25 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Stage 7
    26. 26. Global Talent Acquisition#intalent Team of talent acquisition professionals interested in writing on behalf of Dell • Participants completed internal class on Blogging • Partnered with Marketing on targeted websites and release strategy • Developed content for publication on regular cadence • Encouraged Talent Acquisition team to share with their network via social media Sample articles published: • You Are Interviewing For Your Next Job – Now • Chronicles of a Hospital Information System Director • Do You Have to be a Manager to be a Leader? • Internal Social Media – Is Your Company Missing Out? 26 Talent acquisition correspondents
    27. 27. Global Talent Acquisition#intalent Social media action team • Encourage the primping of profiles on LinkedIn • Develop knowledge base of social media • Promote usage of social media avenues with talent acquisition teams • Create materials that can be used by recruiters throughout the hiring process • Research new social media tools and their potential usage within recruiting • Share social media handles of team to develop a following, connections and advocates Volunteer team of talent acquisition professionals passionate about advocating the usage of social media in recruiting Key benefits: • Socially engaged team • Relevant social media content for talent acquisition 27
    28. 28. Global Talent Acquisition#intalent Summary & Recommendations Start small – know your organizations culture re: social & engaging others Don’t go it alone – partner with Marketing / Comms, etc Engage your own team first, then evangelize Try out various solutions, including LinkedIn products, etc. 1 2 3 4 Measure, report and use data to move the needle!5 28
    29. 29. Global Talent Acquisition#intalent Questions? 29
    30. 30. Global Talent Acquisition#intalent Grazie σας εσταριστώ Děkuji 谢谢 dank u Danke Merci 감사합니다 Obrigado Gracias Спасибо Tack teşekkür ederim cảm ơn bạn Go raibh maith aga Thank you 30 Global Talent Acquisition 30
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