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LinkedIn Talent Connect Europe 2012: Unilever's Global Employment Brand Strategy

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'We are the #1 employer of choice among consumer goods companies in 14 countries, as measured by external research firms in those markets. Our goal is to be #1 in 20 countries.' Paul Maxin of Unilver …

'We are the #1 employer of choice among consumer goods companies in 14 countries, as measured by external research firms in those markets. Our goal is to be #1 in 20 countries.' Paul Maxin of Unilver gave an insight into the Unilever global Employment Brand strategy and shared some trade secrets on how exactly he managed resources, internal stakeholders and Social Media tools to be successful.

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  • 1. WHO AM I? Name: Paul Maxin Twitter: @PaulMaxin Job title: Global Resourcing & Recruitment Director Location: Blackfriars, London, UK Hobbies: Hobbies include family, travel writing, West Ham United and an unhealthy encyclopedic knowledge of the work of Bob Dylan music.
  • 2. IT’S A VUCA WORLD•  V = Volatility•  U = Uncertainty•  C = Complexity•  A = Ambiguity
  • 3. STRATEGIC FOCUS
  • 4. OUR COMPASS STRATEGYThe Compass provides ablueprint for success byidentifying what we must doto win share and growvolume in every categoryand country. We aim to double the size of our company while reducing our environmental impact
  • 5. THE UNILEVER SUSTAINABLELIVING PLANWe have long been working and reporting onour impact on society and the environment. OurSustainable Living Plan brings together all thiswork and sets many new targets.Our Sustainable Living Plan will result in threesignificant outcomes by 2020:•  We will help more than 1 billion people take action to improve their health and well-being.•  We will halve the environmental impact of the making and use of our products.•  Source 100% of agricultural raw materials sustainably.
  • 6. THE IMPORTANCEOFDIFFERENTIATION
  • 7. DIFFERENTIATION•  In 2006, Audi won the South Africa car of the year award…•  And BMW was quick to respond…
  • 8. OUR COMPETITORS HAVE BIG BRANDS
  • 9. WHAT’S THE VALUEOF AN EMPLOYERBRAND ?
  • 10. EMPLOYER BRAND OBJECTIVES•  Consistent look and feel for communications•  Strong brand promise•  Central narrative and brand pillars to build individual executions•  Toolkit for guidance•  A select group of template examples
  • 11. You’ll become part of a leading-edgecompany, where you’ll work withoutstanding brands and outstandingpeople to drive sustainable businessgrowth.THIS IS OUR BRAND PROMISE
  • 12. COMPLEX AND RAPIDLY CHANGING SOCIALMEDIA LANDSCAPE
  • 13. TOOLS FOR SOCIAL SOURCING Unknown Attract Hunt Corp Careers Site Social Media Prospecting Tools Postings Print Advertising Niche Boards Pay per Click Ads Campus Career Fairs Events Gamification Boolean Bar Diversity Events Employment Branding Search All Tool Marketing Search Engine Optimize Media PresenceActive Passive Hire Cultivate •  Prospects •  Referrals Talent •  Alumni Community •  Employees Known
  • 14. DIGITALRECRUITMENTSTRATEGY
  • 15. Circa 128,000 video views on our global YouTube channel 19 local YouTube channelsCirca 280,000 followers onLinkedIn103,000+ fans on facebook
  • 16. FACEBOOK
  • 17. FACEBOOK THE STRUCTURE:FROM LOCAL TO ‘GLO-CAL’WHAT’S  OUR  OBJECTIVE?     •  Enable  all  countries/MCOs  to  leverage  the  facebook.com/unilevercareers   URL   •  Provide  an  efficient,  scalable  and  centralised  hub    for  countries/MCOs  to   quickly  build  a  Facebook  presence   •  Leverage  best  pracEces   •  Deploy  global  content  easily  and  rapidly  for  country  use   •  Deliver  localised  versions  of  facebook.com/unilevercareers  –  fully   customisable    WHY  ONE  PAGE?   •  All  fans    will  be  aggregated  together  –  now  have  over  100,0000  fans   •  One  URL  www.facebook.com/unilevercareers   •  Seamless  user  experience     •  No  content  reaching  unintended  audiences  
  • 18. HOW  WILL  THE  PLATFORM  KNOW  WHAT  LOCAL  CONTENT  TO   DELIVER   Example  All  Wall  and  Tab-­‐level  content  will  be   Two  users  in  different  countries  visit   served  to  consumers  based  on  the   www.facebook.com/Unilevercareers     user’s  IP  address  »  Countries/MCOs  define  the  country   Russian  user  sees   Hungarian  user  sees   and  language  targeEng  for  Wall   content  (status  updates)  via  geo-­‐ targeEng  »  Buddy  Media  is  also    designed  to   deliver  your  country/MCO  tab-­‐level   content  (for  any  and  all  Category   tabs)  based  on  user  IP  address  A  drop  down  menu  is  also  provided  for   users  to  select  which  country  they   would  like  to  view  
  • 19. EXECUTIVE SUMMARYTotal Number of Fans (30/09): 95,612»  Monthly Fan growth : 5.37% (4,873 fans)Average Engagement Rate on all postsis 8.26%Average Engagement Rate on GlobalStatus updates is 2.57%»  Likes – 833»  Shares – 47»  Comments on updates – 61»  Total Reach – 106,547Tab clicks (views) – 6,623Tab engagement (primary events) –11,540
  • 20. GLOBAL FAN LEARNINGS This graph shows fan growth throughout September. New Likes came from organic likes on the page and Facebook recommendations. Looking at Unilever Careers Facebook page’s gender and age demographics, of the 95,612 Fans, 60.6% are aged 18-24. More of the page’s fans (54.1%) are also male. These results are consistent with August’s.
  • 21. FAN ENGAGEMENT: GLOBAL CONTENT Average engagement on global status updates in September is 2.57%. This is a slight decrease of 0.52% on August. Engagement ranged from 4.29% to 1.16%, a much smaller range than August. 5.00%   4.50%   4.29%   4.00%   3.50%  Engagement (%) 3.00%   4.01%   2.50%   2.00%   1.50%   1.00%   0.50%   1.16%   1.23%   0.00%   Engagement  Rate  %  (Based  on  Total  #  of  Fans)   3/9   6/9   8/9   12/9   13/9   15/9   20/9   22/9   25/9   Date
  • 22. TAB & SAPPLET DATA Primaryevents Linkclicks Views SharesCampus 9,050 707 2,973 10MADE BY YOU 1,700 1,157 2,676 14FAQs 617 575 741 0YouTube 173 59 233 0Total 11,540 2,498 6,623 24
  • 23. LINKEDIN
  • 24. UNILEVER CAREER PAGE 33
  • 25. “Building a team passionate about sustainability” 34
  • 26. WE ALIGN OUR GROWHT PLANS WITHRECRUITMENT OF KEY TARGET GROUPS Supply Sales Marketing Chain Steve Fiona Bryan Senior Sales Manager Marketing Manager Logistics Analyst 35
  • 27. EMPLOYEE NETWORKS ARE USED TOSPREAD A POSITIVE MESSAGE AMONGSTLIKE-MINDED TALENT 36
  • 28. And personalised careers informationprovides a custom experience Custom Banner Graphic Custom Recruitment Message Relevant Jobs Supply Marketing Chain 37
  • 29. We build long term relationships by sendingregular, targeted news updates
  • 30. THE RESULTS HAVE BEEN IMPRESSIVEGROWING THEIR FOLLOWER BASE TO270K IN 10 MONTHS 90K 80K 70K 18K 60K Marketing 50K 23K Sales 40K 9K Supply 30K Chain 12K 20K 36K 10K 17K 0 Oct 11 Aug 12 39
  • 31. ….TAKE AWAYSEnsure authenticity: don’t promise what youcan’t deliverEmpower all employees to be brandambassadorsHave an approach for community managementand content across your various socialchannels
  • 32. “THE FUTURE FORME IS ALREADY ATHING OF THEPAST”BOB DYLAN