RallyFwd Virtual Conference, December 4, 2019 "The Power of Emotion in Your Candidate Experience" Shavonne Thomas, North America Employer Brand & Recruitment Marketing Partner, AstraZeneca

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The Power of Emotion
in Your Candidate
Experience
Shavonne Thomas
North America Employer Brand
& Recruitment Marketing
Partner, AstraZeneca

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WHAT YOU’LL
LEARN
1. How to incorporate talent
attraction in your candidate
experience
2. How to use emotion in your
attraction efforts, and humanize
your message
3. How to think about meeting your
key audiences where they are
© 2019

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ABOUT ASTRAZENECA
We push the boundaries of science to deliver life - changing medicines.

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ABOUT ASTRAZENECA

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ABOUT ASTRAZENECA

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THINKING ABOUT BEYONCE...

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Shavonne,
how does this
even relate?
#RALLYFWD © 2018

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WHAT’S THE STORY?
• There’s more to the story of your
jobs that you haven’t uncovered
• Right audience, time, message
• Be clear about the career, team,
opportunity and the part it plays
in the bigger picture

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The candidate experience begins during talent
attraction and sourcing, even before a potential
candidate applies for a job.
—Kevin W. Grossman, Talent Board

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THE CHALLENGES AND
OPPORTUNITIES

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RECRUITING PHYSICIANS
• Factual job descriptions
• Find the “So what?”
• Reassess channels

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STRATEGY
• Take the time: Truly
understand the opportunity
• Create the story and
“humanize” it
• Target the audience
with the story

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MAKING IT HAPPEN

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STEP-BY-STEP
Chat sessions
with the
business team
and recruiters
Narrowed
down to unique
selling points
(mini-EVP)
Identified
engaging tools
to “tell the
story”
Multi-channel
targeted
marketing
campaign

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PHYSICIAN RESEARCH INSIGHTS
Qualified physicians, committed to research as a way of bringing new drugs to patients,
addressing unmet clinical needs and changing the course of disease in society.
Considering a move from clinical
practice or post-doctoral research
into industry
Need orientation – how does a big
pharma work? What will my job entail?
Can I continue working for/with
patients? What does the career path
look like? What will I need to succeed?
Already committed to Research
Medicine – academic background
Need reassurance – ethics, rigour,
processes. Why is this better –
colleagues, resources, culture, W/L
balance, impact at scale… More flexibility
and trust, less rivalry and paperwork.
Already working in industry,
established in clinical development
Need differentiation – colleague quality,
resources and commitment, personal fit.
And crucially, a project/trial/compound
that connects to their research passion
and clinical interest.
“I am a specialist physician, working for patients to create new ways to help millions of people. Research medicine
allows me to do my best work and achieve my potential. AZ offers an outstanding platform to do this.”

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PHYSICIAN KEY MESSAGES
• Your passion for research is shared here
• We practice world-class medicine, using the best, most modern technology and techniques
• Our people are amongst the most committed, talented and brilliant you will find anywhere
• We work with the biggest of big pictures, connecting strategy and resources to change the
course of disease within a generation
• More time to think, more space to grow
• Calm, relaxed, principled and apolitical culture where you can do great work without distraction
• Work/life balance and well-being are central to delivering results
• You are still a doctor – can run clinics and stay in touch with mainstream medicine, can publish
and stand out in your field

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RECRUITMENT MARKETING CAMPAIGN
Programmatic ads - meeting
the talent where they are with
our message
Real perspectives - on social media
(targeted and organic)

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CAMPAIGN
ASSETS
Landing page - with key
messages for the targeted
talent segment

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RESULTS & LESSONS
LEARNED

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RESULTS
• Candidate interest and pipelines!!
• Video content with high engagement
on our social media platforms
• Employee stories (that employees
were proud to share!)
• More qualified, informed applicants

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WHAT WORKED
Employees/Managers
were more than
willing to tell their
story, and give us
insights - all we had to
do was ask!

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WHAT WORKED
We reached a greater pool
of candidates in a relatively
short time period (3 months
total campaign run)

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WHAT DIDN’T WORK
Hire data :(
• Source data is a hot topic
• Manual data from the team provided
insight about the success of the campaign
• Hires have been difficult to track - difficult
skillset
© 2019

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LESSONS
LEARNED
• Talent attraction should be considered
as part of your CX strategy
• Candidates want to know the real you,
and also how they play a part in your
organization’s bigger picture
• Meet candidates where they are, and
tailor your story to their journey
• Your managers and employees have a
story to tell — just ask them!

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SHAVONNE THOMAS
North America Employer Brand &
Recruitment Marketing Partner,
AstraZeneca
Thank You!
/shavonnejthomas/
shavonne.thomas@astrazeneca.com