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RallyFwd: The Power of Emotion in Your Candidate Experience, by Shavonne Thomas, AstraZeneca


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

Published in: Recruiting & HR
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RallyFwd: The Power of Emotion in Your Candidate Experience, by Shavonne Thomas, AstraZeneca

  1. 1. © 2019#RALLYFWD The Power of Emotion in Your Candidate Experience Shavonne Thomas North America Employer Brand & Recruitment Marketing Partner, AstraZeneca
  2. 2. #RALLYFWD © 2019 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
  3. 3. © 2019#RALLYFWD ABOUT ASTRAZENECA We push the boundaries of science to deliver life - changing medicines.
  7. 7. #RALLYFWD © 2019 Shavonne, how does this even relate? #RALLYFWD © 2018
  8. 8. © 2019#RALLYFWD 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
  9. 9. © 2019#RALLYFWD The candidate experience begins during talent attraction and sourcing, even before a potential candidate applies for a job. —Kevin W. Grossman, Talent Board
  11. 11. © 2019#RALLYFWD RECRUITING PHYSICIANS • Factual job descriptions • Find the “So what?” • Reassess channels
  12. 12. © 2019#RALLYFWD STRATEGY • Take the time: Truly understand the opportunity • Create the story and “humanize” it • Target the audience with the story
  14. 14. © 2019#RALLYFWD 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
  15. 15. © 2019#RALLYFWD 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.”
  16. 16. © 2019#RALLYFWD 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
  17. 17. © 2019#RALLYFWD RECRUITMENT MARKETING CAMPAIGN Programmatic ads - meeting the talent where they are with our message Real perspectives - on social media (targeted and organic)
  18. 18. #RALLYFWD © 2019 CAMPAIGN ASSETS Landing page - with key messages for the targeted talent segment
  19. 19. © 2019#RALLYFWD
  20. 20. © 2019#RALLYFWD
  22. 22. © 2019#RALLYFWD 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
  23. 23. © 2019#RALLYFWD WHAT WORKED Employees/Managers were more than willing to tell their story, and give us insights - all we had to do was ask!
  24. 24. © 2019#RALLYFWD WHAT WORKED We reached a greater pool of candidates in a relatively short time period (3 months total campaign run)
  25. 25. © 2019#RALLYFWD 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
  26. 26. #RALLYFWD © 2019 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!
  27. 27. © 2019#RALLYFWD SHAVONNE THOMAS North America Employer Brand & Recruitment Marketing Partner, AstraZeneca Thank You! /shavonnejthomas/