RallyFwd Virtual Conference - Katrina Fowler, BAE Systems

1. © 2019#RALLYFWD
Recruitment Marketing Manager,
BAE Systems
THE RIGHT AND
WRONG APPROACH
TO ENGAGING
DIVERSE TALENT
KATRINA FOWLER
#RALLYFWD
@KatrinaMFowler
© 2019

2. #RALLYFWD © 2019
WHAT YOU’LL
LEARN
1. Speed traps
2. School zones
3. HOV lanes
© 2019

3. © 2019#RALLYFWD
ABOUT BAE SYSTEMS, INC.
• Subsidiary of BAE Systems plc, an international defense, aerospace,
and security company
• Founded: November 30, 1999
• Headquarters: Arlington, VA
• Business Sectors: Electronic Systems, Intelligence & Security, and
Platforms & Services
• Employees: Approx. 33,800 (U.S., UK, Sweden, & Israel)
• Proud Equal Opportunity Employer
Forbes 2019
Best
Employer for
Diversity

4. © 2019#RALLYFWD
FROM CAMPUS RECRUITING
TO RECRUITMENT MARKETING
Campus Recruiters are leaders in
employer branding
• Name recognition is essential
• Targeted attraction enables
scalability
• Sponsorships and relationships grant
access to top talent
Diversity attraction built into strategy
(i.e. HBCUs and affinity groups)

5. © 2019#RALLYFWD
THE CHALLENGE
We’re in a candidate market during the information age.
Dec 2016
Unemployment
Rate 4.7
Dec 2017
Unemployment
Rate 4.1
Dec 2018
Unemployment
Rate 3.9
Source: http://www.dlt.ri.gov/lmi/laus/us/usadj.htm

6. © 2019#RALLYFWD
WRONG AND INEFFECTIVE
TECHNIQUES
Solving for diversity without considering inclusion

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EXAMPLES OF REVERSE
DISCRIMINATION
• Rejecting an applicant to hire a minority
applicant solely on the basis of race
• Only hiring or promoting single groups of
minorities (i.e. if only women are
promoted and not men)
Remember, do no harm.
Source: https://www.upcounsel.com/reverse-discrimination

8. © 2019#RALLYFWD
DIVERSITY ATTRACTION GUARDS
• Looking at race, gender, age, or any protected
classes of applicants or employees for
promotion
• Using biased language in job descriptions
• Hiring managers from trying to close gaps by
sheer force
• Expecting instant gratification – this is a
needle-moving activity

9. © 2019#RALLYFWD
DIVERSITY ATTRACTION GUARDS
• Using stock photos
• Relying solely on “Good Faith” activities
• Attending large diversity fairs without a
plan
• Only thinking of diversity in terms of
recruiting

10. © 2019#RALLYFWD
HIGH IMPACT &
INTENTIONAL ACTIVITIES
Diverse talent engagement through symbiotic relationships and community impact

11. #RALLYFWD © 2019
SETTING
OBJECTIVES
1. Talent SWOT analysis – what are
the most urgent priorities and
best opportunities?
2. Market analysis – representation
vs availability
3. Audience analysis – current vs
targets

12. © 2019#RALLYFWD
IN THE MIDDLE OF DATA NOWHERE?
SWOT
Focus Groups
New Hire Surveys
Annual Employee Surveys
Market
Labor Insights
Local Organizations
Paid Tools (EMSI, Talent
Neuron, Talent Insights, etc.)
Audience
Social Media Demographics
Applicant Tracking Systems
Human Capital Systems
Are you partnering across teams (D&I, Talent Management, and Analytics)?

13. © 2019#RALLYFWD
SPONSORSHIP AND PARTNERSHIP
Will this activity
support diversity
attraction
objectives?
Will BUs/ERGs
be excited to
participate?
What benefits
will the available
budget provide?
Is this a new,
prior, or existing
relationship?
What is the
opportunity cost
of not
participating?
Will this serve multiple BUs?
Is audience targeted for key skills?
What % is target demographic?
What % are students vs.
experienced?
Do you have existing, engaged
employees (members)?
Was this requested by a BU/ERG?
Has the business dedicated
resources to ensure results?
Is there a worthwhile offering within
budget?
Will the organization negotiate?
If more funding is needed, can it be
acquired?
If prior/existing, what were previous
outcomes (ROI)?
Is this a national activity? Are
regional/local/campus chapters
active?
Rare opportunity (locality, budget)?
Disappointing stakeholders?
Capitalizing on coinciding
event/activity?

14. © 2019#RALLYFWD
GOT PARTNERS?

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PREPARE FOR THE LONG-HAUL
• Participate in the communities you want
to attract
• Activate employees to partner in
developing relationships
• Leverage “Horizon Planning”
(McKinsey’s Three Horizons of Growth:
https://www.executestrategy.net/blog/mckinseys-three-horizons-of-
growth/)

16. © 2019#RALLYFWD
WHAT WORKED WELL
•• Plan campaigns around commemorative dates
•• Partner with ERGs for blogging, video scripting, takeovers, and
identification of ambassadors
Engaging
Content
•• Discuss local activity at national level
•• Offer members a great experience and local chapters may flex
•• Leverage ERGs for programming
•• Active employees gain more access
Partner
Engagement
•• More control over budget (catering/AV)
•• Easier for employees to participate
•• Differentiation, authentic exposure to company culture, and great
social content
Engaging
Events

17. © 2019#RALLYFWD
EXTERNAL RECOGNITION
HELPS WITH CREDIBILITY
• American Association of People with
Disabilities, Disability Equality Index
• BEYA STEM Awards
• Diversity Journal Diversity Leader
Award
• Fatherly, 50 Best Places to Work for
New Dads
• G.I. Jobs, Military Friendly Employer
• Human Rights Campaign
Foundation, Corporate Equality Index
• LATINA Style Magazine Awards
• Latino Leaders Magazine Best
Employers for Latinos
• National Business Inclusion
Consortium Best-of-the-Best
Designation
• Omnikal’s Omni50 – Top 50
Corporations for Multicultural
Business Opportunities
• SASE Awards
• Women of Color in STEM Awards
• Working Mother 100 Best Companies,
NAFE Top Companies for Executive
Women, Best Companies for
Multicultural Women and Diversity
Best Practices Inclusion Index

18. BAE Systems, Inc.
Diverse Talent Engagement
Tactics

19. • Diversity & Inclusion page on career site
• Sectors and ERGs develop appreciation month content
• Diversity outreach campaigns/promotion (social and CRM)
• #LifeatBAESystems & LinkedIn Elevate
• New: lead capture and nurture
Content integration

20. • Recruitment Marketing Events Manager – D&I
Outreach
• National Association of Black Engineers
• Society of Asian Scientists and Engineers
• Society of Professional Hispanic Engineers
• Society of Women Engineers
• GettingHired
• HirePurpose
• The Muse
Inc. sponsorships

21. 21
Students/College
• Women in Technology High School Program (NH)
• HBCU’s included in target school strategy
• Leverage Inc. sponsorships on-campus
• UMass Women in Engineering event
• American Association of University Women
• Scholarships at UMD & University of Utah
Sector outreach
Military/Veteran
• Veteran Talent Acquisition Manager
• Salute to Armed Forces, Quantico VA
• MOAA (Military Officers Association of America)
• AUSA (Association of the US Army)
Early Career/Experienced Professionals
• Grace Hopper
• SWE Virtual Career Fair
• Women’s Leadership Conference (Boston, MA)
• Women in Defense Career Fair

22. #RALLYFWD © 2019
DIVERSE
TALENT
ENGAGEMENT
TAKEAWAYS
1. Gather as much data as you can
to inform your objectives
2. Remember that this is a journey,
not a race to a finish because
there isn’t one
3. Involve employees and external
partners in tactic development,
and be willing to test and learn

23. © 2019#RALLYFWD
KATRINA FOWLER
Recruitment Marketing Manager,
BAE Systems
Thank You!
/Katrina-Fowler/
@ KatrinaMFowler