Presentation given at LinkedIn Talent Connect 2016 https://business.linkedin.com/events/talent-connect We all want a never ending pipeline of highly qualified talent and innovative solutions to make recruiting easy. However, the reality is that the war for talent is getting harder. So to enable smarter talent acquisition, new approaches need to be explored. In this session we tell the story of how, with limited time and budget, we experimented with new ways of approaching existing challenges by applying Design Thinking principles. Find out how we used immersive research, ‘walking in candidates shoes’, to understand the candidate journey throughout the recruitment process, created behavioural personas and journey maps and how we used the insights learnt to create better candidate experience. Session highlights: - Top tips for personas and journey maps creation. - Learn how we applied this in our Bulgaria geography (one of the world’s hotbeds for multilingual IT and customer support talent). - Insights on how to enable leadership buy-in.

1. HELLO
Anton Artemenkov
Creative Director
Anna Fullerton-Batten
AVP, Talent Acquisition

3. Expanding Your Horizon:
Design Thinking workshop

4. Researchers
Designers
Strategists
Technologists
Filmmakers
Storytellers
Developers
Engineers

5. Designing for Human Experience
Human
Business Technology

6. Discover
Define
Ideate
Prototype
Test
Designing for Human Experience

8. ‘Focus on entire journey,
not just individual touchpoints’

9. ‘Experience designers,
not process developers’

10. HOW WE DO THIS

12. Example journey:
Job seeker applying for employment

13. Team Workshops (Internal input)
Usergroup Workshops (Qual)
13
Workplace Ethnography (Qual)
Surveys (Quant)
First, gather input:

14. Name:
Gender:
Age:
Life Stage:
Interests:
Key motivators:
Technology:
Social Media:
Candidate Persona

22. Real eyes on real people
Make it task specific
22
One point of view
Top Tips for Successful Journey Maps
Analyze collaboratively

23. BULGARIA Candidate Experience
CASE STUDY

25. What we did:
Team Workshop
Interviews
Site Visit

27. Personas
Rookie
Typically very young, student;
this is first serious job; yet to
develop working habits and
confidence; has an affinity for
teamwork.
Uncommitted
Foreigner
Comes from a more developed
country; his sojourn is a near-
term adventure; gets better
options than at home.
Committed
Foreigner
Came as a result of
relationship or special interest.
Longer term oriented to
become part of the social
fabric.
Experienced
Employee
Mature person with extended
working experience. Typically
with a record of several BPO
jobs. Extrinsically motivated.
Returned
National
Someone who studied or
worked abroad for years and
returned. Immersed in the
culture of the language they
speak. Both intrinsically and
extrinsically motivated.

28. Media/Social Media tools used
Rookie
Initial State
● Still studying or just
graduating/graduated, or in between
Bachelors and Masters
● Just relocated to Sofia from elsewhere
● Studied abroad and came back
● Little or no prior office work experience
Motivations and Aspirations
● To utilise languages
● To be part of a great team
● To work part-time or flexible hours
● To receive support from peers and
supervisors
● To have the ability to learn and develop
Frustrations
● Difficult to find a job with no experience
● Difficult to find a job in their specialty
● Lack of confidence on the phone
● Applying for job is a “very fragmented
process”
Name: Aleksandra
Age: 22
Location: Bulgaria
Education: in
progress, or fresh
after high school
Typically very young, student;
this is first serious job; has yet
to develop working habits and
confidence; has an affinity for
teamwork.
“I want to use my
languages but I am not very
confident”
“For me it is very important
how they treat me during
the interview”
Facebook Messenger Viber
Spotify TwitterInstagram
Motivation
Flexibility
Performance
Commitment
Salary
4
5
5
4
2
Key Quotes

30. Largely Millennials cohort
Sutherland is a chance encounter
30
Lack of compelling narrative
Insights
Lack of focus on early awareness

31. Build a Talent Community
31
Reframe the Story
Collaborate with Partners
Recommendations

32. New messaging - ad campaign
New social media approach
Near term tactical outcomes
Additional funding

33. Campaigns - (before)

35. Social Media (before - 700 followers)

36. 36
Social Media (after - 7500+ followers)

37. Longer term strategic outcomes
37
Sales Team Personas
HR Global Transformation

39. Measurable outcomes
39
Increased our pipeline of quality
candidates
Satisfaction scores have increased
Time to hire has decreased
Cost per hire has decreased

40. info@sutherlandlabs.com
sutherlandlabs.com
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