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The future of
            Talent Attraction
                             From 1.0 to 3.0




Christoph Fellinger, Beiersdorf AG – Social Media in HR Summit, Dublin, 27-28 September 2012
Talent Attraction on a timeline

                                                                                     Mobile, Location
                   Campus Recruiting,                                                Based Marketing,
                   Corporate Websites…                                               Social Gaming…

                           1990                                                         2012


                                                                    2008                                     2015 and beyond

                                                                Business Games,                         Big Data, Targetting,
                                                                Social Media, SEO…                      Augmented Reality…




TALENT ATTRACTION                     1.0                            2.0                 2.0+                  3.0
Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
If Talent Attraction 1.0 is …

                                                                   Internships
                                                                  Career Fairs
                                                                   On Campus
                                                                 Inhouse Events
                                                                Public Relations
                                                                   Advertising
                                                                Corporate Website

Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
TRATEGY                  ...then Talent Attraction 2.0 is:
                                                                                             Internships
                                                                                           Career Fairs
                                                                                             On Campus
                                                                          INTEGRATIONInhouse Events
                                                                                        Public Relations
                                                                                            Advertising




                                                                 ONLINE          +     OFFLINE
 Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Today: Talent Attraction 2.0




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Offline/Online Integration




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Website.Classic + Mobile.

                                                                                                 Companies with mobile
                                                                                                  Career pages: 22%

                                                                                                  *potentialpark OTaC study 2012




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Website.Controlling.

         • How many Visits?                                     • Page Views?
         • What referrers?                                      • Exit pages?




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Search Engine Optimization




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
trainee




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
271%
                 Website Visits
                on target page of
                graduate trainee
                    program




Chr. Fellinger, Beiersdorf AG, Talent
     Relationship Management
Social Media.Storytelling.


                                                                Success Factors:
                                                                • Clear messaging
                                                                • Channel strategy
                                                                • Editorial plan
                                                                • Cross promotion




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Offline/Online Integration.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Leveraging
                                                                the network




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Social Media.Community Management




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Social Media.Community Management




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Talent Attraction 2.0+
        • Location Based Services
        • Social Gaming




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
location based services




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
location based services




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Social Gaming.fliplife.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Social Gaming.Facebook Apps.




                                                                www.youtube.com/watch?v=1cGGk0eaxUg
Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Talent Attraction 3.0
        • Big Data & Targetting
        • Augmented Reality




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Big Data


                                                      Analyzing and combining data of
                                                      what your target group…
                                                      •Reads  Plays
                                                      •Watches Comments on
                                                      •Likes   Texts
                                                      •Buys    Says

                                                      …and where and how they do it.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management                 Pict. credit: www.saffrontech.com/2012/04/06/gartner-big-value-analyzing-diverse-data/
Targetting




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
In-Game advertising




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Augmented Reality.Today.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
AR 2012. Print enhancement.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Augmented Reality.Next Generation.




Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Augmented Reality.Part of life.




                                                                http://www.youtube.com/watch?v=9c6W4CCU9M4&hd=1
Chr. Fellinger, Beiersdorf AG, Talent Relationship Management
Thank you! Questions?




                                                                Christoph.Fellinger@Beiersdorf.com
                                                                   Blog: RecruitingGenerationY.com
Chr. Fellinger, Beiersdorf AG, Talent Relationship Management

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The Future of Talent Attraction