HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
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This document summarizes a webinar about how Dell measures its employment brand progress. It discusses Dell's move from no employment branding to establishing a global team and strategy. It also outlines Dell's social media strategy, emphasis on candidate experience, and how measurement became part of its overall objectives. Key topics covered include Dell's branding events over time, defining its value proposition, new branding campaigns and assets, global content creation, and monitoring feedback and sentiment. The presentation concludes with a discussion of various data sources and metrics Dell uses to measure aspects of its employment brand such as recruitment, social media, employee engagement, and anecdotal information.
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HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
- 1. #WFwebinar The presentation will begin at the top of the hour. A dial in number will not be provided. Listen to today’s webinar using your computer’s speakers or headphones. Welcome to the webinar!
- 2. #WFwebinar Tools You Can Use Audio Control – A dial in number will not be provided. – Adjust the volume on your computer speakers or headphones. – Also check your computer’s volume for external speakers or headsets.
- 3. #WFwebinar 1. May I receive a copy of the slides? YES! Click on the resource list located on the right hand side of your screen. 2. May I review the webinar recording at a later date? YES! You may log in again using today’s link to review the presentation on-demand. 3. Is this webinar HRCI or SHRM certified? YES! The HRCI and SHRM certification codes will be sent in a follow up email. Frequently Asked Ques0ons
- 4. #WFwebinar Jennifer Jones Newbill Director Global Employment Branding Dell How Dell Measures its Employment Brand Progress
- 5. Breaking down your employment brand data Jennifer Jones Newbill, Global Director Employment Brand
- 6. What you can expect from this session Learn about Dell’s move from no employment branding to a global team and strategy Relationship with in-house creative agency Social media strategy and content calendar Embracing transparency and candidate experience How measurement became a part of our overall plan and objectives
- 7. Defining our strategy or What did we want to be when we grew up?
- 8. An overview of key branding events 2010 Our online presence Careers website, SEO 2013 Monitoring and Measuring Sentiment Tell Dell, Glassdoor 2011 Our “1st’s” In house Recruiting campaign, EVP, multimedia 2012 Creating Dell Champions 2014 Candidate experience Surveying/data, Candidate Commitments 2015 Storytelling Blogging, Instagram takeovers 2016 Largest Technology Acquisition! @CareersAtDell @JenniferNAtDell
- 10. Our value proposition Attract Engage Experience Insert icon or image here Insert icon or image here Insert icon or image here • Manage, monitor and protect Dell’s reputation as an employer • We’re storytellers – we share our brand and employee stories with humility and authenticity supported by our value proposition, CultureCode, Legacy of Good • As a result - - we impact the company brand perception both internally and externally
- 11. New Campaign and assets
- 12. Content from around the world
- 13. Week 1 Week 2 Week 3 Week 4 India SM/BE Lead UR + FUN+IG* Work Culture/Site Feature Diversity Recruiter Tip APJ SM/BE Lead Recruiter Tip UR + FUN+IG* Work Culture/Site Feature Diversity EMEA SM/BE Lead Diversity Recruiter Tip UR + FUN+IG* Work Culture/Site Feature AMER SM/BE Lead Work Culture/Site Feature Diversity Recruiter Tip UR + FUN+ IG* Day Theme/Category Monday UR Tuesday Functional Wednesday Diversity Thursday Work Culture Friday Fun/Blogs Saturday CSR Sunday Other/Site Features Our social content schedule
- 14. Monitoring feedback and sentiment Internal External Sentiment Awareness
- 15. Our Candidate Commitments – help us measure CX
- 16. Measurement landscape Recruitment Mktg Conversions/CPC Traditional Time to Fill Cost Per Hire Source Social Engagement Followers Impressions Engagement Sentiment Internal, External Insights Quality of Hire Predictive Analytics Employee Engagement Social Activity eNPS score Anecdotal What are leaders saying? @CareersAtDell @JenniferNAtDell Short term Long term
- 17. Poll My company has a formal list of recruitment data that we measure and report out on a routine basis Yes Sort of Are you kidding?
- 18. Traditional data Time to Fill Can monitor trend lines Can use as a part of a bigger picture discussion *Challenge – Regions prefer to use TTF differently based on circumstances in region Cost per Hire Once a CPH formula is agreed on company-wide can track over time *Challenge – Difficult to compare to competitors Source Reflects HOW your recruiting function is performing/operating Can be used to determine ROI *Challenge – Today’s technology still struggles to track moment of decision to apply v. influencers XX,XXX+ Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum @CareersAtDell @JenniferNAtDell Note: Traditional data is still relevant but only when combined with other, non-traditional data to tell a story
- 19. Google Analytics dashboard to measure digital Data we can review: • Page views • Apply clicks • Visitors • Time spent on this site • Referral source • Keywords • Devices used • Browsers
- 20. Monitoring recruitment campaign digital traffic 0 100 200 300 400 500 600 700 800 0 5 10 15 20 25 30 35 40 45 3/1/2015 4/1/2015 5/1/2015 6/1/2015 7/1/2015 8/1/2015 9/1/2015 10/1/2015 11/1/2015 12/1/2015 Apply clicks Page views Campaign launch 3k page views 388 apply clicks
- 21. Monitoring success and ROI of paid posts
- 22. Social Content posted on social media (paid or organic) can drive two different behaviors and therefore measurements should reflect the goals of each either short-term goals (clicks – more than likely to a job or group of jobs resulting in an application) or brand awareness/engagement @CareersAtDell @JenniferNAtDell Followers Total number of people that have at one point in time made the decision to follow your company/ content *Challenge – Not all followers remain engaged Impressions The number views your social post or ad was seen *Challenge – Are viewers engaging? Are they even noticing the content? Engagement Comments, likes and even better, clicking CTA’s *Challenge – See note below – goals of posts need to be clearly defined – is this to elicit brand awareness or a click/apply into a job
- 23. 33k users reached 1,661% increase in traffic to Brazil's job page 274k users reached Attracted 700 students by using Avature link @CareersAtDell @JenniferNAtDell Social campaign example
- 24. Try A/B testing with your social content Takeaway: Test your content and measure reach and engagement
- 25. Creating insights @CareersAtDell @JenniferNAtDell Attrition Data Correlation themes We can predict – when ratings for Sr. Leader and C&B drop, there will be a followed increase in voluntary attrition Talent Insights = bi-annual report of key data (Glassdoor, LinkedIn, Universum, Candidate Experience)
- 26. Employee Engagement Certification Amplification The Dell team currently uses an amplification tool called EveryoneSocial Reach Our reach on EveryoneSocial XX,XXX+ Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum @CareersAtDell @JenniferNAtDell Commons stories shared include: IoT, Big Data, Digital Transformation, Dell news, Culture, Employee Features 11,332 users11,697 trained The Dell SMaC team trains and ‘certifies’ Dell team members globally 2,021,000
- 27. Why data like eNPS matters Customer Satisfaction (Sales) eNPS leads to better cNPS Top half eNPS = 68 cNPS Bottom half eNPS = 16 cNPS Products & Services More likely to recommend our products and services 98% fav. promoters 68% fav. detractors Candidate Referrals Candidate referrals more likely to be hired Attrition Less likely to quit (voluntary attrition) 52% hires from promoters 18% hires from detractors 6% vol. term promoters 13% vol. term detractors eNPSdrives
- 28. Anecdotal @CareersAtDell @JenniferNAtDell “To identify the right cultural DNA for your business, ask for feedback from team members of all levels. Employee feedback sites like Glassdoor are also good resources to identify areas for improvement.” “Look at any HR or employment website these days and you’ll see article after article advising job- seekers to carefully take a company’s culture into account. What we heard from tens of thousands of our own team members on this front was inspiring and greatly informed the development of what we proudly call today our Culture Code.”
- 29. Active engagement by our leaders
- 30. Summary - data sources and tools
- 31. In summary Takeaway 2: Look at data points together (and with context) not separately Time to Fill Leader Satisfaction Quality of Hire Takeaway 1: Tell a story Takeaway 3: Measure what matters! (To your organization)
- 33. #WFwebinar Register for the next Webinar! [TITLE OF UPCOMING WEBINAR] Day, Month 0, 2016 Webinars start at 2 p.m. Eastern / 11 a.m. Pacific Register for all upcoming Workforce Webinars at workforce.com/webinars