1.
Addressing diversity through branding
and targeted outreach
Rebecca Feldman
Solutions Consultant
LinkedIn
Lisa Shah
Media Account Manager
LinkedIn
Kevin Law
Manager, Talent Acquisition
Blue Cross Blue Shield
of Michigan
Michael Busovicki
Talent Acquisition Team Lead
Blue Cross Blue Shield
of Michigan
#intalent

2.
Great ideas come from people… The challenge is
to create the right environment to encourage
innovation and ideas. The diversity of people in
a corporation promotes innovation because it
achieves greater diversity of ideas. There is a
link between diversity and innovation that’s not
theoretical – it’s real.
- Indra Nooyi, CEO of PepsiCo

3.
24.8%
higher return
#intalent

4.
2050
#intalent

5.
How does Blue Cross Blue Shield of
Michigan approach diversity?

6.
BCBSM definition of diversity
Race
Gender
Age
Behaviors
Ethnicity
Sexual
orientation
Marital status
Military experience
Physical ability
Socioeconomic status
Values
Religious beliefs
Parental
status
Education

7.
Good business sense
Embrace the changing marketplace
Increase the ability to recruit broadly
Retain effective employees
Develop new and creative solutions
Source: Kristyn A. Scott et al., “The diverse organization: Finding gold at the end of the rainbow.” Human Resource Management, Nov./Dec. 2011.

8.
Recruitment strategies
Strategy Approach Status Partners
Ensure that all levels of our
workforce represent the
diversity of the communities
we serve and are culturally
competent
Continue to develop
additional targeted
recruitment strategies (Q1,
ongoing)
Formalize key community
targets/groups, concentrating
on veterans, differently abled,
and Hispanic/Latino
communities
Office of Diversity
and Inclusion
Human Resources
Workforce
Attract, develop,
empower, and retain
a diverse and
inclusive workforce Culture
Create a diverse,
aligned, productive,
and inclusive
culture

9.
In our experience, students who
have a meaningful internship
experience are more likely to
seriously consider a position with
that organization upon
graduation.

10.
Summer intern program
Strategy Approach Status Partners
Ensure that all levels of our
workforce represent the
diversity of the communities
we serve and are culturally
competent
Continue to enhance the
demographic targets for the
summer intern program
(Q3, annually)
Formalized 2014 targets
presented at the last DLC
meeting. Review and approve
2015 goals
Office of Diversity
and Inclusion
Human Resources
Workforce
Attract, develop,
empower, and retain
a diverse and
inclusive workforce Culture
Create a diverse,
aligned, productive,
and inclusive
culture

11.
Summer intern program
2014 Goal % 2014 Actual % 2015 Goal %
White 46% 51% 47%
Black/African-American 25% 18% 23%
Asian 12% 15% 14%
Native American 3% 1% 2%
Hispanic 8% 7% 8%
Arab/Chaldean 6% 8% 6%
100% 100% 100%
2014 Actual % 2015 Goal %
Overall diversity, including white women 69% 69%
Ethnic diversity 49% 50%
Veterans 3 total 6 total
Gender diversity # %
Male 111 57
Female 85 43

12.
Strategic Inter nship Program
Build bench strength for niche skill sets
Try before you buy
Cost-effective
Brain drain; keep students in Michigan:
“Smitten with the Mitten”
It’s fun!

13.
The BCBSM Internship:
Fill your candidate pipeline from within
• 250 students
• 35 colleges & universities represented
• Overall diversity 69%; Ethnic diversity 49%
• 4-prong “boutique” program
• Competitive pay based on major and standing
• Exposure to and interaction with senior leadership team
• 3.0 GPA and accredited college/university
• Background check & drug testing
Success rate
We extended offers to over 80% of eligible candidates, with a success rate of over
90%.

14.
What does your brand say about your organization?
• Is it realistic?
• Is it integrated with overall corporate
social media messaging?

15.
Get out into the community
• Job fairs
• Campus visits
• Conferences
• Community & association events

16.
Calendar of events
College Recruiting 2014 Fall Semester
Date Event Location City
10/1/2014
MSU Career Gallery Tech Day
East Lansing
10/2/2014
MSU Career Gallery Business Day
East Lansing
10/2/2014
Wayne State Career Fair
MacGregor Hall Detroit
10/4/2014
ALPFA Student Symposium
Chicago, IL
10/9/2014
Western Career Day
Bernard Center
10/16/2014
LTU Internship Fair
Buell Atrium
Southfield, MI
10/21/2014
Grand Valley Career Fair
De Vos Center Grand Rapids
10/23/2014
PRSSA Diversity Event at WSU
MacGregor Hall Detroit
10/24/2014
Columbia SPH Event
New York
Columbia

17.
Partner with the community

18.
Develop your own communities
Employee resource networks

19.
Develop your own candid ate communication agent
• Set up auto correspondences at various points that match the look and feel of
notices in CCA.
• Set up unique CCA notices for each status.
• Set up correspondence for “high priority” interns not selected, to keep warm.
• Uniquely brand all correspondence and CCA notices.

20.
Application received
Candidate communication agent/correspondence
Job-specific application

21.
Focused Talent Direct campaign

22.
Addressing diversity through branding
and targeted outreach on LinkedIn

23.
A more global and diverse talent pool than ever before

24.
Diversity groups

25.
Access the best candidates with unmatched targeting

26.
Diversity recruiting requires a holistic strategy
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
Proactive
Sourcing
Automated
Engagement

27.
Let’s look at this through Robert’s eyes

28.
Engage diverse candidates across LinkedIn

29.
Talk about diversity initiatives and culture

30.
Talk about diversity initiatives and culture

31.
Talk about diversity initiatives and culture

32.
Talk about diversity initiatives and culture

33.
Nurture relationships with diverse candidates

34.
Efficiently drive warm leads into your pipeline
One click sends
interested
candidates to
Recruiter

35.
Filter Recruiter search results by diversity groups
Group filters

36.
Share jobs with diversity-related LinkedIn groups

37.
Address diversity through branding
metrics and analytics

38.
If you can’t measure it,
you can’t manage it

39.
Measuring your diversity recruitment advertising

40.
Your investment and the candidate journey
Impressions: 590,550
58,084 of your brand message Aware
5 Candidates you hired in the
months after the campaign
Hired
ü
Candidates who engaged with
you on the network after being
exposed to your brand message
6,484 Considering
Candidates made aware

41.
Company/Career Page Viewers Job Viewers Followers Added
4,269 of Target Audience
3,804 of Target Audience
897 of Target Audience
View candidate engagement

42.
Nurture relationships with diverse candidates

43.
Diversity content marketing success stories

44.
Key metrics for LinkedIn status updates
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: likes, shares, or comments received on this update
Engagement Rate: interactions divided by impressions
Average engagement rate of 0.98% for organic status updates
Average engagement rate of 0.44% for sponsored status updates

45.
Access status update analytics

46.
Sponsored Updates reporting
Performance details between paid vs. viral
Performance details for mobile, tablet, and desktop

47.
Talent Direct InMail campaign targeting diversity groups
InMail Messages Open Open Rate Conversions Conversion Rate
2,500 840 33.6% 113 4.5%

48.
Don’t reinvent the wheel
• Identify the gap and your target
audience.
• Tailor your brand message
accordingly.
• Define and measure your branding
channels.

49.
Next steps
Short term
• Filter your Recruiter searches for specific diversity groups.
• Share your jobs with diversity groups.
• Post updates, events, and content about your diversity initiatives.
Long term
• Target outreach campaigns to specific diversity audiences.
• Partner with diversity-focused organizations for community outreach.
• Build employee resource networks.

50.
#intalent