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Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013

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The best way to build a powerful, authentic employer brand is to develop a true partnership with your marketing team. Learn how Scholle and Emerson partnered with their marketing departments and build a strong talent brand partnership.

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Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013

  1. 1. Cooperation is Not Enough: Building a True Partnership between Recruiting & Marketing Stephanie Dahl Sarah Beadle Marketing Communications Manager Corporate Marketing Director Danny Ollier Talent Acquisition Manager @xudannyo Tim Potten Global Talent Acquisition Leader
  2. 2. Cooperation is Not Enough Building a True Partnership Between Recruiting and Marketing Danny Ollier Talent Acquisition Manager Stephanie Dahl Marketing Communications Manager
  3. 3. Who is Scholle Packaging?
  4. 4. Global Presence EUROPE MIDDLE EAST AFRICA THE NETHERLANDS Breda ENGLAND NORTH AMERICA Gateshead UNITED STATES Merced, California FRANCE Northlake, Illinois Schalbach Chilhowie, Virginia CANADA AUSTRALIA Baie d’Urfe, Quebec CHINA INDIA AUSTRALIA Edinburgh North, South Australia LATIN AMERICA CHINA BRAZIL Suzhou Vinhedo (Sao Paulo) Sales/Manufacturing Locations Packaging Applications Locations
  5. 5. How This All Started
  6. 6. Marketing Joint Vision & Equal Partnership Talent Acquisition
  7. 7. Working Together Employment brand LinkedIn Careers page Scholle Connect
  8. 8. Employment Branding Climate Survey Employee Interviews Research “Where You and Your Career Matter”
  9. 9. Recruiting and onboarding Internal and External Communication
  10. 10. Global Communication Rollout Digital signage Intranet blog articles
  11. 11. Finding Alignment Marketing Communications Talent Acquisition
  12. 12. Finding Alignment Company Supporters Shared Budget Marketing Vehicle
  13. 13. Update and coach influential Scholle employees
  14. 14. 14
  15. 15. Get marketing involved early.
  16. 16. Make it a joint effort.
  17. 17. Remember, you can’t do it all.
  18. 18. Cooperation is Not Enough Building a True Partnership Between Recruiting and Marketing Danny Ollier Talent Acquisition Manager Stephanie Dahl Marketing Communications Manager
  19. 19. Building a True Partnership Between Recruiting and Marketing Sarah Beadle, Corporate Marketing Director Tim Potten, Global Talent Acquisition Leader @Emerson_News Linkedin.com/company/emerson Facebook.com/EmersonCorporate #intalent
  20. 20. EMERSON AT-A-GLANCE Diversified global manufacturer and technology provider Headquartered in St. Louis, MO USA Presence • 150 countries • 235 manufacturing locations • ~ 135,000 employees • ~ 10K annual salaried hires Other International Sales Founded In 1890 NYSE: EMR No. 12 on 2012 FORTUNE 500 list of America’s largest corporations Emerging Markets US 2012 Emerson Total Sales $24.4B $7.9B $6.4B $5.2B $3.8B $1.9B
  21. 21. EMERSON GLOBAL PRESENCE 2012 US & CANADA Sales $11.0 billion Employees 33,000 Locations 80 WESTERN EUROPE Sales $3.9 billion Employees 16,000 Locations 55 MIDDLE EAST & AFRICA Sales $1.3 billion Employees 1,000 Locations 5 LATIN AMERICA EASTERN EUROPE Sales $1.0 billion Employees 9,000 Locations 10 ASIA-PACIFIC Sales $5.8 billion Employees 60,000 Locations 55 Sales $1.4 billion Employees 16,000 Locations 30 #intalent
  22. 22. PAIN POINTS HIRING FRENZY COMING OUT OF ECONOMIC DOWNTURN LOSING ENGINEERING TALENT HARD TO FILL TECH POSITIONS SPEND ON EXTERNAL HEAD HUNTERS LinkedIn PILOT SOURCING ACCELERATOR • • • • #intalent All jobs openings posted Branded company page “Work With Us” ad campaign Recruiting seat licenses
  23. 23. SUCCESS STORY We exceeded every goal we set out to achieve. In just five months, we saved $200,000 in recruiting costs, increased number of hires by 200 percent, and reduced time-to-hire by nearly 20 percent. We reversed a key trend too: we were no longer losing talent to our competitors. EMERSON PROCESS MANAGEMENT Lesson Learned Branding is critical and Marketing must be involved #intalent
  24. 24. OUR GLOBAL SOCIAL RECRUITING STRATEGY HR + MARKETING Destroy Silos #intalent UNIFIED BRANDING Complexity Reduction B2P Humanizing Emerson
  25. 25. DESTROY SILOS #intalent
  26. 26. HR+MARKETING TEAM STRUCTURE OWN SOCIAL RECRUITING TOGETHER! • BRANDING – Videos, voice, tone and images • RECRUITING – Careers page, job postings and testimonials • ENGAGEMENT – Content and Conversations Global HR+Marketing Teams per Business Platform (5) per World Area (5) #intalent
  27. 27. COMPLEXITY REDUCTION #intalent
  28. 28. KEEPING IT SIMPLE Emerson initially had 62 separate company pages on LinkedIn #intalent Streamlined and organized into six Business Platform Pages
  29. 29. LEADING APPLICANTS TO OUR NEW EMERSON CAREERS WEBSITE AND DRIVING A LOT OF TRAFFIC 2012 2013 ∆ Visitors 845k 1080k 28% Total Applicants 105k 270k 157% Total Jobs Posted 5.1k 6.9k 35% 21 40 90% Applicants per Job Posting
  30. 30. Support and accountability from HR and Marketing teams Define success Judge results Bring in leaders to champion results High-level discussions. Inspire buy-in from stakeholders Showcase irrefutable data and a sound strategic plan BUY-IN AND BUDGET #intalent
  31. 31. OUR LINKEDIN SOLUTIONS ARE WORKING Job Slots 45% of applicants globally coming from LinkedIn - our #1 source Recruiter Seat Licenses Businesses are hiring passive candidates and saving money Branded Emerson Pages on LinkedIn Follower base has increased 167% in past year. Now 160k+ “Work With Us” Ads Click rates of 1.25% And many hires! #intalent
  32. 32. IMPACT OF AVOIDING HEAD HUNTERS Average headhunter fee $21K Average executive placement fee $45K Internal recruiters now have the tools to replace external headhunters Structure your recruiting resources properly. Think “Recruiting Centers” with high-level recruiters $1.1 million in savings FY13 on external head hunter fees by leveraging LinkedIn
  33. 33. FOUR LESSONS FROM EMERSON DESTROY SILOS – HR+MARKETING REDUCE COMPLEXITY BRANDING IS CRITICAL BUY-IN COMES WITH IREFUTABLE DATA
  34. 34. #intalent

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