#intalent
Develop a Winning Talent Brand as a
company of any size
Jessica Hayden
Paul Maxin
Amber Taylor
Senior Talent Partner at
ASOS
Recruitment Manager at
SoundCloud

Who am I?
#intalent
Name: Paul Maxin
Twitter: @PaulMaxin
Job title: Former Global Resourcing & Recruitment
Director at Unilever
Hobbies: Hobbies include family, travel writing, West
Ham United and an unhealthy
encyclopedic knowledge of the work of
Bob Dylan .

The impact of a VUCA world on talent
V = Volatility
U = Uncertainty
C = Complexity
A = Ambiguity
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VUCA informs the talent
questions we need to address

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The importance of differentiation

Differentiation
 In 2006, Audi won the South Africa car of the year award…
 And BMW was quick to respond…
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What is the value of an employer brand?

Employer brand objectives
 Consistent look and feel for communications
 Strong brand promise
 Central narrative and brand pillars to build individual executions
 Toolkit for guidance
 A select group of template examples
 Communication plan
#intalent

Channels to activate your talent brand
#intalent
Unknown
Attract
Hunt
Corp Careers Site
Print Advertising
Niche Boards
Postings
Pay per Click Ads
Events
Campus Career Fairs
Gamification
Diversity Events
Marketing
Employment Branding
Search Engine Optimize
Media Presence
Boolean Bar
Search All Tool
Active
Passive
Cultivate
Hire
Applicant tracking
system




Known
Prospects
Referrals
Alumni
Employees
Talent
Community

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How Linkedin differs from the other platforms
 Tailored Point Of Contact for job seekers; First Point of Contact for Corporate Stakeholders
and employer brand building through factual information
 Embassy to nurture on-going conversation aimed at generating engagement around /
raising awareness of: the company culture; the opportunities that Unilever has to offers; the
commitment to sustainability; the brands… and ultimately provide tailor made job news and
advice.
 Embassy for visual brand engagement and storytelling. Repository of video assets that can
be used across other social media channels to satisfy educational needs and spark
engagement.
 Repository of useful information that can be used in the consideration (I‟m considering
changing my job) and interview phase
 Content is mainly user generated

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Disruptive Execution

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Heineken: The Candidate
The goal of Heineken‟s marketing team with “The
Candidate” was to attract their target consumer “Man of
the World” to engage with Heineken as a brand and join in
conversation around this unique recruitment process!
To recruit an intern in its event and sponsorship team,
Heineken dropped the standard interview process and
instead, put applicants through a series of unexpected and
bizarre situations in a bid to find the best talent around.
Over 1,700 people applied for the job and the best were
invited to Amsterdam for an „interview‟, and the entire thing
was captured on camera. The film was released to the
brands‟ marketing team via an internal portal so they could
vote for their favourite interviewee from the three best
interviews.
Watch Video

Heineken: The results
4.9 million video views to date
Majority of the 11,331 Twitter mentions were positive
32.4 million impressions on Twitter, seen by
27.4 million unique users
355 million unique users reached across various
leading media sources
Launched on Mashable to 24m unique users, and
tweeted to Pete Cashmore‟s 3m followers
#intalent

#intalent
KPMG: Virtual Recruitment Environment
KPMG launched a new virtual recruitment
process fit for the digital age which uses an
advanced software application to take
candidates into a simulation of a real office
environment complete with a series of realtime tasks.
KPMG won the RAD 2012 award for “work of
the year” from Personnel Today
A sophisticated back-end functionality to the
online experience scored candidates directly
against the competencies, as well as
recording all results and data, which helped
ensure the very best talent was selected.

Campbell Mithun: The Lucky 13
Minneapolis ad agency Campbell Mithun
used a tweet job application to recruit its
summer “Lucky 13” interns. The twitter
process invited students to post 13 tweets
over a 13 day period that introduced
themselves and demonstrated their digital
capabilities to the agency.
Results
 Nearly 400 applicants applied
 Applicants represented 33 states, 16
countries and 103 colleges/universities
 During the 13 days of tweeting, more
than 4,400 #L13 tweets appeared
Watch Video
#intalent

Taco Bell: Pinterest career site
#intalent
http://pinterest.com/tacobellcareers/
Taco Bell have a huge recruiting presence on Pinterest, with boards focussed on attracting candidates
and creating awareness of positions within the company. Taco Bell portrays the company as fun and
friendly by pinning current images of employees working in the corporate offices and in stores on their
boards, also giving candidates a behind-the-scenes look into their working environment.

#intalent
Developing SoundCloud‟s
Employer Brand
Jessica Hayden
Recruitment Manager at
SoundCloud

#intalent
SoundCloud is the world‟s leading audio sharing platform
200 million
people
reached every
month
Over 12 hours
of audio
uploaded
every minute

Where we were
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Employees = 6
Year = 2008

Employees = 25
Year = 2009

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Employees = 80
Year = 2010

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Where we were
Employees = 100
Year = 2011

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We are a highly
technical
bunch of
people who
love building
things

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We come from
over 30
different
countries

And we have a story to tell…
Values
Traditions
Success
Stories
Over 200
talented
people

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We use the power of other platforms
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The future?
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#intalent
Develop a Winning Talent Brand as a
company of any size
Amber Taylor
Senior Talent Partner
ASOS

#intalent
ENGAGING OUR TALENT BRAND

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We Would Like To Share
 Who we are?
 Our Story
 It‟s a journey

Building our talent brand

Our approach

What‟s next?

Proud To Work at ASOS
Take a peak at what we have been up to in the last 6 months
#intalent

#intalent
Our Story & How We Have Sourced Our Roles
Challenge
Impact
Business Growth
Change of Pace
Always playing catch up
Focus on filling roles
No clear strategy
No consistency
No framework
Strong consumer brand
Agency
25%
Who doesn‟t want to
Work for ASOS
Internal
69%
6%
Direct

Recruiting Brilliantly
What we have done in the last 9 months
 We partner effectively and recruited experts in
their field
 We engage, attract and select the right people
in the right way
 We provide the best candidate and manager
experience
 We actively hunt down talent for now and the
future
 We‟re shouting about who we are and what we
do – Employer Branding is key
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Building Our Talent Brand
 Authencity matters
 We don‟t sell
 We are honest
 We appeal to different sides
 Customers = Employees

Planning „A Recruitment Destination‟
Attraction
Engagement
Retention
Conversion
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Attraction: We Love LinkedIn
 Our follower base is 58,064, we have
increased this from 30,000 6 months ago
 485 of the people we recruited were on
LinkedIn
 Content led - we are actively managing 4
unique pages to create talent pipelines
 Our success on LinkedIn holds us with:
 Talent brand index of 38%
 3rd out of 10, most attractive in our peer
group
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What‟s Next?
 Explore more of our followers as a
talent pool
 Develop relationships with people
for now and future
 Making out talent brand accessible
to our global population
Passionate About Our Future
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