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Digital
Candidate
Experience

3.XO

Joe Howell
Director, Global Employer
Brand and Engagement, EMC

Tammy Garmey
SVP Clien...
Welcome / Overview
! What is Big Data and why should you care
! In our world
! In our lives
! In our industry
! EMC – Our ...
Big Data
In Our Lives
Welcome to

Digital Candidate Experience

3.X0
EMC’s initial journey
Meet Bob
Data Scientist Extraordinaire
Characteristics

Quantitative

Technical

Critical
Thinker

Communicative
Collaborative

Curious
Creative
How do we
get Bob to stop,look

and listen?
Create a “game-changing”

Candidate Experience
• Build a “DATA VISUALIZATION PLAYGROUND” that

leverages EMC’s own technol...
Most companies “talk at” and
“tell” prospective candidates
about their company.
EMC Me customizes the
EMC story around Bob...
Relevant Content Curation

EMC.com
RSA.com
Isilon.com
Syncplicity.com

Campus Programs

EMC Technical Blogs

Centers of Ex...
Facebook

YouTube

EMC.com
Twitter

Search
Social environments

EMC Career Site

Rich
Media
Mobile
search

Existing
Social...
Keeping Bob engaged

How we’ll maintain a connection
Sponsored by
Parker’s Mission
BEAT THE CURRENT
RECORD OF 22
DAYS TO GET TO
THE SOUTH POLE

GLOBAL CIO
AUDIENCE

BECOME THE
st
nd
YOUNGE...
Program Elements
EMC.com

Big Data and Our
Changing Climate

EMC DataLab
w/ Tableau Visualizations &
Sysomos API

Paid
Med...
BeParkerEMC.com
What about
Bob...in 2015?
Candidate Experience Context
Attract
• Media
• Sourcing
• Peers

2013

Engage
• Microtarget
• Personal
connection

Convert...
2013: Source of Hire Report
Job Seeker Path to Conversion!
APPLY

START

0%!

CREDIT!

0%!

CREDIT!

0%!

CREDIT!

100%!
C...
2015: Influence Analytics
Job Seeker Path to Conversion!
APPLY

START

Your
Site!

34
Landscape today.
People spend

more than 50% of their time
online with content
and an additional 30% of their time on soci...
Content Marketing
$118.4 billion
will be spent on content marketing,
video, and social media in 2013.

(eMarketer,
2013)

...
It works.
Per dollar spent, content marketing generates
approximately

3 times as many leads
as traditional marketing.

(D...
Bottom line...

Content is king...
context rules.

38
Bob in 2015:
EMC Brand Evangelist

39
2015: Micro-targeted Content Strategies
Content
Tech

Content
People

Content
Culture

Content
About EMC

Connect

Content...
2015: Content Strategy &
Influence on Call to Action
100%
90%
80%
70%

Technology
Location

60%

People
Growth

50%

Cultu...
2015: Employee Experience

Welcom

e back,

Bob
2015: Employee Experience
How do you prepare now for 2015?
Who?
Start with a deeper understanding of who you are trying to target.
Persona Developme...
Final thoughts...
Personalization begins with understanding your target.
• Characteristics beyond the hard skills can crea...
THANK YOU!
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
Digital Candidate Experience 3.XO | Talent Connect Vegas 2013
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Digital Candidate Experience 3.XO | Talent Connect Vegas 2013

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In a social world driven by LinkedIn and other channels, applying for a job is not the first and only way to connect with a prospective employer. EMC Corporation and TMP Worldwide have used data to create a new candidate experience.

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Digital Candidate Experience 3.XO | Talent Connect Vegas 2013

  1. 1. Digital Candidate Experience 3.XO Joe Howell Director, Global Employer Brand and Engagement, EMC Tammy Garmey SVP Client Engagement & Strategy, TMP Worldwide
  2. 2. Welcome / Overview ! What is Big Data and why should you care ! In our world ! In our lives ! In our industry ! EMC – Our candidate experience transformation ! Meet Bob, Data Scientist Extraordinaire (aka EXTREME hard-to-fill) ! Bob’s “EMC Me” experience ! Engagement experience ! What’s next in 2015 ! How the candidate experience could evolve over the next two years ! How you can start NOW to prepare for it
  3. 3. Big Data In Our Lives
  4. 4. Welcome to Digital Candidate Experience 3.X0 EMC’s initial journey
  5. 5. Meet Bob Data Scientist Extraordinaire
  6. 6. Characteristics Quantitative Technical Critical Thinker Communicative Collaborative Curious Creative
  7. 7. How do we get Bob to stop,look and listen?
  8. 8. Create a “game-changing” Candidate Experience • Build a “DATA VISUALIZATION PLAYGROUND” that leverages EMC’s own technologies and data analytics and allows candidates to fully self-assess EMC, its culture and their potential fit as an employee. • Build the ultimate fit–finder – “a social portal” that lives in the clouds of information and delivers visually exciting content and social activity accessed from anywhere and customized to each candidate/user.
  9. 9. Most companies “talk at” and “tell” prospective candidates about their company. EMC Me customizes the EMC story around Bob.
  10. 10. Relevant Content Curation EMC.com RSA.com Isilon.com Syncplicity.com Campus Programs EMC Technical Blogs Centers of Excellence Great Place to Work Blog Diversity Circles Press Releases Sustainability Channel EMC Academic Alliance EMC ME
  11. 11. Facebook YouTube EMC.com Twitter Search Social environments EMC Career Site Rich Media Mobile search Existing Social @ EMC EMC Jobs QR Augmented Reality Events Mobile environments Campus Transit Airport Siri - Voice recognition HR metrics tool Internal EMC Academic Alliance Programs EMC Programs Innovation Conferences
  12. 12. Keeping Bob engaged How we’ll maintain a connection
  13. 13. Sponsored by
  14. 14. Parker’s Mission BEAT THE CURRENT RECORD OF 22 DAYS TO GET TO THE SOUTH POLE GLOBAL CIO AUDIENCE BECOME THE st nd YOUNGEST PERSON TO TRAVEL TO BOTH THE NORTH & SOUTH POLES 21 -22 May 2012 COLLECT SCIENTIFIC TRANSFORM DATA TO BETTER IT+BUSINESS+YOURSELF UNDERSTAND CLIMATE CHANGE
  15. 15. Program Elements EMC.com Big Data and Our Changing Climate EMC DataLab w/ Tableau Visualizations & Sysomos API Paid Media Social Academic Alliance Social Media Activation Kits EMC is the Platinum Sponsor of Willis Resilience Expedition 2013. Watch Parker Liautaud as he attempts to break the current world record and trek to the South Pole in the shortest amount of time, all while conducting scientific fieldwork to better understand the effects of climate change on Antarctica. Charity Collaboration Competition & Gamification Want to get involved? • • • • • Play the Game Watch the Video See the EMC DataLab Read the Reflections Blog EMC & Big Data – Learn More Internal Communication Engagement Employee Engagement Executive Speakers
  16. 16. BeParkerEMC.com
  17. 17. What about Bob...in 2015?
  18. 18. Candidate Experience Context Attract • Media • Sourcing • Peers 2013 Engage • Microtarget • Personal connection Convert • Exclusive experience 2015
  19. 19. 2013: Source of Hire Report Job Seeker Path to Conversion! APPLY START 0%! CREDIT! 0%! CREDIT! 0%! CREDIT! 100%! CREDIT! 33
  20. 20. 2015: Influence Analytics Job Seeker Path to Conversion! APPLY START Your Site! 34
  21. 21. Landscape today. People spend more than 50% of their time online with content and an additional 30% of their time on social channels where content can be shared. (AOL & Nielsen 2012) 35
  22. 22. Content Marketing $118.4 billion will be spent on content marketing, video, and social media in 2013. (eMarketer, 2013) 36
  23. 23. It works. Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing. (Demand Metric, 2013) 37
  24. 24. Bottom line... Content is king... context rules. 38
  25. 25. Bob in 2015: EMC Brand Evangelist 39
  26. 26. 2015: Micro-targeted Content Strategies Content Tech Content People Content Culture Content About EMC Connect Content Culture Content Tech Connect 40
  27. 27. 2015: Content Strategy & Influence on Call to Action 100% 90% 80% 70% Technology Location 60% People Growth 50% Culture Culture 40% Social Reputation 30% About EMC Advice 20% 10% 0% Click Talent Community Application Hire 41
  28. 28. 2015: Employee Experience Welcom e back, Bob
  29. 29. 2015: Employee Experience
  30. 30. How do you prepare now for 2015? Who? Start with a deeper understanding of who you are trying to target. Persona Development What? Decide what messages and the story that will resonate with them. • Message Segmentation How? Identify the content you’ll need to build the story and the people that need to tell it. • Content Strategy • Editorial Plan • Employee Generated Content When & Where? Determine when and where it is relevant to tell the story. 45
  31. 31. Final thoughts... Personalization begins with understanding your target. • Characteristics beyond the hard skills can create a better connection. Content is king. Context rules. • Personalization/relevance is your mission to create an optimal Candidate Experience per your targeted personas. It’s not a project...it’s an evolution. • You must evolve and continue to evolve because the way we communicate and where will continue to change.
  32. 32. THANK YOU!

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