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How work is play at Mattel in India


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Find out how Mattel India achieved its three key talent objectives with social recruiting, resulting in 6X ROI in just 5 months.
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Published in: Recruiting & HR

How work is play at Mattel in India

  1. 1. CASE STUDY How work is play at Mattel in India Mattel India Two decades and growing in India, Mattel is a creations company with the mission to be a leader in play, learning and development. Home to leading consumer brands like Barbie, Fisher-Price, Hot Wheels and more, the company has a global workforce of over 32,000 people across 40 countries.
  2. 2. LOOKING FOR TALENT WITH THE ‘GARAGE SPIRIT’ OF CREATION TO DRIVE BUSINESS GROWTH Consumers were already sold on Mattel’s iconic children’s brands, but what would give them an edge with talent, and establish themselves as a creations-led company that encourages the ‘garage spirit’ in employees? THE OBJECTIVE Mattel inspires the inner ‘garage spirit’ in employees, or the ‘creative’ spirit that makes them roll their sleeves up and get down to creating with passion – like entrepreneurs who start out in a ‘garage’.
  3. 3. The three-way talent objectives: 1. Intrinsic - Showcase the organisation, culture and Employer Value Proposition (EVP) 2. Internal - Instill a sense of pride in employees and make them advocate their experiences to the professional community 3. External - Make deeper in-roads into campuses and the millennial segment to power the planned growth of Mattel in India THE OBJECTIVE
  4. 4. BOLD MOVES, FOR BOLD GOALS – TALENT BRAND AS AN ORGANISATIONAL GOAL Objective 1 : Building , communicating, and living the EVP HR teamed-up with other functions to set up a LinkedIn Career Page, a first at a country level at Mattel. They used this page as an anchor to communicate, engage, and drive mindshare. THE SOLUTION Ishmeet Singh, Country Manager India “Mattel India provides a unique culture & experiences to our employees to open their minds and unlock their potential in line with its core philosophy of ‘Play with Purpose’. The LinkedIn platform provided us a window to create wider awareness of our culture to the larger professional community which helped us reach out to right quality talent in our journey of growing our business & inspiring wonder in the next generation of India .”
  5. 5. Progressive company policies Workspaces that inspire creativity Diversity focus Mattel cares Partnerships with organizations like Masoom, and campaigns like ‘Make a Wish’ 1 2 3 4
  6. 6. Objective 2: Instil a sense of pride in employees THE SOLUTION With internal programmes like Mattel Premier League, Mattel Galaxy Awards and Coffee with country manager , there was plenty of inspiration to go around. Employees begun advocating their experiences to the professional community – so, building a talent brand became an honest, organisational goal. Mattel not only strengthened their talent equity in market, but also instilled a sense of pride in employees. The career page launch was celebrated as an organisational milestone.
  7. 7. Triggered the Network Effect via the Leadership Team: The country manager, India Region - Ishmeet Singh, was a sponsor of the talent branding initiative. The leadership team actively shared updates and blogged on the platform, kick-starting the network effect. Initial success with more candidates reaching out, increase in job applications, increase in profile views etc. helped add credibility to the initiative. THE SOLUTION Leadership team featured on the career page
  8. 8. Objective 3: Make deeper in-roads into campuses and the millennial segment 1. Identified primary talent groups – campuses, and millennials 2. Engaged student on campus with the story of Mattel which would demonstrate what it would be like to work at the company. What started as interest from a few students has now grown over 4x in the last few months. THE SOLUTION Rogelio Troconis, Regional HR Director Global Emerging Markets “Mattel India has so much energy is contagious! The creativity is in the air, in the walls (literally), in the space and most importantly in their mindset. I really enjoy every time I have to visit the teams and office, there is a can-do attitude that will drive our organization to greater heights! LinkedIn is an important component of us driving a digital culture and attracting like-minded individuals to join the company.”
  9. 9. Recruitment via LinkedIn, while 6 months ago >85% of recruitment was done through agencies 90% THE RESULTS GREAT PLACE TO WORK ®CERTIFIED 6X ROI in 5 months! “Mattel India provides a unique culture of collaboration, creativity and entrepreneurship that helps individuals to be at their best and be part of the ecosystem that nurtures innovation. LinkedIn gave us a window to reach out to a wider talent spectrum in the shortest possible time and showcase what makes Mattel India a Great place to work.” Rajesh Hurkat, Head HR, Mattel India
  10. 10. Founded in 2003, LinkedIn connects the world’s professionals to make them more productive and successful. With over 530 million members in more than 200 countries and territories worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional network. offers a full range of solutions to help organizations in various stages of growth recruit relevant talent, build their brand, and grow their business. If you're curious about social recruiting, join us in discovering the possibilities. ` CONTACT US