How work is play at Mattel in 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.
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?
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
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
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
“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 .”
Progressive company policies Workspaces that inspire
Partnerships with organizations like
Masoom, and campaigns like ‘Make
Objective 2: Instil a sense of pride in employees
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
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
Initial success with more candidates reaching out, increase in job applications, increase
in profile views etc. helped add credibility to the initiative.
Leadership team featured on the career page
Objective 3: Make deeper in-roads into campuses and
the millennial segment
1. Identified primary talent groups – campuses, and
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.
“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.”
Recruitment via LinkedIn,
while 6 months ago >85%
of recruitment was done
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.”
Head HR, Mattel
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. `