A New Normal Pioneer Deluxe’s recession began more than a decade ago Do you think theyFew businesses have as much of a understand no one dank buggy-whip aroma… writes checks anymore? 9/21/09 Last 2 years 12/30/09 were truly In 2010, Deluxe will go from Rodney the Great Dangerfield to Bob Hope Depression – Beth Lilly, 12/31/09 for us CHANGE OR DIE… Pioneer a new normal or cease to exist Why Deluxe?
Shifting Talent NeedsDeluxe Five Most-Hired Positions in 2005 1. Press Operators 2. Pre-press Associates 3. Account Sales Reps 4. Customer Service/Sales Associates 5. Bindery Work Why Deluxe?
Shifting Talent Needs Deluxe’s Most in-Demand Positions in 2010 Search Marketing ManagerE-marketing Delivery Specialist Technology Solutions Analyst Marketing Database Analyst Director of Analytics and Insight Interactive Designer Virtual Desktop Technology Engineer Product Manager Ecommerce Director Manager Technology Solutions and Support Experience Strategist Why Deluxe?
• 2008 Employment Branding Created• 2009 Roll Out New Employment Brand Secure Recruitment Marketing Platform Research/Learn about Talent Communities Identify need for Talent Community Mngr Hire Talent Community Manager• 2010 Build Employment Marketing Infrastructure The Journey
Dumb Internet Mobile TerminalsTechnology Transformation
• Change in the type of talent needed at Deluxe • Shift to market-driven economy • Generational shift (Millennial and Gen C) • Rapid pace of innovation • Employer brand management in the digital age • Gain credibility with the talent we are trying to attractWhy Transform our Recruiting Model?
• Become a recruiting organization • Source and hire the best candidates (high quality) • Enhance the candidate experience • Promote the culture change at Deluxe • Lower time to fill and cut job board spend • Increase employee retention/engagement • Help drive brand awarenessSetting Goals
The power to define and control a brand is shifting from corporations and institutions to individuals and communitiesTalent Can Differentiate Your Brand
TURN CANDIDATES INTO CUSTOMERS Awareness Consideration Conversion New Hire Net Promoters Training Referrals Ambassadors Culture Keepers TURN EMPLOYEES INTO EVANGELISTSTalent Management Effectiveness Grid
• Our Talent Community grew from 3,500 members to 134,000 in just one year • Half of our positions each month from October 2010- January 2011 were filled with candidates from the Talent Community • 13% of our community members wait 30 days or more before applying for a positionResults
94.8% satisfaction with application, interview and hiring processFacebook LinkedIn YouTube Twitter Blog•11% average •5% average •32% average •12% average •2,410 visitsincrease in fans increase in increase in views increase in (Sept – Dec)per month (Sept - followers per per month followers perDec) month (Sept - Dec) month •881 visits in (Sept - Dec) (Sept - Dec) November•1,900 page •1,500 total videoviews in •1,410 page views in •445 totalNovember views in November followers November•415 total fans •1,765 total followers Results
It [Deluxe Talent Community] gave me a sense for the personality of the organization; showed me the company is committed to doing business in todays socially enabled environment (particularly important to me given what I do); and provided enough details about the particular position and its context to allow me to pursue it with confidence. Great job.Erika, Talent Community Member