2016 Glassdoor Summit Lisa Smith–Strother, Global Head of Employer Branding and Diversity Talent Attraction at Ericsson – The Role of Social Advocacy in Diversity & Inclusion Recruiting https://www.youtube.com/watch?v=IdsqQMV4V_0

1. HCI Boston | May 3, 2016 | Page 1
Lisa Smith-Strother
Head of Global Employer Brand,!
Recruitment Marketing & Diversity!
Talent Acquisition at Ericsson

2. Introductions
Lisa Smith-Strother
Global Head of Employer
Branding, Social/Digital Careers
Channels, and Diversity Talent
Acquisition
My Background
• Over 15 years of consumer marketing
in Financial Services with American
Express, Natwest Bank, and others
• Transferred my marketing expertise to
Employer Branding nearly 10 years ago
• I’ve been leading Ericsson’s Global
Employer Branding for over 2 years

3. Ericsson is shaping the Networked
Society through conducting business in
the areas of Networks, IT, Cloud, Media
and Industries

4. Ericsson Internal | 2016-09-12 | Page 4
Ericsson at a glance
39,000
23,700
66,000
2.5 billion
1 billion
180
116,000
Subscribers
managed by us
Subscribers
supported by us
Services professionals Employees
Countries with
customers
R&D Employees
Patents
In R&D
$33 Billion Net Sales
$5 Billion
NETWORKS
Create one network for
a million different needs
IT
Transform IT to accelerate
business agility
MEDIA
Delight the TV
consumer every day
INDUSTRIES
Connect industries to
accelerate performance
Full year 2015
figures
Developers of Bluetooth
40% of Mobile Traffic

5. 30%women at all levels
by 2020
40%of our workforce
are under the age of 35
89%of our employees are proud to say
that they work for Ericsson
86%of all nationalities
represented in Ericsson

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An award-winning Employer Brand

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Setting
the stage

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At employees’ fingertips
Our Employer Brand Infographic

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In October 2015 we
introduced ‘Ericsson
Sees the Real You’
We activated the ‘You’

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We activated the ‘you’ across different
backgrounds with a cultural journeys
eBook

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We Created Excitement and
Employee Engagement

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We Created Excitement With Social Media

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We Got Employees Involved
by Telling Their Story

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And they loved it.
• Over 56 countries represented
• “Diversity” sentiment in October:
71% positive, 25% neutral
• Impressions: 8,000,000+
• Engagements: 282,392
• Total clicks: 250,000+
• Average cost per click: $0.02
It was so successful
…we decided to use it as the theme for all D&I activities at Ericsson in 2016

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Fostering
Engagement

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Girls in ICT Day
CareersBlog

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International Women’s Day

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World Day for Culture Diversity
“Thank for small space but so big
to share the great thing.”
- Kaweesak K (South East Asia)
“Thank you very much
for this great initiative!”
– Viktor M (North & Central
Europe)
“Music represents the culture and we cherish our culture
in better way by loving music. I am sharing one of my
composition (Kannada song) “Nannee preetiya”;
– Atresh S (India)

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On Site Events

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Getting the
word out

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.
In addition to our careers page,
social media has proven very
successful allowing us to stay
highly engaged with our followers
across numerous platforms

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Targeted Posts

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Virtual Career Chats
Recruiters and leaders engage with viewers virtually and answer
users’ questions in the comments section of the video

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Instagram Takeovers

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Gamification
• Engaging women in tech
• Interactive quizzes that highlight women in tech
content

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Social Advocacy Platform
Shares Impressions Engaged Members
We are just getting started leveraging our employees’ social
network and amplifying Ericsson’s brand

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Offline and Outdoor

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We Integrated Social Media

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Mobile Media
Impressions: 771,208
Engagements: 9,029
Clicks: 8,802
Job
search
traffic

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Change is Happening

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Looking
towards
the future

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Sticking It to
Gender Stereotypes

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Declined candidates
exit with limited to no
further engagement
Candidate Care - After the Interview
Thousands of Declined candidates
Thousands of Declined candidatesThousands of Applicants
Thousands of Applicants
Declined candidates are directed to a
branded Ericsson portal with ongoing
engagement for:
• Resume Building
• Personal Branding
• Networking Development
• Job Search Skill Building
• Interview Training
Positive impact =
positive feedback
BeforeAfter
With Candidate Care
Reviews Matter
92% of job seekers trust word-of-mouth over advertising.
The recruitment process doesn’t end when a candidate is rejected.
Protecting our Employer Brand

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A ‘Fresh’ Ericsson Voice
Check our
social media
channels for
my debut
soon!

35. IAmEricsson.com
IAmEricsson.com

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The takeaway?
Be innovative, take chances and allow employees to participate and
promote your brand in their own voice.

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www.Ericsson.com/careers
Lisa.Smith-Strother@Ericsson.com