HCL’s Social Recruiting and Talent Branding on LinkedIn

HCL’s Social Recruitment and
Talent Branding Success Story
©2013 LinkedIn Corporation. All Rights Reserved.

With over 277 million
registered members
LinkedIn has been an
integral part of HCL’s
recruitment and
marketing strategy.

Of HCL’s current employees and a majority
of their potential candidates are from the
social media savvy Gen-Y demographic
47%

Prithvi Shergill
Chief Human Resource Officer, HCL Technologies
“We take pride in calling our employees ‘Ideapreneurs’ as they have
the freedom to ideate, decide and act. These ideapreneurs continue
to unleash a grass-root movement of innovation and come up with
ideas that add value and contribute to the growth of our clients. This
culture drives us sustain our investments in an array of platforms to
make the life of an employee- active or prospective- easy, and digital
being one of the most transparent has been an ideal media using
which we can share these widely.”

HCL identified LinkedIn as
the right platform to
promote its talent brand
and acquire quality talent

Apurva Chamaria
Head, Global Brand & Digital Front Office,
HCL Technologies
“There is no denying to the fact that Digital
media is not only a rapidly growing force in the
present scenario; it is set to be the future of
marketing by wiping out the traditional forms
altogether. HCL is rigorously investing in digital
solutions and our engagement with LinkedIn has
been a key element in establishing HCL as a
digitally armed organization.” .

HCL’s social recruitment success
story in a snapshot

Results
§  Over $500,000 savings on recruitment costs
§  28% increase in job applications globally
§  272% more job applications than peers
§  37% increase in Talent Brand Index
§  ITSMA 2013 Diamond Award for Marketing
Excellence and thought leadership
Challenges
As a leading global technology
and IT enterprise, HCL needs to
be differentiated by the quality of
their talent and how they add
value to clients.
§  Getting noticed with global talent brands
§  Just-in-time hiring of niche talent
§  Optimizing recruitment costs
§  Engaging with passive candidates
§  Establishing thought leadership
Solution
LinkedIn Talent solutions as a robust and
reliable recruitment platform.
Hiring and inspiring Ideapreneurs
“Building a brand for the next century comes with a challenge to get noticed with globally recognized
brands in the market and Digital platforms definitely have a competitive edge in achieving the same.
These platforms can be leveraged aptly for building relationships beyond the contract, creating brand
awareness, reaching out to the specific target groups and with the robustness that LinkedIn is
equipped with, it has been one of our best decisions made in this process.”
–Krishnan Chatterjee, Senior VP and Global Head, Strategic Marketing, HCL Technologies

HCL’s brand assets and
recruitment initiatives on LinkedIn

1 2 3
Career Page Personalized InMails Sponsored Updates

4 6
Sponsored Jobs SlideShare Ads Targeted Ads
5

Customized content
for different talent
segments through
HCL’s Dynamic Gold
Career Page
INITIATIVE 01

Followers stay connected with
HCL on LinkedIn
251,000

Naveen Narayanan
Global Head, Talent Acquisition, HCL Technologies
In an industry differentiated by the quality of talent
and how they add value to a client, HCL is always
in need for quality talent and in this highly
competitive world, reaching out to the right talent
becomes a challenge. While HCL is aggressively
focusing on digital platforms for Talent Acquisition
with its “just-in-time” hiring concept, choosing
Linked In was a “no-brainer” for us considering
the gamut of opportunities that it brings on the
table in terms of precise targeting and the largest
professional subscriber base on the planet.

Personalized InMails shared to deepen engagement with
targeted talent segments
INITIATIVE 02

17%Open rate
8.5%
Response rate
36Leads generated in 2
months
Personalized InMails sent out to 2,500 targeted
candidates for critical job vacancies inspired action

Sponsored updates
to promote rich and
engaging content
through status
updates and engage
passive candidates
INITIATIVE 03

Professionals are not actively seeking
but are open to new opportunities
80%

Sponsored job
listings to build recall
for specific set of
critical jobs
HCL Technologies, Mumbai…
INITIATIVE 04

500%
Increase in traffic on
LinkedIn careers page
226%
Increase in unique visitors
on the careers page
100K
New followers on HCL’s
profile on LinkedIn
Customized content marketing campaigns increased
brand awareness among candidates

Slide share content
advertisement to
promote useful
content and boost
engagement with the
HCL talent brand
INITIATIVE 05

Largest views on the slide
share based advertisement
3rd

Targeted
advertisements to
drive traffic to job
listings and expand
brand reach
Abhishek Sood
Marketing at HCL Technologies
+ Follow Company
Picture Yourself at HCL Technologies
View Jobs
INITIATIVE 06

More job applications
compared to peers
272%
Increase in job applications
globally
28%
Targeted advertisements played a key role in getting
noticed in markets dominated by peers

In 2013 Demand Employer
Rankings in India
Rank14
HCL’s initiatives on LinkedIn yielded positive results.
They will continue to invest in being an employer of
choice and establishing relationships on LinkedIn
37%
Increase in Talent Brand Index

Varum Gautam
Global Sourcing Lead, HCL Technologies
“Along with a massive reach, digital channels
have been proven beneficial in the HCL
recruiting practices as far as metrics like Turn
Around Time (TAT) and Cost Per Hire (CPH) are
concerned. With our increasing interventions on
Channels like LinkedIn, we have witnessed an
annual saving of more than five hundred
thousand US dollars in the FY 13. The
performance has definitely strengthened our
faith in the platform and has compelled us to
invest more in our relationship.”

Find out more:
talent.linkedin.com

HCL’s Social Recruiting and Talent Branding on LinkedIn

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