This webcast provided strategies for effectively recruiting STEM talent. It discussed debunking common misperceptions that STEM jobs require specific degrees, as many professionals are self-taught. It also highlighted that the majority of STEM professionals are open to new opportunities if presented interesting work. The presentation emphasized defining the role of technology for your organization's employer brand story and recognizing differences among STEM audiences to attract a diverse talent pool. It suggested amplifying your message through employee ambassadors who can authentically represent your culture. The strategies focused on driving STEM professionals through the hiring funnel with targeted awareness-building, relationship-nurturing, and application conversion efforts on LinkedIn.

1. SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
SCIENCE TECHNOLOGY ENGINEERING MATH
RECRUITMENT DECODED
sTEM
WEDNESDAY, 6/17/2015 at 2PM EST

2. STEM Recruitment Decoded
This webcast debunks common misperceptions about STEM talent, providing
you with takeaways you can immediately leverage for search and storytelling
in your recruiting and employer branding efforts. You’ll learn what to emphasize
and de-emphasize in your STEM communications and how to best engage
STEM talent to achieve optimal results.
@JWTINSIDE #INSIDEinsights

3. Presenting Today
Rebecca Feldman
LinkedIn
Global Marketing & Education
Program Manager
Michael Savage
J. Walter Thompson INSIDE
Director of Employer Brand
@JWTINSIDE #INSIDEinsights

4. Today’s Agenda
Market Dynamics
Audience Revelations
Search and Communications Strategies
Summary/Takeaways
Q&A

5. What is STEM?
The breakdown of STEM employment
15%
Life, Physical and
Social Sciences
49%
34%
2%
Mathematics
Technology
(IT/Computer)
Architecture
and Engineering
Tech and Engineering account for
83%
How to find and keep STEM talent
of the jobs

6. If you think STEM demand is high now…
STEM employment growth through 2020
2010
increase in Tech and Engineering
jobs is anticipated by 2020
2020
16.8%
STEM jobs
15.2% 16.6%21.8%
Technology IT/
computer jobs
10.3%
Architecture
& engineering
jobs
Science
jobs
Mathematics
jobs
30%

7. LinkedIn can help assess supply and
demand for talent across regions
LinkedIn recruiter activity and member
data are used to measure supply and
demand for software engineering talent.
Higher demand index means that
professionals are receiving more
contact from recruiters than peers in
other regions.
®2015 LinkedIn Corporation, All rights reserved.

8. You know the markets
everyone is chasing for
STEM. But what about the
hidden gems - the paths
less traveled?
16.6%
There are 4.8M STEM professionals in the U.S.
Total Talent Pool
4,786,272
Top Regions
New York City, NY 384,444
San Francisco Bay, CA 346,767
Boston, MA 201,387
Washington, D.C. 181,393
Chicago, IL 179,021
Los Angeles, CA 165,526
Dallas/Forth Worth, TX 133,756
Houston, TX 130,456
Seattle, WA 126,945
Atlanta, GA 125,789
Quadrant
Hidden Gems
High Demand
Saturated
Small Markets

9. Quadrant
Hidden Gems
High Demand
Saturated
Small Markets
There are 1.6M Tech professionals in the U.S.
Total Talent Pool
1,651,359
Top Regions
San Francisco Bay, CA 153,285
New York City, NY 149,881
Washington D.C. . 75,771
Boston, MA 65,420
Los Angeles, CA 63,579
Seattle, WA 63,345
Chicago, IL 59,559
Dallas/Forth Worth, TX 50,304
Atlanta, GA 41,803
Philadelphia, PA 36,781

10. Hidden Gem regions are likely
to offer untapped pools of tech talent
Seattle, WA
Atlanta, GA
Dallas/Forth Worth, TX
Boston, MA New York City, NYAustin, TX
Minneapolis-St. Paul, MN
Denver, CO Houston, TX
Philadelphia, PA
Los Angeles, CA
150,000 200,000 300,000 400,00050,000 70,000 100,000
Phoenix, AZ
San Diego, CA
Detroit, MI
(Supply # Professionals)
(DemandIndex)
©2015 Linkedin Corporation, All rights reserved

11. Majority of in-demand skills are tech-related
The 25 Hottest Skills of 2014 on LinkedIn - Global

12. Some of the hardest-to-fill roles according to CIO’s…
56%
21%
23%
Not Sure
Yes
No
1. Big data/business intelligence & analytics
2. Security/risk management
3. Application development/programming
4. Mobile technologies
5. Enterprise architecture
6. Business-IT liaison/business relationship management
7. Project management
8. Cloud services
9. Database administration
10. Smart initiatives/Internet of Things (IoT)
Difficult Skillsets to Find
IT Talent War Marches On
State of the CIO. 2015 Survey. CIO Magazine.
@JWTINSIDE #INSIDEinsights
Experiencing Skill Shortages?
Q. Will your organization experience any
IT skills shortages during the next 12 months?
Q. In which areas do you anticipate your organization will
have the most difficulty in finding appropriate skill sets?
No

13. IT in 2015: Navigating a “digital now,
digital first” reality
The digital world and its ramifications have moved
from the shadows to center stage, creating winners
and losers in all industries and geographies, trends,
opportunities and threats is creating yet another
competitive frontier.
In 2015, C-Suite at the Leading Companies
Have Prioritized Technology-Related Change

14. Candidates
look for
well-respected
brands ready to
transform through
technology
“•Shows the company is dedicated to a
technology-driven future
•Intriguing about what new technology could
do to advance business processes
•Want to learn every day to hone my skills
and be innovative
•Like the fact that I can play a major role in
expanding the technology area
•I need innovation to challenge my skills
•I like to solve problems through technology

15. What’s influencing the supply drought?
STEM talent is opting out!
Only 1/3 of workers
with a STEM degree
work in STEM
Only about 40%
of men with
STEM degrees
work in STEM jobs
Only 26% of
women with STEM
degrees work
in STEM
Female
STEM majors are 2x
as likely as men to
work in Education or
Healthcare
@JWTINSIDE #INSIDEinsights

16. So maybe chasing
that degree is less
important…

17. Overreliance on university recruitment and
limiting searches based on degree earned is
eliminating top candidates from consideration.
An outdated strategy. They are self-taught.
iMPLICATIONS
42%of developers do
not have a formal
education
The Developer Hiring Landscape 2015

18. Audience Poll:
It’s a competitive marketplace. Sure.
But does that mean the majority of
candidates are passive?

19. Candidates may not be
actively looking for jobs,
but the majority are ripe
for a move if you can
showcase the interesting
work you are doing.
iMPLICATIONS
59%of developers are
open to new job
opportunities
The Developer Hiring Landscape 2015
60%of tech talent is
open to new job
opportunities

20. But how do you
get their attention?
Especially those purple unicorns
(women in STEM).

21. Women in STEM want meaningful
work. You need to ask yourself..
“what’s the societal impact and value
it provides to the world at large?”

22. Defining the role of technology at your organization
as part of the employer brand story is critical.
75
50
25
0
Would you rather…
Work for a
technology company
Work in another industry for a co.
that prizes tech
55% 45%

23. How could you effectively talk about the purpose/role
of technology as part of your employer brand story?
2015 STEM Talent Study
“

24. GM puts technology at the center of the conversation.
It’s the product. The key to delivering value in every vehicle.
What this looks like in practice…

25. What this looks like in practice…

26. UPS: Logistics demands technology.
It’s front and center on the corporate site, prizing and praising it.
What this looks like in practice…

27. When creating great content keep these tips in mind:
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action
@JWTINSIDE #INSIDEinsights

28. Audience Poll:
Do you think you can compete
with a startup in attracting STEM talent?
@JWTINSIDE #INSIDEinsights

29. You bet you can! Surprisingly, stability, resources and continued
investment make larger companies more attractive.
Work in a new
innovative lab
in a large
organization
Work for a
hot startup
30
70
75
50
25
0
Would you rather…
@JWTINSIDE #INSIDEinsights

30. We’ve noticed a “lab” trend.
Everyone wants to work in the company lab, right?
@JWTINSIDE #INSIDEinsights

31. As it turns out. No!
Understanding and recognizing
STEM differences is important.
Different interests, work
environments and aspirations.
Organization
emphasizes
idea creation
Organization
emphasizes
implementation
42
57
100
75
50
25
Would you rather…
0
@JWTINSIDE #INSIDEinsights

32. What does your target audience care about
most when considering an opportunity?
What is important among candidates when considering a job?
Excellent compensation & benefits
Good work/life balance
Challenging work
Ability to make an impact
Culture that fits personality
Job security
A place I should be proud to work at
Strong carer path
Values employee contributions
Having a good relationship with colleagues
Flexible work arrangements
Having a good relationship with superiors
A company with a long-term strategic vision
Strong employee development
Internal transfer opportunities

33. Correctly solving this puzzle led you to a web page with a second puzzle.
If you were able to solve this second puzzle you
were shown the following:
How many hires do you think they made? Why?@JWTINSIDE #INSIDEinsights
In 2004, Google got a ton of press for this billboard

34. 9 golden rules of one-to-one communication
1. Review profile. Let the recipient know what on their profile caught your eye. Personalization is flattering.
2. Grab attention. Mention mutual connections. LinkedIn suggests them for you.
3. Show you are selective. Highlight what makes them appealing. Compliment them sincerely.
4. Be conversational and brief. Write as if you were speaking. DO NOT paste the job description.
5. Listen well. Ask about goals and interest level in new opportunities.
6. Focus on goals, not the job. Frame your message around what’s in it for them.
7. Leverage content. Consider including useful information, such as a relevant whitepaper.
8. Be patient. Don’t hound. Use status updates to stay visible while you wait for responses.
9. Include a call to action. Ask to continue the dialogue, not necessarily for them to apply off the bat.
@JWTINSIDE #INSIDEinsights

35. The power of employee ambassadorship
@JWTINSIDE #INSIDEinsights

36. Your employees are
your focus group,
sales team, and models.
It doesn’t get more
authentic. Credible.
2.6M Instagram
Followers.
Only 12 Retail
Stores in the U.S.
Gap has 869K
Followers.
1700 Stores.

37. Help your employees shine
Empower them with the knowledge needed to evangelize your brand
Dell trains global employees at scale
•“SMaC University” (Social Media and Communication)
•Global certification program with structured classes
•Strong exec support
•5,000 trained since mid-2010
Adobe introduces “Social Shift”
•Social Shift program trains employees to feel confident on
social media
•Encourage blogging on Adobe Life and social media sharing
•Elevated most active employees to a special brand
ambassador program
@JWTINSIDE #INSIDEinsights

38. Turn your employees into your best ambassadors:
Encourage use of social media
Communicate frequently
Make it easy
Train your employees
Customize your game plan
@JWTINSIDE #INSIDEinsights

39. @JWTINSIDE #INSIDEinsights

41. How can you engage and recruit STEM
talent on LinkedIn?
@JWTINSIDE #INSIDEinsights

42. Drive STEM professionals
through the hiring funnel
with targeted outreach
@JWTINSIDE #INSIDEinsights
Robert Jackson
Software Developer
Awareness
Interest
Application
Hire

43. Raise awareness at the top of the funnel
@JWTINSIDE #INSIDEinsights
Convert the unaware to aware with broad outreach
tHE xYZ
company
Awareness

44. Build interest by engaging those who are aware
@JWTINSIDE #INSIDEinsights
Foster relationships with people who are aware of you
tHE xYZ
company
Interest

45. Convert the interested people into leads
@JWTINSIDE #INSIDEinsights
Target exactly the right candidates and drive them to apply
tHE xYZ
company
tHE xYZ
company
Application

46. Some takeaways as they relate to
STEM and your Employer Brand Story:
• Define the role/importance of technology
• Recognize audience differences (Don’t stereotype STEM)
• Be credible and authentic to your company culture
• Amplify through your ambassadors/employees
@JWTINSIDE #INSIDEinsights

47. @JWTINSIDE #INSIDEinsights
Questions

48. @JWTINSIDE #INSIDEinsights
Rebecca Feldman
Global Marketing & Education
Program Manager
312 650 7545
rfeldman@linkedin.com
linkedin.com/in/feldmanrebecca
Michael Savage
Director of Employer Brand
212 210 1085
michael.savage@jwt.com
Send us a note, share with us what you found
most surprising or valuable, or schedule time for
an informal audit of your STEM communications.

49. @JWTINSIDE #INSIDEinsights
Thank You.