Matthew Jeffrey @ #DW16
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This document discusses SAP's efforts to improve their employer branding and recruitment. It emphasizes that great recruitment requires an artful approach. It outlines SAP's strategies to build an in-house branding team, highlight employee stories and values, run creative marketing campaigns on social media, and measure the impact through analytics. The key takeaways are to create a positive impression, be clear and concise, be bold, understand audiences, and track results.
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Matthew Jeffrey @ #DW16
- 1. Matthew Jeffery Vice President, Head of Global Sourcing & Employment Brand, SAP Engage or Divorce: SAP’s 2016
- 3. Good recruitment is HARD Poor recruitment is EASY Which describes your company? . . . Honestly? Great recruitment is an ART . . .
- 4. 36% of global employers report talent shortages Source: Manpower Group 2015 Talent Shortage Survey . Global war for the BEST talent
- 5. Who knows YOUR company best? Build an expert in-house team and take control of creative processes Brand Expert Copywriter Digital marketer Creative artist/designer Community manager Sr. Dir. Talent Network Social/Creative Lead VP of Employer Brand Brand Expert Marketing Manager Creative designer Sketch artist
- 6. Limit your offering . . . limit your shelf life! Ordering from the employment brand menu – the future of branding
- 7. Don’t patronize . . . humanize . . . Set a humanizing tone for your business with an employee value proposition (EVP). Your success matters at SAP: Opportunity Purpose Growth
- 8. Who takes the best photos? Your employees – #IAmSAP, #PetsofSAP
- 9. Who takes the best photos? Your employees – #IAmSAP, #PetsofSAP 4,000+ entries in the photo contest
- 10. Post and pray in the digital age = failure Digital marketing is THE difference between good and great recruitment 719% increase in traffic on social networks from January 2016. Source: SuccessFactors
- 14. Capturing “Life at SAP” in video
- 15. Learn to laugh at yourself
- 16. Avoiding the black hole. Democratizing recruitment. Putting candidates, not recruiters, in control of their own destiny.
- 17. Life’s a game! I LOVE this game. I can't stop playing it. Fun. Makes you think. I never thought a company like SAP would do something this cool.
- 18. Deliver positive, measurable results Source: SAP increase in career-site visits per month after building in SAP SuccessFactors Recruiting Marketing solution 1,000,000 800,000 600,000 400,000 200,000 0 Sep2014 Oct2014 Nov2014 Dec2014 Jan2015 Feb2015 Mar2015 Apr2015 May2015 June2015 Jul2015 Aug2015 Sep2015 Oct2015 Nov2105 Dec2015 Jan2016 Feb2016 Mar2016 Apr2016 May2016 Jun2016 Jul2016 Aug216 9 million estimated candidates reviewing job descriptions by year’s end.
- 19. Deliver positive, measurable results Apply completes by month 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Sep2014 Oct2014 Nov2014 Dec2014 Jan2015 Feb2015 Mar2015 Apr2015 May2015 June2015 Jul2015 Aug2015 Sep2015 Oct2015 Nov2105 Dec2015 Jan2016 Feb2016 Mar2016 Apr2016 May2016 Jun2016 Jul2016 Aug216 Source: SAP
- 20. Deliver positive, measurable results Candidates joining our Talent Community 578,000 576,000 574,000 572,000 570,000 568,000 566,000 564,000 562,000 560,000 558,000 556,000 554,000 552,000 Aug 9 2016 Sept 6 2016 30,000 In one month the the community grew by almost members. 580,238 Total members as of September 9
- 21. Life’s not easy on the cutting edge! Budgets Resources Showing an ROI Partnering with other departments
- 22. The last word – five takeaways 2 Create a positive impression 4 Be clear and concise 5 Be bold Take time to understand 1 Track and measure 3
Editor's Notes
- The art of engagement ‘Life at SAP' (overview of channels) Employee Stories Videos Photos Engage
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