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SmashFly Transform: How PwC Changed Its Thinking to Better Attract Candidates
PwC transformed its talent acquisition strategy to better attract candidates by emphasizing recruitment marketing and the importance of a strong talent brand. This involved creating a more engaging and personalized experience for candidates, utilizing advanced technologies, and streamlining processes to improve efficiency. Key goals included linking PwC's purpose to career value, enhancing workplace culture insights, and establishing a network of brand ambassadors.
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SmashFly Transform: How PwC Changed Its Thinking to Better Attract Candidates
- 1. RECRUITMENT TO RECRUITMENT MARKETING HowPwC Transformed Its Thinking to Better Attract Candidates
- 2. J ohn May TalentAcquisition Transformation Leader, PwC Sondr a D r yer Recruitment Marketing Leader, PwC
- 3. Agenda 1. Our talentacquisition journey 2. Lessons learned & best practices 3. The future
- 4. External factors changingthe TA landscape • Increasing mix of skills and types of candidates – demand exceeds supply • Technology and social media disrupting • Talent brand more important than ever • Candidates behaving as consumers
- 5. Hiring 17,000 Professionals by thenumbers • 1.5 million steps* • 14 different ways to recruit • 43 decisions for each hire • 352,000 touch points involving roughly 65 different roles • Roughly 555,000 manual steps
- 6. Our Vision forWorld Class Talent Acquisition Distinctive • D i s t i n g u i s h i n g & c o n s i s t e n t s t a k e h o ld e r e x p e r i e n c e • R e l a t i o n s h i p d r i ve n • C le a rly a r t i c u l a t e d f r o m v a lu e p r o p o s i t i o n Agile • R e s p o n s i ve t o c h a n ge • S c a le s q u i c k ly • C o n t i n u o u s c a n d i d a t e i d e n t i f i c at i o n Innovative • Ad v a n c e d t e c h n o lo g i e s • D a t a d r i ve n d e c i s i o n m a k i n g • C u t t i n g e d ge a c t i v i t i e s a n d p r o c e s s e s Efficient • S t r e a m l i n e d p r o c e s s e s • Fa s t e r d e l i ve r y • I m p r o ve d c a n d i d a t e q u a l i t y
- 7. PwC’s Recruitment Marketing Goals •Link PwC’s Purpose to the value of a career at the firm • Humanize the firm by creating a personal connection with the candidate • Provide insight into our culture, our firm and our variety of career opportunities • Establish an active network of PwC brand ambassadors
- 8. 246 Billion emails aday by 2019 We don’t have the attention span for that
- 9. What do millennialswant to know about a potential employer • Workplace culture • Communication and work styles • Compensation and career structure • Career development and opportunities • Work/life balance
- 10. Measuring Impact Before Recruitment MarketingPlatform • R e c r u i t i n g w e b s i t e s t r a f f i c p e r m o n t h , p e r p a ge • S o c i a l m e d i a p o s t s , v a r i e d b y t i m i n g o f f i r m i n i t i a t i ve s • I n i t i a t e d “ c o ld c a l l ” e m a i l s a n d L i n k e d I n i n - m a i l s • Pe o p le w o u ld a p p ly – t h e n e n t e r t h e “ bl a c k h o le ” After Recruitment Marketing Platform • C r e a t i o n o f l a n d i n g p a ge f o r s p e c i f i c c a m p a i g n s a n d au d i e n c e s • Ab i l i t y t o t r a c k s o c i a l m e d i a e n g a ge m e n t d o w n t o a p p l i c a t i o n t h r o u g h u n i ve r s a l t r a c k i n g c o d e s • B u i ld i n g t a le n t c o m mu n i t i e s b a s e d o n i n t e r e s t s = w a r m le a d s • Fo c u s r e s o u r c e s o n a r e a s o f g r e a t e r i m p a c t
- 11. Quick Wins • Turnyour recruiters into brand ambassadors • Prioritize marketing efforts to maximize value
- 12.
- 13. B O ST O N | 2 0 1 6
Editor's Notes
- #3 Sondra Hired into role 6 years ago – it’s been an evolution Started as Branding & Communication Started as a check the box activity Had to educate business the importance of this function And look at the evolution of social media alone in the last 6 years
- #4 My introduction and TAF project Connection to Recruitment Marketing Thank you to PwC team Game Plan for Today Overview of PwC - aggressive transformation agenda but not with TA Same disruptors - Tech, hyper competition, diversifying candidates and consumers
- #5 We are not immune from the external factors Not just hiring accountants any more; nearly 20% STEM Types of candidates – gig economy, contractors, fixed term, FWAs Technology – 2 years ago an ATS ; now an assessment, a CRM, Google platform, Yello, etc; looking for AI around resume screening Talent Brand has always been important to us but how are we influencing diverse populations (under rep, disabled, veterans, ) STEM, etc Consumers – we will often engage with candidates for years before application; both campus and experienced These factors led us to do the TAF program
- #7 John So here is what we are doing – Simplifying processes – point to Selection Simplification Embedding Cutting edge tech at each phase of Talent ID through OB (SF, Yello, Assessment, Google) Changing our structure – specialized recruiting – COE, shared services, cand facing recruiters, bus facing recruiters My vision – attract and create a massive and diverse talent network that grows daily and we engage, nurture and covert in to applicants How CRM and Rec Marketing supports this •Greater speed and connectivity to candidates •Wider outreach to existing and future candidates •Marketing and branding enhancements •Improved candidate communication and coordination •Greater ability to develop and maintain relationships with large groups of networks who can turn into candidates or sources (ie. talent communities) •Superior and enhanced search ability •Better management of event logistics •Automation of many of our current manual processes
- #8 Sondra Important it was for us to articulate our goals immediately to business to build a case for resource allocation We needed to influence minds and behaviors, a career is an emotional decision Insight – important word, it’s more than telling them, it’s showing them Team structure 1) Campus 2) Experienced 3) Digital/social These goals drive all activities
- #9 You are competing for a job seeker's attention in a very NOISY space Last year, over 205 billion emails were sent - by 2019 - over 246 billion - how will YOUR email stand out? Why should they open it? How quickly will you get their interest? Human attention span - 8 seconds; Goldfish 9 seconds - our attention span is SHORTER than a goldfish! Create a meaningful communication - don't contribute to noise What gets attention? visuals unexpected content/ messaging emotional connection Look at your content, how much are people digesting in 8 seconds? Snapchat and Instagram – partic for our campus demographic Snapchat filters are cheap – but very effective
- #10 Slide 10 (Millennials) Majority of PwC's target demographic are Millennials - now, Gen Z are freshmen in college! PwC conducted largest global generational study on millennials with London Bus School and USC- these are their top motivators in selecting a potential employer Why would we communicate about anything else? One you lose their interest once - they are gone Content strategy - segment by channel - very important IT'S OK TO FAIL - give yourself permission (vs user test everything) Oreo blackout example 2013 - power outage for 34 mins in 3rd quarter "Power out, no problem, you can still dunk in the dark"
- #11 Slide 11 (Before and after) A recruitment marketing platform gave us the data to drive our decisions Before - spaghetti on a wall approach Creates brand consistency through candidate journey Focus on what’s effective for your business - you can’t contribute to every conversation, focus on what’s resonating with your demographic Personalize content based on recipient interests; establishes a relationship Focus resources where it counts Be prepared to have difficult conversations
- #12 Enables our recruiters to be marketers Client service app Wrap up 1) In it for the long game - it's an evolution, it takes TIME to get leadership on board, you are in it for the long game 2) It’s OK to fail – you gain insight 3) Share your successes - share your competitor's successes/ other companies 4) Build awareness internally - make your recruiters/employees your brand ambassadors
- #13 -Current State Analysis Start small Get a sponsor – Mike Fenlon