This document summarizes Thermo Fisher Scientific's efforts to transform its employer brand through storytelling. It conducted research including leadership interviews and employee surveys/focus groups to develop an employer value proposition centered on opportunities for professional and personal growth. It created marketing playbooks and guidelines to communicate this message through stories on its career site, social media, and events. The results included large increases in site traffic and applications, faster hiring, and becoming the fastest growing brand on Glassdoor. Moving forward, challenges include further socializing the brand and scaling the approach across a large global organization.
SmashFly Transform Keynote: Transforming Recruitment Marketing Starts With YouSmashFly Technologies
Mike Hennessy, Founder & CEO of SmashFly, gave this opening keynote at the first-ever Recruitment Marketing Conference, SmashFly Transform. He outlines the future of work, the talent acquisition landscape and the roadmap to making recruitment marketing a discipline.
For a B2B company, GE's corporate brand needed to be synonymous with its employer brand. Shaunda Zilich, Global Employment Brand Leader, grew brand awareness and loyalty organically: through social media, storytelling and employee advocates.
SmashFly Transform: How PwC Changed Its Thinking to Better Attract CandidatesSmashFly Technologies
John May and Sondra Dryer of PwC explain how the company shifted its thinking from recruitment to recruitment marketing in order to attract, engage and nurture more quality candidates earlier on in the recruiting lifecycle.
SmashFly Transform: How Great Clips Turned Recruitment Marketing Into a Disci...SmashFly Technologies
To turn recruitment marketing into a discipline at Great Clips, Talent Acquisition Director Jared Nypen started with brand first. He focused on created personalizing content and nurturing their talent network to build brand advocacy and interest.
SmashFly Transform: Give Them a Candidate Experience They Can't RefuseSmashFly Technologies
Julia Levy, Talent Acquisition & Recruiting Operations Director at Fiserv, outline what makes the Fiserv candidate experience stellar, from understanding the candidate decision cycle and recruiter and hiring manager to retargeting ads and personalization.
CH2M's Organizational Transformation to a Strategic Recruiting EngineSmashFly Technologies
Amy Albright, Director of Global Recruiting Operations of CH2M, presented at HCI Boston to discuss CH2M's strategic change in recruitment marketing with the help of SmashFly's Recruitment Marketing Platform.
A Recruiting Leaders Guide to Recruitment Marketing Next PracticesSmashFly Technologies
Principal Analyst of Lighthouse Research and Advisory Kyle Lagunas and Director of Product Marketing Chris Brablc present the latest findings on the recruitment marketing vendor landscape and the evolution of recruitment marketing best practices.
Webcast Series South Africa - "Amplify your 2016 Strategy: Key South Africa T...LinkedIn Europe
"Amplify your 2016 Strategy: Key South Africa Trends you need to know!"
Our upcoming webcast "Amplify your 2016 Strategy: Key South Africa Trends you need to know!", will be led by led by LinkedIn's African market specialists Julien Manguette and Matthew Gray.
In this free webcast we will discuss recruiting trends around the world, but also what’s specifically trending in South Africa. Influence business decisions at your organization with the latest research from LinkedIn, which uncovers the talent industry’s top priorities, challenges and opportunities ahead. These trends and the strategy tips will give you the edge in 2016!
SmashFly Transform Keynote: Transforming Recruitment Marketing Starts With YouSmashFly Technologies
Mike Hennessy, Founder & CEO of SmashFly, gave this opening keynote at the first-ever Recruitment Marketing Conference, SmashFly Transform. He outlines the future of work, the talent acquisition landscape and the roadmap to making recruitment marketing a discipline.
For a B2B company, GE's corporate brand needed to be synonymous with its employer brand. Shaunda Zilich, Global Employment Brand Leader, grew brand awareness and loyalty organically: through social media, storytelling and employee advocates.
SmashFly Transform: How PwC Changed Its Thinking to Better Attract CandidatesSmashFly Technologies
John May and Sondra Dryer of PwC explain how the company shifted its thinking from recruitment to recruitment marketing in order to attract, engage and nurture more quality candidates earlier on in the recruiting lifecycle.
SmashFly Transform: How Great Clips Turned Recruitment Marketing Into a Disci...SmashFly Technologies
To turn recruitment marketing into a discipline at Great Clips, Talent Acquisition Director Jared Nypen started with brand first. He focused on created personalizing content and nurturing their talent network to build brand advocacy and interest.
SmashFly Transform: Give Them a Candidate Experience They Can't RefuseSmashFly Technologies
Julia Levy, Talent Acquisition & Recruiting Operations Director at Fiserv, outline what makes the Fiserv candidate experience stellar, from understanding the candidate decision cycle and recruiter and hiring manager to retargeting ads and personalization.
CH2M's Organizational Transformation to a Strategic Recruiting EngineSmashFly Technologies
Amy Albright, Director of Global Recruiting Operations of CH2M, presented at HCI Boston to discuss CH2M's strategic change in recruitment marketing with the help of SmashFly's Recruitment Marketing Platform.
A Recruiting Leaders Guide to Recruitment Marketing Next PracticesSmashFly Technologies
Principal Analyst of Lighthouse Research and Advisory Kyle Lagunas and Director of Product Marketing Chris Brablc present the latest findings on the recruitment marketing vendor landscape and the evolution of recruitment marketing best practices.
Webcast Series South Africa - "Amplify your 2016 Strategy: Key South Africa T...LinkedIn Europe
"Amplify your 2016 Strategy: Key South Africa Trends you need to know!"
Our upcoming webcast "Amplify your 2016 Strategy: Key South Africa Trends you need to know!", will be led by led by LinkedIn's African market specialists Julien Manguette and Matthew Gray.
In this free webcast we will discuss recruiting trends around the world, but also what’s specifically trending in South Africa. Influence business decisions at your organization with the latest research from LinkedIn, which uncovers the talent industry’s top priorities, challenges and opportunities ahead. These trends and the strategy tips will give you the edge in 2016!
Customer session: 5 ways to find a Spanish Nemo. Caitriona Staunton, Head of APAC Recruiting, Atlassian
The makers of JIRA needed to get creative to attract international talent in their respective market. Atlassian, based in Sydney, is on a continual quest to hire the best engineers and other tech talent, a strategy they’ve taken overseas. Known in 2013 for their global “We’re here to steal your geeks campaign,” Atlassian continues to innovate in hiring and how it attracts talent via brand. Join this session if you’re looking to breathe fresh innovation into your hiring approach.
Learn more about Talent Connect Sydney: http://linkd.in/1E9S7cN
Alghanim presents how to measure the impact of your hires at ConnectIn Dubai 2015.
Connectin Dubai 2015 gathered 270 talent professionals and executive leaders on April 23rd from across the GCC to share talent acquisition best practices and thought leading content on employer branding, internal mobility, and measuring quality of hire. Speakers and agenda can be found here: https://lnkd.in/Connectindubai2015
The Key Recruiting Metric You're Not Tracking: Source of InfluenceSmashFly Technologies
If you aren't tracking the entire candidate journey, how can you improve it? Research by Inavero shows that today's candidate touches 18 source of information and checks 7-8 reviews before he or she hits apply. Unfortunately, typical recruiting analytics offer insight into just one of those: the last source a candidate used before he or she applied. If you want to fully understand the impact of your recruitment marketing efforts, you need to look at the candidate journey from end to end, tracking every touchpoint and interaction along the way. Enter source of influence.
So John Cotton, CH2M, schooled us on SEO, strategy and technology at SmashFly Transform. John deep dives into search, career site optimization, job descriptions and more to prove that strategy needs to be backed by technology for recruitment marketing success.
John Ham, Founding CEO and Chairman of Ustream Inc., and Luan Lam, Vice President of Global Talent Acquisition at AppDynamics, share how you can build an effective hiring strategy that will help you gain a competitive edge and scale your business in the new year.
Register for more SMB webcasts: http://linkd.in/1wN7l4p
Driving Success with LinkedIn as a Small or Mid-Sized Business | Talent Conne...LinkedIn Talent Solutions
You don’t need a million-dollar budget or an enormous recruiting team to succeed with LinkedIn. Talent acquisition leaders from small companies share how they've successfully built their internal recruiting functions and driven success from their investment with LinkedIn.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...LinkedIn Europe
79% of today’s working professional’s are not actively looking for a job but they may be the perfect candidate for your open position, so how do you find, engage with and secure them into your organisation? At Talent Connect Europe 2012 we heard from Rachel Riddington of Betfair & James Dowling of Centrica (who achieved some of the highest InMail response rates last year) on how they successfully worked with their internal stakeholders to put passive candidates at the hear of their recruiting strategy, truly partnered with hiring managers, adapted their communication style and much more to secure the best talent out there.
SmashFly Transform: Why Metrics & Measurement Are Key to Building an Employer...SmashFly Technologies
John Qudeen, VP of Global Recruiting at Thomson Reuters, blew everyone away at SmashFly Transform with the maturity of his team's recruitment marketing metrics. John walks through how he segments and analyzes key data to make better decisions about spending and employer branding.
Reinventing Recruiting in the New Work EnvironmentLinkedIn Europe
Did you know that failing to optimise the recruiting function’s structure, people, and processes can cost the average organisation €25 million a year due to new hire turnover and under performance.
The challenge is to evolve from an operational recruiting function to a strategic talent acquisition function.
In this presentation, Jean Martin, Executive Director at CEB, and Lindsay Browning, Head of Talent Acquisition EMEA at LinkedIn discussed how you can start impacting your business, based on the experience of the most successful recruiting functions which will incorporate leveraging available analytics and data.
The recording can be found here: https://linkedinemea.webex.com/linkedinemea/lsr.php?RCID=f15182303383038fed8204c9fb7e2f35
Stand out, stay ahead, and showcase your expertise with LinkedIn Recruiter Ce...LinkedIn Talent Solutions
Craig Ringland, LinkedIn
Do you want to stand out in the recruiting crowd? LinkedIn Recruiter Certification is the only credential that differentiates you as a LinkedIn Recruiter expert to your network. Join our session so we can walk you through what learning steps you will need to take to prepare for Certification which will serve to validate your enhanced skills in finding, engaging and managing talent effectively with LinkedIn Recruiter!
Key highlights:
Why it is important as a recruiter to have that competitive edge that will allow you stand out among your peers.
Knowledge of the learning tracks that are available to you to enhance your LinkedIn Recruiter skills to prepare for Certification.
The options available to you to take the LinkedIn Certified Professional - Recruiter exam.
Success stories of how some of our clients have aligned LinkedIn Certified Professional - Recruiter to drive success across their recruitment teams.
Check out the best of Talent Connect: http://bit.ly/2e5ojNe
Recruitment Marketing in 2017: How the Fortune 500 (And You!) Stack UpSmashFly Technologies
Explore the key findings from SmashFly's Recruitment Marketing Report Card for the 2016 Fortune 500.
Download the full report card here: http://www.smashfly.com/resources/research/2016-fortune-500-recruitment-marketing-report-card/
Yes, you can sell talent brand to your execs. Kasey Hurlbutt from CH2M will show you how in this Talent Brand webinar.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
LinkedIn Talent Connect Europe 2012: Next Gen Recruiting - Pipelining Talent ...LinkedIn Europe
So you’ve done the work transforming your team from a reactive department to being a proactive business partner, what’s next? Fernando Delgado and Tyler Šiprová talked about identifying critical talent pools, looking at talent flows and implementing a pipelining strategy that puts you truly ahead of the game and leading your business in today’s talent economy.
Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedInLinkedIn D-A-CH
Thank you for your interest in Social Recruiting with LinkedIn. With these tips and tricks you can craft your Employer Brand effectively and attract the best talent. Find out more? Contact us: http://bit.ly/DemoLNKD
Once you've build your employer brand and EVP, find out how to leverage your LinkedIn Career Page with targeted messaging to different audiences across different regions.
Customer session: 5 ways to find a Spanish Nemo. Caitriona Staunton, Head of APAC Recruiting, Atlassian
The makers of JIRA needed to get creative to attract international talent in their respective market. Atlassian, based in Sydney, is on a continual quest to hire the best engineers and other tech talent, a strategy they’ve taken overseas. Known in 2013 for their global “We’re here to steal your geeks campaign,” Atlassian continues to innovate in hiring and how it attracts talent via brand. Join this session if you’re looking to breathe fresh innovation into your hiring approach.
Learn more about Talent Connect Sydney: http://linkd.in/1E9S7cN
Alghanim presents how to measure the impact of your hires at ConnectIn Dubai 2015.
Connectin Dubai 2015 gathered 270 talent professionals and executive leaders on April 23rd from across the GCC to share talent acquisition best practices and thought leading content on employer branding, internal mobility, and measuring quality of hire. Speakers and agenda can be found here: https://lnkd.in/Connectindubai2015
The Key Recruiting Metric You're Not Tracking: Source of InfluenceSmashFly Technologies
If you aren't tracking the entire candidate journey, how can you improve it? Research by Inavero shows that today's candidate touches 18 source of information and checks 7-8 reviews before he or she hits apply. Unfortunately, typical recruiting analytics offer insight into just one of those: the last source a candidate used before he or she applied. If you want to fully understand the impact of your recruitment marketing efforts, you need to look at the candidate journey from end to end, tracking every touchpoint and interaction along the way. Enter source of influence.
So John Cotton, CH2M, schooled us on SEO, strategy and technology at SmashFly Transform. John deep dives into search, career site optimization, job descriptions and more to prove that strategy needs to be backed by technology for recruitment marketing success.
John Ham, Founding CEO and Chairman of Ustream Inc., and Luan Lam, Vice President of Global Talent Acquisition at AppDynamics, share how you can build an effective hiring strategy that will help you gain a competitive edge and scale your business in the new year.
Register for more SMB webcasts: http://linkd.in/1wN7l4p
Driving Success with LinkedIn as a Small or Mid-Sized Business | Talent Conne...LinkedIn Talent Solutions
You don’t need a million-dollar budget or an enormous recruiting team to succeed with LinkedIn. Talent acquisition leaders from small companies share how they've successfully built their internal recruiting functions and driven success from their investment with LinkedIn.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
LinkedIn Talent Connect Europe 2012: Passive Candidate Recruiting Success wit...LinkedIn Europe
79% of today’s working professional’s are not actively looking for a job but they may be the perfect candidate for your open position, so how do you find, engage with and secure them into your organisation? At Talent Connect Europe 2012 we heard from Rachel Riddington of Betfair & James Dowling of Centrica (who achieved some of the highest InMail response rates last year) on how they successfully worked with their internal stakeholders to put passive candidates at the hear of their recruiting strategy, truly partnered with hiring managers, adapted their communication style and much more to secure the best talent out there.
SmashFly Transform: Why Metrics & Measurement Are Key to Building an Employer...SmashFly Technologies
John Qudeen, VP of Global Recruiting at Thomson Reuters, blew everyone away at SmashFly Transform with the maturity of his team's recruitment marketing metrics. John walks through how he segments and analyzes key data to make better decisions about spending and employer branding.
Reinventing Recruiting in the New Work EnvironmentLinkedIn Europe
Did you know that failing to optimise the recruiting function’s structure, people, and processes can cost the average organisation €25 million a year due to new hire turnover and under performance.
The challenge is to evolve from an operational recruiting function to a strategic talent acquisition function.
In this presentation, Jean Martin, Executive Director at CEB, and Lindsay Browning, Head of Talent Acquisition EMEA at LinkedIn discussed how you can start impacting your business, based on the experience of the most successful recruiting functions which will incorporate leveraging available analytics and data.
The recording can be found here: https://linkedinemea.webex.com/linkedinemea/lsr.php?RCID=f15182303383038fed8204c9fb7e2f35
Stand out, stay ahead, and showcase your expertise with LinkedIn Recruiter Ce...LinkedIn Talent Solutions
Craig Ringland, LinkedIn
Do you want to stand out in the recruiting crowd? LinkedIn Recruiter Certification is the only credential that differentiates you as a LinkedIn Recruiter expert to your network. Join our session so we can walk you through what learning steps you will need to take to prepare for Certification which will serve to validate your enhanced skills in finding, engaging and managing talent effectively with LinkedIn Recruiter!
Key highlights:
Why it is important as a recruiter to have that competitive edge that will allow you stand out among your peers.
Knowledge of the learning tracks that are available to you to enhance your LinkedIn Recruiter skills to prepare for Certification.
The options available to you to take the LinkedIn Certified Professional - Recruiter exam.
Success stories of how some of our clients have aligned LinkedIn Certified Professional - Recruiter to drive success across their recruitment teams.
Check out the best of Talent Connect: http://bit.ly/2e5ojNe
Recruitment Marketing in 2017: How the Fortune 500 (And You!) Stack UpSmashFly Technologies
Explore the key findings from SmashFly's Recruitment Marketing Report Card for the 2016 Fortune 500.
Download the full report card here: http://www.smashfly.com/resources/research/2016-fortune-500-recruitment-marketing-report-card/
Yes, you can sell talent brand to your execs. Kasey Hurlbutt from CH2M will show you how in this Talent Brand webinar.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
LinkedIn Talent Connect Europe 2012: Next Gen Recruiting - Pipelining Talent ...LinkedIn Europe
So you’ve done the work transforming your team from a reactive department to being a proactive business partner, what’s next? Fernando Delgado and Tyler Šiprová talked about identifying critical talent pools, looking at talent flows and implementing a pipelining strategy that puts you truly ahead of the game and leading your business in today’s talent economy.
Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedInLinkedIn D-A-CH
Thank you for your interest in Social Recruiting with LinkedIn. With these tips and tricks you can craft your Employer Brand effectively and attract the best talent. Find out more? Contact us: http://bit.ly/DemoLNKD
Once you've build your employer brand and EVP, find out how to leverage your LinkedIn Career Page with targeted messaging to different audiences across different regions.
Content marketing for search and staffing webcastLinkedIn Europe
Slides from the webcast that took place on the 11th October 2017. Content:
1. Importance of Content Marketing
2. 3 Core Audiences (Client, Candidates, Consultant)
3. Anatomy of a Great Post
4. Curate vs. Create
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar SlidesThe HR Observer
For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover. Find out how a strong employer brand impacts your hiring efficiency.
It's universal: people are searching for deeper meaning, for a closer sense of "fit" in all aspects of their lives. In this 30-minute webinar, we take a closer look at the power of purpose-driven messaging and how to connect it to our employer brand.
#FIRMday London 28/04/16 - Armstrong Craven 'Best Practice Talent PipeliningEmma Mirrington
Teresa Wykes from Armstrong Craven presents 'Best Practice Talent Pipelining' Essential learning for novices or a refresher session for those already doing it. Support for talent teams to handle and coach hiring managers as they are required to socialise with talent and lead their own succession planning. Theory, best practice, what works and doesn't work in this talent strategy approach.
How are you influencing the conversation around what talent thinks, feels and shares about what it’s like to be a part of your organisation?
For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover.*
*LinkedIn Research 2011
Discover ways to nurture your powerful social media presence to benefit your agency and take a deep dive into the best ways to measure the ROI of your content marketing. You’ll hear from recruitment leaders as they showcase real-world examples of successful campaigns and share how to do fewer things at scale.
Master the three dimensions of talent magnetism, reach, reputation and experience to attract and engage talent and build a community of future workers.
Advocacy and the Bottom Line by Felix Maldifassi from Hootsuite Felix Maldifassi
A good social media strategy requires more than just publishing to your company’s social media networks. Felix Maldifassi from Hootsuite will discuss how advocates can help to move your business forward by building credibility through third-party validation and amplifying your reach. From employee advocacy strategies to working with Ambassadors, he’ll delve into how to build a REAL community and grow #BrandLove in the process.
How to apply speed dating techniques to persona developmentEndeavor Management
We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.
HR Open Source Sponsorship Prospectus 2018HR Open Source
HR Open Source is a not-for-profit initiative poised to accelerate innovation and education in HR and recruiting by democratizing access to resources. This means high value, no cost, resources to help practitioners prepare themselves, and their businesses, for the future of work. Are you're interested in sponsoring HROS, send us an email to info@hros.co.
What is the future of recruiting. Tips from global CEO Greg Savage from Firebrand Talent Search on how recruiters need to adapt to thrive in the world of recruitment.
Employee advocacy is rapidly becoming a part of every organization's marketing strategy. A well-executed employee advocacy program can increase brand awareness, fill the sales pipeline, and improve both employee and customer loyalty and satisfaction. To be successful, it all begins with alignment and cooperation between the C-Suite, human resources, marketing, and sales. When these groups join forces to plan and execute an employee advocacy strategy, the results can be amazing.
The question is: how do you get there as an organization?
Join us for this free seminar to learn the key elements and organizational alignments needed to implement and scale an effective employee advocacy program.
To follow the conversation on Twitter use #MOOcast.
What Will You Learn?
-Considerations before launching an employee advocacy program
-How to create departmental alignment
-How to build an advocacy team
-The role of content in employee advocacy
-Tips for adoption and education
-How to measure success
Amazing: Personas Lead to 238% Increase in ConversionsInvesp
Crafting the perfect personas out of your target market:
Personas are archetypes which represent different segments of your target market. By creating these fictional characters, you can better address the needs and wants of your prospects and more effectively convert them into buying customers. How do you create them, and do they really work? In this webinar we will explain and walk you through the benefits of personas, a quick overview of how they are created, and success stories of persona creation and implementation. Don’t miss out on this beneficial webinar and sign up today.
You'll Learn:
-What are personas and how do they differ from market segmentation?
-What is the value of personas and how can they impact your website?
-What is the methodology behind developing personas?
-How can you apply personas effectively to your website to see big gains?
Crafting a Powerful Employee Value PropositionCielo
Creating, refreshing or overhauling your Employee Value Proposition (EVP) is no simple undertaking. It must become a living asset that informs your people agenda, policies and processes. Here is the 10-step framework for planning and implementing your own authentic EVP.
The Longevity Gap with Hilary Corna - Scaling Up Petra and Impact Digital Sal...Hilary Corna
The world is changing. Your customer is changing. In this session, we'll outline exactly what those trends are and how you can evolve with them to drive your business forward. This one hidden strategic advantage will build the ease and meaning in your business that you have been searching for.
DIY Employer Brand: 4 Steps to a Compelling Employer Brand from ScratchAndy, Xinbin Hu
While 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring, just 55% have a proactive employer brand strategy. (Global Recruiting Trends 2016, LinkedIn)
If you belong to one of the 45% of companies who do not have a proactive employer brand strategy, getting started can feel daunting.
In this upcoming event at LinkedIn Hong Kong, LinkedIn Employer Brand specialists will show you how you can build a compelling employer brand in-house and from scratch.
You will learn:
How to setup your employer brand project for success
How to develop your Employer Value Proposition
How to plan your employer brand communications
How to rollout your employer brand
You will also get an overview of Next Generation LinkedIn Career Pages – a platform tailored to allow employees to voice their opinions on their respective organisations, better than ever.
Date: Tuesday, November 1, 2016 (English)
Time: 5:00pm - 6:00pm (check in starts at 4:30pm)
Address: 38/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
What do the best of the best in recruitment marketing strategy do differently? We have the data, examples and stories from 5 years of original research on the Fortune 500 in this webinar.
[SmashFly Webinar] A Career Journey: Get the Big Picture from Talent Experien...SmashFly Technologies
In the simplest terms, career decisions ultimately boil down to: What’s in it for me?
The thing is, the answer to that question is far more complex than perks and paychecks. If you look at the nuances of individual experiences, how each person learns about and interacts with your brand before and after the hire, a much bigger picture emerges.
It’s not that the candidate experience is broken. More accurately, the lens through which we view the candidate experience is broken – We’re not looking at it at an inter-personal level, and the many, many micro moments that gradually build relationships between people and employers.
Join Jennifer Burnett, Ph.D., Senior Principal Consultant, Thought Leadership at Cornerstone OnDemand & Shannon Seery, Recruitment Marketing Strategist, Symphony Talent, to uncover the deeper value of creating micro moments across the career journey.
Talent Mobility: Building Human Connections Beyond the Candidate LifecycleSmashFly Technologies
Have you heard about the TA "infinity loop"? Here's the idea: Recruiting isn't a single-direction assembly line of matching resumes to reqs and funneling prospects into pipelines — it lays the foundation for lasting relationships that engage (and re-engage) the talented people your business needs to succeed today, tomorrow and even years down the line. It's a lifecycle.
Intel's Talent Analytics and Automation Manager Tyler Weeks and SmashFly's Head of Recruitment Marketing Strategy Brandy Ellis held a live webinar discussion to give you the rundown on the candidate journey's new shape, plus the real-world examples you'll need to successfully navigate it.
2019 Recruitment Marketing Benchmarks: Where to Gain Your Competitive AdvantageSmashFly Technologies
How are the best of the best separating themselves from talent acquisition mediocracy? And which companies are actually capitalizing on all the shiny new technology (ahem, CRMs) in the market?
SmashFly’s 4th annual research report on recruitment marketing tactics and adoption shows that there’s a competitive advantage for the taking—and despite the chatter and initiatives around candidate experience, there are extensive opportunities for growth.
Because smart recruiting campaigns are kinda part of a recruiter's job now. A great recruiting email has the power to prompt change in perspective and action – and career path.
In SmashFly’s webinar finale of 2019, hear email campaign strategy and messaging expertise from SmashFly’s VP of Marketing, Josh Zywien, and VP of Recruitment Marketing Center of Excellence, Tracey Parsons, plus see real-world examples of recruitment marketing campaigns from companies across industries.
SmashFly and Traitify present a recruitment marketing webinar on how to scale personalization and create unique candidate experiences for enterprise organizations. There's no better example than GE: dive into how GE nurtures its talent network and truly thinks through marketing campaigns that help candidates answer "why this company" and "why now."
The Evolution of Recruitment Marketing: Benchmarking Adoption & Opportunities...SmashFly Technologies
Recruitment marketing is an evolving practice. But innovation in the space has not kept up with quickly rising stakes. Find out where the Fortune 500 win, and where they can improve when it comes to recruitment marketing.
The 2018 Recruitment Marketing Smackdown: New Players, New PlanSmashFly Technologies
The entry of Google and Facebook into the recruiting space means big changes. Find out how to plan for success in 2018's constantly-shifting talent acquisition landscape.
Yes, you need a content marketing strategy to boost your recruitment marketing strategy: they go hand-in-hand. See what marketing experts from SmashFly and The Muse have to say about the recruiting content that will propel your candidate experience.
The Candidate Journey Isn't Linear: How to Craft Content AccordinglySmashFly Technologies
People no longer want to work for a company, they choose to work with a company. Learn how you can create & curate recruiting content that is effective at each stage of the candidate journey.
AI is everywhere – and it’s starting to dominate the conversation in talent acquisition. Experts from SmashFly, HiringSolved & Allegis Global Solutions explain how recruiting teams are using AI today, and how you can too!
SmashFly's Chris Brablc & CSRA's Justen Baxter share how sourcing expertise, marketing strategies and the right technology come together to create the sourcer of the future.
Recruitment Marketing agencies make great creative partners, but should they hold the keys to your technology? How to tell if your agency is a good partner or taking advantage of you.
ERE Webinar: Future-Proof Recruiting by Building Talent PipelinesSmashFly Technologies
Just-in-time hiring is dead. Organizations that understand how to future-proof their talent acquisition and recruitment marketing strategy will be brand-led, relationship-centric and data-driven. SmashFly's Chris Brablc discusses how to build talent pipelines for today and tomorrow so you can get ahead of the competition by building relationships with candidates earlier in the process.
That's a lofty talent acquisition and business goal, but Intel's Allyn Baily and Pam McKnight are on the right track, using a recruitment marketing strategy and Recruitment Marketing Platform to reach more targeted candidate personas.
Tracey Parsons, Director of SmashFly's Recruitment Marketing Practice, gives an insightful and entertaining session at Social Recruiting Strategies Conference where she discusses email marketing tips and recruitment marketing strategies for really speaking to passive candidates.
7. EVP Research Approach
Leadership Interviews
• 1 3 p articipants
Culture Workshop
• 26 participants
Employee Survey
• 427 respondents
Employee Focus Groups
• 6 groups held in different
locations around the world
8. The Promise
Our Employer Value Proposition is a way of clarifying and summarizing
what we offer candidates. Being part of our team means a candidate will
have the opportunity to:
Realize your best – professionally and personally
We’re communicating to our audience that Thermo Fisher Scientific
provides continuous challenge and expansive opportunities that empower
professionals to reach their professional and personal best.
9. Making the strategy work: message
guidelines and marketing playbooks
SalesUniversal
Campus
Technical
EMEA
Finance
APAC
11. WHAT STORY WILL YOU TELL?
Thermo Fisher Scientific is a story-telling culture with one mission: to enable our
customers make the world healthier, cleaner and safer. For people who fit with the
culture and the environment, the organization and its many arms and interests
provides the opportunity to be a part of inspiring stories of community, care,
innovation, opportunity, exploration, and excitement.
We feature the personal moments of realization of the mission by aligning the key
pillars of the EVP that drive these stories.
12.
13.
14.
15.
16.
17.
18. H ow We U s e Stor ies
Today
• Social editorial calendar
• Career site
• Recruitment marketing
channels
• Candidate conversations
• Internal branding
• Events
• Employee advocacy
20. A Story Based Employer Brand
Works
• 123% increase in site visits
• 162% increase in apply
clicks
• Reduced CPH by more than
60%.
• Application to hire ratio
reduced by 56%
• Time to fill decreased 47%
• Fastest growing brand on
Glassdoor growing more
than 2x the rates of our
competitors
24. Obstacles and Moving Forward
1. Support and socialization
2. Think like a recruiter
#HROS
hros.co
1. Mass scale
2. Build and nurture talent
pipelines
3. Infuse EVP in the intake
4. Visual job descriptions
5. Review response
management
26. Surround Yourself
with Good People
Ronita Griffin
VP, Global TA
Adrienne Sullivan
Brand Strategist
Frank Menz
Content Specialist
Josie Zheng
International Markets
For most of you, the words on the screen will ring true when you think about what defines your organization
Mission, Vision, Values…
These are the core, strategic influences that we all learn as employees to guide our decisions and influence our behavior -these are our companies’ expectations of all of us.
When I stepped into the employer brand leader role 3years ago at TFS, these 5 words concerned me.
Specifically, thinking about our 2020 vision, we had a mighty goal in front of us, to hire and engage 25,000 employees in the next 5 years.
I knew if we continued to let our expectations of employees guide our conversations with candidates, we were not going to hit our goal.
We needed to turn this language on its head.
CORE
If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation.
CORE
If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation.
CARE
This is important because… when we changed our language, and started to talk about the compelling things we can do for our employees and candidates –we more than doubled traffic to the careers page, more than halved cost per hire ratios and drew in a higher quality of applications within 4 months of launching our employer brand.
So how did we do it? What did we do, and what can you learn from our journey? I’ll cover all of this today.
DO
By the end of my talk, my goal is that you are excited about the possibilities that lie before you as a recruitment-marketing champion and that you start to think about how to position “why” a candidate should choose a bit differently than you do today.
I have a confession. When I accepted this role, I didn’t know who Thermo Fisher was, and in case you don’t either, here are a few quick stats about us (read slide)
Think of us like the “home depot” for science. If you are a researcher, scientist or physician and need something, chances are, we can help. Jim Cramer says it’s best, we are the arms dealer of science and biotech.
This landscape presented a few challenges :
No universal experience
M&A activity (culture)
Which lead us to taking a research intensive approach to building our EVP
From July through August, 2014, we collaborated with a 3rd party to conduct a total of thirteen interviews with business leaders, a workshop with representatives from Marketing, Communications and Talent Acquisition, an employee perceptions survey that resulted in 427 participants from various areas within the company, and six focus groups with employees from around the world.
The way we’ve encapsulate all of our research is “Realize your best, professionally and personally”
How do you use an EVP once you have established it?
Do not use your EVP as a tag line. Let me repeat.
Use your EVP as a guidepost for the type of content you share with candidates.
We use our EVP to gatekeep the type of content we invest in creating, sharing and elevating around the world.
So with that in mind, let’s talk about how to best leverage the message in recruitment marketing communications. So there are some key audiences. By universal we mean all audiences. But some stood out not just from the standpoint of being important to recruit but even from a messaging segmentation approach. There are certain things we can say when to to a sales audience (and dial up) than when talking to a technical audience or a campus audience for examples. Other things came into play for Asia and others.
So ultimately what we want to have in our quiver, if you will, are sufficient arrows for all of these audiences.
Asia places more importance on company strategy, leadership and teamwork
EMEA places importance on challenging work.
Finance cares about leadership and stability
Sales focuses on manager quality, recognition and teamwork.
IT and R&D place more importance on coworker quality, importance of work and innovation
My favorite part, the creative process, putting flesh on the bones of the brand.
Throughout the research process, the idea that people would share stories with us about something they experienced personally that that connected them to their work became evident pretty quickly.
it came together to create this integrated personal and professional component to being here.
Because of that, when we think of “the Thermo Fisher employer brand” to me it’s not just about the creative messaging, it’s as much as the integration of real stories as anything. And as you separate one from the other it falls flat.
So really what were after here is integration. Both programmatic and messaging itself.
So let’s take a look.
So now what we have here, is an example of one of our stories. I’ll get into the stories in a min, but let me walk you through what you are looking at.
It’s a photography driven concept. The photo and headlines work to pull you into the story and then the sign out prompt ask you to imagine the impact that you will make at Thermo Fisher.
Digging deeper into what you are looking at, we want to capture these moments as an immersion in a place that makes it very powerful and come to life. Notice Dan is not smiling. The idea is that you look at this and immediately feel the impact of the story. Therefore your association with Thermo Fisher as somewhere to work goes pretty deep.
During my opening I said stories have been a game changer for Thermo Fisher. Stories helped us simply our message (communicating what we do was a challenge in and of it self) and they have helped us connect with candidates on a much deeper level.
PLAY Alun VIDEO https://www.youtube.com/watch?v=eynnLVXnK_M&list=PLGlvFEwL2wDFDIi7fCyZsl7js_qi4QKrA&index=23
Next, I’ll take you though a few of our stories to give you a better idea of our campaign.
Joe’s story
I manage the IT team that supports our Transplant Diagnostics group. Since our products are used to determine compatibility for bone marrow and solid organ transplants, the work I do is part of a lifesaving effort. A transplant center uses our typing kits to determine whether to proceed with a transplant procedure. Physicians and clinicians rely on the accurate, timely information our kits provide to assure the best possible match between donors and recipients, and monitor antibody levels post-transplant for signs of rejection. What we do at Thermo Fisher Scientific literally can mean life or death to a recipient.
Everyone here is proud to be part of this work, but I have an even more personal reason to be thankful—my mom and I have both benefitted from kidney transplants. As a recipient, I’m able to bring an added perspective to my work about the lifesaving importance of what we do.
Julio story
Larry’s story
View of 12 of the 40 stories we have developed to date.
Next. Let’s take a look at how we deploy our stories today.
Indeed – make sure you leverage your employer profile on Indeed, LI and Glassdoor.
Glassdoor – fastest growing brand in our space in GD, and growing in traffic 2x the rate of our competitors
The overwhelming success of Thermo Fisher Scientific’s story-based employer brand launch demonstrates just how powerful storytelling is as an employer branding methodology.
The organic process has more than doubled traffic to the careers page, more than halved cost per hire ratios, and drawn in a higher quality of applications.
“Without an activated employer brand, we are simply recruiting talent,” remarked Talent Acquisition Leader Noel Brown. “Our brand has been a game changer, helping us target the market strategically and enabling our recruiters to speak with confidence on why candidates should join us.”
Beyond saving time and money, the use of stories has also altered employee engagement and morale by improving how team members are choosing to communicate with each other. The stories have anchored them in Thermo Fisher’s mission and been a welcome reminder of just how important the work they do is.
If at first you feel like this…don’t be alamred
It’s an uphill battle searching for content. The place we are today is massively different than where we were a year ago.
Engage your teams – large organizations you can not do this alone. Go outside of TA.
Once you have an example, everyone wants one. And pretty soon…
Those people who didn’t want to help you. Those people who were mean and intimidating. Guess what, they want a story too!
Keep your steering committee small, but your stakeholder group wide. The more people you can bring in, make part of the effort.
Don’t underestimate the power of a really good IMC plan. I’ll share our plan on the HROS platform for anyone who wants to leverage it in your efforts.
What’s next for us?
Stand up
During the conference please feel free to find me or any of these incredible professionals if you’d like to learn more.
IN CONCULSION
If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation.
CARE
This is important because… when we changed our language, and started to talk about the compelling things we can do for our employees and candidates – or why they should choose Thermo Fisher – we more than doubled traffic to the careers page, more than halved cost per hire ratios and drew in a higher quality of applications.
Storytelling has allowed Thermo Fisher to remind the world that they are more than just a science company.
What could stories do for your organization?