With employees now more socially relevant than their CEO, companies need to socially activate their talent to spread career experiences and stories that’ll make people want to be a part their culture. Adobe and lululemon athletica share how they shited from storytelling to employee evangelism by training and enabling employees to be social brand champions. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf

1. Storytelling, evangelism, and behind the seams: establishing a social
Janeen Speer
director, talent
Ashley Dalziel
recruiting manager,
global retail + talent scouts
##inintatalelennt t
culture for effective talent branding
Cory Edwards
head of social media center of excellence
Natalie Kessler
head of talent branding

2. behind the seams
lululemon’s secrets to the law of attraction
#intalent

3. agenda
who we are
our people
our culture
law of attraction
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4. a (very) brief
history
Chip Wilson opened the first store on top of a yoga
studio in Vancouver in March 1999.
lululemon became a public company in July 2007.
We now have 263 stores in the US, Canada, UK,
Australia and New Zealand.
Since 2002 we have grown from 150 people to 7620.
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5. #1 our people
it starts with knowing who you really are
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6. our people
Elevate the world from mediocrity to greatness –
through our people.
We train every person to create a
vision for living a life they love with clear goals.
Our Practice of Leadership - everyone
is responsible for leading self & others.
We bring our whole selves to work, and it
shows up in everything we do.

7. how we’ll thrive
Leadership comes to life – We’ve created a workforce of people living inspiring lives.
Our people are more than a job description.
Inspiration breeds more inspiration.
We share vision & goals and our whole selves with the world.
Employee driven, rather than HR driven.
#intalent

8. Every day is different. Every day is a learning. Every day pushes me to a new personal
best. Every day is spent in Wunder Unders and Down Dogs. If you don’t know what
Wunder Unders are, please visit my friends at lululemon.com – be prepared to fall in
love J If you’ve never experienced a Down Dog, send me a message and I’ll take you
to yoga.
I’m about people, leadership, FUN, community, connection, creativity and personal
accountability. I’m in pursuit of crushing my goals and helping those around me do the
same. I believe in sweating once a day, dancing at work and living a life where I get to
be who I am 100% of the time. Want to know how this can be your life too? Read
below…
“
”
#intalent

10. #2 our culture
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11. our culture
We know who we are.!
We don’t have a lot of rules, but we have operating principles.!
Our people create the culture, everyday, in every interaction!
Things change quickly. We stay flexible (yoga joke!).!
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12. how we’ll thrive
We will continue to not take ourselves too seriously.!
Model fun as a core value at all levels in the company.!
Continue to invest in self development to ensure our people are creating great lives.!
#intalent

13. what I don’t want
what I do want
Click here to access
Lululemon’s goal
setting tool
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14. #3 law of attraction
everyone is a recruiter
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15. law of attraction
We attract and retain entrepreneurs who are passionate about their communities, guests and
their team.
We create jobs that are big enough for people.
When we get whole people and culture right, the law of attraction is natural.!
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16. how we’ll thrive
We’ll remain rigorous about attracting the best and
repelling the rest.
We hire people who want to be in our stores – at all levels
across the company.
We’re not afraid of hiring people who are smarter than us.
Every employee is a leader and a brand ambassador.!
#intalent

17. Be clear about what your culture is (and isn’t) and allow candidates to CHOOSE you.
Your employer brand is created by all of your people, every day, in every interaction.
Engaged and happy people are your best recruiters and brand ambassadors.
#intalent

18. Storytelling to Evangelism:
Establishing a Social Culture for Effective Talent Branding
Cory Edwards | Head of Social Media Center of Excellence | @coryedwards
Natalie Kessler | Head of Talent Branding | @natkessler
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. Your average employee might be
more socially relevant than your CEO
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20. Different stakeholders trusted on different topics
Company’s CEO Company’s Employee Activist Consumer Academic Media Spokesperson
Trust
21%
32% 31%
24%
30%
27%
50%
37%
32%
26%
34%
36%
30%
17%
27%
31%
23% 25%
15%
21%
25%
23%
22% 21%
12%
21%
13%
19%
14%
16%
60%
50%
40%
30%
20%
10%
0%
Engagement Integrity Products & Services Purpose Operations Totals
Think about different types of information you may read, see or hear about a company. For each topic, select which
person you trust most to provide you with credible and honest information about a company.

21. Adobe’s Social Shift Training
21
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22. Your employees
make the difference
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23. Adobe’s Social Shift curriculum
1st Gear: Building a solid foundation
• Value of social media personally and professionally
• Roles you as an employee play in our social universe
• Basic guidelines and process
• Deep-dive of Adobe’s core social media principles
2st Gear: Developing your strategy
• Strategy and planning
frameworks and guidelines
• Rules of engagement and
protocol
3rd Gear: Executing by business objective
• Select short modules
based on your key
business objectives
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24. Activating your brand champions
A-Team
Ambassador
Program
New Employee
Success
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25. Show a holistic experience
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26. Power of employee
evangelism
Set up for social success
Enable a social culture

27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #intalent

28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #intalent