Presented by Matthew Jeffery, VP, Global Head of Sourcing & Employment Branding, SAP. It has been a huge year for SAP. Winning multiple ERE, Recruiter, Asia Recruitment Awards for Branding, Recruitment Strategy, Technology & its innovative Graduate Recruitment program. In this fascinating & highly revealing session, SAP answer can an algorithm replace a recruiter; give insights into its ‘democratization' of graduate recruitment; highlight its 'real time' candidate application feedback; demonstrate how to use social media to garner thousands of applications & instantaneously filtering them down to the best with no extra recruiter effort; giving cutting edge ideas for the future of employment branding; introducing the concept Sourcification; finally SAP will give a sneak peak into its revolutionary community building strategy. THE session for takeaways for your company & making you think about the future of recruitment. Check out the best of Talent Connect: http://bit.ly/1MBqz6m

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Big Companies Can Innovate!!!

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The Future: Reflect on this….
Do we need recruiters?
Can an alghoritm replace a
recruiter?
Are we addicted to agencies?
Are sourcers talented enough?
Do recruiters care about data?
Will a recruiter ever report to the
board?
Do we ignore illegal sourcing?
Is LinkedIn the past or the future?

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- 75,000 Employees
- 120 Nationalities worldwide
- 130 Countries
- Large. Innovative. Ambitious.
About SAP

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- Live in a world of ‘NOW’
- Real time is behind time!!!
- Data streams real time back
to ‘Mission Control’
SAP ‘Big Data in Action’

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​ “Good Recruitment is tough.
​ Mediocre recruitment is easy!”
​ Matthew Jeffery

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​ “Very few people or companies can clearly articulate WHY they
do WHAT they do. By WHY I mean your purpose, cause or
belief. WHY does your company exist? WHY do you get out of
bed every morning? And WHY should anyone care?”
​ “People don’t buy WHAT you do, they buy WHY you do it.”
​ -Simon Sinek, Start with Why

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- Misinformed Brand Perception
- A Cloud Brand?
- Need to Simplify
- B2B competing ‘sexy brands’ on campus
- Outdated Careers site
- Broadcast Social Media
- Reduce Agency & Job Board Dependency
- Need for pipelining
- ROI of Recruitment?
We faced many challenges

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Number 1 Cloud Company
Our Vision

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- New Talent
- New Skill Sets
- New Culture
- From New Companies
=
BIG CHALLENGE
But this requires change…

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Are the Best Candidates Active?
Question

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- 80% of the Talent Pool is ‘Passive’
- So why do we spend so much time in the
‘Active 20%’?
- Is the ‘War for Talent’ a war in the active
space only?
The Talent Pool

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Why do we leave so much
recruitment to luck?
- Right Person
- Right Time
- See Right Advert
- Has time to Reply
- Recruiter ‘sees’ them
Recruitment Lottery

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Why put in extra work when ‘active’
candidates are there and waiting?
Do Hiring Managers care?
Are Hiring Managers patient?
But being lazy is so…..easy

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And to be a little more aggressive in
our pursuit of excellence
We needed fundamental transformation

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Employment Branding to shape &
educate
Stage 1: Shape the Perception

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- Responsive Design fully mobile
enabled
- Emphasis on Diversity
- Emphasis on Video
- Integrated Job Search
- Bold, Visual with more
‘approachable language’
- Tailored entry points for ‘High
School’, ‘Graduates’ &
‘Professionals’ based on job area &
location
New Careers Site: Shop Window to the World

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- Hired a video editor
- Videos HAVE to be Authentic
- Video sweet spot 60-90 secs
- New YouTube Channel dedicated to
Employee Videos
- Over 50 new Employee Videos on
Careers Site and across Social
Let the voice of your Employee be Heard

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- Great Places to Work Awards
- Best Employee Awards
- Glassdoor Ratings
If you are a great place to work….prove it!!!

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- Priortise & Limit Channels
- We do: LinkedIn, Facebook,
YouTube, Twitter, Blog, Instagram
Social Media: Engagement not broadcast

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​ Employment Brand Menu designed
to demonstrate to the business what
the team can deliver from free
services to those that require
business funding including:
q Digital marketing
q Videos in specific locations
q Creation of micro websites
q Creation of printed materials
EB Menu: ‘Freemium to Premium’

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​ One, if not THE, FASTEST growing
Talent Community in the world!!
​ Talent community members register
core skills and receive job alerts that
match skills
​ Builds a Talent Community database
that allows email marketing through
market segmentation
Communities REALLY do WORK
600,000 members in a year

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​ Track Job Board ROI
​ Number of applies/Interviews/Hires per
channel
​ ROI on Social Media
​ Careers Site effectiveness
BIG DATA is Important
Line of Sight
Analytics
Advanced
Sourcing
Analytics
Question-
based
Reporting
?

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​ Designing Collateral, Posters, SWAG,
Digital Marketing Campaigns
​ ‘Creating desire’
In House Creatives

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​ Graduate Recruitment New Style
The Future of Recruitment

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​ Is modern day Graduate
Recruitment Elitist?
Question

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​ Or do we hire from the ‘best
universities’ what we can
attract?
​ Is a University ‘Brand’ more
attractive than a ‘skillset’?
We asked: Do we hire THE best graduates?

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Can an Algorithm replace a recruiter?

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SAP Deep Thinking: WGLL

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​ Real Time Feedback
​ 2 stage Pass/Fail
Assessment
​ Embracing Social Media
‘Democratising Graduate Recruitment’

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​ SAP Sales Academy
​ - 75% of candidates said that the online tools boosted their motivation to
progress to application
​ - 88% said online tools were more engaging than other graduate applications
​ - Over 1.2 million visitors to the site globally
​ - Projected cost saving of £250,000 in year one (less recruiter screening
time)
​ - 100% said that the bootcamp increased their motivation to work at SAP,
were happy they took part, and thought the experience provided a great
insight into working at SAP
​
​ .
Measuring Success

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​ Sourcing / Hunter
​ Research/Map/Organagram/
Business Intelligence
Stage 2: PinPoint the Talent

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​ Branding educates the wider
talent pool
​ Sourcing pin pints individual
top talent
​ We welded them together
Sourcing & Branding: 2 Separate Functions?

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​ Gamification meets Sourcing
Sourcification

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League Tables
Performance KPIs
Ø Hires per month
Ø Number of submittals to CFRs per month
Ø Number of candidate screens per month
Ø Submittal to interview ratio
Time KPIs
Ø Time to source (from sourcing req open to 1st
submittal)
Ø Time to source (from sourcing req open to 3rd or 4th
submittal)
Quality KPIs
Ø Survey to CFRs and Candidates screened by HM
LinkedIn usage KPIs
Ø Days visited
Ø Searches
Ø Profile Views
Ø Inmails - acceptance rate

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​ Sales Data: Quotas
​ Performance Review Grades
​ Promotions
Quality of Hire

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SAP Recruitment & E-Branding Awards 2015
​ ERE
- Best Employment Brand
- Most strategic use of technology
Recruiter
- Best Graduate Recruitment Strategy
- Best Global/International Recruitment
Strategy
• Brandon Hall
- Best Recruitment Marketing &
Employment Brand
Asia Recruitment Awards
Gold Best Graduate Recruitment Strategy
Silver: Best Employment Brand
Silver: Best Careers Site
Silver: Best Diversity & Inclusion

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Recruitment is CRITICAL to a business
​ Why are we so undervalued as an
profession?
​ If we hire the Best Salespeople:
Profits Grow
​ If we hire the best developers: Our
products win & we innovate
​ Hire average or poor……………..

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As you leave reflect again….YOU decide
Do we need recruiters?
Can an alghoritm replace a
recruiter?
Are we addicted to agencies?
Are sourcers talented enough?
Do recruiters care about data?
Will a recruiter ever report to the
board?
Do we ignore illegal sourcing?
Is LinkedIn the past or the future?

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Let’s Connect
@matthewjeffery
Matthew Jeffery

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