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LinkedIn Employer Brand Customer Story: Atlassian

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Atlassian’s mission is to unleash the potential in every team and now they deliver software for teams in over 60,000 companies globally. ? It means Atlassian need to find and hire the world’s smartest, nerdiest tech talent to join them on that mission. Faced with needing to recruit one of the most in-demand professionals globally, User Experience (UX) designers, Atlassian had three key tips for delivering an effective employer brand program:
1. Think and plan like a marketer
2. Find your hook and go big
3. Engage your employees

Read the full story and check out Atlassian's LinkedIn Career Page here: https://www.linkedin.com/m/company/22688/life/

Publié dans : Recrutement & RH
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LinkedIn Employer Brand Customer Story: Atlassian

  1. 1. CASE STUDY Atlassian Atlassian is a true, local start-up gone Global success story. They build software products to help all types of teams realise their vision and get stuff done. They believe that great teams can do amazing things. With over 1,700 Atlassians in six locations globally, the team are driven by an inspiring set of values that shape the culture and products for the better.
  2. 2. THE CHALLENGE Big mission = big talent requirements Boston Dynamics, development teams use Atlassian software to build robots that save human lives by going places we can’t go like fires and disaster zones. Teams at Tesla, the electric car company use Atlassian products to build cars that run on software. Even the teams at NASA use their software products to land the Curiosity Rover on Mars. Named as BRW’s “best place to work” in 2014, Atlassian’s mission is to unleash the potential in every team and how they deliver software for teams in over 60,000 companies worldwide. So what does this big mission to unleash every team’s potential mean for the recruiting team? It means Atlassian need to find and hire the world’s smartest, nerdiest tech talent to join them on that mission. Faced with needing to recruit in a high demand, low supply technical talent pool and a rapidly declining number of technical graduates, Atlassian need to think outside the box, and offshore for solutions. “At Atlassian, we really believe data can be a great source of insights for helping us uncover hidden talent.” Caitriona Staunton, Head of Recruiting APAC, Atlassian
  3. 3. THE SOLUTION How did Atlassian engage one of the most in-demand professionals globally, User Experience (UX) designers and showcase their awesome culture. They had three key tips: 1. Think and plan like a marketer Marketers always start with the data. The more data-driven and goal-oriented you are in the planning process, the more aligned the campaign results will be. Insights from LinkedIn’s talent pool mapping excluded high‑demand, low-supply regions and identified that Europe – specifically London, Amsterdam, Berlin and Stockholm – had a strong supply of UX talent, 55,000 people in fact. This informed the goal of the ‘UX Surfers’ campaign, to land 5 UX Designers in 5 days, and provided the framework for where and how to spend media dollars, how long to run the campaign for, and which locations to visit.
  4. 4. 2. Find your hook and go big With limited brand awareness amongst UX designers in Europe, Atlassian needed a big-bang idea to cut through the clutter and get this important talent segment to consider them. Where did they start? With their own UX designers who had over 100 ideas for campaign taglines. The creative ‘hook’ was lead by HQ’s location, Sydney, and the tagline ‘We’re seeking Design Thinkers, Talented Tinkerers and Wannabe Surfers to join us in the sunshine of Australia’ was born. Atlassian’s advice: when planning your campaign channels, go as broad as possible. Naturally, being a recruiting campaign, LinkedIn was the primary channel, however consider all digital and social platforms where the target audience engage. To ensure the interview team had a pool of interested candidates, Atlassian ran a broad online advertising campaign using the same tagline and a combination of InMail, sponsored updates, and digital advertising. The call to action for interested candidates was to visit atlassian.com/seeking for further information or to submit their portfolio. 3. Engage Your Employees Candidates trust their peers, your employees, 3x more than the company to provide credible information on what it’s like to work there. To increase touch points and awareness, Atlassian’s design team managed a blog so the recruiting team worked with them to post an article about the campaign and then re-posted this article through Sponsored Updates. Caitriona Staunton, Head of Recruiting APAC, Atlassian “It’s really important for us, with our international talent, to connect them to our values. It’s about finding and creating messages that will inspire our candidates and really selling the bigger dream.”
  5. 5. THE RESULTS Results across channels and mediums spoke for themselves. • Atlassian drove 4x more expected traffic to the landing page, and their 5 UX designers hired within 5 days are already having a huge impact on the business. • 35% spike in number of UX designers following Atlassian through social channels. 4xmore expected traffic to the landing page. 35%spike in number of UX designers following Atlassian through social channels.
  6. 6. https://www.youtube.com/watch?v=PjoTOPcK0BY road is better

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