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LinkedIn Talent Connect Europe 2012: Unilever's Global Employment Brand Strategy

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'We are the #1 employer of choice among consumer goods companies in 14 countries, as measured by external research firms in those markets. Our goal is to be #1 in 20 countries.' Paul Maxin of Unilver gave an insight into the Unilever global Employment Brand strategy and shared some trade secrets on how exactly he managed resources, internal stakeholders and Social Media tools to be successful.

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LinkedIn Talent Connect Europe 2012: Unilever's Global Employment Brand Strategy

  1. 1. WHO AM I? Name: Paul Maxin Twitter: @PaulMaxin Job title: Global Resourcing & Recruitment Director Location: Blackfriars, London, UK Hobbies: Hobbies include family, travel writing, West Ham United and an unhealthy encyclopedic knowledge of the work of Bob Dylan music.
  2. 2. IT’S A VUCA WORLD •  V = Volatility •  U = Uncertainty •  C = Complexity •  A = Ambiguity
  3. 3. STRATEGIC FOCUS
  4. 4. OUR COMPASS STRATEGY We aim to double the size of our company while reducing our environmental impact The Compass provides a blueprint for success by identifying what we must do to win share and grow volume in every category and country.
  5. 5. THE UNILEVER SUSTAINABLE LIVING PLAN We have long been working and reporting on our impact on society and the environment. Our Sustainable Living Plan brings together all this work and sets many new targets. Our Sustainable Living Plan will result in three significant outcomes by 2020: •  We will help more than 1 billion people take action to improve their health and well-being. •  We will halve the environmental impact of the making and use of our products. •  Source 100% of agricultural raw materials sustainably.
  6. 6. THE IMPORTANCE OF DIFFERENTIATION
  7. 7. DIFFERENTIATION • In 2006, Audi won the South Africa car of the year award… • And BMW was quick to respond…
  8. 8. OUR COMPETITORS HAVE BIG BRANDS
  9. 9. WHAT’S THE VALUE OF AN EMPLOYER BRAND ?
  10. 10. EMPLOYER BRAND OBJECTIVES •  Consistent look and feel for communications •  Strong brand promise •  Central narrative and brand pillars to build individual executions •  Toolkit for guidance •  A select group of template examples
  11. 11. You’ll become part of a leading-edge company, where you’ll work with outstanding brands and outstanding people to drive sustainable business growth. THIS IS OUR BRAND PROMISE
  12. 12. COMPLEX AND RAPIDLY CHANGING SOCIAL MEDIA LANDSCAPE
  13. 13. Active Passive Known Unknown Postings Corp Careers Site Niche Boards Print Advertising Pay per Click Ads Events Campus Career Fairs Diversity Events Gamification Marketing Employment Branding Search Engine Optimize Media Presence Attract Hunt CultivateHire Talent Community Social Media Search All Tool Boolean Bar •  Prospects •  Referrals •  Alumni •  Employees Prospecting Tools TOOLS FOR SOCIAL SOURCING
  14. 14. DIGITAL RECRUITMENT STRATEGY
  15. 15. Circa 128,000 video views on our global YouTube channel 19 local YouTube channels Circa 280,000 followers on LinkedIn 103,000+ fans on facebook
  16. 16. FACEBOOK
  17. 17. FACEBOOK THE STRUCTURE: FROM LOCAL TO ‘GLO-CAL’ WHAT’S  OUR  OBJECTIVE?     •  Enable  all  countries/MCOs  to  leverage  the  facebook.com/unilevercareers   URL   •  Provide  an  efficient,  scalable  and  centralised  hub    for  countries/MCOs  to   quickly  build  a  Facebook  presence   •  Leverage  best  pracEces   •  Deploy  global  content  easily  and  rapidly  for  country  use   •  Deliver  localised  versions  of  facebook.com/unilevercareers  –  fully   customisable     WHY  ONE  PAGE?   •  All  fans    will  be  aggregated  together  –  now  have  over  100,0000  fans   •  One  URL  www.facebook.com/unilevercareers   •  Seamless  user  experience     •  No  content  reaching  unintended  audiences  
  18. 18. All  Wall  and  Tab-­‐level  content  will  be   served  to  consumers  based  on  the   user’s  IP  address   »  Countries/MCOs  define  the  country   and  language  targeEng  for  Wall   content  (status  updates)  via  geo-­‐ targeEng   »  Buddy  Media  is  also    designed  to   deliver  your  country/MCO  tab-­‐level   content  (for  any  and  all  Category   tabs)  based  on  user  IP  address   A  drop  down  menu  is  also  provided  for   users  to  select  which  country  they   would  like  to  view   Example   Russian  user  sees   Hungarian  user  sees   Two  users  in  different  countries  visit   www.facebook.com/Unilevercareers     HOW  WILL  THE  PLATFORM  KNOW  WHAT  LOCAL  CONTENT  TO   DELIVER  
  19. 19. EXECUTIVE SUMMARY Total Number of Fans (30/09): 95,612 »  Monthly Fan growth : 5.37% (4,873 fans) Average Engagement Rate on all posts is 8.26% Average Engagement Rate on Global Status updates is 2.57% »  Likes – 833 »  Shares – 47 »  Comments on updates – 61 »  Total Reach – 106,547 Tab clicks (views) – 6,623 Tab engagement (primary events) – 11,540
  20. 20. GLOBAL FAN LEARNINGS This graph shows fan growth throughout September. New Likes came from organic likes on the page and Facebook recommendations. Looking at Unilever Careers Facebook page’s gender and age demographics, of the 95,612 Fans, 60.6% are aged 18-24. More of the page’s fans (54.1%) are also male. These results are consistent with August’s.
  21. 21. FAN ENGAGEMENT: GLOBAL CONTENT 4.29%   1.16%   4.01%   1.23%   0.00%   0.50%   1.00%   1.50%   2.00%   2.50%   3.00%   3.50%   4.00%   4.50%   5.00%   3/9   6/9   8/9   12/9   13/9   15/9   20/9   22/9   25/9   Engagement  Rate  %  (Based  on  Total  #  of  Fans)   Engagement(%) Date Average engagement on global status updates in September is 2.57%. This is a slight decrease of 0.52% on August. Engagement ranged from 4.29% to 1.16%, a much smaller range than August.
  22. 22. TAB & SAPPLET DATA Primaryevents Linkclicks Views Shares Campus 9,050 707 2,973 10 MADE BY YOU 1,700 1,157 2,676 14 FAQs 617 575 741 0 YouTube 173 59 233 0 Total 11,540 2,498 6,623 24
  23. 23. LINKEDIN
  24. 24. UNILEVER CAREER PAGE 33
  25. 25. 34 “Building a team passionate about sustainability”
  26. 26. 35 Marketing Supply Chain Sales WE ALIGN OUR GROWHT PLANS WITH RECRUITMENT OF KEY TARGET GROUPS Bryan Logistics Analyst FionaSteve Senior Sales Manager Marketing Manager
  27. 27. EMPLOYEE NETWORKS ARE USED TO SPREAD A POSITIVE MESSAGE AMONGST LIKE-MINDED TALENT 36
  28. 28. 37 And personalised careers information provides a custom experience Marketing Supply Chain Custom Recruitment Message Custom Banner Graphic Relevant Jobs
  29. 29. We build long term relationships by sending regular, targeted news updates
  30. 30. THE RESULTS HAVE BEEN IMPRESSIVE GROWING THEIR FOLLOWER BASE TO 270K IN 10 MONTHS 39 17K 36K 12K 23K 9K 18K 0 10K 20K 30K 40K 50K 60K 70K 80K 90K Oct '11 Aug '12 Marketing Sales Supply Chain
  31. 31. ….TAKE AWAYS Ensure authenticity: don’t promise what you can’t deliver Empower all employees to be brand ambassadors Have an approach for community management and content across your various social channels
  32. 32. “THE FUTURE FOR ME IS ALREADY A THING OF THE PAST” BOB DYLAN

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