Creating Inclusive Talent Pools Through Emerging Media
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This document discusses Deluxe's transformation of its recruiting and talent acquisition strategies through emerging media and social platforms. It highlights Deluxe's recognition for innovation and candidate experience in social media and recruitment. It also outlines Deluxe's approach of creating a talent community through blogs, social networks, videos and other online channels. The document advocates adopting social media as a strategic part of the recruiting process to engage both active and passive candidates.
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Creating Inclusive Talent Pools Through Emerging Media
- 1. @Deluxejobs @sjvconsult MISSION POSSIBLE Creating Inclusive Community Through Emerging Media Branding & Marketing Campaigns Case Study
- 3. The New Deluxe Deluxe is Transforming
- 4. Deluxe’s Most in-Demand Positions 2010-2013 Interactive Designer Marketing Database Analyst Technology Solutions Analyst Experience Strategist E-marketing Delivery Specialist Search Marketing Manager Director of Analytics and Insight Web Campaign Product Manager Ecommerce Director Virtual Desktop Technology Engineer Manager Technology Solutions and Support Shifting Talent Needs Why Deluxe? SEO/SEM Sales
- 5. Recognized for Excellence 5 Awards Recognize Deluxe’s Commitment to: Innovation Candidate Experience Marketing / Brand Talent Board 2011 Candidate Experience Award Social Media Innovation Award
- 6. • Candidate Engagement / Emotional Marketing • Innovation • People are the Brand building diverse talent pools
- 7. Recruitment & Retention of Faculty • The study found that the major reasons for accepting faculty job offers include the: • presence of colleagues in one’s area of research • ranking/reputation of the department • geography • quality of graduate students
- 8. Using Social Media for Employment
- 10. PRE WEB WEB 1.0 WEB 2.0 Recruiting Transformation
- 11. Web 3.0 Semantic Web Attention Economy MobilityDigital Lifestream Recommendations Engagement Web Squared Web 4.0 …The Next Transformation A brand needs to provide content that is RELEVANT In order for a consumer to give ATTENTION to the brand. mE-CONOMY
- 13. • Change in the type of talent • Shift to market-driven economy • Generational shift (Millennial and Gen C) • Rapid pace of innovation • Employer brand management in the digital age • Gain credibility with the talent we are trying to attract • Your customers expect it! Why Transform your Recruiting Model?
- 14. Result: A Significant Online Footprint
- 16. Blog
- 17. Facebook
- 18. Our social video http://www.youtube.com/watch? v=svvr29izGaA&list=UUp-jG8f- lTIjbQ7ZzQHM3JQ&index=22
- 19. The active-to-passive Shift is Accelerating • According to a massive joint study conducted by LinkedIn last year, only 18% of the fully-employed pool of prospects were looking for new jobs using traditional techniques. • 82% are passive but open to hearing about new job opportunities
- 20. Those 82% need to be engaged with in a totally different manner they: • take longer to decide • won’t apply • don’t have resumes • are in higher demand • are far more choosey The active-to-passive Shift is Accelerating
- 22. The Search for Web Analytics ave made on your side that cause the rules Tim created on the site to
- 23. How To: Sample Web Campaign The search for Product Marketing Managers Social Media Recruiting
- 24. Each position is provided with a “treatment” below based on the complexity of the position being recruited. Bronze Campaign (All positions get at least the Bronze campaign) • Jobs.deluxe.com / CareerBuilder.com / Indeed.com Postings • LinkedIn • Email marketing • PPC Silver Campaign – Bronze + – Basic Talent Marketing Campaign – Market Analysis Report/Talent Landscape Gold Campaign – Bronze + – Deluxe Talent Marketing Campaign – Market Analysis Report/Talent Landscape – Hiring Manager/Employee Video – Direct Sourcing/Cold Sourcing – http://www.youtube.com/watch? v=Sg1CEOl_cc8
- 25. Web Campaign
- 26. Microsite/Videos
- 27. Our Strategy NET PROMOTERS Fred Reichheld Bain & Company
- 29. METRICS
- 30. The power to define and control a brand is shifting from corporations and institutions to individuals and communities Differentiate Your Brand
- 31. • Nonsense. Absolute nonsense. 'Tis a shocking disgrace. If Google Ireland can have it, we should all have it. Where's my Paddy's day Google Doodle? You have let me down big G. Off I go to Bing. • I think it's crap. First off let me make this clear, I am not Irish - BUT I love St. Patrick's Day, I look forward to it every year, so to not see the doodle this morning made me a bit disconcerted to say the least.
- 32. Adopt A New Strategy: Recruiting is Social Requires a Strategic Approach – Dedicate Resources Execute & Measure It (social media) is not a fad You do not control your brand Patience Not just another ‘push’ channel – done right, social media has the ability to revolutionize your business
- 33. • Candidate Engagement / Emotional Marketing • Move from push/broadcast to interaction • Behind the scenes video • Special attention to those who engage with us • Tips/advice on their resume … interview skills • Video of hiring managers and employees • Innovation • Fresh thinking that creates value • Wordle; QR codes; Video • Bring in Revenue – sell biz cards; send coupons for products • Call everyone on one req a quarter • People are the Brand • HR/Marketing Mashup • Educate, engage, influence customers – consideration space • Foster culture and encourage employees to participate Human Customer Marketing Department
- 34. • Showcase inclusion on your website • Create a diversity-positive brand • Utilize diversity boards • Multiple job marketing strategies
Notes de l'éditeur
- “Checks.” Of course. We’re very proud of our checks heritage and all our check innovation, but while checks continues to be the perception of Deluxe, the reality is … 06/05/13
- 06/05/13
- Looking back, some of our most in-demand positions were related to our checks business-press operators, account sales reps, bindery workers. Along with our business transformation, our most in-demand positions are also changing. And many of these new positions require significant skill sets in the digital space. TRANSITION: In addition to a huge shift in our talent needs, we also have to question where we (as well as all companies) are going to get the talent needed to grow and be competitive? 06/05/13
- 06/05/13 SHRM (Society for Human Resource Management) Awarded most innovative wellness program in the state among large companies for the 2011 Commit to be Fit program. Applicants were evaluated on: program design, the evaluation process and outcomes, multi-level programming, components that cover overall health and well-being, and innovation. Talent Board Candidate Experience Award (sponsored by Jobs2Web) Nationwide competition to recognize the candidate experience offered by companies through the entire recruitment cycle. Deluxe was one of 24 companies to receive this award (other companies included Adidas, Deloitte, General Mills, Whirlpool, Intuit, and PepsiCo). Winners chosen through a 3-part process: (1) employer survey (2) candidate survey (3) evaluation by a panel of expert judges. The award recognizes excellence and contributions to setting an industry standard in candidate experience because a strong candidate experience leads to more engaged employees and a more competitive recruiting brand. Social Media Innovation Award (sponsored by Jobs2Web) PLANSPONSOR (national magazine focused on retirement benefits) Deluxe was named a 2011 finalist for demonstrating leadership in providing a more secure retirement for workers. Deluxe was recognized alongside companies including Aflac, Delta , Ernst & Young and Gartner. Finalists were featured in the PlanSponsor March 2011 issue. PR News Platinum Awards National competition that honors excellence across all areas of public relations and communications. Deluxe received honorable mention in the category of employee communication for its 2010 United Way campaign . Other finalists in the category were American Airlines, Deloitte, Northwestern Mutual and the National Association of Insurance Commissioners.
- Move from push/broadcast to interaction Fresh thinking that creates value HR/Marketing Mashup
- http://www.youtube.com/watch?v=7wi-kndiAtc&feature=related
- While Deluxe is transforming, so is the way all companies do business. And for many, the change is scary. Remember back to the introduction of dos terminals. Senior executives were scared productivity would go down because solitaire was available on those stations. Now, we couldn’t imagine not having a computer at every desk. Move into the 90s, as personal computers took hold. Again, there was fear that productivity would decline because of the availability of chat rooms and forums. But those tools transformed how we worked, learned from and communicated with our customers. Flash forward to today. We are accessible online everywhere through smart phones, tablets, ipads and more. Just like with past technological advances, there is some fear that this immediate access to online and social media tools can affect productivity. But as a veteran of this 1 st tidal wave of hype, what “lessons learned” do I bring to bear on my work today: Educate, educate, educate … at the moment you find yourself saying “I know we need to be involved in this ‘social media’ -- make sure you have an advisor to guide you through the risks; benefits and applications Accept the fact that the way we communicate has once again been dramatically changed The evolution in the technology space is replicated by an evolution in the recruiting space. Five years ago, Deluxe’s five most-hired positions were printing focused. Today, our most in-demand positions are digitally-focused (ecommerce, e-marketing, search marketing). ***change from broadcast to communication/engagement Web 1.0 – broadcast (new way to push company brocures / jobs) Web 2.0 person to person - social web Web 3.0 semantic web (data to applicatons); 3D web ; sensors and other information capture technologies (RFID, 3-D barcodes, cameras, voice recognition systems, GPS systems,etc.) web squared
- Along with technology changes, the way we recruit is also changing. We started by simply announcing job openings in newspapers and the like. Once the Web came around, we were able to broadcast to targeted audiences more readily. But with the advent of web 2.0, we are no longer simply broadcasting, or pushing, our jobs to potential candidates. Instead, we are engaging with them, where and when they want the information ****** can we add a slide for “what’s next” that shows Web 3.0 / tablets With the first incarnation of the web, individuals leveraged the browser interface to connect to the web to access information. do things like manage their bank account, send each other e-mail, buy stocks or plan travel (BBS / chat rooms) The second incarnation of the web moved beyond access and focused on participation. During the Web 2.0 wave, the focus shifted from connecting people “to” the web to enabling people to connect “through” the web to share, participate, and collaborate. Today's Internet users share media—in quantity. user-generated vs. broadcast approaches // control(brand) in customers hands As we move into the next wave of the Internet evolution, we observe a continuing trend in the creation of economic platforms that cultivate new forms of innovative co-creation, leading to different forms of wealth creation for those who choose to participate. Today, the web is in the midst of a migration from the traditional two-dimensional web browser interface to a three-dimensional one. Just as the introduction of the Mosaic browser changed society and business, the impending transformation of the Internet from a static, one-way conduit of information into a three-dimensional virtual environment in which people—as avatars—live, work, and play will have an equally significant transformational impact. To my way of thinking this is just a logical extension of the open and participatory culture that has permeated the second incarnation of the web. But it will be even better, because interactivity and immersion create a multiplier effect on engagement.
- To recap, several transformations are making it necessary to change our recruiting model. From Deluxe’s own business transformation to the shifts in technology and the rapid pace of innovation, we as recruiters must also innovate to connect with the Top Talent to fill our positions—or we will be left behind.
- Insert information about final number of candidates for the product marketing position, quality of candidates, time to hire etc. that provides the evidence that this sourcing model worked.
- Change from broadcast to communication
- We were one of the first organizations to supplement our job descriptions with video. We have been using flipcams to videotape hiring managers talking about their openings and department culture for one full year now. The response we have received from candidates is overwhelming—they love the ability to experience Deluxe before they even come in for an interview.
- 06/05/13
- Key message: Our innovative ways of reaching audiences are leading our industry and setting us apart from competitors. We are using innovative digital applications to: Bring in talent Create relationships with customers Become the face of the brand http://www.youtube.com/user/deluxejobs#p/a/f/0/ErocUZbGabs
- I ask each and everyone in HR to substitute the word CANDIDATE for CUSTOMER WE are working hard to transform a well oiled process to a human connection *BOB Doesn’t get a job with us – Two Recent Examples: “I appreciate the effort you put into working with me and letting me know the final decision. It’s actually pretty impressive that your company cares enough to treat applicants this way – I will certainly keep an eye on Deluxe in the future” “Your response gave me the impression of someone actually taking the time to read my resume and explain why decisions were made. This is rare and most welcome in today’s impersonal world of recruiting – way to go Deluxe”
- Social media is offering us better collaboration and customer service delivery Those companies that can leverage these technologies will lead the competition
- Felix wetzel Strongest brand ambassadors are our employees