Challenges
Hiring Volume: 1,000 hires globally in addition to source and screen efforts for ~1,000 global hires
Geography: 5 Continents and 18 countries across North America, Latin America, EMEA, APAC regions
Roles: Corporate roles from entry-level to executive hiring: IT, Finance, Marketing, Legal, HR, Support
Specialized roles: Data Analytics and Technology
Specific Challenges:
- Employer brand in need of a redirect to better attract tech and analytical talent
- Little to no brand recognition in some regions
- Acquisition activity added to disparate brand identity with multiple legacy companies
Approach
Highlighted Strategies:
- Advisory Role for EVP (Employer Value Proposition):
- Ideation with client on creation of EVP and supporting messaging, marketing material and internal/external campaigns.
- Cross-functional Partnership Alignment:
- Cohesive sessions with key members of global talent acquisition and marketing
- Social Media Strategy Development:
- Elevated focus of program from transactional numbers of followers to more qualitative action-based conversions of followers to hires
- Advanced Segmentation of Talent Communities:
- Specialized content design and campaigns to achieve regional and functional talent pools
- Regionally and Functionally Aligned Landing Pages:
- Showcasing of the EVP and cultural, day-in-life content for each target candidate segment
- Mobile Application and UX Optimization:
- Mobile-friendly job application and process experience (e.g. texting functions to schedule/confirm interviews)
- Video Consultation:
- Employee testimonials (Costa Rica) and employer of choice content (Canada)
- Sourcing Intelligence:
- Global, regional and country-specific sourcing channels for job postings and other sites supporting the candidate journey (i.e. Glassdoor, LinkedIn)
- EVP Training for Sevenstep team:
- Immersive brand sessions for message consistency and true brand stewardship from initial point of contact (email/landing page/advertising) through entire recruitment process and employment.
Results
- One, global Employer Value Proposition (EVO) for cohesive messaging across multiple platforms (landing pages, social media, advertising)
- Increased traffic to landing pages by 40%
- Positioning of client as an employer of choice
- 25,000+ candidates introduced into talent community
- Increased number of directly sourced candidates by 20%
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This content was originally published by Sevenstep. Kelly® acquired Motion Recruitment Partners, including its talent acquisition brand Sevenstep, and integrated Sevenstep within its KellyOCG® business.
Sevenstep® is a registered trademark of Kelly Services, Inc. in the United States. All other uses are under common law trademark rights.