This is a presentation I shared at the 4th annual ABSL Conference in Lodz. It talks about applying B2C and B2B marketing tactics to talent aquisition

2. Do we fight for talent?

4. 3 Macro trends that drive the fight for brainpower:
 Technology avalanche
 Bigger, better and faster world
 The rise of people
“The fight for brainpower: employer branding trends and case studies” Universum, Katrina Arbin

5. Sector Growth
87K (2012) – 110 K (2013)
65 new centers in 2012
2/3 „new comers‟
92% of ABSL members
plan to grow by 2015
Assuming 10% attrition
1000 people on a move
each month
Whether you like it or not
The fight for talent
Is ON
*ABSL Data

6. Getting ready for the war:
 Knowledge
 Tools
 Tactics

7. Employer market has similar characteristics to
B2C and B2B markets
=
Applying marketing strategies
from B2B,B2C to B2E
might work

8. Traditional mental model (B2C)
“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski

9. The new mental model (B2C)
“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski

10. Traditional mental model (B2B)
“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski

11. The new mental model (B2B)
“ZMOT Winning The Zero Moment Of Truth”, Jim Lecinski

12. The new mental model (B2E)
SMOTZMOT FMOT

13. ANSWER 3 QUESTIONS
 WHO?
 WHAT?
 HOW?

14. WHO is your target audience?
HR/Recruitment answer
 Education
 Employment history
 Skills
 Trainings
 Years of experience
1

15. WHO is your target audience?
Marketing answer
 Interests
 Out of work activities
 Music
 Food
 Etc.
INSIGHT
1

16. How to find right insight?
 Focus groups
 Interviews
 Surveys
 Day in a life
 Coffee talk
 Social media
 Friends
1

17. 2 WHAT is the EVP you want to convey?
Employee Value Proposition (EVP) is the balance of
the rewards and benefits that are received by
employees in return for their performance at the
workplace.
It is a set of associations and offerings provided by
an organisation in return for the skills, capabilities
and experiences an employee brings to the
organisation.
It is a statement of why the total work experience at
our company is superior to what they would get at
other organisations.
HR/Recruitment answer
 Compensation
 Benefits
 Career path
 International career
 Etc.

18. 2 WHAT is the EVP you want to convey?
Marketing answer
 Hard benefits
+
 Emotional benefits
 “You don’t attract who you want.
You attract who you are”
John. C. Maxwell
EVP must be
consistent with company‟s DNA

19. 3 HOW to deliver the message to target?
HR/Recruitment answer
 Job Ads
 Banners
 Conferences
 Job fairs
 Brochures

20. 3 HOW to deliver the message to target?
Marketing answer
 Select right channels
 “Differentiate or die”
Jack Trout
 Be creative
 Leverage insight
 Respect your audience

21. 3 HOW is about making sure you stand out

22. WINNING the war for talent
is about
mastering
each stage of new mental model

23. Few things to remember
In B2B marketing
 80% of buyers are not
ready to buy the first time
you meet them
 Very long sales cycles
require constant nurturing
of a contact
In B2E marketing
 Many candidates you meet
will not be interested at
your proposal at a time
 You have to keep
reminding them about your
EVP
so your company is a first
thing they will think about
when they make a
decision to buy/change

24. Few things to remember
In B2B marketing
 Winning at SMOT translates
into referrals
 This can be measured by
Net Promoter Score
In B2E
 Winning at SMOT
translates into low attrition
 What is your referral rate?

26. Entry situation
0% brand recognition
„Russian stigma‟

27. Objective (Oct 2010)
200
highly skilled IT engineers
by
end of 2012

28. WHO - Target

29. WHO - Insight
Gadgets Hungry Loves Puzzles
Games Outdoor Family
Music

30. WHAT - EVP
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31. WHAT - EVP

32. HOW – Plan
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33. HOW – Execution – Big Bang

34. HOW – Execution – Big Bang

35. HOW – Execution – Big Bang

36. HOW- Communicate EVP

37. HOW- Communicate EVP

38. HOW – Refresh the brand on regular basis

39. HOW – Refresh the brand on regular basis

40. HOW – Refresh the brand on regular basis

41. Rock Wednesday

42. Videos
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44. Results
300+ employees
100% increase
in speed of
recruitment
80% brand
recognition in KRK
Over 1 mln PLN in
Advertising Value
Equivalent
75% of employees
would recommend
Luxoft to a friend
“Top CSR initiative
of the Year” 2012

45. Results

47. 8 June 2013
It is not
the stimulus
that makes your people leave

48. 8 June 2013
Be creative
and know your audience

49. 8 June 2013
What happens at SMOT
will leak out
Dear employees,
Worrying about your health we
would like to remind you that
DONUTS MAKE YOU FAT.
Recommend people to your own
firm, and not to Luxoft. Enter …
Regards,
Recruitment team