Your employees can be some of your best talent brand ambassadors, even beyond your core talent acquisition team. Dell shares it's remarkable success at Talent Connect Vegas 2013.
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Your Company Needs YOU: How to Enlist Your Brand Ambassadors | Talent Connect Vegas 2013
1. Your company needs you:
How to enlist your Brand
Ambassadors
Brent Amundson & Pamela Hennard
Global Talent Acquisition
2. Global Talent Acquisition#intalent
Topics
• Introduction
–Brent Amundson, Executive Director
–Pamela Hennard, Director
• Dell social enablement strategy – company-wide
• Dell social enablement activity – Talent
Acquisition
• Tips, tricks and takeaways
• Q&A
2
3. Global Talent Acquisition#intalent
Making it all work…
Social Media
Recruitment StrategyPeople power
Company team members
need to be adequately
trained and empowered to
use social media
Great content
Just posting jobs will not get
you results. You need to
engage and evangelize users.
Execution
While it all looks great on
a deck, you need to go out
there and walk the talk.
Platforms
Facebook, LinkedIn,
Twitter, Youtube, local
platforms
3
5. Global Talent Acquisition#intalent
Professional Community strategies for Dell
1. Build
knowledge
base &
credibility
2. Talent
acquisition &
reputation
management
3. CRM
through
deep, profile
based
targeting
4. Business &
Marketing
opportunities
• To empower team members around the world with training
& tools to lessen the distance between us and the customer
(and to TA, our candidates!)
5
6. Global Talent Acquisition#intalent
Leveraging our workforce
• Strategy: To support Dell’s position as an
industry leader by establishing our
knowledge base and credibility
• We do this by:
– Encouraging LinkedIn profile creation
– Asking team members to get engaged
– Looking for subject matter experts to use
• Benefits:
– Dell benefits by having our team members
have consistent look/feel to their social
presence
– Team members benefit as it helps them
understand the power of social media and
LinkedIn for their personal brand
– LinkedIn study showed our team members
viewed 13+ Dell profiles before updating
their own profile to reflect Dell as employer
6
7. Global Talent Acquisition#intalent
What is SMaC? Engaging & Empowering
The Social Media and Communities team supports the governance,
best practices, tools usage and education of all Dell team members
around the world.
• Purpose
• Governance
• Recognition
• Reasons to believe
• Tools
• Resources
• …SMaC Certification
means something!
7
8. Global Talent Acquisition#intalent
For Engaged Team Members – additional
Opportunity: Dell|SMaC Champion
Our team members, our influencers, our experts, our best assets
#iwork4dell
8
10. Global Talent Acquisition#intalent
Expanding our reach through Hire the Best
The Concept
Practical & hands on
Team members
takeaway is simple – a
better LinkedIn profile
Begin Execution
Collaborate with
Brand & SMaC – Fall
2012
The Inaugural Event
Annual Leadership Event
in Las Vegas - 2011
Next Phase
Building HTB
Content
Train the Trainers
Online accessible
Global Rollout
By region
By location.
Taking social to the masses pragmatically
10
11. Global Talent Acquisition#intalent
3 types of roles our team members are
asked to participate in specific to LinkedIn
Not Active Member Engaged Expert
Not on LinkedIn LinkedIn Profile
Non-Dell Related
Topics
Dell Related
Topics
Description: N/A
Profile on site and
connecting with
peers, but no other
engagement
Participate in
answers and
discussions around
topics of interest
Participate in
answers and
discussions around
Dell and provide
Dell POV
Required: N/A N/A Principles Class SMaC Certification
FY12: 38% 62% ~10% ~1-5%
FY13: 11% 89% ~22% 9%
Goal: 0% 100% 50% 25%
11
12. Global Talent Acquisition#intalent
Online Traffic
• Total online reach has more than doubled
since Q1 FY12. In Q2 FY13 alone online reach
exceeded 2 million visitors.
New
Applications
• Dell receives approximately 60,000 new
applications each month
Search Engine
Optimization
• Since launching jobs.dell.com in March 2011,
we’ve received almost 7 Million visits. Over
900,000 of those visits are a result of searches
on the web where Dell was not a keyword
Facebook
• With 4 Careers Facebook pages supporting
our regions and UR and over 475,000
followers, Dell has one of the greatest Careers
Facebook followings in the industry
Results of focus on social
12
13. Global Talent Acquisition#intalent
On LinkedIn, Dell has added ~250k new followers in the
past year with accelerating follower growth
0
5,000
10,000
15,000
20,000
25,000
30,000
0
100,000
200,000
300,000
400,000
500,000
600,000
NewFollowersPerMonth
TotalFollowers
120K
289K
540K
13
14. Global Talent Acquisition#intalent
Dell is steadily growing the share of hires impacted by
LinkedIn – now influencing more than 50% of hires who
are on LinkedIn
*Includes Dell and subsidiary companies
% of New Hires Impacted by LinkedIn*
8%
23%
26%
43%
54%
0%
10%
20%
30%
40%
50%
60%
15. Global Talent Acquisition#intalent
..but this is what REALLY matters to Senior
Leadership!
Q1FY12 Q2FY12 Q3FY12 Q4 FY12 Q1FY13 Q2FY13 Q3FY13 Q4FY13 Q1FY14 Q2FY14
Q over Q Agency Spend
Americas APJ EMEA India
15
17. Global Talent Acquisition#intalent
Synergy internally in Talent Acquisition
• Overhaul of external career site
• Email signature with links to various social media platforms
• Global council on social media programs
• Content for social media sites received from talent acquisition
team
Consistent
use
17
18. Global Talent Acquisition#intalent
Activating our best practices
• Encouraged Talent Acquisition team to update their profile
• Created program linking recruiting best practices to social media
• Incorporated social media into intake session
• Identified strategic referrals from LinkedIn networks
What
worked
18
20. Global Talent Acquisition#intalent
Hire the Best
Results: Over 1,000 hiring leaders have engaged in Hire the
Best, resulting in a more engaged and knowledgeable hiring
community.
• Content shared virtually
and in person to the hiring
leaders, sales
leaders, employee resource
groups and recruiters.
• Run time approximately 1
hour.
LogisticsObjectives
Evolution of talent acquisition and the impact of
social media on acquisition of talent
1
2
3
4
Influence personal brand has on the acquisition
of talent
Maximize the relationship with talent acquisition
Importance of candidate care and the power of
words
.
A branded campaign to activate Dell’s online network, share Dell’s
employment brand and assist hiring leaders with understanding what it
takes to hire the best talent.
20
21. Global Talent Acquisition#intalent
Proof point: first campaign on LinkedIn
• Talent Acquisition wanted to change
Dell’s reputation with Software
Developers and generate highly
qualified leads
• Worked with LinkedIn to launch a
targeted campaign:
– LinkedIn Career Tab
– Recruitment Ads
– Featured Question Sponsorship
– Direct Email via InMail
– LinkedIn Survey
– Talent Direct – Lead Gen tool
• Results: Created a viable pipeline of
candidates and established Dell’s
employment brand in the software
space
21
22. Global Talent Acquisition#intalent
Primp Your Profile Primp Your Profile
• Represent Dell and team
member in the most positive
and genuine way
• Enable the creation of a
powerful and Dell branded
LinkedIn profile
• Sessions can be stand alone
1:1, in staff meetings or a
large event
Primp Your Profile sessions are
designed for any Dell team member.
During a Primp Your Profile
session, Talent Acquisition:
• Guides Dell team members through
each part of the profile
• Offers tips for profile updates
• Follows-up with recommended
activities to keep the momentum
going
Some onsite events will even have a
photographer onsite to take headshots
of the attendees!
22
23. Global Talent Acquisition#intalent
Example: LinkedIn profile checklist
Photo: Do you have a high-resolution headshot on your profile?
Company/Industry: Is Dell listed as an Information Technology & Services company?
Connections: Have you taken the time to build your network with professionals both inside and outside of
Dell?
Title & Headline: Is your headline eye-catching and does your title translate externally?
Summary: Do you have a summary and does it effectively represent the sum of your experience, specialty
skills, goals and/or aspirations?
Experience: Is each position description robust (3-5 sentences) and does it effectively capture the size and
scope of your role?
Websites: Do you have Dell Around the World and/or Dell Careers listed under websites?
Groups: Are you a member of groups that relate to your background (domain specific, industry specific, alumni
specific, diversity specific)?
Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?
Acronyms: Have you avoided using Dell acronyms and Dell-specific terms?
Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so is
recommended because it shows upward mobility as well as lateral opportunity enrichment.
Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is recommended
because it allows others to network and connect..
23
24. Global Talent Acquisition#intalent
Activate Hire the Best or Primp Your Profile
• Can be onsite or
virtual
• Ideal for :
o Employee
resource groups
o Internal
conferences
o Dell sites with
many team
members
o B.U. meetings
• Can be done with little
or no budget
One-on-One
• Can be onsite or
virtual
• One-on-one meeting
o Can be done as
part of an intake
session, for hard-
to-fill positions.
o It is an opportunity
to engage the
manager and let
them know how
they can help with
the search.
• No budget required
• Can be onsite or
virtual
• Ideal for :
o Staff meetings
o Smaller events
where you may
have less than 30
attendees
o Any small group
• Can be done with little
or no budget
The type of event you plan should be a result of a consultation of
your key partners.
Staff MeetingLarge Event
24
25. Global Talent Acquisition#intalent
Week
after
Event
Day
after
Event
Day of
Event
1
Week
to
Event
2
weeks
to
event
3
Weeks
to
Event
4
Weeks
to
Event
Example: Large Event Planning Timeline
Confirm budget/location
Gather list of
attendees/coordination
team
Arrange photographer
Seek executive
sponsorship for event
Determine collateral/send
to print
Schedule prep meetings
with coordination
Order equipment/supplies
Send invites to
attendees/coordination
team
Plan follow-up campaign
Start advertising
Plan room layout
Logistics meeting with
coordination team
Confirm event
booking, verify collateral
ready for event, confirm
equipment order
Executive sponsor to
message about event via
internal mechanisms
Secure WIFI access for day of
event
Team meetings prior to
morning/afternoon
session
Set-up/tear-down
Track participation
Upload photos to shared
sites
Send follow-up email
Send thank you note to
photographer and
coordination team
Confirm all equipment was
returned
Share results with leadership
Send email to managers that
did not attend
Send follow-up email
Schedule 1:1 sessions
25
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Stage 7
26. Global Talent Acquisition#intalent
Team of talent acquisition professionals
interested in writing on behalf of Dell
• Participants completed internal class on
Blogging
• Partnered with Marketing on targeted websites
and release strategy
• Developed content for publication on regular
cadence
• Encouraged Talent Acquisition team to share
with their network via social media
Sample articles published:
• You Are Interviewing For Your Next Job – Now
• Chronicles of a Hospital Information System Director
• Do You Have to be a Manager to be a Leader?
• Internal Social Media – Is Your Company Missing Out?
26
Talent acquisition correspondents
27. Global Talent Acquisition#intalent
Social media action team
• Encourage the primping of profiles on LinkedIn
• Develop knowledge base of social media
• Promote usage of social media avenues with
talent acquisition teams
• Create materials that can be used by recruiters
throughout the hiring process
• Research new social media tools and their
potential usage within recruiting
• Share social media handles of team to develop
a following, connections and advocates
Volunteer team of talent acquisition professionals passionate
about advocating the usage of social media in recruiting
Key benefits:
• Socially
engaged
team
• Relevant
social media
content for
talent
acquisition
27
28. Global Talent Acquisition#intalent
Summary & Recommendations
Start small – know your organizations culture re: social &
engaging others
Don’t go it alone – partner with Marketing / Comms, etc
Engage your own team first, then evangelize
Try out various solutions, including LinkedIn products, etc.
1
2
3
4
Measure, report and use data to move the needle!5
28
30. Global Talent Acquisition#intalent
Grazie
σας εσταριστώ
Děkuji
谢谢
dank u
Danke
Merci
감사합니다
Obrigado
Gracias
Спасибо
Tack
teşekkür ederim
cảm ơn bạn
Go raibh maith aga
Thank you
30
Global Talent Acquisition
30
Editor's Notes
It takes a combination of things to really pull this off well – it isn’t just a simple “let’s do this” to make it happen. Starting at the bottom…..Platforms – then People, then Content, then Execution…..
TA Script:“There are four main strategies or ways that we leverage the power of LinkedIn on behalf of Dell. We use LinkedIn to establish credibility in the industry, by displaying our knowledge base and expertise. HR engages on the site to draw fresh, strong talent to the company and position Dell as a place that people want to work. We use the rich wealth of profile data that LinkedIn provides to supplement and enrich our CRM data and to target specific audiences. Finally, we reach out with marketing initiatives through the site to support traditional marcomm efforts. We’ll talk about each of these in turn.”
TA Script:“Dell is a leader in the social media space and we want our employees to be leaders too in order to increase Dell’s overall knowledge base and credibility. We do this by creating robust, complete profiles on LinkedIn, and then by reaching out and engaging in Dell and non-Dell groups related to our areas of interest and subject matter expertise. The more employees that do this, the stronger a presence and brand we will create.The beauty of engaging on behalf of Dell in LinkedIn is that you will personally gain from your efforts. We want to help you build up your personal presence, which will also help you make yourself more marketable for both internal and external jobs.”
Over 1300 Dell Champions worldwide with many individuals focused on social media and others focused on brand efforts
Discuss the next level of engagement – invitation to become a Champion….
Why this is a little easier for us that perhaps for other companies is our historical forward-approach to social, starting with our CEO and working it’s way through our customer solutions….etcetc
Then we have TA-specific things we did to add on to this…Hire the Best / Primp Your Profile
TA Script:“There are 4 types of roles you can play on LinkedIn. The first is to not be involved, and we want to encourage all employees to at the very least move away from this role by creating a robust profile on the site. The second role is where you have a profile on the site, but aren’t actively engaging in groups or discussions. Roughly half the company is currently at this level.The third role is participating in non-Dell related topics, discussions, and groups associated with your interest or areas of knowledge. This would require that you’ve taken at least the MKTG2002 SMaC Principles class. Less than 10% of our company is currently engaging at this level, but we’d like for that number to get up to 50%.Finally, our SMaC Certified Professional have the ability to take on the fourth role of engaging on behalf of Dell, sharing Dell’s story, and participating in Dell topics and discussions on the platform. If we could get 25% of Dell to be fully certified and active in this role, we would have a powerhouse presence on LinkedIn.”
So our journey is constantly evolving and constantly upward – we’ve increased in visits, new applications, and followers and likes….it’s really been fun to watch and measure
I call myself a Talent Acquisition dinosaur. I’ve been in the field so long that I remember my first recruiting job had a Thomson guide, telephone, yellow pages, index cards, and a stack of applications. When I went to my 2nd recruiting job I remember there was a computer on the desk and I was amazed at what a computer could help me do. When they told me we were going to try a resume database called Monster I almost came unglued. How could these tools help me do a job that I had done without all of that in the past? How times have changed. Many recruiters in our organization felt the same way about social media as I felt about Monster. As an organization we had to inspire our team around social media and my section will focus on how we have activated social media in our Talent Acquisition function.
A: TA Proof Point: Another great example is a scenario where the business needed to recruit a number of software developers. Well Dell didn’t really have a strong brand in the space, and so LinkedIn partnered with TA and the business to:Survey software developers, figure out what they want in an employer and then we targeted them with ads with the right messages. We ran this campaign and it lead to development of a huge pipeline of candidates and moved the needle with respect to Dell’s brand in this spaceBear in mind, many of our internal TA teams have the capability to provide deep sourcing within location, function, etc. so always reach out to your TA team to generate dialogue and ideas! There is a cost associated with these LinkedIn campaigns and although extremely effective there are more budget conscience alternatives available. Discuss with your Recruiter further to generate a plan that works best for your needs and budget!
Primp Your Profile sessions are designed for any Dell team member. Eventually, we would love to have all Dell team members’ profiles primped!! During a Primp Your Profile session, TA guides Dell team members through each part of the profile, offers tips for profile updates and follow-ups with recommended activities to keep the momentum going. Some onsite events will even have a photographer onsite to take headshots of the attendees!Participation by Dell TA in Primp Your Profile is voluntary. You should applaud yourself for making this personal choice to be an ambassadors for Dell! This is truly a development opportunity- we have built the tools you need to success and will support you every step of the way.Primping Profiles offers team membersA way to represent Dell and themselves in the most positive and genuine wayTools to enable the creation of a powerful and Dell branded LinkedIn profileSessions can be stand alone 1:1, in staff meetings or a large event and can be done virtually or face-to-face, in a live demo or presentation style.We will now begin a live demonstration of an PYP presentation for groups. The information discussed included information you will use for 1:1 sessions, as well. I will send this recording, presentation and other helpful info to you via email.I will reserve Q&A for the end of the call, but feel free to ask questions via the chat box during the call and Scarlett Jazesf will answer you. Scarlett is our Corporate Services TA Leader. Her previous role as a Sourcer offered a lot of opportunity to lead multiple sessions in the US and she is an expert on planning and executing one of these events.
Here is the checklist you can use to update your profile. I will send this to you after this session, along with other helpful items.Photo: Do you have a high-resolution headshot on your profile?It is personal preference what style of photo you choose. Select whatever represents you and how you relate to your customer-base... Many opt for a professional-style headshot, but if that is not you- no problem! You are unique- do what feels rightCompany/Industry: Is Delllisted as an Information Technology & Services company?Connections: Have you taken the time to build your network with professionals both inside and outside of Dell? Title & Headline: Is your headline eye-catching, not necessarily just your title; and does your title translate externally? Summary: Do you have a summary and does it effectively represent the sum of your experience, specialty skills, goals and/or aspirations?Experience: Is each position description robust (3-5 sentences) and does it effectively capture the size and scope of your role? Websites: Do you have Dell Around the Worldand/or Dell Careerslisted under websites?Groups: Are you a member of groups that relate to your background (domain specific, industry specific, alumni specific, diversity specific)?Skills: Have you listed your most valuable skills in the “Skills & Expertise” Section?Acronyms: Have you avoided using Dell acronyms and Dell-specific terms? Multiple Dell Positions: If you have held multiple positions at Dell, have you listed each? Doing so is recommended because it shows upward mobility as well as lateral opportunity enrichment.Contact Preferences: Have you allowed others to reach out to you via InMail? Doing so is recommended because it allows others to network and connect.