Building Communities of Talent | InDemand2014

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Building Communities of Talent: The power of content marketing and nurturing relationships

Celinda Appleby Digital Media Program Manager

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted. 2

Global team org chart

Celinda Appleby Global Digital Media Program Manager

Desiree Chavez AMS

Adam Buck APJ

Catalina Radulescu EMEA


Talent Brand

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4

The original start-up

Talented, collaborative team members who are committed to giving their best each day

Great manager

A global environment with unique scale and scope to build the career you want

Great company

A valued global brand with a rich history of leadership, innovation, strong customer relationships, and global citizenship that matters to the world

Great people

Great career

A manager who coaches you and creates an environment where you can be your best

Great things about working at HP

Supported by….

Talent Brand vision

authentic brand experience for candidates & employees


Talent Brand journey

2001 2005 2008 2010 2012 2013


Brand examples Collateral used with career events for both experienced professional and University hires (handshake cards, posters, flyers, brochures, ads)


Infusing talent brand into digital


HP employee Subject matter experts and net promoters

Blog

Strategic audiences Digital channels Goals

•  University •  Interns •  Diversity •  Veterans •  Passive top talent •  Engaged talent communities •  Current HP employees

HP Careers digital ecosystem Target is to humanize the talent acquisition life cycle to attract and retain top talent

Targeted / Prioritized / Business aligned campaigns to showcase HP as

an “Employer of Choice”

•  Enhance and support business hiring initiatives

•  Position digital strategy as a world class, strategic talent attraction

•  Grow our digital reach while leveraging our global footprint

•  Attract and retain top talent


Career site •  Full content update

(text, modules, imagery)

•  Desktop and mobile interface

TalentBrew •  Search engine

optimized (SEO) platform

•  Enhanced search capability for improved candidate experience

Digital media •  New branding on

Facebook, LinkedIn, Twitter, YouTube and HP Careers blog

•  On-line branded ads promoting HP opportunities

Taleo external and internal sites •  Full re-branding of

Taleo pages (external and internal)

•  Updated branding for internal portals: Employee Referral, Job Searcher

Enhanced content marketing


Global strategy with regional deployment

•  Increased overall exposure and awareness across multiple media channels •  Dynamic and uniform global employer branded candidate experience •  Monthly content calendars and brainstorming meetings •  Multiple regionally driven global campaigns; raising awareness of in region activities across pan-HP

• 1.7 million fans • 2 global posts weekly • Posts see 45-95% fan engagement

• 152% increase to our career pages

LinkedIn

•  4K followers •  50% increased fan

engagement •  8-12 posts per day

Twitter

•  59K fans •  2 global posts/day •  1 geo-target post/day

Facebook

•  67% increased engagement

•  2 global posts weekly

HP Careers Blog


Americas


AMS team org chart

Desiree Chavez AMS Employer Brand/Digital Media lead

North America 4 leads

Central America 3 leads

South America 4 leads

•  Global campaigns

•  Regional or country specific campaigns: •  Leadership spotlight •  Employee quotes •  Local career fairs and open doors events (HP Explore

and Info -Sessions) •  Job opportunities •  Country employer recognitions and awards •  Graduate profiles


Global campaigns - AMS

•  Volunteer Voices •  Social Weekends •  HP Wellness •  Diversity &

Inclusion


Asia Pacific and Japan


APJ team org chart

Adam Buck APJ Employer Brand/Digital Media lead

South Pacific 1 lead

SEA 5 leads

India 2 leads

Rest of Asia 4 leads

China 1 lead


•  Regional or country specific campaigns: •  Leadership spotlight •  Employee quotes •  Local career fairs and open doors events

(HP Explore) •  Job opportunities •  Country employer brand awards •  Graduate profiles


HP has a “Social Conscience” in APJ


Europe, Middle East and Africa


EMEA team org chart

Catalina Radulescu EMEA Employer Brand/Digital Media lead

CEE 7 leads

GWE 7 leads

UK&I 2 leads

MEMA 5 leads

Southern Area 5 leads

EMEA 2 leads


•  Regional or country specific campaigns: •  Leadership spotlight •  Employee quotes

•  Local career fairs and open doors events (HP Explore)

•  Job opportunities •  Country employer brand awards •  Graduate profiles


Global campaigns - EMEA

•  Work 4 HP •  Throwback Thursdays •  Think bigger •  3 in HP •  Social Monday •  Matter to a Million


AHA moments

•  Leverage all of your available resources

•  Celebrate your successes… even the little ones!

•  Learn to Let Go!

June global campaigns – LinkedIn/Facebook/Twitter

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

Week 5 May

26 AM: Infographics #work4hp PM: Fill in the blanks

27 AM: Blog post – Saleem PM: Recruiter Tip AMS

28 AM: Site tour AMS

29 AM: Diversity PM: TBT PM: Blog post Interns

30 AM: Social Friday PM: International Children day (1st June)

Week 2

2 AM: Social Monday

3 AM: People First

4 AM: Wellness post

5 AM: Volunteer voices APJ PM: TBT

6 AM: Social Friday

Week 3

9 AM: Fill in the blanks

10 AM: Recruiter Tip AMS

11 AM: Site tour EMEA


13 AM: Social Friday Sunday: US/LAC – Father’s Day

Week 4

16 AM: Social Monday

17 AM: People First

18 AM: Wellness post

19 AM: Volunteer voices AMS PM: TBT

20 AM: Social Friday

Week 5

June

23 AM: Infographics #work4hp PM: Fill in the blanks

24 AM: Recruiter Tip EMEA

25 AM: Site tour APJ


27 AM: Social Friday


Thank You

Building Communities of Talent | InDemand2014

Business

Transcript of Building Communities of Talent | InDemand2014