CH2M's Organizational Transformation to a Strategic Recruiting Engine

1Copyright 2016 by CH2M HILL, Inc. | Company Confidential

CH2M’s Organizational Transformation to a Strategic Recruiting EngineIntegrated Digital Brand Strategy, Designed Around Purpose, Delivered with Recruitment Marketing.

HCI| Boston, MA

Amy AlbrightDirector of Global Recruiting Operations


People are our business and it shows


Clair HillHolly Cornell James Howland Burke Hayes Fred Merryfield

What did you say?

CH2… HUH?

Catalyst for Change

6Copyright 2016 by CH2M HILL, Inc. | Company Confidential 6

Employee

Value Prop

ClientValueProp

CorpValueProp

ApplicantValueProp

ATTRIBUTES

OVP

CVPEVP

HOW

WHY

WHAT

Defining Our Purpose and Value Proposition (OVP)


HOW

WHY

WHAT

Customers

Candidates

Employees

AUDIENCE(Personification)

OVP

CVPEVPDefining Our Purpose and Value Proposition (OVP)


Updated Visual Brand


Brand not about the Work


Brand is about the People doing the work

Brand Execution


Coming together as one with Marcom

Partnered on selection of Brand Agency• Consumer brand agency

• Replaced Employment Brand Agency of Record

Partnered on development of OVP

Shared thought leadership and came together on core philosophies that drive our brand, purpose and culture efforts.

Presented ROI of integrated brand across all stakeholders• Candidate -> Employees -> Alumni -> Clients

• Cost per hire -> Retention -> Positive Sentiment -> Sales


We’ve defined a clear model for who our users are, and what they want to achieve through their interaction with the CH2M brand online.

While CH2M interacts with many different kinds of people, it’s possible to simplify the user model by focusing on behaviors, goals and motivations.

Technical Lead Key Account Manager New Talent Subject Matter ExpertDecision Maker

The User Context: Our Personas

Executing Our Brand with Recruitment Marketing


The Brand Blueprint


Career SiteSocial Job Marketing

Talent Network

The Brand permeates to every touchpoint with candidates

Career Site Optimization


• Targeted Content

• Personalized Experience

• Easy Job Search

• Improved Capture

An Integrated Brand Experience


Personalized Message by Persona


Employee Stories Front and Center


Opportunity to connect with CH2M brand, not just apply now

Key Takeaway:

Ensure your brand comes through on your career site with content that is valuable and

easy to find

Social Media


Social Templates and Guidelines

Name Change: URLs + Company

CH2M HILL CH2M

Social Skin Updates

Redesigned Social Presence

One Brand on Social Media


Listen to your audience


Push content to employees so they can share with their networks. Train them. Arm them with the knowledge to be great brand ambassadors.

Utilize Internal Networks to Communicate: Yammer

Employee Influencer Program

Key Takeaway:

Be comprehensive in the execution, leverage your employees, listen to your audience

Job Marketing


Job Marketing Evolution

$750,000 in spend saved / reallocated from underperforming sources.

Job MarketingTraditional Job BoardsInternational Boards

Advertising LocationsGlassdoorRetargeting Banner AdsPay Per ClickSponsored Listings

Talent NetworkJob AlertsTalent Network EmailsTalent Connect NewsletterCandidate Sourcing

Social MediaLinkedInTwitterFacebook

Career SiteDirect TrafficSEOReferral Traffic

Employee Referrals

Traditional Job Marketing Channels Emerging Job Marketing Channels


* SmashFly / Google / Inmar (View)** CareerBuilder’s Candidate Behavior Study (View)

12-18***

Number of Sources Candidates Utilize Before Accepting an Offer

The Candidate Journey – Source(s) of Influence

http://go.smashfly.com/newcandidateexperiencejourney

http://careerbuildercommunications.com/candidatebehavior/


The Candidate Journey – Source(s) of Influence

Key Takeaway:

Track all touchpoints and interactions with candidates that influence decision to apply

Building Better Talent Pipelines


* SmashFly

74%*

Candidates who click Apply that Drop Off of the Apply Process

Candidate Drop-off is a big issue for recruiting organizations


Push all traffic sources to

custom-built integrated site

& drive candidates to apply

and/or join talent network

Using Technology to attract AND capture talent


Leveraging Brand to Build Relationships

Method Contact Totals % of Contacts

Opt-In 167334 59%

Web Import 99268 35%

API 11068 4%

Contact Form 4222 1%

GrabIt! 1982 1%

Manually Added 1607 1%

285,565 New Contacts added to Talent Network in 2015

59% of those opted-in through branded channels


Utilizing References to Build Talent Pipelines

Key Takeaway:

Always provide options outside of apply to candidates. Capture now, convert later

Content and Lead Nurturing


Nurture with Valuable Content


113,961 subscribers

CH2M June 2015Click through (CTR)

30%Opens

6%

Talent Connection Newsletter

On average 410 new applicants per month

Key Takeaway:

Don’t be too direct with passive candidates. Engage with relevant content to keep their

interest.

Measuring Talent Acquisition Success


What we measure

Source of Influence & HireJob BoardsSocial MediaEmail campaignseNewslettersEvents

Talent Network Health# of SubscribersEmail Open RatesEmail Click RatesUnsubscribes# of New Applicants

Brand SentimentLinkedIn Brand IndexGlassdoor Rating

Career SiteNew Monthly VisitorsPage VisitsReferral TrafficSearch Engine TrafficTime on SiteMobile vs. Desktop

Cost MetricsCost Per HireTime to Fill


Measure with an integrated funnel

Key Takeaway:

Measure everything consistently and critically

The Cold Hard Facts


Career Site Performance

178K

106K

‘15

‘16

Monthly Visitors % New Visitors Social Traffic

41% increase

6% increase

50% increase


Career Site Performance (cont.)

18%

3%

‘15

‘16

Mobile Traffic Mobile + Tablet Search

15% increase

25%

8%

‘15

‘16

17% increase

1-2

4+

‘15

‘16

50% Faster to jobs


Candidate Flow

Apply Click Applications / Month Application Drop Off

19% increase

21K

15K

‘15

‘16

44% increase

52%

60%

‘15

‘16

6% decrease


Career Site Performance (cont.)

146K

75K

‘15

‘16

% of Talent CommunitiesReceiving eNewsletters

Open Views Click Thru

95% increase

46K

29K

‘15

‘16

61% increase

9.8K

8.5K

‘15

‘16

14% increase


LinkedIn’s top 100 Most InDemand Employers in 2015

Engagement has Grown as CH2M’s follower base increased 40% and LinkedIn Career Page

Traffic is up 55%


Global Job Board Apply Clicks

2,270,788

1,172,999‘15

‘16

95% increase

Lessons Learned

Key Takeaway #1: Create a Company Value Proposition but own

Talent Acquisition execution

- Focus on purpose and how employees find their purpose

- Develop and nurture an on-going relationship with Marcom

- Identify and build TA audience personas

Key Takeaway #2: Provide a candidate experience that provides

value and options

- Provide Relevant Content throughout the candidate journey

- Capture candidates early in the process; not just apply now

- Educate, nurture and convert your candidate pipelines

Key Takeaway #3: Measure, optimize and improve

- Build with innovation in mind; how will needs evolve?

- Measure all interactions with candidates; adjust accordingly

- This is the start, not the finish


Thank You!

HCI| Boston, MA

Amy AlbrightDirector of Global Recruiting Operations

CH2M's Organizational Transformation to a Strategic Recruiting Engine

Recruiting & HR

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