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title title title title title title title

  RECRUITING  THE  BEST  THROUGH  A  MARKETING  LENS    LinkedIn

EYE OF THE TIGER

RECRUITING  THE  BEST  THROUGH  A  MARKETING  LENS  

EYE  OF  the  

TIGER  

Greg  Economos  VP  Global  MarkeDng  Talent  

Tony  the  Tiger  Brand  Icon  

Marie  Findlay  Sr.  Manager  Global                                      Talent  AcquisiDon  

#TalentConnect

about  us  KELLOGG  COMPANY  

Our  Vision:  “To  enrich  and  delight  the  world  with  foods  and  brands  

that  maNer”  

33,000  employees  world-­‐wide  

OperaDons  in    80  countries  

$14.9  Billion      Net  Sales  2014  

#TalentConnect

agenda  WHY  WE’RE  HERE  

Rising  to  the  challenge  

Earning  our  stripes  

The  challenge   MarkeDng  to  Marketers  

Our  recipe  for  success  

#TalentConnect

the  challenge  

the  challenge  

#TalentConnect

*2013  Data  

our  problem  

High  voluntary  turnover  

ReacDve  approach  

58%  of  MarkeDng  roles  filled  by  agencies    

73  days  avg.  Dme  to  hire  

Limited  talent  in  our  pipelines  

Not  a  career  desDnaDon  of  choice  for  MarkeDng  professionals  

#TalentConnect

our  challenge  

#TalentConnect

High  voluntary  turnover  

ReacDve  approach  

58%  of  MarkeDng  roles  filled  by  agencies    

73  days  avg.  Dme  to  hire  

Limited  talent  in  our  pipelines  

Not  a  career  desDnaDon  of  choice  for  MarkeDng  professionals  

How  can  we  a0ract  and  retain  Marke6ng  talent  more  

effec6vely  and  efficiently?  

rising  to  the  challenge  

#TalentConnect

DESIRE   DECIDE   DELIGHT  

Get  on  the  list  

The  path  to  purchase  

Get  in  the  cart   Get  in  the  heart  

The  path  to  hire  

Catch  their  eye   Hit  apply   Refer  that  guy  (or  girl)  

#TalentConnect

a  leading  edge,  collaboraDve  approach  PROJECT  PIPER  

#TalentConnect

Energized  team  working  in  partnership  to  engage  the  best  MarkeDng  talent  with  moDvaDng  content  

at  relevant  touchpoints  

MARKETING    TEAM  &  EXPERTISE  

TALENT  ACQUISITION  TEAM  &  EXPERTISE  

1.  IDENTIFY  PROBLEM  &  GOAL  

3.  CREATE  COMPELLING  MESSAGES  

4.  EXECUTE  

Brand  Equity  Tool  

2.  UNDERSTAND  TARGET  AUDIENCE  

Integrated  ExecuCon  Plan  

Benchmarking  Data  CreaDve  Briefing  Focus  Groups  

SegmentaDon  Surveys  

Social  Integra6on  

Behavioral  TargeDng  Brands  

leveraging  our  markeDng  resources…  

#TalentConnect

CLEAR  PROCESS  

POWERFUL  TOOLS  

MULTI-­‐CHANNEL  EXECUTION  

markeDng  to  marketers  

#TalentConnect

talent  segmentaDon  RIGHT  MESSAGE,  RIGHT  AUDIENCE,  RIGHT  PLACE,  RIGHT  TIME  

#TalentConnect

ROMANIA  

What  maIers  to  this  audience?  •  Global  Brands  •  Professional  Development  •  Team  work  

Right  message,  right  place,  right  Cme:  

INDIA  

What  maIers  to  this  audience?  •  Business  Growth  •  Impact  •  Values  

Right  message,  right  place,  right  Cme:  

differing  needs  and  wants  WHAT  IS  IMPORTANT  TO  MARKETING  TALENT?  

Work  life  Balance  

Stability  

Strong  Brands  

Career  Growth  

Reward  

Respect  

#TalentConnect

differing  behaviors  HOW  DOES  MARKETING  TALENT  BEHAVE?  

Consumer Insights Careers at Kellogg

Consumer  Insights  OpportuniDes  at  Kellogg.  Help  us  grow  our  global  brand..    Lead  with  us.  Learn  with  us.  Grow  with  us.

Consumer  Insights  

www.kelloggscareers.com  

“Insights  Jobs”  

ACTIVE  

“Consumer  Insights”  

PASSIVE  

#TalentConnect

telling  our  story  VIDEOS,  REVIEWS  AND  TESTIMONIALS  

#TalentConnect

INSERT  VIDEO  

@kelloggsus  @poptarts411  @pringlesus  

@Kelloggscareers  @Kelloggs  @PringlesUS  @Kellogg’s  Pop  Tarts  @Kashi  

#tags  and  @handles  SOCIAL  INTEGRATION:  USER  GENERATED  CONTENT  

@kelloggcompany  @KelloggsCareers  @morningstrfarms  @poptarts411  @pringles  @realtonyDger  

#kcareers  #kinterns  #KelloggCompany  #kellogg  #kelloggemp  

#TalentConnect

earning  our  stripes  

#TalentConnect

successes  so  far  NEW  HIRE  COMMENTS  

I  thought  Kellogg  was  a  locally  based  company  

with  employees  that  grew  up  in  Michigan.  I  now  see  it  as  a  global  organiza6on  bringing  in  talent  from  around  the  world.  

I  was  a0racted  to  the  values,  iconic  brands,  culture  and  opportunity  to  grow  my  career.  

I  was  a0racted  to  the  strong  company  reputa6on,  strong  referrals  from  past  

colleagues,  compe66ve  compensa6on  and  global  

opportuni6es.  

#TalentConnect

successes  so  far  

1.5m  social  impressions   6,000  video  views   17%  hires  from  agency  (down  from  58%)  

35%  of  hires  from  social  and  SEM  

(up  from  2%)  

43  day  avg.  Dme  to  hire  (down  from  73)  

 

Employee  referrals  doubled  

#TalentConnect

ingredients  for  success  

#TalentConnect

Job  seeker  behavior  mirrors  consumer  

behavior  

key  takeaways  

Leveraging  employees  to  share  their  story  is  criDcal  to  successfully  bring  

your  employer  brand  to  life  

Talent  AcquisiDon  does  not  need  to  recreate  the  wheel  when  it  comes  to  

MarkeDng    

#TalentConnect

quesDons?  

#TalentConnect

#TalentConnect

connect  with  us  

@kelloggscareers   @kelloggscareers  

Kellogg  Company   Kellogg  Company  

kelloggscareers.com