building cdw's employment brand
TRANSCRIPT
Building CDW’s Employment Brand with Personalization, Engagement and Content
HCI ConferenceCDW Talent Acquisition
Jen Sommesi
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Who is CDW
Industry-leading provider of hardware, software and integrated solutions
2014 annual net sales of $12 billion
Fortune 500 Rank (2015): 253
7,200+ coworkers
26 locations in the U.S. & Canada
250,000+ business, government, education and healthcare customers
1,400 premiere partnerships (HP, Microsoft, Cisco, Lenovo)
No. 56 Forbes America’s Best Employers
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CDW Talent Acquisition – 2015 Priorities
Meeting company coworker count targets through
external hires and internal mobilization of talent
Productivity1
Deliver meaningful service and experiences to
hiring teams and candidates
Quality2
Attracting, engaging and hiring a diverse
workforce
Diversity3
Our Core
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A Whole New Landscape of Challenges
Today’s recruiting concerns aren’t like yesterday’s.
Rapid change of workers
expectations
Cultural transformation
Complianceand labor pressures
Convergence of generational differences
Data access
It’s a
Talent-”Sumer”
World
Employer Infrastructure
Talent
5
Information Overload
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Your Brand Happens Without You
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What are YOU doing about it?
Do Nothing
• Very risky
• Increases your company’s vulnerability
Monitor
• Gives you an understanding of what is being said in the market about your organization
Participate
• Reputation risk mitigation
• Builds trust with the community
• Gives your employment brand a voice
Proactive Reputation Shaping
• “Best in Class”
• Position of influence
• Fosters relationships with talent pools
• User generated content that can be repurposed
• Awards/recognition
BADGOOD
BETTER
BEST
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Leveraging Competitive Intelligence
Overall Ratings Glassdoor Avg. CDW Company 1 Company 2
Number of Reviews - 785 3,638 98
Overall Company Ratings 3.2 3.9 3.3 3.2
Career Opportunities 3.0 3.7 3.2 3.3
Compensation and Benefits 3.2 3.3 3.5 3.3
Culture and Values 3.2 4.1 3.3 3.4
Senior Leadership 2.9 3.6 2.8 3.1
Work/Life Balance 3.3 3.9 3.6 3.4
Recommend to a Friend?57.5%
Recommend81.6%
Recommend63.3%
Recommend59.4%
Recommend
Business Outlook39.2% Positive
69.8% Positive
28.2% Positive
53.5% Positive
CEO Approval Rating 68.8%92.2%
Thomas Richards78.9% 83.4%
Above Slightly Above BelowEqual Slightly Below
9
Who Are You? Who Do You Want To Be?
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CDW’s Recruitment Marketing History
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Recruitment Technology
Applicant Tracking System: Taleo
Applicants
Job Descriptions/ Requisition Templates
Referrals
Agency Portal
Application/ Compliance
Screening/ Assessments
Interview Management
Correspon-dence
Management
Interviewer Feedback
Background Check/Drug
Screen
Offer Management
Onboarding
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We Needed “ONE DIRECTION”
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Recruitment Technology
Applicant Tracking SystemTaleo
APPLICANTS
Job Description
Referrals
Agency Portal
Application/ Compliance
Screening/ Assessments
Interview Management
Correspon-dence Mgmt
Interviewer Feedback
Background Check
Offer Management
Onboarding
PROSPECTS
SEO/SEM
Job Posting Distribution
CRM
Campaign Managemen
t
Social
Mobile
Career Sites
Referrals
Recruitment Marketing PlatformSmashFly
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Role of Recruitment Marketing
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Increase awareness of CDW as an employer
Create and deliver a dynamic, personal experience
Increase the volume of the right candidates
Effectively drive conversion through the recruitment funnel
AWARENESS
INTEREST
CONSIDERATION
APPLICATION
HIRE
Recruitment Marketing
Recruiting
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CDW’s Integrated Marketing Solution
Career Site Talent Community Content Marketing Job Marketing Social Media Mobile Mass Media Email Campaigns Digital Property Management
Events
Microsites Referral Program Candidate Experience Talent Partner Sites Internal Coworker Experience Market Research Recruitment Marketing Training Analytics/Reporting
Recruitment Marketing
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CDW GETS Personalization
Awareness
Interest
Consideration
Process FAQ One-Pager
Follow-up Call and/or Pre-
Screen
Coworker Overview Video
“Job”Overview PDF
CRM “Job” Newsletter
Engagement Strategy
CDWInfographic
EmailNewsletter
CDW Careers
Page
“Job” Blog
Digital Brochure
CDWBanners
SocialOff Domain
“Job” Pages
Follow-up Email (decline)
Follow-up Email (proceed)
“Job” Marketing
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CDW Gets VETS
Mission Accomplished
Attendee Diversity
Attendee Quality
Attendee Satisfaction
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Account Manager Engagement Strategy
Over 25 different pieces of plug and play collateral aimed at increasing candidate engagement throughout the selection process
Consistent content shared with AM candidates in three phases: Pre Offer, Post Offer, Post Start
Improved Day 1 No Show rate
Decreased offers reneged
Increased accepted offers
3 % 5 % 4 %
RESULTS
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Influencing Business Decisions with Talent Acquisition Data and Insight
31,226Prospects
8,744Applicants
5,866Passed Assessments
3,445Recruiter Interviews
915HM
Interviews531
Accepted Offers
Expansion Markets
Predictive Analytics
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Lessons Learned
Know and understand your company’s point of view on Recruitment Marketing.
Partner with corporate marketing.
Assess current technology.
Market trends.
Understand scope and prioritize elements of strategy.
Start small. Repurpose. Be transparent.
