dells employment brand evolution
TRANSCRIPT
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Dell’s Employment Brand EvolutionJune 2015
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‘It’s through curiosity and looking at opportunities in new ways that we’ve always mapped our path at Dell. There’s always an opportunity to make a difference.’
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An overview of key events
2009-2010Our online presenceCareers website, SEO
2013Sentiment
2011Our assets
Recruiting campaign, EVP, multimedia
2012Creating Dell Champions
2014Candidate experience
TodayNext steps
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Update, maintain and optimize our online presence
Our careers site: most visible and trafficked online property, but lacked:
• Dynamic content
• Website manager
• Languages for our hiring markets
Jobs to web technology also helps!
Monitor:
• Traffic – 14 million since launch
• Browsers used
• Location and languages
• Top keywords
• Create custom pages
We were in need of an inspirational recruiting campaign
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Understanding our EVP
Heading
Career & DevelopmentOpportunities
Winning Together
Benefits & Rewards
Entrepreneurial spirit
Our community & life balance
Diverse & Inclusive culture
Career & Developmentopportunities abound
We win together through
collaboration
We provide great benefits & rewards
Entrepreneurial spirit is recognized
& rewarded
We are committed to our communities & life balance
We value a diverse & Inclusive workplace
A Great Place to
Work
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We evolved our look, feel and messaging based on our EVP
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We created a campaign that is flexible
Veterans Millennials Flexible Work
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A toolkit that has everything our teams need
Photos: Portrait and Passion Copy optionsColors, patterns and design
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Creating a fully branded online experience
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Featuring our team members
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We needed engaging multimedia content
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A library of videos featuring team members globally
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We created social videosShorter and less time and money to produce: more attractive to Millennials
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Engaging on social
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Creating visual graphics
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The power of BloggingBranding through storytelling
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How do we create advocates?
1Create a program
SMaC University (Social Media and
Communities) and Brand
Certification.
2Create
certification requirements
All recruiters are required to be
certified.
3Be consistent with hashtags
We use #iwork4dell
externally and #DellChamps
internally.
4Provide
internal social media platform
Salesforce Chatter.
5Launch social advocacy tool
Everyone Social.
6Create Champions!
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Before:
After:
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90% of job seekers are likely to read reviews about a company before accepting an offer!
Managing our reputation
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We asked ourselves “What is our candidate experience?”
• How long does it take to fill out our application?
• Is it mobile friendly?
• Are the prescreening questions you are asking your candidates relevant?
• What communications do candidates receive?
• Is the online information helpful to our candidates researching us?
• Are our job descriptions effective?
• Do we adequately support our candidates in the overall process?
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Committing to a rewarding candidate experience
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Improving our job descriptions
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Creating efficiencies in the interview process
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Introducing motion graphic video
Explains processes/concepts internally and externally
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Defining our culture through our #CultureCode
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Monitoring our sentiment landscape
CLC
New Hire survey
Glassdoor
Market perception
The Talent Board
Candidate Experience
Talent Drivers TBI
Digital sentimentUniversum
Millennials
Tell Dell
Employee Survey
Candidate Commitments
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What’s next for our team?
Focus on attracting specific talent
• Millennials, Veterans, Women in technology and leadership
Create ongoing candidate experience improvements
• Candidate care, job description audits and enhancements
Focus on our Recruiter’s capability and development
• Enhanced pipelining capability (Avature’s best practices)
Analytics that make sense!
• Measure what matters for a consistent approach
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