The best way to build a powerful, authentic employer brand is to develop a true partnership with your marketing team. Learn how Scholle and Emerson partnered with their marketing departments and build a strong talent brand partnership.
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Cooperation is Not Enough: Building a True Partnership Between Recruiting and Marketing | Talent Connect Vegas 2013
1. Cooperation is Not Enough:
Building a True Partnership between Recruiting & Marketing
Stephanie Dahl
Sarah Beadle
Marketing Communications Manager
Corporate Marketing Director
Danny Ollier
Talent Acquisition Manager
@xudannyo
Tim Potten
Global Talent Acquisition Leader
2. Cooperation is Not Enough
Building a True Partnership Between
Recruiting and Marketing
Danny Ollier
Talent Acquisition Manager
Stephanie Dahl
Marketing Communications Manager
4. Global Presence
EUROPE
MIDDLE EAST
AFRICA
THE NETHERLANDS
Breda
ENGLAND
NORTH AMERICA
Gateshead
UNITED STATES
Merced, California
FRANCE
Northlake, Illinois
Schalbach
Chilhowie, Virginia
CANADA
AUSTRALIA
Baie d’Urfe, Quebec
CHINA
INDIA
AUSTRALIA
Edinburgh North,
South Australia
LATIN AMERICA
CHINA
BRAZIL
Suzhou
Vinhedo (Sao Paulo)
Sales/Manufacturing Locations
Packaging Applications Locations
19. Cooperation is Not Enough
Building a True Partnership Between
Recruiting and Marketing
Danny Ollier
Talent Acquisition Manager
Stephanie Dahl
Marketing Communications Manager
20. Building a True Partnership Between
Recruiting and Marketing
Sarah Beadle, Corporate Marketing Director
Tim Potten, Global Talent Acquisition Leader
@Emerson_News
Linkedin.com/company/emerson
Facebook.com/EmersonCorporate
#intalent
21. EMERSON AT-A-GLANCE
Diversified global manufacturer
and technology provider
Headquartered in
St. Louis, MO USA
Presence
• 150 countries
• 235 manufacturing locations
• ~ 135,000 employees
• ~ 10K annual salaried hires
Other International
Sales
Founded In 1890
NYSE: EMR
No. 12 on 2012 FORTUNE 500
list of America’s largest
corporations
Emerging Markets
US
2012 Emerson
Total Sales
$24.4B
$7.9B
$6.4B
$5.2B
$3.8B
$1.9B
22. EMERSON
GLOBAL
PRESENCE
2012
US & CANADA
Sales $11.0 billion
Employees 33,000
Locations 80
WESTERN EUROPE
Sales $3.9 billion
Employees 16,000
Locations 55
MIDDLE EAST & AFRICA
Sales $1.3 billion
Employees 1,000
Locations 5
LATIN AMERICA
EASTERN EUROPE
Sales $1.0 billion
Employees 9,000
Locations 10
ASIA-PACIFIC
Sales $5.8 billion
Employees 60,000
Locations 55
Sales $1.4 billion
Employees 16,000
Locations 30
#intalent
23. PAIN POINTS
HIRING FRENZY COMING OUT
OF ECONOMIC DOWNTURN
LOSING ENGINEERING TALENT
HARD TO FILL TECH POSITIONS
SPEND ON EXTERNAL
HEAD HUNTERS
LinkedIn PILOT
SOURCING ACCELERATOR
•
•
•
•
#intalent
All jobs openings posted
Branded company page
“Work With Us” ad campaign
Recruiting seat licenses
24. SUCCESS
STORY
We exceeded every goal we set out to achieve. In just five months,
we saved $200,000 in recruiting costs, increased number of hires
by 200 percent, and reduced time-to-hire by nearly 20 percent.
We reversed a key trend too: we were no longer losing talent to
our competitors. EMERSON PROCESS MANAGEMENT
Lesson Learned
Branding is critical and Marketing must be involved
#intalent
27. HR+MARKETING TEAM STRUCTURE
OWN SOCIAL RECRUITING
TOGETHER!
• BRANDING
– Videos, voice, tone and
images
• RECRUITING
– Careers page, job
postings and testimonials
• ENGAGEMENT
– Content and Conversations
Global HR+Marketing Teams
per Business Platform (5) per World Area (5)
#intalent
29. KEEPING IT SIMPLE
Emerson initially had 62 separate
company pages on LinkedIn
#intalent
Streamlined and organized into
six Business Platform Pages
30. LEADING APPLICANTS TO OUR NEW
EMERSON CAREERS WEBSITE
AND DRIVING
A LOT OF TRAFFIC
2012
2013
∆
Visitors
845k
1080k
28%
Total
Applicants
105k
270k
157%
Total Jobs
Posted
5.1k
6.9k
35%
21
40
90%
Applicants per
Job Posting
31. Support and
accountability
from HR and
Marketing teams
Define
success
Judge
results
Bring in leaders to
champion results
High-level
discussions. Inspire
buy-in from
stakeholders
Showcase irrefutable
data and a sound
strategic plan
BUY-IN
AND BUDGET
#intalent
32. OUR LINKEDIN SOLUTIONS ARE WORKING
Job Slots
45% of applicants globally coming
from LinkedIn - our #1 source
Recruiter Seat Licenses
Businesses are hiring passive
candidates and saving money
Branded Emerson Pages
on LinkedIn
Follower base has increased 167%
in past year. Now 160k+
“Work With Us” Ads
Click rates of 1.25%
And many hires!
#intalent
33. IMPACT OF AVOIDING HEAD HUNTERS
Average headhunter fee
$21K
Average executive placement fee
$45K
Internal recruiters now have the
tools to replace external headhunters
Structure your recruiting resources
properly. Think “Recruiting Centers”
with high-level recruiters
$1.1 million in savings FY13 on external head hunter fees
by leveraging LinkedIn
34. FOUR LESSONS FROM EMERSON
DESTROY SILOS –
HR+MARKETING
REDUCE
COMPLEXITY
BRANDING
IS CRITICAL
BUY-IN COMES WITH
IREFUTABLE DATA