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@TMAlliance #TMAwebcast www.the-tma.org
Today’s Moderator
Amanda Lewis
Director of Strategic Content Development
TMA
amanda@the-tma.org
www.linkedin.com/in/mandalewis
@TMAlliance #TMAwebcast www.the-tma.org
Upcoming Programs
@TMAlliance #TMAwebcast www.the-tma.org
Use discount code: WEB200 for a $200 discount!
Upcoming Programs
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Revitalizing Your Talent Acquisition Strategy
with an Exciting and Compelling Employer
Brand
Chloé Rada , Senior Marketing Manager-
Talent Acquisition
Sodexo
The Evolution of Recruitment: From Filling
Reqs to Becoming a Strategic Business
Partner
Lisa Forman Johnson, Vice President of
Human Resources,
Potomac Family Dining Group.
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Today’s Presenter
Charlotte Jones
Recruitment Marketing Leader,Lockheed Martin
@TMAlliance #TMAwebcast www.the-tma.org
8
Charlotte E. Jones, SPHRRecruitment Marketing Leader
The Elusive,
Passive Technology
Candidate:
Customizing Your Brand
© 2014 Lockheed Martin Corporation. All Rights Reserved
9
Content Today
About Lockheed Martin1
What STEM means to us
Why STEM is important
The passive candidate
Customized branding 5
2
3
4
10
About Lockheed Martin
11
Aeronautics
12
Missiles and Fire Control
13
Space Systems
14
Information Systems & Global Solutions
15
Missions Systems & Training
16
STEM: What it means to us
17
CEO LinkedIn Influencer
18
STEM Blog
19
STEM Awards
America's Ideal Employers since 2009
for Engineering, IT/Computer Science
Asian American Engineer of the Year – corporate
sponsor recognizing employees since 2002
Top 50 Best STEM Workplaces
2013/2014
Founding and continuous sponsor of the HENAAC
Conference participating in awards since 1989
Minority Engineer “Top 50 List” since 2004
Black Engineer of the
Year Awards – recognizing employees and early
supporter
Top STEM Employers for Hispanics.
20
Employee Awards
21
Why STEM is Important
22
Critical Talent Needs
Radio Frequency Antenna Architects
Cyber Security AnalystsIntelligence Analysts
Top Secret JAVA/J2EE Developers
Aeronautical Engineers Supply Chain
Contract Management
23
Our Challenge . . .
But about Enticing the Rocket Scientist
to join our team . . . and stay!
Is NOT about finding the Rocket
Scientist
24
One-half of global employees are
passive candidates, meaning they
invest little to no effort in
looking for new job
opportunities.
Source: Conference Executive Board. Global Workforce Insight Q2 2014
25
Only about 20% of employees
are active job seekers, so
organizations must ensure
that recruiting strategies
target neutral and passive
candidates as well as active
ones.Source: Conference Executive Board. Global Workforce Insight Q2 2014
active
neutral passive
26
What Does “Passive”
Really Mean?
27
What does “Passive” mean?
Source: Dictionary.com
28
Passive Candidate Defined
Source: The Business Case for Creating a Dedicated EVP/Employment Brand Manager Role. Corporate
Leadership Council. 2008 Research Presentation
“I recently applied for a job with another organization.”
“I ask others about job opportunities at their
organizations.”
“My CV is posted on the internet.”
“I respond to recruiters from other organizations.”
Yes No
Passive candidates responded “no” to the following
statements.
29
Source: Creating a Passive Candidate Recruiting Strategy. Corporate Leadership Council. 2006
The Active to Passive
SpectrumThe Desperately Active
Unemployed and desperately seeking new position; applies to any position remotely resembling skill set.
The Rationally Active
Consistently looking for new role, but does so with clear strategy (e.g., searches boards, networks)
The Occasionally Active
Maintains updated resume and strong network, and continues to keep an “eye out” for ideal job.
The Inquisitive Passive
Not actively looking for a new role, but may display occasional interest (e.g., looking at career sites).
The Attainable Active
Does not engage in job seeking behavior, but would be open to speaking with a recruiter.
The Loyal Passive
May be open to speaking with a recruiter; unlikely to consider job unless offered significant advantages.
Unattainable Passive
High performing and excellent fit at current company with retention plan in place; highly unlikely to talk to
recruiter about new opportunities.
Very
difficult
to source
Medium
level of
difficulty
to source
Relatively
easy to
source
30
The Way We Customize Our Brand
31
Identify Target Audience
Occupation/Career Area
Experience Level
Degree/Specialty
Geographic specific
Credentials (i.e.,
licenses,
certifications,
multi-lingual)
Demographic specific
32
Understand Target
Audience Career Priorities (i.e., benefits sought, degree of loyalty)
Personal Values
Online/Offline Behaviors
Attitudes, Topics of Interest, Opinions
Conferences/events attend
Psychographic specific
Behavioral specific
33
Market Research Methods
Competitive
Analysis
Market
Research
Primary
Research
Secondary
ResearchTrending
Analysis
34
Recruitment
Marketing
35
Virtual Chat
36
Interactive Video
37
Custom Landing Pages
38
Custom Landing Pages
39
Dynamic Banner Ads
40
Geo-targeted Banner Ads
41
Diversity Creative
Campaign
42
Diversity Creative
Campaign
43
Diversity Creative
Campaign
44
Targeted Social Profiles
45
Branded Social Profiles
46
Targeted Social Updates
47
Targeted Social Updates
48
Targeted Social Updates
49
Key Takeaways
Gain leadership support for STEM
Build your STEM marketing plan
Identify & understand your target audience
Plan for both passive & active attraction strategies
Tailor your messages using a promotion-mix
approach Define sub-brands for critical segments
Avoid generic content
Support STEM development
Thank You
&
Q&A
Charlotte Jones
Recruitment Marketing Leader,
Lockheed Martin
www.linkedin.com/in/charlotteejones/
@TMAlliance #TMAwebcast www.the-tma.org
Upcoming Programs
@TMAlliance #TMAwebcast www.the-tma.org
Use discount code: WEB200 for a $200 discount!
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