winning the war for talent: a creative approach to employer branding in the technology industry |...
TRANSCRIPT
Winning the war for talent A creative approach to employer branding
in the technology industry
Przemek BerendtVP Global Marketing, Luxoft
@pberendtlinkedin.com/in/pberendt
Today’s agenda
• Tech talent gap • Marketing is the new HR• Activating the brand - beyond social• Case study• Measuring the impact• Conclusion• Q&A
Global tech talent gap is estimated at 2M by 2020
Which country has the best developers?
Rank Country Score Index Rank Country Score Index
1 China 100.0 26 Netherlands 78.92 Russia 99.9 27 Chile 78.43 Poland 98.0 28 United States 78.04 Switzerland 97.9 29 United Kingdom 77.75 Hungary 93.9 30 Turkey 77.56 Japan 92.1 31 India 76.07 Taiwan 91.2 32 Ireland 75.98 France 91.2 33 Mexico 75.79 Czech Republic 90.7 34 Denmark 75.6
10 Italy 90.2 35 Israel 74.811 Ukraine 88.7 36 Norway 74.612 Bulgaria 87.2 37 Portugal 74.213 Singapore 87.1 38 Brazil 73.414 Germany 84.3 39 Argentina 72.115 Finland 84.3 40 Indonesia 71.816 Belgium 84.1 41 New Zealand 71.617 Hong Kong 83.6 42 Egypt 69.318 Spain 83.4 43 South Africa 68.319 Australia 83.2 44 Bangladesh 67.820 Romania 81.9 45 Colombia 66.021 Canada 81.7 46 Philippines 63.822 South Korea 81.7 47 Malaysia 61.823 Vietnarn 81.1 48 Nigeria 61.324 Greece 80.8 49 Sri Lanka 60.425 Sweden 79.9 50 Pakistan 57.4
Ranked by average score across all HackerRank challenges
OTHERITO
QUICK LEARNERSPROBLEM SOLVERSOUT OF THE BOX
78%>5 YEARS IT EXPERIENCE
80%MASTER’S DEGREE OR HIGHER
>91%<3 YEARS IT EXPERIENCE
Hiring superb engineering talent
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2010 2011 2012 2013 2014 2015 2016
Hea
dcou
nt T
hous
ands
Luxoft growth since B2E program inception
Marketing is the new HR
B2E marketing defined
B2E (Business to Employee) marketing aims at positioning Luxoft as employer of choice in the minds of our target groups, and as a result supply talent to recruitment pipeline
B2E Marketing
Engineers Graduates
Students
Luxoft employees
Luxoft alumni
Society
Media
Key influencers
The quest for insight
Ability to make mistakes Benefits Dress Code Manager
Challenge Growth/Technology People/Atmosphere
Money
Awareness
Onboarding
EngagementApplication
Recruitment
Understanding employee journey
Probationary period
Internal resume
Performance appraisal
Risk & value
Retention
HR
Recruitment
B2E Marketing
Awareness
Notice Period/ Background
Check
EngagementApplication
Recruitment
Candidate journey
Contract Signing
Induction
• Job ad on job portal
• Company pages on job portals
• Banner advertisement
• PR - Article• Search engine
• Industry event
• e-mail• Social Media Message
• Social Media Advertising
• Review on Glassdoor
• Outdoor advertising• ATL advertising
(press, radio, TV)• Recruiter cold call
• Word of mouth
• Referral program
• Career site luxoft.com
• Campaign landing page
• Social media site visit
• Video on YouTube
• Phone conversation with recruiter
• Custom event attendance (logeek, open day)
• Career site
• Referral• Direct to
recruiter• LinkedIn
• HR interview
• Technical Interview
• PM Interview
• Client interview
• Offer Acceptance
• Occasional check call from recruiter
MOMENTS OF TRUTH – MENTAL MODELDelivering the message
Source: https://www.thinkwithgoogle.com/
Brand activation
Differentiate or DieJack Trout
B2E marketing - candidate journey
Awareness
Onboarding
EngagementApplication
Recruitment
ATL (Radio, TV,Cinema, Outdoor)
BTL
Product Placement
CSR
Digital adv/Programmatic
IT Communities
Social Media
LTS (LTSWebinars, LoGeekNight, LoGeekMagazine)
IT Conferences and Job fairs
Job Portals
Mailing campaigns
Referral Program
Interview
Composing Software
Rock Wednesday
Office
Logeek Night – Experiencing Luxoft CultureLoGeek Night is an opportunity for IT professionals to learn and network.
Guest speakers from:
B2E showreel video
Case study
Case study
A team of UC Berkeley researchers has discovered that the 85% of the average tech worker’s clothes are free tech t-shirts, hoodies, and other assorted clothing.
Free Tee 4 IThttps://freeteefor.it
Free Tee 4 IT video
Phase 1 – Programmatic advertising
What is Programmatic advertising?
Programmatic helps automate the decision-making process of media buying by targeting specific audiences and demographics.Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns.
Phase 1 – Engaging local bloggers
Phase 1 – Social media boost
Phase 1 – winning at ZMOT
*Zero Moment of Truth
Phase 2 – Follow up campaign
What we did not plan for…
How I walked around for half a year bugged not knowing about it
610 diggs
31.3K views
Measuring the impact
32
It's not marketing if it's not measuredTony Lennon
Key metrics across the journey
Awareness
Onboarding
EngagementApplication
Recruitment
FacebookFan page likes
Twitter Followers
LinkedIn Reach over time
Googlle Analytics
§ Sessions§ Page Views§ Bounce Rate§ Time on site
Marketo: • Anonymous cookies
Retweets
LinkedIn • Followers• Engagement over
timePosts
CommentsLikesKnown CookiesEvent registrations
NOAs CVP NOCNumber of new candidates inserted into database for a certain period.
Total number of candidates contacted by VS number of candidates sent for CV review
Number of closed vacancies for a certain period.
Free Tee 4 IT Results
Awareness
Onboarding
EngagementApplication
Recruitment
Digital adv/Programmatic
6.5M impressions
CTR
0.15 – 4.18%
# of social media logins
6820
CVs submitted
1931NOAs
1112
AVG time on site
5:28
NOAs*
708
Marketing dashboard - data analytics
LinkedIn results
Luxoft Among Top-10 Most Followed Companies
Awards
Employer Branding Stars 2014 & 2013
Employer Branding Excellence Award
2016 & 2015
HRM INSTITUTE EMPLOYER BRANDING INSTITUTE
Award of Excellence in “Internal Branding and
Communication –Employer Branding
program”
BUSINESS MARKETING ASSOCIATION (BMA) B2
AWARDS
Outstanding Website Award 2013
WEB MARKETING ASSOCIATION
Innovation Ad 2016
Gold in Insight & Interaction
SKM SAR
fortune.com
12 MONTH TACTICAL PLANSUkraine, Russia, Poland, Romania, Bulgaria, Mexico, Vietnam
B2E approach
GLOBAL STRATEGY, INITIATIVES, PILOTS
2-4 WEEK
Operational Plans
UA
2-4 WEEK
Operational PlansRU
2-4 WEEK
Operational PlansPL
2-4 WEEK
Operational PlansBG
2-4 WEEK
Operational PlansMX
B2E KPIs: NOA,CVP, NOC
ON GOING REVIEWà prioritiesà plans à Results
with Recruitment & Regional Management
2-4 WEEK
Operational PlansVIE
VP Talent Acquisition = CMO + CHRO + CIO
1. Think and act like a marketer2. Insight + creativity + execution= magic3. Connect and quantify the dots
Thank YouStay in touch
Przemek BerendtVP Global Marketing, Luxoft
@pberendtlinkedin.com/in/pberendt