Unifying NBCU through Candidate Experience

Who is NBCUniversal?At NBCUniversal, we believe in the talent of our people. It’s our passion and commitment to excellence that drives NBCU’s vast portfolio of brands to succeed. From broadcast and cable networks, news and sports platforms, to film, world-renowned theme parks and a diverse suite of digital properties, we take pride in all that we do and all that we represent. It’s what makes us uniquely NBCU. Here you can create the extraordinary. Join us.

Our Brands

Our Candidate Experience Journey

Won Candidate Experience

Award

Move from paper to electronic offer

letters and new hire forms in Brassring

Introduce new EVP

branding and launch on

social media channels

Converted career site and

application to be fully mobile optimized

Overhaul candidate

communications to include EVP

branding

20132018

Refresh of career site in

planning phaseLaunch of new career

website www.nbcunicareers.com

Offer Watson Candidate

Assistant as Job Finder tool on career site

Kicked off research for EVP Project

EVP Project:Defining our Brand

Defining the Employee Value Proposition

The Employee Value Proposition (EVP) is a unique set of offerings, characteristics, beliefs and values

that reflects an employer’s story, its “soul”.

An EVP Shares Your Unique Story of Greatness

The NBCU Employee Brand – Why Now?

NBCUniversal is no longer just competing for traditional “media” talent.

Our recruiting tools need to match the gold standard of creativity and storytelling exemplified by our

businesses every day.

Tech/Digital Talent

Non “Creative” Talent

Early Career/Millennial Talent

Current Employees

Creative Adjacents

Target Audiences

Recruiting the best talent is more competitive than ever.

NBCUniversal wants to continue to attract the best talentand rally employees around a common vision

Diverse Talent

EVP Talent SymphonyConsistent Look, Feel & Theme

Intranet SiteTech & Digital

Branding Campaigns

Corporate Communications

Career SiteSocial Media Campaigns

Across Multiple Message Platforms

Current Employees

Millennial & Entry Level

Talent

Creative Adjacents

Tech & Digital Talent

Non “Creative”

Talent

Across Multiple Target Audiences

Diverse Talent

We hired J. Walter Thompson Inside for a year-long research project to identify what attracts and keeps employees at NBCUniversal

Traveled across all of our locations in the U.S. and spoke to employees of all levels, businesses, and functions

Getting Started: What’s It Like To Work Here?

“As much as I miss the free food at a startup, I’m a

video producer and want my videos seen. That will

happen here.”

“I grew up with it. It’s a dream company, and it

really represents the history of the industry.”

“I haven’t met anyone here who thinks this is

just a job.”

“I don’t play golf, but …its NBC.”

“I like how people react when they find out

where I work.”

What We Heard

Here you can.

Systems Projects:Recruiter Focus

A few NBCUniversal recruiting stats…

We receive over 1,000,000 applications per year

On average there are 150 applies per job

Our US Talent Acquisition team fills

approximately 3,500 staff roles per year; 400

roles filled by international recruitment

Our Campus Program hires 2000 interns

annually

Enhancements to Recruiter Experience

Turned on Responsive Recruiter across all user types

Goal: To improve recruiter efficiency

Launched Lead Manager across US Talent Acquisition team

Goal: Create one system for storing pipeline candidate data

What we learned:We need to get more efficient with candidate communication.

There are gaps for how to store candidates from events in our systems.

Not holding any processes as sacred, willing to explore changes to all existing areas of the system.

Conversion to Responsive TG’s and GQ’s

Converting to Responsive Talent Gateways

Converted existing Talent Gateways to Responsive using new EVP branding and colors

Goal: Soft launch our re-brand and stay up to date with Brassring’stechnology

Turned on Candidate Zone feature

Goal: Give candidates more visibility into their application status

What we learned:Not all recruiters were comfortable with candidates seeing their status.

It was a good time to also make updates to our req fields appearing on the job postings and search pages.

Old TG

New TG

Old Job Posting layout

Updates:• Moved “About Us” statement to the bottom• Added additional field for “Notices” to display any required legal

disclaimers

New Job posting layout

Launching Responsive Gateway Questionnaires

Switched from Talent Gateway default questions to Gateway Questionnaire applications

Goal: Allow for more customizable versions of our application based on location or business

Used GQ level branching instead of form/question level branching

Goal: Maintain consistency on all application and eliminate the risk of candidates leaving questions blank

What we learned:Eliminate multiple versions of the same question to keep candidate grid simple for recruiters and aid in reporting.

Start small with the basic version of GQ’s you need and add more specific ones over time.

Updating Candidate Communications

The State of Candidate Communications at NBCU

We turned off automated candidate emails in 2013 in response to feedback about the wording/timing of our “Thanks/ but No Thanks” email

Recruiters are tasked with manually sending emails to candidates they want to follow up with

NBCU has been a black hole when it comes to providing candidates with closure on filled roles

The Plan:We have a focus group meeting to discuss the various types of templates we need and the corresponding automation we may want to consider using. This is a work in progress.

The Focus Group – Preliminary Findings

It is not possible to please 100% of the people 100% of the time

Automation is a challenging discussion since there are always exceptions; looking at ways to add variables to our RAM triggers

Start with the manual send templates and the automation can be added later

Working on building a library of templates incorporating our new branding suitable to be used across all business

When to send emails led to a discussion about HR Statuses

HR Statuses will be reviewed later this year as we look to build out more automation

Additionally, HR Status masks for the Candidate Zone are also under review since a status can be visible to a candidate but they may not have received a communication

Rebranding our Templates

Rebranding our Emails and Letters

Changing header logos on all email templates and offer letter documents

Keeping the same logo across all NBCUniversal businesses to maintain consistency

Giving our wording a makeover to reflect tone of the Here You Can branding

What we learned: There will always be exceptions and a need for something business

specific. We will be looking at ways to build generic templates that will allow the businesses to customize the messaging when necessary.

We have too many templates and need to consider using more conditional blurbs to reduce the repetition.

Current Offer Letter and New Hire email

New Offer Letter

Branding on Social Media -Twitter

Branding on Social Media

FacebookLinkedIn

Watson Candidate Assistant

Watson Candidate Assistant

What is it?

“A Cognitive Advisor that engages jobseekers in deeper conversation about the company and recommends jobs relevant to jobseeker’s personality, skills and interests. The advisor learns about the jobseeker through a series of natural conversations and responds to candidate’s questions just like a recruiter would, tapping into the vast company and job specific corpus.” – IBM Definition

Why use it?

NBCU saw WCA as an additional way to improve candidate experience. The tool gives a job seekers a place to start in their job search as well as answering some questions about what it is like to work at NBCUniversal.

Watson Candidate Assistant

The Plan/Implementation:• Job descriptions and qualifications for our open roles are being

loaded into Watson.

• We selected about 24 core questions that a typical candidate would ask about the company or about working at the company and provided answers including links to additional content.

• The link to WCA will be placed on our existing Find Jobs page so that candidates can use the traditional search or try out Watson.

• Social Media posts will also be used to advertise WCA and encourage job seekers to try it out.

• We will review metrics to monitor the usage of WCA as a job finder and also to learn about the most frequently asked questions candidates are bringing to the site.

Watson Candidate Assistant

What’sNext?

Continue to measure the success of our efforts using candidate surveys and site metrics

Implement changes to our communication strategy and templates

Launch Social Referral in place of the existing employee referral portal

Expand our use of Lead Manager’s marketing capabilities to improve our communications with pipeline and passive candidates

Questions?