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Curious how to structure a digital program to power your talent brand efforts? HP’s Digital Media Program Manager, Celinda Appleby, offers a detailed glimpse into how HP structures and implements their talent brand. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
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Celinda Appleby Digital Media Program Manager
Hewlett-Packard
Building Communities of Talent: The power of content marketing and nurturing relationships
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
Every journey starts….
With transformation
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Strategy development
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
Strategic audiences Digital channels Goals
• Current Employees • Students & Graduates • Experienced Talent • Diversity • Veterans
Program definition
• Humanize the talent acquisition life cycle to attract and retain top talent
• Share genuine stories that compel your audience
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Digital recruitment strategy
Connect
Inform Engage Convert
Global strategy with regional deployment
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Creating engaging content
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
Content delivery process
Convert
• Metrics • ROI
Engage
• Employee involvement
• Real time response • Promote
conversations
Create
• Campaigns • Hashtags • Curation
Imagine
• Brainstorm • Team meetings • Content calendars
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
Global campaigns
Day in the Life #intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
Content possibilities are endless
Tweet Chats Twinterships
Selfie Fridays
Recruiting Hangouts
Contests
Site tours
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Careers digital ecosystem
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted. 11
Digital Warriors
EMEA 28 Warriors
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Key takeaways
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
Before you get started…
Optimize your social media
profiles
Begin strategically
connecting and informing your
network
Engage your network and
promote content
Ensure you are tracking
ROI for optimal results
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted. 14
Transform your doubt into passion
• Leverage all of your available resources • Find a few believers / fans • Allow yourself creative freedom • Celebrate your successes… even the
little ones! • Learn to “Let Go” – not all campaigns will
be awesome! • Most importantly HAVE FUN!
#intalent
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted. 15
The transformation has just begun
#intalent
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Questions?
#intalent
5 Steps to Boosting Your Talent Brand Through Content
Step 1: Plan
Step 3: Share your content
Step 4: Amplify
Step 2: Develop your content
Step 5: Measure and adjust #intalent