smashfly transform: how pwc changed its thinking to better attract candidates

RECRUITMENT TO RECRUITMENT MARKETING

How PwC Transformed Its Thinking to Better Attract Candidates

J ohn MayTalent Acquis i t ion Transformation Leader , PwC

Sondra D ryerRecruitment Market ing Leader , PwC

Agenda1. Our talent acquisition journey2. Lessons learned & best practices3. The future

External factors changing the TA landscape• Increasing mix of ski l ls and types of

candidates – demand exceeds supply• Technology and social media

disrupting• Talent brand more important than

ever• Candidates behaving as consumers

Hiring 17,000 Professionals by the numbers• 1.5 mi l l ion steps*• 14 different ways to recruit• 43 decis ions for each hire• 352,000 touch points

involv ing roughly 65 d ifferent roles

• Roughly 555,000 manual steps

Our Vision for World Class Talent Acquisit ion

Dist inct ive

• D i s t i n g u i s h i n g & c o n s i s t e n t s t a ke h o l d e r e x p e r i e n c e

• Re l a t i o n s h i p d r i v e n

• C l e a r l y a r t i c u l a t e d f r o m v a l u e p ro p o s i t i o n

Agile• Re s po ns i v e

t o c ha ng e

• Sc a l e s qu i c k l y

• C o n t i n u o u s c a n d i d a t e i d e n t i fi c a t i o n

Innovative• Ad v a n c e d

t e c h n o l o g i e s

• D a t a d r i v e n de c i s i o n ma k i n g

• C ut t i n g e d g e a c t i v i t i e s a n d p ro c e s s e s

Efficient• S t re a m l i n e d

p ro c e s s e s

• Fa s t e r de l i v e r y

• I mp ro v e d c a n d i d a t e qu a l i t y

PwC’s Recruitment Marketing Goals• Link PwC’s Purpose to the value of a

career at the firm• Humanize the firm by creating a personal

connection with the candidate• Provide insight into our culture, our firm

and our variety of career opportunit ies• Establ ish an act ive network of PwC brand

ambassadors

246 Bi l l ion emails a day by 2019We don’t have the attention span for that

What do mil lennials want to know about a potential employer• Workplace culture• Communication and

work styles• Compensation and

career structure• Career development

and opportunit ies• Work/ l i fe balance

Measuring ImpactBefore Recruitment Marketing Platform

• Re c r u i t i n g w e b s i t e s t r a ffi c p e r mo n th , p e r p a g e

• S o c i a l m e d i a po s t s , v a r i e d by t i m i n g o f fi rm i n i t i a t i v e s

• I n i t i a t e d “ c o l d c a l l ” e m a i l s a n d L i n ke d I n i n - ma i l s

• Pe o p l e w o u l d a pp l y – t he n e n te r t h e “ b l a c k h o l e ”

After Recruitment Marketing Platform

• C re a t i o n o f l a n d i n g p a g e f o r s p e c i fi c c a mp a i g ns a nd a u d i e n c e s

• A b i l i t y t o t r a c k s o c i a l m e d i a e n g a g e m e n t do w n t o a p p l i c a t i o n t h ro u gh un i v e r s a l t r a c k i ng c o d e s

• B u i l d i ng t a l e n t c o mm u n i t i e s b a s e d o n i n t e re s t s = w a rm l e a ds

• Fo c u s re s o u rc e s o n a re a s o f g re a t e r i mp a c t

Quick Wins• Tu rn yo u r rec r u i t e r s i n to b ra nd

a mbas s a do rs• Pr i o r i t i z e ma rke t i n g effo r t s t o ma x i m i z e

va l ue

Thank You!

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