Lockheed Martin Accelerates With Total Recruitment Marketing

HR Tech 2014 –

Recruiting Track

1

Agenda

2

• Introductions and About Us

• The Emergence of Recruitment Marketing

• The Lockheed Martin Case Study

• Q & A

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Introductions & About Us

Introductions

• Lockheed Martin:

• Marvin Smith, Program Manager

• SmashFly:

• Mike Hennessy, CEO

4

Anonymous.

(until interested)

We’ve left

14 years worth

of footprints.

Igniting endless

distractions for recruiters.

Every 60 seconds,

2.4B people…

204M emails

2.46M Facebook posts

277k Tweets

347.2k WhatsApp photos

It’s time for a

new frontier.

Requiring a

new discipline:

Recruitment Marketing

• Director of Recruitment Marketing

• Data Scientist

• Content Strategist

• Social Media Manager

• Recruitment Marketing Specialist

• Sourcing Strategist

• Employment Brand Manager

aka: “The Cool Kids”

Demanding a new process too.

The Old Way

Demanding a new process too.

The New Discipline

Traditional Recruiting

Discipline

Recruitment Marketing

Discipline

R + RM = MR

Traditional Marketing

Funnel

How marketing works…

Recruitment Marketing

Funnel

How recruitment marketing works…

Visit us! Booth 2618

An advanced platform to power

total recruitment marketing

• Job / Ad

Marketing

• Employment

Brand

Campaigns

• Strategic

Content

Marketing

• Intelligent Social

Recruiting

• Empowered

Employee

Referrals

• Anytime,

Anywhere

Mobility

• Employment

Brand

• Optimized

Career Sites

• Landing Pages

• Events

• Contact Capture

• Talent Pipelines

• Lead Nurturing

• Dynamic

Workflows

Measure + Improve.

Consistently Better Insights.

Market Proclaim Elevate Engage

Performance Checks

Analytics Dashboards

Data Warehouse

Decision Metrics

An advanced platform to power

total recruitment marketing

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About Lockheed Martin

21

Golf Course Off the Tee The Approach In The Cup Keep Score

22

Golf Course Off the Tee The Approach

In The Cup Keeping ScoreMoving Down The

Course

Portfolio

Aeronautics

Information

Systems &

Global Solutions

Missiles and

Fire Control

Mission

Systems &

Training

Space

Systems

International

$14.1B $7.9B$8.4B $7.2B$7.8B

Lockheed Martin’s Business Structure

TA Vision Statement:

Recognized as a world class

Talent Acquisition Team that

builds workforce strategies to

attract and capture the right

talent, in right place, at the right

time and at the right price point

to meet Lockheed Martin's

business opportunities today and

into the future.

TA Challenges

27

Em

ploye

e

Va

lu

e P

ro

p

Ta

le

nt B

ra

nd

A&

D in

P

re

ss

Cle

ara

nc

es

Re

gu

latio

ns

Re

qu

isitio

ns

Co

sts

Missio

n

Loya

lty

Socialized

• Sea change; web turned social

• Change of control to people

Digitized

• Marketing-inbound shift

• Social Media

• Content

• Mobile

Googled

• Sea change

• SEO

• SEM

Virtualized

• Chat

• Networks

• Pipelines

• Communities

External Landscape

Strengthening Our Foundation

• Hiring Talent

• Hiring Execution

• Ensure Fair Hiring

Reshaping

Our

Operations

• Transactional to Consultative

• Broaden Candidate Pipeline

• Marketing

• WFS/WFP

Evolve Our

Culture

• Investing in Talent Acquisition

• CSAT

• Diversity

"Core"

• Talent Acquisition Process

Budgets

• Sequestration

• Costs

• Shrinking Budgets

Internal Landscape

Where We

Are Going

Right Candidate, Right Time,

Right Place, Right Price

Recruiting on Rhythm,

Academic Year Hiring Cycle

Scalable International Hiring by

country and program requirements

Strategic Hires that feed Succession

Plan

Hiring

Segments

Where We

Were

Experienced

ProfessionalsOptimized Process

Execution, Volume Service

College &

Interns/Co-opsRecruiting On Demand,

Fiscal Year Hiring Cycle

International RPOs and Outsourcing

ExecutiveCustomized sourcing for

VP’s/select Directors

Talent Acquisition Organization Journey

31

Key Talent

Segment

Advertising

Duplication

Marketing

Work

Everything

is in Beta

Map to Our

Processes

• Complete & Accurate

Visibility

• Position Lockheed

Martin as an Employer

of Choice

• Move from Reactive to

Proactive through

Pipelines

• Build for the future –

next 10-20 years

• Full Integration with

Existing Investment

Platform Must Have’s

CRM • Iterative engagement i.e. pipelines

Job Marketing • Every job a campaign via multi-channels

SEO • Google influence

Talent

Networks

• Iterative messages-timing selected by prospects’

Mobile • Increased mobile device usage

ATS

Integration

• Track all sources to capture hire data

Multiplatform

Integration

• Social, Talent Communities, etc.

Vendor Partner • Adaptive to changing environment

TA Workflow | Recruitment MarketingLinkedIn PostsJob Boards Direct Employers Indeed

Alumni

Referral

Talent Pipelines

Kenexa BrassRing

Jobs Data Contacts / ApplicantsATS Status Metrics

Sourcing Initiatives

Events

Talent Communities

Lockheed Martin Careers Website

TA Workflow | Recruitment MarketingLinkedIn PostsJob Boards Direct Employers IndeedSocial Media

Alumni Referral

Talent Networks

Talent Pipelines

Kenexa BrassRing

Jobs Data Contacts / ApplicantsATS Status Metrics

Search Engines

Sourcing Initiatives

EventsStrategic Sourcing

Engage & Nurture

Talent Communities

Lockheed Martin Careers Website

Establishing our Talent Network

• Over 2,500 subscribers per day

• 99% subscribers come in while applying for job

• 44% don’t finish their ATS application

• Automatic Pipelines by Discipline

• Started: July 2014

This Hire

came

care of

the Direct

Sourcing

efforts of

Justin

Baxter

Pipeline Metrics – View to Hire

Productive

Not

Productive

Combined and Rank

Ordered by Performance

All Job Boards

…

All Pay Per Clicks

…

All Feeds

…

All Banner Ads

….

All Direct Sourcing

….

All Email Campaigns

….

Campus Recruitment

…

Military Initiatives

Metrics of Success

Metrics of Success

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Lessons Learned & Looking Ahead

Lessons Learned

• Start with what you know

• Design holistically not specifically

• Map out integrations early in the process

• Think about team structure

• Program

• Administrative

• Business

• Technical

• Content / Communication / User Experience

What’s Next

• More Automated Sourcing

• Deeper process for talent pool collaboration and

communication

• Deeper Integrations

• Next Generation Candidate Experience

59

Marvin Smith

Current duties:

• Talent Community Strategy

• Talent Pipeline Initiatives

• TA Strategy-thought partner

• Social Recruiting

• TA Technology & Tools

marvin.e.smith@lmco.com

www.linkedin.com/in/marvsmith/

@talentcommunity

Visit us! Booth 2618

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