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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
---
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
---
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
---
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
www.linkedin.com/in/marvsmith/
@talentcommunity
Visit us! Booth 2618
62
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