Employment branding is dead | Talent Connect Anaheim
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Andrew Levy, Sr. Manager, Talent Brand and Social Media, Autodesk We live in a post-employment brand world—the stories others tell of us are our brand. We no longer trust marketing. In a hot talent market like today, transparency and access are the most important ways to build trust and interest in your company. Andrew will discuss ways to encourage and enable employees and prospective candidates to do the storytelling for you, engage with your talent community, and make real changes internally based on the real world’s engagement with your talent brand. Attendees will learn how to encourage transparent communications across all levels of the organization, as marketing messages no longer work as well as they once did --and how employee and applicant generated content and social communications are most trusted and important in the post employment brand environment. Check out the best of Talent Connect: http://bit.ly/1MBqz6m
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Employment branding is dead | Talent Connect Anaheim
- 2. Andrew Levy Senior Manager, Talent Brand and Social Media Autodesk Employment Brand is Dead: Long Live Talent Brand
- 3. The Autodesk vision is to help people imagine, design, and create a better world.
- 7. $2.51B 2.39M FY15 Revenue Subscriptions 8,600 Employees worldwide
- 8. 12M 200+M Professional Users Consumer Users 680+M Students and educators with access to free Autodesk software
- 10. The olden days (e.g. 5-7 years ago)
- 11. The olden days (e.g. 5-7 years ago)
- 12. Things changed. Consumers spoke. Trust no one.
- 13. Woe is me! What’s to be done? Photography by Sandro Giordano
- 14. 1. Lift the curtain, grant full access 2. Empower others to speak 3. Listen – then do something Strategies for the talent brand world
- 15. Lift the curtain, grant full access Ongig Video job descriptions
- 17. Gallery tour / pier 9 tour
- 18. Empower others to speak Make ERP social
- 19. Empower others to speak Bonfire: employee driven social sharing platform
- 20. Empower others to speak Video tape Your road shows.
- 21. Listen – then do something
- 22. Listen – then do something
- 23. Listen – then do something
- 24. Listen – then do something Implementation in process
- 26. In Summation: 1. Open doors, celebrate your warts and pimples. 2. Stop talking so much! Let others speak. 3. Listen then do something.
- 27. ©2015 LinkedIn Corporation. All Rights Reserved.
Notas del editor
- LOAD YOU TUBE VIDEO: https://youtu.be/3M-mHjyikhQ
- Autodesk’s vision is to help people imagine, design, and create a better world. And how do we do this? Over a hundred million design professionals, engineers and architects, digital artists, students, and hobbyists use Autodesk software to unlock their creativity and solve important design, business, and environmental challenges. But what does all that really mean? If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what Autodesk customers are doing with our software. Now for a little video…
- Almost everyone knows us for AutoCAD – but we’re so much more! A perfect example of how production is changing is the new San Francisco MOMA extension. The architect’s vision of more than 700 rippling façade panels was almost never realized because of the complexity of their unique shapes. Traditional building methods simply wouldn’t work, so the solution had to come from the manufacturing industry. Equally daunting was the desired look and texture of cast concrete, which, due to its weight, would have required a substantially sturdier primary building structure. Such a solution would have also inhibited the goal of creating spacious galleries providing uninterrupted movement. Instead of concrete, fiber-reinforced plastic was used to create the largest architectural application of composites technology in the United States, reducing the weight by a stunning one million pounds. Nearly indestructible, the sandblasted panels mimic concrete in look and feel but resist moisture absorption.
- But it’s not just manufacturing. We’re seeing a convergence of how things are designed and made across all of Autodesk’s industries (Architecture, building, and construction, infrastructure, media and entertainment, natural resources, and manufacturing…). Construction companies are operating more like manufacturers by pre-fabricating and assembling things like apartment units, exterior walls and ductwork. Media and entertainment firms are behaving more like car brands by planning and pre-visualizing their entertainment properties – like film and games – long before production. Just like an automotive manufacturer would plan and develop a concept car. Soon, people from all industries will face similar challenges and need similar capabilities. NEW PANAMA CANAL IMAGE (MASSIVE GLOBAL COLLABORATION) ***
- Personal creativity (consumer) Technology isn’t the only thing that’s changing however. There’s a cultural shift taking place as well, where everyone from amateur designers, homeowners, students to professionals are going back to their roots and creating things for themselves. Whether it’s a kid looking to build a new contraption or create a fun digital rendering to be 3D printed, an entrepreneur developing the design assets needed to start a new business, we’re taking technology originally built for movie studios, automakers and architectural firms, and making it available to anyone who wants to create something. And in this new Era of Connection, people aren’t waiting for innovation to trickle down from big companies. Technology is the great equalizer, enabling individuals to innovate up. More and more we’re seeing the next big thing come out of a garage and force its way into the marketplace. Not only are the big players noticing; they’re adopting what the little guys are doing. For DIY and making things: Instructables, 123D family of products For photography: Pixlr family of products For art: SketchBook, Creative Market For home design: Homestyler ----- Meeting Notes (8/17/15 14:33) ----- Fabricated things in the gallery, tinkercad, 3D printed stuff, homestyler, 123D design, 123d Ccreature Add # Monthly active users of consumer products
- And Autodesk will continue to fuel that shift through strong and continuous growth.
- Don’t be offended if i use a picture of your brand in this presentation. No one is perfect. I’m guilty too.
- Fancy websites Push messaging Crazy, fancy career fairs – giveaways/expensive collateral Polish, polish, polish Super snazzy videos and carefully Carefully curated communications Message saturation, mistrust As a consumer you communicate with the corporation, not the individuals that make it up
- Word vomit, hot air
- You have buying power now: Yelp, Youtube stars, Amazon, Etsy, informed choice and customization Instant gratification: (Tivo, Spotify, Apple TV, cutting the cord), citizen journalism, mobile explosion Bottom line: has ended, the truth and trust is with the people. Centralized things no longer the message or the content, employment branding is dead, talent branding is born Employment brand dies, we now have talent brand – of and by the people (employees and candidates)
- “Things are going to get messy, but it’s totally ok. No one is going to die. You’re not going to get delisted from NASDAQ. Namaste. Accept.” -- Me.
- Lift the curtain, grant full access – to both candidates and employees Empower others to speak (meaning not your corporate channel – it’s the job of your employees to tell this, and your candidates – make the space to do it) Listen – then do something
- Lift the curtain, grant full access to Ongig: anatomy of the video job description LOAD PAGE: http://autodesk.elasticapp.ongig.com/jobs/executive/americas-united-states-of-america-california-san-francisco/vice-president-tax-treasury-risk/15WD18832 Data points: (platform is down) - 3.5 social shares on average per job - 16% of all jobs receive comments, aiming at 100% response rate from autodesk - Slideshares time on page is 55.5 seconds on average - 63.6 seconds average for video pages vs low as 10 seconds, sometimes 23 seconds average
- Lift the curtain, grant full access: No one wants to talk to a recruiter anymore. Especially if you’re in tech. What to do? Community engagement. It’s a new program – only a few months old. What we do? Invite people though your doors, show them for real. Delight with service and experiences Partner with existing groups, share lists, respect the lists of names Examples of these include Design night (public event) Girl geek dinner / diversity events Technical meetups Hackbright Grace Hopper We don’t directly recruit here, this is the first step in a high touch process. From bigger events, The next step is more intimate -- Smaller list building allow for more intimate experiences like <NEXT SLIDE> pier 9 tours
- Intimate behind the curtain looks at Pier 9 space on embarcadero! Invite only guided tours and lunches 2 team members in TA support this effort, right now no budget – all partnerships with the business units Top level data points: 716 actionable leads generated from events 15k+ email contacts from partnerships 7 Hires tracked to date (very difficult to track), it’s likely more Impressions / wow factor – priceless to recruiting
- Let technology help your employees get great referrals in the company. Taleo Social Sourcing was picked by ADSK Allows for employees to more easily share our jobs with their networks (LinkedIn, Twitter, Facebook, etc and track back to hire) We pay out awards globally on a flat structure WHAT MATTERS: SLA is 3 days to respond to employees and candidates, it’s important to build trust in this for a program to work. WHAT DOESN’T WORK: increasing the money rewards – it’s all about relationships and trust in the program.
- Go to page live: www.bonfire.autodesk.com We wanted to make social media easier for employees 2% - 8% overlap between a company’s corporate branded social channels and an employee’s personal social network. Employees share receives 8X the engagement -- your employees are marketing goldmines 90% of consumers worldwide trust recommendations from people they know more than advertising To date, ~15% of the company participates across 32 countries, and we offer content in 6 languages (English, Spanish, French, Italian, Portuguese, Japanese)…we’re about to add Chinese Shared 116,168 pieces of content, created 201,847,126 impressions Employees can also submit content. On average we receive about 125 submissions per month, in addition to what we source and publish Added benefits: users are more connecting to Autodesk, are growing their networks, building their personal brand, driving more sales (social selling), enhancing their skills in social
- Empower others to speak: all of this power and speaking authority in the hands of employees is new Go on a road show -- Sell this to your employees – train them to be ambassadors LinkedIn profiles – encourage healthy bragging, rich content – don’t be boring (pull from bonfire!) Socialize Glassdoor from the TOP down: salary, reviews, content, respond to reviews, Encourage employee referral program – the less the market is bugged by recruiters the better – have employees convince the market to join you -- tighten this experience up, make it social, no one wants to talk to a recruiter anymore
- Glassdoor is here to stay and it really matters Terrible reviews happen, it’s ok. DATA POINTS: 61% of candidates use Glassdoor even before considering a company 2x growth in traffic to Autodesk content on the platform in 1 year 50% of traffic are engineers in the millennial age range These are the most important demos for a software company – pay attention! Nurture that community Personal / Professional opinion – don’t use company updates – this isn’t your space to brag, it’s for the community Strategy with response: Is there an actionable claim in the review? -- respond and traffic internally, even if the answer is “we’re not changing this” Is it a rant or troll? Leave it alone Thank the great reviews too! Share these internally, use these insights in the recruiting process – candidates do come at you with a bad review during interviews Communicate out the changes you’re making, lift the curtain into why things are the way they are --- even if it’s not good Professional opinion: Don’t use the broad cast functionality (newsfeed) – this isn't your space to market, it’s for candidates and employees – nurture the community, don’t blabble at it In the spirt of openness, I’ll share with you some of the worst reviews and what we did about them.
- Take time to explain how things work externally – people want to know!
- Survey your candidates, survey your hiring managers. They’re voices matter: New program, only a few months old – so not a lot of data to share yet Nearly 50% of delivered surveys were completed (80% of new hires surveys completed) Make sure there’s space for open ended feedback More frequent contact would be nice Grateful we don’t require spec work from designers Great feedback around IT and onboarding support Internal feedback: more clarity around opening reqs and TA process – we did a whole series of updates and trainings to address this
- Idea connection is a space for employees to be heard Born from our IT group, the platform grew like wildfire Lobbied HR leadership to start answering and trafficking comments / ideas internally 35% of ideas on the platform are about HR / employee experience Lean team – 1 – 3 people at a time who traffic and research feasibility 244 HR ideas on the platform now, ¼ of ideas we’ve provided solutions to, 16 currently under review We are able to redirect employees to existing resources – everyone can see the responses, so it’s great for all employees Some are simple – adding a bathroom shelf to a certain office, improving maps / conference room names Some are a bit odd – “ ban office chairs” Some are really great – company wide no meeting day (still in process, but I’m hopeful it’ll go through), do more with diversity programs Net net: this is a great selling point, when possible I communicate out the success to candidates I want to dig into one in particular that came up: strategically target diversity
- 3. Listen then do something What does all of this listen then do something look like wrapped up into one? Give affinity groups a voice: calls for diversity on idea connection, in recruiting, Pride group was formed because there wasn’t one Contest around t shirt design, Pier 9 designed a float, lot’s of parties Donated travel for 1 person from each region to come to SF 1 engagement on the golden gate bridge with a 3d printed ring 100s of marchers and members in the group now Group lobbies internally for change -- Candidate decline due to transgender benefits – now we have them Expanding pride participation two more cities next year Looking into local volunteer opportunities All great stories to share, all make for happier employees
- Employer brand is dead. It’s now in the hands of your talent – and by talent I mean your employees and the stories candidates tell about you. Fear not, do the above.