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L’Oreal Talent Recruitment – Keeping Focus

Last week, L’Oreal’s Dennis de Munck, International Recruitment Development Director spoke at Crexia’s Strategic Recruiting Camp Paris. His presentation was very insightful, and I learned a lot more about L’Oreal as a business (beyond its very creative marketing) and also as an employer.

L’Oreal’s employer branding campaign is tagged L’Oreal Talent Recruitment, with the aim to Keeping Focus, and Dennis is at the center of these projects. He shared some strategic but also operational side to how they attract and bring in talent. Due to growth in emerging markets, esp. in Asia Pacific (13%) and Latin America (13.2%), L’Oreal is developing their recruitment functions to cater for this diverse audience. Their overall strategy includes:

  • Global Talent Recruitment
  • Zone Recruiment Hubs
  • Country Recruiters
  • Campus Recruitment
  • Métier Recruiters

Their Recruitment Marketing campaigns are very brand focused, and they recently launched the L’Oreal Brandstorm 2013 – Movie Trailer, which challenges applications to put themselves in the shows of the South East Asia Marketing Director. The movie trailer is embedded below.


Dennis discussed L’Oreal Complete recruiter toolbox, which comprises:

Employer Branding, EVP, Image Studies, Campus Presence, Engaging Games, Sourcing Hubs, Market Mapping, Eye For Growth Markets, MBA Focus, Recruiter Training, Webinars, Individual Support, Reporting & Analysis, Fully Social Networking Enabled, Addressing Diversity Target Audience and Métier & Division Specialists.

He also mentioned challenges for Recruiters at L’Oreal, which can also relate to other very large organisations.

  • Data Mining – How to manage the huge CV database / applications in the ATS, and pull out the right candidates who have previously applied for roles. The opportunity to take advantage of big data in recruitment.
  • Sourcing v2 – Equipping recruiters with the best possible sourcing skills so they can find talent both from internal systems and extenal resources.
  • Sharing right & Speed – The ability for Recruiters and line managers to share the right information at the right time, and need to effective communications during the processes.
  • Candidate experience – Value in ensuring that candidates continue to get a responsible experience when they engage with L’Oreal as an employer.

In conclusion, Dennis stressed the transformational role of a Corporate Recruiter to that of an Internal Community Manager who shall be managing human networks, focusin on candidate engagement before skills evaluation. He also championed a recruiter’s role to advise, coach and lead, whilst expecting the best candidates to be focused and self evaluate their career interests.

Crexia’s Social Recruiting Blogs & Resources

Crexia has provided a free Social Recruiting knowledge resource focused on relevant articles related to Social Media in Recruitment. These include some blogs, slides, video etc published on our website. They might just be useful if you are researching relevant content on Social Recruiting. This list will be updated.

London Olympics: Talent Pools & Legacy

The London Olympics starts in 2 days, and  lot has been said about the huge challenges involved in organising this epic event. With an expectation of over 15,000 athletes from 205 countries, and an estimated global viewing audience of 4 billion – this will be a once-in-a-lifetime experience for Londoners, and the UK at large.

In order to oversee the smooth running of the Olympics, LOCOG has recruited over 3000 staff over the last few years, but also tasked with deploying over 250,000 workforce just for the duration of the London Olympics.

A lot has been said recently about the G4S debacle and the problems with security staff for the Olympics. But this post will exlore the further project that LOCOG is embarking on, which has to do with a legacy for LOCOG employees who will automatically be jobless, just after the final game.

Rob Clarke, Head of Reward, Policy & OD at LOCOG gave a reflective presentation at SRCONF last month in London, where he talked about Talent Pools and Alumni Communities at LOCOG.

He stated that people at LOCOG have been so focused on delivering the objectives of the London Olympics that haven’t been thought about what happens at the end to the organisation. Most of the people in the organising committee might not even be able to see the end of the games.

LOCOG is a relationship led organisation, and as there is no history in it they need to depend on having great relationships to get things done. Things never always go right, as we have seen with the ticketing issues etc.

LOCOG is a diverse organisation and because of that when one function makes a decision, it will inevitably influences 10 other functions. According to Rob, LOCOG is also very diverse in terms of workforce, as 40% of their directors are female and 10% of their workforce are disabled, and it is complex in terms of stakeholders.

How do they leave a decent legacy behind them?

Rob stated that they decided to develop an online portal for employees to have access to it, get news feed, join particular groups, join networks, and organisations can share content about their brand, and advertise jobs for free in it.

LOCOG can just tell the organisations, that they work with, about how they have developed this talent pool and explain how they actually want to help people find jobs, so the organisations can have the talent pool for free.

Rob added that they wanted to help their employees, and also make sure that they stay focused while LOCOG needs their help, and the online portal can deliver all of these objectives.

Now 200 organisations are using the Talent Pool (developed by Employer Connections), and LOCOG is helping people go through their transition using this tool. This is some sort of an Outplacement portal, and it is surely LOCOG’s small way of assisting employees and temporary staff, transition into other opportunities after the London Olympics.

If your organisation will like to take advantage of this platform, please Peter Ward.

Photo credits: dennoir

The Value of Talent Brand Ambassadors

Jean-Marc Mickeler, Partner and Responsible for Employer Branding Deloitte France presented at the Social Recruiting conference (28 June 2012) held in London, where he shared insights on Social Media and Employee Brand Ambassadors.

Following on from our initial blog about the Concept of Talent Brand Ambassadors, this post will shared further value from Deloitte France’s initiative.

During the presentation at SRCONF London, Jean-Marc emphasized that employers cannot control what their employees say about them on social media but if they have a good relationship with their employees, the employees will represent them well. Because it is a personal asset for an employee to value the brand that he/she is working for.

“We have implemented our employee ambassador programme to ensure that we will provide all the material that people need in order to create value for the firm and for their own personal development.”

What did they do for their Talent Ambassador programme?

  • They built a set of guide lines before letting them represent the company.
  • Incentives (they cannot ask people to spend time energy and to step out of their comfort zone and become good ambassadors without any incentives).
  • Internal communication to value their engagement in front of the management and other people (to make sure that all of the ambassadors will benefit themselves and organisation).

“A successful social strategy has to help people form relationships in ways that will also benefit the company!”

Every year, Deloitte France hire 1000 new people and 80 percent of them are young graduates. They receive about 45 to 50 thousand CVs. They contact 5000 of them for the first interview and 2000 for the second interview. 20% of the cost and their recruitment process are dedicated to marketing and 80% of it is dedicated to the selection process.

What they want to do in future is to decrease the costs of their recruitment process and more importantly to dedicate 80% of the budget to marketing and only 20% to recruitment and selection. Here, social media and Employee Brand ambassadors become really important.

In a typical first selection process every company is making sure that they select the people who know what they are doing and people who have understood what the job description is, and believe in their value. This is something that Deloitte France is willing to change by using social media.

Jean-Marc concluded by suggesting that social media could be used instead of that first interview for explaining who they are, what the job is about and actually assess the ability of the candidate to fill the position, before they can progress with that individual.

Facts & Fiction of Facebook for Recruiting

One of the very interesting debates at SRCONF 2012 was the usage of Facebook for Recruiting, and that made the morning panel discussion about Social Recruiting on Facebook very engaging.

Stephane Le Viet, CEO & Founder at Work4 Labs and Steven Hewitt, Human Resources Director at Lumesse shared thoughts about Social Recruiting on Facebook. The panel moderator, Alan Whitford, asked them specific questions, as well as some questions from the audience.

Question from Alan:  We hear some people say that we do not want to mix Facebook and work together, because Facebook is our personal joy. While some employers might say why wouldn’t we use Facebook for our recruitment and go where the people are? Why would you think that Facebook is the future for recruitment?

Stephane (Work4 Labs): Sometimes there is a misconception that Facebook is a sourcing tool, however we do not think of it as a sourcing tool. We think about Facebook as a communication channel. In my point of view the main challenge that companies face these days regarding their Facebook page is content, and to make the content attractive for people so that they come back and like the page. Moreover we see jobs as a dynamic source of content that would drive people back to the page.

Question from Alan: You are helping the companies use the technology to recruit. What did you see as challenges yourself?

Steven (Lumesse): We made a classic mistake with technology, because our cooperation with Work4labs went pretty well and we pressed the button and waited for the things to happen and of course it didn’t. For us as a b2b we did not create that internal marketing that drives the activity of the followers.

Question from Alan: Lumesse is a new brand; you might have had some challenges for recruiting people that you wanted to recruit as they were not familiar with your brand. Does this mean that you needed to use a different platform to reach them?

Steven (Lumesse): We are one year old as a brand, but for us it is interesting that a lot of HR managers are paying attention to employee engagement and now I have an engagement measurement. I can see how our own employees participate in the company’s Facebook page. For me the employee referral rate is the measurement of the success of our Facebook page not the number of clicks, and the content is another measurement for analysing results.

Question from Alan: Is what Steven just explained a typical approach for the companies that start working with you, or most of them are more sophisticated when they first come to you?

Stephane (Work4 Labs): What we just talked about is what typically happens. Companies start using Facebook and post jobs in their Facebook page and nothing actually happens; there is a need to use third party channels such as Monster or LinkedIn to promote these pages.

Question from Alan: We might expect that Lumesse as a starter brand might not have a lot of fans in Facebook is it true?

Steven (Lumesse): No, we have to rely on internal marketing, and driving the message with our own employees, because our own employees are the ones who can help us in this path.

Question from Audience: What would you say to someone like me who is reluctant to use Facebook to recruit (I want to transfer my audience in Facebook to my website), I think for them to apply for the jobs in Facebook is kind of entering in their intimacy?

Stephane (Work4 Labs): The way we think about posting jobs in Facebook and the link to the career site is actually very strong. We really don’t want to replace the career site; it is actually the matter of taking 3 points into account:

  • Facebook mobile usage is increasing, and it gives the audience the ability to view the job on Facebook and save it. A lot of career sites are not mobile compatible, therefore the ability to view the job using mobile and sharing it with others is one of the advantages of Facebook.
  • Your own employees can share a job (referrals).
  • We see that a lot of people look at your company’s page in the middle of watching photos in Facebook, so they can actually save it and take a look at it later. Moreover it should be added that posting jobs in the company’s Facebook page does not interrupt people’s session in Facebook.

Question from Alan: What about Lumesse, do candidates apply for jobs in Facebook or your career site?

Steven (Lumese): On our career site. For us we keep the content in Facebook deliberately light compared to our career site.

Question from Alan: Would you say that Work4 Labs clients are measuring costs and relating costs to their success?

Stephane (Work4 Labs): Absolutely yes, there are things that don’t work very well on Facebook and there are things that work well on Facebook. The first step in using Facebook for recruitment is to understand your goal. Is your goal to get more and more referrals? Is your goal to fill out some hard to fill positions? Once you figure that out the strategy comes naturally.

Question from Audience: Is using Facebook recruitment going to drive the organisations to improve their career site much quicker than they are doing it right now?

Steven (Lumesse): Yes, I agree with you.

Question from Audience: How do you know about the candidates’ experience of your recruitment on Facebook? Have you done any research about that?

Stephane (Work4 Labs): In one of the big organisations, the candidates liked the interface a lot, and the feedback is shown, moreover on ads the feedback is actually better than you expect.

Steven (Lumesse): The answer is no, I have not done that yet. For us it is more employee referral driven, what I am getting now is employees saying that if you want us to share the page with our network when are you going to let us manage the content with you?

Question from Audience: I find it difficult to source candidates from Facebook platforms such as BranchOut. Why do you think it is not working well?

Stephane (Work4 Labs): The main thing that does not work in there is that there is just no interest from the users to have a second professional network. The reason why LinkedIn is powerful is that from the employees’ perspective is beneficial because they show what they have done and for employers it is a good data base.

However LinkedIn does not cover the people who work in the store or young graduates, so for them it is much more posting job driven and these people do not like something like LinkedIn thus there is no use for BranchOut, which is a copy of LinkedIn.

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Editor’s note: Work4 Labs and Lumesse were sponsors of SRCONF 2012.

Photo credits: Mona Szyperski / www.flex-base.com

The Concept of Talent Brand Ambassadors

Jean-Marc Mickeler, Partner and Responsible for Employer Branding Deloitte France presented at the Social Recruiting conference (28 June 2012) held in London, where he shared insights on Social Media and Employee Brand Ambassadors.

People are the very reason why client service excellence is one of Deloitte’s hallmarks, therefore developing talent is Deloitte’s top priority

Jean-Marc started his presentation by explaining how nowadays if you (as an employer) want to fully leverage the employees’ full value; you need to find ways to tap on their network (not only online but also offline)

Brand ambassadors are increasingly becoming a common way for brands to leverage rich audience and to put a real face on your company. According to him, these brand ambassadors can be tweeters, bloggers, Facebookers, or they could be the people who attend real life events where your company is participating. In each of these channels the objective is always to make them become the voice, and the face of your company. Social media gives your employees not only the ability but also the credibility to be the voice of what you promised them.

If we tell other people we are good employers no one believes it, but if the people who work for us tell the same thing people would listen to them”

What is a promise for Deloitte France?

  • It is a deal (they provide and they expect in return).
  • It is a way they get things done and how it feels like to be a Deloitte person
  • It is all about proof (how you know they have done what they said they would do)

Jean-Marc stated that at Deloitte France, they have been working on their promise through the last two years and it is all about employability. By joining them, employees will own their career, which gives them the flexibility and choice to customise their career path.

Deloitte France have built their employer brand initiatives around three convictions:

  • Their people are consumers; they come to buy a job and the day it becomes boring they try to buy another product (job).
  • People love to connect to other people.
  • Their employees want them to show facts not to tell stories.

Therefore they set up an aligned strategy, which could be broadly split into three main tactical streams:

  • To build their collaborative career platform (the website) and more importantly to identify the right people that will engage in the conversations (in order to create their community of ambassadors).
  • Aimed at social media recruiting and has been recently achieved.
  • They transformed their organisation to start to benefit from social recruiting.

How did they start to benefit from social recruiting?

  • They created a digital ecosystem where their people’s promise was spread
  • They started their career website that only young people, who have from one day to four years of experience, can be found in there. Because Jean-Marc is convinced that these are the employees that people will listen to, and people are not interested in what seniors explain to them.
  • They have 10000 to 12000 unique visitors every week on their website.
  • In their YouTube channel with sharing videos they made sure that they have a good communication with audience.
  • They also made two twitter accounts. The first one is for posting their vacancies in tweets or to marketing the events. The second one is more original, which is controlled by Jean-Marc himself, because he believes that if they want their young people to be their ambassadors the tune had to come from the top.

On the same day that they launched their Facebook and LinkedIn career account, they were building their employer branding play field, they have started to build the dream team they wanted to (cohesive, workable people who get the objective and who can communicate the objectives to the stake holders).

When they selected these 150 people they were worried about keeping the message consistent, accurate, updated, interesting, and appropriate. As an employer you need to trust your people and more importantly they need to trust you.

Our next blog will share more about Deloitte France’s Talent Ambassador programme.

Social, Mobile and Recruitment Technology

Today, Crexia is pleased to present the SMART Summit – a Social, Mobile and Recruitment Technology event in Europe. Crexia’s SMART Summit 2013 will showcase the next generation Recruitment Technology solutions, including Social Recruiting platforms, Mobile Recruiting tools, Big data impact on Recruiting, Video Interviewing and lots more. See press release.

Over 300 delegates, including top HR bloggers, will be there to see demos of the smartest recruitment platforms in the industry. This event is designed for European HR/Recruitment Leaders interested in buying or investing in the latest recruitment platforms that could accelerate their Global direct recruitment projects.

SMART Summit is an evolution of Crexia’s flagship Social Recruiting Conference (#SRCONF), which has consistently attracted senior recruitment professionals, to learn and share insights around Social Recruiting case studies in Europe. With SMART, we will take the conversation further, from strategy to technology, around Recruitment Innovation.

It will be held on 17th January 2013 in London, at the Cavendish Conference Centre, and registration for senior corporate recruiters is live. Save the date, and see you there 🙂

TICKET TERMS: Online booking only, Non-refundable, Non-transferable, Limited space available!

Charu Malhotra, Unilever Interview (#SRCONF)

Charu Malhotra, Global Resourcing and Projects Manager at Unilever also joined Alan on stage at #SRCONF to talk about what they are doing at Unilever from a Global Resourcing perspective.

Charu is a core part of the Global expertise team, lead by Paul Maxin (Global Resourcing Director), and this team split the resourcing function into strategy and operations. The strategy team looks after what tools recruiters need (LinkedIn, YouTube etc) and the operational team manages the actual recruitment process.

Charu joined a panel at the conference to discuss more about their Social Recruiting strategy.

Jennifer Candee (SABMiller) at #SRCONF

Jennifer Candee, Head of Global Talent Acquisition at SABMiller attended #SRCONF London and was happy to discuss a bit around how they have been using Social Media to engage with talent, a new careers website and what is next for them.

Jennifer spoke at our first Social Recruiting Conference in 2010, where she highlighted her role in championing the adoption of Social Recruiting. She has just returned from maternity recently so nice to catch up with what is happening in the industry, and meet like-minded professionals.

Pealk’s Boris Golden Interview (#SRCONF)

Pealk’s Boris Golden shared some comments regarding Pealk – a Hunting app on LinkedIn, that recently had its LinkedIn’s API revoked. Pealk (French-based startup) is/was a neat tool and I personally tested it a few weeks ago (before SRCONF), and spoke with Boris prior to the issues with LinkedIn. The app helps leverage profile data for recruiters and business professionals. The key value of the app as against LinkedIn’s own search, is its focus on increased productivity and a better user experience.

However, the app was cut off LinkedIn on 26th June 2012, 2 days before SRCONF, with limited explaination from LinkedIn. Boris thinks the app could also be useful for other profile data platforms (Monster, Viadeo, BranchOut etc) or they may come back to LinkedIn as a Chrome app.