From InDemand 2014, Celinda Appleby who is the Digital Media Program Manager at HP, shares how content marketing and relationships can build a strong talent brand. Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT Tweet with us: http://bit.ly/HireOnLinkedIn

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Building Communities of Talent:
The power of content marketing and nurturing
relationships
Celinda Appleby
Digital Media Program Manager

2. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted.
2
Global team org chart
Celinda Appleby
Global Digital Media Program Manager
Desiree Chavez
AMS
Adam Buck
APJ
Catalina
Radulescu
EMEA

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Talent Brand

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The original start-up
Talented, collaborative team
members who are committed to
giving their best each day
Great manager
A global environment with
unique scale and scope to
build the career you want
Great company
A valued global brand with a rich history of
leadership, innovation, strong customer
relationships, and global citizenship that
matters to the world
Great people
Great career
A manager who coaches you
and creates an environment
where you can be your best
Great
things
about
working
at HP
Supported by….
Talent Brand vision
authentic brand experience for candidates & employees

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Talent Brand journey
2001 2005 2008 2010 2012 2013

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Brand examples
Collateral used with career events for both experienced professional and University hires
(handshake cards, posters, flyers, brochures, ads)

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Infusing talent brand into
digital

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HP employee
Subject matter experts and net promoters
Blog
Strategic audiences Digital channels Goals
• University
• Interns
• Diversity
• Veterans
• Passive top talent
• Engaged talent communities
• Current HP employees
HP Careers digital ecosystem
Target is to humanize the talent acquisition life cycle to attract and retain top talent
Targeted / Prioritized / Business aligned
campaigns to showcase HP as
an “Employer of Choice”
• Enhance and support
business hiring initiatives
• Position digital strategy as a
world class, strategic talent
attraction
• Grow our digital reach while
leveraging our global
footprint
• Attract and retain top talent

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Career site
• Full content update
(text, modules,
imagery)
• Desktop and mobile
interface
TalentBrew
• Search engine
optimized (SEO)
platform
• Enhanced search
capability for
improved candidate
experience
Digital media
• New branding on
Facebook, LinkedIn,
Twitter, YouTube and
HP Careers blog
• On-line branded ads
promoting HP
opportunities
Taleo external
and internal
sites
• Full re-branding of
Taleo pages (external
and internal)
• Updated branding for
internal portals:
Employee Referral,
Job Searcher
Enhanced content marketing

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Global strategy with regional deployment
• Increased overall exposure and awareness across multiple media channels
• Dynamic and uniform global employer branded candidate experience
• Monthly content calendars and brainstorming meetings
• Multiple regionally driven global campaigns; raising awareness of in region activities across pan-HP
• 1.7 million fans
• 2 global posts weekly
• Posts see 45-95% fan
engagement
• 152% increase to our
career pages
LinkedIn
• 4K followers
• 50% increased fan
engagement
• 8-12 posts per day
Twitter
• 59K fans
• 2 global posts/day
• 1 geo-target post/day
Facebook
• 67% increased
engagement
• 2 global posts weekly
HP Careers
Blog

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Americas

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AMS team org chart
Desiree Chavez
AMS Employer Brand/Digital Media lead
North America
4 leads
Central America
3 leads
South America
4 leads
• Global campaigns
• Regional or country specific campaigns:
• Leadership spotlight
• Employee quotes
• Local career fairs and open doors events (HP Explore
and Info -Sessions)
• Job opportunities
• Country employer recognitions and awards
• Graduate profiles

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13
Global campaigns - AMS
• Volunteer Voices
• Social Weekends
• HP Wellness
• Diversity &
Inclusion

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Asia Pacific and Japan

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APJ team org chart
Adam Buck
APJ Employer Brand/Digital Media lead
South Pacific
1 lead
SEA
5 leads
India
2 leads
Rest of Asia
4 leads
China
1 lead
• Global campaigns
• Regional or country specific campaigns:
• Leadership spotlight
• Employee quotes
• Local career fairs and open doors events
(HP Explore)
• Job opportunities
• Country employer brand awards
• Graduate profiles

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HP has a “Social Conscience” in APJ

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Europe, Middle East and Africa

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EMEA team org chart
Catalina Radulescu
EMEA Employer Brand/Digital Media
lead
CEE
7 leads
GWE
7 leads
UK&I
2 leads
MEMA
5 leads
Southern Area
5 leads
EMEA
2 leads
• Global campaigns
• Regional or country specific campaigns:
• Leadership spotlight
• Employee quotes
• Local career fairs and open doors events
(HP Explore)
• Job opportunities
• Country employer brand awards
• Graduate profiles

19. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Restricted.
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Global campaigns - EMEA
• Work 4 HP
• Throwback Thursdays
• Think bigger
• 3 in HP
• Social Monday
• Matter to a Million

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AHA moments
• Leverage all of your available
resources
• Celebrate your successes…
even the little ones!
• Learn to Let Go!

21. June global campaigns – LinkedIn/Facebook/
Twitter
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
Week
5 May
26
AM: Infographics
#work4hp
PM: Fill in the
blanks
27
AM: Blog post –
Saleem
PM: Recruiter Tip
AMS
28
AM: Site tour AMS
29
AM: Diversity
PM: TBT
PM: Blog post
Interns
30
AM: Social Friday
PM: International
Children day (1st
June)
Week
2
2
AM: Social Monday
3
AM: People First
4
AM: Wellness post
5
AM: Volunteer
voices APJ
PM: TBT
6
AM: Social Friday
Week
3
9
AM: Fill in the
blanks
10
AM: Recruiter Tip
AMS
11
AM: Site tour EMEA
12
AM: Diversity
PM: TBT
PM: Blog post
Interns
13
AM: Social Friday
Sunday: US/LAC
– Father’s Day
Week
4
16
AM: Social Monday
17
AM: People First
18
AM: Wellness post
19
AM: Volunteer
voices AMS
PM: TBT
20
AM: Social Friday
Week
5
June
23
AM: Infographics
#work4hp
PM: Fill in the
blanks
24
AM: Recruiter Tip
EMEA
25
AM: Site tour APJ
26
AM: Diversity
PM: TBT
PM: Blog post
Interns
27
AM: Social Friday

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Thank You