Paul Maxin is the Global Resourcing & Recruitment Director for Unilever located in London. His hobbies include family, travel writing, West Ham United football club, and Bob Dylan music. Unilever operates in a VUCA (Volatile, Uncertain, Complex, Ambiguous) world. The company aims to double in size while reducing its environmental impact through its Compass strategy and Sustainable Living Plan, which includes goals to improve health/well-being for 1 billion people and halve the environmental impact of its products by 2020. Unilever differentiates itself from competitors and builds its employer brand through strategic use of social media platforms like Facebook and LinkedIn.

2. WHO AM I?
Name: Paul Maxin
Twitter: @PaulMaxin
Job title: Global Resourcing &
Recruitment Director
Location: Blackfriars, London, UK
Hobbies: Hobbies include family, travel
writing, West Ham United and an
unhealthy encyclopedic knowledge of
the work of Bob Dylan music.

3. IT’S A VUCA WORLD
• V = Volatility
• U = Uncertainty
• C = Complexity
• A = Ambiguity

4. STRATEGIC FOCUS

5. OUR COMPASS STRATEGY
We aim to double the size of our company
while reducing our environmental impact
The Compass provides a
blueprint for success by
identifying what we must do
to win share and grow
volume in every category
and country.

6. THE UNILEVER SUSTAINABLE
LIVING PLAN
We have long been working and reporting on
our impact on society and the environment. Our
Sustainable Living Plan brings together all this
work and sets many new targets.
Our Sustainable Living Plan will result in three
significant outcomes by 2020:
• We will help more than 1 billion people take action
to improve their health and well-being.
• We will halve the environmental impact of the
making and use of our products.
• Source 100% of agricultural raw materials
sustainably.

7. THE IMPORTANCE
OF
DIFFERENTIATION

8. DIFFERENTIATION
• In 2006, Audi won the South
Africa car of the year award…
• And BMW was quick to
respond…

14. OUR COMPETITORS HAVE BIG BRANDS

16. WHAT’S THE VALUE
OF AN EMPLOYER
BRAND ?

18. EMPLOYER BRAND OBJECTIVES
• Consistent look and feel for communications
• Strong brand promise
• Central narrative and brand pillars to build individual executions
• Toolkit for guidance
• A select group of template examples

19. You’ll become part of a leading-edge
company, where you’ll work with
outstanding brands and outstanding
people to drive sustainable business
growth.
THIS IS OUR BRAND PROMISE

20. COMPLEX AND RAPIDLY CHANGING SOCIAL
MEDIA LANDSCAPE

21. Active Passive
Known
Unknown
Postings
Corp Careers Site
Niche Boards
Print Advertising
Pay per
Click Ads
Events
Campus Career Fairs
Diversity Events
Gamification
Marketing
Employment Branding
Search Engine Optimize
Media Presence
Attract Hunt
CultivateHire
Talent
Community
Social Media
Search All Tool
Boolean Bar
• Prospects
• Referrals
• Alumni
• Employees
Prospecting Tools
TOOLS FOR SOCIAL SOURCING

22. DIGITAL
RECRUITMENT
STRATEGY

23. Circa 128,000 video
views on our global
YouTube channel
19 local YouTube
channels
Circa 280,000 followers on
LinkedIn
103,000+ fans on facebook

24. FACEBOOK

25. FACEBOOK THE STRUCTURE:
FROM LOCAL TO ‘GLO-CAL’
WHAT’S
OUR
OBJECTIVE?
• Enable
all
countries/MCOs
to
leverage
the
facebook.com/unilevercareers
URL
• Provide
an
efficient,
scalable
and
centralised
hub
for
countries/MCOs
to
quickly
build
a
Facebook
presence
• Leverage
best
pracEces
• Deploy
global
content
easily
and
rapidly
for
country
use
• Deliver
localised
versions
of
facebook.com/unilevercareers
–
fully
customisable
WHY
ONE
PAGE?
• All
fans
will
be
aggregated
together
–
now
have
over
100,0000
fans
• One
URL
www.facebook.com/unilevercareers
• Seamless
user
experience
• No
content
reaching
unintended
audiences

26. All
Wall
and
Tab-­‐level
content
will
be
served
to
consumers
based
on
the
user’s
IP
address
» Countries/MCOs
define
the
country
and
language
targeEng
for
Wall
content
(status
updates)
via
geo-­‐
targeEng
» Buddy
Media
is
also
designed
to
deliver
your
country/MCO
tab-­‐level
content
(for
any
and
all
Category
tabs)
based
on
user
IP
address
A
drop
down
menu
is
also
provided
for
users
to
select
which
country
they
would
like
to
view
Example
Russian
user
sees
Hungarian
user
sees
Two
users
in
different
countries
visit
www.facebook.com/Unilevercareers
HOW
WILL
THE
PLATFORM
KNOW
WHAT
LOCAL
CONTENT
TO
DELIVER

27. EXECUTIVE SUMMARY
Total Number of Fans (30/09): 95,612
» Monthly Fan growth : 5.37% (4,873
fans)
Average Engagement Rate on all posts
is 8.26%
Average Engagement Rate on Global
Status updates is 2.57%
» Likes – 833
» Shares – 47
» Comments on updates – 61
» Total Reach – 106,547
Tab clicks (views) – 6,623
Tab engagement (primary events) –
11,540

28. GLOBAL FAN LEARNINGS
This graph shows fan growth
throughout September. New Likes
came from organic likes on the
page and Facebook
recommendations.
Looking at Unilever Careers
Facebook page’s gender
and age demographics, of
the 95,612 Fans, 60.6% are
aged 18-24. More of the
page’s fans (54.1%) are also
male. These results are
consistent with August’s.

29. FAN ENGAGEMENT: GLOBAL CONTENT
4.29%
1.16%
4.01%
1.23%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
3/9
6/9
8/9
12/9
13/9
15/9
20/9
22/9
25/9
Engagement
Rate
%
(Based
on
Total
#
of
Fans)
Engagement(%)
Date
Average engagement on global status
updates in September is 2.57%. This is a
slight decrease of 0.52% on August.
Engagement ranged from 4.29% to
1.16%, a much smaller range than August.

30. TAB & SAPPLET DATA
Primaryevents Linkclicks Views Shares
Campus 9,050 707 2,973 10
MADE BY YOU 1,700 1,157 2,676 14
FAQs 617 575 741 0
YouTube 173 59 233 0
Total 11,540 2,498 6,623 24

31. LINKEDIN

33. UNILEVER CAREER PAGE
33

34. 34
“Building a team passionate about
sustainability”

35. 35
Marketing
Supply
Chain
Sales
WE ALIGN OUR GROWHT PLANS WITH
RECRUITMENT OF KEY TARGET GROUPS
Bryan
Logistics Analyst
FionaSteve
Senior Sales Manager Marketing Manager

36. EMPLOYEE NETWORKS ARE USED TO
SPREAD A POSITIVE MESSAGE AMONGST
LIKE-MINDED TALENT
36

37. 37
And personalised careers information
provides a custom experience
Marketing
Supply
Chain
Custom Recruitment Message
Custom Banner Graphic
Relevant Jobs

38. We build long term relationships by sending
regular, targeted news updates

39. THE RESULTS HAVE BEEN IMPRESSIVE
GROWING THEIR FOLLOWER BASE TO
270K IN 10 MONTHS
39
17K
36K
12K
23K
9K
18K
0
10K
20K
30K
40K
50K
60K
70K
80K
90K
Oct '11 Aug '12
Marketing
Sales
Supply
Chain

40. ….TAKE AWAYS
Ensure authenticity: don’t promise what you
can’t deliver
Empower all employees to be brand
ambassadors
Have an approach for community management
and content across your various social
channels

41. “THE FUTURE FOR
ME IS ALREADY A
THING OF THE
PAST”
BOB DYLAN