Learn to engage job seekers with employee generated content that anticipates their questions.

1. IN PARTNERSHIP WITH
Employee Generated
Content that Attracts
Top Talent

2. © 2022
Today’s Speakers

3. © 2022
Lori Sylvia
Founder and CEO
Rally
David Rivel
Co-founder
PathMotion
Lisa Brignall
Head of Talent Acquisition - GB
Coca-Cola
Europacific Partners

4. © 2022
About Coca-Cola Europacific Partners
• Global business, serving customers in 29
countries
• We want CCEP to be a great place to work,
where everyone’s welcome to be
themselves, to feel valued and have a
sense of belonging, a truly inclusive and
diverse workplace
• We are taking Action on sustainability

5. © 2022
About PathMotion
Create - Candidate Engagement
• Always-on discussion platform
• Text and video creation at scale
• Live chat events
Share - Amplify authentic content
• Social sharing to boost your channels
• Chatbot
• SEO Optimization
Convert - Talent re-engagement
• Talent nurturing and re-engagement
• Job ad plug-ins to create a tailored applicant
experience & boost quality applications

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What you’ll learn today
• The science behind how storytelling works for talent attraction
• How to capture the interest on top talent with employee generated stories
• The importance of personalizing engagement between job seekers and
employees
• Strategies for building authentic employee-generated stories at scale (and
pitfalls to avoid)
• How Coca-Cola Europacific Partners have put an initiative in place to
leverage their employees as brand ambassadors and share stories that
resonate with candidate

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Employee Generated
Content that Attracts
Top Talent

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Candidate
Behavior
© 2022

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What is on candidates’ minds?
Your candidates expect true, authentic answers on all of these topics...
Role description Culture
Role comparison
Salary
Internship
Interview
Career advice
Role progression
Day-to-day Company info
Diversity Benefits
Work/life balance
Internal mobility
Challenges
Events
Source: PathMotion questions asked by candidates across all clients

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What is on candidates’ minds?
...but can’t find answers on your website
57%
Mind the content gap
Of candidates said employers do not share
important info
-Talent Board
61%
The credibility gap
Of applicants are more skeptical of what
employers say about themselves than before
-CEB Survey

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The science
behind
storytelling
for talent
attraction
© 2022

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Storytelling
OXYTOCIN
Boosts empathy
CORTISOL
Focuses attention
DOPAMINE
Aids memory
NEURAL
COUPLING
Increases connection

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Test
WHICH SITE WILL THE CANDIDATE FIND
MOST PERSUASIVE
CAREER
SITE
STORIES OF
EMPLOYEES
IN A
CANDIDATE
DISCUSSION
PLATFORM

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TEST
MEASURING THEIR IMMERSION LEVELS, WHICH
PREDICTS PERSUASION & LIKELY ACTION
© 2022

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Findings
Average Immersion vs. Benchmark
Career site Employee stories
15%
10%
5%
0%
-5% <0% = NOT IMMERSIVE

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Findings
Average Immersion vs. Benchmark

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“I would like to know, from
a female police officer,
how the work-life balance
is achieved? ”
REAL LIFE STORIES
54%
of candidates
STATISTICS
37%
of candidates
Source: PathMotion survey to 1,000 candidates globally

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Applying the science:
personalizing EGC
© 2022

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Produce truly persuasive stories
A Narrative Meaningful
Challenges
Practical Tips
Details Personal

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Case Study: Coca-Cola
Europacific Partners
© 2022

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Expectation of working in Sales:

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Reality:

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Coca-Cola Europacific Partners & PathMotion
Main goals :
• Make clear what it means to work at CCEP to
attract more relevant talent and increase
retention
• Improve candidate experience by providing
authentic responses from employees.
• Discover specific roles, diversity networks
and company initiatives.
• More engagement across the recruitment
funnel

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Insiders at the forefront

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Insiders profile

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How to keep Insiders engaged
• Automatic engagement through the
platform
• Gamification highlighting relative
score based on votes from
candidates
• Newsletter and quarterly call to
highlight best Insiders and
Discussions

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Platform integration
• Possibility to engage with our
Insiders across our career
website.
• Relevant Insiders directly
integrated in the corresponding
job descriptions.

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Live chats

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Discussion Spotlight: Dialogue
Details
Concrete examples of the challenges that
they come across and how they solve them
Dialogue
Multiple responses from different insiders
provide candidates with a variety of
information from different viewpoints
Link to discussion

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Discussion Spotlight: Detailed Responses
Storytelling
Create a narrative by explaining how his role
has changed since he joined the company
Authenticity
Providing tips based on their own
experience that the candidate can learn from
and put into action
Link to discussion

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Discussion Spotlight: Detailed Responses
Authenticity
Genuine interest in helping the candidate by
talking openly about their experience of the
interview process
Practical Tips
Providing tips based on their own
experience that the candidate can learn from
and put into action
Link to discussion

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Discussion Spotlight: Detailed Responses
Storytelling
Create a narrative by demonstrating her
career progression and how CCEP have
supported that
Authenticity
Personal details from first-hand experience
give candidates a true insight into the
realities of the company
Link to discussion

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Social Media:

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Insights about content
Popularity: Top
questions by views
4,549 total views
(link to the question)
“What do candidates care most about?”
17.7%
of questions are about Insider experience
8.33%
of questions are about Culture
9.38%
of questions are about Career advice
Questions

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Male
53.6%
Female
46.4%
Focus candidates
Diverse candidate pool
46.4% of platform users were
female
Time spent
00:16:32
Discussions
viewed
Sessions
Page views
Vacancies
viewed
Days
4
14
8
3
2

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• 11% of CCEP’s total
platform traffic now comes
from SEO.
• This example is ranking
number 1 out of 10.7
million results, above
third party content.
SEO: Raise Brand Profile

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Results achieved
72%
of candidates’ impression
of the company has
improved
73 NPS
Net Promoter Score (>0 is
considered good and >50
excellent)
41%
of hires were users of the
platform
63%
open rate on candidate
re-engagement emails

39. © 2022
Thank you!
Up next… Q&A

40. Download > https://insde.co/aif8

42. © 2022
Lori Sylvia
Founder and CEO
Rally
David Rivel
Co-founder
PathMotion
Lisa Brignall
Head of Talent Acquisition - GB
Coca-Cola
Europacific Partners
Q&A

43. IN PARTNERSHIP WITH
Thank you!
Employee Generated
Content that Attracts
Top Talent