Presented at 2014 HR Technology Conference. Lockheed Martin doesn’t just talk about people as their greatest organizational asset – its backed by a topnotch talent- acquisition process aimed at strengthening its team, now 116,000 strong. But, to maintain its competitive advantage, it needs to stay on the forward edge of recruiting. So when the company needed a way to bring all its separate initiatives together into a cohesive strategy for greater efficiency and also to gain the full visibility integral to improve overall resource allocation and decision-making, it implemented a Recruitment Marketing Platform to build a data-driven recruitment strategy. Now, the insights from the data help their teams foster engagement and community with the specialized candidates they need to attract. Marvin Smith will show you how to promote and leverage employment brand, social media, employee referrals, alumni networks and digital campaigns to discover and attract hard-to-find skilled candidates and the kinds of people needed to drive your business forward. Introduction was provided by Mike Hennessy on the evolving role of recruitment marketing in how companies attract the right qualified talent to the organization.

1. Lockheed Martin Accelerates With Total Recruitment
Marketing
HR Tech 2014 –
Recruiting Track
1

2. Agenda
2
• Introductions and About Us
• The Emergence of Recruitment Marketing
• The Lockheed Martin Case Study
• Q & A

3. ---
Introductions & About Us

4. Introductions
• Lockheed Martin:
• Marvin Smith, Program Manager
• SmashFly:
• Mike Hennessy, CEO
4

5. Anonymous.
(until interested)

6. We’ve left
14 years worth
of footprints.

7. Igniting endless
distractions for recruiters.

8. Every 60 seconds,
2.4B people…
204M emails
2.46M Facebook posts
277k Tweets
347.2k WhatsApp photos

9. It’s time for a
new frontier.

10. Requiring a
new discipline:
Recruitment Marketing
• Director of Recruitment Marketing
• Data Scientist
• Content Strategist
• Social Media Manager
• Recruitment Marketing Specialist
• Sourcing Strategist
• Employment Brand Manager
aka: “The Cool Kids”

11. Demanding a new process too.
The Old Way

12. Demanding a new process too.
The New Discipline

13. Traditional Recruiting
Discipline
Recruitment Marketing
Discipline
R + RM = MR

14. How marketing works…
Traditional Marketing
Funnel

15. How recruitment marketing works…
Recruitment Marketing
Funnel

16. Visit us! Booth 2618

18. An advanced platform to power
total recruitment marketing

19. An advanced platform to power
total recruitment marketing
Market Proclaim Elevate Engage
• Job / Ad
Marketing
• Employment
Brand
Campaigns
• Strategic
Content
Marketing
• Intelligent Social
Recruiting
• Empowered
Employee
Referrals
• Anytime,
Anywhere
Mobility
• Employment
Brand
• Optimized
Career Sites
• Landing Pages
• Events
• Contact Capture
• Talent Pipelines
• Lead Nurturing
• Dynamic
Workflows
Measure + Improve.
Consistently Better Insights.
Performance Checks
Analytics Dashboards
Data Warehouse
Decision Metrics

20. ---
About Lockheed Martin

21. Golf Course Off the Tee The Approach In The Cup Keep Score
21

22. Golf Course Off the Tee The Approach
22
In The Cup Keeping Score
Moving Down The
Course

24. Portfolio

25. Lockheed Martin’s Business Structure
$14.1B $8.4B $7.8B $7.2B $7.9B
Aeronautics
Information
Systems &
Global Solutions
Missiles and
Fire Control
Mission
Systems &
Training
Space
Systems
International

26. TA Vision Statement:
Recognized as a world class
Talent Acquisition Team that
builds workforce strategies to
attract and capture the right
talent, in right place, at the right
time and at the right price point
to meet Lockheed Martin's
business opportunities today and
into the future.

27. TA Challenges
27
Employee
Value Prop
Talent Brand
A&D in Press
Clearances
Regulations
Requisitions
Costs
Mission
Loyalty

28. External Landscape
Socialized
• Sea change;
web turned
social
• Change of
control to
people
Digitized
• Marketing-inbound
shift
• Social Media
• Content
• Mobile
Googled
• Sea change
• SEO
• SEM
Virtualized
• Chat
• Networks
• Pipelines
• Communities

29. Strengthening
Our Foundation
• Hiring Talent
• Hiring
Execution
• Ensure Fair
Hiring
Internal Landscape
Reshaping
Our
Operations
• Transactional to
Consultative
• Broaden
Candidate
Pipeline
• Marketing
• WFS/WFP
Evolve Our
Culture
• Investing in
Talent
Acquisition
• CSAT
• Diversity
"Core"
• Talent
Acquisition
Process
Budgets
• Sequestration
• Costs
• Shrinking Budgets

30. Talent Acquisition Organization Journey
Where We
Are Going
Right Candidate, Right Time,
Right Place, Right Price
Recruiting on Rhythm,
Academic Year Hiring Cycle
Scalable International Hiring by
country and program requirements
Strategic Hires that feed Succession
Plan
Hiring
Segments
Where We
Were
Experienced
Professionals
Optimized Process
Execution, Volume Service
College &
Interns/Co-ops
Recruiting On Demand,
Fiscal Year Hiring Cycle
International RPOs and Outsourcing
Executive
Customized sourcing for
VP’s/select Directors

31. Key Talent
31
Segment
Advertising
Duplication
Marketing
Work
Everything
is in Beta
Map to Our
Processes
• Complete & Accurate
Visibility
• Position Lockheed
Martin as an Employer
of Choice
• Move from Reactive to
Proactive through
Pipelines
• Build for the future –
next 10-20 years
• Full Integration with
Existing Investment

32. Platform Must Have’s
CRM • Iterative engagement i.e. pipelines
Job Marketing • Every job a campaign via multi-channels
SEO • Google influence
Talent
Networks • Iterative messages-timing selected by prospects’
Mobile • Increased mobile device usage
ATS
Integration • Track all sources to capture hire data
Multiplatform
Integration • Social, Talent Communities, etc.
Vendor Partner • Adaptive to changing environment

33. TA Workflow | Recruitment Marketing
Job Boards LinkedIn Posts Direct Employers Indeed
Talent Communities
Talent Pipelines
Alumni
Referral
Jobs Data ATS Status Metrics Contacts / Applicants
Kenexa BrassRing
Sourcing Initiatives
Events
Lockheed Martin Careers Website

34. TA Workflow | Recruitment Marketing
Social Media Job Boards LinkedIn Posts Direct Employers Indeed
Talent Networks
Alumni Referral
Talent Pipelines
Lockheed Martin Careers Website
Talent Communities
Jobs Data ATS Status Metrics Contacts / Applicants
Kenexa BrassRing
Search Engines
Sourcing Initiatives
Strategic Sourcing Events
Engage & Nurture

35. Establishing our Talent Network
• Over 2,500 subscribers per day
• 99% subscribers come in while applying for job
• 44% don’t finish their ATS application
• Automatic Pipelines by Discipline
• Started: July 2014

36. This Hire
came
care of
the Direct
Sourcing
efforts of
Justin
Baxter
Pipeline Metrics – View to Hire

37. Productive
Not
Productive
Combined and Rank
Ordered by Performance
All Job Boards
…
All Pay Per Clicks
…
All Feeds
…
All Banner Ads
….
All Direct Sourcing
….
All Email Campaigns
….
Campus Recruitment
…
Military Initiatives
Metrics of Success

38. Metrics of Success

39. ---
Lessons Learned & Looking Ahead

40. Lessons Learned
• Start with what you know
• Design holistically not specifically
• Map out integrations early in the process
• Think about team structure
• Program
• Administrative
• Business
• Technical
• Content / Communication / User Experience

41. What’s Next
• More Automated Sourcing
• Deeper process for talent pool collaboration and
communication
• Deeper Integrations
• Next Generation Candidate Experience
59

42. Marvin Smith
Current duties:
• Talent Community Strategy
• Talent Pipeline Initiatives
• TA Strategy-thought partner
• Social Recruiting
• TA Technology & Tools
@talentcommunity
www.linkedin.com/in/marvsmith/
marvin.e.smith@lmco.com

43. Visit us! Booth 2618

44. 62
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