Learn how the TA and Marketing teams at HCL Technologies refreshed their approach to recruiting and began to look at candidates as customers. Read more inspiring talent stories at lnkd.in/ltsindia

1. CASE STUDY
The Way [In] To Recruitment Marketing
Founded in 1991, HCL Technologies is a $7 billion global organization that provides holistic,
multi-service delivery in industries such as financial services, manufacturing, consumer services,
public services and healthcare.

2. THE CHALLENGE
Acquiring the Employer Brand advantage
HCL Technologies over time realized that there was a need to build a compelling brand
story that would attract and retain the right talent, while staying true to their unique
management philosophy called “Employees First” which essentially positions its employees
as “Ideapreneurs”.
However, the talent acquisition team was faced with a dual challenge – limited talent pool
and a transforming recruiting landscape in the wake of digitization.
“Talent Acquisition is grappling with multi fold challenges. As technology is
easing candidate reach, paradoxically demand fulfilment is getting tougher.
Demand construct of skill combinations, skill paucity in market, coupled with
short lived candidate availability is brewing a perfect storm for TA.
We thus decided to surf these changingwaves with a comprehensive
recruitment marketing plan in conjunction with focused TA operations.”
Vikas Singh Baghel
Associate GeneralManager
TalentAcquisition, CoE

3. THE SOLUTION
Attract talent just like you attract customers!
As a recruiter in today’s connected world, marketing tactics not only play a role in reaching
out to your target audience, but also in getting qualified candidates to notice the job you’re
looking to fill. It is here that HCL’s “Talent Brand” function, established to position HCL as a
21st century millennial brand played an instrumental role in strategizing, positioning and
enabling HCL as an employer of choice.
While the marketing team drove the shift in recruitment focus from offline to online, the
talent acquisition team continued doing what they do best – recruit world class talent.
Ajay Davessar
VP & GlobalHead
CorporateCommunications
“The employer marketing function is a fine example of collaborative
decisions, defining key focus areas together and working as a unit. Talent
brand continues to remain an area of priority for us and we continue
to further define a clear way forward in this space. Being featured in the
LinkedIn Top Companieslist twice in a row is a big encouragement. We look
forward to continuously raisingthe bar.”

4. The talent acquisition and marketing team
partnered to create a lasting impact.
1. Content formed an integral part of their talent brand strategy
The teams collaborated to leverage the LinkedIn career page by posting latest articles,
images and updates. Relevant content marketing campaigns helped increase brand
awareness and position HCL as an employer of choice in focus geographies.
One of the most impactful campaigns was the conversion of written job
descriptions to videos - ‘Hiral Videos’.
Campaign period – 30 days
175
Million+
impressions
300,000+
Video views
145,000
Campaign site
visits
11,000
Applications

5. 2. Leveraging Geo-Centric Banners
LinkedIn’s geo-centric banners allowed the team to adapt communications as per local
insights and reach the desired candidates. This helped increase relevance and
engagement across geographies..

6. The teams came up with an innovative idea to reach out to the right candidates who were looking
for opportunities – making HCL recruiter profiles “easily distinguishable” on LinkedIn. They did this
by customizing 175 recruiter profiles across the globe with HCL specific imagery.
3. Revamping HCL recruiter profiles on LinkedIn
“To position HCL as a millennial brand, LinkedIn played an
instrumental role in creating a differentiated value proposition for our
future talent. Our talent brand has moved forward in positioning HCL
as an innovative employer of choice and thus helped us build brand
salience in this regard.”
Sahil Bhushan
Group MarketingManager
& Head – TalentBrand

7. THE RESULT
The marketing team, along with TA executed a multitude of focused campaigns that helped
strengthen HCL’s position as a preferred employer amongst the candidate fraternity.
19% 49%
Talent Brand
Index
Growth in monthly
career page viewers
All metrics from Jan 2016 to Jan 2017
95%
Growth in monthly
job applications
From #8 in 2016
to #6 in 2017

8. “HCL’s LinkedIn journey is like an accomplished marathon. HCL was one of the
first few clients to believe in the power of LinkedIn when they started operations
in India. LinkedIn-HCLpartnership grew to a broader spectrum and the same is
reflected in remarkable results in HCL’s Talent Brand Index trends over the
years.. That fact that we moved from #8 in 2016 to #6 in LinkedIn Top Companies
list 2017, reaffirms that seamless symphony between Talent Acquisitionand
Marketing is working, thriving and perhaps therein lies the answer for future of
employer brand.”
Antaryami Patra
Associate Vice President - HR

9. Founded in 2003, LinkedIn connects the
world’s professionals to make them
More productive and successful. With over
500 million members in more than 200
countries and territories worldwide,
including executives from every Fortune
500 company, LinkedIn is the world’s
largest professional network
If you're curious about social recruiting,
join us in discovering the possibilities.
offers a full range of solutions to help
organizations in various stages of
growth recruit relevant talent, build
their brand, and grow their business
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