1. Hoe krijg je de organisatie mee in
sociale strategie?
Social Recruiting Event – Recruiters United
Ron Meelen
Talent Acquisition Benelux
19 September 2012

2. Philips Global Talent Acquisition
10 Areas supporting 26 countries
US / Canada Benelux / Poland / China
UK Russia /
Hungary
France / DACH India Hong Kong /
Iberia / Italy Japan
Brazil / Argentina /
Mexico:
South Asia &
Pacific
(Singapore,
Malaysia, Indonesia,
Philippines,
Thailand, Australia
Talent Acquisition Benelux, 19 September 2012 2

3. Talent Acquisition Strategy
Analyzing sources
– External, contingency fee based agencies produced the worst quality of hire
– Targeted sourcing (managed pools, addressing passive candidates), referrals, campus and
internal labor market yielded the best quality of hire
Talent Acquisition Benelux, 19 September 2012 3

4. Philips Talent Acquisition Benelux
Talent
Acquisition
Benelux
Sector
Recruitment Talent Recruitment Recruitment Graduate
Sourcing Marketing Team (B) Recruitment
Teams (NL)
Direct Sourcing
Community Management
Labor Market Expertise
Sourcing Projects
Training (Social media, ATS, etc)
Talent Acquisition Benelux, 19 September 2012 4

5. Social Media is een cultuur,
niet een afdeling
Talent Acquisition Benelux, 19 September 2012 5

6. Social Media is een cultuur, niet een afdeling!
• Veel kennis met social media in dagelijkse business  online marketing
• Te weinig „recruiters‟ echt actief op social media (≈20%)
• Handjevol „early adopters‟
• Medewerkers mobiliseren met behulp van social media challenge; social
recruitment wordt onderdeel van de cultuur  Niet alleen recruitment, maar ook
klanten (hiring managers, etc)
• ≈ 80% van het recruitment team van Philips Benelux actief op social media
• De social media challenge hielp ons op een leuke manier de opgedane kennis
op competitieve wijze in praktijk te brengen en zorgde voor een explosieve groei
van online activiteiten
• Vervolgstap is dat wij met een social media gecertificeerd team van recruiters
onze hiring managers en hun teams gaan trainen op het gebied van social
media met als doel hun sociale netwerk voor ons te ontsluiten
Talent Acquisition Benelux, 19 September 2012 6

7. External Labor Market and candidate behavior is changing as
a consequence of Internet and Social Networks
• ‘Broadcast model’
Peer 1. Advertise vacancies
2. Select from reactions
External
To Candidates no longer effective
• ‘Many to Many’ Model
Peer based on Trusted
sources:
more less • 80% people trust advice of
impact impact others, only 15% trust
advertisements
• Candidates demonstrate Pre-
Purchase behavior as with
Authenticity buying products
• Leverage Philips
must live up to EVP Talent
Employees employees active in social
Acquisition networks:
• They can be a ‘trusted
source’ and promote Philips
as employer
• They will only do that if they
believe in what they say
Talent Acquisition Benelux, 19 September 2012 7

8. Talent Acquisition Benelux, 19 September 2012 8

9. Philips fully embraces
employees participating in
social media.
– Think before you engage
– Be transparent
– Respect your audience – debate ideas, never personalities
– Know your facts, cite your sources
– Stay professional – you are always on the record… forever
– You represent Philips
– Protect sensitive information
Talent Acquisition Benelux, 19 September 2012 9

10. Waarom inzet Social Media?
• Vergroten bereik in doelgroep
• Versterken en verbeteren imago
• Jongere doelgroep aanspreken
• Versterken relatie met doelgroep (talentpools)
• Verbeteren van kwalitatieve match: kandidaat krijgt compleet en eerlijk
beeld
• Vergroten Quality of Hire
• Verkleinen Time to Fill
• De mensen in het bedrijf beter leren kennen
• Positieve bijdrage aan betrokkenheid (engagement)
Talent Acquisition Benelux, 19 September 2012 10

11. Doelstellingen
Accelerate Social media challenge
– Inbedden van de nieuw opgedane kennis
– Concreet aan de slag met Social Media
– Learning by doing
– Social Media activiteiten zichtbaar maken (op „de werkvloer‟)
Talent Acquisition Benelux, 19 September 2012 11

12. Challenge van 8 weken
– Start 2 januari 2012
– Finish 29 februari 2012
– Updates en FAQ via (besloten en niet zichtbare) LinkedIn Group
Accelerate Social Media‟
– Scores worden iedere 10 dagen gemeten
– Ranking continu zichtbaar via Linkedin Group
– Uitreiking van een badge via Linkedin Group
– Uitreiking awards 19 maart
Talent Acquisition Benelux, 19 September 2012 12

13. Meten = weten
De medewerkers die meedoen aan de competitie worden op de volgende
onderdelen getoetst
• Interactie binnen de kanalen (aantal posts, replies, retweets, shares
e.d.)
• Bereik (aantal followers/connecties, invloed)
• Gewenste Presence/imago.
Talent Acquisition Benelux, 19 September 2012 13

14. Resultaten
Algemeen
• Veel positieve reacties uit de markt. Zichtbaar!
• Grootste gedeelte van de groep is nu actief op social media. Was voorheen
vooral een klein groepje early adopters dat voor 80% verantwoordelijk was voor
social media activiteiten.
• Meer interactie onderling (goed voor ENGAGEMENT) en op de diverse social
platformen. Zeer positief bijeffect.
• Veel kandidaten die via peer to peer solliciteren op vacatures, oftewel 1st en
2nd connections die navraag doen en graag geïntroduceerd willen worden.
• Meer betrokkenheid bij Philips door het delen van berichten
Talent Acquisition Benelux, 19 September 2012 14

15. Results
• All jobs posted on social media (Linkedin, Twitter, Facebook)
• We have shared and expanded our network
• We have exchanged knowledge
• Article in „De Telegraaf‟ (Largest Dutch Newspaper, Circulation of
800.000 copies on Saturday)
• We know each other much better than before!
• We have a lot of fun so far!
Ricardo will announce the winners of the Challenge after this presentation
Champion
Rising Star („Snelste stijger‟)
Talent Acquisition Benelux, 19 September 2012 15

16. Talent Acquisition Benelux, 19 September 2012 16

17. Enormous exposure; retweets, likes, etc.
Talent Acquisition Benelux, 19 September 2012 17

18. And the winner is….
The Talent Acquisition Benelux Team!!
Presence + Interaction + Reach
=
Engagement + Brand Experience
=
Hires!
Talent Acquisition Benelux, 19 September 2012 18

19. Succes Stories
Talent Acquisition Benelux, 19 September 2012 19

20. Succes Stories
Talent Acquisition Benelux, 19 September 2012 20

21. Succes Stories
Talent Acquisition Benelux, 19 September 2012 21

22. Succes Stories
Talent Acquisition Benelux, 19 September 2012 22

23. Succes Stories
Talent Acquisition Benelux, 19 September 2012 23

24. Extraordinary results in one day!
Talent Acquisition Benelux, 19 September 2012 24

25. Innovations in
Marketing
Talent Acquisition Benelux, 19 September 2012 25

26. Social CRM
Innovations in Marketing
Talent Acquisition Benelux, 19 September 2012 26

27. Why “Innovations in marketing”?
Marketing is one of the key functions where we have a structural recruitment need,
today and in the coming years. Per year we recruit over 500 marketing
professionals.
Research showed us that marketing professionals know Philips as an employer,
but that we are not on their shortlist when looking for an employer. They often don‟t
have a clear vision of what marketing challenges Philips has to offer.
Philips wants to be perceived as a company that offers great marketing challenges.
We could create an advertisement in which we promote Philips. But knowing that
trusted sources are much more valued and authentic stories from peers are more
credible, we want to leverage the network of our own marketing colleagues.
Therefore we created a platform where current, former & potential marketing
professionals can connect, share & find relevant information with/from like minded
professionals.
Talent Acquisition Benelux, 19 September 2012 27

28. ConnectUs
Talent Acquisition Benelux, 19 September 2012 28

29. ConnectUs ….ALSO SOCIAL MEDIA!
The internal social media service of Philips
Talent Acquisition Benelux, 19 September 2012 29

30. More info:
Philips Talent Acquisition Benelux
Ron Meelen
ron.meelen@philips.com
06 46181608
@ronmeelen
Concepts2Go
Ricardo Risamasu
ricardo@concepts2go
030 6773201
@risamasu
Talent Acquisition Benelux, 19 September 2012 30

31. Talent Acquisition Benelux, 19 September 2012 31

32. Talent Acquisition Benelux, 19 September 2012