3x New Zealand Talent Acquisition and Employer Branding Case Studies

By Frog Recruitment

Below are case studies from prominent New Zealand companies on talent challenges they faced and the successful talent strategies they developed.

Case Study 1:

Brand Talent – EVP Best Practice

By Tina Morgan, NZ Post

How do winning organisations develop EVP and use it to attract the best talent?

What role does branding play, and how can companies effectively harness the power of brand identity in recruiting talent?

What strategies need to be pursued to win the right talent?

Situation:

NZ Post had a few employer branding struggles from dealing with negative news stories, closing the local post shop, the traditional post business being in rapid decline, people suffering from “empty letterbox syndrome” and the ever favorite “unaddressed mail”, otherwise known as junk mail.

The Plan:

So they needed a plan… [Which they called…‘The Plan’] to bring NZ Post together to develop their key values around their people, one team, making it easy, raising the bar and doing what’s right.

When they looked at who NZ Post was attractive to, funnily enough it was the mature worker – as opposed to the younger market. Once people joined NZPost they became aware of the scale of the company and the enormity of the changes that were occurring within their business.

The EVP became ‘People for Change’.

They created personality for their advertising and used sourcing and attraction tools such as JobGrams, Microsites, LinkedIn Careers Page and invested in video – which provide a good return on investment.

Case Study 2:

The Social Brand and Immersive Recruiting: Using Social Media to Create Emotional Brand Engagement

By Richard Long, Shine Lawyers

Social media and networks are ubiquitous and are playing a significant role in the lives of many job seekers. Most recruiting leaders who lead employer brands for their organisations have recognised the massive opportunity to engage with markets that social media represents

Richard Long describes how he believes recruiting leaders can take greater inspiration from marketers, creating an immersive brand experience through social media that supports a broader employer brand strategy.

Background:

The Social Brand is about Emotional Branding. It’s about thinking like a marketer rather than a recruiter in your approach to talent by interlinking social media, employer branding and business goals. By building communities of shared interest you create an emotional connection with the jobseeker… otherwise known as Immersive Recruiting. In order to access the right talent at the right time, companies need to humanise or personalise their brand and brand experience.

Immersive Recruiting is what truly differentiates you from your competitors.

Campaign:

Shine Lawyers took the Social Brand journey and focused on who they are: “everyday people doing extraordinary things for people every day”.

It is a values based culture and they wanted that to be seen as really speaking to people. When they launched, they utilised TV, company website, Facebook, Pinterest, Microsites, and videos – with their own staff talking about how working for Shine Lawyers makes them feel and why they do their jobs.

The commentary of ‘fair go’ and ‘standing up for the little guy’ personified their culture and values throughout the campaign.

The Social Brand objectives were to improve Shine Lawyer’s quality of hire and address attrition rates, to connect with jobseekers at an emotional level, tap into their values and motivational drivers whilst locking out their competitors for that potential Talent.

Given that Crowdsourcing generally creates greater buy in, they used Facebook to leverage online connections with people who share their values and they launched a competition called “Humble Heroes Australia.”

An app was built so people could apply direct though Facebook plus a microsite was developed flowing off the TV adverting “stand your ground”, driving people to the Facebook page. The aim was to introduce the company as a potential place to work by giving people a taste of the life and culture of working there.

Everything was tied together in a compelling and beautifully crafted way, so it really supported the broader company brand strategy.

The Question: 

Should recruiting be part of Human Resources or Marketing or a morphed combination of all three?

Case Study 3:

Changing Recruitment for a Changing World: The Vodafone Journey

By Sonya Bloomfield, Vodafone

How does a global company with local presence overhaul its recruitment processes to win its fair share of talent?

Situation:

Not only has Vodafone had a busy year managing increased recruitment volumes, implementing Taleo, refreshing their employment brand, becoming proactive on talent mapping and harnessed global talent, but there were key goals to focus on.

One of these was Diversity Sourcing.

Approach:

The challenge was to address the gaps of women in senior leadership positions, technology roles and the Maori workforce.

A survey of women in Vodafone about their future of promotion within the company showed that a % of women didn’t seek promotion because there was a perception that with promotion came longer hours and the need to be cut throat.

They had to work at that perception and address the barriers.

1)      A shortage of women was observed in the technology roles.

To address this graduate & apprentice programs were put in place.  Given the volumes of people needed in IT, they decided to think outside the square, and developed an innovative piece of recruitment marketing by placing QR codes on strategically placed IT coffee cups.

2)      Wanting to engage with the Maori workforce a Maori graduate recruitment program was implemented.

Research showed that work experience can make a fundamental difference in breaking down barriers, and encouraging Maori youth needed for Vodafone. Vodafone reached out to Maori networks (new people joining Vodafone are inducted with a Maori Powhiri) and a pay-it-forward program, to give back and work with Maori youth at risk, was instigated. To support this some cool apps like Hika Lite were released [quick and easy translation from English to Maori for iPhone or Android mobiles].

Please email Danya Williams, Marketing Communications Manager at Frog Recruitment, to learn more about best practice employer branding strategies for talent acquisition.

Sources:

RHUB NZ 2012

Brand Talent – EVP Best Practice by Tina Morgan, NZ Post

Changing Recruitment for a Changing World: The Vodafone Journey By Sonya Bloomfield, Vodafone

The social brand and immersive recruiting: Using social media to create emotional brand engagement: a real life case study By Richard Long, Shine Lawyers

Advertisements

One thought on “3x New Zealand Talent Acquisition and Employer Branding Case Studies

  1. Social media is one of the best way now on looking for an potential employee that do higher position in business.In Finland executive research services is already hug social media about it which they already seen a lot of employee with different kinds of talent which is amazing.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s