Global Talent Communication Trends - Torgil Lenning, Julian Ziesing - Recruiting Convent
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Global Talent Communication Trends
Torgil Lenning, Julian Ziesing
GLOBAL - LOCAL - GLOCAL
© Potentialpark 2019
Talent is
the biggest
expense
and the biggest
competitive
advantage
© Potentialpark 2019
Lack of skilled workforce
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© Potentialpark 2019
OF
FUN!
The Global Candidate
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Recruiting is 95% local
Branding is 95% global
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Preferred channels
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© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
Social media effectiveness
“Have you seen / clicked on career content on this channel”?
© Potentialpark 2019Review
platforms -
Candidates are
listening
13Review platforms
Career website
Social media
© Potentialpark 2019© Potentialpark 2019
Local, but with very global potential
© Potentialpark 2019AI and new
tech...
17Don’t get lost in tech and advice -
it’s the candidates voice that matters
© Potentialpark 2019Global Trends
• It’s a marketing funnel: you compete for attention across channels
• Job search is not an organized process: multi-channel, multi-device, micro action
• Work with data, not rumors: Facebook is not “gone”, Instagram is not “new” and LinkedIn is not “for professionals only”
• The right mix of content, jobs and interaction: understand each channel and how it is used by candidates
• New channels bring new behavior (e.g. Stories)
• Create a strategy how to manage your reputation - not only on review platforms
• Me, myself and I: what is the relevant career for me?
• They come for the jobs, stay for the content and apply for a career
• Personal contacts (recruiters and ambassadors) break the fourth wall
• The brand is global, but the information is local - think the journey from a candidate’s point of view
• If applying online is slow and buggy, applicants drop out
• Candidates expect transparency and speed in the recruitment process
• If you are not mobile, you lose an increasing part of the traffic
• If you do not optimize the candidate experience, even AI can’t help you
© Potentialpark 2019And the employers?
• Germans have the most competitive career websites in the world
• German employers often see Germany first, then the world
• US employers start with the world, and the US is only one of its markets
• The German “Facebook paradox”: slow start vs. herd behavior
• French employers are the most creative and courageous (e.g. ambassador content)
• Western companies are the first to compete in new, developing markets
• Small countries rarely have the resources to follow the footsteps of the big countries
• Most global career websites are built “inside out”, not “outside in”
• First we globalized, then we localized, then we globalized, then we...
© Potentialpark 2019“It has been said that arguing against globalization is
like arguing against the laws of gravity.”
- Nelson Mandela
© Potentialpark 2019© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
© Potentialpark 2019
Roche Global Career Website
Global CCW in English and German, several local CCW
Good global standard, consistent branding for local CCW
Linking to local CCW a bit complicated
Global CCW competes with local German one on Google search.
Where do you expect candidates to go? Who should use global site and why?
Landing pages for different target groups (by field of expertise).
Global job search with option to choose several countries
Mini job search on center of global CCW
EB claim on global start page
No way to explore the claim; traffic driven to jobs. But: the more time candidates spend with the content
of the CCW, the more likely they apply, and the more likely they apply to the right job.
Jobs should be visible at all times, but they are not the argument.
The candidate journey is not a straight line, more like a plate of spaghetti. Candidates often check the
jobs and then go back to the CCW content. Make this easy.
https://www.roche.com/careers.htm
© Potentialpark 2019Roche
© Potentialpark 2019Roche
© Potentialpark 2019Roche
© Potentialpark 2019ThyssenKrupp - #1 in Potentialpark Global Ranking
Strong dynamic message on start page
"Discover" - but how? Where to click? Again, the jobs are not enough.
However, it's still good that the jobs are easy to find.
Easy to find links to country CCW.
Strange selection of regions and countries. How about the rest?
https://karriere.thyssenkrupp.com/en
© Potentialpark 2019ThyssenKrupp
© Potentialpark 2019ThyssenKrupp
© Potentialpark 2019L’Oréal - Global #2 in Potentialpark ranking
Two slogans that cannibalize one another
Job search easy to find
Keyword search only (on start page) - how do young people what to enter?
LinkedIn matching on start page
Landing pages for different job areas
Glassdoor widget at the bottom: adding transparency (L'Oréal designed it
themselves)
https://careers.loreal.com/global/en
© Potentialpark 2019L’Oréal
© Potentialpark 2019L’Oréal
© Potentialpark 2019L’Oréal
© Potentialpark 2019SAP Global #3 in Potentialpark ranking
After a short while, chat pops up in local language (localization)
Message and video in the center, but still jobs are easy to find as well
Global template with adjustment for each country, which is a great start.
However it can be confusing because you have to go through the local
corporate site first and then to careers.
Clicking on global website and then on careers gets you to the US website.
https://www.sap.com/about/careers.html
© Potentialpark 2019SAP
© Potentialpark 2019SAP
© Potentialpark 2019Candidates on Social Media over time - Globally
© Potentialpark 2019Candidates on Social Media over time - USA, Europe, Asia
© Potentialpark 2019Candidates on Social Media - USA, Europe, Asia
© Potentialpark 2019How many have clicked on it?
Percentage out of users who have seen career-related content
© Potentialpark 2019Employers on Social Media - Globally
© Potentialpark 2019Users on LinkedIn, Facebook, Instagram, Twitter
Monthly Premium
Channel
active users users
LinkedIn 260 000 000 200 000 000
Facebook 2 370 000 000 -
Instagram 1 000 000 000 -
Twitter 330 000 000 -
© Potentialpark 2019© Potentialpark 2019
What do candidates think of review platforms?
© Potentialpark 2019Career Websites: more than jobs
© Potentialpark 2019Preferred ways of applying
© Potentialpark 2019© Potentialpark 2019
Candidates’ attitude towards AI
© Potentialpark 2019An expert in Talent Communication and Potentialpark shaping the future of recruitment since 2002. info@potentialpark.com
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