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LEHRN Social Recruiting Deluxe Corp

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Stacy Van Meter
Stacy Van Meter

Deluxe transformed its talent acquisition strategy by tapping into online talent. It shifted from hiring primarily for print-related roles to focusing on digital marketing and technology positions. It grew its Talent Community from 3,500 to 134,000 members in one year. Half of its monthly positions from October 2010 to January 2011 were filled by Talent Community members. The new strategy helped lower time-to-fill and cut spending on job boards while increasing employee satisfaction and engagement.

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Tapping Into Talent Online Transforming Deluxe’s Talent Acquisition Strategy Twitter - @Deluxejobs
Perception Why Deluxe?
A New Normal Pioneer Deluxe’s recession began more than a decade ago Do you think they Few businesses have as much of a understand no one dank buggy-whip aroma… writes checks anymore? 9/21/09 Last 2 years 12/30/09 were truly In 2010, Deluxe will go from Rodney the Great Dangerfield to Bob Hope Depression – Beth Lilly, 12/31/09 for us CHANGE OR DIE… Pioneer a new normal or cease to exist Why Deluxe?
The New Deluxe Why Deluxe?
Shifting Talent Needs Deluxe Five Most-Hired Positions in 2005 1. Press Operators 2. Pre-press Associates 3. Account Sales Reps 4. Customer Service/Sales Associates 5. Bindery Work Why Deluxe?
Shifting Talent Needs Deluxe’s Most in-Demand Positions in 2010 Search Marketing Manager E-marketing Delivery Specialist Technology Solutions Analyst Marketing Database Analyst Director of Analytics and Insight Interactive Designer Virtual Desktop Technology Engineer Product Manager Ecommerce Director Manager Technology Solutions and Support Experience Strategist Why Deluxe?
• 2008 Employment Branding Created • 2009 Roll Out New Employment Brand Secure Recruitment Marketing Platform Research/Learn about Talent Communities Identify need for Talent Community Mngr Hire Talent Community Manager • 2010 Build Employment Marketing Infrastructure The Journey
Dumb Internet Mobile Terminals Technology Transformation
You are hiring for digital roles
Recruiting Transformation
Using Social Media for Employment
Our Recruiting Transformation Idea Innovative Strategy Execute Talent Community Manager
Deluxe Talent Community
• Change in the type of talent needed at Deluxe • Shift to market-driven economy • Generational shift (Millennial and Gen C) • Rapid pace of innovation • Employer brand management in the digital age • Gain credibility with the talent we are trying to attract Why Transform our Recruiting Model?
• Become a recruiting organization • Source and hire the best candidates (high quality) • Enhance the candidate experience • Promote the culture change at Deluxe • Lower time to fill and cut job board spend • Increase employee retention/engagement • Help drive brand awareness Setting Goals
The power to define and control a brand is shifting from corporations and institutions to individuals and communities Talent Can Differentiate Your Brand
TURN CANDIDATES INTO CUSTOMERS Awareness Consideration Conversion New Hire Net Promoters Training Referrals Ambassadors Culture Keepers TURN EMPLOYEES INTO EVANGELISTS Talent Management Effectiveness Grid
Rapidly putting Deluxe in the lead!
Online Footprint
• Our Talent Community grew from 3,500 members to 134,000 in just one year • Half of our positions each month from October 2010- January 2011 were filled with candidates from the Talent Community • 13% of our community members wait 30 days or more before applying for a position Results
94.8% satisfaction with application, interview and hiring process Facebook LinkedIn YouTube Twitter Blog •11% average •5% average •32% average •12% average •2,410 visits increase in fans increase in increase in views increase in (Sept – Dec) per month (Sept - followers per per month followers per Dec) month (Sept - Dec) month •881 visits in (Sept - Dec) (Sept - Dec) November •1,900 page •1,500 total video views in •1,410 page views in •445 total November views in November followers November •415 total fans •1,765 total followers Results
It [Deluxe Talent Community] gave me a sense for the personality of the organization; showed me the company is committed to doing business in today's socially enabled environment (particularly important to me given what I do); and provided enough details about the particular position and its context to allow me to pursue it with confidence. Great job. Erika, Talent Community Member
Demand a Seat @ the Table
LEHRN Social Recruiting Deluxe Corp
Digital Marketing Specialist • Profile Management • Audience Building • Sentiment/reputation Management • Content Creation • Marketing/Promotion • Video @deluxeintern

More Related Content

LEHRN Social Recruiting Deluxe Corp

  • 1. Tapping Into Talent Online Transforming Deluxe’s Talent Acquisition Strategy Twitter - @Deluxejobs
  • 2. Perception Why Deluxe?
  • 3. A New Normal Pioneer Deluxe’s recession began more than a decade ago Do you think they Few businesses have as much of a understand no one dank buggy-whip aroma… writes checks anymore? 9/21/09 Last 2 years 12/30/09 were truly In 2010, Deluxe will go from Rodney the Great Dangerfield to Bob Hope Depression – Beth Lilly, 12/31/09 for us CHANGE OR DIE… Pioneer a new normal or cease to exist Why Deluxe?
  • 4. The New Deluxe Why Deluxe?
  • 5. Shifting Talent Needs Deluxe Five Most-Hired Positions in 2005 1. Press Operators 2. Pre-press Associates 3. Account Sales Reps 4. Customer Service/Sales Associates 5. Bindery Work Why Deluxe?
  • 6. Shifting Talent Needs Deluxe’s Most in-Demand Positions in 2010 Search Marketing Manager E-marketing Delivery Specialist Technology Solutions Analyst Marketing Database Analyst Director of Analytics and Insight Interactive Designer Virtual Desktop Technology Engineer Product Manager Ecommerce Director Manager Technology Solutions and Support Experience Strategist Why Deluxe?
  • 7. • 2008 Employment Branding Created • 2009 Roll Out New Employment Brand Secure Recruitment Marketing Platform Research/Learn about Talent Communities Identify need for Talent Community Mngr Hire Talent Community Manager • 2010 Build Employment Marketing Infrastructure The Journey
  • 8. Dumb Internet Mobile Terminals Technology Transformation
  • 9. You are hiring for digital roles
  • 11. Using Social Media for Employment
  • 12. Our Recruiting Transformation Idea Innovative Strategy Execute Talent Community Manager
  • 14. • Change in the type of talent needed at Deluxe • Shift to market-driven economy • Generational shift (Millennial and Gen C) • Rapid pace of innovation • Employer brand management in the digital age • Gain credibility with the talent we are trying to attract Why Transform our Recruiting Model?
  • 15. • Become a recruiting organization • Source and hire the best candidates (high quality) • Enhance the candidate experience • Promote the culture change at Deluxe • Lower time to fill and cut job board spend • Increase employee retention/engagement • Help drive brand awareness Setting Goals
  • 16. The power to define and control a brand is shifting from corporations and institutions to individuals and communities Talent Can Differentiate Your Brand
  • 17. TURN CANDIDATES INTO CUSTOMERS Awareness Consideration Conversion New Hire Net Promoters Training Referrals Ambassadors Culture Keepers TURN EMPLOYEES INTO EVANGELISTS Talent Management Effectiveness Grid
  • 18. Rapidly putting Deluxe in the lead!
  • 20. • Our Talent Community grew from 3,500 members to 134,000 in just one year • Half of our positions each month from October 2010- January 2011 were filled with candidates from the Talent Community • 13% of our community members wait 30 days or more before applying for a position Results
  • 21. 94.8% satisfaction with application, interview and hiring process Facebook LinkedIn YouTube Twitter Blog •11% average •5% average •32% average •12% average •2,410 visits increase in fans increase in increase in views increase in (Sept – Dec) per month (Sept - followers per per month followers per Dec) month (Sept - Dec) month •881 visits in (Sept - Dec) (Sept - Dec) November •1,900 page •1,500 total video views in •1,410 page views in •445 total November views in November followers November •415 total fans •1,765 total followers Results
  • 22. It [Deluxe Talent Community] gave me a sense for the personality of the organization; showed me the company is committed to doing business in today's socially enabled environment (particularly important to me given what I do); and provided enough details about the particular position and its context to allow me to pursue it with confidence. Great job. Erika, Talent Community Member
  • 23. Demand a Seat @ the Table
  • 25. Digital Marketing Specialist • Profile Management • Audience Building • Sentiment/reputation Management • Content Creation • Marketing/Promotion • Video @deluxeintern