Post on 14-Jun-2015
description
Addressing diversity through branding and targeted outreach
Rebecca Feldman Solutions Consultant
Lisa Shah Media Account Manager
Kevin Law Manager, Talent Acquisition
Blue Cross Blue Shield of Michigan
Michael Busovicki Talent Acquisition Team Lead Blue Cross Blue Shield
of Michigan
#intalent
Great ideas come from people… The challenge is to create the right environment to encourage
innovation and ideas. The diversity of people in a corporation promotes innovation because it achieves greater diversity of ideas. There is a
link between diversity and innovation that’s not theoretical – it’s real. - Indra Nooyi, CEO of PepsiCo
24.8% higher return
#intalent
2050
#intalent
How does Blue Cross Blue Shield of Michigan approach diversity?
BCBSM definition of diversity
Race
Gender
Age
Behaviors
Ethnicity
Physical ability
Sexual orientation
Military experience
Socioeconomic status
Values
Religious beliefs
Marital status Parental
status
Education
Embrace the changing marketplace Increase the ability to recruit broadly Retain effective employees Develop new and creative solutions
Good business sense
Source: Kristyn A. Scott et al., “The diverse organization: Finding gold at the end of the rainbow.” Human Resource Management, Nov./Dec. 2011.
Recruitment strategies
Strategy Approach Status Partners Ensure that all levels of our workforce represent the diversity of the communities we serve and are culturally competent
Continue to develop additional targeted recruitment strategies (Q1, ongoing)
Formalize key community targets/groups, concentrating on veterans, differently abled, and Hispanic/Latino communities
Office of Diversity and Inclusion
Human Resources
Workforce Attract, develop,
empower, and retain a diverse and
inclusive workforce Culture Create a diverse,
aligned, productive, and inclusive
culture
In our experience, students who have a meaningful internship experience are more likely to
seriously consider a position with that organization upon
graduation.
Summer intern program
Strategy Approach Status Partners Ensure that all levels of our workforce represent the diversity of the communities we serve and are culturally competent
Continue to enhance the demographic targets for the summer intern program (Q3, annually)
Formalized 2014 targets presented at the last DLC meeting. Review and approve 2015 goals
Office of Diversity and Inclusion
Human Resources
Workforce Attract, develop,
empower, and retain a diverse and
inclusive workforce Culture Create a diverse,
aligned, productive, and inclusive
culture
2014 Goal % 2014 Actual % 2015 Goal %
White 46% 51% 47%
Black/African-American 25% 18% 23% Asian 12% 15% 14% Native American 3% 1% 2% Hispanic 8% 7% 8% Arab/Chaldean 6% 8% 6%
100% 100% 100%
2014 Actual % 2015 Goal % Overall diversity, including white women 69% 69%
Ethnic diversity 49% 50% Veterans 3 total 6 total
Gender diversity # %
Male 111 57 Female 85 43
Summer intern program
Build bench strength for niche skill sets Try before you buy Cost-effective Brain drain; keep students in Michigan: “Smitten with the Mitten”
It’s fun!
Strategic Internship Program
Fill your candidate pipeline from within The BCBSM Internship:
• 250 students • 35 colleges & universities represented • Overall diversity 69%; Ethnic diversity 49% • 4-prong “boutique” program • Competitive pay based on major and standing • Exposure to and interaction with senior leadership team • 3.0 GPA and accredited college/university • Background check & drug testing
Success rate We extended offers to over 80% of eligible candidates, with a success rate of over 90%.
What does your brand say about your organization?
• Is it realistic? • Is it integrated with overall corporate
social media messaging?
• Job fairs • Campus visits • Conferences • Community & association events
Get out into the community
College Recruiting 2014 Fall Semester Date Event Location City 10/1/2014 MSU Career Gallery Tech Day East Lansing
10/2/2014 MSU Career Gallery Business Day East Lansing
10/2/2014 Wayne State Career Fair MacGregor Hall Detroit
10/4/2014 ALPFA Student Symposium Chicago, IL
10/9/2014 Western Career Day Bernard Center
10/16/2014 LTU Internship Fair Buell Atrium Southfield, MI
10/21/2014 Grand Valley Career Fair De Vos Center Grand Rapids
10/23/2014 PRSSA Diversity Event at WSU MacGregor Hall Detroit
10/24/2014 Columbia SPH Event New York Columbia
11/6/2014 MSU Actuary Club - Dee, Shugart East Lansing East Lansing
11/7/2014 PRSSA Invitational at BCBSM Detroit, MI
11/7/2014 Day in the Life of an Actuary Oakland, MSU
11/21/2014 Math Day! University of Michigan Ann Arbor
Calendar of events
Partner with the community
Employee resource networks Develop your own communities
• Set up auto correspondences at various points that match the look and feel of notices in CCA.
• Set up unique CCA notices for each status.
• Set up correspondence for “high priority” interns not selected, to keep warm.
• Uniquely brand all correspondence and CCA notices.
Develop your own candidate communication agent
Candidate communication agent/correspondence Job-specific application
Application received
Focused Talent Direct campaign
Addressing diversity through branding and targeted outreach on LinkedIn
A more global and diverse talent pool than ever before
Diversity groups
Access the best candidates with unmatched targeting
Diversity recruiting requires a holistic strategy Strategic Sourcing
and Pipelining
Metrics and Analytics
Personalized Job Targeting
Talent Brand Development
Proactive Sourcing
Automated Engagement
Let’s look at this through Robert’s eyes
Engage diverse candidates across LinkedIn
Talk about diversity initiatives and culture
Talk about diversity initiatives and culture
Talk about diversity initiatives and culture
Talk about diversity initiatives and culture
Nurture relationships with diverse candidates
Efficiently drive warm leads into your pipeline
One click sends interested candidates to Recruiter
Filter Recruiter search results by diversity groups
Group filters
Share jobs with diversity-related LinkedIn groups
Address diversity through branding metrics and analytics
If you can’t measure it, you can’t manage it
Measuring your diversity recruitment advertising
Impressions: 590,550 Your investment and the candidate journey
5 Candidates you hired in the months after the campaign
Hired
ü
Candidates who engaged with you on the network after being exposed to your brand message
6,484 Considering
Candidates made aware of your brand message 58,084 Aware
Job Viewers Company/Career Page Viewers Followers Added
4,269 of Target Audience
3,804 of Target Audience
897 of Target Audience
View candidate engagement
Nurture relationships with diverse candidates
Diversity content marketing success stories
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: likes, shares, or comments received on this update
Engagement Rate: interactions divided by impressions
Key metrics for LinkedIn status updates
Average engagement rate of 0.98% for organic status updates Average engagement rate of 0.44% for sponsored status updates
Access status update analytics
Sponsored Updates reporting
Performance details between paid vs. viral Performance details for mobile, tablet, and desktop
Talent Direct InMail campaign targeting diversity groups
InMail Messages Open Open Rate Conversions Conversion Rate 2,500 840 33.6% 113 4.5%
• Identify the gap and your target audience.
• Tailor your brand message accordingly.
• Define and measure your branding channels.
Don’t reinvent the wheel
Next steps
Short term • Filter your Recruiter searches for specific diversity groups. • Share your jobs with diversity groups. • Post updates, events, and content about your diversity initiatives.
Long term • Target outreach campaigns to specific diversity audiences. • Partner with diversity-focused organizations for community outreach. • Build employee resource networks.
#intalent