Addressing diversity through branding and targeted outreach

  Rebecca Feldman  Solutions Consultant

 LinkedIn

 Lisa Shah  Media Account Manager

 LinkedIn

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.

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