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Addressing diversity through branding and targeted outreach | Talent Connect San Francisco 2014
The document elaborates on Blue Cross Blue Shield of Michigan's commitment to diversity in the workplace, outlining their recruitment strategies and community outreach initiatives. It emphasizes the link between diversity and innovation, presenting statistics on intern demographics and detailing their internship program's success. Additionally, the document highlights the importance of branding and targeted outreach to attract a diverse talent pool through various channels, including LinkedIn.
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Addressing diversity through branding and targeted outreach | Talent Connect San Francisco 2014
- 1. Addressing diversity throughbranding 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
- 3. Great ideas comefrom 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
- 4. 24.8% higher return #intalent
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- 6. How does BlueCross Blue Shield of Michigan approach diversity?
- 7. BCBSM definition ofdiversity Race Gender Age Behaviors Ethnicity Sexual orientation Marital status Military experience Physical ability Socioeconomic status Values Religious beliefs Parental status Education
- 8. Good business sense Embrace the changing marketplace Increase the ability to recruit broadly Retain effective employees Develop new and creative solutions Source: Kristyn A. Scott et al., “The diverse organization: Finding gold at the end of the rainbow.” Human Resource Management, Nov./Dec. 2011.
- 9. Recruitment strategies StrategyApproach 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
- 10. In our experience,students who have a meaningful internship experience are more likely to seriously consider a position with that organization upon graduation.
- 11. 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
- 12. Summer intern program 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
- 13. Strategic Inter nshipProgram 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!
- 14. The BCBSM Internship: Fill your candidate pipeline from within • 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%.
- 15. What does yourbrand say about your organization? • Is it realistic? • Is it integrated with overall corporate social media messaging?
- 16. Get out intothe community • Job fairs • Campus visits • Conferences • Community & association events
- 17. Calendar of events 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
- 18. Partner with thecommunity
- 19. Develop your owncommunities Employee resource networks
- 20. Develop your owncandid ate communication agent • 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.
- 21. Application received Candidatecommunication agent/correspondence Job-specific application
- 22. Focused Talent Directcampaign
- 23. Addressing diversity throughbranding and targeted outreach on LinkedIn
- 24. A more globaland diverse talent pool than ever before
- 25.
- 26. Access the bestcandidates with unmatched targeting
- 27. Diversity recruiting requiresa holistic strategy Strategic Sourcing and Pipelining Metrics and Analytics Personalized Job Targeting Talent Brand Development Proactive Sourcing Automated Engagement
- 28. Let’s look atthis through Robert’s eyes
- 29. Engage diverse candidatesacross LinkedIn
- 30. Talk about diversityinitiatives and culture
- 31. Talk about diversityinitiatives and culture
- 32. Talk about diversityinitiatives and culture
- 33. Talk about diversityinitiatives and culture
- 34. Nurture relationships withdiverse candidates
- 35. Efficiently drive warmleads into your pipeline One click sends interested candidates to Recruiter
- 36. Filter Recruiter searchresults by diversity groups Group filters
- 37. Share jobs withdiversity-related LinkedIn groups
- 38. Address diversity throughbranding metrics and analytics
- 39. If you can’tmeasure it, you can’t manage it
- 40. Measuring your diversityrecruitment advertising
- 41. Your investment andthe candidate journey Impressions: 590,550 58,084 of your brand message Aware 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
- 42. Company/Career Page ViewersJob Viewers Followers Added 4,269 of Target Audience 3,804 of Target Audience 897 of Target Audience View candidate engagement
- 43. Nurture relationships withdiverse candidates
- 44. Diversity content marketingsuccess stories
- 45. Key metrics forLinkedIn status updates 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 Average engagement rate of 0.98% for organic status updates Average engagement rate of 0.44% for sponsored status updates
- 46. Access status updateanalytics
- 47. Sponsored Updates reporting Performance details between paid vs. viral Performance details for mobile, tablet, and desktop
- 48. Talent Direct InMailcampaign targeting diversity groups InMail Messages Open Open Rate Conversions Conversion Rate 2,500 840 33.6% 113 4.5%
- 49. Don’t reinvent thewheel • Identify the gap and your target audience. • Tailor your brand message accordingly. • Define and measure your branding channels.
- 50. Next steps Shortterm • 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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