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  1. Nestlé Purina Employment Brand

  2. Building the Brand • Questions • Continuous Change • Agenda • Social Media • Where Are We Now?

  3. Before Employment Brand • No overview of NPPC culture • Takes user directly to nestlejobs.com • Passive approach • No Interaction • No Services Offered • No Testimonials

  4. Strategy & Findings • Strategic Partnerships • Findings • Training and Development Opportunities • Casual, Collaborative Culture • Branded Marketing • Very low awareness of Nestle Purina as an organization • Market Research • No proactive investigation of NPPC as an employer • Social Responsibility/ Having a Purpose • Flexible Career Paths • Creative Agency • NPPC’s Employment Value Proposition: • Steering Committee of Senior Leaders • A Variety of Opportunity

  5. Competitive Advantage • Pets + People = a unique cause + a unique casual environment • Market leading company with personal opportunity to succeed and perform in a unique field. • Great Place to Succeed • Great Place to Be • Challenge • Getting on the radar in the first place (awareness/interest). • Balancing the two key advantages correctly: Additional Findings

  6. After Employment Brand(Launched website in 2007) • Showcase Purina as an innovative, dynamic, friendly company • Educates candidates on a career in Pet Care • Leverage real associates and unscripted videos to create a sense of transparency • Creates a value exchange highlighting 5 key factors of NPPC’s value proposition

  7. website Relaunchedin 2009

  8. RESULTS • In the last year we have spent $0 with recruiting agencies. • In 2005 we spent approximately 2.5 million with recruiting agencies.

  9. Where are we now?

  10. Website • Relaunchin Aug. 2013 • Why Change • How it Helps • Expected Changes • Reduction of copy • More focus on manufacturing • Improved usage of visuals/graphics • Connection with Purina.com • To gain a competitive advantage • Content • Functionality • Design • Linkage • More engaging content for candidates • Broader variety of functional areas will be covered

  11. Established partnership with Purina.com Status of Website Relaunch • Finalizing layout design • Life at HQ • Meet Mac • Factory Life • Concept highlighting what it’s like to work at our factories • Trainee Video • Overview of program & a focus on each discipline • Why Work at Purina? • Picture yourself at Purina • Developing revised copy • Creating new videos

  12. Social

  13. Enter Social SPACE in 2008 Enter Social SPACE • Started page in July 2008 • Follow an intern’s experience • Professional networking • Interact with our recruiters and ask questions • Repository of video content • Tweet relevant content • Job Slots Application directly from the page • Direct Sourcing

  14. College Focus to All CandidatesJanuary 2013

  15. Facebook (Fans) • Twitter (Followers) • YouTube (Views) • LinkedIn (Followers) • 2010 • 1,814 • 660 • 3,335 • n/a • 2012 • 4,819 • 1,068 • 6,491 • 11,999 Social Results • Current • 14,397 • 1,644 • 25,695 • 27,329

  16. New Strategy

  17. LinkedIn

  18. What Should I Wear? • Road Trip! • What does your office space look like? • Associate Spotlights • Hot Job! • Picture Yourself at Purina • Did you know?

  19. Contact Manager • Database to maintain contacts • (Career Centers, Professors, Students & Parents) • Housed on Facebook to allow others to enter their information • Potential platform to keep candidates updated • Launched in April

  20. Timing College Sweepstakes • February 12th – August 6th • Drawings: May 7th & August 6th • Prize • $1,500 • Incentive for Sharing • Less Information Required • Content • Awareness – only promoting the sweeps • Postings – email once positions available • Intern & Trainee Challenge • Person with most referrals wins a prize

  21. Moving Forward • Facebook, Twitter & Pinterest • YouTube • Blog • Extending the reach • More shareable content • Adding new videos in 2013 • Best practices in YouTube layout and design options • Exploring content • Drafting possible posts • Researching other employment brand blogs

  22. Additional thoughts?

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