An integrated program for attracting quality talent.

1. Employment Marketing An integrated program for attracting quality talent.

2. Today’s Agenda • Introductions • Evolution of Yum’s Employment Brand • Discussion/Q&A

3. Where we started. • First started thinking about “Employment Branding” in 2000 • Pepsi spin off 2 years earlier and our new company still lacking an “identity” • Recognized need to build an ATS infrastructure • Get “in front” of internet recruiting • Support the staffing team • Position held by member of Staffing team

4. From the beginning…

5. Next few years • Hired new Employment Branding Manager • Pure Marketing background • New ad agency partnership • New web tools • Staffinglink.kleier.com • Began development of integrated campaign

6. A message that MEANS something! • Imperative that our message: • Appeal to our target audience - external AND internal candidates • Match the experience of our existing employees • An umbrella message that can maintain each brand’s unique essence

7. Standards and tools • “One stop shopping” website • Designed to save our recruiters and franchisees time and money • The tools they need to recruit quality candidates • Print ads • Recruiting materials • Interview guides • Competitor links • Much more!

8. Moving toward an integrated campaign

9. Today - An integrated campaign • Recruitment POP • Technology • Yumcareers.com website • Internet posting campaign • Print campaign • Image campaign • Classified ads • Radio Advertising • Open houses • Public relations • Career opportunity stories • Press ABOUT the campaign • Partnerships • Local associations and community organizations

10. Apply

11. Start a new chapter en tú vida. KFC is looking for Bilingual (English/Spanish) candidates with management experience for great opportunities to advance and build a future! Sound good? Then let’s get started. Gerentes Asistentes ($23,000 - $30,000 per year) Gerentes de Turno ($7 - $10 per hour)

14. Not JUST a “recruiting” message • The brand message needed to be versatile enough to be used not just as a RECRUITING message, but eventually on every communication that touches an employee. For example: • Benefits Packets • Orientation Manuals • Day-to-Day Communications • Training Materials • Development Materials

15. Communicating the brand message throughout the employment lifecycle Onboarding Work Org Changes Apply • Printed enrollment guides (Benefits, 401k, etc.) • Training Courses, Development Materials • Educational C&B print and e-mail communications • Targeted C&B marketing campaigns in a variety of media • Life event communications • Performance management tools, print and online • Employee Service Center • HRonline intranet site • Lunch & Learns, Vendor Showcases • Broadcast voicemails • Educational C&B print and e-mail communications • Targeted C&B campaigns • HRonline intranet site • Targeted e-mails from leadership • Broadcast voice-mails • Out-bound calling by ESC (internal promotes) • Expanded ESC support for org. changes • Employment application • Recruiting brochures/sell sheets • In store point of purchase materials • Image and recruitment advertising • Internet job postings • Careers web sites: yumcareers.com, staffinglink.com • Onboarding welcome packet • New hire benefits packet • HRonline intranet site details C&B plans, HR policies and procedures • IVR/Web benefits enrollment

16. Changes to our organization structure • Employment Branding and Comp and Benefits Communication combined into one department • Now HR Communications Team • Report to Public Affairs • Dotted line to Chief People Officer • Budgets still live in HR • How’s that for confusing??? 

17. Next step in the evolution… • An employment brand that differentiates our brands, invigorates employee pride and affects how they serve our customers – every day! • International rollout

18. Employment Marketing

19. Employment Marketing Campaign around employee pride

20. Employment Marketing Going global!