Social media in Coloplast

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1 Social media in Coloplast Stine Lyng Andersen & Rikke Krag Jespersen Page 1

2 Let s start by introducing ourselves Stine HR Partner Rikke Employer Branding Manager Page 2

3 You will leave with three things today Our strategic foundation for using LinkedIn Practical examples on how to use LinkedIn A pragmatic and easy to copy approach Page 3

4 What is one or two things that comes to your mind when hearing social media mentioned in a professional context? Page 4

5 Who is Coloplast? Employees 8,500 Countries +100 Headquarter We sell Page 5

6 Why did we start? Employees 8,500 to 11,000 Business model B2B Internal engagement Benchmark 74 vs. 63 Cost efficiency Page 6

7 How did we kick-off? Allocated resource Built and bought platform Internal launch for top 400 Local roll-out by top managers Ambassador networks Page 7

8 How do we work with LinkedIn on a daily basis? Page 8

9 We work on five initiatives Jobs Recruiter Career pages Stories Campaigns Page 9

10 We have five focus areas Jobs Recruiter Career pages Stories Campaigns Page 10

11 Job postings Additional job portal Reaching passive candidates Jobs are matched to fit your profile The more updated your profile is, the more relevant job posts you will receive Page 11

12 Recruiter Search 1 Search 2 Search 3 Contacting Candidates Keywords Marketing, Manager, Digital Location Denmark, 3050 Degree Master s Degree Keywords Marketing, Manager, Digital Location Denmark, 3050 Degree Master s Degree Industry Medical Devices Function Marketing Keywords Marketing, Manager, Digital Location Denmark, 3050 Degree Master s Degree Industry Medical Devices Function Marketing Excl. Coloplast employees Draft personal To each candidate selling the job to them Candidates accept or reject All via LinkedIn Hiring manager contacts to set up interview Normal recruitment process from here Result: 2977 Result: 51 Result: 17 Result: 1 Page 12

13 Example of a career page Picture Tagline Text 100 Commercial profiles Video 10 Countries Quotes News Jobs 5-10 Years of experience Text Page 13 Video

14 Local stories driving local growth - From global to local ownership of LinkedIn a good example Example A total of 15 stories in local language has been shared over the last year to our Brazilian followers. This moved their total number of followers from 60 to 1606 in just one year and increased the engagement by 267% (all organic) Page 14

15 What does it mean when we run a campaign? Page 15

16 What have we achieved on LinkedIn in the first year - Strength in numbers 300% Increase in followers Communicating with 21,000 people 4,000 employees 4,000 Sales people Followers from 60+ countries 1 year a go: 5,000 followers 90% Danish Today: 20,000 followers 70% Non-Danish Reaching 427,070 people Engaging in dialogue with: Sales & marketing profiles Consumers Healthcare professionals Page 16

17 What have we learned so far? - A tool that allows us to address critical business needs; globally and locally Helping us attract and recruit 7,000 people Making our employees to feel proud about working here Supporting the business getting closer to our consumers Raising local awareness that helps expanding the business Page 17

18 How do we secure a constant flow? Indsæt gemba board Page 18

19 How do we secure global coverage? Page 19

20 Social media guidelines We have developed social media guidelines Our most important brand asset is our employees, so we d like to support you and guide you on any questions you may have. We fully support you on social networking and encourage you to responsibly engage with people; whether it s potential employees, consumers, healthcare professionals or partners. In order to do this please read our guidelines and always act in accordance with the Coloplast Values, Leadership Principles, Corporate Policies and Code of Conduct. 1. Always use reasonable etiquette, the same as you would offline and at work. 2. Make sure that what you re saying is factually correct, and also that it doesn t violate any legal guidelines or financial disclosure laws. 3. Be mindful that what you publish will be public for a very long time, so don t say anything you wouldn t feel comfortable saying to everyone.

21 Three main takeaways Keep it simple and be pragmatic Learning by doing approach Hold an outside-in perspective Page 21

22 What are two things most important things that you will take with you from this session? Page 22

23 What is our ambition and next steps on LinkedIn? - Raising the profile and increasing local awareness of Coloplast Reach 40,000 followers Followers are 3x more likely to apply for a job Talent brand index at 25% A strong employer brand saves millions on recruitment every year Raising our profile using stories that we believe tell the most compelling Coloplast story Increase local awareness More local stories = more local followers = increased local impact Page 23

24 Any questions or comments? Page 24

25 Page 25

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