Ericsson: Targeting talent with SuccessFactors Recruiting Marketing

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1 SUCCESSFACTORS BUSINESS TRANSFORMATION STUDY / Information and communications technology / Ericsson Ericsson: Targeting talent with SuccessFactors Recruiting Marketing 2014 SAP SE or an SAP affiliate company. All rights reserved. With some 40% of the world s mobile traffic running through its networks, Ericsson is a true leader in connecting people. So it is only logical that the company wanted its recruiting processes to be connected, too. In order to achieve that, Ericsson introduced SuccessFactors Recruiting a single end-to-end recruiting solution that can measure the effectiveness and return on investment of every step in the talent acquisition process.

2 SUCCESSFACTORS BUSINESS TRANSFORMATION STUDY / Information and communications technology / Ericsson Executive overview Company Ericsson Headquarters Stockholm, Sweden Industry Information and communications technology (ICT) Products and Services Recruiting Marketing Recruiting Management Employees 100,000 Revenue SKr billion ( billion) Web Site BUSINESS TRANSFORMATION The company s top objectives Collect meaningful data through the entire talent acquisition journey Accelerate the filling of positions Optimize a mix of online sourcing channels Authenticate the company as an employer of choice through a better candidate experience The resolution More user-friendly system for everyone involved in talent acquisition One end-to-end recruiting process in all 180 countries Rich analytics that reveal the strengths and weaknesses of digital recruitment strategies, sources, and tactics The key benefits Greater understanding of the sources channeling the best candidates Improved visit-to-hire conversion ratio Higher return on investment in talent acquisition 314,000 people in Ericsson s global talent community 27,000 daily opt-in alerts to the talent community 10,000 hiring managers using SuccessFactors Recruiting Marketing globally From the moment we first interact with a potential candidate to their onboarding, every step in the talent acquisition journey is connected with SuccessFactors Recruiting solutions. We haven t seen that from anyone else on the market. Stefan Karadzic, Global Talent Acquisition Project Manager, Ericsson 2 / 6

3 2014 SAP SE or an SAP affiliate company. All rights reserved. Executive overview SUCCESSFACTORS BUSINESS TRANSFORMATION STUDY / Information and communications technology / Ericsson Taking the guesswork out of recruiting Ericsson employees shape the networked society of today and tomorrow. Technological innovation creates a steady demand for new blood and new ideas. But it is a highly competitive industry. A lot of our competitors are searching for the same talent, explains Stefan Karadzic, Global Talent Acquisition Project Manager at Ericsson. That means you have to be quick in your recrui t - ing processes and have the data to know how to approach candidates. Ericsson uses around 100 online sources to tap talent. This includes its careers site, LinkedIn, social networking sites, external job boards, search engines, alerts, and much more. Social media has transformed how companies acquire talent, and today data analytics is a must. Yet, Ericsson s old recruitment system could not provide adequate data to make sense of and leverage all these online channels to find the right talent. Recruiters could only guess how well a message resonated with the talent community and which channels were driving applications. Before SuccessFactors Recruiting Marketing, we had to rely on what candidates told us about how they found our jobs. It was unreliable data. Today we know exactly where they come from. Ericsson also wanted a simpler system. Ericsson s recruiting processes can be complex, with hiring managers, recruiters, and other stakeholders spread over different countries. Workflows took place on- and offline, creating extra work and wasting precious time. Ericsson wanted its new recruiting system to be seamless and user-friendly for everyone involved in the talent acquisition process. 3 / 6

4 Executive overview SUCCESSFACTORS BUSINESS TRANSFORMATION STUDY / Information and communications technology / Ericsson Key metrics at a glance Ericsson chose SuccessFactors Recruiting Marketing for two main reasons: the high level of integration between its job offers and online channels and the rich data that the solution provides. Recruiters can easily set up automated feeds between new vacancies and social media sites. And with no manual posting, all key information is presented as intended across all channels. The solution then tracks all responses to each posting. The analytics module generates data and metrics for every step of the talent acquisition process. An analysis can be done per individual, sourcing channel, or job category. to the SuccessFactors Recruiting Marketing platform by month or year, the number of automated s sent each day to its talent community, and how many candidates have begun the application process. A sourcing report helps Ericsson visualize which channels drive the most candidates. It also identifies trends so the company can adapt its sourcing mix to maximize the impact of its recruiting efforts. Once a short list of candidates is compiled, Success- Factors Recruiting Management ensures the selection process is objective and collaborative. Plus, with mobile capabilities, users can save time by approving and providing feedback on the go SAP SE or an SAP affiliate company. All rights reserved. Dashboards show all of Ericsson s key recruiting performance indicators at a glance. This includes the number of open roles, the number of visitors With SuccessFactors Recruiting Marketing, we are able to make data-driven decisions about where to source and how to best engage talent. Stefan Karadzic, Global Talent Acquisition Project Manager, Ericsson 4 / 6

5 2014 SAP SE or an SAP affiliate company. All rights reserved. Executive overview SUCCESSFACTORS BUSINESS TRANSFORMATION STUDY / Information and communications technology / Ericsson Spot-on recruiting with the right data SuccessFactors Recruiting Marketing and Success- Factors Recruiting Management have transformed the way Ericsson attracts and acquires talent. The entire process is faster, more efficient, and paperless. With an array of data at its disposal, Ericsson can measure the effectiveness of its talent acquisition strategies and tactics. It knows which channels are delivering the most candidates and which me s- sages are best received by the talent community. Ericsson is also attracting more visitors overall to its job offers, because SuccessFactors Recruiting Marketing has been designed for superior search engine optimization (SEO). In just nine months, Ericsson more than doubled the continuous traffic flow from Google, compared with virtually no traffic at all before it had SuccessFactors Recruiting Marketing. This permits Ericsson to lower the cost per hire and increase recruiter efficiency. But quality is more important than quantity. SuccessFactors Recruiting Marketing shows whether job offers are reaching the best candidates and how to adjust the sourcing mix. Because the solution can analyze the cost of each acquisition source relative to the outcome of the recruiting process, the return on investment has become transparent. Ericsson is also attracting better candidates. Within nine months, the conversion ratio of visits to hires improved significantly from 280 to 1 to 120 to 1. Candidates have a better experience, too. The whole recruitment process is faster, so they get feedback sooner. And even if a candidate does not apply for a job, or drops off mid-application, he or she can stay in touch with Ericsson by signing up for regular updates. With this feature, Ericsson built a global talent community of 314,000 people in less than a year. Around 27,000 automated s are sent out each day from the SuccessFactors Recruiting Marketing platform, driving some 270,000 return job applications from recipients. Today we are successfully delivering our digital recruitment strategy thanks to SuccessFactors Recruiting Marketing. Stefan Karadzic, Global Talent Acquisition Project Manager, Ericsson 5 / 6

6 Executive overview Quality candidates thanks to quality data Today, the SuccessFactors Recruiting solution is being used by 10,000 hiring managers and 500 recruiters across 180 countries at Ericsson. The solution is also available in seven languages. New users are still being trained. The next step is to align SuccessFactors Recruiting Marketing more closely with Ericsson s employer brand promise. Last year, Ericsson introduced a new employer value proposition (EVP). It emphasizes the company s 135 years of industry leadership and describes what candidates can expect from working at Ericsson, including the freedom to innovate, autonomy to get things done, and continuous learning and development SAP SE or an SAP affiliate company. All rights reserved. We want to start communicating to our talent community more about our work culture. SuccessFactors Recruiting Marketing allows that kind of dialogue about our employer brand, says Karadzic. Ericsson plans to introduce the onboarding module for new hires and to expand the learning and development module for existing employees. It is also considering implementing the mobile features of SuccessFactors Recruiting Marketing. Now that we have SuccessFactors Recruiting Marketing in place, says Karadzic, we want to use it to achieve all our talent acquisition goals to become an employer of choice, reduce the time to fill positions, and offer the best recruitment experience in the industry. v SuccessFactors, Inc. All rights reserved / 6

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