What HR can learn from Sales
Learnings from recruiting a la
sales-and-marketing
Severine Fiegler
Who am I?
Severine Fiegler
HR Business Partner turned
Talent Attraction
Passion for Geeks &
smart recruiting processes
Loves her kids and to eat her way
through Asia
set date
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Sales and Marketing have a common goal:
to generate leads and sell products or services
Recruiting
Employer
Branding
Target:
•
•
•
generate candidates
„sell“ jobs
hire the right people
set date
Copyright © Infineon Technologies AG 2013. All rights reserved.
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Our Team works hand in hand to ensure a
positive candidate experience
One Team Talent Attraction:
5 Talent Attraction Managers + 3 Employer Branding Managers
„Sales“: Talent Attraction Mgmt /
Recruiting
Selling Infineon as an
attractive employer &
building an efficient
talent pipeline
„Marketing“: Employer Branding
1 Goal:
Positive Candidate
Experience
Jeremy
Merle
2014-07-17
Martin
Kathi
Bernhard
Copyright © Infineon Technologies AG 2014. All rights reserved.
Strategic development
of Infineon‘s image
as an attractive
employer
Gabi
Nicole
Gerti
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We have set-up our work in line with the
seven Ps of Marketing
Product
Physical
Evidence
Price
Process
Place
customer
Promotion
People
set date
Copyright © Infineon Technologies AG 2013. All rights reserved.
Page 5
Understand your customer so well
that the product sells itself.
Peter Drucker
We are looking for…
MINT Candidates…
set date
… that will support the life-cycle of a chip.
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… and the product is…
We are…
29.500
set date
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Page 7
Don’t find customers for your products,
find products for your customers.
Seth Godin
1 Work-Life-Balance
2 Interesting tasks
-2
-1,5
-1,0
1 Work-Life-Balance
-0,5
-0
0,5
1,0
2 Interesting tasks
„
Career as
manager –
or family?
Infineon offers
both.
Copyright © Infineon Technologies AG 2013. All rights reserved.
1,5
2,0
Make it simple.
Make it inviting to look at. Make it fun to read.
Leo Burnett
Concrete examples,
Gender-diverse &
bold hightlights
for structured
reading.
Contact possible via
XING & LinkedIn
Employer Branding
Site- and career-specific
Slide-Show
„Why Infineon?“
User-friendly
90 second
application
Time is money.
Benjamin Franklin
90 second application
via
or
Only 7 mandatory fields
2013-11-05

First name,

Last name,

Email address,

Password,

Preferred Language,

University Degree,

CV
Copyright © Infineon Technologies AG 2013. All rights reserved.
Page 10
Stopping advertising to save money is like
stopping the clock to save time.
Face2Face
Henry Ford
Career fairs, excursions
University
Relations
Personal
employees‘
networks
Career Website:
Online
Active
Search
Social
Media
Print
Online
Job Portals
2014-05-05
Job
Ads
Print
job ads
and Image Ads
for internal use
Editorial pieces
in newspapers
Brochures,
flyers
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It is not your customer’s job to remember you.
It is your task to make sure they don’t forget you.
Patricia Fripp
Active Candidates
Passive Candidates
LinkedIn Job Search
LinkedIn Newsfeed
Job Ad
Job Post
Network Share: Hiring Manager
Group Post: TAM
Title
Apply Now
Company Post: EB
Contact TAM
Job Match
LinkedIn Inbox
Active Search: Job Ad
Online Application
TAM profile visits
Apply via
Candidate 1
Candidate 2
Candidate 3
set date
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Page 12
Nothing is as contagious as enthusiasm.
Samuel Taylor Coleridge
Our Talent Attraction Managers = Recruiter 2.0
 Consult and challenge the hiring manager
 Create a media plan for the job
 Contact passive candidates
 Build relationships with interesting candidates
Personality
(Abstract of job ad)
(3 months onboarding)
Born networkers
Infineon Knowledge
Active Listeners
Recruiting Knowledge
Proactive Pioneers
Strong team
at home in social media
driving the change in recruiting
able to establish a successful team
2014-05-05
+
Necessary Know-How
for internal use
to be accepted by Hiring Managers
to live the process consistently
across sites
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Page 13
Make a customer, not a sale.
Katherine Barchetti
How we did it
Process
Definition
2012/04
Tool
Implementation
HR & Business
Training
2013/04
2012/12
Mind-Set
Change
Ongoing
Tool
Selection
Team
Onboarding
Go-Live
2012/10
2013/11
2014/02
Measure
Ongoing
Change in candidate expectation
Eye-Level Recruiting
Need for Speed
2014-01-10
for internal use
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Page 14
What you can’t measure,
you can’t improve.
Peter Drucker
A few preliminary numbers…
Top Channels for Hiring
15%
Employee Recommendation
7%
Infineon Website
Time to Hire
of our jobs are filled within
25% 25 days
50% Of our jobs need up to 80
days
Unique Applicants
The funnel
1,4
#Jobs women apply for
1,8
# Jobs men apply for
2014-01-10
for internal use
applications interviews
Copyright © Infineon Technologies AG 2014. All rights reserved.
hires
Page 15
People shop in a whole new way.
So marketers need to adapt or risk extinction.
Brian Halligan
Dedicated „Advertising breaks“ in interviews:
2014-01-10
for internal use
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Page 16
We have set-up our work in line with the
seven Ps of Marketing: What comes next?
Enhance Awareness
for our B2B company
Brand Ambassadors
& Referrals
Product
Physical
Evidence
Price
Place
Process
customer
Global Process
and Controlling
People
Personal contact and
Active Sourcing
Promotion
Great new
career website
Training, Training,
Training….
2014-09-04
Improve candidate
experience
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Page 17
Thank you for your time
and keep on recruiting!
2014-09-04
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set date
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