MARKET PERCEPTION: CANDIDATE EXPERIENCE SURVEY
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- Hollie Pierce
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2 OUR BUSINESS 2
3 MARKET PERCEPTION: CANDIDATE EXPERIENCE SURVEY % 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 71.4% HOW DID YOU HEAR ABOUT THIS ROLE? 42.9% LinkedIn Job Posting THE ICONIC Careers Website CHANNEL 14.3% 14.3% 14.3% Other Job Posting LinkedIn News-feed LinkedIn Recruitment Advertisement Source: Survey Monkey 3
4 MARKET PERCEPTION: CANDIDATE EXPERIENCE SURVEY HOW WOULD YOU DESCRIBE THE ICONIC AS AN EMPLOYER 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 85.7% 85.7% 85.7% 71.4% 57.1% 42.9% 28.6% 14.3% 14.3% 0.0% 0.0% Source: Survey Monkey 4
5 WHAT MOTIVATES YOU TO WORK AT THE ICONIC? Applicants part of the recruitment experience say: DATA WAREHOUSE & ETL DEVELOPER I really liked the content of social media. Iconic seems to be a very awesome place to work at. The team seem to be great and I would live to be a part of it JUNIOR IT SUPPORT The appropriation of the company towards the employee as well as the friendly environment SOCIAL MEDIA AND COMMUNITY MANAGER Affordable, Accessible Trendy Fashion SOCIAL MEDIA AND COMMUNITY MANAGER The way a company treats their employees, their customers and their community greatly influences where I apply for jobs. I also have preference for the creative industry as that is where my passions lay DATA WAREHOUSE AND ETL DEVELOPER I love the environment that seems to have (I liked very much the video, with all the employees happy and loving what they do). Also professionally sounds very appealing to work for an online retailer, for the quantity of data involved MARKETING DATA ANALYST The culture, technology driven, fashion forward and the innovative are motivations for me to work at THE ICONIC CUSTOMER SERVICE AGENT To join a young, growing and exciting company 5
6 THE EMPLOYEE VALUE PROPOSITION Cool Innovative Fashion Forward Team-oriented Fun Market Perception Innovative Team-oriented Technology Driven Ambitious Entrepreneurial Ideal Market Positioning THE ICONIC challenges you to make an impact in what you do everyday. We are technology driven, as a team we aim to innovate and use entrepreneurial thinking to engage the customer. Our business growth is doubling Year-on-Year and we set ambitious goals to define Retail in Australia and New Zealand. As a young company, in a new and high growth industry you can take the opportunity to to grow your career with us. 6
7 OUR VISION To define the future of fashion retail in Australia and New Zealand OUR MISSION To inspire the icon within every customer OUR VALUES WE ARE TRUE TO OUR CUSTOMERS We are committed to delivering an outstanding shopping experience. We are the brand that customers love, trust and enjoy. We always put our customers first. WE GET THINGS DONE We are doing what s never been done in Australia. We know that an idea is only as strong as its execution. To achieve big dreams we are passionate, pragmatic and deliver results fast. WE DREAM BIG We know that we need to be the best in many disciplines: fashion, digital, marketing and operations. We think creatively and share ideas, ecommerce smarts and entrepreneurial spirit. We constantly improve and innovate to achieve our dreams. WE ARE STRONGER TOGETHER We celebrate our wins, share our learning's, and support each other through ups and downs. We are one team, defining the future of Australia fashion retail together. 7
8 OUR BUSINESS THE ICONIC: TALENT BRANDING GREAT PLACE TO WORK ATTRACT THE BEST TALENT TO WORK AT THE ICONIC KPIs: Time-to-hire Roles Accepted Roles Rejected INCREASE FOLLOWING ACROSS SOCIAL CHANNELS BY 100% CONVERSION TO APPLY ON CAREERS SITE BY 20% 8
9 GOAL 1 INCREASE FOLLOWING ON BOTH LINKEDIN AND TWITTER BY 100% TO INCREASE TALENT BRANDING VISIBILITY REACH MARKETING STRATEGY TACTICS KPIs: Time-to-hire Roles Accepted Roles Rejected Leverage social recruitment channels to engage our candidates in conversation and attraction to the brand PAID DEMAND GENERATION OPTIMISE CONTENT CREATIVE INTEGRATE LINKEDIN & TWITTER FOLLOW ONSITE & CUSTOMER EDM CREATE CANDIDATE PERSONAS & MAP JOURNEY BUILD SOCIAL COMMUNITIES TARGETING CANDIDATE PERSONAS 9
10 GOAL 2 INCREASE CONVERSION BY 10% ON CAREER SITE MARKETING STRATEGY TACTICS Improve candidate experience on the career site and accessibility to the site DEVELOP ONGOING CONTENT STRATEGY UX & SITE RE-DESIGN SEO OVERHAUL KPIs: Time-to-hire Roles Accepted Roles Rejected 10
11 11
12 WHERE DO I START? 1. What made you apply for a role with us? 2. Did anything make you hesitate to apply with us? 3. What did you expect it to be like at THE ICONIC? 4. Have we met your expectations? If no, please explain. 5. What motivates you to work at THE ICONIC? 6. What d you want to get out of your career by working here? 7. Who are your influencers as a (insert job title here)? 8. What kind of content would attract a (insert job title here) to a career with THE ICONIC? 9. How would you go about looking for a job? 10. What is your dream job? 11. What interests you outside of work? 12. What social media do you use? 13. What are five words that describe THE ICONIC? 14. On a scale of 0 to 10, how likely are you to recommend someone to work here? 15. On a scale of 0 to 10, how would you rate your recruitment process? 16. What could have improved in the recruitment process? 12
13 PERSONAS: THE TECH HEAD CONSTANT BATTLER OF ANDRIOD VS APPLE, 27 YEAR OLD, SENIOR ENGINEER SAY I want to work on a wellmade product I will only take market rates at my level of expertise and skill There are a lot of tech jobs on offer to me in exciting spaces I want to get exposure to management positions and responsibilities I enjoy flat structures and autonomy in my work I want to work on technically challenging projects that pushes my skills and abilities It is hard to find a work environment that aims to apply best practice when developing its products I want to work with a team of seniors to constantly improve products DO THINK FEEL Goes to networking events What is my next career Frustrated to meet other tech heads move? Restless Visits aggregate websites, Should I take up an Challenged blogs, forums and sites to interesting contracting role Optimistic stay updated on topical or full time employment? Content industry reads What kind of training and INSIGHTS Participates in industry career development will this It is a highly competitive conversation on social employer provide? market, war on talent for media particularly twitter What kind of technologies skilled tech talent Often has side projects are used? To attract tech talent you Finds job opportunities by What is the size and need to be perceived as networking, Linkedin, structure of the team? a technology driven Recruiters, Job Boards or What is the work culture of company, interesting Google this employer? technological challenges Often into active sports, I want to look forward to eg. scalability, improving travel and enjoys a beer or going to work stack two What industries would Wants to be part of a provide an interesting job great team culture with opportunity for me? shared learnings Thrives in responsibility and autonomous environment High impact role with actionable recommendations 13
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