Tag Archive for #truDublin

Branding Inside Out: #Lumesse @ #truDublin

Michelle Martin, head of Marketing for the newly rebranded Lumesse came to #truDublin this week to tell the story of how they did it.The process they went through to engage all employees,and what the brand should stand for when it was launched on the public. the process took 11 months, and i think there are some very interesting points worth sharing.
Brand is much more than a marketing effort.
The biggest take away for me was that they concentrated all their branding effort and attention on the employees of the business, believing that if they got the internal branding effort right, then the external branding would naturally follow. I agree with this sentiment, having witnessed too many companies who view branding as a purely marketing effort, more about image than actually meaning something. Winning the hearts and minds of  employees by giving them the main say in the outcome is farmore important than the external image. if they believe the message then they will share it. In the social age, sharing person to person is the most important consideration.
The reasoning behind the rebranding was that the old Stepstone business was in a bit of a branding wilderness after splitting from the job board side of the business. Plenty of people knew the Stepstone name, but without the job board product, few knew quite what they were. They are a global business who needed a clearly defined offering.
The project started with a whole series of open conversations with 40 staff from around the globe representing different departments, to identify and agree what the business values should be. This was followed up by a 6 week programme of employee communication and conversation to gather and consider every opinion from the whole of the business.

After much head scratching, and doubtless plenty of post it notes, mind maps and the like, they came up with the following brand statements:

:Lets be honest
:Free your mind
:Enjoy the ride
:Yes (translated in to many languages!)

Time will tell if this is marketing speak or something more meaningful and longer lasting, but the early signs are positive. By taking an employee lead approach to branding, there’s a much greater chance to deliver the things that you tell people you are about. It’s testament to the employee buy in to the rebrand that despite having had the new look, name, image and message revealed to all staff a full 4 weeks before the public launch, the companies request for keeping things under wraps was followed, with no leaks. Given the connected age that we live in, I think that is quite remarkable and says a lot.

Some other interesting take-aways were:

It’s impossible now to get a descriptive dot-com name globally. they have all gone.

A rebrand gives the opportunity to take a close look at all of the business from values, services, customers and what you want the business to be collectively.

In a global business, you need to define what works locally and define a local brand that works within the global brand. Personalised without conflicting.

I’m looking forward to hearing more at #truLeeds about how this story is unfolding. What do you think are the most important aspects of brand and who decides it?



Michelle Martin



This is a sponsored post part of the Lumesse Blogathon www.lumesse.com

Guest Post: Max Heywood: Employee Branded #truDublin

The Awesome power Of Personal Accounts

My previous experiences at #Tru events have been terrific – great people, great content and a really stimulating format – so I’m very much looking forward to doing it all again at #TruDublin later this week!

This time around I’m running a track called Employee Branded, looking at empowering employees to publish running accounts of their workplace experiences, to help prospective hires get a better insight into what it’s like to work for a particular employer.

Arguably traditional Employer Brand materials – advertising, brochures, videos, websites and the like – have not kept up with the times and are increasingly ineffective, especially amongst entry-level talent.

I’ve seen this first hand as Global Head of Employer Brand at Credit Suisse these last few years – there has been an explosion in the number of channels a prospective hire can go to for information about a particular employer and this has led to a corresponding erosion of trust in the information employers themselves provide.

Often this is compounded by the fact that many employers struggle to clearly differentiate themselves from their competition and their mandating that marketing materials pass through many levels of corporate sanitizing, so that they end up bland and sterile. In the meantime the real story is increasingly leaking from the organisations directly from employees through their networks.

Has the time has come for employers to embrace this change and start empowering employees to share authentic experiences? After all the big difference between competing organisations is often their culture and personal accounts are often the best way to express it.

Can employers shake off their command and control mindset and trust their employees? What ground rules need to be in place? How should they deal with less than positive accounts? Which employers are leading the way and what have their experiences been? What is the best way to test this out in your organisation? How should this approach co-exists with more traditional ones?

If you are looking for answers to these questions come join me at #TruDublin Wednesday morning, or follow the hashtag!

Follow Max On Twitter

Guest Post: Sodexo’s @Arie_Ball: Hiring college grads, building a future #truDublin

I found an old Irish proverb that says, “The future is not set, there is no fate but what we make for ourselves.” I think this proverb is especially poignant when we project it on college recruiting.

At Sodexo, college recruiting is a way to recruit top talent for the leadership of our company, now and into the future. This philosophy is embraced at all levels, from our CEO and his executive team to our field operators.

But, our efforts are not just about attending recruitment events, nor are they just about our hiring needs for today. We work to actively engage college students throughout their college years and build relationships with them for today and tomorrow. From Sodexo Careers blog posts to mentoring programs, we work with students to help guide them towards their careers and teach them job search strategies and techniques. We also aim to introduce them to all of the different career options within Sodexo.

If you do not sow in the spring, you will not reap in the autumn.

One of our premier offerings for college students is our Future Leaders internship program, which features individually tailored professional development and mentoring opportunities, providing a foundation for their future success.

We start by training our hiring managers on how to create a meaningful work experience for interns. Then, we ensure that each intern is matched with a mentor to help navigate our company and provide additional technical/professional expertise. We provide professional development webinars on career planning, ethics in the workplace and the use of social networking to enhance communication.

At the conclusion of the internship, we find that more than 95 percent of interns would like to work for Sodexo and more than 40 percent who are eligible for hire are offered a position after passing their criminal background check from https://www.sterlingcheck.co.uk/. Additionally, select students who complete the internship are invited to participate in our Student Ambassador program, which aims to build Sodexo’s employment brand on campus with faculty, staff, students and alumni.

You’ve got to do your own growing, no matter how tall your grandfather was.

We also realize that students sometimes need to find their own way. So, we start early, working with high school students. Through our relationships with top student organizations in our industry, like ProStart and BCA, we provide mentoring, career search help and make site visits. At the college level, we work with the National Society for Minorities in Hospitality (NSMH) where we not only attend career fairs but have a strong presence throughout the year. We also serve on industry panels at the NSMH national conference where we connect with students and invite them for on-site interviews.

Attending conferences is great. But, our main focus is in building relationships with these students using the communication tools that they prefer – social media. From the dedicated college recruitment page on our Career Center web site, students have access to numerous sites including our Sodexo Careers blog, a Facebook page, several LinkedIn groups, a YouTube channel and our Twitter handle, just to name a few. We also embrace unique opportunities within these media, such as creating Facebook event pages, i.e. Sodexo’s NSMH conference page. Even if we don’t have a position for them now by maintaining connections through our talent communities we may just have the perfect position for them as they gain experience and progress with their career.

Communicating on their terms is key to reaching college students. For example, earlier this year we embarked on a mobile text message campaign to reach students attending the NSMH national conference. Students who subscribed to our “text to win” campaign submitted information that captured in our candidate database. From there, we interacted with these students throughout the conference and used their information to generate leads for various job openings. The interaction with the students was phenomenal, but it wasn’t all about us. The students who participated were entered into a drawing for a $300 Apple store gift card.

At the core of all our student outreach activities lies our goal to not only brand Sodexo as a top employer with the next generation of leaders, but to help shape career choices while students are still in high school .. For example, we contribute a bi-weekly post to Dan Shawbel’s Student Branding Blog, a Top 50 Counseling Blog with 14,000 readers per month and we’re cited multiple times in two ProStart textbooks used by 84,000 highschool students. If we are not preparing today for the talent we need tomorrow, our companies will not maintain their competitive position in the market.

Distant hills look green.

College recruitment may only be one element that contributes toward Sodexo’s future, but it is one that we believe plays a critical role in the development of our future leadership. We work to not only identify top talent, but to help prepare that talent to ensure quality hires upon graduation. Once hired, we continue to develop that talent, guiding them toward the future.

Wherever you go and whatever you do, May the luck of the Irish be there with you. I look forward to meeting you at #truDublin!

Don’t miss the opportunity to meet with Arie at #truDublin next week. You can buy the last few tickets HERE

Every Picture Tells A Story Featuring @OscarMager And The Faces Of #truAmsterdam

Sometimes you don’t need words.A picture, especially of faces creates a thousand more thoughts,ideas or emotions. Oscar Mager of RecruitingEssential.Nl has been attending #tru events since the first #truAmsterdam. He can always be seen snapping pictures or creating video.He can best be described as #truPapperazzi.
What I love about the picture story of events more than anything else is the emotions and expressions captured as they happen.It’snotlike a series of posed photos of people doing their best to look cool or be seen with the coolest kids at the party. Oscars pictures are discretely captured (despite a long lens!) of people in action, and he puts them together in to a video montage.
Photo’s and video are the most shared content. Natural pictures taken around the workplace give the best insight of what it is like to work there, and give a real feel for the culture.
I’ve been working with the EMEA Recruiting team at Oracle recently,helping to encourage employer generated content because I believe that pictures in particular form sharable and believable content.Anyone with a camera phone can generate content that tells the employer brand story.I use Oscars pictures to illustrate exactly what I’m talking about.
When he is not snapping, Oscar will be leading a track at #truDublin entitled “every picture” to discuss all things relating to photo content.I will definitely be heading that way and smiling!

This is Oscars pictures from #truAmsterdam.If you’venever been to a #tru event, this gives you a real taste of what happens, and if you’ve been, you’ll recognise some of the faces!

Thanks Oscar, for your great contribution!

Oscar Mager



Boomerang Hiring: The Sodexo Story #truDublin

I wrote a post recently about Sodexo’s strategy of actively sourcing internally and why this is a brave and effective strategy. Having spent some time with Sherrie Valderrama at #truAmsterdam and VP of Talent Attraction for Sodexo USA, Arie Ball, theres a few other strategies that Sodexo adopt that I believe show why they are so effective as a team.

Sodexo have a fairly unique and equally effective approach to what is known as Boomerang hiring. Boomerang hiring is the practice of sourcing former employees back in to the organisation. Theres lots of benefits to rehiring ex-employees. You know how they work and are likely to fit in to the team you are hiring for. Statistically, staff who have left, found things to have not quite been so good elsewhere are far less likely to leave again. You cut the on-boarding time down considerably because the people already know 90% of what they need. There are so many obvious benefits, it begs the question why more businesses don’t actively target their alumni in the way that Sodexo do.

The biggest challenge seems to be taking a grown up attitude to people leaving. In the business I used to work in when I had a job, anyone leaving were never spoken of again, unless it was to say how they weren’t that good anyway or were burnt out. Sometimes leaving is taken as a personal slight, and all connection lines are cut. When I left my last job, I was barred from e-mailing in within 20 minutes, and this attitude is not uncommon.

By contrast, lets look at what Sodexo do. All leavers are invited to stay in touch by joining alumni communities on the ex-employee micro-site “Reconnexions”, or the Facebook or LinkedIn Group. When you go to the site, which is headlined as a place where ex-employees can keep in touch and get access to resources, you can see who is back. Thats a page of faces (28 0n the week I looked), each with a link to the story of why they had returned.Theres also a blank space “Reserved for you!”. This screams out the message that returners are welcomed back. 

Building these alumni communities, running newsletters and places where ex-employees can network,and be informed of suitable jobs as they arise,encourages returners.The hiring figures from Sodexo show that between September and now, 146 staff have been rehired in to Management and Executive positions. This represents over 10% of the external hiring and 5% of the total hiring figure. Impressive numbers that show this is working, and another example of great talent sourcing from Sodexo.

There are 19 different communities run by Sodexo or places to connect. Arie Ball, V.P. for Talent Attraction at Sodexo will be at #truDublin to discuss the Sodexo talent attraction strategies, social or otherwise.

What do you do to attract Boomerang hires?


Sodexo Reconnexions

Sodexo Internal Sourcing

Arie Ball

Sherrie Valderrama talks internal sourcing



#TruDublin Schedule: 25’th – 26’th May
After feedback and crowd-sourcing attendees of #truDublin, we’ve come with a schedule for the event that is topical, current and bound to provoke conversation #tru style. There will be 3 tracks running each hour, hosted by a track-leader with expertise in or experience in the discussion topic. Tracks last for an hour and the content is determined by the participants, it’s open conversation.
If you have any tracks you want to add, contact me and we will schedule the track for you. Participants include recruiters (corporate and agency),HR, technologists, job board staff, job seekers and more.
The #TruDublin Schedule
Wednesday 25’th May
9.30 – 10.00: Welcome and introduction/Augmented Reality Check

Host Sponsor

Track 1 – Hub 1 – Guerilla Recruiting – Rob Van Elburg- 10.00 -11.00
Track 2 – Hub 2 – Graduates and Social Media – Ruxandra Fratescu – 10.00 – 11.00
Track 3 – Hub 3 – Running Virtual Teams – Arie Ball – 10.00 -11.00
11.00 – 12.15 – Coffee
Track 4 – Hub 1 – The Social Agency – Steve Ward – 11.15 – 12.15
Track 5 – Hub 2 – Employee Branded – Max Hayward – 11.15 – 12.15
Track 6 – Hub 3 – Merging Communication Channels – Calin Fusu – 11.15 – 12.15

12.30 – 1.30 – Lunch
Track 7 – Hub 1 – Secret Sourcing – Johnny Campbell – 1.30 – 2.30
Track 8 – Hub 2 – Every Picture Tells A Story – Oscar Marger – 1.30 – 2.30
Track 9 – Hub 3 – Contracting and the AWD – TBC
Track 10 – Hub 1 – Case Study: Hard Rock Firenze – Hiring 120 people in 4 weeks – Bill Boorman
Track 11 – Hub 2 – Creative content and curation – Martin Couzins
Track 12 – Hub 3 – The Future For Job Boards – TBC -


3.30 – 3.45 – Coffee
Track 13 – Hub 1 – Case Study: The Sodexo USA Case Study – Arie Ball – 3.45 – 4.45
Track 14 – Hub 2 – Hiring via twitter – Ivan  Stojenovic - 3.45 – 4.45
Track 15 – Hub 3 – Future ATS – Michael Wallace – 3.45 – 4.45
Tweetup: Dublin night(All welcome)
May 26’th: Day 2
9.30- 10.00: Welcome/Challenges – Bill Boorman
Track 15 – Hub 1 – Technology Shopping List – Mark Kieve – 10.00 – 11.00


Track 16 – Hub 2 – Mobile Recruiting – Dave Martin – 10.00 – 11.00
Track 17 – Hub 3 – Hiring Graduates – Ruxxana Fratescu – 10.00 – 11.00
11.00- 11.15 –Coffee
Track 18 – Hub 1 – Linking In – Johnny Campell – 11.15 – 12.15
Track 19 – Hub 2 –Social Footprint – Bill Fischer – 11.15 – 12.15
Track 20 – Hub 3 – Internal Sourcing – Arie Ball

12.30 – 1.30 – Lunch
Track 21 – Hub 1 – Video in Recruiting – TBC – 1.30 – 2.30

Social-Media Sponsor

Track 22 – Hub 2 – Referral Recruiting – Bill Boorman – 1.30 – 2.30
Track 23 – Hub 3 – Professional Sector Recruiting – Max Hayward – 1.30 – 2.30
Track 24 – Hub 1 – Talent Shortages – Rob Van Elburg -2.30 – 3.30
Track 25 – Hub 2 – Talent Communities – Arie Ball – 2.30 – 3.30
Track 26 – Hub 3 – Blog Workshop – The Blog Squad – 2.30 – 3.30
3.30 – 3.45 – Coffee
Closing conversation – 3.45 – 4.45 – The Future For Recruiting – Peter Cosgrove
4.45 – 5.00 – Close- Bill Boorman
Thanks to our sponsors who have made #truDublin possible:

Technology Sponsor

Host Sponsor: CPL
#TruSponsor: Broadbean
#TruSponsor: Jobsite
Technology Sponsor: Allthetopbannanas
Social Media Sponsor: Arithon

It would not be possible to run high quality events with accessible pricing without their support,
We salute you!


A Recruiter's Guide to Twitter

Bill is on vacation this week in sunny Wales so he has kindly invited me (Jonathan Campbell, Social Talent, @recruiterblog) to write a guest blog on his behalf.

I run a free weekly recruiting webinar (nearly) every Wednesday at 4pm GMT and Bill helped me with last week’s entitled “Twitter: The Great Untapped Recruitment Tool”.

Here’s what we discussed:

  • Getting the basics right
  • “Push” Job Marketing Strategies and getting your Twitter SEO right
  • “The Long Game”: successful engagement strategies for recruiters
  • Bio & Location Search: Go straight for the jugular & head-hunt
  • When 140 characters is not enough: What can a person’s tweets and followers tell you?
  • Klout: What is it and do you have it?
  • To Follow or not to Follow: when is it time to just listen?
  • It’s all about the Apps: why Twitter.com is only the beginning
  • Hashtags and Lists: What do you need to know

You can check it out for free here:

If you’d like to view any of our previous webinars or sign up for the next one, check them out here.  If you’re planning to come to truDublin next month, give me a shout as I’d love to get some of our tru fans on as guest webinar presenters over the coming weeks as we get ready for the greatest tru yet!