Good old Hewlett-Packard got split into two separate units, one focusing on hardware and the other on services. Which one has fared best in terms of talent attraction?
Ovidiu Voina is the Global Employer Brand & Digital Media Lead at HP, in this episode he shares how the company approaches talent attraction, what the ‘HP Way’ is, and how they have harnessed video for employer branding campaigns.
Have a listen to the interview below, keep reading for a summary and be sure to subscribe to the Employer Branding Podcast.
When I talk about our strategy, I like to bring our corporate brand into the discussion. In a lot of situations, the corporate brand is stronger than the employer brand within a candidates decision-making process. Especially when you’re hiring engineers who will actually create the products or salespeople who will actually sell the products, it can be a very powerful tool of attraction. I’ve seen much better engagement when we combine our employer brand and consumer brand within our communication and messaging.
When we activate this messaging, I start always with the client’s need. I always ask recruiters we work with who these people are, what do they like, and from that we create persons that help us guide our communication.
We launched a career vlog, the first of it’s kind, with the goal of breaking down job roles in a recognisable format for gen z and millennials who are used to watching things in this format. It was pretty exciting, the first episode got more than 100,000 views on social media. What is different about this is that we had no agency involved, so it’s less PR-groomed and more human. The host is actually an employee, an engineer, and this is something we find unique. We featured people from all sorts levels of experience and all sorts of fields.
It was not our intention to recruit people from these videos, however, the engagement that I’ve seen is people asking questions about other job roles. But the good side is that they are evergreen content. So we leverage them on career websites, campus events and more!
To choose the projects that I work on alone and those of which I involve a lot of people. It’s mainly related to our EVP work. It can be tempting to do things on your own because you can push projects out with more ease because you are more agile. When I started the EVP project I planned on doing it on my own, but as I worked on it I realised the impact it has on functions that are not only HR and recruitment related. So I started to involve and loop in everyone, and take in their input.
On the other side, such a the video campaign we spoke about, it was something I ran by myself with the help of just one person, our host, and we only looked to the marketing team to just check if it was in line with our brand, and because of this we are able to get the videos out quickly.
Thank god I’m a digital marketer!
Connect with Ovidiu on LinkedIn.
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