Scribd
Upload
44 views4 pages

Student

The document discusses how Unilever built a community-driven talent strategy using LinkedIn. It outlines Unilever's goals of improving health and sustainability. It then details how Unilever used content, events, and data from LinkedIn Talent Solutions to engage over 12 million followers and identify future talent, reducing time to hire and saving millions.

Uploaded by

shaistamajeed168
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
44 views4 pages

Student

The document discusses how Unilever built a community-driven talent strategy using LinkedIn. It outlines Unilever's goals of improving health and sustainability. It then details how Unilever used content, events, and data from LinkedIn Talent Solutions to engage over 12 million followers and identify future talent, reducing time to hire and saving millions.

Uploaded by

shaistamajeed168
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

How Unilever built a

community-driven talent strategy

SUCCESS STORY
With responsibility for more than 400 brands in 190 countries, Unilever is one of the world’s
largest and most prolific FMCG (fast-moving consumer goods) brand-owners. It serves its
global audience, making nutrition, wellbeing, health and hygiene products available to all,
with a specific aim to help more than one billion people to improve their health and wellbeing.
This is just one of the goals featured within Unilever’s Sustainable Living Plan, which also
outlines further aims: To reduce the environmental footprint of its products and source 100 per
cent of its agricultural raw materials sustainably.

For Raquel Suarez, Strategy Director to Chief Human Resources Officer, that vision and
sustainable message extends to its LinkedIn followers, a figure that currently stands at more
than 12 million. This figure has garnered the brand giant a top ten position on LinkedIn. Yet,
popularity is irrelevant when relevancy and responsibility play a larger role.

Unilever’s strategy, led by Raquel, has been to build a community of like-minded people
that value progress and sustainability. As a result, Unilever now has access to a diverse and
talented pool of individuals that have the skills that will serve and sustain the business’ future.
Talent Solutions

THE CHALLENGE
Building the sense of community
Unilever wished to build a global community of engaged LinkedIn followers.
Therefore, it was paramount that the business understood how its community wished
to engage and what content they would find insightful. What content would work?
How could executives and employees foster trust in the brand? And how could
Unilever build a positive reputation, with sustainability and authenticity at its heart?

In two years, Unilever’s employer brand initiative and


Employer branding is about building a
Follow the leader
employee value proposition strategy has accelerated
LinkedIn follower growth, taking the 2018 total from
reputation with authenticity. When you do that,
fewer than three million to more than 12 million in 2020.
you’ll attract people who want to work with
you; people with purpose.”
Strong investment, The audiences that engage with Unilever’s monthly
campaigns are recognised as being reflective of future
strong return
hiring needs. Engaging talent in priority countries has led
to follower growth in relevant high value audiences. In fact,
89 per cent of members reached through Talent Media
were new to Unilever.
Raquel Suarez
Proactive Thanks to Unilever’s proactive media strategy, it reduced Strategy Director to Chief Human
time to hire by two months and created a saving of €14.76 Resources Officer, Unilever
approach
million in costs associated with unfilled roles. Also of interest,
is the fact that candidates hired through LinkedIn started
engaging with the brand on 9.9 (on average) months prior
to joining.

Watch the video


Talent Solutions

THE SOLUTION
From followers to future talent
Unilever leveraged LinkedIn Talent Solutions and invested in its Employer Brand
strategy, which included a budget to specifically grow LinkedIn followers. A 16 per
cent investment increase increased brand awareness by 25 per cent in one year.
However, how could Unilever maintain such growth?

A mix of content, live dialogue and active engagement ensued. For example, at
one Future Leaders event, keynotes from Alan Jope, Unilever CEO, and Leena
Nair, Unilever CHRO, attracted more than 85,000 viewers on LinkedIn. Sharing
their experiences, knowledge and values fostered trust and promoted positivity.
This helped Unilever to be awarded the coveted status of Preferred Employer at
universities and the number one employer of choice in more than 52 countries.

Unilever sees its followers as future talent – this recognition has been
instrumental in building an engaged community. In fact, since 2015, Unilever has
hired more than 30,000 people from its follower community.

But that’s not all. Streamlining data from the various components of Linkedin
Talent Solutions ensures Unilever is able to measure the success of its employer
brand across hiring, future pipelining and engagement of key audiences.

This data helps Raquel to constantly assess what the future holds for the business,
which enables her to create targeted content that is transparent and truthful.
Why is this of value? Because future candidate strength is only as strong as the
community from which it emerges, and the values instilled within it.

Learn more
Talent Solutions

In numbers: Unilever and LinkedIn partnership

30K+ +25%
Unilever hires from its LinkedIn Unilever’s employer brand
follower community awareness increased from one
year

2 months €14.7m
Reduced time to hire Saving in costs associated
with unfilled roles

+9m 100+ 9.9 months


Follower growth in two years from Interactions with Unilever Average engagement with
three million to 12 million content on LinkedIn before a LinkedIn (from a candidate)
candidate was hired before being hired

Learn more

You might also like