Capability & Culture Lead
More than 360,000 people work for Siemens in about 200 countries. In 2017 they recruited close to 40,000 people into roles as diverse as Chief Engineer, Cloud Solution Architect and HR Operation Advisor.
With only an estimated 30 per cent of the workforce actively seeking new opportunities, Siemens' challenge is to connect and engage with a huge variety of talent and give them a reason to consider Siemens as an employer of choice. It’s challenging enough to connect and engage with candidates when a business recruits a few hundred roles a year in one location – but with 40,000 globally dispersed roles the challenge Siemens faces is sparking these human connections, at scale.
Head of Global Recruitment Marketing
Siemens had four challenges that they were looking to address with the introduction of in-house video production in their recruitment marketing and talent acquisition teams:
Siemens piloted VideoMyJob with 15 recruiters from seven different countries (US, Germany, India, UAE, France, Italy and UK). VideoMyJob ran a series of virtual training sessions to accommodate the various time zones and Siemens quickly built up the number of recruiters who had a license.
Talent Relationship Manager
Siemens experienced an initial surge of really great videos and then momentum started to flag. It became clear that the pilot needed a dedicated resource to drive and manage it, so the challenge was handed to Charis Kurz, at that stage a Recruitment Marketing Specialists based in Munich.
Charis has built a shared library of resources, such as video brand and employer brand for video guides, created a Siemens video community forum to share ideas and flown to various Siemens outposts to introduce and facilitate training with recruiters and hiring managers.
Most significantly both Teresa and Charis have led by example, replacing traditional text or email with video messaging for internal recruitment and communications.
Siemens have seen an increase in engagement and click through for their video job ads. There's no industry benchmark click through rate (CTR) for video job ads - yet - the Siemens CTR of 2.78% performs well when compared to the average click through rate for rich media display advertising of 0.30%. The average view time of YouTube advertising videos under two minutes is 30% and Siemens video job ads are averaging 50%.
With the introduction of video job ads, the Siemens Denmark office has significantly increased both views and click-throughs on Jobindex (#1 job board in Denmark), increased applicants for hard-to-fill roles by 180% as well as an 180% and reduced time-to-fill by 14 days (see graph).
Sr. Talent Acquisition Partner
Direct feedback from recruiters globally has revealed many success stories worth celebrating.
Siemens are reaching the right candidates, the professionalism of the talent acquisition function has been enhanced, the hiring managers and candidates love the innovation, and time-to-hire has improved.
In 2019 Siemens are working with VideoMyJob engineers to build reports that help them to track and understand the impact of video on their recruitment marketing outcomes more efficiently.