Two approaches to global recruiting with Taleo
By Karl Wierzbicki

Posted Sep 19, 2016 at 14:52 ·5 min read

   

“Talent – not trade, not capital – is the most powerful element to turn challenges into solutions. Developing the right people with the right skills and getting them in the right place at the right time has never been more urgent, nor more complex.”[1]

Of course, tapping into the global talent pool is not simple. The complexity of hiring across multiple jurisdictions requires the right tools, starting with an effective online career portal and full-featured applicant tracking system, like Taleo.

There are two basic approaches to online global recruiting, centralized and decentralized. Each has its advantages and challenges when it comes to attracting global talent. Let’s consider two companies, both using Taleo, but with two very different approaches.

Centralized Global Recruiting with Taleo

Consumer goods giant, Unilever, has taken a centralized approach to its global recruiting strategy, revolving around its primary corporate branding. Although many of its individual brands, like Lipton and Dove are much more widely recognized than Unilever itself, they do not recruit on that basis.

All jobs available in all locations are listed and searchable on the main corporate Unilever career page. Similarly, the look and feel of every Unilever website and associated career page is consistent across the globe. While content may be provided in another language, where English is less widely spoken (or law requires it), the branding is clearly Unilever and the application process is centralized through their Taleo ATS.

By using this centralized approach, Unilever knows that all applicants, whatever initially catches their interest and wherever they may live , will be faced with a consistent corporate brand and application process.

Decentralized Global Recruiting with Taleo

The beer company, Anheuser-Busch owns a number of globally recognized brands: Budweiser in the US, Labatt in Canada, Corona in Mexico, etc. Each of those brands has its own personality, just as the countries they recruit from have their own unique cultures and characteristics.

In response to this diversity, Anheuser-Busch has chosen to create multiple recruiting sites, each tailored to the target location. Although all are powered by Taleo ATS, they are visually different, present unique content designed to appeal to the local talent pool, and, in many cases, offer that content in the local language.

Anheuser-Busch has chosen a decentralized because the parent brand is, quite deliberately, not what they are best known for. As such, leading with it may not enhance their global recruiting efforts. Specific beer brands, on the other hand, generate immediate recognition and strong brand loyalty in their respective markets. By offering geographically specific career websites in local languages, the company makes it clear to applicants that they acknowledge and appreciate the distinctive nature of the talent (and the beer) in each region.

Taleo Mobile Recruiting

Each enterprise will have its own global recruiting strategy and will decide whether a centralized or decentralized approach makes the most sense for their needs. Taleo is a robust, feature-rich ATS that can flex either way. Unfortunately, the time, energy and money invested in implementing your ideal online global recruiting strategy may well be wasted, if the user experience is not optimized for mobile.

Both Unilever and Anheuser-Busch recruit globally. Neither have created a functional mobile experience for the 89% of people who currently use a mobile device to search for jobs[2]. Today, with mobile internet access exceeding other forms of access[3], that’s an obstacle to global recruiting. Tomorrow, it will be a deal breaker.

The OECD projects, by 2030, half of all 25-34 year olds with a degree (including 6 of 10 STEM graduates), will be in China and India—and only 8% of the world’s university graduates will be in the U.S.[4] In the meantime, China is already experiencing a massive shift to mobile internet access[5], as is India, where the number of mobile users is expected to reach 314 million by 2017.[6] Global recruiters who do not embrace mobile will not appeal to these candidates.

InFlight Aura for Talent Acquisition

Regardless of your chosen approach, your solution for global talent acquisition will need multi-language support. Not a problem with InFlight, which supports 100% of the languages you’re using today in your ATS.

If you take a decentralized approach to global recruiting—whether by country, region or division—you already know how expensive it can be to develop and maintain multiple, uniquely branded Taleo career sites. InFlight overcomes this by introducing HTML5, CSS and CSS pre-preprocessing capabilities to Taleo; making it easy and affordable to support customized careers and ATS pages for each unique recruiting site.

In fact, InFlight Aura for Talent Acquisition makes it possible to create a virtually limitless number of regional or divisional brands and career site themes from a single instance of Taleo.

Future-proof your global recruiting strategy by adding a modern, mobile UX to Taleo. Contact InFlight today to discover how.

   

[1] Adecco Group, Global Talent Competitive Index Report, 2015-2016 http://www.adecco.com/industry-insights/gtci.aspx

[2] Glassdoor Team, “9 in 10 Job Seekers to Search for Jobs via Mobile; Glassdoor State of Mobile Job Search Survey,” Glassdoor, May 13, 2014, https://www.glassdoor.com/blog/9-10-job-seekers-search-jobs-mobile-glassdoor-state-mobile-job-search-survey/

[3] Kate Dryer, Mobile Internet Usage Skyrockets in Past 4 Years to Overtake Desktop as Most Used Digital Platform, https://www.comscore.com/Insights/Blog/Mobile-Internet-Usage-Skyrockets-in-Past-4-Years-to-Overtake-Desktop-as-Most-Used-Digital-Platform

[4] Nick Morrison, Forbes, The Global Talent Pool Will Have a Different Face by 2030.  http://www.forbes.com/sites/nickmorrison/2015/04/26/the-global-talent-pool-will-have-a-different-face-by-2030/#6184c15769c4

[5] Adobe Digital Index, Quartz, China Saw a Massive Shift From Desktop to Mobile Computing in 2015 http://qz.com/622543/china-saw-a-massive-shift-from-desktop-to-mobile-computing-in-2015/

[6] Economic Times, Indian mobile internet users to rise to 314 million by 2017: IAMAI-KPMG report, http://articles.economictimes.indiatimes.com/2015-07-20/news/64638686_1_kpmg-india-internet-penetration-internet-growth