Thu, Oct 28, 2010
“In short – the idea around the new PepsiCo employment brand is to help bring to light the potentially infinite ‘possibilities‘ presented to anyone interested in joining the PepsiCo family. Over the last few years it has become increasingly clear to me that…
“Recruiting and HR departments everywhere are starting to fully understand the value of making an effort to market their employer to job seekers as opposed to riding on the coat tails of a company’s already established reputation. While I think that a company’s existing reputation is a great place to start… it’s just lazy to think we can expect top results in the talent attraction game this way.
As more and more companies begin to understand the value of recruitment marketing, it’s important that a few basics be kept in mind when finally deciding to step into this exciting channel. This article is to not only share the first phase of some work that I’m incredibly proud to have been a part of, but to hopefully illustrate at a high level the approach that was taken in an effort to deliver not just a ‘message’ to both passive and active job seekers…but an idea.
Anyone that knows which way is up in the marketing world knows that delivering a clear message around the overall value proposition is never a bad thing. With many products or services this is usually something that isn’t terribly difficult to identify. In the world of Recruiting however, it can sometimes be a challenge to decide what exactly ‘the big win’ should be. Is it the exciting jobs you have? Is it the benefits you offer? Is it the stability of your company? Is it ALL of these?
In the case of PepsiCo, we felt it was MORE than all of these examples – and in that moment, “Possibilities” was born.
When looking at the first release of the new PepsiCo.jobs site it’s almost immediately obvious that the new focus is more about telling the story of our employees than in simply throwing jobs at you. Sure, we’ve made searching for jobs easier than it’s ever been before – but we’re going to great lengths to really let our employees from around the world talk about what’s possible as a PepsiCo employee.
What we feel will become very evident as the site matures is that the people of PepsiCo are passionate about performing with a purpose, real-world leadership, winning together and ultimately seizing the day. Carpe diem, baby!
One of the more exciting things about the new brand is how we’ve taken a very Glocal approach. (yeah, I thought it was a typo the first time I saw it, too – think: mashup of global and local) What this means is that in some markets you might see the brand delivered as “Infinite Possibilities” while in another city/country you might see “Exciting Possibilities” presented to job seekers. Specific hiring initiatives might kick off “Healthy Possibilities” (aka: Quaker Marketing jobs) where others may push out “Leadership Possibilities.”
The win here is that the core brand of PepsiCo ‘Possibilities‘ is delivered around the world while giving recruiters the flexibility to customize the message in a way that helps attract the type of talent they’re hoping to engage. We believe that no one knows the areas we recruit in better than our Recruiters and as a result, we’ve given them what I think is the most dynamic employer branding ever created.
A universal brand with the flexibility to be as local in delivery as it needs to be…crazy, huh?”
FOLLOW: Chris Hoyt on Twitter
READ: The Recruiter Guy Blog
BOOKMARK: PepsiCo Careers