One of the keys to a strong employer brand is a positive candidate experience. Learn the strategies for designing an optimized candidate experience and leveraging employer brand for direct sourcing success.

1. Designing the candidate experience and leveraging
employer brand for direct sourcing success
EXTENDING YOUR REACH INTO THE TALENT MARKET

2. 1WE BECOME YOU™
WELCOME & INTRODUCTIONS
Dawn Hollingworth
Strategy Director
Employer Brand Practice
Cielo

3. 2WE BECOME YOU™
CONTENT
Introductions - Business
Programme in Focus
Talent in Focus
Combining Strengths
Solution Framework
Reach, Reputation and Experience
Outcome: New Candidate Journey

4. 3WE BECOME YOU™
CONTENT
KPMG’s EVP and ‘Our Deal’
Our Changing World
Student Recruitment
Experienced Hire Recruitment
Leveraging Digital Channels and Assets
Summary and Success Tips
Q&A

5. 4WE BECOME YOU™
INTRODUCING CIELO
91
COUNTRIES
130+
CLIENTS
GLOBALLY
151k
HIRES A YEAR
33
LANGUAGES
SPOKEN
95%
DIRECTLY
SOURCED
Global Leader
RPO Peak Matrix
2016, 2015, 2014
Leader
RPO NEAT Assessment
2016, 2015, 2014
Global Leader
Breadth of Service
Quality of Service
Relationship of the Year
Europe: 2016 - 2013
North America: 2016 - 2012

6. KPMG in the UK
• One of the largest member firms of KPMG’s global network
• Provides Audit, Tax and Advisory services
• 617 Partners and 11,652 outstanding professionals
• 2014 £383m Profit before tax and members’ profit shares
(Revenue £1,958m)
• Leadership transition
Our vision is to be the clear choice in professional services in the UK
– for our clients, for our people and for the communities we work in.
We will achieve our strategy and our growth ambitions with passion
and purpose; working shoulder-to-shoulder with you, integrating
innovative approaches and deep expertise to deliver real results. This

7. 6WE BECOME YOU™
PROGRAMME IN FOCUS
Pilot Programme with an RPO
• Target talent - primarily newly qualified accountants
• Direct sourcing solution
• Support 400 - 500 hires a year
• Reduce agency spend
• Improve candidate experience
• Improve time to hire and quality of hire
• Maximise diversity
• “Always on” approach
• Positively represent the KPMG brand
• Bring a fresh perspective, innovation & technology insights
• Create a best-in-class, cost effective model
Goals:
Direct sourcing in Y1
Direct sourcing by Y3
65%
85%

8. 7WE BECOME YOU™
TALENT IN FOCUS
In demand
Mobile
Move quickly for salary or seniority
increase
Industry-agnostic
80% of mid-tier firm NQA want industry.
Not Big Four
Targeted by recruitment agencies
Savvy and sophisticated

9. 8WE BECOME YOU™
75%
REACH
Understanding of
and access to
relevant talent
market
REPUTATION
An inspiring
reputation and
clear
communication of
“WIFM”
EXPERIENCE
Consumer-grade
experience to
convert
candidates to new
joiners
TALENT MAGNETISM
Sustainable
acquisition,
retention and
activation of the
right talent
+ + =
of global Talent Acquisition leaders say EMPLOYER BRAND
has a SIGNIFICANT IMPACT on their ability to hire great talent.
SOLUTION FRAMEWORK

10. 9WE BECOME YOU™
REACH
• Talent Mapping: Detailed market intelligence generated by
dedicated research team
• Talent Attraction: Direct outreach + job media: LinkedIn, Reed,
ICAEW, e-FinancialCareers
• Talent Pooling: Qualified leads entered into CRM programme to
receive regular communication

11. 10WE BECOME YOU™
REPUTATION
Challenges:
• How do we shift perceptions of the Big Four?
• What’s known about KPMG’s reputation?
• What are candidates’ influencers / drivers?
• How do we make a compelling case for KPMG?
Tactics:
• Leverage employer brand assets
• Re-purpose content for specific talent segment
• Structured communications programme - bust myths, promote EVP
and take candidates through AIDA journey

12. 11WE BECOME YOU™
CREATING AN INCLUSIVE ENVIRONMENT WHERE ALL TALENT CAN THRIVE
Creation of detailed candidate
profiles to:
• Hone our sourcing approach
• Identify ways to continually
optimise the candidate journey
EXPERIENCE: THE NEW CANDIDATE JOURNEY
AWARENESS INVESTIGATION APPLICATION

13. 12WE BECOME YOU™
A snapshot of Preeti’s journey
AWARENESS
As a qualified lead, Preeti receives a
personalised email with targeted
messaging
On the go, she clicks on to the
message from her mobile. Too busy
to respond now but it strikes a chord
A second email a few weeks later
encourages her to think about KPMG in
a new light
Later that day she drops a line to
the recruiter… curious to know
more
Keeping in touch . . . Preeti receives relevant content and updates on a
regular basis
The next day, a dedicated recruiter gets in touch by email.
They agree a date to review Preeti’s situation and discuss KPMG
opportunities
Great to connect with you Preeti,
I’m Gisela, a senior recruiter at KPMG.
Welcome to the Smart Network.
IDENTIFICATION
A consistent, high-touch service from KPMG Brand Ambassadors
NEW CANDIDATE EXPERIENCE

14. 13WE BECOME YOU™
A snapshot of Preeti’s journey
APPLICATION
On the agreed date, Gisela calls Preeti to discuss opportunities. Following a
review of a detailed JD, Preeti decides to apply and asks to be put forward for
assessment
Gisela helps Preeti prepare for the test,
including sending relevant supporting
materials
Preeti is shortlisted for interview
A smooth and supported interview process. Preeti
receives an interview guide, ongoing support from
Gisela, plus more relevant content about culture and
values
INTERVIEWAND
OFFER
Clearly defined handover points to ensure a smooth,
efficient process for all parties
NEW CANDIDATE EXPERIENCE
Have you
considered…
Preeti is offered the role, accepts and enters the
onboarding process

15. Employer brand
solutions supporting
direct
sourcing
transformationApril, 2017

16. Our Deal
Our Deal sets out what the experience of working at KPMG offers colleagues – and what we
expect in return. It outlines the way we work and identifies five key areas of our colleague
experience that make us extraordinary.
When we’re at our best, it’s clear:
— We are proud of our firm, our people and our purpose
— We embrace opportunities
— We develop every day
— We recognise and reward hard work
— We are trusted role models

17. The
workfo
rce is
changi
ng…
1 million
Increase in female
labour force
1 in 2
Millennials
Gen Z?
1 in 2
Women with
degrees
>5
million
baby boomers
5
generati
1 in 3
Ethnic minorities
by 2050
Circa 3m
Europeans in the UK

18. Student Recruitment
Graduates
— Approximately 1100 graduate and intern vacancies per annum
— Approximately 30 programmes across 20 UK office locations
— New in 2016: Launch Pad – KPMG’s radical approach streamlining the
recruitment process, innovating the assessment day and all successful
candidates receive a job offer in 48 hours.
— New first Year Insight Programmes
- 2016 Women in Tech Programme first Year Insight
- 2017 Women in Deal Advisory
— Sixth Times Top 100 Graduate Employer 2016
School-leavers
— Approximately 200 vacancies in 2017
— Two programmes – KPMG360° and Audit School Leaver Programme
— Times Elite – Sixth largest employer of Apprenticeships

19. Experienced Hire
Recruitment
612
955
602
344
120
0
500
1000
1500
E D C B A
Volume hires
by grade
Career path
— 2,613 vacancies in 2016
— 20 UK offices locations
— Audit, Tax and Advisory – niche,
specialist roles
— High reliance on agencies
— New 2016 Women Returner
Programme
— New 2016 Flexible Working
Programme

20. Direct sourcing
transformationHow?
— ATS review
— CRM implementation (Avature)
— In-house Direct Sourcing Team (Cielo)
— Supplier management review
— Employer Brand Direct Sourcing Toolkit
- new messaging framework and imagery
- people stories for social/digital comms
- refresh of careers website
- recruiter training
— Measure and review – performance and candidate
experience
— Training and development
Why?
— Improved efficiency – cost, agility, cost
— Improved experience - candidate and internal
stakeholder
— Improved time to hire and quality of hire
— Maximise Inclusion & Diversity
— Positively represents Employer Brand in the
marketplace
— Enables recruiters to have more focus on strategic
recruitment
Inclusion and diversity

21. People here do extraordinary
things – new imagery

22. We are investing in a refresh of our Experienced Hire pages
on the careers website, importantly:
• Improved Jobs Search Functionality
• Improved Site Navigation
• Improved Candidate Experience
• Show-casing new imagery and video
• Refreshed Talent Community to align to the new CRM
• Our People showcased to bring Our Deal to life
Kpmgcareers.co.uk - refresh
Mobile remains top
priority and the
above applies.

23. Digital media / leveraging
networksSocial Media
— Refresh of content company pages
— Campaign PPC to build profile with underrepresented groups
— Instagram for E&D Grades
— Identification of KPMG key influencers
— Leveraging KPMG employee networks and communities
Content Marketing
— Toolkit development of branded KPMG people stories
— Content calendar – news, articles, thought-leadership materials
— Marketing templates – HTML emails, referrals, digital banners
Networking channels and CV databases
— Jobs-boards optimised - LinkedIn, Changeboard, Timewise etc.
Training and Development for Recruiters

24. Leveraging Social Media

25. Avature CRM
implementation All operational
recruiters have
CRM access
New Talent
Community
strategy improves
pipeline capability
Toolkit of branded
candidate comms
developed

26. 25WE BECOME YOU™
• Put the candidate at the heart of everything you do
• Segment your messaging
• Bring your EVP to life through authentic storytelling
• If you commit to D&I, really commit to it
• True transformation requires a multi-faceted approach… and the
right partner or partners.
KEY TAKE-OUTS

27. Q&A
Dawn Hollingworth
dawn.hollingworth@cielotalent.com