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Socially Engaged: Smart talent attraction and the Aboitiz employer branding

Recognized by LinkedIn Singapore in 2016 as one of the Most Socially Engaged Companies in the Philippines and LinkedIn’s success story, Aboitiz Group continues its efforts to shift to smart, digital recruitment and employment branding.  

In the recent Talent Attraction Council meeting held on Feb. 7, 2017, LinkedIn’s SEAsia Regional Talent Solutions Manager Emma Mourad and Relationship Manager Lara Gaane led a session about Advancing Digital Attraction. They covered topics such as: trends in talent acquisition, candidate behavior analytics, Aboitiz recruiters’ LinkedIn performance and ways to maximize LinkedIn’s recruitment and marketing features.

On March 13, LinkedIn Singapore came back for a second engagement to teach BU Attraction partners how to build a LinkedIn profile that will reinforce a compelling personal and employer brand. Aileen Abadilla, Customer Success Manager, walked participants through steps to professionalize A-People’s LinkedIn persona and help build their respective BU’s executive profiles.

“Each employee is an extension of the company’s brand. Personal brand matters in attracting the right talent.  This is a good workshop for recruiters.  I immediately changed my personal tagline after the session. This is very timely because we are conducting Linkedin training for Hiring Managers.”

-Erika Ngo, Talent Attraction Manager, Pilmico

Talent Attraction partners during the learning session on employer branding.
Talent Attraction partners during the learning session on employer branding.

Aboitiz increased its 2016 social media followership by 130% over the previous year’s baseline numbers. More importantly, site analytics show that traffic was greatly aided not by chance but by deliberate engagement actions such as: page affiliation, news and stories selected to elicit targeted followers’ reactions, and executive ambassador profiles developed to reach segmented audiences.

“We have to be creative in two ways – as an individual representing the company, and as an administrator managing our corporate account.  Creative enough to be able to catch the attention of talents.”

-France Estrada, People Development Manager, AboitizPower