Recruiter Playbook
Updated as of September 2016
Introduction People are our greatest asset at SAP, which makes finding and retaining talent a top priority. Your success as a recruiter is linked directly to your ability to hire great people who fit our company. In today’s war for talent, candidates have more leverage than ever when it comes to choosing their next employer. Therefore, the recruiting process has become less about us choosing talent and more about talent choosing SAP. In a candidate’s marketplace, top talent can easily access information and alternative paths to explore job opportunities. They benefit in their job searches due to fierce competition for skilled hires. Add in the gig economy and the rise of Early Talent, and it’s clear that the workforce is rewriting the rules of employment. These changes require a new approach to recruiting, as well as revisiting the fundamentals of the resources and tools available for talent acquisition. This playbook will serve as a guide to help you navigate the candidate journey alongside top talent, and, building and nurturing relationships. Let’s get started!
The Stages of the Candidate Journey
5
01 Discovery
6
Employer Value Proposition 7 How to Enhance Your LinkedIn Profile 12 Using RMK 16 Multi-postings 21
02 Attraction Three Key Truths Social Job Sharing
03 Engagement Key Talking Points Helpful Tips
04 Accelerate
24 25 28
32 33 34
48
Brand Service Menu 49 Conclusion 51
The Stages of the Candidate Journey Talent moves at its own pace. Some candidates learn about an organization quickly, develop an affinity after one interaction, and apply to an open job within weeks. Others wait for months or even years before considering a career move. But by creating a roadmap, you can help move candidates through their journeys faster. By staying visible, nurturing relationships, and using insights from Recruitment Marketing Platform (RMK) to identify talent most likely to consider SAP as their next employer of choice, you have a better chance of guiding candidates to their destinations faster and more efficiently.
DISCOVERY | 5
Discovery “I wonder what SAP is all about…” The candidate is open to new opportunities and beginning to discover what makes SAP unique.
Attraction “There’s something about SAP that stands out…” The candidate is forming opinions and associations with SAP.
Engagement “I can see growing my career with SAP.” Engage employees, fueling your talent brand and referral efforts.
Accelerate “I think I could like working at SAP…” The candidate has decided to spend time and energy to apply to an open role and/or join our Talent Community.
01
Discovery Before candidates can picture SAP as their next employer, they need to learn more about you and SAP, which beings with building trust and affinity with a strong Employer Value Proposition (EVP).
6
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Employer Value Proposition (EVP) An effective strategy needs a solid foundation. As an organization, we have conducted extensive research on our Employer Value Proposition via 39 global workshops in 15 countries (internally and externally). From those workshops, we were able to pull the top three attributes for each country, drilling down to the attributes that described our EVP for our global brand. What we came up with is the heart of why we can attract and retain top talent. We empower our employees, maximizing their potential and allowing them to build their own career paths. We provide the resources they need to grow professionally.
Key Communications Pillars Everyone is empowered to contribute and take action. At SAP, your voice matters. You’ll innovate with other creative thinkers and be recognized for your unique contributions.
Career paths are built around your interests. SAP is a place where you can see your ideas become reality, and explore a career aligned to your goals.
Flexible work experience maximizes personal performance. Mentors and learning programs help guide your career, and you have the ability to work the way you want.
SAP is an amazing growth company. You’re connected to a world-class network and resources, and will join top talent that’s helping the best companies transform how they do business.
EVP Around the World Top Three Attributes for Each Country
Austria Work-Life Balance Development Opp. Innovation
Bulgaria Empowerment Coll. Work Environment Development Opp.
China Compensation Development Opp. Future Career Opp.
Germany Innovation Risk Taking Empowerment
Brazil Work-Life Balance Development Empowerment
Canada Empowerment Innovation Risk Taking
France Development Opp. Innovation Job-Interest Alignment
Hungary Development Opp. Empowerment Future Career Opp.
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India Meritocracy Work-Life Balance Collegial Work Environment
South Africa Coworker Quality Technology Level Innovation
United Arab Emirates Development Opp. Camaraderie Compensation
Russia Compensation Development Opp. Innovation
Singapore Compensation Empowerment Work-Life Balance
United Kingdom Business Travel Coworker Quality Development Opp.
United States of America Risk Taking Empowerment Future Career Opp.
The Freedom to Perform At SAP, our EVP is about respect, innovation, work-life balance, and jobinterest alignment. We provide our employees with freedom: the freedom to act, find balance, and pursue and develop professional interests. That’s what leads to innovation. We empower our employees to contribute and act with a flexible work experience that maximizes personal performance. Career paths are built around employee interests, and we are a high-growth company with access to the best resources. SAP encourages creative thinkers to thrive in our entrepreneurially-spirited environment. Our employees receive credit for their contributions, rewards for risktaking, and the freedom to operate, receive mentorship, and become their best selves. We see the very ideas that employees are passionate about become reality.
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Recommended Messaging Framework How EVP connects to the 2016 Brand Platform SAP Campaign Message
Run Live. Run Simple.
SAP Campaign Platform
Live Business
SAP Brand Mission & Operating Principle
Run Simple by helping master complexity so that our customers can run at their best.
SAP Employer Brand Main Message
SAP Employees help organizations master their most challenging complexities so the world can run simple.
SAP Employer Brand’s Value
Top talent around the globe are empowered by a world-class network and resources to help the most demanding and progressive companies transform and invent what’s next — all in the moment. Thrive in a culture where you innovate with other creative thinkers and be recognized for your unique contributions, work in an environment that helps you be your best self, and build your career at a company where you can see your ideas become reality. Run Live with SAP to help the world Run Simple.
For the Audience, It Means Key Outcomes (Benefit Pillars)
Your Success Matters at SAP, so seize the moment.
Key Outcomes (Benefit Pillars)
OPPORTUNITY Flexible work experience maximizes personal performance Career development is on your own terms. Talent have the freedom to set their own priorities and build their own career paths. The pursuit of new ventures is encouraged with cross-pollination opportunities to expand their horizons, a global network of diverse colleagues to tap into, and hackathons to crowdsource fresh ideas.
PURPOSE Empowered to contribute and take action
Career paths are built around your interests
You are elevated to leave a lasting legacy by working with today’s most demanding and progressive brands as well as the communities that they affect. Become part of a team that contributes to the success of SAP’s customers and all the people that they serve, employees realize a larger aspiration.
You have the resources to improve your skills and competencies – including mentorship groups, learning curriculums, and career success centers that guide self-enrichment. SAP also has recognition programs to show employees that they are valued at the company.
Cross-pollinating and innovating teams
Flexible work arrangements
Encouraged to contribute and voice ideas
Personal and work-life support services
Ongoing, iterative relationship with leaders
Learn More
GROWTH
Upskilling Job management and coaching program
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Key Facts About Our Company SAP Customers include 98% of the 100 most valued brands
Company Wins SAP Awards and Honors
76% of the world’s transaction revenue touches an SAP system
Product Wins
SAP is a market leader in Enterprise Application Software, Analytics, and mobility solutions.
Product wins and company awards
Fastest growing database vendor Less than 150 employee nationalities worldwide Less than 100 development locations worldwide driving innovation.See talking points below for a summary of links and recommended content.
Gartner Report
@SAP is Leader in #dataintegration for 8th consecutive year, says Gartner Data Integration Tools MQ!
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How to Enhance Your LinkedIn Profile A former colleague could be your next great recruit: 50% of professionals discover new opportunities from friends and family. We encourage SAP employees to share why they love working at SAP to increase our reach, so don’t be shy. Make yourself and your connection to SAP known. Your personal brand matters because you’re a representative of our company, so let’s start with you. Visiting profiles is the top activity on LinkedIn, which means your profile is often the first thing candidates see when they want to learn more about SAP.
Profile Summary Add keywords to your profile so you’ll be found in searches. Write your summary in first person to keep it human. Include your contact information so people outside your network can reach you. Enrich your profile with media to make it stand out more.
Followers The number of people that chose to receive updates when you share content.
Posts Update your profile 2x a week with relevant and engaging content. You can even re-share content. This is the best way to share with your connections what you find interesting and promote what you’re doing.
Summary A snapshot of your journey, goals, and specialties. The summary is a more personal overview of your career.
Experience Be precise in your past and current roles, don’t be afraid to use detail. Speak directly to your target audience and make it relevant to their needs.
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Multimedia Content Content that can be uploaded to demonstrate expertise and thought-leadership. The content can be in the form of presentations, graphics, or videos.
Endorsements Try to get endorsed for skills relevant to your sector to help improve your LinkedIn search ranking.
Groups You can join up to 50 groups on LinkedIn, doing so will improve your visibility and allow you to search for and contact any group members - just keep them relevant to your industry.
Matching the Right Candidate with the Right Opportunity Using our SuccessFactors Recruitment Marketing Platform RMK By now, candidates know about the SAP brand and are interested in our company. This familiarity makes it easier to determine whether there is a cultural fit and motivate the candidate to apply.
We use RMK (our Recruitment Marketing tool) Advanced Analytics to see what channel hires are coming from, drilling down to which content post generated the most traffic and attracted the highest quality of candidates. This also lets us source form a pool of over 800,000 qualified candidates within our own SAP Talent Community, allowing you to connect with any candidate who’s visited the career site and opted in for contact.
What is an “RMK Recruiter Alert”? Set up a recruiter alert to have specific search results from RMK’s Talent Community sent to you at a specified interval. For example, if you are recruiting for developer candidates, you can create a search for Talent Community Members who are looking for a developer position. Save the search as a Recruiter Alert so new members are automatically emailed to you every day.
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What is an advertising hashtag used for in the Body of a Job Description? RMK uses a keyword search process similar to that of a web search engine (e.g., Google) to rank and display jobs based on their relevance to search terms. If you are leading a large hiring campaign, we recommend using a hashtag, which can help you and candidates search job descriptions more easily. All of our hashtags are structured as #SAPInsertDeparmentORProjectCareers (in other words, SAP first, then the department or project, and then the word Careers). For example, a hiring campaign for HANA developers would use the hashtag #SAPHANACareers.
#SAP
InsertProjectorDeparment
Careers
Note: Although you may use the # (hashtag) symbol in the keyword search, it is not recommended or needed for search results, as it may not render well in the URL, and using the text characters only (without the hashtag) will pull the same results.
Why Track the Source? SAP’s RMK Career Site (jobs.sap.com) is designed so the candidate can access it several ways. One of the benefits of RMK is that you can identify where most of your visitors (clicks), members (career site subscribers), and applicants come from to understand what sourcing is and isn’t working. When you post jobs manually to job boards, social networks, or send a candidate a job description, it is important to track the candidates who access those links for organizational posterity and long-term access to those candidates. Please use the Source Tracker in RCM Marketing Central to create a custom campaign URL.
SAP Career Site; Three Different Websites for SAP Careers RMK’s eBusiness Card Strategy: Candidate info gathered Similar to a handshake with a candidate, the e-Business Card asks the candidates for basic information such as what jobs they’re interested in and for their email address. RMK’s Job Tab, job listing section RMK’s Talent Community & Recruiter Alerts Building RMK Campaign URLs from RCM’s Marketing Central
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Recruiter_Alert_Quick_Reference_Guide.pdf Recruiter Alerts send email notifications when specified types of members join your Talent Community. This document explains how it works. URL_Builder_Quick_Reference_Guide.pdf The URL Builder allows you to create custom URLs with tracking codes to use for manually posting on job boards, niche job sites, social networks, and other online or offline sources. This document explains how it works. Tips for pasting Job Description which will render well in RMK.docx This document explains how to avoid improper formatting on job descriptions and provides screenshots illustrating how to format content properly from Microsoft Word.
This short video shows you how to post a job correctly.
Moving_Candidates_from_Pipelines _Reqs_ in_RMK.pptx The source of hire data can only be tracked from applications originating in RMK. This means the job must be posted in RCM, then distributed to RMK and publicized online for source results to be measured for that requisition. Any requisitions created in RCM that are closed or immediately filled without ever having been published online will not contain source results. As a recruiter, you must create a link to send candidates with validated source information so the system can recognize the source. The URL Builder/ Source Tracker may be used within RCM’s Marketing Central to assign a Source Name an RMK Campaign Code to any jobs.sap. com page. This can include an individual job page, the home page (jobs.sap.com), a search page containing a hashtag or multiple jobs, or even the Talent Community Subscribe page.
Benefits of RMK’s Career Site There are countless benefits to using RMK’s career site database instead of a pipeline requisition. SuccessFactors Best Practice: A candidate’s application must originate from RMK to the hiring requisition to capture the true source of hire. In RMK, the source of the visitor is “grabbed” from the referring URL (the website the candidate is coming from, like LinkedIn. SuccessFactors source tracking relies on the job being published to RMK, the jobs. sap.com website, for this technology to “grab” the referring source of candidate. RCM alone will not be able to identify the referring source. Passive candidates are captured and available for search by keywords like current employer, current title, location, and specific job skills. Data shows 80-90% of candidates do not finish the application process in the applicant tracking system, leaving huge gaps in accessing potential candidates. RMK fills that gap by allowing recruiter search and company-wide access to all candidates who have interacted with SAP’s career site. RCM pipeline requisitions don’t reveal the true source of hire. RMK shows the most recent and the first source of a candidate. For example, you can tell if an Indeed (job board) sponsored job posting (pay-perclick or PPC) drove the candidate to an SAP job (and which job) in 2015, and nine months later, that the same candidate came in from SAP’s profile on Glassdoor. Candidates are remarketed to without any recruiter effort. They receive new jobs that match their interests and locations via email, encouraging them to apply to more jobs at SAP. This key function resulted in an additional 107,000 applications to SAP in 12 months!
Multi-postings / Recruitment Posting Post your jobs to more than 1,000 job boards, 2,500 schools/universities and major social network sites in one click. The purpose of Multi-posting is to cross-post job and internship offers to general and specialized job boards; cross post offers to job boards and alumni associations of more than 2500 schools; manage job offers after diffusion; and analyze performance of job boards, all within a one-click functionality within RCM. Recruiting teams can post their jobs immediately at the same time they are created within the applicant tracking system.
The document multiposting_user_guide_v3.pdf describes in detail how to post a job; manage jobs; use analytics; manage users and groups; navigate job board contracts; and work with your personal account. It also includes FAQs.
Competitive Intelligence
Since SAP has such a diverse portfolio, our competitors vary. For how to conduct competitor research, please visit the CMI JAM page to sort by topic, location, and more. Additionally, this JAM has a great deal of industry-specific intelligence.
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Get inspired by these available resources: Corporate Fact Sheet
Awards/Recognition
SAP Annual Integrated Report
Trends, Market Models, Forecasts, etc.
(e.g., best places to work, best employer, and highest CEO approval rating)
(What areas are we getting into? What areas are we winning in? What are the projections & forecasts we can publically share?)
Some may see our products as uninteresting. But SAP software is: Leading the battle against cancer Helping athletes reach the peak of their performance Making Formula 1 cars faster
Conveying excitement about SAP and its people is key. Here are some other sources of inspiration: Internal SAP Podcast highlighting key leaders in the company
Customer testimonials by industry, solution & region
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News articles: Stay up-to-day on SAP by signing up for SAP’s Early Bird newsletter. It comes out daily and has a variety of information including SAP related news, competitive information, industry trends, financial news, and blogs. Please click on the link to register for the Early Bird newsletter by clicking “join” (Note: it takes up to 48 hours for an update)
SAP News specific to analytics that allows you to browse by industry and product
Sign up for the SAP Newsletter to get the most recent updates weekly
Other helpful links: Work from Home in 2016: the top 100 companies for remote jobs
Top Companies for Telecommuting
Our People
Org Charts
Innovation
An overview for all areas
Jenny Dearborn
Moya Watson corporate site
Female Coders on the rise
Rising stars at SAP
Because we care, autism efforts
Why SAP HANA jobs are the hot skills to acquire
Boosting Your Career by Learning SAP HANA
Recruitment Brand Tools
Want more? Check out the SAP Career Library
02 Attraction
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There are Three Key Truths about today’s talent and how they are recruited.
01.
70% of the global workforce is passive talent. For the past three years, professionals around the world have been more actively exploring job opportunities. Job seeker confidence and employee mobility tends to rise as the global economy improves. As talent increasingly eyeballs the next opportunity, it has become more important than ever for SAP to continue to build a positive reputation as a great place to work.
70%
Passive Talent
LinkedIn asked over 20,000 professionals in 29 countries, “Overall, how satisfied are you with your current role?� Passive talent said: 11% Dissatisfied
12% Neither satisfied nor dissatisfied
Passive candidates generally reach out to their small personal network, are open to talking to a recruiter, or are completely satisfied and not looking at all. Active candidates generally look for a new position a few times a week.
76% Satisfied
Active talent said: 30% Dissatisfied
20% Neither satisfied nor dissatisfied
48% Satisfied
Passive talent tends to be highly satisfied, whereas active talent feels a healthy mix of satisfaction and dissatisfaction. Passive candidates tend not to make lateral moves. However, active candidates are more amenable to lateral moves.
02.
Regardless of country, data shows that talent increasingly goes online and relies on personal networks to discover new opportunities.
60%
56%
50%
When making a final job decision, candidates care about:
Go to online job boards
(Glassdoor, Indeed, 51Jobs, etc.)
33%
Professional Development
29%
Work/Life Balance
49%
Compensation Packages
Go to social networks (LinkedIn, Facebook, Twitter, WeChat, etc.)
Use word of mouth
(Asking friends and family for recommendations)
40%
Company Websites
23%
Professional Groups
23%
03.
Search Engines
Extremely Interested
Creative Materials & Resources Available
Somewhat Interested
When in doubt, reach out. Remember that a vast majority of professionals, both active and passive, are interested in hearing from you.
Not Very or Not at All Interested
Don’t Know 46%
27%
20%
5%
Talents Interest in Hearing from a Recruiter
Social Job Sharing Social Job Sharing, a free tool, allows employees to recruit potential candidates by using their own social networks to promote open positions. You can easily share open positions based on location, frequency, and type of job with friends and family via your personal Facebook, Twitter, and LinkedIn accounts. Social Job Sharing is something that every employee at SAP can set up, not just recruiters. Setup normally about 10 minutes, and afterwards, the tool functions automatically.
Why Use Social Job Sharing? Word-of-mouth is a powerful and successful means of recruiting. According to our most recent information from Glassdoor, 86% of SAP employees would recommend SAP as a good employer, and 92% of people trust a career recommendation from a friend. With the average number of connections people have on social media, if one employee used Social Job Sharing to share one job once per week for one year, that position could be viewed over 33,000 times!
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Since Social Job Sharing is shared on your personal social networks, this counts as a referral—and you are entitled to a referral bonus if the candidate from your network is successfully hired.
How to Set Up Social Job Sharing:
You can view Social Job Sharing posts in all browsers.
01. Copy and paste the following link into your browser: https://app.work4labs.com/ lifeatsap/recruiter/sjs
02. Connect your personal social media account(s) by entering the email address(es) you use for those personal account(s). You will not need to do this step again in the future.
03. If setting up automatic posting, choose which personal accounts you want to share the jobs on, and choose the location, category, experience, and any key words for the jobs. Then choose how frequently it should post. 04. Social Job Sharing will then begin appearing on your account feeds. Social Job Sharing will also keep a record of all posts for you & email you monthly statistics.
You can set up Social Job Sharing to be as specific as you want for sharing open positions. If you are interested in sharing specific roles, we recommend you enter the location(s) you are hiring in and enter the prerequisite (e.g., Finance) to narrow down the selection:
Click here to access two training videos, a descriptive PowerPoint with visual screenshots, and FAQs.
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LinkedIn Recruiter Licenses LinkedIn Recruiter licenses are provided to recruiters in high demand hiring locations. These licenses allow recruiters to access anyone in LinkedIn’s network of 400+ million professionals and contact them directly via InMail. A personal LinkedIn account limits a recruiter’s ability to view profiles to only direct first-level connections. With a LinkedIn Recruiter license, recruiters can conduct very advanced candidate searches by location, specific skill sets, current company, previous company, and specific keywords. Additionally, recruiters can collaborate with the rest of the regional recruiting team and hiring managers by saving candidate profiles or searches in project folders that can be accessed by all team members. Recruiters can access the tool via a desktop computer or mobile device.
03 Engagement
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Key Talking Points When you first reach out to candidates about a new job opportunity, be sure to explain the job’s responsibilities and why the professional is a good fit.
What talent around the world want to know first 69%
Role responsibilities
45%
Company culture
64%
Why you’re reaching out
33%
Company mission
52%
Estimated salary range
The best way for you to discover what talent wants is to ask and listen. We are confident that this will yield stronger candidate relationships and better, happier hires.
Helpful Tips
Writing Copy to Encourage Candidates to Join SAP Everyone has his or her own writing process. Do what works for you, but here are a few tips for when you’re pitching candidates: Write what you know about and/or are passionate about. Write with your candidate audience in mind. Get feedback on your draft from Employer Branding or at least one other person on your team to proofread. Most people read their communications on the go, so grab their attention by putting the most relevant information in the first few sentences. Try not to overwhelm candidates with too much information all at once. They are on a journey, so let them learn as they go. When outreaching via 1:1 communications (email, text, etc.), let the recipient know why their CV or profile caught your eye. Here are some sample pitches
Our Voice Here are some pivotal talent engagement elements that will add the community element to our story. Official Brand Voice Guidelines
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SAP Provides Endless Opportunity Your career at SAP is absolutely anything you want to make of it. You are encouraged to forge your own path. Careers here are what you make of them. No one will hold your hand, but everyone will cheer you on. SAP employees are empowered to make change within the business and truly have the ability to improve people’s lives. Careers are not fixed; employees are encouraged and shown how to switch to different business teams if they want. SAP is a place where you can grow. We are passionate about developing deep and lasting relationships with our employees. RISE (Resources to Increase Skills and Education) provides support to employees who seek out continuing education opportunities. The RISE program provides tuition reimbursement for approved educational programs, including academic degree programs, professional certifications, and job-related coursework. The program provides a link between an employee’s individual development and SAP’s core business needs. The RISE program only provides tuition assistance to employees who have submitted a RISE program application form and have been approved. The RISE Jam page contains more information and can be found here.
SAP Provides Endless Opportunity (cont.) We have considerable learning resources via Success Map. Over 17,000 trainings are available in the Success Map learning platform, including classroom, e-learning, and virtual sessions. We also have 34,000 ongoing offerings from skills-on-demand (JAM, learning hub, media books, etc.). Sales Academy offers abroad training for three months, in addition to field training. People Week is our offerings for the development of our people – technical skills, soft skills, and personal well-being. Vocational trainee programs help nurture new talent. Early Talent programs provide a journey of learning from internship to full-time employee. Business Women’s Network features internal and external speakers, forums, and local networking opportunities. We offer assessments at no charge (e.g., Myers Briggs, 360 degrees).
SAP has 300+ coaches/ mentors. This is an internal volunteer group of mentors and mentees to learn from other colleagues about areas of interest. We have Career Success Centers at our SAP offices for one-on-one support for updating your resume, how to build your LinkedIn profile, etc. SAP supports employees’ personal charitable interests. SAP’s Month of Service is a signature corporate volunteer initiative to inspire empathy, team building, volunteer leadership and positive social change in our communities.
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Guided by Leadership Our leaders make themselves available through coffee corners, 1:1s, and group settings such as All-Hands meetings.
Power in Collaboration We take pride in working together. We appreciate the power in numbers and diversity, knowing we can build and dream smarter and stronger as a team. Open office spaces enable collaboration, and business wins are achieved and celebrated as a team. We seek out the most talented individuals in the world to help create value and foster innovation for the benefit of our customers.
Change is Constant We never get bored. Work and ideas are constantly changing and evolving for the better.
Innovating the Industry We have 320,000+ SAP customers: 98 of the top 100 most valued brands in the world are SAP customers, and SAP touches $16 trillion of consumer purchases around the world. We work on cutting-edge products and services that are truly making an impact on improving people’s lives. Don’t take our word for it; see our reviews on Glassdoor (4.1+ overall satisfaction, 95% approval of CEO, 86% likelihood to recommend to a friend, etc.) SAP has also won 72+ “best employer awards” in 2015 alone – and at press time, we are already at 93 awards in 2016!
With more than 79,000 employees across the world, we work in an environment that encourages the open, free expression of innovative ideas. We work hard and play hard, which is why a flexible schedule and work-life balance is a critical part of our culture. Approximately 15% of our employee population works from home. As a global company, size brings more career opportunities. And we have startups within SAP, small teams working on their own projects. But unlike a startup, there is zero risk because they are backed by the financial might of SAP.
Business Network Group (BNG) Ariba, Fieldglass, Hybris, SuccessFactors and Concur are part of SAP’s business network group and are redefining the models for sourcing and procurement, flexible labor management, recruitment, and travel and expense management. These solutions connect internal business processes to ecosystem partners, delivering a new level of transparency and effortless user experiences. To find out more about SAP’s Business Network Group, take an OpenSource course.
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Stability SAP has invested in forecasted revenue streams to show stability and longevity for continued growth in the future. For example, with S/4 HANA, our sales have tripled. SAP Digital allows you to use any device to purchase a solution from SAP (via Amazon, iTunes, etc.). These examples highlight the demand for the cutting-edge technology SAP delivers and what it means for a candidate’s stability when working at SAP.
Perks and Benefits In addition to the full list of benefits, including medical, dental, and vision options, we also offer perks like state-of-the-art offices with gyms, relaxation rooms, and social activity clubs. Make sure you check out the perks/benefits available in your specific region for more detail.
SAP & Social Responsibility We understand our responsibility to the environment and community. We believe we are in a great position to make a positive impact in the world. This is why we are so passionate about corporate social responsibility. We provide our employees with: Eight hours of paid volunteer time each quarter to dedicate to their favorite non-profit Numerous opportunities to get involved, give back, and make a difference: SAP Workforce Development programs, Africa Code Week, STARTERY for launching social businesses, Social Entrepreneur Fellowship, Global Entrepreneur Summer School, humanitarian aid programs, Month of Service Sabbaticals
Making Diversity and Inclusion a Priority According to a McKinsey Global Institute report, $12 trillion could be added to the global GDP by advancing women’s equality. SAP is taking a unique three-pronged approach to be part of the solution. 01.
Learn from our customers and industry thought-leaders: Diversity and Inclusion Customer Advisory Group
02.
Learn from our people: Leverage our own globally diverse workforce and key learnings
03.
Build these learnings into the full suite of SAP SuccessFactors product lifecycle
Our diversity and inclusion strategy focuses on four key areas: Culture and Identity, Gender Intelligence, Cross-Generational Intelligence, and Differently Abled People. Learn More
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Being a top workplace is about having fun, doing meaningful work, and making our customers happy. This is why we’re committed to employee satisfaction through core initiatives around career development, sustainability, and diversity. We offer a wide range of benefits and programs, including an employee stock program, free fitness facilities, daily lunch at our largest offices, and family benefits such as adoption assistance, paternity leave, and samesex benefits. For more information join the Diversity & Inclusion JAM group and visit sap.com/diversity.
Overcoming Objections A candidate might have some objections to working for SAP. Here are five of the most common. This information, along with other objections and rebuttals, can also be found in How to Overcome Candidate Objections.
Objection:
SAP’s compensation is not competitive in the industry.
Rebuttal:
Our compensation packages combine fixed pay, variable pay, and state-of-the-art benefits.
Objection:
SAP’s benefits packages is not competitive in the industry.
Rebuttal:
SAP wins awards every year in all three of our regions because our benefits packages are best in class. We want to ensure that our employees feel that benefits vary by country, so you as the recruiter need to understand the “perks” for their specific location (company cars, free lunches, healthcare, etc). You can partner with your HRBP or Total Rewards colleagues to understand these benefits by region and country.
Objection:
SAP is too big; I want to work for an entrepreneurial company.
Rebuttal:
The beauty of SAP is that you have the best of both worlds – an innovative spirit with the backing of a world-class company. Innovation is key to everything we do at SAP. With the right ideas and determination, you can develop and execute on projects as you would in a start-up environment, but you also have the resources, experience and financial funding of one of the biggest IT companies in the world to support you. We have so many opportunities to work in small teams and truly innovate.
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Objection:
SAP has a reputation for hiring & firing people quickly.
Rebuttal:
SAP measures retention rather than turnover, consistent with our focus on actively retaining talent. Our retention rate average is 90%.
Objection:
There don’t seem to be a lot of career growth opportunities.
Rebuttal:
At SAP, our employees have the flexibility to create their own career path. We offer every employee the opportunity to explore different roles and adjust their career paths to suit their own individual preferences. We offer three distinct career paths – subject matter expert, project manager, and people manager – to ensure all of our employees have the flexibility to meet their personal career goals. We also offer a wide variety of formal courses, and coaching and mentoring opportunities, as well as access to our Career Success Center, job shadowing and more than 3,000 online e-learning courses and simulations to ensure that your career progresses at your pace and meets your needs. Our internal SAP CareerPortal helps employees plan, manage, and develop their careers so they can stay up-to-date on current business needs at the company.
Use of Photos or Video A recent study by Software Advice revealed that 51% of potential applicants would be more interested in applying to a company that used visual elements, like images or videos, in their job postings. Include a video, photo, graphic, or image to accompany your post(s) when possible to increase reach and engagement. If you are not sure what image or video to use, you can pull options from the Brand Image Library.
When to send Don’t mix work and the weekend. Communication sent on Saturdays are 16% less likely to get a response than those sent during the week. Additionally, communications sent on Fridays are less likely to get a response than those sent any other day of the week.
ENGAGEMENT | 45
Medium Companies with socially engaged recruiters are 58% more likely to attract top talent. Stay visible by sharing positive articles and stories about SAP. It is a great way to boost your thought leadership and remind your network about SAP as the employer of choice. Need inspiration for status updates? Find press articles via the Early Bird communications briefs or set up Google Alerts to be alerted when stories break about SAP. And you can’t go wrong by posting open job opportunities. When sending an email, please include a link to SAP’s Talent Community and Career site in your email signature.
Life at SAP social accounts to follow:
Life at SAP on SCN SAP Jobs SAP Careers Talent Community Sign Up
#LifeatSAP
Useful JAM Groups SAP Strategy Talent@SAP Learning at SAP Your News
(The SAP News Channel for Employee Generated Content)
Onboarding at SAP The SAP Story Digitalist Magazine SAP Vision & Purpose SAP Facts Central Global Talent Acquisition Global Employer Brand
ENGAGEMENT | 47
Need More Help? Contact us here: employer.branding@sap.com or visit our Employer Brand Jam page.
04 Accelerate Executing a hiring campaign with Employer Brand The Employer Brand Services Menu provides an overview of the services our team utilizes to help you attract the best talent in the marketplace. You will work with a dedicated Brand Team member who will meet with you to understand your needs, and will then build a customized set of options to ensure you meet your goals on time and on budget. The menu includes:
ACCELERATE | 49
Brand Service Menu 01.
Branded Materials Image Library | Collateral for digital or printed use | Talking Points for Recruiters | Branded Giveaways
02.
Digital Marketing Ads, social content (images, videos, blogs) | Create banners and any other graphics needed for the sites
03.
Social Media Social Media Post on Life at SAP | Content examples: video, blog, online post | External and internal channel examples: Sponsored Social Media Post/Advertisement | Social Job Sharing
04.
Sourcing Contract Sourcer | Market watch report | List Generation | Candidate approach
05.
Video Services Video Consulting | Video Editing Services | Onsite Video Shoot | Video Job Description | Video Guidelines | Video Library
06.
RMK Service RMK Level 1: SEO page (Search Engine Optimized page) | RMK Level 2: Event Page | RMK Level 3: Microsite | RMK XML Feed
07.
Other Awards Strategy | Digital and printed collateral reflecting male/ female regional diversity | RMK XML Feed
Talent Win Talent Win is a new approach to winning Talent for SAP. The focus is on Professionals with 2 years+ of experience. Based on Target and Diversity profiles, we create outstanding Talent Win Events to “Wow” candidates and encourage them to join Talent Communities. Together with Hiring Managers, we nurture prospects to secure better quality hires for SAP. Talent Win Event Catalogue describes types of events that can be produced, based on the desired profiles. If you want to initiate an event in your location, follow the Talent Win Event Guide.
Early Talent Programs By 2020, millenials will form 50% of the global workforce and 75% by 2025. It is imperative that SAP invest in Early Talent now to attract, develop, and retain early talent to help drive SAP’s innovation and ensure we have the leaders of the future in place. Early Talent is defined as a new hire with 0-2 years of nonprofessional work experience after graduation. Early Talent Guidebook Youth Key Messages
Conclusion We hope this playbook has given you new insights and tips to incorporate into your recruiting approach at SAP. Here are five ways to start using the data in this report today: 01.
Prioritize the channels where talent goes to discover opportunities.
02.
Include the most impactful information in your initial message to candidates.
03.
Partner with hiring managers and employer brand to create a great experience.
04.
Keep in touch with candidates after the interview experience.
05.
Focus on what factors matter most to talent when considering a job offer.
SAP Recruiter Playbook Contact: Robin Dagostino Social Recuiting & Creative Media at SAP robin.dagostino@sap.com