An integrated program for attracting quality talent. Employment Marketing

Today’s Agenda Introductions Evolution of Yum’s Employment Brand Discussion/Q&A

Where we started. First started thinking about “Employment Branding” in 2000 Pepsi spin off 2 years earlier and our new company still lacking an “identity” Recognized need to build an ATS infrastructure Get “in front” of internet recruiting Support the staffing team Position held by member of Staffing team

From the beginning… Infrastructure/OpsProduct DevelopmentPackaging/PromotionDistributionExtensionsResults/Summary Scorecard Question to ask: How can we use technology to track, measure and improve efficiencies? What does the company have to offer as an employer? How to stimulate demand for our company with qualified candidates? How do we make people aware of our company and our openings? How can we extend our message to maximize ROI? How effective were we in meeting our objectives? 2000 Applicant Tracking System (ATS)  Workforce Discovery insights  Tricon as large company Campaign: Cool Jobs Now Materials: Where in the World brochure Recruitment ads Very limited career websites Team member tests  TMP as partner  Newspaper ads  Internet partners and postings  Image advertising  In-store POP for brands  Career websites  Recruitment  Established ATS infrastructure  Some ad consistency  Image Ads  Career websites

Next few years Hired new Employment Branding Manager –Pure Marketing background New ad agency partnership New web tools –Staffinglink.kleier.com Began development of integrated campaign

A message that MEANS something! Imperative that our message: –Appeal to our target audience - external AND internal candidates –Match the experience of our existing employees –An umbrella message that can maintain each brand’s unique essence

“ One stop shopping ” website Designed to save our recruiters and franchisees time and money The tools they need to recruit quality candidates Print ads Recruiting materials Interview guides Competitor links Much more! Standards and tools

Moving toward an integrated campaign 2002 Applicant Tracking System StaffingLink.com – EM Toolbox  Draw on Workforce Discovery insights to help position company  Positioning research  Position Yum! as company that offers opportunity and great life Campaign: Great Things Start Here. GTSH is unifying message platform with internal and external relevance. Est. brand standards Materials:  Full message development  Library of recruitment ads and POP  Internet/ tools  Career Fair solutions  Career Info Kit  Recruiting video  Promotional items  Applications  Standard processes for staffing leaders so ad costs are low and message is consistent  Staffing Leader EM books  Mixed media campaigns in challenge markets  Direct sourcing tools  Internet partnerships  Emp Guide partnerships  TM POP for brands with updated cost effective ordering process  Franchise Seminars  Recruitment  Benefits  New Employee Handbook (LJS, A&W)  Public Affairs materials – press kits, ads  Integrated employment marketing campaign development for Yum! and five brands  Standardized and cost- effective tools for staffing leaders and brands to use 2003 Applicant Tracking System StaffingLink.com – Ad Toolbox with fulfillment Employee Referral web site – complete with tracking & fulfillment New Yum! career site  Draw on Workforce Discovery insights for ongoing strategy alignment  Diversity friendly co.  Employer brand begins to create pull demand to the company Campaign: Great Things Start Here. Materials:  Message refinement  Ongoing support of staffing leaders with ads, POP, Internet tools, turnkey solutions, etc.  Yum! image campaign  Targeted candidate relationship management (CRM) (e.g. diversity, by function)  Team members tests  Streamlined processes for staffing leaders  Package mixed media solutions for challenge markets  Staffing leaders and other HR leaders are evangelists for the employer brand  TM POP  Internal employee communications  Recruitment  Employee Referral  Marketing  Benefits  Facilities  Training  PD  Restaurant Excellence  Day-to-day employee communications  Integrated employment marketing campaign development for Yum! and five brands  Standardized and cost- effective tools for staffing leaders to use  Increased applicants from POP (qualified)  Increased hires from Yum! website  10% increase in Employee Referral hires

Today - An integrated campaign Recruitment POP Technology –Yumcareers.com website –Internet posting campaign Print campaign –Image campaign –Classified ads Radio Advertising Open houses Public relations –Career opportunity stories –Press ABOUT the campaign Partnerships –Local associations and community organizations

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Not JUST a “recruiting” message The brand message needed to be versatile enough to be used not just as a RECRUITING message, but eventually on every communication that touches an employee. For example: –Benefits Packets –Orientation Manuals –Day-to-Day Communications –Training Materials –Development Materials

Communicating the brand message throughout the employment lifecycle Employment application Recruiting brochures/sell sheets In store point of purchase materials Image and recruitment advertising Internet job postings Careers web sites: yumcareers.com, staffinglink.com Onboarding welcome packet New hire benefits packet HRonline intranet site details C&B plans, HR policies and procedures IVR/Web benefits enrollment Educational C&B print and communications Targeted C&B campaigns HRonline intranet site Targeted s from leadership Broadcast voic s Out-bound calling by ESC (internal promotes) Expanded ESC support for org. changes Printed enrollment guides (Benefits, 401k, etc.) Training Courses, Development Materials Educational C&B print and communications Targeted C&B marketing campaigns in a variety of media Life event communications Performance management tools, print and online Employee Service Center HRonline intranet site Lunch & Learns, Vendor Showcases Broadcast voic s Onboarding Apply Org Changes Work

Changes to our organization structure Employment Branding and Comp and Benefits Communication combined into one department Now HR Communications Team –Report to Public Affairs –Dotted line to Chief People Officer –Budgets still live in HR –How’s that for confusing???

Next step in the evolution… An employment brand that differentiates our brands, invigorates employee pride and affects how they serve our customers – every day! International rollout

Employment Marketing

Campaign around employee pride

Employment Marketing Going global!