Leigh Stewart, vice-president of human resources at Amcor Flexibles Asia Pacific, explains how to adopt digital media platforms for a career programme, with the aim of boosting the number of followers as well as improving search efficiency, in this conversation with Jerene Ang.With the growing number of users on digital media platforms, Amcor knew that adopting a presence through these platforms is an effective way of engaging and reaching out to a larger pool of people.
Leigh Stewart, vice-president of human resources at Amcor Flexibles Asia Pacific, explains “At Amcor, we place a strong focus on talent. We recognise that the leaders of today and tomorrow are tech-savvy and are well connected on digital platforms and they want information in real time.”
As such, Amcor decided to adopt the use of digital platforms – those most commonly used by companies today, including social media platforms such as LinkedIn, Facebook and Twitter, which are desktop and mobile-friendly – while recruiting talent.
“With the increasing number of digitally savvy users globally, Amcor adopted the utilisation of digital platforms as a way to engage stakeholders. Building a strong brand to establish a robust employee value proposition is one of the ways of attracting, retaining and motivating the talent we require,” Stewart said.
An example of how Amcor made use of digital platforms can be seen with the company launching a career programme known as the Amcor “accelerated career development programme” (ACDP) in May 2015.
“The ACDP is a three-year programme that provides a permanent opportunity for ambitious and commercially savvy talented people to take on roles in various business functions within Amcor.
“During the campaign, the ACDP utilised LinkedIn, Facebook, Twitter, Google Display and a dedicated web page on the Amcor corporate website (Accelerate.amcor.com) to publicise and advertise the programme globally.”
By adopting digital media, Amcor aims to provide leaders with greater insights to its business, culture, values and the way it operates.
“As a leader in the packaging industry, digital media is a great way to share Amcor’s expertise in innovation, our sustainability efforts and our brand story.”
With many in the workforce already digitally savvy, the adoption of digital media shouldn’t be much of a challenge.
That said, companies must be aware of the challenge of keeping up to speed with its pace of development.
“There are new platforms that are emerging all the time and businesses need to find a way to keep their use of digital media current.”
Not long ago, the primary way organisations used digital media was through online job advertising sites or job boards to display their available roles, today, it is more common to see job ads on LinkedIn and Twitter.
Hence, “businesses need to move with the changing trends of the digital media platforms”.
Taking note of these challenges, and making use of the right platforms, Amcor’s ACDP career programme garnered positive results on all the digital platforms used to promote the programme.
One of the ways in which Amcor measures its ROI is to track the increase in followers on its digital media platforms.
“LinkedIn had a 10% increase in the number of followers while Facebook had over 40,000 fans by the end of the ACDP campaign; on the ACDP web page, it garnered over 53,000 unique hits,” Stewart said.
This campaign successfully showcased the importance for Amcor to harness the power of digital media to connect with its stakeholders.
“With job opportunities being published on the Amcor digital media platforms, it attracts a group of candidates who are digital-media savvy, hence, increasing the efficiency of searching for candidates to fill vacant roles within the organisation.
“As more people globally and across Asia become increasingly connected, it can be expected that Amcor’s presence on the digital media platforms will continue to grow.”
In addition to its presence on digital platforms, the careers page on the Amcor corporate website also shows detailed content on the business and roles available for potential candidates to refer to.
“Digital media has delivered positive results for us at Amcor and has created a growing community of people who are connected to our organisation and are engaged with the happenings of the business,” Stewart concluded.
For a step-by-step guide on how to implement your very own digital recruitment programme, read the feature here.