The “War for Talents” is in full swing. Companies able to track down the best minds and retain them for the long term secure their future viability and an advantageous position in global competition. To achieve this, modern strategic personnel marketing is required for more success in recruiting. To that end, a large international logistics provider opted for the Oracle Talent Acquisition Cloud (Oracle Taleo), benefits from the advantages of a fully integrated personnel recruitment solution, and supports the implementation of the General Data Protection Regulation (GDPR), which has been fully applicable since May 2018.
Since its foundation in 1871, Hellmann Worldwide Logistics has developed into one of the major international logistics providers. In 2017, the Hellmann Group generated sales of around EUR 3.2 billion with around 13,000 employees in 255 branches across 56 countries. Through its partner network, the company is represented around the world with around 19,500 employees in 437 offices in 162 countries. The range of services includes traditional freight forwarding services by truck, rail, air and sea freight, as well as a comprehensive range of services for CEP services, contract logistics, as well as industry and IT solutions.
Since 2010, Hellmann has been using an on-premise ERP system from Oracle for their recruiting and has decided to migrate the solution to a more modern platform. Especially in terms of modern web technology and the requirements of the new GDPR, the new application offers better possibilities. Likewise, they wanted a recruiting solution that allows for social sourcing, i.e. to address candidates via social media in a targeted manner, and also provides the applicant with a positive application experience (Candidate Experience).
Modern Human Resources in the Cloud
Our world is changing — life and work have become digital in a very short time. HR managers play a major role in this: they are moderators and designers of the digital change process in the company and increasingly have to react to the changed conditions of the accelerated working world. Against this background, Hellmann replaced Oracle iRecruitment in the EBS and introduced the Oracle Talent Acquisition Cloud in the company. With regard to data protection, improvements were achieved through uniform and scalable candidate selection processes. With Oracle Taleo, topics such as filing applicant data, recording query behavior in advance, and defining deletion processes can now be implemented more easily than before.
Holistic Process Support
By using the Oracle Talent Acquisition Cloud, Hellmann now benefits from a holistic process support for anything from talent search through the entire application process to integration into the company (Taleo Recruiting) using social sourcing and mobile recruiting technologies (Taleo Sourcing).
Two different recruiting processes have been implemented for regular employees and apprentices, in order to enable a target group-specific approach. To enable Hellmann to take full advantage of an extensive network of social media platforms, an integration to eQuest was provided (market leader in global work distribution since 1994). This service provider posts job advertisements to all relevant channels. Furthermore, a dynamic approval process was defined, which decides according to defined criteria whether only the superior or the addition of a committee has to agree to the filling of the position.
The PROMATIS project team of six carried out the kick-off with Hellmann at the beginning of 2018 and set the timeline for the project. Thanks to the rapid implementation, the deadline of May 25, 2018, when the GDPR went into full effect, was also the go-live date for Taleo, sparing Hellmann from having to revise the data protection information for the platform previously used. Taleo Sourcing was also successfully implemented by the end of September 2018.
Mobile Recruiting Technologies
Hellmann was particularly pleased about the option to use the system via mobile devices such as smartphones. A user-friendly interface allows the applicant an intuitive and playful online application process including uploading their application documents.
Interface to Oracle E-Business Suite
In the course of the onboarding process, it is necessary to commission the data of new employees in the ERP environment to other systems. These employee records are all controlled by the Oracle EBS, i.e. from there, the employee processes are initiated. However, for this employee record to exist in Oracle EBS, an interface to Oracle Taleo is required. The so-called “candidate” is already managed in Oracle Taleo during the application process and is transferred to Oracle EBS with the status “employee” or created there as an employee data record after the applicant has been hired.
As part of the interface connection to the EBS, the implementation of an internal and external career site was also considered a further leap forward. Thanks to the implementation, every employee on the intranet can now view all relevant job advertisements and apply directly to them — even on the move, as both career websites are responsive. Hellmann’s external career website (so-called Career World) was immediately communicated to all external candidates in the system upon commissioning, so a lot of traffic could be generated right at the beginning.
A clever function detects former employees by recognizing redundant records. For example, Oracle EBS uses the criteria “First Name, Last Name, Date of Birth” to check whether the record already exists. If the applicant is marked as a former employee, that message is returned to Oracle Taleo, avoiding the creation of a new employee record. Instead, the existing record is “reopened” and activated with a new employment relationship; only a few systems fulfill this particular functionality.
Data Migration — Complexity of Logic
While iRecruitment continued to work with Oracle iRecruitment during the project phase — for example, new vacancies were created and advertised as well as the various interview status — all processes had to be reproduced 1:1 when switching to Oracle Taleo. Thus, the challenge of data migration was less in the set of records, but rather in the complexity of the logic. The “old system” was shut down overnight and the next morning all employee data including the precise process status of all pending application procedures were transferred from Oracle EBS accurately to Oracle Taleo.
By using this clever talent management solution, the recruiting process at Hellmann has picked up speed considerably. For example, social sourcing can now be used to quickly and effectively create target group-oriented landing pages so that special recruiting events can be easily implemented. But the internal employee recommendation program can also be further promoted. Newly advertised jobs can be forwarded via email to internal employees so that they can promote the job via their own social networks. Analyses and reports measure the effectiveness of all activities, quickly differentiate between successful and less successful campaigns, and identify and reward effective employee recommendations.
Hellmann now receives far more applications than with Oracle iRecruitment, especially the increase in online applications is noteworthy. They have thus not only stood up to the battle for the best talents, but will also benefit in the future from modern strategic personnel marketing and an integrated digitized application process.
Image source: © Hellmann Worldwide Logistics