Kinetix at HR TECH - Presenter Info

Allison Cox
Windstream Director of Talent Management/Chief of HR Sta
Leads the Recrui2ng Func2on at Windstream
Also Leads the Internal Communica2ons Func2on
KISS and Karaoke Fana2c

Kris Dunn
CHRO and Partner at Kine2x (RPO, Recrui2ng)
Founder of Fis<ul of Talent , The HR Capitalist
Hoops Junkie

Sometimes You
Grow Faster Than
You Expect
<aka The Windstream Backstory>

Where We Began
Windstream 2006

Leading rural wireline telecommunications carrier with significant

scale and profitability.
8,000 Employees

Operations in 16 States

656k Broadband Customers

Focused on Voice, BB, Long-Distance
and TV

24K Fiber Miles

How We Have Grown

2006-2009

2010

2011

Where We are Today

Windstream Today
Smart Solutions. Personalized Service.
FORTUNE 500 company delivering advanced communications services to
business customers of all sizes

13,400 Employees

Operations in 48 States

1.2M Broadband Customers

Serving ~80% of Fortune 500 companies

118K Fiber Miles

27 Data Centers

Substantial Growth

Revenue

Adjusted OIBDA

$6.0B

$2.32B

3.82B
Business
Broadband

$1.7B

Other

$3.0B

.96B
.18B

.49B

1.86B

1.68B

2006

2013

2006

2013

Culture & Engagement

2013 Employee Engagement Survey results September 29, 2014

Can we
have some
fun?

Its still
very
difficult to
do my job

Were not
collaborating across
groups

What is
the future
of WIN?

10

The Business
Challenge Drives
the People Strategy
<Defining a Culture Strategy to Deliver Business
Results>

Where We are Headed

Windstream Tomorrow
Telecommunications provider of choice for FORTUNE
500 companies
Superior Net Promoter Scores The Southwest
Airlines of Telecom
Superior financial returns for investors

Windstream's Culture of Accountability provides a

huge competitive advantage

We are a great company to join and grow your

career

Industry-leading employee engagement scores

Windstream Cultural Beliefs

Where Kinetix Fit In

The Rebuild as a
Recruiting Partner

We Think Differently And Speak The Truth

19

The Kinetix Integrated Model

Staffing &
Recruiting
Contingent Search
Retained Search
Contract Staffing
Human Resources
Technology
Accounting & Finance
Admin & Customer Service
Sales & Acct Mgmt

Recruitment Process
Outsourcing
(RPO)

Multi-dimensional Recruiting
Integrated, End-to-end Solutions
Process Improvement
Project Recruiting

HR Consulting

HR Process Design
Employee Life Cycle (Plan, Acquire,
Retain, Develop)
Talent Management Solutions
Recruitment Diagnostics
Social Strategy

Strategic Leverage for our Clients

20

The Kinetix Funnel at Windstream in Year One*

367 Requisitions, All Professional Grade Positions
We screen 45 candidates , show you 6, you hire 1
8,248 Prospects
17%

1,406 Submittals
Metric

53%

750 1st Interviews

36%

267 Offers
90%

240
Hires

Average Hires/Month

17.4

Average Submittals/Req

5.9

Average Prospects/Req

101

45.8

Submittal:Hire Ratio

17.1%

Offers Declined

17

Offers Rescinded

10

*includes Enterprise Sales, Hosted Solutions, Engineering, Project Mgrs, etc.

21

Four Big Features of the Kinetix RPO Beyond Recruiting Excellence

1. EVP Work
2. Kinetix Buzz (Branding and Position Specific Marketing)
A. Careers Site Content-Based Marketing Strategy
B. Social and Recruiter Comms Distribution
3. Talent DNA Screening
4. Area Code Hiring
The Goal When we do it well, clients like Windstream get value beyond the areas
Kinetix recruits for and can leverage work in these areas across the enterprise.
22

Helping Define The

Windstream
Employment Brand
<Tools provided by Kinetix that help Windstream maximize
the brand beyond the Kinetix recruiting scope>

26

Your Careers Site and Social Presence Drives Your Brand,

Conversation & Sharing

28

How Windstream Built

The Employment Brand
With The Help of
Kinetix

Careers Site Focused on Content-Based Marketing

Kinetix developed and manages new Careers site

for Windstream at WindstreamTalent.com

Instead of simple jobs portal, feature frequently

updated content (3X a week) designed to tell the

story of life at Windstream and reinforce the new
cultural beliefs.
All Careers traffic pointed to

WindstreamTalent.com, with candidates exposed

to multiple hooks designed to get Windstream
upstream in the candidate pool.
Independent analysis via Monster.com new site

moved Windstream careers site presence from 9th

to 95th percentile.

33

Job Descriptions That Dont Suck

Another feature of the Kinetix solution Job

Postings that wont make you snore.

Our recruitment marketing team rewrites all

jobs we work on for Windstream with a focus

on the following:

Less legal, more human

Talk like regular people talk

Use humor to make candidates feel like your

company might be different.

Our A/B testing shows customized, non-legal

job descriptions drive 30% more applies that

those that look like job descriptions.

36

ATS Messaging That Sounds Like People Youd Like Not Robots
Whats the touch point candidates see the

most from your recruiting team?

ATS Messaging
There are 5 key messages out of your ATS

(initial autoreply, phone screen set up,

interview set up, request to take assessments
and the thanks but no thanks note.
We rewrote these for Windstream and

routinely have candidates email us back

thanking us and Windstream for being
transparent, authentic and different.
Another key once you build your brand

content, share it on all ATS messaging and

recruiter comms.

38

Email Marketing To Candidates You Most Want to Engage

Dont let the brand content go to waste

repurpose that content every way you can.

One Big Thought - Windstream/Kinetix

developed an email marketing campaign

platform designed to further engage active
candidates and drive close rates.
Strategy email newsletter created with

content created for WindstreamTalent.com

Email newsletter sent monthly to all active

candidates in Windstream funnel at Kinetix.

47% open rate across candidates receiving

email
39

Video Giving the People What They Want

Theres a bunch of people who dont read
Video is hot and content of choice for the folks

who dont believe reading is fundamental.

So Kinetix did what any reasonable partner would

do we created a plan and went to Windstreams

2 largest locations
Result 100+ 1-2 minute videos of employees

talking about the culture, what theyre working on,

etc. (also hiring managers talking about what they
look for in candidates)
Each week of content from Kinetix at

windstreamtalent.com includes at least one video

41

Social Media Make Leaders Look Cooler Than They Have Time To Be

43

Outcomes and What Weve Learned - Quantitative

Since February 2014

Page Views 354,958
Unique Page Views 298,508
Average Time on Page 1 min. 52 sec.
Big 3 referrals to Careers site on social

LinkedIn (41.95%), Facebook (35.53%), &

Twitter (13.77%)
Retention Impact
Success of Partnership from eyes of

business leaders is high

44

Kris:
kdunn@kine)xhr.com
www.s4ulo6alent.com
Twi:er: @kris_dunn
205.383.9600
LinkedIn: www.linkedin.com/in/krisdunn


Allison:
Allison.cox@windstream.com
Twi:er: @hrrecruitergirl
LinkedIn: www.linkedin.com/pub/allison-cox-
sphr/6/814/438