This case study provides insight on how HCL technologies – one of India’s largest IT companies– pulled off the world’s first ever end-to-end recruitment on Twitter. It provides a background of why HCL adopted this strategy, the internal hurdles staff had experienced to launch the campaign as well as the external considerations that had to be built into this groundbreaking recruitment campaign. The case looks into the crafting of the campaign and its execution. It takes the students from the point where it was an idea till a candidate was hired through what was called the #coolestinterviewever.
This campaign provides a rare opportunity to understand what organisations need to do as they begin their journey towards a stronger social media presence and use social media to build an employer brand and attract the best of the Gen Y talent. The case ends with the head of talent acquisition wondering if the campaign could be replicated and if yes, would it have the same impact as having it run the first time as the world’s first end-to-end recruitment on Twitter.
This case is ideal for a group first year MBA students in a talent management or human resources class. It can be included in topics of recruitment and change management. It can also be used in a class on leadership to discuss how survival in the digital age requires a new mindset of risk-taking, transparency and connectedness with current and future employees.
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