Smart taps LinkedIn to recruit, retain best talent

To drive digital transformation

MANILA, Philippines — In a study commissioned by LinkedIn titled “Digital Workforce of the Future,” it was revealed that there is a rise in the demand for talents skilled in ABC (artificial intelligence, big data and cloud computing) this year in the Asia Pacific (APAC) region. More chief executive officers recognize the value of technology and its important role in helping companies stay ahead of the competition. However, 50 percent of CEOs admit that they struggle finding talent with the right digital skills. This is heightened by the reality that APAC is losing talent to other regions. 

The study also reported that digital skills – including enterprise software, cloud computing, pre-sales, channel partnership and solution selling – are the most in-demand skills in the Philippines.

Realizing the importance of recruiting and retaining the best talent for their digital transformation, Smart Communications started using LinkedIn in 2014. “We started engaging LinkedIn because of the transformation roadmap that we called back then as digital transformation. Smart Communications developed this roadmap to change the way we recruit to cater to talents whom we wanted to hire at the time,” said Gail Mercado, head of Leadership Branding and Talent Management of Smart Communications.

According to Mercado, there is a pool insufficiency on the in-demand skill set here in the country, but there is enough Filipino talents across the world. “We are trying to bring them here. We know a lot of Filipinos who are successful in Silicon Valley, Boston, and other parts of the world; and we need these digital leaders to make our vision a reality.”

Since they started using LinkedIn, Smart has been able to double their hiring year-on-year. They have also retained these talents, many of whom eventually became the company’s high performers. Through LinkedIn, Smart found the right talents with the right skill set.

"A big part of the success of a company's digital transformation lies in their ability to attract and retain talent with specialized skills like artificial intelligence, big data and cloud computing,” explained Feon Ang, vice president, Talent and Learning Solutions, LinkedIn, APAC. “However, it is tough for companies to build a workforce with such specialized skills. Hence, companies like Smart Communications start investing in building and retaining talent. They realized the value of building strong employer brand, as well as bringing online, bite-sized learning opportunities to their employees. We are very pleased to hear from companies that we have helped them hire many of their best performers.”

Recruiting only the best

In terms of recruitment, Smart has devised their own set of metrics to maintain high standard in their candidates. For one, they measure their fill out rate or the number of hires over total number of requirements. They also seriously look at the turnaround time of which they are able to fill a position once requested. Equally important is the quality of the candidate’s experience during the application process and last but certainly not the least, the quality of hire and their performance.

In finding the right talent with the right skills, Mercado asserted that the talents have to go through an application process that are based on technical competencies, culture-fit and potential.

“A key attribute that we look at is integrity. We are hunting for talents who are principled and have deep regard for values – aligned with our core values. We also dig deep at how a person defines success and how he makes other people successful, which talks about how he collaborates. Third is agility, and continuous drive to excel. Grit is very important, you’ve got to have the passion and perseverance to see things through no matter what,” Mercado said.

Ted Tuason, junior manager of Employer Branding at Smart Communications, stressed on the importance of how talents must fit into the company’s culture. They want to ensure that their values are aligned with the company’s, as well as its vision and mission. It is imperative that they believe in the company’s mission and vision – that they really embody the kind of values that the company believes in.

Retaining the right talents

Envisioning an empowered nation by 2020, Smart Communications wants to lead an inspired Filipino community to create a better tomorrow. And what better way to create that kind of future than to provide meaningful jobs to their employees.

“As of this year, we are a 11,000-strong company. When we say retention, we make sure that we have leaders who can mentor and coach (our digital talents). We have launched our Next Generation Leadership Program, which is a year-long platform to build our pipeline of agile talents. We are also about to kick off our internal career platform to support our own employees manage their careers within Smart and within the group. We always wanted to make people feel that they belong in the company and that everyone can create impact in what they do,” Mercado added.

Today’s local recruitment landscape spells tougher competition for companies looking for talent with the right skill competencies, as well as aptitude for continuous learning, according to another LinkedIn study titled “Recruiting in the Philippines: A special report on the Philippines’ skilled workforce and how to attract top talent.” And, for jobseekers, it is no longer adequate to just possess technical qualifications – they need to diversify and strengthen their skill sets.

Tuason said that Smart’s development programs are in place to ensure learning and growth. “Before, it’s the traditional classroom training, but now we’ve expanded more on our online training curriculum. Because we want to empower each of our employees to drive their own careers, we let our employees choose which development track they want to hone their skills and competencies in. We have offerings that they can access while on-the-go, at their own phase, at their most convenient time. They can choose what kind of trainings and classroom certifications they want to have.”

Competition and the  millennial workforce

According to LinkedIn’s “Digital Workforce of the Future” report, traditional industries – including pharmaceutical and healthcare sectors – are competing with BPO and tech industries for digital talent.

Smart said they are a poaching ground of other technology, BPO and other industries. Mercado shared: “We try to be innovative in retaining our talents. We try to offer relevant perks to different generations, depending on where the employee is in his life stage. After all, personalization is the name of the game nowadays.”

As for attracting millennials, Smart’s strategy is to remain authentic. “It’s about word of mouth. One of the key things is you have to ensure that you have an authentic value proposition, that you’re saying is real; that when they come in to your company, it’s that kind of experience,” Tuason said.

Smart’s digital transformation is a journey that both Mercado and Tuason are learning from. “Our road to transformation goes on and along this path, we discover things that excite us, enlighten us and makes us stronger as a team – we just to have continuously pivot to where the customer leads us,” Mercado said.