Case Study: Dell
As the business landscape continues to evolve quickly, two concepts are becoming increasingly apparent and are starting to intertwine. The first, ‘digital transformation’, is a term familiar to many, describing the advanced technological processes designed to improve business outcomes and operations. The second, ‘diversity and inclusion’, is rapidly growing as a business imperative.
The heart of Dell’s diversity strategy uses recruiting CRM tactics to share personalised and segmented messaging around their employer brand and Employee Value Proposition (EVP).
In a recent article in Human Resources Director: New Zealand, Senior Vice President of Global Talent Acquisition Marie Moynihan shared, “Our focus is very much on targeting talent with messages of how [what they seek] can be achieved at Dell”.
In one campaign, Dell deployed recruitment marketing to create a pipeline for engineers of an underrepresented ethnicity. They built a custom landing page to communicate what diversity at Dell looks like and how and why Dell supports it as a company value.
The landing page included a registration form where people could join Dell’s Talent community, and the recruiting team promoted the page on social media with messages targeting the underrepresented demographic. People who joined the Talent community from the diversity landing page were linked to a specific talent pool in the CRM.
At zero cost, the campaign’s 24 posts to Twitter and Facebook over a two-month period spurred 112 engineers from that ethnicity to apply to Dell. Dell was able to measure the campaign’s ROI from within their CRM by leveraging its reporting capabilities, including a feature that tracks leads using customised links.
There is limited information available to you now, hence you are required to further explore the case.
You are required to write a report that after researching the above case study, analyses the ethical implications of changes that have occurred in the business due to digital innovation. You should demonstrate how diversity is embraced, respected and managed by including the following details in the main body of the report.
Assessment of IT governance
Consideration of IT governance issues
Provide recommendations on your assessment. You must convince management to adopt your recommendations (i.e. ‘sell’ them to management).
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