Mastering the Art of Employee Attraction

Shannon Taylor, Director Talent Acquisition, JCPenney

An exceptional leader in global talent acquisitions, Shannon Taylor has set a benchmark in the human resource field. Being in the industry for decades Taylor has earned a series of skills including recruiting, networking, team development, assessments, immigration, project management, and vendor relations, thereby helping organizations attract and retain talent. In his career journey, he has served as senior director and head of talent acquisition, senior manager and director of global talent acquisition, and much more. Currently, Taylor serves as Director of Talent Acquisition at JCPenney.

Please share with our readers your current roles and responsibilities.

My current responsibility is to oversee the complete process of attraction, from the initial stages to the various stages that follow. This means managing our career site and its content, as well as devising strategies to engage and entice potential candidates to join us, filling the top of our recruitment funnel, and guiding candidates through the recruitment process, whether they are applying for corporate roles, supply chain stores, and technology.  I also provide support for our diversity initiatives through military, ethnic, and gender representation, as well as other diverse groups that contribute to a well-rounded workforce. In addition, I also get the opportunity to actively participate in various engaging events that fall within the broader HR function including succession planning, performance management, and talent management.

Can you share some of the recent trends or challenges that you have noticed in the industry?

The recent trend noticed in the industry is the focus on creating an environment that offers abundant opportunities for potential candidates. And the challenge lies in capturing the attention of these candidates when there are numerous options available to them and in developing a personalized, streamlined, and efficient experience that sets us apart from the competition.

What are some of the initiatives you undertake to overcome these challenges?

We focus on enhancing our candidate attraction efforts, particularly from a recruitment marketing perspective. So when I joined JCPenney one of my key roles was to ensure individuals could envision themselves as part of the work we do here. To achieve this, we had to create more inclusive and representative content that not only attracted diverse talent but also attracted their interest and left them wanting to learn more. To execute this vision, we partnered with a recruitment marketing firm to develop a comprehensive strategy where we increased our presence and visibility across various social channels, such as LinkedIn, Facebook, Twitter, and Instagram.

“My current responsibility is to oversee the complete process of attraction, from the initial stages to the various stages that follow”

By leveraging these platforms, we sought to deliver a personalized experience that resonated with potential candidates, allowing them to see themselves as valued members of our organization. For example, prior to my joining JCPenney there had been no posts on the instagram account. It was, therefore, crucial to reintroduce JCPenney as an exceptional place to work and ultimately drive more engagement, filling the top of our candidate funnel and positioning JCPenney as a compelling option for career opportunities. This initiative allowed us to showcase our unique culture and establish ourselves as a desirable destination that individuals aspire to be a part of as we embark on the next exciting chapter of our organization's journey, spanning the next hundred years.

What are some of the key components you implement in your organization to ensure diversity and inclusion?

Diversity is an integral part of our approach, touching every aspect of our work, particularly in talent acquisition.  I maintain a strong partnership with our Head of Diversity, Equity, and Inclusion, ensuring that we establish meaningful collaborations and create opportunities to reach groups that may not have been traditionally targeted. Our primary focus is to raise awareness about the roles we offer and remove any barriers to entry but ultimately, our goal is to identify the best candidate for each position. When it comes to diversity and inclusion, it encompasses everyone. To achieve this, we actively seek partnerships with a range of organizations. We have partnered with various organizations like Latina Style magazine, Historically Black Colleges and Universities (HBCUs) nationwide, and military organizations to increase awareness about the opportunities available at JCPenney, particularly among different demographic groups. One initiative we have been really proud of is our annual HBCU Design Challenge competition where we invite students from HBCUs across the country to submit design drafts for our Black History Month Hope and Wonder Collection for 2024. We have a committee that reviews the designs and selects a winner who receives a cash prize, mentoring sessions, and a visit to our corporate headquarters.  This competition not only showcases the diverse design talent out there but also allows us to generate awareness about JCPenney and our commitment to supporting communities throughout America.

What would be your piece of advice to your fellow peers?

My piece of advice is to keep it simple.  It is important not to overcomplicate processes in order to achieve our desired outcomes. Instead, focus on streamlining and removing any barriers that may discourage candidates from engaging with us. By creating opportunities where candidates can opt in and opt out will help fill the top of our candidate funnel with the right talent and convert their interest into action.  It is crucial to craft compelling stories that captivate individuals and make them eager to learn more. These stories should also drive the right candidates to your organization.

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