CASE STUDY

How work is play at Mattel in India

Mattel India

Two decades and growing in India, Mattel is a creations company with the mission to

be a leader in play, learning and development. Home to leading consumer brands like

Barbie, Fisher-Price, Hot Wheels and more, the company has a global workforce of

over 32,000 people across 40 countries.

LOOKING FOR TALENT WITH THE

‘GARAGE SPIRIT’ OF CREATION TO

DRIVE BUSINESS GROWTH

Consumers were already sold on Mattel’s

iconic children’s brands, but what would

give them an edge with talent, and

establish themselves as a creations-led

company that encourages the ‘garage

spirit’ in employees?

THE OBJECTIVE

Mattel inspires the inner ‘garage

spirit’ in employees, or the

‘creative’ spirit that makes them

roll their sleeves up and get down

to creating with passion – like

entrepreneurs who start out in a

‘garage’.

The three-way talent objectives:

1. Intrinsic - Showcase the organisation, culture and Employer Value Proposition (EVP)

2. Internal - Instill a sense of pride in employees and make them advocate their

experiences to the professional community

3. External - Make deeper in-roads into campuses and the millennial segment to power

the planned growth of Mattel in India

THE OBJECTIVE

BOLD MOVES, FOR BOLD GOALS – TALENT BRAND AS AN ORGANISATIONAL GOAL

Objective 1 : Building , communicating, and living the EVP

HR teamed-up with other functions to set up a LinkedIn Career Page, a first at a country

level at Mattel. They used this page as an anchor to communicate, engage, and drive

mindshare.

THE SOLUTION

Ishmeet Singh,

Country Manager

India

“Mattel India provides a unique culture & experiences to our employees to open their minds and

unlock their potential in line with its core philosophy of ‘Play with Purpose’. The LinkedIn platform

provided us a window to create wider awareness of our culture to the larger professional

community which helped us reach out to right quality talent in our journey of growing our

business & inspiring wonder in the next generation of India .”

Progressive company policies Workspaces that inspire

creativity

Diversity focus

Mattel cares

Partnerships with organizations like

Masoom, and campaigns like ‘Make a Wish’

1

2

3

4

Objective 2: Instil a sense of pride in employees

THE SOLUTION

With internal programmes like Mattel Premier League, Mattel Galaxy Awards

and Coffee with country manager , there was plenty of inspiration to go around.

Employees begun advocating their experiences to the professional community –

so, building a talent brand became an honest, organisational goal.

Mattel not only strengthened their talent equity in market, but also instilled a sense

of pride in employees. The career page launch was celebrated as an

organisational milestone.

Triggered the Network Effect via the Leadership Team: The country manager, India

Region - Ishmeet Singh, was a sponsor of the talent branding initiative. The leadership

team actively shared updates and blogged on the platform, kick-starting the network

effect.

Initial success with more candidates reaching out, increase in job applications, increase

in profile views etc. helped add credibility to the initiative.

THE SOLUTION

Leadership team featured on the career page

Objective 3: Make deeper in-roads into campuses and

the millennial segment

1. Identified primary talent groups – campuses, and

millennials

2. Engaged student on campus with the story of Mattel

which would demonstrate what it would be like to work at

the company. What started as interest from a few

students has now grown over 4x in the last few months.

THE SOLUTION

Rogelio Troconis,

Regional HR

Director Global

Emerging Markets

“Mattel India has so much energy is contagious! The creativity is in the air, in the walls (literally),

in the space and most importantly in their mindset. I really enjoy every time I have to visit the

teams and office, there is a can-do attitude that will drive our organization to greater heights!

LinkedIn is an important component of us driving a digital culture and attracting like-minded

individuals to join the company.”

Recruitment via LinkedIn,

while 6 months ago >85%

of recruitment was done

through agencies

90%

THE RESULTS

GREAT PLACE TO WORK ®CERTIFIED

6X ROI in 5 months!

“Mattel India provides a unique culture of collaboration, creativity and entrepreneurship that

helps individuals to be at their best and be part of the ecosystem that nurtures innovation.

LinkedIn gave us a window to reach out to a wider talent spectrum in the shortest possible

time and showcase what makes Mattel India a Great place to work.”

Rajesh Hurkat,

Head HR, Mattel

India

Founded in 2003, LinkedIn connects the world’s professionals to make them

more productive and successful. With over 530 million members in more than 200 countries and territories worldwide,

including executives from every Fortune 500 company, LinkedIn is the world’s

largest professional network.

offers a full range of solutions to help organizations in various stages of

growth recruit relevant talent, build their brand, and grow their business.

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