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Mary Pratt
Talent Coach
Dare to be Different
Becoming a Talent Magnet and…
Developing Audacious Talent Acquisition teams
What Company
would you work for
instantly, if given
the chance….
And why?
And how does that
compare to your
own Talent Brand
right now?
Marketing Experts suggest that children as young
as 24 months are already addicted to Brands
Source: Adweek.com
By 36 – 42 months a connection between brand
can say something about their personalities
Source: Adweek.com
In China children can even write the‘ ’for
McDonalds before they write their own name!
Source: Adweek.com
6.31 am
6.42 am
7.10 am
7.30 am
8.01 am
8.40 am
8.45 am
10.30 am
1.22 pm
6.38 pm
8.55 pm
Wake Up
Hygiene
Breakfast
Get Ready
Drive to work
Coffee Buzz
At your desk
Meetings
Lunch
Supper
Unwind
A person living in a city 30 years ago saw up to 2,000 ad messages a day, compared
with up to 5,000 today. Yankelovich, Market Research Company
“Ubiquity is the new exclusivity.” Kaplan Thaler Group You can’t escape from them…
# 69 World’s Most Valuable Brand
They excite you….
Red Bull has won FOUR World Formula 1 Championships but who remembers that it’s actually a Renault engine!
Red Bull seldom market their Energy Drink yet it is the top grossing energy drink in the World. They have successfully crossed over from Product value to Brand led Value….# 69 World’s Most Valuable Brand .
They impact you….
Dove Self-Esteem Project DSEP
DSEP is a Global initiative set up ‘to ensure the next generation of women grows up enjoying a positive relationship with the way they look, to help them
reach their full potential'.
More than 13 million young people have received help from
Dove since 2005
Dove aim to have helped more than 15 million young
people by 2015
Dove has also initiated ‘Legacy’, a programme aimed at generating positive role modeling for girls
And no Names required….
So what is the difference between
a ‘Consumer Brand’ and ‘Talent Brand’?
Definition of Employer Branding:
Employer Branding is the process of promoting a Company, or an organization, as the Employer of Choice to a desired target group, one which a Company needs and wants to recruit and retain. The process facilitates the Company’s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the Company’s business plan.
Nada….ZERO….naught….ZILCH….
Nichts....Niente….NOTHING!
Video
Trends
Key Global Trends…
More than 2,500 Senior HR Leaders interviewed Globally, Deloitte 2014
Highly Urgent
• Leadership
• Retention & Engagement
• Re-skilling HR
Urgent
• Talent Acquisition
• Global HR & Talent
Management
• HR Technology
• Overwhelmed
Employees
• Talent and HR analytics
Important
• Performance Management
• Workforce Capability
• Diversity & Inclusion
• Learning & Development
Disengaged to Engaged…. ….the Paradigm Shift
ALERT – 87% of Workers Worldwide are either not
engaged to actively disengaged
ONLY – 13% of Workers Worldwide are driving their
Organizations forward
Disengaged Employees cost an Organization approx. $3,400 for every $10,000 in annual salary
More than 36% claim that dissatisfaction begins at 3-6
months!! The honeymoon is over
EMPLOYEES BY REGION ENGAGED NOT
ENGAGED ACTIVELY
DISENGAGED
Disengaged to Engaged…. ….the Paradigm Shift
Work Flexibility Interesting Work Job Stability Opportunity to Grow with the Business
A Commitment to Ethics & Integrity
14%
20%
35%
30%
11%
30%
24%
30%
15%
40%
Most Important EVP Attributes in an Employment Experience
Source: © Employer Brand International – 2012 Employer Brand Attributes & EY Global Research Study (n1934)
Global UAE
Engaged Talent create the ROI Magic
Annualised 19.2%
growth in
Operating Income
Profits grow
3 times faster
than the Competition
Growth
De
live
ry
Employees
87% less likely to
leave your Organization
Retention!
10% higher
Customer
Engagement
25 – 65%
lower
Employee turnover
lower absenteeism
It’s about ‘how’ you frame the Questions
Leading and Sustainable Engagement is all
about how you ask the questions…..
How Happy are you at work today?
What can you do today to Experience
Happiness at work?
Are
‘YOU’
ready?
Leaders ‘Do’ not ‘Just Know’
Leadership Challenge….
You may KNOW what is right and what is wrong but do
you DO what is right?
Do you have the Courage TO DO
Do you have the Humility TO DO
Do you have the Discipline TO DO
Linda Sharkey Author, Coach and Radio Host
Engagement Busters
Video
The Talent Pioneer goes to…….
Human Resources
Marketing
HR & Marketing
HR & Communications
Executive Team
CEO
HR, Marketing & Communications
Directors
Talent Management
Communications
Not Known
Branding
Corporate Affairs
Information Technology
36%
15%
12%
12%
11%
10%
10%
9%
6%
4%
3%
2%
2%
1%
Department(s) responsible for managing Employer Brand, 2014 Survey
(more than one answer is possible)
EBI Global Research Study, 2014
In the same Survey conducted in 2009, HR represented more than 46%, demonstrating a declining trend in Employer Brand responsibility
In the same 5-year period Executives have increased by 2%
Fashion Statement or here to stay?
Building it takes years, Losing it takes seconds
….and they all love to talk….
and sometimes
it all backfires…
: Choose an external Review site to help measure your Attractiveness, and do it soon!
Creating the Unmistakable Brand…….
1. 2. 3. 4.
5. 6. 7. 8.
BUILD the Foundations
DIG In and Explore
AUDIT see through Employees eyes
DIGEST and Develop
IGNITE with Life
CREATE the Party Inside
CONTINUE the Party Externally
MEASURE Tweak and Celebrate
1. Build the Foundations
Ensure CEO is on-board and publicly supportive
Knowing where you are before you start the journey and knowing where you want to be
Understand your Business needs (Reputation , Retention, Targeted Campaigns, Desire to be an Employer of Choice)
Team engaged and ready (HR/Recruitment/IT/Marketing/Brand/Talent/Mgt/Training/OD/ Social Media/PR/Exec Team)
2. Dig In and Explore
How are you perceived by current staff – Quantitative/Qualitative on and off line – every language under the sun if necessary
Remember your Leavers and Candidates who have declined your offers!
Grill your Customers, Suppliers and External Recruiting Vendors
Read up and digest Social Media sites such as Glassdoor (it may hurt!)
How do you compare with your main Competitor
There is no more about what you ‘THINK’
3. Audit..see through Employee Eyes
Walk in the shoes of your Employees, touch every part that affects them
What is the Candidate Experience in Talent Acquisition, Graduate Attraction, On-Boarding, Induction, Performance Mgt, Coaching & Development, Remuneration & Benefits
What is the true measurement of your CSR Policy and how is it truly betrayed by your Talent
Current Communication Strategy…..just how effective is it? Does it really hit the sweet spot
Where does your current Social Media Strategy point to? Does anyone actually know what your Social Media Strategy is
: You have to be tough to be honest….Grab it, assess it, scrutinise it. Templates, Policies, Workflow, Work-levels, Performance Metrics, Fit-for-Business?
4. Digest and Develop your EVP
Embrace all feedback, suck-up the negative and celebrate the instant wins
Engage your Talent Brand Warriors – All levels, all layers – Spread the Love
The BIG AHA Moment
What is your TRUTH…………What is your DNA………Does it align with the BIG Aspirations
Can you reach your current objectives
It’s not a fad, it’s a way of life….Are you ready to Live and Breathe it EVERY DAY
: If you have to stick your Values on the wall, it only means one thing: No one has a clue what they are or what they mean
5. Ignite with Life
Ignite your EVP into Feelings, Photos, Journeys – Become a Story Telling Organisation
Themes – Choose your Personality
Optimise your EVP for the ‘in’ and ‘out’ audience
Be Daring……….Be Bold…………Be Un istakable…….Be Credible……..Be TRUE!
6. Create the Party Inside
Create Stories – Profile your Rock Stars – What’s the BIG DEAL about working for you!
Scream, Shout and Celebrate every Win – Promotions, Internal mobility moves, new starters
Brown bag lunches with CEO, yes that’s right, the CEO! Be Real, Be Human, Be Accessible
Be all about the bigger purpose – Corporate Social Responsibility… it’s not just words in a Corporate Brochure
Have fun – Create a working environment that has boundless energy – IT’S ADDICTIVE!
Let your Talent tell YOU what THEY want….Free Ice Cream, coffees, flexible working….the answers are under your nose!
TANFEETH GOT
6. Create the Party Inside
Annual
Survey
Annual
Tanfeeth
Day
Career
Paths &
Development
Continuous
Surveys &
Feedback
Weekly
Engagement
Calendar
Personalized
Development
& Growth
Plans
Like most of you here today, we have the basic strategic and
tactical engagement initiatives and frameworks in place
The Biggest Impact….Ice cream day
Leadership Pulse Breakfasts Chief Cooking Officer Make a Wish
Everything is
relative and
contextual
There is
no Cookie
Cutter
approach
But there is
one Guiding
Principle…
…LISTEN TO YOUR WORKFORCE, UNDERSTAND YOUR PEOPLE
7. Continue the Party Externally
Research all the options available, ‘off’ and ‘on’ line
Think inside the audiences heads
Choose the most effective vehicles of Communication and the ones that fit your Brand position
Undertake Effective Planning with clear and measurable objectives
Ensure cultural diversity
Roll-out consistently and NEVER take anything for granted
‘Plans are Nothing, Planning is Everything’ Dwight D. Eisenhower, 34th President of the United States
7. Continue the Party Externally
8. Measure….Tweak and Celebrate
: Keep it Real….Select based on your Original Objectives….Don’t be a sabotage victim!
Create the environment, build the framework and measure what is meaningful
Is it: Cost per Hire, Quality of Hire, Attrition, Staff Engagement, Employee Surveys, Glass Door, how many others?
Success comes from continuously improving what you do but more importantly, how you do it Celebrate success, achievements and improvements.....don’t assume everyone is motivated the same way Don’t be afraid to ‘tweak’ things if they can be improved…..test the results, ask for feedback
If you can measure it, you can manage it, and if you can manage it, you can improve it!
Talent Branding in Action
Our Mission is to end human suffering in the World as it relates to technology
A peak into the Menlo World………..
The ‘Menlo Way’ is defined by JOY through the following practices: o Pairing (no one works alone) o High-Tech Anthropology o Open and collaborative workspace o High speed voice technology o Daily stand up o 40 Hour work weeks o Pets and Babies at work o Making mistakes faster o Doing the simplest thing that could possibly work o Origami project management o Work authorisation boards, storycards, yarn and stickers o Estimation without fear o Integrated quality advocacy o Test-driven development
Eight Menlo Babies so far!!!
Golden nuggets from the Menlo Team:
o Start with ‘Why’
o Custom fit everything you do to that “Why”. Be incredibly intentional about your why
o Hire first for culture fit, then for skills, not the other way around
o Become storytellers. Storytelling is how humans propagate culture
o Be lifelong learners…..read books, talk to others, you are never done working on your culture
Richard Sheridan Author of Joy Inc. CEO Menlo Innovations
Video
Developing Audacious Talent
Acquisition teams
More than 50% of Recruiters do NOT understand the concept of Talent Brand
THE UNLOVED
58% of Applicants do not receive regular updates on their application
52% feel as it they are not treated as an individual throughout the experience
64% of Applicants share their experience via Social Media
34% rate their overall Candidate experience as POOR
Only 11% of Companies ask for Candidate Feedback….INSANITY
1. 2.
3. 4.
PEOPLE PROCESS
POWER PLATFORM
Steps to Igniting the Talent Team
Hire a Business Orientated Leader – Full span Commercial approach
Map your Maturity Profile of Recruiters based on Sourcing, Interviewing, Stakeholder Engagement, Social and Commerciality
Pull together your Highest Performers and mirror excellence
Buddy-up Recruiters….create consistency of approach, collaboration and contingency
Create a Learning Culture (Workshops, Buzz Sessions, Innovation Sessions, Brand Case Studies) Develop (Create an academy aligned to your Brand, your Values……your Way)
1. People
1. People
Rock Star Qualities
Strategy has a clear Operational Plan
Sourcing Channel Savvy – Off and On line
Dares to be Different
Keeps one-step ahead of competition
Protective of amazing Candidate Experience
Inquisitive – ‘Why’ is one of their favourites
Commercially focused – not lost in the weeds
Data driven – Simple but Effective KPIs
Slick at predicting trends and adapting
Loves coaching others how to be Rock Stars
Jumps on new ways to innovate the Brand
2. Process
Understand where you are before you start making any changes…..but be honest in that assessment
Don’t over engineer the process…..Walk in the shoes of your passive Candidates….if it feels clunky, it will be clunky
Every process must have a measurable output and must be meaningful
Innovation doesn’t always mean inventing something new, it means keeping it fresh
Avoid variations to a single process….Recruitment is NOT rocket science……Keep it Simple
: Implement an audit process that easily measures the effectiveness of your processes
Dig-In Develop Enhance
Process…Candidate Experience Touch Point Test
0
+5
-5
BR
AIN
STO
RM
ZO
NE Add Glassdoor
to KPIs Advert Writing Workshop Assess all sourcing Channels
Yay!! Website working Work through all Comms
Design Free Guides for Job Seekers
Video the Department/ Manager with JD Recruiter and Candidate Prep calls
Pulse Check Questionnaire to Candidates for Service standards
Company Group Tours for Newbies Good Luck card
Image
Story
Reviews
PR
Mix of Sourcing Channels
Advert Wording
1 Click Application on Website
Personalised Comms after Application
Mobile Savvy
Timely Prescreen
Reject/ Progress Process
Compelling Job Spec
Painless Interview Process
Prep Advice
Interview structure
Feedback
Offer/Reject Process
On-boarding Pack & Contact
Process
Timing
Keeping in touch up to start date
Day One Welcome
Induction /Buddy in place
BRAND CHANNELS APPLICATION PRESCREEN INTERVIEW SERVICE ON-BOARD START
Desire to Keep in touch
Desire to Protect the Brand
Desire to Refer Friends
Out with the Old…..
2. Process………
2. Process………. ….In with the NEW!
Curate content into personalized microsites in minutes.
3. Power
Keep it Simple! No more than 6 metrics that work for YOU
Tailor Make your Dashboard
Find your Analytics Whizz Kidd
Two Groups for Recruiting…….Efficiency & Effectiveness
Focus on your Objectives……WHY, WHY, WHY, WHY!
Make Data a Story……..Data is sure to get the Boardroom’s attention!
: Better analytics = Up to 8% higher sales growth, 24% higher net Operating Income growth and 58% higher sales per Employee Cornell University ILRHR, March 2012
: Metrics help differentiate your Rock Stars from the grey and bland
4. Platforms……Social Overloading
Social
Crib Sheet Make the word ‘Why’ your new Best Friend
Have a Strategy (Audience, Objectives, Measurement and Platform of Choice)
Assess your Channels for Active and Passive Candidate attraction
The Answers are within your Workforce…..Ask for Help!
Create a simple Content Strategy and Calendar…..Become Epic Story Tellers
Mix it up…..Videos, Blogs, Photos etc
Dedicate some time every day to Social Media (you don’t need to invest in a
Rotate responsibility amongst your Rock Stars
You Start it…You Finish it (No audits or timely replies will create mayhem…..
DARE to be Different
Social Media agency…we are talking 5 – 10 minutes a day to start with)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
…….watch those Glassdoor complaints hit the roof!)
LV= Revolutionary
Out with the Old….. In with the New…..
LV= Revolutionary
…..The Challenges LV= Revolutionary
The LV= Brand had developed
LV= had grown and continued to grow
Each LV= location was different
Were the people at LV= engaged enough
Were candidates getting what they needed
Career website used Flash and was not mobile enabled
Employer Brand didn’t feel fresh
An Employer Brand is dynamic, you can’t just ‘tick the box’
…..The Approach LV= Revolutionary
LV went back to the Drawing Board
Identified what worked and didn’t work
Tried to articulate what the Brand stood for in real terms
Asked the question ‘why’ might people want to work for/with them
What would cause people to engage
How wacky could they go
People are at the heart of their Employer Brand
How would they increase the awareness of their locations
…..Internal Attraction LV= Revolutionary
400+ photos were emailed 886 snaps in the photo booth 533 people in the photo booth pictures
57,000 hits across the microsite since launch 99.9% of the business visited the “Faces of LV= site” The most successful internal communications exercise in LV=‘s history
Faces of LV= started to take off……
…..Internal Attraction LV= Revolutionary
And so it began....
One heart-shaped chair One gigantic beanbag 60 LV= people
Five photo shoots Six film shoots 100 hours of editing
…..External Attraction LV= Revolutionary
From…. .....To
.....The refreshed LV= Employer Brand was born
…..Leveraging Technology and Data LV= Revolutionary
Using maps to understand where
people live and where applicants apply
from....Helping to target attraction activity (and challenge line manager
perceptions!)
…..Creating Social Sizzle LV= Revolutionary
In 2012, LV= decided to dispel the myth of Social Media and Recruitment so pulled together a full plan, strategy and executed it..
LV= Careers Social Media Followers increased by over 60%
…..Walking the Talk LV= Revolutionary
96% of new Employees felt ‘Wow’ or ‘Welcomed’
100% of Employees aware of the
core LV= Values
99% People they met were
‘energised to work for LV=‘
87% felt views of the job gained through
the recruitment process were accurate
…..Is it Working? LV= Revolutionary
IN 2008…… IN 2014……
1,893 Employees c. 6,000 Employees
82% Recruitment Agency dependency
3% Recruitment Agency dependency
2,528 Applications (per month!)
96% Application Acceptance
Attrition (Customer Service) 36% (rolling 12 months)
Attrition (Customer Service) 17.2% (rolling 12 months)
VS.
Tips from the Winning Team at LV=
Build your vision & business case and engage your Exec teams • In-house takes investment – but cost per hire reductions are significant (we’ve saved LV= over £2m p.a!!) • An in-house team can sell the Brand better!
Be clear on what you’re selling – what's your EVP (Employee Value Proposition)... ..What sets you apart from your competitors?
You don’t need to focus on everything at once • Staged process • Pick quick wins i.e. easier to fill roles/functions
Ensure you have the basics in place • ATS (Applicant Tracking System) • Careers website • Benefits tracking – its easy to forget!
Have the right, Engaged Team – success at LV= was down to every single individual on the team
Video
Thank You
A Big Shout Out to…
Jean Paul Smalls Digital Marketing Manager, Elevate Direct
Jonathan Kidd Director, Linked In
Chris Murphy Founder, Zoomforth
Colin Minto Group Head Resourcing Strategy, G4S
Mary Appleton Director and Editor in Chief, Changeboard
Kevin Hough Head of Resourcing, LV
Giovanni Everduin Head of HR Strategy & Org Change, Tanfeeth
Linda Sharkey Author, Coach and Radio Host
Frank Wagner Co Founder Marshall Goldsmith Coaching
Richard Sheridan Author of Joy Inc. CEO Menlo Innovations