Creating an Unmistakable Talent Brand and World Class Recruitment Team

transcript

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

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!

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

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

Employees

87% less likely to

leave your Organization

Retention!

10% higher

Customer

Engagement

25 – 65%

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?

‘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

The Talent Pioneer goes to…….

Human Resources

Marketing

HR & Marketing

HR & Communications

Executive Team

HR, Marketing & Communications

Directors

Talent Management

Communications

Not Known

Branding

Corporate Affairs

Information Technology

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

Career

Paths &

Development

Continuous

Surveys &

Feedback

Weekly

Engagement

Calendar

Personalized

Development

& Growth

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

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

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

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

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

Reviews

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)

…….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)

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

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

Creating an Unmistakable Talent Brand and World Class Recruitment Team

Recruiting & HR