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The Journey to Excellence
Talent Acquisition: From Good to Great
Mohamed Hegab | Etihad Airways | 16 September 2015
The journey
• 25,000+ employees
• 140+ nationalities
• 119 aircraft
• 110 destinations
Etihad Airways | Recruitment
16 September 2015
National carrier of the UAE
Established in 2003
Supporting the growth of Abu Dhabi
Managing growth risks
Aligned people strategy
A performance culture
Sourcing talent
Development & succession
Etihad Airways | Recruitment
16 September 2015
Etihad Airways people strategy
Etihad Airways | Recruitment
16 September 2015
How far we’ve reached? Internal analysis
• Clear shared vision
• Variable skill levels
• Variable experience levels
• +140 nationalities
• Evolving organisational culture
• Better system integration
• Better reporting capability
• end-to-end cycle gap
• Poor user experience on existing technology
• Evolving organization structure with high pace of growth
• Focus on operational and transactional activities
Etihad Airways | Recruitment
16 September 2015
What do we want to achieve?
Leading business technology
International assessment tools and systems
Scalable end-to-end recruitment process
Competent and Qualified recruitment team and hiring managers
Proactive and efficient sourcing strategy
“Source and deliver the right talent at the right place, right time, right cost”
Etihad Airways | Recruitment
16 September 2015
The starting point
• Strategy
– Organic growth
– Codeshare partnerships,
– Investment in other carriers
• Structure:
– Alignment of recruitment teams to business functional areas
– Recruitment expertise in business specialized areas
• Systems & Processes– Limited systems integration
– Multiple hand-offs between people and systems
– limited standardization & reporting capability
– Limited end to end process visibility for all operational stakeholders
– Poor user experience on existing technology
• Shared Values & style– Etihad Airways value
– Can do attitude
– Flexible planning process
• Staff– More than 124 Nationalities
– Variable levels of experience
• Skills– Inconsistent levels skills & capabilities
7Etihad Airways | Recruitment
16 December 2015
INTRODUCING ASSESSMENT CULTURE…
Etihad Airways | Recruitment
16 September 2015
Etihad recruitment portfolio
• Skills tests
• Aptitude tests
• Personality questionnaires
• Competency-based interviews
• Role play exercises
• Group exercises
• Analysis case study exercises
• Presentation exercises
Choosing the right assessments
• What are the overall goals / aims of the job?
• What are key tasks / duties of the role and what level of proficiency is needed?
• What people would the employee interact with? (e.g. peers, customers, direct reports)
• What challenges would the employee face, and what skills are required to handle them?
• What is a key characteristic of the high performing people who stay for the long term?
Other practical considerations:
• What is my timeframe to hire?
• What volume of people do I need to hire, interview, shortlist, attract?
• How senior is this person?
• What resources do I have to run an assessment, e.g. interviewers, rooms, time, budget,
etc.?
Choosing the right assessments
Etihad Airways | Recruitment
16 September 2015
Example: Revenue Management
For any job, there are always a mixture of requirements needed to
perform.
Some role requirements can be fulfilled through training, e.g.
knowledge and skills.
Although, it is nice when people come already equipped with these
skills. If we can identify the people who have these abilities and
characteristics through assessment in recruitment, then we can make
better decisions about who will do well in the job.
Think about the important knowledge, skills, abilities and
behaviours that you need to hire for.
Knowledgee.g. Pricing and
Sales Strategies,
Network revenue
data
Skills
e.g. Analytical,
Planning and
Organizing
Aptitudee.g. Numerical &
Logical
reasoning
Behavioural
Characteristic
se.g. Driving for
results, Making
timely decisions
Etihad Airways | Recruitment
16 September 2015
Phase 1: Ability and psychometric assessment
Verbal reasoning
ability to source, interpret
and apply written verbal
information
Logical reasoning
ability to identify patterns and rules and use these to
categorise information
Personality questionnaire
measuring preferred work style
Building relationships
Delivering results
Leading the business
Role modeling the Etihad
values
Etihad leadership practices Senior manager assessments
Etihad Airways | Recruitment
16 September 2015
ELP and competencies mapping
People Development
ELP Competencies Personality
+ prudent + conceptual + imaginative
+ Prudent + Conscientious + Analytical
+ prudent + Sociable + Behavioural
+ Directing+ Persuasive + Socially confidence People Management
Execution
+ Agreeable + Behavioural + imaginative
+ Focused on result + Conscientious - Autonomous
Delivering
results
Vision & Strategy
Analysis & Judgment
Organisational Awareness
Building Relationships
Leading the business
Through self
Through
others
The starting point
• Strategy
– Organic growth
– Codeshare partnerships,
– Investment in other carriers
• Structure:
– Alignment of recruitment teams to business functional areas
– Recruitment expertise in business specialized areas
• Systems & Processes– Limited systems integration
– Multiple hand-offs between people and systems
– limited standardization & reporting capability
– Limited end to end process visibility for all operational stakeholders
– Poor user experience on existing technology
• Shared Values & style– Etihad Airways value
– Can do attitude
– Flexible planning process
• Staff– More than 124 Nationalities
– Variable levels of experience
• Skills– Inconsistent levels skills & capabilities
13Etihad Airways | Recruitment
16 December 2015
EMBEDDING THE CULTURE AND
PROMOTING BEST PRACTICE…
Standardized approach
• Branded reports
• Mapped to Values & Winning Behaviours
• Standard assessments and feedback templates (manual)
• Comprehensive recruitment pack for recruiters & hiring
managers
• Flexible & comprehensive assessment library to be used
across multiple departments
• Suitable for internal and external recruitment campaigns
• Benchmark against international, external and internal norm
groups
Etihad Airways | Recruitment
16 September 2015
Mapping: Values, Winning Behaviours and psychometric
Delivering Best Practice• Embrace Change• Negotiate & Influence• Live the Vision
Inspiring our Customers• Innovate• Focus on Hospitality• Act with Agility
Caring About Detail• Plan the Work• Work Smart• Make Timely Decisions
Acting Positively• Operate with Integrity• Build Effective Teams• Leverage Diversity
Taking Responsibility• Drive for Results• Act with Determination• Develop and Grow
Etihad Airways | Recruitment
16 September 2015
Winning Behaviours example: Focus On Hospitality
Definition:
Consistently shows respect and warmth; anticipates needs;
demonstrates generosity and goes the extra mile to exceed the
expectations of internal and external customers and guests.
Non-Management Management Senior Management
Personality Questionnaire Personality Questionnaire Personality Questionnaire
Interview Interview Interview
Role Play – with a customer Role Play – with a customer / or with
a direct report who has delivered bad
service
Role Play – with an internal customer or
direct report
Group Exercise – with a
satisfying a customer theme
Presentation – looking at how their
solution meets the customer need
Analysis Case Study & Presentation –
where customer retention or attraction is
a major issue? Then the recommended
solution is presented .
Etihad Airways | Recruitment
16 September 2015
Standardized selection strategy: Assessing Behaviours
Winning Behaviour
Delivering Best
Practice
Inspiring
Customers
Caring About
Detail
Acting
Positively
Taking
Responsibility
Em
bra
ce
Change
Ne
go
tia
te &
Influ
en
ce
Liv
e th
e V
isio
n
Inn
ova
te
Fo
cu
s o
n
Ho
sp
ita
lity
Act w
ith
Ag
ility
Pla
n th
e W
ork
Wo
rk S
ma
rt
Ma
ke
Tim
ely
De
cis
ion
s
Op
era
te w
ith
Inte
gri
ty
Bu
ild E
ffe
ctive
Te
am
s
Le
ve
rag
e
Div
ers
ity
Dri
ve
fo
r R
esu
lts
Act w
ith
De
term
ina
tio
n
Develo
p a
nd
Gro
w
As
se
ss
me
nt
Typ
es
Personality
QuestionnairesX X X X X X X X X X X X X X X
Structured Interviews X X X X X X X X X X X X X X X
Role Play Exercises X X X X X X X X X
Group Exercises X X X X X X X X X
Analysis Case Studies X X X X X X X X X X X
Presentation Exercises X X X X X X
Assessment order list Etihad Airways | Recruitment
16 September 2015
The starting point
• Strategy
– Organic growth
– Codeshare partnerships,
– Investment in other carriers
• Structure:
– Alignment of recruitment teams to business functional areas
– Recruitment expertise in business specialized areas
• Systems & Processes– Limited systems integration
– Multiple hand-offs between people and systems
– limited standardization & reporting capability
– Limited end to end process visibility for all operational stakeholders
– Poor user experience on existing technology
• Shared Values & style– Etihad Airways value
– Can do attitude
– Flexible planning process
• Staff– More than 124 Nationalities
– Variable levels of experience
• Skills– Inconsistent levels skills & capabilities
18Etihad Airways | Recruitment
16 December 2015
IMPLEMENT LEADING BUSINESS
TECHNOLOGY WITH FULLY AUTOMATED
PROCESS
myRecruitment: Assessment tools integration
Band Standard Technical Numerical Basic Advanced / Team Leader Additional
Senior Manager shapes (management)
Norm: Int. Senior Manager
Project ID: 78181
Middle Manager shapes (management) shapes (management) shapes (management)
verbal (industry) verbal (industry) verbal (finance)
numerical (industry) numerical (industry) numerical (finance)
cls lst
sx(a)
Norm: Int. Middle Manager Norm: Int. Middle Manager Norm: Int. Middle Manager
Project ID: 78182 Project ID: 78183 Project ID: 78184
Officer verbal (admin) verbal (admin) verbal (admin) verbal (instruct) shapes (management) verbal (admin)
ix numerical (admin) numerical (admin) eql (a) verbal (industry)
lt-e ix lst ix numerical (industry) lt-e
lst lt-e lt-e lt-e Intermediate Word 2010
lt-e Intermediate Excel 2010
Intermediate Powerpoint 2010
Norm: Int. Individual Contributor Norm: Int. Individual Contributor Norm: Int. Individual Contributor Norm: Int. Individual Contributor Norm: Specialist Experts Norm: Int. Individual Contributor
Project ID: 78185 Project ID: 78186 Project ID: 78187 Project ID: 78188 Package ID: 78189 Project ID: 78191
Admin verbal (instruct) verbal (instruct) verbal (instruct) verbal (instruct)
lt-e (basic) lt-e (basic) lt-e (basic) lt-e (basic)
Intermediate Word 2010 Advanced Powerpoint 2010 eql (a) Basic Word 2010
Intermediate Excel 2010 Advanced Word 2010 Intermediate Word 2010 Basic Excel 2010
Basic Copy Typing 02 (on screen) Advanced Excel 2010 Intermediate Excel 2010
Norm: Int. Service Staff Norm: Int. Service Staff Norm: Int. Service Staff Norm: Int. Service Staff
Project ID: 78193 Project ID: 78194 Project ID: 78196 Project ID: 78197
Entry Level verbal (instruct) verbal (instruct) verbal (instruct)
lt-e (basic) ix eql (a)
lt-e (basic) lt-e (basic)
Norm: Int. Entry Level Norm: Int. Entry Level Norm: Int. Entry Level
Project ID: 78198 Project ID: 78199 Project ID: 78201
Specialist Packages
Cadet Pilot stm
rt
tmt
xw
mt-2
Project ID: 78202
Norm: School Leavers vocational -
commercial
• Select assessment pack
• Select recruitment status to assess candidates
• Review assessment results to screen candidates
• “Print & go” interview pack
• Input assessment feedback to myRecruitment
• Make hiring decision with supporting assessment results
Etihad Airways | Recruitment
16 September 2015
myRecruitment: Reporting
15
July 2015
15
Recruitment and Onboarding Dashboard (Core and International)
25
2,150$
90%
33%91%
Internal Business Process Learning and Growth
Time to Hire UAE National Hires
Financial Customer
Cost per Hire Stakeholder Satisfaction
Ext. spend/hireInt. cost/hireTarget
Dashboard Date
Posi t i ons pe r Re c rui te r (YTD)
A ppl i c at i ons pe r posi t i on (YTD)
% Inte rnal Hi re s (YTD)
Ti me to Offe r 1 -OFF rol e s (YTD)
$650
$1,500
$1,000
$-
1 221
32
44
20
35
65
Ap
pro
val
Off
er
On
bo
ard
40
531
YTD (USD Cost per hire)
AED
YTD (days)
New Joiner Satisfaction Score
Hiring Manager Satisfaction Score
YTD Actual
YTD Actual
12
20
Actual Target
TargetUAE National Joiners
YTD (Number of hires)
Executive Dashboard Business Process Learning & Growth KPI Overview
Target
Actual
Target
Dashboard Selection Details
Type Core & International Date July 2015Division Commercial
YTD QTD MTD EY Overall EY Target Metric
Value Indicator R1HRSCCIV1 IBP Time to hire Average time in days from requisition creation to date of hire (excluding requisition time on hold and bulk requisitions)0 0 0 0 Days
Process Indicator R1HRSCCIP1 IBP Time to requisition approval Average time in days from requisition creation by hiring manager to requisition approval date (excluding requisition time on hold)0 0 0 0 Days
System Usage Indicator R1HRSCCIS1 IBP Requisition approval time - Creation to MPP approvalAverage time in days from requisition creation to MPP approval 0 0 0 0 Days
System Usage Indicator R1HRSCCIS2 IBP Requition approval time - MPP to HRBP approvalAverage time in days from MPP approval to HRBP approval 0 0 0 0 Days
System Usage Indicator R1HRSCCIS3 IBP Requisition approval time - HRBP to CFC approvalAverage time in days from HRBP approval to CFC approval 0 0 0 0 Days
System Usage Indicator R1HRSCCIS4 IBP Response time for approval within 48 hrsPercentage requisitions reviewed within 48 hours
System Usage Indicator R1HRSCCIS4 IBP WFP Review Percentage requisitions reviewed within 48 hours by WFP 0% 0% Percentage
System Usage Indicator R1HRSCCIS4 IBP HRBP Review Percentage requisitions reviewed within 48 hours by HRBP 0% 0% Percentage
System Usage Indicator R1HRSCCIS4 IBP CFC Review Percentage requisitions reviewed within 48 hours by CFC 0% 0% Percentage
Process Indicator R1HRSCCIP2 IBP Time to offer - bulk roles Average time in days for bulk roles from the date of the interview to date of acceptance of the offer (for 5 or more quantity of positions on the same requisition, excluding requisition time on hold)0 0 0 0 Days
YTD EY Values Unit of MeasureYTD EY Targets
Review compliance detailed by reviewer type
Recruitment and Onboarding Dashboard (Core and International)
KPI Values Based on Selected Filters
KPI Type KPI IDStrategy Map
alignmentKPI Description
Recruitment - Core & International Value Realization KPIs - July 2015
KPI Name
Executive Level Dashboard
Detailed KPIsEtihad Airways | Recruitment
16 September 2015
myRecruitment - dashboard
Etihad Airways | Recruitment
16 September 2015
The journey
Achievements
• Integrated business technology
• Standardized selection strategy including
selection tools and criteria
• Scalable end-to-end recruitment process
• Improved recruitment cycle time
• Increased use of recruitment capability to
focus on sourcing vs. operational activities
Key success factors
• Alignment with organization/people
strategy
• Internal analysis of current situation
• Simplicity is key in phase one
• Unique approach to Etihad
• Phased approach with clear road map
• Change management
The journey continues… Believe in the power of the people and their passion
Introduction of psychometric
tools
Mapped psychometric reports to ELP
Customized reports mapped to
Etihad Values & WB
Recruitment pack & assessments
library
myRecruitmnet
full integration with assessment
tools
Executive reports & KPI dashboards
Etihad Airways | Recruitment
16 September 2015
WHAT DO WE BELIEVE?
WE BELIEVE IN THE POWER OF PEOPLE AND THEIR PASSION
Etihad Airways | Recruitment
16 September 2015
THANK YOU