Date post: | 18-Oct-2014 |
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Why you are in danger of losing your talent to your competitors
Creating a World Class Talent Brand
mj
What makes a
great company?
PEOPLE!
And competitors
want your best
talent!
Key for staff is.........
Feeling valued, recognised, challenged, enjoying their work.
If they are they will want to recommend their friends and ex colleagues to join
Talent Pool: An Overview
-Is shrinking
-We are all growing
- Experience talent pool especially tight as industries
converge and fight to attract & retain similar talent
- EA is a games company BUT we seek talent from all
industries. ALL the companies in this room today has
potential EA staff.
So what strategic choices do we face?
The Choice of Talent Strategies…
•Bums on seats – hire cheap and lose them when they get too expensive or frustrated enough to leave
•Inside Up – hire mainly at entry level and develop / promote through the business
•Gone again – react to resignations by ―spot buying‖ talent on the open market
•Always Open – employ a mix of push and pull sourcing techniques to constantly attract the best talent and find them roles within the organisation
•Employer Branding – build and maintain an ongoing image as a great place to work and directly communicate with candidates
The best candidate
for your role......
is not necessarily
registered with a
Recruitment
Agency right now!
The best candidate
for your role......
..is not necessarily
registered on a job
board right now!
...may not search
job boards.....
....maybe used to
people
approaching
them...
Your best candidate
may not have even
considered working
for your company....
or even heard of you!
So by definition what is a candidate?
•Someone who has nominated themselves to be part of
an election process
•It is a voluntary act
At what point does someone volunteer to be a candidate?
•When they see your ad?
•When they apply to your advertisement?
•When you interview them?
• We either wait for the moment
they become a candidate and
jump on them
• Or we make them a proposition
they find attractive any time
WE CREATE A
CANDIDATE
So the problem is
timing?
You are in a race
Leading businesses
are realising great
recruitment is about
building relationships
& communicating with
people, (hence
creating an emotional
connection with them),
before they become a
candidate
Our Vision
To be the ultimate go-to career destination
for the best talent.
EA Globally seen as a great place to work in the hearts &
minds of premier talent.
This involves Marketing
BRAND Marketing
EA’s VISION
A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark,
which if managed properly, creates value and influence.
Brands simplify decision making, represent an assurance of quality, and offer a relevant,
different and credible choice among competing offerings.
Interbrand
The Brand Glossary
The average American is exposed
to between 2,000 and 6,000 brand
messages a day.
There are 25,000 products in the
average supermarket.
Interbrand
Brand Fact
• Provide vision and inspiration to employees
• Guide every business decision
• Drive innovation and creativity
• Become something consumers love
A powerful consumer brand can…
• Multiply sales by hundreds of millions
• Add billions to shareholder value
75% consumers will pay 20% more for brand
50% consumers will pay 25% more for brand
40% consumers will pay 30% more for brand
25% consumers say price doesn't matter they
buy brand
Scott Davis
Brand Asset Management
What is an employment brand?
How a business builds and
packages its identity, from its
origin‘s and values, what it
promises to deliver to
emotionally connect
employees so that they in turn
deliver what the business
promises to customers.
Building the employment
brand from inside the
business, with a consistent
substance, voice, and
authenticity, may be the most
powerful tool a business can
use to emotionally engage
employees.
The benefits of a World
Class Talent Brand
Increase in unsolicited candidates eg to jobs
site
Higher quality
Candidates
Higher offer/accept
ratios
Increased Employee Referrals
Improved Retention
rates
Increased employee motivation
Decreased Corporate negativity
Stronger Corpo
Culture
Increased Shareholder
value
Competitive Advantage
Improved College
Recruiting
Increased Media
Exposure
Increased Manager
Satisfaction
Ammunition for
Employees & managers
Long term Impact
EA Brand Steering CommitteeBusiness Representation from across the whole business
- Marketing - HR - Recruitment - Sales
- PR - Geographical Leaders - Leading Creative staff
- Training & Development - Internal Communications
Creating A Global Framework
Global Consistency
One Voice, One Message
From San Francisco
to Singapore
Brisbane to Boston
Stage One: Notice
Stage Two: Consider
Stage Three: Apply
Stage Four: Join
Stage Five: Work
Stage Six: Leave
Stage Seven:
Remember
The Stages of the
Employee Experience(how we communicate with candidates,
build perceptions about us & ultimately
build and develop a relationship)
External PR
•‗PR is our friend‘
•Pushes messages to a
audience via EA people
‗Humanizes EA‘ via
articles, interviews etc
•Online & offline media
•Recruiters then use
coverage to email to
candidates & motivate
staff internally
Presentations & Events
•Meet your candidates—be visible
•Attend Industry Events
•Hold open houses
•Present at Universities
The best jobs
are not a
fantasy at EA
EA is recruiting
at GCA
Game Convention
Asia
Singapore
18/20th September
‗Don‘t just play it...create it‘
Jobs.ea.com
Meet the EA Asia
recruitment team
The Goals
‗A showcase event‘
-EA demonstrates thought leadership
-Press & candidates mingle together in an
informal setting
-No barriers to entry for candidates attending
-Recruitment lead generation
-PR media column inches
The Results
-600 attendees
-1000 names lead generation
Great Video Footage
Host of great Press Coverage
Considers
Strengthen the sense of choice
Create a buzz
Make recruitment advertising real
Make recruitment advertising relevant
Open recruitment advertising up to new ideas
Social Networking
.....the start of a
journey
YouTube
Social Networking is all about
building Relationships....remember relationships turn into pipeline and job applications
So why does Social
Media Matter?
YouTube
What is our Goal?
To build relationships with
potential talent, allowing us to
spread subconscious E-Brand
messages, thus improving
brand perception and hence
convincing Talent to apply to
work at EA.
Social Networking allows a
‗direct-consumer‘ / ‗direct-
potential employee‘/‘direct to
potential EA advocate‘
relationship to be built.
This benefits TA by not only
providing more content to
present to candidates but
ultimately generating new
untapped pipelines.
Not about blatant in your face
recruitment
Recruitment advertising is not just about listing jobs but messaging
out to your candidate pool
Message Advertising
Global recruitment brochure &
Posters
Recruitment brochure
For events, EA reception areas, EA Meeting rooms, University Handouts
Jobs.ea.com & Job
Descriptions
Jobs site is THE shop window to the world
It is a Marketing tool to ‗sell to candidates‘‘
Contain: Company info, Employee Profiles, news, fun aspects to review.
Jobs Site Employee Profiles
‘Humanize’ EA Asia employees and shares
their advice & experience to inspire and
motivate others in their career choices
Segmented Recruitment
Database Mailers
•Targeted emails to core
groups eg Engineers,
Artists etc
•Keep Candidate pool
informed of EA activity
•Can be used for
messaging eg special
events or intros to studios
ApplyIf people act
interested in the candidate as a
person
If experience is efficient & organized
If EA acts like a good place to work
If EA‘s materials follow the standards
set by external comms & marketing
If everything seems to work
If the interview is challenging
If the candidate feels the interview is
thorough
If the expectations are clearly understood
If the values feel aligned
If the candidate feels the decision process
is fair
If rejection is handled with respect
Interview Pack
Reception Area
Interview Experience
Post Interview
Experience
Pre Interview
Experience
Candidate Experience
Candidates are both potential recruiters for EA and Blog Critics
Pre Interview
Experience
•How candidates interact with EA
leaves lasting impressions
•Phone/Emails
•Cust Service feedback
evaluation
•We want potential recruits
‗gushing‘ with the thought of
working at EA
•A great early process defines the
offer decision process
•Point & provide them content
Interview Pack
•Interview pack, provides a
consistent central message but
with localised content
•Critical in building empathy in
the recruitment process
•It defines interview process
and answers candidate
questions in advance
•If candidate not read—shows
lack of passion
Reception
•Reception leaves a
lasting impression
•Does it look & feel
EA?
•Are there recruitment
messages----huge
traffic goes through
reception. A Visitor
could be a hire
•Is their recruitment
collateral?
Which feels EA & Entertainment?
Interview Experience
•Collateral/giveaways
•Even if not offered they
feel special throughout
interview process &
remain desperate to work
for us
•Interview
experience
feedback
•Feedback to
hiring manager
Post Interview
Experience
•How we feed back---how
personalised
•Keep in touch via
Salesforce eg Silver
medal candidates
•How celebrate job offers
Join
Onboarding
Is the paperwork handled
efficiently?
Essential questions
are handled effectively
Employee can
culturally assimilate
If experience is consistent with brand of the business
If the experiences
promotes the brand of the business
Work
High performance
Culture
Performance Management
SystemsPay for
performance
Segmenting & rewarding top
performers
Segmenting & weed out low performers
Emphasis on L&D
2 ways comms & feedback
Cultivation of leaders
Leadership bench &
succession planning
Open Comms
Distributed decision making
Rewards for innovation & risk
taking
Internal Referral Scheme
PROUD OF EA
PB
•Staff are our BEST
recruiters
•Also Best Indicator if
people are happy at EA
•Globally consistent
scheme with consistent
messaging
•Recognize & reward
the best referrers---
increase visibility—
league tables
•Dedicated referral
events onsite
Intranet Sites
•Internal comms to fuel
staff pride
•EA Knowledge– training
& development includes
staff profiles
• Central Recruitment
toolkit space for adverts,
policies etc
Alumni
•Leavers---know us–
once loved us---re-
engage?
•Newsletter & Tailored
communications
•Privilege status eg
EA Events
•Keep them in touch
Never lose sight of your roots & Past Foot
soldiers
The Past can lead to a brighter future