Creating an Irresistible Employee ValueProposition to Improve Engagement and
Retention
FAHR | 28 April 2015David Jones, Managing Director
The Talent [email protected]
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Agenda
A Complex and Unique Labour Market
Employer Branding Simplified
What Engages and Retains Your Employees?
How Do We Measure Success of Our Nationalisation Efforts?
Using Talent Analytics to Build Your Employer Brand: Case Study
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Worldwide, young people are three times more likely than their parents to be out ofwork and the MENA region has the highest average levels of youth unemployment.
Only 22% of young nationals believe their country’s education system helpedprepare them (or is preparing them) to find a job.
Only 29% of GCC employers feel that education prepares students with necessarytechnical skills.
Engagement levels in the GCC are alarmingly low at 49% with those between 25 – 34years reporting the lowest at 40%. Our youngest employees are facing an early-midcareer crisis.
We Operate in a Unique & Complex Labour Market:Limited Window of Opportunity
UAE 2010 UAE 2050
Median Age:26
Median Age:49!
Red Alphabets denote two-sided tests with significance level 0.05. Tests are adjusted for all pairwisecomparisons within a row of each innermost subtable using the Bonferroni correction.
Preferred Sources for Exploring Job Opportunities
An increasing number of students are finding job opportunities through the internet,emphasising the need for higher focus on marketing your employer brands through
well defined, authentic and credible employment experiences offered.
GCC NationalStudentsA
GCC ExpatStudentsB UK StudentsC
Searching online / job portals etc. 25% 14% 31%B
Via your friends, family and personalcontacts 20% 30%C 12%
Through securing part-time work, internshipsor apprenticeships first 15% 23% 16%
I don't know yet 15% 8% 19%B
Government agencies 11%C 3% 2%
Your school / college student placementcell 9% 14% 12%
Recruitment consultants / talking directlywith prospective employers 5% 7% 6%
Advertisements / newspapers 1% 3% 2%
Red Alphabets denote two-sided tests with significance level 0.05. Tests are adjusted for all pairwisecomparisons within a row of each innermost subtable using the Bonferroni correction.
Continued Preference for Public Sector
GCC NationalStudentsA
GCC ExpatStudentsB UK StudentsC
Work with the government 39%BC 5% 4%
Study further 35%B 19% 62%AB
Work with private sector employers 7% 19%AC 4%
Get a paid internship or apprenticeship 6% 26%AC 12%
Start my own business/ join family ownedbusiness 6% 18%AC 5%
I don't know yet 6% 7% 9%
Our research findings in the region show that 49% of GCC National students surveyedwould continue to stay in the region and explore work opportunities and close to 35%
would be keen to explore opportunities elsewhere outside the country.
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Employer Branding Simplified
VALUES & CULTURE
TRUST
OPPORTUNITIES FOR LEARNING
CAREERGROWTH
EMPOWERMENT*Em
otionalRational
RESPECT
COMPANYCONNECTION
PAY & BENEFITS
ROLES & RESPONSIBILITIES
MEANING & PURPOSE
1. Simple /Jargon-Free
2. Genuine / Authentic
3. Set Realistic Expectations
4. Help the Right Talent SelectThemselves (and Others Deselect)
5. Unique to Your Culture
6. A Shared View
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What Are Our National Talent Looking For?
What is more important…
Attractive overallcompensationpackage
Gaining a careerenhancing experience
29%
71%
0% 20% 40% 60% 80% 100%
37%
63%
0% 20% 40% 60% 80% 100%
Prefer to work for an organisation which…
Offers higheropportunities to learn& develop
Contributes to theoverall good of thecountry
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Key Aspects that Impact Engagement & Retention in the GCC
Organisational Factors thatPositively Impact Engagement
Organisational Factors thatmay Cause Engagement
Levels to Fall Further
Personal IndividualCharacteristics and Strengths
that Impact Engagement(According to our research,
these personal factorspredict approx. 30%
variance in engagement.
Measure & Improve Measure & Sustain Measure & Improve
Confidence in Leadership Career Growth Learning and Development Being Recognised and Valued Managerial Effectiveness Pay & Benefits Supportive Work Culture Positive Relationships
Sense ofAccomplishment
Meaning at Work Fairness and Equity Level of Trust Physical Work
Environment
Intrinsic Motivation Drive Grit & Determination Resilience Accountability Optimism Flexibility Growth Mindset
NationalisationIndex (5Ps)
Presence • Desired Retention• Limited Absence
Productivity • Performance• Confidence and Resilience
Positivity• Personal Engagement• Organisational Engagement• Well-being
Progress• Learning and Development• Job Movement• Openness to Change
Positive Role-Modelling
• Senior Manager Visibility• Links to Education• Organisational Pride 10
The Talent Enterprise’s Nationalisation Index
Using Talent Analytics & Top Talent Profiling to Build The Employer Brand
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A prominent organisation with over 35,000+ employees.
Keen to finalise a longer-term, more sustainable nationalisationstrategy.
Key concern was to hire the ‘right’ talent in the ‘right’ jobs – highpotential nationals.
Wanted to understand what works in their culture.
Employer branding was a core part of a larger project on strategicworkforce planning, recruitment and design of graduate programs,talent and succession etc.
All Rights Reserved The Talent Enterprise
Take Responsibility
Find it Engaging to Work in a DynamicEnvironment
Driven and Determined
Flexible
Creative
Technically Sound
Be Open to Working in Other Countriesand Environments
You May not Fit Here if you Prefer theFollowing
Need Constant Guidance to PerformDaily Tasks
If You Desire a Highly Stable WorkEnvironment
Clearly Defined Processes
Purely Monetary Reward Focus
A Clear, Well-Defined Career Path:Technology is constantly evolving andso are we!
Using Predictive Talent Analytics We Found the Following for Hi-Po’s
Characteristics of High Performers /High Potential Employees
HIGHPERFORMERS
/ HIGHPOTENTIAL
OTHERS
Staying in Touch!
www.linkedin.com/company/the-talent-enterprise
https://www.facebook.com/TheTalentEnterprise
https://twitter.com/TTE_Consulting
Our Book ‘Unlocking The Paradox of Plenty’available online on www.booksarabia.comand www.amazon.com and in all leading
bookstores in the UAE.