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Creating an Unmistakable Talent Brand and World Class Recruitment Team

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Creating an Unmistakable Talent Brand and World Class Recruitment Team

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A deep dive into creating an unmistakable Talent Brand and Rock Star Talent Acquisition Department working on focus points including Brand Awareness, Self Awareness, Steps to Creating Talent Brand Strategies, Steps to Rock Start Talent Acquisition Departments with a focus on companies who are doing it such as LV= in the UK and Menlo Innovations in the USA. Hope you enjoy! :)

A deep dive into creating an unmistakable Talent Brand and Rock Star Talent Acquisition Department working on focus points including Brand Awareness, Self Awareness, Steps to Creating Talent Brand Strategies, Steps to Rock Start Talent Acquisition Departments with a focus on companies who are doing it such as LV= in the UK and Menlo Innovations in the USA. Hope you enjoy! :)

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Creating an Unmistakable Talent Brand and World Class Recruitment Team

  1. 1. Mary Pratt Talent Coach
  2. 2. Dare to be Different Becoming a Talent Magnet and… Developing Audacious Talent Acquisition teams
  3. 3. 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?
  4. 4. Marketing Experts suggest that children as young as 24 months are already addicted to Brands Source: Adweek.com
  5. 5. By 36 – 42 months a connection between brand can say something about their personalities Source: Adweek.com
  6. 6. In China children can even write the‘ ’for McDonalds before they write their own name! Source: Adweek.com
  7. 7. 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 GroupYou can’t escape from them…
  8. 8. # 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 .
  9. 9. 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
  10. 10. And no Names required….
  11. 11. 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!
  12. 12. Video
  13. 13. Trends
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Engaged Talent create the ROI Magic Annualised 19.2% growth in Operating Income Profits grow 3 times faster than the Competition Growth Delivery Employees 87% less likely to leave your Organization Retention! 10% higher Customer Engagement 25 – 65% lower Employee turnover lower absenteeism
  18. 18. 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?
  19. 19. Are ‘YOU’ ready?
  20. 20. Leaders ‘Do’ not ‘Just Know’
  21. 21. 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
  22. 22. Linda Sharkey Author, Coach and Radio Host Engagement Busters Video
  23. 23. 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%
  24. 24. Fashion Statement or here to stay?
  25. 25. Building it takes years, Losing it takes seconds
  26. 26. ….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!
  27. 27. 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
  28. 28. 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)
  29. 29. 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’
  30. 30. 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?
  31. 31. 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
  32. 32. 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!
  33. 33. 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!
  34. 34. TANFEETH GOT 6. Create the Party Inside
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 7. Continue the Party Externally
  39. 39. 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!
  40. 40. Talent Branding in Action
  41. 41. Our Mission is to end human suffering in the World as it relates to technology
  42. 42. 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!!!
  43. 43. 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
  44. 44. Richard Sheridan Author of Joy Inc. CEO Menlo Innovations Video
  45. 45. Developing Audacious Talent Acquisition teams
  46. 46. 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
  47. 47. 1. 2. 3. 4. PEOPLE PROCESS POWER PLATFORM Steps to Igniting the Talent Team
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. Process…Candidate Experience Touch Point Test 0 +5 -5 BRAINSTORMZONE 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
  52. 52. Out with the Old….. 2. Process………
  53. 53. 2. Process………. ….In with the NEW!
  54. 54. Curate content into personalized microsites in minutes.
  55. 55. 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
  56. 56. 4. Platforms……Social Overloading
  57. 57. 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!)
  58. 58. LV= Revolutionary
  59. 59. Out with the Old….. In with the New….. LV= Revolutionary
  60. 60. …..The ChallengesLV= 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’
  61. 61. …..The ApproachLV= 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
  62. 62. …..Internal AttractionLV= 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……
  63. 63. …..Internal AttractionLV= 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
  64. 64. …..External AttractionLV= Revolutionary From…. .....To .....The refreshed LV= Employer Brand was born
  65. 65. …..Leveraging Technology and DataLV= Revolutionary Using maps to understand where people live and where applicants apply from....Helping to target attraction activity (and challenge line manager perceptions!)
  66. 66. …..Creating Social SizzleLV= 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%
  67. 67. …..Walking the TalkLV= 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
  68. 68. …..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.
  69. 69. 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
  70. 70. Video
  71. 71. Thank You
  72. 72. 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

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