Mary Pratt

Talent Coach

Dare to be Different

Becoming a Talent Magnetand…

Developing Audacious Talent Acquisition teams

What Companywould you work for

instantly, if giventhe chance….

And why?

And how does thatcompare to yourown Talent Brand

right now?

Marketing Experts suggest that children as youngas 24 months are already addicted to Brands

Source: Adweek.com

By 36 – 42 months a connection between brandcan say something about their personalities

Source: Adweek.com

In China children can even write the‘ ’forMcDonalds 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

Lunch

Supper

Unwind

A person living in a city 30 years ago saw up to 2,000 ad messages a day, comparedwith up to 5,000 today. Yankelovich, Market Research Company

“Ubiquity is the new exclusivity.” Kaplan Thaler GroupYou can’t escape from them…

# 69 World’s MostValuable Brand

They excite you….

Red Bull has won FOUR World Formula 1 Championshipsbut 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 havesuccessfully 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 generationof women grows up enjoying apositive relationship with theway they look, to help them

reach their full potential'.

More than 13 million youngpeople have received help from

Dove since 2005

Dove aim to have helped morethan 15 million young

people by 2015

Dove has also initiated ‘Legacy’, a programme aimedat generating positive role modeling for girls

And no Names required….

So what is the difference betweena ‘Consumer Brand’ and ‘Talent Brand’?

Definition of Employer Branding:

Employer Branding is the process of promoting a Company, or anorganization, as the Employer of Choice to a desired target group, onewhich a Company needs and wants to recruit and retain. The processfacilitates the Company’s ability in attracting, recruiting and retainingideal employees – referred to as Top Talent in recruitment – and helpssecure 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 WorkersWorldwide are either not

engaged to actively disengaged

ONLY – 13% of WorkersWorldwide are driving their

Organizations forward

Disengaged Employees cost anOrganization approx. $3,400 forevery $10,000 in annual salary

More than 36% claim thatdissatisfaction begins at 3-6

months!! The honeymoon is over

EMPLOYEES BY REGION ENGAGED NOTENGAGED

ACTIVELYDISENGAGED

Disengaged to Engaged…. ….the Paradigm Shift

Work Flexibility Interesting Work Job Stability Opportunity to Growwith the Business

A Commitment toEthics & 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

Engaged Talent create the ROI Magic

Annualised 19.2%growth in

OperatingIncome

Profits grow3 times faster

than theCompetition

Growth

Delivery

Employees87% less likely to

leave yourOrganization

Retention!

10% higherCustomer

Engagement

25 – 65%lower

Employee turnoverlower

absenteeism

It’s about ‘how’ you frame the Questions

Leading and Sustainable Engagement is allabout how you ask the questions…..

How Happy are you at work today?

What can you do today to ExperienceHappiness at work?

Are‘YOU’

ready?

Leaders ‘Do’ not ‘Just Know’

Leadership Challenge….

You may KNOW what is rightand 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

The Talent Pioneer goes to…….

Human ResourcesMarketing

HR & MarketingHR & Communications

Executive TeamCEO

HR, Marketing & CommunicationsDirectors

Talent ManagementCommunications

Not KnownBranding

Corporate AffairsInformation 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%

Fashion Statement or here to stay?

Building it takes years, Losing it takes seconds

….and they all love to talk….

andsometimes

it allbackfires…

: 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.

BUILDthe Foundations

DIGIn and Explore

AUDITsee through Employees eyes

DIGESTand Develop

IGNITEwith Life

CREATEthe Party Inside

CONTINUEthe Party Externally

MEASURETweak 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 bean 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 – everylanguage under the sun if necessaryRemember 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 CompetitorThere 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 whatyour 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 aclue 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 startersBrown 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 aCorporate BrochureHave 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….theanswers are under your nose!

TANFEETH GOT

6. Create the Party Inside

AnnualSurvey

AnnualTanfeeth

Day

CareerPaths &

Development

ContinuousSurveys &Feedback

WeeklyEngagement

Calendar

PersonalizedDevelopment

& GrowthPlans

Like most of you here today, we have the basic strategic andtactical engagement initiatives and frameworks in place

The Biggest Impact….Ice cream day

Leadership Pulse Breakfasts Chief Cooking Officer Make a Wish

Everything isrelative andcontextual

There isno Cookie

Cutterapproach

But there isone GuidingPrinciple…

…LISTEN TO YOUR WORKFORCE, UNDERSTAND YOUR PEOPLE

7. Continue the Party Externally

Research all the options available, ‘off’ and ‘on’ lineThink inside the audiences heads

Choose the most effective vehicles of Communication and the ones that fit your BrandpositionUndertake Effective Planning with clear and measurable objectivesEnsure 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 meaningfulIs it: Cost per Hire, Quality of Hire, Attrition, Staff Engagement, Employee Surveys, GlassDoor, how many others?Success comes from continuously improving what you do but more importantly, how youdo itCelebrate success, achievements and improvements.....don’t assume everyone is motivatedthe same wayDon’t be afraid to ‘tweak’ things if they can be improved…..test the results, ask for feedbackIf 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 JOYthrough the following practices:

o Pairing (no one works alone)o High-Tech Anthropologyo Open and collaborative workspaceo High speed voice technologyo Daily stand upo 40 Hour work weekso Pets and Babies at worko Making mistakes fastero Doing the simplest thing that could

possibly worko Origami project managemento Work authorisation boards, storycards,

yarn and stickerso Estimation without fearo Integrated quality advocacyo 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

Developing Audacious TalentAcquisition teams

More than 50% of Recruiters do NOTunderstand the concept of Talent Brand

THE UNLOVED

58% of Applicants do not receiveregular updates on their application

52% feel as it they are not treated as anindividual throughout the experience

64% of Applicants share theirexperience via Social Media

34% rate their overall Candidateexperience as POOR

Only 11% of Companies ask forCandidate Feedback….INSANITY

1. 2.

3. 4.

PEOPLE PROCESS

POWER PLATFORM

Steps to Igniting the Talent Team

Hire a Business Orientated Leader – Full span Commercial approachMap your Maturity Profile of Recruiters based on Sourcing, Interviewing, StakeholderEngagement, Social and CommercialityPull together your Highest Performers and mirror excellenceBuddy-up Recruiters….create consistency of approach, collaboration and contingencyCreate a Learning Culture (Workshops, Buzz Sessions, Innovation Sessions, Brand CaseStudies)Develop (Create an academy aligned to your Brand, your Values……your Way)

1. People

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 thatassessmentDon’t over engineer the process…..Walk in the shoes of your passive Candidates….if it feelsclunky, it will be clunkyEvery 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

0

+5

-5

BRAI

NST

ORM

ZO

NE Add Glassdoor

to KPIsAdvert WritingWorkshop

Assess allsourcingChannels

Yay!! Websiteworking

Work throughall Comms

Design FreeGuides forJob Seekers

Video theDepartment/Manager withJD

Recruiter andCandidatePrep calls

Pulse CheckQuestionnaireto Candidatesfor Servicestandards

Company GroupTours forNewbies

Good Luckcard

Image

Story

Reviews

PR

Mix ofSourcingChannels

AdvertWording

1 Click Applicationon Website

PersonalisedComms afterApplication

MobileSavvy

TimelyPrescreen

Reject/ProgressProcess

CompellingJob Spec

PainlessInterviewProcess

PrepAdvice

Interviewstructure

Feedback

Offer/RejectProcess

On-boarding Pack& Contact

Process

Timing

Keeping in touchup to start date

Day OneWelcome

Induction/Buddyin place

BRAND CHANNELS APPLICATION PRESCREEN INTERVIEW SERVICE ON-BOARD START

Desireto Keepin touch

Desireto Protect

the Brand

Desireto 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 Incomegrowth 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

SocialCrib SheetMake 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!)

LV= Revolutionary

Out with the Old….. In with the New…..

LV= Revolutionary

…..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’

…..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

…..Internal AttractionLV= Revolutionary

400+ photos were emailed886 snaps in the photo booth533 people in the photo booth pictures

57,000 hits across the microsite since launch99.9% 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 AttractionLV= Revolutionary

And so it began....

One heart-shaped chairOne gigantic beanbag60 LV= people

Five photo shootsSix film shoots100 hours of editing

…..External AttractionLV= Revolutionary

From…. .....To

.....The refreshed LV= Employer Brand was born

…..Leveraging Technology and DataLV= Revolutionary

Using maps tounderstand where

people live and whereapplicants apply

from....Helping to targetattraction activity (andchallenge line manager

perceptions!)

Using maps tounderstand where

people live and whereapplicants apply

from....Helping to targetattraction activity (andchallenge line manager

perceptions!)

…..Creating Social SizzleLV= Revolutionary

In 2012, LV= decided to dispel the myth of Social Media and Recruitment sopulled together a full plan, strategy and executed it..

LV= Careers Social Media Followers increased by over 60%

…..Walking the TalkLV= Revolutionary

96% of new Employeesfelt ‘Wow’ or ‘Welcomed’

100% of Employeesaware of the

core LV= Values

99% People theymet were

‘energised to work for LV=‘

87% felt views ofthe job gained throughthe recruitment process

were accurate

…..Is it Working?LV= Revolutionary

IN 2008…… IN 2014……

1,893 Employees c. 6,000 Employees

82% RecruitmentAgency dependency

3% RecruitmentAgency 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.

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 singleindividual on the team

Thank You

A Big Shout Out to…

Jean Paul SmallsDigital Marketing Manager, Elevate Direct

Jonathan KiddDirector, Linked In

Chris MurphyFounder, Zoomforth

Colin MintoGroup Head Resourcing Strategy, G4S

Mary AppletonDirector and Editor in Chief, Changeboard

Kevin HoughHead of Resourcing, LV

Giovanni EverduinHead of HR Strategy & Org Change, Tanfeeth

Linda SharkeyAuthor, Coach and Radio Host

Frank WagnerCo Founder Marshall Goldsmith Coaching

Richard SheridanAuthor of Joy Inc. CEO Menlo Innovations