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
Top Related