cielo's uk talent rising summit - employer brand & meaningful measurement
TRANSCRIPT
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2015 TALENT RISING SUMMIT
LONDON
WELCOME
@CIELOTALENT | #TalentMindset
WIFI: CIELO0306
CIELO BY THE NUMBERS
Time Topic
09:00 Welcome
Seb O’Connell & Sue Marks, Cielo
09:20 Future of Talent
Kevin Wheeler, Future of Talent Institute
10:50 Tea and Coffee Break
11:05 Talent Acquisition Panel & Table discussions
Seb O’Connell, Cielo
12.25 Employer Brand – Buzzword Bingo and Meaningful Measurement
Andy Curlewis, Cielo
13.10 Lunch
14:00 Engaging young people about the world of work
Jim Birtwell, Plotr
14:20 Technology and Innovation
Adam Godson, Cielo
14:50 Tea and Coffee Break
15:00 Developing human capital management capability: organisation maturity, value & risk
Stuart Woollard, Maturity Institute
16:15 Thank you & close
Seb O’Connell, Cielo
16:30 Champagne
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EMPLOYER BRAND –
BUZZWORD BINGO &
MEANINGFUL
MEASUREMENT
ANDY CURLEWIS
@AMCURLEW
#TALENTMINDSET
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EMPLOYER BRAND BUZZWORD BINGO &
MEANINGFUL MEASUREMENT
MARKET TRENDS
Measurement
ROI
Mainstream
Buzzword
Bingo
In House
Market
Consolidation
Talent lifecycle
Communities
& talent pools
One brand &
convergence War for talent
Freedom within a
framework | Glocal
Authenticity & curating stories Active vs passive talent
Candidate
Experience Agile
Social Mobility
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Why is this? The 21st century workforce
What do we really mean by employer brand?
Model & Measurement Madness
Real Results
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We are in a digital age of
increasing truth and transparency
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… where the most important conversation about you
is when you aren’t there
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A brand is not a product or a promise or a feeling
It's the sum of all the experiences you have with a company and
most crucially of all, what differentiates that company from the rest
And a career is the most sophisticated sell of them all.
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THE OLD: “RECRUITMENT”
Requisition based
One size fits all approach
Undefined Employer Brand
Indirect: over-reliant on agencies
Active candidates
Inconsistent
Paucity of data
Single-channel
Manual
And so HR were:
Order takers
Reactive – Tactical
THE NEW: “TALENT ACQUISITION”
Communities & talent pools
Segmented approach
Nuanced Employer Brand
Direct: greater capability
Active & passive candidates
Consistent
Data & metrics driven
Multi-channel: inc social media
Underpinned by technology
And we then became:
Proactive
Talent advisors
THE OUTCOMES
Improved candidate / HM experience
Reduced cost and time to hire
Better quality of hire
Lower regretted attrition
Recruitment prevention
Internal mobility
Destination employer
Improved performance
And now we must be:
Strategic and embedded
Business activators
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Finding people is
only half the
challenge.
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Convincing the right
ones to join and
inspiring them to stay
and do great things is
the hardest task.
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Models and Measurement Madness
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CEB
Source: CEB Corporate Leadership Council, Rebuilding the Employment Value Proposition
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Identity Profile
EVP
The image you would like
to communicate
(Management)
The external view and position of your company
(Customers & candidates)
“Who people think you are”
“Who you want to be”
The image, career and
opportunities your company
can offer
(employees)
“Who you really are”
Image
UNIVERSUM
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BRANDON HALL
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GLASSDOOR
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GLASSDOOR
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GLASSDOOR
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CANDE AWARDS
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ENGAGE FOR SUCCESS
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REAL RESULTS
Always on CRM and candidate experience
Alignment with corporate and consumer marketing and communications
Metric Awareness Followers, TBI, fans, subscribers, views, web traffic, SEO
Metric
Engagement Web stickiness, Likes, shares, re-tweets, comments, downloads
Metric
Conversion Media and website analytics, applications, interviews, hires
Metric Performance Engagement, retention, promotion, revenue benefit scores & ROI
MEANINGFUL METRICS
Metric Perception E-NPS, Mystery Applicant, Awards – internal & external
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BALANCED SCORECARD
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Awareness
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
BRAND
• Internal & External Quant & Qual
• 3rd Party
• Universum
• LinkedIn Talent Brand Index
• Glassdoor
• Sunday Times, etc.
• Mystery Shopper
• e_NPS/Sentiment Calculations
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Awareness
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
ATTRACTION
• Social and Media Reach & Exposure
• Web & Profile Analytics: traffic,
downloads, registrations and
CTR/conversions
• Talent pools & Communities
• Channel Performance
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
BASELINE METRICS
• Segmented by Geography, Segment
and Career State
• Baselined and Benchmarked
• Quality MOS Defined
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
PERFORMANCE
• Segmented by Geography, Segment
and Career State
• Baselined and Benchmarked
• Quality MOS Defined
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
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BALANCED SCORECARD AREA METRIC YEAR 1 YEAR 2 YEAR 3
Brand
Awareness
Perception
Engagement
Consideration
Advocacy
Attraction
Reach
Engagement
Conversion
ROI
Base Line Metrics
Cost of Hire
Time to Hire
Quality of Hire
Conversion Ratios
Performance
Regretted Retention
Engagement Surveys
Performance Rankings
Potential, Promotion & Succession
Diversity & Agility
Hiring Manager Satisfaction
Diversity
Attraction
Selection Stages/Slates
Retention
Potential & Promotion
Business Performance
Program
SLAs
Responsiveness
Accuracy
Budget Control
Communications
Reporting
Stakeholder Satisfaction
DIVERSITY
• Gender, Ethnicity, Faith, etc.
• Segmented by Geography, Segment
and Career State
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AB INBEV
PREMIUM BRANDS = PREMIUM PEOPLE
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TOTAL ENGAGEMENT
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1 EVP
3 Internal ‘brands’
6 Websites
6 Social Media profiles
1 portal to rule them all
25 creative campaigns
Grad Stats
TRANSFORMATION
DEFINING INVESTMENT
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DIGESTIBLE DATA
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Brand, Digital and Communications Practice
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