0 WE BECOME YOU™

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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LINKEDIN

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LINKEDIN

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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