Why you are in danger of losing your talent to your competitors

Creating a World Class Talent Brand

mj

WE ARE AT

WAR.......BUT it does not involve guns or violence

The Global War for Talent

We are all competing for the best talent

Each day YOUR top talent is targeted

with new jobs & better career promises

The battle is not just about attracting

Top Talent but also how we retain it

What makes a

great company?

PEOPLE!

And competitors

want your best

talent!

Key for staff is.........

Feeling valued, recognised, challenged, enjoying their work.

If they are they will want to recommend their friends and ex colleagues to join

Talent Pool: An Overview

-Is shrinking

-We are all growing

- Experience talent pool especially tight as industries

converge and fight to attract & retain similar talent

- EA is a games company BUT we seek talent from all

industries. ALL the companies in this room today has

potential EA staff.

So what strategic choices do we face?

The Choice of Talent Strategies…

•Bums on seats – hire cheap and lose them when they get too expensive or frustrated enough to leave

•Inside Up – hire mainly at entry level and develop / promote through the business

•Gone again – react to resignations by ―spot buying‖ talent on the open market

•Always Open – employ a mix of push and pull sourcing techniques to constantly attract the best talent and find them roles within the organisation

•Employer Branding – build and maintain an ongoing image as a great place to work and directly communicate with candidates

Candidates are not a

species

We must create them

Our Audience

Not everyone’s looking.....

The best candidate

for your role......

is not necessarily

registered with a

Recruitment

Agency right now!

The best candidate

for your role......

..is not necessarily

registered on a job

board right now!

...may not search

job boards.....

....maybe used to

people

approaching

them...

Your best candidate

may not have even

considered working

for your company....

or even heard of you!

Lazy recruiting has

had its day....

Lazy recruiting =

Recruitment

agency

‘Post & Pray’ Job

Boards

Unscreened

CV’s

Tactics used

to generate

candidates

that could

easily be

done in

house

So by definition what is a candidate?

•Someone who has nominated themselves to be part of

an election process

•It is a voluntary act

At what point does someone volunteer to be a candidate?

•When they see your ad?

•When they apply to your advertisement?

•When you interview them?

‗I‘m not recognised for

my contribution‘

What turns a regular

person in to a candidate?

Dissatisfaction with the

way they are treated

What turns a regular

person in to a

candidate?

Or they‘re just over

this job

What turns a

regular person in

to a candidate?

This wasn’t in the

Job Description

• We either wait for the moment

they become a candidate and

jump on them

• Or we make them a proposition

they find attractive any time

WE CREATE A

CANDIDATE

So the problem is

timing?

You are in a race

Leading businesses

are realising great

recruitment is about

building relationships

& communicating with

people, (hence

creating an emotional

connection with them),

before they become a

candidate

Emotion creates a connection

which bonds loyalty& trust

Our Vision

To be the ultimate go-to career destination

for the best talent.

EA Globally seen as a great place to work in the hearts &

minds of premier talent.

This involves Marketing

BRAND Marketing

EA’s VISION

A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark,

which if managed properly, creates value and influence.

Brands simplify decision making, represent an assurance of quality, and offer a relevant,

different and credible choice among competing offerings.

Interbrand

The Brand Glossary

A Brand is a

person’s gut

feel towards a

Product,

Service or

Organisation

Each of these brands

will create a

connection with you.

Question is what?

The average American is exposed

to between 2,000 and 6,000 brand

messages a day.

There are 25,000 products in the

average supermarket.

Interbrand

Brand Fact

Why brands are

important.

• Provide vision and inspiration to employees

• Guide every business decision

• Drive innovation and creativity

• Become something consumers love

A powerful consumer brand can…

• Multiply sales by hundreds of millions

• Add billions to shareholder value

As product parity grows…

Brand becomes a determining factor

in consumer purchase decisions.

75% consumers will pay 20% more for brand

50% consumers will pay 25% more for brand

40% consumers will pay 30% more for brand

25% consumers say price doesn't matter they

buy brand

Scott Davis

Brand Asset Management

What is an employment brand?

How a business builds and

packages its identity, from its

origin‘s and values, what it

promises to deliver to

emotionally connect

employees so that they in turn

deliver what the business

promises to customers.

Building the employment

brand from inside the

business, with a consistent

substance, voice, and

authenticity, may be the most

powerful tool a business can

use to emotionally engage

employees.

The benefits of a World

Class Talent Brand

Increase in unsolicited candidates eg to jobs

site

Higher quality

Candidates

Higher offer/accept

ratios

Increased Employee Referrals

Improved Retention

rates

Increased employee motivation

Decreased Corporate negativity

Stronger Corpo

Culture

Increased Shareholder

value

Competitive Advantage

Improved College

Recruiting

Increased Media

Exposure

Increased Manager

Satisfaction

Ammunition for

Employees & managers

Long term Impact

Employment brand….an HR Thing?

HR Marketing

Corporate

Comms

Employment brand….an HR Thing?

HR Marketing

HR

Corporate Comms

Marketing

EA Brand Steering CommitteeBusiness Representation from across the whole business

- Marketing - HR - Recruitment - Sales

- PR - Geographical Leaders - Leading Creative staff

- Training & Development - Internal Communications

Creating A Global Framework

Global Consistency

One Voice, One Message

From San Francisco

to Singapore

Brisbane to Boston

Descriptive not prescriptive

But We are all different: One Size does not Fit All!!!!

Stage One: Notice

Stage Two: Consider

Stage Three: Apply

Stage Four: Join

Stage Five: Work

Stage Six: Leave

Stage Seven:

Remember

The Stages of the

Employee Experience(how we communicate with candidates,

build perceptions about us & ultimately

build and develop a relationship)

Notice

If people seem to enjoy what

they do

If people seem to get a long

with each other

External PR

•‗PR is our friend‘

•Pushes messages to a

audience via EA people

‗Humanizes EA‘ via

articles, interviews etc

•Online & offline media

•Recruiters then use

coverage to email to

candidates & motivate

staff internally

Edge Magazine 30 Page Feature on working in Singapore

EA hosted a Roundtable Discussion on Singapore

Working in India

Online article

Presentations & Events

•Meet your candidates—be visible

•Attend Industry Events

•Hold open houses

•Present at Universities

The best jobs

are not a

fantasy at EA

EA is recruiting

at GCA

Game Convention

Asia

Singapore

18/20th September

‗Don‘t just play it...create it‘

Jobs.ea.com

Meet the EA Asia

recruitment team

Create your own

events

The Goals

‗A showcase event‘

-EA demonstrates thought leadership

-Press & candidates mingle together in an

informal setting

-No barriers to entry for candidates attending

-Recruitment lead generation

-PR media column inches

The Results

-600 attendees

-1000 names lead generation

Great Video Footage

Host of great Press Coverage

Considers

Strengthen the sense of choice

Create a buzz

Make recruitment advertising real

Make recruitment advertising relevant

Open recruitment advertising up to new ideas

Social Networking

.....the start of a

journey

YouTube

Facebook

Social Networking

.....the start of a

journey

YouTube

Facebook

Social Networking is all about

building Relationships....remember relationships turn into pipeline and job applications

So why does Social

Media Matter?

YouTube

Facebook

What is our Goal?

To build relationships with

potential talent, allowing us to

spread subconscious E-Brand

messages, thus improving

brand perception and hence

convincing Talent to apply to

work at EA.

Social Networking allows a

‗direct-consumer‘ / ‗direct-

potential employee‘/‘direct to

potential EA advocate‘

relationship to be built.

This benefits TA by not only

providing more content to

present to candidates but

ultimately generating new

untapped pipelines.

Not about blatant in your face

recruitment

http://www.youtube.com/user/InsideEA

Advertising

Recruitment advertising is not just about listing jobs but messaging

out to your candidate pool

Message Advertising

Indian

University

Recruitment

Poster

Global recruitment brochure &

Posters

Recruitment brochure

For events, EA reception areas, EA Meeting rooms, University Handouts

Swag

•Swag needs a purpose

•Clear messaging

•SWAG targeted for key

events

•Event competitions

Jobs.ea.com & Job

Descriptions

Jobs site is THE shop window to the world

It is a Marketing tool to ‗sell to candidates‘‘

Contain: Company info, Employee Profiles, news, fun aspects to review.

Jobs Site Employee Profiles

‘Humanize’ EA Asia employees and shares

their advice & experience to inspire and

motivate others in their career choices

Globally consistent

Job Descriptions

Segmented Recruitment

Database Mailers

•Targeted emails to core

groups eg Engineers,

Artists etc

•Keep Candidate pool

informed of EA activity

•Can be used for

messaging eg special

events or intros to studios

ApplyIf people act

interested in the candidate as a

person

If experience is efficient & organized

If EA acts like a good place to work

If EA‘s materials follow the standards

set by external comms & marketing

If everything seems to work

If the interview is challenging

If the candidate feels the interview is

thorough

If the expectations are clearly understood

If the values feel aligned

If the candidate feels the decision process

is fair

If rejection is handled with respect

Interview Pack

Reception Area

Interview Experience

Post Interview

Experience

Pre Interview

Experience

Candidate Experience

Candidates are both potential recruiters for EA and Blog Critics

Pre Interview

Experience

•How candidates interact with EA

leaves lasting impressions

•Phone/Emails

•Cust Service feedback

evaluation

•We want potential recruits

‗gushing‘ with the thought of

working at EA

•A great early process defines the

offer decision process

•Point & provide them content

Interview Pack

•Interview pack, provides a

consistent central message but

with localised content

•Critical in building empathy in

the recruitment process

•It defines interview process

and answers candidate

questions in advance

•If candidate not read—shows

lack of passion

Reception

•Reception leaves a

lasting impression

•Does it look & feel

EA?

•Are there recruitment

messages----huge

traffic goes through

reception. A Visitor

could be a hire

•Is their recruitment

collateral?

Which feels EA & Entertainment?

Interview Experience

•Collateral/giveaways

•Even if not offered they

feel special throughout

interview process &

remain desperate to work

for us

•Interview

experience

feedback

•Feedback to

hiring manager

Post Interview

Experience

•How we feed back---how

personalised

•Keep in touch via

Salesforce eg Silver

medal candidates

•How celebrate job offers

Join

Onboarding

Is the paperwork handled

efficiently?

Essential questions

are handled effectively

Employee can

culturally assimilate

If experience is consistent with brand of the business

If the experiences

promotes the brand of the business

Work

High performance

Culture

Performance Management

SystemsPay for

performance

Segmenting & rewarding top

performers

Segmenting & weed out low performers

Emphasis on L&D

2 ways comms & feedback

Cultivation of leaders

Leadership bench &

succession planning

Open Comms

Distributed decision making

Rewards for innovation & risk

taking

Internal Referral Scheme

PROUD OF EA

PB

•Staff are our BEST

recruiters

•Also Best Indicator if

people are happy at EA

•Globally consistent

scheme with consistent

messaging

•Recognize & reward

the best referrers---

increase visibility—

league tables

•Dedicated referral

events onsite

Draft ‘Hot Jobs’ email

Intranet Sites

•Internal comms to fuel

staff pride

•EA Knowledge– training

& development includes

staff profiles

• Central Recruitment

toolkit space for adverts,

policies etc

termination

retirement

resignation

Leaves

Remembers

MEMORIES

Alumni

•Leavers---know us–

once loved us---re-

engage?

•Newsletter & Tailored

communications

•Privilege status eg

EA Events

•Keep them in touch

Never lose sight of your roots & Past Foot

soldiers

The Past can lead to a brighter future

What is our Goal

Any Questions

or Feedback?