Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

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Transcript of Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Page 1: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

Page 2: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

Page 3: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

10 Reasons How Talent Attraction

& Social Media Collide!

Steve Ward – CloudNine

Twitter - @CloudNineRec

Page 4: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

• Award-Winning Recruiters of Social

Media & Digital Comms Talent

• Building a Talent Network for 4 years

• Specialists in Social Media as a business

tool – by industry knowledge

• I listen, a lot…

How do

WE know….?

Page 5: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Our Philosophy

PEOPLE

KNOW

UNDERSTAND

TALK

TALK LEARN

STIMULATE

TRUSTBUILD

NETWORK

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1. Be READY to be Social

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This means…

• Make sure you can execute social

recruiting – i.e. have the right talent in

place

• Build a strategy for communication that

is effective to your means

• Understand where your target talent

pools exists

• Know what value you can give / content

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AND…

BE PREPARED TO PLAY THE LONG GAME…

...AS WELL AS THE SHORT GAME.

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2. Identify Your Talent

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Know WHO you

want to find…

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And

3. Know where they are…

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And where they are not…

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4. Build a Position of Authority…

• Play an integral part in the industry

• Stay on the pulse of industry affairs

• Be integral to their existence & career

• Thought-leaders in career development

• Facilitate learning and networking

• Stimulate the market

• Build an Advocate network

• Build a trusted following

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5. Talent

Acquisition is

NOT a Desk

Job!!…

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6. Build Employer Brand…

You can have the best talent

strategy in the world – but if your

reputation as an employer is

average – then your hiring

success, will be average

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DO THE BEST PEOPLE IN THE MARKET

WANT TO WORK FOR YOU?…

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7. Source Effectively…

Research advanced sourcing techniques

Google

SearchesGoogle+ RecruitEM

LinkedIn

Facebook

Graph

Search

Twitter

Profile

Search

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8. The Interview Process &

Referral Recruiting

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INTERVIEWING IS COMPANY

MARKETING

Create a GREAT interview

experience

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…AND REJECT WITH CARE!!

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9. Build Relationships &

Talent Communities…

Yes, I said the

`T C`

phrase…!!

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10. Be Speculative.

Plan For the Future

• Talent Acquisition is a Consultancy

Process

• Why do Talent teams only interview

people for current roles?

• Set Targets in key areas & build

pipeline

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Thank you very much…

Steve WardCloudNine Social Media & Digital Talent

Twitter: @CloudNineRec

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Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

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The Evolution of Mobile Recruitment

Matt Alder

[email protected]

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What I’m going to talk about

• The Mobile Landscape

• Mobile Apply

• Context and Content

• Case Study

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Landscape

© MetaShift 2012

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Magic?!

© MetaShift 2012

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+

Within 4 years 71% of the

world’s literate population will

have a smartphone

Source – The World Bank

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Mobile isn’t actually mobile

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Mobile and Social

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+The Smoking Gun

88% of UK Job Seekers have

used a mobile device to search

for jobs in the last year

Google Consumer Survey 2013

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+UPS

• 14k trackable hires from Social Media

• 10K of those Applied via Mobile

• 27% of hourly hires applied on Mobile

• 17% of professional hires applied on

Mobile

• The quality of mobile applications

was higher than desktop

© MetaShift 2012

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+LinkedIn Data

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Mobile Apply

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Business Card Data and Email Back

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LinkedIn

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Cloud Upload

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Emerging Integration Technology

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Context

© MetaShift 2012

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+Need for Highly Targeted Information

70% of mobile searchers act

within an hour; only 30% of PC

searchers do

Source Mobile Marketer

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Recruiting Context

Physical

Technology

Career

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Physical

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Technology Context

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Career - Candidate

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Career - Employer

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Content

© MetaShift 2012

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Content Type

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Case Study

© MetaShift 2012

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Context and Content

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Technology Context

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Apply Context

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Key Points

Think Context

• One size does not fit all

• Landing Pages, Microsites

• Cross device compatibility

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Key Points

Think Content

• Targeted

• Appropriate Content Type

• Call to action and conversion

• Is your apply process suited to your

objectives?

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[email protected]

Page 56: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

Page 57: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Transform Your Talent and Recruitment Function

The JobPost SummitMatt Corey (Global Talent)

05 November 2013

Page 58: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Global Talent – Change Consultancy

Change Recruitment and Change Consulting

Total Solution Approach

Change Professionals

Change Consultancy Services

Page 59: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Special Free Limited Offer!

A special and free limited offer for all participants in this session.

Stay tuned …

Page 60: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Align Talent and Recruitment with Your Brand (1/3)

Your brand is your identity to the world.

“Branding is Influencing”(Peter Montoya, ‘The Brand Called You’):

A brand is:

A. Saying that YOU are DIFFERENT.

B. That YOU are the BEST.

C. YOU are AUTHENTIC.

Page 61: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Align Talent and Recruitment with Your Brand (2/3)

Your brand must be aligned with the Business Vision … and your Recruitment Vision.

Your Talent and Recruitment function must have its own unique identity closely linked to the business.

Your brand must be a billboard of the firm’s values, mission and culture.

‘Why should I work there?’, What’s the WOW factor?

Create a winning Employee Value Proposition (EVP) based on McKinsey research (War on Talent).

Page 62: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Align Talent and Recruitment with Your Brand (3/3)

Your company’s business plan is your guide of where the business wants to be in the future.

Question: How can we support the business achieve its goals?

Answer: Listen to what the business needs; plan and deliver the resourcing required.

Simple, isn’t it!? No. A challenge that can be conquered.

Solution: Build a Foundation of Recruitment Success and Excellence. How?

Page 63: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Lead Your Recruitment Like a Business (1/5)

Your recruitment function is a business within a business.

Lead it, do not manage it. Be entrepreneurial!

Create a recruitment business plan and strategy that includes all required resources: people, systems, structures, processes and policies.

Plan for short and long-term needs by building a talent pipeline and keep potential applicants informed - to feel - as a part of the company.

Page 64: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Lead Your Recruitment Like a Business (2/5)

Communicate your news through your intranet, website, social media (Linkedin, Twitter, Facebook, Google+ and others).

Arrange Career Days, networking events and participate at industry events.

Utilise mobile and post recruitment videos on YouTube – “Day in the Life of … at XYZ”.

CV v. Application Form debate – what is better?

Introduce video interviews as an initial meeting of the candidate.

Page 65: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Lead Your Recruitment Like a Business (3/5)

Try to talk to candidates over the phone; it is more appreciated than an email.

Offer an excellent recruitment customer service to all candidates by delivering on their expectations-and more.

Get feedback from your candidates on their application experience.

Page 66: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Lead Your Recruitment Like a Business (4/5)

Do I need a better ATS that is linked to other systems in the company? Does the ATS need an update? Do I need a new one based on my requirements changing?

Do I approach candidates directly?

Can I recruit better by approaching the right candidates on my own?

Do I have the time, skills and motivation to do this?

Page 67: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Lead Your Recruitment Like a Business (5/5)

Look at the costs needed to run your ‘Recruitment Business’. Is this the best use of your budget?

KPI – Total cost of recruitment campaigns (including advertising).

KPI – Time to Recruit (place a monetary figure on time invested for recruitment).

ROI – Compare cost of recruiting in house v recruiting through agencies.

Page 68: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Integrate Your Employees into Your Business (1/3)

After the offer is accepted, the ‘employee-elect’ needs to be engaged with and communicated to throughout the onboarding process.

Send them a confidentiality agreement (as pre-employment conditions).

Invite them to team meetings, presentations, email public information and other agreed information.

Create a relevant and bespoke induction for the new employees.

Review their performance periodically (before 3 months).

Page 69: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Integrate Your Employees into Your Business (2/3)

Keep reviewing the process, make continuous improvement, ask for feedback from the line managers and new employees in order to keep pace with the standard of recruitment excellence.

Page 70: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Integrate Your Employees into Your Business (3/3)

According to Grout and Perrin of ‘Recruiting Excellence’, regarding brand value, a number of companies kept emerging as favoured employers, with Virgin Group by far the most popular and others such Mars, BBC, Nestle, and Accenture – all because of their perceived culture and environment based on the brand image.

Getting it right in your talent and recruitment function will definitely lead to growth and an increased level of productivity and satisfaction from new employees.

Page 71: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Special Free Limited Offer!

Until November 30, 2013, Global Talent is offering a FREE Talent and Recruitment Function Audit (normally valued at

£1,450 + VAT) to all participants of this session.

The Audit can only be conducted on a face-to-face basis and it is exclusively offered to all participants present today at

the JobPost Summit.

Contact Matt Corey at [email protected] for more details.

Page 72: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Transform Your Talent and Recruitment Function

Thank you for your time and attention

and best of luck in your talent and recruitment efforts!

Page 74: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

Page 75: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Page 76: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

HOTTEST TRENDS IN SOURCING: RETAIL, HOSPITALITY & TRAVEL

SECTOR

-Alastair Cartwright

5th November 2013

Page 77: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Ingenium People is a training business dedicated to corporate in-house recruitment teams.

We have 12 trainers, each with more than 15+ years hands on experience. Our clients include:

Page 78: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

We have developed 25 courses specifically for the in-house recruitment market. These include:

• Managing the Internal Client

• Advanced Sourcing Skills

• Online Copywriting for Recruitment

• Engaging with, Qualifying & Closing Candidates

• Developing an In-house Executive Search Function

• Diversity / Inclusion for Recruitment

http://www.ingeniumpeople.co.uk/training-calendar

Page 79: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

TRENDS IN SOURCING: RETAIL, HOSPITALITY & TRAVEL

Page 80: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Hiring Demand - Retail Sector

• Sept 2012 – 16,533 ads - 35% from direct employers

• Sept 2013 – 21,530 ads - 40% from direct employers

Page 81: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Hiring Demand - Retail Sector

Page 82: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Salary Analysis - Retail Sector

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Top Advertisers - Retail Sector

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Hiring Demand - Hospitality Sector

• Sept 2012 – 31,892 ads - 29% from direct employers

• Sept 2013 – 52,034 ads - 24% from direct employers

Page 86: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Hiring Demand - Hospitality Sector

Page 87: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Salary Analysis - Hospitality Sector

Page 88: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Top Advertisers - Hospitality Sector

Page 89: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
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Hottest Trends in Sourcing

1. Go Direct

2. Mobile enabled – candidates and line managers

3. Multi channel

4. Up skill your team – Sourcing techniques

5. Develop your sourcing strategy for a constant

pipeline of talent

6. Reactive > Proactive

7. Use agencies less > pay them more

Page 91: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Contact Me…

0845 459 1990

07866 682790

[email protected]

uk.linkedin.com/in/alastaircartwright/

@alcartwright

@IngeniumPeople

Page 92: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

#SRTech13

WIFI Network: VENUE GUESTSPassword: VENUE

Page 93: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The factors impacting employee attritionRussell Beck

Head of Consulting

October 2013

Page 94: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

References

The following were references for this presentation:

• Wikipedia - definitions

• Forbes – “Big Data in Human Resources: A World of Haves And Have-Nots”

• Deloitte Bersin – “Big data in HR – Talent Analytics comes of age”

• REC/Markit - labour usage data direct from REC

• Evolv - Workforce performance report

• ONS/US government – salary data together with demographic profiles

• Job Openings and Labor Turnover survey – US job data

• Freakonomics - website, book and podcast

• Futurestep - ‘Futurecasting: How the rise of Big Social Data is set to transform the business of

recruiting.’

• Quotes from:

• Wall Street Journal

• The Economist

• Financial Times

• Deloitte

• New York Times

• Impellam data - varied

Page 95: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Who are Impellam?

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What is ‘big data?’

Big Data as the three ‘Vs’: Volume, Velocity, and Variety

Big data is about "building new analytic applications based on new types of data, in order to better serve your customers and

drive a better competitive advantage,"

“The sheer volume of data that is available and the speed with which it can be analysed is providing companies with new and

unexpected insights into their business”

As a live example…..

1 in 11,000 1 in 1,000,000+

Page 97: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

This will be the next big thing… in HR

“Work-force science is what happens when Big Data meets HR. It adds alarge dose of data analysis, a k a Big Data, to the field of human resource management, which has traditionally relied heavily on gut feel andestablished practice to guide hiring, promotion and career planning.”

“In the case of hiring American workers who toil by the hour, number-crunching has uncoveredsome surprising correlations.”

“We have clearly entered an economy in which talent is considered a critical and scarce commodity. When this happens, companies should get smarter about every single talent decision. Enter theworld of ‘data-driven’ people decision-making.”

“Technologies such as big data have transformed business intelligence from the stuff of stodgy analyst reports to an instant streamof information.”

Page 98: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

How does this apply to attrition…?

Data analysis of:

And this is what they found in relation to staff attrition:

16%

11%

54%

11%

8%

Macro Economic factors

Company Practices

Workforce Relationships

Job Characteristics

Worker Characteristics60

40 1.3bn

50%

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Macroeconomic factors

16%

Attrition costs will rise by 25% as

resignations returns to historical norms

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The same effect is already true within the UK

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16%

Period of recession

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Skills shortages will get worse

In the US, for every 100,000 students entering the 9th grade in 2013, only 68,000 will graduate from high school in 2016.

Only 40,000 will then enter college that same year and when they graduate in 2021, less than 17,000 will get a degree.

800 of these graduates will be engineers, of which 125 will be mechanical engineers.

15 of these will be women and less than 5 of them will remain working in that profession for more than 5 years.

4,300,000 215

Page 102: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Location, Location, Location

20%Increase in tenure for

employees if they live 0 – 5

miles from work

58%Increase in tenure for middling

walking scores over worst

scoring locations

Office locations with the worst walking

scores have the highest rates of

employees quitting, and getting fired

Office locations with amenities lead

to increased employee tenure

16%

Page 103: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Company Practices

11%

“The problem with the employee

assessments that many companies use

is that they are transparent.”

“Assessments where the right answers

are obvious are counter productive to

success”

67%Percentage of self proclaimed “rule

followers” who are more likely to be

terminated for breaking rules

Job applicants know the system

Page 104: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Company Practices

11%

“Consistent of job function, industry or

country, recruiters often promised better

shifts, pay and advancement.”

5-20%Percentage of workers that

researchers estimate that quit

due to misaligned

expectations

Recruiters could lead employees to quit

33-54%Percentage of workers who felt

misled or confused about shift

availability, compensation, or

career growth

96%Percentage of workers

who felt they had a clear

picture of the job reality

if a comprehensive,

realistic job preview is

included

Page 105: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Workforce relationships

54%

“Employees do not leave their jobs, they leave their managers”

6xTenure increase of employees with best

managers vs. employees whose

managers are worse at retaining staff

Managers tenure at a

company does not lead

to better employee

performance

TenureThe more managers are

paid the better their

employees perform£

Page 106: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Worker characteristics

11%A workers previous job-related

experience does not predict

future performance or tenure…

…aptitude and work

style do.

Employees with high technological proficiency are more productive, stay on the job longer and miss 15% fewer days of work. In addition, they adhere to company policies better than those with low technological proficiency scores.

Employees who use Chrome and Firefox perform better across the board than those who use standard browsers that come with most computers. They provide higher customer satisfaction and close more sales.

Page 107: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Summary…

“The use of data and analytics in general is going to be a basis of

competition going forward for individual firms, for sectors and even

for countries. Those companies that are able to use data effectively

are more likely to win in the marketplace.”

Michael Chui, McKinsey Global Institute

16%

11%

54%

11%

8%

Macro Economic factors

Company Practices

Workforce Relationships

Job Characteristics

Worker Characteristics

Page 108: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

ThanksRussell Beck

07710 898904 [email protected]

Page 109: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

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Page 110: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Page 111: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Who we are

We connect brands with young people

• Aim: Connect young people with great brands & improve their employability

• How:

Work with client to set innovative challenge

Deliver challenge to young people in engaging ways

Responses rewarded with prizes/work experience

• Client Benefits: Recruitment, marketing, CSR & innovation

• Student Benefits: Levels the playing field & improves employability

• Network: We work with over 92% of the UK’s schools and universities

Page 112: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

• 22 years experience delivering inspirational learning experiences

• UK secondary-schools & universities

• Age: 12-25 years old

• 200 facilitators across U.K.

Page 113: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Some of our clients

Page 114: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Aim

• Specific, technical graduate recruitment across the U.K.

How

• Challenge – Team based and integrated into curriculum

• Workshops – 5 workshops, facilitators briefed comprehensively

• Shortlist & Assessment Day – Pitching master-class & senior board pitch

Result

• Paid work experience

• 80% were then offered a graduate placement

• Tales received fresh ideas for key part of their business

• Engaged with students from across U.K.

Page 115: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Business Need

Talent pipeline

Who

NEETS & Pre-NEETS

How

• Boot camps: teaching vital employability skills

• Challenges: on-going online challenges

• Video: lessons supported by innovative video content

Result

• 1,000 young people completed the boot camps

• On-going assessment – 3 months, 6 months, 12 months

• Have already employed NEETS from these boot camps

Page 116: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Page 117: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Recruitment Capabilities

360 degree process

• Attraction – increase employer brand, increase participation, geographical reach

• Education – young people and teachers/influencers, brand engagement

• Selection – assessment days

Page 118: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Page 119: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent, Social & Mobile Summit: Retail, Hospitality &

Travel Sectors

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Page 120: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Creating Smart Social Recruiting Strategies

Talent, Social, Mobile & Recruiting Summit

THE VALUE OF BUILDING AN EMPLOYER

BRAND TO ATTRACT AND RETAIN TALENT

Alan Whitford

5 November 2013

Page 121: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Why Me?

Over 25 years experience in recruitment and in the start-up and

expansion of high technology businesses in Europe

Provide strategic and practical insights to the automation and web-

enablement of Human Resource and Recruitment Process activities

throughout Europe

Clients include Times 500 companies and software and services vendors

in the Human Resources and e-commerce arenas

Founder of RCEURO, web portal for the European recruitment industry

Published in a number of on-line and off-line media covering technical

and strategic issues around HR, technology, social media and business

Lead training programmes on the use of social media and networking

tools

Founding board member of HR-XML Consortium European Chapter

Chair of the highly successful Social Recruitment Conference series

Operations Director of the Direct Employers Association Europe

Page 122: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The Importance of Talent

80% of executives surveyed globally believed that

"the ability to attract and retain the best people"

will be the Primary Force influencing business

strategy

Source: Deloitte - 2001

Page 123: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The Candidate and Employer Scene

Page 124: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Candidate Perception of a Talent Pool

Page 125: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Marketplace and Societal Challenges

The War For Talent is now 16 years old

The Candidate won 15.9 years ago

Everybody knows

Not enough skilled workers

Too many unskilled workers

They are all in the wrong place

5+ Generations in the Workplace

Our brand is what ‘they’ say about us

Double Dip Recession (or “economic correction”)

Page 126: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

What Are The Challenges?

1. Your ability to attract and retain quality workers

2. Diverse cultures

3. Speed of change – technology quicker than people

4. Managing this change

5. Technology to support the change

6. Vision, talent planning and creativity (skill gaps)

7. HR & Recruitment Executives with necessary skills

Page 127: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The Global Recruiting Landscape at a Glance

1

5 most important trends shaping the future of recruiting

2

3

4

5

Social professional networks are increasingly impacting quality of hire

Employer branding is both a competitive threat and a competitive

advantage

Data is used to make better hiring and branding decisions

Companies are investing in hiring internally to stop top talent from

walking out the door

Companies are figuring out the mobile recruiting terrain

LinkedIn 3rd Annual Global Recruiting Trends survey in 19 countries.

We surveyed over 3,300 talent acquisition leaders to capture their thoughts on what keeps them up at night, hiring and

budget trends, and key sources for high-quality hires. We distilled all this and more into 5 key trends you need to know

as a Strategic Talent Leader, to be on the cutting edge and be effective to candidates, your team, and your company.

To access global and other country-specific reports and infographics, visit:

http://lnkd.in/GlobalRecruitingTrends

Page 128: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

1. Recruiting/sourcing highly-skilled talent 44% Germany

2. Improving quality of hire 30% India

3. Employer brand 25% Nordics

4. Pipeline talent 25% SE Asia

5. Improving sourcing techniques 18% Australia

What is at the top of your peers’ list for 2013?

Talent Leaders Are Most Focused On Improving The Basics – How To

Source, Pipeline, And Hire The Best Talent

“Think about your talent acquisition organization's top priorities for 2013. Which of the following choices would you consider to be the most important and

least important areas of interest for your organization?”

2013 Top 5 Priorities Priority is #1

Page 129: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Talent Leaders Around The Globe Think Social Professional Networks

Will Shape Recruiting In The Long Term

“What do you consider to be the three most essential and long-lasting trends in recruiting for professional roles?”

Pay attention, these trends are here to stay

Ensure you are investing adequately in social and professional

networks for the long run

2013

Utilizing social and professional networks 39%

Upgrading employer branding 33%

Finding better ways to source passive candidates 27%

Being a strategic talent advisor to the business 22%

Boosting referral programs 21%

Training recruiters and hiring managers on 'how to hire A-level talent' 16%

Optimizing your career site 15%

Recruiting globally 14%

Reducing spend on staffing firms 12%

Increasing focus on internal hiring/transfers 12%

Top 10 long-lasting trends

Page 130: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The Employer Branding War Is In Full Swing

Competitive Threat Competitive Advantage

Believe employer brand has

a significant impact on

ability to hire great talent

83%Top 3 Threats

1. Invest in their

employer brand

2. Improve employee

retention

3. Learn to use social

networking and

social media more

effectively

“What are the things that your competitors have done or may plan on doing

that would make you most nervous?”

Understand your employer brand and how it can set you apart from the

competition. Take the opportunity to engage not only candidates, but

employees as well.

Page 131: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

©RCEURO.COM LLP

What Is Employment Brand?

What do you think?

Page 132: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

©RCEURO.COM LLP

What is Employment Brand?

How an organisation markets what it has to offer to

potential and existing employees

A set of attributes and qualities, often intangible, that

makes an organisation distinctive, promises a

particular kind of employment experience, and

appeals to those people who will thrive and perform

best in its culture

A strong employer brand should connect an

organisation’s values, people strategy and HR

policies and link to the company brand

Source: CIPD Guide on Employer Branding

Page 133: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

©RCEURO.COM LLP

End To End Employment Branding

Employment brand is defined by the candidate and

employee experience

Research to develop a true employment value proposition

Deliver the complete brand experience

Attraction

Selection

Onboarding

Career Progression

Leaving

Returning

Page 134: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

©RCEURO.COM LLP

Who Is In Control Of Your Brand?

Edwin’s Lament = Bad Employer Brand

I’ve got a simple idea

Why doesn’t the recruiter (agency) just inform the candidate when a

prospective employer rejects their application?

I’d like to hear from recruiters when my application is rejected - so I know which

job prospects are still active - and which are dead

I could learn - to be more successful going forward

What went wrong?

How do I improve?

Maybe I finished 12th in a field of 10 - but there is another round coming in the future?

What did the Employer really think of me?

What do I really think about the employer?

Page 135: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

©RCEURO.COM LLP

Assessing Your Employment Brand

Research internal and external focus

groups

Identify company values, employer attributes,

company brand recognition, customer

impressions, individual interests

Define key themes from the audience

Balancers, Progressives, Believers,

Essentials Seekers, Friends, Inclusivity

Page 136: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The Most Successful Employers Use Data To Measure Their Talent

Brands Qualitatively And Quantitatively

Believe organization

utilizes data well to make

hiring decisions

Regularly survey new

hires to understand

brand position

Regularly measure

employer brand in a

quantifiable way

27%

44%

53%

23%

34%

33%

Survey new hires regularly to get a qualitative review of your talent brand.

Use numerical metrics to measure your brand quantitatively over time and

against competitors.

Brazil and India are leading the pack in using data for employer

brand

52%

55%

48%

Page 137: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Why Does This Matter To The

Business?

Page 138: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Customer

Retention

Customer

Impression

Offering

Quality

Offering

‘Match’

Brand Image

/ Reputation

Value for

Money

Employees’

Behaviour

Attitudes

to Work

Attitudes

to Company

Mangers’

knowledge

and

behaviour

Work

structure,

Teamwork,

Training

Job content,

Ethical context,

Promotion,

Pay, etc.

Revenue Growth

Profit Contribution

Investor

Proposition

Customer

Proposition

Employee

Proposition

You work with this ...

But what’s the

effect of this?... and this.

Page 139: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

A negative jobseeker experience

impacts an individual’s customer

behaviour

Message for the CEO/CFO

Page 140: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Bad recruitment experiences

59.4% have had a

negative experience

Page 141: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Types of bad recruitment experience

Bad Experience %age

Attended Interview, never heard back 52%

Misleading Job Description 42%

Interviewer was late 32%

Irrelevant questions – not related to job role 30%

Personal questions – marital status, children, family

plans

26%

Interviewer was rude 25%

Personal question about Health 13%

Personal questions about disabilities 7%

Page 142: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

How does a negative jobseeker

experience impact an individual’s

customer behaviour?

Page 143: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Impact Of A Bad Recruitment Experience

As a result of the bad experience, % less likely to:

Accept a Job at that Company 76%

Recommend the Company to a friend 82%

Purchase that Company’s products/services 64%

Page 144: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

National Impact Of A Bad Experience

59.7%

68.0%

61.5%

64.1%

64.1%

70.0% 72.0%

66.0%

65.4%

65.3%

69.7%

68.4%

68.9%

58.4%

71.8%

63.0%

% less likely to buy that company’s products / services:

Page 145: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

What Does Your Employer Brand Look Like?

Page 146: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

Contact Me At Any Time

Contact Information:

[email protected]

Tel: +44 (0)7971 864620

Twitter:

@alanwhitford

@rceuro

@DEAEurope

Sites:

www.abtechpartnership.com

www.rceuro.com

www.directemployers.eu

Page 147: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

INTRODUCTION TO THE DIRECT

EMPLOYERS ASSOCIATION

Alan Whitford

Operations Director

+44 7971 864620

[email protected]

Website: www.directemployers.eu

Copyright Direct Employers Association 2013

Page 148: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

What Is The DEA?

The first UK Trade Body specifically created for commercial hiring organisations with a specific focus on the Talent Acquisition/Resourcing function and the in-house professionals who deliver the recruitment agenda

Provides the members with a single voice supported by the power of the collective force of the UK's best and most innovative employers

Work with and influence policy makers, key stakeholders and business leaders to create the right environment for effective recruiting

Formulate and deliver best practice in all aspects of the recruitment function whether that be permanent or contingent worker hiring

Page 149: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

The DEA Agenda

Influence Government and Policy Makers

Educate and Support Business Leaders

Establish Best Practices, Develop and Support

Resourcing Practitioners

Engagement with Government, industry and the vendor

supply chain

Community and Talent Acquisition

Educate the Supply Chain

Page 150: Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors

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