About Uxbridge College…..

About Uxbridge College…..About Uxbridge College…..

• Outstanding in May 2008 OFSTED Inspection

• One of the first 12 providers nationally to achieve

Conditional Part A TQS in November 2007 and reaccredited in Summer 2009

• Achieved Beacon College Status in January 2009

EMPLOYER ENGAGEMENT STRATEGYEMPLOYER ENGAGEMENT STRATEGY

Maintaining and expanding employer responsiveness

• Providing local employers with quality skills solutions• Working with local employers to respond to rapidly changing

skills needs• Working in partnership with funding agencies and stakeholders

Using effective account management arrangements and CRM database

Working with employers to deliver employability programmes for unemployed

CURRICULUM AREA TARGETS TO CURRICULUM AREA TARGETS TO SUPPORT THE STRATEGYSUPPORT THE STRATEGY

e.g.• Use baseline data from the CRM database to increase

contacts with local employers by 10%

• Research ten employers with a customised training needs analysis to establish sector requirements

• Respond to broker referrals within 48 hours

• Use the CRM database to record one mail shot per term

• Attend one sector skills council event per term

EMPLOYER SERVICES’ TARGETSEMPLOYER SERVICES’ TARGETS

• Achieve an annual 10% increase in response rate for employer satisfaction feedback

• Achieve a minimum 90% satisfaction rating

• Achieve an 11% annual increase in active employer count on CRM

• 3% of 11% should be from inactive to active employers

EMPLOYER RESPONSIVENESS – COMMUNICATION FRAMEWORKEMPLOYER RESPONSIVENESS – COMMUNICATION FRAMEWORK

Operational Plan

Employer Responsiveness

Strategic Plan

Employer Engagement

Strategy

Corporate Goals

Directors’ Reports

Portfolios

Operational Plan

Financial and Target Reports

CRM Action Plan and Reports

SMT

Project Monitoring Group

Governors

Performance Reviews

Employer Responsiveness Group

World Class Skills CRM Thematic Project

Communication to Employers

T2G Report

Employer and Employability Activity Reports

Project and Partnership Report

College

e-bulletin-RESPONSE

CRM Action Group

Marketing

TYPES OF REPORTSTYPES OF REPORTSSMT report Students – Employer with

Organisation Receipt

Active Employers – Events History

Active Employers – Events Type Summary

Active Company Size - Summary by Employer Type

Active Employers – Aged 2007/08 chart

Active Employers – Aged 2008/09 chart

Active Employers - Student Count

Active Employers - Geographical Analysis

Successful Enrolment 08/09 as a result of Promotion

Employer Event Follow-Up Employer Contact Event and Tasks – User Audit

Employer Evaluation Feedback Summary

Employer Training Evaluation – 3 Month summary

EMPLOYER REPORTSEMPLOYER REPORTS

Employer TypeSample Sectors

Count of All Employers

Employer Type Sample Sectors

Count of Active Employers

Business 625 Business 108

Child Care 137 Child Care 96

Engineering 215 Engineering 61

Retail Outlets 416 Retail Outlets 44

Other Sectors 2,301 Other Sectors 1,313

Actual Total including all sectors

3,694 Actual Total including all sectors

1,622

How Marketing can support your CRMHow Marketing can support your CRM

• Marketing colleagues are your partners – build a good relationship!

• Be clear about your expectations and their capacity

• Agree a marketing plan and monitoring system to measure impact and added value

Operational Plan TargetsOperational Plan Targets Maximise unit cost to employer by creating value for money training packages

Maintain Training Quality Standard Part A

Achieve TQS Part Bs in agreed curriculum areas

Increase employer satisfaction from 87% to 95%

Continue to expand Hayes Business Studios and support business start ups

Embed CRM across the whole College as the main management tool for expanding employer responsiveness

More Employer Champions to support the College

After 2 Years…After 2 Years…• Cascade training out to ‘champions’- agents of change –

46 staff trained with regular slot on College Training Days• Staff Governor CRM Champion who attends Action Group• ‘Response’ regular e-bulletin – to all staff to include CRM

update and voucher for ‘user of the month’• Employer Engagement targets and CRM use in

Appraisals• Keep identifying and developing relevant reports - e.g.

customer satisfaction, impact of marketing activities• Put clear protocols in place for users, marketing and

management

What Next?What Next?

• Map the CRM journey to the Employer Journey so the two processes link

• Link the Marketing and Promotions strategy to the CRM• Establish a list of fields required for future campaigns • Include contractors/suppliers in the CRM and promote

service area usage• Review staffing expertise in line with expanded CRM use

Questions?

Lorraine CollinsDirector of Employer Engagement and [email protected]