AGR AGM - Richard Molsey

The War for Talent is Back, but the Rules have Changed

Richard Mosley, Author of ‘Employer Brand Management’

@rimosley

A SMALL CLAIM TO FAME

MY EMPLOYER BRAND EDUCATION

10 YEARS LATER

THE FIRST WAR FOR TALENT

The War for Talent (2007)

IN SEARCH OF BRAND CONSISTENCY

DRAWING ON CONSUMER BRAND CONSISTENCY

Brand Idea

The World’s

Local Bank

Campaign Idea

Points of View

Executional Idea

The same

but different

Not just another bank, but an insightful, worldly wise financial partner

SOME BASIC PRINCIPLES

CONSISTENT EMPLOYER BRANDING

Brand Idea

A New Challenge

Every Day

Campaign Idea

We Hire the Person

Not the Position

Executional Idea

Parkour

Enthusiast

Not just big corporate employer, but a challenging and characterful adventure

BUILDING A CONSISTENT BRANDSCAPE

BUILDING P&G’S REPUTATION

LOOKING BACK TO 2007, LOOKING FORWARDS TO 2015

The war for talent is back (again)

Global Recruiter Sentiment Survey

LOOKING BACK TO 2007, LOOKING FORWARDS TO 2015

UK Perspective

The proportion of employers reporting an increase in competition for well-qualified

talent has risen from 20% in 2009 to 62%.

(CIPD Resourcing & Talent Planning Survey)

“As the economic recovery continues, companies are struggling to get the

talent they need, and with the widening skills gap likely to become worse

before it gets better, we are facing something of a perfect talent storm”.

(Alistair Cox, CEO, Hays plc)

LOOKING BACK, LOOKING FORWARDS

The talent war is back but the rules have changed

From manufactured messages to content marketing

From a consistent brandscape to a consistent brand experience

From isolated metrics to joined-up talent ROI

WHEN WAS THE REAL SHIFT?

GEN Y or Gen Z

WHEN WAS THE REAL SHIFT?

Gen Z

Grew up with:

Social Networks

Smart Phones

You Tube

(Key period: 2005-2010)

PEOPLE ARE A LOT MORE CONNECTED

PEOPLE ARE MORE TECHNOLOGY ENABLED

16% 17% 19%

28%

35%

0%

9%

18%

27%

36%

45%

Hashtag Digit Quote Video URL Photo URL

Source: Twitter

PEOPLE INCREASINGLY PREFER VISUAL CONTENT TOO TEXT

PEOPLE PREFER PERSONAL CONTENT

PEOPLE PREFER PERSONAL CONTENT

PEOPLE TRUST REGULAR PEOPLE (LIKE THEM)

Source: Edelman Trust Barometer (2014)

Credibility of spokespeople

BRAND CONSISTENCY IS STILL A CRITICAL INGREDIENT OF SUCCESS

BRAND CONSISTENCY IS STILL A CRITICAL INGREDIENT OF SUCCESS

…but people expect

Demonstration not presentation

More personal content

More tailored content

More interactive content

More up to date content

FROM MANUFACTURED MESSAGES TO RICH PERSONAL CONTENT

From this…. To this….

FROM MANUFACTURED MESSAGES TO RICH PERSONAL CONTENT

And this….

DEFINING CONTENT MARKETING

The generation of a rich flow of engaging and shareable content,

which matches a wide variety of target audience needs and interests,

while simultaneously building desired associations with the brand.

SO HOW DO YOU MAINTAIN FOCUS AND CONSISTENCY?

Core

Positioning

Pillars

Content Framework

The compelling idea at the heart of

the proposition that drives

communication consistency

The 3-5 core qualities that define the

employment deal and key

communication themes

Targeted content and

activities that translate the

EVP to different audiences

CONTENT MARKETING

Media & Channels

Video

Image

Audio

Text

Physical

Career Site

Print

On Site

Job Boards

Inside

Stories

Personal

Profiles

News

Flash

Q&As

Events

Games

Job

Descriptions

Infographics

Content Formats

How to

Guides

Communications

Team

Employee

Generated

Subject Matter

Experts

3rd Party

Content

Content Sources

Content

Play-Mix

Insights &

Opinion

Advertising

Target Audience

Interests

Content Themes

EVP Pillars

+ Engagement drivers

CONTENT PLAYBOOK - BY TARGET SEGMENT

Overall Campaign: ‘Perspectives’

CASE STUDY: WOMEN AT BP

Infographics

Social posts

Sponsorships

Stories for news media Stories for interactive content

Polls

CONTENT MARKETING RULES

1st Video

2nd Image

3rd Text

Keep it flowing

keep it fresh

Tailored to target

& location

Interactive

Immersive

Entertaining

Easy to share

Good enough to share

LOOKING BACK, LOOKING FORWARDS

From a consistent brandscape

…to a consistent brand experience

…driving employee advocacy

EMPLOYER BRAND MANAGEMENT AMBITION E

xp

eri

en

ce

Level of ambition / challenge

Employer branding (Consistent creative identity

and messaging)

Integrated EB management (Consistent alignment between the EVP and

all aspects of the employment experience)

Co

mm

un

icati

on

Recruitment experience (Consistent on-brand experience

from first contact to full engagement)

Candidate

Experience

New joiner

Experience

35

EMPLOYER BRAND SIGNATURES

Significant uplift in advocacy following employer brand re-launch

EFFECT ON EMPLOYEE ADVOCACY

“What our People Promise has done is provide

us with a compass. It’s been woven into the

fabric of how we do things.”

Simon Riis-Hansen – Global HRD

LOOKING BACK, LOOKING FORWARDS

From isolated metrics

…to joined-up employer brand ROI

FROM ISOLATED METRICS TO JOINED-UP TALENT ROI

From cost per hire

FROM ISOLATED METRICS TO JOINED-UP TALENT ROI

To quality of hire

The focus of more sophisticated talent analytics companies like Google and Phillips

• Hiring manager satisfaction

• First year attrition (indicating level of ‘fit’ & engagement)

• First year (or 2 year) performance rating

FROM ISOLATED METRICS TO JOINED-UP TALENT ROI

To employee brand engagement

Leading organizations are increasingly tracking the on-boarding and employee experience

• Delivering on the employer brand promise / EVP

FROM ISOLATED METRICS TO JOINED-UP TALENT ROI

To performance linkage

Linkage between employer brand experience, employee engagement and performance

FROM ISOLATED METRICS TO JOINED-UP TALENT ROI

To fully integrated employer brand metrics

IN SUMMARY

The war for talent is back, but the rules have changed

From branded messages to rich personal content

From a consistent brand scape to a consistent brand experience

From isolated metrics to joined-up employer brand ROI