LinkedIn Talent Connect Conference 2015

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Brenda Rigney (She/Her)

I spoke at the LinkedIn Talent Connect Conference with Mo Jessa, President of Earls Kitchen + Bar.

Business

file:///Users/sutran/Downloads/image1.JPG
Brenda Rigney
VP of People Operations
Earls Kitchen + Bar
Mo Jessa
President
Earls Kitchen + Bar

The 3-Prong Approach
MarketingProducts PeopleThe Earls Experience

Low Engagement
The Challenge: Engagement Continued to Decline
68
70
72
74
76
78
80
2008 2009 2010 2011 2012 2013 2014
Engagement
0
500
1000
1500
2000
2500
3000
3500
4000
4500
2008 2009 2010 2011 2012 2013 2014
Participation

The Challenge: Guest Count Declines
16,000
17,000
18,000
19,000
20,000
21,000
22,000
23,000
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
Average Guest Count Per Corporate Store
FY2012 FY2013 FY2014
Summer Peaks Lower

23.8%
16.8%
13.6%
12.2%
6.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
FY2010 FY2011 FY2012 FY2013 FY2014
Cost of Capital
The Need: Return on Investment

The Results
Achieved social media
advocacy by
+20K

The Results
Increased retention
from 28% to
43%

The Results
Achieved culture +
strategy alignment
87%

Operationalize The Earls Experience
Tabletop DisplayCreative Posters
Intranet

Creative Video Series
Mobilize The Leadership Experience

Measure Engagement Frequently
Measure Engagement Frequently

We believe in people living large
purposeful lives filled with fun

Our Recommendations
Implement an Applicant Tracking System
Utilize Hootsuite / TweetDeck
Partner with Marketing
Lead with Employee Advocacy vs. Employee Branding
Hire Sourcing SpecialistHire Sourcing Specialist
Create Candidate Assessment Tools

Improving Financial Performance
✪
✪✪
✪✪
✪✪✪
✪ ✪
✪✪
✪✪
✪✪✪
✪✪
✪
✪
✪
✪ ✪✪
✪
✪✪✪
✪
✪✪ ✪
✪
✪
✪✪✪✪
✪
✪
✪✪
✪
✪
✪
✪
Edmonton
BC
Calgary
Regina
Winnipeg
Toronto
Bellevue
Denver
Boston
DC
Miami
Chicago
The Earls Family…
Whitehorse
Fort MacGrand Prairie
Medicine Hat
Lethbridge
Red Deer
Banff
Saskatoon
✪
✪
✪✪
✪
✪
✪
✪
✪
✪
✪✪
✪
And we are growing…
✪
Orlando
Dallas
✪
Jersey✪
Vegas!✪
Burlington✪
GTA
✪
Vancouver ✪
✪
✪
Houston ✪ Aventura✪
Philly
✪
Growing to
77stores!

Guest Count Forecast
15,000
16,000
17,000
18,000
19,000
20,000
21,000
22,000
23,000
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13
FY2012 FY2013 FY2014 FY2015 FY2016(P)
Average Guest Count Per Corporate Store

23.8%
16.8%
13.6%
12.2%
6.5%
11.8%
13.4%
13.9%
14.9%
20.7%
28.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
FY2010
FY2011
FY2012
FY2013
FY2014
FY2015(P)
FY2016
FY2017
FY2018
FY2019
FY2020
Return on Invested Capital
Return on Invested Capital

file:///Users/sutran/Downloads/image1.JPG
Brenda Rigney
VP of People Operations
Earls Kitchen + Bar
Mo Jessa
President
Earls Kitchen + Bar
Questions?

©2015 LinkedIn Corporation. All Rights Reserved.

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LinkedIn Talent Connect Conference 2015

2. Promoting Your People Brand: Mobilizing Leadership and Engagement Mo Jessa President Earls Kitchen + Bar Brenda Rigney Vice President, People Operations Earls Kitchen + Bar

3. file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Earls Kitchen + Bar

4. The 3-Prong Approach MarketingProducts PeopleThe Earls Experience

5. Low Engagement The Challenge: Engagement Continued to Decline 68 70 72 74 76 78 80 2008 2009 2010 2011 2012 2013 2014 Engagement 0 500 1000 1500 2000 2500 3000 3500 4000 4500 2008 2009 2010 2011 2012 2013 2014 Participation

6. The Challenge: Guest Count Declines 16,000 17,000 18,000 19,000 20,000 21,000 22,000 23,000 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 Average Guest Count Per Corporate Store FY2012 FY2013 FY2014 Summer Peaks Lower

7. 23.8% 16.8% 13.6% 12.2% 6.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% FY2010 FY2011 FY2012 FY2013 FY2014 Cost of Capital The Need: Return on Investment

8. The Results Reduced hiring costs by $1M

9. The Results Reduced legal costs by 90%

10. The Results Achieved social media advocacy by +20K

11. The Results Increased retention from 28% to 43%

12. The Results Achieved culture + strategy alignment 87%

13. How We Did It 1 2 34 5 Operationalize the Earls Experience Mobilize Our Leadership Commitments Measure Engagement Frequently Promote Employer Brand Source Hospitality Leaders

14. Operationalize The Earls Experience Tabletop DisplayCreative Posters Intranet

15. Creative Video Series Mobilize The Leadership Experience

16. Measure Engagement Frequently Measure Engagement Frequently

17. CultureAmp

18. Promote Employer Brand TwitterFacebook

19. Instagram

20. We believe in people living large purposeful lives filled with fun

21.

22. Source Hospitality Leaders

23. Our Recommendations Implement an Applicant Tracking System Utilize Hootsuite / TweetDeck Partner with Marketing Lead with Employee Advocacy vs. Employee Branding Hire Sourcing SpecialistHire Sourcing Specialist Create Candidate Assessment Tools

24. Where Are We Going?

25. Improving Financial Performance ✪ ✪✪ ✪✪ ✪✪✪ ✪ ✪ ✪✪ ✪✪ ✪✪✪ ✪✪ ✪ ✪ ✪ ✪ ✪✪ ✪ ✪✪✪ ✪ ✪✪ ✪ ✪ ✪ ✪✪✪✪ ✪ ✪ ✪✪ ✪ ✪ ✪ ✪ Edmonton BC Calgary Regina Winnipeg Toronto Bellevue Denver Boston DC Miami Chicago The Earls Family… Whitehorse Fort MacGrand Prairie Medicine Hat Lethbridge Red Deer Banff Saskatoon ✪ ✪ ✪✪ ✪ ✪ ✪ ✪ ✪ ✪ ✪✪ ✪ And we are growing… ✪ Orlando Dallas ✪ Jersey✪ Vegas!✪ Burlington✪ GTA ✪ Vancouver ✪ ✪ ✪ Houston ✪ Aventura✪ Philly ✪ Growing to 77stores!

26. Guest Count Forecast 15,000 16,000 17,000 18,000 19,000 20,000 21,000 22,000 23,000 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 FY2012 FY2013 FY2014 FY2015 FY2016(P) Average Guest Count Per Corporate Store

27. 23.8% 16.8% 13.6% 12.2% 6.5% 11.8% 13.4% 13.9% 14.9% 20.7% 28.3% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% FY2010 FY2011 FY2012 FY2013 FY2014 FY2015(P) FY2016 FY2017 FY2018 FY2019 FY2020 Return on Invested Capital Return on Invested Capital

28. Summary 1 2 34 5 Operationalize the Earls Experience Mobilize Our Leadership Commitments Measure Engagement Frequently Promote Employer Brand Source Hospitality Leaders

29. file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Earls Kitchen + Bar Questions?

Editor's Notes

Background: We’ve been measuring engagement for over 12 years 3 years ago we missed getting in the Top 50 employers category so it prompted up to take a double look at what we stood for. Our participation was around 35% for the company with engagement still around 70% Our Head Office was dropping in engagement 50% year over year for the two years prior We weren’t in good shape. We were asking questions but never aligning our strategies to correct issues. Or not even communicating our analysis to our front line leaders that could make a difference We needed a change
THE RESULTS (“how will follow”)! [doesn’t need to be in this order and any stacking]
Intranet Over 20,000 pages of content Opened up the site to all 6000 partners and leaders Transparent, aligned
Used videos to capture leaders in our business talking about being a leader Boston opening/Cam Bogue reference YouTube Link to Leadership Commitment video: https://www.youtube.com/watch?v=_SbfgU3S-bc&feature=youtu.be Graphic above is linked to YouTube (if your venue has Internet). Filename = MyEarls - Leadership
Our language is always unfolding and tested for relevance. We added Our Soul in 2014.
YouTube Link: https://www.youtube.com/watch?v=iNuOoAcLkoc File on USB: BRENDA_Crushing Goals

LinkedIn Talent Connect Conference 2015

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Editor's Notes