'Being Strategic' TARGETjobs Breakfast News 27 Feb 2014

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  • Guess who and where they started?Sir Terry Leahy – Ex Tesco Chief Executive - Joined a Tesco as a graduate trainee in marketingFiona Kendrick – Nestle Chair UK – joined as a grad traineeAnn Radmore – chief exec London ambulance service – NHS management traineeIan Powell – PwC chair and snr partner – joined as a grad trainee accountantSir Andrew Witty – GSK CEO – joined as a grad trainee
  • If you ignore the 350,000 going to university what does that say for your talent pipelineNumbers going to uni stable even though no of young people declining
  • 'Being Strategic' TARGETjobs Breakfast News 27 Feb 2014

    1. 1. Being strategic  Quaglino’s Thursday 27 February 2014
    2. 2. Simon Rogers Director, GTI Media
    3. 3. In memory of Dennis Turner 1946–2014
    4. 4. Breakfast News in 2014 Today – Being strategic (why recruit grads) 7 May – Channel strategies 26 June – Messaging strategies 11 September – Sourcing and selection 27 November – Onboarding and retention
    5. 5. Agenda Welcome – Simon Rogers The economic forecast Gemma Godfrey, Head of Investment Strategy, TV Broadcaster, Quantum Physicist Graduates: why bother? Stephen Isherwood, CEO, Association of Graduate Recruiters What do you think you’re doing? Marcus Body, Head of Research Bringing it together General Sir Mike Jackson CBE, former Head of the British Army
    6. 6. Shortlists have been announced – find out the winners on 20 March at London’s Grosvenor House www.targetjobsawards.co.uk
    7. 7. We are filling seats from the front – to buy tickets or a table go to targetjobsawards.co.uk or call Grace Banks on 020 7061 1927
    8. 8. • The UK’s first quarterly graduate confidence index • Measures students’ confidence in gaining graduate employment • Understanding how confidence in the graduate market varies by gender, career sector, academic achievement and social profile
    9. 9. February 2014 76
    10. 10. We want to hear from you via twitter  #MrToast
    11. 11. The Economic Forecast Gemma Godfrey, Head of Investment Strategy, TV Broadcaster, Quantum Physicist
    12. 12. Economic Sweet Spot • Benefit from both sides of the coin • Broader context, boosted confidence • Better outlook for graduate recruitment
    13. 13. Benefit from both sides of the coin..
    14. 14. Benefit from both sides of the coin..
    15. 15. Benefit from both sides of the coin..
    16. 16. Benefit from both sides of the coin..
    17. 17. Benefit from both sides of the coin..
    18. 18. Benefit from both sides of the coin..
    19. 19. Benefit from both sides of the coin..
    20. 20. Benefit from both sides of the coin..
    21. 21. Benefit from both sides of the coin..
    22. 22. Benefit from both sides of the coin..
    23. 23. Broader context, boosted confidence..
    24. 24. Better outlook for graduate recruitment
    25. 25. Benefit from both sides of the coin..
    26. 26. Economic Sweet Spot • • • • Benefit from both sides of the coin Broader context, boosted confidence Better outlook for graduate recruitment …? Thank you
    27. 27. Graduate recruitment – why bother? Stephen Isherwood, CEO, Association of Graduate Recruiters
    28. 28. Graduates – why bother? • • • • Expensive to train Take up too much business time to manage Leave after a couple of years Expectations sky high
    29. 29. Graduate traits • Graduates generally get higher level jobs than nongraduates • Graduates earn more than non-graduates • Graduates are more healthy – less likely to smoke and more likely to exercise • Economies with a higher percentage of graduates have a higher GDP
    30. 30. University participation 400 350 300 250 Total 200 Female 150 Male 100 50 0 2006/7 2007/8 2008/9 2009/10 2010/11 2011/12
    31. 31. “I'm not the smartest fellow in the world, but I can sure pick smart colleagues.” Franklin D Roosevelt
    32. 32. What do you think you’re doing? Marcus Body Head of Research, Work
    33. 33. What do you think you’re doing? Marcus Body * Head of Research, Work *technically
    34. 34. Boring, difficult and time-consuming
    35. 35. Actually, it can and should be simple
    36. 36. Would you tell me, please, which way I ought to go from here? That depends a good deal on where you want to get to I don't much care where… Then it doesn't matter which way you go …so long as I get somewhere Oh, you're sure to do that if you only walk long enough.
    37. 37. Start at the top… Goal Strategy Tactics Campaign items
    38. 38. What sometimes happens… Campaign items Tactics Strategy Goal
    39. 39. Goal Strategy Tactics Campaign items
    40. 40. The solution neutral problem statement A definition of the problem in a way that doesn’t imply how you’re going to solve it. E.g. “We need a road bridge”…
    41. 41. “We need a road bridge” “Some cars on this side of the river need to get to that side of the river” • • • • • A road bridge. A tunnel. A ferry. A crane lift. Drive down to the next bridge, and drive back.
    42. 42. Setting a goal “People who can’t explain why they are doing what they are doing: 1) Rarely get budget 2) Rarely get promoted 3) Often get unemployed”
    43. 43. An awkward question: Why exactly are you recruiting graduates?
    44. 44. You could be… …recruiting the foot soldiers
    45. 45. 1) What we sell, ultimately, is people’s time. 2) These are people whose time we can sell. Although this does mean that their quality is our product quality.
    46. 46. You could be… …recruiting cheap specialists
    47. 47. 1) We have technical stuff that needs doing by qualified staff. 2) Grads or post-grads are much cheaper than experienced hire, and we can cope with training them.
    48. 48. You could be… …recruiting an officer corps
    49. 49. 1) We have a large workforce, and we’re not confident it contains people with the right management potential. 2) Grads are a viable alternative to lateral hires, and could be both cheaper and better.
    50. 50. You could be… …recruiting future leaders
    51. 51. 1) We have an ongoing need for people to lead our business, and they’re expensive and difficult to hire. 2) We are confident we can offer the roles and rewards to hang on to really top talent for a long time.
    52. 52. The big deal Foot soldiers: quality of the weakest recruits Cheap specialists: minimum cost of employment Officer corps: greatest short-term impact Future leaders: potential and loyalty
    53. 53. Be very careful about copying other graduate schemes; they may be trying to achieve something very different to what you’re trying to achieve.
    54. 54. Goal Strategy Tactics Campaign items
    55. 55. Decisions, decisions… “The essence of strategy is choosing what not to do.” Michael Porter
    56. 56. A goal at each end “We want better candidates, for less cost” “And we want to improve our position in employer rankings”
    57. 57. Do you want to be: Everything to everyone? The region of neither here nor there Exclusive and elite?
    58. 58. What’s the difference? Popular Your message must be… Targeted Widely appealing Demanding Your channels should be… Many and varied Few and specific You’ll target… Everyone everywhere Proven profiles Your interactions will be… High volume, low touch Low volume, high touch You’ll measure… Employer rankings Quality/cost of hire
    59. 59. Where to start… Popular • Understand typical student motivators • Match offer to those • Spend, spend, spend • Gimmicks a viable option Research externally Message then channels Targeted • Define ideal target profile and person specification • Identify channels to them • Targeted messaging • No gimmicks Research internally Channels then message
    60. 60. Fill in the blanks strategy… We need graduates because:……………………………………………. The people we want are:………………………………………………….. They should want us because:………………………………………….. Therefore our strategy is:…………………………………………………..
    61. 61. Strategy checklist:  This strategy will plausibly and logically deliver our goal  This strategy implies things we’ll do that others don’t  This strategy implies things others do that we won’t
    62. 62. Goal Strategy Tactics Campaign items
    63. 63. Applying the strategy Attract • CHANNELS •Paid •Social •On-campus • MESSAGING •Website •Collateral Hire • PROCESS •Screening criteria •Assessment and selection process • COMMS •Candidate experience Employ • ROLE PROFILE •Job description •Manager guidance • L&D STRATEGY •Training •Career pathways • ENGAGEMENT •Onboarding
    64. 64. The case for a better strategy • Make the case for appropriate budget and independence. • Brief your agency and other suppliers better. • Explain to students why you want them to join at all. • Achieve what your business really needed in the first place.
    65. 65. Get in touch… marcus.body@workcomms.com 020 7492 0057
    66. 66. Bringing it together General Sir Mike Jackson CBE, former Head of the British Army
    67. 67. Next event Wednesday 7 May 2014

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