Julie Griggs, Head of Talent Management & Recruitment, Manchester Metropolitan University
- Changing the face of recruitment in a University
- Defining and developing our People Proposition
- Putting the candidate first
1. From PDF to Drones
Our People Proposition
Julie Griggs
Head of Talent & Resourcing
@Jules_Griggs
2. What we’ll cover today
▪ Background
▪ Where we were
▪ What we did
▪ Results
▪ Future
▪ Takeaways
@Jules_Griggs
3. The market is challenging…
▪ Generally seen as a ”place of study” rather than a place of Employment
▪ More needs to be done to improve Employer Branding amongst HE
▪ A challenging UK Labour Market (lowest level since 1975 in HE)
▪ Additional challenges; REF/TEF, alternative providers, financial
commitment
▪ Similarly in Professional Support where HE institutions have substantial
hiring difficulties, with 35% reporting challenges in 2013 to 62% in 2017
@Jules_Griggs
4. Where were we?
▪ No Employer Branding strategy. 100% student focused
▪ Job Descriptions as Job Adverts & EVERY role advertised on academic job
boards. Very ‘static’ candidate collateral - PDFs
▪ Receiving on average 3 applications for Professorial positions and a lack of
strong applicants for Professional Services
▪ Poor understanding of the University as an employer, especially for
Professional Services
@Jules_Griggs
5. The Start of our story…
▪ We needed to address agency spend
▪ Candidate Experience a concern; losing up to 60% of candidates
▪ Challenge from one of our Faculty PVCs to “wow” him
▪ Recent campaigns had struggled to impact with quantity and quality
▪ We needed a strong People Proposition backed up by a well articulated
Employer Brand using the correct platforms and channels
@Jules_Griggs
6. We started to look at the whole
eco-system…
@Jules_Griggs
Attraction &
Awareness
Hiring
OrientationDevelopment
Retention
Transition
EMPLOYEE
LIFECYCLE
▪ Hiring collateral
▪ Careers site
▪ Job adverts
▪ Social Media
▪ Application
▪ Screening
▪ Assessment
▪ Offer/Reject
▪ Post-offer
▪ Onboarding
▪ Induction
▪ Team/Org introduction
▪ Performance
Management
▪ Development
▪ Internal Mobility
▪ Communications
▪ Benefits
▪ Culture & Values
▪ Reward
EMPLOYER BRAND
TOUCHPOINTS
▪ Exit process
▪ Leaver data
▪ Alumni registration
▪ Re-join
▪ Exit Interviews
▪ Alumni
▪ Boomerang hires
▪ Attrition
▪ Engagement
▪ Benefits usage
▪ Comms reach
• People Board Pack
• Succession Planning
• Internal Mobility
▪ Social media traffic
▪ Careers site traffic
▪ Glassdoor score
▪ Passive interest
▪ Applications
▪ Funnel conversion
▪ Candidate
Experience NPS
▪ Quality of Hire
▪ Hiring Manager NPS
▪ Orientation Rating
PEOPLE
PROPOSITION
7. First things first…what is Manchester
Metropolitan’s “why”?
▪ Understand our many audiences
▪ Understanding and analysing our internal and external data/insights
▪ Playing to our strengths – great campus, ambitious future and great
colleagues to work with
▪ Creating excitement about who we are and what we are capable of…
@Jules_Griggs
8. @Jules_Griggs
Finding our People Proposition
▪ We wanted to do it ourselves with a tiny bit of external assistance; we
know our own employment experience and our people
▪ Simplicity would be key; it would be 1st generation
▪ We needed to leverage strength v stretch
▪ Managing our Executive Team’s expectations
9. How we did it…
@Jules_Griggs
Assess
Research
Review
Construct
Communicate
Measure
▪ What is our current
employment experience?
▪ Where do we want to get to?
▪ Consumer/Corporate Brand
▪ Competitor/Market
▪ Employer Brand strength
▪ Employee Experience
▪ Alumni/Leavers
▪ Corporate/People Strategy
▪ Exec/Leadership
▪ External Reputation
▪ Key Findings
▪ Themes/Relationships
▪ Segmented Grouping
▪ Behavioral/Emotional
▪ Address Points
▪ Strategic Impact
▪ Pillars/Offerings
▪ Statements/Messaging
▪ Tone of Voice
▪ Segmented Audiences
▪ Internal/External Integration
▪ Testing
▪ Strategic/Operational Plan
▪ Internal Touchpoints
▪ External Touchpoints
▪ Champions/Advocates
▪ Dashboard/Metrics
▪ Survey/Benchmark
▪ ROI
▪ Evaluate/Re-Assess
Consistent
Authentic
Unique
Actual
Aspirational
Acceptance
10. @Jules_Griggs
Our first pass at proposition didn’t fly
▪ It was too aspirational – too much Disneyland and not enough the real us
▪ We are not Google or Facebook
▪ We don’t have fake grass or slides
▪ We needed to look at what we offer across the board and attract across a
wide range of audiences
11. What we landed on was very simple
“Our People make us”
Manchester, Ambition, Partnership, Community, Sustainability
@Jules_Griggs
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16. Results
▪ A genuine and transparent “hook” for all employer branding comms that
has a connection with both internal and external audiences
▪ Ability to attract directly including senior hires resulting in huge cost
savings and executive confidence in Resourcing
▪ Better and more relevant content targeted via social media (organic and
paid)
▪ Greater employee engagement in recruitment marketing activities -
ambassadors
@Jules_Griggs
17. Future
• Live chat functionality new careers website – being very human
• New careers site with segmented content with an emphasis on UX and CX
• Further leveraging our improved Employer Brand. Attracting the right and
detracting the wrong. The University environment
• Social Media and Content Marketing to continue to play a significant part in both
attraction and awareness
18. Takeaways
▪ Create a different experience/message for different audiences
▪ Use data to drive your activity and channels
▪ Be more human in a world of AI
▪ Think about your whole resourcing eco-system
▪ Don’t be afraid to try something different
@Jules_Griggs