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Promoting Your People Brand: Mobilizing Leadership and Engagement Mo Jessa President Earls Kitchen + Bar Brenda Rigney Vic...
file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Ear...
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 Enga...
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...
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 Th...
The Results Reduced hiring costs by $1M
The Results Reduced legal costs by 90%
The Results Achieved social media advocacy by +20K
The Results Increased retention from 28% to 43%
The Results Achieved culture + strategy alignment 87%
How We Did It 1 2 34 5 Operationalize the Earls Experience Mobilize Our Leadership Commitments Measure Engagement Frequent...
Operationalize The Earls Experience Tabletop DisplayCreative Posters Intranet
Creative Video Series Mobilize The Leadership Experience
Measure Engagement Frequently Measure Engagement Frequently
CultureAmp
Promote Employer Brand TwitterFacebook
Instagram
We believe in People living large purposeful lives filled with fun
Source Hospitality Leaders
Our Recommendations Implement an Applicant Tracking System Utilize Hootsuite / TweetDeck Partner with Marketing Lead with ...
Where Are We Going?
Improving Financial Performance ✪ ✪✪ ✪✪ ✪✪✪ ✪ ✪ ✪✪ ✪✪ ✪✪✪ ✪✪ ✪ ✪ ✪ ✪ ✪✪ ✪ ✪✪✪ ✪ ✪✪ ✪ ✪ ✪ ✪✪✪✪ ✪ ✪ ✪✪ ✪ ✪ ✪ ✪ Edmonton BC C...
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...
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 FY20...
Summary 1 2 34 5 Operationalize the Earls Experience Mobilize Our Leadership Commitments Measure Engagement Frequently Pro...
file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Ear...
©2015 LinkedIn Corporation. All Rights Reserved.
Promoting your people brand: mobilizing leadership and engagement | Talent Connect Anaheim
Promoting your people brand: mobilizing leadership and engagement | Talent Connect Anaheim
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Promoting your people brand: mobilizing leadership and engagement | Talent Connect Anaheim

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Brenda Rigney, VP, People Operations, Earls Restaurants
Mo Jessa, President, Earls Kitchen + Bar

Earls Kitchen + Bar is a highly praised casual-dining company with 65 restaurants in Canada and the United States. Every partner (their term for employee) starts to learn about how to be a leader at Earls within their first week. Because over 80% of their 5000 partners are millenials, it’s critical that the leadership journey commences from the very beginning. People are at the heart of the culture of Earls as they are in the people business every day. Mobilizing leadership and engagement have been the driving initiatives with the Earls People Operations Department. Attendees in this session will learn about the business results from this approach, including increased retention of hourly partners from 23% to 48%, saving of $500,000 in the cost of hiring, and a 85% satisfaction rating from partners on our training and development programs.

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Published in: Recruiting & HR
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Promoting your people brand: mobilizing leadership and engagement | Talent Connect Anaheim

  1. 1. Promoting Your People Brand: Mobilizing Leadership and Engagement Mo Jessa President Earls Kitchen + Bar Brenda Rigney Vice President, People Operations Earls Kitchen + Bar
  2. 2. file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Earls Kitchen + Bar
  3. 3. The 3-Prong Approach MarketingProducts PeopleThe Earls Experience
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. The Results Reduced hiring costs by $1M
  8. 8. The Results Reduced legal costs by 90%
  9. 9. The Results Achieved social media advocacy by +20K
  10. 10. The Results Increased retention from 28% to 43%
  11. 11. The Results Achieved culture + strategy alignment 87%
  12. 12. 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
  13. 13. Operationalize The Earls Experience Tabletop DisplayCreative Posters Intranet
  14. 14. Creative Video Series Mobilize The Leadership Experience
  15. 15. Measure Engagement Frequently Measure Engagement Frequently
  16. 16. CultureAmp
  17. 17. Promote Employer Brand TwitterFacebook
  18. 18. Instagram
  19. 19. We believe in People living large purposeful lives filled with fun
  20. 20. Source Hospitality Leaders
  21. 21. 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
  22. 22. Where Are We Going?
  23. 23. 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!
  24. 24. 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
  25. 25. 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
  26. 26. Summary 1 2 34 5 Operationalize the Earls Experience Mobilize Our Leadership Commitments Measure Engagement Frequently Promote Employer Brand Source Hospitality Leaders
  27. 27. file:///Users/sutran/Downloads/image1.JPG Brenda Rigney VP of People Operations Earls Kitchen + Bar Mo Jessa President Earls Kitchen + Bar Questions?
  28. 28. ©2015 LinkedIn Corporation. All Rights Reserved.

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