From PDF to Drones
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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
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From PDF to Drones
- 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
- 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
- 19. @Jules_Griggs