SlideShare a Scribd company logo
Promoting Your People Brand:
Mobilizing Leadership and Engagement
Mo Jessa
President
Earls Kitchen + Bar
Brenda Rigney
Vice President, People Operations
Earls Kitchen + Bar
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
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
Frequently
Promote
Employer
Brand
Source
Hospitality
Leaders
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 Employee Advocacy vs. Employee Branding
Hire Sourcing SpecialistHire Sourcing Specialist
Create Candidate Assessment Tools
Where Are We Going?
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
Summary
1
2
34
5
Operationalize
the Earls
Experience
Mobilize Our
Leadership
Commitments
Measure
Engagement
Frequently
Promote
Employer
Brand
Source
Hospitality
Leaders
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

Editor's Notes

  1. 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
  2. THE RESULTS (“how will follow”)! [doesn’t need to be in this order and any stacking]
  3. Intranet Over 20,000 pages of content Opened up the site to all 6000 partners and leaders Transparent, aligned
  4. 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
  5. Our language is always unfolding and tested for relevance. We added Our Soul in 2014.
  6. YouTube Link: https://www.youtube.com/watch?v=iNuOoAcLkoc File on USB: BRENDA_Crushing Goals