Creating an Irresistible Employee Value
Proposition to Improve Engagement and
Retention
FAHR | 28 April 2015
David Jones, Managing Director
The Talent Enterprise
[email protected]
Agenda
1
A Complex and Unique Labour Market
2
Employer Branding Simplified
3
What Engages and Retains Your Employees?
4
How Do We Measure Success of Our Nationalisation Efforts?
5
Using Talent Analytics to Build Your Employer Brand: Case Study
2
About Us
We Operate in a Unique & Complex Labour Market:
Limited Window of Opportunity
 Worldwide, young people are three times more likely than their parents to be out of
work and the MENA region has the highest average levels of youth unemployment.
 Only 22% of young nationals believe their country’s education system helped
prepare them (or is preparing them) to find a job.
 Only 29% of GCC employers feel that education prepares students with necessary
technical skills.
 Engagement levels in the GCC are alarmingly low at 49% with those between 25 – 34
years reporting the lowest at 40%. Our youngest employees are facing an early-mid
career crisis.
UAE 2010
Median Age:
26
UAE 2050
Median Age:
49!
Preferred Sources for Exploring Job Opportunities
An increasing number of students are finding job opportunities through the internet,
emphasising the need for higher focus on marketing your employer brands through
well defined, authentic and credible employment experiences offered.
GCC National
StudentsA
GCC Expat
StudentsB
UK StudentsC
Searching online / job portals etc.
25%
14%
31%B
Via your friends, family and personal
contacts
20%
30%C
12%
Through securing part-time work, internships
or apprenticeships first
15%
23%
16%
I don't know yet
15%
8%
19%B
Government agencies
11%C
3%
2%
Your school / college student placement
cell
9%
14%
12%
Recruitment consultants / talking directly
with prospective employers
5%
7%
6%
Alphabets denote two-sided tests with significance level
for all pairwise
1%0.05. Tests are adjusted
3%
AdvertisementsRed
/ newspapers
comparisons within a row of each innermost subtable using the Bonferroni correction.
2%
Continued Preference for Public Sector
GCC National
StudentsA
GCC Expat
StudentsB
UK StudentsC
Work with the government
39%BC
5%
4%
Study further
35%B
19%
62%AB
Work with private sector employers
7%
19%AC
4%
Get a paid internship or apprenticeship
6%
26%AC
12%
Start my own business/ join family owned
business
6%
18%AC
5%
I don't know yet
6%
7%
9%
Our research findings in the region show that 49% of GCC National students surveyed
would continue to stay in the region and explore work opportunities and close to 35%
would be keen to explore opportunities elsewhere outside the country.
Red Alphabets denote two-sided tests with significance level 0.05. Tests are adjusted for all pairwise
comparisons within a row of each innermost subtable using the Bonferroni correction.
Employer Branding Simplified
EMPOWERMENT
COMPANY
CONNECTION
RESPECT
MEANING & PURPOSE
Emotional
VALUES & CULTURE
TRUST
Rational
OPPORTUNITIES FOR LEARNING
PAY & BENEFITS
CAREER
GROWTH
ROLES & RESPONSIBILITIES
*
1. Simple /
Jargon-Free
4. Help the Right Talent Select
Themselves (and Others Deselect)
2. Genuine / Authentic
5. Unique to Your Culture
3. Set Realistic Expectations
6. A Shared View
7
What Are Our National Talent Looking For?
What is more important…
Gaining a career
enhancing experience
71%
Attractive overall
compensation
package
29%
0%
20%
40%
60%
80%
100%
Prefer to work for an organisation which…
Contributes to the
overall good of the
country
63%
Offers higher
opportunities to learn
& develop
37%
0%
20%
40%
60%
80%
100%
8
Key Aspects that Impact Engagement & Retention in the GCC

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

Organisational Factors that
Positively Impact Engagement
Organisational Factors that
may Cause Engagement
Levels to Fall Further
Measure & Improve
Measure & Sustain
Confidence in Leadership
Career Growth
Learning and Development
Being Recognised and Valued
Managerial Effectiveness
Pay & Benefits
Supportive Work Culture
Positive Relationships

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


Sense of
Accomplishment
Meaning at Work
Fairness and Equity
Level of Trust
Physical Work
Environment

Personal Individual
Characteristics and Strengths
that Impact Engagement
(According to our research,
these personal factors
predict approx. 30%
variance in engagement.
Measure & Improve

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
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
Intrinsic Motivation
Drive
Grit & Determination
Resilience
Accountability
Optimism
Flexibility
Growth Mindset
9
The Talent Enterprise’s Nationalisation Index
Presence
• Desired Retention
• Limited Absence
Productivity
Nationalisation
Index (5Ps)
Positivity
Progress
• Performance
• Confidence and Resilience
• Personal Engagement
• Organisational Engagement
• Well-being
• Learning and Development
• Job Movement
• Openness to Change
• Senior Manager Visibility
Positive Role• Links to Education
Modelling
• Organisational Pride
10
Our Approach Towards Employer Branding
The Talent Enterprise’s Approach to Employer Branding
11
Using Talent Analytics & Top Talent Profiling to Build The Employer Brand
 A prominent organisation with over 35,000+ employees.
 Keen to finalise a longer-term, more sustainable nationalisation
strategy.
 Key concern was to hire the ‘right’ talent in the ‘right’ jobs – high
potential nationals.
 Wanted to understand what works in their culture.
 Employer branding was a core part of a larger project on strategic
workforce planning, recruitment and design of graduate programs,
talent and succession etc.
All Rights Reserved
The Talent Enterprise
12
Using Predictive Talent Analytics We Found the Following for Hi-Po’s
Characteristics of High Performers /
High Potential Employees
 Take Responsibility
 Find it Engaging to Work in a Dynamic
Environment
 Driven and Determined
 Flexible
 Creative
 Technically Sound
 Be Open to Working in Other Countries
and Environments
HIGH
PERFORMERS
/ HIGH
POTENTIAL
You May not Fit Here if you Prefer the
Following
 Need Constant Guidance to Perform
Daily Tasks
 If You Desire a Highly Stable Work
Environment
 Clearly Defined Processes
 Purely Monetary Reward Focus
 A Clear, Well-Defined Career Path:
Technology is constantly evolving and
so are we!
OTHERS
Success Story: Qatar Airways
14
Staying in Touch!
www.linkedin.com/company/the-talent-enterprise
https://www.facebook.com/TheTalentEnterprise
https://twitter.com/TTE_Consulting
[email protected]
Our Book ‘Unlocking The Paradox of Plenty’
available online on www.booksarabia.com
and www.amazon.com and in all leading
bookstores in the UAE.