Provoke: Using Digital to make Candidate Experience our Compass
•Download as PPT, PDF•
0 likes•802 views
Neil Chivers, Employer Brand Manager at Virgin Media describes how they have transformed their candidate experience.
Recommended
Recommended
More Related Content
Viewers also liked
Similar to Provoke: Using Digital to make Candidate Experience our Compass
Similar to Provoke: Using Digital to make Candidate Experience our Compass (20)
More from Mando
More from Mando (12)
Recently uploaded
Recently uploaded (20)
Provoke: Using Digital to make Candidate Experience our Compass
- 1. Using Digital to make Candidate Experience our Compass July 7th 2016 Neil Chivers Employer Brand Manager Virgin Media
- 2. If I’d been presenting to you 2 years ago things would have been very different…. 13 July 2016 2 BBC News January 2015 • 30.8 million people in work (record high) • Employment rate – 73% • Record number (14.4 million) and rate (68.1%) of women in work • 690,000 jobs available in the economy at any one time – not seen since 2008
- 3. But something very unique happened 2 weeks ago today 13 July 2016 3 In these matters the only certainty is that nothing is certain - Pliny The Elder
- 4. If I was speaking to you 4 years ago things would have been even more different… 13 July 2016 4
- 5. Candidate Experience “Seriously, this is really rubbish. I was so angry we have ditched our Virgin Media and, this morning, signed up with Sky. It was always an awful customer service, and it appears you treat potential staff not much better” – NPS Feedback
- 6. “Candidates are the ultimate consumers of your brand”
- 7. How do we provide detailed feedback to Candidates we reject? Initial Brief
- 8. How do we be the good guys? How do we help and support people? How can we use Digital for Good? Evolved into…
- 9. “How do we become famous for Candidate Experience?”
- 10. Oh, and of course there was the business case for investing in Candidate Experience Show me the money
- 11. 3,000 survey responses (n=2%) 1622 detractors 540 from our sample survey are/were a customer -29 7416 18% Number of customers who we can estimate, left Virgin Media as a direct result of their recruitment experience in 12 months 178 of the detractors were customers, who have disconnected in a short space of time since their recruitment experience (50/50 split Mobile/Cable) 6% Source; e-digital & Axciom (June 2015) £4.4m CHURN
- 12. 2,460 were not customers82% 5% Number of applicants we can estimate will not be a customer102.5k £3.1m NET ADDS sales conversion rate £50 ARPU 12 month contract
- 13. What did we do?
- 15. The Solution
- 21. Bespoke, Engaging, Sharable and Measurable content The biggest roadblock to candidates changing jobs: 13 July 2016 21 Source: LinkedIn UK Talent Trends June 2016
- 23. Real Time Data:
- 24. So, where are we right now?
- 25. https://lists.linkedin.com/2016/top-attractors/en/uk Candidate NPS June 2016: +24.5 (n=572)
- 28. So, what’s next?
- 29. Candidate Experience is Our Compass
- 32. “For my part I know nothing with any certainty, but the sight of the stars makes me dream.” - Vincent Van Gogh Certainty in Uncertain Times?
Editor's Notes
- Intro a bit about me – where I have come from why I am here to day. 15 years in the industry – most of them agency side telling clients how they should do it – now I am actually doing it.Make no bones about it, it is challenging but once you get everyone on board it is so rewarding!The vision for Resourcing at VM is simple – to attract, engage, recruit and retain the best possible talent for Virgin Media, cost effectively, and using our powerful Employer Brand, whilst demonstrating our passion for the customer. We are proud to be part of the Liberty Global family and passionate about our Virgin DNA, and this all forms part of the unique and exciting story we have to tell.
- Had I been doing this presentation 2 year’s ago…. “The recruitment industry has surged back past its pre-recession peak, with total annual revenues hitting £28.7bn, some 6.3pc higher than the previous record. New data from the Recruitment and Employment Confederation (REC) showed that in the 2013/14 financial year, the value of the jobs industry grew by 8.2pc on the previous period. According to the industry trade body’s analysis, 690,000 people were helped to find a permanent job during the period and on any given day 1.15m people were working on a temporary or contract assignment they secured via a recruitment agency. But then something unique happened on 23rd June 2016 that changed our country forever.
- As we all know on 23rd June 2016 voted to leave Europe. Before the vote Virgin Media and over 30 leaders at UK tech companies including BT and Virgin Media, as well as subsidiaries of US giants including IBM, HPE and Microsoft, urged UK citizens to vote to remain in the European Union. June 16th Financial Times: Mike Fries, the chief executive of Liberty Global, owners of Virgin Media, warned that the company would seriously reconsider future capital investment in the UK if Britain votes to leave the EU. Branson led a high profile advertising campaign to stay out and CEO of our Parent Company pledged £700,00 to remain. When Brexit was confirmed his response was “Thousands and thousands of jobs will be lost as a result of this. Thousands of jobs that would have been created will be lost and the knock-on effect will be so dire.” Branson. After the announcement: The Institute of Directors (IoD) surveyed 1,000 of its members and found that a quarter planned to freeze recruitment. The results suggested that almost a third would keep hiring at the same pace, with 5% planning to cut jobs. Almost two-thirds said the vote was negative for their business. For Virgin Media whilst the business was very clearly in favour of remain we’re making do and mending. There will be consequences – H1 was very strong, immediate after announcement sales dipped – but for how long? Biggest impact we buy much of our tech in $. We’d already announced a restructure of our business in Q1, and on a 2 year road map – so always going to be a challenging time ahead. As a UK business it’s not like we have the same threats looming that other businesses such as Vodafone have with rumours their HQ may relocate to within Europe…. But we are proud of the people that work for us, the culture we have and the diversity of our organisation and are concerned about the impact Brexit may have on that. During this time of uncertainty, however, candidates will surely think twice until they fully know the rules around whether they will be allowed to enter the country. In fact with all this uncertainty, Virgin Media and indeed the UK may also lose some of its current EU talent. So far from a recruitment perspective actually things could be seen as encouraging – candidates applying from businesses which otherwise may not have engaged with us. And our careers site has received the highest number of visitors per week in the last 2 weeks than in any of the other weeks in Q2. Of course, we are a communications and technology business – and so STEM is a challenge – but it is for everyone else too…. And so looking to the emerging talent market is where we need to focus more and we are starting to. Of course, everything has to be put into context - Had I been doing this presentation 11 years ago – well being frank now of you would be sat in this room. It was the morning of the London Bombing attacks, just as in the case 2 weeks ago the Bank of England, HM Treasury and the Financial Services Authority instigated contingency plans immediately after the attacks to ensure that the UK financial markets could keep trading. And just 2 days ago, the Governor of the Bank of England, Mark Carney himself warns UK is 'entering period of uncertainty' Probably the best way to sum up where we are now the quote from Pliny the Elder Roman scholar & scientist when he said.
- I was, and indeed still am, a Virgin Media Customer. But back in 2012 - I was not a happy bunny. So what changed and why am I here today?I am that customer, I am that candidate, I believe in the importance of the customer experience
- Our Candidate NPS was -29 a year ago. NPS: Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
- From the introduction from Provoke
- Explain what NPS is and how we measure it.
- Sainsbury's (£10 off weekly shop) Easyjet (10% off weekend break – soften the blow) Virgin Atlantic (£20 duty free)
- Looked at the Candidate Experience Journey and Mapped the Recruitment Process (with help from PH Creative)What are they thinking –how long will this take, what happens next, am I filling in the form correctly? Who can answer my questions? How are they feeling? Nervous? Unsure? Happy? Bored? Curious? Pain points? What do they like what don’t they like?Validation? - Access Feedback from candidates, employees and hiring managers Key Themes: Contact / Feedback / Ease / Support / Expectation / Brand Experience What did we want to achieve? Measure Candidate Happiness Real-Time Give people something back – online content to support career & product offers Convert candidates to customers
- Candidate Experience Portal – still doesn’t have a name, answers on a post card
- Candidate Experience Portal – still doesn’t have a name, answers on a post card
- Almost everyone is open to your opportunities But people don’t know much about your company or your jobs Once you have the right message you need to share it in the right ways. 700 professionals surveyed in the UK281 of the changed jobs between Feb and March 2016 86% of professionals are interested in hearing about job opportunities. Virgin Media have taken this a step further - not just telling people what it is really like to work at Virgin Media – but actually giving them insider tips on what they can do to help them get a job here.
- Our work is done so why bother? How LinkedIn come to this conclusion…. methodology leverages actions such as: Job applications: Both the views and actual applications on job postings featured on LinkedIn. Engagement: We factor in how many non-employees attempt to view and connect with a company’s employees; views on a company’s career page; reach and engagement of content; along with the growth in followers over the past year, among other metrics. New Hire Staying Power: After a new employee joins, how long do they stick around? We then normalized all the results to ensure that companies were measured against their peers versus the total universe of companies. So on the question of whether hires stick around, for example, we measured both the number of new hires in the last year still working at the company (absolute value) and the percent difference in rate of new hires staying with the company vs. industry peers. Some final points: Our analysis was only run on companies with over 500 employees; included only actions taken in the 12 months ending in February
- As my old friend Ricky Bobby once said. And any way what does being number 2 on LinkedIn’s Top Attractor’s list actually mean to your average call centre employee or access field technician?
- At the end of the day this has to be two way – it’s no good us being #2 on LinkedIn if we’re not matching the expectation on Glassdoor for example. And what do they think about our competitors? Furthermore how many of our candidates are actually using LinkedIn – yes for the specialist recruitment, but over 70% of our recruitment is in the volume space – call centre, sales and field techs.We need to think about the long term – yes we may be getting positive candidate feedback from those we hire, and yes those that do well do have the opportunity to progress within the business but what about the silver medallists, or those that may not be right right now but could be in 2 years. Or those that for whatever reason leave the business and go to work for a competitor….. The whole reason for the candidate experience project was to address all of these audiences, yes the focus is on candidates in the process – but by changing behaviours, educating candidates we get the best people and they stay.
- Operational Excellence lies behind all of what we do Does it add value? What changes can we make today that will make a better tomorrow? What will take longer – who do we need to engage? What benchmarks do we need? KPIs? Get better data to make more informed decisions and insight to deliver tangible results Put KPIs in place to measure performance/impact and bench mark – simultaneously adopt a “test and learn” model The vision for Resourcing at VM is simple – to attract, engage, recruit and retain the best possible talent for Virgin Media, cost effectively, and using our powerful Employer Brand, whilst demonstrating our passion for the customer. We are proud to be part of the Liberty Global family and passionate about our Virgin DNA, and this all forms part of the unique and exciting story we have to tell.
- Closing….. Engagement: Internal and External Hiring Managers – Pinky promise External Validation – User Testing Working groups with wider business: Brand, Internal Comms, Customer, Culture and Inclusion Advocacy: All recruiters trained in social recruiting Hiring Managers encouraged to update social profiles Use of platform’s such as Dynamic Signal which encourages employee advocacy Employee advocacy – SMEs, Thought Leaders, Social content sharing Content: I wasn’t here 6 months ago! Insourcing of Social Media and wider Content Strategy Responding to and acting upon reviews received on LinkedIn Access to corporate communications calendar Smarter advertising – reduce reliance on ineffective channels (job boards) – move to programmatic Improved candidate experience through the application process – new ATS and Careersite Getting even more… even better… and more engaging content to share and prioritising areas of focus Offline content too “Our Story Rocks” Operational Excellence lies behind all of what we do Does it add value? What changes can we make today that will make a better tomorrow? What will take longer – who do we need to engage? What benchmarks do we need? KPIs? Get better data to make more informed decisions and insight to deliver tangible results Put KPIs in place to measure performance/impact and bench mark – simultaneously adopt a “test and learn” model The vision for Resourcing at VM is simple – to attract, engage, recruit and retain the best possible talent for Virgin Media, cost effectively, and using our powerful Employer Brand, whilst demonstrating our passion for the customer. We are proud to be part of the Liberty Global family and passionate about our Virgin DNA, and this all forms part of the unique and exciting story we have to tell.
- At Virgin Media we' love our Vans – so much that each has it’s own identity from xxxx to xxxx…. I started with a quote and thought the best thing to do here would be to end on a quote from another Van – Vincent Van