ATTRACT. RETAIN. MOTIVATE
Keys to Talent Engagement
Recruitment International Conference 2013
MARC COHEN
ConSol Partners Ltd
January 2013
Intro to speaker
• Marc Cohen is founding Director of ConSol Partners
• 0-£10m in sales in 4 years, 50+ staff, Award winning
• 2012 Sunday Times Fast Track 100 – 25th place (no.1 Tech Recruiter)
• Focus on UK + international markets – made placements in 40 countries
• Clients include Cisco, HP, Expedia, Tesco, MTV, ITV, BP
• Dale Carnegie Trainer - delivered programs to over 1000 people, across 8
different industries.
© ConSol Partners LTD + Marc Cohen 2013
Contents:
• The Workforce Today
• Generation Y
• Retaining Staff
• Top Techniques to retain talent
• Attracting candidates – sourcing
• Attracting candidates – do and don’ts!
© ConSol Partners LTD + Marc Cohen 2013
The Workforce Today
Research from CareerBuilder of 1,078 professionals in October 2012:
• ? percent of employees are either actively searching
for a new job or are open to new opportunities
70%
© ConSol Partners LTD + Marc Cohen 2013
The Workforce Today
Research from CareerBuilder of 1,078 professionals in October 2012:
• ? percent say searching for new opportunities is a part
of their “regular routine”
69%
© ConSol Partners LTD + Marc Cohen 2013
The Workforce Today
Research from CareerBuilder of 1,078 professionals in October 2012:
• ? percent say job searching is a weekly activity
30%
© ConSol Partners LTD + Marc Cohen 2013
Attraction v Retention
If you can’t retain your staff is there much benefit to attracting them?
Most overlooked area of expanding businesses.
This paradigm shift in employee engagement and loyalty means it is now more
important than ever to develop a clear strategy for attraction, retention and
motivation.
© ConSol Partners LTD + Marc Cohen 2013
Attraction v Retention
Rules of attraction and retention are similar;
We have all known that money is not the key factor yet so many companies still operate
by making huge offers….. Perhaps missing a trick?
•
•
•
•
•
•
•
Company environment
Relationship with manager
Responsibility + Promotion
Colleagues
Training + Development
Financial motives
Achievement + Recognition
And in 80% of cases, achievement comes out on top – not financial motives
© ConSol Partners LTD + Marc Cohen 2013
Generation Y
Who are you trying to target?
Born mid-1980's and later, Generation Y is the fastest growing
segment of today’s workforce.
It is critical to tap into Generation Y motivations rather than your
own experiences – this is a mind set shift many companies
struggle to make.
© ConSol Partners LTD + Marc Cohen 2013
Generation Y
 Tech Savvy: E-mail and text rather than F2F
 Work/Life Balance: More important than money
 Thirst for Knowledge: Confident in Q authority, have high
expectations of employers, seek to learn and understand
 Attention-Craving: Generation Y craves attention in the forms
of feedback and guidance.
 Embrace change: YOLO
© ConSol Partners LTD + Marc Cohen 2013
Generation Y
© ConSol Partners LTD + Marc Cohen 2013
Example of changing motivation styles..
© ConSol Partners LTD + Marc Cohen 2013
Top Techniques to Retain Talent
• Fun daily workplace – music, PS3, games, images in emails
• Bonding Events – like ConSol Apprentice and Sports Day
• Reward performance - Incentives (directors lunch, trips away)
• Sales Conference – divulge company strategy
• Collaborative environment – objectives rather than KPI’s
• Office layout – trade meeting rooms for breakout areas, colours
© ConSol Partners LTD + Marc Cohen 2013
Top Techniques to Retain Talent
Key part of retention is focus on… TRAINING AND PERFORMANCE
• Manage through training
• Progress
• Talent Hub - on boarding and thirst for knowledge
© ConSol Partners LTD + Marc Cohen 2013
Attracting Talent
© ConSol Partners LTD + Marc Cohen 2013
Attracting Talent – Source?
Who are you trying to secure – grads or experienced?
Lack of experienced and effective recruiters is impacting the industry.
If your strategy is dependent on this being successful it will be tough!
Most rec companies that have expanded rapidly did so through grad schemes.
ConSol methods to source proven billers:
1. Referrals
2. R2R’s
3. LinkedIn – direct headhunting
4. Direct Approaches due to PR/Awards/Marketing
5. Advertising (rare – poor response)
© ConSol Partners LTD + Marc Cohen 2013
Attracting Talent
Talent is scarce – do you have a compelling reason for top recruiters to work
for you rather than your competitors?
• What do you look for?
At ConSol must have drive, energy and intelligence
• What is successful in your business?
• Are leaders trained in what you look for? Have you sat in on interviews with
them? Have you given guidance on criteria and questions?
© ConSol Partners LTD + Marc Cohen 2013
Attracting Talent – The Company
Rejection
Attraction
•
No back story/info on company
 Pitch company – awards/recognition
•
Working old markets, no strategy
 Future - clear strategy and markets
•
No evidence of fun (gen Y!)
 Talk of days out, games etc…
•
No training or progression
 Discuss development + promotions
•
Uninspiring offices
 Offices show effort OR reason for style
© ConSol Partners LTD + Marc Cohen 2013
Attracting Talent – The Interview
Rejection
Attraction
•
Interviewer not motivational/credible
 Meeting the ‘face’ of the business
•
No personal connection
 Smile – build rapport
•
Standard Questions
 Ask what is important to candidate
•
Just want ‘bum on seat’
 Prove you can add value to career
•
Swift offer = desperation
 Make a candidate EARN an offer
© ConSol Partners LTD + Marc Cohen 2013
Action!
Ask yourself – is your company environment for the
management or the greater workforce?
Appeal to generation Y
Implement a clear strategy for retention – perhaps conduct an
internal survey to learn staff perceptions and motivations?
Ensure you have a compelling story to join and an interview
process to match
© ConSol Partners LTD + Marc Cohen 2013