What do you think you're doing?
-
Upload
work-group -
Category
Business
-
view
92 -
download
2
description
Transcript of What do you think you're doing?
![Page 1: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/1.jpg)
What do you think you’re doing?
Marcus Body Head of Research, Work
![Page 2: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/2.jpg)
Boring, difficult and time-consuming
![Page 3: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/3.jpg)
Actually, it can and should be simple
![Page 4: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/4.jpg)
Would you tell me, please, which way I ought to go from here?
I don't much care where…
…so long as I get somewhere
That depends a good deal on where you want to get to
Then it doesn't matter which way you go
Oh, you're sure to do that if you only walk long enough.
![Page 5: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/5.jpg)
Start at the top…
Goal
Strategy
Tactics
Campaign items
![Page 6: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/6.jpg)
What sometimes happens…
Goal
Strategy
Tactics
Campaign items
![Page 7: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/7.jpg)
Goal
Strategy
Tactics
Campaign items
![Page 8: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/8.jpg)
The solution neutral problem statement
A definition of the problem in a way that doesn’t imply how you’re going to solve it.
E.g. “We need a road bridge”…
![Page 9: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/9.jpg)
“We need a road bridge”
“Some cars on this side of the river need to get to that side of the river”
• A road bridge.
![Page 10: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/10.jpg)
“People who can’t explain why they are doing what they are doing:
1) Rarely get budget
2) Rarely get promoted
3) Often get unemployed”
Setting a goal
![Page 11: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/11.jpg)
An awkward question:
Why exactly are you recruiting graduates?
![Page 12: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/12.jpg)
You could be…
…recruiting the foot soldiers
![Page 13: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/13.jpg)
1) What we sell, ultimately, is people’s time.
2) These are people whose time we can sell. Although this does mean that their quality is our product quality.
![Page 14: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/14.jpg)
You could be…
…recruiting cheap specialists
![Page 15: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/15.jpg)
1) We have technical stuff that needs doing by qualified staff.
2) Grads or post-grads are much cheaper than experienced hire, and we can cope with training them.
![Page 16: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/16.jpg)
You could be…
…recruiting an officer corps
![Page 17: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/17.jpg)
1) We have a large workforce, and we’re not confident it contains people with the right management potential.
2) Grads are a viable alternative to lateral hires, and could be both cheaper and better.
![Page 18: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/18.jpg)
You could be…
…recruiting future leaders
![Page 19: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/19.jpg)
1) We have an ongoing need for people to lead our business, and they’re expensive and difficult to hire.
2) We are confident we can offer the roles and rewards to hang on to really top talent for a long time.
![Page 20: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/20.jpg)
Foot soldiers: quality of the weakest recruits
Cheap specialists: minimum cost of employment
Officer corps: greatest short-term impact
Future leaders: potential and loyalty
The big deal
![Page 21: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/21.jpg)
Be very careful about copying other graduate schemes; they may be trying to achieve something very different to what you’re trying to achieve.
![Page 22: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/22.jpg)
Goal
Strategy
Tactics
Campaign items
![Page 23: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/23.jpg)
Decisions, decisions…
“The essence of strategy is choosing what not to do.”
Michael Porter
![Page 24: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/24.jpg)
A goal at each end
“We want better candidates, for less cost”
“And we want to improve our position in employer rankings”
![Page 25: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/25.jpg)
Do you want to be:
Everything to everyone?
Exclusive and elite?
![Page 26: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/26.jpg)
What’s the difference?Popular Targeted
Your message must be… Widely appealing DemandingYour channels should be… Many and varied Few and specificYou’ll target… Everyone everywhere Proven profilesYour interactions will be… High volume, low touch Low volume, high touchYou’ll measure… Employer rankings Quality/cost of hire
![Page 27: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/27.jpg)
Where to start…Popular• Understand typical
student motivators• Match offer to those• Spend, spend, spend• Gimmicks a viable option
Targeted• Define ideal target profile
and person specification• Identify channels to them• Targeted messaging• No gimmicks
Research externallyMessage then channels
Research internallyChannels then message
![Page 28: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/28.jpg)
Fill in the blanks strategy…We need graduates because:…………………………………………….
The people we want are:…………………………………………………..
They should want us because:…………………………………………..
Therefore our strategy is:…………………………………………………..
![Page 29: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/29.jpg)
Strategy checklist:
This strategy will plausibly and logically deliver our goal
This strategy implies things we’ll do that others don’t
This strategy implies things others do that we won’t
![Page 30: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/30.jpg)
Goal
Strategy
Tactics
Campaign items
![Page 31: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/31.jpg)
• CHANNELS•Paid•Social•On-campus
• MESSAGING•Website•Collateral
Attract
• PROCESS•Screening criteria
•Assessment and selection process
• COMMS•Candidate experience
Hire
• ROLE PROFILE•Job description•Manager guidance
• L&D STRATEGY•Training•Career pathways
• ENGAGEMENT•Onboarding
Employ
Applying the strategy
![Page 32: What do you think you're doing?](https://reader035.fdocuments.in/reader035/viewer/2022062307/5562d672d8b42a6c498b5053/html5/thumbnails/32.jpg)
The case for a better strategy
• Make the case for appropriate budget and independence.
• Brief your agency and other suppliers better.
• Explain to students why you want them to join at all.
• Achieve what your business really needed in the first place.