INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIES.ppt
INTERNAL BRANDING TO STRENGTHEN TALENT RETENTION STRATEGIESABF Post-Conference Workshop,23rd April 2008Kenny OngCNI Holdings Berhad,www.myCNI.com.my,www.OOBEY.com,Basics of Retention,Regardless of Branding or No Branding,www.myCNI.com.my,www.OOBEY.com,The 51.28%Theory,Resign=Push+Pull 51.28%If staff is Happy:=0+Pull 51.28%,www.myCNI.com.my,www.OOBEY.com,Philosophy,Ultimate Objective of Marketing:“Get more people,to buy more things,more frequently,at higher prices.”,Sergio Zyman,“Retention and Loyalty are useless if No Conversion is happening.”,www.myCNI.com.my,www.OOBEY.com,Philosophy,“Retention and Loyalty are useless if No Conversion is happening.”,“Retention and Loyalty are useless if No Performance is happening.”,www.myCNI.com.my,www.OOBEY.com,Philosophy,Loyalty is misleadingHeavy Consumption LoyaltyLoyalty Heavy Consumption,Good Performance RetentionRetention Good Performance,www.myCNI.com.my,www.OOBEY.com,Philosophy,“In business after business,60%to 80%of lost customers reported on a survey just prior to defecting that they were satisfied or very satisfied.”,HBR March/April 1996,www.myCNI.com.my,www.OOBEY.com,Retention Groups,Retention,Experience,Swing,Ex,Oppose,www.myCNI.com.my,www.OOBEY.com,Retention 1:Experience,Loyalty=Experience vs.Expectations,Solution Strategy:Expectations=Business,Boss(Q12),Job,www.myCNI.com.my,www.OOBEY.com,Loyalty 1:Experience,Clear expectationsResourcesMaximize talentsRecognitionCaring BossEncourage development*,ExpressionCompany MissionCo-workers*FriendsProgress updatesLearn and Grow,What“Expectations”?Refer Q12,www.myCNI.com.my,www.OOBEY.com,Loyalty 2:Swing,Loyalty=Best alternative at the current moment until I find another alternative,Solution Strategy:Improve your Q12,or Try Your Best,or Live with It,www.myCNI.com.my,www.OOBEY.com,Brand Execution:Talent Sub-segment-Swing,Swing Talents are“loyal”because:Individual RelationshipsConvenience(at that point in time)Contractually tied-upDirect Incentives*No better alternativeSubordinatesNo known alternativeCV friendly,www.myCNI.com.my,www.OOBEY.com,Dangers of Direct Incentives,lessen internal motivation,switch to mercenary mode,do something and do not do something else,bribe and fraud culture,easier for competitors to recruit,lessen teamwork&helpful culture,less and less impact for same value,mockery of base salary and employment contract,rebellion from non-incentivised staff,end up incentivising everyone for everything?,www.myCNI.com.my,www.OOBEY.com,Swing Talents:Try Your Best,Over PromoteLoansSpot BonusesBlock recruitersThe SpouseToysGlorified TitlesForced Ambassador,“Position”the competitionSell the DreamGive them a Best FriendInternal Trainer,www.myCNI.com.my,www.OOBEY.com,Current Brand vs.Ideal Brand,Know the past to create the future,www.myCNI.com.my,www.OOBEY.com,Current Brand,Current Status,Background&Implications,Founders Senior leaders Age,Gender,Race not a barrierCustomer-focused,really focused,Flexibility vs.DisciplineAd-hocProject-basedEmpowerment Young talents leaving,www.myCNI.com.my,www.OOBEY.com,Current Brand:The Four Desperates,1.Desperate Competition,2.Desperate Consumer,3.Desperate Achievers,4.Desperate Changes,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,and Communication,www.myCNI.com.my,www.OOBEY.com,Objective of Branding:Way back in 2004,Thomas Cup,Indonesia,www.myCNI.com.my,www.OOBEY.com,Objective of Branding:Now in 2007,CNI Beemax Factory Visit,ChinaTop LeadersProduct DevelopmentMedia,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,Communication,www.myCNI.com.my,www.OOBEY.com,Brand Positioning,Segmentation,Targeting,Basics,Differentiators,www.myCNI.com.my,www.OOBEY.com,Positioning,“Hope is not a strategy”John Maxwell,www.myCNI.com.my,www.OOBEY.com,Positioning,For who?Segmentation,TargetingYour Offer?Key Differentiator?,www.myCNI.com.my,www.OOBEY.com,Two Types of Segmentation for HRM,Demographic segmentationTalent segmentation,www.myCNI.com.my,www.OOBEY.com,Demographic Segmentation-General,www.myCNI.com.my,www.OOBEY.com,Demographic Segmentation-others,Women,Working MothersYoutube generationWorking retiredSocial ActivistsWork/Life balancersIndustry(ICT,Advertising,Engineer,Accounting,Lawyer,etc.),www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Who is your Talent?,:A Talent for others does not mean a Talent for you,www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Group I(Talent Pool),Identify,www.myCNI.com.my,www.OOBEY.com,Talent Segmentation,Group I(Talent Pool),Group II(Potential),Group III(Performance),Group IV(Counseling),2,3,4,5,2,3,4,5,PERFORMANCE,POTENTIAL,Identify,www.myCNI.com.my,www.OOBEY.com,Talent Segment Targeting,Unwanted by big MNCsSmall companiesBoring EnvironmentNo Growth/LearningNo MBAPassion,Values,IQ(streetsmart)Appreciate ChaosMultitaskPassion to Learn,www.myCNI.com.my,www.OOBEY.com,Talent Sub-segmentation:Premium target,Definition of Premium staffSpecially selected from the TP.They have in addition,the following attributes:High-profile in the field or industryLoyalty provenProven high work-rate and great attitudeUndeniable contribution and effortsHighly looked upon and respected by most staffAbility to multi-task and assist in various areasKey people in CNIs Succession Plans,www.myCNI.com.my,www.OOBEY.com,Talent Sub-segmentation:Specialists target,Definition of Specialist StaffHas competencies(skills&knowledge)in a particular professional field of work.A staff is deemed to be a Specialist when all the following occurs:The particular Competency(Skills or Knowledge or both)is highly required by CNISupply for the competency in the market is low but demand is highThe competency is difficult to learn,transfer and/or duplicate,www.myCNI.com.my,www.OOBEY.com,What needs work?,Current Brand,Importance to Target Segment,High,Low,Weak,Strong,www.myCNI.com.my,www.OOBEY.com,Activity Grid to determine HRM priorities,www.myCNI.com.my,www.OOBEY.com,Basics&Differentiators,Segments,Targets,Targets,Basics,Differentiators,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KEY SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tagline:,www.myCNI.com.my,www.OOBEY.com,Brand Execution,Alignment,Basics,DifferentiatorsAlso known as Reason To Believe,www.myCNI.com.my,www.OOBEY.com,Brand Execution:Aligning the 4-Wheels,Philosophies,BrandPosition,Segmentation&Targeting,www.myCNI.com.my,www.OOBEY.com,Brand Alignment:Talent Segment Philosophies,Principles,HR Philosophy,Equal/FairHappy/Productive Hire Low,Train HighPerformance vs Potential SP drives TMTalent Pool owned by the company Retention/Engagement,www.myCNI.com.my,www.OOBEY.com,Brand Alignment:Demographics Segment Philosophies?,Principles,HR Philosophy,www.myCNI.com.my,www.OOBEY.com,Alignment:Framework,Org StructureJob DesignC&BPolicies&proceduresDecision makingJob fitManagement SystemsBSC and KPIsDecentralized vs.Centralized Control vs.Empower,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,ToolsPhysical facilitiesPeer supportInformationT&D ProgramsMentorsGuidesICTOJT,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,Role modelingVision/Mission/PhilosophyLeadership StyleDelegation&EmpowermentC&BPromotionsTransition development,www.myCNI.com.my,www.OOBEY.com,Strategy:Framework,RecognitionRecruitmentTrainingValuesMotivationSelf EfficacyAwarenessUseful CompetenciesCareer aspirationsAttribution(control),www.myCNI.com.my,www.OOBEY.com,Alignment:4-Wheels Model,Philosophies,BrandPosition,Segmentation&Targeting,Brand Execution:Talent Segment,Talent Segment,Philosophy,OJT,Mentoring,Big-5,LP,PDP,SDP,Projects,P/P Grid,SP Table,PDP,Premium,Q12,C&B,ACDP,SCL,Transfers,Events,Recognition,P/P Grid,Q12,PA,SDP,SP,Selection,www.myCNI.com.my,www.OOBEY.com,Brand Execution:Demographic Segment,Key Demographics,Philosophy,Selection,www.myCNI.com.my,www.OOBEY.com,Example Brand Execution:Talent Segment-C&B,Eliminate Staff AwardsEliminate Staff TripsEliminate HOD tripsRemove Salary structure limitations for TPPremium Group PayYear-round promotions/incrementSpot Bonus Pool,Additional Profit Sharing points for TP Pay for Performers,pay for Non-PerformersAdditional%during annual incrementsSpecial AllowancesSCL AllowancesFlexitime,www.myCNI.com.my,www.OOBEY.com,Demographic Segment:Example Strategies,Gen YICTWomen,www.myCNI.com.my,www.OOBEY.com,Sample Policy:Career,Internal TransferInternal SelectionRotationSpecial ProjectsTransitional assignmentsSecondmentsRoll-out teamsSabbaticalsTele-commutingPart-time,Micro business unitsSpecialist Career LaddersEmployee Exchange programsBoomerangsJob enlargement(depth)Job enhancement(breadth)Freelance,ConsultingJob Reduction,www.myCNI.com.my,www.OOBEY.com,Brand Communication,Image,Touch Points,Repetition,and Emphasis,www.myCNI.com.my,www.OOBEY.com,Attract,“You dont attract who you want.You attract who you are”John Maxwell,www.myCNI.com.my,www.OOBEY.com,Attract,Whats your main Differentiator?Money?Opportunity?Big Projects?Big Clients?Career Growth?Environment?Love and Fresh Air?Fish where the Fish are Hire Strict.Refuse if possible.Who you retire determines who you attract,www.myCNI.com.my,www.OOBEY.com,Attract:HR and Marketing,Who designs your Job Ads?It better be MarketingUnderstand the psychology of a Talent Job Seeker when reading Job AdsNot sure?Consult expertsUse Marketing weapons for Job Ads:brand logos,slogans,newspaper clips,awards,customer profile,video clips,web,banners etc.,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIFIC TO INTERNAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KEY SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tagline:,www.myCNI.com.my,www.OOBEY.com,Touch Points,Candidates/Employees,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet*,Annual Report,Media,Analysts,Ex-employees,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,Touch Pointsl,Candidates/Employees,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet,Annual Report,Media,Analysts,Ex-employees,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Internships,joint projects with University,Events,workshops,campaign visits,seated dinners,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Mentorship programs,Campus presentations,career fairs,Online games,sponsorship of awards,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Direct Marketing(eg.mailing),Direct-response marketing,Print media,radio,www.myCNI.com.my,www.OOBEY.com,End Point,The end of the Beginning,www.myCNI.com.my,www.OOBEY.com,Issues and Challenges,HODs unclear HODs disagree/unsupportiveHODs not committedFunctional silosHODs not willing to openly differentiateIncompetent superiors/HODsDifficult to evaluate Aligning with Business GoalsUnsynchronized and unmonitored training and development,www.myCNI.com.my,www.OOBEY.com,For Starting Up,Importance to Target Segment,High,Low,www.myCNI.com.my,www.OOBEY.com,For Starting Up,Current Brand,Weak,Strong,www.myCNI.com.my,www.OOBEY.com,For Starting Up,Philosophies,BrandPosition,Segmentation&Targeting,For Starting Up,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,www.myCNI.com.my,www.OOBEY.com,Summary,Segmented&Targeted Attraction,Retention and SuccessionSTARS,www.myCNI.com.my,www.OOBEY.com,Thank You.,soft copy of slides:http:/,
