The Evolution of Talent Acquisition in Etihad Hamburg| March 2017

Fatima Mohammad & Matthew Hesketh Etihad Airways

Welcome to Etihad Airways,the national carrier of the

United Arab Emirates

EY The Residencehttps://youtu.be/u-OUUDzjFuQ

ETIHAD INTRODUCTION & HISTORY

2011

▪ Reliance on careers website

▪ Agency use

▪ Long-winded application process

▪ Assessment via interview only

▪ No EVP, no talent brand, no one knew us

▪ Transactional process

2011 – 2017 OUR TALENT ACQUISITION JOURNEY

2017 and Beyond:

▪ Partnership with marketing

▪ In-house search

▪ EVP and talent brand

▪ Multiple assessments

▪ In-house psychologists

▪ Shortened application process

▪ BI

▪ Talent pools, ongoing engagement

▪ Active – Open – Passive Talent

▪ “Candimens and Custidates”

WHERE IS THE TALENT IN TODAY’S MARKET PLACE?

Talent Lives & Transacts online

0 50 100 150 200

Employee members

1st degreee connections

Company page views

Followers

Montly job applications

Etihad’s LinkedIn Performance in the last 12 months (%)

Today:

▪ 8B Facebook videos watched

▪ 13m new connections on LinkedIn

▪ 500m Tweets

▪ 80m photos uploaded on Instagram 7.3B

2.3BLog into a social network daily

3.1BInternet Users

Hands up if you got your job applying directly through your current company’s

careers site?

CAREERS SITE BLUES

Careers site performance:

▪ Careers site does not drive efficient talent sourcing

▪ As new approach for major sourcing projects

▪ Data is the key to identifying proactive engagement with talent

Careers site source

Applicants Applications Avg. Apps per

applicant

Hiresmade

Efficiency of sourcing

Internal 3,902 19,155 4.9 356 9%

External 204,391 448,251 2.2 2598 1.3%

Total 208,293 467,406 2.2 2,954 1.4%

LINKEDIN:In just 13 years Etihad Airways has become the 3rd most followed airline on LinkedIn

STRATEGIC SOURCING

360,411 followers

349,997 followers

Emirati Women:

▪ Over the past three years Etihad has undertaken a strategic drive

to become an employer of choice among Cranfield graduates

▪ 2013 9 Cranfield Graduates, 2016 45 Cranfield Graduates (2nd

highest in airline industry)

In-house Search

0

1000000

2000000

3000000

2014 2015 2016

Agency Spend Trend (AED)

Agency Spend (AED)▪ Use analytics to identify market place▪ Build talent pools based candidates engaged▪ Low volume, high quality – clear savings!!

52

2016 joiners from headhunting

AED 4,280,000

Agency Savings

“Branding is a promise to your customer, employment branding is a promise to your future and current

employees”

Kathryn Minshaw

Founder & CEO @ The Muse

ETIHAD AIRWAYS EMPLOYMENT BRANDING

▪ 5 star award-winning airline▪ Career opportunities and growth in Etihad Airways and equity

partners▪ World-class facilities, including accommodation, medical centre, staff

nursery, and gyms▪ Multi-cultural environment with over 140 different nationalities▪ Travel and flight benefits▪ Cosmopolitan city with good weather and lifestyle ▪ Diverse sports and cultural events

“The important question is not how assessment is defined but whether assessment information

is used”

Palomba & Banta

Authors of Assessment Essentials:Planning, Implementing, Improving.

INTRODUCING PSYCHOLOGICAL ASSESSMENTS TO ETIHAD AIRWAYS

▪ Introduced to Etihad Airways in 2014 in collaboration with Cut-e

▪ Personality questionnaires and ability tests

▪ Managerial and junior levels

▪ Mapped the psychometric personality tool with Etihad’s Winning Behaviours and created bespoke computed generated reports that highlight both strengths and under-developed areas to take into consideration prior to selection

▪ Bespoke interview guide mapped to Etihad's Winning Behaviours created in collaboration with Cut-e

CHALLENGES OF INTRODUCING PSYCHOLOGICAL ASSESSMENTS

▪ Scepticism from the business due to low levels of awareness and understanding

▪ Lack of clarity from the business on the value assessments add

▪ Introduction of a useful measurement to assess against

▪ Business tendencies to take the outcome of psychological assessments at face value to drive their decisions

BUSINESS PSYCHOLOGISTS

▪ Introduced a sophisticated and thorough assessment process for selection into senior management roles using a variety of tools such as a personality questionnaire, an ability test, and behavioural exercises.

▪ Provide hour-long candidate feedback session to validate the psychometric results and to give the candidate the opportunity to express themselves and gain insight into their behaviours; this results in increasing positive candidate experience.

▪ The hiring manager and recruiter gain insights into the candidate behaviour, state of mind, motivation and potential for the role whilst keeping the critical winning behaviour as a base of assessment.

▪ Designed and delivered variety of workshops across the business:1. CV and Interview Skills Workshop

2. Mindfulness Workshop

▪ Designed a comprehensive assessment process for Right Shape and Size (RSS) across the business at all levels.

▪ Act as points of contact for coaching for employees who are undergoing RSS assessments.

Selecting the Right Leaders

▪ Increasing the robustness of selection processes withappropriate expertise, training and tools

71%

Internals Externals

29%

Grade Level Overall Total

Executive 58

Managerial 112

Total 170

ASSESSMENT OF POTENTIAL - INTERNATIONAL CADET PILOTSPhase 1 Assessment Complete

▪ Recruitment and PR Campaign Producing 4,090 applications

▪ Candidates set up a Facebook group of over 2,000

▪ Over 1,000 candidates invited in 45 locations worldwide for supervised online assessments

Phase 2 Assessment Plan

▪ Venue : Etihad Training Academy, Abu Dhabi

▪ Top 165 candidates assessed on three-day assessment

▪ 90 overseas candidates from 43 nationalities

▪ Hala provided support (Abu Dhabi city tour, desert safari, Ferrari world)

▪ 30 candidates hired

Abu Dhabi: 221MENA: 56 Africa: 25

N. America: 62

S. America: 17 Australasia: 38

UK & Eire: 109Central Europe: 217 SE Asia:115

Central Asia: 46

Sub Continent: 234

What is the average cost of a wrong hire at an Executive level?

Approx. AED 1,130,000 = €285,657

ETIHAD’S WINNING BEHAVIOURS MAPPED WITH SHAPES

“Great talent isn't attracted to mediocre recruiters”

Wade Burgess

VP Talent Solutions @ LinkedIn

WHAT WE’VE LEARNT Evolve recruiter skills▪ Recruitment is marketing

Talent Acquisition focuses on its non-linear skills▪ In house headhunting▪ Professional networking

Employee advocacy▪ 90% trust recommendations from people they know▪ 33% trust brand messages

Partnership with marketing, our EVP▪ 36% TA teams partner with their marketing function▪ 30% of TA is solely responsible for EB

Training▪ Training employees on social and employment branding platforms

Mobile based application process ▪ 90% of people are searching for their next job on their mobile device

Data % technology▪ UTM codes ▪ Embrace new technologies

شكـــــــــــــــرا ً

48 hours in Abu Dhabi

https://youtu.be/W9dmeRMAqYw