About Uxbridge College…..About Uxbridge College…..
• Outstanding in May 2008 OFSTED Inspection
• One of the first 12 providers nationally to achieve
Conditional Part A TQS in November 2007 and reaccredited in Summer 2009
• Achieved Beacon College Status in January 2009
EMPLOYER ENGAGEMENT STRATEGYEMPLOYER ENGAGEMENT STRATEGY
Maintaining and expanding employer responsiveness
• Providing local employers with quality skills solutions• Working with local employers to respond to rapidly changing
skills needs• Working in partnership with funding agencies and stakeholders
Using effective account management arrangements and CRM database
Working with employers to deliver employability programmes for unemployed
CURRICULUM AREA TARGETS TO CURRICULUM AREA TARGETS TO SUPPORT THE STRATEGYSUPPORT THE STRATEGY
e.g.• Use baseline data from the CRM database to increase
contacts with local employers by 10%
• Research ten employers with a customised training needs analysis to establish sector requirements
• Respond to broker referrals within 48 hours
• Use the CRM database to record one mail shot per term
• Attend one sector skills council event per term
EMPLOYER SERVICES’ TARGETSEMPLOYER SERVICES’ TARGETS
• Achieve an annual 10% increase in response rate for employer satisfaction feedback
• Achieve a minimum 90% satisfaction rating
• Achieve an 11% annual increase in active employer count on CRM
• 3% of 11% should be from inactive to active employers
EMPLOYER RESPONSIVENESS – COMMUNICATION FRAMEWORKEMPLOYER RESPONSIVENESS – COMMUNICATION FRAMEWORK
Operational Plan
Employer Responsiveness
Strategic Plan
Employer Engagement
Strategy
Corporate Goals
Directors’ Reports
Portfolios
Operational Plan
Financial and Target Reports
CRM Action Plan and Reports
SMT
Project Monitoring Group
Governors
Performance Reviews
Employer Responsiveness Group
World Class Skills CRM Thematic Project
Communication to Employers
T2G Report
Employer and Employability Activity Reports
Project and Partnership Report
College
e-bulletin-RESPONSE
CRM Action Group
Marketing
TYPES OF REPORTSTYPES OF REPORTSSMT report Students – Employer with
Organisation Receipt
Active Employers – Events History
Active Employers – Events Type Summary
Active Company Size - Summary by Employer Type
Active Employers – Aged 2007/08 chart
Active Employers – Aged 2008/09 chart
Active Employers - Student Count
Active Employers - Geographical Analysis
Successful Enrolment 08/09 as a result of Promotion
Employer Event Follow-Up Employer Contact Event and Tasks – User Audit
Employer Evaluation Feedback Summary
Employer Training Evaluation – 3 Month summary
EMPLOYER REPORTSEMPLOYER REPORTS
Employer TypeSample Sectors
Count of All Employers
Employer Type Sample Sectors
Count of Active Employers
Business 625 Business 108
Child Care 137 Child Care 96
Engineering 215 Engineering 61
Retail Outlets 416 Retail Outlets 44
Other Sectors 2,301 Other Sectors 1,313
Actual Total including all sectors
3,694 Actual Total including all sectors
1,622
How Marketing can support your CRMHow Marketing can support your CRM
• Marketing colleagues are your partners – build a good relationship!
• Be clear about your expectations and their capacity
• Agree a marketing plan and monitoring system to measure impact and added value
Operational Plan TargetsOperational Plan Targets Maximise unit cost to employer by creating value for money training packages
Maintain Training Quality Standard Part A
Achieve TQS Part Bs in agreed curriculum areas
Increase employer satisfaction from 87% to 95%
Continue to expand Hayes Business Studios and support business start ups
Embed CRM across the whole College as the main management tool for expanding employer responsiveness
More Employer Champions to support the College
After 2 Years…After 2 Years…• Cascade training out to ‘champions’- agents of change –
46 staff trained with regular slot on College Training Days• Staff Governor CRM Champion who attends Action Group• ‘Response’ regular e-bulletin – to all staff to include CRM
update and voucher for ‘user of the month’• Employer Engagement targets and CRM use in
Appraisals• Keep identifying and developing relevant reports - e.g.
customer satisfaction, impact of marketing activities• Put clear protocols in place for users, marketing and
management
What Next?What Next?
• Map the CRM journey to the Employer Journey so the two processes link
• Link the Marketing and Promotions strategy to the CRM• Establish a list of fields required for future campaigns • Include contractors/suppliers in the CRM and promote
service area usage• Review staffing expertise in line with expanded CRM use