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Brand
A brand is a person’s gut feeling about a product, service, or organization
•Brand is not a logo•Brand is not an identity•Brand is not a product
5
Why use Employment Branding?
1. Branding is the only long term recruiting and retention strategy.
2. Employment branding and employee referral programs are the two most effective talent management practices.
Every organization has 3 primary brands…
1. Its product brand…
2. Its company brand…
3. Its employer brand…
What are your brands saying?
And are they conveying a similar image the same message?
Why Build?
• Building awareness, spreading the word• Providing support and motivation• Coordinating unified approach• Involving those affected• Help people take action• Customizing messages• Humanizing the issues
Sources of HiresEmployment Website 21%
Referrals 19 %General Job Boards 15%
Search Firms 10%Campus Recruiting 8%
Other 6%Niche Job Boards 6%Social Networking 5%
Elements of Employment Branding
1. Image management program2. Your great management practices are
talked about3. Potential applicants think “WOW!,
someday I‘d like to work there!4. Proactively spreads the word online5. Employees spread stories , testimonials
and highlight practices
Why work here?
• Originally, why did you choose to work for this company?
• What are the top 3 factors that have enabled your success in your current position?
• What do you feel differentiates this organization from others for whom you could work?
• What would you tell a prospective hire to this company?
Your Branding Worksheet
1.What is Your Vision?
2.What is Your Purpose?
3.What Are Your Values and Passions?
4.What Are Your Goals?
5.What Are Your Brand Attributes?
Your PersonalBranding
Worksheet
6. What are your are Strengths?
7. How Do Other People Describe You?
8. What are your Weaknesses?
9. Who Is Your Target Audience?
10.What Differentiates You From Your Competition?
1. Can you explain in less than 15 seconds what value your
brand provides the world?
2. Can you explain in less than a minute your vision for your
brand?
3. What are your 3 biggest challenges and what are you doing
about them?
4. What are the 3 biggest opportunities and how are you
planning to exploit them?
5. Do you spend time each week on your own development?
10 Questions to Develop Your Brand
6.Would you follow your blog?
7.Would you follow your tweets?
8.Are they representative of the brand personality you
are trying to portray?
9.When was the last time you Googled our company -
and were you wowed!
10.What three words would a new employee and an
existing employee use to describe your company?
10 Questions to Develop Your Brand
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
20McKinley Solutions Inc. ©
Take Action Now
Company Employment Page1.Have a dedicated page !
2.Link to front page of main site
3.Say why candidate should work at your company
4.Have departmental overviews
5.Get staff testimonials
Job Boards & AdsLocal “cost effective” job boards
helpNational job boards (Workopolis &
Monster) DO NOT WORK
Use cost effective ads to help drive traffic to your roles, BUT send
them to your employment page, DO NOT continue to accept
resumes
Post The Right Ads
• Increase traffic for your tougher roles to fill or all roles to keep candidates coming
• Kijiji is one if the most trafficked websites in Canada for jobs
• Craigslist is the 9th most visit site in North America and the one of the largest job posting systems in the world
• AND they are FREE !!!
Email Communications
• Get email addresses from/for all your key staff• Start a conversation with your staff – email and in
social media• 20% of successful hires are through referrals
Social Networking~ Join the conversation ~
• The conversation is happening – good or bad it is happening, period.
• Today it happens at the speed of light and online!
• What is your online presence?• Today it needs to be more than just a web
site!• Do you allow your staff on Facebook?• How are you networking to reach staff?
Next Steps1. Get content on your company job page2. Stop accepting resumes, NOW3. Create a separate “jobs/employment” page4. Join the conversation – the social web5. Train to hire for FIT6. Look for good candidates all the time7. Enjoy the journey!
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
33McKinley Solutions Inc. ©
Take Action Now
Train Hiring Managers
Hire for fit with manager
Hire for fit with the job
Hire for fit with team
Hire for fit with the company
FIT
“63% of all hiring decisions are made during the first 4.3
minutes of an interview.”SHRM Study, reported in USA Today
A scary truth…
…so, what on earth are we doing in the remaining 40.7 minutes of the screening interview?
Top Performers
• Learn quickly and do not get caught up on the wrong details
• Take “ownership” & responsibility for their actions
• Can handle stress and establish rapport with members, staff and management
• Fit with the team
Company FitAttitudes,Values,
Demeanor,Appearance,
Integrity
?
Skill FitEducation,
Training,Experience,Skills, Etc.
“Checking the Past”The Selection Process is...
“& Reviewing the Present”
“…to predict future retention and productivity
Company FitAttitudes,Values,
Demeanour,Appearance,
Integrity
…in predicting retention and productivity
The missing third is...
Job MatchPersonality,
Abilities,Interests
Skill FitEducation,
Training,Experience,Skills, Etc.
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
45McKinley Solutions Inc. ©
Take Action Now
McKinley Solutions © 2008
Designing a Training Program
ADDIE Design Model
Analyze Design Develop Implement Evaluate
McKinley Solutions © 2008
Designing a Training Program
AnalyzeIdentify: the learning need; goals &
objectives; the audience’s needs; existing knowledge; other
Consider: the learning environment; any constraints; delivery options; timeline
Designing a Training Program
DesignOutline how to reach instructional goals
Describe audience, learning stylesWrite objectives, test items
Select delivery systemDetermine sequence of instruction
Designing a Training Program
DevelopGenerate lesson plans and
materialsDevelop instruction, media and
supporting documentation
Designing a Training Program
ImplementDelivery in classroom, lab, on computer
Purpose-effective and efficient delivery to …
1. promote the students' understanding of material2. support the students' mastery of objectives
3. ensure transfer of knowledge to the job
What about “transfer”?
Research indicates most of the investment in traditional training and development is
wasted - most knowledge and skills gained in training (as much as 80%) is not
fully applied on the job
McKinley Solutions © 2008
What is the Current Performance?
Your objective is to compare the expected (desired) behaviors and accomplishments
with current performance.
McKinley Solutions © 2008
What is the Performance Gap?
In other words “What is the difference
between the service standards the club would like to offer and what is
currently being offered?”
Motivating and Retaining Top Talent through Employee
EngagementImproving employee engagement is
important because engaged employees have:
51% lower turnover27% less absenteeism18% more productivity12% higher profitability
Designing a Training Program
Identify service needs
and expectations
AssessService
performance gap
Identify reasons for
performance gap and
options for interventions
Select and develop
interventions
ImplementMonitor Maintain
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
63McKinley Solutions Inc. ©
Take Action Now
“I never teach my pupils; I only attempt to provide the
conditions in which they can learn.”
Albert Einstein
What is Training?
What Does a Trainer Intend to Do?
Increase Understanding
Facilitate Memorisation
and Recall
Encourage Use
Training Structure
Reinforce Learning
SessionsSession 1Session 1 Session 2 Session 2 ...... Session 5Session 5
Course Introduction
The Basic Presentation Checklist
1. Develop the elevator speech.2. What question are you answering?3. Create the opener.4. Craft the ending5. Put it all together and eliminate the
extraneous.6. Rehearse, preferably in the room.7. Check location and technology. 8. When the time comes, be ready.
Story Telling
Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful
experience. They are the currency of human contact.
—Robert McKee
37 grams of saturated fat in a medium bag of movie buttered popcorn is unhealthy – the daily
recommended max is 20 grams.
"A medium-sized 'butter' popcorn at a typical neighborhood movie theater contains more artery-
clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all
the trimmings - combined!“The message stuck!
Story Telling
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
80McKinley Solutions Inc. ©
Take Action Now
Create Clarity 1.Why do we exist?2.How do we behave?3.What do we do?4.How will we succeed?5.What is most important right now?6.What must we do?
Strive first to understand, then be understood
Everyone wants to be heard and understood for who they are. Each person wants to be
appreciated and valued.
When you listen, magic happens.Listening allows a leader to been seen as a servant, not parent, judge, or critic. Listening
builds others. Listening builds trust.
What are we really saying?Words
Tone Body Language
Communication is 7% about WHAT you say and 93% about WHO you say it to!
7%
55%38%
How do you think the communication pie is divided?
Definitioncom·mu·ni·ca·tion
• an act or instance of transmitting• a process by which information is exchanged between individuals through a common system
of symbols, signs, or behavior
communication• c.1384, "to impart, share," lit. "to make common”
© 2011 McKinley Solutions
Fission vs. FusionDivision of labour, separation, split apart,
individualism
Control ”over” others.
Clear boundaries, information and responsibilities by levels and functions
Organizational goals, targets, rules, standards:
1.Hierarchy of authority 3. Organizational Control
2.Bottom Line 4. Individual Incentives
Fission vs. FusionJoining, coming together, connection, relationship,
community.
Control ”with” others.
Absence of boundaries, sharing or information and responsibility, unity, wholeness.
Common ground of shared vision, values, norms, outcomes.
1.Mindfulness
2.Vision
3.Heart
4.Communication
5.Courage
6. Integrity
Conventional1. Talk2. Persuade other to act3. Focus on work issues
4. Transmit data5. Cultivate impersonality
Fusion1. Listen2. Discern other’s needs3. Focus on big picture,
frame of reference, meanings.
4. Transmit symbolic images, stories
5. Cultivate face-to-face contact
Communication Shift
© 2011 McKinley Solutions
Conventional
6. Assign next task7. Direct message to
“head” 8. Answer questions9. Controlled access
Fusion
6. Celebrate completed task 7. Direct message to “heart”8. Ask questions 9. Flood information across
boundaries
Communication Shift
Know What You Really WantConversation. Focus on What you Want Out of the ConversationAsQ: What do I really want:
for myself? for the other person? for the relationship? for the organization?
Make It Safe:Purpose and Respect
Which condition of safety is at risk?
Mutual PurposeDo others believe you care about their goals?
Mutual RespectDo others believe you respect them?
4 - Step Feedback Model
• Step 1 Identify the behavior• Step 2 Describe the effects of behavior• Step 3 Describe change you would like
to see• Step 4 Gain commitment to change
4 Generations in the Workplace
This is the first time in Canadian history that we have had 4 generations working
simultaneously within the workplace.
Each generation has distinct attitudes, behaviours, expectations, habits and
motivational buttons. 4 Gen
erati
ons i
n the
Wor
kplac
e
Gene
ratio
nal F
eedb
ack Generational Feedback
Traditionalists – “No news is good news.”
Boomers – “Feedback once a year and lots of
documentation.”
Xers – “Sorry to interrupt but how am I doing?”
Millennials – “Feedback whenever I want it at the
push of a button.”
The Five Dysfunctions of Team
#1: Absence of Trust
#2: Fear of Conflict
#3: Lack of Commitment
#4: Avoidance of Accountability
#5: Inattention to Results
1. Choosing status over results.
2. Choosing popularity over accountability.
3. Choosing certainty over clarity.
4. Choosing harmony over productive conflict.
5. Choosing invulnerability over trust.
The Five Temptations of a Leader
I will be COMMITTED, when I am ACCOUNTABLE for a project, for making it happen andseeing it through to its completion.
I will be responsible for ASKING for SUPPORT prior to the deadline date when I am facedwith challenges in meeting my deadlines or completing a task. Missing a deadline isunacceptable.
I will not use the excuse that someone else has not done their job, or that there are noresources as the reason why I am unable to achieve the expectations. I am here to thinkand bring forth suggestions, ideas and/or solutions.
I will be responsible for the INTEGRITY of the information that I am providing. The workthat I deliver will never be less than outstanding and IMPECCABLE.
I will not complain, I will make a request for which I am entitled to a:yes – by when? or no – Why not?
I will work as a team, GIVING AND RECEIVING SUPPORT, fostering a win / win workingenvironment.
I will acknowledge the success of my colleagues.
I need to know and/or provide the objective of every meeting that I initiate and/or attendso as to contribute effectively.
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
106McKinley Solutions Inc. ©
Take Action Now
The Right People Matter
So now that you have the right people – how are you going to manage them?
Through:Performance Evaluation
Performance Recognition
Learning Objective
A learning objective is a statement that describes what the learner will be able to do upon completion of
the learning experience.
ABCD’s of Learning Objectives
A = Audience expected to perform the desired behaviour
B = Behaviour that the learner can now engage in
C = Condition(s) under which the objectives should be attained
D = Degree of competency expected upon completion of the objective
Goal vs. Learning ObjectiveA GOAL is a statement of the intended general outcome
of an instructional unit or program.
A goal statement describes a more global learning outcome.
A learning objective is a statement of one of several specific performances, the achievement of which
contributes to the attainment of the goal.
A single GOAL may have many specific subordinate learning objectives.
Performance Goal vsLearning Objectives
Performance goal – need to be realistic and attainable.
Learning objectives – are derived from breaking down the performance goal into
specific steps.
Performance Goals
Performance goals are about “winning positive judgments of your competence and avoiding
negative ones. In other words, when individuals pursue performance goals they’re concerned with their level of intelligence or
expertise: They want to look smart (to themselves or others) and avoid looking
dumb.” A person usually does this by playing it safe.
Learning Goals
Learning goals are ones that are about increasing your competence. “It reflects a
desire to learn new skills, master new tasks, or understand new things—a desire
to get smarter, more proficient.”
Goals vs. Goal SettingGoal – The purpose toward which an
endeavor is directed; an end; an objective
Goal Setting – To set or adjust for proper functioning.
Why People Do Not Set Goals
• Do not understand importance of goals• Do not know how to set goals• Fear of failure• Fear of rejection
• Why else? • Why not at your company?
Benefits of Individual Performance Goals
• Encourage employees to attain new achievements
• Reward them with a sense of accomplishment when the goals is achieved
• Link their actions directly to the objectives and plans of the organization
• Goals give employees control over their own jobs and give managers a tool for monitoring their own performance.
What? (Personal)
• What (exactly) do I want to achieve?• What really matters to me?• What do I contribute to my family/
organisation/friends?• What opportunities are there for me to
develop?• What do I really want to do?• What is holding me back?
What? (Skills and Strengths)
• What are my strengths?• What am I consistently good at?• What is the evidence that I perform well at an activity?
• What do I enjoy doing? • What am I enthusiastic about?• What activities make me feel stronger when I do them?
• What skills are required for the next job I would like to do?
Why? (Personal)
• Why am I here? • Why do I want to develop a particular skill?• Why do I do what I do?• Why do I want to do this job/career/vocation?• Why do I spend so little time using my
strengths?• Why do I enjoy doing that particular activity?
How? (Personal)• How will the situation be different if I use my
strengths more in my job? • How do I prefer to work (e.g. alone or in a group)?• How do I learn?• How can I make a contribution in my work?• How can I measure my performance?• How do I view work - is it a job, a career or a
vocation?• How will a development activity help me grow?• How can I overcome any barriers to my
development?
When? (Personal)
• When do I perform best?• When do I perform less effectively?• When do I learn best?• When was the last time I participated in a
development activity?
Where? (Personal)
• Where do I perform best?• Does it matter where I use my strengths? • Is the place important?• If so, why?• Where are the gaps between opportunities and
my strengths?• Where am I now?• Where do I want to be next year/in five years?
Who? (Personal)
• Who can give me objective feedback about my performance?
• Does it matter who I work with?• Who can help improve my performance?• Who do I work best with?• Who knows most about the situation?• Who could I learn most from?• Who am I?
5 Steps to Effective Goal Setting
1. Identify the goal or objective2. Give yourself a timeline or deadline3. Write down the Strategies that are going to
help you achieve the goal.4. Write down the actions required to achieve
the goal.5. Take action
Why Manage Performance?
So why do we manage performance in the first place?
• To reach organizational mission and goals• Encourage and reward behaviors aligned
with organizational mission and goals • Curb or redirect non-productive activities
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
131McKinley Solutions Inc. ©
Take Action Now
STOP-START-CONTINUEIndividual & Group Challenge:
Use a Start-Stop-Continuetemplate to create specific
action for yourself
133McKinley Solutions Inc. ©
Take Action Now
1. Why are we changing?2. What is in it for me?3. What can we/I to do
differently?4. What tools/support do we
have?5. How will we be
measured?
© 2011 McKinley Solutions
Guiding Questions
Clear Direction?• Where are you going?
Clear Strategy?• How are you going to get there?
Clear set of Expectations?• What does your team expect
from you ?• What do you expect from the
team?
135McKinley Solutions Inc. ©
The Challenge of Change
Mark R. Thompson
w: www.mckinleysolutions.come: [email protected]
t: 888-769-1577 x 222
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