The Evolution of Talent Acquisition in Etihad

Transcription

1 The Evolution of Talent Acquisition in Etihad Hamburg March 2017 Fatima Mohammad & Matthew Hesketh Etihad Airways

2 EY The Residence Welcome to Etihad Airways, the national carrier of the United Arab Emirates

3 ETIHAD INTRODUCTION & HISTORY

4 OUR TALENT ACQUISITION JOURNEY 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 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

5 WHERE IS THE TALENT IN TODAY S MARKET PLACE? Today: 8B Facebook videos watched 13m new connections on LinkedIn 500m Tweets 80m photos uploaded on Instagram 7.3B Etihad s LinkedIn Performance in the last 12 months (%) 2.3B Log into a social network daily 3.1B Internet Users Montly job applications Followers Company page views 1st degreee connections Employee members Talent Lives & Transacts online

6 Hands up if you got your job applying directly through your current company s careers site?

7 CAREERS SITE BLUES Careers site performance: Careers site source Applicants Applications Avg. Apps per applicant Hires made Efficiency of sourcing Internal 3,902 19, % External 204, , % Total 208, , , % 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

8 STRATEGIC SOURCING LINKEDIN: In just 13 years Etihad Airways has become the 3 rd most followed airline on LinkedIn 360,411 followers Emirati Women: 349,997 followers Over the past three years Etihad has undertaken a strategic drive to become an employer of choice among Cranfield graduates Cranfield Graduates, Cranfield Graduates (2nd highest in airline industry) In-house Search 2016 joiners from headhunting 52 Use analytics to identify market place Build talent pools based candidates engaged Low volume, high quality clear savings!! Agency Savings AED 4,280, Agency Spend Trend (AED) Agency Spend (AED)

9 Branding is a promise to your customer, employment branding is a promise to your future and current employees Kathryn Minshaw Founder & The Muse

10 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

11 The important question is not how assessment is defined but whether assessment information is used Palomba & Banta Authors of Assessment Essentials: Planning, Implementing, Improving.

12 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

13 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

14 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. Selecting the Right Leaders Increasing the robustness of selection processes with appropriate expertise, training and tools 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 71% Internals Grade Level 29% Externals Overall Total 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. Executive 58 Managerial 112 Total 170

15 ASSESSMENT OF POTENTIAL - INTERNATIONAL CADET PILOTS Phase 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 UK & Eire: 109 Central Europe: 217 N. America: 62 SE Asia:115 Central Asia: 46 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) Sub Continent: candidates hired Abu Dhabi: 221 S. America: 17 MENA: 56 Africa: 25 Australasia: 38

16 What is the average cost of a wrong hire at an Executive level? Approx. AED 1,130,000 = 285,657

17 ETIHAD S WINNING BEHAVIOURS MAPPED WITH SHAPES

18 Great talent isn't attracted to mediocre recruiters Wade Burgess VP Talent LinkedIn

19 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

20 شكرا 48 hours in Abu Dhabi