Matthew Jeffery (Global Director of Talent Brand, Electronic Arts) presents at The FIRM breakfast meeting 10/06/10

1. The FIRM Putting the Emotion back into EA The EA Journey Creating a World Class Talent Brand

2. The FIRM.... Putting the Emotion back into EA The EA Journey Creating a World Class Talent Brand

3. WE ARE AT WAR....... BUT it does not involve guns or violence

4. The Global War for Talent We are all competing for the best talent

5. Each day YOUR top talent is targeted with new jobs & better career promises

6. The battle is not just about attracting Top Talent but also how we retain it

7. What makes a great company? PEOPLE! And competitors want your best talent!

8. Key for staff is......... Feeling valued, recognised, challenged, enjoying their work. If they are they will want to recommend their friends and ex colleagues to join

9. Where is the talent? Broadening the talent landscape public sector TV media film banking FMCG games universities mobile IT

10. WARNING:WARNING Ticking Time Bomb Inflationary pressures across entertainment Experienced staff learning their value & playing multiple offers against each other, magnified by recruitment agencies. Graduate market will follow Learn the lessons of the dot com bomb WAGE SPIRAL INFLATION

11. Where art thou….Loyalty? Past: People loyal to their team and project and would only leave on completion of their game/film Today: across entertainment, less loyalty to complete projects Average time in role: Less than 2 years

12. Agencies not delivering Recruitment agencies need to adapt or die In House can provide far more personal level of service and source original candidates not ‘sprayed’ out by recruitment agencies. In-House: Referral schemes CRM Database Events Web 2.0 Networking YouTube, LinkedIn, Myspace, Facebook Graduate Pipeline Could you use 15-20% agency fees to better invest in your future Does your agency meet your candidates & prescreen them to your needs?

13. Headhunting……at all levels If staff are unhappy they will leave anyway ‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’ Are you staff challenged? Are they well remunerated? Do they have a good work/life balance? Are they working on world class games? Do they have an opportunity for promotion? Are they receiving training & Development? Are their ideas listened to? If the answer is NO……headhunters prey

14. University Recruitment The salvation to a shrinking talent pool? Academics being seduced by Games Industry Proliferation of Games related degrees Games degrees do not guarantee a job in games plus the degree is not readily transferable

15. What we need from universities Make Academia interesting & appealing Duty of Universities to ensure that students are not only technically adept in their discipline but they also possess vital ‘soft skills’ The Industry needs passionate believers not automated ‘sheep like’ borg to be assimilated into a standard way of thinking & developing games. ‘Soft skills’ Communication skills Presentation skills Ability to work in a Team Empathy for other ideas Leadership skills

16. Talent Acquisition Never Forget that world class candidate attraction/recruitment can make or break a Business NASDAQ & FTSE Companies are really being scrutinised by investors about whether they can attract & retain high quality staff Talent Acquisition is CRITICAL to modern business

18. We are all growing

19. Experience talent pool especially tight as industries converge and fight to attract & retain similar talent

20. EA is a games company BUT we seek talent from all industries. ALL the companies in this room today has potential EA staff.So what strategic choices do we face?

21. The Choice of Talent Strategies… Bums on seats – hire cheap and lose them when they get too expensive or frustrated enough to leave Inside Up – hire mainly at entry level and develop / promote through the business Gone again – react to resignations by “spot buying” talent on the open market Always Open – employ a mix of push and pull sourcing techniques to constantly attract the best talent and find them roles within the organisation Employer Branding – build and maintain an ongoing image as a great place to work and directly communicate with candidates

22. Our Audience Candidates are not a species We must create them

23. Not everyone’s looking.....

24. The best candidate for your role...... is not necessarily registered with a Recruitment Agency right now!

25. The best candidate for your role...... ..is not necessarily registered on a job board right now! ...may not search job boards..... ....maybe used to people approaching them...

26. Your best candidate may not have even considered working for your company.... or even heard of you!

27. Lazy recruiting has had its day.... Lazy recruiting = Recruitment agency ‘Post & Pray’ Job Boards

28. Salary inflation as negotiation takes place at offer stage Recruitment Agency fees Tactics used to generate candidates that could easily be done in house Burning your Time & Money Unscreened CV’s Receiving ‘contingency cv’s’ that have been sent to all your competitors and on average 20 other jobs ‘Usual suspect candidates’

29. So by definition what is a candidate? Someone who has nominated themselves to be part of an election process It is a voluntary act At what point does someone volunteer to be a candidate? When they see your ad? When they apply to your advertisement? When you interview them?

33. What turns a regular person in to a candidate? ‘I’m not recognised for my contribution’

35. What turns a regular person in to a candidate? Dissatisfaction with the way they are treated

37. What turns a regular person in to a candidate? Or they’re just over this job

38. This wasn’t in the Job Description

39. So the problem is timing? We either wait for the moment they become a candidate and jump on them Or we make them a proposition they find attractive any time WE CREATE A CANDIDATE

40. You are in a race Leading businesses are realising great recruitment is about building relationships & communicating with people, (hence creating an emotional connection with them), before they become a candidate

41. Emotion creates a connection which bonds loyalty & trust

42. Our Vision EA’s VISION To be the ultimate go-to career destination for the best talent. EA Globally seen as a great place to work in the hearts & minds of premier talent. This involves Marketing BRAND Marketing

43. A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which if managed properly, creates value and influence. Brands simplify decision making, represent an assurance of quality, and offer a relevant, different and credible choice among competing offerings. Interbrand The Brand Glossary

44. A Brand is a person’s gut feel towards a Product, Service or Organisation

45. Each of these brands will create a connection with you. Question is what?

46. The average American is exposed to between 2,000 and 6,000 brand messages a day. There are 25,000 products in the average supermarket. Interbrand Brand Fact

47. Why brands are important.

48. A powerful consumer brand can… • Provide vision and inspiration to employees • Guide every business decision • Drive innovation and creativity • Become something consumers love • Multiply sales by hundreds of millions • Add billions to shareholder value

49. As product parity grows… Brand becomes a determining factor in consumer purchase decisions.

50. 75% consumers will pay 20% more for brand 50% consumers will pay 25% more for brand 40% consumers will pay 30% more for brand 25% consumers say price doesn't matter they buy brand Scott Davis Brand Asset Management

52. What is an employment brand? How a business builds and packages its identity, from its origin’s and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what the business promises to customers. Building the employment brand from inside the business, with a consistent substance, voice, and authenticity, may be the most powerful tool a business can use to emotionally engage employees.

54. Employment brand….an HR Thing? Marketing HR Corporate Comms

55. Employment brand….an HR Thing? Marketing HR

57. PR - Geographical Leaders - Leading Creative staff

59. But We are all different: One Size does not Fit All!!!! Descriptive not prescriptive

60. The Stages of the Employee Experience (how we communicate with candidates, build perceptions about us & ultimately build and develop a relationship)

61. Notice

63. Pushes messages to a audience via EA people ‘Humanizes EA’ via articles, interviews etc

64. Online & offline media

66. Edge Magazine 30 Page Feature on working in Singapore

67. Working in India Online article

69. Attend Industry Events

70. Hold open houses

74. Press & candidates mingle together in an informal setting

75. No barriers to entry for candidates attending

76. Recruitment lead generation

78. 1000 names lead generationGreat Video Footage Host of great Press Coverage

79. Considers

80. Social Media Building a Globally ‘engaged’ Community

82. 400 million active global users

83. 50% of active users log into the site each day. This equates to at least 175m users every 24 hours.

84. More than 35m Facebook users update their status each day.

85. LinkedIn has over 64m members worldwide.

86. There are now 11m LinkedIn users across Europe.

87. India is currently the fastest-growing country to use LinkedIn, with around 3m total users.

88. Third largest Site on the Internet

89. Largest video site on the web

90. 1 billion views per day (that’s 11,574 per second, 694,444 per minute, or 41,666,667 per hours)

91. 10 billion videos uploaded per month

92. Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.

93. Towards the end of last year, the average number of tweets per day was over 27.3 million.

96. Be transparent and participate in 2 way communication

97. Engage and connect with the community – seek emotional commitment

98. Nurture the community

99. Create opportunities for people to be part of the work family

100. Understand that the community will be made up people that want to and will work at EA someday and others that may not want to or may not be qualified to – this Is good – objective is to shape the community into Brand Ambassadors.....either way, a hire, or Brand Ambassador is a great achievement & our goal.

103. RSS feeds from all key EA websites and networks

104. Daily email newsletter

106. Key to approach is to entertain, engage in discussion and create content that creates repeat visits

107. Within a year we attracted 115,000 fans

108. Comment threads have run 150 deep

110. Goal is engagement and discussion with ‘informed’ communities

111. Discussions, rich, deep and intellectual in nature

112. Best hiring Channel (ROI)

113. Inside EA Professionals 4,250 members

115. 2,504 Subscribers

116. 1, 782 friends

118. Integrated into Social Media

119. Home Page includes links to latest Blog humanizing stories

121. Limited to 140 characters, (quick, fast soundbite conversations)

122. Create #Hashtags for discussions around a theme

123. ROI longer term

125. Recruitment advertising is not just about listing jobs but messaging out to your candidate pool Message Advertising

128. Indian University Recruitment Poster

129. Recruitment brochure For events, EA reception areas, EA Meeting rooms, University Handouts

131. Clear messaging

132. SWAG targeted for key events

134. Jobs Site Employee Profiles ‘Humanize’ EA Asia employees and shares their advice & experience to inspire and motivate others in their career choices

137. Keep Candidate pool informed of EA activity

139. Candidate Experience Candidates are both potential recruiters for EA and Blog Critics

141. Phone/Emails

142. Cust Service feedback evaluation

143. We want potential recruits ‘gushing’ with the thought of working at EA

144. A great early process defines the offer decision process

146. Critical in building empathy in the recruitment process

147. It defines interview process and answers candidate questions in advance

149. Does it look & feel EA?

150. Are there recruitment messages----huge traffic goes through reception. A Visitor could be a hire

152. Even if not offered they feel special throughout interview process & remain desperate to work for us

155. Keep in touch via Salesforce eg Silver medal candidates

157. Work

159. Also Best Indicator if people are happy at EA

160. Globally consistent scheme with consistent messaging

161. Recognize & reward the best referrers---increase visibility—league tables

164. EA Knowledge– training & development includes staff profiles

166. Remembers MEMORIES

168. Newsletter & Tailored communications

169. Privilege status eg EA Events