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Don’t Lose Your Nonprofit’s Edge: The Art & Science of Recruiting Purpose Driven Employees

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Don’t Lose Your Nonprofit’s Edge: The Art & Science of Recruiting Purpose Driven Employees

  1. 1. Don’t Lose Your Nonprofit’s Edge ​The Art & Science of Recruiting Purpose Driven Employees
  2. 2. 3 HELLO David Ellis Senior Manager, LinkedIn for Good Lauren Vesty Nonprofit Marketing, LinkedIn For Good
  3. 3. 4 WHAT TO TAKEAWAY FROM TODAY’S PRESENTATION Bring purpose into your talent initiatives by: • Focusing on talent brand • Integrating purpose into the candidate journey • Creating a culture of inspiration Purpose Competitive Landscape How Why it’s becoming a talent priority Nonprofits vs. purpose led for-profits
  4. 4. 5 HOW WE’LL TALK ABOUT PURPOSE Industry trends Nonprofit talent insights Integrating with talent
  5. 5. 6 Why Purpose?
  6. 6. 7 DEFINITION OF PURPOSE DEPENDS ON THE VIEW From the From the Company’s perspective Individual’s perspective
  7. 7. 8 PURPOSE CAN BE FOUND IN OPERATIONS
  8. 8. 9 PURPOSE IS INFILTRATING RECRUITING At Nike, curiosity is life. Technology, sports, connectivity, sustainable design and science unlock an incredible opportunity to experiment like never before. Interns are vital contributors to the company’s relentless pursuit of advancing human potential.
  9. 9. 10 PROGRESSION OF PURPOSE IN BUSINESS Talent is the way to differentiate – companies are bringing purpose internally. Corporate social responsibility – donating money Purpose in business – sustainability and ethical business practices Employee engagement – giving back through volunteerism Recruitment / retention of purpose driven employees Future state Every company will have a defined purpose. People will choose work depending on where they can have the most impact.
  10. 10. 11 PURPOSE IS DRIVING PROFIT ​Being purpose driven has these ​benefits for a company: Instills strategic clarity Channels innovation A force for transformation Taps a universal need Builds bridges EY Beacon Institute – The State of the Debate on Purpose in Business
  11. 11. 12 PURPOSE ALIGNMENT UNLOCKS VALUE … and when paired with Companies benefit purpose driven employeesfrom a sense of purpose … the value is incredible
  12. 12. 13 QUICK POLL To provide for my family To have the financial means to be independent To achieve a certain professional status To put my skills to use in a valuable way To earn enough money to do what I want outside of work To make a difference in the world To make my parents / family / friends proud Why do you work?
  13. 13. 14 3 MOTIVATIONS FOR WORKING S TATUS MO NE Y P URP O S E 2015 Workforce Purpose Index • © Imperative
  14. 14. 15 SIMILAR FRAMEWORK, DIFFERENT LABELS Job Career Calling Wrzesniewski, McCauley, Rozin, Schwartz. Jobs, Careers, and Callings: People’s Relations to Their Work. JOURNAL OF RESEARCH IN PERSONALITY 31, 21–33,1997.
  15. 15. 16 PEOPLE WANT INTRINSICALLY MOTIVATING CAREERS
  16. 16. 17 PURPOSE DRIVEN INDIVIDUALS ARE GREAT EMPLOYEES 54% 30% 69% more likely to stay at a company for 5+ years more likely to be high performers more likely to be promoters on the eNPS scale* 2015 Workforce Purpose Index • © Imperative * on Bain & Company - Measures employee engagement and loyalty
  17. 17. 18 HIGH QUALITY EMPLOYEES CREATE POSITIVE LIFT Source: LinkedIn data Satisfied employees speaking positively about your company Employer brand lift Future candidates are 2X more likely to respond to a recruiter Referrals network shortest time to hire, higher retention rates
  18. 18. 19 THIS HIGH QUALITY TALENT POOL IS LIMITED 2015 Workforce Purpose Index • © Imperative are purpose driven and work for the work itself. One in Four Professionals One in Four Professionals One in Four Professionals One in Four Professionals
  19. 19. 20 APPROACH TALENT WITH PURPOSE IN MIND Operating with purpose has moved beyond a corporate social responsibility / operations priority – it is now a HR / talent priority Priority Benefits Recruiting Companies are seeing multiple business benefits from operating with purpose Recruiting purpose driven talent creates a competitive edge
  20. 20. 21 PURPOSE IN NONPROFITS Industry trends Nonprofit talent insights Integrating with talent
  21. 21. 22 Nonprofit talent insights
  22. 22. 23 NONPROFITS - HIGHEST % OF PURPOSE DRIVEN EMPLOYEES 2015 Workforce Purpose Index • © Imperative
  23. 23. 24 NONPROFIT TALENT IS NOT FULLY SATISFIED 69% of nonprofit talent is very/somewhat satisfied with their current job 74% US/Canada average Source: LinkedIn 2015 Talent Trends Report Top 3 factors nonprofit employees prioritize in a new job: 1. Better compensation (money motivation) 2. Better professional development (purpose motivation) 3. Better fit for my skill set (purpose motivation)
  24. 24. 25 MIGRATION BETWEEN THE SECTORS NonprofitGovernment For-profit 65,087 67,734 671,162 684,671 NET +13,509 NET +2,647 Source: LinkedIn site data for positions dated from March 2013 – March 2015 Nonprofit and for-profit companies exchange the most professionals.
  25. 25. 26 PURPOSE DRIVEN COMPANIES ARE BECOMING COMMON
  26. 26. 27 TOP INDUSTRIES CONTRIBUTING TO NONPROFIT SECTOR Mental health care Public relations and communications Education management Hospital & health care Financial services Government administration Information technology and services Marketing and advertising Retail Source: LinkedIn site data for positions dated from March 2013 – March 2015
  27. 27. 28 How can you tip the scales in your favor? Source: LinkedIn 2015 Talent Trends Report 3 out of 4 in the US / Canada are interested in working at a nonprofit
  28. 28. 29 PURPOSE GIVES A COMPETITIVE ADVANTAGE Nonprofits have above average percentages of purpose driven employeesAdvantage Balance Edge Migration is happening between for-profit and nonprofits, likely based on this dynamic of balancing purpose and compensation Being aware of the landscape can give your organization a competitive edge
  29. 29. 30 TAKE THEORY TO ACTION Industry trends Nonprofit talent insights Integrating with talent
  30. 30. 31 Integrating purpose with talent
  31. 31. 32 PURPOSE THROUGHOUT THE TALENT LIFECYCLE 1 2 3 Talent Brand Recruitment Retention
  32. 32. 33 THE OLD PATH TO HIRE WAS LINEAR 1 Search a job board 2 Apply for a job 3 Interview TALENT BRAND RECRUITMENT RETENTION
  33. 33. 34 SOCIAL MEDIA HAS CHANGED RECRUITMENT TALENT BRAND RECRUITMENT RETENTION
  34. 34. 35 TALENT BRAND IS THE COMMON DENOMINATOR Talent Brand, n. The highly social, public version of your employer brand, incorporating what talent thinks, feels, and shares about your company as a place to work. TALENT BRAND RECRUITMENT RETENTION
  35. 35. 36 TALENT BRAND IS DIFFERENT FROM CONSUMER BRAND TALENT BRAND RECRUITMENT RETENTION
  36. 36. 37 TALENT BRAND TARGETS CANDIDATES TALENT BRAND RECRUITMENT RETENTION
  37. 37. 38 LEARN WHERE CANDIDATES SPEND TIME Browse the homepage newsfeed Look at profiles Check out companies TALENT BRAND RECRUITMENT RETENTION
  38. 38. 39 MAKE YOUR TALENT BRAND VISIBLE Push relevant content to the newsfeed Brand user’s profiles Tell your brand story TALENT BRAND RECRUITMENT RETENTION
  39. 39. 40 ACHIEVEMENT NETWORK – BRANDING ON WEBSITE TALENT BRAND RECRUITMENT RETENTION
  40. 40. ACHIEVEMENT NETWORK BUILDS BRAND ON LINKEDIN TALENT BRAND RECRUITMENT RETENTION
  41. 41. 42 TALENT BRAND = MESSAGE FOR PURPOSE DRIVEN TALENT Is the highly social, public version of your employer brand. Incorporates what talent thinks, feels, and shares about your company as a place to work. Talent brand Go beyond Mission There is an opportunity to go beyond your consumer brand of your nonprofit – talk about what your organization is like as a place to work. Infuse your mission and purpose where candidates can see. Appeal to the type of candidates you want. TALENT BRAND RECRUITMENT RETENTION
  42. 42. 43 INFUSE PURPOSE INTO RECRUITMENT 1 2 3 Talent Brand Recruitment Retention
  43. 43. 44 Integrating purpose into recruitment
  44. 44. 45 CANDIDATE JOURNEY TALENT BRAND RECRUITMENT RETENTION Lucy Peruit Marketing Manager How can you purposefully engage her? Discovery Final decisionInterviewApplicationSearch
  45. 45. 46 HOW CAN YOU FIND PURPOSE DRIVEN EMPLOYEES? TALENT BRAND RECRUITMENT RETENTION Spotlights allow you to easily filter results by candidates who are more likely to engage, based on relationships and interactions on LinkedIn, including: • Company connections • Past applicants • Engaged with your talent brand • In your competitors’ talent pool
  46. 46. 47 WHEN IN DOUBT, REACH OUT TALENT BRAND RECRUITMENT RETENTION Source: LinkedIn 2015 Talent Trends Report 32% Somewhat interested 18% Not very or not at all interested 50% Extremely and very interested How interested are you in talking to recruiter about a new job opportunity? 82%
  47. 47. 48 INTERVIEWING FOR PURPOSE TALENT BRAND RECRUITMENT RETENTION Discovery Final decisionInterviewApplicationSearch Lucy Peruit Marketing Manager
  48. 48. 49 QUALITIES TO LOOK FOR IN AN INTERVIEW TALENT BRAND RECRUITMENT RETENTION Qualities in purpose driven employees • More likely to be leaders • Are dynamic and curious • Experience their work as making an impact • Grow personally and professionally at work Qualities in non-purpose driven employees • Speak poorly of their employer • Gain less from work • Lack deep relationships at work vs. 2015 Workforce Purpose Index • © Imperative
  49. 49. 50 THE INTERVIEW PROCESS CAN MAKE OR BREAK IT 83% 87% say a negative interview experience can change their mind about a role or company they once liked say a positive interview experience can change their mind about a role or company they doubted TALENT BRAND RECRUITMENT RETENTION Source: LinkedIn 2015 Talent Trends Report
  50. 50. 51 SELLING A PURPOSE DRIVEN CANDIDATE TALENT BRAND RECRUITMENT RETENTION Discovery InterviewApplicationSearch Lucy Peruit Marketing Manager Final decision
  51. 51. 52 TOP FACTORS CANDIDATES CONSIDER 0% 10% 20% 30% 40% 50% 60% Better location Better fit for my skill set Better place to work (culture) More challenging work Opportunities for advancement Better work / life balance Better professional development Better compensation TALENT BRAND RECRUITMENT RETENTION Source: LinkedIn 2015 Talent Trends Report
  52. 52. 53 CULTURE AND DEVELOPMENT FOR THE WIN Present purpose driven employees with the opportunity of how they can make an impact Challenging work Better professional development Better place to work (culture) What educational / training programs do you offer to improve their skillsets and abilities? Do you have a culture that connects employees back to that true north? TALENT BRAND RECRUITMENT RETENTION Opportunities for advancement Do you support internal mobility? Are your leaders promoted for the impact they make and the culture they build?
  53. 53. 54 OFFER A FAIR COMPENSATION PACKAGE 0% 10% 20% 30% 40% 50% 60% 70% Government statistics Online research Talking with colleagues Set percentage change from last role Depends on perceived value of role Benchmark compensation in a similar way to level-set expectations TALENT BRAND RECRUITMENT RETENTION Source: LinkedIn 2015 Talent Trends Report How do you benchmark and determine what is a fair salary?
  54. 54. 55 INCLUDE PURPOSE IN ALL PARTS OF RECRUITMENT TALENT BRAND RECRUITMENT RETENTION Infuse purpose into all parts of the candidate journey Candidate journey Motivations Final decision While it is difficult to identify purpose outright, bringing awareness to their motivations can change how you look at candidates Think about the mix of what you’re presenting to the candidate to influence final decision
  55. 55. 56 HOLD ON TO THOSE PURPOSE DRIVEN EMPLOYEES 1 2 3 Talent Brand Recruitment Retention
  56. 56. 57 Employee retention
  57. 57. 58 TRUE NORTH TIES EMPLOYEES TO PURPOSE Purpose taps a universal need Purpose is a motivator regardless of differences and diversity. Unites everyone to contribute to something bigger. Purpose instills strategic clarity “True north” metric guides decisions all over the organization. TALENT BRAND RECRUITMENT RETENTION EY Beacon Institute – The State of the Debate on Purpose in Business
  58. 58. 59 AIM FOR EMPLOYEE INSPIRATION, NOT JUST ENGAGEMENT TALENT BRAND RECRUITMENT RETENTION Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there Have a safe work environment Have the tools, training, and resources to do their jobs well Can get their jobs done efficiently, without excess bureaucracy Are valued and rewarded fairly SATISFIED EMPLOYEES: Are part of an extraordinary team Have autonomy to do their jobs Learn and grow every day Make a difference and have an impact ENGAGED EMPLOYEES: Get meaning and inspiration from their company’s mission Are inspired by the leaders in their company INPIRED EMPLOYEES: The Pyramid of Employee Needs
  59. 59. 60 INSPIRED EMPLOYEES = BETTER BUSINESS Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there TALENT BRAND RECRUITMENT RETENTION Dissatisfied 74% Satisfied 100% Engaged 144% Inspired 225%Inspired employees are the most productive PRODUCTIVE OUTPUT
  60. 60. 61 HOW TO DEFINE CULTURE ​Culture is: A bar for what’s possible at your organization A powerful weapon in the war for talent A proactive catalyst to help employees make better decisions A promise to your customers Collective clarity on what it means to be a part of your organization TALENT BRAND RECRUITMENT RETENTION Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love
  61. 61. 62 WIKIMEDIA FOUNDATION TRANSPARENT ABOUT CULTURE TALENT BRAND RECRUITMENT RETENTION
  62. 62. 63 THE MOST VIEWED CULTURE CODE - NETFLIX TALENT BRAND RECRUITMENT RETENTION • Judgment • Communication • Impact • Curiosity • Innovation • Courage • Passion • Honesty • Selflessness
  63. 63. 64 STEPS TO BUILD CULTURE 1 Start with founder/top level executive buy-in. Deciding what you stand for as an organization cannot be outsourced 2 Get employees involved, but don’t wait for consensus 3 Don’t be afraid to list things that you don’t quite deliver upon yet. Hubspot uses an asterisk in their Culture Code to denote things that are still aspirational for their organization. TALENT BRAND RECRUITMENT RETENTION Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love
  64. 64. 65 DATA IS NECESSARY TO MEASURE PROGRESS TALENT BRAND RECRUITMENT RETENTION ​How do you know whether you’re being successful? Surveys Collect eNPS Get an independent firm to collect employee voice
  65. 65. 66 CULTURE OF INSPIRATION CAN UNLOCK POWER OF PURPOSE Purpose is a powerful tool, one that can motivate even better than compensationMotivation Culture Necessities What is your culture? Do you have a culture that reminds people of the mission? Make sure your employees have the basic necessities in place - leads to engagement, and ideally, inspiration TALENT BRAND RECRUITMENT RETENTION
  66. 66. 67 REMEMBER – PURPOSE AND HOW YOU CAN ACT ON IT Industry trends Nonprofit talent insights Integrating with talent • Purpose is transcending business – now a talent priority • Purpose driven employees are some of the most valuable • Companies that pay attention to purpose will get a competitive edge – new way to innovate in recruiting • Purpose-driven companies are cutting into nonprofits’ traditional talent pool • Candidates switch between the sectors, likely grappling with purpose and compensation • The balance of motivations is important to recruiting and retaining talent – make sure you’re not over-relying on one area • Incorporate purpose into Talent Brand to drive continual candidate awareness • Recruitment – infuse your organization’s purpose throughout the recruitment process • Employee retention – make sure the basic needs are met. Aim for inspiration, not just engagement. Build a culture if yours is not clearly defined.
  67. 67. 68 OTHER LINKEDIN RESOURCES FOR NONPROFITS • Find employees: 50% off a full time job posting • Find board members / volunteers: 90% off a job posting for a volunteer or board member • LinkedIn for fundraising: Learn more • General resources: Case studies, tip sheets • Advanced search: Great free tool nonprofit.linkedin.com
  68. 68. ©2016 LinkedIn Corporation. All Rights Reserved.

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