hybrid approach for the 360 ⁰ view attracting the best global workforce (case study) prepared for...
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Hybrid Approach Hybrid Approach forfor the 360⁰ View the 360⁰ View
Attracting the Best Global Workforce Attracting the Best Global Workforce
(Case Study) (Case Study)
Prepared for : GOR 2010 Conference
Prepared by : Lumina Business Solutions Ltd.(UK)and IKM (Germany)
May 2010
What does this meanWhat does this meanto you?to you?
Maybe…?Maybe…?
Rolls-Royce Motors?
But what about Rolls-Royce?But what about Rolls-Royce?
Rolls-Royce Today Rolls-Royce Today
Rolls-Royce is a world-leading provider of power systems and services for use on land, sea and air,
with a strong global position in civil aerospace, defence aerospace, marine and
energy.
Context of the researchContext of the research
Ambitious growth plans
• Must attract and retain the best work force!
Understand the core values and complex needs
of both current and potential future employees
Develop a new global
Employment Value Proposition Employment Value Proposition (EVP)(EVP)
in co-operation with Brand Learning Consultancy
Scope of the research: who?Scope of the research: who?
360° view
External:
Engineering graduates
Non-Technical graduates
Recruiters & Head-hunters
Internal:
Senior Managers
Middle Managers
Office Staff
Factory workers Worldwide: All continents
Scope of the research: what?Scope of the research: what?
External:To understand current labour market perceptions of Rolls-Royce
Internal:To understand the unifying aspects that motivate current Rolls-Royce employees
Worldwide: All stages of Rolls-Royce development
360° view
Flow of ResearchFlow of Research
Find Common Denominators
Identify EVP Options
Check motivation, credibility, differentiation
Finalise EVP content
Research Outline: Research Outline: Hybrid ApproachHybrid Approach
Methodologies usedMethodologies used
Recruitment & Senior Managers: Telephone Depth Interviews web-based
Potential Candidates: CATI Quant Phone Interviews
Employees: Online Bulletin Boards
CATI InterviewsCATI Interviews
Target: Potential Candidates
850 graduates interviewed ‒ Mix of Technical & Commercial‒ All levels seniority‒ Across 6 countries worldwide
Standardised questionnaire, run centrally from UK
Quantitative Analysis and Report
Results integrated into overall findings
Web-based Phone DepthsWeb-based Phone Depths
Target 1: Recruiters & Head-hunters
12 Depth Interviews
Target 2: Senior Management
24 Depth Interviews‒ Across mix of Business sectors
Both across 6 countries worldwide
Online Bulletin BoardsOnline Bulletin Boards
Target: Employees
221 participants on 11 online Bulletin Boards
Asynchronous online discussions with employees
‒ Flexible attendance for tight schedules‒ Can attend from any location, even when
travelling
‒ Total anonymity guaranteed
‒ No travel (research team or respondents)
PracticalitiesPracticalities
TechnicalitiesTechnicalities
ObservationsObservations
Bulletin Boards practicalitiesBulletin Boards practicalities
Language:‒ Native language in Germany and China‒ English for Canada, USA, India, Malaysia and
Singapore
Separated Boards by..
‒ Country/ language
‒ Status of employee (management/ staff/ worker levels)
Consecutively: Project Managers could monitor and adjust/ add/ adapt/ explore
Anonymity permits honest responses Equal opportunity for contribution, no dominance 24/7 accessibility helpful Interesting to hear other’s views Although...time-consuming
Online discussions popular!Online discussions popular!
“I would feel very intimidated and reluctant to speak my mind face to face with other colleagues, even if I didn't know them“
“Overall this forum was very convenient, especially with erratic schedules“
“It allowed time to think about a question before responding. I've also enjoyed reading the varying opinions of others“
“I think this was an excellent forum to illicit honest, straight forward feedback that you may not otherwise get in a live environment“
“This forum has given all participants an equal opportunity to present their views without fear of being challenged or ridiculed“
Web-based Telephone IDIs Web-based Telephone IDIs
Head-hunters and Senior Management were
• Interviewed by telephone, with internet available
• Given a login to the Forum
Analysis: Later coding within the same platform & same code frame as all
Bulletin Boards
Moderator:Used BB platform as worksheet
- questions listed- live online note-taking
Respondent: Access to view
only specific questions e.g. picture sort,
visual stimulus materials
Web-based InterviewsWeb-based Interviews
Moderator benefits: In one place have -Guide -Questions-Notes-Summary-Transcriptfor easy content analysis and coding
Respondent benefits: Only tabs visible that they need to see No answer mode
CodingCoding
Coding on the BB platform across all 11 BBs and
all depth interviews
NOT for quantitative analysis....
But rather to see - Overview for easier comparison- Check whether similar topics in different countries- Find verbatims to support finding- Check if same topic = different meaning ?!?- Compare results from CATI, BBs and IDIs
OutputOutput
Qualitative output greatly assisted
understanding the quant responses
Merging of findings gave the
full 360°viewpoint to assure all audiences
will be addressed by resultant decisions
Japanese
Hebrew
Thank You
English
MerciFrench
Russian
DankeGerman
GrazieItalian
Gracias
Spanish
Obrigado Portuguese
Arabic
Simplified Chinese
Traditional Chinese
Hindi
Korean
Thai
Julia Gartside-SpinkJulia Gartside-Spink
Lumina Business Solutions Lumina Business Solutions
TelTel : +44 (0) 1629 640 103: +44 (0) 1629 640 103
emailemail : [email protected]: [email protected]
webweb : www.lumina-solns.com: www.lumina-solns.com
Field House, Moor RoadField House, Moor RoadGreat LongstoneGreat LongstoneDerbyshire DE45 1UADerbyshire DE45 1UA
UKUK
Ilka KuhagenIlka Kuhagen
IKMIKM
Tel : +49-89-90468300Tel : +49-89-90468300
Email : [email protected] : [email protected]
Web : www.ikmarketing.deWeb : www.ikmarketing.de
Ludwig-Ganghofer-Str. 33Ludwig-Ganghofer-Str. 3385551 Kirchheim (Munich)85551 Kirchheim (Munich)GermanyGermany