April 2015Original presentation from

RDLC session

James Del-Gatto | Black Slate

Your Employer Brand

Churn, more than just bad news

ON THE MENU

Food for Thought Questions to stimulate

Churn • The secret KPI

• Bite-size lessons

Expert help • Here to help you with your toughest problem

• Case study

Food for Thought Questions to stimulate

Churn • The secret KPI

• Bite-size lessons

Expert help • Here to help you with your toughest problem

• Case study

Food for Thought Questions to stimulate

Churn • The secret KPI

• Bite-size lessons

Expert help • Here to help you with your toughest problem

• Case study

1. FOOD FOR THOUGHT

FOOD FOR [thought]

IMAGINE YOU ARE A ROOKIE• If you had three offers on the table, one of which is your

brand, are you sure you’d take your brand’s offer?

• Can you sell your brand convincingly?

THE PROBLEMEach new recruit will either cost you £60k – or has the

potential to earn you millions.

COINCIDENCE?MOST RECRUITERS

STAY SMALL

HIGH CHURN

2. CHURN

NAME DESTINATION STATUS

John

Mary

Sue

Stevie

Jack

Danny

Sarah

Yasmin

COMPETITOR

COMPETITOR

COMPETITOR

COMPETITOR

COMPETITOR

COMPETITOR

COMPETITOR

COMPETITOR

CANCELLED

DEPARTED

DEPARTED

DELAYED

DEPARTED

CANCELLED

DEPARTED

CANCELLED

BEST HEALTH-CHECKBUSINESS HEALTHMeasuring overall business health is

difficult

CHURN RATEMeasuring churn is very simple and is symbolic of so many factors – tangible and intangible

JUDGING LINE MANAGERS

• Judging and rewarding your line managers is a top

priority

• Their impact on churn is huge

• But how can you do this objectively and simply?

WHAT YOU ARE JUDGING

RECRUITMENT TRAING & DEV EARNINGS CULTURE

MAKE CHURN A KEY KPI

• Measure churn

• Reward and consequences based on churn rates

• Make it part of your own bonus

• Ensure tension between growth and retention

Your churn is

60%!

COMPLEMENT CHURN STRATEGY

REF SCHEME

• Referral scheme at SThree No. 1 source of talent

• Best retention and performance

• And NO Rec 2 Rec fees!

• Success of your referral scheme, good sign of employee

engagement

3. SPECIALIST HELP

HOW WE CAN HELP

REF SCHEME CHANGE MARKETING BRAND

CREDS: OYSTER PARTNERSHIP

Re-branded business and defined the whole brand both internally and externally. Increased retention and quality of new staff.

“James helped us transform our

business,

retention is up and better quality staff

are applying”

Jack Barton, MD of Oyster Partnership

SUMMARY

• High churn makes scaling and replicating your business almost impossible

• Churn should be a top KPI

• But, there are methods to address it

Next steps

• If you have a problem with churn, and you don’t know where to turn, then call Black Slate…