Global Online Research Conf 2010 Prestn
23
Hybrid Approach for the 360⁰ View Attracting the Best Global Workforce (Case Study) Prepared for : GOR 2010 Conference Prepared by : Lumina Business Solutions Ltd.(UK) and IKM (Germany) May 2010
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Case study of multi-country research using hybrid methodology (including online Bulletin Boards, web-based telephone depth interviews, CATI quantitative interviews) for HR Department of major global company. Presented at General Online Research Conference 2010 (GOR10) in Pforzheim, Germany.
Transcript of Global Online Research Conf 2010 Prestn
Hybrid Approach for the 360⁰ View
Attracting the Best Global Workforce (Case Study)
Prepared for : GOR 2010 Conference
Prepared by : Lumina Business Solutions Ltd.(UK)
and IKM (Germany)
May 2010
What does this meanto you?
Maybe…?
Rolls-Royce Motors?
But what about Rolls-Royce?
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 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 (EVP)
in co-operation with Brand Learning Consultancy
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?
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 Research
Prospective Candidates
Recruiters & Head-hunters
Employees
WORKSHOP
Recruiters& Head-hunters
Employees
WORKSHOP
Find Common
Denominators
Identify EVP
Options
Check
motivation,
credibility,
differentiation
Finalise EVP
content
Research Outline: Hybrid Approach
To address
the objectives &
varied target
audiences
Qualitative
Online
Quantitative
Telephone
Methodologies used
Qualitative
Recruitment & Senior Managers: Telephone Depth Interviews web-based
Potential Candidates: CATI Quant Phone Interviews
Employees:
Online Bulletin Boards
CATI 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 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 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)
Practicalities
Technicalities
Observations
Bulletin 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!
“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
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 Interviews
Moderator benefits:
In one place have
- Guide
- Questions
- Notes
- Summary
- Transcript
for easy content analysis
and coding
Respondent benefits:
Only tabs visible that they
need to see
No answer mode
Coding
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
Output
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
YouEnglish
MerciFrench
Russian
DankeGerman
GrazieItalian
GraciasSpanish
ObrigadoPortuguese
Arabic
Simplified Chinese
Traditional Chinese
Hindi
Korean
Thai
Julia Gartside-Spink
Lumina Business Solutions
Tel : +44 (0) 1629 640 103
email : [email protected]
web : www.lumina-solns.com
Field House, Moor RoadGreat LongstoneDerbyshire DE45 1UA
UK
Ilka Kuhagen
IKM
Tel : +49-89-90468300
Email : [email protected]
Web : www.ikmarketing.de
Ludwig-Ganghofer-Str. 33
85551 Kirchheim (Munich)
Germany
