Talent Connect 2015
Promoting Your People Brand: Mobilizing Leadership and
EngagementMo Jessa
PresidentEarls Kitchen + BarBrenda Rigney
Vice President, People OperationsEarls Kitchen + Bar
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file:///Users/sutran/Downloads/image1.JPGBrenda Rigney
VP of People OperationsEarls Kitchen + Bar
Mo Jessa
PresidentEarls Kitchen + Bar
The 3-Prong ApproachMarketingProductsPeople
The Earls Experience
Low Engagement
The Challenge: Engagement Continued to Decline
Background:
Weve been measuring engagement for over 12 years
3 years ago we missed getting in the Top 50 employers category
so it prompted up to take a double look at what we stood for.
Our participation was around 35% for the company with engagement
still around 70%
Our Head Office was dropping in engagement 50% year over year
for the two years prior
We werent in good shape. We were asking questions but never
aligning our strategies to correct issues. Or not even
communicating our analysis to our front line leaders that could
make a difference
We needed a change
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The Challenge: Guest Count Declines
FY2012FY2013FY2014Summer Peaks Lower
Cost of CapitalThe Need: Return on Investment
The Results
Reduced hiring costs by
$1M
THE RESULTS (how will follow)!
[doesnt need to be in this order and any stacking]
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The Results
Reduced legal costs by
90%
The Results
Achieved social media advocacy by
+20K
The Results
Increased retention from 28% to
43%
The Results
Achieved culture + strategy alignment
87%
How We Did It12345Operationalize the Earls ExperienceMobilize
Our Leadership CommitmentsMeasure Engagement FrequentlyPromote
Employer BrandSource Hospitality Leaders
1Operationalize The Earls Experience
Tabletop Display
Creative Posters
Intranet
Intranet
Over 20,000 pages of content
Opened up the site to all 6000 partners and leaders
Transparent, aligned
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Creative Video Series
2Mobilize The Leadership Experience
Used videos to capture leaders in our business talking about
being a leader
Boston opening/Cam Bogue reference
YouTube Link to Leadership Commitment video:
https://www.youtube.com/watch?v=_SbfgU3S-bc&feature=youtu.beGraphic
above is linked to YouTube (if your venue has Internet).Filename =
MyEarls - Leadership
15
Measure Engagement Frequently
3Measure Engagement Frequently
CultureAmp
4Promote Employer Brand
Twitter
Facebook
18
Instagram
We believe in people living large purposeful lives filled with
fun
Our language is always unfolding and tested for relevance.
We added Our Soul in 2014.
YouTube Link: https://www.youtube.com/watch?v=iNuOoAcLkocFile on
USB: BRENDA_Crushing Goals
21
5
Source Hospitality Leaders
Our Recommendations
Where Are We Going?
Improving Financial Performance
EdmontonBCCalgaryReginaWinnipegTorontoBellevueDenverBostonDCMiamiChicagoThe
Earls FamilyWhitehorseFort MacGrand PrairieMedicine
HatLethbridgeRed DeerBanffSaskatoonAnd we are
growingOrlandoDallasJerseyVegas!BurlingtonGTAVancouver
HoustonAventura
PhillyGrowing to 77stores!
Guest Count Forecast
FY2012FY2013FY2014FY2015FY2016(P)Average Guest Count Per
Corporate Store
Return on Invested Capital
Summary12345Operationalize the Earls ExperienceMobilize Our
Leadership CommitmentsMeasure Engagement FrequentlyPromote Employer
BrandSource Hospitality Leaders
file:///Users/sutran/Downloads/image1.JPGBrenda Rigney
VP of People OperationsEarls Kitchen + Bar
Mo Jessa
PresidentEarls Kitchen + BarQuestions?
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