HRO Today September 2019 - 61

By the Numbers
* Hired 408 new employees-up 15% year-over-year
Talent Report
Leigh McCluskey's talent acquisition efforts at Advisor
Group have led to impressive results in the last year:
* Employee referral rate is 15% of all new hires
* 61%of high-potential talent was promoted
96% acceptance rate on extended offers
* Retained
*
of all diverse employees
* LinkedIn followers up
99% of diverse top talent and
44%
* Glassdoor rating increased from 2.6 to
91%
* A new careers website is now responsible for 48%
of the applicant fl ow
4.4
including resource decision guides, behavioral and values-based
interview guides, intake worksheets, and interviewing scripts
were delivered to over 70 percent of managers.
These processes and technologies were adopted with simplicity
and optimization in mind-easy enough to encourage manager
self-service and recruiter-friendly to allow for speed and a highquality
candidate experience.
" We designed the candidate application to be the absolute
minimal compliant number of clicks and required fi elds
possible, " McCluskey explains. " We wanted the candidate
to be able to click a few times and attach a resume from a
mobile device to apply. We've also leveraged automated tasks,
notifi cations, and reporting to optimize Workday throughout all
of our employment processes. "
McCluskey was a team player throughout the transformation
and worked alongside her recruiters every step of the way to
ensure that reporting, offer letter creation, the background
check process, and candidate communication all ran smoothly.
" Although my style has always been one of player-coach, I had
not actually done every part of every process in a long time, "
she says. " This experience defi nitely supported our process
design to minimize administrative burden and non-value adding
steps. "
For example, McCluskey's hands-on approach led to a unique
partnership between TA and HR business leaders. Rather than
taking on the entire hiring cycle, recruiters hand the baton
to the HR business partners after selection, allowing HR and
payroll to manage the offer process before turning it back to TA
for onboarding. This has resulted in improved cycle times and
offer acceptance rates.
The integrated recruitment process also helped build TA's
credibility with the leadership team, paving the way for all that
followed.
Phase Two: Branding
With the necessary talent infrastructure in place, McCluskey's
priorities shifted to creating a brand strategy and candidate
experience that would put the company on the map. Previously,
Advisor Group had no name recognition, but McCluskey's
efforts increased reach and brand awareness, fi lling the talent
pipeline with quality prospects.
" We launched multiple branding initiatives and platforms
in year two and focused more holistically on candidate and
hiring leader experience, " explains McCluskey. " We also spent
a lot of time on recruitment-the ins and outs of cycle times,
communications, hiring leader training, and sourcing talent.
Many of the prioritization decisions were made based upon
what could deliver the best talent to the business in the shortest
timeframe and highest value contribution review. "
To create an authentic view into the organization, McCluskey
drove a branding campaign that focused on the employee story.
The main tenents of the " Be a part of the team behind our
success " campaign included launching an external career site,
revamping the organization's Glassdoor and LinkedIn pages,
and focusing on employee referrals inside the company.
To this end, Advisor Group released 23 videos of employees
describing their career journeys and current roles, fi rst internally
in a drip campaign to stimulate employee referrals and then
externally across social media platforms. The strategy aimed
to constantly reinforce the company values while engaging
employees and encouraging them to share, like, and follow
branded content.
" All hiring and onboarding-related content for candidates and
managers refl ected the new campaign and company values,
and the employee story was front and center on the critical few
platforms, " she says. " Internal branding and external platforms
with employee messages and reviews were prioritized over paid
advertising for the launch of the brand. "
And the strategy has been highly successful:
* Over 90 percent of external positions were fi lled through inhouse
recruiters.
* The organization's LinkedIn following and engagement grew
by over 50 percent.
* External applications for job openings doubled year-over-year.
* Advisor Group's Glassdoor ratings jumped from 2.6 to 4.4 in
just one year.
SEPTEMBER 2019 | www.hrotoday.com
[61]
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HRO Today September 2019

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