Hybrid Approach for the 360⁰ View Attracting the Best Global Workforce (Case Study)

1. IKM Hybrid Approach for the 360⁰ ViewAttracting the Best Global Workforce (Case Study) Prepared for : GOR 2010 Conference Prepared by : Lumina Business Solutions Ltd.(UK) and IKM (Germany) May 2010

2. IKM What does this meanto you?

3. IKM Maybe…? Rolls-Royce Motors?

4. IKM But what about Rolls-Royce?

5. IKM 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.

6. IKM 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

7. IKM Scope of the research: who? • External: • Engineering graduates • Non-Technical graduates • Recruiters & Head-hunters • Internal: • Senior Managers • Middle Managers • Office Staff • Factory workers • 360° view • Worldwide: All continents

8. IKM Scope of the research: what? • Internal: • To understand the unifying aspects that motivate current Rolls-Royce employees • External: • To understand current labour market perceptions of Rolls-Royce • 360° view • Worldwide: All stages of Rolls-Royce development

9. IKM Flow of Research Find Common Denominators Identify EVP Options Check motivation, credibility, differentiation Finalise EVP content

10. IKM Research Outline: Hybrid Approach

11. IKM Methodologies used • Recruitment & Senior Managers: • Telephone Depth Interviews • web-based Employees: Online Bulletin Boards Potential Candidates: CATI Quant Phone Interviews

12. IKM 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

13. IKM 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

14. IKM 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)

15. IKM PracticalitiesTechnicalitiesObservations

16. IKM 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

17. IKM Online discussions popular! • Anonymity permits honest responses • Equal opportunity for contribution, no dominance • 24/7 accessibility helpful • Interesting to hear other’s views • Although...time-consuming “I would feel very intimidated and reluctant to speak my mind face to face with other colleagues, even if I didn't know them“ “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“ “Overall this forum was very convenient, especially with erratic schedules“

18. IKM Web-based Telephone IDIs • Head-huntersand Senior Management were • Interviewedbytelephone, withinternetavailable • Given a logintothe Forum • Analysis: • Latercodingwithinthe same platform & same codeframeas all Bulletin Boards

19. IKM 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

20. IKM 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

21. IKM 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

22. IKM Grazie Hindi Italian Hebrew Russian Gracias Thank You Spanish Arabic Danke Merci German Obrigado French English Portuguese Traditional Chinese Korean Simplified Chinese Thai Japanese

23. IKM Ilka KuhagenIKM Tel : +49-89-90468300 Email : ilka.kuhagen@ikmarketing.de Web : www.ikmarketing.de Julia Gartside-SpinkLumina Business Solutions Tel : +44 (0) 1629 640 103email : juliag@lumina-solns.comweb : www.lumina-solns.com Ludwig-Ganghofer-Str. 33 85551 Kirchheim (Munich) Germany Field House, Moor RoadGreat LongstoneDerbyshire DE45 1UA UK