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Carve Consulting | ManpowerGroup: Becoming a social business
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Date

December, 2014

Category
Strategy & Advisory, Training & Transformation
Tags
Gamification, Social Business, Social Strategy, Training
The Challenge

Carve Consulting has worked with ManpowerGroup since the end of 2012. The Group engaged Carve to develop a social strategy for the business with three primary objectives:

  • Enhance the positioning and reputation of ManpowerGroup
  • Improve access to talent
  • Strengthen the business development proposition
The solution

Carve conducted detailed research, identifying ManpowerGroup’s market position and assessing the skills and attitudes of their employees. This included qualitative interviews with employees, a quantitative online employee survey and a full audit of owned assets. Recommendations were then made following a SWOT analysis.

#RelationshipsMatter launched, covering all social networking strategy activity. The strategy included a number of elements: content strategy, reporting and KPI framework, engagement framework and creation of social media guidelines.

Over two years, Carve provided ongoing advisory and support in several key areas: support with tenders and pitches, creation and amplification of client and candidate campaigns, internal gamification, internal collaboration and adoption of Google for Work across the business.

Training is with all employees having participated in a series of training webinars. ‘Gamechangers’, and internal community were created, driving change and learning across the business.

Carve then designed an online game with real life scenarios, which tested the skills and knowledge of ManpowerGroup employees. The game was incentivized, with prize draws across various stages. A key learning process has been gamification, with the initiative ‘Are you in the Game’ via Twitter and LinkedIn profiles.

The results

Two years on ManpowerGroup has thriving communities on Facebook, Twitter and LinkedIn and social is at the heart of client strategies, having become instrumental in new business wins and key client retention.

The use of gamification has played a huge part in driving engagement internally, with over 65.9% of the business participating. This strategy and the use of gamification has enabled ManpowerGroup to identify business areas and regions for additional training but, most importantly, it has been successful in improving understanding and adoption of social recruiting techniques. The game was shortlisted for a prestigious RAD award in 2014.