Title Page
The SHRM Foundation is pleased to present Fueling the Talent Engine Finding and Keeping
High Performers, a DVD case study and discussion guide about how an integrated talentmanagement strategy helps to provide a competitive edge in todays business environment. The
focus of this case study is Yahoo! Inc., a leading provider of Internet tools, services, and
marketing solutions for businesses in the United States and internationally.
Fueling the Talent Engine Finding and Keeping High Performers builds on the SHRM
Foundations critically acclaimed HR Role Models and HR in Alignment videos about what it
means for HR to be a strategic business leader, and how HR strategy can be aligned with
general business strategy. More than 150 colleges and universities are now using these videos
in their undergraduate, graduate and executive education programs. In addition, hundreds of
SHRM chapters and companies are successfully using them to share the wisdom, insights, and
examples of outstanding HR leaders and their practices in organizations today.
The SHRM Foundation deeply appreciates the support of Yahoo! Inc. executives and staff who
gave so generously of their time to take part in this educational DVD. We extend special
thanks to Heidi Burgett and Libby Sartain from Yahoo!, to Joe Coppoletta and Carlo Gustaff,
whose outstanding direction and film editing brought this DVD to life, and to Myles Throop,
who prepared this discussion guide.
Finally Fueling the Talent Engine - Finding and Keeping High Performers would not have
happened without the inspiration, creativity and hands-on leadership of Wayne Cascio, Ph.D.
SHRM Introduction
TABLE OF CONTENTS
OVERVIEW.
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16
DISCUSSION QUESTIONS...
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44
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SHRM FOUNDATION...
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OVERVIEW
Introduction
Fueling the Talent Engine Finding and Keeping High Performers examines how an integrated
approach to talent management helps drive business results at Yahoo! Inc. Yahoo has shown its
business acumen by becoming a leader in the online-content market. It has been the focus of
numerous articles and reviews because of its dynamic management and its corporate culture,
which the company actively promotes to attract the best talent.
This video shows what Yahoo! does to become an employer of choice, and what it does to select,
orient, develop, reward, and manage top talent. It shows how senior executives use the concept
of managing talent as a central hub in the firms strategy
with various Yahoo! services, as well as Yahoo! Fusion Marketing that unites its media, ecommerce, direct marketing, broadcast, and communication tools. Yahoo! also has strategic
alliances with SBC Communications, Inc.; BT Group plc; Rogers Cable, Inc.; and Verizon
Communications, Inc. The company was founded by David Filo and Jerry Yang in 1994, and it is
headquartered in Sunnyvale, California.
Yahoo! has approximately 8,700 employees worldwide, and earned revenues of $3.6 Billion in
2004, up from $1.6 Billion in 2003. During the same period, net income rose from $238 Million
to $840 Million. Additionally, Yahoo!s balance sheet grew from $5.9 Billion to $9.2 Billion.
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Discussion Guide
Wayne Cascio has written an informative list of discussion
questions that can be used with the Yahoo! case study. The
questions follow the topics of the DVD presentation and should
provoke discussion as well as reinforce key insights into how
Yahoo!s strategy works and why HR is such an important partner
in its strategic development and success. The discussion questions
are intended as a starting point from which you can develop a
dialog about the effectiveness of talent-management practices in your own organization.
Wayne Cascio, Ph.D., is recognized as one of the foremost experts in the field of human resource
management. He recently became the first HR leader to receive an honorary doctorate degree from the
University of Geneva, Switzerland for his teaching and research in the HR field. Wayne has consulted
with more than 150 organizations on six continents, and has written 21 books, including best-selling
texts on HR management. Currently he serves on the the Boards of Directors of CPP, Inc., the
Academy of Management, and the SHRM Foundation.
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UNDERSTANDING THE
TALENT- STRATEGY
FRAMEWORK
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ATTRACT
those you
want
PLAN who
and how
many
3
RECRUIT
the right
people
TALENT
STRATEGY
RETAIN only
those you
want
4
ASSESS
them
correctly/
DEVELOP
them
carefully
Source:GlobalLearningResources
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The Fueling the Talent Engine Finding and Keeping High Performers video is based on
understanding how strategic planning and execution work within an organization. Without this
fundamental understanding, it will be very difficult to appreciate how HR strategy is tied to the
overall organizational strategy.
The case study uses the Talent-Strategy Framework model on the previous slide to explain how
strategy works in an organization. Note how the talent-strategy is a circular process that
aggregates six distinct pieces into an overall strategy framework.
1)
PLAN who and how many: An organization must have a plan about where its HR strategy
is going to be leading the company. The HR department must have clear and measurable
goals that are aligned with the overall corporate strategy.
2)
ATTRACT those you want: Once a plan has been determined the HR department must
develop methods to attract the necessary quality and quantity of new hires. The strategies
should highlight the benefits of being an employee at the company.
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3)
RECRUIT the right people: In addition to attracting talent, it is often necessary for an
organization to actively recruit new talent. Many highly qualified individuals, which an
organization seeks, may not be looking for a new job, or be otherwise attracted to apply for
a position at you company. These people must be actively and directly recruited.
4)
ASSESS them correctly: Once interest has been generated and there is a steady stream of
applicants, the companys HR department must differentiate between unqualified
candidates, and those who can provide value to the company while being able mesh with the
companys corporate culture.
5)
DEVELOP them carefully: Simply finding talented individuals, and hiring them, is not
sufficient to have highly effective HR tactics. It is rare that an individual, no matter how
qualified, is a perfect fit for a given position. New-hire training is an essential part a talent
strategy. Additionally, as time passes, talent needs of a company will change and the skill
sets of its employees must be updated and developed appropriately.
6)
RETAIN only those you want: Even with extensive selection practices coupled with
training and development programs, HR mistakes happen. It is necessary to continuously
evaluate employees and their motivations. Highly effective employees should be rewarded
while the lowest performers should be removed from the organization.
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YAHOO! CASE
STUDY
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Summary
The Yahoo! video case study is an ideal educational resource for an undergraduate, graduate, or
executive education program, for HR staff training within companies, and for HR professional
educational seminars and programs. You have several options available for presenting the
Yahoo! case study. Besides the DVD video, we have provided many different slides from which
you can tailor you presentation, if you desire.
One option is to show the DVD first, followed by the PowerPoint slides, included in this
discussion guide, to provide a more in-depth understanding of the company and its business.
After reviewing the profile of Yahoo!, Inc. and discussing the key points of the Talent-Strategy
Framework, consider discussing the question slides with students or HR professionals. We have
used this approach successfully with graduate business students.
A second option might be more appropriate in an undergraduate HR course. For students with
little work experience, strategic HR alignment in the recruitment and retention of talent is a
difficult concept to grasp. Some students are not exactly sure which elements of strategy and HR
talent initiatives must be in aligned. Students probably understand that aligning HR strategy with
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Summary
corporate strategy is a good thing, but they may be uncertain of the payback potential that
effective talent management will provide. The Yahoo! case study provides an excellent example
of a high-performing company where a focus on talent management pays off in results.
As a way to set the stage for the DVD case study, you may want to start with a few PowerPoint
slides to introduce the company, what it does, and to provide a quick overview of what talent
management means. It would be helpful to walk through the Talent-Strategy Framework slide.
After this brief introduction, show the DVD. Then engage the class in a discussion of what
Yahoo! did that they thought contributed to effective talent management and what more they
could do in the future. You can select from the questions that follow to clarify what Yahoo! does.
You may want to discuss how recruiting, selection, training and individual performance
management contribute to talent management and alignment. These are all important issues in an
HR course.
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Summary
You might want to ask other questions such as: How does the company gain from achieving
strategic HR alignment through its talent management practices? What are the obstacles that
make the achievement of effective talent management practices difficult? What must HR
measure to achieve effective talent management practices? How would students like to work for
Yahoo!? Why dont more companies have the types of talent management strategies that Yahoo!
has?
The Yahoo! case study will certainly stimulate discussion and challenge students whether they
are in an HR or business program, as well as HR professionals, to think through the benefits of
HR talent strategies being aligned with the overall organizational strategy, and how to achieve
effective talent management strategies.
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DISCUSSION
QUESTIONS
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Lloyd Braun says that on his first day he was taken under
the wing of human resources, meeting with various people
who taught him the business. The order of the presentation
was so smart they were laying building blocks both in
terms of people to meet and what they did, and then in terms
of what the company did. By making a concerted effort to
have a formal orientation for new hires, Yahoo! aides their
ability to become productive employees quickly.
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Lesson 1
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Lesson 2
Develop a comprehensive
approach, as well as a
commitment to track,
develop, reward, and keep
top talent.
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Lesson 3
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Lesson 4
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Lesson 5
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SNAPSHOT PROFILES OF
PARTICIPANTS IN
FUELING THE TALENT
ENGINE:
FINDING AND KEEPING HIGH
PERFORMERS
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Lloyd Braun
Lloyd Braun is Head of Yahoo! Media Group. Braun joined
Yahoo! in November 2004 as head of the Yahoo! Media Group. In
this role, he oversees all creative and business aspects of Yahoo!'s
content properties, including music, games, movies, television,
entertainment, finance, news, weather, sports, health, education
and kids.
Prior to joining the company, Braun served as Chairman of ABC
Entertainment Television Group, a division of The Walt Disney Company, a position he held
from January 2002 until April 2004. He served as Co-Chairman of the division from July 1999.
In this position, Braun had responsibility for all creative, programming and business areas of the
division, which encompassed Touchstone Television and ABC Entertainment. During his tenure
with the ABC Entertainment Television Group, Braun initiated and oversaw the development of
such successful programs as "Alias", "Lost", "Desperate Housewives", "Grey's Anatomy",
"Extreme Makeover", "Extreme Makeover: Home Edition" and "Boston Legal". At the same
time, he shepherded Touchstone Television into one of Hollywood's top suppliers of series
programming.
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Heidi Burgett
Heidi Burgett manages Internal Communications for Yahoo!.
Heidi is responsible for managing the companys intranet,
internal branding, executive speech writing, acquisition
integration communication, and corporate messaging.
Additionally, Heidi provides public relations strategy and
execution on a variety of key issues. In 2004, Heidi was
recognized as a Yahoo! Super Star, the companys highest
honor. Prior to Yahoo!, Heidi managed Internal Communications
for UPS. Heidi holds both a Bachelors and a Masters degree in
Communication from the University of Colorado.
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Wayne Cascio
Wayne is the US Bank Term Professor of Management at the
University of Colorado and Health Sciences Center. He is a
world-renowned scholar, author and teacher. His paper on
Responsible Restructuring was named the most outstanding
research paper in 2003 by the Academy of Management
Executive. Wayne is a member of the SHRM Foundation board
of directors, and past president both of the HR Division of the
Academy of Management, and of the Society for Industrial and
Organizational Psychology (SIOP).
He has published 21 books on human resources including Applied Psychology in Human
Resources Management (6th ed, 2005) and Managing Human Resources (7th ed, 2006). He
currently serves on the Board of Governors for the Academy of Management, as well as CPP,
Inc. He actively shares his HR management knowledge through speaking engagements and
consulting activities, and he has been recognized for his dynamic teaching style in Executive and
11-month MBA programs at the University of Colorado.
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Susan Decker
A key member of Yahoo!'s executive team, Susan L. Decker is
Yahoo!'s chief financial officer and executive vice president of
finance and administration. In this role, Decker is a key participant
in determining Yahoo!'s business strategy, and is also responsible
for managing and setting all aspects of the company's financial
and administrative direction within key functional areas, including
finance, human resources, legal, and investor relations. Decker
reports to chairman and chief executive officer, Terry Semel.
Prior to joining Yahoo! in June 2000, Decker was with Donaldson, Lufkin & Jenrette (DLJ) for
14 years. Most recently, she served as the global director of equity research, a $300 million
operation, where, among other things, she was responsible for building and staffing a non-U.S.
research product based on global sector teams.
Decker holds a Bachelor of Science degree from Tufts University, with a double major in
computer science and economics, and a Masters of Business Administration from Harvard
Business School. She also received the designation of Chartered Financial Analyst in 1989 and
served on the Financial Accounting Standards Advisory Council (FASAC) for a four-year term,
from January 2000 to January 2004. Decker was appointed to the board of directors of Costco
Wholesale in October 2004 and of Pixar Animation Studios in June 2004.
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Loree Farrar
Loree Farrar is Vice President, Global Rewards, at Yahoo! Before
joining Yahoo!, Loree was Director of Compensation, Benefits,
and HRIS at Portal Software, and has also worked at StorageTek
in Boulder, Colorado, and The Upjohn Company in Kalamazoo,
Michigan. Loree holds a Bachelors degree in Folklore and
Mythology from Harvard, and an MBA and Masters in Social
Work from Columbia.
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David Filo
David Filo is Co-founder of Yahoo!, and holds the position of
Chief Yahoo. David, a native of Moss Bluff, La., co-created the
Yahoo! Internet navigational guide in April 1994 with Jerry Yang
and co-founded Yahoo! Inc. in April 1995. Filo serves as a key
technologist, directing the technical operations behind the
company's global network of Web properties. He is credited with
helping build Yahoo! into the world's most highly trafficked Web
site and one of the Internet's most recognized brands. Filo holds a
B.S. degree in computer engineering from Tulane University and
an M.S. degree in electrical engineering from Stanford
University. He is currently on a leave of absence from Stanford's
electrical engineering Ph.D. program.
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Phu Huang
Phu Hoang is Senior Vice-President, Engineering, at Yahoo!. Phu
manages the engineering teams for the Search and Marketplace,
Media, Entertainment, Information, Finance and Hotjobs business
units. He currently oversees product strategy, research and
development for Yahoos Search platform. He joined Yahoo! in
February 1996. Previous to his current position, Hoang held
various roles at Yahoo! in the engineering, product and business
management areas, including serving as general manager of
Yahoo! Shopping and Yahoo! Auctions. He holds a B.S. degree
in electrical engineering from University of Maryland, College Park, and M.S. and Ph. D.
degrees in electrical engineering from University of California, Berkeley.
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Carol Mahoney
Carol Mahoney is Director, Talent Acquisition, at Yahoo!. Prior
to joining Yahoo!, Carol held various positions at Intuit Inc., ProQuest Inc., Synopsys Inc, Digital Equipment Corporation, and
Advanced Micro Devices, among others. Carol holds a Bachelor
of Arts degree in English, from Santa Clara University
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Ken Perluss
Ken Perluss is Director, Technical Talent Acquisition, at Yahoo!.
Ken has spent the past eight years managing Yahoo!s technical
recruiting efforts. Before joining Yahoo!, Ken spent four years at
Silicon Graphics Inc. (SGI) during the companys extensive
growth period. Ken previously spent nearly eight years as a
retained search and contingency recruiter. Born and raised in San
Francisco, Ken graduated from University of California-Davis a
really, really long time ago.
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Libby Sartain
Libby Sartain is Senior Vice President, Human Resources and
Chief People Yahoo. With more than 25 years of experience in
human resource management, Libby Sartain is responsible for
leading Yahoo! Inc.'s global human resources efforts and
managing and developing the human resources team. She also
focuses on attracting, retaining, and developing Yahoo!'s
employees who promote and strengthen the company culture, as
well as represent the powerful Yahoo! brand.
Prior to joining Yahoo! in August 2001, Sartain was "vice president of people" at Southwest
Airlines. An employee of Southwest Airlines since 1988, Sartain managed a staff of 300 and led
all human resources functions at the airline, including employment, training, benefits and
compensation. She also played a key role in developing an employment brand strategy, which
helped double employee growth in six years.
Sartain also served as chairman of the Society for Human Resource Management and was named
fellow of the National Academy of Human Resources. Sartain holds a B.A. degree in business
administration at Southern Methodist University and received her M.B.A. from the University of
North Texas.
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Stephanie Tate
Stephanie Tate is Sr. Talent Acquisition Manager, for the Search
and Marketplace Group at Yahoo!. Stephanie has been at Yahoo!
for 2 years. Prior to Working at Yahoo!, she was an HR
Manager for a start-up, HR Generalist for IDC, and had a stint in
Market Research for Synopsys. She also has worked in film as a
scenic artist in Hollywood. Stephanie attend UC Santa Cruz and
has a certificate in HR Management
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Cheryl Van
Cheryl Van is Vice President, Talent Acquisition, at Yahoo! and is
responsible for helping to create a more efficient process of talent
acquisition and development at Yahoo! Prior to joining Yahoo!,
Cheryl was the Vice President of Human Resources at Critical
Path. Previous to Critical Path, she served as the Vice President
of Employment and Development at Visa International. Cheryl
holds Bachelors degrees in Communication Studies and
Sociology from the University of California at Santa Barbara and
a Masters of Human Resources and Organization Development
from the University of San Francisco.
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Jerry Yang
Jerry Yang is Co-founder of Yahoo!, Chief Yahoo and also a
Director. Jerry Yang, a Taiwanese native raised in San Jose,
Calif., co-created the Yahoo! Internet navigational guide in April
1994 with David Filo and co-founded Yahoo! Inc. in April 1995.
Yang, a leading force in the media industry, has been instrumental
in building Yahoo! into the world's most highly trafficked Web
site and one of the Internet's most recognized brands. A member
of Yahoo!'s board of directors, Yang works closely with the
company's president and CEO to develop corporate business
strategies and to guide the future direction of the company. Yang
holds B.S. and M.S. degrees in electrical engineering from
Stanford University and is currently on a leave of absence from
Stanford's electrical engineering Ph.D. program.
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HRCI CERTIFICATION:
YOUR PROFESSIONAL EDGE
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HRCI Certification
The Human Resource Certification Institute (HRCI) is the credentialing organization founded by
the Society for Human Resource Management (SHRM) to promote the establishment of
professional standards both domestically and globally. HRCI recognizes HR professionals who,
through demonstrated professional experience and the passing of a comprehensive exam, have
met HRCIs requirements for mastering the HR body of knowledge.
HRCI offers two levels of professional certification: the Professional in Human Resources
(PHR) and the Senior Professional in Human Resources (SPHR). Both exams are generalist (i.e.,
they assess the functional areas of the HR field) but differ in terms of focus and the cognitive
level of questions. PHR questions tend to be at an operations/technical level. SPHR questions
tend to be at the strategic and/or policy level.
In 2004, HRCI offered the first international certification examination for HR professionals
working in organizations with facilities and employees around the globe. The Global
Professional in Human Resources (GPHR) meets a major need in the profession today as more
U.S. based HR practitioners have multinational accountability.
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HRCI Certification
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SHRM FOUNDATION
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SHRM FOUNDATION
The SHRM Foundation is the 501(c)(3) nonprofit
organizational affiliate of the Society for Human Resource
Management. Since 1998, the SHRM Foundation has
focused on HR as a strategic business leader. It advances
the profession and increases the effectiveness of HR
professionals through research, innovation and researchbased knowledge.
The SHRM Foundation funds strategic research in the areas of HR Measurement and HR
metrics, the Impact of Technology, Global HR and the Changing role of the HR Professional.
Instructions for submitting a grant proposal (for up to $50,000) are available on the SHRM
Foundation website (www.shrm.org/foundation).
The SHRM Foundation board of directors reviews proposals three times each year (March, June,
and November). Twelve research projects are currently underway. More than 85% of SHRM
Foundation research projects completed since 1998 have resulted in a published article, book, or
major conference presentation.
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SHRM FOUNDATION
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