Global Trends in Employer Branding and Talent Attraction

Copyright Universum 2007

Copyright Universum 2010

Welcome!

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Our view on Employer Branding What Creates Attractiveness Communicating with Talent

Universums role is to provide information and advice

Employers
Actionable knowledge on the talent market

Aggregate and analyse

Expectations and Preferences

Advice on getting the chosen job

Advice & Communication Solutions

Information about employers

Employer Value Propositions

Evaluate adjust and communicate

Talent

...in line with the employer branding process.

Universums Employer Branding Model

Understand

Decide

Plan

Act

Employer Branding is a logical process through which companies reach one main goal: to have a strong appeal on their current and future ideal employees.

Understanding the market with Universums Research

Universum annually surveys over 300,000 students and 100,000 professionals worldwide through our standardised research. In addition to this research we conduct research in several other countries through our consulting projects. Both standard and customized research allow you to have the information you need to understand the market.

A strong EVP will be key in the communication process

Current Employer Branding Strategies Managements visions and goals

Research

Employer Value Proposition

Communication strategy

Competitors Best Corporate Branding Practice Strategy

Employer Branding serves two main purposes

50%
Attraction Id love to be a part of that company

50%
Retention & engagement Im committed to my employer

Why Organizations Work with Employer Branding?

Source: Universum 2009

Survey Question: What are the main objective(s) of your companys employer branding work? (Please choose a maximum of three alternatives)

Having a strong employer brand creates real value

Ability to attract the very best people out of the talent group

Strong Employer Brand

Ability to resist salary creep in a competitive market potential candidates will have other deciding factors than salary Shorter time to fill positions Higher employee commitment Lower employee turnover

Employer Brand vs Consumer brand

Most attractive global employers
Engineering* 1. Google 2. Microsoft 3. IBM 4. BMW 5. Intel 6. General Electric 7. Sony 8. Siemens 9. Shell 10. Procter & Gamble 11. Johnson & Johnson 12. Hewlett-Packard 13. Cisco 14. Esso/ExxonMobil 15. McKinsey & Company 16. Schlumberger 17. BP 18. L'Oral 19. Nokia 20. Accenture
* Source: Universums global Ideal Employer ranking 2009 ** Source: Interbrands Best global brand ranking 2009

Best global brands**

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Coca-Cola IBM Microsoft General Electric Nokia McDonald's Google Toyota Intel Disney Hewlett-Packard Mercedes Benz Gillette Cisco BMW Yves St Laurent Marlboro Honda Samsung Apple

Business* 1. Google 2. PricewaterhouseCoopers 3. Microsoft 4. Goldman Sachs 5. Ernst & Young 6. Procter & Gamble 7. J.P. Morgan 8. KPMG 9. McKinsey & Company 10. Deloitte 11. BCG 12. BMW 13. Coca-Cola 14. L'Oral 15. Morgan Stanley 16. Sony 17. IBM 18. Johnson & Johnson 19. Deutsche Bank 20. General Electric

Does market success influence employer attractiveness?

Source: Universum 2010 Ideal Rankings

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What Creates Attractiveness 2010

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How have trends changed in the last years?

Optimism Realism Pessimism Careful optimism

Stock options, bonus Long workdays, overtime

Extra vacation Balance work/free time

Retirement plan Challenging work

Dot.com, start-ups Security High salary expectations

Government, public service

Contribute to society

Reasonable salary expectations

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2001

2002

2003

2004

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Global importance of the Drivers of Employer Attractiveness

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Employer Reputation & Image - Highest performers

Highest average rating for any employer in the region

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People & Culture - Highest performers

Highest average rating for any employer in the region

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Global career goals 2009 Business & Engineering

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2009 - Top 3 career goals by region - Business

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2009 - Top 3 career goals by region - Engineering

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Global trends among students 2009 - 2010

Flight to safety temporary Not giving up the work-life balance permanent Importance of industry down large differentiation between individual employer brands permanent More time spent researching temporary More emphasis on meeting real people and managers - permanent

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Winning formula when creating attractiveness

Consistency between the corporate brand and the employer brand, leverage the often much stronger and better financed efforts around the corporate brand between business units (nationally) and countries (globally) between promise and delivery (image and identity) Differentiation do not state the obvious state the unexpected Strategic approach long term (consistency over time) and senior management support Internal co-operation utilising the skills and resources of several departments, ensure co-operation of recruitment with on-boarding

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Communicating with Talent

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Employer Brand is influenced from several directions

Direct communication

Campus presentations Career website Advertisements

Corporate website Advertisments

Employer Brand
Indirect communication
People you know at the company Blogs by employees News articles Blogs about company performance

Employer branding

Corporate branding

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Segmentation is key to creating an attractive proposition

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Case Studies

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Global EB positioning must be aligned in all communication

Make sure to align channels that you can influence because some channels you cannot
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Google combines brand with commitment to talent

Our employees, who have named themselves Googlers, are everything. Google is organized around the ability to attract and leverage the talent of exceptional technologists and business people. We have been lucky to recruit many creative, principled and hard working stars. We hope to recruit many more in the future. We will reward and treat them well. Talented people are attracted to Google because we empower them to change the world; Google has large computational resources and distribution that enables individuals to make a difference. Our main benefit is a workplace with important projects, where employees can contribute and grow. We are focused on providing an environment where talented, hard working people are rewarded for their contributions to Google and for making the world a better place. Larry Page & Sergey Brin in 2004 Founders' IPO Letter

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Google recruitment from interruption to engagement

Interruption Who What Where When Why Computer Science Grads Come work at Google Campus, Science mags End of academic year Were the best

Engagement Competitive problem solvers Solve this Outdoor (shared medium provokes competition) Commuting time Were like you, because we act like you

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Challenging ads to find the right people

1) The challenge 2) 7427466391.com

3) The pitch

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PwC connects with the students

International Flying Start International Flying Start is a systematic career development program held by PwC Provide a 7-year career planning from 1st year on campus until 3rd year at work Range from school education guidance, internship to international job transfer

PwC LEAP PwC LEAP is the student club held by PwC Every leap manager has a PwC mentor LEAP is a door to PwC internship which make the club very attractive L - Learning - learn accounting knowledge and PwC news E - Experience - experience PwC culture A - Association - associate with top students from all over China P - Progress - take progress with LEAP

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Challenging ads to find the right people

Source: Unilever presentation at Universum Awards France 2007 30

Generational Patterns - summary

Talent expects: -Truth -Flexibility -Building the Me-Brand - Leadership

Employers need: - Courage and knowledge - Innovation - Strong brand and training - Leadership

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