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Global Employer Branding

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    Copyright Universum 2007

    Global Trends in Employer Brandingand Talent Attraction

    Copyright Universum 2010

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    Welcome!

    Our view on Employer Branding

    What Creates Attractiveness

    Communicating with Talent

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    Universums role is to provide information and advice

    Talent

    Employers Expectations and Preferences

    Advice on getting

    the chosen job

    Employer Value Propositions

    Aggregate and analyse

    Evaluateadjust and communicate

    Information about

    employers

    Actionable knowledge

    on the talent market

    Advice &

    Communication Solutions

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    ...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.

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    Understanding the market with Universums Research

    Universum annually surveys over 300,000 students and 100,000 professionals worldwide through ourstandardised 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 tounderstand the market.

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    A strong EVP will be key in the communication process

    Employer

    Value

    PropositionResearch

    Current Employer BrandingStrategies

    Managementsvisions and goals

    Corporate BrandingStrategy

    Competitors

    BestPractice

    Communicationstrategy

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    Employer Branding serves two main purposes

    Im committed to my employer

    Id love to be a part of that companyAttraction

    Retention &engagement

    50%

    50%

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    Survey Question: What are the main objective(s) of your companys employer branding work?

    (Please choose a maximum of three alternatives)

    Why Organizations Work with Employer Branding?

    Source: Universum 2009

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    Having a strong employer brand creates real value

    Ability to attract the very best people out

    of the talent group

    Ability to resist salary creep in a

    competitive market potential candidateswill have other deciding factors than

    salary

    Shorter time to fill positions

    Higher employee commitment

    Lower employee turnover

    StrongEmployer

    Brand

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    Employer Brand vs Consumer brand

    1. Coca-Cola2. IBM3. Microsoft4. General Electric5. Nokia6. McDonald's7. Google8. Toyota9. Intel10. Disney11. Hewlett-Packard12. Mercedes Benz13. Gillette14. Cisco15. BMW16. Yves St Laurent17. Marlboro18. Honda19. Samsung20.Apple

    Engineering*

    1. Google2. Microsoft3. IBM4. BMW5. Intel6. General Electric7.

    Sony8. Siemens

    9. Shell10. Procter & Gamble11. Johnson & Johnson12. Hewlett-Packard13. Cisco14. Esso/ExxonMobil15. McKinsey & Company16. Schlumberger17. BP18. L'Oral19. Nokia20.Accenture

    Business*

    1. Google2. PricewaterhouseCoopers3. Microsoft4. Goldman Sachs5. Ernst & Young6. Procter & Gamble7.

    J.P. Morgan8. KPMG

    9. McKinsey & Company10. Deloitte11. BCG12. BMW13. Coca-Cola14. L'Oral15. Morgan Stanley16. Sony17. IBM18. Johnson & Johnson19. Deutsche Bank20. General Electric

    * Source: Universums global Ideal Employer ranking 2009

    ** Source: Interbrands Best global brand ranking 2009

    Most attractive global employers Best global brands**

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    Does market success influence employer attractiveness?

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    Source: Universum 2010 Ideal Rankings

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    What CreatesAttractiveness 2010

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    How have trends changed in the last years?

    2000 2001 2003 2004

    Optimism

    High salary expectations

    Long workdays, overtime

    Stock options, bonus

    Realism Pessimism

    2002

    Reasonable salary expectations

    Extra vacation

    Balance work/free time

    Dot.com, start-ups Government, public service

    Security

    Careful optimism

    Challenging work

    Retirement plan

    Contribute to society

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    Global importance of the Drivers of Employer Attractiveness

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    Employer Reputation & Image - Highest performers

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    Highest average rating for any employer in the region

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    People & Culture - Highest performers

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    Highest average rating for any employer in the region

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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

    Consistencybetween 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)Differentiationdo not state the obvious state the unexpectedStrategic approach

    long term (consistency over time) and senior management supportInternal co-operation

    utilising the skills and resources of several departments, ensure co-operationof recruitment with on-boarding

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    Communicating with

    Talent

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    Employer Brand is influenced from several directions

    Direct

    communication

    Employer branding

    Employer

    Brand

    Indirect

    communication

    Corporate branding

    Campus presentationsCareer website

    Advertisements

    People you know at thecompany

    Blogs by employees

    Corporate websiteAdvertisments

    News articlesBlogs about company

    performance

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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 theircontributions 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 Engagement

    Who Computer Science GradsCompetitive problem

    solvers

    What Come work at Google Solve this

    Where Campus, Science magsOutdoor (shared medium

    provokes competition)

    When End of academic year Commuting time

    Why Were the bestWere like you, because we

    act like you

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    Challenging ads to find the right people

    2) 7427466391.com

    1) The challenge

    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

    Prov

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