The document summarizes the key findings of Universum's Talent Attraction Barometer Spring 2012 report. It discusses challenges companies face in attracting talent, how they communicate their employer brand, and what metrics they use to measure talent attraction efforts. Differentiation, funding, and cooperation were top challenges, while websites and social media were most used communication channels. Measuring number of applicants and cost-per-hire were common metrics. The document provides an overview of the report and its insights and recommends how companies can use the findings to benchmark, set goals, plan activities, and take action to improve their talent attraction.

1. The Talent Attraction Barometer
Spring Edition, 2012
UNIVERSUMGLOBAL.COM

2. 1. About Universum
2. The methodology
3. The key results
4. Access the full online report and interactive tools
5. How to proceed

3. Who Are We?
We have been working with employer branding and Selection of our 1 200 clients:
talent attraction since
We are present in locations on 5 continents
The group head office is located in Stockholm, the
regional head offices are located in New York
(Americas), Basel (Europe) and Singapore (Asia).
We publish more than career publications
in 10 countries.
Selection of our media partners:
We survey over students
and professionals worldwide.
We have 10 career sites with over
visitors/month.
We organize 40 events with over
participants in countries.
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4. Media Talking About Us
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5. 1. About Universum
2. The Methodology
3. The key results
4. Access the full online report and interactive tools
5. How to proceed
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6. The Talent Attraction Barometer Approach
PURPOSE: To understand the demand SCOPE: Large, medium and small
side of the talent market. Every six companies from all around the world.
months, Universum will conduct a Participants with global, regional and
research aimed at companies, allowing to local perspectives.
benchmark results with peers.
METHODOLOGY: Online DELIVERABLES: Results will be
questionnaire, distributed via published on
Universum’s online channels and via www.universumglobal.com and made
our global network of clients and available via a report to key
partners stakeholders, including press.
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7. The Talent Attraction Barometer
Distribution per key markets – total of 2.641 participants worldwide
EUROPE
Norway Sweden Finland Denmark Spain UK France Italy Germany Russia Holland Poland Switzerland Austria
49 54 6 15 3 11 59 0 119 12 2 188 117 0
ASIA/PACIFIC
Japan
3
China
AMERICAS
Canada 125
India
18
USA 20
148 Singapore
Brazil
25
4 MIDDLE EAST & AFRICA Hong Kong
S. Africa Egypt Turkey Saudi Arabia
Mexico 10
2 0 1 0 0
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8. The Talent Attraction Barometer
Participants per industry
Aerospace and defence 33 Health care equipment and services 48
Auditing and Accounting 58 Industrial engineering 101
Automotive 59 Industrial metals and mining 26
Banks 86 Insurance 37
Beverages 21 Law 16
Business services and operational Management consulting 66
consulting 83
Media and advertisement 45
Chemicals 56
Oil & Gas 77
Construction and materials 54
Pharmaceuticals and biotech 61
Consumer electronics 28
Public sector and Governmental
Educational and research Agencies 40
institutions 32
Real estate 20
Engineering and manufacturing 152
Retailers 45
Fashion and accessories 17
Software and computer services 100
Fast moving consumer goods 95
Strategy Consulting 66
Financial Services 97
Telecommunication Services 59
Forestry and paper 5
Transportation and logistics 63
Hardware equipment - IT 48
Travel and leisure 29
Utilities 22
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9. The Talent Attraction Barometer
Participants’ role
CEO 2,3%
HR Manager/Director 33,3%
Recruitment Manager/Director 18,3%
Employer Branding Manager/Director 12,5%
Marketing Manager/Director 3,3%
University/Student Relations Manager/Director 4,7%
Graduate Recruitment Manager/Director 3,2%
Public Relations/Communications Manager/Director 2,3%
Other 20,1%
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10. 1. About Universum
2. The methodology
3. The key results
4. Access the full online report and interactive tools
5. Jow to proceed

11. Companies Are Facing Similar Challenges
Differentiation is even
Differentiation is key! more relevant!
45% says it is the major concern 50% says it will be the major concern
Funding and cooperation Metrics and global brands
Come respectively second with Become more important:
39% and 38% - 41% will focus on metrics
- 39% will build a global employer brand
2,92% of revenue
Is being spent exclusively in talent attraction. 32% of the respondents
also mentioned that they have had their budgets increased.
What are your main challenges this year. What are your main challenges in 3 to 5 years? 11
What percentage of company revenue is spent on talent attraction?

12. Communication Is One Of The Critical Success Factors
Corporate Website is king! Online and Social Media!
86% says it will use it to promote their Will get a bigger pie of the communication
employer brand budget:
-Online will go from 29% to 30%
- Social media will get 26% (up from 16% in
2012)
Internal communications and Less paper and meetings
on-campus still strong Print media will lose ground: from
73% will use internal communications 23% of the budget to 16%;
and will be present on-campus In-person meetings will go from
31% to 28% of the budget.
69% Already works with employer branding with a
strategic perspective
Which of the following communication channels will your organization use to promote its employer brand during 2012?
How is your communication budget allocated this year? How will it be in 3 years time? 12
How does you organization approach employer branding?

13. Attracting And Retaining Is Still An Issue
Difficult to attract talent? Difficult to attract talent?
China (37%) China (40%)
US (19%) US (20%)
Germany (19%) Germany (19%)
India (13%) India (15%)
Brazil & Switzerland (12%) Brazil (15%)
Cultural fit? Saying goodbye…
8% of current 2012 employees will
88% says they wish to recruit people retire within 5 years
who are a fit/match with our company
culture
48% of companies Are looking for nationals with international
work/study experience willing to move back
home
In which of the following countries do you consider more difficult to attract talent? And in 3 years time?
Are you recruiting this target group? 13
What percentage of your workforce is above or approaching (within 5 years) retirement age?

14. Measuring Becomes More And More Important
# of Applicants
Is the most common KPI (47%)
Rankings?
37%
Are used by 36% of the participating
companies. And so is employee
engagement!
Is also measuring ”quality of hire” and
engagement
Money talks…
31% is monitoring cost-per-hire
17% of companies Still don’t measure their employer branding
efforts
Which key performance indicators are used in your organization to evaluate its employer branding activities? 14

15. 1. About Universum
2. The methodology
3. The key results
4. Access the full online report and interactive tools
5. How to proceed

16. The Talent Attraction Barometer Website
Key data is published on Universum‘s global website:
www.universumglobal.com/talent-attraction
1. Strategy 2. Communication 3. Talent 4. Heatmaps
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17. 1. About Universum
2. The methodology
3. The rankings
4. Access the full online report and interactive tools
5. How to proceed
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18. How To Proceed?
Keep yourself up-to-date with the latest practices
UNDERSTAND & BENCHMARK YOUR RESULTS
How do your own figures differ from the total results and industry results?
What can you improve?
What are your strengths?
DECIDE YOUR POSITION AND GOALS
To enable change, and get traction within your organization, it is imperative to establish a
common goal and clear targets for your employer brand. Universum helps clients develop a
KPI dashboard for employer branding, with measurements for attractiveness, brand, and
conversion.
PLAN YOUR ACTIVITIES
To achieve your goals it’s imperative to put a plan in practice and get the required internal buy-
in. Universum helps clients develop internal cross-functional workshops that help planning
your activities and achieve the required internal buy-in.
TAKE ACTION!
1) Activate your new initiatives
2) Keep track of the latest results and your performance
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19. FOR MORE INFORMATION GO TO:
WWW.UNIVERSUMGLOBAL.COM
THANK YOU!
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