17. Why do we need a Hiring Plan to complement the Capacity Plan?
Employer Branding
18. The Capacity Plan shows our manpower needs
The Hiring Plan shows our recruitment needs
The Employer Branding Plan makes us first in mind, first in choice
Employer Branding
Target groups
19. Employer Branding
IT, Finance, ...
Sales
Service technicians
time
Target groups
Recruitment needs – Atlas Copco
What is your Hiring Plan for the next 3 years?
Capacity
PLAN
+
hiring plan
20. Employer Branding
Target groups
Recruitment needs – Competition
time
Total
Company C
Company B
Atlas Copco
Who are your main competitors on the labor market?
What are their Hiring Plans?
Capacity
PLAN
+
hiring plan
21. Employer Branding
Target groups
Available resources on labor market
Technical
Sales
IT & Finance
Available
resources
What factors influence the availability of target groups
on the labor market in your region?
time
23. Employer Branding
Target groups
Internal manpower supply through
internships and apprenticeships
...
High turnover rate
...
S W
TO
Increased inflow of women
in technical education
...
Gap between manpower need
and market supply
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to your target groups.
26. What do we stand for as a company?
EMPLOYEE VALUE PROPOSITION
Employer Branding
Value proposition
EVP is our DNA
27. Employer Branding
Value proposition
Work style and culture
Global
Innovative
Career offerBusiness context
Atlas Copco Employee Value Proposition (EVP)
Well-known
customers
Caring culture
Individual responsibility
Development opportunity
Internal career possibilities
Number of
nationalities
Organizational
history
Patents
Employee
survey
Testimonials
Missions
Training
hours
Key Performance
Index
Internal mobility Internal job
market
Local adaptation Local adaptation Local adaptation
Local proofs Local proofs Local proofs Local proofs Local proofs Local proofs
Adapt the Atlas Copco EVP locally.
28. Employer Branding
Value proposition
What EVPs do we have to compete with?
Company CCompany BAtlas Copco
What are the main differences with your competitors’ EVPs?
29. What are the expectations of our target groups?
KEY ATTRACTION DRIVERS
career opportunitiestraining opportunitiessalary
Employer Branding
Value proposition
Do you know the real KAD of your different target groups?
30. Employer Branding
Value proposition
Strong company culture
...
EVP not distinct enough from
competitor EVP
...
S W
TO
Core values match expectations of
young generations
...
Weak image of industry in general
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to EVP and KAD.
35. Employer Branding
Media
The better we know our target groups,
the better we can select the right media
Which are the preferred media of your target groups?
36. Employer Branding
Media
Centrally located head office
with visible logo
...
Website not clear to outsiders
...
S W
TO
Teachers using Atlas Copco example
in lectures
...
Social media content difficult to control
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to media.
38. Employer Branding
Action plan
Target groups
Value proposition
Media
Female, technical education
Age 25-30
Caring culture: room for family & children
Internet
Publish female employee testimonial on website
+ send tweet
Timing: after summer
Cost: working hours + resources needed
41. Weakness: no transparency on career
opportunities
Employer Branding - Belgium
Action plan
Target groups Threat = Technical education & jobs less
attractive for females (only 10% of the engineer
students in Belgium are females)
Weakness : no testimonials on website, via PR,
via direct contacts ambassadors (company visit)
41
1. Pleiades
2. Techno Girls
3. Female Mentorship Program
4. Female ambassadors
42. Company visit of Secondary school : 17 – 18 year old
students who need to choose their further education
―Pleiades‖ event:
Network event for employees
―Techno Girls‖:
10-12 year old girls discover
how attractive industry can
be
42
43. 43
Female Mentorship Program: interview with Marina
Krassyuk and her mentor Paul Fringe
Testimonials of female
ambassadors
44. Weakness: no transparency on products,
processes and applications
Employer Branding - Belgium
Action plan
Target groups
Weakness: closed company culture and less
opportunities for potential employees to participate
in customer events
Threat: decreasing number of technical profiles as
a result of weak image of technical industry
44
1. Product launches
2. Open Company Day
3. I-days
45. 45
Product Launches:
as part of job event
Improve image of Industry:
I(ndustry)-Days
Create transparency on our activities:
Open Company Day (discover the secret of Compressor Technique)
46. PR Strategy : Story model
46
me
rational emotional
proximity
significance
p
r
o
m
i
n
e
n
c
e
conflict
human
interest
unusualness
timeliness
newness
world
60. Weakness: international multinational with strong
focus on innovation
Employer Branding - Belgium
Action plan
Target groups Threat: unknown by general public (Influencers)
Weakness : old fashioned main
building, B2B,…
60
1. Banner@Brussels Airport
2. Restyling HQ
3. Bannering on trailers
4. Use of corporate logo
62. 62
Atlas Copco logo:
Increase visibility by use of corporate brand
Restyling main building @ Airpower:
Make our facilities more attractive
63. Employer Branding - Belgium
Action plan Target Group: Increase the interest for technical
jobs via students & influencers
Message: Share Atlas Copco technology, career-
& development opportunities
Media: Organize guest lectures & events,
communicate via ambassadors & inspiring
managers, Use Website & Social media as a
knowledge portal
63
1. Schools as stakeholder
2. Job fairs & Job event
3. Guest lectures
4. Working principles
5. Sponsorship
64. 64
Job fairs and AC Job event:
Network events between students &
ambassadors
Guest lectures:
Share AC technology and processes
at Universities or events.
65. 33 engineering students – Lessius College …
… building the first Belgian electrical race car …
… to compete in an international race (UK – Germany – Italy)!
Lessius Racing team:
Collaboration between Atlas Copco and Engineers students.
65
67. 67
Share Atlas Copco technology:
Working principles & compressed air
manual is used by teachers during
colleges
68. Employer Branding - Belgium
Action plan
Target group: general public, employees &
influencers
Media: organize CR activities and set up action
were employees become ambassadors.
Communicate via social media and PR
mainstream media (story model: Human interest)
Message: Communicate on our Corporate
responsibility projects and strengthen our
employee engagement
68
1. Fan for life
2. CR world map
3. 10miles
4. ―Atlas Copco spotted‖
69. 69
Use of social media:
Launch of EB Facebook page linked to
corporate engagement of Atlas Copco
