The KSA talent landscape continues to evolve in response to challenges prompted by the global pandemic. Organisations need to quickly pivot their executive leadership and employer brand strategies. Businesses must embrace agile decision-making, sustainable reputations and inspiring, localised candidate experiences to align with the quick-changing requirements of audiences.
In this webinar, Cielo experts discuss the importance of developing an effective employer brand, acquiring the right executive leadership and curating the appropriate reputation for KSA-based companies. They will be joined by TA leaders in the region, and the group will discuss how TA teams are creating value for the business amid current world events – with a specific focus on what this means for the KSA region.
We will:
Explore the relationship between executive leadership, reputation and employer branding
Showcase how candidate and employee experiences can help organisations create value through talent
Demonstrate how agility, innovation and change management can help TA teams find success in the rapidly evolving and digitising world of work
Being clear, decisive and resilient are keys to success in today’s executive talent markets. Join us as we talk through steps to strengthen and stabilize your strategies moving forward.
2. 2
AGENDA & SPEAKERS
INTRODUCTIONS
SETTING THE SCENE
• THE REPUTATION ECONOMY
• HOW IS CORPORATE VALUE DEFINED TODAY
• WHAT IS EMPLOYER BRANDING
THE ABBVIE STORY
WHAT NEXT
• EXPERIENCE MARKETING
• DIGITAL ANTHROPOLOGY
• A LENS ON CURRENT EVENTS
3 THINGS TO DO TOMORROW
Q&A
3. 3
GLOBAL CAPABILITY, LOCAL INSIGHT
GLOBAL RECOGNITION OF EXCELLENCE
MILWAUKEE
BUENOS AIRES
MANCHESTER
LONDON
COLOGNE
BUDAPEST
PARIS
DUBAI
HONG KONG
MANILA
SINGAPORE
103 Countries
176 Clients
39 Languages
2k Employees
14 Offices
162k Annual Hires
GUANGZHOU
SHANGHAIWUHAN
4. 4
CIELO EMPLOYER BRAND & MARKETING
Best Use of Social Media
2016 (finalist) 2015 (winner)
Excellence in Employer Branding (2017) Best creative offline
marketing
2019 (winner)
2019
(winner)
2019
(winner)
200M
People interactions per annum
400+
Premium
Campaigns
per annum
150m
Digital
impressions
per annum
42EVPs
created
38
Managed
websites
150+
Social Profiles
managed by
Cielo on behalf
of clients
39
Social Media
Programs
72
Countries
covered by
websites
25k
BAU
Campaigns
per annum
8 clients awarded
CandE’s in 2018 & 2019
BRAND
Insight & Research
Digital
Content & Creative
Managed Services &
Social Media
Consulting: Strategy,
DEI, Brand & EVP
6. 6
Creating sustainable corporate value has never been more
important yet challenging than in today’s changing world.
The future of work is accelerating on the back of
COVID-19, digitization and the reputation economy.
With company valuations increasingly weighted towards
intangible assets such as reputation, culture and people,
organisations need to focus on their leaders, employer
brands and reputation for competitive advantage.
The right blend of these components will enable a future
focussed business strategy built upon differentiated
products/services and memorable experiences for all
stakeholders, especially customers.
SUSTAINABLE ADVANTAGE IN THE REPUTATION ECONOMY
Reputation Defines Company Valuation
Intangible value is much more critical to the valuation of businesses today
84% of market value
8. WHAT DO WE MEAN BY
EMPLOYER BRANDING &
EXPERIENCE
MARKETING
9. 9
CHANGING TIMES
War for Talent Talent Pools Communities Glocal EVP
One Brand Candidate Experience Authentic Social Mobility
Automation Machine Learning Artificial intelligence Future of Work
Consumer Grade Agile Sustainable PANDEMIC
11. 11
YOUR TALENT BRAND MATTERS
Your message – via the company website, social
media platforms, emails, reputation websites, etc. –
should all come together in a cohesive employer
brand story that separates itself from competitors
and engages people to want to spread the word.
94% of people are more likely to apply to a job at
a company that activelymaintainsitstalentbrand.
(Indeed Talent Attraction Study)
When making a decision on where to
apply for a job, 84% of job seekers say the
reputation of a company asan employer isimportant.
(TalentNow)
(LinkedIn)
(Corporate Executive Board)
12. THE GOAL - TALENT MAGNETISM
Experience
Using technology, creativity, data
and human interactions to build a
differentiated experience for talent,
whether they are successful or not.
Candidates expect experiences to
be consumer-grade and
increasingly simple, mobile-
enabled and personalised
Reputation
Understanding and leveraging
current perceptions of your global
brand and how to build more local
advocacy and brand presence to
improve reputation and attraction
in your target markets
Demand
Crafting demand for your careers
and increasing your reach, fully
leveraging data and talent
intelligence to improve the
accuracy of that reach
All activities by which we generate enough relevant candidates
(Qualified, Interested & Available) to fill the top of the funnel to
achieve the right conversions into hires and into engagement
CANDIDATE GENERATION
13. 13
Employer Brand = Company Reputation
These both depend on experience
85% of people are more likely
to stick with a brand through a crisis
if that brand is transparent.
14. 14
TALENT MARKETINGCONSUMER MARKETING
EMPLOYER BRANDING REDEFINED
The sole purpose of marketing is to sell
more stuff to more people, more often,
at higher prices and more efficiently.
There is no other reason to do it.
The sole purpose of Employer Branding is to
match more jobs to more people, more often, at
greater mutual value and more efficiently.
There is no other reason to do it.
15. 15
Designing your offer for talent in the 21st century
WHAT IS AN EMPLOYEE VALUE PROPOSITION (EVP)?
Brand Reputation
Location / Environment
Underpinned by Leadership Vision / Story
Lifestyle
.
+
+
Is it financially stable?
Is it a leader in the marketplace?
Is it growing and does it have a plan for the future?
Is it a well-known and respected business?
Does it have kudos?
Are its products and services respected and/or loved?
How desirable/convenient is the location?
Would I feel proud to show it to my friends and associates?
Would I enjoy spending time here?
Is it interesting and stimulating?
Would I be making a meaningful contribution / making a
difference?
Is it a good match for my skills and talents?
Can the organisation support my future ambitions?
Will I get the training and coaching I need to progress?
How easy is it to be promoted/move within the organisation?
How flexible are the working arrangements?
Will I be able to balance my work and personal commitments?
How progressive is the business in terms of enabling new ways
of working through technology etc?
EXTRINSIC
“Money, Status & Power”
INTRINSIC
“Satisfaction, Fulfilment & Enjoyment”
Rewards
Organisation Opportunities
Work+
Are the salary and benefits competitive?
What is given that others do not?
Is there a genuine link to performance?
What are the formal and informal recognition pathways?
Culture / People
“THE RIGHT DEAL”
Is there a clear and compelling story about where the business is heading?
Is it backed up by a sound strategy and owned by strong leaders?
Is this a journey I want to be part of? (Where do I fit in and what’s in it for me?)
What are the true values and do they match mine?
What’s the management style? Inclusive or distant?
Will I feel values, respected and empowered?
+
19. At AbbVie, we strive to
make a remarkable
impact on the lives of
patients.
20. AbbVie has as long history in healthcare dating back to 1888 with Abbott
130+ years
of patient care
Millions of lives touched
Launched as AbbVie in
2013
21. With Allergan, AbbVie has an expanded global footprint of state-of-
the-art facilities
Ludwigshafen, Germany
Tokyo, Japan
Massachusetts, USA:
Cambridge
Worcester
Illinois, USA:
Lake County
North Chicago
California, USA:
Redwood City
San Francisco
Sunnyvale
Texas, USA:
Houston
Waco
Cincinnati, OH, USA
New Jersey, USA:
Branchburg
Madison
California, USA:
Campbell
Dublin/Pleasanton
Irvine
Heredia, Costa Rica
Marlow, United Kingdom
Ireland:
Dublin
Galway
Westport
Pringy, France
Grâce-Hollogne, Belgium
Grande Guarulhos, Brazil
Michigan, USA
Wyandotte
Barceloneta,
Puerto Rico (2)
Ireland:
Ballytivnan
Cork
Sligo
Campoverde, Italy
Singapore, Singapore
AbbVie facilities
Allergan facilities*Not all sites pictured
22. AbbVie: Who we are
We have market leadership in attractive growth
segments
#1
Immunology
#2
Hematologic
oncology
#1
Aesthetics
Leadership in
Women’s
health
#1
Global HCV
Leadership in
Eye care
28. Live monthly webinars
Development tools and resources
On-demand webinar library
LDPtube – a YouTube like development experience!
AbbVie’s Commitment to
Your Development.
31. 31
EXPERIENCE MARKETING
KEY STAKEHOLDERS
TODAY AND TOMORROW
BOTS, ROBOTS &
ALGORITHMS
CEO & COO CFO CMO &
COMMS
BUSINESS
LEADERS
PEOPLE
MANAGERS
TALENT
LEADERS
TALENT
INSIDE & OUT
CTO &
DIGITAL
RISK GROWTHCOST
THE CUSTOMER & THE PLANET
35. 35
• Unprecedented change in both customer and talent markets
• Brands are most likely to be made or broken at the top of a boom or bottom of a bust
• Inclusive and collaborative cultures proving more agile than traditional command/control hierarchies
• Personalization and speed key
• The need for advanced careers websites and CRM experiences is further highlighted with careers traffic soaring and the need
to nurture & engage much larger talent pools and communities of people, for longer and with highly nuanced messaging
• In addition to the strategy and machinery of employer branding and talent acquisition infrastructure, the oil that that must keep
the engine running smoothly is content and reputation management
• Those with robust social media, reputation management and content strategies, especially user generated, are standing out –
across awareness, perception and conversion
CURRENT TRENDS
70%
61% increase in social media
engagement including
40% WhatsApp and 58%
across Wechat and
Weibo
(Kantar, April 03 2020)
70% increase in
web browsing
(Kantar, April 03 2020)
67% ofKSAandUAEnationssawa significantincrease in their
social mediabrowsing duringCOVID;spendingmosttimeof
theirtimeWhatsApp andTwitter. KSAandUAEhavethe
highestpenetrationratesofWhatsAppat 86%; and95%
respectively.
39. 39
Make content relevant,
accurate and appropriate for
your audience
Are you finding the right balance
between the head and the heart?
And is it localized fully?
Reflect your brand’s
mission, vision and values
Don't become something you
weren't before – speak to who your
organization is
Know your audience
Current employees and future
candidates, employees
and alumni
Who will see your message?
How will they feel about it?
What are their intrinsic & extrinsic drivers?
3 STEPS TO ADAPT YOUR EMPLOYER BRAND
1 2 3
Cielo is the world’s leading strategic Recruitment Process Outsourcing (RPO) partner.
We leverage our global reach, local talent acquisition expertise and customized solutions to help clients achieve a sustained advantage and outstanding business outcomes through their talent practices.
Cielo’s global presence includes 2,000 employees, serving 176 clients across more than 100 countries in 39 languages
Andy
Employer brand has always been more than talent attraction. Now more than ever before companies are being watched on how they are managing in a crisis. Your employer brand has always been tied to your company reputation and now that is all underpinned by experience: to current employees, candidates and alumni
How are you looking after your teams? Keeping your best people, developing them? How are you supporting your employees? Are you aligned with in your industry? This is vital for your employee reputation in the long term, especially consumer brands. You can lose employees, potential candidates and even clients.
Andy
Cielo is committed to keeping you informed and equipped with the resources and support you need to navigate this unique time.
We’ll be sending you all a recording of this webinar, the slides tomorrow. And sharing new resources and tools as we produce them.