Employer Branding - get ahead of the curve 2017
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Now, more than ever, your employment brand needs to be working hard to attract and retain top talent. Join us for a 45-minute webcast to uncover where HR & Talent Acquisition leaders should focus in the year ahead to be competitive. Jessica Tucci, National Employer Brand Leader at PWC and Kit Foong, Regional Business Development Director - APAC at Universum will talk about: How you can define key audiences and develop a targeted talent attraction strategy How to define a content strategy to engage effectively online How you can use your Employer Brand to differentiate yourself from your competition
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Employer Branding - get ahead of the curve 2017
- 1. To listen to the presentation, please click “Audio” then “call using computer”. Live Webcast Employer Branding – get ahead of the curve in 2017
- 2. § Everyone on the line is muted § Please type questions into the chat box addressed to All Panelists § Dedicated Q&A at the end § The presentation and recording will be sent via email after the webcast Housekeeping
- 3. Jessica Tucci National Employer Brand Leader PWC Meet your speakers Kit Foong Regional Business Development Director APAC Universum
- 4. For 28 years, we have partnered with organizations to build successful employer brands ActivationStoriesResearch
- 6. Employer Value Proposition = How you want to be seen EMPLOYER VALUE PROPOSITION What is in line with corporate values & communication? What are management’s vision and goals? What is attractive to current and future employees? What are the target group’s preferences? Is this in line with how you are currently perceived? Is repositioning required? In what areas do you have a competitive edge? Where do you lag behind your competition? What are seen as strengths by current employees? Are there crucial perceptions that can be made true?
- 7. YOUR INTERNAL IDENTITY CREDIBLE YOUR EXTERNAL IMAGE ATTRACTIVE WHAT TALENT WANTS Defining and refining your EVP CREDIBLE TRUE COMPETITIVE THRESHOLD DISTINCT
- 8. Foundations – EVP 31% 39% 19% 10% 39% 34% 20% 6% 48% 31% 13% 6% 58% 26% 12% 3% Employer Value Proposition / EVP Core Values Corporate Brand Proposition Customer Brand Proposition Small Medium Large WMAE The majority of the World’s Most Attractive Employers have an EVP Most others (65%) plan to develop an EVP
- 10. TeamworkPerformance Career Status Learning Purpose Innovation Reward Empowerment The Nine Employer Brand Territories Territories/Positioning TeamworkPerformance Career Status Learning Purpose Innovation Reward Empowerment
- 11. TeamworkPerformance Career Status Learning Purpose Innovation Reward Empowerment The most common EVP ingredients for the WMAE 29% Innovation 24% Creative / Dynamic Environment Clear Path for Advancement 25% 25% High Responsibility 23% Diversity & Inclusion 30% Inspiring Purpose Territories/Positioning Training & Development 38% 38%
- 12. Territories – Positioning vs. Student attraction drivers Employer Attributes (WMAE) EVP Inclusion Relative Attraction (RANK) % Business Engineering / IT Training & Development 38 2nd 4th Inspiring Purpose 30 19th 17th Innovation 29 17th 1st Clear path for advancement 25 12th 13th High level of responsibility 25 Creative / dynamic environment 24 5th 2nd Diversity & inclusion 23
- 13. Global Local– WMAE Brand Guidelines What have you included in your Employer Brand Guidelines? 94% 79% 79% 67% 65% 51% 1% Definition of our employer Creative identity / visual Recruitment advertising Advertising / communication Guidance on social media Guidance on internal Other
- 14. Global Local – Communication Campaigns WMAE – Campaign localization? 37% 47% 37% 23% One global campaign Targeted campaigns for graduates / experienced hires Targeted campaigns by region / country Targeted campaigns by job function
- 15. Socializing – Future channel investment (World’s most attractive employers)
- 16. Socializing – Content development 92% 88% 66% 48% 46% 28% Employer websites / career sites LinkedIn Facebook YouTube Twitter Instagram Which of the following have you developed employer brand content for?
- 17. Socializing World’s most attractive employers content planning and creation Content Creation ResponsibilityContent Planning for Social Media Channels 38% 41% 20% 2% As and when needed 2-3 months in advance 6-12 months in advance more than a year in advance 56% 22% 12% 11% A dedicated team within Talent Marketing/Employer Various teams across the business Corporate marketing Outsourced to an agency or consultant
- 18. Employer Brand Maturity Model Traditional Developing Advanced Leading Talent Acquisition siloed from HR Close alignment between TA and HR Close alignment between HR & MarComms Close alignment between HR MarComms & C-Suite EVP driven recruitment marketing EVP driven, internal- external, talent marketing EVP driven talent management & experience Consistently branded career / social sites Active content management & social engagement Employee generated content, advocacy & referral Recruitment metrics (CPH / TTH etc.) Integrated metrics across the employee life-cycle Predictive, performance driven analytics HRD takes ultimate accountability CEO takes ultimate accountability Inconsistent job-focused advertising Reactive over-reliance on agencies / paid media Partnership Focus Channels Metrics Ownership
- 19. Summary § EVPs increasingly the foundation for employer brand marketing § Most leading employers are investing more time, effort, and money into social media § This is increasingly balanced with targeted campaigns and rich local content § Most WMAE now have a dedicated content team and calendar § “Integrated” employer brand metrics also still work in progress for many
- 20. PWC Case Study Jessica Tucci National Employer Brand Leader PWC
- 21. PwC A new world Changing landscape
- 22. We’re not just an ‘accounting firm’. We’re looking for STEM talent
- 23. Get to know your audience
- 24. “My career will be one of choice, not one chosen out of desperation. It will align who I am with what I do.” Male graduate employee PwC Understand their expectations
- 25. PwC True Credible Attractive Build your messaging platformBuild your messaging platform
- 26. PwC We are the #2 most powerful brand Meaningful work in a creative dynamic environment Build trust in society & solve important problems Unique selling pointsUnique selling points
- 29. PwC
- 30. PwC
- 31. PwC Set a channel strategy Social media Digital media Events Set a channel strategy strategy Sponsorships Website
- 33. PwC Have your people tell the story
- 37. PwC Have fun, be helpful and be relevantHave fun, be helpful and be relevant
- 38. PwC
- 40. Jessica Tucci National Employer Brand Leader PWC Questions? Kit Foong Regional Business Development Director APAC Universum
- 41. Thank you You will receive an email with the recording and the slides. Join us next week for Employer Brand Week, every day new eBooks, guides, webcasts and events. Employer Brand Week 2016 12 – 16 September http://lnkd.in/getnoticed