Employer Branding is a logical process through which employers strive for one main goal: to have a strong appeal on their future and current ideal employees

1. 1 Klicka här för att ändra format på bakgrundstexten Nivå två Nivå tre Nivå fyra Nivå fem UNIVERSUM Definition of Employer Branding Presentation by Carlo Duraturo, Global AccountDirector Facebook.com/employerbrand LinkedIn.com/in/duraturo Twitter.com/duraturo CarloDuraturo.com 1 Copyright Universum 2008

3. The group head office is located in Stockholm, the regional head offices are located in Philadelphia (Americas), London (Europe), Cologne (DACH) and Shanghai (Asia).

4. We serve more than 1 200 clients globally, including the majority of Fortune 100 companies.

5. We survey over 350 000 students and 100 000 professionals annually in 33countries.

6. We publish more than 160 career publications in 10 countries.

7. We have 10 career sites with 400 000 visitors/month.

8. We organize 40 events with over 3 000 participants in 14 countries.

9. We publish the world’s foremost journal on Employer Branding, Universum Quarterly.Selection of our 1 200 clients: 2

10. 3 The Universum business Universum helps companies improve their performance through more successful recruitment and retention by ensuring improvements to their Employer Brand. We help employers: Decide Desired brand position Know Their image, audience and competitors Act By reaching the talent market through our communication solutions Plan Their communication activities

11. Definition of Employer Branding “Employer Branding is a logical process through which employers strive for one main goal: to have a strong appeal on their future and current ideal employees.” 4

12. The Employer Brand is reflected in two audiences Attraction Retention & engagement 50% 50% FUTURE IDEAL EMPLOYEES “I’d love to be a part of that company” CURRENT IDEAL EMPLOYEES “I’m committed to my employer” 5

13. 6 There are 4words in this definition we should pay extra attention to: Process First of all, Employer Branding is an ongoing and continues process and not a one-time campaign. Remember, Employer branding is long term work, while recruitment is a short term work. Future employees In most cases, Employer Branding activities are initiated to attract external talents to the organization, and to build up a correct future image in the external market. Current employees But most companies seem to forget that Employer Branding is also important to build the right internal image, in order to keep and even engage current employees. Ideal You don't want to attract everybody, only the talents in your target group. And you don’t want to keep everybody in your organization, only the one you would regret to lose.

14. 7 Klicka här för att ändra format på bakgrundstexten Nivå två Nivå tre Nivå fyra Nivå fem UNIVERSUM Thank you For more information, contact me on cd@universum.se www.carloduraturo.com 7 Copyright Universum 2008 Copyright Universum 2008