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Employer Brand Week Universum Webinar

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Richard Mosley takes us through what's new in Employer Branding.

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Employer Brand Week Universum Webinar

  1. 1. Employer Brand Week Webinar 15th of September, 2016
  2. 2. Before we begin… • Housekeeping – Mute – Size of slides – Submitting questions – Time for Q&A • Employer Brand Week – #getnoticed
  3. 3. Employer Branding Now Top Line Results from Universum’s Global Benchmark Survey Richard Mosley – Global Head of Strategy Universum
  4. 4. TOPICS Foundations Territories Localization Socializing Experience Metrics
  5. 5. GLOBAL PRACTICE SURVEY GROUP 1 - SMALL 545 450 219 GROUP 2 - MEDIUM GROUP 3 - LARGE Companies with less than 1 000 full time employees Companies with 1 000-10 000 full time employees Companies with more than 10 000 full time employees 270 GROUP 4 - WMAE World’s Most Attractive Employers –among the most attractive employers in at least 6 of the 12 largest economies in the world Conducted January-April 2016 among 2500+ managers responsible for Employer Brand management at the global and local level
  6. 6. 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
  7. 7. FOUNDATIONS – Typical Structure Most EVPs incorporate a core positioning and pillars BOLD: We’re not afraid to take risks AMBITIOUS: We work with smart people to solve big problems OPTIMISTIC: We can make the world better together THRIVING: We’re just getting started WELCOMING: We respect and embrace different people and perspectives
  8. 8. TERRITORIES The Seven Basic Plots The Nine Employer Brand Positioning Territories TeamworkPerformance Career Status Learning Purpose Innovation Reward Empowerment
  9. 9. TERRITORIES TeamworkPerformance Career Status Learning Purpose Innovation Reward Empowerment The most common EVP ingredients for the WMAE Training & Development 38% 29% Innovation 24% Creative / Dynamic Environment Clear Path for Advancement 25% 25% High Responsibility 23% Diversity & Inclusion 30% Inspiring Purpose
  10. 10. CHANGING THE WORLD
  11. 11. MAKING AN IMPACT
  12. 12. MAKING THINGS POSSIBLE
  13. 13. WELCOMING DIVERSITY
  14. 14. TERRITORIES – Making it meaningful
  15. 15. TERRITORIES – Positioning vs. Student attraction drivers Some mismatches but general attractiveness not the only factor 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
  16. 16. TERRITORIES – The Power of Purpose 1. Alignment with corporate purpose and values Two good reasons to build Purpose into your EVP 28% One of the most commonly shared characteristics of the 18 enduringly successful companies that Collins and Porras studied in ‘Built to Last’ was a clear statement of purpose.
  17. 17. TERRITORIES – The Power of Purpose Two good reasons to build Purpose into your EVP 2. To attract purposeful people 28% Purpose-Driven People (helping others / making things better / meaningful work) Status-Driven People (Financial gain / getting ahead / achieving higher status) 72%
  18. 18. TERRITORIES – The Power of Purpose 2. Purpose-driven people perform better Significantly more likely to: • Achieve higher performance scores • Build stronger relationships • Be net promoters of the organization • Rise to Director level positions Source: Imperative Workforce Purpose Index Study - 2015
  19. 19. LOCALIZATION – Top 3 Attraction Drivers per Country Source: Universum Survey - 2016 Australia Innovation Canada Innovation Germany Innovation India Innovation UK Innovation USA Innovation China Italy France Russia Brazil Japan Engineering / IT Attraction Drivers TOTAL 1. Innovation
  20. 20. LOCALIZATION – Top 3 Attraction Drivers per Country Source: Universum Survey - 2016 Australia Innovation A creative and dynamic work environment Canada Innovation A creative and dynamic work environment Germany Innovation India Innovation A creative and dynamic work environment UK Innovation USA Innovation A creative and dynamic work environment China A creative and dynamic work environment Italy A creative and dynamic work environment Engineering / IT Attraction Drivers TOTAL 1. Innovation 2. 3. Creative / dynamic environment France Russia Brazil Japan
  21. 21. LOCALIZATION – Top 3 Attraction Drivers per Country Source: Universum Survey - 2016 Engineering / IT Attraction Drivers TOTAL 1. Innovation 2. High future earnings 3. Creative / dynamic environment Australia Innovation A creative and dynamic work environment Canada Innovation A creative and dynamic work environment High future earnings Germany Innovation Competitive base salary India Innovation A creative and dynamic work environment High future earnings UK Innovation Professional training and development High future earnings USA Innovation A creative and dynamic work environment China A creative and dynamic work environment Italy A creative and dynamic work environment France High future earnings Russia High future earnings Brazil Japan
  22. 22. LOCALIZATION – Top 3 Attraction Drivers per Country Source: Universum Survey - 2016 Engineering / IT Attraction Drivers TOTAL 1. Innovation 2. High future earnings 3. Creative / dynamic environment 4 Professional training & development Australia Innovation A creative and dynamic work environment Professional training and development Canada Innovation A creative and dynamic work environment High future earnings Germany Innovation Competitive base salary India Innovation A creative and dynamic work environment High future earnings UK Innovation High future earnings Professional training and development USA Innovation A creative and dynamic work environment Leaders who will support my development China A creative and dynamic work environment Professional training and development Italy A creative and dynamic work environment Professional training and development France High future earnings Russia High future earnings Professional training and development Brazil Professional training and development Japan
  23. 23. LOCALIZATION – Top 3 Attraction Drivers per Country Source: Universum Survey - 2016 Engineering / IT Attraction Drivers TOTAL 1. Innovation 2. High future earnings 3. Creative / dynamic environment 4 Professional training & development Australia Innovation A creative and dynamic work environment Professional training and development Canada Innovation A creative and dynamic work environment High future earnings Germany Innovation Competitive base salary Secure employment India Innovation A creative and dynamic work environment High future earnings UK Innovation Professional training and development High future earnings USA Innovation A creative and dynamic work environment Leaders who will support my development China A creative and dynamic work environment Professional training and development Good reference for future career Italy A creative and dynamic work environment Professional training and development Challenging work France High future earnings A friendly work environment Challenging work Russia High future earnings Professional training and development Market success Brazil Professional training and development Good reference for future career Clear path for advancement Japan Challenging work Respect for its people Attractive/exciting products and services
  24. 24. LOCALIZING – Global Local Content 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
  25. 25. LOCALIZING – Global Local Content 68% of the WMAE have published Employer Brand Guidelines 94% 79% 79% 67% 65% 51% 1% Definition of our employer brand promise/EVP Creative identity / visual expression Recruitment advertising headlines / taglines Advertising / communication templates Guidance on social media application Guidance on internal communication Other
  26. 26. LOCALIZING – Global Local Content
  27. 27. LOCALIZING – Global Local Content 9% 8% 7% 6% 5% 4% 3% 2% 1% 2000 2002 2004 2006 2008 2010 2012 2016 Digital advertising click-through rates are approaching rock-bottom
  28. 28. LOCALIZING – Global Local Content Mobile Ad-blocking browsers have now gone mainstream
  29. 29. 29universumglobal.com 2 billion people are now active social / mobile users Up 17% (283 million people) since 2015
  30. 30. LOCALIZING – Global Local Content USA GERMANY CHINA
  31. 31. LOCALIZING – Global Local Content
  32. 32. SOCIALIZING – Global Local Content
  33. 33. LOCALIZING – Global Local Content
  34. 34. SOCIALIZING – Future channel investment
  35. 35. SOCIALIZING – Content development 92% 88% 66% 48% 46% 28% Employer websites / career sites LinkedIn Facebook YouTube Twitter Instagram WMAE – Which of the following have you developed employer brand content for?
  36. 36. SOCIALIZING WMAE 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 Branding Various teams across the business Corporate marketing Outsourced to an agency or consultant
  37. 37. EXPERIENCE 72% 71% 54% 53% 44% 43% 41% 34% 31% 26% 24% 19% 15% 11% Candidate management On-boarding and orientation Talent management Career development Leadership development and… Flexible working Learning programs Performance management Compensation & benefits Physical working environment Recognition schemes Alumni programs Organisation design Exit management WMAE application of EVP to experience management?
  38. 38. METRICS 70% 65% 61% 50% 42% 65% 60% 47% 44% 37% 37% 34% 30% 26% 23% Preference ranking vs talent competitors Brand awareness Consideration Employer brand image Social brand engagement Source of hire Application volumes Quality of hire Conversion ratios Time to hire First year employee attrition levels Cost per hire Hiring manager satisfaction Source of influence First year employee performance evaluations WMAE measures Employer Brand Measures Recruitment Measures To what extent are you decisions data- driven? Always 11% Frequently 39% Occasionally 38% Rarely 11%
  39. 39. EMPLOYER BRAND INDEX Brand How attractive is your brand to your external target audiences? How strongly associated / distinctive are your EVP attributes? Which attributes most appear to be driving brand preference? How engaged are your current employees? How consistently delivered / experienced are your EVP attributes? Which attributes most appear to be driving employee engagement?
  40. 40. 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
  41. 41. SUMMARY • EVPs increasingly the foundation for employer brand marketing • Inspiring purpose has become a dominant feature of WMAE positioning • Most leading employers deploy a consistent visual identity • But this is increasingly balanced with targeted campaigns and rich local content • Most WMAE now have a dedicated content team and calendar • WMAE are generally committed to experience management, but not there yet • “Integrated’ employer brand metrics also still work in progress for many
  42. 42. Questions? Use the Q&A box to submit questions
  43. 43. Thank You • Learn more about Employer Brand Week: – lnkd.in/getnoticed • Twitter Chat tomorrow at 2pm – @HireOnLinkedIn

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