Global Trends in Employer Branding

and Talent Attraction

Copyright Universum 2007

Copyright Universum 2010

Welcome!

1 Our view on Employer Branding

2 What Creates Attractiveness

3 Communicating with Talent

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 Universum’s role is to provide information and advice…

Employers Aggregate and analyse Expectations and Preferences

Actionable knowledge Advice on getting

on the talent market the chosen job

Advice & Information about

Communication Solutions employers

Evaluate
Employer Value Propositions
adjust and communicate Talent

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...in line with the employer branding process.

Universum’s Employer Branding Model

Understand Decide Plan Act

“Employer Branding is a logical process through which companies

reach one main goal: to have a strong appeal on their current
and future ideal employees.”

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Understanding the market with Universum’s Research
Universum annually surveys over 300,000 students and 100,000 professionals worldwide through our
standardised research. In addition to this research we conduct research in several other countries through our
consulting projects. Both standard and customized research allow you to have the information you need to
understand the market.

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 A strong EVP will be key in the communication process

Current Employer Branding

Strategies
Management’s
visions and goals

Employer
Value Communication
Research strategy
Proposition

Competitors’
Best
Corporate Branding Practice
Strategy

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Employer Branding serves two main purposes

50%

Attraction “I’d love to be a part of that company”

50%

Retention & “I’m committed to my employer”

engagement

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 Why Organizations Work with Employer Branding?

Source: Universum 2009

Survey Question: What are the main objective(s) of your company’s employer branding work?
(Please choose a maximum of three alternatives) 7
Having a strong employer brand creates real value

Ability to attract the very best people out

of the talent group
Ability to resist salary creep in a
Strong competitive market – potential candidates
will have other deciding factors than
Employer salary
Brand Shorter time to fill positions
Higher employee commitment
Lower employee turnover

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 Employer Brand vs Consumer brand
Most attractive global employers Best global brands**
Engineering* Business*
1.  Google 1.  Google 1.  Coca-Cola
2.  Microsoft 2.  PricewaterhouseCoopers 2.  IBM
3.  IBM 3.  Microsoft 3.  Microsoft
4.  BMW 4.  Goldman Sachs 4.  General Electric
5.  Intel 5.  Ernst & Young 5.  Nokia
6.  General Electric 6.  Procter & Gamble 6.  McDonald's
7.  Sony 7.  J.P. Morgan 7.  Google
8.  Siemens 8.  KPMG 8.  Toyota
9.  Shell 9.  McKinsey & Company 9.  Intel
10.  Procter & Gamble 10.  Deloitte 10.  Disney
11.  Johnson & Johnson 11.  BCG 11.  Hewlett-Packard
12.  Hewlett-Packard 12.  BMW 12.  Mercedes Benz
13.  Cisco 13.  Coca-Cola 13.  Gillette
14.  Esso/ExxonMobil 14.  L'Oréal 14.  Cisco
15.  McKinsey & Company 15.  Morgan Stanley 15.  BMW
16.  Schlumberger 16.  Sony 16.  Yves St Laurent
17.  BP 17.  IBM 17.  Marlboro
18.  L'Oréal 18.  Johnson & Johnson 18.  Honda
19.  Nokia 19.  Deutsche Bank 19.  Samsung
20.  Accenture 20.  General Electric 20.  Apple
* Source: Universum’s global Ideal Employer ranking 2009
** Source: Interbrand’s Best global brand ranking 2009

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Does market success influence employer attractiveness?

Source: Universum 2010 – Ideal Rankings

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 What Creates
Attractiveness 2010

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How have trends changed in the last years?

Optimism Realism Pessimism Careful optimism

Stock options, bonus Extra vacation Retirement plan

Long workdays, overtime Balance work/free time Challenging work

Dot.com, start-ups Government, public service Contribute to society

Security

High salary expectations Reasonable salary expectations

2000 2001 2002 2003 2004

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Global importance of the Drivers of Employer Attractiveness

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Employer Reputation & Image - Highest performers
Highest average rating for any employer in the region

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People & Culture - Highest performers
Highest average rating for any employer in the region

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Global career goals 2009 – Business & Engineering

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2009 - Top 3 career goals by region - Business

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2009 - Top 3 career goals by region - Engineering

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Global trends among students 2009 - 2010

  Flight to safety – temporary

  Not giving up the work-life balance – permanent
  Importance of industry down – large differentiation between individual
employer brands – permanent
  More time spent researching – temporary
  More emphasis on meeting real people and managers - permanent

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Winning formula when creating attractiveness

Consistency
  between the corporate brand and the employer brand, leverage the often
much stronger and better financed efforts around the corporate brand
  between business units (nationally) and countries (globally)
  between promise and delivery (image and identity)

Differentiation
  do not state the obvious – state the unexpected

Strategic approach
  long term (consistency over time) and senior management support

Internal co-operation
  utilising the skills and resources of several departments, ensure co-operation
of recruitment with on-boarding

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Communicating with
Talent

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Employer Brand is influenced from several directions

Direct Campus presentations

Career website Corporate website
communication Advertisments
Advertisements

Employer
Brand

People you know at the News articles

Indirect company Blogs about company
communication Blogs by employees performance

Employer branding Corporate branding

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Segmentation is key to creating an attractive proposition

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Case Studies

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Global EB positioning must be aligned in all communication

Make sure to align channels that you can influence – because some channels you cannot

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Google combines brand with commitment to talent

“Our employees, who have named themselves Googlers, are everything. Google is
organized around the ability to attract and leverage the talent of exceptional
technologists and business people. We have been lucky to recruit many creative,
principled and hard working stars. We hope to recruit many more in the future. We will
reward and treat them well.”

”Talented people are attracted to Google because we empower them to change the
world; Google has large computational resources and distribution that enables
individuals to make a difference. Our main benefit is a workplace with important
projects, where employees can contribute and grow. We are focused on providing
an environment where talented, hard working people are rewarded for their
contributions to Google and for making the world a better place.“
–Larry Page & Sergey Brin in 2004 Founders' IPO Letter

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Google recruitment – from interruption to engagement

Interruption Engagement

Competitive problem
Who Computer Science Grads
solvers

What Come work at Google Solve this

Outdoor (shared medium

Where Campus, Science mags
provokes competition)

When End of academic year Commuting time

We’re like you, because we

Why We’re the best
act like you

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Challenging ads to find the right people
1) The challenge
2) 7427466391.com

3) The pitch

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PwC connects with the students

International Flying Start

International Flying Start is a systematic career development program held by PwC
•  Provide a 7-year career planning from 1st year on campus until 3rd year at work
•  Range from school education guidance, internship to international job transfer

PwC LEAP
PwC LEAP is the student club held by PwC
•  Every leap manager has a PwC mentor
•  LEAP is a door to PwC internship which make the club very attractive

L - Learning - learn accounting knowledge and PwC news

E - Experience - experience PwC culture
A - Association - associate with top students from all over China
P - Progress - take progress with LEAP

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 Challenging ads to find the right people

Source: Unilever presentation at Universum Awards France 2007

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Generational Patterns - summary

Talent expects: Employers need:

-Truth - Courage and knowledge

- Flexibility -  Innovation

- Building the Me-Brand -  Strong brand and training

- Leadership - Leadership

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