2. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 2
I. The power of purpose
II. Understanding your employer brand
III. Communicating your message
IV. Tracking your results
V. Key takeaways
VI. Q&A
agenda
3. purpose:
‘The reason for which something is done or created
or for which something exists.’
Source: dictionary.com
9. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 9
message
–Review internal materials and
benchmarks: existing research,
employee surveys, programs,
core values
–Conduct qualitative and
quantitative research: interviews
and surveys with employees and
external audience
–Analyze competitors: how to
best position your organization
10. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 10
Who is Ericsson?
39,000
5th
40%
2.5 billion
1 billion
180
115,000+
Subscribers
managed by us
Subscribers
supported by us
Of the world’s mobile traffic Employees
Countries with customers
Largest software
developer
Patents
In R&D
$33 B Net Sales
$5 BILLION
Transformation:
World leading provider
of information and
communications
technology & services
Innovation:
140 years of innovating,
including Bluetooth and
Erlang
Impact:
Connecting not just
places and people –
but also machines and
devices
Purpose:
Connecting the world and
enabling unique solutions
in healthcare, education &
humanitarian efforts
2015 Annual Report figures
11. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 11
Advocating for change
Ericsson takes an active role in advocating for ICT’s transformational role in sustainable
development. This includes:
Peace building
and humanitarian
response
Connecting the
unconnected
Scaling up access
to education
Reducing carbon
emissions
Contributing to
sustainable
urbanization
Women’s
empowerment
13. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 13
You + ericsson
GLOBAL
HUMAN
IMPACTFUL
CHANGE-
MAKER
EMPOWERING
You + ericsson
Discover what makes
a powerful combination.
YOU help shape our success.
YOU contribute to our culture and reinforce
our values.
YOU help drive change and shape our
contributions to society and sustainability
YOU contribute to something bigger.
Employer brand
message
14. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 14
› How does your audience find
your message?
› What does your audience think
about when they see your
message?
› What does your audience do
when they read your message?
Online in
60 seconds
Source: Smart Insights
15. By 2020, customers will
manage 85% of their
relationships without talking to
a human.
Source: Hubspot
16. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 16
N
RESEARCH SCOPE &
PLAN
RESOURCES METRICS
Communication strategy
17. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 17
Education
Communication
Engagement
Career Site
Talent Community
Social Media
Search
Traditional (F2F)
Conferences
University Engagement
employees Online and
digital
Offline and
events
Channels & Content: reach active, passive and diverse talent and may be
segmented based on experience, geography & business area and role
scope
18. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 18
Activation PLan
Differentiated
(Competitors)
Mobile
CORPORATE CAREERS
Career Site &
Talent Community
EMPLOYEES
EVENTS
Brand
ambassadors
19. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 19
83% of people in 60 different countries trust
recommendations of friends and family.
78% of candidates are influenced by employee
reviews when deciding where to work.
Source: Nielsen
Source: Glassdoor
20. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 20
Employee advocacy
› Awareness
– Employer brand and social
media training
– Tip sheets
– Branded emails
– Toolkits
– Employee portal
– Internal community
– Onboarding
› Measurement
– Employer brand awareness
internally and externally
– Training effectiveness
– Advocacy program
engagement and impact
– Key influencers
› Engagement
– Brand Ambassador
Program
– Team Ericsson
– LinkedIn Elevate
– Employee Referral Program
– @EricssonCareers
– Glassdoor
24. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 24
› Approved branded messages
› Easy to share with any social network
› Multiple topics and business areas
› Engaging and empowering
› Measurable
Team ericsson
25. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 25
• Employee engagement
• Attrition
• Cost Per Hire and Time to Fill
• Agency spend
• Job board usage
• Employee referrals
• Sourcing channels (social)
• Career site traffic & engagement
• LinkedIn Talent Brand Index
• Employer awards
• Non-employer achievements
• Social media followers, reach
and engagement
• Brand recognition and sentiment
• Employee advocacy
• Digital influencers
• Glassdoor
• Universum
HEALTH CHECK Visibility
Metrics
26. Global Talent Acquisition | Employer Brand | 2016-05-31 | Page 26
› Find purpose in your company and build it into your message
› Conduct research to support your ideas and strategy
› Know your audience, tailor messages & adapt channels
› Encourage and empower employees to be social advocates
› Measure results and continue to evolve your message and
communication strategy
› Pay it forward
Key takeaways
