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Semelhante a Driving employer reputation & building an employer brand globally
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Driving employer reputation & building an employer brand globally
- 1. Driving employer reputation & building an employer brand in a privately owned, global enterprise 09-25-19
- 2. When thinking of Mars, what comes to mind? Your tomorrow starts today
- 3. The world we want tomorrow starts with how we do business today 135,000+ Associates 80+ Countries $35B+ Net Sales 454 Sites
- 4. Your tomorrow starts today Our diverse and growing company Share of total sales by business segment Billion Dollar Brands Billion Dollar Brands
- 5. Kelly Bartkiewicz Global Employer Reputation & Talent Marketing Director Global Talent COE, P&O USA Your tomorrow starts today
- 6. The Mission Early 2017 Develop the 1st global EVP for Mars that needed to work for 80 countries around the world in a decentralized organizational structure Your tomorrow starts today
- 7. Why do it? 1 2 3 Mars lagged behind talent competition in both awareness as an employer and attractiveness to work for Mars as a business has been a ‘quiet giant’ To ensure talent has a true understanding of the experience of working at Mars Your tomorrow starts today
- 8. External perceptions Your tomorrow starts today
- 9. Challenges faced 1 2 3 4 5 6 Senior stakeholder buy-in Lack of corporate brand Employer Reputation seen as recruitment ‘transactional activity’ Creating a global standardized strategy in a decentralized organizational structure Securing budget No team Your tomorrow starts today
- 10. Our journey Our global internal and external research program gave us input from all over the world Over 10,000+ Associates took part in a global Associate survey We combined this insight with data from Great Place To Work research and our Gallup engagement survey Externally, we ran multiple focus groups across our target audience Your tomorrow starts today
- 11. Pillar 1 Pillar 3Pillar 2 Global EVP ‘Grow Beyond’ Rallying Cry Your tomorrow starts today
- 12. Color Font Logo Split Brand Bubbles Our initial creative platform to bring the EVP to life Your tomorrow starts today
- 13. Pull-up Banners Social Posts Job Post Poster Our initial creative executions Your tomorrow starts today
- 14. Rollout Fall 2017 USA UK Russia Brazil China Your tomorrow starts today
- 15. Rollout challenges Fall 2017 1 2 3 Ensuring we had governance and oversight in an environment that is very decentralized Local execution required local budgets – using a tool like Papirfly helped us to reduce local costs Corporate affairs – we needed to work through the overlap between corporate broadcasting and talent marketing Your tomorrow starts today
- 16. Opportunity to build on the foundations of the great work that was started Went through an agency tender process to appoint a new global partner. There are some great global employer brand agencies out there, but make sure they are the right cultural fit – this was a big part of our selection criteria Goal to bring the EVP to life globally and activate in more markets locally Growth 2018: Global Employer Reputation team grew by 2! Alex Kirsten Kelly Your tomorrow starts today
- 17. Next wave of markets to activate our EVP 2018 USA UK Russia Brazil China Netherlands Germany Poland France Mexico Kazakhstan Ireland Portugal Spain Italy Australia Your tomorrow starts today Canada Denmark Norway Sweden South Africa Saudi Arabia UAE India
- 18. 1 Brilliant Brand Execution 2 Win@ Social (Digital) 3 Strong Advocacy & Stakeholder Engagement 4 Integration Everywhere 4 key areas of priority Your tomorrow starts today
- 19. Global governance to build equity into one global brand Global Training & Education Community Building Spotlight Sessions Social Sharing Influencing internal buy-in Your tomorrow starts today
- 20. A new corporate brand and purpose Curveball! Your tomorrow starts today
- 21. Your tomorrow starts today The world we want tomorrow starts with how we do business today
- 22. October Workshops and meetings with brand teams, corporate brand agency Written re-articulation of the EVP November Redesign of the EVP creative platform Internal testing and feedback December External testing of the creative platform in 5 global markets January Development of the creative platform February x 2 global photoshoots Creation of toolkit of brand assets Creation of employer brand book Integration of toolkit assets with deployment platform Re-brand of internal Employer Reputation Portal March LAUNCH! Activity undertaken to re-articulate our EVP Research, UX, wireframes, Design, Copy, build and test of new global careers website 2018 2019 Your tomorrow starts today
- 24. Challenges faced 1 2 3 Multiple stakeholders: brand agencies, brand teams and corporate affairs Local stakeholders had already bought into the original Grow Beyond campaign and some markets had only recently rolled it out Re-enforcement of the importance of the role of the EVP in the wider purpose and corporate narrative Your tomorrow starts today
- 25. Engagement with local Employer Reputation leads Training Sessions Webinars Video Your tomorrow starts today
- 26. VIDEO
- 27. Website visits OLD: 113,162 NEW: 565,811 That’s nearly 5 times the amount of traffic achieved by the old website; 21% are return visitors (EPS Goal = 10% YOY) Page views OLD: 189,000 NEW: 1,886,731 That’s more than 10 times the amount of traffic achieved by the old website Page/ sessions OLD: 1.81 NEW: 3.33 This means users are visiting close to double the amount of pages Avg session OLD: 1.04 min NEW: 1.57 min This means visitors spending more time on the website WIN @ SOCIAL: Careers website LIVE SITES: Global, UK, Russia, Brazil & Mexico COMING SOON: Saudi & UAE, India, South Africa Conversion Rate, visit to apply click OLD: 7.4% NEW: 20.11% (EPS Goal: 20%) Almost 300% Increase!! Your tomorrow starts today Talent Pool Growth OLD: N/A NEW: 17,102 (EPS Goal: +50k/Yr)
- 28. We’re continuing to engage with our local employer reputation leads Your tomorrow starts today
- 29. What’s next? 1 2 3 4 Build on the current strategy for future success Continue to provide ROI to secure future buy-in & funding Build a sustainable team and employer brand strategy for the long term Bring to life our bold ambition to be the most attractive employer in the world for the development of our Associates Your tomorrow starts today
- 30. Key lessons learned Continuous stakeholder management is required – don’t underestimate the need for regular communication and be creative when doing so! Communicate, communicate, communicate! Build a great team with diversity of skill at both a global and a local level Build credibility in the business that Employer Reputation is a strategic and critical priority – its linked to business results Do different and never done before – challenge yourself and your teams Your tomorrow starts today
- 31. Conclusion Ambition Perseverance Influencing skills Don’t shy away from sharing your passion and emotional connection to your strategy and plans This is the fundamental essence of building your organization’s EVP and promise – if you can’t feel it, your stakeholders won’t! Your tomorrow starts today
- 32. Your tomorrow starts today