Employer Branding:
Where We Are & Where We’re Going
Complex
Distinct
Emotional
The concept of employer
branding is relatively new.
“We’ve got to focus on our employer brand
in the same way we think abo...
Every company has an employer brand, whether they manage
it or not.
ALL
EMPLOYERS
HAVE AN
EMPLOYER
BRAND.
THE BRAND HAS
AN...
EMPLOYER
BRANDING…
MATTERS
50% 28%
It’s worth the effort to invest in
your employer brand.
Savings per
hire
Turnover rates
-28%+50%
1982
60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
15% 85%
EMPLOYER
BRANDING…
MATTERS
IS HARD
Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC
CEOs are increasingly worried about f...
…and, as the data shows, with good reason.
0%
10%
20%
30%
40%
50%
60%
70%
Russia Canada USA France Germany Peru Panama Cos...
v
In 5 years…
3 of 4 of the S&P 500 are
predicted to be companies
we have not heard of yet
Source: Professor Richard Foste...
12
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-
processing-a-record-27-billion-messa...
Where are we today?
SKILLS GAP
INCREASED COMPETITION
TALENT HAS MORE OPTIONS
THAN EVER BEFORE
15universumglobal.com
And then there’s Gen Z
Mature Entrepreneurial
Value diversity
Quick communicators
Self-Directed
Conn...
16universumglobal.com
Yesterday Today
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
L...
EMPLOYER
BRANDING…
MATTERS
IS HARD
IS MANAGEABLE
You already have so many tools at your disposal:
18
Your Toolkit
Ownership Knowledge Truth Storytelling
You already have so many tools at your disposal:
19
Your Toolkit
Ownership
Simply understanding the importance of a strong
employer brand doesn’t lead to results
20universumglobal.com
75%“Our emplo...
60%
of CEO’s feel they own
employer branding
60% 30%
of HR execs feel they own
employer branding
of marketing execs feel t...
You already have so many tools at your disposal:
22
Your Toolkit
KnowledgeOwnership
23
Brazil is unique.
-6%
-4%
-2%
%
2%
4%
6%
8%
10%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Annual GDP growth, 10-year trend
Colombia
...
Overall, the
hiring outlook
is significantly
lower than in
previous
years.
Breakout copy to go here
just like this. Breako...
Overall, despite the state of
the economy…
…Brazilian students are
optimistic about the future.
26
%
20%
40%
60%
80%
100%
Brazil Spanish-speaking Latin America Rest of world
Strongly agree Agree
Neutral Disagree
Strongly ...
28
2015 Brazil Rankings
Top 10 Employers
Business Undergraduates
1. Google
2. Banco do Brasil
3. Governo Federal
4. Apple
...
29
Iceberg
3030
Although Petrobras still performs well in the rankings, its
attractiveness has been on the decline
0.0%
10.0%
20.0%
3...
3131
Associations with Petrobras, 2014 v 2015 (sorted by biggest difference)
And, students who chose Petrobras as an Ideal...
32
32
Things will
happen, but
we can’t
simply turn
our backs.
Instead, we
need to take
ownership.
Best in Class Example: BP
0%
10%
20%
30%
40%
50%
60%
20152014201320122011
%choosinggoalasoneoftheirtop3
To have work/life balance
To be secure or st...
Breakout copy to go here
just like this. Breakout copy
to go here just like this.
Breakout copy to go here
just like this....
37
Breakout session:
What do YOU think Millennials mean by “work/life balance”?
• Financial support for parental
leave
• F...
How Brazilian Millennials define work/life balance
38
0% 10% 20% 30% 40% 50% 60% 70%
Enough leisure time for my private li...
54%
43%
33%
33%
23%
39%
42%
24%
33%
12%
26%
37%
36%
24%
16%
Brazil
Spanish-speaking Latin America
Rest of world
Millennial...
0% 10% 20% 30% 40% 50% 60%
Enough leisure time for my private life
No interruption of my leisure time (e.g. on holiday or ...
41
We ask students about 40 qualities they look for in an
employer…
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE...
The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.
43
In general, Brazilian business students are looking to
start their careers on a solid foundation…
43
Business Students ...
4444
Engineering Students - 2015
1. Good reference for future career
2. Clear path for advancement
3. Professional trainin...
45
Students at elite universities are much less concerned about job
security; more focused on finding a challenging job
0%...
46
This is a relatively new development.
When we look back just a few years…
47
Attributes related to future career prospects and job security
have become more attractive for students
Merit bonus
Cha...
You already have so many tools at your disposal:
48
Your Toolkit
TruthOwnership Knowledge
 Unfocused and
inconsistent candidate
conversations
A confusing and
diluted employer
brand
It’s not about mirroring what...
3 of the top 5
sources of
influence for
talent
“People who work
at the employer”
Source: Universum “Communicating With Tal...
48%
…but only half of
them believed it was
effective at seeing what
it’s like to work at the
company full time.
48%
Nearly...
Only 50%
of Brazilian students
were likely to
recommend the
company to a friend.
You already have so many tools at your disposal:
53
Your Toolkit
StorytellingOwnership TruthKnowledge
Brands are about people
55
56
L’Oreal
57
Johnson & Johnson
Universal Activation Campaigns
sample outputs for Johnson & Johnson Brazil
58
“The Exceptional EY Experience”
Universal Activation Campaigns
sample outputs for Johnson & Johnson Brazil
59
Just like marketers, it’s important to use a mix of
channels.
Print
Digital
In-person
Other
2015 Universum Talent Survey –...
61
Why so much social? Social media is…
Highly relevant
Cost-effective Measurable
Brazilians LOVE social media!
64Which online networks/communities do you use? Please select as many as applicable and add others that are not
listed; Wh...
How are you measuring the
success of your efforts?
Ownership
Knowledge
Truth
Storytelling
Create Accountability
Employer Branding is the
responsibilty of everyone –
it’s key...
Thank you!
Questions?
68
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Presentation from Universum to LinkedIn Employer Brand Affinity Group in Latin America - from Carly - Head of LatAm

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  1. 1. Employer Branding: Where We Are & Where We’re Going
  2. 2. Complex Distinct Emotional
  3. 3. The concept of employer branding is relatively new. “We’ve got to focus on our employer brand in the same way we think about our consumer brand: as marketers” How many of you have an employer brand?
  4. 4. Every company has an employer brand, whether they manage it or not. ALL EMPLOYERS HAVE AN EMPLOYER BRAND. THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. THE CORE OF THE BRAND IS THE EVP. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.
  5. 5. EMPLOYER BRANDING… MATTERS
  6. 6. 50% 28% It’s worth the effort to invest in your employer brand. Savings per hire Turnover rates -28%+50%
  7. 7. 1982 60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press. 15% 85%
  8. 8. EMPLOYER BRANDING… MATTERS IS HARD
  9. 9. Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC CEOs are increasingly worried about finding talent with the right skills…
  10. 10. …and, as the data shows, with good reason. 0% 10% 20% 30% 40% 50% 60% 70% Russia Canada USA France Germany Peru Panama Costa Rica Colombia Chile Mexico Argentina Turkey Brazil Indonesia South Africa China Percentage of population aged 25+ with a college or university degree
  11. 11. v In 5 years… 3 of 4 of the S&P 500 are predicted to be companies we have not heard of yet Source: Professor Richard Foster , Yale University 5 years ago… Uber Amazon Whatsapp Netflix LinkedIn Snapchat Paypal Airbnb
  12. 12. 12 • Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now- processing-a-record-27-billion-messages-per-day/#!sawFj • See also: http://www.youtube.com/yt/press/statistics.html There is a lot of noise in the marketplace. of the world’s internet traffic is from mobile devices and we now buy more smartphones than ‘dumb’ phones 27 billion WhatsApp messages are sent every day pictures are shared on social media every day 758 million In early 2014 nearly 3 billion people were online 20% 6 billion hours of video are watched on YouTube every month Facebook has almost 1.2 billion users worldwide
  13. 13. Where are we today? SKILLS GAP INCREASED COMPETITION TALENT HAS MORE OPTIONS THAN EVER BEFORE
  14. 14. 15universumglobal.com And then there’s Gen Z Mature Entrepreneurial Value diversity Quick communicators Self-Directed ConnectedEducated Make things happen
  15. 15. 16universumglobal.com Yesterday Today WORK GOAL MANAGER INSTRUCTIONS DOGMA AVOID MISTAKES NATIONAL HIERARCHY DEPARTMENTS LIFE PURPOSE MODERATOR VALUES & CULTURE CURIOSITY GENERATE INSIGHTS GLOBAL DIVERSITY MERITOCRACY NETWORKS
  16. 16. EMPLOYER BRANDING… MATTERS IS HARD IS MANAGEABLE
  17. 17. You already have so many tools at your disposal: 18 Your Toolkit Ownership Knowledge Truth Storytelling
  18. 18. You already have so many tools at your disposal: 19 Your Toolkit Ownership
  19. 19. Simply understanding the importance of a strong employer brand doesn’t lead to results 20universumglobal.com 75%“Our employer brand has a significant impact on our ability to attract talent.” <50%“We have a proactive employer branding strategy.” Source: LinkedIn, 2015 Global Recruiting Trends
  20. 20. 60% of CEO’s feel they own employer branding 60% 30% of HR execs feel they own employer branding of marketing execs feel they own employer branding Who “owns” employer branding?
  21. 21. You already have so many tools at your disposal: 22 Your Toolkit KnowledgeOwnership
  22. 22. 23 Brazil is unique.
  23. 23. -6% -4% -2% % 2% 4% 6% 8% 10% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Annual GDP growth, 10-year trend Colombia Chile Brazil United States Mexico After a few years of growth, the economy is lagging 24
  24. 24. Overall, the hiring outlook is significantly lower than in previous years. Breakout copy to go here just like this. Breakout copy to go here just like this. Breakout copy to go here just like this. 25 25
  25. 25. Overall, despite the state of the economy… …Brazilian students are optimistic about the future. 26
  26. 26. % 20% 40% 60% 80% 100% Brazil Spanish-speaking Latin America Rest of world Strongly agree Agree Neutral Disagree Strongly disagree Brazilian Millennials believe they’ll have a higher standard of living than their parents.
  27. 27. 28 2015 Brazil Rankings Top 10 Employers Business Undergraduates 1. Google 2. Banco do Brasil 3. Governo Federal 4. Apple 5. Petrobras 6. Banco Bradesco 7. The Coca-Cola Company 8. Itaú Unibanco 9. Rede Globo 10. Ambev Top 10 Employers Engineering Undergraduates 1. Petrobras 2. Governo Federal 3. Odebrecht 4. Google 5. Vale 6. Apple 7. Ambev 8. Eletrobrás 9. Camargo Corrêa 10. Microsoft
  28. 28. 29 Iceberg
  29. 29. 3030 Although Petrobras still performs well in the rankings, its attractiveness has been on the decline 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 20152014201320122011 Engineering Business IT Percentage of Brazilian Students Choosing Petrobras as an Ideal Employer, Five-Year Trend 30
  30. 30. 3131 Associations with Petrobras, 2014 v 2015 (sorted by biggest difference) And, students who chose Petrobras as an Ideal Employer are still associating it less with key qualities 0 10 20 30 40 50 60 70 80 90 Prestige Market success Inspiring management Corporate Social Responsibility Respect for its people Financial strength Ethical standards 2014 2015
  31. 31. 32 32 Things will happen, but we can’t simply turn our backs.
  32. 32. Instead, we need to take ownership.
  33. 33. Best in Class Example: BP
  34. 34. 0% 10% 20% 30% 40% 50% 60% 20152014201320122011 %choosinggoalasoneoftheirtop3 To have work/life balance To be secure or stable in my job To be entrepreneurial or creative/innovative To be a leader or manager of people To have an international career To be competitively or intellectually challenged To be dedicated to a cause or to feel that I am serving a greater good To be a technical or functional expert To be autonomous or independent Career goals of Brazilian business students, 2011–2015 35
  35. 35. Breakout copy to go here just like this. Breakout copy to go here just like this. Breakout copy to go here just like this. 36 36 1. Work / Life Balance 2. To be secure or stable in my job 3. To be entrepreneurial or creative/ innovative 4. To be a leader or manager of people 5. To have an international career Top career goals of Brazilian talent
  36. 36. 37 Breakout session: What do YOU think Millennials mean by “work/life balance”? • Financial support for parental leave • Flexible working conditions (i.e. home office) • No interruption of leisure time (i.e. weekends) • Recognition and respect for employees • Flexible working hours • Offering external activities (i.e. events, sports) • Consideration of private interests in holiday planning • Offering child care • Acceptance of parental leave • Adequate time for recovery after • No requirement for overtime work • Opportunities for part-time work • Convenient work location • Enough leisure time for my private life • Overtime compensation
  37. 37. How Brazilian Millennials define work/life balance 38 0% 10% 20% 30% 40% 50% 60% 70% Enough leisure time for my private life Recognition and respect for the employees Flexible working hours (e.g. not limited to office hours) Convenient work location Overtime compensation (monetary or by leisure time) No interruption of my leisure time (e.g. on holiday or at the weekend) Flexible working conditions (e.g. home office) Offering external activities (e.g. sports, cultural events) Adequate time for recovering after working peaks Consideration of private interests in the holiday planning Financial support for parental leave Opportunities for part-time work No requirement for overtime work Acceptance of parental leave Offering child care What about FGV business students in their 3rd & 4th year…?
  38. 38. 54% 43% 33% 33% 23% 39% 42% 24% 33% 12% 26% 37% 36% 24% 16% Brazil Spanish-speaking Latin America Rest of world Millennials are afraid of not realizing their career goals That I won’t realize my career goals That I will get stuck with no development opportunities That I won’t get a job that matches my personality That I will underperform That the work climate will be too tough
  39. 39. 0% 10% 20% 30% 40% 50% 60% Enough leisure time for my private life No interruption of my leisure time (e.g. on holiday or at the weekend) Recognition and respect for the employees Offering external activities (e.g. sports, cultural events) Overtime compensation (monetary or by leisure time) Flexible working hours (e.g. not limited to office hours) Adequate time for recovering after working peaks Convenient work location Flexible working conditions (e.g. home office) Opportunities for part-time work Financial support for parental leave Consideration of private interests in the holiday planning No requirement for overtime work Offering child care Acceptance of parental leave How Latin American Millennials define work/life balance 40 What about Chilean business students in their 3rd & 4th year…?
  40. 40. 41 We ask students about 40 qualities they look for in an employer… EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS PEOPLE & CULTURE The attributes of the employer as an organization • Attractive/exciting products and services • Corporate Social Responsibility • Environmental sustainability • Ethical standards • Fast-growing/entrepreneurial • Financial strength • Innovation • Inspiring management • Market success • Prestige The social environment and attributes of the workplace • A creative and dynamic work environment • A friendly work environment • Acceptance towards minorities • Enabling me to integrate personal interests in my schedule • Interaction with international clients and colleagues • Leaders who will support my development • Recognizing performance (meritocracy) • Recruiting only the best talent • Respect for its people • Support for gender equality The contents and demands of the job, including the learning opportunities provided by the job • Challenging work • Client interaction • Control over my number of working hours • Flexible working conditions • High level of responsibility • Opportunities for international travel/relocation • Professional training and development • Secure employment • Team-oriented work • Variety of assignments REMUNERATION & ADVANCEMENT OPPORTUNITIES EXTRINSIC INTRINSIC HARDSOFT The monetary compensation and other benefits, now and in the future • Clear path for advancement • Competitive base salary • Competitive benefits • Good reference for future career • High future earnings • Leadership opportunities • Overtime pay/compensation • Performance-related bonus • Rapid promotion • Sponsorship of future education universumglobal.com
  41. 41. The CULTURE of a company is much more important to Millennials than a company’s reputation and image.
  42. 42. 43 In general, Brazilian business students are looking to start their careers on a solid foundation… 43 Business Students - 2015 1. Clear path for advancement 2. Professional training & development 3. Good reference for future career 4. Leaders who support my development 5. Secure employment 6. Recognizing performance (meritocracy) 7. A creative and dynamic work environment 8. Respect for people 9. High future earnings 10. Market success
  43. 43. 4444 Engineering Students - 2015 1. Good reference for future career 2. Clear path for advancement 3. Professional training & development 4. High future earnings 5. Secure employment 6. A creative and dynamic work environment 7. Recognizing performance (meritocracy) 8. Leaders who support my development 9. Opportunities for international travel / relocation 10. Innovation … As are Engineers
  44. 44. 45 Students at elite universities are much less concerned about job security; more focused on finding a challenging job 0% 10% 20% 30% 40% 50% 60% 70% Challenging work Opportunities for international travel/relocation Team-oriented work Clear path for advancement Secure employment Attributes with biggest difference in importance by university tier, Brazilian business & engineering students
  45. 45. 46 This is a relatively new development. When we look back just a few years…
  46. 46. 47 Attributes related to future career prospects and job security have become more attractive for students Merit bonus Challenging work Competitive salary Sponsorship of future education Prof. training & development Leadership opportunities Secure employment Market success Financial strength Clear path for advancement High future earnings -40% -30% -20% -10% 0% 10% 20% 30% 40% Positive values / to the right: more important in 2015 Negative values/ to the left: less important in 2015 Attributes with largest change in importance to Brazilian business & engineering students from 2012 to 2015
  47. 47. You already have so many tools at your disposal: 48 Your Toolkit TruthOwnership Knowledge
  48. 48.  Unfocused and inconsistent candidate conversations A confusing and diluted employer brand It’s not about mirroring what talent wants… A lack of differentiation from the competition Low conversion rates & high turnover 49
  49. 49. 3 of the top 5 sources of influence for talent “People who work at the employer” Source: Universum “Communicating With Talent”, Chile 2015 58% 52% 52% 33% 22% 18% 16% 12% 10% Current students from my school who have worked/are working at the employer Professors at my school/university Other people I know who have worked/are working at the employer Alumni from my school who have worked/are working at the employer My friends My parents Career services at my university My classmates Other
  50. 50. 48% …but only half of them believed it was effective at seeing what it’s like to work at the company full time. 48% Nearly half of Brazilian students in their last 2 years of school participated in an internship last year…
  51. 51. Only 50% of Brazilian students were likely to recommend the company to a friend.
  52. 52. You already have so many tools at your disposal: 53 Your Toolkit StorytellingOwnership TruthKnowledge
  53. 53. Brands are about people
  54. 54. 55
  55. 55. 56
  56. 56. L’Oreal 57
  57. 57. Johnson & Johnson Universal Activation Campaigns sample outputs for Johnson & Johnson Brazil 58
  58. 58. “The Exceptional EY Experience” Universal Activation Campaigns sample outputs for Johnson & Johnson Brazil 59
  59. 59. Just like marketers, it’s important to use a mix of channels. Print Digital In-person Other 2015 Universum Talent Survey – Chile, Undergraduate Students 64% 58% 46% 40% 38% 38% 37% 36% 36% 36% 34% 30% 29% 29% 29% 27% 25% 25% 24% 23% Social media Employer websites Outdoor/billboard advertisements University press & student organisation publications Lectures/case studies as part of curriculum Career fairs Career guidance websites Employer advertisement in social media Employer advertisements on news/business-related websites Career magazines/guides/books Employer presentations on campus Brochures presenting career possibilities at a company/organisation Career and job related apps Employer-sponsored events Employer advertisements in newspapers Employer advertisements on TV Employer office/site visits Employer advertisements in lifestyle magazines & other periodicals Job boards (sites where job openings are posted) Targeted messages/notifications via email
  60. 60. 61 Why so much social? Social media is… Highly relevant Cost-effective Measurable
  61. 61. Brazilians LOVE social media!
  62. 62. 64Which online networks/communities do you use? Please select as many as applicable and add others that are not listed; Which channels do you use in general to learn about potential employers? Choose as many as applicable. Which online networks/communities have students used the most in 2015? of the students have learned about potential employers through social media. 77% 96% 67% 64% 61% 56% 28% 26% 26% 24% 14% Facebook YouTube Skype LinkedIn Instagram Google+ Snapchat Twitter Online network/community from my university/career center Tumblr
  63. 63. How are you measuring the success of your efforts?
  64. 64. Ownership Knowledge Truth Storytelling Create Accountability Employer Branding is the responsibilty of everyone – it’s key to create accountability and ownership in your organization Understand your Target Knowing about your target talent will enable you to better understand them and connect more effectively Know Thyself What’s true internally in your organization is what you should offer to the external world. Why are you still with your company? This tool is right at your fingertips – use it! Content is King Employee testimonials are some of your best ammunition… and they’re all around you! Harness the stories and share them with the external world How does this all apply to your organization?
  65. 65. Thank you! Questions? 68

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