2014 Employer Branding Global Trends Study Report

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18 country study of employer branding

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<ul><li> www.employerbrandinternational.com 2014 Employer Branding Global Trends Study Report Brett Minchington MBA Chairman/CEO Employer Brand International May 2014 </li> <li> OURPASSION ConnectingPEOPLE&amp;ORGANISATIONS aroundtheworldtobuild employerbrandleadershipcapability 1 </li> <li> TableofContents MessagefromtheChairman/CEO.................................................................................................................4 TheEmployerBrandInternationalTeam......................................................................................................5 AboutEmployerBrandInternational............................................................................................................6 Connectwithourinternationalemployerbrandingonlinecommunities.......................................................7 Researchpartneracknowledgements...........................................................................................................8 Objectives....................................................................................................................................................9 Method.......................................................................................................................................................9 1.0:EXECUTIVESUMMARY.........................................................................................................................10 2.0:IMPLICATIONSFORBUSINESS..............................................................................................................14 3.0PART1:..............................................................................................................................................17 GLOBALSURVEYRESPONDENTS:DEMOGRAPHICS......................................................................................17 Demographics(Global)...............................................................................................................................18 3.0PART2:GLOBAL&amp;REGIONALFINDINGS.............................................................................................21 EmployerBrandResponsibility.........................................................................................................................22 Figure1:Whichdepartment(s)iscurrentlyresponsibleformanagingyouremployerbrand?..................22 Table1:InsidetheregionaldataDepartmentsresponsibleformanagingtheemployerbrand..........23 ExpenditureForecast........................................................................................................................................24 Figure2:In2014whatareyourplansforexpenditureonemployerbrandingactivities?..........................24 Table2:InsidetheregionaldataInvestmentplansforemployerbranding..........................................25 EmployerBrandStrategy..................................................................................................................................26 Figure3:Hasyourcompanydevelopedaclearemployerbrandingstrategy?...........................................26 Table3:InsidetheregionaldataStatusofemployerbrandstrategy...................................................27 EmployerBrandingInitiatives...........................................................................................................................28 Figure4:Whichactivitiesareyoucurrentlyundertakingtoenhanceyouremployerbrand?....................28 Table4:InsidetheregionaldataWhichactivitiesareyoucurrentlyundertakingtoenhanceyour employerbrand?......................................................................................................................................29 Achievingemployerbrandingobjectives..........................................................................................................30 Figure5:Howimportantarethefollowinginordertoachievingyouremployerbrandingobjectives?....30 Table5:InsidetheregionaldataAchievingemployerbrandingobjectives..........................................31 Attractingtalent...............................................................................................................................................32 Figure6:Howimportantdoyoubelievethefollowingemployerbrandattributesareinattractingnew talenttoyourcompany?..............................................................................................................................32 Table6:InsidetheregionaldataThemostimportantemployerbrandattributestoattracttalent...33 2 </li> <li> EmployerBrandingChallenges.........................................................................................................................34 Figure7:Whatarethechallengesyouhaveencounteredinmanagingyouremployerbrandprogram?...34 Table7:InsidetheregionaldataChallengesinmanagingtheemployerbrandprogram.....................35 Whatsimportant?............................................................................................................................................36 Figure8:Whichofthefollowingismostimportanttoyou?.......................................................................36 Table8:InsidetheregionaldataWhatisimportanttopeople?...........................................................37 EmployerBrandMetrics...................................................................................................................................39 Figure9:Whatmetricsdoesyourcompanyusetomeasurereturnoninvestment(ROI)ofyouremployer brandstrategy?.............................................................................................................................................39 Table9:InsidetheregionaldataMetricsusedtomeasurereturnoninvestment(ROI)oftheemployer brandstrategy..........................................................................................................................................40 Employerbrandcommunications.....................................................................................................................41 Figure10:Whatisthemaincommunicationmediumyourcompanyisplanningtousetocommunicate yourEmployerBrandduring2014?..............................................................................................................41 Table10:InsidetheregionaldataCommunicatingtheemployerbrandin2014.................................42 MostEffectiveEmployerBrandingInitiatives..................................................................................................43 Figure11:Whichactivityhasbeenmosteffectiveinenhancingyourcompanysemployerbrand?.........43 Table11:InsidetheregionaldataMosteffectiveemployerbrandinginitiatives................................44 Majorbenefits..................................................................................................................................................45 Figure12:Whatarethemainbenefitsyouhavegainedfromyouremployerbrandprogram?................45 Table12:InsidetheregionaldataMainbenefitsofemployerbranding..............................................46 AppendixA:EmployerBrandExcellencePathway......................................................................................47 AppendixB:EmployerBrandExcellenceFramework..................................................................................49 Additionalresources..................................................................................................................................51 3 </li> <li> MessagefromtheChairman/CEO ItiswithgreatpleasureIpresentEmployer BrandInternationals2014EmployerBranding GlobalTrendsStudyReport.Ouraimisto connectwithleadersfromdevelopedand emergingnationstodiscovertheiropinionsand insightsonemployerbrandingandhowitisbeing appliedinsidetheirorganisationstoattract, engageandretaintalent. EmployerBrandInternational(EBI)iscommitted totheadvancementoftheemployerbrand conceptthroughourglobalresearch,training, consulting,eventsandpublicationsagenda.We believeYourEmployerBrandisyourcompetitive advantagewheresuccessinbusinessis increasinglybeingdeterminedbythevalueof yourcompanysintangibleassets. Todaysmostsuccessfulcompaniesarethose withtheBESTPEOPLE,notjustthebest products. Thisreportprovidescomprehensiveinsightinto thecurrentstatusandfutureambitionsof organisationsinemployerbranding.Itpresents keyfindingstoidentifyhowemployerbranding hasevolvedoverthepastfiveyearsaroundthe world. Webelievetheresultsofthissurveywillprovide leaderswithfurtherclarityonhowtodevelop andimplementanemployerbrandstrategythat buildscompetitiveadvantage.Itwillalsoprovide insightsintowhichinitiativesdelivermostvalue toorganisationsandhowtheseinitiativesare beingmeasured. Ipredicttheroleoftheemployerbrandmanager willbecomemorecommonplaceinthecoming years.Wearenowseeingmorejob advertisementsforemployerbrandspecialistsat companiessuchasGoogle,Starbucks,Adidas, Philips,VolvoCars,EY,IBM,HSBC,Amazon, UnitedHealthGroupandIKEA.Mostrecently Facebookplacedanadvertisementforaleaderto managetheirglobalemployerbrandingfunction. Ibelievewewillseethistrendcontinuingacross allsectorsinthenextfewyears. OverthepastsevenyearsIhavepresentedat conferencesandconductedemployerbrand masterclasseventsinmorethan50citiesin28 countrieswiththousandsofleadersanditis pleasingtolearnthatcompaniesarebecoming morestrategicintheirapproachtoemployer branding. EmployerBrandInternationalsmissionisto buildemployerbrandleadershipcapability aroundtheworld.Weareconfidentgraduates fromourCertificateinEmployerBrand Leadershipcoursewillplayakeyrolein inspiringanewgenerationofleaderswhowill goontoleadtheemployerbrandstrategyin globalandnationalcompanies. EmployerBrandInternationalwillcontinueto pushtheboundariesofemployerbranding research.Wewillseekandfindinnovativeways toinformleadersontheiremployerbrand strategyfocusedondevelopingbetterworking environmentsmorecloselyalignedwiththe needsofallstakeholders.Thiswillassistleaders tofindabetterbalancebetweenthefinancial objectivesoftheirfirmanditssocial,peopleand customerobjectives. Iwelcomeyourfeedbackonhowemployer brandingisevolvinginsideyourcompanyandcan becontactedat brett@employerbrandinternational.com Pleaseenjoythisglobalreport, BrettMinchingtonMBA Chairman/CEO EmployerBrandInternational Twitter:@brettminch www.facebook/brett.minchington www.linkedin.com/in/minchington 4 </li> <li> TheEmployerBrandInternationalTeam Chairman/CEO BrettMinchingtonMBA (Founder) SENIORASSOCIATES USA RyanEstis ManagingDirector RyanEstis&amp;Associates DavidParks VicePresidentofBusinessDevelopment BluepointLeadershipDevelopment Europe EugenioAmendola ManagingDirector AntheaConsulting VroniqueFrog Partner,HeadofEmployerBrandingpractice BursonMarstelleri&amp;e BirgitteSeldorf BirgitteSeldorfConsultingAps&amp; exPartner,SummitConsultingA/S RadosawKnap ManagingPartner,KNAPROConsulting PerOlofHall ManagingDirector,PlanetPeople Australasia StevenGoodman SeniorLecturer(Marketing) ProgramDirectorHigherDegreesbyResearch TheUniversityofAdelaideBusinessSchool RonTomlian ManagingDirector,MarketingCounsel SonjaVisic ChiefExecutiveOfficeratRegionalDevelopment AustraliaFarNorthQueensland&amp;TorresStrait REGIONALADVISORYBOARD SaraEdling People&amp;EmployerBrandStrategyManager VolvoCarGroup HeatherPolivka SeniorDirectorofGlobalEmploymentBranding&amp; Marketing,UnitedHealthGroup FabioDioguardi GlobalEmployerBranding&amp; TalentAcquisitionDirector,Ferrero StephenFogarty SeniorManagerEmployerBranding&amp; DigitalRecruiting,adidasGroup MichaelHolm EmployerBrand&amp;HRManager,Lego RenHerremans DirectorEmployerBranding&amp;EmployeeEngagement BirgitteBrixAndersen LeadConsultant,TalentManagement,DONGEnergy ElsvandeWater HRDirectorSouthernEuropeJohnson&amp;Johnson KerryNone EmployerBrandManager,Amtrak MartaNajbert RegionalMarketing&amp;PRManager PandoraJewelryCEE KellieTomney Director,EmployerBrandWorks, LindaHalse HRContractoratThiessServices ExGeneralManagerHumanResources AustralianWineResearchInstitute KarenNelsonField.PhD SeniorResearchAssociate|SocialMediaandDigital EhrenbergBassInstitutefor MarketingScience(UNISA) PrenaiPillay BrandandAttractionManager,Absa/BarclaysAfrica GiulianaMassimino CountryCommunicationsManager,Sandvik 5 </li> <li> AboutEmployerBrandInternational EBIprovidesresearch,advisoryandthoughtleadershipin employerbrandingthroughstrategicconsulting, conferences/training,publications,researchandglobal thinktanks.EBIsexpertservicesareprovidedthroughan internationalnetworkofexpertemployerbrandSenior Associates.EBIsGlobalAdvisoryBoardconsistsofleading corporateprofessionalsandacademicsfromaroundthe world. SeniorAssociates InternationalDiversity GlobalAdvisoryTeam IndustryCollaboration Viewtheteamonlineat www.employerbrandinternational.com 6 </li> <li> Connectwithourinternationalemployerbranding onlinecommunities EmployerBrandInternationaliscommittedtobuildingaglobalcommunityofprofessionalstocontributetoits researchagendaandprovideafocalpointforknowledgetransfertoadvance theprinciplesandpracticeofemployerbranding. WeinviteyoutojoinourEBIEmployerBrandingGlobalCommunityofmorethan3500membersonLinkedIn http://www.linkedin.com/groupRegistration?gid=1338647 WeinviteyoutofollowEmployerBrandingOnlineonFacebook https://www.facebook.com/pages/EmployerBrandingOnline/115743318452966 7 </li> <li> Researchpartneracknowledgements AtEBI,wevaluehighlythelevelofsupportfromindividuals andorganisationsintheEmployerBrandingGlobal Communitywhoarecommittedtofurtheringthescienceof employerbrandingtoassistleadersdevelopaworking environmentthatismorealignedwiththeneedsof employeesandcustomers. IwouldliketothanktheSeniorAssociatesandAdvisoryTeam atEmployerBrandInternationalwhocontributedtothe developmentanddistributionofthesurveyaroundtheworld. WealsoreceivedtremendoussupportfromAssociations, CompaniesandIndividualstodistributethesurveytotheir clientnetworksaroundtheworld.Oursincereappreciationof theirsupportisextendedto: RoMarketingwww.romarketing.ro HeadHunterwww.hh.ru PeopleMatterswww.peoplematters.com RadosawKnap,KNAPROConsulting HRFuturewww.hrfuture.net HainesAttractNZwww.hainesattract.co.nz RyanEstis&amp;Associateswww.ryanestis.com BluivyGroupwww.bluivygroup.com Welookforwardtotheongoingsupportoftheemployer brandglobalcommunityandourregionalpartnersforour futureresearchinitiatives. Thankyou! TheteamatEmployerBrandInternational 8 </li> <li> Objectives EmployerBrandInternationalSeniorAssociatesconsultedwith regionalpartners,companiesandvendorstoassistindefining objectivesforth...</li></ul>