employer branding in brazil: where we are and where we're going

Employer Branding:

Where We Are, and 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 about our

consumer brand: as marketers”

People on LinkedIn

mention employer

branding in their profile

215,024

Fast forward to 2015…

1,374

182

Companies claim to

do employer

brandingEmployer branding

jobs exist today

How many of you have an employer brand?

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.

EMPLOYER BRANDING…

MATTERS

It’s worth the effort to invest in your employer brand.

A STRONG

EMPLOYER

BRAND

Talent market

position

Strong brand

perception

profit margin

increase*

1.8xrevenue

growth*

2.4x

lower turnover

rates*

28%savings

per hire*

50%

A STRONG

EMPLOYER BRAND

CAN ACHIEVE:

Source: LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012

1982

60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.

VS

15% 85%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.

Choosing a job is one of life’s big decisions.

EMPLOYER BRANDING…

MATTERS

IS HARD

17universumglobal.com

Talent today

has more

options than

ever before.

START UP

BOOM

Source: World Startup Report, 2014

It’s hard to stand out.

Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC

CEOs are increasingly worried about finding talent

with the right skills…

…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

Brazil is losing more people than it brings in, further shrinking your talent pool

-800,000

-700,000

-600,000

-500,000

-400,000

-300,000

-200,000

-100,000

-

100,000

200,000

1982 1987 1992 1997 2002 2007 2012

Costa Rica

Chile

Panama

Argentina

Colombia

Brazil

Peru

Net migrants (immigrants minus emigrants) to/from various Latin American countries, 30-year trend

Where are we today?

SKILLS GAP

INCREASED COMPETITION

TALENT HAS MORE OPTIONS

THAN EVER BEFORE

Simply understanding the importance of a strong

employer brand doesn’t lead to results

27universumglobal.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

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?

29

Let’s take a few moments to discuss…

Who owns employer branding in YOUR organization?

What would you change to make it better?

Do you have a way to measure employer branding success?

EMPLOYER BRANDING…

MATTERS

IS HARD

IS CHANGING

54%of the world’s

population lives

in urban areas

By 2050, this

number is expected

to increase to

66%

34universumglobal.com

And then there’s Gen Z

Mature Entrepreneurial

Value diversityQuick communicators

Self-Directed

Connected Educated

Make things happen

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

“To build our brand on a global level”

as a main employer branding objective

14.4%Today

31.1%In 5 years

Source: Outlook 2020, Universum

37universumglobal.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

Through data, technology and expertise, we help connect

people to brands and brands to people.

For people, we help find that perfect job.

For brands, we help find that perfect employee.

50% 28%

A strong employer brand can achieve:

Savings per hire

Turnover rates