definition of employer branding
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Employer Branding is a logical process through which employers strive for one main goal: to have a strong appeal on their future and current ideal employeesTRANSCRIPT
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1 Copyright Universum 2008
Definition of Employer Branding
Presentation by Carlo Duraturo, Global Account Director
Facebook.com/employerbrandLinkedIn.com/in/duraturoTwitter.com/duraturoCarloDuraturo.com
UNIVERSUM
• We employ approximately 200 people in 12 locations on 5 continents.
• The group head office is located in Stockholm, the regional head offices are located in Philadelphia (Americas), London (Europe), Cologne (DACH) and Shanghai (Asia).
• We serve more than 1 200 clients globally, including the majority of Fortune 100 companies.
• We survey over 350 000 students and 100 000 professionals annually in 33 countries.
• We publish more than 160 career publications in 10 countries.
• We have 10 career sites with 400 000 visitors/month.
• We organize 40 events with over 3 000 participants in 14 countries.
• We publish the world’s foremost journal on Employer Branding, Universum Quarterly.
Selection of our 1 200 clients:
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Universum in brief
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The Universum business
Act By reaching the talent
market through our communication solutions
Decide Desired brand position
Plan Their communication
activities
Know Their image, audience
and competitors
We help employers:
Universum helps companies improve their performance through more successful recruitment and retention by ensuring improvements to their Employer Brand.
Copyright Universum 2009
Definition of Employer Branding
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“Employer Branding is a logical process through which
employers strive for one main goal: to have a strong appeal on
their future and current ideal employees.”
CURRENT IDEAL EMPLOYEES
“I’m committed to my employer”
The Employer Brand is reflected in two audiences
FUTURE IDEAL EMPLOYEES
“I’d love to be a part of that company”Attraction
Retention & engagement
50%
50%
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There are 4 words in this definition we should pay extra attention to:
ProcessFirst of all, Employer Branding is an ongoing and continues process and not a one-time campaign. Remember, Employer branding is long term work, while recruitment is a short term work.
Future employeesIn most cases, Employer Branding activities are initiated to attract external talents to the organization, and to build up a correct future image in the external market.
Current employeesBut most companies seem to forget that Employer Branding is also important to build the right internal image, in order to keep and even engage current employees.
IdealYou don't want to attract everybody, only the talents in your target group. And you don’t want to keep everybody in your organization, only the one you would regret to lose.
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7 Copyright Universum 2008
Copyright Universum 2008
Thank you
For more information, contact me on [email protected]
UNIVERSUM