Copyright Universum 2007

Global Trends in Employer Branding and Talent Attraction

ERE, July, 7th 2010 Michal Kalinowski, CEO Universum

Copyright Universum 2010

Welcome!

Our view on Employer Branding

What Creates Attractiveness

Communicating with Talent

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Universum’s role is to provide information and advice…

Talent

Employers Expectations and Preferences

Advice on getting the chosen job

Employer Value Propositions

Aggregate and analyse

Evaluate adjust and communicate

Information about employers

Actionable knowledge on the talent market

Advice & Communication Solutions

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...in line with the employer branding process.

Universum’s Employer Branding Model

Understand Decide Plan Act

“Employer Branding is a logical process through which companies reach one main goal: to have a strong appeal on their current

and future ideal employees.”

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Understanding the market with Universum’s Research

Universum annually surveys over 300,000 students and 100,000 professionals worldwide through our standardised research. In addition to this research we conduct research in several other countries through our

consulting projects. Both standard and customized research allow you to have the information you need to understand the market.

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A strong EVP will be key in the communication process

Employer Value

Proposition Research

Current Employer Branding Strategies

Management’s visions and goals

Corporate Branding Strategy

Competitors’ Best

Practice

Communication strategy

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Employer Branding serves two main purposes

“I’m committed to my employer”

“I’d love to be a part of that company” Attraction

Retention & engagement

50%

50%

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Survey Question: What are the main objective(s) of your company’s employer branding work? (Please choose a maximum of three alternatives)

Why Organizations Work with Employer Branding?

Source: Universum 2009

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Having a strong employer brand creates real value

Ability to attract the very best people out of the talent group

Ability to resist salary creep in a competitive market – potential candidates will have other deciding factors than salary

Shorter time to fill positions

Higher employee commitment

Lower employee turnover

Strong Employer Brand

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Employer Brand vs Consumer brand

1.  Coca-Cola 2.  IBM 3.  Microsoft 4.  General Electric 5.  Nokia 6.  McDonald's 7.  Google 8.  Toyota 9.  Intel 10.  Disney 11.  Hewlett-Packard 12.  Mercedes Benz 13.  Gillette 14.  Cisco 15.  BMW 16.  Yves St Laurent 17.  Marlboro 18.  Honda 19.  Samsung 20.  Apple

Engineering* 1.  Google 2.  Microsoft 3.  IBM 4.  BMW 5.  Intel 6.  General Electric 7.  Sony 8.  Siemens 9.  Shell 10.  Procter & Gamble 11.  Johnson & Johnson 12.  Hewlett-Packard 13.  Cisco 14.  Esso/ExxonMobil 15.  McKinsey & Company 16.  Schlumberger 17.  BP 18.  L'Oréal 19.  Nokia 20.  Accenture

Business* 1.  Google 2.  PricewaterhouseCoopers 3.  Microsoft 4.  Goldman Sachs 5.  Ernst & Young 6.  Procter & Gamble 7.  J.P. Morgan 8.  KPMG 9.  McKinsey & Company 10.  Deloitte 11.  BCG 12.  BMW 13.  Coca-Cola 14.  L'Oréal 15.  Morgan Stanley 16.  Sony 17.  IBM 18.  Johnson & Johnson 19.  Deutsche Bank 20.  General Electric

* Source: Universum’s global Ideal Employer ranking 2009 ** Source: Interbrand’s Best global brand ranking 2009

Most attractive global employers Best global brands**

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Does market success influence employer attractiveness?

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Source: Universum 2010 – Ideal Rankings

What Creates Attractiveness 2010

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How have trends changed in the last years?

2000 2001 2003 2004

Optimism

High salary expectations

Long workdays, overtime

Stock options, bonus

Realism Pessimism

2002

Reasonable salary expectations

Extra vacation

Balance work/free time

Dot.com, start-ups Government, public service

Security

Careful optimism

Challenging work

Retirement plan

Contribute to society

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Global importance of the Drivers of Employer Attractiveness

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Employer Reputation & Image - Highest performers

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Highest average rating for any employer in the region

People & Culture - Highest performers

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Highest average rating for any employer in the region

Global career goals 2009 – Business & Engineering

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2009 - Top 3 career goals by region - Business

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2009 - Top 3 career goals by region - Engineering

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Global trends among students 2009 - 2010

  Flight to safety – temporary

  Not giving up the work-life balance – permanent

  Importance of industry down – large differentiation between individual employer brands – permanent

  More time spent researching – temporary

  More emphasis on meeting real people and managers - permanent

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Winning formula when creating attractiveness

Consistency   between the corporate brand and the employer brand, leverage the often

much stronger and better financed efforts around the corporate brand   between business units (nationally) and countries (globally)   between promise and delivery (image and identity)

Differentiation   do not state the obvious – state the unexpected

Strategic approach   long term (consistency over time) and senior management support

Internal co-operation   utilising the skills and resources of several departments, ensure co-operation

of recruitment with on-boarding

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Communicating with Talent

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Employer Brand is influenced from several directions

Direct communication

Employer branding

Employer Brand

Indirect communication

Corporate branding

Campus presentations Career website Advertisements

People you know at the company

Blogs by employees

Corporate website Advertisments

News articles Blogs about company

performance

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Segmentation is key to creating an attractive proposition

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Case Studies

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Global EB positioning must be aligned in all communication

Make sure to align channels that you can influence – because some channels you cannot

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Google combines brand with commitment to talent

“Our employees, who have named themselves Googlers, are everything. Google is organized around the ability to attract and leverage the talent of exceptional technologists and business people. We have been lucky to recruit many creative, principled and hard working stars. We hope to recruit many more in the future. We will reward and treat them well.”

”Talented people are attracted to Google because we empower them to change the world; Google has large computational resources and distribution that enables individuals to make a difference. Our main benefit is a workplace with important projects, where employees can contribute and grow. We are focused on providing an environment where talented, hard working people are rewarded for their contributions to Google and for making the world a better place.“ –Larry Page & Sergey Brin in 2004 Founders' IPO Letter

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Google recruitment – from interruption to engagement

Interruption Engagement

Who Computer Science Grads Competitive problem solvers

What Come work at Google Solve this

Where Campus, Science mags Outdoor (shared medium provokes competition)

When End of academic year Commuting time

Why We’re the best We’re like you, because we act like you

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Challenging ads to find the right people

2) 7427466391.com 1) The challenge

3) The pitch

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PwC connects with the students

International Flying Start International Flying Start is a systematic career development program held by PwC •  Provide a 7-year career planning from 1st year on campus until 3rd year at work •  Range from school education guidance, internship to international job transfer

PwC LEAP PwC LEAP is the student club held by PwC •  Every leap manager has a PwC mentor •  LEAP is a door to PwC internship which make the club very attractive

L - Learning - learn accounting knowledge and PwC news E - Experience - experience PwC culture A - Association - associate with top students from all over China P - Progress - take progress with LEAP

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Source: Unilever presentation at Universum Awards France 2007

Challenging ads to find the right people

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Generational Patterns - summary

Talent expects:

-Truth

- Flexibility

- Building the Me-Brand

- Leadership

Employers need:

- Courage and knowledge

-  Innovation

-  Strong brand and training

- Leadership

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Thank you!

Michal Kalinowski, Global CEO Universum

mk@universum.se

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www.universumglobal.com

Tracy Van Drye Global Account Director

td@universumusa.com

For more information, please contact:

Kortney Kutsop US Account Director

kortney.kutsop@universumusa.com