how deloitte approaches global employer branding
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Confidential and Proprietary © Glassdoor, Inc. 2008-2015
How Deloitte ApproachesGLOBAL
EMPLOYER BRANDING
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
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Featured Speakers
Mike WalshSenior Manager,Product Marketingat Glassdoor@MikeNWalsh
Jennifer PowellTalent AcquisitionBranding Leadat Deloitte@JPhillyPowell
Tarek DawasGlobal Talent Acquisition and Mobility Leader at
Deloitte@tdawas
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#GDChat
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Agenda
• What Is an Employer Brand?
• Why Invest in Your Employer Brand?
• Deloitte’s Global Brand
• Action Plan
• Questions
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What Is an Employer Brand?
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An Organization’s Reputation as an Employer
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Today’s Candidates’ Decision-Making Process
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would not take a job with a company that had a bad reputation, even if they were unemployed!
69%
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
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OK, Employer Branding Is Important!
But What’s This About a…
GLOBALEMPLOYER BRAND?
LOCALIZEDEMPLOYER BRAND?
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Why Localize Employer Branding? Because One Size Doesn’t Fit All
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Leadership Opportunities
The Needs of Global Talent Pools Differ
Friendly Work
Environment
Mentorship
Work Life Balance
Compensation
Stability
Benefits
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Lack of employer brand recognition in global markets
Lower Applicant Quality
IncreasedCost-Per-Hire +Time-to-Fill
Costly implications for bad hires due to labor laws
What is the cost of getting it wrong?
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Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Deloitte – Quick Facts• Professional services firm: Audit, Consulting, Tax & Legal, Financial Advisory and Risk Advisory
• Over 225,000 people in 110+ locations worldwide, but we are a network of 47 independent member firms
• History of inorganic growth
• Minimal levels of business advertising
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Approx. 60,000 Hires Per Year Globally
Our people
23%
40%
37%
Asia PacificAmericasEMEA
56%31%
2%11%
CampusExperienced HireExecutiveOther
LevelGeography
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Deloitte’s Employer Brand 2003(consistency without alignment)
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Deloitte’s Employer Brand 2006(visually consistent, but not the message)
Although now completely compliant with identity standards, messaging is still not aligned.
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Why Is This Important?
• War for talent
• Boost engagement and retention
• Strengthen recruiting outcomes
• Boost the bottom line
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What We Did
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Defining Our EVP
Competitors’ Best PracticesDeloitte’s
Corporate Branding Strategy
Deloitte’sCurrent Employer Branding Strategies Deloitte
LeadershipVisions and Goals
EVP
Input from over 26,000 internal (employees)
and external (candidate) live interviews and
surveys in 22 countries
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Putting It All Together
Student Hire Collateral:It’s your futureHow far will you take it?
Experienced Hire Collateral:It’s your careerWhere will you take it?
Green Dot Campaign:Standing out in the crowd.
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Outcomes: Global Recruiting Communications Guide
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Student Collateral
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Social Media Collateral
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The Green Dot
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Our Tone and Voice
Having fun at work? Why not?
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Green Dot Recruitment Campaign – 2009
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Localising the Message Is Critical
Innovation
Gender balance
Gender balance
Arab Spring
Prestige
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Middle EastIt’s your career,
www.deloitte.com/me/careers
Like Deloitte Middle East
Get a head-start on conquering the learning curve
@DeloitteME and@DeloitteMEjobs
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Global
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Leveraging Global Platforms
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Sharing the Social Love
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Sharing the Social Love on Glassdoor
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Building on Best Practices
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Deloitte University Going Global
Building on Best Practices
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Pulling It All Together –Driving Global Adoption
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Collaborate, Execute and Simplify
• Make it easy to understand and execute
• Partner with marketing from the start
• Get key stakeholders to lead it and the rest will follow
• Raise leadership expectations around building the brand
• Allow for flexibility - EVP emphasis varies locally
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Behaviour trumps collateral• Materials “start the conversation”
• Educate stakeholders
• Focus on experience
• Define the sandpit, but encourage innovation –it can come from anywhere!
• Global brand;; from compliance to business partner
• Share best practices
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Free Resources: employers.glassdoor.com
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Confidential and Proprietary © Glassdoor, Inc. 2008-2015
Questions?