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Copyright Universum 2007

Global Trends in Employer Brandingand Talent Attraction

Copyright Universum 2010

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Welcome!

Our view on Employer Branding

What Creates Attractiveness

Communicating with Talent

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Universums role is to provide information and advice

Talent

Employers Expectations and Preferences

Advice on getting

the chosen job

Employer Value Propositions

Aggregate and analyse

Evaluateadjust 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.

Universums 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 Universums Research

Universum annually surveys over 300,000 students and 100,000 professionals worldwide through ourstandardised 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 tounderstand the market.

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A strong EVP will be key in the communication process

Employer

Value

PropositionResearch

Current Employer BrandingStrategies

Managementsvisions and goals

Corporate BrandingStrategy

Competitors

BestPractice

Communicationstrategy

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Employer Branding serves two main purposes

Im committed to my employer

Id love to be a part of that companyAttraction

Retention &engagement

50%

50%

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Survey Question: What are the main objective(s) of your companys 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 candidateswill have other deciding factors than

salary

Shorter time to fill positions

Higher employee commitment

Lower employee turnover

StrongEmployer

Brand

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Employer Brand vs Consumer brand

1. Coca-Cola2. IBM3. Microsoft4. General Electric5. Nokia6. McDonald's7. Google8. Toyota9. Intel10. Disney11. Hewlett-Packard12. Mercedes Benz13. Gillette14. Cisco15. BMW16. Yves St Laurent17. Marlboro18. Honda19. Samsung20.Apple

Engineering*

1. Google2. Microsoft3. IBM4. BMW5. Intel6. General Electric7.

Sony8. Siemens

9. Shell10. Procter & Gamble11. Johnson & Johnson12. Hewlett-Packard13. Cisco14. Esso/ExxonMobil15. McKinsey & Company16. Schlumberger17. BP18. L'Oral19. Nokia20.Accenture

Business*

1. Google2. PricewaterhouseCoopers3. Microsoft4. Goldman Sachs5. Ernst & Young6. Procter & Gamble7.

J.P. Morgan8. KPMG

9. McKinsey & Company10. Deloitte11. BCG12. BMW13. Coca-Cola14. L'Oral15. Morgan Stanley16. Sony17. IBM18. Johnson & Johnson19. Deutsche Bank20. General Electric

* Source: Universums global Ideal Employer ranking 2009

** Source: Interbrands 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

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What CreatesAttractiveness 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

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People & Culture - Highest performers

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Highest average rating for any employer in the region

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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

Consistencybetween 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)Differentiationdo not state the obvious state the unexpectedStrategic approach

long term (consistency over time) and senior management supportInternal co-operation

utilising the skills and resources of several departments, ensure co-operationof 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 presentationsCareer website

Advertisements

People you know at thecompany

Blogs by employees

Corporate websiteAdvertisments

News articlesBlogs 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 theircontributions 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 GradsCompetitive problem

solvers

What Come work at Google Solve this

Where Campus, Science magsOutdoor (shared medium

provokes competition)

When End of academic year Commuting time

Why Were the bestWere 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 ChinaP- 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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