hans ubbe ebbesen, novo nordisk – talent & recruitment

NOVO NORDISK A/S HEADQUARTERSBagsvaerd, Denmark

Amplifying AuthenticityEmployer Branding in an Open WorldHans Ubbe Ebbesen, Director of Employer Branding & Digital Acceleration

22-Mar-2017HR Tech London

Novo Nordisk at a glance

Novo Nordisk is a global healthcare company with more than 90 years of innovation and leadership in diabetes care.

This heritage has given us experience and capabilities that also enable us to help people defeat other serious chronic conditions: haemophilia, growth disorders and obesity.

HR Tech London2

Novo Nordisk -Corporate Presentation

22-Mar-2017

PRODUCTS MARKETED IN

180 COUNTRIES

STRATEGICPRODUCTION SITES

IN BRAZIL, CHINA, DENMARK, FRANCE AND US

SUPPLIER OF MORE THAN

HALF OF THEWORLD’S INSULIN

26,800,000PEOPLE USE OUR PRODUCTS

AFFILIATES IN COUNTRIES

R&D CENTRESIN CHINA, DENMARK,

AND US

DKK 107.9 BILLIONIN TOTAL REVENUE

APPROXIMATELY

230,000SHAREHOLDERS

75

EMPLOYS APPROXIMATELY

42,300 PEOPLEDIABETES

OBESITY

GROWTH DISORDERS

HAEMOPHILIA

The way we compete for talent is changing

HR Tech London 22-Mar-2017

life-changing careers


life-changing careers – selected moments

HR Tech London

Formalisation of life-changing careers

Authenticstory-telling

Digitalisation andchannel harmonisation

Creating brandsupport and carriers

(LCC magazine)

Anchoring in brand hierarchy

Professionalisingcommunications platform

Strengtheninginternal use

Global alignment incl.corporate visual identity

Broadening value proposition(target value propositions)

Employeeadvocacy

22-Mar-2017

Global adoptionand embedment

2008

2009

2009

2010

2011

2012 2013

2012 2014

2015

2016

Authentic Initiation Change Management Ensure Consistency Release Potential

We need to be relevant ZMOT (Zero Moment of Truth)

We need to be

consistent

We need to be

authentic to stand out


Trust in people not

companies

Employees are the

strongest brand asset

It is key to develop

and activate networks


Reach

Loss of control

Earned

Owned

Paid

Collectively we have

3,000,000+1st degree connections on

LinkedIn

32,000+Novo Nordisk employees have a

profile on LinkedIn

We have

450,000+followers on LinkedIn

In the last 12 months 47% of our hires to Novo Nordisk (that we can measure on LinkedIn) was following us on LinkedIn before becoming a hire.


Talent PassiveTalent Active

Talent Unknown

Talent Known

Attract

Hire

Source

Cultivate


Orchestrating The Digital Ecosystem


Powered by

cross disciplinary

collaboration

Business Driven Employer Branding

Novo Nordisk Way of Recruiting- through the lens of a candidate, talent advisor & hiring manager


CandidateExperience

TalentData

Recruitment Efficiency

Candidate Talent Advisor Hiring Manager

“I wasn’t even looking for a job, but they found me”

“I would recommend other’s to apply for a job at Novo Nordisk even though I didn’t get the job myself”

“I received personal, clear and timely communication”

“I know when and why I’m successful”

“I’m a story-teller and use every interaction to exemplify the employer brand”

“I’m part of a community of practice where we share the use of new tools, guidelines and internal best practice”

“I receive relevant silver medallists from other recruitment processes”

“I know that every encounter is a recruitment opportunity”

“My recruiter helped me take informed decisions so I could focus on other business critical matters”

Connecting the dots

Heartcore

In a smarter

way

Words of wisdom…


Be nimble Keep it simple Stay real

• Social media allows us to behave in ways that we are hardwired for in the first place - as humans. We can get frank recommendations from other humans instead of from faceless companies

• Social media enable for fast distribution of information – good and bad

• Authenticity is key!

The Open World


Amplified Authenticity



y u!Thank

hans ubbe ebbesen, novo nordisk – talent & recruitment

Recruiting & HR