Randstad Holding

23 April 2015

#randstadaward16:00Welcome16:30Global employer branding, similarities and differences between countries Jan Denys Randstadgroup Belgium

Marketing the brand, living the brandLuc Sels Faculty of Economics and Business University of Louvain

Getting the most out of your employer brandJan Verhesen ICMA

17:30Endprogram#

Jan DenysRandstadAwardresults2015

Similarities and differences between countriesGlobal employer branding3about the Randstad Award capturing the views of over 225,000 peoplethe largestlong historyno cost for companies to participate, no self selectionbased on views of the outside world, not own employeescriteria to win are totally transparentparticipants cant manipulate results

Why is the Randstad Award unique?independent employer branding research globally, capturing the views of over 225,000 peoplebased on the perceptions of the countrys largest employers ranked by their number of employees (> 1,000 employees in small countries)research compiled by ICMA Group, independent research company

What is the Randstad Award?

#Global Randstad Award 20155Randstad Award 2000 only in tiny Belgium

#Global Randstad Award 20156Randstad Award 2015 covering 75% of the global economy and the views of over 225,000 people

AustraliaChinaHungaryLuxembourgRussiaSwedenArgentinaFranceIndiaNetherlandsSingaporeUKBelgiumGermanyItalyNew ZealandSpainUSACanadaHong KongJapanPolandSwitzerland#Global Randstad Award 20157salary and employee benefitscareer progressionwork atmospherelong-term job security work-life balance financial healthjob contenttrainingmanagementenvironment and society (CSR)

(strongly) agree(strongly) disagree543214. how do you rate this company on 10 specific drivers of choice?(definitely) yes(definitely) no 543213. based on your perception of this company, would you like to work for it?respondents select companies they know from a random list of 30 companies per respondent2. which of the following companies do you know?respondents rank their top 5 drivers, in order of most to least important, from a list of 17 choices1. what drivers are important to you when choosing to work for a company?Randstad Award survey design#Global Randstad Award 20158employer branding insights 2015social media use worldwideemployer brand attractiveness: based on percentage of talent that would like to work for the employeremployer brand attractiveness: 2015CanadaChinaFranceGermanyHong KongHungaryIndiaArgentinaAustraliaglobalBelgiumItalyemployer brand attractivenessJapanLuxembourgNetherlandsNew ZealandPolandRussiaSpainSwedenSwitzerlandUKSingaporeUSA36%63%34%32%36%34%65%48%32%39%32%53%24%38%51%42%47%27%37%26%31%31%31%43%employer brand attractiveness20152015trend vs. 2014trend vs. 20141%2%-1%-1%2%2%0%4%0%1%1%7%-1%-1%2%1%1%2%1%-2%6%4%-1%-1%and trend vs 2014#Global Randstad Award 201510divergent trends in employer brand attractiveness reflect continued but hesitant economic recoveryworldwide positive trend in employer brand attractiveness slows down in 2015 (up 1% vs. 2014)steep increase in 4 countries: Italy, Luxembourg, Netherlands and Argentina (4 to 7%)

very small increase in 10 out of 23 countries (1 to 2%) and stable in India and Australia1% down in 6 countries: France, Poland, UK, Germany, New Zealand and USA and 2% down in Japan

employer brand attractiveness: based on percentage of talent that would like to work for the employer34%38%39%20132014201539% worldwide would like to work for one or more of the largest employers in their country#Global Randstad Award 201511Different scores in formal and informal economiesIndia:

Switzerland:

Germany:

65%37%32%#Global Randstad Award 201512Differences between south and north

Spain: 47% France: 34% Belgium: 32% Netherlands: 31% Sweden: 27% #Global Randstad Award 201513Differences between south and north

Argentina: 48% USA: 43% Canada: 36% #Global Randstad Award 201514

The global worker : workers all over the world have remarkable similar needs concerning their drivers to choose an employerwhat is the most important criterion to you when choosing an employer?what is your top 5 of most important criteria when choosing an employer?criteriaglobal most importantglobal top 520152014salary & employee benefits632267%54%50%42%38%38%37%32%29%24%18%16%15%11%11%11%10%long-term job security 5214pleasant working atmosphere488good work-life balance 428career progression opportunities386financially healthy378interesting job content368conveniently located325offers flexible working arrangements294good training243strong management193strong image/strong values163quality products/services16diversity management12international/global career opportunities 12environmentally & socially aware (CSR)11uses latest technologies 11country results - most important factors#Global Randstad Award 201515Ranking of drivers is rather similar all over the worldOnly small differences between different zones

what drivers make your top 5 when choosing an employer?01020304050607080salary & employee benefitslong-term job security pleasant working atmospheregood work-life balance career progression opportunitiesfinancially healthyinteresting job contentconveniently locatedoffers flexible working arrangementsgood trainingstrong managementstrong image/strong valuesquality products/servicesdiversity managementinternational/global career opportunities environmentally & socially aware (CSR)uses latest technologies module1 - importance attributes by continentAmericasAPACEurope#Global Randstad Award 2015The global workerGender? Ranking of drivers rather similarOnly small differences

what drivers make your top 5 when choosing an employer?01020304050607080salary & employee benefitslong-term job security pleasant working atmospheregood work-life balance career progression opportunitiesfinancially healthyinteresting job contentconveniently locatedoffers flexible working arrangementsgood trainingstrong managementstrong image/strong valuesquality products/servicesdiversity managementinternational/global career opportunities environmentally & socially aware (CSR)uses latest technologies menwomenmodule1 - importance attributes by gender#Global Randstad Award 2015drivers attributed to largest employers1. financial health3. good training2. strong management8. pleasant work atmosphere7. long-term job security5. salary & employee benefits4. career prospects10. work-life balance9. corporate social responsibility6. job contentemployers score best onthe global company: companies worldwide score very similar on drivers of choice#Global Randstad Award 201518discrepancy between what talents are looking for, and how employers score on these drivers of choicedrivers attributed to largest employersmost important drivers of choice for potential talent 1. financial health3. good training2. strong management8. pleasant work atmosphere7. long-term job security1. salary & employee benefits3. pleasant work atmosphere2. long-term job security8. strong management7. career prospects5. financial health4. job content10. corporate social responsibility9. good training5. salary & employee benefits4. career prospects10. work-life balance9. corporate social responsibility6. work-life balance6. job contentpotential employees searchemployers score best on#Global Randstad Award 2015top 3 core values salary, job security and atmosphere rank only at position 5, 7 and 8 among employers

employers score best on financial health, strong management and training only at position 5, 8 and 9 in core values searched by talent

weak employer performance in major driver atmosphere and in work-life balance

Top 3 most important drivers for potential talent similar to last year

19top 3 most attractive sectors by country(*)ChinaJapanHong KongIndiaNew ZealandAustraliaSingaporeAPACArgentinaCanadaUSA1st position2nd position3rd positionpower, utilities, telecompharmaceutical-chemicalfinanceFMCGtransportation & logisticsinternet & contentsengin.-constr.-energynonelectric, electric, precision machineproperty & real estateIT-telecomeducation & trainingFMCG-durables-retailsprofessional servicesauto & auto-componentsIT-telecomaviationFMCGlife scienceshospitality & recreationtransport-logisticsengin.-constructioncar, truck industrysoftware, ITpharmaceuticaltransport-logisticshigh tech manufacturingmotor vehicle & partsmedia & ITaerospace & defenseconsulting, scientific & engineering servicesAmericasRussiaoil & gas, energyconsumer electronicsgeneral industryattractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectors(*) sectors covering largest employers locally within country#Global Randstad Award 201520top 3 most attractive sectors by country(*) (continued)EuropeBelgiumFranceGermanyItalyNetherlandsSpainUKinternational institutionsaeronauticsvehiclesfashion-luxuryhealthcareelectronicsautomotive-aerospacepharmaceuticalconsumer goodsIT-consulting-telecommediahigh tech industrypharmaceuticalpharma-life sciencemediaenergy-environmentmachine constructionelectronicseducationaeronauticselectronic engineeringSwedenpharmaceuticalmanufacturingfood productionSwitzerlandwatchmaking industryinformatics-consultingindustrial-manufacturingHungaryservicesautomotiveFMCGPolandpower sectorautomotivematerials and fuel1st position2nd position3rd positionattractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectors(*) sectors covering largest employers locally within countryLuxembourgtransport-logisticsservicesfinance#Global Randstad Award 201521attractiveness: among respondents who know one or more companies operating in a particular sector,percentage who would like to work for the companies within the sectorsyour results - sector ranking table (1)201520141.2.3.4.5.6.7.8.9.10.ITtechnologylife sciencesautomotiveindustrialconsultingFMCGfinancial serviceschemicalconstruction56.3%51.6%51.3%50.0%49.9%49.4%46.7%42.8%42.0%42.0%55.5%46.5%48.5%47.3%45.5%48.0%43.9%40.1%38.9%40.1%

IT most attractive sector worldwide(*)(*)global sectors including approx. 6,000 companies surveyed worldwide(1)

(5)

(2)

(4)

(6)

(3)

(7)

(9)

(12)

(10)#Global Randstad Award 2015Technology significante toename >5%Rankings toevoegen, evt meerdere jaren?IT nummer 1 sector sinds 2013, daarvoor:, Automotive in 2012 across 14 countries en Aeronautics in 2011 across 12 countries

22top 3 most attractive companies by countryChinaJapanHong KongIndiaNew ZealandAustraliaAPACArgentinaCanadaUSAAward winner1st runner up2nd runner upAlibaba GroupIBMAppleKirin HoldingsCathay PacificSuntory HoldingsOcean Park CorporationMeiji HoldingsCLPGoogleDepartment of ConservationMicrosoftTVNZSonyNew Zealand Customs ServiceVirgin ABCDepartment of Immigration & Border ProtectionMercedes BenzIBMBayerIBMWestJet Airlines Ltd.Coca-ColaMicrosoftThe Walt Disney CompanyCoca-ColaAmericasRussiaGazpromRosneftSamsung#Global Randstad Award 201523top 3 most attractive companies by country (continued)attractiveness: among respondents who know the company (minimum 10% name awareness);% that would like to work for the companyAward winner1st runner up2nd runner upEuropeFranceGermanyItalyNetherlandsSpainUKAirbusBMWFerreroPhilipsSonyJohn LewisL'OralAudiArmaniKLMSiemensBMWEDFDaimlerCoca-ColaLUMCMercedes BenzBritish AirwaysSwedenIKEASveriges TelevisionVolvoSwitzerlandGooglePatek PhilippeSwatchHungaryMercedes BenzAudiIBMPolandKGHM Polska MiedZesp Elektrowni PAKVolkswagenLuxembourgRTL GroupLuxairBanque de Luxembourg#Global Randstad Award 201524conclusion

a lot of similaritiesglobal workerglobal companyglobal discrepancyproximity factor

#Global Randstad Award 201526But also: a lot of differencesNational sector & company championsNational attractiveness scores

#Global Randstad Award 201527Thanks for listening

jan.denys@randstadgroup.be

@DenysJan

#Global Randstad Award 2015

#randstadaward