PowerPoint Presentation

#talentbitesSegmentation and the Employer BrandGraeme WrightStrategy Director, Havas People

#talentbites

#talentbitesA good Employer Brand makes an emotional connection between individual and employer - and generates discretionary commitment

A great Employer Brand will create a community of employees and potential employees united by organisational values

#talentbites

#talentbitesPositioning Statement, Narrative, Brand Pillars

#talentbitesThe challenge is we are in the middle of a war

GlobalisationLocalisationPersonalisation

#talentbitesGlobalisation - its a homogenous world

#talentbites

But lets stop here and say that althought the need for personalisation is obvious is it really neccesary after all arnt we all the same it is a pretty homogounous world

Havas are global and big in EuropeWe do lots of pan European campaigns and Pan European ResearchOne of the things we are seeing is that it is an increasingly Homogonous world you can see this particulay in Gen Z but generaly in us e of media , technology, events that matter, sports (eg Premier league)

8

This sense of uniform identity is most apparent in youth culture

#talentbites

#talentbites

#talentbitesFrance is in the air11

#talentbitesLocalisation

#talentbites

https://www.youtube.com/watch?v=jo0Hsx-yHiI

We are not all the same13

#talentbites

Power DistanceHow people accept and expect that power is distributed unequally.

Uncertainty AvoidanceI or we.

Masculinity vs. FemininityA male/female divide in society but also an acceptance of macho characteristics.

Individualism vs. CollectivismHow uncomfortable are people with uncertainty and ambiguity.

Long vs. Short Term Orientation (pragmatism)How much society values long-standing as opposed to short-term traditions and values.IndulgencePutting a premium on enjoying life and having fun.Localisation (Cultural Self)

#talentbitesHofsteadBut are still differencesPower DistanceDegree to which people accept and expect that power is distributed unequally.Uncertainty AvoidanceA society's position on this dimension is reflected in whether peoples self-image is defined in terms of I or we.Masculinity vs. FemininityThe masculinity side of this dimension represents a male/female divide in society but also an acceptance of macho characteristics, such as for achievement, heroism, assertiveness and material rewards for success.Individualism vs. CollectivismHow uncomfortable are people with uncertainty and ambiguity? Countries exhibiting strong UAI like order and tend to be less responsive to unorthodox approaches. Long vs. Short Term Orientation (pragmatism)Also referred to as a measure of pragmatism, this refers to how much society values long-standing as opposed to short-term traditions and values.IndulgenceIndulgence stands for putting a premium on enjoying life and having fun, restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.

15

#talentbitesHofstedes study is a work place cultural comparison tool which helps us consider relevant marketing techniques and work place expectations country by country. It looks at workplace habits by studying 6 different dimensions:Power DistanceDegree to which people accept and expect that power is distributed unequally.Uncertainty AvoidanceA society's position on this dimension is reflected in whether peoples self-image is defined in terms of I or we.Masculinity vs. FemininityThe masculinity side of this dimension represents a male/female divide in society but also an acceptance of macho characteristics, such as for achievement, heroism, assertiveness and material rewards for success.Individualism vs. CollectivismHow uncomfortable are people with uncertainty and ambiguity? Countries exhibiting strong UAI like order and tend to be less responsive to unorthodox approaches. Long vs. Short Term Orientation (pragmatism)Also referred to as a measure of pragmatism, this refers to how much society values long-standing as opposed to short-term traditions and values.IndulgenceIndulgence stands for putting a premium on enjoying life and having fun, restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.

16

Careers can trump culture

#talentbitesCan look at thisin two ways

Geographical variationCareer trend17

Personalisation

Finding top talent will always be important, but eventually it will become so easy that except in specialised cases, there will be no reason to have it done by highly paid recruiters. This is partially because as the electronic presence of almost everyone in the world increases, the volume of information will become too large to sort through by highly paid professional direct sourcers. So instead, eventually employers will recruit internet web crawlers that will electronically search 24/7 for individuals who fit the desired candidate profile.

Dr. John Sullivan

#talentbites

Also - http://drjohnsullivan.com/unless-you-segment-your-recruiting-messaging-you-wont-attract-top-performers-and-techies

Also - http://drjohnsullivan.com/unless-you-segment-your-recruiting-messaging-you-wont-attract-top-performers-and-techies

18

Why is personalisation important?An individual is exposed to over 3000 pieces of information a day

Source: Inc.com The Future of Advertising

#talentbitesDoes it work?

Source: Inc.com The Future of Advertising, 200519

Andrew Boz BosworthHead Of Ads Engineeringfor FacebookThe top complaint by far is this, You know me so well, why arent these ads more relevant to me?People love personalisation

#talentbites

Launch the 2015 Lexus NX to culturally-savvy inspired Urbanites

#talentbitesBusiness challenge for Lexus to launch the 2015 Lexus NX to a target audience of culturally savvy inspired urbanites.

Leveraging the Go Beyond Utility campaign idea, Lexus created personalized videos to reach targeted audience on Facebook.21

03

02

01Geographical relevancy10 top markets: Atlanta, Dallas, Los Angeles, Philadelphia, San Francisco, Chicago, Houston, Miami, New York, Washington D.C.Relationship with brandCar affiliation to deliver 1000 different videos targeted to niche audience.Personal passionGender and 4 different interests (Fashion, Music, Tech, and Travel)

#talentbitesCreative use of people insights to uncover key interests of target audience and combined with gender, geo and vehicle owner data to create and deliver customized messagesGender + 4 key interests (Fashion, Music, Tech, Travel)10 top markets Car affiliation

22

Brands (organisations) that win are ones that adeptly manage at the intersection of these three colliding forces.

The Employer Brand enables organsations to manage these forces

#talentbitesWe have talked of globalisationBut also localisationPersonalisation alos comes into play which is why segmentation is importnat23

Globalisation and the Employer Brand

#talentbitesFor those who dare

#talentbiteshttps://www.youtube.com/watch?v=o6v_iMZwXNU25

#talentbitesYou matter NN

#talentbiteshttps://www.youtube.com/watch?v=3KS_ZcGixy427

Localisation and the Employer Brand

#talentbites

AB InBev

#talentbitesHazla Tuya: Spanish29

#talentbiteselement14: Different divisional messages

#talentbites

#talentbites

#talentbitesPersonalisation, Personas and Segmentation

#talentbitesHowever it is with personalisation that we see the real potential of segmentation and brandingWe can create photofits of the people we want to recruit (personas) and then match it against the large amonunt of data we have about individuals

34

Persona - 1

#talentbites"Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit...""There is no one who loves pain itself, who seeks after it and wants to have it, simply because it is pain..."de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC.

35

#talentbites

36

Linking Personas

#talentbitesLink the personas together using our golden thread in this way segmenting the market.37

Personas: some benefits

matches messaging to candidates and so improves the candidate experience; giving them a reason to engagefocuses marketing on best fit candidates helps candidates de-select themselves from rolesgives recruiters easier to manage groups to build connections with builds a differential positioning versus competitorsprovides insight for external marketing and so improves targeting for difficult to fill rolesbuilds trust between candidate and employerbuilds meaningful relationships with potential candidates by matching their aspirations to your organisational culture.

#talentbitesIn todays cutthroat and overcrowded marketplace, the brands that ditch mass marketing techniques in favour of more relevant and individualized messaging will win. Just ask President Obama his team of data scientists helped lead him to re-election in 2012 by amassing detailed voter segments based on demographic, financial and behavioral data.Obamas big data endeavor helped his camp raise $1 billion, target cross-channel ads and, according to Time Magazine, create detailed models of swing-state voters that could be used to increase the effectiveness of everything from phone calls and door knocks to direct mailings and social media.Leading brands are taking this presidential approach to understanding and segmenting their audiences based on a number of influential, actionable attributes

38

Creating Personas linked to your BrandingOur clientFinancial services companyjust under 50,000 employeesoperations in over 50 countries

BriefCreate a map of attitudinal and behavioural segments to better tailor messages, identify preferred channels and provide access to different types of information for different audiencesOver 100 variables

#talentbitesPersonas should have personality

24%24%20%20%11%

#talentbitesPersonality traits

24%24%20%20%11%

Key personality traits:They dont rely on others to give them the basic gist of reportsThey investigate a new topic or process in-depth before tryingNot a headline and image person onlyLike to read all the details of a news article before making a judgementA significant proportion (31%) commute more than 2 hours Of those who watch video on the way to work, a high proportion (27%) are Determined Successfuls

To engage them:Details are importantSpeak to them with facts, rather than imageryFirst thing in the morning is a good time

#talentbites

41

Communication needs

24%24%20%20%11%

CommunicationsFrom:When:Preferred channel:CEOContinuous updates as they happen (especially so in Switzerland)Electronic newsletterExecutive BoardRegular scheduled time or as they happenIntranetDirect ManagerContinuous updates as they happen. In Switzerland more likely to prefer a regular scheduled timeEmail from an individuals addressManagers ManagerContinuous updates as they happenEmail from an individuals addressAnyone elseAvailable to access when I want it. Asia Pac more likely to prefer a regular scheduled timeEmail from an individuals address

#talentbitesGlobal personas

#talentbitesFinal thoughtsBranding introduces personality and consistency to people marketing and enables effective segmentation by giving it purposeBranding doesnt necessarily imply uniformity in every aspectGlobalisation is important but we are not a homogenous speciesCareers can trump culturePersonas makes sense in an era of PersonalisationParticularly when they express personality traits (the breadcrumbs which guide on how you engage them effectively)But Personas only work If they are actionable

#talentbites

44

View more at talentbites.com

#talentbites