Universum Talent Insight Report

Gauge how well the expectations of your target talent align with what you offer in order to attract and retain them with a cohesive Employer Brand.

Who We Are

Present in 60 countries with regional offices in New York

City, Paris, Shanghai, Singapore and Stockholm.

Serving more than 1 700 clients globally, including Fortune 100 companies.

Full service Employer Branding partner, taking clients from identifying

challenges, engaging talent to measuring success.

Helping the world’s leading organizations strengthen their Employer Brands for

over 25 years.

Surveying more than 1.3 million career-seekers,

partnering with thousands of universities and organizations.

Thought leaders in Employer Branding,

publishing content on C-suite level subjects.

Our Employer Branding content is published yearly

in renowned media, e.g. WSJ, CNN, Le Monde,

BusinessWeek.

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Outline

1. The Benefits of Insight-based Employer Branding

2. Knowledge to Kick Start or Optimise Your Strategy and Activities

3. Sneak Peek: What You Can Expect

4. Next Steps

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The Employer Brand matters moreResearch shows that a company’s Employer Brand is twice as likely to drive job consideration as its corporate brand

Lower turnoverCompanies with a strong Employer Brand have a 28% lower turnover rate than companies with a weak Employer Brand*

A competitive advantageOnly 69% of companies work with Employer Branding from a strategic perspective

Lower cost per hireThe cost per hire is more than twice as low for companies with strong Employer Brands

*Linkedin Whitepaper, Why Your Employer Brand Matters, 2012**Talent Attraction Barometer 2012 (How does you organization approach employer branding?)***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World

2.4x revenue growth

28% lower turnover

rates

50%savings per hire

1.8x profit margin

increase

Your Return on Investment of Fact-based Employer Branding

Just as with a consumer brand, the Employer Brand consists of different associations. By influencing those associations you can drive your Employer Brand in the right direction.

To which employers are your target group attracted? Are these employers active within the same industry as you? What makes them attractive?

What drives your primary target group? What do they really want from their careers? Is this something you can offer?

What can set you aside from the competition? Should you re-think your messaging? What do you communicate today?

How does your target audience learn about employers today? Are you visible in these channels, and if so, what story do you tell?

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What You Need to Know: Optimising Your Employer Branding Work

These questions will all be answered inThe Talent Insight Report

The Foundation for Your Employer Branding Activities

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The TalentInsight Report

Understanding talent is the first step to becoming a more attractive employer.

• Attracting and recruiting the right people is a challenging task. Save time and money, and avoid the risk of communicating things that do not resonate with your target groups.

• Working with market intelligence will give you invaluable insights into the talent market. As many companies take advantage of fact-based decision-making, slow-adapters will attempt to navigate talent attraction in the dark.

This is a strategic tool that empowers you to capture the right talent by providing deep insights about the attitudes and preferences of your key talent groups and gives guidance on which topics to focus on and communicate going forward.

Comparison of Your Target Groups’ Preferences

UNDERSTANDING WHAT TALENT WANTS

TARGET GROUP COMPARISON

• The first step to meeting expectations is knowing what they are. You will gain a deep understanding of what your target talent want from a career and are looking for in an employer, all based on Universum’s scientific Employer Branding framework.

• Compare the preferences of up to 3 target groups and see how you need to adapt your message when communicating with the different groups.

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Employer Branding Analysisand Employer Attractiveness

HIGH LEVEL FINDINGS

ATTRACTIVENESS• Understand which employers the different target

groups find attractive. This will give you insights into which employers have the upper-hand in the war for talent, and with whom you are competing for talent.

• Get an overview of the main challenges and how to address them with the help of an Employer Branding SWOT analysis, critical KPIs and an Employer Branding Scorecard, which will help you plan and measure your future Employer Branding work.

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Your Tailored Solution

The Talent Insight Report is a strategic tool that empowers you to capture the right talent by understanding which topics to focus on for up to three different target groups. Find differences and synergies!

Thanks to the depth of our data collection, we can provide data from very specific target groups to provide actionable information for your Employer Branding strategy

Pick your target groups

Example target groups

• Business vs. Engineering vs. IT• Female vs. Male vs. Total• Students vs. Professionals • Accountants vs. Sales vs.

Consultants• Harmoniser vs. Careerists vs.

Hunter• Etc.

Create your own evaluation

General ProfileDifferent target groups have different profiles. A summary is presented for each of your selected target groups. Select your individual target groups!

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AVERAGE AGE

AVERAGE ACADEMIC PERFORMANCE

AVERAGE EXPECTED ANNUAL SALARY

AVERAGE AGE

AVERAGE ACADEMIC PERFORMANCE

AVERAGE EXPECTED ANNUAL SALARY

TOTAL GROUP 1

AVERAGE AGE

AVERAGE ACADEMIC PERFORMANCE

AVERAGE EXPECTED ANNUAL SALARY

GROUP 2

43% 57%

42 438 EUR 40 703 EUR 47 371 EUR

7,0 out of 10 7,0 out of 10 7,1 out of 10

22,9 years 22,7 years 23,1 years

34% 66%60% 40%

Performance in the Recruitment FunnelAnalyse your challenges along the recruitment funnel and see where you are losing talent. Understand your strengths and future focus areas.

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AWARENESS

CONSIDERATION

DESIRE

APPLICATION

AwarenessPercentage

Potential Applicants’ Ranking

ConsideredRanking

Ideal EmployerRanking

Group 1Group 2

Group 3

The Non-familiar percentage 96% 55% 76%

Considered Employer Ranking 63 48 21

Ideal Employer Ranking 75 64 25

Potential Applicants' Ranking 54 45 16

Get a Holistic Picture of The Drivers of Employer Attractiveness

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Employer Reputation & Image People & Culture

Remuneration & Advancement Opportunities Job Characteristics

Competitive base salary1. Competitive base salaryHigh future earnings2. High future earnings

Leadership opportunities3. Leadership opportunitiesAttractive/exciting products and services4. Attractive/exciting products and services

A friendly work environment5. A friendly work environment

Good reference for future career6. Good reference for future careerRecognising performance (meritocracy)7. Recognising performance (meritocracy)

Variety of assignments8. Variety of assignmentsLeaders who will support my development9. Leaders who will support my development

Professional training and development10. Professional training and development

Competitive base salary1. Competitive base salaryA friendly work environment2. A friendly work environment

Attractive/exciting products and services3. Attractive/exciting products and servicesVariety of assignments4. Variety of assignments

Leadership opportunities5. Leadership opportunities

High future earnings6. High future earningsGood reference for future career7. Good reference for future career

Professional training and development8. Professional training and developmentSecure employment9. Secure employment

Leaders who will support my development10. Leaders who will support my development

High future earnings1. High future earningsCompetitive base salary2. Competitive base salary

Leadership opportunities3. Leadership opportunitiesLeaders who will support my development4. Leaders who will support my development

Recognising performance (meritocracy)5. Recognising performance (meritocracy)

Attractive/exciting products and services6. Attractive/exciting products and servicesProfessional training and development7. Professional training and development

Good reference for future career8. Good reference for future careerChallenging work9. Challenging work

Market success10. Market success

TOTAL GROUP 1 GROUP 2

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Thanks…until next time

www.universumglobal.com