Leveraging strong brands to attractLeveraging strong brands to attractand retain the best talent
Breakfast meeting – Zurich, Thursday 3 February 2011
Employer branding
A company’s pitch to current and potential employees, the company’s bid to show
why it is a desirable place to work
Employer branding
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The Lundquist Employer Branding Online Awards 1st Edition
� Assessed how companies use their corporate website to
communicate their values, ethics and corporate culture to current communicate their values, ethics and corporate culture to current
and potential employees
� The Swiss edition ranked the country’s 48 largest listed companies
(members of the SMI Expanded index)
� The global research ranked the 100 companies with the strongest
global brands according to Businessweek
� National rankings also done for Italy and Austria
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Step 1…
What
should be on the
corporate website
Lundquist Employer Branding Survey 2010 Lundquist Employer Branding Survey 2010
Responses from more than 400 professionals in 37 countries on
what is good employer branding.
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Most important source of information for a job seeker*
37% 39%Word of mouth
The use of the internet
When evaluating whether to apply for a job with a company do
you visit the corporate website?
No
23%
34%
44%
37%
6%
31%
32%
39%
Job fairs
Corporate website
Company employees
Word of mouth
Yes
95%
5%
16% 4%
0% 20% 40% 60% 80% 100%
Social mediaVery important
Most important
* multiple answers were allowed
95%
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What do users want?How important is it to find the following information about
benefits?*
40% 22%Job rotation/mobilityVery important
Most important
26%
29%
33%
19%
22%
24%
pension plans
vacation policy
healthcare
Most important
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27% 18%
0% 20% 40% 60% 80% 100%
child care
* multiple answers were allowed
Users respond
“Easy navigation with a simple
search function”
“Clear description of activities in simple words not long poetry” “Getting feedback, knowing
my application didn’t
go down the black hole”
“A streamlined, EASY application process”
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“Getting a sense of what the company culture is like”
process”
� 18 criteria
The Protocol
Proposition� 30 points
Proposition
� 20 criteria
� 42 pointsRecruitment
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� 19 criteria
� 26 pointsUser experience
Online employer branding in Switzerland
� 1st annual study of online employer branding communications
� 48 largest Swiss companies ranked (English language sites
evaluated)
� 58 evaluation criteria
� 100 points maximum
� 34.9 points average score
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Top performers
Switzerland Top10
1. Holcim (68 points)
The Best in the World
1. Royal Dutch Shell (71.5 pts)2. Credit Suisse (61.5)
3. Roche (60.5)
4. Nestlé (52)
5. Swisscom (51.5)
6= ABB (50.5)
6= UBS (50.5)
8. Baloise (50)
9. Nobel Biocare (49.5)
1. Royal Dutch Shell (71.5 pts)
2. Mercedes-Benz (64)
3= BP (63.5)
3= General Electric (63.5)
5. JPMorgan (62.5)
Average – 41.9 points9. Nobel Biocare (49.5)
10. Swiss Re (48)
Average – 34.9 points
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The good
� 77% of Swiss companies provide a list of open positions
� 81% allow users to upload a CV for a specific opening
� 99% maintain a consistent presentation (style, layout, formatting,
links, colours) across the website
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The bad
� No company uses more than two social media outlets to advertise job openings (the corporate website had to provide links to the job openings (the corporate website had to provide links to the
social media sites to receive points)
� 88% do not provide statistics about the number and types of
employees
and the ugly
� 79% fail to give comprehensive information about how a typical
employee will see their career progress
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Swiss results by macro-area
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Swiss results by section (% of available points achieved)
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Looking ahead…
� Switzerland: home to the Alps, chocolate and strong brands, so
why does employer branding have to lag the international
competition??competition??
It doesn’t
� Challenges (and opportunities) to bring Switzerland up to speed
1. The brand proposition, don’t be afraid to distinguish yourself1. The brand proposition, don’t be afraid to distinguish yourself
2. Meet your users’ needs
3. Talk to your users (engage, engage, engage)
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Commendable information
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Contacts
Lundquist Srl
Eric [email protected]
Piazza XXV aprile 1Piazza XXV aprile 1
20121 Milan, Italy
Tel. + 39 02 4547 7681
www.lundquist.it
www.lundquist.it/blog
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