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To listen to the presentation, please click “Audio” then “call using computer”.
Live Webcast Employer Branding – get ahead of the curve in 2017
§ Everyone on the line is muted § Please type questions into the chat box addressed to All Panelists § Dedicated Q&A at the end § The presentation and recording will be sent via email after the webcast
Housekeeping
Jessica Tucci National Employer Brand Leader PWC
Meet your speakers
Kit Foong Regional Business Development Director APAC Universum
For 28 years, we have partnered with organizations to build successful employer brands
Activation Stories Research
Topics
Foundations Territories/Positioning
Global Local Social Media
Employer Value Proposition = How you want to be seen
EMPLOYER VALUE PROPOSITION
What is in line with corporate values
& communication?
What are management’s
vision and goals?
What is attractive to current and future
employees?
What are the target group’s
preferences?
Is this in line with how you are
currently perceived?
Is repositioning required?
In what areas do you have a competitive
edge?
Where do you lag behind your
competition?
What are seen as strengths by
current employees?
Are there crucial perceptions that
can be made true?
YOUR INTERNAL IDENTITY
CREDIBLE
YOUR EXTERNAL
IMAGE
ATTRACTIVE
WHAT TALENT WANTS
Defining and refining your EVP
CREDIBLE
TRUE
COMPETITIVE
THRESHOLD
DISTINCT
Foundations – EVP
31% 39%
19% 10%
39% 34%
20%
6%
48%
31%
13% 6%
58%
26%
12% 3%
Employer Value Proposition / EVP
Core Values Corporate Brand Proposition
Customer Brand Proposition
Small Medium Large WMAE
The majority of the World’s Most Attractive Employers have an EVP
Most others (65%) plan to develop an EVP
Territories/Positioning
Teamwork
Performance
Career
Status
Learning
Purpose
Innovation
Reward
Empowerment
The Nine Employer Brand Territories
Territories/Positioning
Teamwork
Performance
Career
Status
Learning
Purpose
Innovation
Reward
Empowerment
Teamwork
Performance
Career
Status
Learning
Purpose
Innovation
Reward
Empowerment
The most common EVP ingredients for the WMAE
29% Innovation
24% Creative / Dynamic Environment
Clear Path for Advancement 25%
25% High Responsibility
23% Diversity & Inclusion
30% Inspiring Purpose Territories/Positioning
Training & Development 38% 38%
Territories – Positioning vs. Student attraction drivers Employer Attributes (WMAE) EVP Inclusion Relative Attraction (RANK)
% Business Engineering / IT
Training & Development 38 2nd 4th
Inspiring Purpose 30 19th 17th
Innovation 29 17th 1st
Clear path for advancement 25 12th 13th
High level of responsibility 25
Creative / dynamic environment
24 5th 2nd
Diversity & inclusion 23
Global Local– WMAE Brand Guidelines What have you included in your Employer Brand Guidelines?
94%
79%
79%
67%
65%
51%
1%
Definition of our employer
Creative identity / visual
Recruitment advertising
Advertising / communication
Guidance on social media
Guidance on internal
Other
Global Local – Communication Campaigns WMAE – Campaign localization?
37%
47%
37%
23%
One global campaign
Targeted campaigns for graduates / experienced hires
Targeted campaigns by region / country
Targeted campaigns by job function
Socializing – Future channel investment (World’s most attractive employers)
Socializing – Content development
92%
88%
66%
48%
46%
28%
Employer websites / career sites
YouTube
Which of the following have you developed employer brand content for?
Socializing World’s most attractive employers content planning and creation
Content Creation Responsibility Content Planning for Social Media Channels
38%
41%
20%
2%
As and when needed
2-3 months in advance
6-12 months in advance
more than a year in advance
56%
22%
12%
11%
A dedicated team within Talent
Marketing/Employer
Various teams across the business
Corporate marketing
Outsourced to an agency or consultant
Employer Brand Maturity Model
Traditional
Developing
Advanced Leading
Talent Acquisition siloed from HR
Close alignment between TA and HR
Close alignment between HR &
MarComms
Close alignment between HR MarComms
& C-Suite
EVP driven recruitment marketing
EVP driven, internal-external, talent
marketing
EVP driven talent management &
experience
Consistently branded career / social sites
Active content management & social
engagement
Employee generated content, advocacy &
referral
Recruitment metrics (CPH / TTH etc.)
Integrated metrics across the employee life-cycle
Predictive, performance driven analytics
HRD takes ultimate accountability
CEO takes ultimate accountability
Inconsistent job-focused advertising
Reactive over-reliance on agencies / paid
media
Partnership
Focus
Channels
Metrics
Ownership
Summary
§ EVPs increasingly the foundation for employer brand marketing § Most leading employers are investing more time, effort, and money into social media
§ This is increasingly balanced with targeted campaigns and rich local content
§ Most WMAE now have a dedicated content team and calendar
§ “Integrated” employer brand metrics also still work in progress for many
PWC Case Study
Jessica Tucci National Employer Brand Leader PWC
PwC
A new world
Changing landscape
We’re not just an ‘accounting firm’. We’re looking for STEM talent
Get to know your audience
“My career will be one of choice, not one chosen out of desperation. It will align who I am with what I do.”
Male graduate employee PwC
Understand their expectations
PwC
True
Credible
Attractive
Build your messaging platform Build your messaging platform
PwC
We are the #2 most powerful brand
Meaningful work in a creative dynamic
environment
Build trust in society & solve important problems
Unique selling points Unique selling points
PwC
Do the extraordinary
PwC
Apply your creative concept
PwC
PwC
PwC
Set a channel strategy
Social media Digital media
Events
Set a channel strategy strategy
Sponsorships
Website
PwC
Sponsored recruitment
posts
PwC
Have your people tell the story
PwC
Show your culture
PwC
Communicate your values
PwC
Drive engagement & participation
PwC
Have fun, be helpful and be relevant Have fun, be helpful and be relevant
PwC
PwC
Experiment
Measure
Refine
Jessica Tucci National Employer Brand Leader PWC
Questions?
Kit Foong Regional Business Development Director APAC Universum
Thank you
You will receive an email with the recording and the slides. Join us next week for Employer Brand Week, every day new eBooks, guides, webcasts and events. Employer Brand Week 2016 12 – 16 September http://lnkd.in/getnoticed