Lundquist Breakfast Meeting Zurich - Employer Branding

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 SylversEric.sylvers@lundquist.it

Piazza XXV aprile 1Piazza XXV aprile 1

20121 Milan, Italy

Tel. + 39 02 4547 7681

www.lundquist.it

www.lundquist.it/blog

www.twitter.com/lundquist