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1 Copyright Universum 2010
Why do we need Employer Branding?S & S Consulting 30.9.2010
Copyright Universum 2010
Ideal Employer Brand Report
Michaela von Wendt, [email protected] 2585
Jonna Wikman, [email protected] 0602
2
Part 1 - Introduction to
Employer Branding
Part 2 - Discussion & interaction
Part 3 - Universum’s experiences
Agenda
3
Universum works with employer branding on a strategic level
National Student Surveys• 5 continents• 27 countries • 800 educational institutions• Over 300,000 respondents
National Professional Surveys• 11 countries• Over 80,000 respondents
Print *Unique for every country
Web*Unique for every country
• University audits• Brand tracking and evaluation• Employer Value Proposition
development• Communication strategy development• Communication materials testing• Custom research
Universum’s employer branding model™
Research EVPCommunication
PlanCommunication
Material Action
44
Universum around the world
Universum annually surveys over 300,000 students and 80,000 professionals worldwide through our standardised research. In addition to this research we conduct research in
several other countries through our consulting projects.
What is Employer Branding?
”Employer Branding is a logical process through which companies
reach one main goal: To have a strong appeal on their current
and future ideal employees.”
“I’m committed to my employer”
Employer Branding serve two purposes
“I’d love to be a part of that company”Attraction
Retention & engagement
50%
50%
6
Developing your Employer Brand
ProfileIdentity
Image
The Employer Branding process is the process of creating a stronger and more consistent Employer Brand
ProfileIdentity
Image
“Who you
really are”
“Who people think you are”
“Who you
want to be”
What is an Employer Value Proposition?
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A unique set of offerings, associations and
values that will positively influence the most
suitable target candidates to choose an employer
The Employer Value Proposition is the core message of the Employer Brand
EVP – All benefits
9
Copyright Universum 2007
10
What story do you want to tell…?
Pieni harjoitus:• Mieti, mikä oli ratkaisevaa kun valitsit nykyisen
työpaikkasi• Kirjoita post-it lapuille tärkeimmät attribuutit
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The Drivers of Employer Attractiveness
Remuneration &
Advancement Opportunities
Job Characteristics
People & Culture
Employer Reputation &
Image
Employer Attractiveness
SURVEY QUESTION:How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance
Finnish Edition
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SURVEY QUESTION:Employer Reputation & Image refers to the attributes of the employer as an organisation.Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Employer Reputation & Image
Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities
41%
44%42%Financial strength
42%
44%38%Attractive/exciting products
and services
42%
43%37%Good reputation
28%
34%35%Market success
37%
26%36%Innovative products and
services
BusinessEngineering/Natural SciencesIT
13
SURVEY QUESTION:Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
The Drivers of Employer attractiveness - Job Characteristics
Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities
47%
42%
54%
34%
50%
40%
A variety of assignments
36%
45%43%Challenging work
34%
38%33%Professional training and
development
Secure employment
42%
33%33%Flexible working conditions
BusinessEngineering/Natural SciencesIT
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The Drivers of Employer attractiveness - People & Culture
Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities
SURVEY QUESTION:People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
65%
41%
44%
26%
60%
50%
48%
33%
58%
47%
50%
36%
Will enable me to have goodwork/life balance
Has leaders who will supportmy development
Offers a creative and dynamic work environment
Offers interaction withinternational clients and
colleagues
34%
31%30%Offers a friendly work
environmentBusinessEngineering/Natural SciencesIT
15
The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities
Employer Reputation & ImageJob CharacteristicsPeople & CultureRemuneration & Advancement Opportunities
SURVEY QUESTION:Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.Which attributes do you perceive as the most attractive?Please select a maximum of three alternatives
61%
37%
40%
31%
19%
61%
43%
42%
30%
27%
62%
36%
36%
27%
21%
Competitive base salary
Good reference for futurecareer
Competitive benefits
Good prospects for high future earnings
Clear path for advancement
BusinessEngineering/Natural SciencesIT
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Career goals
SURVEY QUESTION:Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
THINK ABOUT:• Which of the career goals can you offer to the largest extent?• Can you communicate the most attractive career goals given what you can offer?• What professional profile do you ideally seek?• Which group/s matches these preferences best?
11%10%
65%
39%
39%
21%
59%
21%
17%
11%
8%
69%
48%
33%
29%
28%
26%
18%
18%
66%
41%
37%
27%
51%
21%
15%
13%
To have work/life balance
To be competitively or intellectuallychallenged
To be secure or stable in my job
To be a leader or manager of people
To be a technical or functional expert
To be autonomous or independent
To be entrepreneurial orcreative/innovative
To have an international career
To be dedicated to a cause or to feelthat I am serving a greater good
Business
Engineering/Natural Sciences
IT
17
Ideal Employer ranking (1-30) – Business professionals 2009
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
EmployerRank 2009
Per cent 2009
Rank 2008
EmployerRank 2009
Per cent 2009
Rank 2008
Fazer 1 16,81% 4 Microsoft 16 5,90% 17S-ryhmä (SOK) 2 16,53% 2 Valio 17 5,83% 12Finnair 3 14,65% 3 Paulig 18 5,69% 18Nokia 4 13,61% 1 Finpro 19 5,21% 24KONE 5 12,22% 8 McKinsey & Company 19 5,21% 38Stockmann 5 12,22% 5 YLE 21 5,00% 14Suunto 7 10,00% 10 Wärtsilä 22 4,93% 23OP-Pohjola-ryhmä 8 9,58% 7 Accenture 23 4,72% 31
L'Oréal 9 9,31% 9 Tapiola-ryhmä 23 4,72% 21Nordea 10 8,54% 11 Ernst & Young 25 4,51% 26Amer Sports 11 8,13% 16 Fortum 25 4,51% 25Sanoma 12 7,22% 6 The Boston Consulting Group 25 4,51% 38Suomen Pankki 13 7,01% 15 Sinebrychoff 28 4,38% 35Hartwall 14 6,74% 19 Deloitte 29 4,24% 41Kesko 15 6,25% 13 Neste Oil 30 4,17% 30
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Ideal Employer ranking (1-30) - Engineering/Natural Sciences professionals 2009
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
EmployerRank 2009
Per cent 2009
Rank 2008
EmployerRank 2009
Per cent 2009
Rank 2008
KONE 1 17,52% 2 Ympäristökeskukset 16 6,78% 12Wärtsilä 2 14,10% 4 Outotec 17 5,88% 31Fortum 3 12,54% 10 Tekes 18 5,51% 19VTT 4 11,80% 3 Finnair 19 4,93% 14ABB 5 11,47% 5 Sandvik 19 4,93% -Nokia 6 10,53% 1 Ruukki 21 4,81% 16Vaisala 7 10,28% 13 Kemira 22 4,69% 26Pöyry 8 10,16% 6 Outokumpu 22 4,69% 29Metso 9 9,87% 7 Polar Electro 24 4,56% 34Neste Oil 10 9,21% 9 Vacon 25 4,32% 28Suunto 11 8,92% 8 Ramboll 26 4,19% 30Konecranes 12 8,22% 18 Stora Enso 27 3,99% 23Patria 13 7,94% 17 Siemens 28 3,95% 27Puolustusvoimat 14 7,61% 15 YIT 29 3,91% 34UPM-Kymmene 15 7,24% 11 VTI Technologies 30 3,87% 45
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Ideal Employer ranking (1-30) – IT professionals 2009
SURVEY QUESTION:Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
EmployerRank 2009
Per cent 2009
Rank 2008
EmployerRank 2009
Per cent 2009
Rank 2008
Nokia 1 29,58% 2 Patria 16 6,46% 17Microsoft 2 21,25% 3 Finnair 17 6,35% -IBM 3 16,35% 5 Polar Electro 18 6,15% 24F-Secure 4 15,94% 7 Logica 19 5,83% 20VTT 5 10,94% 12 Oracle 20 5,73% -Puolustusvoimat 6 10,73% 6 Ericsson 21 5,52% 35Accenture 7 10,63% 11 S-ryhmä (SOK) 22 5,42% -Nokia Siemens Networks 8 10,52% 14 TeliaSonera 23 5,31% 29
Suunto 9 10,21% 9 Fujitsu Services 24 5,10% 18Tieto 10 9,79% 8 Tekes 25 5,00% -KONE 11 8,96% 23 Siemens 26 4,27% 38Digia 12 8,54% 22 Elisa 27 4,17% 28Vaisala 13 7,81% 19 OP-Pohjola-ryhmä 27 4,17% 16Hewlett-Packard 14 6,98% 13 ABB 29 3,96% 30
YLE 14 6,98% 9 Sanoma 30 3,54% -
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What do students and professionals prioritize?
1. Will enable me to have good work/life balance
2. A variety of assignments
3. Competitive base salary
4. Offers a friendly work environment
5. Offers a creative and dynamic work environment
6. Good reference for future career
7. Secure employment
8. Has leaders who will support my development
9. Professional training and development
10. Challenging work
1. Competitive base salary
2. Will enable me to have good work/life balance
3. A variety of assignments
4. Challenging work
5. Has leaders who will support my development
6. Offers a creative and dynamic work environment
7. Good reference for future career
8. Secure employment
9. Professional training and development
10. Competitive benefits
Students
1. Challenging work
2. A variety of assignments
3. Competitive base salary
4. Will enable me to have good work/life balance
5. Offers a creative and dynamic work environment
6. Professional training and development
7. Competitive benefits
8. Has leaders who will support my development
9. Secure employment
10. Offers interaction with international clients and colleagues
Young Professionals Senior Professionals
= is not one of the top 10 attributes amongst YP
= is not one of the top 10 attributes amongst students
* Average of results amongst business and engineering/natural sciences students
= Work/life balance is valued higher within the younger generations and Challenging work is prioritised more in the older generations.
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Winning formula
Consistency – between the corporate brand and the employer brand, leverage the often much stronger and better financed efforts around the corporate brand– between business units (nationally) and countries (globally)– between promise and delivery (image and identity)
Differentiation – do not state the obvious – state the unexpected
Strategic approach – long term (consistency over time) and senior management support
Internal co-operation – utilising the skills and resources of several departments, ensure co-operation of recruitment with on-boarding
Copyright Universum 2009
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Questions?
Thank You
