Brazil and the talent war (notes included)

40
THE GAME IS ON IS YOUR COMPANY READY TO PLAY? Rob Brouwer [email protected] [email protected]

description

Talent is the single biggest challenge for companies to grow in Brazil. The economic boom + the education gap have caused a Talent War in Brazil. More than 75% of the companies are facing challenges to attract and retain people, employee turnover is one of the highest in the world and a salary bubble is about to burst. This presentation shows how companies need to change their talent acquisition strategies to be able to compete in the overheated market place, by applying strategic marketing concepts to HR.

Transcript of Brazil and the talent war (notes included)

Page 1: Brazil and the talent war (notes included)

THE GAME IS ONIS YOUR COMPANY READY TO PLAY?

Rob [email protected]@gmail.com

Page 2: Brazil and the talent war (notes included)

Developed countries: 63,5%of the global economic growth1998

THE GLOBAL GAME...

...HAS NEW PLAYERS!Sources: IMF and Bradesco Bank

Emerging countries represent 36% of global GDP, but only 17% of leading global companies’ revenues

Page 3: Brazil and the talent war (notes included)

6th largest economy

The most entrepeneurial country of the G20

Dilma Roussef , president of Brazil, ranked 3rd most powerful woman in the worldPre-salt will turn Brazil into one of the six major oil producers

Sources: Forbes Magazine and GEM

WHERE DOES BRAZIL STAND IN THE GLOBAL

MARKET PLACE?

Page 4: Brazil and the talent war (notes included)

A COUNTRY WITH CONSISTENT GROWTH

2007 2008 2009 2010 2011 2012 2013 2014 2015

Sou

rce:

FSG

an

aly

sis,

Mark

etV

iew

, C

on

sen

sus

Eco

nom

ics,

EIU

GDP (US$bn, %YOY)

6,15,2

-0,3

7,5

2,9 3,0

4,35,0

4,2

Page 5: Brazil and the talent war (notes included)

► 7th – Hong Kong - 36► 8th – UK - 32► 9th – Brazil - 30► 10th – Japan - 26

NOTEABLE ACHIEVEMENTS

Number of billionaires per country:

10 million+ will join between now and 2014

19 NEW MILLIONAIRES EACH DAY50 million people have joined the middle class since 2003 = the entire population of Spain!

Sources: Forbes Magazine and FGV

Page 6: Brazil and the talent war (notes included)

► has lost 2,5 million jobs since 2001

► Unemployment has increased 2,8 pts since 2008

HOW DOES THIS NEW ROLE IMPACT LABOR MARKET?

USA

► has created 15 million new jobs since 2003

► Unemployment has decreased 2,3 pts since 2008

BRAZIL

Brazil’s service sector employs67%of the workforce

Sources: Brazilian Ministry of Labour and IPEA

Page 7: Brazil and the talent war (notes included)

► Economy has seen rapid growth

► Education has not progressed at the same pace

BUT THERE IS A PROBLEM!

Page 8: Brazil and the talent war (notes included)

1

2

Increased Spending on Education…

► 1999: 3,8% of GDP

BRAZIL’S EDUCATIONAL CHALLENGE

…but still below the grade

► 5,9% of GDP is still considered below average according to the OECD studies

► 2010: 5,2% of GDP

Source: OECD

Page 9: Brazil and the talent war (notes included)

BRAZILIANS GOING TO SCHOOL

Age 7 to 14: 99% in elementary

Age 15 to 17: 50,6% in high school

Age 18 to 24: 30% in college

UK 59%USA 82%

Source: UNESCO

Page 10: Brazil and the talent war (notes included)

BRAZILIAN EDUCATION QUALITY GAP

Brazil ranks 52nd place in PISA ranking behind countries such as Singapore, Serbia, Colombia and Romania

2,281 higher educational institutions

HIGH SCHOOL

COLLEGE

But only one in the top

100 Source: OECD/PISA and Times Higher Education Ranking

Page 11: Brazil and the talent war (notes included)

SIGNIFICANT CHALLENGE AHEAD

1 in 10 brazilians over 15 years old is illiterate

1 in 5 brazilians are still living beneath the poverty line

Sou

rce:

IBG

E

Page 12: Brazil and the talent war (notes included)

LACK OF SPECIALIZED PROFESSIONALS Major problem for:

► 58% of global CEOs► 71% of brazilian CEOs

THE CONSEQUENCES

THE CONSEQUENCESBrazil has only 1.95 engineers/10,000 inhabitants

lowest among countries in an OECD 35 nation study

Page 13: Brazil and the talent war (notes included)

BRAZIL IS FACING A TALENT GAP

Economy

Companies

Talents

Talent Gap

Page 14: Brazil and the talent war (notes included)

THE TALENT GAP IS NOT NEW

Enough people, but

no match:

1,7 million

new jobs

X

2,3 million

unemployed

-17

5

3

-3

-3

-2

-1-2

-3 -6

-10

-9

-1

0

4

2

2

0 319

47

74

5

1

5

US

Mexico

Brasil

UK

GermanyFrance

Spain

Italy

Ireland

Iraq

Turkey

Czech Republic

Russia

Egypt

Israel IranPakistan

China

Bangladesh

Malaysia

Indonesia

Australia

India

Vietnan

Philippines

Japan

THE TALENT GAP

Spirce: Active population shortage and excess by 2020 (M persons)

Page 15: Brazil and the talent war (notes included)

THE GAME IS ON!

ECONOMY IS GROWING RAPIDLY

WHAT IS THE MAIN CHALLENGE?

HIRING PEOPLE

Page 16: Brazil and the talent war (notes included)

HOW ARE COMPANIES PLAYING THE GAME?

71% of employers in Brazil face difficulty in

hiring

Brazil is placed second in a global ranking of countries

coping with labor shortages

Source: Manpower

Page 17: Brazil and the talent war (notes included)

HIGH TURNOVER Executives wanting to change jobs in the next 6 months

► 30% worldwide

► 40% in Brazil

EMPLOYEE TURNOVER IN BRAZIL► 45% in 2001

► 53,8% in 2011

DIFFICULT TO KEEP GOOD PROFESSIONALS

Source: Robert Half and DIEESE

Page 18: Brazil and the talent war (notes included)

SALARIES HAVE BECOME THE ONLY RESOURCE TO RETAIN TALENTS

Source: Ministry of Labour and Michael Page

COMMERCIAL DIRECTOR

UK

Spain

Italy

Mexico

Brazil

R$ 31.724

R$ 19.891R$ 23.105

R$ 29.005

R$ 34.000

► Average salary paid in Brazil exceeds what’s offered in several countries

SALARY BUBBLE

Page 19: Brazil and the talent war (notes included)

COMMERCIAL DIRECTOR

UK

Spain

Italy

Mexico

Brazil

R$ 31.724

R$ 19.891R$ 23.105

R$ 29.005

R$ 34.000

► Average salary paid in Brazil exceeds what’s offered in several countries

SALARIES: THE ONLY RESOURCE TO RETAIN TALENTS

Source: Ministry of Labour and Michael Page

SALARY BUBBLE

► It’s more cost effective to import executives than hiring in Brazil

► 60% more work visas issued in the last four years

Page 20: Brazil and the talent war (notes included)

TALENT WAR

Talent Gap+

Booming Economy

=

Page 21: Brazil and the talent war (notes included)

NEW RULESNEW SCENARIO

► Many generations working together► Different medias interacting

together

Page 22: Brazil and the talent war (notes included)

MEDIA LANDSCAPE IN BRAZIL

► 5th most connected country in the world

► 2nd highest in Facebook users

Page 23: Brazil and the talent war (notes included)

GROWING

ECONOMY

INCREASINGCONSUMER MARKET

SOCIAL AND EDUCATIONAL CHALLENGE

NEW MEDIA LANSCAPETALENT

GAPTALENT WAR

DIFFERENT

GENERATIONS

WORKING

TOGETHER

Page 24: Brazil and the talent war (notes included)
Page 25: Brazil and the talent war (notes included)

From a tactical recruitment…

…to a marketer mindset!

IN THIS GAME, YOUR COMPANY IS A BRAND

► Job in Solid Company

► + Good Benefits

► = Line of candidates

BEFORE

► Job in Solid Company

► + Good Benefits

► = Not enough anymore

TODAY

Page 26: Brazil and the talent war (notes included)

3

2

4

1

Can they always find you?

Who are your keepers?

How do you match and hire the best

players?

When you reach them, how do you

attract them?

ALWAYS ON

ON DEMAND

YOUR NEXT

TALENT

4 STAGES OF INTEGRATED RECRUITMENT APPROACH

Page 27: Brazil and the talent war (notes included)

3

2

4

1

Who are your keepers?

YOUR NEXT

TALENT

4 STAGES OF INTEGRATED RECRUITMENT APPROACH

Page 28: Brazil and the talent war (notes included)

1► The people you build your

brand for► The people you can´t

afford to loose► Prepare your company to

meet their expectations

WHO ARE YOUR

KEEPERS?

Page 29: Brazil and the talent war (notes included)

WHAT DO THEY WANT?

► Different generations = Different ways of communicating your brand

1

► Sell functional and emotional benefits

► Pick the right brand messages to attract and engage the target group

► Ensure reasons to believe

WHO ARE YOUR

KEEPERS?

Page 30: Brazil and the talent war (notes included)

BRAND

Functional Benefits

EmotionalBenefits

Reasons to Believe

Pay

Safe work environment

Equipment

Career development

Pension

Healthcare

Inherent value in work

How organizations value their work

Belief in organization values

Pleasant work environment

Daily work

Environment

Alumni examples

Word-of-mouth

Page 31: Brazil and the talent war (notes included)

3

2

4

1

Can they always find you?

4 STAGES OF INTEGRATED RECRUITMENT APPROACH

Page 32: Brazil and the talent war (notes included)

CAN THEY ALWAYS

FIND YOU?2

UNLOCK THE POWER OF THE INTERNET!

► Connect yourself through a career site

► Integrate your site with social networks and mobile devices

► Always make sureyou are where the candidate is

Page 33: Brazil and the talent war (notes included)

When you reach them, how do you

attract them?

3

2

4

1

4 STAGES OF INTEGRATED RECRUITMENT APPROACH

Page 34: Brazil and the talent war (notes included)

WHEN YOU REACH THEM,how do you attract them?

3

Your hiring process must be consistent with your brand messages!

► Easy + Fast + Full Integrated

► Provide feedbackduring the process

► Evaluate your recruitment process constantly

► Infrastructure to capture value front office + back office

Page 35: Brazil and the talent war (notes included)

How do you match and hire the best

players?

3

2

4

1

4 STAGES OF INTEGRATED RECRUITMENT APPROACH

Page 36: Brazil and the talent war (notes included)

4HOW DO YOU MATCH AND HIRE

THE BEST PLAYERS?

Page 37: Brazil and the talent war (notes included)

REACH & ATTRACT

MATCH& ACQUIRE

ENGAGE & MANAGE

TARGET &BRAND

MESSAGE

ALWAYS ON! ON DEMAND!

Page 38: Brazil and the talent war (notes included)

THE PATH TO YOUR NEW TALENTS O

NLI

NE

MOBILE

SO

CIA

L

TALENT M

ANAGEM

ENT

YOUR COMPANY

BRAND MES

SAGE

>

< P

EOPL

E FL

OW

BRAND MESSAGE >

< PEOPLE FLOW

BRAND MESSAGE > < PEOPLE FLOW

On DemandCampaigns

Always OnFoundation

APPLICANT TRACKIN

G

PRE-

SELECTION

SELECTION &

HIRIN

G

CAREER

SITE

Page 39: Brazil and the talent war (notes included)

WE HAVE A NEW GAME AND ONLY ONE CHOICE:

TO PLAY IS TO

CHANGE