Building a Strong Employer Brand in the Middle East | ConnectIn Dubai

ConnectIn Dubai

May 1, 2014

Claudia Tattanelli

Universum’s Global Reach | Insights & Knowledge

Japan

China

India

RussiaGermanyItalyFrance

Turkey

Spain

Canada

USA

Brazil

Mexico

Singapore

Hong Kong

Norway Sweden Finland Denmark AustriaSwitzerlandPolandHolland

Australia

UK

Vietnam

Indonesia

Malaysia

Philippines

UkraineBelgium Czech RepublicLuxemburgIreland

ASIA/PACIFIC

EUROPE

AMERICAS

South AfricaUAE

universumglobal.com

Saudi Arabia Lebanon Egypt Kuwait Qatar

1 Key Items On Companies Agenda 2014

2 The 9 Steps for Building a Strong Employer brand

3 Understanding Your Target Group

What are the key trends we see among Millenials preferences?

Who are their most attractive employers and why?

4 Going from Good to Great in 2014

Exploration of tactics and best practices to improve your employer

brand and activation strategy

universumglobal.com

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Key Items on Companies Agendas

Public information

� Attractiveness in your target audience

� Challenges in the Recruitment Funnel

� What is attractive within your target audience

� Brand perception of you as an employer

� Competitor analysis

� What communication channels are most efficient

Translating complex brands to the employer branding space

Leveraging the strength of a global brand locally

Understanding and capturing Millennial´s- Differentiation

Developing Long-Term Relationships with Millenial´s

Future Proofing the company’s success with Top Talent

Global workforce planning, Creating your own Global Talent Pools

Effectively Using Social Media to Engage in Conversations with Millennial`s

Diversity and InclusionAssessing cultural fit

Translating complex brands

to the employer branding

space

The 9 STEPS to Building a

Successful Employer Brand

Road Map to Success: The 9 STEPS to Building a Successful Employer Brand

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7

The world is changing at a

Rapid Pace….

And you need to keep up

Future-proof your brand with top talent

Market Transitions Underway

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Music

News

Technology

Books

TV

Movies

Airlines

Banking

Retail

Autos

Healthcare

PharmaPublic Sector

Service Providers

Utilies

MORE STRESSED

LESS STRESSED

FMCG

Accounting

Having talent with great ideas can make a big difference…

Founded 1889

$13.3 Billion Revenue

63,900 Employees

13 Employees 2003

Filed for bankruptcy…

Founded 2010

Acquired for $1 Billion by

Facebook

30 Million Users April 2012

20122012

or

Jan Apr

Locating your Talent - Repatriate Overseas Talent to Home Markets

Global Mobility

- Enable talent diversity and broader perspectives- Ensure stronger talent leadership and communication skills- Build a sociocultural understanding of multiple markets

Shift from tactical to strategic

recruiting

- Acquire unique skillsets and competencies- Global mindsets- Securing top performers who tend to study

abroad

51% Of the students

studying in their

home country plan to

go abroad to

continue studying

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Different preferences

Different backgrounds & educations

Different

salary

expeactations

Different profiles and skills

Different perceptions

Different livesand priorities

Gen Y, Millenial´s –One Generation, but very different across the World

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Millennials | Who are they?

2.3 Billion Population worldwide!Turnover rate twice of

older workers

For an organization of 1000s of people the cost of replacing millennials

could be millions annually

50 %

• Would rather have no job than a job they hate

80%

• Think they deserve more recognition than they get

75%

• Are not completely satisfied with their jobs

33%

• Choose recognition over higher pay

90%

• Think they deserve their dream job

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universumglobal.com

Your target group’s mind | Let’s go back 10 years

� Attractiveness in your target audience� Challenges in the Recruitment Funnel� What is attractive within your target audience� Brand perception of you as an employer� Competitor analysis� What communication channels are most efficient

In 2008, students wanted to...

“Feel dedicated to a cause” and Work

for a company with a “good reputation”

and a “friendly work environment”

Public informationIn 2003, students wanted to...

“Pursue education or certification”

“Become leaders or managers of

people”

“Build a sound financial base”

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What is on Millenial’s mind

� Attractiveness in your target audience� Challenges in the Recruitment Funnel� What is attractive within your target audience� Brand perception of you as an employer� Competitor analysis� What communication channels are most efficient

In 2008, students wanted to...

“Feel dedicated to a cause” and Work

for a company with a “good reputation”

and a “friendly work environment”

in 2014…

“Feel secure or stable in their job”

“Work for a company that is an inclusive,

friendly environment that has respect for its

people ”

A company who enables “innovative, creative

and dynamic thinking”

Want to work in true global challenging work

environments or for themselves

The SOFTENING OF VALUES

PHYSIOLOGICAL

NEEDS

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WORK/LIFE Balance is # 1 Careergoal of students globally

An employer who is seen to providework life balance is seen to offer muchmore than just flex time it´s more aboutoffering a friendly working enviroment,respecting your employess and theirdifferences it´s all about providing an inclusive enviroment

Attractive career goals per market | Business students

4

2 2

3

2

3

2

1 1

4 4

6

3 3

4

2

5 5

1

4

5

1 1 1

6 6

3

8

3

2

Saudi ArabiaLebanon Kuwait Egypt UAE Global

To be a leader or manager ofpeople

To be entrepreneurial orcreative/innovative

To have an internationalcareer

To have work/life balance

To be secure or stable in myjob

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Attractive career goals per market | Saudi vs. UAE Nationals

2

44

2

3

7

1 1

5

3

Saudi or Saudi Arabian (Saudi Arabia)Emirati (United Arab Emirates)

To be entrepreneurial orcreative/innovative

To be a leader ormanager of people

To have an internationalcareer

To have work/lifebalance

To be secure or stable inmy job

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What do Millennials mean when they think about work/life balance?

Universum has identified these four key areas within the Drivers of Employer Attractiveness that students associate with work/life balance in their careers.

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Diversity Best Practice – Danone

http://www.danone.com/en/for-you/candidates/meet-our-people/diversity-as-a-

source-of-performance/

Best Practice: Emirates NBD promoting Inclusive Environment & Respect for its People

Emirates NBD highlights its employees on its career page, showcasing diversity, respsect for its people and an inclusive working environment, all of which are extremely important to talent in the Middle East.

23

YOUR TARGET GROUP’S MIND | ENTREPRENEURIAL SPIRIT | BUSINESS STUDENTS

26%

20% 20% 19%17%

14% 14%

Countries with the highest share of students who would like to work for a

start up or start their own business

UAE has a high share of

students who want to work for

a start up or start their own business after graduating

1. OPTIMIZE EVP and MESSAGING TO INCLUDE CULTURE AND PURPOSE AND CREATE TRUE DIFFERENTIATION

2. STIMULATE INTRAPRENEURSHIP, EMPOWERMENT AND SOCIAL RESPONSIBILITY

Ducati’s International

Program appeals to students

looking for innovation in their

career choices as well as

students interested in

international opportunities.

http://www.ducati.com/start_up_europe.do

Best Practice Example –AUDI ”Start Up Europe” Program

TOP OF MIND ASSOCIATIONS – TOP EMPLOYERS IN UAE

25universumglobal.com

95%of students are

interested in doing an

internship

Compared to others, Business Students Prefer: • Job orientation/training• Opportunity for full-time employment• Good employer reference

Most Attractive Internship Opportunities to all students: 1. Job orientation/training2. Opportunity for full-time employment3. Teamwork4. International internship opportunities5. Good employer reference

Compared to others, Engineering Students Prefer: • Job orientation/training• Opportunity for full-time employment• Teamwork

What are students looking for in an internship?

Coca Cola Internship Program Competition

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NESTEA® The Recruit® competition consists of several promotional challenges, marketing presentations and interviews. Winners receive internship with Coca-Coal, tuition for 1 year and a band will perform at university.

• Competition resonated with men and women students alike

• Received lots of PR buzz around competition on facebook, careers page, Twitter

STUDENTS PREFERENCES


53%18%

35%

15%

12%

20%

15%

25%

30%

5%

25%

1 year or less 2 years 3 years 4 years 5 years ormore

Students attracted to you All students

Of the students attracted to you

expect to stay at the most 2 years at

their first employment

HOW LONG DO STUDENTS EXPECT TO STAY AT THEIR FIRST

EMPLOYER?

Your target group’s mind | What makes an employerattractivein the region

x“Do’s”

AND “DONT’S”

universumglobal.com

Business/Commerce Engineering/IT

Employer Rank Employer Rank

Google 1 Google 1

Saudi Aramco 2 Saudi Aramco 2

SABIC 3 Schlumberger 3

Microsoft 4 Microsoft 4

Procter & Gamble 5 SABIC 5

Zain 6 IBM 6

Ernst & Young 7 Qatar Petroleum 7

KPMG 8 General Electric 8

HSBC 9 Intel 9

Nestlé 10 Oracle 10

Kuwait Oil Company 11 Cisco Systems 11

PepsiCo 12 Dar Al-Handasah 12

Mobily 13 Sony 13

Unilever 14 Shell 14

Samba fgroup 15 General Motors 15

SABB 16 Kuwait Oil Company 16

Coca-Cola Company 17 ExxonMobil 17

PwC 18 Siemens 18

L'Oréal 19 HP 19

Al Rajhi Bank 20 Procter & Gamble 20

The most attractive employers in MIDDLE EAST - TOP 20

universumglobal.com

Business/Commerce Engineering/IT

Employer UAE Nationals Non Nationals Employer UAE Nationals Non Nationals

ADNOC 1 4 ADNOC 1 1

Emirates (Airline) 2 2 Mubadala 2 14

Mubadala 3 12 Etisalat 3 10

Emaar 4 6 Emirates (Airline) 4 8

Etihad Airways 5 3 Google 5 2

Etisalat 6 11 Emaar 6 5

Dubai Airport 7 10 Etihad Airways 7 13

Google 8 1 DUBAL 8 28

ADIB 9 14 ENOC 9 16

Microsoft 10 5 Microsoft 10 3

Al Futtaim 11 13 NPCC 11 26

Dubai Islamic Bank 12 26 Emal 12 55

Jumeirah Group 13 20 TOTAL 13 12

Emirates NBD 14 36 Abu Dhabi Aviation 14 33

ENOC 15 33 Dolphin Energy 15 37

Abu Dhabi Aviation 16 54 Dubai Airport 16 19

DUBAL 17 60 Schlumberger 17 4

Ernst & Young 18 6 Aldar Properties 18 35

IKEA 19 25 General Electric 19 18

KPMG 20 15 Intel 20 10

The most attractive employers in UAE - TOP 20

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universumglobal.com

TOP 10 IDEAL EMPLOYERS FOR NATIONALS

1. ADNOC

2. Mubadala

3. Etisalat

4. Emirates (Airline)

5. Google

6. Emaar

6. Etihad Airways

8. DUBAL

9. ENOC

10. Microsoft

1. ADNOC

2. Mubadala

3. Etisalat

4. Emirates (Airline)

5. Google

6. Emaar

6. Etihad Airways

8. DUBAL

9. ENOC

10. Microsoft

1. Saudi Aramco

2. SABIC

3. Schlumberger

4. Google

5. General Electric

6. Microsoft

7. Baker Hughes

8. Qatar Petroleum

9. Intel

10. IBM

1. Saudi Aramco

2. SABIC

3. Schlumberger

4. Google

5. General Electric

6. Microsoft

7. Baker Hughes

8. Qatar Petroleum

9. Intel

10. IBM

UAE NATIONALS

SAUDI

NATIONALS









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How Can My Organization Gain a Talent Advantage?

THEY USE THE RIGHT ACTIVATION STRATEGY

To be able to communicate to your target group your value proposition, you need a strong activation plan that allows you to achieve your goals, while being sure that you cover your target group (reach), that your message resonates (impact) and that’s it’s consistent (frequency).

THEY HAVE A STRONG VALUE PROPOSITION

To influence the brand, employers need an Employer Value Proposition (EVP) which should be attractive to the target group, true – which means that it’s recognized internally, distinct – giving the organization an edge, and sustainable – meaning that it’s supported by the top management.

Successful Organizations build the right Employer Brand by succeeding in two areas:Successful Organizations build the right Employer Brand by succeeding in two areas:

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34

Going from Good to Great

Your EVP and MESSAGING CONTENT:

� How do I leverage my global brand locally?

� How do I set myself apart from the competition?

� Which messages are more relevant to top talent?

� The importance of authenticity

Generation WHY – On a Quest for Reason

85%of students globally say

that their job will be a

part of who they are

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Projecting a Purpose Driven Brand

GOOGLE & UNILEVER PURPOSE DRIVEN EXAMPLES

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Evolving from a culture driven brand to a purpose driven brand…

Example: Google Email Signature & Unilever Linkedin Page

https://www.googlesciencefair.com/en/

Best Practice: Johnson & Johnson

ACTIVATION – SOCIAL MEDIA

https://www.youtube.com/watch?v=yGS0H1fCdVw#t=89

J&J has a clear

message of purpose

–“Feed your

passion” on its

careers Facebook page and “Be Vital”

Microsoft: Best Practice in CSR Initiatives

http://www.microsoft.com/about/corporatecitizenship/en-us/youthspark/youthsparkhub/

“Microsoft YouthSpark is committed to helping young people capture opportunity. Use our programs to learn skills, to prepare for the jobs of the future, even to start your own business. YouthSpark was created for you.”

“YouthSpark helped

me recognize my

passion for computer

science,

and now I'm using my

skills to help other girls

discover theirs.”

Best Practice – Leadership

40http://www-03.ibm.com/systems/z/education/academic/masterthemainframe/index.html

Best Practice – International Appeal

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2. Global values translated in local messages

1. Differentiation

Relevance to Resonance: Going from explaining to audience what you do to why you do it

3.

Summary --- Developing your Messaging & EVP “

My ideal internship would

be with GE’s Health

Imagination Branch or the

Coca Cola Ethos Project….

I want the opportunity to be

part of an initiative that is

doing extraordinary things”

Student

1.

Moving from RELEVANCE TO RESONANCE

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http://new.ted.com/talks/simon_sinek_how_great_leaders_inspire_actionXXX

Key Question to Ask:

Why are we Here?

All members of an organization know what they do, and some

know how they do it, but most don't know why they do it. Apple RESONATES with people and with potential hires because they focus on WHY.

44

Going from Good to Great

Activation Strategies

� How should you communicate with top

talent?

� How do you stand out from your peers in the recruitment process?

� What is critical to embrace in the coming

year? � How do you increase awareness among the

target group?

The Universum Recruitment Funnel

ACTIVATION

• The awareness percentage is calculated as 100% minus the share of students who are not familiar with your company as an employer.

How

Visual Profile

Story telling

Clear EVP

Facts & Figures

Who

Why

What

Questions to ask Type of Communication

Awareness

Consideration

Desire

Application

Emotional communication

Rational communication

Impact


universumglobal.com

The Universum Recruitment Funnel

• The awareness percentage is calculated as 100% minus the share of students who are not familiar with your company as an employer.

How

Visual Profile

Story telling

Clear EVP

Facts & Figures

Who

Why

What

Questions to ask Type of Communication

Awareness

Consideration

Desire

Application


Rational communication

Impact


BUDGET 2014

• Print channels ___• Digital channels ___• In-person channels ___• Other channels ___

……………………………..100%

BUDGET 2015

• Print channels ?• Digital channels ?• In-person channels ?• Other channels ?

……………………………..100%

You can optimise your communication budget by using the information. This means that the final distribution of the budget across different channels and across different markets

is focused on addressing key challenges in the attraction and recruitment process.

An optimised communication budget secures optimal cost efficiency and focus.

WHAT IS YOUR CHALLENGE?

Awareness

Consideration

Desire

Application

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The importance of Social Media

Public information

2013

Online and Social Media!Will get a bigger pie of the

communication budget:

Online spend will increase from 29%

to 30% and Social media will get

26% of the budget (up from 16% in

2012)

2015

Corporate Website is King! 86% says it will use it to promote their

employer brand

Social Media Spend will jump

16% Budget in 2012

26% Budget in 2015

Which of the following communication channels will your organization use to promote its employer brand

during 2013?

How is your communication budget allocated this year? How will it be in 3 years time?

Engagement

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“If you think you’re a leader, but no one is following you, you’re actually just going for a walk.”

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1. Global Internships

2. Interesting dinners – discuss relevant topics with inspiring members of the organization

3. Engage in Social media – an optimal tool for storytelling and for spreading authentic stories about the workplaces. It is a necessary part of building and maintaining relationships.

4. Case Competitions – give top talents the opportunity to be intellectually challenged

5. Tours of Corporate Offices – show your innovations and corporate culture through tours for talent to visit your offices

2.

Go beyond traditional channels to appeal to top talent and above all… dare to be different

Tell them about the cool stuff you are doing – they want to know!

Utilize both a High Tech High Touch approach

1.

3.

ACTIVATION Tactics for Attracting Top Talent

4. Adapt messages and channels to your target audience !

L’Oreal On Campus

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Dare to support talent with game changing ideas…

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The Game-Changers care about your “stars” and what you do…

Top talent like Rockstars & Causes

• Intel Rockstar - http://www.youtube.com/watch?v=tzsa4Byrso0• GE Ecoimagination - http://www.ge.com/about-us/ecomagination

EY and Pepsi Best Practice

Mobile optimized careers site points directly to many important topics right on its homepage.

There is also ways to INTERACT with the company via Facebook, Linkedin, Twitter and learn more via alternate channels than career website.

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P&G Careers Page

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Clear linksto social media

Compelling messaging: INNOVATION

CHALLENGES!

Interactive Videos

Best Practice: Emirates Airlines, Localizing Messaging


http://www.emiratesgroupcareers.com/flash/mediaplayer/media_player.aspx?video=National_REC_update_Final.mp4

UAE National Career Opportunities Website

Website dedicated to career opportunities for UAE Nationals at Emirates Group. Best Practice in Localizing Message to Target Audience and what is appealing to specific groups of students in each country, area of study, nationality and age group.

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There are some truly brilliant people at these companies – I want to interact with them”

Student, UK

“I am inspired by the individual people at the companies – that’s what makes an employer attractive. The idea that I could be working with these people.”

Student, Singapore

Employ your star players in the recruiting processBy showcasing your A-players, you will see that other top talent will come to you.

4.

ACTIVATION Tactics for Attracting Top Talent (2/2)

“A-players are attracted to other A-players”

5. Build life long relationships-keep engaged with your alums

THE 70-20-10 MODEL: A TRUE BEST PRACTICE

• *Source: Coca-Cola 2020. Initiative; Charles Jennings;

• Fuse Universal; http://money.cnn.com/2005/11/28/news/newsmakers/schmidt_biz20_1205/

10% Are we tracking “what’s next”?

Are we staying on the cutting-edge of online branding?

Are we executing against core online and offline activities?

IDEAL SHARE OF BUDGET

THINK ABOUT

OVER THE

HORIZON

INNOVATIVE

CORE

20%

70%

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CONTACT

Claudia Tattanelli

[email protected]

ARE YOU READY

FOR THE NEXT STEP

IN THE WORLD OF EMPLOYER BRANDING

Building a Strong Employer Brand in the Middle East | ConnectIn Dubai

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