Diversity & Employer branding

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Diversity & Employer branding

Transcript of Diversity & Employer branding

Diversity & Employer branding

Content

Hello!!!

Marnix de GrootManager international online recruitment marketing

Jeroen SchulzeStrategic Consultant online recruitment marketing

● Introduction

● Quiz

● Diversity strategy

● How can you enhance diversity via Employer Branding, seen from a marketing perspective ?

● How to reach your diversity goals with external branding?

● How to reach diversity

● Questions

Agenda

VONQ is an International Data Driven

Recruitment Marketing company

VONQ - What we do

VONQ - Facts & figures

● We love Data Driven Recruitment Marketing

● Over 1,000 clients all over the world

● Executed more than 100,000+ recruitment campaigns

● Access to 3,000+ international media channels

● Active in more than 50 countries

● 4 offices (Amsterdam, Rotterdam (HQ), Dusseldorf, London)

Diversity at VONQ

● 74 employees

● 11 different nationalities

● We speak 15 languages

● 44% of all employees is female and 56% male

● 50% of the management is female and 50% male

● The spread of age is between 20 and 45 years

Diversity quiz

What is the effect on profit if you increase gender diversity by 10%?

A. - 3 %

B. - 1 %

C. 0 %

D. + 1 %

E. + 3 %

Diversity quiz

What is the most important item for job seekers to consider a new

job?

The company has:

A. A reputation for great products and services

B. A reputation as an attractive place to work

C. A reputation for being prestigious

D. A has a reputation for great people

Diversity quiz

Below a list of most used sources for active job seekers in Europe.

Please, put theme in the correct sequence:

A. Personal network

B. Jobs websites

C. Company website

D. Recruitment consultancy

Diversity

Diversity

Nationality Gender Generation Education Personality

Work style Race Religion Sexual Orientation Disability

(Source: CIPD, UK professional body for HR)

Diversity - Hot topic

Diversity is a hot topic on this event. The most heard forms of

diversity on this event are:

• Generations

• Nationalities

• Gender

Source:, The Difference: How the power of diversity creates better groups, firms, schools, and societies, Princeton University Press, 2007; McKinsey analysis,

Konrad et al., 2006; Kirton & Greene, 2005.

Positive impact on organisational performance

by diversity

Win the war for talent

Enhance company's image

Strengthen customer orientation

Increase employee satisfactionImprove decision making

Increase of profit

Profit growth

(source: McKinsey Diversity Database )

+3%

+0,8%

How can you enhance diversity via EmployerBranding, seen from a marketing perspective ?

Marketers know the difference

Employer branding is strategic and marketing effort

designed to make an organization an attractive

place to work for diverse employees

Most important items to consider for a new job?

20%The company has a

reputation for great

products and

services

17%The company has a

reputation for great

people

17%The company has a

reputation for being

prestigious

56%The company has a

reputation as a attractive

place to work

Employer Branding

Internal Brand Image External Brand Image

● Compensation, benefits & awards

● Leadership style

● Learning & Development

● Performance management

● Recruiting to and living by the values

● Regular and consistent two-way internal

communications

● Induction processes

Promoting Internal Brand drive retention,

engagement & productionPromoting the external brand

drives recruitment

● Public and media relations

● Recruitment advertising

● University and school recruitment

● Website and social media

● External websites, for example glassdoor.com

● Corporate and social responsibility

● Consistent brand management

Apple - Gender diversity 2015

In 2015 Apple hired over 11.000 women globally, which is 65% more

than in 2014. Dashboard on: http://www.apple.com/diversity/

69% | 31%Male Female

Global Gender

Overall - Tech - Non-Tech - Leadership - Retail - Retail Leadership

How to reach your diversity goals with external branding?

Activities of HR to enhance Diversity

(Source: CIPD, UK professional body for HR)

Measu

remen

ts

ATS

Diversity Recruitment Marketing Strategy

Develop communication

Define your targeted diversity audience

Analysis current SWOT, diversity & set goals

Select media

Media Journey

Local newspaper Websites

Magazines

Job boards

Social Media Review pages

Online communities

Niche websites

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Which of the following sources would you use

when looking for a new job?

Multiple Touchpoints

How to reach diversity

Examples:- Generations- Gender- Nationalities

Before we start

Diversity: Generations

Diversity: Generations (Boomers)

Communication:

● Offer traditional HR tools of

promotion, salary and status

● Introduce more flexibility into pay

and retirement systems

● Offer ongoing training, as well as

opportunities to mentor younger

workers

Media:

● Use the most varied types of

media

● Are still the heaviest users of

newspapers

● Media triggers on Know-how

(Content Marketing)

Diversity: Generations (Gen Y)

Communication:

● Have a complete and well

designed company Web site

● Appeal to their desire to learn

● Highlight paid training and skill

development

● Sell them on flexible schedules

and telecommuting

Media:

● The Internet is the most

commonly used form of media

● Online media, such as videos,

podcasting, blogs, instant

messaging, gamification

● Less likely to read the print

form of the newspaper than

previous generations

Diversity: Gender

Diversity: Gender (women)

Communication:

● Positive keywords: Dedicated,

Responsible, Conscientious,

Social

● Avoid: Assertive, Independent

Aggressive, Analytical

● Apply only with 100% fit

Media:

● Targeted emails

● Based on Internet behaviour

● Pre defined media channels

● Relevant Keywords

What can be:

● Search: make sure you are found on relevant keywords

○ e.g. “women jobs”, “consultant job women”

● Behavioural targeting: banners targeted on to those

candidates relevant based on their online behaviour.

● Remarketing: Retarget the relevant visitors of the career

page 10-15%.

Search engine & display network

Diversity: Gender (Men)

Communication:

● Un-effected by words

● Apply once they fit 60%

Media:

● Targeted emails

● Based on Internet behaviour

● Pre defined media channels

● Relevant Keywords

Diversity: Nationality

Diversity: Nationality

Communication:

● Consider Pull & Pushfactors

● Local language ads

● Local language keywords

Media:

● Depending on Country- Local job boards- Niche websites - Search engine of Google- Banner IP targeting- Display network - Direct mailings

1. Good salary

2. Location of the company

3. Work/Life balance

1. Responsibility

2. Pension package

3. Education/training options

1. Good salary

2. Permanent contract

3. Career opportunities

1. Holiday allowance

2. Equal opportunities

3. Pension package

1. Good salary

2. Atmosphere

3. Location of the company

1. Pension package

2. Appealing product/services

3. Relocation cost paid

Diversity: Nationality – Push / Pull factors

Example:

Diversity on Nationality

● International organisation (EPO)● Employing 7.000 staff ● Employees out of 38 (European) countries● Offices based in: Germany, Austria & The Netherlands

● Recruit scientist & engineers out of 38 member states● Candidates need to speak 2 out of 3 company languages

(English, French & German)

How EPO increases diversity in nationality?

Actions

Focus on specific geographical areas● Pre-selected countries

Media approach● Local job boards● Niche websites ● Search engine of Google● Display network ● Direct mailings● Content marketing

Communication

Textual communication about diversity is key, however do not forget

your visuals

Checklist Visuals

● Diverse Gender imagery in ads

● Multi-ethnic imagery in ads

● Multi-generational recruitment in ads

● Disability imagery in recruitment ads

● Several languages within one visual

Answers quiz

1. What is the effect on profit if you increase gender diversity by 10%?

C - + 3%

2.What is the most important items for job seekers to consider a new job?

B - The company has a reputation as an attractive place to work

3. Which of the following sources is the most important source when looking for a new

job?

B. Jobs websites - C. Company website A. Personal network D. Recruitment consultancy

Thank you for attending

Questions?

Questions?

Marnix de GrootManager international online recruitment marketingE: [email protected] M: 00(31)6 34 73 68 54

Jeroen SchulzeStrategic Consultant online recruitment marketingE: [email protected] M: 00(31)6 33 43 89 53