Diversity & Employer branding
Transcript of Diversity & Employer branding
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 - 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
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
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
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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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 (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
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
● 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
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
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