Employee Lifecycle – all touch points provide and opportunity to improve the value of your Employer Brand

Stengthen the Employer Brand

The Employer Brand: Keeping faith with the deal; Helen Rosethorn; Hodes Group

Employer Value Proposition (Promise)

Unique and Differentiated

Promise to Employees and

Candidates

Employee experience

(Reality)

Delivery of Promise through

Employee Life Cycle

Employer Brand

Strength

Attraction of the right candidates Employee engagement and retention Differentiation from competitors

Build Great Brands

Delight Consumers

Why the need for a global employer brand?

11/10/2014 © Copyright 4

”Nestlé, they are the ones who make this cocoa powder, right?”

”Food, chocolate, cereal, Switzerland, those are my immediate associations”

”I associate them with chocolate, candy, biscuits and all sorts of food”

”I heard something about a crisis, was it milk powder?”

”It is a huge international conglomerate rooted in European norms”

Quotes are taken from a vox pop on Copenhagen Business School, Spring 2012

In 2012, candidates’ knowledge of Nestlé as a company and workplace was not particularly good or well informed

5

Nestlé faces a candidate conversion challenge

Functional benefits Image

Emotional benefits

Personality & values

7

Nestlé & I – Employee Engagement Survey There are strengths to capitalize on

Ethics CSR

Work content & conditions

Comp & Ben

Training & develop-

ment

Manage- ment style

Fulfillment &

wellbeing

Stories

Advertising

Costumer experience

Candidate experience

Job security / stability

Strength

In-between

Weakness/Risk

Tangible assets

Experiences

Thank you !

Rankings have significantly improved since 2011

2011 #13; 2014 #9

2011 #29 2011 #24 2014 #20 2014 #20