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Live Webcast Employer Branding – get ahead of the curve in 2017

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Housekeeping

Jessica Tucci National Employer Brand Leader PWC

Meet your speakers

Kit Foong Regional Business Development Director APAC Universum

For 28 years, we have partnered with organizations to build successful employer brands

Activation Stories Research

Topics

Foundations Territories/Positioning

Global Local Social Media

Employer Value Proposition = How you want to be seen

EMPLOYER VALUE PROPOSITION

What is in line with corporate values

& communication?

What are management’s

vision and goals?

What is attractive to current and future

employees?

What are the target group’s

preferences?

Is this in line with how you are

currently perceived?

Is repositioning required?

In what areas do you have a competitive

edge?

Where do you lag behind your

competition?

What are seen as strengths by

current employees?

Are there crucial perceptions that

can be made true?

YOUR INTERNAL IDENTITY

CREDIBLE

YOUR EXTERNAL

IMAGE

ATTRACTIVE

WHAT TALENT WANTS

Defining and refining your EVP

CREDIBLE

TRUE

COMPETITIVE

THRESHOLD

DISTINCT

Foundations – EVP

31% 39%

19% 10%

39% 34%

20%

6%

48%

31%

13% 6%

58%

26%

12% 3%

Employer Value Proposition / EVP

Core Values Corporate Brand Proposition

Customer Brand Proposition

Small Medium Large WMAE

The majority of the World’s Most Attractive Employers have an EVP

Most others (65%) plan to develop an EVP

Territories/Positioning

Teamwork

Performance

Career

Status

Learning

Purpose

Innovation

Reward

Empowerment

The Nine Employer Brand Territories

Territories/Positioning

Teamwork

Performance

Career

Status

Learning

Purpose

Innovation

Reward

Empowerment

Teamwork

Performance

Career

Status

Learning

Purpose

Innovation

Reward

Empowerment

The most common EVP ingredients for the WMAE

29% Innovation

24% Creative / Dynamic Environment

Clear Path for Advancement 25%

25% High Responsibility

23% Diversity & Inclusion

30% Inspiring Purpose Territories/Positioning

Training & Development 38% 38%

Territories – Positioning vs. Student attraction drivers Employer Attributes (WMAE) EVP Inclusion Relative Attraction (RANK)

% Business Engineering / IT

Training & Development 38 2nd 4th

Inspiring Purpose 30 19th 17th

Innovation 29 17th 1st

Clear path for advancement 25 12th 13th

High level of responsibility 25

Creative / dynamic environment

24 5th 2nd

Diversity & inclusion 23

Global Local– WMAE Brand Guidelines What have you included in your Employer Brand Guidelines?

94%

79%

79%

67%

65%

51%

1%

Definition of our employer

Creative identity / visual

Recruitment advertising

Advertising / communication

Guidance on social media

Guidance on internal

Other

Global Local – Communication Campaigns WMAE – Campaign localization?

37%

47%

37%

23%

One global campaign

Targeted campaigns for graduates / experienced hires

Targeted campaigns by region / country

Targeted campaigns by job function

Socializing – Future channel investment (World’s most attractive employers)

Socializing – Content development

92%

88%

66%

48%

46%

28%

Employer websites / career sites

LinkedIn

Facebook

YouTube

Twitter

Instagram

Which of the following have you developed employer brand content for?

Socializing World’s most attractive employers content planning and creation

Content Creation Responsibility Content Planning for Social Media Channels

38%

41%

20%

2%

As and when needed

2-3 months in advance

6-12 months in advance

more than a year in advance

56%

22%

12%

11%

A dedicated team within Talent

Marketing/Employer

Various teams across the business

Corporate marketing

Outsourced to an agency or consultant

Employer Brand Maturity Model

Traditional

Developing

Advanced Leading

Talent Acquisition siloed from HR

Close alignment between TA and HR

Close alignment between HR &

MarComms

Close alignment between HR MarComms

& C-Suite

EVP driven recruitment marketing

EVP driven, internal-external, talent

marketing

EVP driven talent management &

experience

Consistently branded career / social sites

Active content management & social

engagement

Employee generated content, advocacy &

referral

Recruitment metrics (CPH / TTH etc.)

Integrated metrics across the employee life-cycle

Predictive, performance driven analytics

HRD takes ultimate accountability

CEO takes ultimate accountability

Inconsistent job-focused advertising

Reactive over-reliance on agencies / paid

media

Partnership

Focus

Channels

Metrics

Ownership

Summary

§  EVPs increasingly the foundation for employer brand marketing §  Most leading employers are investing more time, effort, and money into social media

§  This is increasingly balanced with targeted campaigns and rich local content

§  Most WMAE now have a dedicated content team and calendar

§  “Integrated” employer brand metrics also still work in progress for many

PWC Case Study

Jessica Tucci National Employer Brand Leader PWC

PwC

A new world

Changing landscape

We’re not just an ‘accounting firm’. We’re looking for STEM talent

Get to know your audience

“My career will be one of choice, not one chosen out of desperation. It will align who I am with what I do.”

Male graduate employee PwC

Understand their expectations

PwC

True

Credible

Attractive

Build your messaging platform Build your messaging platform

PwC

We are the #2 most powerful brand

Meaningful work in a creative dynamic

environment

Build trust in society & solve important problems

Unique selling points Unique selling points

PwC

Do the extraordinary

PwC

Apply your creative concept

PwC

PwC

PwC

Set a channel strategy

Social media Digital media

Events

Set a channel strategy strategy

Sponsorships

Website

PwC

Sponsored recruitment

posts

PwC

Have your people tell the story

PwC

Show your culture

PwC

Communicate your values

PwC

Drive engagement & participation

PwC

Have fun, be helpful and be relevant Have fun, be helpful and be relevant

PwC

PwC

Experiment

Measure

Refine

Jessica Tucci National Employer Brand Leader PWC

Questions?

Kit Foong Regional Business Development Director APAC Universum

Thank you

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