Nanyang Technological University (NTU) Talent Seminar Singapore 2014

Generation Next.Attracting and Engaging Millennial Talent. NTU Talent Seminar Singapore 2014

2universumglobal.com

UNIVERSUM is the global leader in Employer Branding and Talent Research. For the past 26 years we have been helping the world’s leading companies to strengthen their Employer Brands.

We work with more than 1.200 clients, including the majority of Fortune 100 companies, and more than 1.800 top universities across the world.

OUR MISSION: Through our research, strategic consulting and activation solutions we want to create a meeting place for higher education institutions, talent and employers.

Every year we conduct the biggest global career expectations study, in which over 700,000+ Millenials – students and professionals - tell us what they want from their future.

Today we will share some of the results from the Universum Top 100 Ideal Employers Student Survey 2014 conducted in Singapore.

Who we are

http://www.universumglobal.com/


Sample Population

45%

21,4

55% 6,5

Average reported academic performance

Year of graduation:

Educational Institutions:

• National University of Singapore• Nanyang Technological University• Singapore Management University• Singapore Institute of Management

2013 2014 2015 2016 2017 2018 2019 or later

3%

26%24%

27%

18%

2%0%

Nationality:

81 % Singaporeans

19% Other

Average age (years):

Who took part in the Universum Top 100 Ideal Employers Student Survey Singapore 2014?


25%

18%

14%

9%

9%

8%

9%

4%

5%

23%

18%

11%

9%

10%

9%

8%

6%

4%

18%

14%

13%

12%

10%

10%

9%

7%

6%

65%

50%

38%

30%

29%

27%

25%

18%

15%

To have work/life balance

To be secure or stable in my job

To be dedicated to a cause or to feelthat I am serving a greater good

To be competitively or intellectually challenged

To be a leader or manager of people

To have an international career

To be entrepreneurial or creative/innovative

To be autonomous or independent

To be a technical or functional expert

Career GoalsWhat do they want to achieve?

First Choice

Second Choice

Third Choice

What do students mean by work/life balance? - Company has respect for its people = 33%- Enabling me to integrate personal interests in my schedule = 30%- Flexible working conditions = 30%- Control over my number of working hours = 17%

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Why do they choose certain employers?

The contents and demands of the job, including the learning opportunities provided by the job• Challenging work• Client interaction• Control over my number of working hours• Flexible working conditions• High level of responsibility• Opportunities for international travel/relocation• Professional training and development• Secure employment• Team-oriented work• Variety of assignments

The monetary compensation and other benefits, now and in the future • Clear path for advancement• Competitive base salary• Competitive benefits• Good reference for future career• High future earnings• Leadership opportunities• Overtime pay/compensation• Performance-related bonus• Rapid promotion• Sponsorship of future education

The attributes of the employer as an organisation• Attractive/exciting products and services• Corporate Social Responsibility• Environmental sustainability• Ethical standards• Fast-growing/entrepreneurial• Financial strength• Innovation• Inspiring management• Market success• Prestige

EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

The social environment and attributes of the workplace• A creative and dynamic work environment• A friendly work environment• Acceptance towards minorities• Enabling me to integrate personal interests in my schedule• Interaction with international clients and colleagues• Leaders who will support my development• Recognising performance (meritocracy)• Recruiting only the best talent• Respect for its people• Support for gender equality

PEOPLE & CULTURE

The Universum Drivers of Employer Attractiveness

This framework has been developed by Universum and is based on specific research within HR, as well as focus groups and general communication with both our clients and students.


Top 10 most important factors when choosing an employer

A friendly work environment1. A friendly work environment

Professional training and development2. Professional training and development

A creative and dynamic work environment3. A creative and dynamic work environment

High future earnings4. High future earnings

Recognising performance (meritocracy)5. Recognising performance (meritocracy)

Leaders who will support my development6. Leaders who will support my development

Secure employment7. Secure employment

Good reference for future career8. Good reference for future career

Respect for its people9. Respect for its people

Opportunities for international travel/relocation10. Opportunities for international travel/relocation

21% 26%

28%

26%

Employer Reputation & Image

People & Culture

Job Characteristics

Remuneration & Advancement Opportunities

Importance of each Driver of Employer Attractiveness

Why do they choose certain employers?

Drivers of Employer Attractiveness


The Universum Communication Channels Framework

• Career guidance websites• Employer websites• Job boards• Live webinars with employers• Mobile apps• News websites advertisements• Professional networks/communities• Social networks/communities• Targeted emails

• Advertisements in business magazines• Advertisements in lifestyle magazines & other

periodicals• Career guides/books• Career magazines for students• News print media advertisements• Recruitment brochures• University press & student organisation

publications

• Direct mailings• Outdoor/billboard advertisements• Radio advertisements• TV advertisements

• Career fairs• Employer presentations on campus• Employer-sponsored events• Informational interviews• Lectures/case studies as part of curriculum• Skills sessions organised by employers• Student conferences

OTHER CHANNELSIN-PERSON

DIGITALPRINT


How do they want to find out about Employers?

Print (76%)

Digital (86%)

In-person (75%)

Other (56%)

49%

47%

44%

36%

36%

36%

35%

35%

33%

32%

32%

32%

31%

30%

29%

27%

27%

25%

23%

23%

Career fairs

Employer websites

Social networks/communities

Career guides/books

TV advertisements

Career guidance websites

Career magazines for students

News print media advertisements

University press & student organisation publications

Recruitment brochures

Outdoor/billboard advertisements

News websites advertisements

Lectures/case studies as part of curriculum

Employer presentations on campus

Professional networks/communities

Advertisements in lifestyle magazines & other periodicals

Job boards

Advertisements in business magazines

Targeted emails

Employer-sponsored events

Students rely more and more heavily on digital channels to

discover employers. It is ESSENTIAL that your online

presence is Spot-On! Fortunately these are also

most cost effective!


Rise of Social Networks/Communities

91%

68%

53%

43%

42%

26%

16%

16%

10%

9%

Facebook

YouTube

Instagram

LinkedIn

Twitter

Google+

Tumblr

Online network/community from myuniversity/career center

Pinterest

Weibo

Which Social Network/Community do they use most?


Context in which Facebook is used by students

Career purposes only

Both social and career purposes

Social purposes only

0%

45%

55%

62%

Students looking for employers on Facebook

52%

of the students have searched for information about employers

through Facebook

of the students are following employers on Facebook

Facebook for Careers? In Singapore! Really?


How can I use Facebook to attract Talent? Talent PageCareer-related Apps


Storytelling

How can I use Facebook to attract Talent? Talent Page


Storytelling



Do I have to have a Talent Page? Facebook Advertising

Instead of building a Talent Page we can also just leverage Facebook advertising through our 3rd party brands, thereby providing you with an independent endorsement for your company and opportunities.

This is extremely effective!

Example:

During Sep–Dec 2013 we utilized the WMAE brand to tell the stories of more than 20 employers to over 3 million students via Facebook.

On average 500% higher brand engagement was achieved by our ads vs. the ads employers placed themselves without 3rd party branding.


What about YouTube?

Context in which YouTube is used by students




0%

25%

75%

36%

Students looking for employers on YouTube

16%

of the students have searched for information about employers

through YouTube

of the students are following employers on YouTube


And Instagram?

Context in which Instagram is used by studentsHow often do students visit Instagram?

13minutes

Average time spent per visit




30%

32%

17%

9%

6%

6%

I’m constantly checking this network

Several times per day

Once a day

A couple of times a week

A couple of times a month

More seldom

0%5%

94%


Is online enough?

75%

Different channels come with different price tags. It is important that you choose the most effective ones in reaching your target group(s) to maximize your budget and outcomes.

of the students use in-person channels.

86% of the students use digital channels.

76% of the students use print channels.

Talent use a combination of print, digital and in-person

channels to learn about employers.

Different channels a good for different interactions.

On average, they use

Different channels.

7,8

Relatively low costs

Moderate costs

Relatively high costs


Different Channels are good for different things:

WOULD THEY CONSIDER WORKING FOR YOU?

HAVE THEY APPLIED OR WILL THEY APPLY TO YOU?

DO STUDENTS KNOW WHO YOU ARE?

ARE YOU THEIR IDEAL EMPLOYER?

Awareness

Consideration

Desire

Application

Your Employer

Value Proposition

What is attractive to your Talent

Target Group?

What does your Talent Target

Group associate with you?

Magic

universumglobal.com 20

Just being there is not enough! Communicating the right things!

Storytelling

Engaging & Attracting Millennial Talent

1. Understanding your Talent Target Group

2. Communicating through the right Channels &

Methods

3. Communicating the right Messages

Recipe for Success:

Generation Next.What will you do to engage and attract Millennial Talent to your organization?

Marielle Reussink Head of Activation Solutions APAC [email protected]

mailto:[email protected]

Nanyang Technological University (NTU) Talent Seminar Singapore 2014

Recruiting & HR

Transcript of Nanyang Technological University (NTU) Talent Seminar Singapore 2014