Realizing the Power of a Brand | ConnectIn Singapore 2014

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Realizing the Power of a Brand

Tim Grogan

Head of Talent Brand Solutions, APAC

LinkedIn

Talent Brand

Employer Brand

EVP

The unique & differentiating

promise a business makes to

its employees and potential

candidates

Defined attributes

that attract and

engage talent

What talent thinks, feels and

shares about your company

The building blocks of your Talent Brand

Strategic Strategic

4

Emerging

Foundational

Traditional

People Talent

Reactive Transactional

Recruitment

High Cost

Quantity = Active

Proactive Sourcing & Branding

Efficient & Effective

Quality = Passive

Emerging

Foundational

Traditional

Transform the way you engage Talent

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Our Employer Branding Adventure

About IDA

> Formed through merger of National Computer Board (NCB) and Telecommunications Authority of Singapore (TAS) some 10+ years ago

> Single agency of 1800+ professionals responsible for

• planning, policy formulation, regulation and industry development of IT and telecoms sectors

• Govt ICT infrastructure and services for Ministries and many statutory boards.

> Statutory board under Ministry of Communications and Information (MCI)

+ =

About IDA

http://mci.gov.sg/content/mci_corp/web/mci/home.html

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TALENT critical to support mission …

12

The Challenge …

A lot of good stuff inside

Known more for regulating TELCOs

Not known outside

Quality CVs Not forthcoming

2,000 2,250

2,614 2,919

3,206 3,543

4,937

0

1,000

2,000

3,000

4,000

5,000

6,000

May Jun Jul Aug Sep Oct 19-Oct

LinkedIn Followers Trend

Not all were convinced on additional platform, HR pushed ahead…

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Focused on content that attracts ICT professionals

Persist we did

And now…

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Close to 50,000 followers!

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Complementing other social media platforms…

A Global following and higher quality candidates from direct sourcing

US: 5,100

(San Fran Bay Area: 300)

UK: 1,700

S’pore: 7,600

Indonesia: 500

Malaysia: 200

India: 7,000

Pakistan: 1,100

Australia:700

Canada: 1,000

Italy: 1,700

Spain:1,500 China: 200

Brazil: 2,600

Marketing/Line wants to partner HR!

Talent Matters! Just do it ; )

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Public | © Ericsson AB 2014 | 2014-07-09 | Page 33

› World leading provider of information and

communications technology and services

› Over 135 years of experience

› 40% of the world’s mobile traffic passes

through our networks

› 10 regions globally & 110,000+ employees

› Customers in more than 180 countries

› We’re enabling unique solutions in

healthcare, education & humanitarian efforts

› We don’t just connect places and people –

but also machines and devices

› Fifth largest software company in the world

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– Analysis of internal materials and benchmarks: Existing research, employee surveys, internal communications, programs, strategic plan and core values

– Qualitative research: Interviews with existing employees representing departments across the globe, along with external focus groups

– Competitive analysis: Analysis of competitors for global talent

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At Ericsson, what you bring as an

employee shapes our success. Here,

you will contribute to an open &

collaborative culture and reinforce our

commonly held values of respect,

professionalism and perseverance. At

Ericsson, the work you do drives

change, shapes the contributions we

make to society and sustainability, and

plays a part in bringing the Networked

Society to life. No matter what your role

at Ericsson, you’ll contribute to

something bigger.

Discover what makes YOU +

ERICSSON a powerful combination.

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Education

Communication

Engagement

Career Site

Talent Community

Social Media

Search

Traditional

Conferences

University Engagement

employees Online and digital Offline and events

Channels will reach both active and passive talent

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› Awards

– Top 50 Most Attractive Engineering Employers in APAC

– Top 75 Graduate Employer in Australia

– Top 50 Most Attractive Engineering Employers in Europe

– Best Companies to Work For in India, UAE, Turkey,

Portugal, Russia and Finland

– Top 100 Employer in China

– Top 100 Best Companies to Work for in America

– Forbes Top 10 Companies in the U.S. that Do the Most

to Make Their Employees Happy

– Glass Door Top 50 CEO’s

– Industry leader in LinkedIn Talent Brand Index

› Employee engagement

– Ericsson: 77% (Global Norm: 69% / ICT Norm: 67%)

› Attrition

– ~5%

http://universumglobal.com/wp-content/uploads/2013/06/2013_Top50_student_APAC.jpg

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Ericsson Internal | 2014-04-29 | Page 39

› Ensure your employer brand strategy is business driven

› Conduct research to understand your true EVP and

how to best communicate it

› Know your audience, tailor your messages and adapt

your channels

› Measure results and continue to evolve

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Realizing the Power of a Brand | ConnectIn Singapore 2014

Recruiting & HR

Transcript of Realizing the Power of a Brand | ConnectIn Singapore 2014