Succeeding with talent communication
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Transcript of Succeeding with talent communication
Universum Toolbox Succeeding with talent communication
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Find out the truth so you can communicate it.
Who We Are
Present in 60 countries with regional offices in New York
City, Paris, Shanghai, Singapore and Stockholm.
Serving more than 1 700 clients globally, including Fortune 100 companies.
Full service Employer Branding partner, taking clients from identifying
challenges, engaging talent to measuring success.
Helping the world’s leading organizations strengthen their Employer Brands for
over 25 years.
Surveying more than 1.3 million career-seekers,
partnering with thousands of universities and organizations.
Thought leaders in Employer Branding,
publishing content on C-suite level subjects.
Our Employer Branding content is published yearly
in renowned media, e.g. WSJ, CNN, Le Monde,
BusinessWeek.
Talent is Exposed to Vast Amounts of Information Every Day and Capturing Their Attention Requires Comprehensive Reach Across Channels
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of the world’s internet traffic is from mobile devices and we now buy more smartphones than “dumb” phones
20%
In early 2014 nearly
3 billionpeople were online
hours of video are watched on YouTube
every month
6 billion
WhatsApp messages are sent every day
27 billionusers worldwide and, in
the US, has a wider reach than TV between 18-24
year olds.
1.2 billion
pictures are shared on social media every day
758 billion
Facebook has almost
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*Linkedin Whitepaper, Why Your Employer Brand Matters, 2012**Talent Attraction Barometer 2012 (How does you organisation approach employer branding?)***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World
2.4x revenue growth
28% lower turnover
rates
50%savings per hire
1.8x profit margin
increase
Your Return on Investment of fact-based Employer Branding
Your Employer Brand matters moreResearch shows that a company’s Employer Brand is twice as likely to drive job consideration as its corporate brand
Lower turnoverCompanies with a strong Employer Brand have a 28% lower turnover rate than companies with a weak Employer Brand*
A competitive advantageOnly 69% of companies work with Employer Branding from a strategic perspective
Lower cost per hireThe cost per hire is more than twice as low for companies with strong Employer Brands
Just as with a consumer brand, people associate various factors with an Employer Brand. You can drive your Employer Brand in the right direction by influencing these associations.
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What to Know to Build Your Communication Strategy
What does the media behavior of the talent you want to attract look like?
Which communication channels are most effective and allow you to get the most out of your communication budget?
How would your target group prefer employers to communicate with them in different channels?
What is happening in the digital world and how can you leverage social media to get the most out of new ways of communicating with the talent?
How can you improve your communication activities based on the challenges you face?
How has talent learned about you as an employer? Is this in line with your expectations?
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These questions will all be answered inand you will have the operational tools to
plan your communication
Balancing Direct and Indirect Channels
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Decide on an overall communication level based on the competitive landscape and your attractiveness targets
Allocate between channels based on communication goals and key challenges
Evaluate and adjust current messaging
Monitor what is being said about you
Support positive messages (internally and externally)
Turn your employees into ambassadors
Build allies on campus
Leverage your corporate PR
Understand the influencers’ media consumption
Build a robust social media presence
Build robust SOCIAL MEDIA presence
DIRECT CHANNELS
INDIRECT CHANNELS
DIRECT CHANNELS
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On your agreed plan
How to communicate this
What you want to be associated with
What you are associated with
The toolbox to evaluate and optimize your communication
KNOW
DECIDE
PLAN
ACT
• Evaluate the impact of your employer branding efforts and better utilise your budget
• Improve the accept/reject ratio by living up to the expectations of you as an employer
• Increase staff retention by recruiting the right talents with the fit you need
• Use your culture as a recruitment asset
• Evaluate what makes you different compared to your competitors
• Start the evaluation of what you want to be associated with and how you are perceived externally
Universum’s toolbox Succeeding with Talent communications allows you to communicate the value of your Brand against the external preferences and opinions of your target talent. It is a strategic and operational tool that will help you identify the right messages and selecting the right channels to be first in line in the competition for talents
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The Toolbox Succeeding with Talent
Communication consists of
Tools & templates Guide: Designing the Right Candidate
Experience Checklist: Selecting the Right Media
Channels Guide: Planning Your Social Media
Activities Template: Defining Your Key
Message(s)
In this toolkit you will learn: How to create messages that cuts
through the clutter The 4 steps to developing and telling
your unique stories How to succeed with your
communication by creating “Talent Personas”
How to select the right communication mix
The basics of using social media the right way
The 5 keys to creating an outstanding candidate experience
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Thanks…until next time
www.universumglobal.com