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Transcript of UniversumEVP HEC 20121030
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WWW.UNIVERSUMGLOBAL.COM
CLICK HERE
UNIVERSUM at UNIVERSITY OF GENEVA NOVEMBER 2012
WWW.UNIVERSUMGLOBAL.COM
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AGENDA
1. ABOUT UNIVERSUM
2. WHAT IS A EVP
3. FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL
4. EVP DEVELOPMENT
5. CASE STUDY
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1. ABOUT UNIVERSUM
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About Universum
RANKINGS ARE ONLY
EMERGING PART OF THE
ICEBERG
4
RANKING
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About Universum
5
WWW.UNIVERSUMGLOBAL.COM
- 200 PEOPLE IN 12 LOCATIONS ON 5 CONTINENTS
- HEAD OFFICE LOCATED IN STOCKHOLM
- MORE THAN 1200 CLIENTS GLOBALLY, INCLUDING THE MAJORITY OF FORTUNE 100
COMPANIES.
- WE ORGANIZE 40 EVENTS WITH OVER 3000 PARTICIPANTS IN 14 COUNTRIES
- WE SURVEY OVER 450000 STUDENTSAND 100000 PROFESSIONALSANNUALLY IN 33
COUNTRIES
- WE PUBLISH MORE THAN 150 CAREER PUBLICATIONS IN 10 COUNTRIES
- WE HAVE 10 CAREER SITES WITH 400000 VISITORS/MONTH
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About Universum
6
WE HELP EMPLOYERS
UNDERSTAND
THEIR IMAGE,
AUDIENCE
AND COMPETITORS
DECIDE
DESIRED
BRAND POSITION
PLAN
THEIRCOMMUNICATION
ACTIVITIES
ACT
BY REACHING THE TALENTMARKET THROUGH PUBLICATIONS
AND EVENTS
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UNIVERSUM IN THE WORLD
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2.3. EB FUNNEL
4. EVP EMPLOYER VALUE PROPOSITION
5. SET UP A COMMUNICATION STRATEGY
6. CASE STUDY
1. ABOUT UNIVERSUM
WHAT ISA EVP
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EVP Employer Value Proposition
a unique set of offerings, associations and values that will positively influence the
most suitable target candidates to choose an employer.
The EVP is the underlying content that is then transformed into messages, visual
expression and communication strategy.
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WHAT IS AN EVP?
A USP for Employers!
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EVP Employer Value Propostion
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WHAT IS AN EVP?
All employers have an employer brand
Targeted EVP to internal and external talent groups.
It has to be attractive, true, credible, distinct and sustainable.
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IM GE
THE EXTERNAL VIEWANDPOSITION OF YOUR
COMPANY
PROFILE
THE IMAGE THEEMPLOYER IS
TRYING TOCOMMUNICATE
IDENTITY
THE PERCEPTION OFTHE COMPANY AS ANEMPLOYER BY YOUR
CURRENTEMPLOYEES
EVP Employer Value Propostion
WHAT IS AN EVP?
EVP
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About Universum
The objective of employer branding activities is to
- ATTRACT
- RETAIN
- BE PERCEIVED
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WHAT IS AN EVP FOR?
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EVP Employer Value Proposition
If you have a wrong EVP, this is what happens:
Spending time and money communicating things that are not attractive to your target
group
Weak communication due to contradicting messages
Messaging that is not distinct from competitors
Disappointed new hires when expectations are not met
Creating a negative influence on EVP as current and past employees/interns
communicate with prospective candidates
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WHAT IS AN EVP?
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3.
FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL
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DO THE COMPANY HAVE A TALENT GOAL SET?
DOES TALENT KNOW THE EMPLOYER?
WOULD THEY CONSIDER WORKING FOR THEM?
ARE THEY AN IDEAL EMPLOYER?
HAVE THE STUDENTS APPLIED OR WILL THEY APPLY?
ARE THE COMPANY MEETING THEIR ACCEPTANCE LEVELS?
DO THE COMPANY HAVE A RETENTION STRATEGY IN PLACE?
TALENT ATTRACTION STRATEGY
NON-FAMILIARITY
CONSIDERATION
DESIRE
APPLICATION
ACCEPTANCE
RETENTION STRATEGY
WHERE IS THE CHALLENGE?
EB Funnel
IDENTIFY THE MAIN CHALLENGE
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EB Funnel
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WHERE IS THE CHALLENGE?
Non-Familiarity
Consideration
Desire
Application
Acceptance
Universum
measurement
The Non-familiar
Employer percentage
The Considered
Employer ranking
The Ideal
Employer ranking
The Potential
Applicants ranking
44%
61
70
58
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EB Funnel
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WHERE IS THE CHALLENGE?
Non-Familiarity
Consideration
Desire
Application
Acceptance
Universum
measurement
The Non-familiar
Employer percentage
The Considered
Employer ranking
The Ideal
Employer ranking
The Potential
Applicants ranking
44%
61
58
52
9%
90
103
100
2%
6
11
17
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EB Funnel
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WHERE IS THE CHALLENGE?
Non-Familiarity
Consideration
Desire
Application
Acceptance
Universum
measurement
The Non-familiar
Employer percentage
The Considered
Employer ranking
The Ideal
Employer ranking
The Potential
Applicants ranking
44%
61
55
37
9%
90
103
100
2%
6
11
17
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Set up a communication strategy
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WHERE IS THE CHALLENGE? ACT ACCORDINGLY!
Non-Familiarity
Consideration
Desire
Application
Acceptance
Universum
measurement
The Non-familiar
Employer percentage
The Considered
Employer ranking
The Ideal
Employer ranking
The Potential
Applicants ranking
Different communication channels have different purposes!
Career guides/books
Career magazines for students
Lectures/Case studies as part of curriculum
Career guides/books
Employer presentations on campus Career guidance websites
Targeted messages/notifications
Employer websites
Recruitment brochures
Employer websites
Employer sponsored event
Employer presentations on campus
Most effective
communication channels
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4.EVP DEVELOPMENT
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MarketIntelligence
IdentityValidation
StrategyDevelopment
CommunicationStrategy
StrategyExecution
PerformanceMeasurement
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What is important and relevant
for your target groups? What
makes an employer attractive?
What should you emphasize in
the communication to maximize
its effectiveness? Where is a
repositioning needed to create
the desired employer image?
Are our activities effective in
building a strong brand? Arewe attractive enough to meet
our recruitment needs?
How should we communicate the
employer offering to the target group?
What channels are most effective?
How can we translate the
strategy into a compelling
creative concept? Is our
message getting across?
How do current
employees seeyou? What are
strengths and
weaknesses that
are associated
internally?
OUR APPROACH TO STRATEGIC EMPLOYER BRANDING
UNIVERSUM
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OVERVIEW PHASE 1: STRATEGIC ADVISOR TO DEVELOP STRATEGY
SERVICE OFFERING
MarketIntelligence
IdentityValidation
StrategyDevelopment
CommunicationStrategy
StrategyExecution
PerformanceMeasurement
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Employer Reputation & Image- The attributes of the employer as an organisation
Attractive/exciting products and services Fast-growing or entrepreneurial
Financial strength
Good reputation
High ethical standards
High level of Corporate Social Responsibility
Innovative products and services
Inspiring top management
Market success
Prestige
Remuneration & Advancement Opportunities- The monetary compensation and other benefits, now and
in the future
Clear path for advancement
Competitive base salary
Competitive benefits Good possibilities for rapid promotion
Good prospects for high future earnings
Good reference for future career
Leadership opportunities
Overtime pay/compensation
Performance-related bonus
Sponsorship of future education
Job Characteristics- The contents and demands of the job, including the
learning opportunities provided by the job
A variety of assignments
An attractive geographic location
Challenging work
Control over my working hours
Flexible working conditions
High level of responsibility
Opportunities for international travel
Opportunities for relocation abroad
Professional training and development Secure employment
People & Culture- The social environment and attributes of the work place
Has a culture that is accepting towards minorities
Has a culture that respects my individuality
Has a culture that supports equality between the sexes
Has leaders who will support my development Offers a comfortable physical work environment
Offers a creative and dynamic work environment
Offers a friendly work environment
Offers interaction with international clients andcolleagues
Recruits only the best students
Will enable me to have good work/life balance
4EVP Employer Value Proposition
DEVELOPMENT OF EVP - Drivers of Employer Attractiveness
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CONTRAST EXTERNAL WITH INTERNAL INSIGHTS
IMAGE
IDENTITY PROFILE
! A strong and successful Employer Brand needs to include differentperspectives and builds upon a solid understanding of the internal reality
IDENTITY
Who you really are
The image, career
and opportunities your
company can offer
PROFILE
Who you want to beWhat you are trying
to communicate
IMAGE
Who people think you are
The external view and
position of your company
PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY
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THE EMPLOYER BRANDING STRATEGY DEVELOPMENT
PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY
Current EmployerBranding strategy
Managementsvision and goals
Corporate
Branding
strategy
Competitors
positioning ATTRACTIVE
TRUE
CREDIBLE
DISTINCT
SUSTAINABLE
UNDERSTAND
MARKET INTELLIGENCE
IDENTITY VALIDATION
PLUS MANAGEMENT
PERSPECTIVE
DECIDE ON EVP
STRATEGY
DEVELOPMENT
PREPARE IMPLEMENTATION
EMPLOYER VALUE
PROPOSITIONRESEARCH Internal / External
Develop one EVP - adaptation for specifictarget groups or markets through differentemphasis and other stories and examplesto illustrate and communicate the EVP
Localization and adaptation of EVP ifneeded to better address target groups
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MarketIntelligence
IdentityValidation
StrategyDevelopment
CommunicationStrategy
StrategyExecution
PerformanceMeasurement
PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT
SERVICE OFFERING
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Universum provides insights based on available research from our global survey about
Communicating with Talent and involves key stakeholders early on.
COMMUNICATION CHANNEL EFFECTIVENESS Channel preferences to learn about employers
How to communicate in print, online and in person
Who are the sources of influence
SOCIAL MEDIA AND ONLINE ACTIVITIES Online networks that students use How to use online networks for recruiting
Most important topics to include on career websites
Best and worst aspects of career websites
BEST PRACTICES Best employer advertisement (and reasons why)
Channels used for employer advertisements
Ranking of student publications in the market
Best employer presentation (and reasons why)
Preferences regarding location, setup, timing and content of
presentations
PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT
COMMUNICATION STRATEGY: SETTING THE FOUNDATION
WORK SESSIONS WITH
STAKEHOLDERS / MARKETSPresent and discuss findings from
research with stakeholders in each
market.
BE GLOCAL!
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IN-PERSON OR ONLINE FOCUS GROUPSTailored focus group discussions to test developed communication material or websites with the
target group to develop recommendations to further improve the communication material and branding
activities. The groups include 6 to 8 (in-person focus group) or up to 15 participants (online focus group).
STRATEGY EXECUTION: TEST, RECEIVE FEEDBACK AND IMPROVE
PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT
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REACH THE RIGHT TALENTSURROUND YOUR AUDIENCE WITH
THE RIGHT MESSAGE
STRATEGY EXECUTION: UNIVERSUMS SOLUTIONS AND TOOLS
PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT
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Set up a communication strategy
BUT NOW THEY FULFILL AN IMPORTANT
ROLE:
THE MEASUREMENT OF YOUR EB WORK.
31
MEASUREMENT
RANKINGS ARE ONLY
EMERGING PART OF THE
ICEBERG...
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5. CASE STUDY
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CASE STUDY
This wind turbine manufacturer was facing a massive global expansion
and therefore needed to develop an effective and consistent global
employer branding strategy
They needed to understand what drives talents in all of these markets,
learn about current image and benchmark with selected key
competitors and develop a strategic Employer Value Proposition
Extensive tailored external (Students & Professionals) and internal
surveys
Qualitative research in all markets
Workshop to develop an attractive and sustainable EVP
An EVP to be used globally and adapted locally to improve efforts inrecruiting.
The years after the implementation, the client saw significant
improvement in the Ideal Employer rankings in all key markets was
noted
Denmark
China
Germany
India
Italy Singapore
Spain
US
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Case study
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VESTAS - DEVELOPMENT OF ATTRACTIVENESS IN KEY MARKETS
Attractiveness for Vestas over time
* Universum Student Survey results 2011 only Engineering Students, Singapore 2010 dates
10
41
4
106
82
74
128
85
77
49
94
71
6254
10296
64
57
0
20
40
60
80
100
120
140
Before EVP EVP launched 1 year after launch Today (2011*)
Denmark
Germany
Singapore
Spain
Italy
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