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Employer Branding:
Where We Are & Where We’re Going
Complex
Distinct
Emotional
The concept of employer
branding is relatively new.
“We’ve got to focus on our employer brand
in the same way we think about our
consumer brand: as marketers”
How many of you have an employer brand?
Every company has an employer brand, whether they manage
it or not.
ALL
EMPLOYERS
HAVE AN
EMPLOYER
BRAND.
THE BRAND HAS
AN INTERNAL
AND EXTERNAL
PERSPECTIVE.
THE CORE OF
THE BRAND IS
THE EVP.
AN EFFECTIVE
STRATEGY
NEEDS A SOLID
FOUNDATION.
EMPLOYER BRANDING…
MATTERS
50% 28%
It’s worth the effort to invest in your employer brand.
Savings per hire
Turnover rates
-28%+50%
1982
60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
15% 85%
EMPLOYER BRANDING…
MATTERS
IS HARD
Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC
CEOs are increasingly worried about finding talent
with the right skills…
…and, as the data shows, with good reason.
0%
10%
20%
30%
40%
50%
60%
70%
Russia Canada USA France Germany Peru Panama Costa Rica Colombia Chile Mexico Argentina Turkey Brazil Indonesia South Africa China
Percentage of population aged 25+ with a college or university degree
v
In 5 years…
3 of 4 of the S&P 500 are
predicted to be companies
we have not heard of yet
Source: Professor Richard Foster , Yale University
5 years ago…
Uber
Amazon
Netflix
Snapchat
Paypal
Airbnb
12
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-
processing-a-record-27-billion-messages-per-day/#!sawFj
• See also: http://www.youtube.com/yt/press/statistics.html
There is a lot of noise in the marketplace.
of the world’s internet traffic is
from mobile devices and we
now buy more smartphones
than ‘dumb’ phones
27 billionWhatsApp messages
are sent every daypictures are
shared on social
media every day
758million In early
2014 nearly
3 billionpeople
were online
20%
6 billionhours of video are
watched on YouTube
every month
has almost
1.2 billionusers worldwide
Where are we today?
SKILLS GAP
INCREASED COMPETITION
TALENT HAS MORE OPTIONS
THAN EVER BEFORE
15universumglobal.com
And then there’s Gen Z
Mature Entrepreneurial
Value diversityQuick communicators
Self-Directed
Connected Educated
Make things happen
16universumglobal.com
Yesterday Today
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
LIFE
PURPOSE
MODERATOR
VALUES & CULTURE
CURIOSITY
GENERATE INSIGHTS
GLOBAL DIVERSITY
MERITOCRACY
NETWORKS
EMPLOYER BRANDING…
MATTERS
IS HARD
IS MANAGEABLE
You already have so many tools at your disposal:
18
Your Toolkit
Ownership Knowledge Truth Storytelling
You already have so many tools at your disposal:
19
Your Toolkit
Ownership
Simply understanding the importance of a strong
employer brand doesn’t lead to results
20universumglobal.com
75%“Our employer brand has
a significant impact on our
ability to attract talent.”
<50%“We have a proactive
employer branding
strategy.” Source: LinkedIn, 2015 Global Recruiting Trends
60%of CEO’s feel they own
employer branding
60% 30%of HR execs feel they own
employer branding
of marketing execs feel they
own employer branding
Who “owns” employer
branding?
You already have so many tools at your disposal:
22
Your Toolkit
KnowledgeOwnership
23
Brazil is unique.
-6%
-4%
-2%
%
2%
4%
6%
8%
10%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Annual GDP growth, 10-year trend
Colombia
Chile
Brazil
United States
Mexico
After a few years of growth, the economy is lagging
24
Overall, the
hiring outlook
is significantly
lower than in
previous
years.
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just like this.
2525
Overall, despite the state of
the economy…
…Brazilian students are
optimistic about the future.26
%
20%
40%
60%
80%
100%
Brazil Spanish-speaking Latin America Rest of world
Strongly agree Agree
Neutral Disagree
Strongly disagree
Brazilian Millennials believe they’ll have a higher
standard of living than their parents.
28
2015 Brazil Rankings
Top 10 Employers
Business Undergraduates
1. Google
2. Banco do Brasil
3. Governo Federal
4. Apple
5. Petrobras
6. Banco Bradesco
7. The Coca-Cola Company
8. Itaú Unibanco
9. Rede Globo
10. Ambev
Top 10 Employers
Engineering Undergraduates
1. Petrobras
2. Governo Federal
3. Odebrecht
4. Google
5. Vale
6. Apple
7. Ambev
8. Eletrobrás
9. Camargo Corrêa
10. Microsoft
29
Iceberg
3030
Although Petrobras still performs well in the rankings, its
attractiveness has been on the decline
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
20152014201320122011
Engineering
Business
IT
Percentage of Brazilian Students Choosing Petrobras as an Ideal Employer, Five-Year Trend 30
3131Associations with Petrobras, 2014 v 2015 (sorted by biggest difference)
And, students who chose Petrobras as an Ideal Employer are
still associating it less with key qualities
0 10 20 30 40 50 60 70 80 90
Prestige
Market success
Inspiring management
Corporate Social Responsibility
Respect for its people
Financial strength
Ethical standards2014
2015
32
32
Things will
happen, but
we can’t
simply turn
our backs.
Instead, we
need to take
ownership.
Best in Class Example: BP
0%
10%
20%
30%
40%
50%
60%
20152014201320122011
% c
ho
osin
g g
oal a
s o
ne o
f th
eir
to
p 3
To have work/life balance
To be secure or stable in my job
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be competitively or intellectually challenged
To be dedicated to a cause or to feel that I am serving a greater good
To be a technical or functional expert
To be autonomous or independent
Career goals of Brazilian business students, 2011–2015
35
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to go here just like this.
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3636
1. Work / Life Balance
2. To be secure or stable in
my job
3. To be entrepreneurial or
creative/ innovative
4. To be a leader or manager
of people
5. To have an international
career
Top career goals of Brazilian talent
37
Breakout session:
What do YOU think Millennials mean by “work/life balance”?
• Financial support for parental
leave
• Flexible working conditions
(i.e. home office)
• No interruption of leisure time
(i.e. weekends)
• Recognition and respect for
employees
• Flexible working hours
• Offering external activities (i.e.
events, sports)
• Consideration of private
interests in holiday planning
• Offering child care
• Acceptance of parental leave
• Adequate time for recovery
after
• No requirement for overtime
work
• Opportunities for part-time
work
• Convenient work location
• Enough leisure time for my
private life
• Overtime compensation
How Brazilian Millennials define work/life balance
38
0% 10% 20% 30% 40% 50% 60% 70%
Enough leisure time for my private life
Recognition and respect for the employees
Flexible working hours (e.g. not limited to office hours)
Convenient work location
Overtime compensation (monetary or by leisure time)
No interruption of my leisure time (e.g. on holiday or at the weekend)
Flexible working conditions (e.g. home office)
Offering external activities (e.g. sports, cultural events)
Adequate time for recovering after working peaks
Consideration of private interests in the holiday planning
Financial support for parental leave
Opportunities for part-time work
No requirement for overtime work
Acceptance of parental leave
Offering child care
What about FGV
business students in
their 3rd & 4th year…?
54%
43%
33%
33%
23%
39%
42%
24%
33%
12%
26%
37%
36%
24%
16%
Brazil
Spanish-speaking Latin America
Rest of world
Millennials are afraid of not realizing their career
goals
That I won’t realize my
career goals
That I will get stuck with
no development
opportunities
That I won’t get a job that
matches my personality
That I will underperform
That the work climate will
be too tough
0% 10% 20% 30% 40% 50% 60%
Enough leisure time for my private life
No interruption of my leisure time (e.g. on holiday or at the weekend)
Recognition and respect for the employees
Offering external activities (e.g. sports, cultural events)
Overtime compensation (monetary or by leisure time)
Flexible working hours (e.g. not limited to office hours)
Adequate time for recovering after working peaks
Convenient work location
Flexible working conditions (e.g. home office)
Opportunities for part-time work
Financial support for parental leave
Consideration of private interests in the holiday planning
No requirement for overtime work
Offering child care
Acceptance of parental leave
How Latin American Millennials define work/life balance
40
What about Chilean
business students in
their 3rd & 4th year…?
41
We ask students about 40 qualities they look for in an
employer… EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE & CULTURE
The attributes of the employer as an
organization• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
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
• Recognizing performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
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
REMUNERATION & ADVANCEMENT OPPORTUNITIES
EXTRINSIC INTRINSIC
HA
RD
SO
FT
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
universumglobal.com
The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.
43
In general, Brazilian business students are looking to start their careers on a solid foundation…
43
Business Students - 2015
1. Clear path for advancement
2. Professional training & development
3. Good reference for future career
4. Leaders who support my development
5. Secure employment
6. Recognizing performance (meritocracy)
7. A creative and dynamic work environment
8. Respect for people
9. High future earnings
10. Market success
4444
Engineering Students - 2015
1. Good reference for future career
2. Clear path for advancement
3. Professional training & development
4. High future earnings
5. Secure employment
6. A creative and dynamic work environment
7. Recognizing performance (meritocracy)
8. Leaders who support my development
9. Opportunities for international travel / relocation
10. Innovation
… As are Engineers
45
Students at elite universities are much less concerned about job
security; more focused on finding a challenging job
0%
10%
20%
30%
40%
50%
60%
70%
Challenging work Opportunities for international travel/relocation Team-oriented work Clear path for advancement Secure employment
Attributes with biggest difference in importance by university tier, Brazilian
business & engineering students
46
This is a relatively new development.
When we look back just a few years…
47
Attributes related to future career prospects and job security
have become more attractive for students
Merit bonus
Challenging work
Competitive salary
Sponsorship of future education
Prof. training & development
Leadership opportunities
Secure employment
Market success
Financial strength
Clear path for advancement
High futureearnings
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Positive values / to the right: more important in 2015
Negative values/ to the left: less important in 2015
Attributes with largest change in importance to Brazilian business & engineering students from 2012 to 2015
You already have so many tools at your disposal:
48
Your Toolkit
TruthOwnership Knowledge
Unfocused and
inconsistent candidate
conversations
A confusing and
diluted employer
brand
It’s not about mirroring what talent wants…
A lack of differentiation
from the competition
Low conversion
rates & high
turnover
49
3 of the top 5
sources of
influence for
talent
“People who work
at the employer”
Source: Universum “Communicating With Talent”, Chile 2015
58%
52%
52%
33%
22%
18%
16%
12%
10%
Current students from my school who haveworked/are working at the employer
Professors at my school/university
Other people I know who have worked/areworking at the employer
Alumni from my school who have worked/areworking at the employer
My friends
My parents
Career services at my university
My classmates
Other
48%
…but only half of
them believed it was
effective at seeing what
it’s like to work at the
company full time.
48%
Nearly half of Brazilian
students in their last 2
years of school
participated in an
internship last year…
Only 50%
of Brazilian students
were likely to
recommend the
company to a friend.
You already have so many tools at your disposal:
53
Your Toolkit
StorytellingOwnership TruthKnowledge
Brands are about people
55
56
L’Oreal
57
Johnson & Johnson
Universal Activation Campaignssample outputs for Johnson & Johnson Brazil
58
“The Exceptional EY Experience”
Universal Activation Campaignssample outputs for Johnson & Johnson Brazil
59
Just like marketers, it’s important to use a mix of
channels.
Digital
In-person
Other
2015 Universum Talent Survey – Chile, Undergraduate Students
64%
58%
46%
40%
38%
38%
37%
36%
36%
36%
34%
30%
29%
29%
29%
27%
25%
25%
24%
23%
Social media
Employer websites
Outdoor/billboard advertisements
University press & student organisation publications
Lectures/case studies as part of curriculum
Career fairs
Career guidance websites
Employer advertisement in social media
Employer advertisements on news/business-related websites
Career magazines/guides/books
Employer presentations on campus
Brochures presenting career possibilities at a company/organisation
Career and job related apps
Employer-sponsored events
Employer advertisements in newspapers
Employer advertisements on TV
Employer office/site visits
Employer advertisements in lifestyle magazines & other periodicals
Job boards (sites where job openings are posted)
Targeted messages/notifications via email
61
Why so much social? Social media is…
Highly relevant
Cost-effective Measurable
Brazilians LOVE social media!
64Which online networks/communities do you use? Please select as many as applicable and add others that are not
listed; Which channels do you use in general to learn about potential employers? Choose as many as applicable.
Which online networks/communities have students used the
most in 2015?
of the students have
learned about potential
employers through social
media.
77%
96%
67%
64%
61%
56%
28%
26%
26%
24%
14%
YouTube
Skype
Google+
Snapchat
Online network/community from myuniversity/career center
Tumblr
How are you measuring the
success of your efforts?
Ownership
Knowledge
Truth
Storytelling
Create Accountability
Employer Branding is the
responsibilty of everyone –
it’s key to create
accountability and
ownership in your
organization
Understand your Target
Knowing about your target
talent will enable you to
better understand them and
connect more effectively
Know Thyself
What’s true internally in your
organization is what you
should offer to the external
world. Why are you still with
your company? This tool is
right at your fingertips – use
it!
Content is King
Employee testimonials are
some of your best
ammunition… and they’re
all around you! Harness the
stories and share them with
the external world
How does this all apply to your organization?
Thank you!
Questions?
68