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Finding our feet The Zurich Talent Proposition Journey Global Talent Acquisition

Sarah Cheyne

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Aw

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En

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Driv

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Defining an authentic and credible Talent Proposition

ZURICH TALENT

PROPOSITION

Current employer branding

strategy

IMAGE & IDENTITY

Leadership strategy, vision and

goals

PROFILE

Corporate branding strategy

CONSUMER BRAND

Competitor positioning

Phase 1

Understand

Phase 2

Determine and define

Phase 3

Create #storiesworthsharing

Phase 4

Activate

External and Internal research completed

Overlap of common themes identifies unique

brand positioning.

Talent Proposition is turned into a

talent relationship activation plan.

Topical content and initiatives

determined.

Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

Talent Proposition M

edia

So

cia

l

Dig

ital

Prin

t

Advo

cacy

Eve

nts

Stories Stories Stories

Audiences

Gra

duate

s

Early

tale

nt

2nd jobbers

Alu

mni

Pro

fessio

na

ls

Influencers

Em

plo

yees

Es

se

nc

e

Th

em

es

Th

em

es

A

ud

ien

ces

Format and channel activation strategy

PEOPLE VISION

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Bringing our brands together

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Talent Proposition with purpose

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Bringing it to life

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Advocacy – Global Talent Brand Toolkit/BlueRoom

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Having an impact

2015 executions

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• 1,486 page likes

• Weekly post reach - 250,000

• Post engagement - 15,000

• Content so far has reached over

750,000 potential candidates

• Driven around 15,000 applicants to Zurich Careers page

• Reached 8 million impressions from both search marketing

and programmatic buying

• Click through rate - 3.71% (benchmark is 1.5%)

• Average position on Google is 1.5 (benchmark is 2.5)

• 2x more careers page views month

• 3x more job views

• Job apply clicks increased 200%

• Impact ratio increased to 21%

• TBI increased to 17%

Social Media

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SoMe Playbook

• Who is it for?

• Purpose

• Highlight why we should focus

on social media for talent

purposes

• Inform and educate us on how

to leverage our global

presences

• Act as a guide on how to

create and submit engaging

content that delivers against

the Zurich Talent Proposition

• Inspire through best practice – both

internally and externally

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Career site objectives

Deliver a global ‘home’ for Zurich careers that:

Positions Zurich as the premier destination for insurance careers

Allows Zurich to favourably compare with employers from ‘preferred’ categories such as Technology and Retail

Bolsters the performance of Zurich’s country websites

Enables country markets to follow suit

STRETCH THE CONSTRAINTS

ENGAGE THE USER

BRING THE SECTOR TO LIFE

SUBSTANTIATE OUR TALENT BRAND

DELIVER CONTENT DYNAMICALLY

AND ENABLE CUSTOMISATION

MAKE THE EXPERIENCE A GREAT ONE

Content

Design

Function

UX

Inform

Reassure

Inspire

Active

Early-in-career

Passive

Experienced

TECHNICAL

SERVICE

CUSTOMER

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Site map and wire frames

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Our wider community A collaborative process

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OWNERS

SPONSORS

INFLUENCERS

AMBASSADORS

DRIVERS ACTIVATORS

ENABLERS RECEIVERS

Global Talent Acquisition Team

Generate, own and run the strategy

Overall sponsors of

strategy and

initiatives.

Shape and lead agendas

within strategy

Provide collective support

and leverages strategic

initiatives

Drive forward initiatives –

central point of contacts

between owners and

activators

Users who lead

implementation and

activation of initiatives.

Vendors to deliver

initiatives – normally

external suppliers/

Partnerships

Customers of

initiatives

Brand advocacy – understanding, sharing and

promoting Talent Brand Initiatives

Isabelle Welton

Claire Ball

PVT

Global Talent

Acquisition Council -

GTAC

Group Digital

• Digital

• Social

• Analytics

Group Brand Strategy

Group Marcomms

Regional HRLT’s

Group Talent & People

Development

Country Leadership/HR teams

Regional Talent

Leads

Regional Leadership/HR teams

Internal Comms

Teams

Country Talent

Managers

Global Talent Acquisition

Social Media Community

- GTASMC

Country Recruiters

Country Digital Teams

Country Brand Teams

McCann – IPG

Havas People

Universum

LinkedIn

Accenture

HRPB’s

Careerify

AMS

External

candidates

Internal

stakeholders

Business

Functions

Regions/Countries

Idea generation Idea development Idea socialisation Idea testing Idea build Idea communication Idea expansion Idea implementation Idea testing Idea received

Multi-layered approach to deliverables

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“Lunch and Learn” - Developing your personal brand

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• Why get involved? Understanding LI

Developing your personal brand

Becoming advocates of the Zurich brand

• Enhance your profile Photo

Title

Summary

Keywords

Skills and achievements

Rich media

• Grow your network Why connect?

Ways to connect

• Communicate and share Content generation

Content sharing

Job sharing

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Takeaways

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