From awareness to application - The Talent Journey

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From Awareness to Application - The Talent Journey Webinar September 2014

description

Do you know how or where you are converting Talent to apply? Are you communicating the right things? Are you using the right channels? In this Webinar we look at the Talent Journey from Awareness to Application, looking at the benefits and pitfalls of different channels and how you can successfully communicate with your talent target groups.

Transcript of From awareness to application - The Talent Journey

Page 1: From awareness to application - The Talent Journey

From Awareness to Application -

The Talent Journey

Webinar September 2014

Page 2: From awareness to application - The Talent Journey

Who We Are

Copyright Universum 2014

Worldwide presenceUniversum has been helping the world’s leading organizationsstrengthen their Employer Brands for the past 25 years. With regionaloffices in New York City (Americas), Basel (Europe), Singapore (APAC) andStockholm (Nordics) we employ the industry’s top global knowledgeexperts.

Global leader in Employer BrandingWe serve more than 1.200 clients, including the majority of Fortune100 companies, and annually release the World’s Most AttractiveEmployers rankings.

Provide insight and knowledgeWe survey more than 700.000 students and professionals annually in50+ countries. The surveys are the foundation of our IDEAL EmployerRankings, which are published yearly around the world in partnershipwith the New York Times, Le Monde, BusinessWeek and other topmedia outlets.

Spread the wordWe publish more than 150 career publications in 10 countries and have10 career sites with more than 1.500.000 visitors/month. We organize40 events with over 3.000 participants in 14 countries.

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Our Approach to Strategic Employer Branding

Are your activities effectively building a strong

brand? Are you attractive enough to meet your recruitment needs?

What impressions do current employees have?

What is perceived as strengths and weaknesses?

How can you improve your career website and ads? Is

your intended message being communicated effectively?

What should you emphasize in the communication to

maximize its effectiveness? What do you need to

reposition to create your desired employer image?

How should you communicate the employer offering to the target group?

Which channels are most effective?

What is important and relevant to your target groups? What makes an employer

attractive?

Copyright Universum 2014

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Copyright Universum 2014

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The Age of the Internet of Everything (IoE)

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On top of that (or perhaps because of that)

we have our friends the Millennials…

…and they want everything! Copyright Universum 2014

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The Universum Drivers of Employer Attractiveness Framework

Copyright Universum 2014

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Top attributes – Country variations - Business

India

1. A creative and dynamic work environment 2. Professional training and development3. A friendly work environment

Indonesia

1. Leadership opportunities2. Rapid promotion3. High future earnings

China 1. Good reference for future career2. Competitive base salary3. Clear path for advancement

1. High future earnings 2. Challenging work3. Good reference for future career

Japan

1. Professional training and development2. A friendly work environment3. Leaders who will support my development

Australia

1. Competitive base salary2. A friendly work environment 3. High future earnings

Thailand

1. A friendly work environment2. High future earnings3. Professional training and development

Malaysia 1. A friendly work environment2. Professional training and development3. High future earnings

Singapore

1. Professional training and development 2. A friendly work environment3. Good reference for future career

Hong Kong 1. High future earnings

2. A creative and dynamic work environment3. Professional training and development

Vietnam

EMPLOYER REPUTATION & IMAGE

PEOPLE & CULTURE

JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

Universum APAC Research 2014Copyright Universum 2014

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Top attributes – Country variations – Engineering/IT

India

1. Professional training and development2. A creative and dynamic work environment 3. A friendly work environment

Indonesia

1. Leadership opportunities2. High future earnings3. Rapid promotion

China 1. Good reference for future career2. Competitive base salary3. High future earnings

1. Challenging work2. High future earnings 3. Good reference for future career

Japan

1. Secure employment2. A creative and dynamic work environment 3. A friendly work environment

Australia

1. Competitive base salary2. A friendly work environment 3. Competitive benefits

Thailand

1. High future earnings 2. Professional training and development3. A friendly work environment

Malaysia 1. A friendly work environment2. Professional training and development3. A creative and dynamic work environment

Singapore

1. High future earnings2. Good reference for future career3. Enabling me to integrate personal interests

in my schedule

Hong Kong 1. A creative and dynamic work environment

2. High future earnings3. Professional training and development

Vietnam

EMPLOYER REPUTATION & IMAGE

PEOPLE & CULTURE

JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

Universum APAC Research 2014Copyright Universum 2014

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Top attributes for 2014

BUSINESS

AttributesA creative and dynamic work environment A friendly work environment

Good reference for future career

High future earnings Professional training and developmentSecure employment

Top 5 attributes ENGINEERING

EMPLOYER REPUTATION & IMAGE

PEOPLE & CULTURE

JOB CHARACTERISTICS

REMUNERATION & ADVANCEMENT OPPORTUNITIES

Universum APAC Research 2014Copyright Universum 2014

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… and they’re slowly but surely taking over…

2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost of replacing Millennial could be millions annually

50 %

• Would rather have no job than a job they hate

80%

• Work environment more important than size of their paycheck

87%

• Say ability to learn/grow is essential to their ideal job

80%

• Think they deserve more recognition than they get

75%

• Are not completely satisfied with their jobs

33%

• Choose recognition over higher pay

90%

• Think they deserve their dream job

Universum Research 2014; http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce-infographic/

Copyright Universum 2014

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… comfortable with modern technology, they compel us to

change how we communicate our employer brands and attract

talent….

google.com/think

NOISE!!!!!Info Overload!

Copyright Universum 2014

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How can we

?- Choosing the right Channels

- Communicating the right things

How can we CUT through the Noise?- Choosing the right channels

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Reaching out to Talent – A world of Opportunities

Copyright Universum 2014

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With so many options, how can we choose the right channels?

Questions to ask:• What is my Goal, my Objective?• What are the Communication Preferences of

my target group(s)?• How many people can I reach out to through

this channel?• Can I reach out to exactly my target group(s)?• Can I track how effective the channel is at

achieving my goal?• Can I leverage this channels whenever I need

to?• Looking at my budget, can the channel deliver

results in a cost effective manner?

Copyright Universum 2014

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• Career guidance websites

• Employer websites

• Job boards

• Live webinars with employers

• Mobile apps

• News websites advertisements

• Professional networks/communities

• Social networks/communities

• Targeted emails

• Advertisements in business magazines

• Advertisements in lifestyle magazines & other periodicals

• Career guides/books

• Career magazines for students

• News print media advertisements

• Recruitment brochures

• University press & student organisation publications

• Direct mailings

• Outdoor/billboard advertisements

• Radio advertisements

• TV advertisements

• Career fairs

• Employer presentations on campus

• Employer-sponsored events

• Informational interviews

• Lectures/case studies as part of curriculum

• Skills sessions organised by employers

• Student conferences

OTHER CHANNELSIN-PERSON

DIGITALPRINT

With so many options, how can we choose the right channels?

Copyright Universum 2014

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Different Channels are good for different things:

Can I reach out to exactly my target group(s)?

Can I track how effective the channel is at achieving my goal?

Can I leverage this channels whenever I need to?

Copyright Universum 2014

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What are the Communication Preferences of my target

group(s)?

Print (76%)

Digital (86%)

In-person (75%)

Other (56%)

49%

47%

44%

36%

36%

36%

35%

35%

33%

32%

32%

32%

31%

30%

29%

27%

27%

25%

23%

23%

Career fairs

Employer websites

Social networks/communities

Career guides/books

TV advertisements

Career guidance websites

Career magazines for students

News print media advertisements

University press & student organisation publications

Recruitment brochures

Outdoor/billboard advertisements

News websites advertisements

Lectures/case studies as part of curriculum

Employer presentations on campus

Professional networks/communities

Advertisements in lifestyle magazines & other periodicals

Job boards

Advertisements in business magazines

Targeted emails

Employer-sponsored events

Students rely more and more

heavily on digital channels to

discover employers. It is

ESSENTIAL that your online

presence is Spot-On!

Fortunately these are also

most cost effective!

Copyright Universum 2014 Universum Research 2014

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Social Media for Career… LinkedIn right?

• Which online networks/communities did students use most in 2014?

91%

68%

53%

43%

42%

26%

16%

16%

10%

9%

Facebook

YouTube

Instagram

LinkedIn

Twitter

Google+

Tumblr

Online network/community from myuniversity/career center

Pinterest

Weibo

Copyright Universum 2014 Universum Research 2014

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Context in which Facebook is used by students

Career purposes onlyBoth social and career purposesSocial purposes only

0%

45%

55%

How often do students visit Facebook?

23minutes

Average time spent per visit

36%

39%

12%

8%

4%

2%

I’m constantly checking this network

Several times per day

Once a day

A couple of times a week

A couple of times a month

More seldom

Facebook!

Copyright Universum 2014 Universum Research 2014

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62%

Students looking for employers on Facebook

Employers approaching students on Facebook

52%

38%

How do students feel about it?

of the students have searched for information about employers

through Facebook

of the students are following employers on Facebook

of the students have received information from employers on Facebook

I like it very muchI like it somewhatI dislike it somewhatI dislike it very much

24%

70%

6%1%

Facebook!

Copyright Universum 2014 Universum Research 2014

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How about China?

• Which online networks/communities have students used the most in 2014?

69%

68%

64%

61%

36%

32%

30%

27%

24%

23%

Weixin

Sina Micro Blog

Renren

Qzone

Baidu post board

dajie.com

Douban

Tencent Micro Blog

Sina Blog

Zhihu.com

Copyright Universum 2014 Universum Research 2014

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Context in which Sina Micro Blog is used by students

Career purposes onlyBoth social and career purposesSocial purposes only

3%

58%

39%

How often do students visit Sina Micro Blog?

25minutes

Average time spent per visit

32%

26%

15%

19%

7%

1%

I’m constantly checking this network

Several times per day

Once a day

A couple of times a week

A couple of times a month

More seldom

Weibo!

Copyright Universum 2014 Universum Research 2014

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Employers approaching students on Sina Micro Blog

51%of the students have received information from

employers on Sina Micro Blog

I like it very muchI like it somewhatI dislike it somewhatI dislike it very much

How do students feel about it?

37%

53%

8%1%

67%

Students looking for employers on Sina Micro Blog

86%

of the students have searched for information about employers

through Sina Micro Blog

of the students are following employers on Sina Micro Blog

Weibo!

Copyright Universum 2014 Universum Research 2014

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With so many options, how can we choose the right channels?

Questions to ask:• What is my Goal, my Objective?• What are the Communication Preferences of

my target group(s)?• How many people can I reach out to through

this channel?• Can I reach out to exactly my target group(s)?• Can I track how effective the channel is at

achieving my goal?• Can I leverage this channels whenever I need

to?• Looking at my budget, can the channel deliver

results in a cost effective manner?

Copyright Universum 2014

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How many people can I reach out to through this channel?

Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://wearesocial.net/tag/vietnam/Copyright Universum 2014

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How many people can I reach out to through this channel?

Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://wearesocial.net/tag/vietnam/Copyright Universum 2014

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With so many options, how can we choose the right channels?

Questions to ask:• What is my Goal, my Objective?• What are the Communication Preferences of

my target group(s)?• How many people can I reach out to through

this channel?• Can I reach out to exactly my target group(s)?• Can I track how effective the channel is at

achieving my goal?• Can I leverage this channels whenever I need

to?• Looking at my budget, can the channel deliver

results in a cost effective manner?

Copyright Universum 2014

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SoMe

Maximizing your Budget & Outcomes

Print Traditional

Campus

Copyright Universum 2014

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How can we

?- Choosing the right Channels

- Communicating the right things

How can we CUT through the Noise?- Choosing the right channels- Communicating the right things Copyright Universum 2014

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What is good content?

http://www.youtube.com/watch?v=Aq6y3RO12UQCopyright Universum 2014

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Why is this good content?

• Because they had a big budget!

• Because it’s a video!

• Because it’s Heineken (a big brand)!

• Because it’s just for entertainment!

Sure they had a big budget, sure Heineken is a big brand, sure it’s nice that it’s a video and of course it’s entertaining… but that’s not really why this works.

Copyright Universum 2014

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Why is this good content?

• Useful!• I know what Heineken is looking for.• I get insight into the culture and what it might be like working there.• I get a glimpse of the people that work there.• I get a glimpse of the office.• They made it personable and genuine to capture our hearts and minds.

• It resonates with target groups appealing to something they care/worry/think about (besides sports and beer):

• The experience of an interview. • The feeling of really wanting that job. • The fear of not impressing and failing in the interview.

• Inspiring!• The candidate is portrayed as a “normal person” that went above and beyond to help = character is

relatable > others could see themselves following in his footsteps = “I as a normal person couldwork at Heineken.”

• Entertaining!• Despite being useful, the clip also has entertainment value by building on fun elements.

Copyright Universum 2014

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So we don’t all have Heineken’s budget…How can we

make our mark? We need to communicate the right things!

Identifying great Content:

What you offer as an employer.

What is attractive to the specific target

groups?

What are your competitors doing?

Copyright Universum 2014

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Virtual guides to your office

Employee testimonials Live webinars/Q&As

TalentFacebook pages

Behind-the-scenes-looks at company innovations

Online contests

?!

How can we communicate the right things?

Best practice examples

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Examples: Employee Testimonials

universumglobal.com

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Examples: Behind the Scenes

37universumglobal.com

CSC drives the innovation of tomorrow

Karolina joined CSC in October 2013 in our new Junior

Manager Graduate Program. With passion for

innovation and on the outlook for a challenging and

interesting work environment, CSC was the perfect

match.

Why did you choose CSC?

CSC has all key characteristics I have been looking for

in an employer: global and innovative with a challenging

but rewarding work environment and all of that in a fast

paced IT industry.

I have always wanted to work for a global company,

because I believe it offers numerous opportunities for

personal and professional development. For me, a

global company means a multicultural, international

work environment, which to me is like fresh air. While

choosing my second master degree: Management of

Innovation and Business Development I had aspirations

to work for a highly innovative company in the future, as

I was looking for a work environment, which

required not only high qualifications but also a great

degree of flexibility in adapting to new and constantly

changing conditions.

Supercomputer Powers NASA's Climate Research

Currently, the NCCS Discover computing cluster ranks in the

top 100 of the world’s supercomputers and is a leader

among those systems focused on climate and weather

research.

The center, based at NASA’s Goddard Space Flight Center,

integrates supercomputing, visualization and data interaction

technologies to support research for more than 500

scientists at NASA centers, and researchers at laboratories

and universities around the world.

“The computer is the climate scientist’s tool — the better the

tool, the better the scientific results, and the greater the

understanding of what’s happening in the complete Earth

system,” says Phil Webster, head of Goddard’s

Computational and Information Sciences and Technology

Office. “A key challenge for us is to build better machines

because what we need doesn’t exist.”

Analyzing the world’s climate and creating global

climate models demands a supercomputing capability

that continually pushes the leading edge

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Examples: Facebook Talent Pages

universumglobal.com

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Examples: Online Contests

universumglobal.com

Step 1: FollowUsers follow @IBMCampus on WeChat and get an instant push about the activity.

Users reply keywords following the instructions.Users send photo and their comment to get their customized poster.

Step 2: EnterUsers fill out their school, major and cell number to confirm joining the prize winning mechanism.

Step 3: PlayUsers start to answer questions, and they get more badges as they move on to more stages. The game can be shared in WeChat moments and spread out to users’ friends with a poster displaying the badges they earned.

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The Talent Journey is changing the HR function! Recruiters need to become more like marketers and they need new skills:

• Ideation;• Copywriting; • Art direction; • Art production;• Media planning; • Campaign management and optimization;• ROI tracking; • Etc…

…Will headhunters still exist by 2050?

Bottom line:

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Our approach to managing the Talent Journey

universumglobal.com

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CONTACT

Marielle ReussinkHead of Activation Solutions [email protected]+65 8181067276 Circular Road; #02-01 Singapore 049430

Through Marielle’s daily interactions with talent, educational institutions andemployers and her experience in strategy, social media and marketing, shehelps organizations to understand how to engage and attract talentsuccessfully, especially Millennials.

Based on Universum’s extensive insights into the career preferences of talentacross the region, Marielle develops and executes communication andengagement strategies and campaigns with her team for a wide range ofFortune 500 clients. Through her innovative multi-channel talentengagement solutions, Universum has more than doubled its research inAPAC in just 1 year and has successfully entered 5 new markets.

Having lived in 6 countries across 3 continents, Marielle draws on her internationalexperience consulting clients. Before Universum she worked at large, globalorganizations, such as Wolverine Worldwide, Systagenix, (previously part of Johnson& Johnson) and Vodacom (Vodafone South Africa).

Marielle completed her Master’s Degree in Management in London at the Universityof Kingston. She is fluent in both English and German and also speaks French,Afrikaans and Dutch.