From awareness to application - The Talent Journey
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Transcript of From awareness to application - The Talent Journey
From Awareness to Application -
The Talent Journey
Webinar September 2014
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.
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
Copyright Universum 2014
The Age of the Internet of Everything (IoE)
Copyright Universum 2014
On top of that (or perhaps because of that)
we have our friends the Millennials…
…and they want everything! Copyright Universum 2014
The Universum Drivers of Employer Attractiveness Framework
Copyright Universum 2014
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
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
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
… 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
… 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
How can we
?- Choosing the right Channels
- Communicating the right things
How can we CUT through the Noise?- Choosing the right channels
Copyright Universum 2014
Reaching out to Talent – A world of Opportunities
Copyright Universum 2014
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
• 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
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
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
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%
YouTube
Google+
Tumblr
Online network/community from myuniversity/career center
Copyright Universum 2014 Universum Research 2014
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
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
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
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
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
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
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
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
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
SoMe
Maximizing your Budget & Outcomes
Print Traditional
Campus
Copyright Universum 2014
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
What is good content?
http://www.youtube.com/watch?v=Aq6y3RO12UQCopyright Universum 2014
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
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
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
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
Examples: Employee Testimonials
universumglobal.com
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
Examples: Facebook Talent Pages
universumglobal.com
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.
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:
Our approach to managing the Talent Journey
universumglobal.com
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.