Global Insights to Attracting and Engaging With Millennial Talent

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Attracting & Retaining Millennial Talent Global and Regional Insights October, 2014 Claudia Tattanelli

description

Work-life balance, leading purpose-driven lives, making a difference are just a few of the preferences of the millennial generation that were observed in the 2014 Universum’s Student Survey, covering 36 countries globally and including 600,000 respondents. In this presentation, Claudia goes inside the minds of this generation of talent – who they are, what attracts them, what drives them, and how business can better understand, engage, recruit and retain this generation. You will not only look at results from Universum’s survey, with a particular focus on the Middle East, but we will also be inspired to develop your own communication strategy through best practice sharing and innovative, outside the box recruitment tactics. Claudia Tatanelli, Chairman of Strategic Board, Universum

Transcript of Global Insights to Attracting and Engaging With Millennial Talent

Page 1: Global Insights to Attracting and Engaging With Millennial Talent

Attracting & Retaining

Millennial Talent Global and Regional Insights

October, 2014

Claudia Tattanelli

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2 universumglobal.com

For 25 years, we’ve been committed to

research & understand factors behind

successful Employer Brands.

Research Analysis Activation

INTRODUCTION

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1 Key Items on Companies Agenda 2014

2 Millennial Talent Trends: What do they want out of their

careers & from employers today?

3 Going from Good to Great in 2015: Tactics and best

practices to improve your employer brand and activation strategy

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4 universumglobal.com

Key Items on Companies Agendas

Public information

Attractiveness in your target audience

Challenges in the Recruitment Funnel

What is attractive within your target audience

Brand perception of you as an employer

Competitor analysis

What communication channels are most efficient

Translating complex brands

to the employer branding

space

Understanding and capturing

Millennial´s-

Differentiation/ Authenticity

Future Proofing the company’s

success with Top Talent-

Capturing the Game Changers

Global workforce planning,

Creating your own Global

Talent Pools

Effectively Using Social Media

to Engage in Conversations

with Millennial`s

Diversity and Inclusion

Assessing cultural fit

Leveraging the strength of a global

brand locally-Translating complex

brands -Localising EVP

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The world is changing at a

Rapid Pace….

And you need to keep up

Future-proof your brand

with top talent

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Market Transitions Underway

MARKET TRANSITIONS UNDERWAY

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Music

News

Technology

Books

TV

Movies

Airlines

Banking

Retail

Autos

Healthcare

Pharma Public Sector

Service Providers

Utilies

Source: Cisco

MORE

STRESSED

LESS

STRESSED

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Having talent with great ideas can make a big difference…

SETTING THE STAGE

Founded 1889

$13.3 Billion Revenue

63,900 Employees

13 Employees 2003

Filed for

bankruptcy…

Founded 2010

Acquired for $1 Billion by

Facebook

30 Million Users April 2012

2012 2012

or

Jan Apr

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Locating your Talent - Repatriate Overseas Talent to Home

Markets

Global Mobility

- Enable talent diversity and broader perspectives

- Ensure stronger talent leadership and communication skills

- Build a sociocultural understanding of multiple markets

Shift from tactical to strategic recruiting

- Acquire unique skillsets and competencies

- Global mindsets

- Securing top performers who tend to study abroad

51% Of the students

studying in their home

country plan to go

abroad to continue

studying

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Why comunicating on social media is so important in order

to build your talent pool and communicate with Millenials?

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The importance of Social Media

Activation – social media

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Public information

2013

Online and Social Media! Will get a bigger pie of the

communication budget:

Online spend will increase from 29%

to 30% and Social media will get

26% of the budget (up from 16% in

2012)

2015

Corporate Website is King! 86% says it will use it to promote their

employer brand

Social Media Spend will jump

16% Budget in 2012

26% Budget in 2015

Which of the following communication channels will your organization use to promote its employer brand during

2013?

How is your communication budget allocated this year? How will it be in 3 years time?

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Daily Screen Use vs. Global Media Spend – 2013/2014

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Smartphone

Tablet TV

Laptop

Daily Screen Minutes Smartphone &

Tablet

TV

Laptop

Global Media Spend

Source: Millward Brown, AdReaction 2014

35%

12% 27%

26%

66%

29%

4% 47% Smartphone & Tablet

Daily Screen minutes

Smartphone & Tablet

Global Media Spend

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• Have you searched for information about employers through these online networks/communities? • Do you follow employers on these online networks/communities? • Have you received information from employers through these online communities? • How do you feel about receiving employer information through the following online communities?

• Average results for the markets included in this report.

Student-employer interaction on LinkedIn

2014 | Students | Business/Commerce

88%

Students looking for

employers on LinkedIn

Employers approaching

students on LinkedIn

77%

69%

of the students have searched

for information about employers

through LinkedIn

of the students are following

employers on LinkedIn

of the students have received information

from employers on Facebook

I like it very much

I like it somewhat

I dislike it somewhat

I dislike it very much

How do students feel about it?

63%

33%

3%

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STUDENT PREFERENCES

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92%

Students looking for

employers on LinkedIn

Employers approaching

students on LinkedIn

89% 74%

of the students have searched

for information about employers

through LinkedIn

of the students have received information

from employers on LinkedIn

of the students are following

employers on LinkedIn

65% in Saudi Arabia 82% in Saudi Arabia

76% in Saudi Arabia

Student-employer interaction on LinkedIn UAE

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STUDENT PREFERENCES

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Student-employer interaction on Facebook UAE

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• Have you searched for information about employers through these online networks/communities? • Do you follow employers on these online networks/communities? • Have you received information from employers through these online communities? • How do you feel about receiving employer information through the following online communities?

Student-employer interaction on YouTube

37%

Students looking for

employers on YouTube

Employers approaching

students on YouTube

63% 14%

of the students have searched

for information about employers

through YouTube

of the students have received information

from employers on YouTube

of the students are following

employers on YouTube

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• Have you searched for information about employers through these online networks/communities? • Do you follow employers on these online networks/communities? • Have you received information from employers through these online communities? • How do you feel about receiving employer information through the following online communities?

Student-employer interaction on Twitter

57%

Students looking for

employers on Twitter

Employers approaching

students on Twitter

67% 28%

of the students have searched

for information about employers

through Twitter

of the students have received information

from employers on Twitter of the students are following

employers on Twitter

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your Employer

Branding strategy

EVP: the core of the employer brand

2014 | Students

The core of is your

Employer Value

Proposition (EVP).

EVP

ATTRACTIVE*

TRUE

CREDIBLE*

DISTINCT*

SUSTAINABLE

EMPLOYER

VALUE

PROPOSITION

EMPLOYER

BRANDING

STRATEGY

EMPLOYER

VALUE

PROPOSITION

• 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.

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Profile

Vision and

aspiration

Identity

The image, career and

opportunities your

company can offer

Image

The external view

and position of your

company

“Who people think you are”

“Who you want to be”

“Who you really are”

As defined and experienced by

employees

Senior management’s long-term

planning and goals

Students and young

professionals

Developing your Employer Brand

Consumer brand

Corporate communications

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Profile Identity

Image

The Employer Branding process is the process of creating a stronger and

more consistent global Employer Brand and identify the specific local

adaptations .

Profile Identity

Image

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Phase 2. Decide and Develop your employer brand

INTRODUCTION

DISTINCTIVE

COMPETITIVE

THRESHOLD

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• Universum help top employers around the globe to develop their global EVP and to localise it depending on market differences.

Two imperatives for constructing a global employer brand

2014 | Students

Define a single Global EVP Tailor the message as needed to local

geographies/talent sectors Universum strongly recommends that employers

develop one EVP to be used on a global level

as the core of the employment brand The global message can and should be customised

to local market needs. Communications and

messaging can be tailored to target groups while still

maintaining the core message of the overall EVP.

Consistent messaging Customised message

Imperative #1 Imperative #2

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How is an EVP turned into actual communication?

EVP DEVELOPMENT

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INTERNAL

Training sessions

Office Activation

Internal meetings

Ambassador

activities

A C T I V A T I O N P L A T F O R M

E V P

EXTERNAL:

OFFLINE

On-campus tours

School lectures

Job fairs

Recruiter training

EXTERNAL:

DIGITAL

Social Media

Mobile

Career Website

Campaigns

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The goal: Consistency and Differentiation

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1 Key Items on Companies Agenda 2014

2 Millennial Talent Trends: What do they want out of their

careers & from employers today?

3 Going from Good to Great in 2015: Tactics and best

practices to improve your employer brand and activation strategy

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Meet the Millennials

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Millennials | Who are they?

2.3 Billion Population worldwide! Turnover rate twice of older

workers

For an organization of 1000s of people the cost of replacing millennials could

be millions annually

50 %

• Would rather have no job than a job they hate

80%

• Think they deserve more recognition than they get

75%

• Are not completely satisfied with their jobs

33%

• Choose recognition over higher pay

90%

• Sleep with their phone next to them

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Generation why?

The war for Talent is over, Talent won

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Of the students in the world

believe that their work

should be a part of who they

are

85%

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On a quest for meaning

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They are eager to change

the world and want to join

a company that shares

their same vision

Gen Y

Gen X

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Focus on the why – Project Purpose in your EB messaging

PURPOSE DRIVEN BRAND

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Projecting a Purpose Driven Brand

GOOGLE & UNILEVER PURPOSE DRIVEN EXAMPLES

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Evolving from a culture driven brand to a purpose driven brand…

Example: Google and P&G Email Signature & Unilever Linkedin Page

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Whats on millenials minds?

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They want to Feel secure or

stable in their jobs.

They rather have no job at

all then a job they hate!

Wanting to work for a company that is

inclusive, has a friendly working

enviornment and that has great

respect for its people.

Working for a company that enables –

innovation and has a creative &

dynamic working environment

They want to work for challenging work

environments OR ...

for a start up or for themselves....

In 2014....

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YOUR TARGET GROUP’S MIND | ENTREPRENEURIAL SPIRIT | BUSINESS STUDENTS

26%

20% 20% 19% 17%

14% 14%

Countries with the highest share of students who would like to work for a start up or

start their own business

The UAE has a high share of

students who want to work for

a start up or start their own

business after graduating

1. Optimize your EVP and Messaging

to include Culture and Purpose

2. Provide Intrapreneurship, Create a

sense of Empowerment and Offer

Opportunities for Social

Responsability

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Creative & Dynamic, and Entrepreneurial Opportunities

Who does it well?

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Creative & Dynamic Working Environments

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http://www.inc.com/worlds-coolest-offices-2014.html?cid=sf01002

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WORK/LIFE Balance is # 1 Career

goal for students Globally

An employer who is seen to provide work

life balance is seen to offer much more

than just flex time ... it´s more about

offering a friendly working environment,

respecting your employees and their

differences.

It´s all about providing an inclusive

environment

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STUDENT PREFERENCES

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Attractive career goals per market | International comparison | Business students

1 1 1 1 1

2

7

5

6 6

3

9

3

4

5

4

6

4

5

3

5 5

8

7

4

UAE nationals France Germany UK US

To have work/life balance

To be entrepreneurial orcreative/innovative

To be a leader or manager ofpeople

To be competitively orintellectually challenged

To be dedicated to a cause or tofeel that I am serving a greatergood

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STUDENT PREFERENCES

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Attractive career goals per market | International comparison Engineering students

1 1 1 1 1

2

6

2

4

2

3

4

3

8

6

4

7

6

2

5 5

2

9

5

3

UAEnationals

France Germany UK US

To have work/life balance

To be secure or stable in my job

To be a leader or manager ofpeople

To be entrepreneurial orcreative/innovative

To be dedicated to a cause or tofeel that I am serving a greatergood

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Career goals of students across Middle East | Business and

Engineering UAE nationals compared with students in Egypt, Saudi Arabia and Lebanon

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The Top 3 long term Career

Goals for Business students

in Middle East:

1. To have work/life balance

2. To be entrepreneurial or

creative/innovative

3. To be a leader or manager

of people

Regional Differences:

• In Egypt, Saudi Arabia and

Lebanon it is important for

students to have an international

career.

• UAE national students look the

most for competitive/intellectual

challenge compared with Egypt,

Saudi Arabia and Lebanon.

• Saudi Arabian engineering

students want to be

technical/functional experts.

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Work/Life Balance - Diffferent Regions

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39%

19%

33%

17%

40%

19%

30%

16%

37%

23%

28%

14%

Respect for its people Enabling me to integratepersonal interests in my

schedule

Flexible working conditions Control over my number ofworking hours

UAE Saudi Arabia Lebanon

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Diversity: the visible and invisible aspects

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But

underneath

is a much

BROADER

concept

INVISIBLE diversity includes

all aspects of

CULTURAL

diversity (personality,

education, nationality,

disability, sexual

orientation, accent, work

experience, socio-

economic background,

etc.)

Visible diversity is Age,

Ethnicity, Gender…

Are some of the

VISIBLE aspects of

diversity

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Match employers’ culture with Millennials’ personality

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“Which of the following aspects of your future employer’s culture should match your personality?”

10% 20% 30% 40% 50% 60% 70%

FRIENDLINESS of people

The view on EQUALITY/DIVERSITY

The level of EMPOWERMENT of the employees

Organizational structure

Style of office environment

General brand image

The level of entrepreneurship

The level of formality (communications/dresscode)

Global Africa

APAC CEE

Latin America Middle East

North America Western Europe

+12% among women!

More important

in APAC and

CEE

More important in Latin

America AND Middle east

More important in:

Africa

North America

Western Europe

More important

in APAC and

CEE

More important

in Latin America

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STUDENT PREFERENCES

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Who does it well?

Work/Life Balance and Respect for its People

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Best practice – Having ”Respect for People”

Examples of infographic uploaded on

P&G’s career facebook page,

Danone’s coprorate website and

Google’s Official blog – celebrating

pride and Gayglers (LGBT Googlers),

Goldman Sachs Diveristy Event.

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Microsoft: Best Practice in CSR Initiatives

48 http://www.microsoft.com/about/corporatecitizenship/en-us/youthspark/youthsparkhub/

“Microsoft YouthSpark is committed to helping

young people capture opportunity. Use our

programs to learn skills, to prepare for the jobs

of the future, even to start your own business.

YouthSpark was created for you.”

“YouthSpark helped

me recognize my

passion for computer

science,

and now I'm using my

skills to help other girls

discover theirs.”

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Millennials’ biggest fears across regions

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0% 10% 20% 30% 40% 50% 60%

That I will get stuck with nodevelopment opportunities

That I won't realize my career goals

That I won't get a job that matchesmy personality

That I will underperform

That I will work too much

That I will not get the chances Ideserve because of my ethnic

bakground

Africa

APAC

Centreal & EasternEuropeLatin America

Middle East

In Western Europe and

Middle East,

Millennials are very

concerned about the

“cultural fit” (a job that

matches their

personality).

.

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TOP ATTRIBUTES

most important to

students

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TOP ATTRIBUTES FOR 2014 BUSINESS

51

#1

#2

#3

Professional Training &

Development

A creative and dynamic

work environment

Leaders who will support

my development

Growing everywhere

in 2014 is

CSR

#1

#2

#3

A friendly work

environment

A creative and dynamic

work environment

Professional training and

development

High future earnings

Leaders who will support

my development

#4

#5

UAE Globally

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Top attributes for 2014 Engineering

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Professional training and

development

A creative and dynamic

work environment

High future earnings

A friendly work

environment

Leaders who will support

my development

Same important attributes among business and engineering students, but

with a different priority

Creative and dynamic

work environment

Professional Training

& Development

Challenging Work

UAE Globally

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Best Practices: Professional Training and Development

Who does it well? “Put on your Facebook page… The

best advice (in one sentence) a

CEO or manager have been giving

in his her carrier.” –

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A top attribute of business students globally –

they are looking for leaders in an organization

that they can look up to, and leaders who can

support them, mentor them. How can you communicate

this?

Leaders Who Will Support my Development

Who does it well?

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A top attribute of students globally –

they are looking for leaders in an

organization that they can look up to,

and leaders who can support them,

mentor them. How can you

communicate this?

Leaders Who Will Support my Development

Who does it well?

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What do Millennials expect from a good leader across different

regions?

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Projecting Fun, Relaxed

creative work environment

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Top attributes students want from employers across Middle East

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Professional Training

& Development

High future earnings

Opportunities for

international

travel/relocation

#1

#2

#3

Top 3 Attributes students in

Lebanon:

Professional Training &

Development

A creative and dynamic

work environment

A friendly work

environment

#1

#2

#3

Top 3 Attributes students in

Saudi Arabia:

Professional Training &

Development

A creative and dynamic

work environment

Opportunities for

international

travel/relocation

#1

#2

#3

Top 3 Attributes students in

Egypt:

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International Opportunities are top

career goals for students in Egypt,

Lebanon and UAE non-nationals

International Opportunities are important to

Who does it well?

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Your target group’s mind | What makes an employer attractive

in the region

universumglobal.com

x “Do’s”

AND “DONT’S”

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Suggestions from Students in UAE

“Pay more

attention to

sustainability.”

UAE National

“Be more caring

towards

employees.”

UAE National

“advertise what

opportunities are

offered to students.”

UAE Non-National,

“Provide

professional

training”

UAE National “Provide

unconventional

working environment

that is fun and

creative.”

UAE Non-National

“Offer better

salary options

and opportunities

for recognition.”

UAE National

RATIONAL MOTIVATIONS VS EMOTIONAL MOTIVATIONS

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1 Key Items on Companies Agenda 2014

2 Millennial Talent Trends: What do they want out of their

careers & from employers today?

3 Going from Good to Great in 2015: Tactics and best

practices to improve your employer brand and activation strategy

Page 64: Global Insights to Attracting and Engaging With Millennial Talent

How can my organization gain a talent advantage?

1 DEFINE A STRONG VALUE

PROPOSITION 2 OPTIMIZE YOUR ACTIVATION

STRATEGY

To influence the brand, employers

need an Employer Value Proposition

(EVP) which should be attractive to

the target group, true – which

means that it’s recognized internally,

distinct – giving the organization an

edge; and sustainable and visionary

– meaning that it’s supported by the

top management.

To be able to communicate to your

target group your value proposition,

you need a strong activation plan

that allows you to achieve your

goals, while being sure that you

coverage your target group (reach),

that your message resonates

(impact) and that’s it’s consistent

(frequency).

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Best Practice – Localize your Messaging

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Best Practice: Emirates Airlines, Localizing Messaging

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http://www.emiratesgroupcareers.com/flas

h/mediaplayer/media_player.aspx?video=

National_REC_update_Final.mp4

UAE National Career

Opportunities Website

Website dedicated to

career opportunities for

UAE Nationals at

Emirates Group. Best

Practice in Localizing

Message to Target

Audience and what is

appealing to specific

groups of students in

each country, area of

study, nationality and

age group.

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SUGGESTIONS FOR IMPROVEMENT – STUDENTS

• SAMPLE QUOTES FROM “LOST” STUDENTS | WHAT SHOULD SHELL IMPROVE | BUSINESS

“I haven’t heard much

about employment

opportunities”

“Communication”

NATIONALS VS NON-NATIONAS

Advertise about the

opportunities offered.

Better salary and help us to

undersatnd our futuer at the

company.

Employ more top

talent.

Give better treatment to

new comers and for

talented workes.

Accept entry-level

gradautes.

Benefits, secure

employment,

stability.

Caring for employees.

Respect for people.

Accept expats, minorities.

Have better opportunity for

development.

Corporate social

responsability.

Have flexible

working

environments.

Provie faster

advancement.

Provide more

opportunities for women.

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SUGGESTIONS FOR IMPROVEMENT – SAUDI STUDENTS

• SAMPLE QUOTES FROM “LOST” STUDENTS | WHAT SHOULD SHELL IMPROVE | BUSINESS

“I haven’t heard much

about employment

opportunities”

“Communication”

FEMALE STUDENTS VS MALE STUDENTS

I want to work for a

fun working

environment.

Lack of creativity.

Accepting of other

nationalities.

Better salaries and

compensation.

Better working

conditions and

welfare package.

Want to work for

more prestigous

employer.

Focus on innovation.

Gender Equalization.

Improve on gender

equality.

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universumglobal.com

2. Global values translated in local

authentic messages

1. Differentiation and inclusivness

Relevance to Resonance: Going

from explaining to audience what

you do to why you do it

3.

Summary --- Developing your Messaging & EVP “

My ideal internship would

be with GE’s Health

Imagination Branch or the

Coca Cola Ethos Project….

I want the opportunity to be

part of an initiative that is

doing extraordinary things”

Student

1.

Page 70: Global Insights to Attracting and Engaging With Millennial Talent

70

Going from Good to Great

Activation Strategies

Communicating with talent in the digital age

How do you stand out from your peers in the

recruitment process?

How do you embrace storytelling in your

communication to make sure your messages

resonate with the target group?

Page 71: Global Insights to Attracting and Engaging With Millennial Talent

71

• *http://www.timeinc.com/pressroom/detail.php?id=releases/ti

me_inc_study_digital_natives.php

Capturing the attention of the millennial generation requires

comprehensive reach across channels

Time Magazine

finds that the

average “digital

native” switches

among media

platforms 27 times

per hour*

Page 72: Global Insights to Attracting and Engaging With Millennial Talent

THE GOAL: CONSISTENCY AND DIFFERENTIATION

72 universumglobal.com

Page 73: Global Insights to Attracting and Engaging With Millennial Talent

73

• Which channels do you use in general to learn about potential employers? Choose as many as applicable. • The data comes from the Universum Student Survey.

Student behaviour across different types of channels

79%

When learning about potential employers... Keep in mind: Cost level

of the students use

in-person channels.

74% of the students use

print channels.

They use a combination of

print, digital and in-person

channels when learning

about potential employers.

Different channels have

very different costs!

On average, students use

different channels to find

information about

employers.

9,5

Relatively low costs

Moderate costs

Relatively high costs

86% of the students use

digital channels.

Page 74: Global Insights to Attracting and Engaging With Millennial Talent

74

• Sources:

http://fora.tv/2013/09/18/Social_Storytelling_Make_Branded_

Content_Go_Viral

Successful stories reach across all channels and types of

content

2014 | UK | Students | Engineering/IT

Examples of best practice storytelling

What is the

advertisement

product of the

future? Good

content-driven

storytelling. Jon Steinberg,

President, Buzzfeed*

Virtual guides to your

corporate campus

” Employee testimonials Live webinars/Q&As

"Destination“

Facebook pages

Behind-the-scenes-looks

at company innovations

Online contests

?!

Page 75: Global Insights to Attracting and Engaging With Millennial Talent

75

• Do you have any best/worst practice examples of employer activities in social media? Best practices:

Best practices on Social Media

“Prompt and

honest responses”

“posting of

available job

openings”

“Friendly attitude, which

makes me feel like their

workplace is an attractive

prospect”

“Always up to date with

what's happening in the

business.”

“Information about interesting projects career

prospects presented as an easy to understand

infographic.”

“Case studies on

Facebook

LinkedIn”

“being active and posting

updates frequently”

“Quick response”

Page 76: Global Insights to Attracting and Engaging With Millennial Talent

76

• Which employer has impressed you the most with its campus recruitment activities in the last 12 months?

• Why?

• Data based on UAE, Lebanon, Kuwait , Egypt, Qatar

Best recruitment activities on campus (Middle East region)

Why?

“They sent in some of their best

Managers to talk us through their

learning and life experiences and

how much working for PepsiCo has

improved their personally and on a

professional level.”

“They made a lasting

impression on all the students.

They were laid back and

relaxing with a friendly attitude

offering career opportunities

and encouraging everyone to

apply, not just the ones on the

honor roll

“focus on

students and

what they

want.” “because they had a

presentation that explained

everything in regard to the

process and what they want

to see in the candidates”

”The person representing the company was

interested to talk to us”

”They are always present in student

conferences and other events. They make

me feel as a student that they like us UAE

students and care about us.. Unlike most of

other employers.”

“They came to the university and

taught the students valuable skills.”

Page 77: Global Insights to Attracting and Engaging With Millennial Talent

77

• Which employer has had the best employer advertising in the last 12 months?

• Where were you exposed to that advertising?

• Data based on UAE, Lebanon, Kuwait , Egypt, Qatar

The best employer advertising reaches across multiple

channels (Middle East region)

Most used channels for top employer advertising:

1. Online networks/communities (43%)

2. Banners on websites (30%)

3. Student and career magazines (23%)

4. Outdoor advertisement (23%)

5. Search engine marketing (15%)

6. Targeted emails (15%)

7. Video hosting websites (e.g., YouTube,

vimeo, youku, etc.) (15%)

8. TV (13%)

9. New print media (11%)

10. Mobile apps (9%)

Page 78: Global Insights to Attracting and Engaging With Millennial Talent

Student Competitions & Games to Engage with Talent – Best

Practices on Social Media

Employers should provide

contests and challenges to

develop our skills.

Provide practical CV tips and

interview advice!

Put up games and competitons on

social media.

What do students

recommend?

Page 79: Global Insights to Attracting and Engaging With Millennial Talent

Best Practice Case: Microsoft Facebook Careers

Activation – social media

79

The companies who are working with social media see a huge first-mover

advantage in building up an engaged following of candidates, influencers and

advocates.

Microsoft Career Page:

Strong purpose

driven message

highlighting the

importance of its

employees in

making a difference

– creating something

Links to Youtube

Channel

Clear link to search

for jobs

Page 80: Global Insights to Attracting and Engaging With Millennial Talent

Utilizing Multiple Communicationg Channels to Connect with Talent

and to tell J&J’s story

“Have a real presence on

Twitter and a fan page on

Facebook. These are two

platforms that students consult

when seeking employment. They

are real showcases for the

companies.” - Male student from

France.

Page 81: Global Insights to Attracting and Engaging With Millennial Talent

GE Maximizes the Channels it uses to reach its audience on line

81

Page 82: Global Insights to Attracting and Engaging With Millennial Talent

The Game-Changers care about your “stars” and what you do…

82

Top talent like Rockstars & Causes

• Intel Rockstar - http://www.youtube.com/watch?v=tzsa4Byrso0

• GE Ecoimagination - http://www.ge.com/about-us/ecomagination

Page 83: Global Insights to Attracting and Engaging With Millennial Talent

83

• Do you have any best/worst practice examples of employer activities in social media? Worst practices:

What to avoid in Social Media

“Not very

detailed and

helpful”

“Hosting competitions

that are not

informative at all.”

“not responding to

comments”

“Rude behaviour, too serious,

completely business oriented on a

social networking site.”

“Vague job postings” “they ignore the

messages”

Page 84: Global Insights to Attracting and Engaging With Millennial Talent

THE 70-20-10 MODEL: A TRUE BEST PRACTICE

• *Source: Coca-Cola 2020. Initiative; Charles Jennings;

• Fuse Universal; http://money.cnn.com/2005/11/28/news/newsmakers/schmidt_biz20_1205/

10% Are we tracking

“what’s next”?

Are we staying on

the cutting-edge

of online

branding?

Are we executing

against core

online and offline

activities?

IDEAL SHARE OF

BUDGET

THINK ABOUT

OVER

THE

HORIZON

INNOVATIVE

CORE

20%

70%

universumglobal.com

Page 85: Global Insights to Attracting and Engaging With Millennial Talent

85

• Below are some innovative ways employers are looking to connect with top talent online. Which of the following channels would you use the

most to interact with potential employers if they were more readily available? Please select a maximum of 3 alternatives

Inspiration: new innovative channels students want to use to interact

with employers

Virtual

mentoring

programs

31%

Internet contests/

games/mini-projects

30%

Online information

sessions/Interactive

webinars

43%

Virtual

career

fairs

52%

30%

Video

interviewing

Virtual

internship

programs

46%

Page 86: Global Insights to Attracting and Engaging With Millennial Talent

ACTIVATION - TOP TALENT

86 universumglobal.com

1. Global Internships

2. Interesting dinners – discuss relevant

topics with inspiring members of the

organization

3. Engage in Social media – an optimal

tool for storytelling and for spreading

authentic stories about the workplaces.

It is a necessary part of building and

maintaining relationships.

4. Case Competitions – give top talents

the opportunity to be intellectually

challenged

5. Tours of Corporate Offices – show

your innovations and corporate culture

through tours for talent to visit your

offices

2.

Go beyond traditional channels to

appeal to top talent and above all…

dare to be different

Tell them about the cool stuff you

are doing – they want to know!

Utilize both a High Tech High

Touch approach

1.

3.

ACTIVATION Tactics for Attracting Top Talent

“I’m not so focused on a specific company, I want

to meet them face to face and learn more!”

Employ your star players in the recruiting

process

By showcasing your A-players, you will see

that other top talent will come to you.

4.