WWW.UNIVERSUMGLOBAL.COM

click here Harmonizing A Multi-generational Workforce With

One Employer Brand

William WU(william.wu@universumasia.com)

VP, Asia Pacific

Which Generation Do You Belong To?

Post 70s

(born between

1970 and 1979)

Post 80s

(born between

1980 and 1989)

Post 90s

(born between

1990 and 1999)

1. 2. Understanding the Multi-generational Workforce

3. Let’s talk about Employer Value Proposition (EVP)

3. Creating One Attractive Employer Brand to Multi-generational Talent

Overview about Universum

Agenda

WHO WE ARE

PRESENT AROUND THE WORLD

Universum has been helping the world’s leading

companies to strengthen their Employer Brands for the

past 25 years. We employ approximately 200 people

with regional offices in New York City (Americas), Basel

(Europe), Singapore (APAC) and Stockholm (Nordics)

GLOBAL LEADER IN EMPLOYER BRANDING

We serve more than 1.200 clients, including the

majority of Fortune 100 companies and annually publish

the World’s Most Attractive Employers

PROVIDE INSIGHTS AND KNOWLEDGE

We survey over 400.000 students and

professionals annually in close to 30 countries.

The surveys are the foundation of our IDEAL

Employer Rankings published around the world,

for example in partnership with the New York

Times, Le Monde, BusinessWeek and others

SPREAD THE WORD

We publish more than 150 career publications in

10 countries and have 10 career sites with over

1.500.000 visitors/month. We organize 40 events

with over 3.000 participants in 14 countries

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OUR APPROACH TO STRATEGIC EMPLOYER BRANDING

Are your activities

effective in building a

strong brand? Are you

attractive enough to meet

your recruitment needs?

What is important and

relevant to your target

groups? What makes

an employer attractive?

How do current

employees see you?

What are perceived as

strengths and

weaknesses?

How can you improve

your career website and

ads? Is your message

getting across as desired?

What should you emphasize in

the communication to maximize

its effectiveness? Where is a

repositioning needed to create

your desired employer image?

How should you communicate

the employer offering to the

target group? What channels

are most effective?

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2. 3. Let’s talk about Employer Value Proposition (EVP)

4. Creating One Attractive Employer Brand To Multi-generational Talent

1. Overview about Universum

Understanding the Multi-generational Workforce

Agenda

Generation Timeline in China and the US

7

Post-60s

Generation

1970 1980

Post-70s

Generation Post-80s

Generation

Post-90s

Generation

1960 1990

Baby Boomers Gen X Gen Y

1950 2000

China

U.S.

1940

Sources: “Talking about whose generation”. Deloitte review “How generation Y works”.

What Caused Generational Differences Among Talents

Sources: “Talking about whose generation”. Deloitte review/ “How generation Y works”.

• First generation of college graduates enjoy choosing their own career with job opportunities from multinational companies

• Last generation being raised in multi-children families

• Free housing from employers no longer available

Post-70s Generation (1970~1979)

• One-Child Policy

• Fast growth in China’s economy

• Wide use of broadband internet since 2000

• Chinese universities increased enrollment dramatically since 1999

• Estate property prices jumped since 2004

Post-80s Generation (1980~1989)

• Wide use of mobile technology creates a world of tighter connection anytime anywhere

• Grew up in affluence with doting parents

• Great spending power

• Information explosion age

• Popularity of education aboard

Post-90s Generation (1990~1999)

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What are the Differences among Different Generations of Talents

Post-70s Post-80s Post-90s

On Values and

Attitudes

Collectivism,

Self-sacrifice

Independent,

Pessimistic,

Open-minded,

Innovative

Self-centered,

Optimistic, Sociability,

Morality, Emphasis on

personal interest and

experiences

On Education Possible to work their way

up with little formal

education

Placed more emphasis on

education

Higher education is

common, even

education abroad

Work is… “for living”

- Teamwork oriented

- Tend to look for a stable

work

- Willling to sacrifice self-

interest

- Hard-working, aligned

with company value and

goal

- High loyalty to company

“for career development”

- Emphasis on long-term

career development and

self-fulfillment

- Strong desire for quick

advancement and

significant financial

rewards

- Little respect for

authority

- Innovative, open-minded

toward new ideas

“for fun”

- Self-centered

- Demand constant and

immediate feedback

through social

networking instead of

face to face

communication

- Value career

opportunities to serve

a great good for

society

Sources: “Talking about whose generation”. Deloitte review

9

Post-70s, Post-80s and Post-90s at Work

10

61%

49%

40%

35%

28%

16%

3%

7%

22%

10%

28%

36%

Post-70s Post-80s Post-90s

Feel happy and comfortable at work

Salary&Benefit is the most important factorof a job

Change job because "Pesornalsuggestions/ideas are not takenseriously,can not perform individual ability"

Can not accept overtime without overtimepay

Sources: “70s, 80s, 90s Career Evolution”. Survey conducted by Tianji.com

How different generations think differently at work?

What Different Generations Feel About Working Together

Source: “Harnessing the potential of Singapore’s multi-generational workforce”. TAFEP

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Why is Post-90s Difficult to Work With?

Difficulty

working

with

Post-90s

Post-80s say

• Overconfident; impatient

• Self-centered

• Immature

• Unrealistic, not reliable

Post-70s say

• Impatient, requires instant

feedback

• Low loyalty

• No sense of responsibility

• Don’t show respect to senior

staff

• Disobey rules and orders

Source: “Harnessing the potential of Singapore’s multi-generational workforce”. TAFEP

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What Does Post-90s Say About Other Generations?

Post-90s

say

Difficulty working with Post-80s

• Pessimistic

• Too stressed at work

Difficulty working with Post-70s

• Conservative, not open to new

ideas

• Work by old habits, not open to

different perspectives, stubborn in

their values and opinions

• Unwilling to take risks

• Too much emphasis on hard-

working

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Here comes the challenge

Now that we understand differences in

expectations and preferences exist…

How can employers create

One Employer Brand be equally attractive to Post-90s Generation

as well as to the older generations

at one time?

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3. 4. Creating One Attractive Employer Brand To Multi-generational Talent

1. Overview about Universum

2. Understanding the Multi-generational Workforce

Let’s Talk About Employer Value Proposition (EVP)

Agenda

Purposes of Employer Branding

50% ATTRACTION

50% RETENTION &

ENGAGEMENT

“I’d love to be a part of

the company”

“I’m committed to my

company”

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What Is An Employer Value Proposition (EVP)

WHAT IS THE EVP?

The EVP is a unique set of offerings, associations

and values that will positively influence the most

suitable target candidates and the internal target

groups. The EVP provides attributes and themes that

can be used as a long-term foundation and

framework for your branding and creative

approaches

The EVP development is strategic

WHAT IS IT NOT?

The EVP is not a tag line or a visual expression. It is

the underlying content that is then transformed into

messages, ads and a communication strategy

targeted at different talent groups and markets. The

choice of words, images and channels will depend on

the target group and might vary across markets

The EVP implementation is operational

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EVP Development

SELECTION & PRIOTIZATION

• Discuss the selected attributes

• Set priorities: focus on a few

attributes to define your

THRESHOLD

COMPETITIVE

DISTINCT

messages

RESEARCH & FINDINGS

• Conduct research among internal &

external target audience

• Discuss implications for the EVP

development

• Short-list possible attributes as

possible EVP content

STORIES & EXAMPLES

• Share thoughts and stories

to bring the EVP to life

• Collect examples and

formulate ”reasons to

believe” for each prioritized

attribute

4.

1. Overview about Universum

2. Understanding the Multi-generational Workforce

3. Let’s talk about Employer Value Proposition (EVP)

Creating One Attractive Employer Brand To Multi-generational

Talent

Agenda

How To Create One Employer Brand Among Multi-generations

Is the umbrella

big enough for

all groups?

Post 60s Post 70s Post 80s Post 90s

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CONSISTENT COMMUNICATION

A Strategic Approach To Develop An ‘Umbrella’ EVP

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Career preferences

&expectation of all

generations

Perception of your

company as an

employer by all

generations

Bring Your EVP To Live Among Multi-generations

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“Work Life Balance” “Innovation”

“Caring”

“Flexible”

“Embrace change”

“Creative thinking”

Post 70s “Take Kids to Work Day”

Post 80s “Flexible working hours” Post 90s “Individual Work Schedule”

Post 70s “My company’s offer of a day-care

center for my kid helps me manage my life

better.”

Post 80s “Our team worked last weekend to

meet a deadline. Today we’ll leave earlier to

celebrate it.”

Post 90s “At my company, productivity is

highly valued. So we are allowed to adjust

the schedule to our productivity level.”

Post 70s “Competitiveness through

innovation”

Post 80s “Together we make the changes”

Post 90s “We value your new ideas and

creative solutions”

Post 70s “The new technique has

helped us reduce the cost by 50%.”

Post 80s “Brainstorming with my team

always gives me new perspectives.”

Post 90s “I’ll present one of my ideas

on how to control the cost to our board

members tomorrow.”

From EVP to Generation Specific Messaging

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The time you spend training and

working with us shapes you and

your career. However long you

stay with us it’ll put you on track

for a world-class career.

Generation Specific

Propositions

Judgment calls, self reliance and

responsibility for our people and

for our work: this is a big step up.

But it’s a rewarding one. Spend

time as a manager here and you

can manage anything.

At the height of your career use

your hand-won knowledge at the

forefront of business, guiding our

clients, our organization and our

people into the future.

Training here lasts forever.

World-class careers start here.

Generation Specific

Headlines

The next chapter.

Managers here can manage

anything.

Big fish? Bigger pond.

Time to go global?

EVP

“Whenever you join,

however long you

stay, the exceptional

experience with us

lasts a lifetime.”

Graduates (Post 90s)

Managers (Post 80s)

Partners (Post 70s)

Generation Specific Communication Styles

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What Post 70s are used to... What Post 80s are used to... What Post 90s are used to...

• Information-oriented

• Focus on job

description, including

responsibilities,

requirements, etc.

• Single purpose: to fill in

the position

• Employee testimonials

• Intend to resonate with

the audience through

star employees’

experiences and career

development

• Multiple purposes: 1) to

fill in the position 2) to

promote career value 3)

employer branding

• Branding / Storytelling

• Apply marketing

branding approaches to

the talent market

• Multiple purpose: 1)

employer branding 2) tie

employer branding up

with corporate or

consumer branding 3)

fill in the position

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