The Current State of Employer Brands in Hong Kong

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click here The Current State of Employer Brands in Hong Kong

Ankita Modi, Country Manager – Hong Kong

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1. Introducing Universum and Employer Branding

2. Key Trends and Challenges in Hong Kong Today

3. State of Employer Branding in Hong Kong

• Industry at large vs. individual employer

• What’s next?

Agenda

What we do

Universum and Employer Branding

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With over 25 years of experience

researching the field of employer

branding, Universum is a recognised

world leader with tried and tested

frameworks.

Universum annually conducts quantitative

and qualitative research with almost

500.000 talented individuals to gather

insights into their career preferences,

communication habits and their perception

of potential employers.

For our clients around the world,

Universum is a trusted partner providing

solutions and services to develop, improve

and implement tailored employer branding

strategies.

Universum is the thought leader in

employer branding, with local experts in

research, consulting and communication

solutions, offering high-quality insights.

Universum’s unique global reach ensures

the comparability of research results

across markets. We partner with more

than 1.700 of the top academic institutions

in the world.

Universum employs smart, friendly and

professional experts and consultants, who

work with our clients in long-term

partnerships.

Our approach

Universum and Employer Branding

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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?

How should you

communicate the

employer offering to the

target group? What

channels are most

effective?

What should you

emphasize in the

communication to maximize

its effectiveness? Where is

a repositioning needed to

create your desired

employer image?

Overview of Key Trends in Hong Kong

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Students are going for more for job security

1 More worries about the economy make

stable and secured jobs more attractive. The

new generation (90’s) are to a large extent

influenced by their family when they hunt for

jobs and parents are pushing students to

prioritise stable industries and companies

with high job security.

Source: Universum Hong Kong Student Survey 2013


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2 Financial and debt crisis in Europe is impacting all banks, especially

investment banking. However, the relative stability coupled with

strong local government support for Asian banks is helping them

win the war for talent in Hong Kong.

International banks = Asian banks =



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3 Compared to other financial services industry which can be easily

influenced by economy environment, accounting is always seen as a

quite stable industry offering indispensable business. The industry is

famous for offering excellent training, transparent and clear career

path and a good reference which is a really good starting point for

graduate students.

Big 4 accounting firms are getting more attractive


What your peers in Hong Kong are saying to us…

Overview of Key Talent and Employer Branding Challenges

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Losing top talent to other

companies, especially (those in

the same industry) after receiving

first-class training from us.

Country recruiter at

leading FMCG company

The supply of good

talent and the

demand for them

HR manager at local

transportation/logistics company

The market has become such

where talent today is used to being

on the receiving end of service and

doesn’t really have the

skills to be on the providing end

of service.

HR director at international travel &

hospitality company

The race to attracting talent - but not

just any talent, the best and brightest

talent… (also) about delivering the

most attractive message via

various media platforms.

TA director at local travel & hospitality company

Working at the industry level

State of Employer Branding Today

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Top 2 IDEAL Industries

Hong Kong Students Want To Work In Upon Graduation


Public Sector and

Government

Agencies

Banks

Different industries are associated with different employer attributes


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0%

10%

20%

30%

40%

50%

60%

70%

80%

Opportunities forinternational travel/relocation

Challenging work

Variety of assignments

High level of responsibility

Professional training anddevelopment

Secure employment

Team-oriented work

Client interaction

Flexible working conditions

Control over my number ofworking hours

Public Sector and Government Agencies

Banks

Job Characteristics

Top 3 employer attributes



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Banks

Employer Reputation

& Image

0%

10%

20%

30%

40%

50%

60%

70%

Attractive/exciting productsand services

Corporate SocialResponsibility

Environmental sustainability

Ethical standards

Fast-growing/entrepreneurial

Financial strength

Innovation

Inspiring management

Market success

Prestige




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Banks

People & Culture

0%

10%

20%

30%

40%

50%

60%

70%

A creative and dynamic workenvironment

A friendly work environment

Acceptance towardsminorities

Enabling me to integratepersonal interests in my

schedule

Interaction with internationalclients and colleagues

Leaders who will support mydevelopment

Recruiting only the besttalent

Respect for its people

Support for gender equality

Recognising performance(meritocracy)




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Banks

Remuneration &

Advancement Opportunities

0%

10%

20%

30%

40%

50%

60%

70%Clear path for advancement

Competitive base salary

Competitive benefits

Good reference for futurecareer

High future earnings

Leadership opportunities

Overtime pay/compensation

Performance-related bonus

Rapid promotion

Sponsorship of futureeducation


1 8 15

2 9 16

3 10 17

4 11 18

5 12 19

6 13 20

7 14


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Source: Universum Hong Kong Student Survey 2013, Business category

Top banks among the future talent in Hong Kong

(New)


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Need for a unique EVP to stand out as an individual employer

Top of Mind Associations with Local Bank A:

Top of Mind Associations with Local Bank B:

“To be secure

or stable in my

job” is the 2nd

most important

career goal

among future

talent of Hong

Kong!


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Need for a unique EVP to stand out as an individual employer

Top of Mind Associations with International Bank A:

Top of Mind Associations with International Bank B:

Having an EVP developed based on research = Start of WINNING your talent competition

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Where Are You on Your Employer Branding Journey?

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 IT IS 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

countries. The choice of words, images and

channels will depend on the target group and might

vary across countries.

The EVP implementation is operational.

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Where Are You on Your Employer Branding Journey?

With your EVP developed...

HOW DO YOU

COMMUNICATE IT

EFFECTIVELY?

Employer

website

Career

fairs Social

networks

Career

guides

TV ads

Newspaper

ads

Live

webinars /

chats

Job

boards

Recruiters /

headhunters

WWW.UNIVERSUMGLOBAL.COM

Thank you!

Ankita Modi ([email protected])

ARE YOU

READY

TO DIG

DEEPER

INTO THE WORLD

OF EMPLOYER

BRANDING

?

The Current State of Employer Brands in Hong Kong

Business

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