How Deloitte Approaches Global Employer Branding

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How Deloitte ApproachesGLOBAL

EMPLOYER BRANDING

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Featured Speakers

Mike WalshSenior Manager,Product Marketingat Glassdoor@MikeNWalsh

Jennifer PowellTalent AcquisitionBranding Leadat Deloitte@JPhillyPowell

Tarek DawasGlobal Talent Acquisition and Mobility Leader at

Deloitte@tdawas

#GDChat

Agenda

• What Is an Employer Brand?

• Why Invest in Your Employer Brand?

• Deloitte’s Global Brand

• Action Plan

• Questions

What Is an Employer Brand?

An Organization’s Reputation as an Employer

Today’s Candidates’ Decision-Making Process

would not take a job with a company that had a bad reputation, even if they were unemployed!

Source: Allegis Group Services Study, August 2012 (1,010 US Workers)

OK, Employer Branding Is Important!

But What’s This About a…

GLOBALEMPLOYER BRAND?

LOCALIZEDEMPLOYER BRAND?

Why Localize Employer Branding? Because One Size Doesn’t Fit All

Leadership Opportunities

The Needs of Global Talent Pools Differ

Friendly Work

Environment

Mentorship

Work Life Balance

Compensation

Stability

Benefits

Lack of employer brand recognition in global markets

Lower Applicant Quality

IncreasedCost-Per-Hire +Time-to-Fill

Costly implications for bad hires due to labor laws

What is the cost of getting it wrong?

Deloitte – Quick Facts• Professional services firm: Audit, Consulting, Tax & Legal, Financial Advisory and Risk Advisory

• Over 225,000 people in 110+ locations worldwide, but we are a network of 47 independent member firms

• History of inorganic growth

• Minimal levels of business advertising

Approx. 60,000 Hires Per Year Globally

Our people

Asia PacificAmericasEMEA

56%31%

CampusExperienced HireExecutiveOther

LevelGeography

Deloitte’s Employer Brand 2003(consistency without alignment)

Deloitte’s Employer Brand 2006(visually consistent, but not the message)

Although now completely compliant with identity standards, messaging is still not aligned.

Why Is This Important?

• War for talent

• Boost engagement and retention

• Strengthen recruiting outcomes

• Boost the bottom line

What We Did

Defining Our EVP

Competitors’ Best PracticesDeloitte’s

Corporate Branding Strategy

Deloitte’sCurrent Employer Branding Strategies Deloitte

LeadershipVisions and Goals

Input from over 26,000 internal (employees)

and external (candidate) live interviews and

surveys in 22 countries

Putting It All Together

Student Hire Collateral:It’s your futureHow far will you take it?

Experienced Hire Collateral:It’s your careerWhere will you take it?

Green Dot Campaign:Standing out in the crowd.

Outcomes: Global Recruiting Communications Guide

Student Collateral

Social Media Collateral

The Green Dot

Our Tone and Voice

Having fun at work? Why not?

Green Dot Recruitment Campaign – 2009

Localising the Message Is Critical

Innovation

Gender balance

Arab Spring

Prestige

Middle EastIt’s your career,

www.deloitte.com/me/careers

Like Deloitte Middle East

Get a head-start on conquering the learning curve

@DeloitteME and@DeloitteMEjobs

Global

Leveraging Global Platforms

Sharing the Social Love

Sharing the Social Love on Glassdoor

Building on Best Practices

Deloitte University Going Global

Building on Best Practices

Pulling It All Together –Driving Global Adoption

Collaborate, Execute and Simplify

• Make it easy to understand and execute

• Partner with marketing from the start

• Get key stakeholders to lead it and the rest will follow

• Raise leadership expectations around building the brand

• Allow for flexibility - EVP emphasis varies locally

Behaviour trumps collateral• Materials “start the conversation”

• Educate stakeholders

• Focus on experience

• Define the sandpit, but encourage innovation –it can come from anywhere!

• Global brand;; from compliance to business partner

• Share best practices

Free Resources: employers.glassdoor.com

Questions?

How Deloitte Approaches Global Employer Branding

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