Lundquist, Sara Rusconi e Cristiano Poian - Responsible employer workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

The responsible employer

How can CSR and HR work together to create effective employer branding

Torino, Museo del Risparmio Joakim Lundquist, Lundquist

Lundquist Employer Branding Online Awards 2012| page 3

Towards an effective employer branding

HR

Today



HR CSR

Today



HR CSR

Today

EMPLOYEES

CANDIDATES & STAKEHOLDERS



HR CSR

EMPLOYEES


RECRUITMENT

INTRANET

COMMUNICATIONS

DISCLOSURE

INTRANET

INITIATIVES

Today



HR CSR

EMPLOYEES


RECRUITMENT

INTRANET

COMMUNICATIONS

DISCLOSURE

INITIATIVES

HR CSR


EMPLOYEES

EMPLOYER BRANDING

EMPLOYER BRANDING

Tomorrow


What are the 3 main challenges?

HR CSR

How to improve relationships and work

better together?

Which topics to address and which stories to

tell in order to support each other?

1. RELATIONSHIPS

2. CONTENT


Sara Rusconi

Head of Online Communications, Lundquist

Gianluca Principato

Corporate Social Responsibility, Hera Group

Cedric Verardo

Talent Acquisition Specialist, UBS

Cristiano Poian

Senior Digital Strategist, Lundquist

Alessandro Camilleri

Head of Learning & Organizational

Development, Hera Group

The responsible employer

Results of the Lundquist Employer Branding Online Awards research and userquestionnaire

Torino, Museo del Risparmio Sara Rusconi and Cristiano Poian, Lundquist


Employer Branding Online Awards

First research in Europe to assess how companies communicate their

identity and employer branding to current and potential employees

100 Europe’s largest companies ranked

New assessment protocol made of 57 criteria, giving

a maximum of 100 points

Integration: one of the six pillars of Lundquist’s Employer

Branding research (it considers 6 CSR related criteria)


The questionnaire maps experience and expectations of online users

430+ respondents

55 different nationalities

“Treat me me like a human being and respect me; give me credible, verifiable information about your company and the job offer, in

a user friendly manner”

Shift to social job seeking and

increased use of mobile

First priority is career

development

Ethics as a critical component

“I’m not just another number”


Ethics as a critical component


“I’m not just another number”

Main results of the Employer Branding Online Awards


Main results from the research

The average score is 46 points, and only 14

companies achieved more than 60 points

(minimum to have a rich offering of information)

Only 38% of ranked companies provide

CSR related contents within the careers

section and often they are inadequate (6

related criteria)

Around 30% use social media for

HR purposes. However, 60% of

companies use them to promote

brand or company

10,5%

34,7%

38,2%

38,5%

42,4%

50,0%

51,5%

65,8%

0% 10% 20% 30% 40% 50% 60% 70%

Mobile experience

Applying

Ethics and responsibility

Social media

Before applying

Company information

Benefits

Searching for vacancies

Allianz (73.25)

Telecom Italia (72)

Centrica (67.5)

Best in Europe

Average performance per section


CSR-related criteria in the studyOverview of sustainability

programmes and ethics code

25% of the companies do not present

any information regarding their CSR

programmes

36% present a dedicated page with

an overview of their commitment

Only 17% present their ethics code in

the Careers section vs. 87% in the

sustainability section

17% 87%VS.

Code of ethics


CSR-related criteria in the studyDiversity and equal

opportunities

Just 13% of the companies do not

present any information regarding

diversity and equal opportunities in

the Careers section vs. 28% in the

CSR area

However, only 15% supports their

policy with data

CSR activities available to

employees

75% of the analysed companies do

not offer information regarding their

CSR programmes for employees

(such as charity and volunteering)

97% 82%VS.

Diversity


CSR-related criteria in the study

Work-life balance

45% do not address the issue of

work-life balance in their career

sections

Training and development

Training and development is a very

common topic on career websites

(only 7% do not cover them)

A mere 15% includes supporting

data (such as number of training

hours per year)

Two thirds of the companies included

in the CSR research offer a

description of their HR approach

(including detailed presentation on:

work-life balance, training,

development, compensation, etc)


5 tips to improve your employer branding with CSR contents

Don’t relegate CSR contents in a single website section, but

embed them into all the areas, to give them visibility

Talk the users’ language and adapt the message to your audiences:

CSR contents in the careers section must be shaped for jobseekers

Tell memorable stories about your CSR

projects using audiovisual materials

Don’t forget to interact with people – take the opportunities given

by social media

Be human in the relationship with the candidate: don’t

make her feel like just “another number”


Contacts

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20123 Milano

t. (+39) 02 – 3675 4126

f. (+39) 02 – 9287 8792

Email: [email protected]

Website: www.lundquist.it/

Blog: www.lundquist.it/blog/

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@Lundquist

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Lundquist, Sara Rusconi e Cristiano Poian - Responsible employer workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012