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Employer branding – en ny mulighet for rekrutteringsselskapene?
#EBAftenposten
Hilde H. Kallevig, Inger Lise Svaleng, Julie D. Bryn
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Inger Lise Svaleng Julie D. Bryn Hilde H. Kallevig
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The «right match»?
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Rekruttering + employer branding =
Hvordan kan vi ansette de riktige folka?
Hvordan kan virksomheten redusere risikoen for å velge feil
personer?
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Morgenens agenda:
1 Rekrutteringsbransjen om employer branding
2 Litt teori
3 ...og litt praksis
4 Og til slutt noen tips!
#EBAftenposten
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Høy kjennskap, men stort potensial for å øke kunnskapen enda mer og oppnå bedre resultater både for dere selv og kundene deres
”Vi forteller en historie, den skal være riktig og bra. Så er vi også avhengig av de som er ansatt og som driver med employer branding. Kandidater som ikke fikk jobben skal også snakke bra om vår kunde etter prosessen. Så vi har forsåvidt en viktig rolle i forhold til branding av våre kunder.” – Respondent fra Aftenpostens undersøkelse, januar 2014
Undersøkelsen: Stort potensial både for dere og kundene deres
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48 svar. 36 Ja / 12 Nei
Kommentarer hvis Ja
• Som rekrutteringspartner representerer jeg kunden og tar derfor ansvar for at kandidatene får en best og mest mulig realistisk opplevelse av kunden som arbeidsgiver/arbeidsplass
• Viktig medspiller og rådgiver i forbindelse med rekrutteringsprosesser
• Vi forteller en historie, den skal være riktig og bra. Så er vi også avhengig av de som er ansatt og som driver med Emp. Brand.. Kandidater som ikke fikk jobben skal også snakke bra om vår kunde etter prosessen. Så vi har forsåvidt en viktig rolle ift. branding av våre kunder.
• Kreativ rolle
• Svært viktig!
• Employer branding blir viktigere og viktigere i jakten på talentene. Der konkurransen er stor, vil de selskapene som klarer å markedsføre seg som gode arbeidsgivere være vinnere.
• Vi har en aktiv rolle i intern- og ekstern kommunikasjon blant annet gjennom mediebruk.
• Initiativtaker
Kommentarer hvis Nei
• Er ekstern konsulent i rekruttering. Viktig kunnskap å ha med seg.
91% kjenner til employer branding
og 77% benytter employer branding i dag
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Ja 90 %
Nei 10 %
Og nesten alle – 90% ønsker å bruke employer branding fremover!
Ønsker du å bruke employer branding i prosjekter for dine kunder
i løpet av 2014?
”Employer branding blir viktigere og viktigere i jakten på talentene. Der konkurransen er stor, vil de selskapene som klarer å markedsføre seg som gode arbeidsgivere være vinnere.
Vi har en aktiv rolle i intern- og ekstern kommunikasjon blant annet gjennom mediebruk”.
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Nei 66 %
Ja 34 %
Ansatteløfte/EVP er et ukjent begrep for 66%, og blir derfor ikke brukt aktivt
Benytter du ansatteløftet (EVP) aktivt i dialog med kandidatene?
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Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Et definert employer brand er fordelaktig og resulterer i bedre rekruttering
97% ser en verdi i at kunden har et definert employer brand
87% mener employer branding er med å sikre mer effektiv og treffsikker rekruttering
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48% av kundene har uttalt et behov for employer branding – men behovet og bevisstheten varierer fra kunde til kunde.
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the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
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– viktigere enn noen gang Employer branding
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2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
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Definerer og differensierer selskapet som arbeidsgiver
Employer branding:
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the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
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2. Choose Format Background 3. Select Fill and choose your colour
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Selskapets helhetlige tilnærming til å bygge omdømme & identitet rundt bedriften som arbeidsplass
Employer branding:
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the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
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= Merkevaren folk jobber for!
Employer branding:
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Beholde
Tiltrekke
Engasjere
”Det som holder meg våken om nettene er utfordringen med å beholde og rekruttere de riktige menneskene og den riktig kompetanse som kan ta Hydros utvikling videre ” - Svein Richard Brandtzæg i Norsk Hydro
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Bør sjekke disse tallene da de er fra augut 2013
40% lavere kostnad per ansettelse
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50% mer effektiv rekruttering med employer brand
40% lavere sannsynlighet for at kandidaten slutter innen 6 mnd.
Bør sjekke disse tallene da de er fra augut 2013
Source: LinkedIn
Vurdere å sette inn skjermbilde fra EY sine linkedin-sider for å illustrere?
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Fra 24% til 47% sannsynlighet for at de ansatte er ambassadører
Bør sjekke disse tallene da de er fra augut 2013
24%
47% Janecke:
Kan det være ulike farger på kaken slik at det står mer frem?
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Attraktiv /relevant
Troverdig
Unik
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Du må avdekke ditt employer brand – ikke konstruere det
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Ansatteløftet (EVP) er det strategiske fundamentet til et employer brand
Employer value Proposition (EVP)
EVP Page 23
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2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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Things you can’t do anywhere else – best at leadership development
McKinsey&Company:
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2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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Amaze yourself. Amaze the world.
Apple:
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Our five basic colours Yellow, Blue, Red, Green and Grey
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Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
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Nye forventninger endrer spillereglene
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2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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Det handler om å forstå og respektere den makten og de forventningene folk har til deg og ditt selskap.
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Teknologi endrer måten vi jobber på og måten vi ansetter på
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La employer brandet gjennomsyre alle kontaktpunkter i ansattereisen
knowledge
search
understand
compare
decision
evangelize
find
Career development
like love
work/follow-up belonging
trust on-boarding
ambassador re-hire
Page 30
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Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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Employer Branding Live
Inspirerende eksempler
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4. Click OK
Darker colours You’re basically free to use the different saturations of
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Hydro Case:
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Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
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Technip Case:
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Ansatte som verdiformidlere
1 Technip som en god arbeidsplass
2 Technip som en teknisk leder
3 Technip i Stavanger
4 Technip vokser
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Technip – a good place to work
Page 44
Technip- A Technical Leader
Page 45
Technip – in Stavanger
Page 46
Technip- Contracts winner
Page 47
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Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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COWI Case:
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”ofte når en ser kampanjer fra ingeniørbedrifter så er de pompøse og lover mye – ”internasjonal karriere i tverrfaglige miljø” – COWI har laget en kampanje som er pirrende men hvor en faktisk kan holde det en lover. Upretensiøs og nerdete og smalt”.
– NIR podcast
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Our five basic colours Yellow, Blue, Red, Green and Grey
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Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Darker colours You’re basically free to use the different saturations of
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Helt enkelt Employer branding
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ENNESKER
OTIVASJON
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2 tanker i bakhodet…
1 Din rolle som strategisk employer brand-rådgiver
2 Ditt eget employer brand-arbeid internt
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En organisasjon i krise
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Positiv psykologi
+
Kommunikasjon
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• Martin Seligman, formann i American Psychology Association
• Fra fokus på sykdom og behandling, til hvordan få frem det beste i individer, grupper, organisasjoner og samfunn
• Fokus på menneskers positive egenskaper, styrker og potensialer
• Ikke en happiology!
• Konsekvenser for hvordan vi leder, behandler og inspirerer på arbeidsplassen
Positiv psykologi i et nøtteskall
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Hva bestemmer
40% det du gjør
50% utgangspunkt
10% situasjon
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Følelse, tanke, handling
• Kognitivt - tankeevnen utvides
• Fysiologiske resultat
• Ringvirkninger for arbeidsplassen
• Kort fortalt er lykke god business – og god employer branding!
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Fra employer brand til employer stand
CSR Lederkommunikasjon Helse
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Mening og verdier
Net Impact (2012). Talent Report: What Workers Want in 2012.
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• ¾ blir skuffet over ny arbeidsgiver fordi virkeligheten ikke er som lovet
• Policy – hvis det ikke kan (be)vises, er det ikke sant
• Lederverktøy for integrering av strategi, visjon og virkelighet – med fokus på deltagelse, mestring og anerkjennelse
• Løsningsfokusert og praktisk tilnærming med mellomledere i fokus
• ”Flyt” som mål
Fra styremøte (eller stillingsannonse)
til virkelighet
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•Gratitude
•Random acts of kindness
•Mindful work
•Walking meetings
•Mindfulness
•3rd space
Total rewards
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Resultat
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TIPS FOR REKRUTTERINGSBRANSJEN
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# JOIN FORCES
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# IDENTIFISER
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SHOW & TELL
#
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EMPLOYER BRANDING I INTERVJUET
#
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MOTIVÉR #
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