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Employer Branding:
Where We Are, and Where We’re Going
Complex
Distinct
Emotional
The concept of employer
branding is relatively new.
“We’ve got to focus on our employer brand
in the same way we think about our
consumer brand: as marketers”
People on LinkedIn
mention employer
branding in their profile
215,024
Fast forward to 2015…
1,374
182
Companies claim to
do employer
brandingEmployer branding
jobs exist today
How many of you have an employer brand?
Every company has an employer brand, whether they manage
it or not.
ALL
EMPLOYERS
HAVE AN
EMPLOYER
BRAND.
THE BRAND HAS
AN INTERNAL
AND EXTERNAL
PERSPECTIVE.
THE CORE OF
THE BRAND IS
THE EVP.
AN EFFECTIVE
STRATEGY
NEEDS A SOLID
FOUNDATION.
EMPLOYER BRANDING…
MATTERS
It’s worth the effort to invest in your employer brand.
A STRONG
EMPLOYER
BRAND
Talent market
position
Strong brand
perception
profit margin
increase*
1.8xrevenue
growth*
2.4x
lower turnover
rates*
28%savings
per hire*
50%
A STRONG
EMPLOYER BRAND
CAN ACHIEVE:
Source: LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012
1982
60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
VS
15% 85%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
Choosing a job is one of life’s big decisions.
EMPLOYER BRANDING…
MATTERS
IS HARD
17universumglobal.com
Talent today
has more
options than
ever before.
START UP
BOOM
Source: World Startup Report, 2014
It’s hard to stand out.
Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC
CEOs are increasingly worried about finding talent
with the right skills…
…and, as the data shows, with good reason.
0%
10%
20%
30%
40%
50%
60%
70%
Russia Canada USA France Germany Peru Panama Costa Rica Colombia Chile Mexico Argentina Turkey Brazil Indonesia South Africa China
Percentage of population aged 25+ with a college or university degree
Brazil is losing more people than it brings in, further shrinking your talent pool
-800,000
-700,000
-600,000
-500,000
-400,000
-300,000
-200,000
-100,000
-
100,000
200,000
1982 1987 1992 1997 2002 2007 2012
Costa Rica
Chile
Panama
Argentina
Colombia
Brazil
Peru
Net migrants (immigrants minus emigrants) to/from various Latin American countries, 30-year trend
Where are we today?
SKILLS GAP
INCREASED COMPETITION
TALENT HAS MORE OPTIONS
THAN EVER BEFORE
Simply understanding the importance of a strong
employer brand doesn’t lead to results
27universumglobal.com
75%“Our employer brand has
a significant impact on our
ability to attract talent.”
<50%“We have a proactive
employer branding
strategy.”
Source: LinkedIn, 2015 Global Recruiting Trends
60%of CEO’s feel they own
employer branding
60% 30%of HR execs feel they own
employer branding
of marketing execs feel they
own employer branding
Who “owns” employer
branding?
29
Let’s take a few moments to discuss…
Who owns employer branding in YOUR organization?
What would you change to make it better?
Do you have a way to measure employer branding success?
EMPLOYER BRANDING…
MATTERS
IS HARD
IS CHANGING
54%of the world’s
population lives
in urban areas
By 2050, this
number is expected
to increase to
66%
34universumglobal.com
And then there’s Gen Z
Mature Entrepreneurial
Value diversityQuick communicators
Self-Directed
Connected Educated
Make things happen
v
In 5 years…
3 of 4 of the S&P 500 are
predicted to be companies
we have not heard of yet
Source: Professor Richard Foster , Yale University
5 years ago…
Uber
Amazon
Netflix
Snapchat
Paypal
Airbnb
“To build our brand on a global level”
as a main employer branding objective
14.4%Today
31.1%In 5 years
Source: Outlook 2020, Universum
37universumglobal.com
Yesterday Today
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
LIFE
PURPOSE
MODERATOR
VALUES & CULTURE
CURIOSITY
GENERATE INSIGHTS
GLOBAL DIVERSITY
MERITOCRACY
NETWORKS
Through data, technology and expertise, we help connect
people to brands and brands to people.
For people, we help find that perfect job.
For brands, we help find that perfect employee.
50% 28%
A strong employer brand can achieve:
Savings per hire
Turnover rates
