Details Matter / Employer Brand Uncovered
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A talk given at the World Employer Branding Day on how to build a strong employer brand. Combining theory and practice in the presented by Eva Vacikova from FEI Company and Petr Hovorka from BrandBakers.
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Details Matter / Employer Brand Uncovered
- 1. Details matter Employer Brand Uncovered Eva Vacíková / FEI Company Petr Hovorka / BrandBakers World Employer Branding Day 2016 FEI customers find answers that change the world
- 2. We want to change the world of recruitment communication. We perceive people as the energy and momentum of business, not as a resource. And energy needs to be attracted, not recruited. Why we bake?
- 3. FEI Customers Find Answers That Change the World Material Science Atomic resolution phase image of graphene Sample courtesy of University of California, Berkeley. Images Joerg Jinschek and Emrah Yucelen, FEI, Hector Calderon, IPN, Mexico, and C. Kisielowski, NCEM, USA. Exit wave reconstruction by Joerg Jinschek. System Titan G2 60-300 Oil&Gas Pore network model of a 2D tomogram slice of a tarsand sample. Water (blue) and hydrocarbon (purple) filled pore spaces are identified. Semiconductors Life Science 22 nm Logic Device E. coli negatively stained. Courtesy of Alexander Mironov
- 4. 4 Major Business Hubs 4 Manufacturing Sites 3 Research Centers 2015 Results Revenue of $930M Net income of $124M More than 3,000 highly qualified people working in 115 countries Brno: 60 years / 60% of company revenue / 600 employees Microscope is produced 9 days - 180 days FEI business today
- 5. Missing milion The number of economically active population in the Czech Republic (15 – 64 years) Source: Czech Statistical Office men women
- 6. 5 years ago at FEI
- 7. - Significant decline of valid candidates - 14 from 24 hot FEI jobs didn‘t exist in 2006 - We didn‘t walk the talk Situtation has changed....
- 8. WHY TO BUILD A BRAND ?
- 9. 3 reasons for a brand 1. creates barrier 2.unites people 3.delivers numbers
- 10. Creates barrier A brand can't be copied, only badly imitated. Petr Hovorka
- 11. Unites people
- 12. Delivers numbers A Bad Reputation Costs a Company at Least 10% More Per Hire Zdroj: https://hbr.org/2016/03/a-bad- reputation-costs-company-at-least- 10-more-per-hire, 29.3.2016
- 14. Employer Brand is like... ...TEENAGE SEX: EVERYONE TALKS ABOUT IT, NOBODY REALLY KNOWS HOW TO DO IT, EVERYONE THINKS EVERYONE ELSE IS DOING IT, SO EVERYONE CLAIMS THEY ARE DOING IT... Dan Ariely on Big Data
- 15. A brand is not what you say...
- 16. ...but what your employees say.
- 17. HR marketing vs. Employer Branding EMPLOYER BRANDING HR MARKETING Attract Engage Retain
- 18. How we bake a brand (recipe) Insight Strategy Activation
- 20. Why do people work for you ? What do candidates consider ? What do competitors not offer ? Sincere Unique Relevant How we bake a brand (ingredients)
- 21. Employees 1. Work content (challenging assignements) 2. Opportunituies (learning new skillls) 3. People (friendy enjoyable enviroment) Candidates 1. HiTech enviroment - meaningful work 2. Future, grow, opportunity, 3. Influence things around 4. Friendly, enjoyable environment Attrition / Commitment of FEI
- 22. Our talent competitors • Focused on What • Focused on tools more than content • Low respect of regional differencies
- 23. PURPOSE MASTERYAUTONOMY Service that is larger than ourselves Urge to direct our life Desire to get better at something matters The puzzle of motivation Source: Drive: The Surprising Truth About What Motivates Us / Dan Pink / Riverhead Books 2011
- 25. What do we offer? What are we like? Why do we exist? Employer Brand DNA
- 26. FEI Integrated Employer Value Proposition • Purpose & Impact • Hi Tech/Technology Innovation • Future Career Opportunities • International Environment • Mkt Leadership & Growth rate
- 27. FEI Employer Messaging System
- 29. • Hi-tech used by best scientists (to be on the top of industry, to have the „best toy“, „most powerfull machine“) • „Discover“, „Explore“, „First“ • Like to be the part of the team, mission • We need: • Come with us to build the best machine ever • Channels: • Posters, Contests, Exhibitions, Job fairs, facebook • Individualists • Games, bugs, gag, gamification • „Can you solve the bug within“ – individual challenge • Give me a toy! • We need: • FEI and EM has lot to do with software • How - comics, jokes, puzzles • Channels: • On-line communities, individual contests, job fairs with specific program, open door, facebook OPS Engineering IT – Software Engineering What attracts per position
- 31. IT geeks talking
- 33. Brand Experience is everything
- 35. Content that builts relationship 3x 2x 1x
- 37. • Competitive advantage • Employees first • Followers instead of soldiers • Journey more than objective? • Content more than form • ...so, start with little steps! Lessons learned
- 38. Have fun!
- 39. Eva Vacíková HR Manager @ FEI Company eva.vacikova@fei.com Petr Hovorka Managing Partner @ BrandBakers petr.hovorka@brandbakers.cz Cheers to brands!