Leveraging strong brands to attract     and retain the best talentBreakfast meeting – Zurich, Thursday 3 February 2011
Employer branding        A company’s pitch to current and potential        employees, the company’s bid to show           ...
The Lundquist Employer Branding Online Awards 1st Edition    Assessed how companies use their corporate website to    comm...
Step 1…                  What                          should be on the                                            corpora...
The use of the internet                     When evaluating whether to apply for a job with a company do                  ...
What do users want?                       How important is it to find the following information about                     ...
Users respond                                 “Easy navigation with a simple                                        search...
The Protocol                            18 criteria          Proposition       30 points                            20 cri...
Online employer branding in Switzerland     1st annual study of online employer branding communications     48 largest Swi...
Top performers Switzerland Top10         The Best in the World 1. Holcim (68 points)     1. Royal Dutch Shell (71.5 pts) 2...
The good     77% of Swiss companies provide a list of open positions     81% allow users to upload a CV for a specific ope...
The bad     No company uses more than two social media outlets to advertise     job openings (the corporate website had to...
Swiss results by macro-area2011-02-04 | 13
Swiss results by section (% of available points achieved)2011-02-04 | 14
Looking ahead…     Switzerland: home to the Alps, chocolate and strong brands, so     why does employer branding have to l...
Commendable information2011-02-04 | 16
ContactsLundquist SrlEric SylversEric.sylvers@lundquist.itPiazza XXV aprile 120121 Milan, ItalyTel. + 39 02 4547 7681www.l...
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Lundquist Breakfast Meeting Zurich - Employer Branding

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Lundquist Breakfast Meeting Zurich - Employer Branding

  1. 1. Leveraging strong brands to attract and retain the best talentBreakfast meeting – Zurich, Thursday 3 February 2011
  2. 2. Employer branding A company’s pitch to current and potential employees, the company’s bid to show why it is a desirable place to work2011-02-04 | 2
  3. 3. The Lundquist Employer Branding Online Awards 1st Edition Assessed how companies use their corporate website to communicate their values, ethics and corporate culture to current and potential employees The Swiss edition ranked the country’s 48 largest listed companies (members of the SMI Expanded index) The global research ranked the 100 companies with the strongest global brands according to Businessweek National rankings also done for Italy and Austria2011-02-04 | 3
  4. 4. Step 1… What should be on the corporate website Lundquist Employer Branding Survey 2010 Responses from more than 400 professionals in 37 countries on what is good employer branding.2011-02-04 | 4
  5. 5. The use of the internet When evaluating whether to apply for a job with a company do Most important source of information for a job seeker* you visit the corporate website? Word of mouth 37%No 39% 5% Company employees 44% 32% Corporate website 34% 31% Job fairs 23% 6% Yes 95% Very important Social media 16% 4% Most important 0% 20% 40% 60% 80% 100% * multiple answers were allowed2011-02-04 | 5
  6. 6. What do users want? How important is it to find the following information about benefits?* Very important Job rotation/mobility 40% 22% Most important healthcare 33% 24% vacation policy 29% 22% pension plans 26% 19% child care 27% 18% 0% 20% 40% 60% 80% 100% * multiple answers were allowed2011-02-04 | 6
  7. 7. Users respond “Easy navigation with a simple search function” “Clear description of activities in simple words not long poetry” “Getting feedback, knowing my application didn’t go down the black hole” “A streamlined, EASY application process” “Getting a sense of what the company culture is like”2011-02-04 | 7
  8. 8. The Protocol 18 criteria Proposition 30 points 20 criteria Recruitment 42 points 19 criteria User experience 26 points2011-02-04 | 8
  9. 9. Online employer branding in Switzerland 1st annual study of online employer branding communications 48 largest Swiss companies ranked (English language sites evaluated) 58 evaluation criteria 100 points maximum 34.9 points average score2011-02-04 | 9
  10. 10. Top performers Switzerland Top10 The Best in the World 1. Holcim (68 points) 1. Royal Dutch Shell (71.5 pts) 2. Credit Suisse (61.5) 2. Mercedes-Benz (64) 3. Roche (60.5) 3= BP (63.5) 4. Nestlé (52) 5. Swisscom (51.5) 3= General Electric (63.5) 6= ABB (50.5) 5. JPMorgan (62.5) 6= UBS (50.5) 8. Baloise (50) Average – 41.9 points 9. Nobel Biocare (49.5) 10. Swiss Re (48) Average – 34.9 points2011-02-04 | 10
  11. 11. The good 77% of Swiss companies provide a list of open positions 81% allow users to upload a CV for a specific opening 99% maintain a consistent presentation (style, layout, formatting, links, colours) across the website2011-02-04 | 11
  12. 12. The bad No company uses more than two social media outlets to advertise job openings (the corporate website had to provide links to the social media sites to receive points) 88% do not provide statistics about the number and types of employees and the ugly 79% fail to give comprehensive information about how a typical employee will see their career progress2011-02-04 | 12
  13. 13. Swiss results by macro-area2011-02-04 | 13
  14. 14. Swiss results by section (% of available points achieved)2011-02-04 | 14
  15. 15. Looking ahead… Switzerland: home to the Alps, chocolate and strong brands, so why does employer branding have to lag the international competition?? It doesn’t Challenges (and opportunities) to bring Switzerland up to speed 1. The brand proposition, don’t be afraid to distinguish yourself 2. Meet your users’ needs 3. Talk to your users (engage, engage, engage)2011-02-04 | 15
  16. 16. Commendable information2011-02-04 | 16
  17. 17. ContactsLundquist SrlEric SylversEric.sylvers@lundquist.itPiazza XXV aprile 120121 Milan, ItalyTel. + 39 02 4547 7681www.lundquist.itwww.lundquist.it/blogwww.twitter.com/lundquist

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