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The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
The Current State of Employer Brands in Hong Kong
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The Current State of Employer Brands in Hong Kong

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Presentation for SCMP-CP conference. …

Presentation for SCMP-CP conference.

1. Students are going for more for job security.
2. International banks = going down - Asian banks = going up
3. Big 4 accounting firms are getting more attractive

Published in: Business, Health & Medicine
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  • 1. WWW.UNIVERSUMGLOBAL.COM click hereThe Current State of Employer Brands in Hong Kong Ankita Modi, Country Manager – Hong Kong
  • 2. A 2 1. Introducing Universum and Employer Branding 2. Key Trends and Challenges in Hong Kong Today 3. State of Employer Branding in Hong Kong • Industry at large vs. individual employer • What’s next? Agenda
  • 3. What we do Universum and Employer Branding 3 With over 25 years of experience researching the field of employer branding, Universum is a recognised world leader with tried and tested frameworks. Universum annually conducts quantitative and qualitative research with almost 500.000 talented individuals to gather insights into their career preferences, communication habits and their perception of potential employers. For our clients around the world, Universum is a trusted partner providing solutions and services to develop, improve and implement tailored employer branding strategies. Universum is the thought leader in employer branding, with local experts in research, consulting and communication solutions, offering high-quality insights. Universum’s unique global reach ensures the comparability of research results across markets. We partner with more than 1.700 of the top academic institutions in the world. Universum employs smart, friendly and professional experts and consultants, who work with our clients in long-term partnerships.
  • 4. Our approach Universum and Employer Branding 4 Are your activities effective in building a strong brand? Are you attractive enough to meet your recruitment needs? What is important and relevant to your target groups? What makes an employer attractive? How do current employees see you? What are perceived as strengths and weaknesses? How can you improve your career website and ads? Is your message getting across as desired? How should you communicate the employer offering to the target group? What channels are most effective? What should you emphasize in the communication to maximize its effectiveness? Where is a repositioning needed to create your desired employer image?
  • 5. Overview of Key Trends in Hong Kong 5 Students are going for more for job security 1 More worries about the economy make stable and secured jobs more attractive. The new generation (90’s) are to a large extent influenced by their family when they hunt for jobs and parents are pushing students to prioritise stable industries and companies with high job security. Source: Universum Hong Kong Student Survey 2013
  • 6. Overview of Key Trends in Hong Kong 6 2 Financial and debt crisis in Europe is impacting all banks, especially investment banking. However, the relative stability coupled with strong local government support for Asian banks is helping them win the war for talent in Hong Kong. International banks = Asian banks = Source: Universum Hong Kong Student Survey 2013
  • 7. Overview of Key Trends in Hong Kong 7 3 Compared to other financial services industry which can be easily influenced by economy environment, accounting is always seen as a quite stable industry offering indispensable business. The industry is famous for offering excellent training, transparent and clear career path and a good reference which is a really good starting point for graduate students. Big 4 accounting firms are getting more attractive Source: Universum Hong Kong Student Survey 2013
  • 8. What your peers in Hong Kong are saying to us… Overview of Key Talent and Employer Branding Challenges 8 Losing top talent to other companies, especially (those in the same industry) after receiving first-class training from us. Country recruiter at leading FMCG company The supply of good talent and the demand for them HR manager at local transportation/logistics company The market has become such where talent today is used to being on the receiving end of service and doesn’t really have the skills to be on the providing end of service. HR director at international travel & hospitality company The race to attracting talent - but not just any talent, the best and brightest talent… (also) about delivering the most attractive message via various media platforms. TA director at local travel & hospitality company
  • 9. Working at the industry level State of Employer Branding Today 9 Top 2 IDEAL Industries Hong Kong Students Want To Work In Upon Graduation Source: Universum Hong Kong Student Survey 2013 Public Sector and Government Agencies Banks
  • 10. Different industries are associated with different employer attributes State of Employer Branding Today 10 Source: Universum Hong Kong Student Survey 2013 0% 10% 20% 30% 40% 50% 60% 70% 80% Opportunities for international travel/relocation Challenging work Variety of assignments High level of responsibility Professional training and development Secure employment Team-oriented work Client interaction Flexible working conditions Control over my number of working hours Public Sector and Government Agencies Banks Job Characteristics Top 3 employer attributes
  • 11. Different industries are associated with different employer attributes State of Employer Branding Today 11 Source: Universum Hong Kong Student Survey 2013 Public Sector and Government Agencies Banks Employer Reputation & Image 0% 10% 20% 30% 40% 50% 60% 70% Attractive/exciting products and services Corporate Social Responsibility Environmental sustainability Ethical standards Fast-growing/entrepreneurial Financial strength Innovation Inspiring management Market success Prestige Top 3 employer attributes
  • 12. Different industries are associated with different employer attributes State of Employer Branding Today 12 Source: Universum Hong Kong Student Survey 2013 Public Sector and Government Agencies Banks People & Culture 0% 10% 20% 30% 40% 50% 60% 70% A creativeand dynamic work environment A friendly work environment Acceptance towards minorities Enablingme to integrate personal interests in my schedule Interaction with international clients and colleagues Leaders who will support my development Recruiting only the best talent Respect for its people Support for gender equality Recognising performance (meritocracy) Top 3 employer attributes
  • 13. Different industries are associated with different employer attributes State of Employer Branding Today 13 Source: Universum Hong Kong Student Survey 2013 Public Sector and Government Agencies Banks Remuneration & Advancement Opportunities 0% 10% 20% 30% 40% 50% 60% 70% Clear path for advancement Competitive base salary Competitive benefits Good reference for future career High future earnings Leadership opportunities Overtime pay/compensation Performance-related bonus Rapid promotion Sponsorship of future education Top 3 employer attributes
  • 14. 1 8 15 2 9 16 3 10 17 4 11 18 5 12 19 6 13 20 7 14 State of Employer Branding Today 14 Source: Universum Hong Kong Student Survey 2013, Business category Top banks among the future talent in Hong Kong (New)
  • 15. State of Employer Branding Today 15 Source: Universum Hong Kong Student Survey 2013 Need for a unique EVP to stand out as an individual employer Top of Mind Associations with Local Bank A: Top of Mind Associations with Local Bank B: “To be secure or stable in my job” is the 2nd most important career goal among future talent of Hong Kong!
  • 16. State of Employer Branding Today 16 Source: Universum Hong Kong Student Survey 2013 Need for a unique EVP to stand out as an individual employer Top of Mind Associations with International Bank A: Top of Mind Associations with International Bank B:
  • 17. Having an EVP developed based on research = Start of WINNING your talent competition 17 Where Are You on Your Employer Branding Journey? The EVP is a unique set of offerings, associations and values that will positively influence the most suitable target candidates and the internal target groups. The EVP provides attributes and themes that can be used as a long- term foundation and framework for your branding and creative approaches. The EVP development is strategic. WHAT IT IS NOT? The EVP is not a tag line or a visual expression. It is the underlying content that is then transformed into messages, ads and a communication strategy targeted at different talent groups and countries. The choice of words, images and channels will depend on the target group and might vary across countries. The EVP implementation is operational.
  • 18. 18 Where Are You on Your Employer Branding Journey? With your EVP developed... HOW DO YOU COMMUNICATE IT EFFECTIVELY? Employer website Career fairsSocial networks Career guides TV ads Newspaper ads Live webinars / chats Job boards Recruiters / headhunters
  • 19. WWW.UNIVERSUMGLOBAL.COM Thank you! Ankita Modi (ankita.modi@universumasia.com) ARE YOU READY TO DIG DEEPER INTO THE WORLD OF EMPLOYER BRANDING ?

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