Building a Strong Employer Brand in the Middle East | ConnectIn Dubai
 

Building a Strong Employer Brand in the Middle East | ConnectIn Dubai

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Claudia Tattanelli from Universum talks through the importance of a strong employer brand and reveals who are the top employers in MENA. ...

Claudia Tattanelli from Universum talks through the importance of a strong employer brand and reveals who are the top employers in MENA.

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    Building a Strong Employer Brand in the Middle East | ConnectIn Dubai Building a Strong Employer Brand in the Middle East | ConnectIn Dubai Presentation Transcript

    • ConnectIn Dubai May 1, 2014 Claudia Tattanelli
    • Universum’s Global Reach | Insights & Knowledge Japan China India RussiaGermanyItalyFrance Turkey Spain Canada USA Brazil Mexico Singapore Hong Kong Norway Sweden Finland Denmark AustriaSwitzerlandPolandHolland Australia UK Vietnam Indonesia Malaysia Philippines UkraineBelgium Czech RepublicLuxemburgIreland ASIA/PACIFIC EUROPE AMERICAS South Africa UAE universumglobal.com Saudi Arabia Lebanon Egypt Kuwait Qatar
    • 1 Key Items On Companies Agenda 2014 2 The 9 Steps for Building a Strong Employer brand 3 Understanding Your Target Group What are the key trends we see among Millenials preferences? Who are their most attractive employers and why? 4 Going from Good to Great in 2014 Exploration of tactics and best practices to improve your employer brand and activation strategy universumglobal.com
    • universumglobal.com Key Items on Companies Agendas Public information Attractiveness in your target audience Challenges in the Recruitment Funnel What is attractive within your target audience Brand perception of you as an employer Competitor analysis What communication channels are most efficient Translating complex brands to the employer branding space Leveraging the strength of a global brand locally Understanding and capturing Millennial´s- Differentiation Developing Long-Term Relationships with Millenial´s Future Proofing the company’s success with Top Talent Global workforce planning, Creating your own Global Talent Pools Effectively Using Social Media to Engage in Conversations with Millennial`s Diversity and Inclusion Assessing cultural fit Translating complex brands to the employer branding space
    • The 9 STEPS to Building a Successful Employer Brand
    • Road Map to Success: The 9 STEPS to Building a Successful Employer Brand universumglobal.com
    • 7 The world is changing at a Rapid Pace…. And you need to keep up Future-proof your brand with top talent
    • Market Transitions Underway universumglobal.com Music News Technology Books TV Movies Airlines Banking Retail Autos Healthcare Pharma Public Sector Service Providers Utilies MORE STRESSED LESS STRESSED FMCG Accounting
    • Having talent with great ideas can make a big difference… Founded 1889 $13.3 Billion Revenue 63,900 Employees 13 Employees 2003 Filed for bankruptcy… Founded 2010 Acquired for $1 Billion by Facebook 30 Million Users April 2012 20122012 or Jan Apr
    • Locating your Talent - Repatriate Overseas Talent to Home Markets Global Mobility - Enable talent diversity and broader perspectives - Ensure stronger talent leadership and communication skills - Build a sociocultural understanding of multiple markets Shift from tactical to strategic recruiting - Acquire unique skillsets and competencies - Global mindsets - Securing top performers who tend to study abroad 51% Of the students studying in their home country plan to go abroad to continue studying universumglobal.com
    • 1 Key Items On Companies Agenda 2014 2 The 9 Steps for Building a Strong Employer brand 3 Understanding Your Target Group What are the key trends we see among Millenials preferences? Who are their most attractive employers and why? 4 Going from Good to Great in 2014 Exploration of tactics and best practices to improve your employer brand and activation strategy universumglobal.com
    • Different preferences Different backgrounds & educations Different salary expeactations Different profiles and skills Different perceptions Different lives and priorities Gen Y, Millenial´s – One Generation, but very different across the World universumglobal.com
    • Millennials | Who are they? 2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost of replacing millennials could be millions annually 50 % • Would rather have no job than a job they hate 80% • Think they deserve more recognition than they get 75% • Are not completely satisfied with their jobs 33% • Choose recognition over higher pay 90% • Think they deserve their dream job universumglobal.com
    • universumglobal.com Your target group’s mind | Let’s go back 10 years Attractiveness in your target audience Challenges in the Recruitment Funnel What is attractive within your target audience Brand perception of you as an employer Competitor analysis What communication channels are most efficient In 2008, students wanted to... “Feel dedicated to a cause” and Work for a company with a “good reputation” and a “friendly work environment” Public informationIn 2003, students wanted to... “Pursue education or certification” “Become leaders or managers of people” “Build a sound financial base”
    • universumglobal.com What is on Millenial’s mind Attractiveness in your target audience Challenges in the Recruitment Funnel What is attractive within your target audience Brand perception of you as an employer Competitor analysis What communication channels are most efficient In 2008, students wanted to... “Feel dedicated to a cause” and Work for a company with a “good reputation” and a “friendly work environment” in 2014… “Feel secure or stable in their job” “Work for a company that is an inclusive, friendly environment that has respect for its people ” A company who enables “innovative, creative and dynamic thinking” Want to work in true global challenging work environments or for themselves
    • The SOFTENING OF VALUES PHYSIOLOGICAL NEEDS universumglobal.com
    • 17 WORK/LIFE Balance is # 1 Career goal of students globally An employer who is seen to provide work life balance is seen to offer much more than just flex time it´s more about offering a friendly working enviroment ,respecting your employess and their differences it´s all about providing an inclusive enviroment
    • Attractive career goals per market | Business students 4 2 2 3 2 3 2 1 1 4 4 6 3 3 4 2 5 5 1 4 5 1 1 1 6 6 3 8 3 2 Saudi ArabiaLebanon Kuwait Egypt UAE Global To be a leader or manager of people To be entrepreneurial or creative/innovative To have an international career To have work/life balance To be secure or stable in my job universumglobal.com
    • Attractive career goals per market | Saudi vs. UAE Nationals 2 44 2 3 7 1 1 5 3 Saudi or Saudi Arabian (Saudi Arabia)Emirati (United Arab Emirates) To be entrepreneurial or creative/innovative To be a leader or manager of people To have an international career To have work/life balance To be secure or stable in my job universumglobal.com
    • What do Millennials mean when they think about work/life balance? Universum has identified these four key areas within the Drivers of Employer Attractiveness that students associate with work/life balance in their careers. universumglobal.com
    • Diversity Best Practice – Danone http://www.danone.com/en/for-you/candidates/meet-our-people/diversity-as-a- source-of-performance/
    • Best Practice: Emirates NBD promoting Inclusive Environment & Respect for its People Emirates NBD highlights its employees on its career page, showcasing diversity, respsect for its people and an inclusive working environment, all of which are extremely important to talent in the Middle East.
    • 23 YOUR TARGET GROUP’S MIND | ENTREPRENEURIAL SPIRIT | BUSINESS STUDENTS 26% 20% 20% 19% 17% 14% 14% Countries with the highest share of students who would like to work for a start up or start their own business UAE has a high share of students who want to work for a start up or start their own business after graduating 1. OPTIMIZE EVP and MESSAGING TO INCLUDE CULTURE AND PURPOSE AND CREATE TRUE DIFFERENTIATION 2. STIMULATE INTRAPRENEURSHIP, EMPOWERMENT AND SOCIAL RESPONSIBILITY
    • Ducati’s International Program appeals to students looking for innovation in their career choices as well as students interested in international opportunities. http://www.ducati.com/start_up_europe.do Best Practice Example –AUDI ”Start Up Europe” Program
    • TOP OF MIND ASSOCIATIONS – TOP EMPLOYERS IN UAE 25universumglobal.com 95%of students are interested in doing an internship Compared to others, Business Students Prefer: • Job orientation/training • Opportunity for full-time employment • Good employer reference Most Attractive Internship Opportunities to all students: 1. Job orientation/training 2. Opportunity for full-time employment 3. Teamwork 4. International internship opportunities 5. Good employer reference Compared to others, Engineering Students Prefer: • Job orientation/training • Opportunity for full-time employment • Teamwork What are students looking for in an internship?
    • Coca Cola Internship Program Competition universumglobal.com NESTEA® The Recruit® competition consists of several promotional challenges, marketing presentations and interviews. Winners receive internship with Coca-Coal, tuition for 1 year and a band will perform at university. • Competition resonated with men and women students alike • Received lots of PR buzz around competition on facebook, careers page, Twitter
    • STUDENTS PREFERENCES 27universumglobal.com 53% 18% 35% 15% 12% 20% 15% 25% 30% 5% 25% 1 year or less 2 years 3 years 4 years 5 years or more Students attracted to you All students Of the students attracted to you expect to stay at the most 2 years at their first employment HOW LONG DO STUDENTS EXPECT TO STAY AT THEIR FIRST EMPLOYER?
    • Your target group’s mind | What makes an employer attractive in the region x “Do’s” AND “DONT’S” universumglobal.com
    • Business/Commerce Engineering/IT Employer Rank Employer Rank Google 1 Google 1 Saudi Aramco 2 Saudi Aramco 2 SABIC 3 Schlumberger 3 Microsoft 4 Microsoft 4 Procter & Gamble 5 SABIC 5 Zain 6 IBM 6 Ernst & Young 7 Qatar Petroleum 7 KPMG 8 General Electric 8 HSBC 9 Intel 9 Nestlé 10 Oracle 10 Kuwait Oil Company 11 Cisco Systems 11 PepsiCo 12 Dar Al-Handasah 12 Mobily 13 Sony 13 Unilever 14 Shell 14 Samba fgroup 15 General Motors 15 SABB 16 Kuwait Oil Company 16 Coca-Cola Company 17 ExxonMobil 17 PwC 18 Siemens 18 L'Oréal 19 HP 19 Al Rajhi Bank 20 Procter & Gamble 20 The most attractive employers in MIDDLE EAST - TOP 20 universumglobal.com
    • Business/Commerce Engineering/IT Employer UAE Nationals Non Nationals Employer UAE Nationals Non Nationals ADNOC 1 4 ADNOC 1 1 Emirates (Airline) 2 2 Mubadala 2 14 Mubadala 3 12 Etisalat 3 10 Emaar 4 6 Emirates (Airline) 4 8 Etihad Airways 5 3 Google 5 2 Etisalat 6 11 Emaar 6 5 Dubai Airport 7 10 Etihad Airways 7 13 Google 8 1 DUBAL 8 28 ADIB 9 14 ENOC 9 16 Microsoft 10 5 Microsoft 10 3 Al Futtaim 11 13 NPCC 11 26 Dubai Islamic Bank 12 26 Emal 12 55 Jumeirah Group 13 20 TOTAL 13 12 Emirates NBD 14 36 Abu Dhabi Aviation 14 33 ENOC 15 33 Dolphin Energy 15 37 Abu Dhabi Aviation 16 54 Dubai Airport 16 19 DUBAL 17 60 Schlumberger 17 4 Ernst & Young 18 6 Aldar Properties 18 35 IKEA 19 25 General Electric 19 18 KPMG 20 15 Intel 20 10 The most attractive employers in UAE - TOP 20 universumglobal.com
    • universumglobal.com TOP 10 IDEAL EMPLOYERS FOR NATIONALS 1. ADNOC 2. Mubadala 3. Etisalat 4. Emirates (Airline) 5. Google 6. Emaar 6. Etihad Airways 8. DUBAL 9. ENOC 10. Microsoft 1. ADNOC 2. Mubadala 3. Etisalat 4. Emirates (Airline) 5. Google 6. Emaar 6. Etihad Airways 8. DUBAL 9. ENOC 10. Microsoft 1. Saudi Aramco 2. SABIC 3. Schlumberger 4. Google 5. General Electric 6. Microsoft 7. Baker Hughes 8. Qatar Petroleum 9. Intel 10. IBM 1. Saudi Aramco 2. SABIC 3. Schlumberger 4. Google 5. General Electric 6. Microsoft 7. Baker Hughes 8. Qatar Petroleum 9. Intel 10. IBM UAE NATIONALS SAUDI NATIONALS
    • 1 Key Items On Companies Agenda 2014 2 The 9 Steps for Building a Strong Employer brand 3 Understanding Your Target Group What are the key trends we see among Millenials preferences? Who are their most attractive employers and why? 4 Going from Good to Great in 2014 Exploration of tactics and best practices to improve your employer brand and activation strategy universumglobal.com
    • How Can My Organization Gain a Talent Advantage? THEY USE THE RIGHT ACTIVATION STRATEGY To be able to communicate to your target group your value proposition, you need a strong activation plan that allows you to achieve your goals, while being sure that you cover your target group (reach), that your message resonates (impact) and that’s it’s consistent (frequency). THEY HAVE A STRONG VALUE PROPOSITION To influence the brand, employers need an Employer Value Proposition (EVP) which should be attractive to the target group, true – which means that it’s recognized internally, distinct – giving the organization an edge, and sustainable – meaning that it’s supported by the top management. Successful Organizations build the right Employer Brand by succeeding in two areas: Successful Organizations build the right Employer Brand by succeeding in two areas: universumglobal.com
    • 34 Going from Good to Great Your EVP and MESSAGING CONTENT: How do I leverage my global brand locally? How do I set myself apart from the competition? Which messages are more relevant to top talent? The importance of authenticity
    • Generation WHY – On a Quest for Reason 85% of students globally say that their job will be a part of who they are universumglobal.com
    • Projecting a Purpose Driven Brand GOOGLE & UNILEVER PURPOSE DRIVEN EXAMPLES universumglobal.com Evolving from a culture driven brand to a purpose driven brand… Example: Google Email Signature & Unilever Linkedin Page
    • https://www.googlesciencefair.com/en/
    • Best Practice: Johnson & Johnson ACTIVATION – SOCIAL MEDIA https://www.youtube.com/watch?v=yGS0H1fCdVw#t=89 J&J has a clear message of purpose – “Feed your passion” on its careers Facebook page and “Be Vital”
    • Microsoft: Best Practice in CSR Initiatives http://www.microsoft.com/about/corporatecitizenship/en-us/youthspark/youthsparkhub/ “Microsoft YouthSpark is committed to helping young people capture opportunity. Use our programs to learn skills, to prepare for the jobs of the future, even to start your own business. YouthSpark was created for you.” “YouthSpark helped me recognize my passion for computer science, and now I'm using my skills to help other girls discover theirs.”
    • Best Practice – Leadership 40http://www-03.ibm.com/systems/z/education/academic/masterthemainframe/index.html
    • Best Practice – International Appeal universumglobal.com
    • universumglobal.com 2. Global values translated in local messages 1. Differentiation Relevance to Resonance: Going from explaining to audience what you do to why you do it 3. Summary --- Developing your Messaging & EVP“ My ideal internship would be with GE’s Health Imagination Branch or the Coca Cola Ethos Project…. I want the opportunity to be part of an initiative that is doing extraordinary things” Student 1.
    • Moving from RELEVANCE TO RESONANCE universumglobal.com http://new.ted.com/talks/simon_sinek_how_great_leaders_inspire_actionXXX Key Question to Ask: Why are we Here? All members of an organization know what they do, and some know how they do it, but most don't know why they do it. Apple RESONATES with people and with potential hires because they focus on WHY.
    • 44 Going from Good to Great Activation Strategies How should you communicate with top talent? How do you stand out from your peers in the recruitment process? What is critical to embrace in the coming year? How do you increase awareness among the target group?
    • The Universum Recruitment Funnel ACTIVATION • The awareness percentage is calculated as 100% minus the share of students who are not familiar with your company as an employer. How Visual Profile Story telling Clear EVP Facts & Figures Who Why What Questions to ask Type of Communication Awareness Consideration Desire Application Emotional communication Rational communication Impact Emotional communication
    • universumglobal.com
    • universumglobal.com
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    • The Universum Recruitment Funnel • The awareness percentage is calculated as 100% minus the share of students who are not familiar with your company as an employer. How Visual Profile Story telling Clear EVP Facts & Figures Who Why What Questions to ask Type of Communication Awareness Consideration Desire Application Emotional communication Rational communication Impact Emotional communication
    • BUDGET 2014 • Print channels ___ • Digital channels ___ • In-person channels ___ • Other channels ___ ……………………………..100 % BUDGET 2015 • Print channels ? • Digital channels ? • In-person channels ? • Other channels ? ……………………………..100 % You can optimise your communication budget by using the information. This means that the final distribution of the budget across different channels and across different markets is focused on addressing key challenges in the attraction and recruitment process. An optimised communication budget secures optimal cost efficiency and focus. WHAT IS YOUR CHALLENGE? Awareness Consideration Desire Application universumglobal.com
    • The importance of Social Media Public information 2013 Online and Social Media! Will get a bigger pie of the communication budget: Online spend will increase from 29% to 30% and Social media will get 26% of the budget (up from 16% in 2012) 2015 Corporate Website is King! 86% says it will use it to promote their employer brand Social Media Spend will jump 16% Budget in 2012 26% Budget in 2015 Which of the following communication channels will your organization use to promote its employer brand during 2013? How is your communication budget allocated this year? How will it be in 3 years time?
    • Engagement universumglobal.com “If you think you’re a leader, but no one is following you, you’re actually just going for a walk.”
    • universumglobal.com 1. Global Internships 2. Interesting dinners – discuss relevant topics with inspiring members of the organization 3. Engage in Social media – an optimal tool for storytelling and for spreading authentic stories about the workplaces. It is a necessary part of building and maintaining relationships. 4. Case Competitions – give top talents the opportunity to be intellectually challenged 5. Tours of Corporate Offices – show your innovations and corporate culture through tours for talent to visit your offices 2. Go beyond traditional channels to appeal to top talent and above all… dare to be different Tell them about the cool stuff you are doing – they want to know! Utilize both a High Tech High Touch approach 1. 3. ACTIVATION Tactics for Attracting Top Talent 4. Adapt messages and channels to your target audience !
    • L’Oreal On Campus universumglobal.com
    • Dare to support talent with game changing ideas… universumglobal.com
    • The Game-Changers care about your “stars” and what you do… Top talent like Rockstars & Causes • Intel Rockstar - http://www.youtube.com/watch?v=tzsa4Byrso0 • GE Ecoimagination - http://www.ge.com/about-us/ecomagination
    • EY and Pepsi Best Practice Mobile optimized careers site points directly to many important topics right on its homepage. There is also ways to INTERACT with the company via Facebook, Linkedin, Twitter and learn more via alternate channels than career website. universumglobal.com
    • P&G Careers Page universumglobal.com Clear links to social media Compelling messaging: INNOVATIO N CHALLENGE S! Interactive Videos
    • Best Practice: Emirates Airlines, Localizing Messaging 59universumglobal.com http://www.emiratesgroupcareers.com/fl ash/mediaplayer/media_player.aspx?vid eo=National_REC_update_Final.mp4 UAE National Career Opportunities Website Website dedicated to career opportunities for UAE Nationals at Emirates Group. Best Practice in Localizing Message to Target Audience and what is appealing to specific groups of students in each country, area of study, nationality and age group.
    • universumglobal.com There are some truly brilliant people at these companies – I want to interact with them” Student, UK “I am inspired by the individual people at the companies – that’s what makes an employer attractive. The idea that I could be working with these people.” Student, Singapore Employ your star players in the recruiting process By showcasing your A-players, you will see that other top talent will come to you. 4. ACTIVATION Tactics for Attracting Top Talent (2/2) “A-players are attracted to other A-players” 5. Build life long relationships-keep engaged with your alums
    • THE 70-20-10 MODEL: A TRUE BEST PRACTICE • *Source: Coca-Cola 2020. Initiative; Charles Jennings; • Fuse Universal; http://money.cnn.com/2005/11/28/news/newsmakers/sch midt_biz20_1205/ 10% Are we tracking “what’s next”? Are we staying on the cutting- edge of online branding? Are we executing against core online and offline activities? IDEAL SHARE OF BUDGET THINK ABOUT OVER THE HORIZO N INNOVATIVE CORE 20% 70% universumglobal.com
    • CONTACT Claudia Tattanelli Claudia.tattanelli@universumglobal.com ARE YOU READY FOR THE NEXT STEP IN THE WORLD OF EMPLOYER BRANDING