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  • 1. Ideal Employer Brand Report Klicka här för Why do we need Employer Branding? att ändra format på bakgrundstexten S & S Consulting 30.9.2010 Nivå två • Nivå tre • Nivå fyra • Nivå fem Michaela von Wendt, michaela.vonwendt@universum.se 050-582 2585 Jonna Wikman, jonna.wikman@universum.se 050-349 0602 1 Copyright Universum 2010 1 Copyright Universum 2010
  • 2. Agenda Part 1 - Introduction to Employer Branding Part 2 - Discussion & interaction Part 3 - Universum’s experiences 2
  • 3. Universum works with employer branding on a strategic level Communication Communication Action Research EVP Plan Material Universum’s employer branding model™ National Student Surveys • University audits Print • 5 continents • Brand tracking and evaluation *Unique for every country • 27 countries • Employer Value Proposition • 800 educational institutions development Web • Over 300,000 respondents • Communication strategy development *Unique for every country • Communication materials testing National Professional Surveys • Custom research • 11 countries • Over 80,000 respondents 3
  • 4. Universum around the world Universum annually surveys over 300,000 students and 80,000 professionals worldwide through our standardised research. In addition to this research we conduct research in several other countries through our consulting projects. 4
  • 5. What is Employer Branding? ”Employer Branding is a logical process through which companies reach one main goal: To have a strong appeal on their current and future ideal employees.”
  • 6. Employer Branding serve two purposes 50% Attraction “I’d love to be a part of that company” 50% Retention & “I’m committed to my employer” engagement 6
  • 7. Developing your Employer Brand Identity Profile Identity Profile “Who you “Who you really are” want to be” “Who people think Image Image you are” The Employer Branding process is the process of creating a stronger and more consistent Employer Brand
  • 8. What is an Employer Value Proposition? A unique set of offerings, associations and values that will positively influence the most suitable target candidates to choose an employer The Employer Value Proposition is the core message of the Employer Brand 8
  • 9. EVP – All benefits 9
  • 10. What story do you want to tell…? Pieni harjoitus: • Mieti, mikä oli ratkaisevaa kun valitsit nykyisen työpaikkasi • Kirjoita post-it lapuille tärkeimmät attribuutit Copyright Universum 2007 10
  • 11. The Drivers of Employer Attractiveness Employer Reputation & Image Remuneration Job & Employer Characteristics Advancement Attractiveness Opportunities People & Culture SURVEY QUESTION: Finnish Edition How would you rate the relative importance of these aspects when choosing your Ideal Employer? Please divide 100 points between the alternatives in accordance with importance 11
  • 12. The Drivers of Employer attractiveness - Employer Reputation & Image 44% Financial strength 42% 41% Attractive/exciting products 44% and services 38% 42% Employer Reputation & Image Job Characteristics People & Culture Good reputation 43% Remuneration & Advancement Opportunities 37% 42% Market success 34% 35% 28% Innovative products and 26% 36% services 37% Business Engineering/Natural Sciences IT SURVEY QUESTION: Employer Reputation & Image refers to the attributes of the employer as an organisation. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 12
  • 13. The Drivers of Employer attractiveness - Job Characteristics 54% A variety of assignments 50% 47% Challenging work 45% 43% 36% Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities Professional training and 38% development 33% 34% Secure employment 34% 40% 42% 33% Flexible working conditions 33% 42% Business Engineering/Natural Sciences IT SURVEY QUESTION: Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 13
  • 14. The Drivers of Employer attractiveness - People & Culture Will enable me to have good 60% work/life balance 58% 65% Has leaders who will support 50% my development 47% 41% Employer Reputation & Image Job Characteristics People & Culture Offers a creative and 48% Remuneration & Advancement Opportunities dynamic work environment 50% 44% Offers interaction with 33% international clients and 36% colleagues 26% 31% Offers a friendly work 30% environment 34% Business Engineering/Natural Sciences IT SURVEY QUESTION: People & Culture refers to the social environment and attributes of the work place. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 14
  • 15. The Drivers of Employer attractiveness - Remuneration & Advancement Opportunities 61% Competitive base salary 62% 61% Good reference for future 43% career 36% 37% Employer Reputation & Image Job Characteristics People & Culture Remuneration & Advancement Opportunities Competitive benefits 42% 36% 40% Good prospects for 30% 27% high future earnings 31% Clear path for advancement 27% 21% 19% Business Engineering/Natural Sciences IT SURVEY QUESTION: Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future. Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives 15
  • 16. Career goals 69% To have work/life balance 66% 65% To be competitively or intellectually 48% 41% challenged 39% 33% To be secure or stable in my job 37% 39% 29% To be a leader or manager of people 27% 21% 28% To be a technical or functional expert 51% 59% 26% To be autonomous or independent 21% 21% To be entrepreneurial or 18% 15% creative/innovative 17% 18% To have an international career 13% 11% Business To be dedicated to a cause or to feel 11% Engineering/Natural Sciences 10% that I am serving a greater good 8% IT SURVEY QUESTION: Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives. THINK ABOUT: • Which of the career goals can you offer to the largest extent? • Can you communicate the most attractive career goals given what you can offer? • What professional profile do you ideally seek? • Which group/s matches these preferences best? 16
  • 17. Ideal Employer ranking (1-30) – Business professionals 2009 Rank Per cent Rank Rank Per cent Rank Employer Employer 2009 2009 2008 2009 2009 2008 Fazer 1 16,81% 4 Microsoft 16 5,90% 17 S-ryhmä (SOK) 2 16,53% 2 Valio 17 5,83% 12 Finnair 3 14,65% 3 Paulig 18 5,69% 18 Nokia 4 13,61% 1 Finpro 19 5,21% 24 KONE 5 12,22% 8 McKinsey & Company 19 5,21% 38 Stockmann 5 12,22% 5 YLE 21 5,00% 14 Suunto 7 10,00% 10 Wärtsilä 22 4,93% 23 OP-Pohjola-ryhmä 8 9,58% 7 Accenture 23 4,72% 31 L'Oréal 9 9,31% 9 Tapiola-ryhmä 23 4,72% 21 Nordea 10 8,54% 11 Ernst & Young 25 4,51% 26 Amer Sports 11 8,13% 16 Fortum 25 4,51% 25 Sanoma 12 7,22% 6 The Boston Consulting Group 25 4,51% 38 Suomen Pankki 13 7,01% 15 Sinebrychoff 28 4,38% 35 Hartwall 14 6,74% 19 Deloitte 29 4,24% 41 Kesko 15 6,25% 13 Neste Oil 30 4,17% 30 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work – your five Ideal Employers. 17
  • 18. Ideal Employer ranking (1-30) - Engineering/Natural Sciences professionals 2009 Rank Per cent Rank Rank Per cent Rank Employer Employer 2009 2009 2008 2009 2009 2008 KONE 1 17,52% 2 Ympäristökeskukset 16 6,78% 12 Wärtsilä 2 14,10% 4 Outotec 17 5,88% 31 Fortum 3 12,54% 10 Tekes 18 5,51% 19 VTT 4 11,80% 3 Finnair 19 4,93% 14 ABB 5 11,47% 5 Sandvik 19 4,93% - Nokia 6 10,53% 1 Ruukki 21 4,81% 16 Vaisala 7 10,28% 13 Kemira 22 4,69% 26 Pöyry 8 10,16% 6 Outokumpu 22 4,69% 29 Metso 9 9,87% 7 Polar Electro 24 4,56% 34 Neste Oil 10 9,21% 9 Vacon 25 4,32% 28 Suunto 11 8,92% 8 Ramboll 26 4,19% 30 Konecranes 12 8,22% 18 Stora Enso 27 3,99% 23 Patria 13 7,94% 17 Siemens 28 3,95% 27 Puolustusvoimat 14 7,61% 15 YIT 29 3,91% 34 UPM-Kymmene 15 7,24% 11 VTI Technologies 30 3,87% 45 SURVEY QUESTION: Please select five employers from the list below for which you would most like to work – your five Ideal Employers. 18
  • 19. Ideal Employer ranking (1-30) – IT professionals 2009 Rank Per cent Rank Rank Per cent Rank Employer Employer 2009 2009 2008 2009 2009 2008 Nokia 1 29,58% 2 Patria 16 6,46% 17 Microsoft 2 21,25% 3 Finnair 17 6,35% - IBM 3 16,35% 5 Polar Electro 18 6,15% 24 F-Secure 4 15,94% 7 Logica 19 5,83% 20 VTT 5 10,94% 12 Oracle 20 5,73% - Puolustusvoimat 6 10,73% 6 Ericsson 21 5,52% 35 Accenture 7 10,63% 11 S-ryhmä (SOK) 22 5,42% - Nokia Siemens Networks 8 10,52% 14 TeliaSonera 23 5,31% 29 Suunto 9 10,21% 9 Fujitsu Services 24 5,10% 18 Tieto 10 9,79% 8 Tekes 25 5,00% - KONE 11 8,96% 23 Siemens 26 4,27% 38 Digia 12 8,54% 22 Elisa 27 4,17% 28 Vaisala 13 7,81% 19 OP-Pohjola-ryhmä 27 4,17% 16 Hewlett-Packard 14 6,98% 13 ABB 29 3,96% 30 YLE 14 6,98% 9 Sanoma 30 3,54% - SURVEY QUESTION: Please select five employers from the list below for which you would most like to work – your five Ideal Employers. 19
  • 20. What do students and professionals prioritize? Students Young Professionals Senior Professionals 1. Will enable me to have good 1. Competitive base salary 1. Challenging work work/life balance 2. Will enable me to have good 2. A variety of assignments 2. A variety of assignments work/life balance 3. Competitive base salary 3. Competitive base salary 3. A variety of assignments 4. Will enable me to have good 4. Offers a friendly work 4. Challenging work work/life balance environment 5. Has leaders who will support my 5. Offers a creative and dynamic 5. Offers a creative and dynamic development work environment work environment 6. Offers a creative and dynamic 6. Professional training and 6. Good reference for future career work environment development 7. Secure employment 7. Good reference for future career 7. Competitive benefits 8. Has leaders who will support my 8. Secure employment 8. Has leaders who will support my development development 9. Professional training and 9. Professional training and development 9. Secure employment development 10. Competitive benefits 10. Offers interaction with 10. Challenging work international clients and colleagues = Work/life balance is valued higher = is not one of the top 10 = is not one of the top 10 within the younger generations and attributes amongst YP attributes amongst students Challenging work is prioritised more in the older generations. * Average of results amongst business and engineering/natural sciences students 20
  • 21. Winning formula Consistency – between the corporate brand and the employer brand, leverage the often much stronger and better financed efforts around the corporate brand – between business units (nationally) and countries (globally) – between promise and delivery (image and identity) Differentiation – do not state the obvious – state the unexpected Strategic approach – long term (consistency over time) and senior management support Internal co-operation – utilising the skills and resources of several departments, ensure co-operation of recruitment with on-boarding 21
  • 22. Employer Branding will be more and more important in the future 22
  • 23. Questions? Thank You Copyright Universum 2009 23