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EMPLOYER
     BRANDS
     IN THE
     ENERGY
     SECTOR
     NES Global Talent’s
     brand tracking survey
     into employer brands




nesglobaltalent.com
“Listen first,
 speak second.
 Seek OUT those
 with experience
 and learn from
 them.”
  Engineering contractor, 20 years in the field.




1 | BRAND TRACKING SURVEY                          BRAND TRACKING SURVEY| 2
INTRODUCTION                                                                                           1.0 Which companies appeal
                                                                                                       as employers of choice?
                                                                                                       Top 5 versus other
                                                                                                       The top five major international oil companies account
Challenges Facing the Oil and Gas Industry                                                             for 40% of all choice ranking. Of the other 23 operators
                                                                                                       who were included none received more than 3% of the
For more than 30 years, NES Global Talent has been helping the Oil & Gas Industry recruit              mentions, showing the dominance of the appeal of the Top
                                                                                                       5.
and retain personnel. It continues to be our primary goal. As part of our services we are
acutely aware of the challenges our clients face in the Energy Sector.

First, the world’s energy needs are spiralling. They are increasing by a factor of three in
the lifetime of our children. Second, the world’s population is escalating at a frightening rate.
In 1960 it was 3 billion and in 2011 7 billion. It will be 9 billion in 2050. Third, within the next
ten years, more than half the workforce in Oil & Gas will be eligible for retirement. Fourth,
the skill shortage continues with less science, technology, engineering and mathematics
graduates entering the engineering industry.

Our task at NES Global Talent is to fully appreciate these problems confronting our clients
and assist them in searching for outstanding talent.

In 2011, our brand and marketing team conducted a brand tracking survey to highlight some
                                                                                                                                                                                            BP
of the current branding problems facing the industry and point to possible solutions. We                                                                                  Chevron
contacted 800 people from our database. The majority of respondents have more than 20
years experience. 65% are engineers, 14% subsea specialists, 11% managers. 82% with
degrees and 90% hold at least one professional qualification. Most of our respondents were
from the United Kingdom and South East Asia. A significant number are from North America.
(*see call out box on research sample)                                                                                                                                                           ExxonMobil
                                                                                                                                                                  Total

Employer Branding and the Workforce

Our survey looked at employer branding I.e. the package of benefits, which make companies                                                                                           Shell

distinctive in the minds of current and potential employees. We found that contractors are
attracted to the companies they are most familiar with. The major oil companies had the
greatest appeal. We also found two critical factors in staff retention. Employees are more
easily retained if the culture of an organisation is good and if they are handled well by their
managers. They also place great store on clear and effective communication. Culture
                                                                                                       AND WHY DO THEY APPEAL?
and style of communication, in some instances, come before reward and remuneration as
influencing whether they stay. Our survey also revealed how an employer’s brand reputation
is affected by their professional approach to safety standards.
                                                                                                        Operator takes good care of its employees
                                                                                                                                                                                                        13%
 NES Global Talent surveyed 800 people from its contractor database
                                                                                                        Good teamwork colleagues
                                                                                                                                                                                                          11%
 •	 The majority have 20 years+ experience
 	 –	 65% were engineers
 	 –	 14% were subsea engineers
                                                                                                        Employees were empowered
                                                                                                                                                                                                              8%
 	 –	 11% were managers
 	 –	 7% were consultants
                                                                                                         Strong Management Team
                                                                                                                                                                                                              8%
 •	 82% have a university degree                                                                        Operators attitude/commitment to employees                                                            4%
 •	 90% have at least one professional qualification
                                                                                                        Rate of pay                                                                                           4%
 •	  he majority of the sample was from UK and South East Asia,
    T
                                                                                                        Employer flexibility                                                                                  1%
     but there were significant number from North America too.
                                                                                                                                                                                                     Other – 49%


3 | BRAND TRACKING SURVEY|                                                                                                                                                                  BRAND TRACKING SURVEY | 4
Factors influencing
the choice of an
EMPLOYER
The factors which influenced their choice included the company’s attitude and
commitment to employees – how they were taken care of. They rated the company in
                                                                                     The company’s ways of working
terms of how they were treated, whether there was a strong culture of teamwork and
what the overall work environment was like – above pay.

                                                                                     “Lots of empowerment.”
                                                                                     “Management were empowering –
The company’s attitude towards its people                                             they make decisions quickly.”

“They were innovative and enterprising.”
“There was a strong commitment to people.”
“Not too much ‘us versus them’ mentality.”
                                                                                                  Breadth of learning opportunities – interest of role
“They were friendly, relaxed and
 technically excellent.”
                                                                                                “Simple combination of team work and
                                                                                                 project appeal.”
                                                                                                “There was good training and development.”
                            Professional standards



                            “High standards of engineering practice
                             and integration of engineering,
                             construction and commissioning teams.”




5 | BRAND TRACKING SURVEY                                                                                                                                BRAND TRACKING SURVEY| 6
2.0 Employee perceptions of other                                 Drivers of Employer of Choice                                                             5.0 What keeps you or makes                                                         Money

                                                                                                                                                                                                                                           Good team
operators                                                                         Benefits
                                                                                                                                                            you leave an assignment?                                                   Interesting work
                                                                                 Job itself                                                                                                                                          Life balance/Work
When respondents were asked to consider the appeal of                                                                                                       Once on assignment the pay and salary do feature strongly
                                                                       Career opportunity
operators that they had not worked for in the past, they                                                                                                    as reasons to stay. Yet team spirit and interest of role is still       Career progression
                                                                       How they treat you
reported slightly different attractions.                                                                                                                    high up.                                                                      Job security
                                                                                   Project
                                                                                                                                                                                                                                       Job satisfaction
                                                                          Past experience
                                                                                                                                                                                                                                              Location
                                                                Good working environment
                                                                                                                                                                                                                                  working environment
                                                                                    Salary
                                                                     Company reputation                                                                                                                                                                    0   5       10    15        20         25        30   35


                                                                                              0   5   10        15    20   25    30        35    40   45
                                                                                                                                                            The key reason to leave an assignment is more about                     Poor management
                                                                                                                                                            management issues than money – things like not being
While hard tangible benefits – including salary – were            The key dimensions of a good working environment were                                     listened to, unreasonable expectations and poor leadership.           Salary dissatisfaction

important, they were much less important that a company’s         noted as:                                                                                 These factors cause individuals to move on.
                                                                                                                                                                                                                                       Job satisfaction
reputation, with over 40% of respondents ranking reputation
as a key driver of attraction.                                    Safety standards “It’s a highly hazardous industry, so a                                  Pay is also cited as a factor for leaving an assignment
                                                                  company with a good track record of safe working.”                                        but only driven by changes in terms and conditions or a                  Work environment

This underlines the appeal of security and familiarity                                                                                                      significant underpayment in the market.
                                                                                                                                                                                                                                      Contract change
associated with big name brands. It shows how important it        Good working conditions “I’d heard good things about
is to build an employer brand for talent strategies to ensure     their work culture.”                                                                                                                                                           Family
the company name is promoted.
                                                                                                                                                                                                                                                           0   5        10        15         20         25       30
                                                                  Management style “Empowerment and forward-thinking.”
Additionally, 14% perceived a good working environment as
one of the key drivers for choosing an operator.
                                                                                                                                                            6.0 What soft skills are important                                               Teamwork

                                                                                                                                                            in the job you do?                                                                  Can do
                                                                         Appeal/Lifestyle                                                                                                                                              Communication
3.0 Drivers of locational appeal                                                                                                                            When asked which soft skills mattered most to them in the                  Honest/integrity
                                                                                   Family
                                                                                                                                                            job they did – respondents listed teamwork, having a ‘can                 Influencing skills
The appeal of a location was perceived lifestyle – including
                                                                          Physical safety                                                                   do’ attitude, honesty and good communication skills as the                  Listening skills
the weather. Family, the safety of the work and the region
                                                                                                                                                            most important.                                                        Flexible / Adaptable
were all major considerations.
                                                                            Convenience                                                                                                                                                          Safety
                                                                                                                                                                                                                                  Thechnical know how
                                                                                  Money
                                                                                                                                                                                                                                     Attention to detail
                                                                                                                                                            Comments from the research included:
                                                                          Quality of work                                                                                                                                                                  0       5         10         15             20        25

                                                                                                                                                             Teamwork:                                                           Attitude:
                                                                                              0       10             20     30             40         50
                                                                                                                                                            “Empathy with others.”                                              “Can-do attitude.”

                                                                                                                                                            “Ability to find the middle ground.”                                “Proactive, dynamic.”
4.0 What attracts you to an                                                                                                                                 “Mutual respect.”                                                   “Problem solving and ambitious.”
assignment?                                                                                                                                                 “Credit to where good ideas come from.”                             Adaptability - to local issues “patience” came up a lot.

Company reputation again features as a main reason                             Reputation                                                                   Communication:                                                      Integrity “genuine’ ‘honest, hard-working’ ‘fair, dedicated
in choosing an assignment.                                        Approach to employees                                                                     Listening and influencing skills were highlighted as a key          to work’
                                                                                                                                                            soft skill to have.
The second biggest influence on the appeal of an                                      Rate                                                                                                                                       Continuing Professional Development
assignment was culture – namely, a company’s                                                                                                                “What I look for in new talent is the ability to be able to         “Do not give up trying and always question something you
                                                                        Project size / Role
approach to employees.                                                                                                                                       work well with others and it’s so important to have good            think is wrong, don’t give up, be ready to work in hard
                                                                  Breadth of opportunities                                                                   communication skills.”                                              conditions with a lot of stress”
An interesting role or project, earning potential and                                                                                                       “From my perspective, the most important lesson we need             “Listen to everything and everybody but formulate you own
                                                                     Flat management/no
the breadth of opportunities were also likely to increase                                                                                                    to learn is there needs to better communication.”                   solution taking the best parts from everywhere.”
the appeal of an assignment.                                          Previous experience
                                                                                                                                                            “Every project I have been on we talk about it, but it is very      “Listen first, speak second. Seek out those with experience
                                                                                              0   5        10        15    20         25        30     35
                                                                                                                                                             difficult to achieve. The reality is we work in isolation so        and learn from them.”
                                                                                                                                                             finding a way to communicate decisions, questions and
                                                                                                                                                             concerns is a real challenge.”



7 | BRAND TRACKING SURVEY                                                                                                                                                                                                                                                    BRAND TRACKING SURVEY| 8
CLOSING THOUGHTS
Our survey has been conducted with experienced and                 Energy companies must build strong brands to support the
senior personnel in the energy sector. It reveals that the         need for a unified approach for talent. They must do this on
big brand names of major oil companies are attractive              research insights that help them to understand the desires
to employees. They are familiar with them and like their           of different cultures, ages and groups. They must deliver on
reputation. They like good management, good teamwork,              their brand promise, no matter what country they operate in.
and good communication. Reward and remuneration are
important to employees but not as much as one would                With more cooperation and the sharing of talent data and
expect.                                                            thinking about the skills needed in the future, planning
                                                                   for future talent needs must be global and encompass all
They are very conscious of a company’s commitment and              segments of talent.
attitude to contractors They like to be handled and treated
well. They like interesting assignments and, in an industry        Integrated people strategies that go beyond recruitment can
with hazards employees stress the importance of a sound            increasingly consider more marketing tactics and strategies.
track record with regard to safety.                                Human Resource Directors can use:

At NES Global Talent we know the problem of finding and            •	   Digital and mobile communication tools to reach all
retaining talent is serious at the present time, but it will get        projects and convey important messages
worse.
                                                                   •	   Intelligence tracking tools to measure data that drives
The alarming fact is that the energy sector has an ageing               retention
workforce with 50% of its engineers being eligible for             •	   Communication tools to ensure that information is
retirement within the next ten years. How will the industry             passed from workers approaching retirement to new
ensure that knowledge is passed from workers approaching                entrants
retirement to new entrants, from engineers of one
nationality to another and from one project to another? This       Employer Branding needs to be far more than recruitment
is a real dilemma. The industry will also have the challenge       advertising. Communication campaigns must focus on
of retaining its best staff. We see a workforce that is            not just specific jobs, but on the company’s overall brand
increasingly global and diverse, increasingly mobile, one          reputation.
that is ready to go whenever and wherever. The industry will
have the challenge of logistics, mobilisation, work permits,       Given these challenges is now the time to consider:
security etc’.                                                     Should talent be at the heart of the company’s brand
                                                                   strategy?
Everyone in the energy industry will need to play their part
in meeting these unparalleled challenges. The brand
included.




9 | BRAND TRACKING SURVEY
There has never
been a time when
talent matters
so much to a
sector.
Your business is driven by your people. HR teams must attract and retain great
talent. Act now to strengthen your employer brand and contact us if you need
help to do so. We can survey how your brand is perceived internally with your
people and externally with potential talent segments. We can take this and
shape a recommendation to strengthen your brand appeal for employees.
Caitlin.Thomas@nesglobaltalent.com.




                                                                                 BRAND TRACKING SURVEY| 11

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Employer Brand Report 2012

  • 1. EMPLOYER BRANDS IN THE ENERGY SECTOR NES Global Talent’s brand tracking survey into employer brands nesglobaltalent.com
  • 2. “Listen first, speak second. Seek OUT those with experience and learn from them.” Engineering contractor, 20 years in the field. 1 | BRAND TRACKING SURVEY BRAND TRACKING SURVEY| 2
  • 3. INTRODUCTION 1.0 Which companies appeal as employers of choice? Top 5 versus other The top five major international oil companies account Challenges Facing the Oil and Gas Industry for 40% of all choice ranking. Of the other 23 operators who were included none received more than 3% of the For more than 30 years, NES Global Talent has been helping the Oil & Gas Industry recruit mentions, showing the dominance of the appeal of the Top 5. and retain personnel. It continues to be our primary goal. As part of our services we are acutely aware of the challenges our clients face in the Energy Sector. First, the world’s energy needs are spiralling. They are increasing by a factor of three in the lifetime of our children. Second, the world’s population is escalating at a frightening rate. In 1960 it was 3 billion and in 2011 7 billion. It will be 9 billion in 2050. Third, within the next ten years, more than half the workforce in Oil & Gas will be eligible for retirement. Fourth, the skill shortage continues with less science, technology, engineering and mathematics graduates entering the engineering industry. Our task at NES Global Talent is to fully appreciate these problems confronting our clients and assist them in searching for outstanding talent. In 2011, our brand and marketing team conducted a brand tracking survey to highlight some BP of the current branding problems facing the industry and point to possible solutions. We Chevron contacted 800 people from our database. The majority of respondents have more than 20 years experience. 65% are engineers, 14% subsea specialists, 11% managers. 82% with degrees and 90% hold at least one professional qualification. Most of our respondents were from the United Kingdom and South East Asia. A significant number are from North America. (*see call out box on research sample) ExxonMobil Total Employer Branding and the Workforce Our survey looked at employer branding I.e. the package of benefits, which make companies Shell distinctive in the minds of current and potential employees. We found that contractors are attracted to the companies they are most familiar with. The major oil companies had the greatest appeal. We also found two critical factors in staff retention. Employees are more easily retained if the culture of an organisation is good and if they are handled well by their managers. They also place great store on clear and effective communication. Culture AND WHY DO THEY APPEAL? and style of communication, in some instances, come before reward and remuneration as influencing whether they stay. Our survey also revealed how an employer’s brand reputation is affected by their professional approach to safety standards. Operator takes good care of its employees 13% NES Global Talent surveyed 800 people from its contractor database Good teamwork colleagues 11% • The majority have 20 years+ experience – 65% were engineers – 14% were subsea engineers Employees were empowered 8% – 11% were managers – 7% were consultants Strong Management Team 8% • 82% have a university degree Operators attitude/commitment to employees 4% • 90% have at least one professional qualification Rate of pay 4% • he majority of the sample was from UK and South East Asia, T Employer flexibility 1% but there were significant number from North America too. Other – 49% 3 | BRAND TRACKING SURVEY| BRAND TRACKING SURVEY | 4
  • 4. Factors influencing the choice of an EMPLOYER The factors which influenced their choice included the company’s attitude and commitment to employees – how they were taken care of. They rated the company in The company’s ways of working terms of how they were treated, whether there was a strong culture of teamwork and what the overall work environment was like – above pay. “Lots of empowerment.” “Management were empowering – The company’s attitude towards its people they make decisions quickly.” “They were innovative and enterprising.” “There was a strong commitment to people.” “Not too much ‘us versus them’ mentality.” Breadth of learning opportunities – interest of role “They were friendly, relaxed and technically excellent.” “Simple combination of team work and project appeal.” “There was good training and development.” Professional standards “High standards of engineering practice and integration of engineering, construction and commissioning teams.” 5 | BRAND TRACKING SURVEY BRAND TRACKING SURVEY| 6
  • 5. 2.0 Employee perceptions of other Drivers of Employer of Choice 5.0 What keeps you or makes Money Good team operators Benefits you leave an assignment? Interesting work Job itself Life balance/Work When respondents were asked to consider the appeal of Once on assignment the pay and salary do feature strongly Career opportunity operators that they had not worked for in the past, they as reasons to stay. Yet team spirit and interest of role is still Career progression How they treat you reported slightly different attractions. high up. Job security Project Job satisfaction Past experience Location Good working environment working environment Salary Company reputation 0 5 10 15 20 25 30 35 0 5 10 15 20 25 30 35 40 45 The key reason to leave an assignment is more about Poor management management issues than money – things like not being While hard tangible benefits – including salary – were The key dimensions of a good working environment were listened to, unreasonable expectations and poor leadership. Salary dissatisfaction important, they were much less important that a company’s noted as: These factors cause individuals to move on. Job satisfaction reputation, with over 40% of respondents ranking reputation as a key driver of attraction. Safety standards “It’s a highly hazardous industry, so a Pay is also cited as a factor for leaving an assignment company with a good track record of safe working.” but only driven by changes in terms and conditions or a Work environment This underlines the appeal of security and familiarity significant underpayment in the market. Contract change associated with big name brands. It shows how important it Good working conditions “I’d heard good things about is to build an employer brand for talent strategies to ensure their work culture.” Family the company name is promoted. 0 5 10 15 20 25 30 Management style “Empowerment and forward-thinking.” Additionally, 14% perceived a good working environment as one of the key drivers for choosing an operator. 6.0 What soft skills are important Teamwork in the job you do? Can do Appeal/Lifestyle Communication 3.0 Drivers of locational appeal When asked which soft skills mattered most to them in the Honest/integrity Family job they did – respondents listed teamwork, having a ‘can Influencing skills The appeal of a location was perceived lifestyle – including Physical safety do’ attitude, honesty and good communication skills as the Listening skills the weather. Family, the safety of the work and the region most important. Flexible / Adaptable were all major considerations. Convenience Safety Thechnical know how Money Attention to detail Comments from the research included: Quality of work 0 5 10 15 20 25 Teamwork: Attitude: 0 10 20 30 40 50 “Empathy with others.” “Can-do attitude.” “Ability to find the middle ground.” “Proactive, dynamic.” 4.0 What attracts you to an “Mutual respect.” “Problem solving and ambitious.” assignment? “Credit to where good ideas come from.” Adaptability - to local issues “patience” came up a lot. Company reputation again features as a main reason Reputation Communication: Integrity “genuine’ ‘honest, hard-working’ ‘fair, dedicated in choosing an assignment. Approach to employees Listening and influencing skills were highlighted as a key to work’ soft skill to have. The second biggest influence on the appeal of an Rate Continuing Professional Development assignment was culture – namely, a company’s “What I look for in new talent is the ability to be able to “Do not give up trying and always question something you Project size / Role approach to employees. work well with others and it’s so important to have good think is wrong, don’t give up, be ready to work in hard Breadth of opportunities communication skills.” conditions with a lot of stress” An interesting role or project, earning potential and “From my perspective, the most important lesson we need “Listen to everything and everybody but formulate you own Flat management/no the breadth of opportunities were also likely to increase to learn is there needs to better communication.” solution taking the best parts from everywhere.” the appeal of an assignment. Previous experience “Every project I have been on we talk about it, but it is very “Listen first, speak second. Seek out those with experience 0 5 10 15 20 25 30 35 difficult to achieve. The reality is we work in isolation so and learn from them.” finding a way to communicate decisions, questions and concerns is a real challenge.” 7 | BRAND TRACKING SURVEY BRAND TRACKING SURVEY| 8
  • 6. CLOSING THOUGHTS Our survey has been conducted with experienced and Energy companies must build strong brands to support the senior personnel in the energy sector. It reveals that the need for a unified approach for talent. They must do this on big brand names of major oil companies are attractive research insights that help them to understand the desires to employees. They are familiar with them and like their of different cultures, ages and groups. They must deliver on reputation. They like good management, good teamwork, their brand promise, no matter what country they operate in. and good communication. Reward and remuneration are important to employees but not as much as one would With more cooperation and the sharing of talent data and expect. thinking about the skills needed in the future, planning for future talent needs must be global and encompass all They are very conscious of a company’s commitment and segments of talent. attitude to contractors They like to be handled and treated well. They like interesting assignments and, in an industry Integrated people strategies that go beyond recruitment can with hazards employees stress the importance of a sound increasingly consider more marketing tactics and strategies. track record with regard to safety. Human Resource Directors can use: At NES Global Talent we know the problem of finding and • Digital and mobile communication tools to reach all retaining talent is serious at the present time, but it will get projects and convey important messages worse. • Intelligence tracking tools to measure data that drives The alarming fact is that the energy sector has an ageing retention workforce with 50% of its engineers being eligible for • Communication tools to ensure that information is retirement within the next ten years. How will the industry passed from workers approaching retirement to new ensure that knowledge is passed from workers approaching entrants retirement to new entrants, from engineers of one nationality to another and from one project to another? This Employer Branding needs to be far more than recruitment is a real dilemma. The industry will also have the challenge advertising. Communication campaigns must focus on of retaining its best staff. We see a workforce that is not just specific jobs, but on the company’s overall brand increasingly global and diverse, increasingly mobile, one reputation. that is ready to go whenever and wherever. The industry will have the challenge of logistics, mobilisation, work permits, Given these challenges is now the time to consider: security etc’. Should talent be at the heart of the company’s brand strategy? Everyone in the energy industry will need to play their part in meeting these unparalleled challenges. The brand included. 9 | BRAND TRACKING SURVEY
  • 7. There has never been a time when talent matters so much to a sector. Your business is driven by your people. HR teams must attract and retain great talent. Act now to strengthen your employer brand and contact us if you need help to do so. We can survey how your brand is perceived internally with your people and externally with potential talent segments. We can take this and shape a recommendation to strengthen your brand appeal for employees. Caitlin.Thomas@nesglobaltalent.com. BRAND TRACKING SURVEY| 11