The responsible employerHow can CSR and HR work together tocreate effective employer brandingTorino, Museo del Risparmio  ...
Towards an effective employer branding     Today              HRLundquist Employer Branding Online Awards 2012| page 3
Towards an effective employer branding     Today              HR                          CSRLundquist Employer Branding O...
Towards an effective employer branding     Today                   CANDIDATES & STAKEHOLDERS              HR              ...
Towards an effective employer branding     Today                   CANDIDATES & STAKEHOLDERS         RECRUITMENT          ...
Towards an effective employer branding                                                         Tomorrow                   ...
What are the 3 main challenges?                                               HR         CSR                              ...
Sara Rusconi                                          Cristiano Poian   Head of Online Communications, Lundquist          ...
The responsible employerResults of the Lundquist Employer BrandingOnline Awards research and userquestionnaireTorino, Muse...
Employer Branding Online      AwardsFirst research in Europe to assess how companies communicate theiridentity and employe...
The questionnaire maps experience and      expectations of online users                       430+ respondents            ...
Ethics as a critical componentLundquist Employer Branding Online Awards 2012| page 13
“I’m not just another number”Lundquist Employer Branding Online Awards 2012| page 14
Main results of the EmployerBranding Online Awards
Main results from the researchThe average score is 46 points, and only 14                                               Be...
CSR-related criteria in the study          Overview of sustainability          programmes and ethics code  25% of the com...
CSR-related criteria in the study         Diversity and equal                                    CSR activities available ...
CSR-related criteria in the study         Work-life balance                                     Training and development ...
5 tips to improve your employer      branding with CSR contentsDon’t relegate CSR contents in a single website section, bu...
Contacts    Via San Maurilio, 23                                  Lundquist company page    20123 Milano    t. (+39) 02 – ...
Lundquist, Sara Rusconi e Cristiano Poian - Responsible employer workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov ...
Upcoming SlideShare
Loading in …5
×

Lundquist, Sara Rusconi e Cristiano Poian - Responsible employer workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

373 views

Published on

How can CSR and HR work together to create effective employer branding

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
373
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Lundquist, Sara Rusconi e Cristiano Poian - Responsible employer workshop. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

  1. 1. The responsible employerHow can CSR and HR work together tocreate effective employer brandingTorino, Museo del Risparmio Joakim Lundquist, Lundquist
  2. 2. Towards an effective employer branding Today HRLundquist Employer Branding Online Awards 2012| page 3
  3. 3. Towards an effective employer branding Today HR CSRLundquist Employer Branding Online Awards 2012| page 4
  4. 4. Towards an effective employer branding Today CANDIDATES & STAKEHOLDERS HR CSR EMPLOYEESLundquist Employer Branding Online Awards 2012| page 5
  5. 5. Towards an effective employer branding Today CANDIDATES & STAKEHOLDERS RECRUITMENT DISCLOSURE HR CSR INTRANET INTRANET COMMUNICATIONS INITIATIVES EMPLOYEESLundquist Employer Branding Online Awards 2012| page 6
  6. 6. Towards an effective employer branding Tomorrow CANDIDATES & STAKEHOLDERS CANDIDATES & STAKEHOLDERS RECRUITMENT DISCLOSURE EMPLOYER BRANDING HR CSR HR CSR INTRANET INITIATIVES EMPLOYER BRANDING COMMUNICATIONS EMPLOYEES EMPLOYEESLundquist Employer Branding Online Awards 2012| page 7
  7. 7. What are the 3 main challenges? HR CSR How to improve relationships and work 1. RELATIONSHIPS better together? Which topics to address and which stories to 2. CONTENT tell in order to support each other?Lundquist Employer Branding Online Awards 2012| page 8
  8. 8. Sara Rusconi Cristiano Poian Head of Online Communications, Lundquist Senior Digital Strategist, Lundquist Gianluca Principato Alessandro Camilleri Corporate Social Responsibility, Hera Group Head of Learning & Organizational Development, Hera Group Cedric Verardo Talent Acquisition Specialist, UBSLundquist Employer Branding Online Awards 2012| page 9
  9. 9. The responsible employerResults of the Lundquist Employer BrandingOnline Awards research and userquestionnaireTorino, Museo del Risparmio Sara Rusconi and Cristiano Poian, Lundquist
  10. 10. Employer Branding Online AwardsFirst research in Europe to assess how companies communicate theiridentity and employer branding to current and potential employees100 Europe’s largest companies rankedNew assessment protocol made of 57 criteria, givinga maximum of 100 pointsIntegration: one of the six pillars of Lundquist’s EmployerBranding research (it considers 6 CSR related criteria)Lundquist Employer Branding Online Awards 2012| page 11
  11. 11. The questionnaire maps experience and expectations of online users 430+ respondents Shift to social job seeking and increased use of mobile 55 different nationalities First priority is career “Treat me me like a human development being and respect me; give me credible, verifiable information about your Ethics as a critical component company and the job offer, in a user friendly manner” “I’m not just another number”Lundquist Employer Branding Online Awards 2012| page 12
  12. 12. Ethics as a critical componentLundquist Employer Branding Online Awards 2012| page 13
  13. 13. “I’m not just another number”Lundquist Employer Branding Online Awards 2012| page 14
  14. 14. Main results of the EmployerBranding Online Awards
  15. 15. Main results from the researchThe average score is 46 points, and only 14 Best in Europecompanies achieved more than 60 points Allianz (73.25)(minimum to have a rich offering of information) Telecom Italia (72) Centrica (67.5)Only 38% of ranked companies provideCSR related contents within the careers Average performance per sectionsection and often they are inadequate (6 Searching for vacancies 65,8%related criteria) Benefits 51,5% Company information 50,0%Around 30% use social media for Before applying 42,4%HR purposes. However, 60% of Social media 38,5%companies use them to promote Ethics and responsibility 38,2%brand or company Applying 34,7% Mobile experience 10,5% 0% 10% 20% 30% 40% 50% 60% 70%Lundquist Employer Branding Online Awards 2012| page 16
  16. 16. CSR-related criteria in the study Overview of sustainability programmes and ethics code  25% of the companies do not present any information regarding their CSR programmes  36% present a dedicated page with an overview of their commitment  Only 17% present their ethics code in the Careers section vs. 87% in the sustainability section Code of ethics 17% VS. 87%Lundquist Employer Branding Online Awards 2012| page 17
  17. 17. CSR-related criteria in the study Diversity and equal CSR activities available to opportunities employees  Just 13% of the companies do not  75% of the analysed companies do present any information regarding not offer information regarding their diversity and equal opportunities in CSR programmes for employees the Careers section vs. 28% in the (such as charity and volunteering) CSR area  However, only 15% supports their policy with data Diversity 97% VS. 82%Lundquist Employer Branding Online Awards 2012| page 18
  18. 18. CSR-related criteria in the study Work-life balance Training and development  45% do not address the issue of  Training and development is a very work-life balance in their career common topic on career websites sections (only 7% do not cover them)  A mere 15% includes supporting data (such as number of training hours per year)  Two thirds of the companies included in the CSR research offer a description of their HR approach (including detailed presentation on: work-life balance, training, development, compensation, etc)Lundquist Employer Branding Online Awards 2012| page 19
  19. 19. 5 tips to improve your employer branding with CSR contentsDon’t relegate CSR contents in a single website section, butembed them into all the areas, to give them visibilityTalk the users’ language and adapt the message to your audiences:CSR contents in the careers section must be shaped for jobseekersTell memorable stories about your CSRprojects using audiovisual materialsBe human in the relationship with the candidate: don’tmake her feel like just “another number”Don’t forget to interact with people – take the opportunities givenby social mediaLundquist Employer Branding Online Awards 2012| page 20
  20. 20. Contacts Via San Maurilio, 23 Lundquist company page 20123 Milano t. (+39) 02 – 3675 4126 f. (+39) 02 – 9287 8792 @Lundquist Email: info@lundquist.it Lundquist page Website: www.lundquist.it/ Lundquist channel Blog: www.lundquist.it/blog/ Slideshare account Pinterest accountLundquist Employer Branding Online Awards 2012| page 21

×