Recruitment Hackers: Social Media Hiring Made Personal

1. 1
Localizing your
employer brand

2. 2
Who am I?
Pratik Sabherwal
3 years5 years
For me, every business is about people

3. Universum at a glance
3
30 years of global data
and experience
Launched Universum Access
Social, the first social media
listening tool and social
rankings of EB
Partner with 2000 clients
globally, from local champions
to global giants
Most Attractive Employer
rankings published in 50+
markets
1 decade publishing the
World's Most Attractive
Employers
Third year delivering
our established industry
benchmark
1+ million respondents make
our survey the world's largest
talent survey
Certified 800+ Employer
Branding Professionals
Established and globally
recognized media partner
EBNow

4. 4
❖ Why is localization of your employer brand
important?
❖ How can you localize your employer brand?
What are we talking
about today?

5. 5

6. Sir Terence Patrick Leahy
Former CEO of Tesco
Your employer
brand isn't what
you say it is; it's
what people tell
you it is

7. Let’s get on the same page
7
Employer Brand Employer Branding EVP
This is your identity as
an employer. You have
an employer brand
whether you like it or
not, and regardless of if
you proactively manage
your brand.
If you leave it
unattended, it’s unlikely
your employer brand
will reflect the reality of
the employment
experience you offer or
your strengths as an
employer.
Your Employer Value
Proposition (EVP) is the
most important tool in
building a strong and
consistent brand that
will appeal to talent
and help you to meet
your talent
related/dependant
organisational
objectives.
Without an EVP, a
brand will be diluted
and your
communications won’t
be as effective.
This is the process of
managing your
employer brand. You do
this through
communicating with
talent in a structured
and strategic way.
To become an employer
or choice, or even to
access the skills your
business needs, now
requires you to manage
your employer brand.

8. Is localization
important?

9. 9
Have you heard about the 10 year challenge?

10. 2007
10
Chinese employers represented
50% of the top ten but only 20% of
the top five.
Now Chinese employers represent
60% of the top ten and 80% of the
top five.
2017
Universum’s ideal employer ranking - China

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6 9 7 7
Number of local champions in the top 10 national employers
Similar trends are seen all over South East Asia

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So how can I localize

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Local Relevancy Global consistency
The key to succeed for localization

15. Communication
strategy
Localization of
products protolio
Consistent global
brand signature
Local
relevancy
Global
consistency

16. Where employers go wrong –
when they tend to skew to either side of the scale
ConsistencyRelevancy
Direct translation of global material
Local imagery with the global content
Different/contradictory EVP themes
Discrepancy in the talent experience

17. Localization is not just by country – its also about segments
17
Gender
localization
Stream
localization
Seniority
localization

18. Different levels of localization
What?
Prioritization of the global themes
How?
Developing a localized narrative
Developing localized content
based on local employee stories
Where?
Using the local channels
Why?
What are the objectives
& success factors

19. There are different levels of localization…
19
There might be a different prioritization of the global themes
The way the themes are defined in the local market might be different
The stories/examples that support these themes in the local market may be different
The relevant channels in the local market may be different

20. 20
Using localized channels/touch-points
What might work in one market and may seem an obvious choice in another,
may not work very well in another market!
Understand
➢ Where is your target talent spending time looking for information about employers?
➢ What kind of offline activities/events do they find relevant?

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Focus on becoming a
leader, personal and
professional growth,
improve the world
Example P&G’s ‘Your Potential. Ignite it.’ campaign
with focus on leadership and opportunities

22. 22
Example P&G’s ‘Your Potential. Ignite it.’ campaign
with focus on leadership and opportunities
Focus on best brands,
challenging yourself,
making every day better
Focus on entrepreneurial
spirit, endless innovation,
making an impact

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Developing localized content on
local employee stories – yet having consistency
Conduct interviews with the local employees to collect localized stories of employees

24. Understand the local talent,
externally & internally
Define your EB strategy and roadmap with the
global team and local business key stakeholders.
ConsistencyRelevancy
Getting your localization strategy right

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EVP
Localization
TRUE SUSTAINABLE ATTRACTIVE CREDIBLE DISTINCT
What are seen as
strengths by local
employees?
Are there crucial
perceptions that
can be made
true?
What is in line with
corporate values,
& communication?
What are local
management’s
vision goals?
What is attractive
to current and
future employees
in the local
market?
What are the
target group’s
preferences in
local market?
Is this in line with
how you are
currently
perceived in the
local market?
Is repositioning
required?
In what areas do
you have a
competitive edge
in the local
market?
Where do you lag
behind your
competition?

28. 28
Q&A

29. Thank you!