Segmentation and the Employer Brand - Graeme Wright, Havas People
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Graeme Wright, Strategy Director at Havas People, presents the three forces that challenge recruitment and how the employer brand enables organisations to manage these forces.
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Segmentation and the Employer Brand - Graeme Wright, Havas People
- 1. #talentbites
- 2. #talentbites Segmentation and the Employer Brand Graeme Wright Strategy Director, Havas People
- 3. #talentbites
- 4. #talentbites A good Employer Brand makes an emotional connection between individual and employer - and generates discretionary commitment A great Employer Brand will create a community of employees and potential employees united by organisational values
- 5. #talentbites
- 6. #talentbites Positioning Statement, Narrative, Brand Pillars
- 7. #talentbites The challenge is we are in the middle of a war Globalisation Localisation Personalisation
- 8. #talentbites Globalisation - it’s a homogenous world
- 9. #talentbites This sense of uniform identity is most apparent in youth culture
- 10. #talentbites
- 11. #talentbites
- 12. #talentbites
- 14. #talentbites
- 15. #talentbites Power Distance How people accept and expect that power is distributed unequally. Uncertainty Avoidance “I” or “we.” Masculinity vs. Femininity A male/female divide in society but also an acceptance of ‘macho’ characteristics. Individualism vs. Collectivism How uncomfortable are people with uncertainty and ambiguity. Long vs. Short Term Orientation (pragmatism) How much society values long- standing – as opposed to short-term – traditions and values. Indulgence Putting a premium on enjoying life and having fun. Localisation (Cultural Self)
- 16. #talentbites
- 18. #talentbites Personalisation ‘Finding top talent will always be important, but eventually it will become so easy that except in specialised cases, there will be no reason to have it done by highly paid recruiters. This is partially because as the electronic presence of almost everyone in the world increases, the volume of information will become too large to sort through by highly paid professional direct sourcers. So instead, eventually employers will recruit internet web crawlers that will electronically search 24/7 for individuals who fit the desired candidate profile.’ Dr. John Sullivan
- 19. #talentbites Why is personalisation important? An individual is exposed to over 3000 pieces of information a day Source: Inc.com – ‘The Future of Advertising’
- 20. #talentbites Andrew “Boz” Bosworth Head Of Ads Engineering for Facebook “The top complaint by far is this, ‘You know me so well, why aren’t these ads more relevant to me?’ People love personalisation
- 21. #talentbites Launch the 2015 Lexus NX to culturally- savvy ‘inspired Urbanites’
- 22. #talentbites • 0 3 • 0 2 • 0 1 • Geographical relevancy • 10 top markets: Atlanta, Dallas, Los Angeles, Philadelphia, San Francisco, Chicago, Houston, Miami, New York, Washington D.C. • Relationship with brand • Car affiliation to deliver 1000 different videos targeted to niche audience. • Personal passion • Gender and 4 different interests (Fashion, Music, Tech, and Travel)
- 23. #talentbites ‘Brands (organisations) that win are ones that adeptly manage at the intersection of these three colliding forces’. The Employer Brand enables organsations to manage these forces
- 24. #talentbites Globalisation and the Employer Brand
- 25. #talentbites For those who dare
- 26. #talentbites
- 28. #talentbites Localisation and the Employer Brand
- 30. #talentbites
- 31. #talentbites element14: Different divisional messages
- 32. #talentbites
- 33. #talentbites
- 36. #talentbites
- 38. #talentbites Personas: some benefits • matches messaging to candidates and so improves the candidate experience; giving them a reason to engage • focuses marketing on best fit candidates • helps candidates de-select themselves from roles • gives recruiters easier to manage groups to build connections with • builds a differential positioning versus competitors • provides insight for external marketing and so improves targeting for difficult to fill roles • builds trust between candidate and employer • builds meaningful relationships with potential candidates by matching their aspirations to your organisational culture.
- 39. #talentbites Creating Personas linked to your Branding core segmentation questions profiling questions employee profile information Our client − Financial services company − just under 50,000 employees − operations in over 50 countries Brief − Create a map of attitudinal and behavioural segments to better tailor messages, identify preferred channels and provide access to different types of information for different audiences Over 100 variables
- 40. #talentbites Personas should have personality Determined Successfuls •Happiness = success at work •Most important factors at work: Putting ideas into practice and contributing to success of business •Often in leadership positions •Don’t make decisions based on feelings Thoughtful Contributors •Happiness = health and family •Most important factor at work: Delivering real solutions to clients •Careful and considered, through and methodical •Investigate topics and processes in depth Stable Introverts •Happiness = financial security and family •Most important factors at work: Learning & development opps and long-term career progression •Least likely to speak their mind •Least likely to consider themselves independent thinkers Animated Impulsives •Happiness = freedom, friendship and love •Most expressive and impulsive group and east likely to hold feelings in •Least likely to read all the information before making a judgment •More likely to base decisions on gut reaction rather than in-depth analysis Status Shockers •Happiness = financial security •Most important factor at work: Status and recognition •Enjoy taking risks •Most dependent on their mobile •Most likely to believe social media makes them more productive and better informed 24% 24% 20% 20% 11%
- 41. #talentbites Personality traits Determined Successfuls •Happiness = success at work •Most important factors at work: Putting ideas into practice and contributing to success of business •Often in leadership positions •Don’t make decisions based on feelings Thoughtful Contributors •Happiness = health and family •Most important factor at work: Delivering real solutions to clients •Careful and considered, through and methodical •Investigate topics and processes in depth Stable Introverts •Happiness = financial security and family •Most important factors at work: Learning & development opps and long-term career progression •Least likely to speak their mind •Least likely to consider themselves independent thinkers Animated Impulsives •Happiness = freedom, friendship and love •Most expressive and impulsive group and east likely to hold feelings in •Least likely to read all the information before making a judgment •More likely to base decisions on gut reaction rather than in-depth analysis Status Shockers •Happiness = financial security •Most important factor at work: Status and recognition •Enjoy taking risks •Most dependent on their mobile •Most likely to believe social media makes them more productive and better informed 24% 24% 20% 20% 11% Key personality traits: They don’t rely on others to give them the basic gist of reports They investigate a new topic or process in-depth before trying Not a headline and image person only Like to read all the details of a news article before making a judgement A significant proportion (31%) commute more than 2 hours Of those who watch video on the way to work, a high proportion (27%) are Determined Successfuls To engage them: Details are important Speak to them with facts, rather than imagery First thing in the morning is a good time
- 42. #talentbites Communication needs Determined Successfuls •Happiness = success at work •Most important factors at work: Putting ideas into practice and contributing to success of business •Often in leadership positions •Don’t make decisions based on feelings Thoughtful Contributors •Happiness = health and family •Most important factor at work: Delivering real solutions to clients •Careful and considered, through and methodical •Investigate topics and processes in depth Stable Introverts •Happiness = financial security and family •Most important factors at work: Learning & development opps and long-term career progression •Least likely to speak their mind •Least likely to consider themselves independent thinkers Animated Impulsives •Happiness = freedom, friendship and love •Most expressive and impulsive group and east likely to hold feelings in •Least likely to read all the information before making a judgment •More likely to base decisions on gut reaction rather than in-depth analysis Status Shockers •Happiness = financial security •Most important factor at work: Status and recognition •Enjoy taking risks •Most dependent on their mobile •Most likely to believe social media makes them more productive and better informed 24% 24% 20% 20% 11% Communications From: When: Preferred channel: CEO Continuous updates as they happen (especially so in Switzerland) Electronic newsletter Executive Board Regular scheduled time or as they happen Intranet Direct Manager Continuous updates as they happen. In Switzerland more likely to prefer a regular scheduled time Email from an individual’s address Manager’s Manager Continuous updates as they happen Email from an individual’s address Anyone else Available to access when I want it. Asia Pac more likely to prefer a regular scheduled time Email from an individual’s address
- 43. #talentbites Global personas DETERMINED SUCCESSFULS France (60%) India (33%) Luxembourg (50%) Poland (35%) UK (29%) USA (33%) THOUGHTFUL CONTRIBUTORS Germany (57%) Switzerland (37%) STABLE INTROVERTS Australia (43%) Brazil (39%) Hong Kong (40%) Italy (42%) Singapore (34%) USA (29%) ANIMATED IMPULSIVES Switzerland (28%) UK (27%) STATUS SHOCKERS Singapore (28%) India (26%)
- 44. #talentbites Final thoughts − Branding introduces personality and consistency to people marketing and enables effective segmentation by giving it purpose − Branding doesn’t necessarily imply uniformity in every aspect − Globalisation is important but we are not a homogenous species − Careers can trump culture − Personas makes sense in an era of Personalisation − Particularly when they express personality traits (the breadcrumbs which guide on how you engage them effectively) − But Personas only work If they are actionable
Editor's Notes
- But lets stop here and say that althought the need for personalisation is obvious – is it really neccesary after all arnt we all the same it is a pretty homogounous world Havas are global and big in Europe We do lots of pan European campaigns and Pan European Research One of the things we are seeing is that it is an increasingly Homogonous world – you can see this particulay in Gen Z but generaly in us e of media , technology, events that matter, sports (eg Premier league)
- France is in the air
- https://www.youtube.com/watch?v=jo0Hsx-yHiI We are not all the same
- Hofstead But are still differences Power Distance Degree to which people accept and expect that power is distributed unequally. Uncertainty Avoidance A society's position on this dimension is reflected in whether people’s self-image is defined in terms of “I” or “we.” Masculinity vs. Femininity The masculinity side of this dimension represents a male/female divide in society but also an acceptance of ‘macho’ characteristics, such as for achievement, heroism, assertiveness and material rewards for success. Individualism vs. Collectivism How uncomfortable are people with uncertainty and ambiguity? Countries exhibiting strong UAI like order and tend to be less responsive to unorthodox approaches. Long vs. Short Term Orientation (pragmatism) Also referred to as a measure of pragmatism, this refers to how much society values long-standing – as opposed to short-term – traditions and values. Indulgence Indulgence stands for putting a premium on enjoying life and having fun, restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.
- Hofstede’s study is a work place cultural comparison tool which helps us consider relevant marketing techniques and work place expectations country by country. It looks at workplace habits by studying 6 different dimensions: Power Distance Degree to which people accept and expect that power is distributed unequally. Uncertainty Avoidance A society's position on this dimension is reflected in whether people’s self-image is defined in terms of “I” or “we.” Masculinity vs. Femininity The masculinity side of this dimension represents a male/female divide in society but also an acceptance of ‘macho’ characteristics, such as for achievement, heroism, assertiveness and material rewards for success. Individualism vs. Collectivism How uncomfortable are people with uncertainty and ambiguity? Countries exhibiting strong UAI like order and tend to be less responsive to unorthodox approaches. Long vs. Short Term Orientation (pragmatism) Also referred to as a measure of pragmatism, this refers to how much society values long-standing – as opposed to short-term – traditions and values. Indulgence Indulgence stands for putting a premium on enjoying life and having fun, restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.
- Can look at thisin two ways Geographical variation Career trend
- Also - http://drjohnsullivan.com/unless-you-segment-your-recruiting-messaging-you-wont-attract-top-performers-and-techies Also - http://drjohnsullivan.com/unless-you-segment-your-recruiting-messaging-you-wont-attract-top-performers-and-techies
- Does it work? Source: Inc.com – ‘The Future of Advertising’, 2005
- Business challenge for Lexus to launch the 2015 Lexus NX to a target audience of culturally savvy ‘inspired urbanites.’ Leveraging the ‘Go Beyond Utility’ campaign idea, Lexus created personalized videos to reach targeted audience on Facebook.
- Creative use of people insights to uncover key interests of target audience and combined with gender, geo and vehicle owner data to create and deliver customized messages Gender + 4 key interests (Fashion, Music, Tech, Travel) 10 top markets Car affiliation
- We have talked of globalisation But also localisation Personalisation alos comes into play which is why segmentation is importnat
- https://www.youtube.com/watch?v=o6v_iMZwXNU
- https://www.youtube.com/watch?v=3KS_ZcGixy4
- Hazla Tuya: Spanish
- However it is with personalisation that we see the real potential of segmentation and branding We can create photofits of the people we want to recruit (personas) and then match it against the large amonunt of data we have about individuals
- "Neque porro quisquam est qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit..." "There is no one who loves pain itself, who seeks after it and wants to have it, simply because it is pain...“ "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC.
- Link the personas together using our golden thread in this way segmenting the market.
- In today’s cutthroat and overcrowded marketplace, the brands that ditch mass marketing techniques in favour of more relevant and individualized messaging will win. Just ask President Obama – his team of data scientists helped lead him to re-election in 2012 by amassing detailed voter segments based on demographic, financial and behavioral data. Obama’s big data endeavor helped his camp raise $1 billion, target cross-channel ads and, according to Time Magazine, “create detailed models of swing-state voters that could be used to increase the effectiveness of everything from phone calls and door knocks to direct mailings and social media.” Leading brands are taking this presidential approach to understanding and segmenting their audiences based on a number of influential, actionable attributes