Making talent attraction part of your corporate DNA

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Universum Toolbox
Building Lasting Talent Success
Making talent attraction part of you corporate DNA

2. Who We Are
Present in 60 countries with
regional offices in New York
City, Paris, Shanghai,
Singapore and Stockholm.
Serving more than 1 700
clients globally, including
Fortune 100 companies.
Full service Employer
Branding partner, taking
clients from identifying
challenges, engaging talent
to measuring success.
Helping the world’s leading
organizations strengthen
their Employer Brands for
over 25 years.
Surveying more than
1.3 million career-seekers,
partnering with thousands of
universities and
organizations.
Thought leaders in Employer
Branding, publishing content
on C-suite level subjects.
Our Employer Branding
content is published yearly
in renowned media, e.g.
WSJ, CNN, Le Monde,
BusinessWeek.

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*Linkedin Whitepaper, Why Your Employer Brand Matters, 2012
**Talent Attraction Barometer 2012 (How does you organisation approach employer branding?)
***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World
2.4xrevenue
growth
28%lower turnover
rates
50%savings
per hire
1.8xprofit margin
increase
Your Return on Investment
of fact-based Employer
Branding
Your Employer Brand matters more
Research shows that a company’s Employer
Brand is twice as likely to drive job consideration
as its corporate brand
Lower turnover
Companies with a strong Employer Brand have a
28% lower turnover rate than companies with a
weak Employer Brand*
A competitive advantage
Only 69% of companies work with Employer
Branding from a strategic perspective
Lower cost per hire
The cost per hire is more than twice as low
for companies with strong Employer Brands
Just as with a consumer brand, people associate various
factors with an Employer Brand. You can drive your
Employer Brand in the right direction by influencing these
associations.

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The internal perspective is the foundation of your EVP
What are your
strengths according
to your employees?
How much room is
there for change? Are
there critical area
where improvements
need to be made?
What is attractive to your
target talent?
What drives them the
most when choosing a
career?
True Internally Attractive Credible Externally
How are current perceptions
among external talent aligned with
the internal reality?
Is repositioning required?
Where are the opportunity
areas to differentiate
yourself from the
competition?
Where is the competition
beating you? Is it worth it
to compete there?
Which elements are aligned
with our corporate values
and corporate
communication?
What are management’s
vision and goals?
Competitive
Positioning
4 Strategy & Vision EVP
ATTRACTIVE
TRUE
CREDIBLE
DISTINCT
SUSTAINABLE
32
5 6
1

5. ?
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On your agreed plan
How to communicate this
What you want to be associated
with
What you are associated with
internally
The toolbox to evaluate
and optimize your EVP
KNOW
DECIDE
PLAN
ACT
• Evaluate the impact of your employer branding
efforts and better utilise your budget
• Improve the accept/reject ratio by living up to
the expectations of you as an employer
• Increase staff retention by recruiting the right
talents with the fit you need
• Use your culture as a recruitment asset
• Evaluate what makes you different compared to
your competitors
• Start the evaluation of what you want to be
associated with and how you are perceived
externally
Universum’s Toolbox on how to build lasting talent success is
is a strategic and operational tool that will help you identify
how well aligned your internal priorities are with what your
talent wants, and where there are opportunities for improved
communication.

6. Our promise: Preferences
and Internal Brand
Perception
UNDERSTANDING PREFERENCES
Find out which employers are
considered most attractive by your
current employees and by professionals
working for your competitors, as well as
what drives their attraction.
YOUR INTERNAL EMPLOYER BRAND
IDENTITY
Understand how you are perceived as
an employer among your current
employees, and compare that to how
your competitors are perceived by their
employees.
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7. Is your talent pool on the move?
How satisfied are your employees with you as an employer compared to those employed by your peer group and the
overall talent target group? Do these groups differ in terms of their interest in changing employer?
7
Peer group
Current
employees
Total
8,3
8,2
8,4
7,7
7,1
8,0
7,4
7,2
7,5
Average level of satisfaction
All employees
Women
Men
22%
27%
25%
19%
3%
2%
3%
11%
16%
37%
20%
8%
3%
3%
1%
1%
13%
15%
27%
18%
9%
7%
4%
3%
2%
1%
10
9
8
7
6
5
4
3
2
1
Scale: 1 = Very dissatisfied and 10 = Very satisfied.

8. How recommendable are you?
Understand how likely your employees would be to recommend you to a friend. Are the employers in your peer group
stronger than you in this regard?
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Extremely
likely
Not likely
at all
Share of the target group
that would be very likely
to recommend their
current employer to a
friend:
52%
Current
employees
39%
Peer
group
35%
Total
34%
17%
19%
21%
2%
3% 3%
17%
22%
29%
11%
9%
7%
2%
1% 1%
21%
14%
21%
13%
8% 9%
3% 3% 3%
2%
3%
10 9 8 7 6 5 4 3 2 1 0

9. Understand your internal brand identity
Universum will summarize the findings of the report for you so that you can take action, whether it means improving
internal communication, offering something new externally, or revising your EVP.
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BIGGEST POSITIVE GAPS
BIGGEST NEGATIVE GAPS
• Environmental sustainability • High level of responsibility
• Professional training and
development
• Variety of assignments
• A creative and dynamic work
environment
• Respect for its people
• Support for gender equality
• Competitive benefits
• High future earnings
• Rapid promotion
• Prestige • Opportunities for international
travel/relocation
• Flexible working conditions
• Team-oriented work
• Recruiting only the best talent
• Acceptance towards minorities
EMPLOYER REPUTATION
& IMAGE
JOB CHARACTERISTICSPEOPLE & CULTURE
REMUNERATION &
ADVANCEMENT
OPPORTUNITIES

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The Toolbox Building
lasting Talent Success
consists of
Tools & templates
 Template: Monitoring Your Talent
Investments
 Guide: Building Internal Commitment
 Workshop: Selecting The Right Goals
and KPI:s
In this toolbox you will learn:
 How to make talent attraction part of
your corporate DNA
 How to get your employees involved in
the right way
 The fundamentals of evaluation and
follow up
 How to choose the right metrics and
KPI’s
 The 3 steps to optimizing your talent
investments
 How to succeed with an internal
ambassador program
 Building long-term relations with
potential hires

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Thanks…until next time
www.universumglobal.com