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Talent Attraction Barometer


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Welcome to the Talent Attraction Barometer - a global research project measuring the demand-side of human capital.

Targeting global thought leaders, our mission is to understand the talent acquisition related needs, challenges, and opportunites of employers - how do employers attract, recruit, and retain top talent?

Published in: Business
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Talent Attraction Barometer

  1. 1. The Talent Attraction Barometer Spring Edition, 2012 UNIVERSUMGLOBAL.COM
  2. 2. 1. About Universum 2. The methodology 3. The key results 4. Access the full online report and interactive tools 5. How to proceed
  3. 3. Who Are We? We have been working with employer branding and Selection of our 1 200 clients: talent attraction since We are present in locations on 5 continentsThe group head office is located in Stockholm, theregional head offices are located in New York(Americas), Basel (Europe) and Singapore (Asia).We publish more than career publicationsin 10 countries. Selection of our media partners: We survey over students and professionals worldwide. We have 10 career sites with over visitors/month. We organize 40 events with over participants in countries. 3
  4. 4. Media Talking About Us 4
  5. 5. 1. About Universum2. The Methodology 3. The key results 4. Access the full online report and interactive tools 5. How to proceed 5
  6. 6. The Talent Attraction Barometer Approach PURPOSE: To understand the demand SCOPE: Large, medium and small side of the talent market. Every six companies from all around the world. months, Universum will conduct a Participants with global, regional and research aimed at companies, allowing to local perspectives. benchmark results with peers. METHODOLOGY: Online DELIVERABLES: Results will be questionnaire, distributed via published on Universum’s online channels and via and made our global network of clients and available via a report to key partners stakeholders, including press. 6
  7. 7. The Talent Attraction Barometer Distribution per key markets – total of 2.641 participants worldwide EUROPENorway Sweden Finland Denmark Spain UK France Italy Germany Russia Holland Poland Switzerland Austria 49 54 6 15 3 11 59 0 119 12 2 188 117 0 ASIA/PACIFIC Japan 3 China AMERICAS Canada 125 India 18 USA 20 148 Singapore Brazil 25 4 MIDDLE EAST & AFRICA Hong Kong S. Africa Egypt Turkey Saudi Arabia Mexico 10 2 0 1 0 0 7
  8. 8. The Talent Attraction BarometerParticipants per industry Aerospace and defence 33 Health care equipment and services 48 Auditing and Accounting 58 Industrial engineering 101 Automotive 59 Industrial metals and mining 26 Banks 86 Insurance 37 Beverages 21 Law 16 Business services and operational Management consulting 66 consulting 83 Media and advertisement 45 Chemicals 56 Oil & Gas 77 Construction and materials 54 Pharmaceuticals and biotech 61 Consumer electronics 28 Public sector and Governmental Educational and research Agencies 40 institutions 32 Real estate 20 Engineering and manufacturing 152 Retailers 45 Fashion and accessories 17 Software and computer services 100 Fast moving consumer goods 95 Strategy Consulting 66 Financial Services 97 Telecommunication Services 59 Forestry and paper 5 Transportation and logistics 63 Hardware equipment - IT 48 Travel and leisure 29 Utilities 22 8
  9. 9. The Talent Attraction BarometerParticipants’ role CEO 2,3% HR Manager/Director 33,3% Recruitment Manager/Director 18,3% Employer Branding Manager/Director 12,5% Marketing Manager/Director 3,3% University/Student Relations Manager/Director 4,7% Graduate Recruitment Manager/Director 3,2% Public Relations/Communications Manager/Director 2,3% Other 20,1% 9
  10. 10. 1. About Universum 2. The methodology3. The key results 4. Access the full online report and interactive tools 5. Jow to proceed
  11. 11. Companies Are Facing Similar Challenges Differentiation is even Differentiation is key! more relevant! 45% says it is the major concern 50% says it will be the major concern Funding and cooperation Metrics and global brands Come respectively second with Become more important: 39% and 38% - 41% will focus on metrics - 39% will build a global employer brand 2,92% of revenue Is being spent exclusively in talent attraction. 32% of the respondents also mentioned that they have had their budgets increased.What are your main challenges this year. What are your main challenges in 3 to 5 years? 11What percentage of company revenue is spent on talent attraction?
  12. 12. Communication Is One Of The Critical Success Factors Corporate Website is king! Online and Social Media! 86% says it will use it to promote their Will get a bigger pie of the communication employer brand budget: -Online will go from 29% to 30% - Social media will get 26% (up from 16% in 2012) Internal communications and Less paper and meetings on-campus still strong Print media will lose ground: from 73% will use internal communications 23% of the budget to 16%; and will be present on-campus In-person meetings will go from 31% to 28% of the budget. 69% Already works with employer branding with a strategic perspectiveWhich of the following communication channels will your organization use to promote its employer brand during 2012?How is your communication budget allocated this year? How will it be in 3 years time? 12How does you organization approach employer branding?
  13. 13. Attracting And Retaining Is Still An Issue Difficult to attract talent? Difficult to attract talent? China (37%) China (40%) US (19%) US (20%) Germany (19%) Germany (19%) India (13%) India (15%) Brazil & Switzerland (12%) Brazil (15%) Cultural fit? Saying goodbye… 8% of current 2012 employees will 88% says they wish to recruit people retire within 5 years who are a fit/match with our company culture 48% of companies Are looking for nationals with international work/study experience willing to move back homeIn which of the following countries do you consider more difficult to attract talent? And in 3 years time?Are you recruiting this target group? 13What percentage of your workforce is above or approaching (within 5 years) retirement age?
  14. 14. Measuring Becomes More And More Important # of Applicants Is the most common KPI (47%) Rankings? 37% Are used by 36% of the participating companies. And so is employee engagement! Is also measuring ”quality of hire” and engagement Money talks… 31% is monitoring cost-per-hire 17% of companies Still don’t measure their employer branding effortsWhich key performance indicators are used in your organization to evaluate its employer branding activities? 14
  15. 15. 1. About Universum 2. The methodology 3. The key results4. Access the full online report and interactive tools 5. How to proceed
  16. 16. The Talent Attraction Barometer Website Key data is published on Universum‘s global website: 1. Strategy 2. Communication 3. Talent 4. Heatmaps 16
  17. 17. 1. About Universum 2. The methodology 3. The rankings 4. Access the full online report and interactive tools5. How to proceed 17
  18. 18. How To Proceed?Keep yourself up-to-date with the latest practices UNDERSTAND & BENCHMARK YOUR RESULTS How do your own figures differ from the total results and industry results? What can you improve? What are your strengths? DECIDE YOUR POSITION AND GOALS To enable change, and get traction within your organization, it is imperative to establish a common goal and clear targets for your employer brand. Universum helps clients develop a KPI dashboard for employer branding, with measurements for attractiveness, brand, and conversion. PLAN YOUR ACTIVITIES To achieve your goals it’s imperative to put a plan in practice and get the required internal buy- in. Universum helps clients develop internal cross-functional workshops that help planning your activities and achieve the required internal buy-in. TAKE ACTION! 1) Activate your new initiatives 2) Keep track of the latest results and your performance 18