Understand what the Brazilian talent market wants from their employers, why you should be proactive about building out your employer brand, and how to tell the right story to this group.

1. Understanding the
Brazilian Talent Market

2. 2
Brazil is unique.

3. -6%
-4%
-2%
%
2%
4%
6%
8%
10%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Annual GDP growth, 10-year trend
Colombia
Chile
Brazil
United States
Mexico
After a few years of growth, the economy is lagging
3

4. Overall, the
hiring outlook
is significantly
lower than in
previous
years.
Breakout copy to go here
just like this. Breakout copy
to go here just like this.
Breakout copy to go here
just like this.
4
4

5. Overall, despite the state of
the economy…
…Brazilian students are
optimistic about the future.
5

6. %
20%
40%
60%
80%
100%
Brazil Spanish-speaking Latin America Rest of world
Strongly agree Agree
Neutral Disagree
Strongly disagree
Brazilian Millennials believe they’ll have a higher
standard of living than their parents.

7. 7
2015 Brazil Rankings
Top 10 Employers
Business Undergraduates
1. Google
2. Banco do Brasil
3. Governo Federal
4. Apple
5. Petrobras
6. Banco Bradesco
7. The Coca-Cola Company
8. Itaú Unibanco
9. Rede Globo
10. Ambev
Top 10 Employers
Engineering Undergraduates
1. Petrobras
2. Governo Federal
3. Odebrecht
4. Google
5. Vale
6. Apple
7. Ambev
8. Eletrobrás
9. Camargo Corrêa
10. Microsoft

8. 8
Iceberg

9. 99
Although Petrobras still performs well in the rankings, its
attractiveness has been on the decline
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
20152014201320122011
Engineering
Business
IT
Percentage of Brazilian Students Choosing Petrobras as an Ideal Employer, Five-Year Trend 9

10. 1010
Associations with Petrobras, 2014 v 2015 (sorted by biggest difference)
And, students who chose Petrobras as an Ideal Employer are
still associating it less with key qualities
0 10 20 30 40 50 60 70 80 90
Prestige
Market success
Inspiring management
Corporate Social Responsibility
Respect for its people
Financial strength
Ethical standards
2014
2015

11. 11
11
Things will
happen, but
we can’t
simply turn
our backs.

12. Instead, we
need to take
ownership.

13. Best in Class Example: BP

14. You already have so many tools at your disposal:
14
Your Toolkit
Knowledge Truth Storytelling Channels

15. You already have so many tools at your disposal:
Your Toolkit
Knowledge

16. 2015 | Brazil | Students | Business
16
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-
processing-a-record-27-billion-messages-per-day/#!sawFj
• See also: http://www.youtube.com/yt/press/statistics.html
Talent is exposed to tons of information every day
of the world’s internet traffic is
from mobile devices and we
now buy more smartphones
than ‘dumb’ phones
27 billion
WhatsApp messages
are sent every day
pictures are
shared on social
media every day
758
million In early
2014 nearly
3 billion
people
were online
20%
6 billion
hours of video are
watched on YouTube
every month
Facebook has almost
1.2 billion
users worldwide

17. Gen Y’s Attention Spans are
MINIMIAL
That’s why employers with the best
CONTENT strategies win

18. 0%
10%
20%
30%
40%
50%
60%
20152014201320122011
%choosinggoalasoneoftheirtop3
To have work/life balance
To be secure or stable in my job
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be competitively or intellectually challenged
To be dedicated to a cause or to feel that I am serving a greater good
To be a technical or functional expert
To be autonomous or independent
Career goals of Brazilian business students, 2011–2015
18

19. 19
Breakout session:
What do YOU think Millennials mean by “work/life balance”?
• Financial support for parental
leave
• Flexible working conditions
(i.e. home office)
• No interruption of leisure time
(i.e. weekends)
• Recognition and respect for
employees
• Flexible working hours
• Offering external activities (i.e.
events, sports)
• Consideration of private
interests in holiday planning
• Offering child care
• Acceptance of parental leave
• Adequate time for recovery
after
• No requirement for overtime
work
• Opportunities for part-time
work
• Convenient work location
• Enough leisure time for my
private life
• Overtime compensation

20. How Brazilian Millennials define work/life balance
20
0% 10% 20% 30% 40% 50% 60% 70%
Enough leisure time for my private life
Recognition and respect for the employees
Flexible working hours (e.g. not limited to office hours)
Convenient work location
Overtime compensation (monetary or by leisure time)
No interruption of my leisure time (e.g. on holiday or at the weekend)
Flexible working conditions (e.g. home office)
Offering external activities (e.g. sports, cultural events)
Adequate time for recovering after working peaks
Consideration of private interests in the holiday planning
Financial support for parental leave
Opportunities for part-time work
No requirement for overtime work
Acceptance of parental leave
Offering child care
What about FGV
business students in
their 3rd & 4th year…?

21. 54%
43%
33%
33%
23%
39%
42%
24%
33%
12%
26%
37%
36%
24%
16%
Brazil
Spanish-speaking Latin America
Rest of world
Millennials are afraid of not realizing their career
goals
That I won’t realize my
career goals
That I will get stuck with
no development
opportunities
That I won’t get a job that
matches my personality
That I will underperform
That the work climate will
be too tough

22. 22
We ask students about 40 qualities they look for in an
employer…
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE & CULTURE
The attributes of the employer as an
organization
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
The social environment and attributes of the
workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my
schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognizing performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
The contents and demands of the job, including
the learning opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
REMUNERATION & ADVANCEMENT OPPORTUNITIES
EXTRINSIC INTRINSIC
HARDSOFT
The monetary compensation and other
benefits, now and in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
universumglobal.com

23. The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.

24. 24
In general, Brazilian business students are looking to
start their careers on a solid foundation…
24
Business Students - 2015
1. Clear path for advancement
2. Professional training & development
3. Good reference for future career
4. Leaders who support my development
5. Secure employment
6. Recognizing performance (meritocracy)
7. A creative and dynamic work environment
8. Respect for people
9. High future earnings
10. Market success

25. 2525
Engineering Students - 2015
1. Good reference for future career
2. Clear path for advancement
3. Professional training & development
4. High future earnings
5. Secure employment
6. A creative and dynamic work environment
7. Recognizing performance (meritocracy)
8. Leaders who support my development
9. Opportunities for international travel / relocation
10. Innovation
… As are Engineers

26. 26
Students at elite universities are much less concerned about job
security; more focused on finding a challenging job
0%
10%
20%
30%
40%
50%
60%
70%
Challenging work Opportunities for international travel/relocation Team-oriented work Clear path for advancement Secure employment
Attributes with biggest difference in importance by university tier, Brazilian
business & engineering students

27. 27
This is a relatively new development.
When we look back just a few years…

28. 28
Attributes related to future career prospects and job security
have become more attractive for students
Merit bonus
Challenging work
Competitive salary
Sponsorship of future education
Prof. training & development
Leadership opportunities
Secure employment
Market success
Financial strength
Clear path for advancement
High future
earnings
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Positive values / to the right: more important in 2015
Negative values/ to the left: less important in 2015
Attributes with largest change in importance to Brazilian business & engineering students from 2012 to 2015

29. You already have so many tools at your disposal:
Your Toolkit
Knowledge Truth

30.  Unfocused and
inconsistent candidate
conversations
A confusing and
diluted employer
brand
It’s not about mirroring what talent wants…
A lack of differentiation
from the competition
Low conversion
rates & high
turnover
30

31. ?
31
Who influences your target group the most when gathering
information about potential employers?
• Which of the following sources influence you the most when gathering information about potential
employers? Please select a maximum of 3 alternatives.
31
THOSE WHO KNOW YOU
BEST ARE THOSE WHO
COME FROM THE INSIDE
KEY IMPERATIVE FOR
INDIRECT CHANNELS
58%
52%
52%
33%
22%
18%
16%
12%
10%
Current students from my school who have
worked/are working at the employer
Professors at my school/university
Other people I know who have worked/are
working at the employer
Alumni from my school who have worked/are
working at the employer
My friends
My parents
Career services at my university
My classmates
Other

32. 32
Internships…
 are very popular among
Brazilian talent
 are not as effective as
they could be

33. 48%
…but only half of
them believed it was
effective at seeing what
it’s like to work at the
company full time.
48%
Nearly half of Brazilian
students in their last 2
years of school
participated in an
internship last year…

34. Only 50%
of Brazilian students
were likely to
recommend the
company to a friend.

35. You already have so many tools at your disposal:
35
Your Toolkit
Knowledge Truth Storytelling

36. Brands are about people.

37. 37

38. 38

39. L’Oreal
39

40. Johnson & Johnson
Universal Activation Campaigns
sample outputs for Johnson & Johnson Brazil
40

41. Some best practices for telling GREAT stories…
41
A few tips:
Quotes that reveal the benefits of working
at your company.
Behind-the-scenes look at your company!
Blog posts
Thought leadership and advice from your
top management
Photos celebrating interns and their
contributions
Video testimonials conveying authentic
messaging
Celebrating your internal rock stars

42. You already have so many tools at your disposal:
42
Your Toolkit
Knowledge Truth Storytelling Channels

43. 43
There are many channels to choose from…

44. Digital channels are especially popular for learning
about employers
69%
51%
43%
43%
41%
39%
37%
36%
36%
35%
33%
31%
31%
28%
27%
26%
25%
24%
22%
20%
Social media
Job boards (sites where job openings are posted)
Employer websites
Career guidance websites
Employer advertisement in social media
Employer advertisements in newspapers
Career magazines/guides/books
Employer advertisements on news/business-related websites
University press & student organisation publications
Employer advertisements on TV
Lectures/case studies as part of curriculum
Employer advertisements in business magazines
Employer presentations on campus
Brochures presenting career possibilities at a company/organisation
Outdoor/billboard advertisements
Blogs
Career fairs
Employer-sponsored events
Targeted messages/notifications via email
Employer advertisements in lifestyle magazines & other periodicals
Print
Digital
In-person
Other
2015 Universum Talent Survey – Brazil, Business Students

45. 45
Why so much social? Social media is…
Highly relevant
Cost-effective Measurable

46. Brazilians LOVE social media!

48. 48Which online networks/communities do you use? Please select as many as applicable and add others that are not
listed; Which channels do you use in general to learn about potential employers? Choose as many as applicable.
Which online networks/communities have students used the
most in 2015?
of the students have
learned about potential
employers through social
media.
77%
96%
67%
64%
61%
56%
28%
26%
26%
24%
14%
Facebook
YouTube
Skype
LinkedIn
Instagram
Google+
Snapchat
Twitter
Online network/community from my
university/career center
Tumblr

51. 1 in 5 posts in 2014 was about
Attractive Products & Services
blueberry | Employer Branding Analytics | 2014 in review

54. Knowledge
Truth
Storytelling
Channels
Understand your Target
Knowing about your target
talent will enable you to
better understand them and
connect more effectively
Know Thyself
What’s true internally in
your organization is what
you should offer to the
external world. Why are you
still with your company?
This tool is right at your
fingertips – use it!
Content is King
Employee testimonials are
some of your best
ammunition… and they’re all
around you! Harness the
stories and share them with
the external world
Leverage Scale
There are so many
channels available to you –
social has the reach, scale,
low cost and measurability
to help you get more with
less
How do I get started?

55. Thank you!
Questions?
55