The rise of employer brand leadership (4th Edition-September 2015)

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Over the past six years I have been fortunate to travel to more than 50 cities in 28 countries to share my employer branding knowledge and experience with thousands of leaders across all industry sectors. This whitepaper, now in its fourth edition provides detailed insights into the evolution of the employer brand leadership position, capabilities and employer branding job and person descriptions from more than 30 leading companies.

The rise of employer brand leadership (4th Edition-September 2015)

  1. 1. The Rise of Employer Brand Leadership 4th edition September 2015 By Brett Minchington MBA Published by
  2. 2. The focus of future discussions should be on the skills, experiences and capabilities required to successfully execute the employer brand strategy and the structure of the team that supports it.
  3. 3. Table of contents The focus of future discussions.........................................................................................................................................5 Latest employer branding global research........................................................................................................................5 Figure 1: Which department(s) is currently responsible for managing their employer brand? .............................................5 Diversity in emerging markets...........................................................................................................................................6 The rise of employer brand leadership..............................................................................................................................6 Table 1: Inside the regional data - Departments responsible for managing the employer brand.........................................7 Employer Brand Leadership Capability.............................................................................................................................8 Key Functions ...................................................................................................................................................................8 Figure 2: Employer Brand Leadership Capability FrameworkTM............................................................................................9 Key Levers ........................................................................................................................................................................9 The future for employer brand leadership.......................................................................................................................10 How the Employer Branding College is working in partnership with Employer Brand International to advance employer brand leadership .............................................................................................................................................................10 Figure 3: Employer Brand Excellence Pathway ..................................................................................................................11 Table 2: The employer brand leadership function ...............................................................................................................12 About the author..................................................................................................................................................................14 Appendix..............................................................................................................................................................................19 Employer Brand Leader Job and Person Specifications .....................................................................................................19 Global Recruiting Programs Manager- Facebook ...............................................................................................................20 Employer Branding Specialist / Officer – Coca-Cola Hellenic .............................................................................................21 Director, Employment Branding - CEB................................................................................................................................22 Senior Manager, Global Employment Brand - LinkedIn ......................................................................................................24 Employer Branding and Culture Manager: Hewlett-Packard Company ..............................................................................25 Employer Branding & Social Media Coordinator – Talent Acquisition - PVH ......................................................................26 Recruitment Marketing Manager, EMEA - Philips ...............................................................................................................27 Director, Employer Branding Asia Pacific - Hudson ............................................................................................................29 Employment Brands & Marketing Manager - Telstra...........................................................................................................30 Associate Director, Employer Brand & Employee Value Proposition (EVP) - Bristol-Myers Squibb...................................32 EY Employer Branding Manager.........................................................................................................................................33 Employer Brand Manager - Marriott International ...............................................................................................................34 Employment Branding Manager - Nike................................................................................................................................36 Employer Brand Manager - Mars Corporate .......................................................................................................................38 Employment Branding Program Manager- AMTRAK..........................................................................................................39 Employer Branding and Recruitment Manager- IKEA Group..............................................................................................41 Employer Brand Manager, Google......................................................................................................................................43 Employer Brand Manager - Amazon ...................................................................................................................................44 Employment Branding and Marketing Manager – 3M .........................................................................................................45 Attraction Manager, Employer Brand- KPMG......................................................................................................................47 Global Employment Brand Manager - Cargill......................................................................................................................49 Employer Brand Manager - Ferrero.....................................................................................................................................51 3
  4. 4. Global Employment Branding Manager - Verizon ...............................................................................................................53 Senior Director - Global Employment - Akamai Technologies ............................................................................................54 VP Employer Brand and Recruiting Marketing – JP Morgan Chase ...................................................................................57 Director of Employment Brand Strategy and Recruitment - Wendys ..................................................................................58 Employer Brand and Media Manager- Kinross....................................................................................................................60 Employer Brand Marketing - Segment Marketing Consultant - RBS...................................................................................62 Program Manager, Employment Branding - Liberty Mutual ................................................................................................63 Head of Employer Branding - Standard Chartered Bank ....................................................................................................65 Employer Brand Manager - IHG..........................................................................................................................................68 Employer Brand Manager - Dropbox...................................................................................................................................70 4
  5. 5. The rise of Employer Brand Leadership Over the past 9 years I have been fortunate to travel to more than 50 cities in 30 countries to share my employer branding knowledge and experience with thousands of leaders. The number one issue that continues to draw discussion and debate is whether employer branding should be a human resources or marketing function or both! Our Employer Brand International (EBI) LinkedIn group of more than 4000 members first debated this question in 2012. A review of the contributions show there is a diversity of opinions on the topic; some support human resources taking responsibility, others propose marketing. There are also a number of opinions which support the view it requires a combination of expertise from multiple functions to effectively deliver an employer brand strategy that contributes to company value. The focus of future discussions When considering the evolving nature of business impacted by political, economic, social and technological (and increasingly environmental – think BP!) changes and the role of the employee in contributing to brand value, the focus of future discussions should be on the skills, experiences and capabilities required to successfully execute the employer brand strategy and the structure of the team that supports it! Whether the personnel are from human resources, marketing, communications or other function is not the debate you should be having. Your focus should be on how your company builds a capable team of employer branding professionals sourced from inside and outside the firm who can develop and lead an employer brand strategy that builds value. I support the view that people are a company’s main source of competitive advantage and this is where the employer brand strategy has most impact! The traditional siloed approach to managing the attraction, engagement and retention of talent is out of date and out of step with today’s candidate and employee needs. More needs to be done by organisations to facilitate cross functional leadership of the employer branding function to ensure a cohesive approach to talent attraction and retention. In more than one hundred events I have presented at I can only recall one finance director in the audience (from Nike!) – There is little wonder why one of the biggest challenges for employer branding leaders is to gain budget approval for their employer brand strategy! Employer brand leaders need to build awareness and capability in employer branding across the organisation rather than relying on only one or two leaders to manage the function. Latest employer branding global research Our global research at EBI over the past six years shows a clear trend of the human resource department being the dominant player in delivering the company’s employer brand strategy. Our 2014 study (see figure 1) found human resource departments the main driver of the employer brand strategy (36% of companies). The 2014 study also found the traditional custodians of the corporate and consumer function, the marketing department, is responsible for managing the employer brand strategy in only 15% of companies. The survey findings also show clear evidence that the leadership of employer brands is evolving into other functions. Figure 1: Which department(s) is currently responsible for managing their employer brand? (>100% as more than one answer is possible) © Employer Brand International - 2014 Employer Branding Global Research Study 1% 2% 2% 3% 4% 6% 9% 10% 10% 11% 12% 12% 15% 36% Information Technology (IT) Corporate Affairs Branding I don't know Communications Talent Management Directors Human Resources, Marketing & Communications CEO Executive team Human Resources & Communications Human Resources & Marketing Marketing Human Resources 5
  6. 6. Interestingly, but importantly, the Executive Team (11%) up from 2% in 2009 and CEO’s (10%) up from 1% in 2009 are now responsible for the employer brand strategy. This suggests an increase in companies now deploying a more strategic approach to employer branding. In 34% of companies, teams of two or more departments from Human Resources, Marketing and Communication are responsible for managing the employer brand, compared to 31% in 2011. The responsibility for employer branding is becoming more fragmented with new specialised divisions for talent management and branding emerging driven by the growth in companies adopting the employer brand concept. However for many companies it still requires a dedicated focus, staffing and investment to optimise the benefits of a clearly defined strategy. Diversity in emerging markets EBI’s research shows in all regions except South Africa, UAE, Belarus, Russia and Ukraine human resources is the main driver of the employer brand strategy (see table 1). I believe the main reasons for this is because the employer brand concept is new to companies in these regions and the human resource function doesn’t have same profile and influence it has in developed markets such as USA, UK and Canada. From my discussions with leaders around the world there is disconnect between functions which contribute to managing the employer brand, resulting in an often dysfunctional approach and outcomes. The future challenge for human resource and marketing professionals around the world is their ability to influence the Executive about their role and responsibility in contributing to the development of the employer brand strategy and not just being part of its implementation. The rise of employer brand leadership According to indeed.com during the period 2006-2015 there has been a steady increase in growth of up to more than a 400% in the number of employer brand manager positions advertised. Over the past six years I have been tracking, collating and analysing job and person specifications for employer brand leader positions as vacancies have been advertised around the world. A review of the documents show a diversity of approaches being taken by companies in recruiting employer brand leadership talent. What is consistent is the increasingly strategic nature of the role requiring professionals with experience and background in a number of functions which support the employer branding role. In appendix 1 I have included 32 samples of executive, senior leaders and managerial level employer branding positions to provide detailed insights into the profile of the professionals being recruited to lead the employer branding function. The companies include: 1. Facebook 2. Coca-Cola Hellenic 3. CEB 4. LinkedIn 5. HP 6. PVH 7. Philips 8. Hudson 9. Telstra 10. Bristol-Myers Squibb 11. EY 12. Marriott 13. Nike 14. Mars 15. Amtrak 16. IKEA 17. Google 18. Amazon 19. 3M 20. KPMG 21. Cargill 22. Ferrero 23. Verizon 24. Akamai Technologies 25. JP Morgan Chase 26. Wendy’s 27. Kinross 28. RBS 29. Liberty Mutual 30. Standard Chartered Bank 31. IHG 32. Dropbox The job specifications highlight the increasing role marketers and senior leaders are having in the management of the employer brand strategy. A strategic leadership function During my travels I have been fortunate to meet a number of exceptional employer branding professionals including Heather Polivka (UnitedHealth Group), Michael Holm (Lego), Stephen Fogarty (adidas Group), Kerry Noone (Amtrak), René Herremans (Ahold) and Fabio Dioguardi (Ferrero). 6
  7. 7. Table 1: Inside the regional data - Departments responsible for managing the employer brand Top 3 responses - the % represents the highest response, 2 (2nd highest), 3 (3rd highest) Asia Australia New Zealand UK Canada/U SA Human Resources 55% 35% 73% 35% 53% Marketing 2 2 2 CEO 3 3 2 Directors 3 Talent Management 3 HR & Communications 2 3 India South Africa Scand. South America UAE Human Resources 56% 2 40% 56% 2 Marketing 3 33% 2 CEO 3 2 38% Executive team 3 Talent Management 3 3 HR, Marketing & Communications 2 Europe (other) Lithuania Peru Poland Russia Turkey Human Resources 40% 2 38% 31% 2 65% Marketing 2 3 2 3 3 CEO 36% 3 Executive team Directors 2 HR & Communications 2 Communications 3 HR & Marketing 3 25% © Employer Brand International - 2014 Employer Branding Global Trends Research Study 7
  8. 8. I have watched with a keen interest the careers of these employer brand leaders evolve over the past five years. What keeps these leaders at the top of their game whilst contributing to the evolution of the employer brand concept includes: • Their ability to think strategically • Their ability to influence executive leadership and across functional lines of the business • A global perspective in their approach to employer branding • Adopting the role of a company ambassador by travelling and sharing employer branding best practice outside their home country • The ability to build and nurture a global network of employer brand professionals • Ability to effectively build internal and external teams to deliver an employer brand strategy aligned with the corporate strategy. Whilst I make no mention here of their capabilities in human resources, marketing or communications, the key issue is that each of these leaders has brought to the employer brand strategic leadership function their own unique skills, experiences and capabilities from a diversity of backgrounds. Either through personal development or practice they have acquired the additional skills and capabilities required to effectively manage their employer brand strategy and surrounded themselves with talent internally and externally to support them in their role. An analysis of employer brand leadership job and person descriptions over the past six years shows a diversity of approaches used by organisations when recruiting employer branding leaders (see table 2). The focus for the employer brand leader is on recruitment at companies such as Facebook, Amazon and KPMG. However companies such as LinkedIn, Nike and Amtrak have adopted a holistic approach to employer branding across the employment lifecycle. Employer Brand Leadership Capability In 2010 I developed the Employer Brand Leadership Capability FrameworkTM to assist employer brand leaders to better manage their cross functional responsibilities and to ensure a consistent approach to employer brand management (see Figure 2). Key Functions The key functions detailed in the Employer Brand Leadership Capability FrameworkTM include: i) Employee lifecycle management This function segments the employee lifecycle and develops policies, systems and practices which are reflective of the changing needs of employees throughout their tenure. For example, as the population ages in many countries senior leaders may require a more flexible working environment so they can care for their elderly parents. Employee lifecycle management is a relatively new concept for human resource leaders and creates an excellent opportunity for the human resources function to learn from the marketing function and vice- versa. For deep insights on employer experience I encourage you to read the whitepaper, “In employer branding, EXPEIRENCE is everything,” available at www.employerbrandingcollege.com ii) Brand portfolio management The corporate, consumer and employer brand strategies are usually managed separately. The marketing department has been the traditional custodian of the corporate and consumer brand portfolio and as I discussed earlier human resources have been responsible for the employer brand portfolio. It is important to realise you have one master brand. The segmentation for management of the master brand into corporate, consumer and employer brand portfolios by most companies merely ensures each segment has a focused strategy to ensure outcomes are optimised. However recent practice shows a move towards an integrated strategy between HR, marketing and communications towards management of the brand experience at a customer and employee level. iii) Community management Advances in technology have led to an acceleration and adoption of social media for communication around the world. It has the potential to connect the developing world to the developed world and to create a truly globalised society where goods, services and knowledge are transferred freely. The community management function develops strategies for leveraging the power of networks to tap into best practice and to connect employees with customers creating a two way feedback loop that benefits the company and its customers. Companies like Procter & Gamble, Dell, Philips and Red Bull have been successful in harnessing the wisdom of the crowds to develop better products and services at a fraction of the cost previously possible. iv) Change management Strong change management must underpin any effort to embed employer brand management principles and practices across the organisation. 8
  9. 9. Figure 2: Employer Brand Leadership Capability FrameworkTM Failure to engage line managers with a vision that demonstrates creation of value will result in your employer brand strategy becoming just another project that gets ‘a tick of the box’ but creates no lasting value. Key Levers The key levers for driving the functions of the Employer Brand Leadership Capability FrameworkTM include: v) Leadership Strong, capable leadership that works collaboratively to engage managers across functions is the key to a successful employer brand strategy. Whilst there is an ongoing debate that ‘leaders are born not made,’ most organisations will have an opinion on the capability of their leadership. The issue is many companies do nothing to address the deficiencies in leadership which end up making it difficult to recruit the leaders required to turn things around. All the companies being recognised for having a strong employer brand such as Google, adidas Group, Sodexo USA, Starbucks and LinkedIn, etc. all have strong leadership at the top. vi) Communication Relevant, engaging and timely communication is rare in organisations where employees work in a fast paced busy environment full of communication blockages and jams. It is more common for companies such as IBM and Deloitte to build their own internal social networks to connect employees across the organisation and to facilitate wealth creation by creating an environment where explicit knowledge flows freely and through sharing it widely transferring it into tacit knowledge leading to competitive advantage. Many of these internal social networks are replacing the traditional intranet which have become too big, too slow and difficult to navigate. vii) Training The key gap I have found with managers I have met at employer branding training events I have conducted around the world is their ability to influence Executive and line managers about the role of employer branding in building company value. They key to addressing this gap is for employer brand leaders to develop and implement training programs to build employer branding capabilities across the organisations. Since 2011 I have been coaching leaders from more than 25 countries through their Certificate in Employer Brand Leadership course at the Employer Branding College with the aim of building internal leadership knowledge, capability and practice. Whilst the implementation of employer brand strategy depends on the scope, industry and company size the key issue has been engaging senior leadership in the importance of employer brand strategy. Those who have been successful have seen a significant increase in investment towards their programs. viii)Performance Your employer brand strategy must achieve outcomes and be performance driven. It must be aligned with corporate objectives and agile enough to adapt to internal and market changes. This is what will engage the c-suite and ensure continued investment beyond the audit stage of your strategy. Performance to objectives and targets must be an ongoing process throughout the development and delivery of your employer brand strategy. Brand Portfolio Management Change Management Community Management Employee Lifecycle Management Leadership Performance Communication Training 9
  10. 10. The future for employer brand leadership History shows that companies transition towards a whole of business approach to employer brand management after two to three years of adopting the concept. This is consistent with how employer branding evolves inside a company as capability builds across the leadership teams as detailed in the Employer Brand Excellence Pathway (see figure 3). It is clear that with the increasing talent shortages around the world we will begin to see many more follow the lead of companies such as Google, IBM, Marriott, 3M and EY in reorganising staffing structures to leverage the value an employer brand strategy has on profitability and sustainability. I believe the trend in seeking leaders with skills and experiences in marketing and branding will continue. Some companies will train these skills amongst human resource leaders and grow this talent internally. Just as it has with leading consulting firms now offering employer branding services, the marketing and branding vendor market will take more of an interest in employer branding as the money continues to move in the direction of solving complex talent issues Whilst there are company culture and structural issues in reorganising and implementing a holistic employer branding function if the trend of companies appointing employer brand managers continues as it is has in the USA, Europe, UK and Scandinavia, there is no doubt the role of the employer brand leader will become more commonplace in regions such as Russia, Brazil, UAE, Poland and Asia as companies seek the benefits gained from companies who are already three to five years into their employer branding strategy. Too many companies view employer branding as a ‘project based’ or ‘add on’ function to an already overstretched human resource function and then complain about the lack of return on investment. We are still at a phase of first mover advantage with only 17% of companies having a clearly defined strategy (up from 14% in 2011). Companies taking action now still have time to ensure they will become top of mind in the employment choice for talent they seek to drive growth and profitability in possibility the most challenging economic times in history! How the Employer Branding College is working in partnership with Employer Brand International to advance employer brand leadership To address the gaps in employer brand leadership knowledge and capability the Employer Branding College offers the world’s first online ‘Level 1 Certificate in Employer Brand Leadership’ program to train leaders in developing, implementing and managing the employer brand strategy. Level 2 and Level 3 courses are also offered to build employer brand leadership capabilities across line management. Since 2011 leaders from 28 countries have participated in the program. Leaders/managers participate in a monthly online 1-1 coaching and mentoring session. Leaders/managers can study in their own time and their learning is supported by access to the world’s largest online library of more than 250 books, videos, case studies, articles, whitepapers, handbooks and global research reports. Competency is measured through the completion of a series of practical workplace assignments. Further details about the program can be found at www.employerbrandingcollege.com 10
  11. 11. Figure 3: Employer Brand Excellence Pathway StrategicFocus • Employer branding for business transformation • Support of culture diversity across countries • Dedicated employer branding department with representatives • living in countries outside headquarters • Open lines of communication across borders • Systems integration to support global talent attraction, • engagement and retention strategy • Support of employer brand strategy at Executive level • Integrating Employer Brand and EVP’s into company culture • Alignment of policies, systems, processes with EVP’s • Development and management of global careers site • Employer brand metrics developed and reported on • Employer branding across employee lifecycle • Internal and external research to define EVP’s • Distinctive assets defined and promoted • Employer brand strategy developed • Cross functional collaboration on employer brand strategy • Training of line managers in employer brand management • Company siloed with very little collaboration on employer • branding between departments • Above the line EVP development • Employer branding for recruitment • Knowledge of employer branding limited to a few people • in organisation • Lack of support for employer brand strategy at Executive level • Technical skills focus • Cost control v quality of hire/talent • Recruitment disorganised, dysfunctional and highly operational • Web 1.0 career site • Absence of coordinated global talent attraction, engagement • and retention strategy 11
  12. 12. Table 2: The employer brand leadership function Responsibilities/Experience Focus RequiresQualification Years’experience Company HR Recruitment recruitment marketing Communications Publicrelations Marketing Media Brand Consulting Socialmedia Events Candidate experience recruitment Engagement Retention 3M        3-5 Akamai Technologies     10 Amazon      n/s Amtrak          n/s Bristol-Myers Squibb       8 Cargill           8 CEB       7 Coca-Cola Hellenic      n/s Dropbox n/s n/s EY     n/s 6 Facebook       n/s 10 Ferrero         3-5 Google       n/s IHG      n/s n/s IKEA        n/s n/s JP Morgan Chase        5 12
  13. 13. Table 2: The employer brand leadership function (continued) Responsibilities/Experience Focus RequiresQualification Years experience Company HR Recruitment recruitment marketing Communications Publicrelations Marketing Media Brand Consulting Socialmedia Events Candidate experience recruitment Engagement Retention Hudson        n/s n/s HP n/s n/s Kinross     n/s 8-10 KPMG      n/s 5-6 Liberty Mutual      7-10 LinkedIn     n/s 8-10 Marriott           2-4 Mars       n/s Nike         5-7 Philips           5 PVH       2 RBS      n/s n/s Standard Chartered Bank       n/s n/s Telstra          n/s n/s Verizon         10 Wendy’s      10 13
  14. 14. About the author Brett Minchington MBA, Chairman/CEO of Employer Brand International is an International strategist, corporate advisor and educator who has trained leaders in more than 50 cities in 30 countries. He currently leads the global Certificate in Employer Brand Leadership program at www.employerbrandingcollege.com Brett is the world’s most published author in employer branding and his publications have sold in more than 65 countries. His latest book “Employer Branding & the new world@work” and other titles are available at www.brettminchington.com Industry highlights Published 3 books and 120+ articles & whitepapers on employer branding 8 Global speaking tours 2007-2015 Trained 1000’s of leaders in 50 cities in 30 countries The world’s most published author in employer branding Chaired Employer Branding Summits in 11 countries Pioneered the introduction of employer branding in 6 countries Led 6 global research studies Designed the world’s first accredited Employer Brand Leadership qualification Employer brand strategic advisory to leading agencies and companies around the world Connect 14
  15. 15. the practical business college THE GLOBAL STANDARD IN EMPLOYER BRAND LEADERSHIP TRANING & CERTIFICATION WE’RE GROWING FAST! Argentina Australia Brazil Canada Czech Republic France Georgia Greece India Lithuania Malaysia Mexico Netherlands New Zealand Peru Philippines Romania Russia Slovakia South Africa Spain Sri Lanka Sweden United Kingdom USA www.employerbrandingcollege.com A PERSONALIZED - PRACTICAL - WORLD CLASS EDUCATION TRUSTED TO TRAIN MORE THAN 20,000 LEADERS FROM 50 CITIES IN 30 COUNTRIES SINCE 2006 EXPERIENCE THE DIFFERENCE in partnership with EMPLOYER BRAND INTERNATIONAL 15
  16. 16. Certification demonstrating you are a competent Employer Brand Leader to the world's best practice standard. Monthly 1-1 coaching and mentoring support and unlimited online contact with course educators during Level 1&2 programs. You have 24/7/365 access to the world’s largest online employer branding library of more than 250 books, videos, case studies, articles, whitepapers, handbooks and global research reports. You will learn a deep understanding of the global and local trends impacting on the world at work and strategies to adapt to these changes. You will learn proven methodology, frameworks, strategies and tools to develop, implement, measure and manage an employer brand strategy to the world's best practice standard. You have access to educators with the latest thinking in employer branding. Ability to apply practical learnings to your own situation and be coached and mentored along your employer branding journey. Ongoing support as a member of an exclusive Alumni of leaders from more than 25 countries. You become a member once you enrol, not after the course. CERTIFICATION PERSONALIZATION INDUSTRY LEADING EMPLOYER BRAND THOUGHT LEADERSHIP LIBRARY ADAPT TO GLOBAL TRENDS STRATEGIC APPROACH LATEST THINKING PRACTICAL & RELEVANT EXCLUSIVE ALUMNI NETWORK 1-1 coaching and mentoring support Study anywhere-anytime-any device WHY LEADERS CHOOSE TO STUDY EMPLOYER BRAND LEADERSHIP WITH US16
  17. 17. PROGRAM STRUCTURE Module Learning Focus Feature The Fundamentals of Employer Branding (EBLFU) Total Modules Core Modules Employer Brand Strategic Management (EBLSM) Elective Modules Course books (included) Access to module online resources Access to college online library 250+ publications Global alumni network Duration Study time per week Modules per month 1-1 skype coaching sessions (1.25 hrs) Assignments Employer Brand Analytics & Reporting (EBLAR) Employee and Customer Experience (EBLCE) Employer Branding and Social Responsibility (EBLSR) Future Trends in Employer Branding (EBLTD) Employer Brand Leadership Principles & Practices (EBLPP) Employer Branding Mapping & Competitor Analysis (EBLCA) Contemporary Practices in Employer Branding & Social Media (EBLEBSM) Employer Brand Strategy - Practical Workplace Assignment (EBLWA) Level 1 10 modules Level 1 Level 2 Level 3 Level 2 6 modules Level 3 4 modules 1 2 3 4 5 6 7 8 9 10 elective choice Choose 2 Choose 2 4-5 months 3 months 2 months 1-2 hrs2-4 hrs2-6 hrs 2 Years 1 Year 3 Months Yes Yes Yes 2 2 2 6 3 1 3 1 1 2 1 1 10 6 4 4 210 0 elective choice elective choice elective choice elective choice elective choice elective choice Course Course Course elective choice X X X X X X COURSE COMPARISONS Level 2 - Foundations in Employer Brand Leadership 2 (6 modules) (4 core modules + choose 2 electives) Level 3 - Foundations in Employer Brand Leadership 3 (4 modules) (2 core modules + choose 2 electives) Level 1 - Certificate in Employer Brand Leadership (10 modules) 17
  18. 18. andrea@employerbrandingcollege.com +61 8 8443 4115 www.employerbrandingcollege www.facebook.com/employerbrandingcollege www.twitter.com/hashtag/employerbrandingcollege www.linkedin.com/company/3651279 the practical business school 18
  19. 19. Appendix Sample of Employer Brand Leader Job and Person Specifications Published 2009-2015, not in chronological order 19
  20. 20. Global Recruiting Programs Manager- Facebook Location: Menlo Park, CA Facebook was built to help people connect and share, and over the last decade our tools have played a critical part in changing how people around the world communicate with one another. With over a billion people using the service and more than fifty offices around the globe, a career at Facebook offers countless ways to make an impact in a fast growing organization. Facebook was built to help people connect and share, and over the last decade our platform has played a critical part in changing how people around the world communicate with one another. With over a billion people using the service and more than fifty offices around the globe, a career at Facebook offers countless ways to make an impact in a fast growing organization. Recruiting is a core strategic driver of Facebook’s success. We have a world-class team working together to help drive our ambitions and scale to the next level. We are looking for a Global Recruiting Programs’ Manager based in Menlo Park, CA. This full time position reports directly into Facebook’s Head of Global Recruitment and will lead a small, talented team of events and branding specialists. This person will be responsible for shaping recruitment branding, events and candidate experience strategy across university and experienced hiring for our global Engineering and Business teams; and executing this strategy through our recruiters on the ground, globally. Responsibilities • Drive development and rollout of Facebook identity as an Employment Brand. • Working with the Recruitment team, develop and execute recruitment marketing programs that allow Facebook to achieve its significant experienced hire, graduate & Intern recruitment targets. • Develop and implement a strategy to raise Facebook’s image as an employer of choice, including media, recruitment advertising, events, internet marketing. • Contribute ideas/content to core external communications channels, including the careers pages of Facebook, marketing brochures, fact sheets, job descriptions. • Develop architecture for Global Calendar of Events & help select/design events that meet Employment Brand guidelines and business growth plans (less events/higher quality approach) • Facilitate best practice program sharing and event efficiencies for events’ teams globally. • Review, refresh and continuously improve Facebook’s candidate experience. • Become a contributing member of the Recruitment Leadership team that effectively embodies and promotes the culture and values of Facebook, and lead the team to do the same. Our core values consist of the following: Be Bold, Move Fast, Focus on Impact, Be Open and Transparent, and Build Social Value. Requirements • 10+ years’ experience and recognized domain expertise in recruitment marketing, candidate experience, branding and events. • A passionate belief in the social benefits of the Internet and Facebook, in particular. • Excellent interpersonal and communication and leadership skills. • Demonstrated track record of building strong working relationships at all levels, across functions and geographic boundaries. • Evidence of partnering with external Partners, Marketing, Events and other internal functions to create impact. • Global perspective and proven understanding of business marketplace and acute business acumen. • Program, project and budget management excellence teamed with analytical/problem solving skills. • Flexibility to adapt to changing business situations. • Track record of being a strategic partner to clients driving recruitment marketing strategy. • Proven track record of successfully launching large-scale, global recruiting marketing campaigns • Recognized as a culture carrier in Recruiting and HR 20
  21. 21. Employer Branding Specialist / Officer – Coca-Cola Hellenic Location: Belgrade CANDIDATE’S PROFILE: Essential • University degree – preferably in Communications, Marketing or Organizational Science • Proficient level in MS Office • Excellent command of English • Understanding of possibilities and restrictions of social media • Personal attributes: • Strong organizational and interpersonal skills • Analytical, explorative and open thinking approach to problems Desired: • Active involvement in student organizations and projects during studies • Experience in creating projects, presentations, trainings and workshops • Experience in developing and activating social media campaigns Job Description The chosen candidate will be part of our recruitment team and will be responsible for organization and execution of Coca- Cola Hellenic employer branding activities. He/ She will: • Plan, organize and execute projects, campaigns and activities for communicating and positioning Coca-Cola Hellenic as desirable employer in Serbia • Create and implement communication plan for employer branding purposes, with emphasizes on executing social media campaigns • Ensure timely and effective advertising of new job posts • Improve and suggest new campaigns, projects, communication channels and activities in order to ensure continuity of preferred employer status and to attract best candidates for hiring. • Manage partnerships and cooperation with academic sector, student organizations and other institutions • Plan, organize and execute employer branding events Coca-Cola Hellenic is one of the leading non-alcoholic beverages producers in the Europe. Employing over 44.000 people, Coca-Cola Hellenic supplies soft drinks to more than 550 million consumers across 28 countries, covering a wide geographical range – from Western Europe to Eastern Russia and from Estonia to Nigeria. Company produces, sells and distributes the world leading brands of The Coca-Cola Company, serving 8 billion litres of products to customers every year. Coca-Cola Hellenic is an employer who gives equal opportunity for employment regardless of the gender, race, age, sexual orientation, political opinion, marital status, and religion, ethnic or national origin. The time is now. Do not send any original certificates or degrees. Incomplete applications will not be taken into consideration. Only short- listed candidates will be contacted. All applications will be handled with absolute confidentiality. No telephone or personal inquiries will be accepted. 21
  22. 22. Director, Employment Branding - CEB What Is the Employment Brand Director Role? The Employment Brand Director will lead the effort in developing and delivering CEB’s global employment value proposition to our target audience. As part of the Global Communications & Engagement Team, and in partnership with Talent Acquisition, the Employment Brand Director will contribute to the development and execution of global strategies with the ultimate goal of branding CEB as the employer of choice in order to attract candidates to the firm. This includes identifying new channels for attracting and sourcing top talent, executing large-scale initiatives and creating employment brand campaigns through our digital platforms He or she will also create and manage programs and original content that promote CEB’s employment brand amongst current staff, potential candidates, and other external communities, as well as develop initiatives that help recruiters to sharpen communications with candidates to properly represent CEB brand, strategy, and operations. What Are the Key Responsibilities? • Develop and execute a scalable global strategy for employment brand across all internal and external channels. • Identify new opportunities for innovative recruitment marketing programs and build the business case to implement them. • Utilize best practices to manage the CEB Careers website, LinkedIn page, Facebook page, and Twitter accounts and engage relevant audience segments with CEB content and careers. • Develop content and messaging for key talent segments and implement globally. • Create and manage execution of global sourcing events to engage candidates, Manage and expand the CEB Staff Alumni network and associated programs to engage former employees. • Engage and educate current CEB staff to establish informed ambassadors for our brand and our talent acquisition initiatives, including internal referral campaigns. • Enable recruiters to leverage the employment brand with the development of messaging, training resources, brand standards, and other tools. • Partner with cross‐functional teams to secure necessary resources and approvals. Qualifications What Are the Basic Qualifications? Bachelor’s degree • 7+ years of experience within a recruiting function and/or in a progressive marketing and communications function. • Strong experience with online media, including social media platforms, and the ability to select the most effective media/online tools to support recruiting and business outcomes. What Are the Preferred Qualifications? • Experience in a role managing the intersection of recruiting and employment brand. • Successful record of delivering company‐wide employment branding for geographically distributed teams. • Strong business acumen; ability to understand the key drivers and dynamics behind talent strategies, and to link marketing activities to them. • Ability to select and evaluate correct metrics to ensure the effectiveness of all initiatives • Proven project management skills that encompass the entire lifecycle of multiple projects, with competing demands, and within defined timeframes. • Experience creating and implementing communication strategies in association with large-scale projects. • • Ability to work effectively within a highly collaborative and interconnected environment, bringing projects to goal through influence of, and partnership with, cross-functional stakeholders. • Creative and innovative thinker; ability to approach opportunities and issues and generate ideas that inspire new directions and exciting outcomes • Proven communication skills, including writing for the web. • Experience developing and maintaining effective relationships with a broad group of stakeholders, including senior executives in order to foster trust and partnership • Superior professionalism, discretion, judgment and grace under pressure. 22
  23. 23. Why Should I Be Interested? • Unique opportunity to grow a global talent brand for a company distinguished by its transformative impact on the world’s leading companies. • Ability to work with and learn from truly exceptional colleagues. • Participate in structured professional training and development opportunities. • Work in an environment characterized by a Spirit of Generosity, where senior leadership encourages staff to give back and make an impact on the communities in which we live and work CEB (NYSE: CEB), the leading member-based advisory company, equips more than 10,000 organizations around the globe with insights, tools and actionable solutions to transform enterprise performance. By combining advanced research and analytics with best practices from member companies, CEB helps leaders realize outsized returns by more effectively managing talent, information, customers and risk. Member companies include approximately 85% of the Fortune 500, half the Dow Jones Asian Titans, and nearly 85% of the FTSE 100. CEB is an Equal Opportunity Employer committed to diversity in the workplace. 23
  24. 24. Senior Manager, Global Employment Brand - LinkedIn Location: Mountain View, CA (San Francisco Bay Area) Are you passionate about social networking using LinkedIn, helping employees become brand ambassadors and can happily operate in a scrappy, start-up culture in Silicon Valley? Then keep reading… LinkedIn is searching for a seasoned senior employment brand expert with 8-10 years’ experience (specifically in Employment Branding) to build on the foundational strategy of our employment brand program and extend it globally. The ideal person will evolve our employment brand program by developing a comprehensive global employee life-cycle strategy and then identify key departments internally to partner with in order to continuously execute. Current internal stakeholders include (but not limited to): Leadership and Talent, Recruiting, HR, Engineering, Corporate Communications, Social Media, Global Sales, Facilities and international teams. Although we believe in the power of LinkedIn’s ability to transform careers and our values as a company, we are grounded by data and cultivate a very metrics—centred company, so you should be able to prove with data the effects of our strategy against the goals. This position is open effective immediately and is based in sunny Mountain View, CA. Duties and Responsibilities: • Develop and execute an overarching Global Employment Brand strategy (based on the life-cycle of employees) and create the positioning and messaging strategy. • Identify internal SMEs (Subject Matter Experts) that will be your internal partners (such as Culture, Environment/Facilities, Corporate Communications, Engineering, and Global Ambassadors) to identify/co-create the touch-points and opportunities to re-enforce our employment brand message. • Help with the definition/execution as appropriate and where bandwidth allows. • Develop an ROI measuring dashboard for all efforts so that we understand impact and can refine/optimize program. Relevant Experience: • 8- 10 years’ experience in employment branding; with extensive track record of developing comprehensive global employee life-cycle programs, identifying all major touch-points and crafting the cohesive story that fosters brand ambassadors. • Strong presentation and public speaking skills; a strong presence, excellent verbal and written communication skills. • Excellent project management skills and ability to work well under deadlines and across time zones. • Experience in vetting external creative agencies and strong negotiation skills. Success Factors: • Hands-on, roll-up-your-sleeves hard worker and self-motivator. • Commitment to collaborate, working with the best minds to find the best solutions. • A good balance of strategy (see the BIG picture) and execution. • A “raise-the-bar” mentality. • Ability to thrive in a start-up environment. Comfortable working in ambiguous environment. • An effective writer who can clearly, concisely and persuasively communicate the value proposition of LinkedIn to employees. • A quick study; fluency with LinkedIn’s products with the ability to give a site-tour is key. 24
  25. 25. Employer Branding and Culture Manager: Hewlett-Packard Company Description The Global Talent Enablement organization integrates talent, performance, executive recruiting, learning development and delivery, diversity and inclusion, culture, and employee engagement. Within this organization and as part of the Culture and Engagement team, this role will partner across the enterprise to drive engagement outcomes designed to enhance employee productivity and provide a desirable culture for current and future employees. Key Areas of Responsibility • Develop relationships with key stakeholders within business units to define, execute and measure engagement initiatives that maximize employee productivity, deliver business results, and create a winning culture across the enterprise. • Establish a repeatable methodology for business leaders to identify and overcome obstacles to engagement within their business units. Leverage VoW data and key industry data to identify drivers and measure outcomes. • Pilot and scale engagement initiatives across the enterprise. • Partner across the Culture and Engagement team on key strategies designed to create desirable and winning culture across the enterprise. • Reports to the Director of Culture & Engagement Qualifications • First level university degree; advanced university degree preferred • 10+ years of experience in an HR function and/or a generalist role • Experience delivering complex programs to a large business, preferably global • Excellent communication skills • Excellent project management and process development skills • Excellent business acumen • Excellent budget management and accounting skills • Capable of delivering a program to a large employee population • Proven credibility/relationships with senior business leaders • Demonstrated experience as a brand ambassador for a large organization • Proven experience and passion for employee engagement & culture • Proven experience in engagement and culture linked to business outcomes • Previous consulting experience and/or experience driving global programs • Prior roles within Sales, Customer Service, Account Management, Marketing, Human Resources and/or Communications • Proven ability to effectively collaborate and influence across multiple levels of the organization 25
  26. 26. Employer Branding & Social Media Coordinator – Talent Acquisition - PVH Overview PVH Corp. is a global company with over $8.0 billion in estimated 2014 revenues through a combination of strategic acquisitions and by successfully growing our iconic, lifestyle apparel brands globally across the wholesale, retail, e- commerce and licensing channels throughout North America, Europe, Asia and Latin America. The Employer Branding & Social Media Coordinator- Talent Acquisition will support the talent acquisition function with project coordination in order to set the foundation and build global talent acquisition framework. Responsibilities: Enhance our employer brand presence by tracking social media, job boards, business, and reputation networks. Draw conclusions to better understand user engagement and to remain competitive in the talent acquisition market. Effectively build relationships with external talent communities through social media & PVH talent acquisition community. Research best practices and conduct analysis around talent acquisition in order to support selling and implementation of new projects/initiatives that are designed to enhance the larger talent acquisition function and overall organization. Support daily tasks and projects - create presentations, coordinate meetings, develop resources. Consolidate monthly global report for talent acquisition metrics ensuring consistency, and propose improvements where needed. Perform data analysis to make local and regional conclusions. Calendar management for social media and sourcing channels. Work closely with Marketing, Internal Communications, external vendors, and regional recruiters to respectively align the “DNA” of all PVH brands. Qualifications: Experience: • 2 years minimum experience in Marketing and Social Media (Facebook, LinkedIn, Twitter, etc.) Exposure and understanding of Talent Acquisition function and understanding of recruitment process is highly desired (Glassdoor, applicant tracking system iCIMS, online job boards) Superb writing skills and strong communication skills Education: • Bachelor’s Degree in HR, Marketing, Communications or other related field Skills: • Social Media Savvy Experience utilizing internet, databases, search engines and social media to source active and passive candidates applicant tracking systems (desirable) Proficient in Microsoft Office. Knowledge of Adobe Suite (Photoshop & Illustrator) and other editable movies software (i.e. Final Cut Pro or Motion) It is the policy of PVH Corp. to ensure equal employment opportunities to all qualified persons without regard to race, gender, religion, age, national origin, citizenship status, disability, qualified veteran status, marital status, or sexual orientation or any other basis prohibited by applicable law. 26
  27. 27. Recruitment Marketing Manager, EMEA - Philips Your challenge Your challenge is to bring Philips brand story to life in a way that invites, excites and ignites top talent in your market. In doing so, you’ll be helping Philips achieve its impactful mission and vision of improving 3 billion lives per year, by influencing the right professionals to want to work at Philips and help them land in the best fit roles at the right time. To deliver on this challenge you will be given the opportunity to dynamically balance strategic thinking with "hands-on" work. Your responsibilities • Build and deploy local marketing communication campaigns (from insights to execution) targeting the most critical talent segments for your market. • Develop and maintain a deep understanding and insights of the European labor market, market trends & requirements and harness these to inform your branding strategies and consistently educate and influence key internal customers and stakeholders. • Adapt the global digit al employer brand strategy to Europe, with a focus on leveraging the latest social tools and technologies to create a highly engaging candidate journey for top talent that reflects our brand values and is measurable. • Develop employment brand & talent referral programs and propositions that meet the business objectives of your local stakeholders, while ensuring alignment with our global Employment Value Proposition (EVP) framework and the ‘glocal’ Talent acquisition strategy. • Effectively manage and optimize Philips brand presence on the top European career channels and social communities, leveraging assets from and ensuring compliance with the local Brand, Communications & Digital team. Your team You will be joining a creative, passionate, and results-oriented global Recruitment Marketing team, with the freedom to concentrate on locally relevant and meaningful solutions. We are part of the broader Talent Acquisition (TA) Centre of Expertise for Philips and are passionate about identifying, attracting, and acquiring exceptional and diverse talent around the world in order to meet our mission of improving 3 billion lives per year through sustainable, meaningful innovation. You will report to the Head of Global recruitment marketing and work closely with the local TA manager and TA team to execute your ideas and plans successfully. You will also collaborate with the local Brand communications and Digital team to share resources and to align on brand identity and executional requirements. Location: Amsterdam, the Netherlands preferred; (Open to flexible working arrangements in another Europe-based location for the perfect candidate). Our offer We are looking for individuals who want to accept this position as a career; not a job. With it comes a commitment from Philips to support your development goals through Philips University and other learning resources, to enable your career growth through formal and informal coaching and to provide meaningful work that challenges your potential and satisfied your desire to contribute positively to the world around you. For 122+ years, Philips has led the journey to deliver technology innovations that satisfy the deepest and most intimate needs of customers and patients around the world. Join us to be a part of and share the miraculous stories and outcomes to inspire our next generation of innovators. . We welcome you to a challenging, innovative environment with great opportunities for you to explore. 27
  28. 28. Our benefits are very competitive and designed around your preferences: • Depending on experience, a year salary (fulltime) between €50400,-and €64800,- (including personal benefits package of 24,57%) • 25 Days of leave and the possibility to purchase up to 20 extra days off annually • A variable bonus based on both Philips results and personal performance • Extensive set of tools to drive your career, such as a personal development budget, free training and coaching • Solid company pension scheme and attractive collective health insurance package • Opportunity to buy Philips shares and products with discount • Healthy work-life balance We are looking for • Degree in Marketing (Communications), or a related field of study • Minimum of 5 years of experience in a marketing or brand communications-focused role; employer brand experience is preferred, but not required • Experience with digital channels / social media marketing is a must; experience with mobile solutions preferred • Proven ability to develop and implement creatively bold, “out of the box” ideas that are cost effective and measurable • Strong written and verbal communication and presentation skills, fluently in English • Proven ability to build strong stakeholder relationships and influence mutually beneficial outcomes • A self-starter – someone who is independently motivated and inspires others with their positive attitude and energy 28
  29. 29. Director, Employer Branding Asia Pacific - Hudson GLOBAL PROFESSIONAL SERVICES ORGANISATION DEVELOP AND IMPLEMENT THE APAC EMPLOYER MARKETING PROGRAM COMPETITIVE SALARY PACKAGE This established and international professional services business is looking for a highly experienced marketer that specialises in employment marketing. Reporting to the Chief Marketing Officer, you will develop and deliver the firms employer branding strategy to increase candidate acquisition and retention. Key responsibilities will include: • Enhance and communicate the organisation’s employee value proposition both internally and externally • Develop a channel marketing strategy to target and engage active and passive candidates to build brand positioning and increase candidate acquisition • Develop a fully segmented CRM program to nurture relationships with warm contacts and drive conversion • Develop and manage a highly creative content marketing program. Strategic, influential and accomplished, you'll relish the chance to work closely with the Asia Pacific Executive Leadership Team to support their requirements and ultimately develop and lead an Asia Pacific employee marketing program that builds the organisation’s employer brand in each market. As a self-motivated, resilient and focused senior recruitment marketing expert, you will have excellent writing skills with experience of multiple mediums, particularly digital formats. You will bring to the role a strong background in digital marketing, including planning and delivery of social media, eDMs, blogs, web and SEO. Don't miss the chance to play a role in the development of a globally recognised brand as you drive the employer branding strategy! 29
  30. 30. Employment Brands & Marketing Manager - Telstra At Telstra, we're thinking big. Australia's leading telecommunications and information services company is expanding to all corners of the globe - embarking on ambitious new ventures while building on more than 100 years of values and successes that have made us a Fortune 500 company today. It's an exciting time of huge growth and opportunity for our thriving business, and for our people. As our business changes we've refreshed our understanding of what Telstra offers as an employment experience and why this is a great place to work. We need to take these messages to market to differentiate Telstra as an employer of choice, and attract and retain the talent we need to create a brilliant connected future for everyone. This is where you come in. We need a superstar to lead the award winning Employment Brands & Marketing team for a 12 month maternity leave cover. Reporting to the General Manager – Recruitment, you'll drive the promotion of Telstra as an employer and the attraction and acquisition of the best talent in the marketplace to achieve Telstra's business priorities. The function has been established for a number of years and is at the forefront of employer branding. Whilst we have mature and sophisticated programs and practices, there is plenty of opportunity to try new things in an environment that's open to change and innovation, particularly as Telstra transitions its Recruitment service to an in-house model in December this year. Managing a small team of specialists, you'll need to be hands on, be able to hit the ground running, and be excited by the opportunity to get stuck into a heap of new projects that will attract the right people to the right opportunities. You'll look after: • A holistic employer brand and marketing strategy that spans the employee lifecycle and builds competitive advantage for Telstra • Employment brand identity; application, management and governance • Employee Value Proposition (EVP); research, definition, communication, delivery and measurement strategy • Digital careers channels; internal, external and mobile careers websites, CRM, apps • Social media strategy and execution • Internal and external communications • Talent community; development, engagement and communications strategy • Talent attraction strategies • Market Research and Insights • Recruitment attraction campaigns i.e. graduate program • Job advertising/ channel management and optimisation • And much, much more.... What's important is that you have: • Solid experience in the field of marketing, preferably related to recruiting or employer branding • Experience in talent acquisition, candidate engagement or talent community management will also be highly regarded • Experience in leading a function, and coaching and developing a team would be preferable • Strong experience in developing and delivering employment brand marketing strategies that have driven results • Demonstrated experience in stakeholder management/ business partnering, strategic thinking and planning, and driving change in a complex organisation • Strong ability to learn on the fly, adapt to different environments and work with ambiguity • Ability to handle multiple projects simultaneously, adapt to changing priorities, and work well under pressure 30
  31. 31. You're an innovator, a collaborator, a creative thinker. You love the energy of a fast paced environment and are an embracer of change. You're committed to constantly developing yourself and others, and have a desire to always achieve more. You're results focused, you display initiative and pro-activeness, and you identify what needs to be done and do it before being asked or before the situation requires it. Above all, you bring passion and dedication to your job, are not afraid of hard work, and thrive off the satisfaction gained from achieving success. And whilst we expect a lot – like any good relationship, we give a lot back. By being trusted to deliver and empowered to achieve, you'll have ownership and accountability over your role. You can look forward to exploring and accelerating your personal growth to achieve your career aspirations. You'll get great enjoyment from your work; it's stimulating, varied and challenging – its work you can be proud of. You'll be surrounded by a talented, passionate team who has a common purpose, and together achieve amazing things. And you'll be part of an organisation that's committed to flexibility. A job at Telstra is like no other you've had. You'll be challenged. You'll be inspired. And you'll be proud. Because whatever your job is here, you'll always be part of something bigger. Come and connect to a future created by you. We work flexibly at Telstra. Talk to us about how this job could be flexible for you. 31
  32. 32. Associate Director, Employer Brand & Employee Value Proposition (EVP) - Bristol-Myers Squibb The Associate Director, Employer Brand and Employee Value Proposition is the steward of our BMS Employer Brand supporting the acquisition, engagement and retention of world class talent. Key responsibilities include: Brand Strategy & Execution: • Developing a global brand strategy. • Evolving and implementing BMS' global brand reflective of the evolution and diversity of our company. • Creating innovative marketing campaigns which create awareness and drive attraction utilizing our BMS career sites, related technologies, social media and other marketing channels to promote BMS as an employer of choice; maintaining control of the brand while effectively partnering with local teams to multiply brand efforts. • Developing plans for branding, marketing strategy and tactics in support of critical business initiatives. • Leading analysis of branding tactics to assess effectiveness and inform decision making on future investments and areas of opportunity. Social Media: • Content owner for LinkedIn platform and BMS career site. • Acting as a catalyst to create employees as brand ambassadors. • Supporting recruiter effectiveness with tools and resources. Agency Management: • Driving the creative direction on all EB collateral in partnership with BMS Studio. Vendor Management: • Managing vendor relationships such as Jibe, LinkedIn, RPO partners, multiple media providers and other vendors BMS partners with to promote our employer brand. Qualifications The successful candidate will have the following experience and capability: • Bachelor's degree in Marketing, Business or other related field or equivalent experience. • Eight years of marketing experience with a focus on employment branding. • Experience with brand insights, research, focus groups, surveys, brand value propositions and positioning, brand creative, assets and messaging, website content, SEO, planning, campaigns, collateral, events, social media and communications. • Demonstrated ability to extract key insights to inform and develop a strategy, and then mobilize organizational resources to execute that strategy. • Demonstrated experience translating their ideas into tangible outcomes with measurable impact. • Strong project and time management skills; can lead multiple projects simultaneously with ability to prioritize varying deadlines. • Demonstrated effectiveness at building partnerships and ability to influence up, down and across the organization. Bristol-Myers Squibb is an equal opportunity employer - M/F/Vet/Disability 32
  33. 33. EY Employer Branding Manager (Located In Shanghai, Hong Kong or Beijing) Right now, you're a high performer. You'd like the opportunity to become a leader in your profession. As an Employer Branding professional at Ernst & Young, you'll work in a high-performing and inclusive environment that offers you great opportunities to develop an interesting and fulfilling career. As a valued member of our Asia-Pacific People team you'll help develop our regional Employer Branding strategy lead the execution of the strategy in Greater China (Hong Kong, Mainland China and Taiwan). Reporting to the Asia-Pacific Employer Branding Leader and working as part of both the regional and Greater China teams, you’ll be responsible for developing marketing tools and campaigns to support talent attraction with a strong focus on Campus hires. You’ll be someone who stays abreast of the latest trends in digital/social technologies and can leverage this knowledge to help our teams succeed in attracting and hiring the best candidates for Ernst & Young. You'll also implement programs to drive internal brand engagement. This is a unique opportunity to take initiative and further develop your expertise in employer branding. In this hands-on role you will: • Project manage the development and localisation of recruitment marketing toolkits and collateral in partnership with key internal stakeholders and external suppliers, rolling out tools for Greater China and ensuring their effective and coherent use • Develop innovative campaigns that build and enhance awareness of Ernst & Young’s employer brand on campus and support the local recruitment teams to execute on campaigns. • Implement the digital/social media strategy, monitor posts and manage our online communities using audience engagement tactics • Support the roll out of Global employer branding programs in Greater China and work on regional projects as required • Implement internal brand engagement activities • Manage the Greater China Employer Branding budget • Drive employer branding activities and consistency in recruitment marketing communications across the Greater China in conjunction with the regional team and local marketing and recruitment stakeholders Our success is built on the drive and commitment of our people. We'll give you access to leading professional development opportunities. We'll recognise your talent and your skills and reward you for them. We're looking for: • A marketing degree, 6 years + marketing experience (agency or in-house) with a strong understanding of brand principles • Experience in working with external marketing vendors including delivering briefs and managing the creative development process • A track record in developing social media marketing campaigns and driving community engagement • Solid skills in writing and editing effective content in both English and Chinese • Meticulous attention to detail and project management skills with the ability to handle multiple task and priorities • A proactive approach, and exceptional consultative and influencing skills • Working knowledge of the Mainland China market • Fluency in both English and Mandarin • Knowledge of recruitment operations and candidate trends will be highly regarded Your flexible, organised and collaborative team approach will be highly valued in working with this diverse internal client group. At Ernst & Young you'll discover what it is like to perform at your best. 33
  34. 34. Employer Brand Manager - Marriott International Are you ready to explore bran new challenges in employer branding? In US? At Marriott you can make it happen – with opportunities for building new skills, co-workers who share your enthusiasm and clear career paths that offer experience for growth and promotion. Whether you are a seasoned hospitality professional or just beginning to plan your career. Discover more about Marriott Marriott International Headquarters, located at 10400 Fernwood Road, Bethesda MD 20917, is currently hiring for an Employer Brand Manager. As a key member of the Global Employer Brand team, the Employer Brand Manager will play an integral role in positioning and promoting Marriott International as an employer of choice in every market where we operate around the world. The Global Employer Brand team, a brand marketing team within the HR Talent Acquisition Centre of Expertise, is focused on supporting Marriott International and its portfolio of brands in acquiring, engaging and retaining world class talent. Job Summary: The primary objectives of this position include: • Leading Employer Brand Projects: Leading specified projects from the development of strategy through to the execution of programs in the marketplace. • Brand Building Initiatives: Supporting the Global Employer Brand team in rolling out creative campaigns globally as well as through market-based country-specific execution. • Social Media Initiatives: Supporting the Global Employer Brand team in pursuing Marriott’s social media strategies globally; planning and delivering compelling content and ensuring that we are reaching our target audiences in those channels/communications where they are looking for career information. • Performance Measurement: Serving as the team lead in reporting to the organization on project performance versus identified target metrics. Desired Skills & Experience Skills and Attributes: • Collaborative; team player • Immersive attitude toward target audiences; passionate about wrapping oneself up in target audience insights to drive toward creative solutions • Highly organized and able to handle multiple priorities at any given point in time in order to deliver results • Creative and innovative thinker; ability to approach opportunities and issues and generate ideas that inspire new directions and exciting outcomes • Strong business acumen; integrates and balances priorities, work activities and resources for the benefit of multiple key stakeholders • Strategic thinker; processes information through a strategic lens with the ability to recognize connections between project objectives and those of the broader organization • Comfortable with complexity, ambiguity and change • Trustworthy with strong business integrity and ability to hold sensitive information in confidence • Exhibits ability to lead projects by establishing credibility necessary to partner with client teams to formulate project direction and provide clear path forward recommendations • Analytical; is adept at distilling a set of data and translating findings into innovative, profitable, executable, and operationally feasible solutions • Develops and maintains effective relationships with a broad group of stakeholders in order to foster trust and partnership 34
  35. 35. Education: • Bachelor’s degree in Marketing, Business or related field required, MBA degree in related field a plus Experience: • Minimum 2-4 years of professional experience in brand management, marketing strategy, creative development and/or product management with expanding responsibilities • Experience with social media strategy and execution • Understanding of and experience in agency partnership to design and rollout campaigns Experience in employer branding, human resources or internal communications a plus, but not required 35
  36. 36. Employment Branding Manager - Nike Job Location: Portland As a member of the Employment Branding Team, you will create the desired perception of Nike's unique and rewarding employment experience and cultivate meaningful relationships with talent. This team is responsible for conducting research, setting strategy and creating the employment value proposition in order to articulate Nike's Employment Brand to both internal and external audiences. Responsibilities Include: • Participate in the business planning and budgeting in the development of communications strategies. Manage the execution of communication strategies by managing resources (internal and external). • Develop communications strategies/plans that identify business goals to be achieved, measurable objectives, audiences, messaging, creative concepts, communications channels, communications cadence and metrics. Outline and continually update project plans; timelines and delivery calendars; and communications materials. • Develop ongoing relationships with business partners across a range of Nike HR and business functions including Product Creation, Retail, Sales and Commerce, and others to assist with delivery of strategic communications plans, messaging and products. Coordinate project deliverables and act as a liaison to technical communications team and others. • Develop and execute messaging for internal communications. Write and edit content for intranet, HTML email, executive and department presentations and internal announcements. Ensure that a thorough review, editing and updating process is followed for all communication. • Develop and utilize an array of existing channels and tools and emerging technology to deliver global messaging. • Assist with event and meeting production, external-facing web content and media relations as needed. Qualifications • Bachelor's degree in Communication, Public Relations or related field and a minimum 5 years' experience, 2 additional years' experience in lieu of a degree. Experience working in an Internal Communications, Employee Communications or Public Relations role • Media background a plus • Advanced writing and advanced desktop publishing - basic ability to adapt and use graphic elements in communication (PowerPoint, Word Documents, etc.) • Basic experience with video production for the web (script, shoot, edit) • Experience working with social media and non-traditional forms of communications • Solid presentation building and public speaking • Knowledge of or experience using social media platforms for communication • Web experience (can create basic web pages and HTML email) • Experience using web-based meeting applications • Experience working with global and remote groups Benefits You probably know we have a pretty generous benefits package, but here's the highlight reel: a stock purchase plan, matching 401(k) retirement plan, on-site sports complex, childcare and full health insurance. There's not room here to mention every benefit we offer, but hopefully that'll give you a sense of how we take care of our own. We're interested in learning more about you and appreciate you taking the time to apply online. Nike, Inc. is an equal opportunity employer (EOE) that strives to create a diverse workforce and an inclusive culture. NIKE, Inc. is committed to employing a diverse workforce. Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability. 36
  37. 37. Consumer Marketing: What We Offer Consumers make the decisions. At Nike, our job is to know what motivates and inspires them. We put consumers at the centre of everything we do whether it’s in Brand Marketing or Global Communications. In Brand Marketing, we communicate one of the most recognized brands in the world. Our mission is to drive connections with consumers through a variety of channels. In Global Communications, we are committed to creating deep, credible and authentic connections with consumers, employees and stakeholders through inspiration, innovation and the growth stories of our brands and the Nike, Inc. portfolio throughout the world. Learn more about the many jobs in Brand and Consumer Marketing with Nike today. 37
  38. 38. Employer Brand Manager - Mars Corporate Purpose of Job Support CIS business growth by building a strong One Mars Employer Brand in CIS region (externally as well as internally) in order to attract and retain best right talent. Business across CIS: Mars Chocolate, Mars Petcare, Mars Food, Wrigley, Royal Canin, OKF Korkunov Principal responsibilities: • Act as centre of expertise on Mars Employer Value Proposition and Brand promise. Acts as guardian of EVP across CIS to ensure One Mars Voice across the region to external and internal target audiences; provide recommendations on EVP and communication strategies to all Mars segments and business units in CIS. • Develop and implement One Mars Employer Brand vision and strategy for all CIS business units and translates global activities were appropriate • Establish and control brand standards (i.e. Best Employer Ranking position) and recommend actions for improvement. • Develop and implement Employer Brand Communication strategy. Prepare and gain approval for launch & annual brand plans supported by brand communication and promotional programs and expenditures budgets. • Identify, gain approval and manage brand development projects which will satisfy target audience needs. • Manage all aspects of Brand communication. • Performs other responsibilities as assigned if they are not in contradiction with this Job Description. Requirements: • Higher education • Fluent English • Minimum 3 years of experience in HR or Marketing • Excellent communication skills • Project management skills Location Russia, Moscow and region Moscow Functional Area Human Resources Job Description Available in Pусский 38
  39. 39. Employment Branding Program Manager- AMTRAK Job Snapshot Location: Washington, DC 20002 (map it! Map it!) Job Type: Human Resources Education: 4 Year Degree Amtrak is America’s Railroad. Amtrak is also transforming. Are you ready to be a leader of transformation? Led by an inspirational and innovative CEO and a dynamic Executive team, Amtrak is driving change throughout its business and focusing on first class customer service, operational excellence and employee engagement. To spearhead the transformation, Amtrak needs a driven, focused and engaging Employment Branding Program Manager as a change agent to work in Washington, DC, Philadelphia, PA or Wilmington, DE. If you are interested in making a real difference, challenging yourself and your organization, and growing personally and professionally we encourage you to “Come on Board" and join the Amtrak transformation as an Employment Branding Program Manager. The Employment Branding Program Manager will report into the Leader of Talent Acquisition and Employment Branding at Amtrak. This will role will define and articulate the vision, strategy, priorities and plans for Employer Brand and Sourcing Channels, ensuring they are clearly understood by all relevant stakeholders. Enable the frontline delivery of products through securing business sponsorship/buy-in; effective training etc. Continuously improve, and track and report on, the effectiveness, efficiency and bottom line impact of sourcing channels, and employer brand strategies and products, through the use of structured metrics & benchmarking. Overall management of global Employer Brand and Channel vendor supplier relationships, ensuring quality of service and value for money, influencing how suppliers develop products, as appropriate. Senior point of escalation for exceptional and ‘out of policy’ queries relating to Employer Brand and (Sourcing) Channel Management. Direct and control the management and development of the Employer brand and EVP, ensuring that all talent acquisition products and communication activities are aligned to and reflect the employer brand. Develop and ensure delivery of a comprehensive channel management strategy to attract the world’s best talent (combining classic recruitment channels with cutting edge virtual and video tools/techniques), providing the framework for the sourcing manager to deliver against. Provide thought leadership, solutions, consultancy and advice to key internal and external stakeholders, Talent Acquisition Team; senior leaders in HC and the Business Employer Brand and Channel related vendors; other external bodies, as required. Requirements Qualified candidates must understand that safety is above all else, the customer comes first, a passion to make a difference, and a willingness to lead positive change and employee growth. A Bachelor’s degree in business and marketing, and/or human resources is required. Must have Talent Acquisition knowledge and experience. Additionally, the following is required: • Deep marketing expert: in-depth experience of marketing and branding at a strategic level, with proven experience of successfully developing and implementing best-in-class company-wide employer branding and communication strategies and initiatives. • Visionary thinker; able to see the ‘big picture’ and think both practically and conceptually, whilst simultaneously working on the details. • Excellent marketing, written and verbal communications skills; proven success in writing and delivering copy, strategy papers, frameworks, terms of reference and other project documentation, etc. • Strong influencing skills, enabling the role holder to quickly build credibility and gain a seat at the table with key stakeholders (senior leaders, suppliers etc.). • Business acumen / insight, and a pragmatic, customer-focused approach. • Strong consultative and negotiation skills combined with the ability to successfully manage internal politics. • Experience working in a complex matrix, across multiple geographies, dealing with demanding and fast- paced client groups, successfully building / managing sustainable relationships with teams, customers, suppliers, senior managers and other stakeholders. • Sound financial and commercial management skills, including experience in managing budgets. 39
  40. 40. • Proven delivery capabilities - track record of setting a clear strategy and agenda, identifying key work packages and milestones, multi-tasking, prioritizing and delivering against work packages / milestones (in the short and long term). • Proactive, problem solving approach combined with a willingness to challenge in order to deliver business results. • Successful track record in coaching, leading and engaging people at all levels. Amtrak offers a competitive benefit package and salaries commensurate with experience. Qualified candidates are encouraged to email their application to [Click Here to Email Your Resume]. Amtrak is an equal opportunity employer committed to employing a diverse and inclusive workforce THE SAFETY OF OUR PASSENGERS, OUR EMPLOYEES, THE PUBLIC, AND OUR OPERATING ENVIRONMENT IS OUR HIGHEST PRIORITY! 40
  41. 41. Employer Branding and Recruitment Manager- IKEA Group North West Moscow, Khimki Job description In this position you will be accountable for steering employer branding and recruitment processes in a dynamic organization with more than 7000 employees. You will report to the Country HR Manager and supervise in-store recruiters from central office prospective. This position will require you to think strategically and long-term while at the same time it is a hands on role with strong operational involvement. You will have direct impact on the business by playing an integral role in positioning and promoting IKEA as employer of choice in Russia and therefore supporting further growth of the organization. The main responsibilities are: • Implement and further develop attraction and selection strategies to meet our short and long-term business needs; • Enhance IKEA’s employer brand through integrated and creative HR marketing activities both internally and externally; • Secure that media used in contact with internal and external audiences is in line with Employer Branding and Recruitment strategies; • Drive continuous improvement of recruitment quality by developing recruitment competence as well as processes and tools throughout the organization; • Ensure that recruitment process throughout the organization is efficient, cost-effective, executed in accordance with IKEA’s policies and in line with yearly budget; • Partner with Super Users of Application Tracking System to ensure that it is utilized properly to manage candidates life-cycle and to maximize automation of the process; • Take a lead in Employer Branding & Recruitment related projects on country level; • Be accountable for recruitment budget; • Identify, measure and report KPIs that guide our business decisions around employer branding, recruitment and retention activities; • Feel the pulse of labor market situation through researches, networking, benchmarking with competitors, participating in professional communities etc.; • Be an active contributor in HR initiatives and activities or other related matters. Desired Skills and Experience To be successful in this role you should have: • Solid leadership experience as well as HR competence, preferably within employer branding and/or recruitment area; • Broad market knowledge and expertise in wide range of recruitment practices; • Project & vendor management experience; • Ability to handle multiple projects simultaneously while meeting deadlines; • Ability to engage senior stakeholders and leverage relationships for success; • Strong interpersonal communication skills; • Analytical and problem solving skills; • Ability to grasp new technologies; • MS office proficiency and English fluency. 41
  42. 42. As a person have a passion for people. You are positive and social individual that is self-driven and can work independently. You are responsible and result oriented person who is not afraid of new and challenging tasks. You are a “doer” and find pleasure in finding your ways of doing things. We consider applicants only with citizenship of Russian Federation or Republic of Belarus. We kindly ask you to apply in English. About this company IKEA has its roots in Småland, historically one of Sweden’s poorest regions, so hard work and economizing with resources have always been part of our heritage. We’ve been making a lot out of very little for more than 60 years. Throughout the years, we have been fortunate to attract highly skilled and motivated co-workers who have made IKEA one of the most successful home furnishing companies in the world. Finding and encouraging talented people who share our values is a strong focus for us. Togetherness is important. We can always get a helping hand from colleagues. We take responsibility and learn from our mistakes and share experience and knowledge with each other. Now we have around 131,000 co-workers all over the world with a great mix of nationalities and 40% of our top 200 managers are women. . 42
  43. 43. Employer Brand Manager, Google Location: London, UK Have you ever been part of a world class HR team working in support of achieving stretching and exciting business goals, for passionate highly talented people who have a real thirst for development? Google puts its Employer Brand at the heart of its proposition to its people and those that it seeks to recruit. We believe we are successful because we have an innovative culture. As we grow we want to ensure that our very special culture is not diluted. In order to do this we have developed a new position for a talented OD or HR practitioner - Employer Brand Manager. Responsibilities: • Assessing the Google culture and ensuring that it is ingrained in all offices across EMEA. • Working with all of the people processes to ensure that all are supportive of the Google values and culture. • Working specifically with new offices and on integration issues to support the establishment of the Google culture in new areas. • Owning the Happiness Survey (our annual employee attitude survey) plan at EMEA wide level and supporting local country implementation. • Working with staffing programmes to help define and instil the Google brand in all recruiting activity. • Working with individual senior teams to help ensure behaviours are aligned with the culture. • Being involved as necessary with a number of specific learning and development processes. Requirements: • Educated at least to a degree level. • Extensive consulting/OD or HR experience. • Commercial and business acumen & an ability to analyse business trends & prioritise. • Proven experience of managing multiple projects in a fast-paced environment, with the ability to work to tight timescales in an ambiguous environment. • A self-starter with excellent interpersonal and communication skills and a passion for employer branding. • Proven ability to manage and influence people not under their direct line management. • A track record of excellence and recognition by the business. • Experience of best practice in other organisational contexts. • Demonstrably a source of innovative thinking and fresh ideas • 1+ non-English European language(s) preferred. • Fun, outgoing and friendly personality a must. • Flexible to travel in Europe - and occasionally to the US - as required to meet role objectives. Please note only candidates with EU work authorization will be considered. 43
  44. 44. Employer Brand Manager - Amazon Location: US-WA-Seattle Have you ever wondered what it would be like to develop your own program with the backing of a Fortune 100 company? This is an exciting opportunity for someone who wants to have a global impact on a company seeking to hire the best and brightest talent in the world. Amazon is seeking a brand-obsessed, delivery-oriented program manager to join our Global Recruiting Services team. You will lead the effort in developing and delivering our global employment value proposition to our target audience. The Employer Brand Program Manager will contribute to the development and execution of global strategies with the ultimate goal of branding Amazon as the employer of choice. You will work on projects that have a global impact by partnering across the business. These will include PR opportunities, identifying new channels for attracting top talent, candidate experience, and new employer brand campaigns. Responsibilities will include: • Delivering scalable employer branding and recruitment marketing to the Global Talent • Acquisition organization, on time and on budget • Identifying new opportunities for innovative recruitment marketing programs and building the business case to implement them • Partnering with cross-functional teams to secure necessary resources and approvals • Analyzing the ROI of existing programs or proposed new programs including campaign management • Working with the global recruitment organization for marketing and advertising enquiries • Serving as an employer brand guardian, evangelizing Amazon's employment message and ensuring its consistent execution and delivery • Maximizing program ROI - build a talent network while growing Amazon's employment brand in the marketplace • Identifying new candidate channels — assess and prioritize program needs based on business requirements, work with team to develop business case for new initiatives • Contributing to ad hoc project work — active involvement on project teams outside of own programs on an as-needed basis Prior Experience and Qualifications: • To be successful, you will leverage experience as a project/program manager with a background of delivering best-in-class recruitment marketing initiatives. • Prior experience as a Recruiter is highly desirable. • Bachelor's degree' • Strong verbal and written communication skills • Experience with program/project management • Successful record of delivering company-wide employer branding initiatives via the development and implementation of marketing materials for geographically distributed teams • Experience supporting a large customer base with hands-on execution of branding materials • Previous work experience in recruiting or human resources environment a considerable advantage • Experience identifying and resolving issues independently, will take initiative even under unfamiliar or ambiguous circumstances - solid sense of accountability and sound personal judgment 44

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