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Ferrero Employer Brand Journey

Presentation for leading employer brand expert, Brett Minchington, London November '14. Contains my belief that humans join, stay or leave a company for 1 of 4 reasons: Love, Money, Power or Hate, This is the basis for all my executed activation and strategy.

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Ferrero Employer Brand Journey

  1. 1. The Ferrero Employer Brand Journey @DearKat *The views expressed in this presentation are soley my own and do not represent the views or opinions of the Ferrero group*
  2. 2. “High pressure, lack of freedom (almost like a prison), lack of formal process but many unwritten norms and rules, lack of performance review and career development, WLB, not customer focused, no corporate culture (Brazil feels like a colony part of an empire; China that the company doesn't care about people), inadequate pay, jobs not well defined, missions don't correspond to promises, slow decisions”
  3. 3. Global Sourcing 2013/14 Candidates who will apply to Ferrero and get hired with no prompting Baseline hires ERP / Referrals/ Transfers Direct Sourcing Marketing** Third party Recruiters Candidates who are known to current Ferrero employees Candidates who are found by Ferrero Sourcers through media databases or social media Candidates who are driven to Ferrero through Recruitment Marketing activities No/LowCostHighCost XXX% XXX% XXX% XXX% XXX% Candidates who are sourced by external recruitment agencies ** Total number of hires not accounted for as in some cases the source of the hire was unknown
  4. 4. • Leave trigger • Temporary effects • Leave trigger • Temporary effects • Negative emotion • Contagious • Positive emotion • Long term benefit LOVE HATE MONEYPOWER INCREASE DECREASE
  5. 5. Anti-analysis Identify Minimise Manage out Brand advocacy Internal pride Candidate pride Alumni pride Trade support Industry visibility • Leave trigger • Temporary effects • Leave trigger • Temporary effects • Negative emotion • Contagious • Positive emotion • Long term benefit LOVE HATE MONEYPOWER
  6. 6. An integrated approach Employer Branding Talent Acquisition L&D Talent Management Hiring Managers Social EVP A JOY TO DISCOVER
  7. 7. This is the current output 11 3. PAPIRFLY The system implementation: upload all approved toolkit materials ready for use. 2. TOOLKIT & GUIDELINES A PDF document detailing logo usage and regulations in using the assets. This will also be available as an e book on my.ferrero 4. DIGITAL BRAND BOOK An inspiration book of the employer brand. Aiming to make all employees feel proud to work at Ferrero 5. MOOD FILM An inspiring video that can be understood in any language emotively expressing the new employer brand. 6. INTERNAL LAUNCH All HR staff communication of the EVP. Alongside two all day workshops to train specific targets on the new brand. 11. MEASURING ROI There is a solid KPI benchmark in place to ensure our effectiveness and ROI. Through measuring social sentiment analysis to in-house SWOT opinion to candidates perception. Step 1: DRIVE CONSISTENCY IN ATTRACTION PROCESS Step 2: ENFORCE A UNIFORM EXTERNAL PERCEPTION Step 3: PUSH MASS AWARENESS AND EDUCATION Step 4: LEAD A DATA DRIVEN APPROACH CONFIDENTIAL 9. 2014/15: MEDIA PLAN External strategy is high touch, high impact stunts responding to the target groups communication habits: millennial social & digital media will be bought 10. 2014/15: CAMPUS ACTIVITY External strategy is high touch, high impact stunts responding to the target groups communication habits. 7. CAREERS WEBSITE A complete rebuild of ferrerocareers.com user responsive by content, language and device: mobile ready and scrollable content for the i- generation 1.EVP & CREATIVE BUILD A PDF document detailing logo usage and regulations in using the assets. This will also be available as an e book on my.ferrero
  8. 8. STRATEGY CHANGES A large shift from paid media to earned
  9. 9. Summary of Ferrero Employer Branding Strategy 2014/15 Core objectives: Enhance competitiveness as employer to attract and retain talents, especially in xxxx . In year 2 the focus is to increase brand advocacy internally through employee referrals and social reach. To increase earned media and decrease paid media Step 1: HELP OURSELVES BY MAKING EXISTING ATTRACTION CHANNELS WORK HARDER Step 2: INCREASE SOCIAL MEDIA PRESENCE AND ENCOURAGE EMPLOYEES WOM & REFERRALS Step 3: LOW COST GUERILLA MARKETING ON CAMPUS FOR XXXXXX AWARENESS Step 4: LEAD A DATA DRIVEN APPROACH. DRIVE THE VISION 2020 HOLD HR ACCOUNTABLE KPIS Attract enough candidates for Ferrero to meet DIRECT hiring numbers Enhance employer brand perception & increase quality of applications Increase understanding and appreciation of Ferrero EVP values To INCREASE the employer rankings especially XXXXX It is envisioned extra European countries in PS5 will represent xxx of the growth. In order to achieve this goal developing a reputation as a best employer of choice is a key business need to attracting talent.
  10. 10. TRIUMPH?
  11. 11. 16 Vision 2020 Global KPIs CPH • By 2020 ..... of our hires will be a result of employer branding • By 2015 ....... of hires will be a result of employer branding REACH • By 2020 our combined reach as an employer will be....... • By 2015 our digital reach will be ....... TTF • By 2020 our average time of hire will be .....weeks & .... touchpoints • In 2015 will be begin measurement of time to hire RANK • By 2020 we will rank in ........ the ........................... • In 2015 we will gain positioning in each focus market QOF • By 2020 our staff turnover in extra Europe will be reduced to just ...... • In 2015 we will begin destination employee to combat turnover
  12. 12. How we are measuring COSTperhirefrommarketingvs3partyrecruitment • Monster ATS • MediaCOM tracking • Candidate survey via CEB RED dashboard REACH:Howmanycandidatetouchpointsdowehave? • Google analytics: website traffic • Social traffic: via Linkedin • Monster ATS via applications • YouTube reach and videos viewed and shared • Glassdoor analytics • Media tracking TIMEtohire,astreamlinedrecruitmentprocess • Monster ATS • NB: Monster recommend recruiting standards such as job vacancies are posted 24 hours from notice to assist this KPI. EXTERNALperception&candidateranking • Universums World’s Top 50 Employers • Employer awards: Randstad, best companies, trendence • Klout competitor benchmark • Market research such as Reputation institute • Radian 6 to measure social sentiment QUALITYofhireandimpactonretention • CEB RED dashboards new hire survey: both employee and hiring manager • CEB departure view looking into exit information • Retention rates via SAP reporting • CSR report of turnover • The Culture fit assessment
  13. 13. Some early results (2013-2014) Before (day dot) After (current day) 34 612 Linkedin followers 100 000+ LI followers (organic) 292% increase Minimum 2.9% engagement 3 country EofC awards 21 individual country rankings #21 Forbes most reputable #55 Universums worlds most attractive #31 trendence Europes 500 5 target universities (Germany) 2000 target universities (9 markets)
  14. 14. Candidate campaign testing
  15. 15. Internal campaign testing 84.18% more than 7/10 likely to recommend us 44.85% 9- 10 likely to recommend us
  16. 16. The fandom begins “I would like to work at Ferrero a lot!!!! I believe and I see!!” “As a former Employee (22 years since departure) I am thrilled to hear this News. I have often Boasted of the Amazing place Ferrero was to Work at in the 90's. I have missed being apart of the Ferrero Family & am PROUD of its success” “Is an honor working with a company the size of Ferrero that supports young people and contribute to our continued growth and development. Also, is a company where you can feel like you're at home, working with a beautiful family. Grazie mille Ferrero!” “Glad I made the jump and came on board! :)” “great brands, great products, fantastic company, congratulations” I LOVE YOU !! Bravi e grazie mille “I am very proud to be associated with a company which is doing great works for society” “I love to work with Ferrero family”
  17. 17. #teamferrero “Ferrero is the ultimate definition of joyful discovering of unique experience. It is unique to be with forever” - Employee Survey – October 2014 - *The views expressed in this presentation are soley my own and do not represent the views or opinions of the Ferrero group*

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