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Employer Branding
Kristian Vandenhoudt
Antwerp, April 14, 2013
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Kristian Vandenhoudt: facts in brief
Legal • European Commission
• Université de Montpellier (Centre du Droit de la Consommation et de la Concurrence)
• Lawyer (member of the Bar of Brussels)
• Head Legal Department (TOTAL BeLux)
Operations • Business Unit Manager (TOTAL BeLux)
HRM • Director Personnel & Administration (Stork MEC)
• Divisional Human Resources Manager (Atlas Copco - Airtec Division)
• Vice President Human Resources (Atlas Copco - CT Service Division)
(HR Process Owner for Employer Branding)
© 2013 Atlas Copco, Kristian Vandenhoudt2
Atlas Copco: facts in brief
Established 1873 in Stockholm, Sweden
Four focused business areas • Compressor Technique (HQ in Belgium !)
• Mining and Rock Excavation Technique
• Construction Technique
• Industrial Technique
Global presence Customers in more than 170 countries
Employees 39 800 in 90 countries
Annual revenues 2012
Market cap Feb 2012
BSEK 90.5 (BEUR 10.5)
BSEK 222 (BEUR 25.8)
Operating margin 21.6%
© 2013 Atlas Copco, Kristian Vandenhoudt3
Great products
© 2013 Atlas Copco, Kristian Vandenhoudt4
Customers in all industries
5 © 2012 Atlas Copco, Kristian Vandenhoudt
A strong brand portfolio
6 © 2012 Atlas Copco, Kristian Vandenhoudt
Customers everywhere
Africa/Middle East
12%
30%
Europe
North America
20%
South America
10%
Asia/Australia
28%
7
First in Mind—First in Choice ®
8 © 2012 Atlas Copco, Kristian Vandenhoudt
Employer Branding Strategy
A communication strategy
towards current and potential employees
to be “First in Mind, First in Choice” ® as an employer
How can we make potential customers choose
our product?
10
Building a strong brand
11
How can we make potential employees choose
our company?
12
Building a strong employer brand
Employer Branding
3 components
target groups value proposition media
GAP
Employer Branding
EVP KAD
Atlas Copco
EVP
EVP
KAD
Competitors Target Groups SWOT
GAP
Employer Branding
Target groups
The Capacity Plan shows our manpower needs
needs
Why do we need a Hiring Plan to complement the Capacity Plan?
Employer Branding
The Capacity Plan shows our manpower needs
The Hiring Plan shows our recruitment needs
The Employer Branding Plan makes us first in mind, first in choice
Employer Branding
Target groups
Employer Branding
IT, Finance, ...
Sales
Service technicians
time
Target groups
Recruitment needs – Atlas Copco
What is your Hiring Plan for the next 3 years?
Capacity
PLAN
+
hiring plan
Employer Branding
Target groups
Recruitment needs – Competition
time
Total
Company C
Company B
Atlas Copco
Who are your main competitors on the labor market?
What are their Hiring Plans?
Capacity
PLAN
+
hiring plan
Employer Branding
Target groups
Available resources on labor market
Technical
Sales
IT & Finance
Available
resources
What factors influence the availability of target groups
on the labor market in your region?
time
Employer Branding
Gap
Need
Available
Available
resources
time
Target groups
Available resources on labor market
Employer Branding
Target groups
Internal manpower supply through
internships and apprenticeships
...
High turnover rate
...
S W
TO
Increased inflow of women
in technical education
...
Gap between manpower need
and market supply
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to your target groups.
Employer Branding
3 components
target groups value proposition media
GAP
Employer Branding
EVP KAD
Atlas Copco
EVP
EVP
KAD
Competitors Target Groups SWOT
EVP KADEVP
EVP
KAD
What do we stand for as a company?
 EMPLOYEE VALUE PROPOSITION
Employer Branding
Value proposition
EVP is our DNA
Employer Branding
Value proposition
Work style and culture
Global
Innovative
Career offerBusiness context
Atlas Copco Employee Value Proposition (EVP)
Well-known
customers
Caring culture
Individual responsibility
Development opportunity
Internal career possibilities
Number of
nationalities
Organizational
history
Patents
Employee
survey
Testimonials
Missions
Training
hours
Key Performance
Index
Internal mobility Internal job
market
Local adaptation Local adaptation Local adaptation
Local proofs Local proofs Local proofs Local proofs Local proofs Local proofs
Adapt the Atlas Copco EVP locally.
Employer Branding
Value proposition
What EVPs do we have to compete with?
Company CCompany BAtlas Copco
What are the main differences with your competitors’ EVPs?
What are the expectations of our target groups?
 KEY ATTRACTION DRIVERS
career opportunitiestraining opportunitiessalary
Employer Branding
Value proposition
Do you know the real KAD of your different target groups?
Employer Branding
Value proposition
Strong company culture
...
EVP not distinct enough from
competitor EVP
...
S W
TO
Core values match expectations of
young generations
...
Weak image of industry in general
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to EVP and KAD.
Employer Branding
3 components
target groups value proposition media
GAP
Employer Branding
EVP KAD
Atlas Copco
EVP
EVP
KAD
Competitors Target Groups SWOT
Employer Branding
Media
Which media do we currently use
to communicate to our target groups?
Employer Branding
Media
Which media do our competitors use?
Employer Branding
Media
The better we know our target groups,
the better we can select the right media
Which are the preferred media of your target groups?
Employer Branding
Media
Centrally located head office
with visible logo
...
Website not clear to outsiders
...
S W
TO
Teachers using Atlas Copco example
in lectures
...
Social media content difficult to control
...
Define other Strengths, Weaknesses, Opportunities and Threats
in relation to media.
Employer Branding
GAP
EVP KAD
Atlas Copco
EVP
EVP
KAD
Competitors Target Groups SWOT
Employer Branding
Action plan
Target groups
Value proposition
Media
Female, technical education
Age 25-30
Caring culture: room for family & children
Internet
Publish female employee testimonial on website
+ send tweet
Timing: after summer
Cost: working hours + resources needed
Employer Branding
Action plan
+ Budget
+ Timing
+ Measuring instruments
+ Budget
+ Timing
+ Measuring instruments
Action 1
Action 2
Action 3, 4, ...
+ Budget
+ Timing
+ Measuring instruments
+
+
=
Employer Branding
Weakness: no transparency on career
opportunities
Employer Branding - Belgium
Action plan
Target groups Threat = Technical education & jobs less
attractive for females (only 10% of the engineer
students in Belgium are females)
Weakness : no testimonials on website, via PR,
via direct contacts ambassadors (company visit)
41
1. Pleiades
2. Techno Girls
3. Female Mentorship Program
4. Female ambassadors
Company visit of Secondary school : 17 – 18 year old
students who need to choose their further education
―Pleiades‖ event:
Network event for employees
―Techno Girls‖:
10-12 year old girls discover
how attractive industry can
be
42
43
Female Mentorship Program: interview with Marina
Krassyuk and her mentor Paul Fringe
Testimonials of female
ambassadors
Weakness: no transparency on products,
processes and applications
Employer Branding - Belgium
Action plan
Target groups
Weakness: closed company culture and less
opportunities for potential employees to participate
in customer events
Threat: decreasing number of technical profiles as
a result of weak image of technical industry
44
1. Product launches
2. Open Company Day
3. I-days
45
Product Launches:
as part of job event
Improve image of Industry:
I(ndustry)-Days
Create transparency on our activities:
Open Company Day (discover the secret of Compressor Technique)
PR Strategy : Story model
46
me
rational emotional
proximity
significance
p
r
o
m
i
n
e
n
c
e
conflict
human
interest
unusualness
timeliness
newness
world
47
140 years Atlas Copco
De Tijd – 22-02-2013 – Ad Value: € 4 461.76
48
Engineers day & Equal Pay day
L’Echo – 20-03-2013 – Ad Value: € 1 573.29
49
Other actions
De Tijd – 16-02-2013 – Ad Value: € 16 740.54
L’Echo – 23-02-2013 – Ad Value: € 11 314.39
Facebook: 141– Twitter: 27
50
Other actions
Kmo-insider.be – 25-01-2013
Chronique – 01-02-2013 – Ad Value: € 564.92
Engineeringnet.be – 27-02-2013
La Libre – 01-03-2013 – Ad Value: € 4 412.53
People Sphere – 01-12-2012 – Ad Value: € 11 758.04
Media coverage on prime time TV
51
Employer branding
Belgium: www.meetatlascopco.be
OBD
ATV
Jobevent
Interview RL
DM: Student
work
Technogirls
Jobfairs
Twitter
Facebook
Social Media Strategy:
54
Equal Pay Day + Day of the Engineer + Happiness Day
140 year Atlas Copco
55
140 year Atlas Copco
56
140 year Atlas Copco
57
13/02 – 140 jaar Atlas Copco? (90 mentions)
21/02 - we zijn jarig! + Virginie Claes interviewt (246 mentions)
25-27/02 – 140yr Atlas Copco album + ARPIC (130 mentions)
Social Media Statistics - Facebook
58
*Like stats tot 24/03
Social Media Statistics - Twitter
59
Weakness: international multinational with strong
focus on innovation
Employer Branding - Belgium
Action plan
Target groups Threat: unknown by general public (Influencers)
Weakness : old fashioned main
building, B2B,…
60
1. Banner@Brussels Airport
2. Restyling HQ
3. Bannering on trailers
4. Use of corporate logo
61
Positioning @ BXL
Airport:
“Imaging what you can do with
air”
62
Atlas Copco logo:
Increase visibility by use of corporate brand
Restyling main building @ Airpower:
Make our facilities more attractive
Employer Branding - Belgium
Action plan Target Group: Increase the interest for technical
jobs via students & influencers
Message: Share Atlas Copco technology, career-
& development opportunities
Media: Organize guest lectures & events,
communicate via ambassadors & inspiring
managers, Use Website & Social media as a
knowledge portal
63
1. Schools as stakeholder
2. Job fairs & Job event
3. Guest lectures
4. Working principles
5. Sponsorship
64
Job fairs and AC Job event:
Network events between students &
ambassadors
Guest lectures:
Share AC technology and processes
at Universities or events.
33 engineering students – Lessius College …
… building the first Belgian electrical race car …
… to compete in an international race (UK – Germany – Italy)!
Lessius Racing team:
Collaboration between Atlas Copco and Engineers students.
65
66
67
Share Atlas Copco technology:
Working principles & compressed air
manual is used by teachers during
colleges
Employer Branding - Belgium
Action plan
Target group: general public, employees &
influencers
Media: organize CR activities and set up action
were employees become ambassadors.
Communicate via social media and PR
mainstream media (story model: Human interest)
Message: Communicate on our Corporate
responsibility projects and strengthen our
employee engagement
68
1. Fan for life
2. CR world map
3. 10miles
4. ―Atlas Copco spotted‖
69
Use of social media:
Launch of EB Facebook page linked to
corporate engagement of Atlas Copco
70
Corporate
responsibility of
Atlas Copco:
Interactive map with
info on social projects
around the world
Project with Karin
Holmquist to share
our map in the Group
and to manage the
content.
71
Belgian employees running for a good cause:
72
―Atlas Copco spotted‖:
Employees post pictures from our products during their
vacation on Facebook.
Atlas Copco worldwide presence!
73
Committed to
sustainable productivity.
Employer Branding @ Atlas Copco

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Employer Branding @ Atlas Copco

  • 1. Employer Branding Kristian Vandenhoudt Antwerp, April 14, 2013 Insert picture here and delete this rectangle
  • 2. Kristian Vandenhoudt: facts in brief Legal • European Commission • Université de Montpellier (Centre du Droit de la Consommation et de la Concurrence) • Lawyer (member of the Bar of Brussels) • Head Legal Department (TOTAL BeLux) Operations • Business Unit Manager (TOTAL BeLux) HRM • Director Personnel & Administration (Stork MEC) • Divisional Human Resources Manager (Atlas Copco - Airtec Division) • Vice President Human Resources (Atlas Copco - CT Service Division) (HR Process Owner for Employer Branding) © 2013 Atlas Copco, Kristian Vandenhoudt2
  • 3. Atlas Copco: facts in brief Established 1873 in Stockholm, Sweden Four focused business areas • Compressor Technique (HQ in Belgium !) • Mining and Rock Excavation Technique • Construction Technique • Industrial Technique Global presence Customers in more than 170 countries Employees 39 800 in 90 countries Annual revenues 2012 Market cap Feb 2012 BSEK 90.5 (BEUR 10.5) BSEK 222 (BEUR 25.8) Operating margin 21.6% © 2013 Atlas Copco, Kristian Vandenhoudt3
  • 4. Great products © 2013 Atlas Copco, Kristian Vandenhoudt4
  • 5. Customers in all industries 5 © 2012 Atlas Copco, Kristian Vandenhoudt
  • 6. A strong brand portfolio 6 © 2012 Atlas Copco, Kristian Vandenhoudt
  • 7. Customers everywhere Africa/Middle East 12% 30% Europe North America 20% South America 10% Asia/Australia 28% 7
  • 8. First in Mind—First in Choice ® 8 © 2012 Atlas Copco, Kristian Vandenhoudt
  • 9. Employer Branding Strategy A communication strategy towards current and potential employees to be “First in Mind, First in Choice” ® as an employer
  • 10. How can we make potential customers choose our product? 10
  • 11. Building a strong brand 11
  • 12. How can we make potential employees choose our company? 12
  • 13. Building a strong employer brand
  • 14. Employer Branding 3 components target groups value proposition media
  • 15. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT GAP
  • 16. Employer Branding Target groups The Capacity Plan shows our manpower needs needs
  • 17. Why do we need a Hiring Plan to complement the Capacity Plan? Employer Branding
  • 18. The Capacity Plan shows our manpower needs The Hiring Plan shows our recruitment needs The Employer Branding Plan makes us first in mind, first in choice Employer Branding Target groups
  • 19. Employer Branding IT, Finance, ... Sales Service technicians time Target groups Recruitment needs – Atlas Copco What is your Hiring Plan for the next 3 years? Capacity PLAN + hiring plan
  • 20. Employer Branding Target groups Recruitment needs – Competition time Total Company C Company B Atlas Copco Who are your main competitors on the labor market? What are their Hiring Plans? Capacity PLAN + hiring plan
  • 21. Employer Branding Target groups Available resources on labor market Technical Sales IT & Finance Available resources What factors influence the availability of target groups on the labor market in your region? time
  • 23. Employer Branding Target groups Internal manpower supply through internships and apprenticeships ... High turnover rate ... S W TO Increased inflow of women in technical education ... Gap between manpower need and market supply ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to your target groups.
  • 24. Employer Branding 3 components target groups value proposition media
  • 25. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT EVP KADEVP EVP KAD
  • 26. What do we stand for as a company?  EMPLOYEE VALUE PROPOSITION Employer Branding Value proposition EVP is our DNA
  • 27. Employer Branding Value proposition Work style and culture Global Innovative Career offerBusiness context Atlas Copco Employee Value Proposition (EVP) Well-known customers Caring culture Individual responsibility Development opportunity Internal career possibilities Number of nationalities Organizational history Patents Employee survey Testimonials Missions Training hours Key Performance Index Internal mobility Internal job market Local adaptation Local adaptation Local adaptation Local proofs Local proofs Local proofs Local proofs Local proofs Local proofs Adapt the Atlas Copco EVP locally.
  • 28. Employer Branding Value proposition What EVPs do we have to compete with? Company CCompany BAtlas Copco What are the main differences with your competitors’ EVPs?
  • 29. What are the expectations of our target groups?  KEY ATTRACTION DRIVERS career opportunitiestraining opportunitiessalary Employer Branding Value proposition Do you know the real KAD of your different target groups?
  • 30. Employer Branding Value proposition Strong company culture ... EVP not distinct enough from competitor EVP ... S W TO Core values match expectations of young generations ... Weak image of industry in general ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to EVP and KAD.
  • 31. Employer Branding 3 components target groups value proposition media
  • 32. GAP Employer Branding EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT
  • 33. Employer Branding Media Which media do we currently use to communicate to our target groups?
  • 34. Employer Branding Media Which media do our competitors use?
  • 35. Employer Branding Media The better we know our target groups, the better we can select the right media Which are the preferred media of your target groups?
  • 36. Employer Branding Media Centrally located head office with visible logo ... Website not clear to outsiders ... S W TO Teachers using Atlas Copco example in lectures ... Social media content difficult to control ... Define other Strengths, Weaknesses, Opportunities and Threats in relation to media.
  • 37. Employer Branding GAP EVP KAD Atlas Copco EVP EVP KAD Competitors Target Groups SWOT
  • 38. Employer Branding Action plan Target groups Value proposition Media Female, technical education Age 25-30 Caring culture: room for family & children Internet Publish female employee testimonial on website + send tweet Timing: after summer Cost: working hours + resources needed
  • 39. Employer Branding Action plan + Budget + Timing + Measuring instruments + Budget + Timing + Measuring instruments Action 1 Action 2 Action 3, 4, ... + Budget + Timing + Measuring instruments + + =
  • 41. Weakness: no transparency on career opportunities Employer Branding - Belgium Action plan Target groups Threat = Technical education & jobs less attractive for females (only 10% of the engineer students in Belgium are females) Weakness : no testimonials on website, via PR, via direct contacts ambassadors (company visit) 41 1. Pleiades 2. Techno Girls 3. Female Mentorship Program 4. Female ambassadors
  • 42. Company visit of Secondary school : 17 – 18 year old students who need to choose their further education ―Pleiades‖ event: Network event for employees ―Techno Girls‖: 10-12 year old girls discover how attractive industry can be 42
  • 43. 43 Female Mentorship Program: interview with Marina Krassyuk and her mentor Paul Fringe Testimonials of female ambassadors
  • 44. Weakness: no transparency on products, processes and applications Employer Branding - Belgium Action plan Target groups Weakness: closed company culture and less opportunities for potential employees to participate in customer events Threat: decreasing number of technical profiles as a result of weak image of technical industry 44 1. Product launches 2. Open Company Day 3. I-days
  • 45. 45 Product Launches: as part of job event Improve image of Industry: I(ndustry)-Days Create transparency on our activities: Open Company Day (discover the secret of Compressor Technique)
  • 46. PR Strategy : Story model 46 me rational emotional proximity significance p r o m i n e n c e conflict human interest unusualness timeliness newness world
  • 47. 47 140 years Atlas Copco De Tijd – 22-02-2013 – Ad Value: € 4 461.76
  • 48. 48 Engineers day & Equal Pay day L’Echo – 20-03-2013 – Ad Value: € 1 573.29
  • 49. 49 Other actions De Tijd – 16-02-2013 – Ad Value: € 16 740.54 L’Echo – 23-02-2013 – Ad Value: € 11 314.39 Facebook: 141– Twitter: 27
  • 50. 50 Other actions Kmo-insider.be – 25-01-2013 Chronique – 01-02-2013 – Ad Value: € 564.92 Engineeringnet.be – 27-02-2013 La Libre – 01-03-2013 – Ad Value: € 4 412.53 People Sphere – 01-12-2012 – Ad Value: € 11 758.04
  • 51. Media coverage on prime time TV 51
  • 52. Employer branding Belgium: www.meetatlascopco.be OBD ATV Jobevent Interview RL DM: Student work Technogirls Jobfairs Twitter Facebook
  • 54. 54 Equal Pay Day + Day of the Engineer + Happiness Day
  • 55. 140 year Atlas Copco 55
  • 56. 140 year Atlas Copco 56
  • 57. 140 year Atlas Copco 57 13/02 – 140 jaar Atlas Copco? (90 mentions) 21/02 - we zijn jarig! + Virginie Claes interviewt (246 mentions) 25-27/02 – 140yr Atlas Copco album + ARPIC (130 mentions)
  • 58. Social Media Statistics - Facebook 58 *Like stats tot 24/03
  • 59. Social Media Statistics - Twitter 59
  • 60. Weakness: international multinational with strong focus on innovation Employer Branding - Belgium Action plan Target groups Threat: unknown by general public (Influencers) Weakness : old fashioned main building, B2B,… 60 1. Banner@Brussels Airport 2. Restyling HQ 3. Bannering on trailers 4. Use of corporate logo
  • 61. 61 Positioning @ BXL Airport: “Imaging what you can do with air”
  • 62. 62 Atlas Copco logo: Increase visibility by use of corporate brand Restyling main building @ Airpower: Make our facilities more attractive
  • 63. Employer Branding - Belgium Action plan Target Group: Increase the interest for technical jobs via students & influencers Message: Share Atlas Copco technology, career- & development opportunities Media: Organize guest lectures & events, communicate via ambassadors & inspiring managers, Use Website & Social media as a knowledge portal 63 1. Schools as stakeholder 2. Job fairs & Job event 3. Guest lectures 4. Working principles 5. Sponsorship
  • 64. 64 Job fairs and AC Job event: Network events between students & ambassadors Guest lectures: Share AC technology and processes at Universities or events.
  • 65. 33 engineering students – Lessius College … … building the first Belgian electrical race car … … to compete in an international race (UK – Germany – Italy)! Lessius Racing team: Collaboration between Atlas Copco and Engineers students. 65
  • 66. 66
  • 67. 67 Share Atlas Copco technology: Working principles & compressed air manual is used by teachers during colleges
  • 68. Employer Branding - Belgium Action plan Target group: general public, employees & influencers Media: organize CR activities and set up action were employees become ambassadors. Communicate via social media and PR mainstream media (story model: Human interest) Message: Communicate on our Corporate responsibility projects and strengthen our employee engagement 68 1. Fan for life 2. CR world map 3. 10miles 4. ―Atlas Copco spotted‖
  • 69. 69 Use of social media: Launch of EB Facebook page linked to corporate engagement of Atlas Copco
  • 70. 70 Corporate responsibility of Atlas Copco: Interactive map with info on social projects around the world Project with Karin Holmquist to share our map in the Group and to manage the content.
  • 71. 71 Belgian employees running for a good cause:
  • 72. 72 ―Atlas Copco spotted‖: Employees post pictures from our products during their vacation on Facebook. Atlas Copco worldwide presence!