Employer Branding in Brazil: Where We Are and Where We're Going
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The document discusses the evolution and increasing importance of employer branding. It notes that while many companies recognize the importance of employer branding, fewer have proactive strategies in place. Employer branding is challenging due to skills gaps, increased competition for talent, and talent having more options than ever before. The nature of work and talent is also changing rapidly. Younger generations like Gen Z value diversity and a connected workplace. The document argues that to be successful, companies must view employer branding as more than just understanding its importance, and instead must invest in strong employer branding strategies to attract and retain top talent.
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Employer Branding in Brazil: Where We Are and Where We're Going
- 1. Employer Branding: Where We Are, and Where We’re Going
- 3. The concept of employer branding is relatively new. “We’ve got to focus on our employer brand in the same way we think about our consumer brand: as marketers”
- 4. People on LinkedIn mention employer branding in their profile 215,024 Fast forward to 2015… 1,374 182 Companies claim to do employer branding Employer branding jobs exist today How many of you have an employer brand?
- 5. Every company has an employer brand, whether they manage it or not. ALL EMPLOYERS HAVE AN EMPLOYER BRAND. THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. THE CORE OF THE BRAND IS THE EVP. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION.
- 7. It’s worth the effort to invest in your employer brand. A STRONG EMPLOYER BRAND Talent market position Strong brand perception profit margin increase* 1.8x revenue growth* 2.4x lower turnover rates* 28%savings per hire* 50% A STRONG EMPLOYER BRAND CAN ACHIEVE: Source: LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012
- 8. 1982 60% 40%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
- 9. VS 15% 85%Source: Juergen Daum, Ocean Tomo. Graphic by Deloitte University Press.
- 10. Choosing a job is one of life’s big decisions.
- 12. 17universumglobal.com Talent today has more options than ever before.
- 13. START UP BOOM Source: World Startup Report, 2014
- 14. It’s hard to stand out.
- 15. Source: The Talent Challenge: Adapting to Growth, 17th Annual Global CEO Survey, PwC CEOs are increasingly worried about finding talent with the right skills…
- 16. …and, as the data shows, with good reason. 0% 10% 20% 30% 40% 50% 60% 70% Russia Canada USA France Germany Peru Panama Costa Rica Colombia Chile Mexico Argentina Turkey Brazil Indonesia South Africa China Percentage of population aged 25+ with a college or university degree
- 17. Brazil is losing more people than it brings in, further shrinking your talent pool -800,000 -700,000 -600,000 -500,000 -400,000 -300,000 -200,000 -100,000 - 100,000 200,000 1982 1987 1992 1997 2002 2007 2012 Costa Rica Chile Panama Argentina Colombia Brazil Peru Net migrants (immigrants minus emigrants) to/from various Latin American countries, 30-year trend
- 18. Where are we today? SKILLS GAP INCREASED COMPETITION TALENT HAS MORE OPTIONS THAN EVER BEFORE
- 19. Simply understanding the importance of a strong employer brand doesn’t lead to results 27universumglobal.com 75%“Our employer brand has a significant impact on our ability to attract talent.” <50%“We have a proactive employer branding strategy.” Source: LinkedIn, 2015 Global Recruiting Trends
- 20. 60% of CEO’s feel they own employer branding 60% 30% of HR execs feel they own employer branding of marketing execs feel they own employer branding Who “owns” employer branding?
- 21. 29 Let’s take a few moments to discuss… Who owns employer branding in YOUR organization? What would you change to make it better? Do you have a way to measure employer branding success?
- 23. 54% of the world’s population lives in urban areas By 2050, this number is expected to increase to 66%
- 25. 34universumglobal.com And then there’s Gen Z Mature Entrepreneurial Value diversity Quick communicators Self-Directed ConnectedEducated Make things happen
- 26. v In 5 years… 3 of 4 of the S&P 500 are predicted to be companies we have not heard of yet Source: Professor Richard Foster , Yale University 5 years ago… Uber Amazon Whatsapp Netflix LinkedIn Snapchat Paypal Airbnb
- 27. “To build our brand on a global level” as a main employer branding objective 14.4%Today 31.1%In 5 years Source: Outlook 2020, Universum
- 28. 37universumglobal.com Yesterday Today WORK GOAL MANAGER INSTRUCTIONS DOGMA AVOID MISTAKES NATIONAL HIERARCHY DEPARTMENTS LIFE PURPOSE MODERATOR VALUES & CULTURE CURIOSITY GENERATE INSIGHTS GLOBAL DIVERSITY MERITOCRACY NETWORKS
- 29. Through data, technology and expertise, we help connect people to brands and brands to people.
- 30. For people, we help find that perfect job.
- 31. For brands, we help find that perfect employee.
- 32. 50% 28% A strong employer brand can achieve: Savings per hire Turnover rates