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From Awareness to Application - The Talent Journey 
Webinar September 2014
Who We Are 
Copyright Universum 2014 
Worldwide presence 
Universum has been helping the world’s leading organizations 
strengthen their Employer Brands for the past 25 years. With regional 
offices in New York City (Americas), Basel (Europe), Singapore (APAC) and 
Stockholm (Nordics) we employ the industry’s top global knowledge 
experts. 
Global leader in Employer Branding 
We serve more than 1.200 clients, including the majority of Fortune 
100 companies, and annually release the World’s Most Attractive 
Employers rankings. 
Provide insight and knowledge 
We survey more than 700.000 students and professionals annually in 
50+ countries. The surveys are the foundation of our IDEAL Employer 
Rankings, which are published yearly around the world in partnership 
with the New York Times, Le Monde, BusinessWeek and other top 
media outlets. 
Spread the word 
We publish more than 150 career publications in 10 countries and have 
10 career sites with more than 1.500.000 visitors/month. We organize 
40 events with over 3.000 participants in 14 countries.
Our Approach to Strategic Employer Branding 
Are your activities 
effectively building a strong 
brand? Are you attractive 
enough to meet your 
recruitment needs? 
What impressions do 
current employees have? 
What is perceived as 
strengths and 
weaknesses? 
How can you improve your 
career website and ads? Is 
your intended message being 
communicated effectively? 
What should you emphasize 
in the communication to 
maximize its effectiveness? 
What do you need to 
reposition to create your 
desired employer image? 
How should you 
communicate the employer 
offering to the target group? 
Which channels are most 
effective? 
What is important 
and relevant to your 
target groups? What 
makes an employer 
attractive? 
Copyright Universum 2014
Copyright Universum 2014
The Age of the Internet of Everything (IoE) 
Copyright Universum 2014
On top of that (or perhaps because of that) 
we have our friends the Millennials… 
Copyright Universum 2014 …and they want everything!
The Universum Drivers of Employer Attractiveness Framework 
Copyright Universum 2014
Top attributes – Country variations - Business 
India 
1. A creative and dynamic work environment 
2. Professional training and development 
3. A friendly work environment 
Indonesia 
1. Leadership opportunities 
2. Rapid promotion 
3. High future earnings 
China 1. Good reference for future career 
2. Competitive base salary 
3. Clear path for advancement 
1. High future earnings 
2. Challenging work 
3. Good reference for future career 
Japan 
1. Professional training and development 
2. A friendly work environment 
3. Leaders who will support my development 
Australia 
1. Competitive base salary 
2. A friendly work environment 
3. High future earnings 
Thailand 
1. A friendly work environment 
2. High future earnings 
3. Professional training and development 
Malaysia 1. A friendly work environment 
2. Professional training and development 
3. High future earnings 
Singapore 
1. Professional training and development 
2. A friendly work environment 
3. Good reference for future career 
Hong 
Kong 1. High future earnings 
2. A creative and dynamic work environment 
3. Professional training and development 
Vietnam 
EMPLOYER REPUTATION & IMAGE 
PEOPLE & CULTURE 
JOB CHARACTERISTICS 
REMUNERATION & ADVANCEMENT OPPORTUNITIES 
Copyright Universum 2014 Universum APAC Research 2014
Top attributes – Country variations – Engineering/IT 
India 
1. Professional training and development 
2. A creative and dynamic work environment 
3. A friendly work environment 
Indonesia 
1. Leadership opportunities 
2. High future earnings 
3. Rapid promotion 
China 1. Good reference for future career 
2. Competitive base salary 
3. High future earnings 
1. Challenging work 
2. High future earnings 
3. Good reference for future career 
Japan 
1. Secure employment 
2. A creative and dynamic work environment 
3. A friendly work environment 
Australia 
1. Competitive base salary 
2. A friendly work environment 
3. Competitive benefits 
Thailand 
1. High future earnings 
2. Professional training and development 
3. A friendly work environment 
Malaysia 1. A friendly work environment 
2. Professional training and development 
3. A creative and dynamic work environment 
Singapore 
1. High future earnings 
2. Good reference for future career 
3. Enabling me to integrate personal interests 
in my schedule 
Hong 
Kong 1. A creative and dynamic work environment 
2. High future earnings 
3. Professional training and development 
Vietnam 
EMPLOYER REPUTATION & IMAGE 
PEOPLE & CULTURE 
JOB CHARACTERISTICS 
REMUNERATION & ADVANCEMENT OPPORTUNITIES 
Copyright Universum 2014 Universum APAC Research 2014
Top attributes for 2014 
BUSINESS 
Attributes 
A creative and dynamic work 
environment 
A friendly work environment 
Good reference for future career 
High future earnings 
Professional training and 
development 
Secure employment 
Top 5 attributes ENGINEERING 
EMPLOYER REPUTATION & IMAGE 
PEOPLE & CULTURE 
JOB CHARACTERISTICS 
REMUNERATION & ADVANCEMENT OPPORTUNITIES 
Copyright Universum 2014 Universum APAC Research 2014
… and they’re slowly but surely taking over… 
2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost 
of replacing Millennial could be millions annually 
50 % 
• Would 
rather have 
no job than 
a job they 
hate 
80% 
• Work 
environment 
more 
important 
than size of 
their 
paycheck 
87% 
• Say ability 
to 
learn/grow 
is essential 
to their ideal 
job 
80% 
• Think they 
deserve 
more 
recognition 
than they 
get 
75% 
• Are not 
completely 
satisfied 
with their 
jobs 
33% 
• Choose 
recognition 
over higher 
pay 
90% 
• Think they 
deserve 
their dream 
job 
Universum Research 2014; http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce- 
infographic/ 
Copyright Universum 2014
… comfortable with modern technology, they compel us to 
change how we communicate our employer brands and attract 
talent…. 
google.com/think 
NOISE!!!!! 
Info Overload! 
Copyright Universum 2014
How can we 
? 
- Choosing the right Channels 
- Communicating the right things 
How can we CUT through the Noise? 
- Choosing the right channels 
Copyright Universum 2014
Reaching out to Talent – A world of Opportunities 
Copyright Universum 2014
With so many options, how can we choose the right channels? 
Questions to ask: 
• What is my Goal, my Objective? 
• What are the Communication Preferences of 
my target group(s)? 
• How many people can I reach out to through 
this channel? 
• Can I reach out to exactly my target group(s)? 
• Can I track how effective the channel is at 
achieving my goal? 
• Can I leverage this channels whenever I need 
to? 
• Looking at my budget, can the channel deliver 
results in a cost effective manner? 
Copyright Universum 2014
• Career guidance websites 
• Employer websites 
• Job boards 
• Live webinars with employers 
•Mobile apps 
• News websites advertisements 
• Professional networks/communities 
• Social networks/communities 
• Targeted emails 
• Advertisements in business magazines 
• Advertisements in lifestyle magazines & other 
periodicals 
• Career guides/books 
• Career magazines for students 
• News print media advertisements 
• Recruitment brochures 
• University press & student organisation 
publications 
• Direct mailings 
• Outdoor/billboard advertisements 
• Radio advertisements 
• TV advertisements 
• Career fairs 
• Employer presentations on campus 
• Employer-sponsored events 
• Informational interviews 
• Lectures/case studies as part of curriculum 
• Skills sessions organised by employers 
• Student conferences 
IN-PERSON OTHER CHANNELS 
PRINT DIGITAL 
With so many options, how can we choose the right channels? 
Copyright Universum 2014
Different Channels are good for different things: 
Can I reach out to exactly my target group(s)? 
Can I track how effective the channel is at achieving my goal? 
Can I leverage this channels whenever I need to? 
Copyright Universum 2014
What are the Communication Preferences of my target 
group(s)? 
Print (76%) 
Digital (86%) 
In-person (75%) 
Other (56%) 
49% 
47% 
44% 
36% 
36% 
36% 
35% 
35% 
33% 
32% 
32% 
32% 
31% 
30% 
29% 
27% 
27% 
25% 
23% 
23% 
Career fairs 
Employer websites 
Social networks/communities 
Career guides/books 
TV advertisements 
Career guidance websites 
Career magazines for students 
News print media advertisements 
University press & student organisation publications 
Recruitment brochures 
Outdoor/billboard advertisements 
News websites advertisements 
Lectures/case studies as part of curriculum 
Employer presentations on campus 
Professional networks/communities 
Advertisements in lifestyle magazines & other periodicals 
Job boards 
Advertisements in business magazines 
Targeted emails 
Employer-sponsored events 
Students rely more and more 
heavily on digital channels to 
discover employers. It is 
ESSENTIAL that your online 
presence is Spot-On! 
Fortunately these are also 
most cost effective! 
Copyright Universum 2014 Universum Research 2014
Social Media for Career… LinkedIn right? 
• Which online networks/communities did students use most in 
2014? 
91% 
68% 
53% 
43% 
42% 
26% 
16% 
16% 
10% 
9% 
Facebook 
YouTube 
Instagram 
LinkedIn 
Twitter 
Google+ 
Tumblr 
Online network/community from my 
university/career center 
Pinterest 
Weibo 
Copyright Universum 2014 Universum Research 2014
Context in which Facebook is used by students 
Career purposes only 
Both social and career purposes 
Social purposes only 
0% 
45% 
55% 
How often do students visit Facebook? 
23 minutes 
Average time 
spent per visit 
36% 
39% 
12% 
8% 
4% 
2% 
I’m constantly checking this 
network 
Several times per day 
Once a day 
A couple of times a week 
A couple of times a month 
More seldom 
Facebook! 
Copyright Universum 2014 Universum Research 2014
62% 
Students looking for employers on 
Facebook 
Employers approaching students 
on Facebook 
52% 
38% 
How do students feel about it? 
of the students have searched for 
information about employers 
through Facebook 
of the students are following 
employers on Facebook 
of the students have received information from 
employers on Facebook 
I like it very much 
I like it somewhat 
I dislike it somewhat 
I dislike it very much 
24% 
70% 
6%1% 
Facebook! 
Copyright Universum 2014 Universum Research 2014
How about China? 
• Which online networks/communities have students used the 
most in 2014? 
69% 
68% 
64% 
61% 
36% 
32% 
30% 
27% 
24% 
23% 
Weixin 
Sina Micro Blog 
Renren 
Qzone 
Baidu post board 
dajie.com 
Douban 
Tencent Micro Blog 
Sina Blog 
Zhihu.com 
Copyright Universum 2014 Universum Research 2014
Context in which Sina Micro Blog is used by students 
Career purposes only 
Both social and career purposes 
Social purposes only 
3% 
58% 
39% 
How often do students visit Sina Micro Blog? 
25 minutes 
Average time 
spent per visit 
32% 
26% 
15% 
19% 
7% 
1% 
I’m constantly checking this 
network 
Several times per day 
Once a day 
A couple of times a week 
A couple of times a month 
More seldom 
Weibo! 
Copyright Universum 2014 Universum Research 2014
Employers approaching students 
on Sina Micro Blog 
51% 
of the students have received information from 
employers on Sina Micro Blog 
I like it very much 
I like it somewhat 
I dislike it somewhat 
I dislike it very much 
How do students feel about it? 
37% 
53% 
8%1% 
67% 
Students looking for employers on 
Sina Micro Blog 
86% 
of the students have searched for 
information about employers 
through Sina Micro Blog 
of the students are following 
employers on Sina Micro Blog 
Weibo! 
Copyright Universum 2014 Universum Research 2014
With so many options, how can we choose the right channels? 
Questions to ask: 
• What is my Goal, my Objective? 
• What are the Communication Preferences of 
my target group(s)? 
• How many people can I reach out to through 
this channel? 
• Can I reach out to exactly my target group(s)? 
• Can I track how effective the channel is at 
achieving my goal? 
• Can I leverage this channels whenever I need 
to? 
• Looking at my budget, can the channel deliver 
results in a cost effective manner? 
Copyright Universum 2014
How many people can I reach out to through this channel? 
Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics- 
2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://wearesocial.net/tag/vietnam/ Copyright Universum 2014
How many people can I reach out to through this channel? 
Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics- 
2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://Copyright Universum 2014 wearesocial.net/tag/vietnam/
With so many options, how can we choose the right channels? 
Questions to ask: 
• What is my Goal, my Objective? 
• What are the Communication Preferences of 
my target group(s)? 
• How many people can I reach out to through 
this channel? 
• Can I reach out to exactly my target group(s)? 
• Can I track how effective the channel is at 
achieving my goal? 
• Can I leverage this channels whenever I need 
to? 
• Looking at my budget, can the channel deliver 
results in a cost effective manner? 
Copyright Universum 2014
SoMe 
Maximizing your Budget & Outcomes 
Print Traditional 
Campus 
Copyright Universum 2014
How can we 
? 
- Choosing the right Channels 
- Communicating the right things 
How can we CUT through the Noise? 
- Choosing the right channels 
- Communicating the right things Copyright Universum 2014
What is good content? 
http://www.youtube.com/w Copyright Universum 2014 atch?v=Aq6y3RO12UQ
Why is this good content? 
• Because they had a big budget! 
• Because it’s a video! 
• Because it’s Heineken (a big brand)! 
• Because it’s just for entertainment! 
Sure they had a big budget, sure Heineken is a big brand, sure it’s nice that it’s a video 
and of course it’s entertaining… but that’s not really why this works. 
Copyright Universum 2014
Why is this good content? 
• Useful! 
• I know what Heineken is looking for. 
• I get insight into the culture and what it might be like working there. 
• I get a glimpse of the people that work there. 
• I get a glimpse of the office. 
• They made it personable and genuine to capture our hearts and minds. 
• It resonates with target groups appealing to something they care/worry/think about (besides 
sports and beer): 
• The experience of an interview. 
• The feeling of really wanting that job. 
• The fear of not impressing and failing in the interview. 
• Inspiring! 
• The candidate is portrayed as a “normal person” that went above and beyond to help = character is 
relatable > others could see themselves following in his footsteps = “I as a normal person could 
work at Heineken.” 
• Entertaining! 
• Despite being useful, the clip also has entertainment value by building on fun elements. 
Copyright Universum 2014
So we don’t all have Heineken’s budget…How can we 
make our mark? 
We need to communicate the right things! 
Identifying great Content: 
What you offer as an 
employer. 
What is attractive to 
the specific target 
groups? 
What are your 
competitors doing? 
Copyright Universum 2014
Virtual guides to your office 
Employee testimonials Live webinars/Q&As 
Talent 
Facebook pages 
Behind-the-scenes-looks at 
company innovations 
Online contests 
?! 
How can we communicate the right things? 
Best practice examples
Examples: Employee Testimonials 
universumglobal.com
Examples: Behind the Scenes 
universumglobal.com 37 
CSC drives the innovation of tomorrow 
Karolina joined CSC in October 2013 in our new Junior 
Manager Graduate Program. With passion for 
innovation and on the outlook for a challenging and 
interesting work environment, CSC was the perfect 
match. 
Why did you choose CSC? 
CSC has all key characteristics I have been looking for 
in an employer: global and innovative with a challenging 
but rewarding work environment and all of that in a fast 
paced IT industry. 
I have always wanted to work for a global company, 
because I believe it offers numerous opportunities for 
personal and professional development. For me, a 
global company means a multicultural, international 
work environment, which to me is like fresh air. While 
choosing my second master degree: Management of 
Innovation and Business Development I had aspirations 
to work for a highly innovative company in the future, as 
I was looking for a work environment, which 
required not only high qualifications but also a great 
degree of flexibility in adapting to new and constantly 
changing conditions. 
Supercomputer Powers NASA's Climate Research 
Currently, the NCCS Discover computing cluster ranks in the 
top 100 of the world’s supercomputers and is a leader 
among those systems focused on climate and weather 
research. 
The center, based at NASA’s Goddard Space Flight Center, 
integrates supercomputing, visualization and data interaction 
technologies to support research for more than 500 
scientists at NASA centers, and researchers at laboratories 
and universities around the world. 
“The computer is the climate scientist’s tool — the better the 
tool, the better the scientific results, and the greater the 
understanding of what’s happening in the complete Earth 
system,” says Phil Webster, head of Goddard’s 
Computational and Information Sciences and Technology 
Office. “A key challenge for us is to build better machines 
because what we need doesn’t exist.” 
Analyzing the world’s climate and creating global 
climate models demands a supercomputing capability 
that continually pushes the leading edge
Examples: Facebook Talent Pages 
universumglobal.com
Examples: Online Contests 
universumglobal.com 
Step 1: Follow 
Users follow @IBMCampus on WeChat and get 
an instant push about the activity. 
Users reply keywords following the instructions. 
Users send photo and their comment to get their 
customized poster. 
Step 2: Enter 
Users fill out their school, 
major and cell number to 
confirm joining the prize 
winning mechanism. 
Step 3: Play 
Users start to answer questions, and they get more 
badges as they move on to more stages. The game 
can be shared in WeChat moments and spread out 
to users’ friends with a poster displaying the badges 
they earned.
The Talent Journey is changing the HR function! Recruiters need to 
become more like marketers and they need new skills: 
• Ideation; 
• Copywriting; 
• Art direction; 
• Art production; 
• Media planning; 
• Campaign management and optimization; 
• ROI tracking; 
• Etc… 
…Will headhunters still exist by 2050? 
Bottom line:
Our approach to managing the Talent Journey 
universumglobal.com
CONTACT 
Marielle Reussink 
Head of Activation Solutions APAC 
marielle.reussink@univeresumglobal.com 
+65 81810672 
76 Circular Road; #02-01 Singapore 049430 
Through Marielle’s daily interactions with talent, educational institutions and 
employers and her experience in strategy, social media and marketing, she 
helps organizations to understand how to engage and attract talent 
successfully, especially Millennials. 
Based on Universum’s extensive insights into the career preferences of talent 
across the region, Marielle develops and executes communication and 
engagement strategies and campaigns with her team for a wide range of 
Fortune 500 clients. Through her innovative multi-channel talent 
engagement solutions, Universum has more than doubled its research in 
APAC in just 1 year and has successfully entered 5 new markets. 
Having lived in 6 countries across 3 continents, Marielle draws on her international 
experience consulting clients. Before Universum she worked at large, global 
organizations, such as Wolverine Worldwide, Systagenix, (previously part of Johnson 
& Johnson) and Vodacom (Vodafone South Africa). 
Marielle completed her Master’s Degree in Management in London at the University 
of Kingston. She is fluent in both English and German and also speaks French, 
Afrikaans and Dutch.

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From awareness to application - The Talent Journey

  • 1. From Awareness to Application - The Talent Journey Webinar September 2014
  • 2. Who We Are Copyright Universum 2014 Worldwide presence Universum has been helping the world’s leading organizations strengthen their Employer Brands for the past 25 years. With regional offices in New York City (Americas), Basel (Europe), Singapore (APAC) and Stockholm (Nordics) we employ the industry’s top global knowledge experts. Global leader in Employer Branding We serve more than 1.200 clients, including the majority of Fortune 100 companies, and annually release the World’s Most Attractive Employers rankings. Provide insight and knowledge We survey more than 700.000 students and professionals annually in 50+ countries. The surveys are the foundation of our IDEAL Employer Rankings, which are published yearly around the world in partnership with the New York Times, Le Monde, BusinessWeek and other top media outlets. Spread the word We publish more than 150 career publications in 10 countries and have 10 career sites with more than 1.500.000 visitors/month. We organize 40 events with over 3.000 participants in 14 countries.
  • 3. Our Approach to Strategic Employer Branding Are your activities effectively building a strong brand? Are you attractive enough to meet your recruitment needs? What impressions do current employees have? What is perceived as strengths and weaknesses? How can you improve your career website and ads? Is your intended message being communicated effectively? What should you emphasize in the communication to maximize its effectiveness? What do you need to reposition to create your desired employer image? How should you communicate the employer offering to the target group? Which channels are most effective? What is important and relevant to your target groups? What makes an employer attractive? Copyright Universum 2014
  • 5. The Age of the Internet of Everything (IoE) Copyright Universum 2014
  • 6. On top of that (or perhaps because of that) we have our friends the Millennials… Copyright Universum 2014 …and they want everything!
  • 7. The Universum Drivers of Employer Attractiveness Framework Copyright Universum 2014
  • 8. Top attributes – Country variations - Business India 1. A creative and dynamic work environment 2. Professional training and development 3. A friendly work environment Indonesia 1. Leadership opportunities 2. Rapid promotion 3. High future earnings China 1. Good reference for future career 2. Competitive base salary 3. Clear path for advancement 1. High future earnings 2. Challenging work 3. Good reference for future career Japan 1. Professional training and development 2. A friendly work environment 3. Leaders who will support my development Australia 1. Competitive base salary 2. A friendly work environment 3. High future earnings Thailand 1. A friendly work environment 2. High future earnings 3. Professional training and development Malaysia 1. A friendly work environment 2. Professional training and development 3. High future earnings Singapore 1. Professional training and development 2. A friendly work environment 3. Good reference for future career Hong Kong 1. High future earnings 2. A creative and dynamic work environment 3. Professional training and development Vietnam EMPLOYER REPUTATION & IMAGE PEOPLE & CULTURE JOB CHARACTERISTICS REMUNERATION & ADVANCEMENT OPPORTUNITIES Copyright Universum 2014 Universum APAC Research 2014
  • 9. Top attributes – Country variations – Engineering/IT India 1. Professional training and development 2. A creative and dynamic work environment 3. A friendly work environment Indonesia 1. Leadership opportunities 2. High future earnings 3. Rapid promotion China 1. Good reference for future career 2. Competitive base salary 3. High future earnings 1. Challenging work 2. High future earnings 3. Good reference for future career Japan 1. Secure employment 2. A creative and dynamic work environment 3. A friendly work environment Australia 1. Competitive base salary 2. A friendly work environment 3. Competitive benefits Thailand 1. High future earnings 2. Professional training and development 3. A friendly work environment Malaysia 1. A friendly work environment 2. Professional training and development 3. A creative and dynamic work environment Singapore 1. High future earnings 2. Good reference for future career 3. Enabling me to integrate personal interests in my schedule Hong Kong 1. A creative and dynamic work environment 2. High future earnings 3. Professional training and development Vietnam EMPLOYER REPUTATION & IMAGE PEOPLE & CULTURE JOB CHARACTERISTICS REMUNERATION & ADVANCEMENT OPPORTUNITIES Copyright Universum 2014 Universum APAC Research 2014
  • 10. Top attributes for 2014 BUSINESS Attributes A creative and dynamic work environment A friendly work environment Good reference for future career High future earnings Professional training and development Secure employment Top 5 attributes ENGINEERING EMPLOYER REPUTATION & IMAGE PEOPLE & CULTURE JOB CHARACTERISTICS REMUNERATION & ADVANCEMENT OPPORTUNITIES Copyright Universum 2014 Universum APAC Research 2014
  • 11. … and they’re slowly but surely taking over… 2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost of replacing Millennial could be millions annually 50 % • Would rather have no job than a job they hate 80% • Work environment more important than size of their paycheck 87% • Say ability to learn/grow is essential to their ideal job 80% • Think they deserve more recognition than they get 75% • Are not completely satisfied with their jobs 33% • Choose recognition over higher pay 90% • Think they deserve their dream job Universum Research 2014; http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce- infographic/ Copyright Universum 2014
  • 12. … comfortable with modern technology, they compel us to change how we communicate our employer brands and attract talent…. google.com/think NOISE!!!!! Info Overload! Copyright Universum 2014
  • 13. How can we ? - Choosing the right Channels - Communicating the right things How can we CUT through the Noise? - Choosing the right channels Copyright Universum 2014
  • 14. Reaching out to Talent – A world of Opportunities Copyright Universum 2014
  • 15. With so many options, how can we choose the right channels? Questions to ask: • What is my Goal, my Objective? • What are the Communication Preferences of my target group(s)? • How many people can I reach out to through this channel? • Can I reach out to exactly my target group(s)? • Can I track how effective the channel is at achieving my goal? • Can I leverage this channels whenever I need to? • Looking at my budget, can the channel deliver results in a cost effective manner? Copyright Universum 2014
  • 16. • Career guidance websites • Employer websites • Job boards • Live webinars with employers •Mobile apps • News websites advertisements • Professional networks/communities • Social networks/communities • Targeted emails • Advertisements in business magazines • Advertisements in lifestyle magazines & other periodicals • Career guides/books • Career magazines for students • News print media advertisements • Recruitment brochures • University press & student organisation publications • Direct mailings • Outdoor/billboard advertisements • Radio advertisements • TV advertisements • Career fairs • Employer presentations on campus • Employer-sponsored events • Informational interviews • Lectures/case studies as part of curriculum • Skills sessions organised by employers • Student conferences IN-PERSON OTHER CHANNELS PRINT DIGITAL With so many options, how can we choose the right channels? Copyright Universum 2014
  • 17. Different Channels are good for different things: Can I reach out to exactly my target group(s)? Can I track how effective the channel is at achieving my goal? Can I leverage this channels whenever I need to? Copyright Universum 2014
  • 18. What are the Communication Preferences of my target group(s)? Print (76%) Digital (86%) In-person (75%) Other (56%) 49% 47% 44% 36% 36% 36% 35% 35% 33% 32% 32% 32% 31% 30% 29% 27% 27% 25% 23% 23% Career fairs Employer websites Social networks/communities Career guides/books TV advertisements Career guidance websites Career magazines for students News print media advertisements University press & student organisation publications Recruitment brochures Outdoor/billboard advertisements News websites advertisements Lectures/case studies as part of curriculum Employer presentations on campus Professional networks/communities Advertisements in lifestyle magazines & other periodicals Job boards Advertisements in business magazines Targeted emails Employer-sponsored events Students rely more and more heavily on digital channels to discover employers. It is ESSENTIAL that your online presence is Spot-On! Fortunately these are also most cost effective! Copyright Universum 2014 Universum Research 2014
  • 19. Social Media for Career… LinkedIn right? • Which online networks/communities did students use most in 2014? 91% 68% 53% 43% 42% 26% 16% 16% 10% 9% Facebook YouTube Instagram LinkedIn Twitter Google+ Tumblr Online network/community from my university/career center Pinterest Weibo Copyright Universum 2014 Universum Research 2014
  • 20. Context in which Facebook is used by students Career purposes only Both social and career purposes Social purposes only 0% 45% 55% How often do students visit Facebook? 23 minutes Average time spent per visit 36% 39% 12% 8% 4% 2% I’m constantly checking this network Several times per day Once a day A couple of times a week A couple of times a month More seldom Facebook! Copyright Universum 2014 Universum Research 2014
  • 21. 62% Students looking for employers on Facebook Employers approaching students on Facebook 52% 38% How do students feel about it? of the students have searched for information about employers through Facebook of the students are following employers on Facebook of the students have received information from employers on Facebook I like it very much I like it somewhat I dislike it somewhat I dislike it very much 24% 70% 6%1% Facebook! Copyright Universum 2014 Universum Research 2014
  • 22. How about China? • Which online networks/communities have students used the most in 2014? 69% 68% 64% 61% 36% 32% 30% 27% 24% 23% Weixin Sina Micro Blog Renren Qzone Baidu post board dajie.com Douban Tencent Micro Blog Sina Blog Zhihu.com Copyright Universum 2014 Universum Research 2014
  • 23. Context in which Sina Micro Blog is used by students Career purposes only Both social and career purposes Social purposes only 3% 58% 39% How often do students visit Sina Micro Blog? 25 minutes Average time spent per visit 32% 26% 15% 19% 7% 1% I’m constantly checking this network Several times per day Once a day A couple of times a week A couple of times a month More seldom Weibo! Copyright Universum 2014 Universum Research 2014
  • 24. Employers approaching students on Sina Micro Blog 51% of the students have received information from employers on Sina Micro Blog I like it very much I like it somewhat I dislike it somewhat I dislike it very much How do students feel about it? 37% 53% 8%1% 67% Students looking for employers on Sina Micro Blog 86% of the students have searched for information about employers through Sina Micro Blog of the students are following employers on Sina Micro Blog Weibo! Copyright Universum 2014 Universum Research 2014
  • 25. With so many options, how can we choose the right channels? Questions to ask: • What is my Goal, my Objective? • What are the Communication Preferences of my target group(s)? • How many people can I reach out to through this channel? • Can I reach out to exactly my target group(s)? • Can I track how effective the channel is at achieving my goal? • Can I leverage this channels whenever I need to? • Looking at my budget, can the channel deliver results in a cost effective manner? Copyright Universum 2014
  • 26. How many people can I reach out to through this channel? Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics- 2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://wearesocial.net/tag/vietnam/ Copyright Universum 2014
  • 27. How many people can I reach out to through this channel? Sources: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014?ref=http://www.digitalbuzzblog.com/slideshare-global-digital-statistics- 2014-stats-facts-study-presentation/; CEB, 2014; From Likes to Leads; Universum, 2014, Communicating with Talent; http://Copyright Universum 2014 wearesocial.net/tag/vietnam/
  • 28. With so many options, how can we choose the right channels? Questions to ask: • What is my Goal, my Objective? • What are the Communication Preferences of my target group(s)? • How many people can I reach out to through this channel? • Can I reach out to exactly my target group(s)? • Can I track how effective the channel is at achieving my goal? • Can I leverage this channels whenever I need to? • Looking at my budget, can the channel deliver results in a cost effective manner? Copyright Universum 2014
  • 29. SoMe Maximizing your Budget & Outcomes Print Traditional Campus Copyright Universum 2014
  • 30. How can we ? - Choosing the right Channels - Communicating the right things How can we CUT through the Noise? - Choosing the right channels - Communicating the right things Copyright Universum 2014
  • 31. What is good content? http://www.youtube.com/w Copyright Universum 2014 atch?v=Aq6y3RO12UQ
  • 32. Why is this good content? • Because they had a big budget! • Because it’s a video! • Because it’s Heineken (a big brand)! • Because it’s just for entertainment! Sure they had a big budget, sure Heineken is a big brand, sure it’s nice that it’s a video and of course it’s entertaining… but that’s not really why this works. Copyright Universum 2014
  • 33. Why is this good content? • Useful! • I know what Heineken is looking for. • I get insight into the culture and what it might be like working there. • I get a glimpse of the people that work there. • I get a glimpse of the office. • They made it personable and genuine to capture our hearts and minds. • It resonates with target groups appealing to something they care/worry/think about (besides sports and beer): • The experience of an interview. • The feeling of really wanting that job. • The fear of not impressing and failing in the interview. • Inspiring! • The candidate is portrayed as a “normal person” that went above and beyond to help = character is relatable > others could see themselves following in his footsteps = “I as a normal person could work at Heineken.” • Entertaining! • Despite being useful, the clip also has entertainment value by building on fun elements. Copyright Universum 2014
  • 34. So we don’t all have Heineken’s budget…How can we make our mark? We need to communicate the right things! Identifying great Content: What you offer as an employer. What is attractive to the specific target groups? What are your competitors doing? Copyright Universum 2014
  • 35. Virtual guides to your office Employee testimonials Live webinars/Q&As Talent Facebook pages Behind-the-scenes-looks at company innovations Online contests ?! How can we communicate the right things? Best practice examples
  • 36. Examples: Employee Testimonials universumglobal.com
  • 37. Examples: Behind the Scenes universumglobal.com 37 CSC drives the innovation of tomorrow Karolina joined CSC in October 2013 in our new Junior Manager Graduate Program. With passion for innovation and on the outlook for a challenging and interesting work environment, CSC was the perfect match. Why did you choose CSC? CSC has all key characteristics I have been looking for in an employer: global and innovative with a challenging but rewarding work environment and all of that in a fast paced IT industry. I have always wanted to work for a global company, because I believe it offers numerous opportunities for personal and professional development. For me, a global company means a multicultural, international work environment, which to me is like fresh air. While choosing my second master degree: Management of Innovation and Business Development I had aspirations to work for a highly innovative company in the future, as I was looking for a work environment, which required not only high qualifications but also a great degree of flexibility in adapting to new and constantly changing conditions. Supercomputer Powers NASA's Climate Research Currently, the NCCS Discover computing cluster ranks in the top 100 of the world’s supercomputers and is a leader among those systems focused on climate and weather research. The center, based at NASA’s Goddard Space Flight Center, integrates supercomputing, visualization and data interaction technologies to support research for more than 500 scientists at NASA centers, and researchers at laboratories and universities around the world. “The computer is the climate scientist’s tool — the better the tool, the better the scientific results, and the greater the understanding of what’s happening in the complete Earth system,” says Phil Webster, head of Goddard’s Computational and Information Sciences and Technology Office. “A key challenge for us is to build better machines because what we need doesn’t exist.” Analyzing the world’s climate and creating global climate models demands a supercomputing capability that continually pushes the leading edge
  • 38. Examples: Facebook Talent Pages universumglobal.com
  • 39. Examples: Online Contests universumglobal.com Step 1: Follow Users follow @IBMCampus on WeChat and get an instant push about the activity. Users reply keywords following the instructions. Users send photo and their comment to get their customized poster. Step 2: Enter Users fill out their school, major and cell number to confirm joining the prize winning mechanism. Step 3: Play Users start to answer questions, and they get more badges as they move on to more stages. The game can be shared in WeChat moments and spread out to users’ friends with a poster displaying the badges they earned.
  • 40. The Talent Journey is changing the HR function! Recruiters need to become more like marketers and they need new skills: • Ideation; • Copywriting; • Art direction; • Art production; • Media planning; • Campaign management and optimization; • ROI tracking; • Etc… …Will headhunters still exist by 2050? Bottom line:
  • 41. Our approach to managing the Talent Journey universumglobal.com
  • 42. CONTACT Marielle Reussink Head of Activation Solutions APAC marielle.reussink@univeresumglobal.com +65 81810672 76 Circular Road; #02-01 Singapore 049430 Through Marielle’s daily interactions with talent, educational institutions and employers and her experience in strategy, social media and marketing, she helps organizations to understand how to engage and attract talent successfully, especially Millennials. Based on Universum’s extensive insights into the career preferences of talent across the region, Marielle develops and executes communication and engagement strategies and campaigns with her team for a wide range of Fortune 500 clients. Through her innovative multi-channel talent engagement solutions, Universum has more than doubled its research in APAC in just 1 year and has successfully entered 5 new markets. Having lived in 6 countries across 3 continents, Marielle draws on her international experience consulting clients. Before Universum she worked at large, global organizations, such as Wolverine Worldwide, Systagenix, (previously part of Johnson & Johnson) and Vodacom (Vodafone South Africa). Marielle completed her Master’s Degree in Management in London at the University of Kingston. She is fluent in both English and German and also speaks French, Afrikaans and Dutch.