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I’m not a consumer,
neither a citizen,
nor a talent...
I’m all of those
at once,
all the time.
Millennials Rising: Engaging and Attracting GEN Y Talent
HSBC Next Generation Event, 5 November 2014, Singapore
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
Why do we know Millennials?
3
Biggest Millennial study
in the world!
Copyright Universum 2014
4
Our Global Footprint
Copyright Universum 2014
5universumglobal.com
Are you a
Millennial?
Copyright Universum 2014 6
6
Lack of knowledge
Attitude problem
Arrogant
Immature
Don't know hardship
Self-centred
Disloyal
Short attention span
Easily bored
Overconfident
Impatient
Lack of commitment
Want only promotion
Disrespectful
Job-hoppers
Do it their own way
Millennials have a pretty bad
reputation...
Copyright Universum 2014 7
What is a Millennial? East meets West
7
1978 - 2002
Millenials born
Millenials enter university
Millenials enter the job force
Millenials born
Millenials enter university
Millenials enter the job force
1996 - 2020
2000 - 2024
1986 - 2010
2004 - 2028
2008 - 2032
Ground Zero
Copyright Universum 2014
v
8universumglobal.com
Just the top of the iceberg
Copyright Universum 2014 9
Gen Y
is
different...
The Generational Divide
Copyright Universum 2014 10
… and they’re changing the world of work!
10
 Attractiveness in your target audience
 Challenges in the Recruitment Funnel
 What is attractive within your target audience
 Brand perception of you as an employer
 Competitor analysis
 What communication channels are most efficient
In 2008, students wanted to...
“Feel dedicated to a cause or serve the greater good”
“Work for a company with a good reputation”
“Work for a company with a friendly working environment”
Public informationIn 2003, students wanted to...
“Pursue education or certification”
“Become leaders or managers of people”
“Build a sound financial base”
Let’s go back 11 years to ground zero
Copyright Universum 2014
11
Millennials today
Copyright Universum 2014
Universum Research in Asia: 148,269!
12
Today we’ll focus on the opinions of 40 457 business students and 46 605 engineering/IT students:
Copyright Universum 2014
13
What are their career goals?
55%
46%
35%
APAC Average
53%
46%
40%
China
45% 44%
36%
Japan
41% 40% 40%
India
60%
48%
38%
Australia
57%
44% 43%
Indonesia
Top 3 - Business Students
Copyright Universum 2014
14
53%
45%
33%
APAC Average
47%
39%
35%
China
48% 45%
40%
Japan
43% 41% 38%
India
60%
46%
42%
Australia
56%
42% 39%
Indonesia
What are their career goals?
Top 3 – Engineering/IT Students
Copyright Universum 2014
Work lif
15universumglobal.com
WORK-LIFE
BALANCE...
• Flexible working conditions
• Control over my number of working hours
• Respect for its people
• Enabling me to integrate personal interests in my schedule
Copyright Universum 2014 16
The Universum Drivers of Employer Attractiveness Framework
Copyright Universum 2014 17
Top attributes – Country variations - Business
India
1. A creative and dynamic work
environment
2. Professional training and
development
3. A friendly work environment
Indonesi
a
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
Singapo
re
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
Universum APAC Research 2014Copyright Universum 2014 18
Top attributes – Country variations – Engineering/IT
India
1. Professional training and development
2. A creative and dynamic work environment
3. A friendly work environment
Indonesi
a
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
Singapo
re
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
Universum APAC Research 2014Copyright Universum 2014 19
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
Universum APAC Research 2014Copyright Universum 2014 20
How does Gen Y feel about money?
20
I am wiling to receive ___ less pay every month for Positive work
environment (i.e. friendly colleagues, creative & dynamic
environment)
$0
$1-50
$51-100
$101-300
$301-500
>$500
46%
33%
Singapore
Copyright Universum 2014
What will they never sacrifice?
21
Open to
developing
employees
Inspiring
management/
leadership &
mentorship
Good and friendly
environment with
mentorship and bosses
Positive work
environment
Respect for employees
and concern for
employee welfare
Meritocracy
Challenges in
job
Dynamics
Job security
Job satisfaction
Copyright Universum 2014
YESTERDAY
WORK
GOAL
MANAGER
INSTRUCTIONS
DOGMA
AVOID MISTAKES
NATIONAL
HIERARCHY
DEPARTMENTS
TODAY
LIFE
PURPOSE
MODERATOR
VALUES & CULTURE
CURIOSITY
GENERATE INSIGHTS
GLOBAL DIVERSITY
MERITOCRACY
NETWORKS
Copyright Universum 2014 23
23universumglobal.com
The
CAREERIST
Copyright Universum 2014 24
24universumglobal.com
The
ENTREPRENEUR
Copyright Universum 2014 25
25universumglobal.com
The
HARMONIZER
Copyright Universum 2014 26
26universumglobal.com
The
HUNTER
Copyright Universum 2014 27
27universumglobal.com
The
IDEALIST
Copyright Universum 2014 28
28universumglobal.com
The
INTERNATIONALIST
Copyright Universum 2014 29
29universumglobal.com
The
LEADER
Copyright Universum 2014 30
30
Evolution
Copyright Universum 2014
The Takeover
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
environmen
t 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
http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce-infographic/Copyright Universum 2014 32
Copyright Universum 2014 33
Why have things changed and how have they impacted the
Talent Journey?
The Internet of
Everything
Copyright Universum 2014 34
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 35
Reaching out to Talent – A world of Opportunities
Copyright Universum 2014 36
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 37
How can we choose the right channels?
37
Digital should form a cornerstone of your communication strategy. However this is just a category. When
deciding on which digital channels specifically to use, we need to ask ourselves:
- Can I reach my exact target group?
- Does the channel easily convert people to apply?
Different Channels are good for achieving different objectives:
Copyright Universum 2014
Most used Communication Channels
38
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
Singapore
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!
Print (76%)
Digital (86%)
In-person (75%)
Other (56%)
Copyright Universum 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
Facebook – only students right?
No!
By age group:
- under 18 years = 280 K
- 18 – 23 years = 700 K
- 24 – 29 years = 880 K
- 30 – 49 years = 1.52 mio
- 50+ years = 420 K
= 3.8 mio people are on Facebook!
Copyright Universum 2014 40
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?
23minutes
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 41
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 42
How about YouTube?
Context in which YouTube is used by students
Career purposes only
Both social and career purposes
Social purposes only
0%
25%
75%
How often do students visit YouTube?
36minutes
Average time
spent per visit
11%
26%
24%
29%
6%
3%
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
Copyright Universum 2014 43
How about YouTube?
Employers approaching
students on YouTube
13%
of the students have received information
from employers on YouTube
I like it very much
I like it somewhat
I dislike it somewhat
I dislike it very much
How do students feel about it?
29%
61%
11%0%
36%
Students looking for
employers on YouTube
16%
of the students have searched for
information about employers
through YouTube
of the students are following
employers on YouTube
Copyright Universum 2014 44
And Instagram?
Context in which Instagram is used by studentsHow often do students visit Instagram?
13minutes
Average time
spent per visit
Career purposes only
Both social and career purposes
Social purposes only
0%5%
94%
30%
32%
17%
9%
6%
6%
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
Copyright Universum 2014 45
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
46
What most companies do…
https://www.youtube.com/watch?v=2YBtspm8j8MCopyright Universum 2014 47
What is good content?
http://www.youtube.com/watch?v=Aq6y3RO12UQCopyright Universum 2014 48
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 49
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’s relatable! 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 50
Virtual guides to your
office
Employee testimonials Social Campaigns
Talent
Facebook & LinkedIn pages
Behind-the-scenes-looks
at company innovations
Competitions
?!
Do we need to make a video?
No! Other best practice examples
Copyright Universum 2014 51
Examples: Employee Testimonials
Copyright Universum 2014 52
Examples: Behind the scenes
52
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
Copyright Universum 2014
Examples: Facebook Talent Pages
Copyright Universum 2014 54
Examples: Online Contests
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.
Copyright Universum 2014 55
Examples: Student Competition
Copyright Universum 2014 56
How can we make sure we’re communicating 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 57
57universumglobal.com
58universumglobal.com

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Millennials Rising: Engaging and attracting Gen Y Talent

  • 1. I’m not a consumer, neither a citizen, nor a talent... I’m all of those at once, all the time. Millennials Rising: Engaging and Attracting GEN Y Talent HSBC Next Generation Event, 5 November 2014, Singapore
  • 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
  • 3. Why do we know Millennials? 3 Biggest Millennial study in the world! Copyright Universum 2014
  • 6. 6 Lack of knowledge Attitude problem Arrogant Immature Don't know hardship Self-centred Disloyal Short attention span Easily bored Overconfident Impatient Lack of commitment Want only promotion Disrespectful Job-hoppers Do it their own way Millennials have a pretty bad reputation... Copyright Universum 2014 7
  • 7. What is a Millennial? East meets West 7 1978 - 2002 Millenials born Millenials enter university Millenials enter the job force Millenials born Millenials enter university Millenials enter the job force 1996 - 2020 2000 - 2024 1986 - 2010 2004 - 2028 2008 - 2032 Ground Zero Copyright Universum 2014
  • 8. v 8universumglobal.com Just the top of the iceberg Copyright Universum 2014 9
  • 9. Gen Y is different... The Generational Divide Copyright Universum 2014 10
  • 10. … and they’re changing the world of work! 10  Attractiveness in your target audience  Challenges in the Recruitment Funnel  What is attractive within your target audience  Brand perception of you as an employer  Competitor analysis  What communication channels are most efficient In 2008, students wanted to... “Feel dedicated to a cause or serve the greater good” “Work for a company with a good reputation” “Work for a company with a friendly working environment” Public informationIn 2003, students wanted to... “Pursue education or certification” “Become leaders or managers of people” “Build a sound financial base” Let’s go back 11 years to ground zero Copyright Universum 2014
  • 12. Universum Research in Asia: 148,269! 12 Today we’ll focus on the opinions of 40 457 business students and 46 605 engineering/IT students: Copyright Universum 2014
  • 13. 13 What are their career goals? 55% 46% 35% APAC Average 53% 46% 40% China 45% 44% 36% Japan 41% 40% 40% India 60% 48% 38% Australia 57% 44% 43% Indonesia Top 3 - Business Students Copyright Universum 2014
  • 14. 14 53% 45% 33% APAC Average 47% 39% 35% China 48% 45% 40% Japan 43% 41% 38% India 60% 46% 42% Australia 56% 42% 39% Indonesia What are their career goals? Top 3 – Engineering/IT Students Copyright Universum 2014
  • 15. Work lif 15universumglobal.com WORK-LIFE BALANCE... • Flexible working conditions • Control over my number of working hours • Respect for its people • Enabling me to integrate personal interests in my schedule Copyright Universum 2014 16
  • 16. The Universum Drivers of Employer Attractiveness Framework Copyright Universum 2014 17
  • 17. Top attributes – Country variations - Business India 1. A creative and dynamic work environment 2. Professional training and development 3. A friendly work environment Indonesi a 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 Singapo re 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 Universum APAC Research 2014Copyright Universum 2014 18
  • 18. Top attributes – Country variations – Engineering/IT India 1. Professional training and development 2. A creative and dynamic work environment 3. A friendly work environment Indonesi a 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 Singapo re 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 Universum APAC Research 2014Copyright Universum 2014 19
  • 19. 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 Universum APAC Research 2014Copyright Universum 2014 20
  • 20. How does Gen Y feel about money? 20 I am wiling to receive ___ less pay every month for Positive work environment (i.e. friendly colleagues, creative & dynamic environment) $0 $1-50 $51-100 $101-300 $301-500 >$500 46% 33% Singapore Copyright Universum 2014
  • 21. What will they never sacrifice? 21 Open to developing employees Inspiring management/ leadership & mentorship Good and friendly environment with mentorship and bosses Positive work environment Respect for employees and concern for employee welfare Meritocracy Challenges in job Dynamics Job security Job satisfaction Copyright Universum 2014
  • 22. YESTERDAY WORK GOAL MANAGER INSTRUCTIONS DOGMA AVOID MISTAKES NATIONAL HIERARCHY DEPARTMENTS TODAY LIFE PURPOSE MODERATOR VALUES & CULTURE CURIOSITY GENERATE INSIGHTS GLOBAL DIVERSITY MERITOCRACY NETWORKS Copyright Universum 2014 23
  • 31. The Takeover 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 environmen t 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 http://pinoyyuppie.com/how-to-manage-millennials-in-the-workforce-infographic/Copyright Universum 2014 32
  • 33. Why have things changed and how have they impacted the Talent Journey? The Internet of Everything Copyright Universum 2014 34
  • 34. 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 35
  • 35. Reaching out to Talent – A world of Opportunities Copyright Universum 2014 36
  • 36. 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 37
  • 37. How can we choose the right channels? 37 Digital should form a cornerstone of your communication strategy. However this is just a category. When deciding on which digital channels specifically to use, we need to ask ourselves: - Can I reach my exact target group? - Does the channel easily convert people to apply? Different Channels are good for achieving different objectives: Copyright Universum 2014
  • 38. Most used Communication Channels 38 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 Singapore 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! Print (76%) Digital (86%) In-person (75%) Other (56%) Copyright Universum 2014
  • 39. 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 Facebook – only students right? No! By age group: - under 18 years = 280 K - 18 – 23 years = 700 K - 24 – 29 years = 880 K - 30 – 49 years = 1.52 mio - 50+ years = 420 K = 3.8 mio people are on Facebook! Copyright Universum 2014 40
  • 40. 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? 23minutes 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 41
  • 41. 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 42
  • 42. How about YouTube? Context in which YouTube is used by students Career purposes only Both social and career purposes Social purposes only 0% 25% 75% How often do students visit YouTube? 36minutes Average time spent per visit 11% 26% 24% 29% 6% 3% 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 Copyright Universum 2014 43
  • 43. How about YouTube? Employers approaching students on YouTube 13% of the students have received information from employers on YouTube I like it very much I like it somewhat I dislike it somewhat I dislike it very much How do students feel about it? 29% 61% 11%0% 36% Students looking for employers on YouTube 16% of the students have searched for information about employers through YouTube of the students are following employers on YouTube Copyright Universum 2014 44
  • 44. And Instagram? Context in which Instagram is used by studentsHow often do students visit Instagram? 13minutes Average time spent per visit Career purposes only Both social and career purposes Social purposes only 0%5% 94% 30% 32% 17% 9% 6% 6% 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 Copyright Universum 2014 45
  • 45. 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 46
  • 46. What most companies do… https://www.youtube.com/watch?v=2YBtspm8j8MCopyright Universum 2014 47
  • 47. What is good content? http://www.youtube.com/watch?v=Aq6y3RO12UQCopyright Universum 2014 48
  • 48. 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 49
  • 49. 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’s relatable! 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 50
  • 50. Virtual guides to your office Employee testimonials Social Campaigns Talent Facebook & LinkedIn pages Behind-the-scenes-looks at company innovations Competitions ?! Do we need to make a video? No! Other best practice examples Copyright Universum 2014 51
  • 52. Examples: Behind the scenes 52 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 Copyright Universum 2014
  • 53. Examples: Facebook Talent Pages Copyright Universum 2014 54
  • 54. Examples: Online Contests 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. Copyright Universum 2014 55
  • 56. How can we make sure we’re communicating 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 57

Editor's Notes

  1. We have been doing employer branding since before this was even a term.
  2. Ok simple: “If I was born during this time, that means I am a millennial”…. Just the tip of the iceberg
  3. Friendly work environment Creative and dynamic work environment Company Reputation Job Characteristics “Feel secure or stable in their job” “Work for a company that has respect for its people” “Work for a company with an innovative, creative and dynamic work environment” “Want to work for true Global employer”
  4. From America to Brazil, Russia, USA students are most concerned with Work-life balance
  5. Make-up of the workforce is changing… What do I mean by that? Universum Career profiles
  6. A student who continuously wants to develop. This type of student wants to follow a promising career path within a prestigious and meritocratic environment.
  7. A student who appreciates working in an evolving environment, in which he/she can solve changing and challenging problems.
  8. A student who prefers a stable work environment that is characterised by a respectful and balanced management philosophy.
  9. A student who pursues ethical and sustainable principles and values. This student is strongly attracted to employers whose mission and vision are in line with his/her own principles and standards.
  10. A student who is open-minded and prefers international surroundings. This type of student enjoys meeting new people, travelling and working abroad
  11. A student who aims to be inspired and supported by management and searches for jobs where he/she can apply and further develop his/her leadership skills. This student is not afraid of making decisions and taking responsibility.
  12. Everything has changed! The questions we need to ask ourselves as recruiters are very different!
  13. Globalization Technology > Information Tech, communication tech, travel, the cloud, smart phones, iPad, laptops, Music, movies etc. Global warming Credit crisis How we live, how we work, how we recruit The internet of everything! Noise – info overload Always on
  14. Digital very generic > not enough for client to make right decision > only 1 or 2 channels, not categories Reviewing this : what is important : 1. Can you reach exactly who you want to reach? Challenging > 10000 > 95% waste of money 2. How do you leverage that? Act on something that is engaging that is just a click away > ease of access THIS IS WHY WE RECOMMEND DIGITAL CHANNELS > SOCIAL MEDIA > FB Spend of advertising is shifting to production from media buying > old world > new world > pie chart, not enough to just reach out once or twice with print ad, need to hit them with content the whole time > 95% production > 5% media
  15. So do we have to make a video? No! Click-through – barrier of entry; short attention span! First 6 seconds! Vimeo! Actually text and image preform best! It’s all about the visual! Student competitions Campaigns
  16. Talk about advertising campiagns