Every day we read that the expectations of talent are changing; that what we did yesterday to attract and engage this talent may not necessarily work today, and that if we truly want to win their hearts and minds, we need to do more than offering an attractive compensation package.What is it that this generation wants? How can employers engage and attract this generation to join their organisations long-term? Leveraging data from the Universum Top 100 Ideal Employers Singapore student survey 2014, the keynote speaker Ms Marielle Reussink provides actionable insights on Engaging and Attracting Millennial Talent in Singapore through her presentation at the NTU Talent Seminar 2014.

1. Generation Next.
Attracting and Engaging Millennial Talent.
NTU Talent Seminar
Singapore 2014

2. 2universumglobal.com
UNIVERSUM is the global leader in Employer Branding
and Talent Research. For the past 26 years we have
been helping the world’s leading companies to strengthen
their Employer Brands.
We work with more than 1.200 clients, including the
majority of Fortune 100 companies, and more than
1.800 top universities across the world.
OUR MISSION:
Through our research, strategic consulting and
activation solutions we want to create a meeting
place for higher education institutions, talent and
employers.
Every year we conduct the biggest global career
expectations study, in which over 700,000+
Millenials – students and professionals - tell us
what they want from their future.
Today we will share some of the results from the
Universum Top 100 Ideal Employers Student
Survey 2014 conducted in Singapore.
Who we are

3. 3universumglobal.com
Sample Population
45%
21,4
55% 6,5
Average reported
academic performance
Year of graduation:
Educational Institutions:
• National University of Singapore
• Nanyang Technological University
• Singapore Management University
• Singapore Institute of Management
3%
26%
24%
27%
18%
2%
0%
2013 2014 2015 2016 2017 2018 2019 or later
Nationality:
81 % Singaporeans
19% Other
Average age (years):
Who took part in the Universum Top 100 Ideal Employers Student Survey Singapore 2014?

4. 4universumglobal.com
25%
18%
14%
9%
9%
8%
9%
4%
5%
23%
18%
11%
9%
10%
9%
8%
6%
4%
18%
14%
13%
12%
10%
10%
9%
7%
6%
65%
50%
38%
30%
29%
27%
25%
18%
15%
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feel
that I am serving a greater good
To be competitively or intellectually challenged
To be a leader or manager of people
To have an international career
To be entrepreneurial or creative/innovative
To be autonomous or independent
To be a technical or functional expert
Career Goals
What do they want to achieve?
First Choice
Second Choice
Third Choice
What do students mean by work/life balance?
- Company has respect for its people = 33%
- Enabling me to integrate personal interests in my schedule = 30%
- Flexible working conditions = 30%
- Control over my number of working hours = 17%

5. Why do they choose certain employers?
universumglobal.com
The contents and demands of the job, including the learning
opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
The monetary compensation and other benefits, now and
in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
The attributes of the employer as an organisation
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
EMPLOYER REPUTATION & IMAGE JOB CHARACTERISTICS
REMUNERATION & ADVANCEMENT OPPORTUNITIES
The social environment and attributes of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognising performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
PEOPLE & CULTURE
The Universum Drivers of Employer Attractiveness
This framework has been developed by Universum and is based on specific research within
HR, as well as focus groups and general communication with both our clients and students.

6. 6universumglobal.com
Top 10 most important factors when choosing an
employer
endly work environment1. A friendly work environment
nal training and development2. Professional training and development
and dynamic work environment3. A creative and dynamic work environment
High future earnings4. High future earnings
ng performance (meritocracy)5. Recognising performance (meritocracy)
ho will support my development6. Leaders who will support my development
Secure employment7. Secure employment
reference for future career8. Good reference for future career
Respect for its people9. Respect for its people
for international travel/relocation10. Opportunities for international travel/relocation
21% 26%
28%
26%
Employer Reputation & Image
People & Culture
Job Characteristics
Remuneration & Advancement Opportunities
Importance of each Driver of Employer
Attractiveness
Why do they choose certain employers?
Drivers of Employer Attractiveness

7. The Universum Communication Channels Framework
7universumglobal.com
• 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
OTHER CHANNELSIN-PERSON
DIGITALPRINT

8. 8universumglobal.com
How do they want to find out about Employers?
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!

9. Rise of Social Networks/Communities
9universumglobal.com
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
Which Social Network/Community do they use most?

10. 10universumglobal.com
Context in which Facebook is used by students
Career purposes only
Both social and career purposes
Social purposes only
0%
45%
55%
62%
Students looking for
employers on Facebook
52%
of the students have searched
for information about employers
through Facebook
of the students are following
employers on Facebook
Facebook for Careers? In Singapore! Really?

11. 11universumglobal.com
How can I use Facebook to attract Talent? Talent Page
Career-related Apps

12. 12universumglobal.com
Storytelling
How can I use Facebook to attract Talent? Talent Page

13. 13universumglobal.com
Storytelling
How can I use Facebook to attract Talent? Talent Page

14. 14universumglobal.com
Storytelling
How can I use Facebook to attract Talent? Talent Page

15. 15universumglobal.com
Do I have to have a Talent Page? Facebook Advertising
Instead of building a Talent Page we can
also just leverage Facebook advertising
through our 3rd party brands, thereby
providing you with an independent
endorsement for your company and
opportunities.
This is extremely effective!
Example:
During Sep–Dec 2013 we utilized the
WMAE brand to tell the stories of more than
20 employers to over 3 million students via
Facebook.
On average 500% higher brand
engagement was achieved by our ads vs.
the ads employers placed themselves
without 3rd party branding.

16. 16universumglobal.com
What about YouTube?
Context in which YouTube is used by students
Career purposes only
Both social and career purposes
Social purposes only
0%
25%
75%
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

17. 17universumglobal.com
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
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
0%5%
94%

18. 18universumglobal.com
Is online enough?
75%
Different channels come with different price tags. It is important that you choose
the most effective ones in reaching your target group(s) to maximize your budget
and outcomes.
of the students use
in-person channels.
86% of the students use
digital channels.
76% of the students use
print channels.
Talent use a combination of
print, digital and in-person
channels to learn about
employers.
Different channels a good
for different interactions.
On average, they use
Different channels.
7,8
Relatively low costs
Moderate costs
Relatively high costs

19. Different Channels are good for different things:
19universumglobal.com
WOULD THEY CONSIDER WORKING FOR
YOU?
HAVE THEY APPLIED OR WILL THEY APPLY TO
YOU?
DO STUDENTS KNOW WHO YOU ARE?
ARE YOU THEIR IDEAL EMPLOYER?
Awareness
Consideration
Desire
Application

20. Your Employer
Value
Proposition
What is attractive
to your Talent
Target Group?
What does your
Talent Target Group
associate with you?
Magic
universumglobal.com 20
Just being there is not enough! Communicating the right things!
Storytelling

21. Engaging & Attracting Millennial Talent
1. Understanding your Talent Target Group
2. Communicating through the right Channels &
Methods
3. Communicating the right Messages
Recipe for Success:

22. Generation Next.
What will you do to engage and attract Millennial Talent to your organization?
Marielle Reussink
Head of Activation Solutions APAC
marielle.reussink@universumglobal.com