SlideShare a Scribd company logo
1
Localizing your
employer brand
2
Who am I?
Pratik Sabherwal
3 years5 years
For me, every business is about people
Universum at a glance
3
30 years of global data
and experience
Launched Universum Access
Social, the first social media
listening tool and social
rankings of EB
Partner with 2000 clients
globally, from local champions
to global giants
Most Attractive Employer
rankings published in 50+
markets
1 decade publishing the
World's Most Attractive
Employers
Third year delivering
our established industry
benchmark
1+ million respondents make
our survey the world's largest
talent survey
Certified 800+ Employer
Branding Professionals
Established and globally
recognized media partner
EBNow
4
❖ Why is localization of your employer brand
important?
❖ How can you localize your employer brand?
What are we talking
about today?
5
Sir Terence Patrick Leahy
Former CEO of Tesco
Your employer
brand isn't what
you say it is; it's
what people tell
you it is
Let’s get on the same page
7
Employer Brand Employer Branding EVP
This is your identity as
an employer. You have
an employer brand
whether you like it or
not, and regardless of if
you proactively manage
your brand.
If you leave it
unattended, it’s unlikely
your employer brand
will reflect the reality of
the employment
experience you offer or
your strengths as an
employer.
Your Employer Value
Proposition (EVP) is the
most important tool in
building a strong and
consistent brand that
will appeal to talent
and help you to meet
your talent
related/dependant
organisational
objectives.
Without an EVP, a
brand will be diluted
and your
communications won’t
be as effective.
This is the process of
managing your
employer brand. You do
this through
communicating with
talent in a structured
and strategic way.
To become an employer
or choice, or even to
access the skills your
business needs, now
requires you to manage
your employer brand.
Is localization
important?
9
Have you heard about the 10 year challenge?
2007
10
Chinese employers represented
50% of the top ten but only 20% of
the top five.
Now Chinese employers represent
60% of the top ten and 80% of the
top five.
2017
Universum’s ideal employer ranking - China
11
6 9 7 7
Number of local champions in the top 10 national employers
Similar trends are seen all over South East Asia
12
So how can I localize
13
Local Relevancy Global consistency
The key to succeed for localization
Communication
strategy
Localization of
products protolio
Consistent global
brand signature
Local
relevancy
Global
consistency
Where employers go wrong –
when they tend to skew to either side of the scale
ConsistencyRelevancy
Direct translation of global material
Local imagery with the global content
Different/contradictory EVP themes
Discrepancy in the talent experience
Localization is not just by country – its also about segments
17
Gender
localization
Stream
localization
Seniority
localization
Different levels of localization
What?
Prioritization of the global themes
How?
Developing a localized narrative
Developing localized content
based on local employee stories
Where?
Using the local channels
Why?
What are the objectives
& success factors
There are different levels of localization…
19
There might be a different prioritization of the global themes
The way the themes are defined in the local market might be different
The stories/examples that support these themes in the local market may be different
The relevant channels in the local market may be different
20
Using localized channels/touch-points
What might work in one market and may seem an obvious choice in another,
may not work very well in another market!
Understand
➢ Where is your target talent spending time looking for information about employers?
➢ What kind of offline activities/events do they find relevant?
21
Focus on becoming a
leader, personal and
professional growth,
improve the world
Example P&G’s ‘Your Potential. Ignite it.’ campaign
with focus on leadership and opportunities
22
Example P&G’s ‘Your Potential. Ignite it.’ campaign
with focus on leadership and opportunities
Focus on best brands,
challenging yourself,
making every day better
Focus on entrepreneurial
spirit, endless innovation,
making an impact
23
Developing localized content on
local employee stories – yet having consistency
Conduct interviews with the local employees to collect localized stories of employees
Understand the local talent,
externally & internally
Define your EB strategy and roadmap with the
global team and local business key stakeholders.
ConsistencyRelevancy
Getting your localization strategy right
25
EVP
Localization
TRUE SUSTAINABLE ATTRACTIVE CREDIBLE DISTINCT
What are seen as
strengths by local
employees?
Are there crucial
perceptions that
can be made
true?
What is in line with
corporate values,
& communication?
What are local
management’s
vision goals?
What is attractive
to current and
future employees
in the local
market?
What are the
target group’s
preferences in
local market?
Is this in line with
how you are
currently
perceived in the
local market?
Is repositioning
required?
In what areas do
you have a
competitive edge
in the local
market?
Where do you lag
behind your
competition?
28
Q&A
Thank you!

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Pratik Sabherwal: Localizing Your Employer Brand

  • 2. 2 Who am I? Pratik Sabherwal 3 years5 years For me, every business is about people
  • 3. Universum at a glance 3 30 years of global data and experience Launched Universum Access Social, the first social media listening tool and social rankings of EB Partner with 2000 clients globally, from local champions to global giants Most Attractive Employer rankings published in 50+ markets 1 decade publishing the World's Most Attractive Employers Third year delivering our established industry benchmark 1+ million respondents make our survey the world's largest talent survey Certified 800+ Employer Branding Professionals Established and globally recognized media partner EBNow
  • 4. 4 ❖ Why is localization of your employer brand important? ❖ How can you localize your employer brand? What are we talking about today?
  • 5. 5
  • 6. Sir Terence Patrick Leahy Former CEO of Tesco Your employer brand isn't what you say it is; it's what people tell you it is
  • 7. Let’s get on the same page 7 Employer Brand Employer Branding EVP This is your identity as an employer. You have an employer brand whether you like it or not, and regardless of if you proactively manage your brand. If you leave it unattended, it’s unlikely your employer brand will reflect the reality of the employment experience you offer or your strengths as an employer. Your Employer Value Proposition (EVP) is the most important tool in building a strong and consistent brand that will appeal to talent and help you to meet your talent related/dependant organisational objectives. Without an EVP, a brand will be diluted and your communications won’t be as effective. This is the process of managing your employer brand. You do this through communicating with talent in a structured and strategic way. To become an employer or choice, or even to access the skills your business needs, now requires you to manage your employer brand.
  • 9. 9 Have you heard about the 10 year challenge?
  • 10. 2007 10 Chinese employers represented 50% of the top ten but only 20% of the top five. Now Chinese employers represent 60% of the top ten and 80% of the top five. 2017 Universum’s ideal employer ranking - China
  • 11. 11 6 9 7 7 Number of local champions in the top 10 national employers Similar trends are seen all over South East Asia
  • 12. 12 So how can I localize
  • 13. 13 Local Relevancy Global consistency The key to succeed for localization
  • 14.
  • 15. Communication strategy Localization of products protolio Consistent global brand signature Local relevancy Global consistency
  • 16. Where employers go wrong – when they tend to skew to either side of the scale ConsistencyRelevancy Direct translation of global material Local imagery with the global content Different/contradictory EVP themes Discrepancy in the talent experience
  • 17. Localization is not just by country – its also about segments 17 Gender localization Stream localization Seniority localization
  • 18. Different levels of localization What? Prioritization of the global themes How? Developing a localized narrative Developing localized content based on local employee stories Where? Using the local channels Why? What are the objectives & success factors
  • 19. There are different levels of localization… 19 There might be a different prioritization of the global themes The way the themes are defined in the local market might be different The stories/examples that support these themes in the local market may be different The relevant channels in the local market may be different
  • 20. 20 Using localized channels/touch-points What might work in one market and may seem an obvious choice in another, may not work very well in another market! Understand ➢ Where is your target talent spending time looking for information about employers? ➢ What kind of offline activities/events do they find relevant?
  • 21. 21 Focus on becoming a leader, personal and professional growth, improve the world Example P&G’s ‘Your Potential. Ignite it.’ campaign with focus on leadership and opportunities
  • 22. 22 Example P&G’s ‘Your Potential. Ignite it.’ campaign with focus on leadership and opportunities Focus on best brands, challenging yourself, making every day better Focus on entrepreneurial spirit, endless innovation, making an impact
  • 23. 23 Developing localized content on local employee stories – yet having consistency Conduct interviews with the local employees to collect localized stories of employees
  • 24. Understand the local talent, externally & internally Define your EB strategy and roadmap with the global team and local business key stakeholders. ConsistencyRelevancy Getting your localization strategy right
  • 25. 25 EVP Localization TRUE SUSTAINABLE ATTRACTIVE CREDIBLE DISTINCT What are seen as strengths by local employees? Are there crucial perceptions that can be made true? What is in line with corporate values, & communication? What are local management’s vision goals? What is attractive to current and future employees in the local market? What are the target group’s preferences in local market? Is this in line with how you are currently perceived in the local market? Is repositioning required? In what areas do you have a competitive edge in the local market? Where do you lag behind your competition?
  • 26.
  • 27.