EVPs - Beyond the Theory: The Zurich Talent Brand Journey
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Sarah Cheyne, Global Head of Talent Acquisition Brand and Attraction at Zurich Insurance Group, presents Zurich’s Talent Brand journey. Besides her takeaways on the recruiting process, Sarah explains the steps that Zurich undertook to activate an authentic and credible Talent Proposition.
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EVPs - Beyond the Theory: The Zurich Talent Brand Journey
- 1. INTERNAL USE ONLY Standing on our own two feet The Zurich Talent Brand Journey Sarah Cheyne – Global Head of Talent Acquisition Brand and Attraction
- 2. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Awarenes s Engage Empower Connect Drive Defining an authentic and credible Talent Proposition ZURICH TALENT PROPOSITION Current employer branding strategy IMAGE & IDENTITY Leadership strategy, vision and goals PROFILE Corporate branding strategy CONSUMER BRAND Competitor positioning Phase 1 Understand Phase 2 Determine and define Phase 3 Create #storiesworthsharing Phase 4 Activate External and Internal research completed Overlap of common themes identifies unique brand positioning. Talent Proposition is turned into a talent relationship activation plan. Topical content and initiatives determined. Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Talent Proposition Media Social Digital Print Advocacy Events Stories Stories Stories Audiences Graduates Earlytalent 2ndjobbers Alumni Professionals Influencers Employees EssenceThemesThemesAudiences Format and channel activation strategy PEOPLE VISION
- 3. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Bringing our brands together
- 5. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Talent Proposition with purpose
- 6. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Bringing it to life
- 7. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Roadmap – making it all mean something
- 9. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Our wider community A collaborative process 9 OWNERS SPONSORS INFLUENCERS AMBASSADORS DRIVERS ACTIVATORS ENABLERS RECEIVERS Global Talent Acquisition Team Generate, own and run the strategy Overall sponsors of strategy and initiatives. Shape and lead agendas within strategy Provide collective support and leverages strategic initiatives Drive forward initiatives – central point of contacts between owners and activators Users who lead implementation and activation of initiatives. Vendors to deliver initiatives – normally external suppliers/ Partnerships Customers of initiatives Brand advocacy – understanding, sharing and promoting Talent Brand Initiatives Isabelle Welton Claire Ball PVT Global Talent Acquisition Council - GTAC Group Digital • Digital • Social • Analytics Group Brand Strategy Group Marcomms Regional HRLT’s Group Talent & People Development Country Leadership/HR teams Regional Talent Leads Regional Leadership/HR teams Internal Comms Teams Country Talent Managers Global Talent Acquisition Social Media Community - GTASMC Country Recruiters Country Digital Teams Country Brand Teams McCann – IPG Havas People Universum LinkedIn Accenture HRPB’s Careerify AMS External candidates Internal stakeholders Business Functions Regions/Countries Idea generation Idea development Idea socialisationIdea testing Idea buildIdea communicationIdea expansion Idea implementationIdea testing Idea received Multi-layered approach to deliverables
- 10. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Communications - Internal 10 Hightouch Technical detail • Team meetings • Business led events • GTASMC Face-to-face events • Strategic updates • Key global initiatives • Analytics • External insights • Future focussed thinking Tools and Training • Playbook • webinars • Recruiter Licenses • eLearning • Why social? • Who is our audience? • Social application • Leveraging Global presence • Global social ecosystem • Governance and measurement Internal Comms • Collaboration site • Yammer • HR pages • Weekly newsletters Strategic detail Lowertouch • Social decks • Playbook • eLearning • Links to social sites • Content generation forms and content calendar • Governance and workflow Social Digest • Review of quarterly activity • Global best practise • Internal awards • Referral opportunities • Analytics Quarterly magazine/ Newsletter ADVOCATES Employees ACTIVATORS Talent Managers Recruiters INFLUENCERS Group TA Global SoMe community Group Digital AMBASSADORS Group Leadership teams Local leadership teams Local social teams
- 11. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Advocacy Bug, Bug, Bug…… • Training materials • Face-to-face workshops • Webinars • HR Conversation • Intranet content • Collaboration platform • eLearning • Stakeholder monthly calls • Internal campaigns