1. Students prioritize work-life balance, variety of assignments, and competitive salary. 2. Young professionals also value work-life balance and variety, along with competitive salary and challenging work. 3. Senior professionals seek challenging work, variety of assignments, competitive salary, and work-life balance, as well as leadership support and a creative environment.

1. Ideal Employer
Brand Report
Klicka här för Why do we need Employer Branding?
att ändra format på bakgrundstexten
S & S Consulting 30.9.2010
Nivå två
• Nivå tre
• Nivå fyra
• Nivå fem
Michaela von Wendt, michaela.vonwendt@universum.se
050-582 2585
Jonna Wikman, jonna.wikman@universum.se
050-349 0602
1 Copyright Universum 2010
1
Copyright Universum 2010

2. Agenda
Part 1 - Introduction to
Employer Branding
Part 2 - Discussion & interaction
Part 3 - Universum’s experiences
2

3. Universum works with employer branding on a strategic
level
Communication Communication Action
Research EVP Plan Material
Universum’s employer branding model™
National Student Surveys • University audits Print
• 5 continents • Brand tracking and evaluation *Unique for every country
• 27 countries • Employer Value Proposition
• 800 educational institutions development Web
• Over 300,000 respondents • Communication strategy development *Unique for every country
• Communication materials testing
National Professional Surveys • Custom research
• 11 countries
• Over 80,000 respondents
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4. Universum around the world
Universum annually surveys over 300,000 students and 80,000 professionals worldwide
through our standardised research. In addition to this research we conduct research in several
other countries through our consulting projects.
4

5. What is Employer Branding?
”Employer Branding is a logical process through which companies
reach one main goal: To have a strong appeal on their current
and future ideal employees.”

6. Employer Branding serve two purposes
50%
Attraction “I’d love to be a part of that company”
50%
Retention & “I’m committed to my employer”
engagement
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7. Developing your Employer Brand
Identity Profile Identity Profile
“Who you “Who you
really are” want to be”
“Who people think Image Image
you are”
The Employer Branding process is the process of creating
a stronger and more consistent Employer Brand

8. What is an Employer Value Proposition?
A unique set of offerings, associations and
values that will positively influence the most
suitable target candidates to choose an employer
The Employer Value Proposition is the core
message of the Employer Brand
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9. EVP – All benefits
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10. What story do you want to tell…?
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11. The Drivers of Employer Attractiveness
Employer
Reputation &
Image
Remuneration Job
& Employer Characteristics
Advancement Attractiveness
Opportunities
People &
Culture
SURVEY QUESTION:
Finnish Edition
How would you rate the relative importance of these aspects when choosing your Ideal Employer?
Please divide 100 points between the alternatives in accordance with importance
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12. The Drivers of Employer attractiveness - Employer Reputation &
Image
44%
Financial strength 42%
41%
Attractive/exciting products 44%
and services 38%
42%
Employer Reputation & Image
Job Characteristics
People & Culture
Good reputation 43% Remuneration & Advancement Opportunities
37%
42%
Market success 34%
35%
28%
Innovative products and 26%
36%
services 37%
Business
Engineering/Natural Sciences
IT
SURVEY QUESTION:
Employer Reputation & Image refers to the attributes of the employer as an organisation.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
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13. The Drivers of Employer attractiveness - Job Characteristics
54%
A variety of assignments 50%
47%
Challenging work 45%
43%
36%
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
Professional training and 38%
development 33%
34%
Secure employment 34%
40%
42%
33%
Flexible working conditions 33% 42%
Business
Engineering/Natural Sciences
IT
SURVEY QUESTION:
Job Characteristics refers to the content and demands of the job, including the learning opportunities provided by the job.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
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14. The Drivers of Employer attractiveness - People & Culture
Will enable me to have good 60%
work/life balance 58%
65%
Has leaders who will support 50%
my development 47%
41%
Employer Reputation & Image
Job Characteristics
People & Culture
Offers a creative and 48% Remuneration & Advancement Opportunities
dynamic work environment 50%
44%
Offers interaction with 33%
international clients and 36%
colleagues 26%
31%
Offers a friendly work 30%
environment 34%
Business
Engineering/Natural Sciences
IT
SURVEY QUESTION:
People & Culture refers to the social environment and attributes of the work place.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
14

15. The Drivers of Employer attractiveness - Remuneration &
Advancement Opportunities
61%
Competitive base salary 62%
61%
Good reference for future 43%
career 36%
37%
Employer Reputation & Image
Job Characteristics
People & Culture
Remuneration & Advancement Opportunities
Competitive benefits 42%
36%
40%
Good prospects for 30%
27%
high future earnings 31%
Clear path for advancement 27%
21%
19% Business
Engineering/Natural Sciences
IT
SURVEY QUESTION:
Remuneration & Advancement Opportunities refer to monetary compensation and other benefits, now and in the future.
Which attributes do you perceive as the most attractive?
Please select a maximum of three alternatives
15

16. Career goals
69%
To have work/life balance 66%
65%
To be competitively or intellectually 48%
41%
challenged 39%
33%
To be secure or stable in my job 37%
39%
29%
To be a leader or manager of people 27%
21%
28%
To be a technical or functional expert 51%
59%
26%
To be autonomous or independent 21%
21%
To be entrepreneurial or 18%
15%
creative/innovative 17%
18%
To have an international career 13%
11%
Business
To be dedicated to a cause or to feel 11% Engineering/Natural Sciences
10%
that I am serving a greater good 8% IT
SURVEY QUESTION:
Below is a list of nine possible career goals. Which are most important to you? Please select a maximum of three alternatives.
THINK ABOUT:
• Which of the career goals can you offer to the largest extent?
• Can you communicate the most attractive career goals given what you can offer?
• What professional profile do you ideally seek?
• Which group/s matches these preferences best?
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17. Ideal Employer ranking (1-30) – Business professionals 2009
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2009 2009 2008 2009 2009 2008
Fazer 1 16,81% 4 Microsoft 16 5,90% 17
S-ryhmä (SOK) 2 16,53% 2 Valio 17 5,83% 12
Finnair 3 14,65% 3 Paulig 18 5,69% 18
Nokia 4 13,61% 1 Finpro 19 5,21% 24
KONE 5 12,22% 8 McKinsey & Company 19 5,21% 38
Stockmann 5 12,22% 5 YLE 21 5,00% 14
Suunto 7 10,00% 10 Wärtsilä 22 4,93% 23
OP-Pohjola-ryhmä 8 9,58% 7 Accenture 23 4,72% 31
L'Oréal 9 9,31% 9 Tapiola-ryhmä 23 4,72% 21
Nordea 10 8,54% 11 Ernst & Young 25 4,51% 26
Amer Sports 11 8,13% 16 Fortum 25 4,51% 25
Sanoma 12 7,22% 6 The Boston Consulting Group 25 4,51% 38
Suomen Pankki 13 7,01% 15 Sinebrychoff 28 4,38% 35
Hartwall 14 6,74% 19 Deloitte 29 4,24% 41
Kesko 15 6,25% 13 Neste Oil 30 4,17% 30
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
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18. Ideal Employer ranking (1-30) - Engineering/Natural Sciences
professionals 2009
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2009 2009 2008 2009 2009 2008
KONE 1 17,52% 2 Ympäristökeskukset 16 6,78% 12
Wärtsilä 2 14,10% 4 Outotec 17 5,88% 31
Fortum 3 12,54% 10 Tekes 18 5,51% 19
VTT 4 11,80% 3 Finnair 19 4,93% 14
ABB 5 11,47% 5 Sandvik 19 4,93% -
Nokia 6 10,53% 1 Ruukki 21 4,81% 16
Vaisala 7 10,28% 13 Kemira 22 4,69% 26
Pöyry 8 10,16% 6 Outokumpu 22 4,69% 29
Metso 9 9,87% 7 Polar Electro 24 4,56% 34
Neste Oil 10 9,21% 9 Vacon 25 4,32% 28
Suunto 11 8,92% 8 Ramboll 26 4,19% 30
Konecranes 12 8,22% 18 Stora Enso 27 3,99% 23
Patria 13 7,94% 17 Siemens 28 3,95% 27
Puolustusvoimat 14 7,61% 15 YIT 29 3,91% 34
UPM-Kymmene 15 7,24% 11 VTI Technologies 30 3,87% 45
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
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19. Ideal Employer ranking (1-30) – IT professionals 2009
Rank Per cent Rank Rank Per cent Rank
Employer Employer
2009 2009 2008 2009 2009 2008
Nokia 1 29,58% 2 Patria 16 6,46% 17
Microsoft 2 21,25% 3 Finnair 17 6,35% -
IBM 3 16,35% 5 Polar Electro 18 6,15% 24
F-Secure 4 15,94% 7 Logica 19 5,83% 20
VTT 5 10,94% 12 Oracle 20 5,73% -
Puolustusvoimat 6 10,73% 6 Ericsson 21 5,52% 35
Accenture 7 10,63% 11 S-ryhmä (SOK) 22 5,42% -
Nokia Siemens Networks 8 10,52% 14 TeliaSonera 23 5,31% 29
Suunto 9 10,21% 9 Fujitsu Services 24 5,10% 18
Tieto 10 9,79% 8 Tekes 25 5,00% -
KONE 11 8,96% 23 Siemens 26 4,27% 38
Digia 12 8,54% 22 Elisa 27 4,17% 28
Vaisala 13 7,81% 19 OP-Pohjola-ryhmä 27 4,17% 16
Hewlett-Packard 14 6,98% 13 ABB 29 3,96% 30
YLE 14 6,98% 9 Sanoma 30 3,54% -
SURVEY QUESTION:
Please select five employers from the list below for which you would most like to work – your five Ideal Employers.
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20. What do students and professionals prioritize?
Students Young Professionals Senior Professionals
1. Will enable me to have good 1. Competitive base salary 1. Challenging work
work/life balance
2. Will enable me to have good 2. A variety of assignments
2. A variety of assignments work/life balance
3. Competitive base salary
3. Competitive base salary 3. A variety of assignments
4. Will enable me to have good
4. Offers a friendly work 4. Challenging work work/life balance
environment
5. Has leaders who will support my 5. Offers a creative and dynamic
5. Offers a creative and dynamic development work environment
work environment
6. Offers a creative and dynamic 6. Professional training and
6. Good reference for future career work environment development
7. Secure employment 7. Good reference for future career 7. Competitive benefits
8. Has leaders who will support my 8. Secure employment 8. Has leaders who will support my
development development
9. Professional training and
9. Professional training and development 9. Secure employment
development
10. Competitive benefits 10. Offers interaction with
10. Challenging work international clients and
colleagues
= Work/life balance is valued higher
= is not one of the top 10 = is not one of the top 10
within the younger generations and
attributes amongst YP attributes amongst students
Challenging work is prioritised more in
the older generations.
* Average of results amongst business and engineering/natural sciences students
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21. Winning formula
Consistency
– between the corporate brand and the employer brand, leverage
the often much stronger and better financed efforts around the
corporate brand
– between business units (nationally) and countries (globally)
– between promise and delivery (image and identity)
Differentiation
– do not state the obvious – state the unexpected
Strategic approach
– long term (consistency over time) and senior management
support
Internal co-operation
– utilising the skills and resources of several departments, ensure
co-operation of recruitment with on-boarding
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22. Employer Branding will be more and more important in the future
22

23. Questions?
Thank You
Copyright Universum 2009
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