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Succeeding with talent communication
This document summarizes Universum Toolbox, a service provided by Universum to help companies strengthen their employer brands. Some key points: - Universum has over 25 years of experience in employer branding and surveys over 1.3 million career seekers globally each year. - The Toolbox provides templates, guides and tools to help companies design strong communication strategies that appeal to target talent across channels like social media. - It offers a 4-step approach to defining key messages, developing unique stories, creating talent personas to segment audiences, and selecting the right communication mix. - The goal is to help companies improve hiring metrics like acceptance rates, staff retention, and positioning versus competitors, by understanding talent preferences
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Succeeding with talent communication
- 1. Universum Toolbox Succeeding withtalent communication 1 Find out the truth so you can communicate it.
- 2. Who We Are Presentin 60 countries with regional offices in New York City, Paris, Shanghai, Singapore and Stockholm. Serving more than 1 700 clients globally, including Fortune 100 companies. Full service Employer Branding partner, taking clients from identifying challenges, engaging talent to measuring success. Helping the world’s leading organizations strengthen their Employer Brands for over 25 years. Surveying more than 1.3 million career-seekers, partnering with thousands of universities and organizations. Thought leaders in Employer Branding, publishing content on C-suite level subjects. Our Employer Branding content is published yearly in renowned media, e.g. WSJ, CNN, Le Monde, BusinessWeek.
- 3. Talent is Exposedto Vast Amounts of Information Every Day and Capturing Their Attention Requires Comprehensive Reach Across Channels 3 of the world’s internet traffic is from mobile devices and we now buy more smartphones than “dumb” phones 20% In early 2014 nearly 3 billionpeople were online hours of video are watched on YouTube every month 6 billion WhatsApp messages are sent every day 27 billion users worldwide and, in the US, has a wider reach than TV between 18-24 year olds. 1.2 billion pictures are shared on social media every day 758 billion Facebook has almost
- 4. 4 *Linkedin Whitepaper, WhyYour Employer Brand Matters, 2012 **Talent Attraction Barometer 2012 (How does you organisation approach employer branding?) ***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World 2.4xrevenue growth 28%lower turnover rates 50%savings per hire 1.8xprofit margin increase Your Return on Investment of fact-based Employer Branding Your Employer Brand matters more Research shows that a company’s Employer Brand is twice as likely to drive job consideration as its corporate brand Lower turnover Companies with a strong Employer Brand have a 28% lower turnover rate than companies with a weak Employer Brand* A competitive advantage Only 69% of companies work with Employer Branding from a strategic perspective Lower cost per hire The cost per hire is more than twice as low for companies with strong Employer Brands Just as with a consumer brand, people associate various factors with an Employer Brand. You can drive your Employer Brand in the right direction by influencing these associations.
- 5. ? What to Knowto Build Your Communication Strategy What does the media behavior of the talent you want to attract look like? Which communication channels are most effective and allow you to get the most out of your communication budget? How would your target group prefer employers to communicate with them in different channels? What is happening in the digital world and how can you leverage social media to get the most out of new ways of communicating with the talent? How can you improve your communication activities based on the challenges you face? How has talent learned about you as an employer? Is this in line with your expectations? 5 ? ? ? ? ? ? These questions will all be answered in and you will have the operational tools to plan your communication
- 6. Balancing Direct andIndirect Channels 6 Decide on an overall communication level based on the competitive landscape and your attractiveness targets Allocate between channels based on communication goals and key challenges Evaluate and adjust current messaging Monitor what is being said about you Support positive messages (internally and externally) Turn your employees into ambassadors Build allies on campus Leverage your corporate PR Understand the influencers’ media consumption Build a robust social media presence Build robust SOCIAL MEDIA presence DIRECT CHANNELS INDIRECT CHANNELS DIRECT CHANNELS
- 7. ? 7 On your agreedplan How to communicate this What you want to be associated with What you are associated with The toolbox to evaluate and optimize your communication KNOW DECIDE PLAN ACT • Evaluate the impact of your employer branding efforts and better utilise your budget • Improve the accept/reject ratio by living up to the expectations of you as an employer • Increase staff retention by recruiting the right talents with the fit you need • Use your culture as a recruitment asset • Evaluate what makes you different compared to your competitors • Start the evaluation of what you want to be associated with and how you are perceived externally Universum’s toolbox Succeeding with Talent communications allows you to communicate the value of your Brand against the external preferences and opinions of your target talent. It is a strategic and operational tool that will help you identify the right messages and selecting the right channels to be first in line in the competition for talents
- 8. 8 The Toolbox Succeeding withTalent Communication consists of Tools & templates Guide: Designing the Right Candidate Experience Checklist: Selecting the Right Media Channels Guide: Planning Your Social Media Activities Template: Defining Your Key Message(s) In this toolkit you will learn: How to create messages that cuts through the clutter The 4 steps to developing and telling your unique stories How to succeed with your communication by creating “Talent Personas” How to select the right communication mix The basics of using social media the right way The 5 keys to creating an outstanding candidate experience
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