Académique Documents
Professionnel Documents
Culture Documents
Welcome!
1 2 3
Our view on Employer Branding What Creates Attractiveness Communicating with Talent
Employers
Actionable knowledge on the talent market
Talent
Understand
Decide
Plan
Act
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.
Research
Communication strategy
50%
Attraction Id love to be a part of that company
50%
Retention & engagement Im committed to my employer
Survey Question: What are the main objective(s) of your companys employer branding work? (Please choose a maximum of three alternatives)
Ability to attract the very best people out of the talent group
Ability to resist salary creep in a competitive market potential candidates will have other deciding factors than salary Shorter time to fill positions Higher employee commitment Lower employee turnover
Business* 1. Google 2. PricewaterhouseCoopers 3. Microsoft 4. Goldman Sachs 5. Ernst & Young 6. Procter & Gamble 7. J.P. Morgan 8. KPMG 9. McKinsey & Company 10. Deloitte 11. BCG 12. BMW 13. Coca-Cola 14. L'Oral 15. Morgan Stanley 16. Sony 17. IBM 18. Johnson & Johnson 19. Deutsche Bank 20. General Electric
10
11
Contribute to society
2000
2001
2002
2003
2004
12
13
14
15
16
17
18
Flight to safety temporary Not giving up the work-life balance permanent Importance of industry down large differentiation between individual employer brands permanent More time spent researching temporary More emphasis on meeting real people and managers - permanent
19
20
21
Direct communication
Employer Brand
Indirect communication
People you know at the company Blogs by employees News articles Blogs about company performance
Employer branding
Corporate branding
22
23
Case Studies
24
Make sure to align channels that you can influence because some channels you cannot
25
Our employees, who have named themselves Googlers, are everything. Google is organized around the ability to attract and leverage the talent of exceptional technologists and business people. We have been lucky to recruit many creative, principled and hard working stars. We hope to recruit many more in the future. We will reward and treat them well. Talented people are attracted to Google because we empower them to change the world; Google has large computational resources and distribution that enables individuals to make a difference. Our main benefit is a workplace with important projects, where employees can contribute and grow. We are focused on providing an environment where talented, hard working people are rewarded for their contributions to Google and for making the world a better place. Larry Page & Sergey Brin in 2004 Founders' IPO Letter
26
Interruption Who What Where When Why Computer Science Grads Come work at Google Campus, Science mags End of academic year Were the best
Engagement Competitive problem solvers Solve this Outdoor (shared medium provokes competition) Commuting time Were like you, because we act like you
27
3) The pitch
28
PwC LEAP PwC LEAP is the student club held by PwC Every leap manager has a PwC mentor LEAP is a door to PwC internship which make the club very attractive L - Learning - learn accounting knowledge and PwC news E - Experience - experience PwC culture A - Association - associate with top students from all over China P - Progress - take progress with LEAP
29
Employers need: - Courage and knowledge - Innovation - Strong brand and training - Leadership
31