UniversumEVP HEC 20121030

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WWW.UNIVERSUMGLOBAL.COM

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UNIVERSUM at UNIVERSITY OF GENEVA NOVEMBER 2012



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AGENDA

1. ABOUT UNIVERSUM

2. WHAT IS A EVP

3. FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL

4. EVP DEVELOPMENT

5. CASE STUDY


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1. ABOUT UNIVERSUM


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About Universum

RANKINGS ARE ONLY

EMERGING PART OF THE

ICEBERG

4

RANKING


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About Universum

5


- 200 PEOPLE IN 12 LOCATIONS ON 5 CONTINENTS

- HEAD OFFICE LOCATED IN STOCKHOLM

- MORE THAN 1200 CLIENTS GLOBALLY, INCLUDING THE MAJORITY OF FORTUNE 100

COMPANIES.

- WE ORGANIZE 40 EVENTS WITH OVER 3000 PARTICIPANTS IN 14 COUNTRIES

- WE SURVEY OVER 450000 STUDENTSAND 100000 PROFESSIONALSANNUALLY IN 33

COUNTRIES

- WE PUBLISH MORE THAN 150 CAREER PUBLICATIONS IN 10 COUNTRIES

- WE HAVE 10 CAREER SITES WITH 400000 VISITORS/MONTH


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About Universum

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WE HELP EMPLOYERS

UNDERSTAND

THEIR IMAGE,

AUDIENCE

AND COMPETITORS

DECIDE

DESIRED

BRAND POSITION

PLAN

THEIRCOMMUNICATION

ACTIVITIES

ACT

BY REACHING THE TALENTMARKET THROUGH PUBLICATIONS

AND EVENTS


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UNIVERSUM IN THE WORLD


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2.3. EB FUNNEL

4. EVP EMPLOYER VALUE PROPOSITION

5. SET UP A COMMUNICATION STRATEGY

6. CASE STUDY

1. ABOUT UNIVERSUM

WHAT ISA EVP


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EVP 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 EVP is the underlying content that is then transformed into messages, visual

expression and communication strategy.

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WHAT IS AN EVP?

A USP for Employers!


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EVP Employer Value Propostion

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WHAT IS AN EVP?

All employers have an employer brand

Targeted EVP to internal and external talent groups.

It has to be attractive, true, credible, distinct and sustainable.


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IM GE

THE EXTERNAL VIEWANDPOSITION OF YOUR

COMPANY

PROFILE

THE IMAGE THEEMPLOYER IS

TRYING TOCOMMUNICATE

IDENTITY

THE PERCEPTION OFTHE COMPANY AS ANEMPLOYER BY YOUR

CURRENTEMPLOYEES

EVP Employer Value Propostion

WHAT IS AN EVP?

EVP


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About Universum

The objective of employer branding activities is to

- ATTRACT

- RETAIN

- BE PERCEIVED

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WHAT IS AN EVP FOR?


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EVP Employer Value Proposition

If you have a wrong EVP, this is what happens:

Spending time and money communicating things that are not attractive to your target

group

Weak communication due to contradicting messages

Messaging that is not distinct from competitors

Disappointed new hires when expectations are not met

Creating a negative influence on EVP as current and past employees/interns

communicate with prospective candidates

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WHAT IS AN EVP?


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3.

FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL


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DO THE COMPANY HAVE A TALENT GOAL SET?

DOES TALENT KNOW THE EMPLOYER?

WOULD THEY CONSIDER WORKING FOR THEM?

ARE THEY AN IDEAL EMPLOYER?

HAVE THE STUDENTS APPLIED OR WILL THEY APPLY?

ARE THE COMPANY MEETING THEIR ACCEPTANCE LEVELS?

DO THE COMPANY HAVE A RETENTION STRATEGY IN PLACE?

TALENT ATTRACTION STRATEGY

NON-FAMILIARITY

CONSIDERATION

DESIRE

APPLICATION

ACCEPTANCE

RETENTION STRATEGY

WHERE IS THE CHALLENGE?

EB Funnel

IDENTIFY THE MAIN CHALLENGE


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EB Funnel

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Non-Familiarity

Consideration

Desire

Application

Acceptance

Universum

measurement

The Non-familiar

Employer percentage

The Considered

Employer ranking

The Ideal

Employer ranking

The Potential

Applicants ranking

44%

61

70

58


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EB Funnel

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Non-Familiarity

Consideration

Desire

Application

Acceptance

Universum

measurement

The Non-familiar

Employer percentage

The Considered

Employer ranking

The Ideal

Employer ranking

The Potential

Applicants ranking

44%

61

58

52

9%

90

103

100

2%

6

11

17


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EB Funnel

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Non-Familiarity

Consideration

Desire

Application

Acceptance

Universum

measurement

The Non-familiar

Employer percentage

The Considered

Employer ranking

The Ideal

Employer ranking

The Potential

Applicants ranking

44%

61

55

37

9%

90

103

100

2%

6

11

17


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Set up a communication strategy

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WHERE IS THE CHALLENGE? ACT ACCORDINGLY!

Non-Familiarity

Consideration

Desire

Application

Acceptance

Universum

measurement

The Non-familiar

Employer percentage

The Considered

Employer ranking

The Ideal

Employer ranking

The Potential

Applicants ranking

Different communication channels have different purposes!

Career guides/books

Career magazines for students

Lectures/Case studies as part of curriculum

Career guides/books

Employer presentations on campus Career guidance websites

Targeted messages/notifications

Employer websites

Recruitment brochures

Employer websites

Employer sponsored event

Employer presentations on campus

Most effective

communication channels


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4.EVP DEVELOPMENT


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MarketIntelligence

IdentityValidation

StrategyDevelopment

CommunicationStrategy

StrategyExecution

PerformanceMeasurement

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What is important and relevant

for your target groups? What

makes an employer attractive?

What should you emphasize in

the communication to maximize

its effectiveness? Where is a

repositioning needed to create

the desired employer image?

Are our activities effective in

building a strong brand? Arewe attractive enough to meet

our recruitment needs?

How should we communicate the

employer offering to the target group?

What channels are most effective?

How can we translate the

strategy into a compelling

creative concept? Is our

message getting across?

How do current

employees seeyou? What are

strengths and

weaknesses that

are associated

internally?

OUR APPROACH TO STRATEGIC EMPLOYER BRANDING

UNIVERSUM


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OVERVIEW PHASE 1: STRATEGIC ADVISOR TO DEVELOP STRATEGY

SERVICE OFFERING

MarketIntelligence

IdentityValidation

StrategyDevelopment


StrategyExecution


4


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Employer Reputation & Image- The attributes of the employer as an organisation

Attractive/exciting products and services Fast-growing or entrepreneurial

Financial strength

Good reputation

High ethical standards

High level of Corporate Social Responsibility

Innovative products and services

Inspiring top management

Market success

Prestige

Remuneration & Advancement Opportunities- The monetary compensation and other benefits, now and

in the future

Clear path for advancement

Competitive base salary

Competitive benefits Good possibilities for rapid promotion

Good prospects for high future earnings

Good reference for future career

Leadership opportunities

Overtime pay/compensation

Performance-related bonus

Sponsorship of future education

Job Characteristics- The contents and demands of the job, including the

learning opportunities provided by the job

A variety of assignments

An attractive geographic location

Challenging work

Control over my working hours

Flexible working conditions

High level of responsibility

Opportunities for international travel

Opportunities for relocation abroad

Professional training and development Secure employment

People & Culture- The social environment and attributes of the work place

Has a culture that is accepting towards minorities

Has a culture that respects my individuality

Has a culture that supports equality between the sexes

Has leaders who will support my development Offers a comfortable physical work environment

Offers a creative and dynamic work environment

Offers a friendly work environment

Offers interaction with international clients andcolleagues

Recruits only the best students

Will enable me to have good work/life balance

4EVP Employer Value Proposition

DEVELOPMENT OF EVP - Drivers of Employer Attractiveness

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CONTRAST EXTERNAL WITH INTERNAL INSIGHTS

IMAGE

IDENTITY PROFILE

! A strong and successful Employer Brand needs to include differentperspectives and builds upon a solid understanding of the internal reality

IDENTITY

Who you really are

The image, career

and opportunities your

company can offer

PROFILE

Who you want to beWhat you are trying

to communicate

IMAGE

Who people think you are

The external view and

position of your company

PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY


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THE EMPLOYER BRANDING STRATEGY DEVELOPMENT

PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY

Current EmployerBranding strategy

Managementsvision and goals

Corporate

Branding

strategy

Competitors

positioning ATTRACTIVE

TRUE

CREDIBLE

DISTINCT

SUSTAINABLE

UNDERSTAND

MARKET INTELLIGENCE

IDENTITY VALIDATION

PLUS MANAGEMENT

PERSPECTIVE

DECIDE ON EVP

STRATEGY

DEVELOPMENT

PREPARE IMPLEMENTATION

EMPLOYER VALUE

PROPOSITIONRESEARCH Internal / External

Develop one EVP - adaptation for specifictarget groups or markets through differentemphasis and other stories and examplesto illustrate and communicate the EVP

Localization and adaptation of EVP ifneeded to better address target groups


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MarketIntelligence

IdentityValidation

StrategyDevelopment


StrategyExecution


PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT

SERVICE OFFERING


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Universum provides insights based on available research from our global survey about

Communicating with Talent and involves key stakeholders early on.

COMMUNICATION CHANNEL EFFECTIVENESS Channel preferences to learn about employers

How to communicate in print, online and in person

Who are the sources of influence

SOCIAL MEDIA AND ONLINE ACTIVITIES Online networks that students use How to use online networks for recruiting

Most important topics to include on career websites

Best and worst aspects of career websites

BEST PRACTICES Best employer advertisement (and reasons why)

Channels used for employer advertisements

Ranking of student publications in the market

Best employer presentation (and reasons why)

Preferences regarding location, setup, timing and content of

presentations


COMMUNICATION STRATEGY: SETTING THE FOUNDATION

WORK SESSIONS WITH

STAKEHOLDERS / MARKETSPresent and discuss findings from

research with stakeholders in each

market.

BE GLOCAL!


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IN-PERSON OR ONLINE FOCUS GROUPSTailored focus group discussions to test developed communication material or websites with the

target group to develop recommendations to further improve the communication material and branding

activities. The groups include 6 to 8 (in-person focus group) or up to 15 participants (online focus group).

STRATEGY EXECUTION: TEST, RECEIVE FEEDBACK AND IMPROVE



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REACH THE RIGHT TALENTSURROUND YOUR AUDIENCE WITH

THE RIGHT MESSAGE

STRATEGY EXECUTION: UNIVERSUMS SOLUTIONS AND TOOLS



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Set up a communication strategy

BUT NOW THEY FULFILL AN IMPORTANT

ROLE:

THE MEASUREMENT OF YOUR EB WORK.

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MEASUREMENT

RANKINGS ARE ONLY

EMERGING PART OF THE

ICEBERG...


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5. CASE STUDY


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CASE STUDY

This wind turbine manufacturer was facing a massive global expansion

and therefore needed to develop an effective and consistent global

employer branding strategy

They needed to understand what drives talents in all of these markets,

learn about current image and benchmark with selected key

competitors and develop a strategic Employer Value Proposition

Extensive tailored external (Students & Professionals) and internal

surveys

Qualitative research in all markets

Workshop to develop an attractive and sustainable EVP

An EVP to be used globally and adapted locally to improve efforts inrecruiting.

The years after the implementation, the client saw significant

improvement in the Ideal Employer rankings in all key markets was

noted

Denmark

China

Germany

India

Italy Singapore

Spain

US


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Case study

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VESTAS - DEVELOPMENT OF ATTRACTIVENESS IN KEY MARKETS

Attractiveness for Vestas over time

* Universum Student Survey results 2011 only Engineering Students, Singapore 2010 dates

10

41

4

106

82

74

128

85

77

49

94

71

6254

10296

64

57

0

20

40

60

80

100

120

140

Before EVP EVP launched 1 year after launch Today (2011*)

Denmark

Germany

Singapore

Spain

Italy


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UniversumEVP HEC 20121030

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