UNIVERSUM at UNIVERSITY

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HERE
GENEVA NOVEMBER 2012

WWW.UNIVERSUMGLOBAL.COM

AGENDA
1. ABOUT UNIVERSUM
2. WHAT IS A EVP
3. FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL
4. EVP DEVELOPMENT

5. CASE STUDY

1.

ABOUT UNIVERSUM

About Universum
RANKING

RANKINGS ARE ONLY

EMERGING PART OF THE
ICEBERG

About Universum
WWW.UNIVERSUMGLOBAL.COM

- WE SURVEY OVER 450000 STUDENTS AND 100000 PROFESSIONALS ANNUALLY IN 33

COUNTRIES
- WE PUBLISH MORE THAN 150 CAREER PUBLICATIONS IN 10 COUNTRIES
- WE HAVE 10 CAREER SITES WITH 400000 VISITORS/MONTH

- 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

About Universum
WE HELP EMPLOYERS

UNDERSTAND

DECIDE

THEIR IMAGE,
AUDIENCE
AND COMPETITORS

DESIRED
BRAND POSITION

PLAN

ACT

THEIR
COMMUNICATION
ACTIVITIES

BY REACHING THE TALENT

MARKET THROUGH PUBLICATIONS
AND EVENTS

UNIVERSUM IN THE WORLD

1.

2.

ABOUT UNIVERSUM

WHAT IS A EVP
3.

EB FUNNEL

4.

EVP EMPLOYER VALUE PROPOSITION

5.

SET UP A COMMUNICATION STRATEGY

6.

CASE STUDY

EVP Employer Value Proposition

WHAT IS AN EVP?

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.

A USP for Employers!

EVP Employer Value Propostion

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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EVP Employer Value Propostion

WHAT IS AN EVP?

IMAGE
THE EXTERNAL VIEW AND
POSITION OF YOUR
COMPANY

IDENTITY
THE PERCEPTION OF
THE COMPANY AS AN
EMPLOYER BY YOUR
CURRENT
EMPLOYEES

EVP

PROFILE
THE IMAGE THE
EMPLOYER IS
TRYING TO
COMMUNICATE

About Universum
WHAT IS AN EVP FOR?

The objective of employer branding activities is to

-

ATTRACT
RETAIN
BE PERCEIVED

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EVP Employer Value Proposition

WHAT IS AN EVP?

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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3.

FUNDAMENTAL TOOL: EMPLOYER BRANDING FUNNEL

EB Funnel
WHERE IS THE CHALLENGE?
IDENTIFY THE MAIN CHALLENGE

DO THE COMPANY HAVE A TALENT GOAL SET?

TALENT ATTRACTION STRATEGY

DOES TALENT KNOW THE EMPLOYER?

WOULD THEY CONSIDER WORKING FOR THEM?

ARE THEY AN IDEAL EMPLOYER?

NON-FAMILIARITY
CONSIDERATION
DESIRE

HAVE THE STUDENTS APPLIED OR WILL THEY APPLY?

APPLICATION

ARE THE COMPANY MEETING THEIR ACCEPTANCE LEVELS?

ACCEPTANCE

DO THE COMPANY HAVE A RETENTION STRATEGY IN PLACE?

RETENTION STRATEGY

EB Funnel
WHERE IS THE CHALLENGE?

Universum
measurement

Non-Familiarity

The Non-familiar
Employer percentage

44%

Consideration

The Considered
Employer ranking

61

Desire

The Ideal
Employer ranking

70

Application

The Potential
Applicants ranking

58

Acceptance

16

EB Funnel
WHERE IS THE CHALLENGE?

Universum
measurement

Non-Familiarity
Consideration

The Non-familiar
Employer percentage

The Considered
Employer ranking

44%

9%

61

90

Desire

The Ideal
Employer ranking

70

103

Application

The Potential
Applicants ranking

58

100

Acceptance

17

EB Funnel
WHERE IS THE CHALLENGE?

Universum
measurement

Non-Familiarity
Consideration

The Non-familiar
Employer percentage

The Considered
Employer ranking

44%

9%

2%

61

90

Desire

The Ideal
Employer ranking

58

103

11

Application

The Potential
Applicants ranking

52

100

17

Acceptance

18

EB Funnel
WHERE IS THE CHALLENGE?

Universum
measurement

Non-Familiarity
Consideration

The Non-familiar
Employer percentage

The Considered
Employer ranking

44%

9%

2%

61

90

Desire

The Ideal
Employer ranking

55

103

11

Application

The Potential
Applicants ranking

37

100

17

Acceptance

19

Set up a communication strategy

WHERE IS THE CHALLENGE? ACT ACCORDINGLY!
Different communication channels have different purposes!
Universum
measurement

Non-Familiarity
Consideration

Most effective
communication channels

The Non-familiar
Employer percentage

Career guides/books
Career magazines for students
Lectures/Case studies as part of curriculum

The Considered
Employer ranking

Career guides/books
Employer presentations on campus
Career guidance websites

Desire

The Ideal
Employer ranking

Targeted messages/notifications
Employer websites
Recruitment brochures

Application

The Potential
Applicants ranking

Employer websites
Employer sponsored event
Employer presentations on campus

Acceptance

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4.

EVP DEVELOPMENT

UNIVERSUM

OUR APPROACH TO STRATEGIC EMPLOYER BRANDING

Are our activities effective in
building a strong brand? Are
we attractive enough to meet
our recruitment needs?

What is important and relevant

for your target groups? What
makes an employer attractive?
Performance
Measurement

How can we translate the

strategy into a compelling
creative concept? Is our
message getting across?

Strategy
Execution

Communication
Strategy

How should we communicate the

employer offering to the target group?
What channels are most effective?

Market
Intelligence

Identity
Validation

Strategy
Development

How do current
employees see
you? What are
strengths and
weaknesses that
are associated
internally?

What should you emphasize in

the communication to maximize
its effectiveness? Where is a
repositioning needed to create
the desired employer image?
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SERVICE OFFERING

OVERVIEW PHASE 1: STRATEGIC ADVISOR TO DEVELOP STRATEGY

Performance
Measurement

Strategy
Execution

Communication
Strategy

Market
Intelligence

Identity
Validation

Strategy
Development

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EVP Employer Value Proposition

DEVELOPMENT OF EVP - Drivers of Employer Attractiveness
Employer Reputation & Image

Job Characteristics

- The attributes of the employer as an organisation

- The contents and demands of the job, including the

learning opportunities provided by the job

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

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

Remuneration & Advancement Opportunities

- The social environment and attributes of the work place

- The monetary compensation and other benefits, now and

in the future

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 and
colleagues
Recruits only the best students
Will enable me to have good work/life balance

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
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PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY

CONTRAST EXTERNAL WITH INTERNAL INSIGHTS

A strong and successful Employer Brand needs to include different

perspectives and builds upon a solid understanding of the internal reality

IDENTITY
Who you really are

PROFILE
IDENTITY

PROFILE

Who you want to be

What you are trying

to communicate

The image, career

and opportunities your
company can offer
IMAGE

IMAGE
Who people think you are
The external view and
position of your company

25

PHASE 1: STRATEGIC ADVISOR TO DEVELOP THE STRATEGY

THE EMPLOYER BRANDING STRATEGY DEVELOPMENT

Current Employer
Branding strategy

Managements
vision and goals

RESEARCH Internal / External

Localization and adaptation of EVP if

needed to better address target groups

EMPLOYER VALUE
PROPOSITION

Corporate
Branding
strategy

Competitors
positioning

Develop one EVP - adaptation for specific

target groups or markets through different
emphasis and other stories and examples
to illustrate and communicate the EVP

ATTRACTIVE
TRUE
CREDIBLE
DISTINCT
SUSTAINABLE

UNDERSTAND

DECIDE ON EVP

MARKET INTELLIGENCE
IDENTITY VALIDATION

STRATEGY
DEVELOPMENT

PREPARE IMPLEMENTATION

PLUS MANAGEMENT
PERSPECTIVE
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SERVICE OFFERING

PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT

Performance
Measurement

Strategy
Execution

Communication
Strategy

Market
Intelligence

Identity
Validation

Strategy
Development

27

PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT

COMMUNICATION STRATEGY: SETTING THE FOUNDATION

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

WORK SESSIONS WITH

STAKEHOLDERS / MARKETS
Present and discuss findings from
research with stakeholders in each
market.

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

BE GLOCAL!

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

28

PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT

STRATEGY EXECUTION: TEST, RECEIVE FEEDBACK AND IMPROVE

IN-PERSON OR ONLINE FOCUS GROUPS

Tailored 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).

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PHASE 2: LONG-TERM PARTNER TO SUCCESSFULLY IMPLEMENT

STRATEGY EXECUTION: UNIVERSUMS SOLUTIONS AND TOOLS

REACH THE RIGHT TALENT

SURROUND YOUR AUDIENCE WITH
THE RIGHT MESSAGE

30

Set up a communication strategy

MEASUREMENT

RANKINGS ARE ONLY

EMERGING PART OF THE
ICEBERG...

BUT NOW THEY FULFILL AN IMPORTANT

ROLE:
THE MEASUREMENT OF YOUR EB WORK.

31

5.

CASE STUDY

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

Denmark
China
Germany
India
Italy
Singapore
Spain
US

Workshop to develop an attractive and sustainable EVP

An EVP to be used globally and adapted locally to improve efforts in

recruiting.
The years after the implementation, the client saw significant
improvement in the Ideal Employer rankings in all key markets was
noted

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Case study
VESTAS - DEVELOPMENT OF ATTRACTIVENESS IN KEY MARKETS

Attractiveness for Vestas over time

Before EVP
0
10

EVP launched
4

1 year after launch

1

Today (2011*)
4

20
Denmark
40
60
71
80
100

85
94
102

62
64
77
82

49
54
57
74

Germany
Singapore
Spain
Italy

96
106

120
128
140

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

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WWW.UNIVERSUMGLOBAL.COM

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