global insights to attracting and engaging with millennial talent

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Work-life balance, leading purpose-driven lives, making a difference are just a few of the preferences of the millennial generation that were observed in the 2014 Universum’s Student Survey, covering 36 countries globally and including 600,000 respondents. In this presentation, Claudia goes inside the minds of this generation of talent – who they are, what attracts them, what drives them, and how business can better understand, engage, recruit and retain this generation. You will not only look at results from Universum’s survey, with a particular focus on the Middle East, but we will also be inspired to develop your own communication strategy through best practice sharing and innovative, outside the box recruitment tactics. Claudia Tatanelli, Chairman of Strategic Board, Universum

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  • 1. Attracting & Retaining Millennial Talent Global and Regional Insights October, 2014 Claudia Tattanelli

2. 2universumglobal.com For 25 years, weve been committed to research & understand factors behind successful Employer Brands. Research Analysis Activation INTRODUCTION 3. 1 Key Items on Companies Agenda 2014 2 Millennial Talent Trends: What do they want out of their careers & from employers today? 3 Going from Good to Great in 2015: Tactics and best practices to improve your employer brand and activation strategy 4. 4universumglobal.com Key Items on Companies Agendas Public information Attractiveness in your target audience Challenges in the Recruitment Funnel What is attractive within your target audience Brand perception of you as an employer Competitor analysis What communication channels are most efficient Translating complex brands to the employer branding space Understanding and capturing Millennials- Differentiation/ Authenticity Future Proofing the companys success with Top Talent- Capturing the Game Changers Global workforce planning, Creating your own Global Talent Pools Effectively Using Social Media to Engage in Conversations with Millennial`s Diversity and Inclusion Assessing cultural fit Leveraging the strength of a global brand locally-Translating complex brands -Localising EVP 5. 5 The world is changing at a Rapid Pace. And you need to keep up Future-proof your brand with top talent 6. Market Transitions Underway MARKET TRANSITIONS UNDERWAY 6universumglobal.com Music News Technology Books TV Movies Airlines Banking Retail Autos Healthcare Pharma Public Sector Service Providers Utilies Source: Cisco MORE STRESSED LESS STRESSED 7. Having talent with great ideas can make a big difference SETTING THE STAGE Founded 1889 $13.3 Billion Revenue 63,900 Employees 13 Employees 2003 Filed for bankruptcy Founded 2010 Acquired for $1 Billion by Facebook 30 Million Users April 2012 20122012 or Jan Apr 8. 8universumglobal.com Locating your Talent - Repatriate Overseas Talent to Home Markets Global Mobility - Enable talent diversity and broader perspectives - Ensure stronger talent leadership and communication skills - Build a sociocultural understanding of multiple markets Shift from tactical to strategic recruiting - Acquire unique skillsets and competencies - Global mindsets - Securing top performers who tend to study abroad 51% Of the students studying in their home country plan to go abroad to continue studying 9. Why comunicating on social media is so important in order to build your talent pool and communicate with Millenials? 9universumglobal.com 10. The importance of Social Media Activation social media 10 Public information 2013 Online and Social Media! Will get a bigger pie of the communication budget: Online spend will increase from 29% to 30% and Social media will get 26% of the budget (up from 16% in 2012) 2015 Corporate Website is King! 86% says it will use it to promote their employer brand Social Media Spend will jump 16% Budget in 2012 26% Budget in 2015 Which of the following communication channels will your organization use to promote its employer brand during 2013? How is your communication budget allocated this year? How will it be in 3 years time? 11. Daily Screen Use vs. Global Media Spend 2013/2014 11universumglobal.com Smartphone Tablet TV Laptop Daily Screen Minutes Smartphone & Tablet TV Laptop Global Media Spend Source: Millward Brown, AdReaction 2014 35% 12% 27% 26% 66% 29% 4%47% Smartphone & Tablet Daily Screen minutes Smartphone & Tablet Global Media Spend 12. 12 Have you searched for information about employers through these online networks/communities? Do you follow employers on these online networks/communities? Have you received information from employers through these online communities? How do you feel about receiving employer information through the following online communities? Average results for the markets included in this report. Student-employer interaction on LinkedIn 2014 | Students | Business/Commerce 88% Students looking for employers on LinkedIn Employers approaching students on LinkedIn 77% 69% of the students have searched for information about employers through LinkedIn of the students are following employers on LinkedIn of the students have received information from employers on Facebook I like it very much I like it somewhat I dislike it somewhat I dislike it very much How do students feel about it? 63% 33% 3% 13. STUDENT PREFERENCES 13universumglobal.com 92% Students looking for employers on LinkedIn Employers approaching students on LinkedIn 89% 74% of the students have searched for information about employers through LinkedIn of the students have received information from employers on LinkedIn of the students are following employers on LinkedIn 65% in Saudi Arabia82% in Saudi Arabia 76% in Saudi Arabia Student-employer interaction on LinkedIn UAE 14. STUDENT PREFERENCES 14universumglobal.com Student-employer interaction on Facebook UAE 15. 15 Have you searched for information about employers through these online networks/communities? Do you follow employers on these online networks/communities? Have you received information from employers through these online communities? How do you feel about receiving employer information through the following online communities? Student-employer interaction on YouTube 37% Students looking for employers on YouTube Employers approaching students on YouTube 63% 14% of the students have searched for information about employers through YouTube of the students have received information from employers on YouTube of the students are following employers on YouTube 16. 16 Have you searched for information about employers through these online networks/communities? Do you follow employers on these online networks/communities? Have you received information from employers through these online communities? How do you feel about receiving employer information through the following online communities? Student-employer interaction on Twitter 57% Students looking for employers on Twitter Employers approaching students on Twitter 67% 28% of the students have searched for information about employers through Twitter of the students have received information from employers on Twitter of the students are following employers on Twitter 17. 17 your Employer Branding strategy EVP: the core of the employer brand 2014 | Students The core of is your Employer Value Proposition (EVP). EVP ATTRACTIVE* TRUE CREDIBLE* DISTINCT* SUSTAINABLE EMPLOYER VALUE PROPOSITION EMPLOYER BRANDING STRATEGY EMPLOYER VALUE PROPOSITION ALL EMPLOYERS HAVE AN EMPLOYER BRAND. THE BRAND HAS AN INTERNAL AND EXTERNAL PERSPECTIVE. THE CORE OF THE BRAND IS THE EVP. AN EFFECTIVE STRATEGY NEEDS A SOLID FOUNDATION. 18. Profile Vision and aspiration Identity The image, career and opportunities your company can offer Image The external view and position of your company Who people think you are Who you want to be Who you really are As defined and experienced by employees Senior managements long-term planning and goals Students and young professionals Developing your Employer Brand Consumer brand Corporate communications 19. ProfileIdentity Image The Employer Branding process is the process of creating a stronger and more consistent global Employer Brand and identify the specific local adaptations . ProfileIdentity Image 19 Phase 2. Decide and Develop your employer brand INTRODUCTION DISTINCTIVE COMPETITIVE THRESHOLD 20. 20 Universum help top employers around the globe to develop their global EVP and to localise it depending on market differences. Two imperatives for constructing a global employer brand 2014 | Students Define a single Global EVP Tailor the message as needed to local geographies/talent sectors Universum strongly recommends that employers develop one EVP to be used on a global level as the core of the employment brand The global message can and should be customised to local market needs. Communications and messaging can be tailored to target groups while still maintaining the core message of the overall EVP. Consistent messaging Customised message Imperative #1 Imperative #2 21. How is an EVP turned into actual communication? EVP DEVELOPMENT 21universumglobal.com INTERNAL Training sessions Office Activation Internal meetings Ambassador activities AC T I V AT I O N P L AT F O R M E V P EXTERNAL: OFFLINE On-campus tours School lectures Job fairs Recruiter training EXTERNAL: DIGITAL Social Media Mobile Career Website Campaigns 22. The goal: Consistency and Differentiation 22universumglobal.com 23. 1 Key Items on Companies Agenda 2014 2 Millennial Talent Trends: What do they want out of their careers & from employers today? 3 Going from Good to Great in 2015: Tactics and best practices to improve your employer brand and activation strategy 24. Meet the Millennials 25. Millennials | Who are they? 2.3 Billion Population worldwide! Turnover rate twice of older workers For an organization of 1000s of people the cost of replacing millennials could be millions annually 50 % Would rather have no job than a job they hate 80% Think they deserve more recognition than they get 75% Are not completely satisfied with their jobs 33% Choose recognition over higher pay 90% Sleep with their phone next to them 26. Generation why? The war for Talent is over, Talent won 27universumglobal.com Of the students in the world believe that their work should be a part of who they are 85% 27. On a quest for meaning 28universumglobal.com They are eager to change the world and want to join a company that shares their same vision Gen Y Gen X 28. Focus on the why Project Purpose in your EB messaging PURPOSE DRIVEN BRAND 29 29. Projecting a Purpose Driven Brand GOOGLE & UNILEVER PURPOSE DRIVEN EXAMPLES 30universumglobal.co