lundquist, sara rusconi e cristiano poian - responsible employer workshop. 4th lundquist csr online...
DESCRIPTION
How can CSR and HR work together to create effective employer brandingTRANSCRIPT
The responsible employer
How can CSR and HR work together to create effective employer branding
Torino, Museo del Risparmio Joakim Lundquist, Lundquist
Lundquist Employer Branding Online Awards 2012| page 3
Towards an effective employer branding
HR
Today
Lundquist Employer Branding Online Awards 2012| page 4
Towards an effective employer branding
HR CSR
Today
Lundquist Employer Branding Online Awards 2012| page 5
Towards an effective employer branding
HR CSR
Today
EMPLOYEES
CANDIDATES & STAKEHOLDERS
Lundquist Employer Branding Online Awards 2012| page 6
Towards an effective employer branding
HR CSR
EMPLOYEES
CANDIDATES & STAKEHOLDERS
RECRUITMENT
INTRANET
COMMUNICATIONS
DISCLOSURE
INTRANET
INITIATIVES
Today
Lundquist Employer Branding Online Awards 2012| page 7
Towards an effective employer branding
HR CSR
EMPLOYEES
CANDIDATES & STAKEHOLDERS
RECRUITMENT
INTRANET
COMMUNICATIONS
DISCLOSURE
INITIATIVES
HR CSR
CANDIDATES & STAKEHOLDERS
EMPLOYEES
EMPLOYER BRANDING
EMPLOYER BRANDING
Tomorrow
Lundquist Employer Branding Online Awards 2012| page 8
What are the 3 main challenges?
HR CSR
How to improve relationships and work
better together?
Which topics to address and which stories to
tell in order to support each other?
1. RELATIONSHIPS
2. CONTENT
Lundquist Employer Branding Online Awards 2012| page 9
Sara Rusconi
Head of Online Communications, Lundquist
Gianluca Principato
Corporate Social Responsibility, Hera Group
Cedric Verardo
Talent Acquisition Specialist, UBS
Cristiano Poian
Senior Digital Strategist, Lundquist
Alessandro Camilleri
Head of Learning & Organizational
Development, Hera Group
The responsible employer
Results of the Lundquist Employer Branding Online Awards research and userquestionnaire
Torino, Museo del Risparmio Sara Rusconi and Cristiano Poian, Lundquist
Lundquist Employer Branding Online Awards 2012| page 11
Employer Branding Online Awards
First research in Europe to assess how companies communicate their
identity and employer branding to current and potential employees
100 Europe’s largest companies ranked
New assessment protocol made of 57 criteria, giving
a maximum of 100 points
Integration: one of the six pillars of Lundquist’s Employer
Branding research (it considers 6 CSR related criteria)
Lundquist Employer Branding Online Awards 2012| page 12
The questionnaire maps experience and expectations of online users
430+ respondents
55 different nationalities
“Treat me me like a human being and respect me; give me credible, verifiable information about your company and the job offer, in
a user friendly manner”
Shift to social job seeking and
increased use of mobile
First priority is career
development
Ethics as a critical component
“I’m not just another number”
Lundquist Employer Branding Online Awards 2012| page 13
Ethics as a critical component
Lundquist Employer Branding Online Awards 2012| page 14
“I’m not just another number”
Main results of the Employer Branding Online Awards
Lundquist Employer Branding Online Awards 2012| page 16
Main results from the research
The average score is 46 points, and only 14
companies achieved more than 60 points
(minimum to have a rich offering of information)
Only 38% of ranked companies provide
CSR related contents within the careers
section and often they are inadequate (6
related criteria)
Around 30% use social media for
HR purposes. However, 60% of
companies use them to promote
brand or company
10,5%
34,7%
38,2%
38,5%
42,4%
50,0%
51,5%
65,8%
0% 10% 20% 30% 40% 50% 60% 70%
Mobile experience
Applying
Ethics and responsibility
Social media
Before applying
Company information
Benefits
Searching for vacancies
Allianz (73.25)
Telecom Italia (72)
Centrica (67.5)
Best in Europe
Average performance per section
Lundquist Employer Branding Online Awards 2012| page 17
CSR-related criteria in the studyOverview of sustainability
programmes and ethics code
25% of the companies do not present
any information regarding their CSR
programmes
36% present a dedicated page with
an overview of their commitment
Only 17% present their ethics code in
the Careers section vs. 87% in the
sustainability section
17% 87%VS.
Code of ethics
Lundquist Employer Branding Online Awards 2012| page 18
CSR-related criteria in the studyDiversity and equal
opportunities
Just 13% of the companies do not
present any information regarding
diversity and equal opportunities in
the Careers section vs. 28% in the
CSR area
However, only 15% supports their
policy with data
CSR activities available to
employees
75% of the analysed companies do
not offer information regarding their
CSR programmes for employees
(such as charity and volunteering)
97% 82%VS.
Diversity
Lundquist Employer Branding Online Awards 2012| page 19
CSR-related criteria in the study
Work-life balance
45% do not address the issue of
work-life balance in their career
sections
Training and development
Training and development is a very
common topic on career websites
(only 7% do not cover them)
A mere 15% includes supporting
data (such as number of training
hours per year)
Two thirds of the companies included
in the CSR research offer a
description of their HR approach
(including detailed presentation on:
work-life balance, training,
development, compensation, etc)
Lundquist Employer Branding Online Awards 2012| page 20
5 tips to improve your employer branding with CSR contents
Don’t relegate CSR contents in a single website section, but
embed them into all the areas, to give them visibility
Talk the users’ language and adapt the message to your audiences:
CSR contents in the careers section must be shaped for jobseekers
Tell memorable stories about your CSR
projects using audiovisual materials
Don’t forget to interact with people – take the opportunities given
by social media
Be human in the relationship with the candidate: don’t
make her feel like just “another number”
Lundquist Employer Branding Online Awards 2012| page 21
Contacts
Via San Maurilio, 23
20123 Milano
t. (+39) 02 – 3675 4126
f. (+39) 02 – 9287 8792
Email: [email protected]
Website: www.lundquist.it/
Blog: www.lundquist.it/blog/
Lundquist company page
@Lundquist
Lundquist page
Lundquist channel
Slideshare account
Pinterest account