Presentation for SCMP-CP conference. 1. Students are going for more for job security. 2. International banks = going down - Asian banks = going up 3. Big 4 accounting firms are getting more attractive

1. WWW.UNIVERSUMGLOBAL.COM
click hereThe Current State of Employer Brands in Hong Kong
Ankita Modi, Country Manager – Hong Kong

2. A
2
1. Introducing Universum and Employer Branding
2. Key Trends and Challenges in Hong Kong Today
3. State of Employer Branding in Hong Kong
• Industry at large vs. individual employer
• What’s next?
Agenda

3. What we do
Universum and Employer Branding
3
With over 25 years of experience
researching the field of employer
branding, Universum is a recognised
world leader with tried and tested
frameworks.
Universum annually conducts quantitative
and qualitative research with almost
500.000 talented individuals to gather
insights into their career preferences,
communication habits and their perception
of potential employers.
For our clients around the world,
Universum is a trusted partner providing
solutions and services to develop, improve
and implement tailored employer branding
strategies.
Universum is the thought leader in
employer branding, with local experts in
research, consulting and communication
solutions, offering high-quality insights.
Universum’s unique global reach ensures
the comparability of research results
across markets. We partner with more
than 1.700 of the top academic institutions
in the world.
Universum employs smart, friendly and
professional experts and consultants, who
work with our clients in long-term
partnerships.

4. Our approach
Universum and Employer Branding
4
Are your activities
effective in building a
strong brand? Are
you attractive enough
to meet your
recruitment needs?
What is important
and relevant to your
target groups?
What makes an
employer
attractive?
How do current
employees see you?
What are perceived
as strengths and
weaknesses?
How can you improve
your career website
and ads? Is your
message getting
across as desired?
How should you
communicate the
employer offering to the
target group? What
channels are most
effective?
What should you
emphasize in the
communication to maximize
its effectiveness? Where is
a repositioning needed to
create your desired
employer image?

5. Overview of Key Trends in Hong Kong
5
Students are going for more for job security
1 More worries about the economy make
stable and secured jobs more attractive. The
new generation (90’s) are to a large extent
influenced by their family when they hunt for
jobs and parents are pushing students to
prioritise stable industries and companies
with high job security.
Source: Universum Hong Kong Student Survey 2013

6. Overview of Key Trends in Hong Kong
6
2 Financial and debt crisis in Europe is impacting all banks, especially
investment banking. However, the relative stability coupled with
strong local government support for Asian banks is helping them
win the war for talent in Hong Kong.
International banks = Asian banks =
Source: Universum Hong Kong Student Survey 2013

7. Overview of Key Trends in Hong Kong
7
3 Compared to other financial services industry which can be easily
influenced by economy environment, accounting is always seen as a
quite stable industry offering indispensable business. The industry is
famous for offering excellent training, transparent and clear career
path and a good reference which is a really good starting point for
graduate students.
Big 4 accounting firms are getting more attractive
Source: Universum Hong Kong Student Survey 2013

8. What your peers in Hong Kong are saying to us…
Overview of Key Talent and Employer Branding Challenges
8
Losing top talent to other
companies, especially (those in
the same industry) after receiving
first-class training from us.
Country recruiter at
leading FMCG company
The supply of good
talent and the
demand for them
HR manager at local
transportation/logistics company
The market has become such
where talent today is used to being
on the receiving end of service and
doesn’t really have the
skills to be on the providing end
of service.
HR director at international travel &
hospitality company
The race to attracting talent - but not
just any talent, the best and brightest
talent… (also) about delivering the
most attractive message via
various media platforms.
TA director at local travel & hospitality company

9. Working at the industry level
State of Employer Branding Today
9
Top 2 IDEAL Industries
Hong Kong Students Want To Work In Upon Graduation
Source: Universum Hong Kong Student Survey 2013
Public Sector and
Government
Agencies
Banks

10. Different industries are associated with different employer attributes
State of Employer Branding Today
10
Source: Universum Hong Kong Student Survey 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
Opportunities for
international travel/relocation
Challenging work
Variety of assignments
High level of responsibility
Professional training and
development
Secure employment
Team-oriented work
Client interaction
Flexible working conditions
Control over my number of
working hours
Public Sector and Government Agencies
Banks
Job Characteristics
Top 3 employer attributes

11. Different industries are associated with different employer attributes
State of Employer Branding Today
11
Source: Universum Hong Kong Student Survey 2013
Public Sector and Government Agencies
Banks
Employer Reputation
& Image
0%
10%
20%
30%
40%
50%
60%
70%
Attractive/exciting products
and services
Corporate Social
Responsibility
Environmental sustainability
Ethical standards
Fast-growing/entrepreneurial
Financial strength
Innovation
Inspiring management
Market success
Prestige
Top 3 employer attributes

12. Different industries are associated with different employer attributes
State of Employer Branding Today
12
Source: Universum Hong Kong Student Survey 2013
Public Sector and Government Agencies
Banks
People & Culture
0%
10%
20%
30%
40%
50%
60%
70%
A creativeand dynamic work
environment
A friendly work environment
Acceptance towards
minorities
Enablingme to integrate
personal interests in my
schedule
Interaction with international
clients and colleagues
Leaders who will support my
development
Recruiting only the best
talent
Respect for its people
Support for gender equality
Recognising performance
(meritocracy)
Top 3 employer attributes

13. Different industries are associated with different employer attributes
State of Employer Branding Today
13
Source: Universum Hong Kong Student Survey 2013
Public Sector and Government Agencies
Banks
Remuneration &
Advancement Opportunities
0%
10%
20%
30%
40%
50%
60%
70%
Clear path for advancement
Competitive base salary
Competitive benefits
Good reference for future
career
High future earnings
Leadership opportunities
Overtime pay/compensation
Performance-related bonus
Rapid promotion
Sponsorship of future
education
Top 3 employer attributes

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2 9 16
3 10 17
4 11 18
5 12 19
6 13 20
7 14
State of Employer Branding Today
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Source: Universum Hong Kong Student Survey 2013, Business category
Top banks among the future talent in Hong Kong
(New)

15. State of Employer Branding Today
15
Source: Universum Hong Kong Student Survey 2013
Need for a unique EVP to stand out as an individual employer
Top of Mind Associations with Local Bank A:
Top of Mind Associations with Local Bank B:
“To be secure
or stable in my
job” is the 2nd
most important
career goal
among future
talent of Hong
Kong!

16. State of Employer Branding Today
16
Source: Universum Hong Kong Student Survey 2013
Need for a unique EVP to stand out as an individual employer
Top of Mind Associations with International Bank A:
Top of Mind Associations with International Bank B:

17. Having an EVP developed based on research = Start of WINNING your talent competition
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Where Are You on Your Employer Branding Journey?
The EVP is a unique set of offerings,
associations and values that will positively
influence the most suitable target candidates and
the internal target groups. The EVP provides
attributes and themes that can be used as a long-
term foundation and framework for your branding
and creative approaches.
The EVP development is strategic.
WHAT IT IS NOT?
The EVP is not a tag line or a visual expression. It
is the underlying content that is then transformed
into messages, ads and a communication
strategy targeted at different talent groups and
countries. The choice of words, images and
channels will depend on the target group and might
vary across countries.
The EVP implementation is operational.

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Where Are You on Your Employer Branding Journey?
With your EVP developed...
HOW DO YOU
COMMUNICATE IT
EFFECTIVELY?
Employer
website
Career
fairsSocial
networks
Career
guides
TV ads
Newspaper
ads
Live
webinars /
chats
Job
boards
Recruiters /
headhunters

19. WWW.UNIVERSUMGLOBAL.COM
Thank you!
Ankita Modi (ankita.modi@universumasia.com)
ARE YOU
READY
TO DIG
DEEPER
INTO THE WORLD
OF EMPLOYER
BRANDING
?