Presentation for leading employer brand expert, Brett Minchington, London November '14. Contains my belief that humans join, stay or leave a company for 1 of 4 reasons: Love, Money, Power or Hate, This is the basis for all my executed activation and strategy.

1. The Ferrero Employer
Brand Journey
@DearKat
*The views expressed in this presentation are soley my own and do not represent the views or opinions of
the Ferrero group*

4. “High pressure, lack of
freedom (almost like a
prison), lack of formal
process but many unwritten
norms and rules, lack of
performance review and
career development, WLB,
not customer focused, no
corporate culture (Brazil
feels like a colony part of an
empire; China that the
company doesn't care about
people), inadequate pay,
jobs not well defined,
missions don't correspond to
promises, slow decisions”

6. Global Sourcing 2013/14
Candidates who will apply to Ferrero
and get hired with no prompting
Baseline hires
ERP / Referrals/ Transfers
Direct Sourcing
Marketing**
Third party
Recruiters
Candidates who are known to current
Ferrero employees
Candidates who are found by Ferrero Sourcers
through media databases or social media
Candidates who are driven to Ferrero through
Recruitment Marketing activities
No/LowCostHighCost
XXX%
XXX%
XXX%
XXX%
XXX%
Candidates who are sourced by external
recruitment agencies
** Total number of hires not accounted for as in some cases the source of
the hire was unknown

7. • Leave trigger
• Temporary
effects
• Leave trigger
• Temporary
effects
• Negative
emotion
• Contagious
• Positive
emotion
• Long term
benefit
LOVE HATE
MONEYPOWER
INCREASE
DECREASE

8. Anti-analysis
Identify
Minimise
Manage out
Brand advocacy
Internal pride
Candidate pride
Alumni pride
Trade support
Industry visibility
• Leave trigger
• Temporary
effects
• Leave trigger
• Temporary
effects
• Negative
emotion
• Contagious
• Positive
emotion
• Long term
benefit
LOVE HATE
MONEYPOWER

10. An integrated approach
Employer
Branding
Talent
Acquisition
L&D
Talent
Management
Hiring
Managers Social
EVP
A JOY TO
DISCOVER

11. This is the current output
11
3. PAPIRFLY
The system
implementation:
upload all approved
toolkit materials
ready for use.
2. TOOLKIT &
GUIDELINES
A PDF document
detailing logo usage
and regulations in
using the assets.
This will also be
available as an e
book on my.ferrero
4. DIGITAL BRAND
BOOK
An inspiration book
of the employer
brand. Aiming to
make all employees
feel proud to work at
Ferrero
5. MOOD FILM
An inspiring video
that can be
understood in any
language emotively
expressing the new
employer brand.
6. INTERNAL
LAUNCH
All HR staff
communication of
the EVP. Alongside
two all day
workshops to train
specific targets on
the new brand.
11. MEASURING
ROI
There is a solid KPI
benchmark in place
to ensure our
effectiveness and
ROI. Through
measuring social
sentiment analysis to
in-house SWOT
opinion to candidates
perception.
Step 1:
DRIVE
CONSISTENCY IN
ATTRACTION
PROCESS
Step 2:
ENFORCE A
UNIFORM
EXTERNAL
PERCEPTION
Step 3:
PUSH MASS
AWARENESS
AND
EDUCATION
Step 4:
LEAD A DATA
DRIVEN
APPROACH
CONFIDENTIAL
9. 2014/15: MEDIA
PLAN
External strategy is
high touch, high
impact stunts
responding to the
target groups
communication
habits: millennial
social & digital media
will be bought
10. 2014/15:
CAMPUS ACTIVITY
External strategy is
high touch, high
impact stunts
responding to the
target groups
communication
habits.
7. CAREERS
WEBSITE
A complete rebuild of
ferrerocareers.com
user responsive by
content, language
and device: mobile
ready and scrollable
content for the i-
generation
1.EVP & CREATIVE
BUILD
A PDF document
detailing logo usage
and regulations in
using the assets.
This will also be
available as an e
book on my.ferrero

13. STRATEGY CHANGES
A large shift from paid media to earned

14. Summary of Ferrero Employer Branding
Strategy 2014/15
Core objectives: Enhance
competitiveness as employer to
attract and retain talents,
especially in xxxx .
In year 2 the focus is to increase
brand advocacy internally through
employee referrals and social
reach. To increase earned media
and decrease paid media
Step 1:
HELP
OURSELVES BY
MAKING
EXISTING
ATTRACTION
CHANNELS
WORK HARDER
Step 2:
INCREASE
SOCIAL MEDIA
PRESENCE AND
ENCOURAGE
EMPLOYEES
WOM &
REFERRALS
Step 3:
LOW COST
GUERILLA
MARKETING ON
CAMPUS FOR
XXXXXX
AWARENESS
Step 4:
LEAD A DATA
DRIVEN
APPROACH.
DRIVE THE
VISION 2020
HOLD HR
ACCOUNTABLE
KPIS
Attract enough
candidates for Ferrero
to meet DIRECT
hiring numbers
Enhance employer
brand perception &
increase quality of
applications
Increase
understanding and
appreciation of
Ferrero EVP values
To INCREASE the
employer rankings
especially XXXXX
It is envisioned
extra European
countries in PS5
will represent
xxx of the
growth.
In order to
achieve this
goal developing
a reputation as
a
best employer
of choice is a
key business
need to
attracting talent.

15. TRIUMPH?

16. 16
Vision 2020
Global KPIs
CPH
• By 2020 ..... of our hires will be a result of employer branding
• By 2015 ....... of hires will be a result of employer branding
REACH
• By 2020 our combined reach as an employer will be.......
• By 2015 our digital reach will be .......
TTF
• By 2020 our average time of hire will be .....weeks & .... touchpoints
• In 2015 will be begin measurement of time to hire
RANK
• By 2020 we will rank in ........ the ...........................
• In 2015 we will gain positioning in each focus market
QOF
• By 2020 our staff turnover in extra Europe will be reduced to just ......
• In 2015 we will begin destination employee to combat turnover

17. How we are measuring
COSTperhirefrommarketingvs3partyrecruitment
• Monster ATS
• MediaCOM
tracking
• Candidate
survey via
CEB RED
dashboard
REACH:Howmanycandidatetouchpointsdowehave?
• Google
analytics:
website
traffic
• Social traffic:
via Linkedin
• Monster ATS
via
applications
• YouTube
reach and
videos
viewed and
shared
• Glassdoor
analytics
• Media
tracking
TIMEtohire,astreamlinedrecruitmentprocess
• Monster ATS
• NB: Monster
recommend
recruiting
standards
such as job
vacancies
are posted
24 hours
from notice
to assist this
KPI.
EXTERNALperception&candidateranking
• Universums
World’s Top
50
Employers
• Employer
awards:
Randstad,
best
companies,
trendence
• Klout
competitor
benchmark
• Market
research
such as
Reputation
institute
• Radian 6 to
measure
social
sentiment
QUALITYofhireandimpactonretention
• CEB RED
dashboards
new hire
survey: both
employee
and hiring
manager
• CEB
departure
view looking
into exit
information
• Retention
rates via
SAP
reporting
• CSR report
of turnover
• The Culture
fit
assessment

18. Some early results (2013-2014)
Before (day dot) After (current day)
34 612 Linkedin followers 100 000+ LI followers (organic)
292% increase
Minimum 2.9% engagement
3 country EofC awards 21 individual country rankings
#21 Forbes most reputable
#55 Universums worlds most
attractive
#31 trendence Europes 500
5 target universities (Germany) 2000 target universities (9 markets)

19. Candidate campaign testing

20. Internal campaign testing
84.18% more
than 7/10
likely to
recommend
us
44.85% 9-
10 likely to
recommend
us

21. The fandom begins
“I would like to work at Ferrero a lot!!!! I
believe and I see!!”
“As a former Employee (22 years since departure) I am
thrilled to hear this News. I have often Boasted of the
Amazing place Ferrero was to Work at in the 90's. I
have missed being apart of the Ferrero Family & am
PROUD of its success”
“Is an honor working with a company the size of Ferrero
that supports young people and contribute to our
continued growth and development. Also, is a company
where you can feel like you're at home, working with a
beautiful family. Grazie mille Ferrero!”
“Glad I made the jump and came on board! :)”
“great brands, great products, fantastic
company, congratulations”
I LOVE YOU !! Bravi e
grazie mille
“I am very proud to be associated with a company
which is doing great works for society”
“I love to work with Ferrero family”

22. #teamferrero
“Ferrero is the ultimate definition of joyful discovering
of unique experience. It is unique to be with forever”
- Employee Survey – October 2014 -
*The views expressed in this presentation are soley my own and do not represent the views or opinions of the
Ferrero group*