Talent Insights & Trends

1. PORTUGAL | STUDENTS
Snapshot 2015: Talent Insights & Trends
Building an effective communication strategy towards Talent

2. What sets us apart?
With over 25 years of experience
researching the field of Employer
Branding, Universum is a
recognized world leader with tried
and tested frameworks.
ABOUT UNIVERSUM
Universum annually conducts
quantitative and qualitative
research with over 1 000 000
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 approximately
2000 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.

3. Universum in the media & our clients
Our media partners publish Universum rankings and our thought leadership content:
Our client list includes some of the world’s most attractive employers:

4. About the survey
6,031
FUTURE EMPLOYEES shared
their views on career and
employer with us.
26
UNIVERSITIES and represent
129 DIFFERENT areas
of study.
17,683
EVALUATIONS about
employers, we help major
brands understand their
prospective talent.
Respondents are from
With their
TOTAL NUMBER OF
RESPONDENTS
6,031
Business 1,637
Engineering/IT 1,395
Natural Sciences 651
Humanities/ Liberal Arts/
Education
1,202
Law 462
Health/Medicine 684

5. Vital questions
Every company has an Employer
Brand, whether they decide it or not:
• What are you currently doing to
control your Employer Brand?
• What would students say your
brand is?
• Do you think your
consumer/corporate brand
hurts or helps you?
A STRONG EMPLOYER BRAND CAN ACHIEVE:
2.4x
REVENUE
GROWTH
1.8x
PROFIT
MARGIN
INCREASE
50%
SAVINGS
PER HIRE
28%
LOWER
TURNOVER
RATES
Source: LinkedIn Whitepaper, Why Your Employer Brand Matters, 2012

6. Most Attractive Employers 2015 – Business
PORTUGAL
EMPLOYER RANK
2015
PERCENT
2015
Google 1 30.87
Banco de Portugal 2 16.66
L'Oréal Group 3 16.43
Microsoft 4 16.42
TAP 5 15.42
Coca-Cola 6 13.93
Caixa Geral de Depósitos 7 12.28
Nike 8 12.23
Nestlé 9 11.09
Jerónimo Martins 10 9.83
PwC 11 9.58
Deloitte 12 9.35
ANA Aeroportos de Portugal 13 7.50
The Boston Consulting Group 14 7.33
H&M 15 7.05
EMPLOYER RANK
2015
PERCENT
2015
Goldman Sachs 16 7.01
IKEA 17 6.95
Millennium BCP 18 6.63
Sumol + Compal 19 6.57
RTP 20 6.41
Santander Totta 21 6.39
Unilever 22 6.34
KPMG 23 6.21
McKinsey & Company 24 6.08
adidas group 25 6.05
Inditex 26 5.97
EY (Ernst & Young) 27 5.95
EDP (Energias de Portugal) 28 5.79
Pestana 29 5.73
Vodafone 30 5.55
For more rankings go to http://universumglobal.com/rankings/portugal/

7. Most Attractive Employers 2015 – Engineering/IT
PORTUGAL
EMPLOYER RANK
2015
PERCENT
2015
Google 1 24.37
Microsoft 2 17.90
EDP Renováveis 3 13.44
TAP 4 12.56
Mota-Engil 5 11.90
EDP (Energias de Portugal) 6 11.59
Volkswagen AutoEuropa 7 9.37
Bosch 8 9.29
Galp Energia 9 8.78
Siemens 10 8.73
Teixeira Duarte 11 6.33
Nestlé 12 5.98
IKEA 13 5.81
Infra-Estruturas de Portugal 14 5.57
REN 15 5.41
EMPLOYER RANK
2015
PERCENT
2015
Sonae Indústria 16 5.32
ANA Aeroportos de Portugal 17 5.27
IBM 18 5.26
Peugeot-Citröen 19 5.03
Novabase 20 4.95
Petrogral 21 4.66
Deloitte 22 4.64
Soares da Costa 23 4.64
Bayer 24 4.49
L'Oréal Group 25 4.22
Nike 26 4.09
Coca-Cola 27 3.95
Portugal Telecom 28 3.87
General Electric (GE) 29 3.73
AdP (Águas de Portugal) 30 3.58
For more rankings go to http://universumglobal.com/rankings/portugal/

8. Why aren’t certain potential
employers considered attractive?
“Good company but need more
graduate outreach.”
“Very stressful work environment .”
“Not as prestigious as the rest.”
The working environment is not as
dynamic or fun compared to the
others.”

9. Who are you talking to?
15,013
AVERAGE EXPECTED
ANNUAL SALARY 1 To have work/life balance
2 To be secure or stable in my
job
3 To be dedicated to a cause
or to feel that I am serving
a greater good
TOP CAREER GOALS
Gain a better understanding of your potential talent
(EUR)
1 Arts, Entertainment and
Recreation
2 Management and Strategy
Consulting
3 Banks
MOST PREFERRED
INDUSTRIES

10. Building a successful
Employer branding strategy
Management involvement
If you do not have buy in from management and your CEO, you will not succeed with bringing the EVP to life
internally, it needs to start from the top. Their involvement in the entire journey is crucial.
1
Not only based on internal findings
The most common mistake organizations make is basing an EVP on their internal identity. The true piece of the EVP
is of course extremely important and a starting point for the EVP development, but not ensuring that it is attractive,
distinct and credible for you to be talking about will set you up to fail.
2
Localize/adapt
You have to understand that your EVP needs to be articulated in different ways to different target groups. Not
understanding for example how innovation is to be articulated to a senior executive and to a factory worker is also
something that will make you less successful in launching it.
3
Track success and development
Universum assists employers to do this, although a lot of organizations that we speak to unfortunately do not do
that. You need KPIs and goals for the Employer Branding and EVP work.
4
FOUR KEY LEARNINGS

11. How do you build a strong
Employer Brand with Universum
Review business
plan and workforce
plan
Identify opportunities in
the recruitment funnel
Decide where to put
primary focus
Employ the Universum
‘Drivers of Employer
Attractiveness’
Understanding
of needs
Understand your
current position
Prioritize Preferences and
current image
Develop unique and
authentic content
Prioritize, decide and
activate
Define success, set
and track KPIs
Is your messaging
attractive, credible,
distinct and
sustainable?
Define and track the
performance of our EVP –
your USPs
Measure and
evaluate
Strategic
activation plan
Content creation
Test and tailor Action Follow up
(and refine)
Test and localize
your communications
Activate your
messaging
Track performance
and revise strategy
accordingly

12. Now you’re ready to kick-start your Employer Branding. Want to know more?
Our consulting services can guide you through a more strategic approach to Employer Branding:
http://universumglobal.com/business-solutions/consulting
Our research can help you make more effective, fact-based decisions:
http://universumglobal.com/business-solutions/research/