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Universum
Talent Insight Report
Gauge how well the expectations of your target talent align with what you
offer in order to attract and retain them with a cohesive Employer Brand.
Who We Are
Present in 60 countries with
regional offices in New York
City, Paris, Shanghai,
Singapore and Stockholm.
Serving more than 1 700
clients globally, including
Fortune 100 companies.
Full service Employer
Branding partner, taking
clients from identifying
challenges, engaging talent
to measuring success.
Helping the world’s leading
organizations strengthen
their Employer Brands for
over 25 years.
Surveying more than
1.3 million career-seekers,
partnering with thousands of
universities and
organizations.
Thought leaders in Employer
Branding, publishing content
on C-suite level subjects.
Our Employer Branding
content is published yearly
in renowned media, e.g.
WSJ, CNN, Le Monde,
BusinessWeek.
3
Outline
1. The Benefits of Insight-based Employer Branding
2. Knowledge to Kick Start or Optimise Your Strategy and Activities
3. Sneak Peek: What You Can Expect
4. Next Steps
4
The Employer Brand matters more
Research shows that a company’s Employer
Brand is twice as likely to drive job consideration
as its corporate brand
Lower turnover
Companies with a strong Employer Brand have a
28% lower turnover rate than companies with a
weak Employer Brand*
A competitive advantage
Only 69% of companies work with Employer
Branding from a strategic perspective
Lower cost per hire
The cost per hire is more than twice as low
for companies with strong Employer Brands
*Linkedin Whitepaper, Why Your Employer Brand Matters, 2012
**Talent Attraction Barometer 2012 (How does you organization approach employer branding?)
***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World
2.4xrevenue
growth
28%lower turnover
rates
50%savings
per hire
1.8xprofit margin
increase
Your Return on Investment
of Fact-based Employer
Branding
Just as with a consumer brand, the Employer Brand consists
of different associations. By influencing those associations
you can drive your Employer Brand in the right direction.
To which employers are your target group
attracted? Are these employers active within the
same industry as you? What makes them
attractive?
What drives your primary target group? What do
they really want from their careers? Is this
something you can offer?
What can set you aside from the competition?
Should you re-think your messaging? What do
you communicate today?
How does your target audience learn about
employers today? Are you visible in these
channels, and if so, what story do you tell?
5
?
?
?
?
What You Need to Know:
Optimising Your Employer
Branding Work
These questions will all be answered in
The Talent Insight Report
The Foundation for Your
Employer Branding Activities
6
The Talent
Insight Report
Understanding talent is the first step to becoming a more
attractive employer.
• Attracting and recruiting the right people is a challenging
task. Save time and money, and avoid the risk of
communicating things that do not resonate with your
target groups.
• Working with market intelligence will give you invaluable
insights into the talent market. As many companies take
advantage of fact-based decision-making, slow-
adapters will attempt to navigate talent attraction in the
dark.
This is a strategic tool that empowers
you to capture the right talent by
providing deep insights about the
attitudes and preferences of your key
talent groups and gives guidance on
which topics to focus on and
communicate going forward.
Comparison of Your Target
Groups’ Preferences
UNDERSTANDING WHAT TALENT WANTS
TARGET GROUP COMPARISON
• The first step to meeting expectations is knowing
what they are. You will gain a deep
understanding of what your target talent want
from a career and are looking for in an employer,
all based on Universum’s scientific Employer
Branding framework.
• Compare the preferences of up to 3 target groups
and see how you need to adapt your message when
communicating with the different groups.
7
Employer Branding Analysis
and Employer Attractiveness
HIGH LEVEL FINDINGS
ATTRACTIVENESS
• Understand which employers the different target
groups find attractive. This will give you insights into
which employers have the upper-hand in the war for
talent, and with whom you are competing for talent.
• Get an overview of the main challenges and how to
address them with the help of an Employer Branding
SWOT analysis, critical KPIs and an Employer
Branding Scorecard, which will help you plan and
measure your future Employer Branding work.
8
9
Your Tailored Solution
The Talent Insight Report is a
strategic tool that empowers you
to capture the right talent by
understanding which topics to
focus on for up to three different
target groups. Find differences
and synergies!
Thanks to the depth of our
data collection, we can provide
data from very specific target
groups to provide actionable
information for your Employer
Branding strategy
Pick your
target groups
Example target
groups
• Business vs. Engineering vs. IT
• Female vs. Male vs. Total
• Students vs. Professionals
• Accountants vs. Sales vs.
Consultants
• Harmoniser vs. Careerists vs.
Hunter
• Etc.
Create your
own evaluation
General Profile
Different target groups have different profiles. A summary is presented for each of your selected target groups.
Select your individual target groups!
10
AVERAGE AGE
AVERAGE ACADEMIC
PERFORMANCE
AVERAGE EXPECTED ANNUAL
SALARY
AVERAGE AGE
AVERAGE ACADEMIC
PERFORMANCE
AVERAGE EXPECTED ANNUAL
SALARY
TOTAL GROUP 1
AVERAGE AGE
AVERAGE ACADEMIC
PERFORMANCE
AVERAGE EXPECTED ANNUAL
SALARY
GROUP 2
43% 57%
42 438 EUR 40 703 EUR 47 371 EUR
7,0 out of 10 7,0 out of 10 7,1 out of 10
22,9 years 22,7 years 23,1 years
34% 66%60% 40%
Performance in the Recruitment Funnel
Analyse your challenges along the recruitment funnel and see where you are losing talent.
Understand your strengths and future focus areas.
11
AWARENESS
CONSIDERATION
DESIRE
APPLICATION
Awareness
Percentage
Potential Applicants’
Ranking
Considered
Ranking
Ideal Employer
Ranking
The Non-familiar percentage
96% 55% 76%
Considered Employer Ranking
63 48 21
Ideal Employer Ranking
75 64 25
Potential Applicants' Ranking
54 45 16
Get a Holistic Picture of The Drivers of Employer
Attractiveness
12
Employer Reputation & Image People & Culture
Remuneration & Advancement Opportunities Job Characteristics
petitive base salary1. Competitive base salary
h future earnings2. High future earnings
ership opportunities3. Leadership opportunities
iting products and services4. Attractive/exciting products and services
dly work environment5. A friendly work environment
erence for future career6. Good reference for future career
performance (meritocracy)7. Recognising performance (meritocracy)
ety of assignments8. Variety of assignments
will support my development9. Leaders who will support my development
training and development10. Professional training and development
Competitive base salary1. Competitive base salary
A friendly work environment2. A friendly work environment
Attractive/exciting products and services3. Attractive/exciting products and services
Variety of assignments4. Variety of assignments
Leadership opportunities5. Leadership opportunities
High future earnings6. High future earnings
Good reference for future career7. Good reference for future career
Professional training and development8. Professional training and development
Secure employment9. Secure employment
Leaders who will support my development10. Leaders who will support my development
High future earnings1. High future earnings
Competitive base salary2. Competitive base salary
Leadership opportunities3. Leadership opportunities
Leaders who will support my development4. Leaders who will support my development
Recognising performance (meritocracy)5. Recognising performance (meritocracy)
Attractive/exciting products and services6. Attractive/exciting products and services
Professional training and development7. Professional training and development
Good reference for future career8. Good reference for future career
Challenging work9. Challenging work
Market success10. Market success
TOTAL GROUP 1 GROUP 2
13
Thanks…until next time
www.universumglobal.com

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Universum Research - Talent insight report

  • 1. Universum Talent Insight Report Gauge how well the expectations of your target talent align with what you offer in order to attract and retain them with a cohesive Employer Brand.
  • 2. Who We Are Present in 60 countries with regional offices in New York City, Paris, Shanghai, Singapore and Stockholm. Serving more than 1 700 clients globally, including Fortune 100 companies. Full service Employer Branding partner, taking clients from identifying challenges, engaging talent to measuring success. Helping the world’s leading organizations strengthen their Employer Brands for over 25 years. Surveying more than 1.3 million career-seekers, partnering with thousands of universities and organizations. Thought leaders in Employer Branding, publishing content on C-suite level subjects. Our Employer Branding content is published yearly in renowned media, e.g. WSJ, CNN, Le Monde, BusinessWeek.
  • 3. 3 Outline 1. The Benefits of Insight-based Employer Branding 2. Knowledge to Kick Start or Optimise Your Strategy and Activities 3. Sneak Peek: What You Can Expect 4. Next Steps
  • 4. 4 The Employer Brand matters more Research shows that a company’s Employer Brand is twice as likely to drive job consideration as its corporate brand Lower turnover Companies with a strong Employer Brand have a 28% lower turnover rate than companies with a weak Employer Brand* A competitive advantage Only 69% of companies work with Employer Branding from a strategic perspective Lower cost per hire The cost per hire is more than twice as low for companies with strong Employer Brands *Linkedin Whitepaper, Why Your Employer Brand Matters, 2012 **Talent Attraction Barometer 2012 (How does you organization approach employer branding?) ***Boston Consulting Group, Creating People Advantage 2012, Mastering HR Challenges in a Two-Speed World 2.4xrevenue growth 28%lower turnover rates 50%savings per hire 1.8xprofit margin increase Your Return on Investment of Fact-based Employer Branding Just as with a consumer brand, the Employer Brand consists of different associations. By influencing those associations you can drive your Employer Brand in the right direction.
  • 5. To which employers are your target group attracted? Are these employers active within the same industry as you? What makes them attractive? What drives your primary target group? What do they really want from their careers? Is this something you can offer? What can set you aside from the competition? Should you re-think your messaging? What do you communicate today? How does your target audience learn about employers today? Are you visible in these channels, and if so, what story do you tell? 5 ? ? ? ? What You Need to Know: Optimising Your Employer Branding Work These questions will all be answered in The Talent Insight Report
  • 6. The Foundation for Your Employer Branding Activities 6 The Talent Insight Report Understanding talent is the first step to becoming a more attractive employer. • Attracting and recruiting the right people is a challenging task. Save time and money, and avoid the risk of communicating things that do not resonate with your target groups. • Working with market intelligence will give you invaluable insights into the talent market. As many companies take advantage of fact-based decision-making, slow- adapters will attempt to navigate talent attraction in the dark. This is a strategic tool that empowers you to capture the right talent by providing deep insights about the attitudes and preferences of your key talent groups and gives guidance on which topics to focus on and communicate going forward.
  • 7. Comparison of Your Target Groups’ Preferences UNDERSTANDING WHAT TALENT WANTS TARGET GROUP COMPARISON • The first step to meeting expectations is knowing what they are. You will gain a deep understanding of what your target talent want from a career and are looking for in an employer, all based on Universum’s scientific Employer Branding framework. • Compare the preferences of up to 3 target groups and see how you need to adapt your message when communicating with the different groups. 7
  • 8. Employer Branding Analysis and Employer Attractiveness HIGH LEVEL FINDINGS ATTRACTIVENESS • Understand which employers the different target groups find attractive. This will give you insights into which employers have the upper-hand in the war for talent, and with whom you are competing for talent. • Get an overview of the main challenges and how to address them with the help of an Employer Branding SWOT analysis, critical KPIs and an Employer Branding Scorecard, which will help you plan and measure your future Employer Branding work. 8
  • 9. 9 Your Tailored Solution The Talent Insight Report is a strategic tool that empowers you to capture the right talent by understanding which topics to focus on for up to three different target groups. Find differences and synergies! Thanks to the depth of our data collection, we can provide data from very specific target groups to provide actionable information for your Employer Branding strategy Pick your target groups Example target groups • Business vs. Engineering vs. IT • Female vs. Male vs. Total • Students vs. Professionals • Accountants vs. Sales vs. Consultants • Harmoniser vs. Careerists vs. Hunter • Etc. Create your own evaluation
  • 10. General Profile Different target groups have different profiles. A summary is presented for each of your selected target groups. Select your individual target groups! 10 AVERAGE AGE AVERAGE ACADEMIC PERFORMANCE AVERAGE EXPECTED ANNUAL SALARY AVERAGE AGE AVERAGE ACADEMIC PERFORMANCE AVERAGE EXPECTED ANNUAL SALARY TOTAL GROUP 1 AVERAGE AGE AVERAGE ACADEMIC PERFORMANCE AVERAGE EXPECTED ANNUAL SALARY GROUP 2 43% 57% 42 438 EUR 40 703 EUR 47 371 EUR 7,0 out of 10 7,0 out of 10 7,1 out of 10 22,9 years 22,7 years 23,1 years 34% 66%60% 40%
  • 11. Performance in the Recruitment Funnel Analyse your challenges along the recruitment funnel and see where you are losing talent. Understand your strengths and future focus areas. 11 AWARENESS CONSIDERATION DESIRE APPLICATION Awareness Percentage Potential Applicants’ Ranking Considered Ranking Ideal Employer Ranking The Non-familiar percentage 96% 55% 76% Considered Employer Ranking 63 48 21 Ideal Employer Ranking 75 64 25 Potential Applicants' Ranking 54 45 16
  • 12. Get a Holistic Picture of The Drivers of Employer Attractiveness 12 Employer Reputation & Image People & Culture Remuneration & Advancement Opportunities Job Characteristics petitive base salary1. Competitive base salary h future earnings2. High future earnings ership opportunities3. Leadership opportunities iting products and services4. Attractive/exciting products and services dly work environment5. A friendly work environment erence for future career6. Good reference for future career performance (meritocracy)7. Recognising performance (meritocracy) ety of assignments8. Variety of assignments will support my development9. Leaders who will support my development training and development10. Professional training and development Competitive base salary1. Competitive base salary A friendly work environment2. A friendly work environment Attractive/exciting products and services3. Attractive/exciting products and services Variety of assignments4. Variety of assignments Leadership opportunities5. Leadership opportunities High future earnings6. High future earnings Good reference for future career7. Good reference for future career Professional training and development8. Professional training and development Secure employment9. Secure employment Leaders who will support my development10. Leaders who will support my development High future earnings1. High future earnings Competitive base salary2. Competitive base salary Leadership opportunities3. Leadership opportunities Leaders who will support my development4. Leaders who will support my development Recognising performance (meritocracy)5. Recognising performance (meritocracy) Attractive/exciting products and services6. Attractive/exciting products and services Professional training and development7. Professional training and development Good reference for future career8. Good reference for future career Challenging work9. Challenging work Market success10. Market success TOTAL GROUP 1 GROUP 2