Just as a great consumer brand can help you achieve success in sales, a great employer brand can help your company actively attract the industries best to your workplace. Join IDA, Ericsson and Talisman Energy in this session as they share their experience and how Brand is changing the game for them.

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Realizing the Power of a Brand
Tim Grogan
Head of Talent Brand Solutions, APAC
LinkedIn

3. Talent Brand
Employer Brand
EVP
The unique & differentiating
promise a business makes to
its employees and potential
candidates
Defined attributes
that attract and
engage talent
What talent thinks, feels and
shares about your company
The building blocks of your Talent Brand

4. StrategicStrategic
4
Emerging
Foundational
Traditional
People Talent
Reactive
Transactional
Recruitment
High Cost
Quantity = Active
Proactive
Sourcing & Branding
Efficient & Effective
Quality = Passive
Emerging
Foundational
Traditional
Transform the way you engage Talent

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7. Our Employer Branding
Adventure

8. About IDA
> Formed through merger of National Computer Board (NCB) and
Telecommunications Authority of Singapore (TAS) some 10+ years
ago
> Single agency of 1800+ professionals responsible for
• planning, policy formulation, regulation and industry
development of IT and telecoms sectors
• Govt ICT infrastructure and services for Ministries and many
statutory boards.
> Statutory board under Ministry of Communications and
Information (MCI)
+ =
About IDA

10. 11
TALENT critical to support mission …

11. 12
The Challenge …
A lot of good stuff inside
Known more for
regulating TELCOs
Not known outside
Quality CVs
Not forthcoming

12. 2,000
2,250
2,614
2,919
3,206
3,543
4,937
0
1,000
2,000
3,000
4,000
5,000
6,000
May Jun Jul Aug Sep Oct 19-Oct
LinkedIn Followers Trend
Not all were convinced on additional platform,
HR pushed ahead…

13. 14
Focused on content that attracts ICT professionals

14. Persist we did
And now…

15. 16
Close to 50,000 followers!

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Complementing other social media platforms…

17. A Global following and higher quality candidates
from direct sourcing
US: 5,100
(San Fran Bay Area: 300)
UK: 1,700
S’pore: 7,600
Indonesia: 500
Malaysia: 200
India: 7,000
Pakistan: 1,100
Australia:700
Canada: 1,000
Italy: 1,700
Spain:1,500
China: 200
Brazil: 2,600
Marketing/Line wants to partner HR!

18. Talent Matters! Just do it ; )

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31. Public | © Ericsson AB 2014 | 2014-07-09 | Page 33
› World leading provider of information and
communications technology and services
› Over 135 years of experience
› 40% of the world’s mobile traffic passes
through our networks
› 10 regions globally & 110,000+ employees
› Customers in more than 180 countries
› We’re enabling unique solutions in
healthcare, education & humanitarian efforts
› We don’t just connect places and people –
but also machines and devices
› Fifth largest software company in the world

32. Public | © Ericsson AB 2014 | 2014-07-09 | Page 34
– Analysis of internal
materials and
benchmarks: Existing
research, employee surveys,
internal communications,
programs, strategic plan and
core values
– Qualitative research:
Interviews with existing
employees representing
departments across the globe,
along with external focus
groups
– Competitive analysis:
Analysis of competitors for
global talent

34. Public | © Ericsson AB 2014 | 2014-07-09 | Page 36
At Ericsson, what you bring as an
employee shapes our success. Here,
you will contribute to an open &
collaborative culture and reinforce our
commonly held values of respect,
professionalism and perseverance. At
Ericsson, the work you do drives
change, shapes the contributions we
make to society and sustainability, and
plays a part in bringing the Networked
Society to life. No matter what your role
at Ericsson, you’ll contribute to
something bigger.
Discover what makes YOU +
ERICSSON a powerful combination.

35. Public | © Ericsson AB 2014 | 2014-07-09 | Page 37
Education
Communication
Engagement
Career Site
Talent Community
Social Media
Search
Traditional
Conferences
University Engagement
employees Online and digital Offline and events
Channels will reach both active and passive talent

36. Public | © Ericsson AB 2014 | 2014-07-09 | Page 38
› Awards
– Top 50 Most Attractive Engineering Employers in APAC
– Top 75 Graduate Employer in Australia
– Top 50 Most Attractive Engineering Employers in Europe
– Best Companies to Work For in India, UAE, Turkey,
Portugal, Russia and Finland
– Top 100 Employer in China
– Top 100 Best Companies to Work for in America
– Forbes Top 10 Companies in the U.S. that Do the Most
to Make Their Employees Happy
– Glass Door Top 50 CEO’s
– Industry leader in LinkedIn Talent Brand Index
› Employee engagement
– Ericsson: 77% (Global Norm: 69% / ICT Norm: 67%)
› Attrition
– ~5%

37. Ericsson Internal | 2014-04-29 | Page 39
› Ensure your employer brand strategy is business driven
› Conduct research to understand your true EVP and
how to best communicate it
› Know your audience, tailor your messages and adapt
your channels
› Measure results and continue to evolve

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