Diversity & Employer branding

Transcription

1 Diversity & Employer branding

2 Content

3 Hello!!! Jeroen Schulze Strategic Consultant online recruitment marketing Marnix de Groot Manager international online recruitment marketing

4 Agenda Introduction Quiz Diversity strategy How can you enhance diversity via Employer Branding, seen from a marketing perspective? How to reach your diversity goals with external branding? How to reach diversity Questions

5 VONQ - What we do VONQ is an International Data Driven Recruitment Marketing company

6 VONQ - Facts & figures We love Data Driven Recruitment Marketing Over 1,000 clients all over the world Executed more than 100,000+ recruitment campaigns Access to 3,000+ international media channels Active in more than 50 countries 4 offices (Amsterdam, Rotterdam (HQ), Dusseldorf, London)

7 Diversity at VONQ 74 employees 11 different nationalities We speak 15 languages 44% of all employees is female and 56% male 50% of the management is female and 50% male The spread of age is between 20 and 45 years

8 Diversity quiz What is the effect on profit if you increase gender diversity by 10%? A. - 3 % B. - 1 % C. 0 % D. + 1 % E. + 3 %

9 Diversity quiz What is the most important item for job seekers to consider a new job? The company has: A. A reputation for great products and services B. A reputation as an attractive place to work C. A reputation for being prestigious D. A has a reputation for great people

10 Diversity quiz Below a list of most used sources for active job seekers in Europe. Please, put theme in the correct sequence: A. Personal network B. Jobs websites C. Company website D. Recruitment consultancy

11 Diversity

12 Diversity Nationality Gender Generation Education Personality Work style Race Religion Sexual Orientation Disability (Source: CIPD, UK professional body for HR)

13 Diversity - Hot topic Diversity is a hot topic on this event. The most heard forms of diversity on this event are: Generations Nationalities Gender

14 Positive impact on organisational performance by diversity Win the war for talent Strengthen customer orientation Improve decision making Increase employee satisfaction Enhance company's image Increase of profit Source:, The Difference: How the power of diversity creates better groups, firms, schools, and societies, Princeton University Press, 2007; McKinsey analysis, Konrad et al., 2006; Kirton & Greene, 2005.

15 Profit growth +3% +0,8% (source: McKinsey Diversity Database )

16 How can you enhance diversity via Employer Branding, seen from a marketing perspective?

17 Marketers know the difference

18 Employer branding is strategic and marketing effort designed to make an organization an attractive place to work for diverse employees

19 Most important items to consider for a new job? 56% The company has a reputation as a attractive place to work 20% The company has a reputation for great products and services 17% The company has a reputation for great people 17% The company has a reputation for being prestigious

20 Employer Branding Internal Brand Image External Brand Image Compensation, benefits & awards Leadership style Learning & Development Performance management Recruiting to and living by the values Regular and consistent two-way internal communications Induction processes Public and media relations Recruitment advertising University and school recruitment Website and social media External websites, for example glassdoor.com Corporate and social responsibility Consistent brand management Promoting Internal Brand drive retention, engagement & production Promoting the external brand drives recruitment

21 Apple - Gender diversity 2015 Global Gender Overall - Tech - Non-Tech - Leadership - Retail - Retail Leadership 69% 31% Male Female In 2015 Apple hired over women globally, which is 65% more than in Dashboard on:

22 How to reach your diversity goals with external branding?

23 Activities of HR to enhance Diversity (Source: CIPD, UK professional body for HR)

24 Measurements ATS

25 Diversity Recruitment Marketing Strategy Select media Develop communication Define your targeted diversity audience Analysis current SWOT, diversity & set goals

26 Media Journey T r a d i t i o n a l M e d i a Magazines Local newspaper Job boards Social Media Websites Online communities Niche websites Review pages O n l i n e M e d i a

27 Which of the following sources would you use when looking for a new job?

28 Multiple Touchpoints

29 Examples: - Generations - Gender - Nationalities How to reach diversity

30 Before we start

31 Diversity: Generations

32 Diversity: Generations (Boomers) Media: Use the most varied types of media Are still the heaviest users of newspapers Media triggers on Know-how (Content Marketing) Communication: Offer traditional HR tools of promotion, salary and status Introduce more flexibility into pay and retirement systems Offer ongoing training, as well as opportunities to mentor younger workers

33 Diversity: Generations (Gen Y) Media: The Internet is the most commonly used form of media Online media, such as videos, podcasting, blogs, instant messaging, gamification Less likely to read the print form of the newspaper than previous generations Communication: Have a complete and well designed company Web site Appeal to their desire to learn Highlight paid training and skill development Sell them on flexible schedules and telecommuting

34 Diversity: Gender

35 Diversity: Gender (women) Media: Targeted s Based on Internet behaviour Pre defined media channels Relevant Keywords Communication: Positive keywords: Dedicated, Responsible, Conscientious, Social Avoid: Assertive, Independent Aggressive, Analytical Apply only with 100% fit

36 Search engine & display network What can be: Search: make sure you are found on relevant keywords e.g. women jobs, consultant job women Behavioural targeting: banners targeted on to those candidates relevant based on their online behaviour. Remarketing: Retarget the relevant visitors of the career page 10-15%.

37 Diversity: Gender (Men) Media: Targeted s Based on Internet behaviour Pre defined media channels Relevant Keywords Communication: Un-effected by words Apply once they fit 60%

38 Diversity: Nationality

39 Diversity: Nationality Media: Depending on Country - Local job boards - Niche websites - Search engine of Google - Banner IP targeting - Display network - Direct mailings Communication: Consider Pull & Pushfactors Local language ads Local language keywords

40 Diversity: Nationality Push / Pull factors 1. Good salary 2. Location of the company 3. Work/Life balance 1. Holiday allowance 2. Equal opportunities 3. Pension package 1. Good salary 2. Permanent contract 3. Career opportunities 1. Responsibility 2. Pension package 3. Education/training options 1. Good salary 2. Atmosphere 3. Location of the company 1. Pension package 2. Appealing product/services 3. Relocation cost paid

41 Example: Diversity on Nationality

42 How EPO increases diversity in nationality? International organisation (EPO) Employing staff Employees out of 38 (European) countries Offices based in: Germany, Austria & The Netherlands Recruit scientist & engineers out of 38 member states Candidates need to speak 2 out of 3 company languages (English, French & German)

43 Actions Focus on specific geographical areas Pre-selected countries Media approach Local job boards Niche websites Search engine of Google Display network Direct mailings Content marketing

44 Communication Textual communication about diversity is key, however do not forget your visuals

45 Checklist Visuals Diverse Gender imagery in ads Multi-ethnic imagery in ads Multi-generational recruitment in ads Disability imagery in recruitment ads Several languages within one visual

46 Answers quiz 1. What is the effect on profit if you increase gender diversity by 10%? C - + 3% 2.What is the most important items for job seekers to consider a new job? B - The company has a reputation as an attractive place to work 3. Which of the following sources is the most important source when looking for a new job? B. Jobs websites - C. Company website A. Personal network D. Recruitment consultancy

47 Thank you for attending Questions?

48 Questions? Jeroen Schulze Strategic Consultant online recruitment marketing E: M: 00(31) Marnix de Groot Manager international online recruitment marketing E: M: 00(31)

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