Diversity & Employer branding
Content
Hello!!! Jeroen Schulze Strategic Consultant online recruitment marketing Marnix de Groot Manager international online recruitment marketing
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
VONQ - What we do VONQ is an International Data Driven Recruitment Marketing company
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)
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
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 %
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
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
Diversity
Diversity Nationality Gender Generation Education Personality Work style Race Religion Sexual Orientation Disability (Source: CIPD, UK professional body for HR)
Diversity - Hot topic Diversity is a hot topic on this event. The most heard forms of diversity on this event are: Generations Nationalities Gender
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.
Profit growth +3% +0,8% (source: McKinsey Diversity Database )
How can you enhance diversity via Employer Branding, seen from a marketing perspective?
Marketers know the difference
Employer branding is strategic and marketing effort designed to make an organization an attractive place to work for diverse employees
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
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
Apple - Gender diversity 2015 Global Gender Overall - Tech - Non-Tech - Leadership - Retail - Retail Leadership 69% 31% Male Female In 2015 Apple hired over 11.000 women globally, which is 65% more than in 2014. Dashboard on: http://www.apple.com/diversity/
How to reach your diversity goals with external branding?
Activities of HR to enhance Diversity (Source: CIPD, UK professional body for HR)
Measurements ATS
Diversity Recruitment Marketing Strategy Select media Develop communication Define your targeted diversity audience Analysis current SWOT, diversity & set goals
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
Which of the following sources would you use when looking for a new job?
Multiple Touchpoints
Examples: - Generations - Gender - Nationalities How to reach diversity
Before we start
Diversity: Generations
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
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
Diversity: Gender
Diversity: Gender (women) Media: Targeted emails 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
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%.
Diversity: Gender (Men) Media: Targeted emails Based on Internet behaviour Pre defined media channels Relevant Keywords Communication: Un-effected by words Apply once they fit 60%
Diversity: Nationality
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
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
Example: Diversity on Nationality
How EPO increases diversity in nationality? International organisation (EPO) Employing 7.000 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)
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
Communication Textual communication about diversity is key, however do not forget your visuals
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
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
Thank you for attending Questions?
Questions? Jeroen Schulze Strategic Consultant online recruitment marketing E: Jeroen@vonq.com M: 00(31)6 33 43 89 53 Marnix de Groot Manager international online recruitment marketing E: Marnix@vonq.com M: 00(31)6 34 73 68 54