Universum Research - Talent insight report
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Universum provides employer branding and talent attraction services to over 1,700 clients globally. Their Talent Insight Report uses survey data from over 1.3 million career seekers to help companies understand what their target talent groups want and which employers they find most attractive. The report provides comparisons of target groups' preferences, an analysis of employer brand strengths and challenges, and tailored recommendations to optimize employer branding strategy and activities based on target group insights.
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