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Innovation
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title title title title title title title
You've established your EVP. Now how do
you bring it to life?
Natalie Mellin & Robert Käck Global Employer Brand Team
King
Claudia Tattanelli Chairman Strategic Board
Universum
Are you presenting at a breakout session?
Make sure your title slide is the right color.
To swap the slide master...
On the View tab, click Normal.
In Normal View, in the thumbnail pane on the left, click the
slide that you want to apply a layout to.
On the Home tab, click Layout, and then select the layout
that you want.
Keynotes &
general
sessions
Innovation
breakout track
Data &
Metrics
breakout track
Talent Brand
breakout track
Talent
Management
breakout track
Leadership &
Strategy
breakout track
Pipeline &
Recruitment
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title title title title title title title
How organizations tackle talent attraction and the
obstacles that stand in their way
Claudia Tattanelli Chairman Strategic Board
About Universum
For 25 years we’ have been committed to helping organizations globally to identify
challenges, understand and engage with talent and communicate and measure their success
Research and insights Analysis and strategy Communication and Activation
THERE’S NO CLEAR
CONSENSUS ABOUT
WHAT MATTERS
MOST. IT DEPENDS
ON THE INDUSTRIES
53%
Energy
43%
Eng. Man.
28%
Banks
Industry highlights today
Employer branding objectives
WHAT ARE YOUR MAIN EMPLOYER BRANDING OBJECTIVES?
What is it?
The EVP is a unique set of offerings,
associations and values that will positively
influence the most suitable target candidates
and the internal target groups
What is it NOT? The EVP is not a tag line or a visual expression.
The EVP implementation is operational.
ATTRACTIVE
TRUE
VISIONARY
DISTINCT
SUSTAINABLE
EMPLOYER
VALUE
PROPOSITION
EVP: The Core of the Employer Brand
• Management involvement is key
• Message must be authentic, differentiating, credible but also
visionary and attractive
• Define your communication strategy before content creation
• Localize/adapt
• Cooperation between marketing, HR and Communications is crucial
• Always maintain a consistent look and feel
• Track the success/development
Lessons Learned in building a strong
Employer Brand
Are you presenting at a breakout session?
Make sure your title slide is the right color.
To swap the slide master...
On the View tab, click Normal.
In Normal View, in the thumbnail pane on the left, click the
slide that you want to apply a layout to.
On the Home tab, click Layout, and then select the layout
that you want.
Keynotes &
general
sessions
Innovation
breakout track
Data &
Metrics
breakout track
Talent Brand
breakout track
Talent
Management
breakout track
Leadership &
Strategy
breakout track
Pipeline &
Recruitment
breakout track
title title title title title title title
Natalie Mellin & Robert Käck Global Employer Brand Team
Establishing your EVP
(and bringing it to life too)
Trophies
• • Sweden’s Best Employer 2013, 2014
(Universum)
• • Best Employer Brand
• (CIPDs 2015 and RADs 2015)
as of Q2 2015
Stats
• Over 200 games in over 200 countries
• 340 million average monthly users
• Over 1,500 employees
A bit about us…
Our wants. Our needs.
Grow our business without losing our
entrepreneurial spirit and passion for games.
Recruit the top talent and give them the best
working environment.
Our answer (the serious one).
Get the management onboard to build an
employer brand:
• Understanding the business mission and vision
• Speaking the same language
• Finding your network
• Showing research & ROI
We researched and researched.
And researched some more…
1000+ minutes speaking with employees internally
300+ minutes speaking with potential candidates
63 days of research & analysis (including undercover
operations and 2 days spent with the founders
and leadership team)
Developed our EVP…
Passionate about games, you’ll unlock
the player in everyone. All in our fast-moving
world where to make fun, we have fun.
HRBPs
Seriously Playful (Brand, EVP &
Values
Brand
Marketing
PR
Campus
Rec. Process
Induction
Onboard Process
IT
Values
Comp. Ben
Legal
Academy
Performance
Attract /
Recruit Exit
Develop
Motivate
Onboard
Processes Touch Points
Integrate. Integrate. Integrate.
• Map the touch points and priorities for your community
• Use the community lifecycle as a framework
• Sensor check against business strategy
An EVP shouldn’t be new.
It should be you.
“Focus on the culture, trust &
enable your employees.” King Employer Branding team
Potntial & existing
employees
BRAND EMPLOYER
BRAND
PR
Play nicely with others…
Potential & existing
employees Our players
Media & investors
BRAND EMPLOYER
BRAND
PR
We’ve built it. How do we maintain it?
• Recruit against values
• Manage talent development against values
• Listen to the community
• Measure and keep score
If you take away one thing today.
OK. Four things.
• Get leadership engaged – Creating an EVP is not a HR
project it’s a company project.
• Culture matters and Employer Brand is not just about
attracting people to join.
• Hone your relationships with Marketing, Brand and PR.
• Track and adapt.