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Standing on our own two feet

The Zurich Talent Brand JourneySarah Cheyne – Global Head of Talent Acquisition Brand and Attraction

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Aw

are

nes

s

Engage

Em

pow

er

Connect

Driv

e

Defining an authentic and credible Talent Proposition

ZURICH TALENT PROPOSITION

Current employer branding strategy

IMAGE & IDENTITY

Leadership strategy, vision and goalsPROFILE

Corporate branding strategyCONSUMER BRAND

Competitor positioning

Phase 1Understand

Phase 2Determine and

define

Phase 3Create

#storiesworthsharing

Phase 4Activate

External and Internal research completed

Overlap of common themes identifies unique brand positioning.

Talent Proposition is turned into a talent relationship activation plan. Topical content and initiatives determined.

Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

Talent PropositionM

edia

Socia

l

Dig

ital

Prin

t

Advoca

cy

Events

Stories Stories Stories

Audiences

Gra

du

ate

s

Earl

y

tale

nt

2nd job

bers

Alu

mn

i

Pro

fess

ion

al

s

Influ

en

cers

Em

plo

yees

Essen

ce

Th

em

es

Th

em

es

Au

die

nce

s

Format and channel activation strategy

PEOPLE VISION

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Bringing our brands together

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Talent Proposition with purpose

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Bringing it to life

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Roadmap – making it all mean something

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Our wider communityA collaborative process

OWNERS

SPONSORS

INFLUENCERS

AMBASSADORSDRIVERS

ACTIVATORSENABLERS

RECEIVERS

Global Talent Acquisition Team

Generate, own and run the strategy

Overall sponsors of strategy and initiatives.

Shape and lead agendas within strategy

Provide collective support and leverages strategic initiatives

Drive forward initiatives – central point of contacts between owners and activators

Users who lead implementation and activation of initiatives.

Vendors to deliver initiatives – normally external suppliers/ Partnerships

Customers of initiatives

Brand advocacy – understanding, sharing and promoting Talent Brand Initiatives

Isabelle Welton

Claire Ball

PVT

Global Talent Acquisition Council - GTAC

Group Digital• Digital• Social• Analytics

Group Brand Strategy

Group Marcomms

Regional HRLT’s

Group Talent & People Development

Country Leadership/HR teams

Regional Talent Leads

Regional Leadership/HR teams

Internal Comms Teams

Country Talent Managers

Global Talent Acquisition Social Media Community - GTASMC

Country Recruiters

Country Digital Teams

Country Brand Teams

McCann – IPG

Havas People

Universum

LinkedIn

Accenture

HRPB’s

Careerify

AMS

External candidates

Internal stakeholders

Business Functions

Regions/Countries

Idea generation Idea development Idea socialisation

Idea testing Idea buildIdea communication

Idea expansion Idea implementationIdea testing

Idea received

Multi-layered approach to deliverables

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Communications - Internal

Hig

h t

ou

ch

Technical detail

• Team meetings

• Business led events

• GTASMC

Face-to-face events

• Strategic updates• Key global

initiatives• Analytics• External insights• Future focussed

thinking

Tools and Training

• Playbook• webinars• Recruiter

Licenses• eLearning

• Why social?• Who is our audience?• Social application• Leveraging Global

presence• Global social

ecosystem• Governance and

measurement

Internal Comms • Collaboration site• Yammer• HR pages• Weekly newsletters

Strategic detail

Low

er

tou

ch

• Social decks• Playbook• eLearning• Links to social sites• Content generation

forms and content calendar

• Governance and workflow

Social Digest

• Review of quarterly activity

• Global best practise

• Internal awards• Referral

opportunities• Analytics

Quarterly magazine/

Newsletter

ADVOCATESEmployees

ACTIVATORSTalent Managers

Recruiters

INFLUENCERS

Group TAGlobal SoMe community

Group Digital

AMBASSADORS

Group Leadership teamsLocal leadership teams

Local social teams

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Advocacy

Bug, Bug, Bug……• Training materials• Face-to-face workshops• Webinars• HR Conversation• Intranet content• Collaboration platform• eLearning• Stakeholder monthly calls• Internal campaigns

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Takeaways

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Thank you